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Responsible tourism communications for businesses
to maximise economic benefits
Dr Xavier FontLeeds Metropolitan University
www.responsibletourismcommunication.com
Missed business opportunity
1. Altruistic reasons2. Better product reasons3. Expect it already
happens4. Don’t want to know,
but don’t mind if you do it
5. Will avoid your product
• 46% don’t want to think about being green - they want to relax
• 33% believe sustainability claims are often ways to save money and/or reduce service
• 15% think a hotel run sustainably will be less comfortable than one without green credentials.
• Be clear what response or change that you are hoping for from your customers
1. To make customers feel good
2. To raise awareness and change behaviour
3. To offer something extra
4. To get more customers
• Be clear about the impression you want to create –
• with your sustainability policy, photos, text...
1. Fun2. Cultural
immersion3. Better service4. Empathy5. Trust/risk
• Integrate sustainability as part of quality through the channels you already use.
1. Certification2. Awards3. Press4. Packaging5. Brochures6. On site
communications
• You market your company all the time
• Help customers make informed decisions
1. Pre booking/purchase2. After booking and
confirmation3. On arrival/ start of the
tour4. During the tour/ stay5. After the stay/visit
Compelling language
Accurate website
User-friendly website
Social media marketing
Encourage businesses to learn how to communicate at
www.responsibletourismcommunication.com