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THE APPLICATION OF
VALUE CHAIN ANALYSIS TO MEASUREECONOMIC BENEFITS
AT TANJONG PIAI, PONTIAN, JOHOR
Presenter:Nor Haniza Binti
Mohamad
10 July 2010
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To show the importance to measure
tourism economic benefits received bylocal people
To explain the application of value
chain analysis in community basedtourism context
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Johor
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TanjongPiai SiteMap
TPRG UTM 2009
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an ong a e comesYou
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With itsecotourism
site
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With its local products
TPRG UTM 2009
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With its Kampung life
TPRG UTM 2009
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Which you canexperience at
Tanjong PiaiHomestay
TPRG UTM 2009
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Many of itspeople earn aliving throughtourism
TPRG UTM 2009
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Number of Tourist Arrivals at TanjungPiai Homestay
Source: TPRG, UTM
(2009)
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Gross Income of Tanjung PiaiHomestay from 2007 until
October 2009
0
2
4
6
8
10
12
Year
No. of Total Income (RM)
Source: TPRG, UTM(2009)
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However, numbers can bedeceiving
In the end, who gets what really?
How much tourism income isreceived by the local people?
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It is important to correctlymeasure tourism economic
benefits received by localpeople.
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RM2
5
Tourist
Homestay
Provider
(profit
RM125)
42%
CoconutFarm
(Profit
RM13)
4%
Local People
(Profit
RM12)
4%
Bee Farm
(Profit
RM13)
4%
Seafood
Restaurant
(Profit
RM65.00)
22%
Local People(Profit
RM12)
4%
Local
Fishermen
(Profit
RM60)
20%
RM30
0
RM60
RM12
RM12
RM12
5
RM25RM17
5
Accommodation Value Chain ofTanjong Piai income distribution
Source: TPRG, UTM(2009)
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Restaurant Value Chain
Tourist
Restaurant
(Profit
RM800)
53%
Wholesale
r (Profit
RM400.00)
27%
Kampung People
(Profit
RM300.00)
20%
RM150
0
RM70
0
RM30
0
Source: TPRG, UTM(2009)
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Retail Value Chain
RM25
Tourist
Homestay
Provider
(profit
RM125)
42%
Coconut
Farm
(Profit
RM13)
4%
Local People
(Profit
RM12)
4%
Bee Farm
(Profit
RM13)
4%
Seafood
Restaurant
(Profit
RM65.00)
22%
Local People
(Profit
RM12)
4%
Local
Fishermen(Profit
RM60)
20%
RM30
0
RM60
RM12
RM12
RM125
RM25RM175
Source: TPRG, UTM(2009)
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The Application of ValueChain Analysis in
Community Based TourismContext
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Value Chain Analysis
Source: Michael Porter (1985)
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Tourism Value Chain Analysis(including the tourist expenditure)
Source: International Finance Corporation World Bank Group (2006)
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Tourism Activities in TanjongPiai
Category Number of
Enterprises
Total Tourist
Expenditure (RM)
(a)
PPI Total (RM)
(b)
National Park 1 447060 (1) 172800
Homestay 54 146880 (4) 61615
Lekor Piai 1 142000 (5) 52800
Seafood
Restaurant
3 211000 (2) 54000
Tanjong Piai
Resort
1 170000 (3) 42000
Total 60 1116940 383215
(c)
Source: TPRG, UTM (2009)
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The Strength of Pro Poor Income fromTourism Activities in Tanjong Piai
Category Number of
Enterprises
Total Tourist
Expenditure
(RM)
(a)
PPI Total
(RM)
(b)
PPI Revenue
Strength (%)
(b a)
PPI Share
(%)
(b c)
National
Park
1 447060 (1) 172800 39 45
Homestay 54 146880 (4) 61615 42 16
Lekor Piai 1 142000 (5) 52800 37 14
Seafood
Restaurant
3 211000 (2) 54000 26 14
Tanjong Piai
Resort
1 170000 (3) 42000 25 11
Total 60 1116940 383215
(c)
Average
34%
100
Source: TPRG, UTM (2009)
C i f PPI R
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Comparisons of PPI RevenueStrength and PPI Share
Source: TPRG, UTM(2009)
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Discussion
Tanjong Piai Homestay has the strongest source of PPIrevenue strength with the highest percentage of 42 but itsPPI share is only slightly higher than Lekor Piai, SeafoodRestaurant and Tanjong Piai Resort which is 16 percent.
Possible explanation it is the nature of a homestay
programme to employ or involve a large number of localsin it operation.
Therefore, a large chunk of its income goes to the localscausing the PPI revenue strength to be high.
However, its total income is still fairly low thus causing thePPI share to be very small when compared to other sites inTanjong Piai which means strategies are needed toincrease profit.
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Although a tourist site may be gettingsubstantial profits from tourism activitiesand seems to be having a strong PPIrevenue strength it does not necessarily
mean that the site is contributing equallysubstantially to the economy of the localpeople.
Nevertheless, a site like Tanjong PiaiHomestay should be maintained and itsproducts further developed because ofits ability and potential to significantly
return a large portion of what it earns tothe oor locals.
Discussion
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Examine the homestay value chain tofind out which players along the valuechain have exactly benefitted the mostfrom the homestay programme.
Examine the homestay value chain tofind out which players along the valuechain have exactly benefitted the mostfrom the homestay programme.
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Conclusion
Value Chain Analysis is an appropriatetool to use in order to measure theeconomic benefits received by the
local people. VCA also reveal weak linkages and
economic leakages.
Government and relevant authoritiesare able to craft strategic plans toincrease tourism income for the locals.
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THANK YOU VERY MUCH
TPRG UTM (2009)