Sustainability and Greenness asan issue of Sri Lankan Mangers    in the Tourism Industry                        By Evan Pa...
Tourism industry plays a significant role in the Sri Lankan Economy
Industry main focus Heritage tourism Coastal tourism Ecotourism MICE (Meeting Incentive Conference and Exhibition)  to...
The Issues
• Preservation Vs Infrastructure development  infrastructure development can lead to negative  environmental consequences....
• Banerjee, S.B (2003) argues –     – “…..now a corporate discourses on       sustainability produce an elision that      ...
The Issues•   Increasing pressure from foreign    entities
Aggressive marketing campaigns has made tourists rethink theirtravel destinations ….
• Shiva (1991) argues –    – “…….universalized scientific discourses of the      environment tend to ignore local cultural...
• Menon (1997) identified      – in response to environmental concern of many        companies as typified by the establis...
Approaches to Mitigate      the Issues
4. Why not a Corporate Social Responsibility   Lobbying Nexus
Complex governance structure within the Sri Lankan context     1.   Sri Lanka Tourism Development Authority (SLTDA)     2....
Why not a Corporate Social Responsibility Lobbying Nexus         Source: ‘Capitalist globalization, corporate social respo...
4. A more effective Green Communication   Strategy
• Walley and Whitehead (1994) and Shelton        (1994) mentions           –      that green strategies can become progres...
• Hewawasam, B & Abeysekara, N (2010)      identified Sri Lankan consumers based on green        consumption patterns-    ...
Thank You !
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
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Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry

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  • we are witnessing changes , 1 st time in sri lanaka more than 700k visitors ,
  • Suctainability has gotten a new difinition – its about sustaining your business not the environ ment
  • In an industry like this the international perspective is vital and essteial art fo the bsuiness
  • are making people more aware of the concepts of why we need greenens and sustanability
  • There are many exmaple like this ,now people infuenced by these new wave media think twice before their visiist, they look at whethet the conutry cares about the environment ..
  • As thie author says… now greeness has become – mission critical , a competiitve necesisty
  • Some companies have spalist roles inthem to do this job
  • Variosu awarding bodies , cosumers are also confused as to who really cares about grennesses as ist has now become a part of cycle of competition
  • What we see is there are no break fix solutions , we can have approaches
  • Reblizous approach to all this , it has been done before ..wther firms in the inudtry form something like this to form collaition against what they want from them govenrment bodies and well has a one single branded coutry to the world..now we have 4 bureos with 4 charimans
  • Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry

    1. 1. Sustainability and Greenness asan issue of Sri Lankan Mangers in the Tourism Industry By Evan Pathiratne
    2. 2. Tourism industry plays a significant role in the Sri Lankan Economy
    3. 3. Industry main focus Heritage tourism Coastal tourism Ecotourism MICE (Meeting Incentive Conference and Exhibition) tourism -comparatively low market
    4. 4. The Issues
    5. 5. • Preservation Vs Infrastructure development infrastructure development can lead to negative environmental consequences.• How much development, at what cost?
    6. 6. • Banerjee, S.B (2003) argues – – “…..now a corporate discourses on sustainability produce an elision that displaces the focus from sustainability to sustaining the corporation through ‘growth opportunities’ …......….”Source : Banerjee, S.B (2003), “Who Sustains Whose Development? Sustainable Development and the Reinvention of Nature”, Organization Studies 24(1): 143– 180
    7. 7. The Issues• Increasing pressure from foreign entities
    8. 8. Aggressive marketing campaigns has made tourists rethink theirtravel destinations ….
    9. 9. • Shiva (1991) argues – – “…….universalized scientific discourses of the environment tend to ignore local cultural differences and environmental relations while masking neo-colonial modes of development in which ‘global’ environmental problems create the moral base for green imperialism…..”Source : Shiva, V (1991) ‘The violence of the Green Revolution’
    10. 10. • Menon (1997) identified – in response to environmental concern of many companies as typified by the establishment of specialist environmental functions……public relations begins to play a bigger role in a firm’s marketing communications strategy to allay public concerns to mollify interest groups and regulatory agenciesSource: Menon, A. and Menon, A. (1997), “Enviropreneurial marketing strategy: the emergenceof corporate environmentalism as market strategy”, Journal of Marketing, Vol. 61, pp. 51-67.
    11. 11. Approaches to Mitigate the Issues
    12. 12. 4. Why not a Corporate Social Responsibility Lobbying Nexus
    13. 13. Complex governance structure within the Sri Lankan context 1. Sri Lanka Tourism Development Authority (SLTDA) 2. Sri Lanka Tourism Promotion Bureau (SLTPB) 3. Sri Lanka Tourism Convention Bureau (SLTCB) 4. Sri Lanka Institute of Tourism and Hotel Management (SLITHM)
    14. 14. Why not a Corporate Social Responsibility Lobbying Nexus Source: ‘Capitalist globalization, corporate social responsibility and social policy’ -Sklair, L and Miller,M (2010)Strengthen capacity of government, private sectors and NGOs to effectively usetourism as a tool for sustainable development.
    15. 15. 4. A more effective Green Communication Strategy
    16. 16. • Walley and Whitehead (1994) and Shelton (1994) mentions – that green strategies can become progressively more unpalatable for all but the most environmentally committed companies. • Peattie and Crane(2005) says a successful green marketing campaign must be ,  Starting and focusing on the customer and not the firm  Having a long-run ‘brand building’ perspective  involves full use of all the company’s resources and not just temporary roles  innovative  focus beyond current consumer needsSources:•Peattie, K Crane, A 2005, “Green marketing: legend, myth, farce or prophesy?”, Qualitative Market Research: AnInternational Journal Vol. 8 No. 4•Walley, N. and Whitehead, B. (1994), “Its not easy being green”, Harvard Business Review, Vol. 72 No. 3, pp. 46-52.
    17. 17. • Hewawasam, B & Abeysekara, N (2010) identified Sri Lankan consumers based on green consumption patterns- • Green Unaware • Green Incapable • Anti-Green • Green Contributor • Green RebelSource :Hewawasam, B & Abeysekara, N (2010) "Offsetting the green guilt or bargaining for cheapest; Discourse of greenconsumption of develop and developing world of customers”, University of Kelaniya
    18. 18. Thank You !
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