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

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

3. Sir Colin Marshall, British Airways 1994
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”

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

6. York Minster £9

7. “Your everyday life is someone else’s
Culture & Tourism
Gazing: grockling
“Your everyday life is someone else’s
adventure”
Swedish NGO fly-posting in
Ljubljana, Summer 1997
Tourism is like a fire, you can cook your food with it or it can burn your house down

8. What is the purpose of tourism? What is it for?
Conservation
Development
Creation of Employment
Maintenance of Heritage
Taxation
Regeneration
More: Growth
Arrivals/spend
Individual
Business
Community
Government

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

10. Old Town Square, Prague

11. 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

12. Jost Krippendorf The Holiday Makers
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
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.

13. minimises negative environmental, social and cultural impacts;
Responsible Travel takes a variety of forms, it is characterised by travel and tourism which
minimises 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

14. provides 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; and
is culturally sensitive and engenders respect between tourists and hosts.

15. Taking responsibility
Whose responsibility? Everyone’s
Taking responsibility
Nobody’s
You cannot outsource responsibility ..

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. The Responsible Tourism Movement
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

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

20. 2. Change in Market

21. Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)
UK Consumer Demand 1999
Importance in determining holiday choice (%) H M L
Affordable cost 82 12 3
Good weather 78 14 5
Quality hotel and facilities 71 15 8
Good information on social, economic & local 42 30 23
Significant opportunity for interaction 37
Designed to minimise environmental damage 32 34 27
Company has ethical policies
Repeat client - used the company before 26 38
Ipsos-RSL on behalf of Tearfund November 1999 (n=2032)

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
% said yes
% said yes.
+ 7%

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 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.

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. % people who reported that they had
at least once during the year
‘99
‘08
Actively sought information on a company’s reputation 24 36
Felt guilty about an unethical purchase 17 38
Chosen product/service on basis of company’s responsible reputation 51 57
Recommended 52
55*
Recycled 73 96
Co-op Bank Ethical Consumer Report *2007

26. Guilt free consumerism – a USP?
Times 02/06

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:
“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.”

28. 3. The Business case

29. 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
USA
31%
Canada
30%
Australia
28%
Where is the UK in this?

30. 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
USA
31%
Canada
30%
Australia
28% UK
23%

31. 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
45%
USA
31%
38%
Canada
30%
43%
Australia
28%
32% UK
23%
29%

32. 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
62%
45%
Germany
33%
39%
37%
Japan
41%
USA
31%
38%
Canada
30%
43%
28%
Australia
32%
25% UK
23%
29%
26%

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

35. Experiential Tourism You can taste the difference
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

36. Drivers 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 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. 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. 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. The Business Case for Responsible Tourism
Market Advantage
Experience
richer
more authentic
guilt free
Differentiation and PR
Reputation
Referrals
Repeats
The right thing to do
Minimising risk
License to operate
Product quality
Cost savings
Staff morale
Market Advantage

40. The purchasing decision
Destination/activity
Price VFM & EFM
Availability/ trip length
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. New Zealand

42. Old Town Square, Prague

43. New Forest

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. 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. The Destination Case for Responsible Tourism
Maintaining the destination USPs
Maintaining Natural & Cultural Heritage
Appropriate Local Economic Development – Thriving Destination
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?
Character and authenticity

47. Taking Responsibility for Tourism
by Harold Goodwin
Taking Responsibility for Tourism by Goodwin ISBN
© 2011 Goodfellow Publishers

48. Further information www.haroldgoodwin.info www.icrtourism.org