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Responsible Tourism 13 years on.
Harold Goodwin
Professor of Responsible Tourism
Manchester Metropolitan University
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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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South African National Policy
1996 2001
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Cape Town Declaration 2002
Responsible Tourism was conceived by Jost Krippendorf
Born in Cape Town
Spread its wings WTM – London, Africa, Latin America and Arabia
Since 2004 Responsible Tourism Awards
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2009 Cape Town Plan & Charter - metrics
Legacy?
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The objective of Responsible Tourism
To use tourism to achieve sustainable development
Sustainable development through tourism
the aspiration of Responsible Tourism is to use tourism rather than to be used by it.
Tourism is like a fire – you can use it to cook you food or it can burn your house down.
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Why Responsible?
Accountability
Actions and consequences can be attributed to individuals or legal entities, who can be held accountable, and legally they are liable.
Respons-ability
Individuals and organisations are expected to respond and to make a difference. This requires partnerships, a plurality of relationships, learning, praxis, and critical reflection.
The Ostrich problem
Denial & irresponsibility
Leaving it to others
They’ll sort something out
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Taking Responsibility for Tourism
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What is Responsible Tourism?
“is about making better places for people to live in and better places for people to visit.”
In that order
International Conference on Responsible Tourism in Destinations (2002) The Cape Town Declaration, Cape Townhttp://responsibletourismpartnership.org/cape-
town-declaration-on-responsible-tourism/
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“Sustainable and Responsible”
Sustainable Tourism and Responsible Tourism are not the same thing
Responsible Tourism is about taking responsibility for achieving sustainable development through tourism.
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Tour Operator Inbound Operator Hotelier/
Accommodation
Local/
National
Government
Attraction
Managers
National Parks/
Heritage
Local
Community
Tourists
Travellers
Holidaymakers
Taking and Exercising Responsibility
Economic, Social & Environmental
Principle of Sustainablity
WTO Global Code of Ethics
Taking responsibility
You cannot outsource responsibility ..
Whose responsibility? Everyone’s
Nobody’s
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The antonym is Irresponsible
Two primary meanings
Unreliable, untrustworthy, unlikely to be held to account or mentally or financially unfit to be held accountable
Lacking a sense of responsibility, akin to carefreeness the trait of being without worry or responsibility
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Is there first mover advantage?
To be or not to be a leader?
Individuals make change –companies are run by individuals,
individuals take responsibility.
Responsibility is free, you can take as much of it as you can handle CEO of Shearings
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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”
Who benefits?Who pays for marketing?
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Two kinds of change
The changes we make …….
–Choices & leadership: doing the right thing
The changes we respond to:
–Consumer demand
–Changing markets & exchange rates
–Regulatory frameworks
–New technology & availability
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M&S
Plan A Because there is no Plan B
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Ipsos-MORI 1999
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Broader consumer trend
Experience economy & authenticity
What is real is valued, valued over the fake.
Money and time – the currency of experience.
Original, Genuine, Sincere, Authentic
Starbucks coffee drinking experience –realising added value – with 13,000 outlets has to counter ubiquity with authenticity
“authenticity .. A new strain of consumer desire”
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Jane Ashton 2006 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.”
Now responsible for sustainability for the TUIGroup:
“vision is to make travel experiences special with a firm commitment to
sustainability.”
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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
VFM => EFM
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The Business Cases for Responsible Tourism
The right thing to do
Minimising risk
License to operate
Product quality
Cost savings
Staff morale
Market Advantage
Market Advantage
Experience
– richer
– more authentic
– guilt free
Differentiation and PR
– Reputation
– Referrals
– Repeats
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Opportunities & Threats
Authenticity
Real Experiences
Diversity
Local
Social media
Energy: carbon –peak oil & global warming
Waste
Water
Pollution
Resource costs
Reputation
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Social Media: Gossip
Threat
You cannot not be on social media
Negative comment is multiplied by social media
Opportunity
Never been cheaper to maintain relationships – secure engagement
Communication is cheaper
Negative comment can be refuted
Repeats
Referrals
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Co-opetition
The competition is other destinations
Co-operation is essential
– Attractions
– Activities
– Operators
– Accommodation
What make a destination distinctive?
What are the experiences that bring visitors, repeats and referrals?
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Successful tourist destinations
offer the visitor something unique
they create a sense of place, an identity which is different from their competitors….
no two communities are ever exactly the same…
Numbers => yield Seasonality & extending length of stay
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Successful conference?
Great speakers –national and international
Designing product
Marketing RT
Inclusive Tourism & Market Access
Legacy
A user’s guide to realising Responsible Tourism in destinations?
Who will use it?
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www.responsibletravel.com/awards/Open Until 20th April
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Comparative market data
Korea 57%
China 56%
Mexico 53%
France 45%
Japan 41%
Germany 37%
USA 31%
Canada 28%
UK 26%
Australia 25%
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
1. There are only
particular
markets
2. All travel choices
are aspirational –
constrained by
price.
3. You can ignore
particular market
segments? CTC Global Tourism Watch Year 3, 2009
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The market case
Garry Wilson, Mainstream Product & Purchasing Director, for the TUI Group argues in an interview specially recorded, for Cape Town and Africa, Responsible Tourism is now core, mainstream business for TUI.
www.bettertourismafrica.org
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www.crtmmu.orgTaking Responsibility for Tourism by Goodwin ISBN 978-1-906884-39-0© 2011 Goodfellow Publishers
Taking Responsibility for Tourism by Harold Goodwin
www.takingresponsibilityfortourism.info
www.haroldgoodwin.info
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Further information
www.crtmmu.org
www.haroldgoodwin.info
www.wtmresponsibletourism.com
http://blog.wtmresponsibletourism.com
www.icrtourism.org/
www.responsibletourismpartnership.org
www.responsibletravel.com/awards/
