Harvard Case - Tingvong Homestay: The First Homestay in Dzongu
"Tingvong Homestay: The First Homestay in Dzongu" Harvard business case study is written by Agnitra Das Sarma, Rakesh Gupta. It deals with the challenges in the field of Entrepreneurship. The case study is 10 page(s) long and it was first published on : Aug 31, 2021
At Fern Fort University, we recommend Tingvong Homestay focus on a growth strategy that leverages its unique position as the first homestay in Dzongu, embracing entrepreneurial management principles and leveraging technology and analytics to achieve sustainable growth. This strategy involves a multi-pronged approach:
- Expanding the homestay network: Partnering with local families to create a network of homestays, increasing capacity and offering diverse experiences.
- Developing a strong online presence: Utilizing web and mobile applications to market the homestay network, manage bookings, and enhance customer experience.
- Embracing digital marketing: Leveraging social media and search engine optimization to reach a wider audience and attract international tourists.
- Developing unique experiences: Creating curated experiences that showcase the cultural richness and natural beauty of Dzongu, attracting niche markets like adventure tourism and cultural immersion.
- Building a sustainable business model: Prioritizing environmental sustainability and corporate social responsibility to attract environmentally conscious travelers and foster long-term community development.
2. Background
Tingvong Homestay, established by Tashi Bhutia, represents a pioneering venture in Dzongu, a remote and culturally rich region in Sikkim, India. Tashi?s vision was to provide a unique and authentic experience for travelers, showcasing the local culture and hospitality of the Lepcha community. The homestay initially operated on a small scale, relying on word-of-mouth referrals and limited marketing efforts.
However, the increasing demand for unique travel experiences and the rise of homestay tourism presented an opportunity for Tingvong Homestay to expand its reach and impact. This case study explores the challenges and opportunities facing Tingvong Homestay as it seeks to grow its business while preserving the cultural integrity of Dzongu.
3. Analysis of the Case Study
The case study highlights several key factors influencing Tingvong Homestay?s growth:
- Market Opportunity: The global rise of experiential tourism and the growing demand for authentic cultural experiences present a significant market opportunity for Tingvong Homestay.
- Competitive Landscape: While the homestay market in Dzongu is relatively nascent, competition is likely to emerge as the region gains popularity.
- Infrastructure & Connectivity: Limited internet connectivity and infrastructure present challenges for online marketing and customer service.
- Cultural Sensitivity: Maintaining the cultural integrity of Dzongu while catering to tourist demands is crucial for the homestay?s success and the community?s well-being.
To analyze Tingvong Homestay?s situation further, we can utilize the Porter?s Five Forces framework:
- Threat of New Entrants: The threat of new entrants is moderate, as the region?s remoteness and cultural sensitivity act as barriers to entry. However, the increasing popularity of Dzongu could attract new players.
- Bargaining Power of Buyers: The bargaining power of buyers is moderate, as travelers seeking unique experiences are willing to pay a premium. However, the availability of alternative homestays and online booking platforms could influence pricing.
- Threat of Substitutes: The threat of substitutes is low, as Dzongu offers a unique cultural and natural experience not easily replicated elsewhere.
- Bargaining Power of Suppliers: The bargaining power of suppliers is low, as local families providing homestay services are likely to be price-takers.
- Competitive Rivalry: The competitive rivalry is currently low, but is likely to increase as more homestays emerge in the region.
4. Recommendations
To achieve sustainable growth, Tingvong Homestay should implement the following recommendations:
1. Expand the Homestay Network:
- Partner with local families: Develop a network of homestays across Dzongu, offering diverse experiences and increasing capacity.
- Establish clear selection criteria: Ensure participating families adhere to quality standards and cultural sensitivity guidelines.
- Provide training and support: Offer training programs on hospitality management, customer service, and cultural awareness to participating families.
2. Enhance Online Presence:
- Develop a user-friendly website: Showcase the homestay network, provide detailed information on experiences, and facilitate online bookings.
- Create a mobile application: Offer a seamless booking experience, provide real-time updates, and enable communication with hosts.
- Leverage social media platforms: Engage with potential customers, share authentic content, and build brand awareness.
- Optimize website for search engines: Improve search engine ranking to attract organic traffic and increase visibility.
3. Implement Digital Marketing Strategies:
- Target niche markets: Focus on attracting adventure travelers, cultural enthusiasts, and environmentally conscious tourists.
- Utilize online advertising platforms: Run targeted campaigns on platforms like Google Ads and Facebook Ads.
- Collaborate with travel bloggers and influencers: Partner with relevant content creators to generate authentic reviews and reach a wider audience.
- Offer special packages and promotions: Create attractive packages that combine accommodation with unique experiences and activities.
4. Develop Unique Experiences:
- Showcase local culture and traditions: Offer cultural immersion programs, traditional dance performances, and workshops on local crafts.
- Promote adventure tourism: Organize trekking expeditions, nature walks, and wildlife safaris.
- Develop sustainable tourism initiatives: Promote eco-friendly practices, support local conservation efforts, and offer opportunities for community engagement.
5. Build a Sustainable Business Model:
- Prioritize environmental sustainability: Implement eco-friendly practices in all operations, minimize waste, and conserve natural resources.
- Embrace corporate social responsibility: Support local communities, invest in education and healthcare, and promote fair trade practices.
- Develop a pricing strategy that reflects value: Charge competitive rates that reflect the unique experiences and cultural value offered.
- Invest in employee training and development: Empower local communities by providing opportunities for employment and skill development.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the case study, considering the following factors:
- Core Competencies and Consistency with Mission: The recommendations align with Tingvong Homestay?s core competencies in providing authentic cultural experiences and its mission to promote sustainable tourism.
- External Customers and Internal Clients: The recommendations cater to the needs of both external customers (travelers) and internal clients (local families participating in the homestay network).
- Competitors: The recommendations aim to differentiate Tingvong Homestay from potential competitors by focusing on unique experiences, sustainable practices, and a strong online presence.
- Attractiveness ? Quantitative Measures: While specific financial projections are not provided in the case study, the recommendations are expected to increase revenue and profitability by expanding the homestay network, attracting more customers, and improving operational efficiency.
- Assumptions: The recommendations are based on the assumption that the demand for authentic cultural experiences will continue to grow, internet connectivity in Dzongu will improve, and the local community will embrace the opportunity to participate in the homestay network.
6. Conclusion
By embracing entrepreneurial management principles, leveraging technology and analytics, and focusing on sustainable tourism, Tingvong Homestay can capitalize on the growing market for unique travel experiences and achieve sustainable growth. By expanding its network, enhancing its online presence, developing unique experiences, and prioritizing environmental sustainability, Tingvong Homestay can become a leading homestay provider in Dzongu, contributing to the economic development and cultural preservation of the region.
7. Discussion
Other alternatives not selected include:
- Focusing solely on word-of-mouth referrals: This approach would limit the homestay?s reach and growth potential.
- Partnering with a large travel agency: While this could provide access to a wider customer base, it could also compromise the homestay?s independence and authenticity.
- Expanding the homestay network without proper training and support: This could lead to inconsistencies in quality and cultural sensitivity.
Key risks associated with the recommendations include:
- Competition from other homestays: The emergence of new competitors could impact market share.
- Limited internet connectivity: Challenges in accessing the internet could hinder online marketing efforts and customer service.
- Cultural sensitivity: Balancing the needs of tourists with the preservation of local culture could be challenging.
8. Next Steps
To implement the recommendations effectively, Tingvong Homestay should:
- Develop a detailed business plan: Outline specific goals, strategies, and financial projections for the next 3-5 years.
- Secure funding: Explore options for entrepreneurial financing, including venture capital, angel investing, or crowdfunding to support expansion and technology investments.
- Establish partnerships: Collaborate with local organizations, government agencies, and tourism boards to promote the homestay network and facilitate sustainable development.
- Implement a comprehensive marketing strategy: Develop targeted marketing campaigns across online and offline channels.
- Monitor progress and adapt as needed: Regularly assess the effectiveness of the implemented strategies and make adjustments based on data and feedback.
By taking these steps, Tingvong Homestay can create a thriving homestay network that benefits both the local community and travelers seeking authentic cultural experiences.
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Case Description
Dupden Lepcha started Tingvong Homestay, the first homestay in the remote Dzongu region of Sikkim, India, when the region was opened for tourism in 2006. Initially, the response to Dupden's homestay was good, improving Dupden's financial position and earning him the respect of the community. With Dupden's active encouragement and help, other members of the community also established homestays. Over time, however, a few of these homestays outperformed Tingvong Homestay by creating greater awareness of their offering. Despite the government's intention to develop the region as an ecotourism hub, the pace has been slow, compelling the village council to take proactive steps. They have asked Dupden to play an active role in working closely with government officials, and now Dupden must decide whether to focus on his homestay or take up the role offered by the council and work toward the development of the Dzongu region as an ecotourism hub.
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