Social Tourism, Social Marketing & Destination Marketing

Well-Being & Quality of Life

Tourism destinations

Justice &Citizenship

Welcome

Tourism policy & research does not have the same tradition of addressing non-participation as sport or leisure.

• Tourism is such an integral component of modern lifestyles that to be outside it is to be outside the norms of everyday life.

• Tourism provides opportunities for family members to spend time together and spaces in which families seek to connect.

• Non-participation in tourism makes a deep contribution to exclusion that goes beyond the immediate experience of being deprived of participation in these activities.

A generational period during which individuals and places will need to find new ways of living and working...

Are tourism academics,

politicians and destination

management and marketing

policy makers engaging

sufficiently with social

responsibility, stewardship and

sustainability agendas?

Whilst destination marketing

might be largely focused on

enhancing how the outside

world sees tourism destinations,

their long-term success hinges

on productive and ethical

internal coalitions between civil

society, government and

business.

PRECARIAT: The poorest and most deprived class in Britain. With low levels of economic, cultural and social capital, everyday life for these people, constituting 15% of the UK population, is precarious.

ELITE: This is the most privileged class in Britain. With high levels of all three types of capital, their high amount of economic capital sets them apart from everyone else at 6% of the population.

ESTABLISHED MIDDLE CLASS: Not quite elite but members of this class have high levels of all three capitals. They are a gregarious and culturally engaged class at 25% of the population.

Graphic from The Independent, 4 April 2013Data based on Savage, M., et al. (2013) A New Model of Social Class? Findings from the BBC’s Great British Class Survey Experiment, Sociology, doi: 10.1177/0038038513481128.

TRADITIONAL WORKING CLASS: Contains more older members than other classes but also scores low on all forms of the three capitals. They are not the poorest group and form 14% of the population.

TECHNICAL MIDDLE CLASS: a small, distinctive new class group (6%) which is prosperous but scores low for social and cultural capital. Distinguished by its social isolation and cultural apathy.

NEW AFFLUENT WORKERS: a young class group (15%) which is socially and culturally active, with middling levels of economic capital.

EMERGENT SERVICE WORKERS: a new, young, urban group (19%) which is relatively poor but has high social and cultural capital.

PRECARIAT

Household Income: £8kSavings: £800Social Contact Score: 29.9

ESTABLISHED MIDDLE CLASS

Household Income: £47kSavings: £26kSocial Contact Score: 45

Adapted graphic from The Independent, 4 April 2013Data based on Savage, M., et al. (2013) A New Model of Social Class? Findings from the BBC’s Great British Class Survey Experiment, Sociology, doi: 10.1177/0038038513481128.

TRADITIONAL WORKING CLASS

Household Income: £13kSavings: £9.5kSocial Contact Score: 41.5

TECHNICAL MIDDLE CLASS

Household Income: £47kSavings: £65kSocial Contact Score: 53

NEW AFFLUENT WORKERS

Household Income: £37Savings: £5kSocial Contact Score: 38

EMERGENT SERVICE WORKERS

Household Income: £21kSavings: £1kSocial Contact Score: 38

ELITE

Household Income: £89kSavings: £142kSocial Contact Score: 50

Standing, G. (2011). The Precariat: The New Dangerous Class. London: Bloomsbury Academic.

Guy Standing argues that neo-liberal

policies and institutional changes have

produced a growing number of people

with sufficiently common experiences to

be called an emerging class.

Standing talks about what he calls the

Precariat - a growing number of people

across the world living and working

precariously, usually in a series of short-

term jobs, without recourse to stable

occupational identities or careers, stable

social protection or protective regulations

relevant to them. They include migrants,

but also local people.

What is Active Citizenship?'Participation in civil society, community and/or political life, characterised by mutual respect and non-violence and in accordance with human rights and democracy' (The European Commission cited in Hoskins 2006).

http://www.citizenshipfoundation.org.uk

Citizenship requires the

knowledge and skills to

understand, challenge

and engage with the

main pillars of society:

politics, the economy

and the law, both as

individuals and as

communities.

Citizenship involves playing an active part in society.

Citizenship is the process of being a member of a state or a nation. It is how we make society work, together.

(Citizenship Foundation, 2013).

It is important that social exclusion and inclusion are not considered as a dichotomy: one is normally not totally excluded or included.

Lareau, A. & McNamara Horvat, E. (1999), Moments of Social Inclusion and Exclusion: Race, Class, and Cultural Capital in Family-School Relationships, Sociology of Education 72 (1), pp. 37-53.

Exclusion & Inclusi

on

Social inclusion embraces economic resources & social relationships...For example, lone mothers are particularly

vulnerable to economic inactivity and low income. In 2008, 58% of lone mothers in the UK with at least one child aged under 5 were economically inactive compared with 34% of equivalent married or cohabiting mothers.

33% of all children in UK lone parent families live in relative poverty.

Disability

Poverty

Vulnerable to poverty & ill-

health

Source: http://cripconfessions.com/archives/tag/oppression

Denial of opportunities for economic,

social & human development

Deficit in economic,

social & cultural rights

Reduced participation in

decision-making and

denial of civil & political rights

Social & cultural exclusion &

stigma

http://research.dwp.gov.uk, 2012 & Joseph Rowntree Foundation, 2011

Definitions of Poverty

• Having a household income below 60% of the national average.

• Low income is only one indicator of poverty and it can also be measured subjectively by one’s own perceptions, consumption needs, relationships and levels of social interaction and political engagement.

What percentage of the UK’s 2 million lone parent households cannot afford a week’s holiday?

20%

30%

50%

60%

What percentage of the UK’s 2 million lone parent households cannot afford a week’s holiday?

√

20%

30%

50%

60%

Office for National Statistics 2013

As British society has become more affluent since World War Two there has been little increase in the number of people able to take a holiday.

Instead demand for tourism in the UK has remained relatively stable at just over half of the population; a proportion which has actually declined recently.

Morgan, N. & Pritchard, A. (1999) Power & Politics at the Seaside, Exeter University Press.

Source: http://www.telegraph.co.uk/finance/financialcrisis/9806409/Nearly-a-third-of-Brits-cant-afford-to-take-a-holiday.html

So What?

School holiday experiences:

• Insight into the experiences of those who are unable to afford any form of holiday away from home.

• Based on semi-structured interviews with 20 low-income parents living in a deprived inner city area of London.

• The paper reveals that exclusion from tourism makes a profound contribution to children’s exclusion from everyday norms.

• The study also suggests there is a

trans-generational dimension to such ‘tourism poverty’ amongst the most disadvantaged – the so-called‘precariat’.

No respite from dangerous neighbourhoods

Where I live there are ... a lot of alcoholics and people who take drugs and sometimes they’re on the stairs and for [daughter’s name] to come back up the stairs I wouldn’t want her to have to pass them… you go outside and some people have got wild dogs that they don’t keep on the chain and the dogs are just running all over the place.

One dog bit this little boy, really just bit him really badly and I don’t think I could have that happen to my daughter, I’d go mad.

Cara

• At the beginning of this century most tourism professionals were anticipating that the so-called grey market would remain a highly profitable segment and that the newly retired would continue to follow in the footsteps of the current ‘golden’ boomer generation and enjoy even greater affluence and health in their old age (WTO, 2001).

• Tourism managers and policy-makers need to reappraise their understandings of older tourists as market segments and reassess the role of tourism in later life.

social tourism in later life

Many older people face financial, psychological and physical barriers to holiday taking.

Holidays provide mental and physical benefits and can enable older people to better cope with everyday adversity, illness and routine.

For these individuals their holidays can present escape, respite and excitement and for some, opportunities for companionship and new beginnings.

• “well I’ve left them all [my worries] behind and I sleep so much better. In fact, I’ve had a better night’s sleep here than I’ve had for months at home because I haven’t got anything to worry about” (Mrs Wood).

• Mrs King: ‘Freedom… I’ve started a new life… It’s a new world to me.’

• What am I getting out of this holiday? A great deal actually ... it’s nice to be with other people because when you lose your husband or your partner it’s a very strange experience going into an empty house and being on your own so that’s number one; also when you live alone, sometimes you don’t always feel like cooking and it’s very nice to be able to come away and have your meals prepared so that’s another big bonus and also to meet new people, see different places and a lot of benefits.

I mean it’s harder when it’s a family because I’m holding onto

Martin’s arm, and then Martin is like, ‘where’s Dermot,

Sydney get Dermot’ and he’s stressed out about my safety

and the kids’ safety on the holiday he got very uptight. He

wouldn’t let other people hold my arm; he got worried that

they wouldn’t do the job as well as him [‘Nancy’].

‘Lisa’ says: …if I … want to go on a plane I gotta have assistance, I just can’t do that journey without assistance. I would never go again, no I don’t want that stress, it’s that anxiety and fear of how ‘do I do that journey again? Oh my God I’ve got to do this coming back and I’m in a foreign country’. Richards, V., Pritchard, A. & Morgan, N. (2010) (Re)Envisioning Tourism & Visual Impairment, Annals of Tourism Research 37 (4), pp. 1097–1116.

Travelling with disability

In addition to critiquing injustice, academics have been called upon to produce poverty-related research which will provide solutions and inform policy recommendations (The Poverty Alliance, 2002).

In our field, this challenges researchers to move beyond tourism’s dominant research agenda predicated on improving the industry itself to one which seeks to provide deeper understanding of how tourism can contribute to a more equitable and just world.

Some questions for you:

What kind of society do you want to play a part in creating?

What kind of tourism industry do you want for your own community and for society?

‘Once we know and are aware, we are responsible for our action or our inaction. We can do something about it or we can ignore it. Either way we are still responsible.’

Jean Paul Sartre (1905–1980), French philosopher