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Marketing Sustainable Tourism Products


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Presentation from Besten Lecture Series 2018

Published in: Travel
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Marketing Sustainable Tourism Products

  1. 1. Marketing sustainable tourism products - what tourism does well… and does badly. June 22, 2018 Presented by: Rachel Dodds Professor, Ted Rogers School of Hospitality and Tourism Management ©2018
  2. 2. Agenda u  How does tourism marketing work? u  Key elements for marketing sustainable tourism products u  Conclusions
  3. 3. How does tourism marketing work?
  4. 4. How do we successfully (or not) market sustainable tourism products?
  5. 5. 9 rules
  6. 6. 1.  They have to be truly sustainable (i.e. they can’t lie about what they are doing) See:
  7. 7. Closed loop
  8. 8. No greenwashing u  The consumer finds out eventually and this affects not just your brand but your reputation
  9. 9. 2. Don’t use sustainability as the lead benefit
  10. 10. Burrowing Owl Winery, BC, Canada
  11. 11. B/c sustainability isn’t always the key attraction
  12. 12. 3. Credentials are indirect
  13. 13. Certification is confusing STI
  14. 14. Cool first, sustainable second
  15. 15. 4. It’s all about the story u  Its about sharing an experience and doing good u  Sockmob UNSEEN TOURS
  16. 16. Not just putting up a sign
  17. 17. 5. Positivity works
  18. 18. u  Here is another example of positivity…
  19. 19. Negativity doesn’t
  20. 20. 6. Use social media & encourage interaction u  #MEALSGONEWILD u  #PARKBUSGOTMEHERE
  21. 21. But don’t lie u  Finnish images used on Facebook and Twitter – not very ‘real’
  22. 22. 7. Educate, don’t preach Iceland has learned its lesson with tourism and now has innovative ways to educate: v=aUXqmgTuNww
  23. 23. What happens when you are preachy
  24. 24. 8. Be unique u  Know your USP’s u  Know your customers
  25. 25. Not like everyone else
  26. 26. 9. Build sustainability into your DNA u  It needs be holistic and integrated. Watch this video: v=JJHlQUEp7p0
  27. 27. Not sustainability as an afterthought
  28. 28. Conclusions
  29. 29. 1.  All positive examples have a direct or personal benefit 2.  Citizens, residents, tourists – we all take the path of least resistance 3.  It has to be easy 4.  You have to be able to find it!
  30. 30. What we might know how to do it but we haven’t mastered it yet 1.  Scale u  Our main focus and examples of success is on small scale or one offs – we need to integrate into the entire supply chain and scale up impacts 2.  Segmentation u  We need to stop thinking that tourists behave the same way each time they travel 3.  We need to make it easy u  Most communication is confusing 4.  Integration u  Lack of policy support, tourism is still very silo’d 5.  We are still consumptive
  31. 31. 1.  No greenwashing 2.  Sustainability is not the lead benefit 3.  Credentials help but are not primary motivators 4.  The narrative sells the product/experience 5.  Be positive 6.  Engage your customers 7.  Educate, don’t preach 8.  Be unique 9.  Must be holistic and integrated Summary
  32. 32. ‘It’s not easy being green’ TWITTER: @SustTourism WEB: www.sustainabletourism. net Email: Thank you