Consultant brief
The
investigator is working as an external consultant for a private investor who
wants to implement an eco hotel in Egypt. In fact, the ecotourism’s expansion
seems to be even faster than the tourism industry, as it represents 20 percent
of the world travel market (Fennell, 2008). In addition, the sector of
ecotourism will continue to expand, as more tourists especially Europeans, are
willing to experiment ecotourism leisure (Euromonitor, 2009). Afterwards the
implementation of an ecolodge might be considered as a feasible project
regarding a private investor.
The private investor will find the
investigations realized by the external consultant necessary. The aim of this research
consists in evaluating the market opportunities for the development of an eco
hotel in Egypt and observes the threats that the market might generate. The
researcher will more precisely study the Egyptian Red Sea area. According to
Euromonitor (2010), this area keeps attracting a growing number of tourists
interested in experimenting ecolodge’ s
concept, recently developed in this part of the country.
The
researcher will find out which certifications and accreditations would be
necessary for the client regarding the implementation of an ecolodge and what
approaches have to be done to obtain them, as it is particularly important for
individual professionals (Fennell, 2008).
The
investigator will provide the information that the investor needs before starting
his project. The researcher will focus on what an investor would wish to know
before entering a new market and what kind of information are really useful to
achieve his project.
The
analysis and evaluation of actions taken by the government and different local
and international organizations, to improve ecotourism activities and
regulations will help deeply the client.
The
investigator will inform the client about the current situation of ecotourism
in Egypt, and then focus on the situation in the Red sea zoning.
He
will also seek the potential risks that are generated by ecotourism and more
precisely which one the client may encounter in the Egyptian Red Sea coastal
area. The client will need to find out more about the main assets in this area
which will enable him to attract visitors. He will request also information
regarding the ecotourist profile.
Aim and Objectives
Business Question
Aim
The aim is to
evaluate the market opportunities for the development of an eco hotel in Egypt.
Objectives
1)
To evaluate
the process that a private investor needs to achieve in order to introduce a
credible product regarding consumer
2)
To analyse the
current structure of ecotourism sector in Egypt, the potential market segments
and the risks that a private investor may face
3) To analyse
different processes which add value to the product
Research design
Research
methodology includes the methods chosen to gather and analyse information, the
tools used to collect data such as surveys, sampling, and the approach taken by
the researcher to interpret findings and answer a particular question based on
a particular perspective
(Mayor and Blackmon, 2005).
The researcher
will mostly use the deductive method beginning with a statement or a theory.
Actually he will study some theories related to the ecotourism development and
principles regarding the ecotourist’s behaviour. Then the researcher will test
this theory and provide suggestions. The researcher will
examine deeply what information an investor would necessitate to know when he
planned to enter a new market.
The researcher
will rather find data first and analyse them to build a framework related to these
data, than develop a hypothesis from a statement. In fact the researcher is not
qualified enough to be able to test the validity of tourism theories as a
general fact (Mayor and Blackmon, 2005).
This research
will be exclusively conducted on the basis of secondary data in order to
understand and analyse the environment related to the subject. The researcher
is going to use the integrative approach as its research involves both
quantitative and qualitative data (Johns and Lee-Ross, 1998).
The investigator
will analyse whether the development of an eco hotel might be considered in
Egypt, based on recent action taken by the government or private institutions
to improve ecotourism development in the Red Sea coastal. He will evaluate if these
strategies and actions are efficient and if they might be considered as an
advantage for the client’s implementation. The investigator will then need
quantitative data to find out what are the main improvements made in the Red
Sea zoning. He will get these data through consultancy reports asked by the
government, the Egyptian ministry, private or international organizations such
as the United Nations or the United States Agency for International
Development. These reports will meanwhile give quantitative data to the investigator
about tourism’s arrival and occupancy.
The researcher
will also find qualitative findings through reports of World Tourism
Organization Summits or in academic paper realised by FAO’s consultants.
These findings
will provide him information regarding improvements which are in process regarding
sustainable policies and accreditations.
The consultant will study data regarding
ecotourism certifications adopted by existing eco infrastructures in North
Africa and more specifically in Egypt. These information will be found in
websites of different indicators of environmental management or in reports of
World Ecotourism Summit.
Books will
provide data about ecotourism statements that will enable the researcher to
sustain his finding and then dress reliable recommendation.
The
investigator will scrutinize what would be the threats that the client may
encounter during the process of his project. The client should be aware that in
a country such as Egypt the cohabitation between mass tourism and ecotourism
may cause some problems.
In order to
analyse the existing structure of ecotourism development in Egypt, the
researcher may collect qualitative and quantitative data from the World Tourism
Organization. He should analyse whether investments have been made about
ecotourism in the country and also find out what actions have been taken by the
government to support the development of ecotourism.
A private
investor would better implement an eco hotel in a country where local
institutions contribute to the development of sustainable tourism.
Reliability and validity
Results are considered reliable if the repetition of the study leads to
the same observation. The difficulty will be to determine whether data
collected are generalisable, as finding might be reliable for organization or
place all around the world or only in the particular situation studied which
make them meaningless in another investigation (Mayor and Blackmon, 2005).
In fact the researcher will determine whether statements gathered might
be applied to development of an eco hotel in Egypt. As result it will confirms
the validity of the data gathered.
Therefore, data and survey gathered from well-recognized or governmental
organization are likely to be accurate. However there is a risk of propaganda especially
in the case of environmental issues as information tends to be turned in a more
optimistic way.
The reliability of secondary data collected from internet might be
difficult to assess as not all sources are monitored (Saunders et al., 2007). In fact information
provided by national database about trends are likely to be accurate. However
data from the government such as statistics or information from tourist offices
might be controlled and vary depending on the country. In this case data would
be biased.
Limitations
In Egypt tourisms’ information are more reachable and less controlled by
the government than in other countries in North Africa but they are still
limited. According to Euromonitor (2009) the ecotourism is a late model in
Egypt, and then data are not necessarily available or updated by the tourist
office. As a result, the researcher will mostly sustain his research from data
provided by hotels groups and monitored sources.
Data
presentation
To evaluate the process that a private investor needs to achieve in order to introduce a credible product regarding consumer
Finding 1: Challenge of government support
According to Diamantis (2004) the
difficulty to come up with a worldwide ecotourism‘s definition is the major
cause of the inability to establish common policy and control which might be
implemented universally.
A private investor should consider the
relation between ecotourism and public policies before entering the market and
evaluate the governmental stimulations and subsidizations offered to ecotourism
entrepreneurs (Parker, 2003).
In most of the case, the lack of funding
is the major obstacle faced by private investors. The launching of ecotourism
activities is feasible only through private loan or based on equity
capital. In fact the research and the
ecotourism’s development are hard and costly, plus the absence of public
authority’ intervention contributes to the fundraising issues (WTO, 2002).
Moreover in some countries an investor may encounter incompatibility between
ethical principles of the government and ecotourism concept. Therefore the
cohabitation might be considerably compromised and it restrains the investor. In
addition, the accreditation process is expensive and complicated as well which
dissuades private entrepreneurs to follow it (ibid).
Finding 2: Egyptian regulations regarding sustainable development
The absence of suitable environmental
policies has strongly impacted natural Egyptian resources and the adoption of
inappropriate strategies by tourist planners contributed also to considerable
damages. According to the WTO (2002), the rapid growth of ecotourism
development enabled the government to establish security control especially in remote
desert areas.
However in 2001, the Egyptian Environmental
Affairs Agency established an environmental policy based on a five years action
plan which the aim was to put sustainable laws into practice.
The policy stipulated 14 programs expressing
the priorities of the Minister of State for Environmental Affairs and the EEAA
such as integrating substantial waste management, environmental inspection and
international environmental commitments (Japan International Cooperation
Agency, 2002).
Interviewees
working in the hospitality management have been questioned through a survey
about how they perceive the government’s support concerning ecotourism
development in the Red Sea area. They agree to say that the distribution of
funds by the governorate is not sufficient enough. There is no consistent
enforcements regarding environmental development, the government even does not
provide tools requested by hotel managers such as recycling ones and ecotourism
activities are missing (Hegazi et al. 2002).
Meanwhile, Donor Agencies such as the Global Environmental Facility of
the World Bank contributed to the fundraising of the Marine Resource
Management’s project in the Red Sea (Cater and Cater, 2007).
To analyse the current structure of ecotourism sector in Egypt, the potential market segments and the risks that a private investor may face
Finding 1: The current situation in Egypt
At this time, 9% of the total area of
Egypt has been inventoried as natural reserves by the government which
regrouped 23 protected sites and it is expected that in 2017, 17 others sites
will be incorporated. A growing number of local tour operators provide
ecotourism activities and strong improvements have been made regarding
environmental policies. Public and private sector are more committed to
enhancing sustainable tourism development and efforts have been made to
increase the cooperation between public and private sector (Eraqui, 2007).
The Egyptian government adopted several
policies which are the National Urban Policy Study, the Sinai Development
Study, Suez Canal master Plan and the International Road at improving. These
policies have as objectives to improve the economic and social prosperity in
some parts of the country and include industrial development, road system,
recreational prospects and permanent hierarchical settlements (El-Bastawisky,
2000).
Therefore the Minister of Tourism,
Zoheir Garana planned to improve government’s commitment toward ecotourism by
increasing investments in the protection of natural and historical Egyptian
sites. Actually infrastructures of tourist’s attractions strongly necessitate
to be enhanced (Euromonitor, 2009).
However, a huge amount of requirements
regarding sustainable development are missing in Egypt. According to Wahab
(2001), employees of ecotourism activities are not trained enough and
successful tourism development projects are still rare in Egypt. Conflict
between tourist entrepreneurs and local community about sustainable projects
are usually unavoidable, and a low level of environmental conditions in some
parts of the country has been observed (Wahab, 2001).
Source: Eraqui, 2007: 47
According to Euromonitor (2010), the
increase of the number of international visitors with 12.1 million international
visitors in 2008 compared to 5.7 million in 2003, reflects the development of
new hotels especially on the Red Sea coastal. As result, the client should be
aware that Egyptian tourism keeps expanding which generates a growing number of
mass tourism activities.
Mass tourism resorts have already destroyed a huge
amount of the Red Sea’s reef (Spalding et
al., 2001). Therefore, the client should consider that the cohabitation
with mass tourism business might be one of the major threats he could encounter.
Finding 2: The attraction of potential visitors
As the client planned to implement his
ecologde in the Red Sea area the researcher will provide information regarding
actions taken to contribute to sustainable development.
The Red Sea zoning seems to be an
appropriate location for a private investor, as it has been observed that there
is an active tourism promotion (Cabahug, 2002).
However improvements still need to be achieved
to reach international benchmarks regarding accommodations as the Red Sea
zoning is attracting a growing numbers of Western, European and American
visitors (Hegazi et al., 2002).
An individual would better spend time in
improving its promotional strategy when he will enter the ecotourism market of
the Red Sea coast, to improve consumers’ awareness.
However, a significant effort in
promotion has been done by hotels, resorts operators, private organizations and
individuals focusing on the biophysical attractions of the Red Sea zoning
(Cabahug, 2002).
In 1999 the Environmental Information
and Public Awareness Department started to provide support to sustainable
trainees. Furthermore it leads to a partnership between several channels of
mass media. Today the EEAA contributes actively in the support of weekly
environmental radios and TV programs, plus in environmental section of official
Egyptian newspapers (Japan International Cooperation Agency, 2002).
According
to Hegazy et al. (2002), the main
purposes of visiting natural areas in the Red sea zoning are relaxation, diving,
snorkelling and desert activities. Regarding the additional expenditures they
usually spend money on food, gifts and recreation. In fact ecotourists usually
have a high income compared to normal mass tourists.
They
are willing to participate to the local community by buying local items. The
client should notice that ecotourists aimed at paying more in order to
contribute to Red sea coast’s preservation (Hegazi et al. 2002).
Source: Hegazy et al., 2002: 22
To analyse different processes which add value to the product
Finding 1: A need for accreditation
Honey and Rome (2001) have identified
two main models of certifications, one based on process-based environmental
management system, and the other one is focused on the performance related to
environmental, sociological and economic benchmarks. These models are quite
recent in the tourism industry then it is difficult to line up certification
models at an international level.
The client needs to use the
accreditation process as a way enabling him to add value to his product. According
to Fennell (2008), accreditations assure to the visitor that he will experiment
activities through the best and safest approach in the field of ecotourism. The
accreditation process also assures that new operators or private investors have
been trained to a minimum standard.
Most of the international hotel chains
which have entered the tourism market in the Red Sea zoning during the last
decades did not respect a strict planning control (Eraqui, 2007).
Finding 1.2: Ecotourism certification’s benefits
Ecotourism certification might be
strongly considered by the client as a tool providing significant benefits and
allowing consumers to recognize the certified product. It might help also to
improve industry standards, contribute to ensure sustainability and provide
marketing advantages (World Ecotourism Summit, 2002).
To
tourism providers, not only through the competitive advantages of consumers
recognition and product differentiation, but also through providing a
quality assurance framework, or even preferential access to fragile or
sensitive areas
|
To
local communities, through providing for better or more appropriate returns
|
To
conservation, through in-kind or cash support
|
Source: World Ecotourism Summit, 2002: 2
According to the World Ecotourism Summit (2002), Green Globe 21 aimed to deliver an International Ecotourism Standard (IES) which would generate benefits to tourism providers. Actually certification programs may deeply influence consumer’s purchasing decisions and could be used as a marketing tool by eco hotel enterprisers.
Figure 4: Objectives provided by the frame for the
development of the IES and the associated Green Globe Ecotourism Certification
Program
Provide
a blueprint for new and developing ecotourism product
|
Source: World Ecotourism Summit, 2002: 4
The IES identified several international certification systems operating in North Africa supported by the Ford Foundation, providing a framework to benchmark the environmental and social performance of eco hotels. Therefore eco hotel investors are able to achieve certifications and keep increasing their performance (Spenceley, 2005).
The
client might be interested in promoting his lodge by following one of the
certification programs adopted by other existing infrastructures in Egypt and
also in North Africa.
Activities
|
ISO 14001
|
Green
Globe
21
|
“Green”
Hotels
Association
|
Greenstop.
net
|
Institution
|
ISO & national
standards
agencies
|
Green Globe
|
“Green” Hotels
Association©
|
Greenstop. net
|
Location
|
25 African
countries
|
Kenya, Egypt,
Seychelles
|
Egypt
|
Kenya,
Morocco,
Tanzania,
Zimbabwe
|
Market
sectors
|
All industrial
sectors
|
Accommodation,
tour operators,
transport,
attractions,
conference centre,
administration,
service
providers
|
Accommodation
|
Accommodation
conference
venues,
holiday
and travel
companies
|
Main
criteria
|
Environmental
|
environmental,
community
relations,
construction
|
Environmental:
water, waste,
energy
|
Environmental:
waste, water,
energy
purchasing,
transport
|
Implementation
structure
|
Independent
audit
|
Develop policy
and
indicators,
independent
audit.
Three levels
|
Receive
information
and
implement as
desired
|
Self
assessment
|
Cost
|
Literature and
audit fee
|
Varies from
$75
p/a to $12,000
depending on
type
of enterprise
and
capacity
|
Varies from
$100 p/a to
$750
p/a depending
on type and
capacity
|
Free
|
Source:
Spenceley, 2005: 13
Although certification provides
significant benefits, the client should be aware of the existence of “ecotourism
lite”, this term refers to enterprises which claim being involved in ecotourism
development without following sustainable principles. In fact, they use
ecotourism concept as a marketing tool to attract more visitors. This effect is
mostly due to the inability to implement general indicators and some resorts
were given undeserved accreditations (Buckley, 2009).
Finding 2: Supporting the local community to add value to the product and generate more yield
The USAID (2010) suggests that
entrepreneurs aiming to launch an ecotourism project should focus on providing benefits
to the local community which will generate a higher yield. In fact it would
ensure to visitors that they are staying in a resort which contributes to
sustainable tourism practices, as result it will add more value and credibility
to the concept.
Therefore the researcher will strongly
advise to the client to develop a community based cooperative in order to
attract more consumers and confirm them that he is managing his lodge in a “green”
manner.
The client may follow the Environmental
Award Program (EAP) which is part of the Life Red Sea Project (LRS),
established by the USAID. This program aims to raise awareness and participation
for ecotourism practices (USAID, 2008 a).
The client should take this program as
an advantage to give more credibility to his project and show that he strongly
cares about the local community‘s benefits. In addition, taking part of this
process will allow him to be trained and get more skills to achieve efficiency
his concept.
The EAP provides to participants
certificates, prizes in the form of tools enabling entrepreneurs to accomplish
properly their project. The EAP also helps the participants to get a public
recognition (USAID, 2008 a).
Coast
Clean-up
|
|
Participants:
|
Businesses,
enterprises, hotels resorts
|
Example of
Activities:
|
Use of
environmentally-friendly technology and practices, e. g waste management
sytems, energy management systems
|
Prizes:
|
Trophies, publicity
|
Hotel
recycling and Waste Sorting Facility
|
|
Participants:
|
Institutions, e.g.
training institutions, hospitals, government departments
|
Example of
Activities:
|
Use of
environmentally-friendly technology and/ or practice;, involvement of staff
or community members in environmental protection
|
Prizes:
|
Trophies, tools,
publicity
|
Source: USAID, 2008a: 8-9
The Best Environmental Practices for
House Reefs in the Egyptian Red Sea stipulates that supporting the local
communities provides direct environmental gains. Today, several lodges along
the Red Sea are employing local people belonging to the Ababda and Bisharia
groups, who used to exploit marine resources for centuries. Resorts which hire
them contribute to provide more local involvement and commitment to Egypt’s
marine tourism industry.
(USAID, 2008 b).
As result, the client may think about
hire them because on the one hand he will benefit from their connections to the
Red Sea neighbourhoods and on the other hand he will support these local
communities providing them a job.
The client may study the table below to
have an idea of what action he may undertake to support the local population.
Source: USAID, 2008b: 23
Conclusion:
Objective 1:
The
first objective has been partially achieved as the consultant provided
necessary information required by the client to implement in the right way his
ecolodge. As ecotourism is hard to define and as the information on sustainable
policies are hard to found, the consultant could not give to the client a clear
process to follow in order to achieve efficiently his project. However he
provided clear information regarding the major difficulties faced by
individuals such as the fundraising.
The
consultant has been able to provide information about the regulations
concerning sustainable development in Egypt and determined some issues that the
client may encountered. Actions taken by different ONG and the EEAA to improve
environmental policies in the Red Sea zoning have been enumerated by the consultant.
Objective 2:
The second objective has been mostly
achieved as the consultant has been able to identify the current situation of
ecotourism in Egypt and more precisely in the Red Sea coastal. He related
different policies adopted by the government to contribute to the development
of sustainable project in the Red Sea area and mentioned that there is still a
lack of regulation and commitment toward ecotourism in this part of the
country. The consultant insisted on the fact that infrastructures need to be raise
to higher standards to satisfy the growing demand of eco tourists especially in
Egypt.
The consultant argued that the Red
Sea coastal seems to be an appropriate place to implement an eco lodge
mentioning the actions taken to promote this area and gave to the client the
profile of visitors who used to spend their holiday in a sustainable way along
the Red Sea area. The consultant also provided a rank of the most appreciated
activities experienced by eco tourists, which would allow the client to attract
more consumers.
Objective
3:
The
third objective has been answered by the consultant in several parts. He first
defined existing statements regarding models of accreditation thus insisted on
the importance of accreditation as a tool to add value to the product and gave
more credibility regarding potential visitors. Actually ecotourism
certification delivers benefits to an investor who wishes to develop an eco
hotel as it allows consumers to recognize the product which leads to increase
the demand. Certification programs might provide as well marketing advantages
to the client and help him to promote his product.
Therefore
the consultant warned the client about the invalidity of certain accreditation
processes as many hotels pretend to be “green” purely in the aim of make more
profit.
At
least the consultant suggested to client two programs established already in
the Red Sea zoning by the USAID which may enabling him to get certifications to
add more credibility to his lodge.
Recommendations:
The
client should take the opportunity of the Environmental Award Program (EAP) to
ensure his potential visitors that he cooperates with the local community to
develop his sustainable concept. Taking part of the coast clean-up, adopt
energy and waste management, give to the local community job opportunities and
involved them in the development of an ecolodge seems to be an efficient way
for the client to add value to his product.
The
community-based ecotourism seems to be the best way for the client to limit
negatives impacts on the host country and generate income and employment.
Therefore the client may propose to the local population trainees to allow them
to participate to the decision-making process, increase the environmental
awareness and promote conservation along the Red sea coastal. He may be
involved in the development of certification programs at a national level (WWF,
2001).
Then, to promote his product the
client should educate people about environmental issues and make potential
visitors aware of the facilities offered through his lodge. Hiring the local
people would help the client to achieve properly his project as his employees
will provide him the knowledge he needs to promote and manage his lodge in a
suitable way.
Source:
Eraqui, 2007: 47
Option
1:
The client should strongly consider
the collaboration with the EEAA in order to support his lodge. In fact, the
EEAA may participate to the promotion of the project as it is already quite
active in the Red Sea area.
Regarding the fundraising, the
consultant acquainted the client that his project will be mainly financed by him.
However he may contact some private institution such as the World Bank, which
allocates funds to private investor aiming to implement a sustainable project.
Option
2:
The client may follow the process
of Community-based Small-scale Ecotourism Enterprises (CBSSEE) aiming of the
development of income generating activities for the local Bedouins community.
Besides, the client should incorporate these activities with others sustainable
initiatives of the Ministry of State for Environment at the local stage
(Cabahug, 2002).
Figure 9: Possible component of
the community-base approach
1
|
awareness
creation and social mobilization through a social marketing
strategy;
|
2
|
capacity
building of the local people as partners in mangrove rehabilitation
and ecotourism;
|
3
|
liaison and
networking by creating and institutionalizing a national
coordinating agency or committee;
|
4
|
capacity
building of the technical staff of involved agencies to strengthen
their social,
technical and organizational knowledge and skills in
implementing community- based
mangrove projects.
|
Source:
Cabahug, 2002: xiii
Option 3:
The client should consider the
Green Globe 21 program as directories to follow in order to promote his eco
hotel. There are four standard distinguished by the program which are suitable
for companies, ecotourism enterprises and constructions activities.
Source:
Spenceley, 2005: 8
Green Globe’s certification
standard might enable the client to continuously improve his performance and
maintain the standards he established.
For more theory and case studies on: http://expertresearchers.blogspot.com/
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