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1
Responsible Tourism
2. The market for responsible tourism
© Anna Spenceley, 2007 Tibet University module development supported by Columbia University
2
Contents
A. Global demand and trends in originating markets for responsible tourism
B. The four P’s: Products, Price, Promotion, PlaceC. Products: Global and international responsible tourism
productsD. Price: The market demand for responsible tourismE. Promotion: What tour operators are doing to promote
responsible tourism; where tourists obtain information about responsible tourism products to plan their holidays;
F. Place: Responsible tourism in Tibet and China.G. Responsible marketingH. Discussion questionsI. AssignmentJ. Sources of information
3
A.Global demand and trends for RT
© Anna Spenceley, 2007
General increase in demand for holidays that are: Good for the environment Benefit local people Conserve local culture and traditions
International award schemes include: Responsible Tourism Awards Tourism for Tomorrow Awards
4
Marketing considers the 4 P’s
Products Price Promotion Place
5
Marketing considers the 4 P’s
Products Price Promotion Place
6
B. Products - Operators Globally: UNEP’s Tour Operators' Initiative
KEL 12 (Italy) REWE-Touristik
GmbH (Germany)Premier Tours (USA)Sahara Tours International
(Morocco)Settemari (Italy) Studiosus (Germany) Thomas Cook (France)Travel Walji’s PVT (Pakistan) TUI Group (Germany)VASCO Travel (Turkey) Viaggi del Ventaglio (Italy)
Accor (France)Atlas Voyages (Morocco)Aurinkomatkat-Suntours
(Finland)DiscoveryInitiatives (UK)Dynamic Tours (Morocco)Exodus (UK)First Choice Holidays PLC Mainstream Sector (UK)FreeWayAdventures (Brazil)Hotelplan (Switzerland)
www.toinitiative.org
© Anna Spenceley, 2007
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B. Products - Operators Globally - Commitment of UNEP’s Tour Operators Initiative
Statement of Commitment to Sustainable Tourism Development.
1. Commitment to sustainable development and management of Tourism 1.1 We regard Sustainable Tourism Development as a guiding concept for the
sound management of our business.
1.2 We define Sustainable Development as development that meets the needs of the present without compromising the ability of future generations to meet their own needs.
1.3 We are committed to developing, operating and marketing tourism in a sustainable manner; that is, all forms of tourism which make a positive contribution to the natural and cultural environment, which generate benefits for the host communities, and which do not put at risk the future livelihood of local people.
1.4 As Tour Operators we believe that we can be important contributors to Sustainable Tourism Development. We will strive to anticipate and prevent economic, environmental, social and cultural degradation. We will work towards integrating these considerations into our operations and activities.
1.5 We are entering into a partnership with the United Nations Environment Programme (UNEP), the United Nations World Tourism Organization (UNWTO), and the United Nations Educational, Scientific and Cultural Organization (UNESCO), to improve our performance in order to achieve sustainable development and management of tourism.
© Anna Spenceley, 2007
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B. Products - Operators Globally: Members of UNEP’s Tour Operators' Initiative
2. Principles of sustainable development and management of tourism 2.1 We recognise that tourism can contribute to the viability of local economies. We
also recognise that tourism can have negative impacts on the economy, environment, nature, social structures and local cultures. In the long-term interest of host communities and of our industry, we will endeavour to prevent or minimise these impacts.
2.2 We are committed to complying with local, national and international laws and regulations applicable to our business activities.
2.3 We oppose and actively discourage illegal, abusive or exploitative forms of tourism.
2.4 We are committed to a continual attempt to improve our performance in the context of sustainable development and management of tourism.
2.5 We will manage and monitor the environmental, cultural and social impacts of our activities.
2.6 We will strive to pursue the best practices in all our activities - internally and when forming business relationships with partners, suppliers and sub-contractors - especially with regard to: responsible use of natural resources (e.g. land, soil, energy, water); reducing, minimizing and preventing pollution and waste (e.g. solid and liquid waste, emissions to air); conserving plants, animals, ecosystems and protected areas (biodiversity); conserving landscapes, cultural and natural heritage; respecting the integrity of local cultures and avoiding negative effects on social structures; involving, and co-operating with, local communities and people ; using local products and skills
© Anna Spenceley, 2007
9
B. Products - Operators Globally: Members of UNEP’s Tour Operators' Initiative
3. Public awareness and communication 3.1 We wish to create awareness and active
involvement among our customers towards the natural, social and cultural environment of the places they visit. We further wish to encourage host communities and our customers to develop a better understanding and mutual respect for one another.
3.2 We will endeavour in our public communication and advertising to promote behaviour and activities compatible with the principles of sustainable development and management of tourism.
3.3 We will encourage other tour operators to support this Statement.
© Anna Spenceley, 2007
10
B. Products - Green Market: Hotel Ucliva Switzerland “Europe’s most environmental hotel”
Booked full months ahead
All local cuisine Solar and wood
heating All produce
bought locally All staff are from
the village
“Walk the trails, see the wildlife, visit the villagers, and get a discount if you chop wood”
© Ted Manning, Tourisk Inc
11
Marketing usually considers the 4 P’s
Products Price Promotion Place
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Consumer attitudes to environment and sustainable tourism
Issue Proportion of sample
Source and sample size*
Importance of environmentally sensitive policies and practices
More likely to book hotels with a good environmental attitude
87% British60% Australians54% Americans
IHEI study, cited in Anon (2002)(n=300 travellers at airports in UK, Australia and US)
Important that their holiday does not damage the environment
71% Stueve, Cook and Drew (2002) (n=4300 adults in the USA)
Importance that the holiday should not damage the environment
2000 – 85% 2002 – 87%
MORI study for ABTA, cited by Goodwin and Francis (2003)(n=963 British public in 2000; n=713 in 2002)
At least fairly important to use a company that accounts for environmental issues when arranging holidays and business trips
1995 – 52% 1997 – 61%
Martin and Stubbs (1999) (British Public)
Importance of socially responsible policies and practices
More likely to book holiday using company with a written code guaranteeing good working conditions, protection of the environment and support of local charities in the tourist destination
1999 – 45% 2001 – 52%
Tearfund (2001; 2002)(1999: nationally and regionally representative sample of n=2032 adults in the UK; 2001 n=927)
Knowing that they had booked with a company with good ethical practice made their holiday enjoyable
24% Mintel (2001) (n=2028; UK holiday makers=1636) July 2001
Important that holidays benefit people in the destination (e.g. through jobs and business opportunities)
2000 – 71%2002 – 76%
MORI study for ABTA, cited by Goodwin and Francis (2003) (n=963 British public in 2000; n=713 in 2002)
Respect towards the ways of living and the traditions of the local host population is the most important criteria when booking a holiday
95% Forschungsinstitut für Freizeit und Tourismus (FIF), Müller and Landes (2000) (German tourists)
* The sample size is indicated where known Source: Spenceley (2003)
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Issue Proportion survey (%)
Source and sample size*
Willing to pay more . . . in general
Would be willing to pay more pay more to ensure environmental preservation
40% MORI (Martin, 2001) (n=693 Package Holiday Takers in September
2000)
Prepared to accept a higher price in support of environment protection
74% Forschungsinstitut für Freizeit und Tourismus’ (FIF) (2002), Muller and Landes, 2000.
Willing to pay more if money goes towards preservation of the local environment and reversal of some of the negative environmental effects associated with tourism
35% Tearfund, 2000
Willing to pay more if workers in the destination are guaranteed good wages and working conditions
29% Tearfund, 2000
Willing to pay more . . . specifically
Would pay to offset the carbon-dioxide emission of air travel (at a cost of £7 a flight)
77% MORI study cited in Anon 2002b
Would pay to offset the carbon-dioxide emission of car rental (at £1 for a one-week rental)
79% MORI study cited in Anon 2002b
Would pay to offset the carbon-dioxide emission of a hotel room (at a cost of £1 per night)
86% MORI study cited in Anon 2002b
Prepared to pay between £30 and £70 extra on a 2-week holiday for a hotel that protected the environment
Most Anon, 2002 (n=300 travellers at airports in UK, Australia
and US)
Would pay extra, on average just over 3% (which equates to around £15 on a holiday costing £500)
81% MORI (Martin, 2001) (n=693 Package Holiday Takers in September
2000)
Would pay extra 2% (which equates to around £10 on a holiday costing £500)
22% Tearfund, 2000 (UK package tourists)
* The sample size is indicated where known Source: Spenceley (2003)
What consumers would be willing to pay for environmental and social benefits
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Type Main interest Importance of intact nature
Demands on guides
Standards of comfort
Quantitative demand potential
The ”committed nature tourist”
experiencing nature, special
interests very important
special knowledge of ecology
low low
The ”interested nature tourist”
experiencing nature, ecological interrelationships
important good knowledge of
ecology low to high moderate
The ”casual nature tourist”
easily accessible/ ”obvious” nature
attractions less important
unspecific knowledge of
ecology moderate to high high
The sports/adventure
tourist focus on activities
nature as a backdrop
area and technical knowledge
low moderate to high
(diving)
The hunting / fishing tourist focus on activities
nature as a backdrop
area and technical knowledge
low low
The nature tourist with cultural
interests
natural and cultural experience
important good ecological and very good
cultural knowledge low moderate
Source: Strasdas 2001 (slightly altered and translated)
© Wolfgang Strasdus, 2002
C. Price: Responsible tourism demand segments
15
Marketing usually considers the 4 P’s
Products Price Promotion Place
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D. Promotion: Eco-exploitation - Using Market Interest to SellUsing Market Interest to Sell
DDetrimental effects of environmental opportunitismetrimental effects of environmental opportunitism
Major problems are indicated in these questions:
Do consumers know what they are buying and the related impact on the environment?
Do consumers know how the product differs from others, if, indeed, is there any difference?
Are there any problems for selling ‘green’ products in the market which is becoming increasingly ‘greening?
Are there any problems for a term prefixed with eco to increase consumers’ interests and the related sales as well?
© Ted Manning, Tourisk Inc
17
D. Promotion: What tour operators do to promote responsible tourism
© Anna Spenceley, 2007
1. Operators in Tibet and China2. Operators globally
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D. Promotion: What tour operators do to promote responsible tourism
© Anna Spenceley, 2007
1. Operators in Tibet and China2. Operators globally
* Wind Horse Adventures – Case study* Other responsible holidays from
responsibletravel.com -look at the ‘How this holiday makes a difference’ sections
19
D. Promotion: Where tourists get information on RT
© Anna Spenceley, 2007Guidebooks: e.g. Lonely Planet, Rough guide
20
The Environmental Action Model (below), illustrates the fact that tour companies may be
Inactive Active Proactive
towards environmental
marketing or
environmental
improvements
© Ted Manning, Tourisk Inc
D. Promotion: Responsible marketing
Environmentally responsible actions
21
The degree to which any company takes environmentally responsible action The degree to which any company takes environmentally responsible action or engages in environmental marketing can be shown in the positionsor engages in environmental marketing can be shown in the positions ((below)below)
positions 1 - eco-exploitationeco-exploitation
position 2 - neglect marketingneglect marketing
position 3 - balance betweenbalance between
commitment tocommitment to
environmentallyenvironmentally
responsible actionresponsible action
and to environmentaland to environmental
marketingmarketing
© Ted Manning, Tourisk Inc
Environmentally responsible actions
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D. Promotion: Code of conduct
Codes from Associations Codes from NGOs
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Marketing usually considers the 4 P’s
Products Price Promotion Place
24
E. Place: The market for responsible tourism in Tibet and China
© Anna Spenceley, 2007
Some products on responsibletravel.comCurrent lack of market research on
regional demand
Windhorse market – case study extract on commercial issues
Jiuzhaigou Niangregou
25
F. Discussion questions
What institutions (e.g. government, NGOs, private sector etc) are promoting responsible tourism in Tibet, China and the Himalaya region?
What activities are they doing in practice? (environmental, social and economic)
Is there a market demand for responsible tourism in Tibet?
What part of the market is demanding responsible holidays? (e.g. type of tourists/tours)
Is this a growth area? What could Tibet do to promote more responsible
tourism activities, and attract more responsible tourists?
© Anna Spenceley, 2007
26
G. Assignment
Speak to a tour operator based in Tibet. Ask them:
1. What they understand by ‘responsible tourism’2. Whether they think they are a responsible tourism
enterprise3. Whether their customers are interested in
conservation, Tibetan culture and local benefits from their holidays
4. How their company contributes to conservation and host communities
5. How they communicate their responsible activities to their clients
Write a short report on your findings to present to the class.
© Anna Spenceley, 2007
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H. Sources of information Gordon, G. (ed) (2001) Tourism: putting ethics into practice, Tearfund. Available at
www.icrtourism.org/Tour%20Operators%20Initiatives/Putting%20ethics%20into%20practice.pdf
Goodwin, H. and Francis, J. (2003) Ethical and responsible tourism: Consumer trends in the UK, Journal of Vacation Marketing, 9 (3), 271–284.
Guitierrez, E., Lamoureux, K., Matus, S., and Sebunya, K. (2005) Linking communities, tourism and conservation : A Tourism assessment process, Conservation International and The George Washington University: Market demand analysis (pp44) and Supply and Competitiveness (pp 54). Available at web.conservation.org/xp/CIWEB/downloads/TAPManual.pdf
Spenceley, A. (2007) Responsible tourism practices by South African tour operators, Survey results from participants at the 2006 Tourism Indaba, International Centre for Responsible Tourism South Africa. Available at: www.anna.spenceley.co.uk
Stueve, A.M., Cook, S.D. and Drew, D. (2002) The Geotourism Study: Excerpts from the Phase 1, Executive Summary. National Geographic Traveller and the Travel Industry Association of America, Washington. Available at: rogharris.org/GeotourismPhaseFinal.pdf
Weblinks: Responsibletravel.com – including products in Tibet
http://www.responsibletravel.com/TripSearch/Asia/Country100241.htm World Hotel Link - http://www.chinahotel-link.com/ - which has sustainability ratings The Travel Foundation - http://www.thetravelfoundation.org.uk/ Irresponsible travel.com
© Anna Spenceley, 2007