2012 STS Marketing College              Doug Arbogast            Tourism SpecialistWest Virginia University Extension Serv...
Part 1:  • Green Tourism Indicators  • Destination StewardshipPart 2:  • The Market for Green Tourism  • Developing a Stra...
West Virginia islocated within a250-mile radius ofseveral majormetropolitanmarkets and within500 miles of morethan 60% of ...
Tourism growth goes on. . .1000    1000             International Tourist Arrivals Worldwide (million) (1990-2004)        ...
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 begin...
What the f is green travel?
Greenwashing?• Greenwash (a portmanteau of green and whitewash) is a term that is used  to describe the act of misleading ...
According to a 2012 TripAdvisor® Survey   Travelers are interested in eco-friendly practices,   but most feel they are not...
the National Geographic Center for Sustainable Destinations:“Environmentally aware travelers patronize businesses thatredu...
10 Green Travel Performance Indicators
According to a 2009 Green Seal and EnviroMedia SocialMarketing study   Consumers are verifying green claims by reading the...
West Virginia Program Participant Survey Results• Summary   – Survey of WV-based tourism destinations and service provider...
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 pl...
New Trends in Travel• TIA-National Geographic Study in 2002  – 73% want clean, unpolluted environment  – 80% want outstand...
Longwoods International 2009 West Virginia Visitor Report
?? Some hotel, somewhere
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                            ...
R & R tourismDepends only on physical character of place.
R & R tourism         Depends only on physical character of place.ACTIVITIES                 CHARACTERISTICS• coastal reso...
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.AC...
DESTINATION STYLE DRIFT . . .              if development unchecked, unguidedTouring                                      ...
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       destinati...
Yeah, whatever. I gotta pee!
Marketing Geotourism AssetsTo ensure sustained demand and a sustainable place,plan not for “tourism,” but for the best tou...
18                                                                                                                    $80 ...
Treehugger.com            by Discovery    Attracts ecologically-engaged, creative, urban professionals who are    willing ...
• Reader base is largely female, aged 25 - 54.• Very well educated (88% with college or university  education)• They have ...
“Eco” on abillboard?!!
A Sustainable Tourism Strategy     • Identify     • Sustain    tourism assets     • Develop     • Market
Tourists—                                Residents—How to get more out of my trip;    How tourism can help us,how to be a ...
Norway’s Queen Sonja at final signing of theNorwegian Geotourism Charter at NGS
From eco- to geo-                                                             GEOTOURISM                    Cultural      ...
Geotourism Stewardship CouncilsPublic/private representatives for. . .  • historic preservation  • nature & ecotourism  • ...
The Geotourism Principles for Destination Stewardship    Green Travel Performance Indicators                              ...
Geotourism Virtuous  Circle      Place-based      tourism                   Community                                benef...
The Circle Broken                     Leakage; irresponsible                     business practices       Place-based     ...
The geotourism equation:             Environment +               culture +               history +              aesthetics...
Thank You!Doug.arbogast@mail.wvu.edu       304-293-8686
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
2012 sts marketing college presentation.ppt [repaired]
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2012 sts marketing college presentation.ppt [repaired]

  1. 1. 2012 STS Marketing College Doug Arbogast Tourism SpecialistWest Virginia University Extension Service Morgantown, WV Travel Green 101
  2. 2. Part 1: • Green Tourism Indicators • Destination StewardshipPart 2: • The Market for Green Tourism • Developing a Strategy for Sustainable Tourism
  3. 3. 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
  4. 4. Tourism growth goes on. . .1000 1000 International Tourist Arrivals Worldwide (million) (1990-2004) International Tourist Tourism Organization (WTO)© Source: World Arrivals Worldwide (million) (1990-2008+) Multiply by five for roughTourism Organization (WTO)© Source: World estimate of in-country trips 900 Multiply by five for rough estimate of in-country trips 900 898 903 904 900 9/11 attacks 846 880 800 846 800 Millennium travel 800 spike 800 760 760 Credit - 700 715 crisis Recovery? 700 697 715 693 691 collapse 697 693 691 652 635 652 600 SARS & 611635 600 597 611 Iraq War Gulf 565 597 War 550 565 Tech 500 519 550 bubble 500 503 519 bursts 503 458 464 458 464 400 400 300 300 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  5. 5. Tourism = >10% of global GDP and 200 million jobs worldwide
  6. 6. Tourism = 5 percent of global CO2 emissions The entire country of Russia produced 5.72% of global CO2 in 2011
  7. 7. 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
  8. 8. What the f is green travel?
  9. 9. 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.[1]• 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
  10. 10. 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
  11. 11. 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.”
  12. 12. 10 Green Travel Performance Indicators
  13. 13. 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.
  14. 14. 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
  15. 15. Is the green market one of your target niche’s?What’s your strategy for getting them to your destination?
  16. 16. Being greener is a start.Quality of place completes the appeal.
  17. 17. Tourism is like a fire…it can cook your foodIt can burn your house down
  18. 18. 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.
  19. 19. 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
  20. 20. Longwoods International 2009 West Virginia Visitor Report
  21. 21. ?? Some hotel, somewhere
  22. 22. DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACETouring R&R Entertainment
  23. 23. Touring-style tourismRelies on human and physical character of place.
  24. 24. 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
  25. 25. R & R tourismDepends only on physical character of place.
  26. 26. 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.
  27. 27. Entertainment-style tourismManufactured attractions that do not depend on character of place.
  28. 28. 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
  29. 29. DESTINATION STYLE DRIFT . . . if development unchecked, unguidedTouring Entertain- R&R mentUnspoiled SPOILED ?destination
  30. 30. The Geotourism Charter A set of principles to promote sustainable tourism and enlightened destination stewardship.
  31. 31. 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
  32. 32. Yeah, whatever. I gotta pee!
  33. 33. Marketing Geotourism AssetsTo ensure sustained demand and a sustainable place,plan not for “tourism,” but for the best tourists.
  34. 34. 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
  35. 35. 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.
  36. 36. • 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.
  37. 37. “Eco” on abillboard?!!
  38. 38. A Sustainable Tourism Strategy • Identify • Sustain tourism assets • Develop • Market
  39. 39. 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
  40. 40. Norway’s Queen Sonja at final signing of theNorwegian Geotourism Charter at NGS
  41. 41. 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
  42. 42. 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
  43. 43. 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?
  44. 44. Geotourism Virtuous Circle Place-based tourism Community benefit Motive to protect
  45. 45. The Circle Broken Leakage; irresponsible business practices Place-based tourism Community benefit Benefits tooObstacles selective,to or not Motive to apparentprotection protect
  46. 46. The geotourism equation: Environment + culture + history + aesthetics + people = sustainable economic benefit
  47. 47. Thank You!Doug.arbogast@mail.wvu.edu 304-293-8686
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