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1 International Centre for Responsible Tourism Prof. Harold Goodwin Responsible Tourism the concept explained.

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Presentation on theme: "1 International Centre for Responsible Tourism Prof. Harold Goodwin Responsible Tourism the concept explained."— Presentation transcript:

1 1 International Centre for Responsible Tourism Prof. Harold Goodwin Responsible Tourism the concept explained

2 2 Taking Responsibility for Sustainable Development through Tourism 1.Responsible Tourism 2.The UK Market 3.The business case 4.Relevance to Croatia

3 3 Sir Colin Marshall, British Airways 1994 Tourism and the travel industry is essentially the renting out for short-term lets, of other peoples 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 Whats the issue?

4 4 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

5 5

6 York Minster £9

7 7 Culture & Tourism Your everyday life is someone elses adventure 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

8 8 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

9 9 Destinations are made – but who by? Multi-stakeholder partnerships – what will business contribute?

10 10 Old Town Square, Prague 10

11 11 What is Responsible Tourism? … better places for people to live in better places for people to visit Global thinking - local action Market opportunity for the industry and local communities Approach to managing tourism in destinations Diversity

12 12 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

13 13 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

14 14 4.makes positive contributions to the conservation of natural and cultural heritage and to the maintenance of the worlds 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 culturally sensitive and engenders respect between tourists and hosts.

15 15 Taking responsibility You cannot outsource responsibility.. Whose responsibility? Everyones Nobodys

16 16 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

17 17 The Responsible Tourism Movement 1.Tourists and Travellers 2.Outbound Industry 3.Inbound industry & accommodation 4.Media 5.Government and communities 6.Destination Management 7.Travel and the particular global issues around peak oil and GHG emissions Down to individuals: us

18 18 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

19 March 11Harold Goodwin19 Echoes of Krippendorf Slow Food Slow Cities …. Quality of life


21 21 UK Consumer Demand 1999 Importance in determining holiday choice (%) HML Affordable cost82123 Good weather78145 Quality hotel and facilities71158 Good information on social, economic & local 423023 Significant opportunity for interaction37 23 Designed to minimise environmental damage 323427 Company has ethical policies273430 Repeat client - used the company before263038 Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)

22 22 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 2001 52% said yes. + 7%

23 23 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 peoples 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.

24 24 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

25 25 % people who reported that they had at least once during the year9908 Actively sought information on a companys reputation 2436 Felt guilty about an unethical purchase 1738 Chosen product/service on basis of companys responsible reputation 5157 Recommended5255 * Recycled7396 Co-op Bank Ethical Consumer Report *2007

26 26 Guilt free consumerism – a USP?

27 27 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: Were 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.


29 29 I always take environmentally friendly tourism considerations into account when making a decision about where to travel to Mexico88% China68% Korea60% France56% Germany33% Japan33% USA31% Canada30% Australia28% Where is the UK in this?

30 30 I always take environmentally friendly tourism considerations into account when making a decision about where to travel to Mexico88% China68% Korea60% France56% Germany33% Japan33% USA31% Canada30% Australia28% UK23%

31 31 For an equivalent experience I am more likely to choose an environmentally friendly travel option over one that is not Mexico88%65% China68%80% Korea60%72% France56%62% Germany33%39% Japan33%45% USA31%38% Canada30%43% Australia28%32% UK23%29% tie breaker

32 32 As part of an authentic experience that explores a destinations natural and cultural heritage I am willing to pay a higher price for an environmentally friendly travel option over one that is not Mexico88%65%53% China68%80%56% Korea60%72%57% France56%62%45% Germany33%39%37% Japan33%45%41% USA31%38%31% Canada30%43%28% Australia28%32%25% UK23%29%26%

33 33

34 34 Four successive consumer sensibilities availability – access to reliable supply cost – affordable supply quality – product performance Authenticity – conforming to self- image

35 35 Experiential Tourism The experience economy Seeking memorable experiences Driving increased tourism Viral marketing Engagement in culture, community and the environment Shared product of host and guest Quality, depth, create memories You can taste the difference

36 36 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

37 37 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?

38 38 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

39 39 The Business Case for Responsible Tourism 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

40 40 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

41 41 New Zealand

42 42 Old Town Square, Prague 42

43 43 New Forest

44 44 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.

45 45 National Generic Guidelines DEAT 2001 National Generic Guidelines for Responsible Tourism –trade associations - FEDHASA –places and –Activities eg 4WD DEAT 2002 endorsed as national sector guidelines to be used in IDPs. DEAT 2003 Responsible Tourism Handbook – focused on the private sector Cape Town – seven priorities

46 46 The Destination Case for Responsible Tourism It is for you to say whether it is relevant to Croatia How is tourism to be used to make Croatia a better place to live in? Maintaining the destination USPs Maintaining Natural & Cultural Heritage Appropriate Local Economic Development – Thriving Destination Character and authenticity

47 Taking Responsibility for Tourism by Goodwin ISBN 978-1-906884-39-0 © 2011 Goodfellow Publishers Taking Responsibility for Tourism by Harold Goodwin 47

48 48 Further information

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