2012 STS Marketing College Doug Arbogast Tourism SpecialistWest Virginia University Extension Service Morgantown, WV Travel Green 101
Part 1: • Green Tourism Indicators • Destination StewardshipPart 2: • The Market for Green Tourism • Developing a Strategy for Sustainable Tourism
West Virginia islocated within a250-mile radius ofseveral majormetropolitanmarkets and within500 miles of morethan 60% of theUnited Statespopulation.Washington DC,Pittsburgh,Cleveland andCharlotte all arewithin a day’sdrive. 6
Tourism = >10% of global GDP and 200 million jobs worldwide
Tourism = 5 percent of global CO2 emissions The entire country of Russia produced 5.72% of global CO2 in 2011
the 2007 Travel Industry of America Research Report Travelers are becoming more sustainability-conscious and are beginning to make decisions based on sustainability criteria.a 2009 Cone Consumer Environmental Survey Despite the state of the economy, 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today.According to a 2012 TripAdvisor® study 57% of travelers say they “often” make eco-friendly travel decisions, such as their choice of hotel, transportation, or food choice
Greenwashing?• Greenwash (a portmanteau of green and whitewash) is a term that is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.• The term is generally used when significantly more money or time has been spent advertising being green (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices.Source: Wikipedia
According to a 2012 TripAdvisor® Survey Travelers are interested in eco-friendly practices, but most feel they are not informed enough and are hungry for more information about which green plans and policies are actually in place
the National Geographic Center for Sustainable Destinations:“Environmentally aware travelers patronize businesses thatreduce pollution, waste, energy consumption, water usage,landscaping chemicals, excessive nighttime lighting and respectlocal culture and tradition.”
According to a 2009 Green Seal and EnviroMedia SocialMarketing study Consumers are verifying green claims by reading the packaging (24%) and turning to research (going online, reading studies 47%).According to a 2012 TripAdvisor® Survey 60% of travelers said they rarely feel informed about whether hotels are truly eco-friendly, and 13% said they never do.
West Virginia Program Participant Survey Results• Summary – Survey of WV-based tourism destinations and service providers – 110 responses – 27.5% see “A Lot” of demand for green tourism; 43.1% “Some” – 44.8% “Very Interested” in the certification program; 43.1% “Somewhat” – Most attractive perceived benefit of participation: “Attracting Green-Conscious Travel Consumers” – 46.5% – 67% would like to see a payback window of <5 years on any investments they made in improving their sustainability score – #1 need to help improve their sustainability score: financing/funding 54
Is the green market one of your target niche’s?What’s your strategy for getting them to your destination?
Being greener is a start.Quality of place completes the appeal.
Tourism is like a fire…it can cook your foodIt can burn your house down
Geotourism What More and More People Want From TravelTourism thatsustains or enhancesthe geographical characterof a place — its • environment, • culture, • aesthetics, • heritage, and • the well-being of its residents.
New Trends in Travel• TIA-National Geographic Study in 2002 – 73% want clean, unpolluted environment – 80% want outstanding scenery – 61% believe their trip is better if it preserves natural, historic, and cultural sites – 62% (95M) key to learn about other cultures – 54% want places off the beaten track, local places – 41% want an authentic travel experience 62
Longwoods International 2009 West Virginia Visitor Report
DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACETouring R&R Entertainment
Touring-style tourismRelies on human and physical character of place.
Touring-style tourism Relies on human and physical character of place.ACTIVITIES CHARACTERISTICS• sightseeing • Diffuse impact• history• nature • Supports small businesses• scenery • Requires protecting nature• hiking / Nordic skiing and heritage• local shopping• typical cuisine • Needs architecture,• photography landscapes, culture unique to• culture & festivals the locale. • Quality vs. quantity
R & R tourismDepends only on physical character of place.
R & R tourism Depends only on physical character of place.ACTIVITIES CHARACTERISTICS• coastal resorts • Risk of sprawl• golf • Environmental impacts• downhill skiing • Opportunity for architecture,• water sports landscaping, cuisine, day tours,• vacation homes that suit the locale.
Entertainment-style tourismManufactured attractions that do not depend on character of place.
Entertainment-style tourism Manufactured attractions that do not depend on character of place.ACTIVITIES CHARACTERISTICS• theme parks • High employment generator • Changes nature of locale• outlet malls • High social and env. impact• amusement parks • Mass tourism; high traffic• convention centers • Quantity vs. quality• sports arenas• casinos
DESTINATION STYLE DRIFT . . . if development unchecked, unguidedTouring Entertain- R&R mentUnspoiled SPOILED ?destination
The Geotourism Charter A set of principles to promote sustainable tourism and enlightened destination stewardship.
The Geotourism Principles1. Integrity of place 8. Protection and enhancement of2. International codes destination appeal3. Market selectivity 9. Land use4. Market diversity 10. Conservation of resources5. Tourist enthusiasm 11. Planning6. Community involvement 12. Interactive interpretation7. Community benefit 13. Evaluation
Marketing Geotourism AssetsTo ensure sustained demand and a sustainable place,plan not for “tourism,” but for the best tourists.
18 $80 $76.1 $70.3 HH INCOME 16 $70 $67.9 $68.5 $63.8 $63.2 $60 14 $53.8 $53.2 $53.0Trips in past 3 yrs $50 12 $40 10 HH$000 $30 8 NUMBER OF TRIPS $20 6 $10 4 $0 URBAN SELF- n ys ns SOPHIS- INDUL- ts rs s ea sts s en tic te vv n e e M TICATES GENTS ge ali nk m tiz ca he Sa rts ion l Ci hi sti du at o- lT o Ap hi d dit In Ge Sp oo op fu lf- ra
Treehugger.com by Discovery Attracts ecologically-engaged, creative, urban professionals who are willing to pay a premium for nicely designed goods and services made with the environment in mind.Our largest group of readers:• Are in their 20s and 30s (47% are 21-30 years old; 31% are 31-40 years old)• Are students, designers, technologists and journalists• Are either men or women (50/50)• Are comfortable financially (25% earn over 90K annually, over 60% earn over 45K)• Are looking for green products and services (85% report that they will spend “somewhat more” to “a great deal more” on green goods and services)• TreeHuggers are a young, influential, and affluent demographic who make significant purchases online and turn to TreeHugger to find products and services they can trust.
• Reader base is largely female, aged 25 - 54.• Very well educated (88% with college or university education)• They have a high average household income (37% earn $100k+).• Internet savvy and considered the expert on green issues and tips among their social circles.• Research their purchases online, even if they may eventually make that purchase offline.
Tourists— Residents—How to get more out of my trip; How tourism can help us,how to be a good visitor. enrich our lives. TourismTourism promoters—businesses— stewardship How we canHow we can grow claim success.and thrive. Presevationist/conservationists— Politicians— How tourism can protect (not How we can create prosperity, boost our destroy) our distinctive assets. govt’s popularity. A constituency of stewardship
Norway’s Queen Sonja at final signing of theNorwegian Geotourism Charter at NGS
From eco- to geo- GEOTOURISM Cultural Sightseeing tourism Culinary Nature-based tourism tourism Heritage tourism Agri- Green tourismAll place-based tourismtypes of tourism =the ENTIRE destination
Geotourism Stewardship CouncilsPublic/private representatives for. . . • historic preservation • nature & ecotourism • farm/restaurant programs • beautification • traditional performing arts, artisanry • indigenous and minority groups • urban renewal • local, state, and federal government • tourism and local business expertise • tourism promotion • other characteristics of the place
The Geotourism Principles for Destination Stewardship Green Travel Performance Indicators 1. Integrity of place• Communication 8. Protection and enhancemen• Energy Saving 2. International codes destination appeal• Water Saving• Waste Reduction 3. Market selectivity 9. Land use• Local Involvement• Purchasing 4. Market diversity 10. Conservation of resources• Transportation• Natural Environment 5. Tourist enthusiasm 11. Planning• Built Environment• Sustainability Policy 6. Community involvement 12. Interactive interpretation 7. Community benefit 13. Evaluation Authenticity What makes your town, region, or state unique? What makes you different from the rest?
Geotourism Virtuous Circle Place-based tourism Community benefit Motive to protect
The Circle Broken Leakage; irresponsible business practices Place-based tourism Community benefit Benefits tooObstacles selective,to or not Motive to apparentprotection protect
The geotourism equation: Environment + culture + history + aesthetics + people = sustainable economic benefit