2011 sts marketing college travel green presentation part 1
2011 STS Marketing CollegeDoug Arbogast and Carl Thompson Travel Green Appalachia Fayetteville, WV Travel Green 101
Part 1: • Green Travel and Certification • Destination StewardshipPart 2: • The Market for Sustainable Destinations • Developing a Strategy for Destination Stewardship
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
The Recreation, Parks, and Tourism Resources (RPTR) Program atWest Virginia University is a recognized leader in training the futuremanagers of recreation, park, and tourism areas and organizations inAmerica and internationally. Learning, travel, and yet more travel Alexander von Humboldt
According to the 2007 Travel Industry of America ResearchReport Travelers are becoming more sustainability-conscious and are beginning to make decisions based on sustainability criteria.According to a 2009 Cone Consumer EnvironmentalSurvey 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 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%).
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
The National Geographic Center for Sustainable Destinationssays that “Sustainable tourism, like a doctors code of ethics,means "First, do no harm." It is the foundation for destinationstewardship. Sustainable tourism protects its product-thedestination. It avoids the "loved to death" syndrome byanticipating development pressures and applying limits andmanagement techniques that preserve natural habitats, heritagesites, scenic appeal, and local culture. It conserves resources.Environmentally aware travelers patronize businesses that reducepollution, waste, energy consumption, water usage, landscapingchemicals, and excessive nighttime lighting. It respects localculture and tradition. Foreign visitors learn local etiquette,including at least a few courtesy words in the local language.Residents learn how to deal with foreign expectations that maydiffer from their own. It aims for quality, not quantity. Destinationsmeasure tourism success not just by numbers of visitors, but bylength of stay, how they spend their money, and the quality of theirexperience.‖
One study estimated that a single transatlantic return flight emits roughly half the CO2 emissions produced by all other sources (lighting, heating, car use, etc.) consumed by an average person yearly.Source: UN Atlas of the Oceans – Air Travel Pollution
Who can participate?• Accommodation• Convention Center• Event• Restaurant• Tour Operator (Guide)• Visitor Center• Etc.
Additional Components to Consider Who’s Gonna Manage and Administer? Cost Second party verification Site Assessment (Third Party verification)
itravelgreen® West Virginia provides: 1. a comprehensive system for assessing and improving the triple-bottom line of travel and tourism providers, and 2. brand recognition as a sustainable travel and tourism organization.
Performance Indicators Also Consider• Communication • Percentage Inventories• Energy Saving • Measuring Consumption• Water Saving • How to Report• Waste Reduction • Who Can Participate• Local Involvement • Branding• Purchasing • Marketing• Transportation • Management• Natural Environment • Cost• Built Environment • Second Party Verification• Sustainability Policy • Site Assessment
Being greener is a start.Quality of place completes the appeal.
DESTINATION TOURISM STYLES DIFFER IN RELATION TO PLACETouring R&R Entertainment
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.
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 tourism Manufactured attractions that do not depend on character of place.ACTIVITIES CHARACTERISTICS• theme parks • Changes nature of locale; high impact.• outlet malls • High employment generator.• amusement parks • Mass tourism; high traffic.• convention centers• sports arenas• casinos
―Tourism is like fire,‖ goes a saying. ―It can cook your food. It can burn your house down.‖
DESTINATION STYLE DRIFT . . . if development unchecked, unguidedTouring Entertain- R&R mentUnspoiled SPOILED ?destination
Tourism and sustainability GEOTOURISM: Chain hotels, resorts, malls, etc Now, celebrate the place UNSUSTAINABLE TOURISM• Overcrowding• Lower quality of experience• Loss of distinctiveness• Erosion of culture andenvironment SUSTAINABLE TOURISM: First,do no harm people, profit, planet
Geotourism What More and More People Want From TravelTourism thatsustains or enhancesthe geographicalcharacterof a place — its • environment, • culture, • aesthetics, • heritage, and • the well-being of its residents.
School project:What you likemost aboutBlock Island?
The Geotourism Charter A set of principles to promote sustainable tourism and enlightened destination stewardship.
1. 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