PowerPoint Presentation
Responsible Tourism & Tour Operating: the Business
Case.Harold GoodwinWTM Responsible Tourism Advisor
minimises negative economic, environmental and social impacts
generates greater economic benefits for local people and enhances
the well being of host communities; improves working conditions and
access to the industry involves local people in decisions that
affect their lives and life chances makes positive contributions to
the conservation of natural and cultural heritage embracing
diversity provides more enjoyable experiences for tourists through
more meaningful connections with local people, and a greater
understanding of local cultural, social and environmental issues
provides access for physically challenged people is culturally
sensitive, encourages respect between tourists and hosts, and
builds local pride and confidence
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The Business Cases for Responsible Tourism The right thing to do
Minimising riskLicense to operateProduct quality Cost savings Staff
morale Market Advantage
Market Advantage Experience richermore authentic guilt free
Differentiation and PRReputation Referrals Repeats
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Responsibility is not just about sustainability? Delivering what
is offered contract compliance Financial protection and
bonding?Health and safety Delivering quality Meeting the
expectations of the guestsSustainability & Experience
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Ipsos-MORI 1999
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#The Market Opportunity Trend towards experiential holidays and
baby boomers looking for community and engagement significant
market segments are looking to get more out of shorter
holidaysEthicalResponsibleGuilt Free Non-price competitionOffer
richer more meaningful experiencesExtend length of stay
#8
Broader consumer trendExperience economy & authenticity What
is real is valued, valued over the fake.Money and time the currency
of experience.Original, Genuine, Sincere, Authentic authenticity ..
A new strain of consumer desire
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www.youtube.com/watch?v=E3IHw9XNMIg
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Experiential TourismThe experience economySeeking memorable
experiencesDriving increased tourismViral marketingEngagement in
culture, community and the environmentShared product of host and
guest Quality, depth, create memoriesYou can taste the
difference
#11
The Business Cases for Responsible Tourism The right thing to do
Minimising riskLicense to operateProduct quality Cost savings Staff
morale Market Advantage
Market Advantage Experience richermore authentic guilt free
Differentiation and PRReputation Referrals Repeats
#12
Think about itProduct/experience enhancement &
renewalLoyalty advantages Differentiation in a crowded market
placeNon-price competition Market segmentationAdded relevance for
particular products We all want guilt free holidaysWe all want
better experiences and that means finding better ways of
interacting with communities and their environments
#13
[email protected]
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