Ho CHi Minh City, Vietnam -- (SBWIRE) -- 07/26/2010 -- Asiana Travel Mate was founded in 2006, against the backdrop of unprecedented the growth of tourism in South East Asia with the consequent economic, social, cultural and environmental impacts, both beneficial and adverse. The last decade has also been marked by natural disasters, epidemics and the rise of global concern for environmental and social equity issues. In the face of both the opportunities and challenges, Asiana Travel Mate has grown beyond expectations within a relatively short period, the outcome of our endeavors in providing personalized services with optimal values, efficiency and integrity.
 
As a young company, we invariably project ourselves into the future and are deeply concerned about our responsibilities towards our travelers, local communities, our employees and the social, cultural and environmental impact of our operations. We believe in sharing the economic benefits of tourism towards improving the quality of life of local communities and in reaching out to the disadvantaged. We are orientated towards positive cross cultural interactions, enhancement of living culture and the conservation of natural environments. Although our initiatives may be humble in scope, we are committed to act within our given sphere of influence and resources.

Responsible Travel and Sharing ultimately concerns our accountability to future generations as a corporate entity and as individuals ... the legacy we will leave our children, community, nation and the world.
 
Responsibility to travelers 
Asiana Travel Mate assumes responsibility for the services and facilities it delivers, as committed to travelers in a validated, personalized itinerary. We are committed to delivering what is promised in writing and will address any issues arising in the course of a tour towards an amicable settlement. The scope of our responsibility is complete and specific to all services and facilities we provide directly, over which we have complete control.
 
We extend our responsibility in an intermediary role to address grievances in the case of service or facility providers over whom we do not have complete control but whom we have contracted or officially endorsed. We are very selective in our choice of strategic partners that are an integral part of our operational or logistical capabilities and feedback from our travelers is appreciated and acted upon. We are implementing a system to set the criteria, evaluate performance and award a strategic partnership status that will carry our branding.

Additionally, our travel advisory personnel are committed to providing unbiased, accurate and timely information, to guide potential travelers in deciding on their choices. They are expected to have the traveler's best interest at heart and refrain from any form of sales manipulation or verbal promises beyond their scope of ensuring its fulfillment.

Sharing with local communities 
Local communities are very close to our hearts. Some destinations and their people may have special significance, evoking poignant memories, challenging or inspiring the soul. Asiana Travel Mate acknowledges local communities as the custodians of their culture and traditional lands and is sensitive to the evolution of their way of life.

We are committed to sharing the economic benefits of tourism in their localities, to promote equitable access to education, vocational training, career development and healthcare within our ability to do so. However, we believe that intervention should not be imposed upon any community inspite of benevolent intentions, but rather developed in true partnership with the community towards improving the quality of life.
 
Responsibility for the natural environment 
Operating in sensitive natural environments inhabited by people poses special challenges. Although local communities may traditionally have been custodians of their lands, they may often have limited control over development or may also inadvertently be responsible for environmental degradation. Our approach is to totally avoid or minimize any detrimental impacts of our operations in these areas, while promoting an awareness and action for the integrity of the ecosystem. Drawing upon the intimate knowledge of its people and expert sources, we try to be informed about the relational dynamics between the community, their environment and external factors, the status of flora and fauna and community livelihoods and resources. Our criteria for evaluating our impact is ultimately the outcome of our presence in contributing towards a better quality of life for the community and towards maintaining the integrity of the ecosystem.
 
In wilderness areas with no permanent settlements, we are committed to the best practices of wilderness travel and living, with the objective of maintaining its original nature. These standards prohibit the exploitation or damage to flora and fauna, the introduction of foreign biological species, threatening intrusions to breeding, feeding or watering sites, disposal of inorganic, non-degradable materials or substances, fire or chemical hazards and unnatural noises.
 
Besides the observation of these guidelines in wilderness areas, Asiana Travel Mate cultivates the corporate and individual practice of the 4 R's: Reduce, Reuse, Recycle, Rethink and is actively seeking collaborations with organizations and individuals involved in conservation and community livelihood initiatives in Indochina.
 
Mutual responsibilities in social and cultural interactions
The uniqueness and diversity of the social and cultural identity of Indochina are among the primary reasons that people travel to the region. Throughout history, travelers have variously described the region as being exotic, evocative, etc ... peculiar to their individual perception and experience. Not all descriptions have been complimentary and travelers may be tempted to impose the social and cultural values or behavioral norms of their home countries, adopt a negative or patronizing attitude, while others adapt with an unflappable sense of humor and revel in the experience.
 
Asiana Travel Mate recognizes the difficulties inherent in traveling through the Indochina region where social and cultural terms of reference may be so different and are committed to mediate and ensure the safety, comfort and enjoyment of our travelers. We are confident that our travelers will share the responsibility of maintaining the social and cultural integrity of the country and avoid compromising behavior. Besides the universal modes of friendly, polite and patient behavior, there are subtle social and cultural nuances peculiar to each country. In accordance with the law, Asiana Travel Mate does not condone indulgence in prostitution, illicit drugs, drunken escapades or violence. Ultimately, Asiana Travel Mate assumes responsibility to promote the positive aspects of social and cross cultural interactions while mitigating the negative aspects.

Note: Briefs are provided prior to travel, not as a set of behavioral rules but rather as insights into issues such as concepts of privacy, intimacy and personal space, gestures and body language, dressing, rituals, photography, beggars and hustlers, street children and amputees, shopping, bargaining, etc.
 
Besides the social and cultural interactions that take place in the course of travel, Asiana Travel Mate actively seeks collaboration with organizations and individuals to promote and enhance the social and cultural integrity of Indochina.

Responsibility to empower employees
Asiana Travel Mate is committed to provide a conducive physical and intellectual working environment for its employees with opportunities for training, career development and stake-holding. We encourage an emergent leadership based on personal and professional integrity, a consistent record of competent service, as well as interpersonal and communicative skills. We expect that our travelers will be considerate of their sense of dignity and self esteem, and will appreciate their varied personalities and special gifts while being patient with their limitations. We believe in an egalitarian style of management, strong teamwork bonded by a common vision and ultimately the empowerment of the individual to realize their potentials and achieve fulfillment.