1 www.haroldgoodwin.info Taking Responsibility for Tourism Harold Goodwin Professor of Responsible Tourism Manchester Metropolitan University WTM Advisor on Responsible Tourism
1. 1 www.haroldgoodwin.info Taking Responsibility for Tourism
Harold Goodwin Professor of Responsible Tourism Manchester
Metropolitan University WTM Advisor on Responsible Tourism
2. 2 www.haroldgoodwin.info Tourism is what we make it Tourism
is a social activity, it is what we make it. It does not have to be
the way it is. We created it fuelled by the age of fossil fuel With
practical wisdom, what Aristotle called phronesis, we can change
it. There is no international market for Responsible Tourism
3. 3 www.haroldgoodwin.info Sir Colin Marshall British Airways
1994 Tourism and the travel industry is essentially the renting out
for short-term lets, of other peoples 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. 4 www.haroldgoodwin.info
5. 5 www.haroldgoodwin.info 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.
6. 6 www.haroldgoodwin.info
7. 7 www.haroldgoodwin.info Culture & Tourism Your everyday
life is someone elses adventure Swedish NGO fly-posting in
Ljubljana, Summer 1997
8. 8 www.haroldgoodwin.info 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 Town
http://responsibletourismpartnership.org/cape-
town-declaration-on-responsible-tourism/
9. 9 www.haroldgoodwin.info What is Responsible Tourism? a
triple bottom line approach to Tourism Management a way of
travelling it offers a better experience a movement diverse:
particular to cultures, places and organisations characterised by
transparency requires the acceptance of responsibility and the
willingness to take action
10. 10 www.haroldgoodwin.info Responsibility is at the heart of
travel and tourism UK outbound Bonding Repatriation Contract
compliance Health & Safety Sustainability Economic, Social
& Environmental Child protection Animal welfare Trust Aspire to
be taken care of to be looked after Expect Respect Transparency is
increasingly unavoidable Bookings & repeats Referrals
11. 11 www.haroldgoodwin.info Ipsos-MORI 1999
12. 12 www.haroldgoodwin.info % people who reported that they
had at least once during the year 99 08 12 Actively sought
information on a companys reputation 24 36 24 Felt guilty about an
unethical purchase 17 38 31 Chosen product/service on basis of
companys responsible reputation 51 57 51 Recommended 52 55* 41
Recycled 73 96 92 Co-op Bank Ethical Consumer Reports
13. 13 www.haroldgoodwin.info 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 Theyll sort something out The
Tragedy of the Commons and the free rider problem 13
14. 14 www.haroldgoodwin.info 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 Means and ends behaviour
& objective
15. 15 www.haroldgoodwin.info Origins Krippendorf The Holiday
Makers Mid-1990s VSO Ethical tourism campaign => Responsible
Tourism 1. Work with UK outbound 2. South Africa RT Guidelines 2002
Cape Town Declaration 2004 Responsible Tourism Awards 2007 World
Responsible Tourism Day
16. 16 www.haroldgoodwin.info Responsible Travel takes a
variety of forms, it is characterised by travel and tourism which
1. minimises negative environmental, social and cultural impacts;
2. generates greater economic benefits for local people and
enhances the wellbeing of host communities, by improving working
conditions and access to the industry; 3. involves local people in
decisions that affect their lives and life chances. Cape Town
Declaration 2002
17. 17 www.haroldgoodwin.info 4. makes positive contributions
to the conservation of natural and cultural heritage and to the
maintenance of the worlds diversity; 5. provides more enjoyable
experiences for tourists through more meaningful connections with
local people, and a greater understanding of local cultural and
environmental issues; 6. provides access for people with
disabilities and socially disadvantaged people; and 7. is
culturally sensitive and engenders respect between tourists and
hosts.
18. 18 www.haroldgoodwin.info 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? Everyones Nobodys
19. 19 www.haroldgoodwin.info Taking Responsibility for Tourism
19
20. 20 www.haroldgoodwin.info 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 20
21. 21 www.haroldgoodwin.info Two kinds of change The changes
we make . Choice and imperative The changes we respond to: Consumer
demand Changing markets & exchange rates Regulatory frameworks
New technology & availability
22. 22 www.haroldgoodwin.info Responsible Tourism Dealing with
issues At the heart of a responsible approach is identifying the
economic, social and environmental issues which matter locally and
then tackling those issues: Assess Importance Potential to address
through tourism The only global issues are carbon pollution and
plastics in water courses. It is not about long check lists. The
Global Sustainable Tourism Council secured agreement by creating a
long list an un-prioritised list. 22
23. 23 www.haroldgoodwin.info Responsible Tourism &
Certification Taking Responsibility: action Transparency Reporting
Inputs Outputs Outcomes Impacts Certification In a destination with
water shortages how would you select the hotel with the lowest
water consumption per bed night? Opaque Unenforceable Communicates
little Certification + 23
24. 24 www.haroldgoodwin.info 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
25. 25 www.haroldgoodwin.info 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
26. 26 www.haroldgoodwin.info 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
27. 27 www.haroldgoodwin.info VFM=>EFM Growth of the
experience economy VFM=> Value for Money EFM => Experience
for Money
28. 28 www.haroldgoodwin.info 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
29. 29 www.haroldgoodwin.info International Network ICRTs UK
West Africa Southern Africa Australia Ireland Canada Catalunya
Germany International Conferences on Responsible Tourism in
Destination www.responsibletourismpartnership.org
30. 30 www.haroldgoodwin.info
31. 31 www.haroldgoodwin.infoTaking 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
32. 32 www.haroldgoodwin.info 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/ [email protected]