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International Centre for Responsible Tourism
Prof. Harold Goodwin
Responsible Tourism
the concept explained
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Taking Responsibility for Sustainable Development through Tourism
1.Responsible Tourism 2.The UK Market3.The business case4.Relevance to Croatia
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Sir Colin Marshall, British Airways 1994
Tourism and the travel industry “is essentially the renting out for short-term lets, of other people’s environments, whether that is a coastline, a city, a mountain range or a rainforest. These ‘products’ must be kept fresh and unsullied not just for the next day, but for every tomorrow”
What’s the issue?
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Our holidays their homesTourism in unusual in that it is an “export industry” where consumers travel to the factory to consume the product.
Positive impacts: Opportunities for additional sales of goods and services: added value, contributions to conservation
Negative impacts: pollution
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York Minster
£9
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Culture & Tourism
““Your Your everyday everyday life is life is someone someone else’selse’s
adventureadventure”Swedish NGO fly-posting in
Ljubljana, Summer 1997
Gazing: grockling
Tourism is like a fire, you can cook your food with it or it can burn your house down
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What is the purpose of tourism? What is it for?
More: GrowthArrivals/spendIndividualBusiness Community Government
Conservation Development Creation of
Employment Maintenance of
Heritage Taxation Regeneration
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Destinations are made – but who by?
Multi-stakeholder partnerships – what will business contribute?
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Old Town Square, Prague
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What is Responsible Tourism?
“… better places for people to live in better places for people to visit”
Global thinking - local action
Market opportunity for the industry and local communities
Approach to managing tourism in destinations
Diversity
Jost Krippendorf The Holiday Makers
Vision: to develop and promote new forms of tourism, which will bring the greatest possible benefit to all the participants - travellers, the host population and the tourist business, without causing intolerable ecological and social damage.
All forms of tourism can be more responsible.
Global thinking - local action
Proposals must be as infectious as possible – because “Orders and prohibitions will not do the job - because it is not a bad conscience that we need to make progress, but positive experience, not the feeling of compulsion but that of responsibility”.
Need rebellious tourists and rebellious locals
Responsible Travel takes a variety of forms, it is characterised by travel and tourism which1. minimises negative environmental,
social and cultural impacts;2. generates greater economic benefits for
local people and enhances the wellbeing of host communities, by improving working conditions and access to the industry;
3. involves local people in decisions that affect their lives and life chances.
Cape Town Declaration 2002
4. makes positive contributions to the conservation of natural and cultural heritage and to the maintenance of the world’s diversity;
5. provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural and environmental issues;
6. provides access for physically challenged people; and
7. is culturally sensitive and engenders respect between tourists and hosts.
T our O perator I nbound O perator H otelier/
A ccommodation
Local/
N at ional
Government
A ttr act ion
M anagers
N at ional Parks/
H eritage
Local
Community
T our ists
T ravellers
H olidaymakers
T aking and Exercising Responsibility
Economic, S ocial & Environmental
Pr inciple of S ustainablity
W T O Global Code of E thics
Taking responsibility
You cannot outsource responsibility ..
Whose responsibility? Everyone’s
Nobody’s
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All forms of tourism can be more responsible
Economic – employment and local economic benefit, linkages
Social – urban drift, youth, heritage, “thriving destinations”
Environmental - local priorities Engaging guestsEnhancing the guest experience
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The Responsible Tourism Movement 1. Tourists and Travellers 2. Outbound Industry 3. Inbound industry & accommodation4. Media5. Government and communities 6. Destination Management7. Travel and the particular global issues
around peak oil and GHG emissions Down to individuals: us
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It is a movement …..
It is diverse – people are addressing local priorities
People act on what matters to them
Ethical consumer trends Experiential consumer trends –
Maslow and our hierarchy of needs
March 11 Harold Goodwin 19
Echoes of Krippendorf
• Slow Food • Slow Cities ….
• Quality of life
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2. CHANGE IN MARKET
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UK Consumer Demand 1999
Importance in determining holiday choice (%) H M LAffordable cost 82 12 3
Good weather 78 14 5
Quality hotel and facilities 71 15 8
Good information on social, economic & local
42 30 23
Significant opportunity for interaction 37 37 23
Designed to minimise environmental damage
32 34 27
Company has ethical policies 27 34 30
Repeat client - used the company before 26 30 38
Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)
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Change is taking place in holidaymaker aspirations Companies are making explicit responsible
tourism commitments. When asked whether or not they would be
more likely to book a holiday with a company if they had a written code to guarantee good working conditions, protect the environment and support charities in the tourist destination
1999 45% said yes 2001 52% said yes. + 7%+ 7%
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Association of Independent Tour Operators (AITO) 2000
… we recognize that in carrying out our work as Tour Operators we have a responsibility to respect other people’s places and ways of life.
We acknowledge that wherever a Tour Operator does business or sends clients it has a potential to do both good and harm, &
we are aware that all too often in the past the harm has outweighed the good.
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AITO Protect the Environment – its flora,
fauna and landscapes Respect local cultures – traditions,
religions and built heritage Benefit local communities – both
economically and socially Conserve natural resources – from
office to destination Minimise pollution – through noise,
waste disposal and congestion
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% people who reported that they hadat least once during the year ‘99 ‘08
Actively sought information on a company’s reputation
24 36
Felt guilty about an unethical purchase
17 38
Chosen product/service on basis of company’s responsible reputation
51 57
Recommended 52 55*
Recycled 73 96
Co-op Bank Ethical Consumer Report *2007
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Guilt free consumerism – a USP?
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Becoming Mainstream Mintel: by 2010 outbound UK ethical
market forecast to be 2.5m trips per year.
Jane Ashton head of CSR at First Choice: “We’re not experiencing a huge demand
from the average consumer, but we do believe that awareness is increasing, and in a few years time we will have needed to have integrated these principles into our supply chain.”
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3. THE BUSINESS CASE
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I always take environmentally friendly tourism considerations into account when making a decision about where to travel to
Mexico 88%
China 68%
Korea 60%
France 56%
Germany 33%
Japan 33%
USA 31%
Canada 30%
Australia 28%
Where is the UK in this?
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I always take environmentally friendly tourism considerations into account when making a decision about where to travel to
Mexico 88%
China 68%
Korea 60%
France 56%
Germany 33%
Japan 33%
USA 31%
Canada 30%
Australia 28%
UKUK 23%23%
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For an equivalent experience I am more likely to choose an environmentally friendly travel option over one that is not
Mexico 88% 65%
China 68% 80%
Korea 60% 72%
France 56% 62%
Germany 33% 39%
Japan 33% 45%
USA 31% 38%
Canada 30% 43%
Australia 28% 32%
UK 23% 29%
tie breaker
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As part of an authentic experience that explores a destination’s natural and cultural heritage I am willing to pay a higher price for an environmentally friendly travel option over one that is not
Mexico 88% 65% 53%
China 68% 80% 56%
Korea 60% 72% 57%
France 56% 62% 45%
Germany 33% 39% 37%
Japan 33% 45% 41%
USA 31% 38% 31%
Canada 30% 43% 28%
Australia 28% 32% 25%
UK 23% 29% 26%
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Four successive consumer sensibilities
availability – access to reliable supply
cost – affordable supply quality – product performance Authenticity – “conforming to self-
image”
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Experiential Tourism
The experience economy
Seeking memorable experiences
Driving increased tourism
Viral marketing
Engagement in culture, community and the environment
Shared product of host and guest
Quality, depth, create memories
You can taste the difference
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Drivers of Change
Consumer demand for “richer” engagement with destinations and the communities who live there.
Broader consumer trends in originating markets People want guilt free holidays – particularly at
times of maximum indulgence Changes in the investment climate Demands from those in the industry and on the
margins of it. Legislation and regulation Demands of people in the destination Market trends vary by originating market
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There are only particular markets Think about why you choose a
particular ice cream ….All travel choices are aspirational –
constrained by price.Nationality, age, interests all shape
consumer choices.You can ignore particular market
segments?
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Business
If tourism is business and a consumer experience
Then marketing is at the heart of itResponsible Tourism is about the
way you do the business – it is not just CSR - it has to deliver a richer more authentic experience
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The Business Case for Responsible Tourism The right thing to
do Minimising risk License to operate Product quality Cost savings Staff morale Market Advantage
Market Advantage Experience
– richer– more authentic – guilt free
Differentiation and PR Reputation Referrals Repeats
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The purchasing decision 1. Destination/activity
2. Price VFM & EFM
3. Availability/ trip length
4. USP or “added value”- non-price competition
– For some consumers that can be a responsible tourism element.
– Brand positioning and repeat business and referrals
– Market trend towards more experiential holidays
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New Zealand
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Old Town Square, Prague
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New Forest
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1996 White Paper: Responsible TourismDevelopment & Promotion of Tourism in South Africa
1994 Tourism as key driver in reconstruction and development
1996 South African White Paper on Responsible Tourism: transformation agenda.
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National Generic Guidelines DEAT 2001 National
Generic Guidelines for Responsible Tourism
– trade associations - FEDHASA
– places and – Activities eg 4WD
DEAT 2002 endorsed as national sector guidelines to be used in IDPs.
DEAT 2003 Responsible Tourism Handbook – focused on the private sectorCape Town – seven priorities
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The Destination Case for Responsible Tourism
It is for you to say whether it is relevant to Croatia
How is tourism to be used to make Croatia a better place to live in?
Maintaining the destination USPs
Maintaining Natural & Cultural Heritage
Appropriate Local Economic Development – Thriving Destination
Character and authenticity
Taking Responsibility for Tourism by Goodwin ISBN 978-1-906884-39-0© 2011 Goodfellow Publishers
Taking Responsibility for Tourism by Harold Goodwin
www.takingresponsibilityfortourism.info
www.haroldgoodwin.info
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Further information www.haroldgoodwin.info www.icrtourism.org www.wtmwrtd.com www.aRTyforum.info www.responsibletourismpartnership.org www.icrtourism.org/capetown.shtml www.icrtourism.org/Kerala.shtml www.irresponsibletourism.info www.responsibletravel.com [email protected]
