Knowledge Applications for Competitive Destinations: a visitor Experience Value Chain Approach1

Value Chain Components (e.g. Hospitality Demands)	Needs
Prefer small eco-lodges, will camp in non-primitive forms, enjoy high-class fare for meals, need portable day lunches
Local Examples	 The Azraq Reserve Lodge  Rummana Campsite  Dana Guest House
Activities and Services	Sample Activities: Wildlife viewing, scuba diving, nature hiking, horseback or camelback riding, bird watching, flora walks, etc.
	Sample Services Required: Forum for arts and crafts, energy-efficient transportation, Well-trained interpretive guides, information books, etc.
Suggested Itinerary	Day 1. Arrive in Amman, Jordan – Explore the Capital  Day 2. Mujib Nature Reserve – Hiking on Circular or Lower Trail  Day 3. Dead Sea – Relaxing and Bathing in healing waters  Day 4. Arrive Dana National Park (DNP) – visit Dana Center  Day 5. Explore DNP  Day 6. Return to Amman w/ optional afternoon visit to Shaumari Nature Reserve  Day 7. Depart Jordan

Post-Trip

 Collect information about eco-traveler’s satisfaction and make improvements to product and marketing.  Maintain contact with tourists, explain new conservation initiatives, and offer related travel opportunities.  Periodically send questionnaires to determine frequency of return trips and rationale.

Cluster Development Steps

Convene NGOs, protected area managers, tour guides, and inbound tour operators focused on eco-tourism to develop plans and implement ecotourism product development activities. Conduct cooperative research on eco-tourists now visiting the areas listed in the map above. Create a data gathering and analysis system for use in assessing consumer satisfaction and spending activities. Develop and implement cooperative marketing activities (e.g., fairs, Internet marketing, and targeted sales) in collaboration with JTB. Consider developing a system of eco-lodges and an ecotourism certification program to encourage green operations, energy conservation, and use of renewable energy systems. Identify eco-tourism projects underway and promote investment opportunities.

1 Paper presented by Donald E. Hawkins, Eisenhower Professor of Tourism Policy and Milena Nikolova, Research Assistant, George Washington University School of Business at the WTO Education Council Conference at the XVI General Assembly of the World Tourism Organization, Senegal, December 1, 2005.