1 Responsible Tourism 2. The market for responsible tourism © Anna Spenceley, 2007Tibet University module development supported by Columbia University.

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Responsible Tourism

2. The market for responsible tourism

© Anna Spenceley, 2007 Tibet University module development supported by Columbia University

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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

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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

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Marketing considers the 4 P’s

Products Price Promotion Place

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Marketing considers the 4 P’s


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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


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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.


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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


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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.


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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

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Marketing usually considers the 4 P’s


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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)


Would pay to offset the carbon-dioxide emission of a hotel room (at a cost of £1 per night)


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

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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?


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D. Promotion: What tour operators do to promote responsible tourism


1. Operators in Tibet and China2. Operators globally

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D. Promotion: What tour operators do to promote responsible tourism


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

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D. Promotion: Where tourists get information on RT

© Anna Spenceley, 2007Guidebooks: e.g. Lonely Planet, Rough guide

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The Environmental Action Model (below), illustrates the fact that tour companies may be

Inactive Active Proactive

towards environmental

marketing or

environmental

improvements


D. Promotion: Responsible marketing

Environmentally responsible actions

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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


Environmentally responsible actions

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D. Promotion: Code of conduct

Codes from Associations Codes from NGOs

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E. Place: The market for responsible tourism in Tibet and China


Some products on responsibletravel.comCurrent lack of market research on

regional demand

Windhorse market – case study extract on commercial issues

Jiuzhaigou Niangregou

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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?


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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.


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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


1 Responsible Tourism 2. The market for responsible tourism © Anna Spenceley, 2007Tibet University module development supported by Columbia University.

Documents

management of tourism

marketing tourism

products operators

local products

exploitative forms of

responsible marketing

local communities

cultural environment