Presentation on theme: "International Centre for Responsible Tourism"— Presentation transcript:
1International Centre for Responsible Tourism the concept explainedProf. Harold Goodwin
2Taking Responsibility for Sustainable Development through Tourism Responsible TourismThe UK MarketThe business caseRelevance to Croatia
3Sir Colin Marshall, British Airways 1994 What’s the issue?Sir Colin Marshall, British Airways 1994Tourism 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”
4Our 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 conservationNegative impacts: pollution
7“Your everyday life is someone else’s Culture & TourismGazing: grockling“Your everyday life is someone else’sadventure”Swedish NGO fly-posting inLjubljana, Summer 1997Tourism is like a fire, you can cook your food with it or it can burn your house down
8What is the purpose of tourism? What is it for? ConservationDevelopmentCreation of EmploymentMaintenance of HeritageTaxationRegenerationMore: GrowthArrivals/spendIndividualBusinessCommunityGovernment
9Destinations are made – but who by? Multi-stakeholder partnerships – what will business contribute?Destinations are made – but who by?
11What is Responsible Tourism? Market opportunity for the industry and local communitiesApproach to managing tourism in destinations“… better places for people to live in better places for people to visit”DiversityGlobal thinking - local action
12Jost Krippendorf The Holiday Makers Global thinking - local actionProposals 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 localsVision: 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.
13minimises negative environmental, social and cultural impacts; Responsible Travel takes a variety of forms, it is characterised by travel and tourism whichminimises negative environmental, social and cultural impacts;generates greater economic benefits for local people and enhances the wellbeing of host communities, by improving working conditions and access to the industry;involves local people in decisions that affect their lives and life chances.Cape Town Declaration 2002
14provides access for physically challenged people; and makes positive contributions to the conservation of natural and cultural heritage and to the maintenance of the world’s diversity;provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural and environmental issues;provides access for physically challenged people; andis culturally sensitive and engenders respect between tourists and hosts.
16All forms of tourism can be more responsible Economic – employment and local economic benefit, linkagesSocial – urban drift, youth, heritage, “thriving destinations”Environmental - local prioritiesEngaging guestsEnhancing the guest experience
17The Responsible Tourism Movement Tourists and TravellersOutbound IndustryInbound industry & accommodationMediaGovernment and communitiesDestination ManagementTravel and the particular global issues around peak oil and GHG emissionsDown to individuals: us
18It is a movement …..It is diverse – people are addressing local prioritiesPeople act on what matters to themEthical consumer trendsExperiential consumer trends – Maslow and our hierarchy of needs
19Echoes of Krippendorf Slow Food Slow Cities …. Quality of life March 11Harold Goodwin
21Ipsos-RSL on behalf of Tearfund November 1999 (n=2032) UK Consumer Demand 1999Importance in determining holiday choice (%)HMLAffordable cost82123Good weather78145Quality hotel and facilities71158Good information on social, economic & local423023Significant opportunity for interaction37Designed to minimise environmental damage323427Company has ethical policiesRepeat client - used the company before2638Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)
22Change 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% said yes% said yes.+ 7%
23Association 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.
24AITO Protect the Environment – its flora, fauna and landscapes Respect local cultures – traditions, religions and built heritageBenefit local communities – both economically and sociallyConserve natural resources – from office to destinationMinimise pollution – through noise, waste disposal and congestion
25% people who reported that they had at least once during the year‘99‘08Actively sought information on a company’s reputation2436Felt guilty about an unethical purchase1738Chosen product/service on basis of company’s responsible reputation5157Recommended5255*Recycled7396Co-op Bank Ethical Consumer Report *2007
27Becoming MainstreamMintel: 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.”
29I always take environmentally friendly tourism considerations into account when making a decision about where to travel toMexico88%China68%Korea60%France56%Germany33%JapanUSA31%Canada30%Australia28%Where is the UK in this?
30I always take environmentally friendly tourism considerations into account when making a decision about where to travel toMexico88%China68%Korea60%France56%Germany33%JapanUSA31%Canada30%Australia28%UK23%
31tie breakerFor an equivalent experience I am more likely to choose an environmentally friendly travel option over one that is notMexico88%65%China68%80%Korea60%72%France56%62%Germany33%39%Japan45%USA31%38%Canada30%43%Australia28%32%UK23%29%
32As 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 notMexico88%65%53%China68%80%56%Korea60%72%57%France62%45%Germany33%39%37%Japan41%USA31%38%Canada30%43%28%Australia32%25%UK23%29%26%
34Four successive consumer sensibilities availability – access to reliable supplycost – affordable supplyquality – product performanceAuthenticity – “conforming to self-image”
35Experiential Tourism You can taste the difference The experience economySeeking memorable experiencesDriving increased tourismViral marketingEngagement in culture, community and the environmentShared product of host and guestQuality, depth,create memories
36Drivers of Change Demands of people in the destination Consumer demand for “richer” engagement with destinations and the communities who live there.Broader consumer trends in originating marketsPeople want guilt free holidays – particularly at times of maximum indulgenceChanges in the investment climateDemands from those in the industry and on the margins of it.Legislation and regulationDemands of people in the destinationMarket trends vary by originating market
37There 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?
38Business 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
39The Business Case for Responsible Tourism Market AdvantageExperiencerichermore authenticguilt freeDifferentiation and PRReputationReferralsRepeatsThe right thing to doMinimising riskLicense to operateProduct qualityCost savingsStaff moraleMarket Advantage
40The purchasing decision Destination/activityPrice VFM & EFMAvailability/ trip lengthUSP or “added value”- non-price competitionFor some consumers that can be a responsible tourism element.Brand positioning and repeat business and referralsMarket trend towards more experiential holidays
441996 White Paper: Responsible Tourism Development & Promotion of Tourism in South Africa 1994 Tourism as key driver in reconstruction and development1996 South African White Paper on Responsible Tourism: transformation agenda.
45National Generic Guidelines DEAT 2001 National Generic Guidelines for Responsible Tourismtrade associations - FEDHASAplaces andActivities eg 4WDDEAT 2002 endorsed as national sector guidelines to be used in IDPs.DEAT 2003Responsible Tourism Handbook – focused on the private sectorCape Town – seven priorities
46The Destination Case for Responsible Tourism Maintaining the destination USPsMaintaining Natural & Cultural HeritageAppropriate Local Economic Development – Thriving DestinationIt is for you to say whether it is relevant to CroatiaHow is tourism to be used to make Croatia a better place to live in?Character and authenticity