Marketing Responsible Tourism

VIDEOS OF KEY SPEAKERS

HOW TO MARKET RESPONSIBLE TOURISM

MARKET DEMAND FOR RESPONSIBLE/ETHICAL/GREEN/SUSTAINABLE TOURISM

VIDEOS OF KEY SPEAKERS

The role of sustainability in tourism consumer behaviour

Dr Graham Miller, Director of International Studies, University of Surrey
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3016%7C4k%7CjEaEVfFT*

Responsible product development and commercialisation at TUI

Liz Hawkins, Sustainable Development Manager, TUI Travel PLC
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3020%7C4f%7CEhCZuVCe*

Public relations of Corporate Social Responsibility

Paul Thomas, Senior Consultant CSR, Sustainability & Not-for-profit Grayling
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3021%7C4g%7CeSSBeVNB*

Communicating Environmental Stewardship within the Cruise Industry

Jamie Sweeting, Vice President, Environmental Stewardship and Global Chief Environmental Officer for Royal Caribbean Cruises Ltd.
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3022%7C4h%7CGFh0Q77M* 

Responsible tourism marketing for small companies

Dr Xavier Font, Director of Studies, International Centre for Responsible Tourism
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3023%7C4i%7ChgwCA6j9*

Crafting a Responsible Tourism Positioning: from Environmental Campaigning to the “Good Life”

Chris Warren, Owner, Crystal Creek Meadows, Australia
Qantas Award for Excellence in Sustainable Tourism
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3024%7C4j%7CJ3Mfk5uw* 

Creativity, confidence and bags of fun- my recipe for marketing sustainability

Sue Prince, Beechenhill Farm B&B and cottages, Peak District.
Virgin Holidays Responsible Tourism Awards Highly commended Best small accommodation
Winner Gold award for the excellence in England- best tourism website
http://video-2.leedsmet.ac.uk/Asx/?mswmext=.asx&id=3025%7C4k%7CjEaEVgFS*

HOW TO MARKET RESPONSIBLE TOURISM

The Ernst & Young report ‘Hospitality going green’ looks at the concept and growth of sustainability within the hospitality industry in various regions worldwide. In Asia, the rise of brands with sustainability or ‘green’ strategies at their core is highlighted, whilst in Europe the lifestyle hotel sector is identified as the first to consider the ‘green’ agenda as part of their brand image. http://www.irei.com/uploads/marketresearch/128/marketResearchFile/hospitality_insights_DF0052.pdf 

UNEP’s report on sustainable motivation reviews the marketing and communications basics and evaluates how the objectives of sustainability can be aligned with the needs of marketers. The study was initiated to try to account for the discrepancy that exists between 30 years of promoting the sustainability message and the perceived lack of sustainable behaviour by consumers and corporate buyers. It is partly a review of past research and partly an expression of ideas concerning the role of marketers. http://www.mpgintl.com/papers/CIM%20Final%20Report_-_Jun%202006.pdf 

“Green Marketing myopia” is the short report written by three world gurus in green marketing, to explain how the targeting, positioning and communication of green products needs to be less niche. The market scepticism for green products means we ought to position green products with attributes that resonate with consumer values. Offering “non-green” consumer value (such as convenience and performance) is more likely to make the product viable in sales terms, by not appealing just to the deepest green consumers, but to mainstream or significant niche markets. http://www.greenmarketing.com/files/Stafford-MyopiaJune06.pdf

 Some materials are now being written to bring together responsible behaviour and marketing knowledge. Here are two worth reading: WWF, Let them eat cake http://www.wwf.org.uk/filelibrary/pdf/ let_them_eat_cake_abridged.pdf and CSR Europe’s Sustainable Marketing guide http://www.csreurope.org/data/files/sustainablemarketingguide.pdf 

Read “Green” Winners, AT Kearney, 2009.  It highlights the different ways companies have reacted to the sustainability challenge (their response to global warming, regulatory changes, shifts in customer demand and the threat of scarce resources). Some companies react strategically, adjusting the corporate strategy to sustain the human and natural resources they will need to succeed now and for the long term. Their initiatives are usually transformations in nature, bring a significant but potentially slow rate of return. They are less costly, (mostly investments in energy efficiency) and often result in higher revenues through sales of green products and services. Other companies take a more tactical approach, viewing sustainability first as an opportunity to improve their reputations. They make small efforts such as upgrading an environmental policy or rebranding existing initiatives under the guise of sustainability. The efforts are deemed complete when a sustainability report is published and an award is won for a track record of social responsibility. http://www.atkearney.com/images/global/pdf/Green_winners.pdf

International Finance Corporation (2004) Ecolodges: Exploring Opportunities for Sustainable Business, Washington DC: IFC looks at the ‘ecolodge’ marketplace in an attempt to identify ‘ecotourists’, their preferences and ecolodge specific demand. Chapter 4 looks at how they can be financially viable, and Chapter 7 gives marketing and promotion advice to ‘eco-lodges’ on pricing amongst other things. http://www.ifc.org/ifcext/enviro.nsf/AttachmentsByTitle/ p_EBFP_ecolodge/$FILE/Ecolodge_Publication.pdf

 There is little published on sustainability communications, and nothing specifically for tourism. Instead, read “Sustainability Communications: A Toolkit for Marketing and Advertising Courses”, from the United Nations Environment Programme. Warning, it is a 90 page document, I suggest you start in page 62. http://www.unep.fr/shared/publications/pdf/DTIx0886xPA-EducationKitEN.pdf and UNEP and Futerra’s 2005 report, communicating sustainability, has been well received and influenced many since. http://www.futerra.co.uk/wp-content/uploads/2011/09/Communicating_Sustainability.pdf

Read this Futerra report, Sell the Sizzle, that explains how now climate change is no longer a scientist’s problem but a salesman’s problem. As we know behaviour change is complex, and appealing to both logic and ethics hasn’t worked. Threats of what unsustainability will do to us all haven’t helped change behaviour. Communicating a new positive vision, “a low carbon heaven” through a narrative. You have to make visual, local, desirable, and cut the jargon and figures. You need to give people a choice and to do that you need to show what hell would look like. Offer five memorable yet significant and achievable achievements, for the next five years (not asking for more, or longer term, as we loose focus). Then drill down to personal focus. http://www.futerra.co.uk/downloads/Sellthesizzle.pdf

IUCN and Accor produced a comprehensive manual on how to implement and communicate biodiversity in hotels in Autumn 08. Appendix 1 is about communication with internal and external stakeholders. Some of their points are common sense which is precisely why any company should read them: 10 results first, communicate later and 2) internal communication before external communication. After this point, they suggest three strategies,Invest in awareness raising and informal learning, Do good and let your guests know it, and importantly Do good and let others tell your guests. The manual goes on to speak about messages the hotel can use. http://cmsdata.iucn.org/downloads/iucn_hotel_guide_final.pdf

Get more practical, by looking at communications at the point of purchase. Green Marketing Gets Real is a very visual and clear 5 page report to help retailers think about why, what and how to communicate sustainability. Its value is in its simplicity. http://www.ic.gc.ca/eic/site/csr-rse.nsf/vwapj/green_marketing.pdf/$file/green_marketing.pdf

You may have all sorts of good ideas, but it is how you put them across that matters. Futerra’s report helps you think about how your customer base may receive some of the jargon that we have got sooooo used to. Their top line lessons come under these headings: common sense matter, Humour doesn’t hurt, Guilt shuts down, Me, not Yoy, Words empathise and personify, Smart and savvy rather than efficient,Who wants to be an environmentalist?, and Actions speak louder than words http://www.futerra.co.uk/downloads/Words-That-Sell.pdf

Read the UNEP on Marketing Sustainable Tourism Products. http://www.unep.fr/shared/publications/pdf/WEBx0010xPA-MarketingTourism.pdf

MARKET DEMAND FOR RESPONSIBLE/ETHICAL/GREEN/SUSTAINABLE TOURISM

Here is a selection of free resources, from the many reports available on this subject.

BCG (2009) Capturing the Green Advantage for Consumer Companies. Accessed on 8^th July 2010. Available at: http://www.bcg.com/documents/file15407.pdf

Cabinet Office (2008) Food: An analysis of the issues. Accessed on 5^th June 2010. Available at: http://www.cabinetoffice.gov.uk/media/cabinetoffice/strategy/assets/food/food_analysis.pdf

Climate Group, Sky and Lippincott (2007) Consumers, Brands and Climate Change. Helping businesses connect. Accessed 9 July 2010. Available at: http://www.theclimategroup.org/_assets/files/research_UK_07.pdf

Climate Group, Sky and Lippincott (2008) Consumers, Brands and Climate Change. Helping Businesses to focus. Accessed 9 July 2010. Available at: http://www.theclimategroup.org/_assets/files/Consumer_Brands_and_Climate_Change_2008_US_Sectors.pdf

Coddington, W. (1993) Environmental Marketing. Positive Strategies for Reaching the Green Consumer (Maidenhead: McGraw-Hill) cited in Tallontire, A., Rentsendorj, E., and Blowfield, M. (2001) Ethical Consumers and Ethical Trade: A Review of Current Literature. Policy Series 12. (Chatham, UK: Natural Resources Institute)Co-operative Bank/NEF/Future Foundation (2005) Ethical Consumerism Report. Accessed on 8 July 2010. Available at: http://www.goodwithmoney.co.uk/assets/Uploads/Documents/ethicalconsumerreport2005.pdf

Co-operative Bank plc (2007) Ethical Consumerism Report. Accessed on 8 July 2010. Available at: http://www.co-operativebank.co.uk/images/pdf/ethical_consumer_report_2007.pdf

Co-operative Bank plc (2008) Ethical Consumerism Report. Accessed on 8 July 2010. Available at: http://www.ethicalconsumer.org/Portals/0/Downloads/ETHICAL%20CONSUMER%20REPORT.pdf

Co-operative Bank plc (2009) Ten Years of Ethical Consumerism: 1999-2008. Accessed 8 June 2010. Available at: http://www.cfs.co.uk/corp/pdf/Ethical_Consumerism_Report.pdf

Defra (2007) Survey of public attitudes and behaviours toward the environment. Accessed 5 July 2010. Available at: http://www.defra.gov.uk/evidence/statistics/environment/pubatt/download/pubattsum2007.pdf

Defra (2008) A Framework for Pro-environmental Behaviours. Accessed 8^th July 2010. Available at: http://www.defra.gov.uk/evidence/social/behaviour/documents/behaviours-jan08-report.pdf

Defra (2009) Survey of public attitudes and behaviours toward the environment. Accessed 5 July 2010. Available at: http://www.defra.gov.uk/evidence/statistics/environment/pubatt/download/report-attitudes-behaviours2009.pdf

Defra (2009) Food Statistics Pocket Book 2009. Accessed 7 July 2010. Available at: http://www.defra.gov.uk/evidence/statistics/foodfarm/food/pocketstats/documents/FoodPocketbook2009.pdf

ETPF Steering Group (2009) Assuring Consumer Confidence in Ethical Trade. Accessed on 10 June 2010. Available at: http://www.consumersinternational.org/files/101156/FileName/ETFPPhase1Summary.pdf

Fairtrade Foundation (2010) Fairtrade at a Glance – Making the Difference. Accessed 7 July 2010. Available at: http://www.fairtrade.net/fileadmin/user_upload/content/2009/resources/2010-05_Fairtrade_at_a_Glance.pdf

Gfk NOP (2007a) Consumers Changing the Ethical Business Agenda, Press Release, 8th March. Accessed on 6 July 2010. Available at: http://www.gfk.com/imperia/md/content/gfk_nop/newsandpressinformation/ethicalbrands_march.pdf

Gfk NOP (2007b) The Dawn of the Ethical Brand. PowerPoint Presentation. Accessed 8 July 2010. Available at: http://www.gfk.com/imperia/md/content/gfk_nop/eventspage/ethicalbranddavismoy.pdf

Gfk NOP (2008) Consumers and Ethical Brands. Executive Summary Press Release, May. Accessed 15 June 2010. Available at: http://www.gfknop.com/imperia/md/content/gfk_nop/coes/brandstrategy/ethical_brands_top_level_findings_may08.pdf

Greendex (2008) Consumer Choice and the Environment. Accessed 10June 2010. Available at: http://images.nationalgeographic.com/wpf/media-live/file/GS_NGS_Full_Report_May08-cb1274129241.pdf

Greendex (2009) Consumer Choice and the Environment. Accessed 10 June 2010. Available at: http://images.nationalgeographic.com/wpf/media-live/file/GS_NGS_Full_Report_May09-cb1274128119.pdf

Greendex (2010) Consumer Choice and the Environment. Accessed 10 June 2010. Available at: http://images.nationalgeographic.com/wpf/media-live/file/GS_NGS_Full_Report_June10-cb1275498709.pdf

Ipsos MORI (2007) Tipping Point or Turning Point? Social Marketing and Climate Change. Accessed on 8^th July 2010. Available at: http://www.ipsos-mori.com/DownloadPublication/1174_sri_tipping_point_or_turning_point_climate_change.pdf

Kleanthous, A. and Peck, J. (2005) Let them eat cake – Satisfying the new consumer appetite for responsible brands, abridged version, WWF. Accessed 9 June 2010. Available at: http://www.wwf.org.uk/filelibrary/pdf/let_them_eat_cake_abridged.pdf

Manget, J.,  Roche, C. and Münnich, F. (2009) Capturing the Green Advantage for Consumer Companies, The Boston Consulting Group Inc., January. Accessed on 7 July 2010. Available at: http://www.bcg.com/documents/file15407.pdf

Martinez, M. and Poole, N. (2009) Fresh Perspectives 4 – Ethical consumerism: development of a global trend and its impact on development In Borot de Battisti, A. and MacGregor, J. and Graffham, A., (eds.), Standard Bearers: Horticultural Exports and Private Standards in Africa. London: International Institute for Environment and Development (IIED) and Natural Resources International (NRI), pp. 18-21. Accessed on 10 June 2010. Available at: http://eprints.soas.ac.uk/7489/1/FP1_4__3_.pdf

Meyer, D., Ashley, C. and Poultney, C. (2004) Ethical Consumerism and Tourism. Business Implementation of Pro-Poor Tourism: Case Study Briefs, Brief No.7. Accessed 1 July 2010. Available at: http://www.odi.org.uk/resources/download/2914.pdf

Mintel (2001) Ethical Tourism. Cited in Meyer, D., Ashley, A. and Poultney, C. (2004), Ethical Consumerism and Tourism Business Implementation of Pro-Poor Tourism: Case Study Briefs, Brief No.7. Accessed 1 July 2010. Available at: http://www.odi.org.uk/resources/download/2914.pdf

National Consumer Council (2002) Green consuming. Enabling consumers to contribute to environmental improvement. Policy Briefing. PD 35/02. Accessed 10 July 2010. Available at: http://collections.europarchive.org/tna/20080804145057/http:/www.ncc.org.uk/nccpdf/poldocs/NCC010br_green_consuming.pdf

National Geographic (2010) Greendex 2010: Consumer Choice and the Environment – A Worldwide Tracking Survey, Highlights Report, June. Accessed on 8 June 2010. Available at: http://s.ngeo.com/wpf/media-live/file/GS_NGS_2010GreendexHighlights-cb1275487974.pdf

Nielsen (2007) Britain’s Ethical Shopper: which way now? Accessed on 8^th July 2010. Available at: http://news.bbc.co.uk/1/shared/bsp/hi/pdfs/17_12_07_ethocalshopper2.pdf

Pollution Reference Bureau (2009) 2009 World Population Data Sheet. Accessed on 8^th July 2010. Available at: http://www.prb.org/pdf09/09wpds_eng.pdf

Sustainable Consumption Roundtable (2006) I Will If You Will: Towards sustainable consumption, Eds. G. Stevenson and B. Keehn, Joint Report from Sustainable Development Council and National Consumer Council, May 2006. Accessed 9^th July 2010. Available at: http://www.sd-commission.org.uk/publications/downloads/I_Will_If_You_Will.pdf

Tang, T. and Bhamra, T. (2008) Understanding Consumer Behaviour to Reduce Environmental Impacts through Sustainable Product Design. Accessed 8 June 2010. Available at: http://shura.shu.ac.uk/550/1/fulltext.pdf

Tearfund (2000) Tourism – an ethical issue (Teddington: Tearfund). Accessed 12 July 2010. Available at: http://tilz.tearfund.org/webdocs/Website/Campaigning/Policy%20and%20research/Policy%20-%20Tourism%20Market%20Research%20Report.pdf

Tearfund (2001) Tourism – putting ethics into practice (Teddington: Tearfund). Accessed 12July 2010. Available at: http://tilz.tearfund.org/webdocs/Website/Campaigning/Policy%20and%20research/Policy%20-%20Tourism%20putting%20ethics%20into%20practice%20policy%20report.pdf

Tearfund (2002) World’s Apart – A call to global tourism (Teddington: Tearfund). Accessed 12July 2010. Available at: http://tilz.tearfund.org/webdocs/Website/Campaigning/Policy%20and%20research/Worlds%20Apart%20tourism%20report.pdf

The Climate Group, Sky and Lippincott (2008) Consumers, Brands and Climate Change – Helping businesses to focus. Accessed 7^th July 2010. Available at: http://www.theclimategroup.org/_assets/files/Consumers_Brands_and_Climate_Change_2008.pdf

The Cooperative Bank (2007) The Ethical Consumerism Report 2007. Accessed on 7 July 2010. Available at: http://www.co-operativebank.co.uk/images/pdf/ethical_consumer_report_2007.pdf

The Cooperative Bank (2008) The Ethical Consumerism Report 2008. Accessed on 7 July 2010. Available at: http://www.ethicalconsumer.org/Portals/0/Downloads/ETHICAL%20CONSUMER%20REPORT.pdf

The Guardian (2010) Consumer attitudes and perceptions on sustainability, June. Accessed 9 July 2010. Available at: http://image.guardian.co.uk/sys-files/Guardian/documents/2010/06/11/GSiJun2010.pdf

UNEP (2002) Sustainable Consumption and Cleaner Production Global Status 2002. Accessed on: 7 July 2010. Available at: http://www.unep.fr/shared/publications/pdf/3211-GlobalStatus02.pdf

WBCSD (2008) Sustainable Consumption Facts and Trends – From a business perspective. Accessed 9 June 2010. Available at: http://www.wbcsd.org/DocRoot/I9Xwhv7X5V8cDIHbHC3G/WBCSD_Sustainable_Consumption_web.pdf

Yale Project on Climate Change and the George Mason University Center for Climate Change Communication (2009) Global Warming’s Six Americas 2009: An audience segmentation analysis, 20^th May. Accessed 9^th July 2010. Available at: http://environment.yale.edu/uploads/6Americas2009.pdf

Young, W., Hwang, K., McDonald, S. and Oates, C. (2008) Sustainable consumption: green consumer behaviour when purchasing products. Accessed on 8 June 2010. Available at: http://www.idea.leeds.ac.uk/documents/Young.pdf