Transcript International Centre for Responsible Tourism

International Centre for Responsible Tourism
Responsible
Tourism
the concept explained
Prof. Harold Goodwin
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Taking Responsibility for Sustainable
Development through Tourism
1.Responsible Tourism
2.The UK Market
3.The business case
4.Relevance to Croatia
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What’s the issue?
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”
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Our holidays their homes
Tourism 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
Culture & Tourism
“Your
everyday
life is
someone
else’s
adventure”
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: Growth
Arrivals/spend
Individual
Business
Community
Government
 Conservation
 Development
 Creation of
Employment
 Maintenance of
Heritage
 Taxation
 Regeneration
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Multi-stakeholder partnerships – what will business contribute?
Destinations are made – but
who by?
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Old Town Square, Prague
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What is Responsible Tourism?
Market opportunity for the industry and local communities
Approach to managing tourism in destinations
“… better places for people to live in
better places for people to visit”
Diversity
Global thinking - local action
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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
[email protected]
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Responsible Travel takes a variety of
forms, it is characterised by travel
and tourism which
1. 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
[email protected]
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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.
[email protected]
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Taking responsibility
Whose responsibility? Everyone’s
Nobody’s
WTO Global Code of Ethics
Principle of Sustainablity
Economic, Social & Environmental
Taking and Exercising Responsibility
Tour Operator
Inbound Operator
Hotelier/
Accommodation
Local/
National
Government
Attraction
Managers
National Parks/
Heritage
Local
Community
Tourists
Travellers
Holidaymakers
You cannot outsource responsibility ..
[email protected]
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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 guests
Enhancing the guest experience
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The Responsible Tourism
Movement
1.
2.
3.
4.
5.
6.
7.
Tourists and Travellers
Outbound Industry
Inbound industry & accommodation
Media
Government and communities
Destination Management
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
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Echoes of Krippendorf
• Slow Food
• Slow Cities ….
• Quality of life
March 11
Harold Goodwin
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2. CHANGE IN MARKET
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UK Consumer Demand 1999
Importance in determining holiday choice (%)
H
M
L
Affordable cost
Good weather
Quality hotel and facilities
Good information on social, economic &
local
Significant opportunity for interaction
Designed to minimise environmental
damage
82
78
71
42
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14
15
30
3
5
8
23
37
32
37
34
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Company has ethical policies
Repeat client - used the company before
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34
30
30
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Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)
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
+ 7%
 2001 52% said yes.
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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 had
at least once during the year
Actively sought information on
a company’s reputation
Felt guilty about an
unethical purchase
Chosen product/service on
basis of company’s
responsible reputation
Recommended
‘99 ‘08
24 36
Recycled
73 96
Co-op Bank Ethical
Consumer Report *2007
17 38
51 57
52 55*
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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%
UK
23%
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tie breaker
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%
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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 selfimage”
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Experiential Tourism
 The experience
economy
 Seeking
memorable
experiences
 Driving increased
tourism
 Viral marketing
You can taste
the difference
 Engagement in
culture,
community and
the environment
 Shared product of
host and guest
 Quality, depth,
create memories
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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 it
Responsible 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
 Market Advantage
 The right thing to
do
 Minimising risk
 License to operate
 Product quality
 Cost savings
 Staff morale
 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 Tourism
Development & 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
Cape Town – seven priorities
 DEAT 2002 endorsed as
national sector
guidelines to be used in
IDPs.
 DEAT 2003
Responsible Tourism
Handbook – focused on
the private sector
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The Destination Case for
Responsible Tourism
 Maintaining the
 It is for you to say
destination USPs
whether it is
relevant to Croatia
 Maintaining Natural
& Cultural Heritage
 How is tourism to be
used to make
 Appropriate Local
Croatia a better
Economic
place to live in?
Development –
Thriving
Destination
Character and authenticity
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Taking
Responsibility for
Tourism
by Harold Goodwin
www.takingresponsibilityfortourism.info
www.haroldgoodwin.info
Taking Responsibility for Tourism by Goodwin ISBN 978-1-906884-39-0
© 2011 Goodfellow Publishers
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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]
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