Application
This unit describes the performance outcomes, skills and knowledge required to plan strategically for culturally appropriate business operations. It requires the ability to establish and operate a culturally appropriate tourism operation and to monitor its impact on local communities.
The unit applies to those in the tourism industry with managerial responsibilities in strategic planning and product development. Planning may be for a whole region or local area or for a particular venue, organisation, event or product. The unit is particularly relevant to those organisations whose products involve substantial cultural content, the inclusion of visits to culturally sensitive sites, or a high level of interaction between people of different cultures.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Plan for culturally appropriate tourism operations. | 1.1.Identify cultural issues for consideration at commencement of planning process. 1.2.Consult individuals and communities about potential cultural issues and incorporate views into planning process. 1.3.Analyse economic and social community impacts and develop responses that provide social and economic returns to the community. 1.4.Proactively seek opportunities for new, innovative and more sustainable approaches. 1.5.Develop strategies that balance cultural appropriateness and economic viability. |
2. Implement culturally appropriate tourism operations. | 2.1.Develop codes of practice and procedures that show respect for cultural values, avoid cultural stereotyping and take account of intellectual property issues. 2.2.Conduct operations according to codes of practice and encourage participation from host communities. 2.3.Educate colleagues about other cultures and societies during the development process. 2.4.Promote the need for culturally appropriate behaviour throughout the organisation and with customers. |
3. Evaluate operations. | 3.1.Monitor and assess operations to ensure culturally appropriate practices are maintained. 3.2.Conduct regular consultation with stakeholders to obtain feedback. 3.3.Deal with operational issues and consider changes to continuously improve organisational practices. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
develop and implement a plan for a tourism operation that supports cultural sustainability and provide evidence of:
analysis of key cultural issues, including as appropriate analysis of:
access restrictions
cultural differences in styles of negotiation and communication
culturally appropriate activities
traditional and contemporary values and customs
use of appropriate staff
use of cultural information
consultation with key stakeholders
development of strategies and operational approaches that maximise positive impacts
identification and integration of best practice approaches
develop codes of practices and procedures for the above culturally appropriate tourism operation that detail:
consultation and communication protocols
evaluation mechanisms
guidance materials for:
appropriate staff and customer behaviour in given situations
language skill requirements
negotiating contracts in cross-cultural situations
use of culturally sensitive information
staff selection:
involving appropriate people in both product development and delivery
appropriate staff for different situations
implement the above plan for a culturally appropriate tourism operation, encouraging participation from host communities
evaluate success of the above operation and identify potential areas for improvement.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
key stakeholders in local, regional, state or territory, and national tourism organisations and the structures of these organisations at each level
key stakeholders in the area and their roles in the tourism planning process
current and emerging cultural tourism issues and trends relevant to above operation
potential community impacts:
negative impacts:
damage to culturally sensitive areas or sites
effect on social structures
trivialisation of culture
positive impacts:
cultural benefits
economic benefits to local community
employment opportunities
greater understanding between host and visitor cultures
improved local facilities
visitor education
environmental, social, cultural and economic aspects of the area that impact planning, including:
current economic status and profile of tourism
community attitudes
features of environmentally or culturally sensitive areas
natural and man-made attractions
main industries, past and present
socio-economic factors
features of the area in relation to other areas, either nearby or with similar profiles
current tourism operators and product base in the area, and opportunities to extend these
distribution and marketing networks currently supporting the tourism product base, and opportunities to extend these
market competitors and the main features of those areas and their tourism strategies
strategic planning methodologies, key stages and content requirements
community consultation approaches and, features, costs and benefits of:
media strategies
consultation formats
stakeholder engagement.
Assessment Conditions
Skills must be demonstrated in a destination, location, organisation or event for which a culturally sustainable operation can be established. This can be:
an industry workplace
a simulated industry environment set up for the purposes of assessment.
Assessment must ensure access to:
current information about practices that support cultural sustainability
current information and communications technology to support the research and planning process
stakeholders relevant to the tourism operation and with whom consultations can take place; these can be:
host community
government authorities; or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors; and:
have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Reading skills to: | interpret wide ranging information from a variety of potentially unfamiliar sources develop complex documents that include a strategic and tactical focus prepare consultation information. |
Oral communication skills to: | manage consultation with the broad community and key community stakeholders facilitate information sessions. |
Numeracy skills to: | research statistical data estimate financial impacts of different strategies. |
Problem-solving skills to: | work with different community views about tourism. |
Initiative and enterprise skills to: | evaluate complex market and business information and develop strategic responses. |
Planning and organising skills to: | coordinate planning processes that involve multiple stages and inputs. |
Sectors
Tourism
Competency Field
Planning and Product Development