creating competitive advantage through responsible tourism practices
DESCRIPTION
In a highly competitive business environment, brands are required to push the envelope to create evergreen unique selling propositions (USP). Albert will present three case studies based on the award winning Borneo Eco Tours, Sukau Rainforest Lodge, and Borneo Ecotourism, Solutions and Technologies Society (BEST), a non-profit foundation. The strategies discussed are from lessons learnt after being in business for 23 years. They include triple bottom line concepts, specialized responsible tourism practices that improve operations synergy and leverage on business strengths. Albert will also discuss challenges faced and solutions applied when dealing with community projects.TRANSCRIPT
Creating Competitive Advantage through Responsible Tourism Practices
ByAlbert Teo
Advisor, The International Ecotourism Society,Fellow/Adjunct Lecturer, Edith Cowan University, Australia
Borneo Eco Tours/Sukau Rainforest Lodge/BEST Societywww.borneoecotours.com/www.sukau.com/www.bestsociety.org
30th October 2014Sands Expo and Convention Center, Marina Bay Sands, Singapore
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Triple Bottom Line“Shareholder value does not equal economic values”.
Michael Porter
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
(people) (profit)
(planet)
Responsible Tourism is a Sustainable Development Concept
Sustainable Tourism
Ecotourism
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)3
1. BORNEO ECO TOURS SDN.BHD. (1991)- Developing human, business and knowledge capital
2. SUKAU RAINFOREST LODGE SDN.BHD. (1995) - Developing natural, human, business and knowledge capital
3. Borneo Ecotourism, Solutions and Technologies or B.E.S.T SOCIETY (2007)- Non profit foundation (for community/environment profit)- Developing human, knowledge capital
4. CAMP LEMAING – Sir Hugh Low’s Expedition Camp (2014) - Developing natural, human, business and knowledge capital
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Four Models of Responsible Tourism
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
1. Borneo Eco Tours
Set up in 1991
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)5
To create and provide the most memorable holiday experience for our clients
To make Borneo Eco Tours the No.1 service provider through passion for excellence in our work by developing
the leadership potential of our staff, commitment to integrity, good attitude, and concern for the community
and environment
Our Vision
Our Mission
1. COMMITMENT Make our company a No.1 service provider
2. CONSISTENTThrough passion for excellence
3. COMPETENCEDeveloping the leadership potential of our staff 4. CHARACTERCommitment to integrity, good attitude 5. CAREConcern for the community and environment
1.Design2. Construction3.Operation4.Education5.Promotion
6Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
Code of Practice Since 1999
1. Minimize negative impact on nature and culture.
2. Education, interpretation, right behavior.3. Conserving natural area4. Benefiting local community.
Principles of RT Operator
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5. Infrastructures are developed in harmony with the environment.
6. Provision of good information before tours.
7. Training program for local guides.
Principles of RT Operator
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
8. Provide local employment and support local businesses.
9. Meet and interact with local communities.
10. Work with stakeholders to improve management of visitor experience
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)9
Principles of RT Operator
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2. Sukau Rainforest Lodge
www.sukau.com
Characteristics of Ecolodge
1. Use alternative and sustainable means of water acquisition and reduce water consumption
2. Meets energy needs through passive design and renewable sources
3. Provide for careful handling (reduce, refuse, reuse, recycle) and disposal of solid waste
4. Use environmentally friendly sewage treatment systems
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Rain water tanks
Solar Panel
- Hitesh Mehta,Authentic Ecolodges
5. Fit into its specific physical and cultural contexts through careful attention to form, landscaping, and color as well as through vernacular architecture
6. Use environmentally friendly building and furnishing materials
7. Have minimal impact on the natural surroundings and utilize traditional building techniques during construction
8. Endeavour to work with the local community, including community members, in the initial physical planning and design stages of construction
Characteristics of Ecolodge
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Gomantong Hall
Gecko Lounge
- Hitesh Mehta,Authentic Ecolodges
Characteristics of EcolodgeEmployment of Locals
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1. Electric motors for river cruise 2. Guests to wear ‘sarong’ for dinner 3. Dinner served on riverfront open deck to enjoy magnificent river view4. Oil lamps at dinner tables using recycled cooking oil5. ‘Conservation Fellows’ – Each room dedicated to a conservation personality complete with bio data for education
Product Innovation
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Sir David Attenborough, a ‘Conservation Fellow’
1. A Souvenir of Sabah 20082. Saving Paradise 20053. Images of Borneo 19964. Journey through Borneo 19945. Journey through Sabah (video) 19936. A Guide to Brunei Darussalam 19927. A Guide to Sandakan 19908. Sabah-land of the Sacred Mountain (video) 19909. Exotic Islands of Tunku Abdul Rahman Park 198910. Sabah - land of the Sacred Mountain 1988
1. Visitor Handbook on Lower Kinabatangan Floodplain 2003
2. Hornbill Boardwalk Interpretive Information on the Flora and Fauna 2003
Others
Product Innovation: Books & Videos Published
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• Lighting – Reuse cooking oil• Lodge designed to minimize
energy usage• Electric Motor Boat
Green Policies: Energy
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Hornbill Boardwalk & Kari Boardwalk 2002
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Green Policies: Local Community Benefits
• Employment opportunities: 70-80% are local staff members
• Supply of fish and prawns
• Supply of building materials
• Contracts - jetty, plank walk and lodge repairs
• Water tanks, medical projects.
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3. Borneo Ecotourism, Solutions and Technologies (BEST) Society
Formed and registered as a community and environment profit society in April 2007
“Empowering communities”
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Water Tank Projects in Kinabatangan and Pitas
Community Projects
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
1997-98, 1999-2000, 2012-2014
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RM137,784.22 raised Benefitted 150 households
Benefitted about 2342 people benefited
Amount raised: RM83,381.68
General medical check up, Sukau 2012
2001, 2003, 2010, 2012 and 2013 – Kinabatangan & Mantanani
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
Community Projects
Medical Projects
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Life saving for Mohammad Razman, 10, of Kg. Abai diagnosed with acute appendicitis
Environment Projects
HRH Prince Henrik and Tengku Adlin planting a tree seedling in 2001
Kinabatangan Wildlife Corridor Rehabilitation Programme(KWICORP) Tree Planting Project (since 2000)
RM 51,845.79 spent, over 5000 trees planted
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Phase 1 Site in June 2009
School children environment awareness program 2010 & 2011
Capacity Building
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Moving from Charity to Social Entrepreneurship
Human Capital Development SeminarApril 2008, Kudat
Business Opportunity SeminarAugust 2010, Kudat
Seminars and workshops benefitted about 640 persons since 2008
Tindakon Beach Homestay
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Somuil and Norzaili
Terongkongan Beach
Restaurant
Set up in 2010
Social Entrepreneurship Projects
Tourism Study Trip For 3 Rungus Leaders to Sukau
2006
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
Cold press
Ronnie and wife holding finished product (August 2012)
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Social Entrepreneurship Projects
Before After
Since 2010
Virgin Coconut Oil (VCO)
Sustainable, Capacity Building & Entrepreneurship
Kg. Rampai Besar Organic Farming 2013
Study Trip to Canaan Farmers InstituteAugust 2013
Borneo Eco Tours / Borneo Ecotourism, Solutions and Technologies Society (BEST)
Vermicompost WorkshopApril 2014
Project funding of RM 40,000.0026
4. Lemaing, The Hugh Low Expedition Camp 2013
Project funding of RM 70,000.00
Capacity Building & Entrepreneurship
Community leaders, stakeholders
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Environment and Community
Sources of Income (1996 - Jul 2014)Contribution from Borneo Eco Tours RM403,515.00 (36%)
Contribution from Sukau Rainforest Lodge (SRL) RM 236,977.08 (20%)
Contributions from others RM 536,210.91 (44%)
Grand total : RM 1,223,782.99
Amount spent on community and environment projects (As of Dec 2013)through BEST Society
RM999,378.23
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"Employment is the first step out of
poverty. It's at the core of
economic development and social stability".
Juan O. Somavia. Nobel Peace Prize
winner (1969) / Director General ,ILO, 1999.
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(BEST)
Conclusions
1. Niche Tourism – focus, specialisation, execution.
2. Leverage, synergy.3. Capacity Building- empowerment.4. Strategic Partnership.5. Building Goodwill.6. Start small, start now.
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“TERIMA KASIH”
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