Sustainable tourism marketing for sustainable tourism

1. SUSTAINABLE
TOURISM
Marketing for Sustainable Tourism

2. MARKETING
FORSUSTAINABLETOURISM
Components of the issue Indicators
Identifying the market for
more sustainable
(environmentally friendly or
culturally sensitive) products
 % of visitors who seek environmentally friendly and culturally sensitive experiences, (exit
Questionnaire);
 % of visitors willing to pay extra for these experiences of enhanced value (exit
Questionnaire);
 Number of requests to local tourism authorities related to environmentally or culturally
sensitive products (hotels, restaurants, tours, ecotourism and cultural tourism sites), phone
and mail inquiries, hits in websites
Measuring the image of the
destination or products
considering sustainability
aspects
 % of establishments and operators marketing sustainable, sensitive or green products or
experiences;
 % of businesses that include information on environmental and social aspects of their operation
(destination conditions, company policies), and the extent (quality) of this information (e.g. in
websites, brochures, guides and interpretation programmes, etc.);
 % of certified businesses that include reference (e.g. logo) of the certification system in their
promotional material;
 % visitors who arrive seeking “green” experiences (same as above on exit questionnaire).
Meeting client expectations re
authenticity of products
 Number (%) tourists who are satisfied with the environmental and cultural experiences (exit
Questionnaire);
 Number of complaints (re specific issues about how sensitive or sustainable the product or
experience was).
Measuring level of marketing
effort
 Volume of marketing products divided by type (brochures, advertisements in different
media, posters, websites, etc);
 Level of representation/contact (number of fairs, exhibits, journalists’ trips, familiarization
trips for tour operators);
 Cost of marketing (by type, where possible by cost per contact).

3. MARKETING
FORSUSTAINABLETOURISM
Components of the issue Indicators
Targeting the right clientele.
Measuring degree of contact
and reach of marketing
 % of clients who self-identify as “green” or eco tourists (interested in environmentally and culturally
sensitive experiences), using entry and/or exit Questionnaire;
 Numbers of potential tourists contacted (by interest, location).
Measuring response to any
marketing
 Market penetration, response surveys, or conversion studies (See Box 3.45 , Box 3.46);
 % clients who arrive in response to specific ads or initiatives (reservations, return of
promotional coupons, poll source of information on arrival);
 % of clients who participate in activities while at the destination, in response to specific ads or
initiatives (e.g. reservations, return of promotional coupons, or questioned at the beginning of
the programme);
 Note: indicators on e.g. arrivals, occupancy, length of stay by source and type are all related
to results but difficult to attribute to specific marketing initiatives (See Box 3.46 p. 235).
Evaluating client response and
satisfaction
 Occupancy rates in establishments promoting sustainable products (and ratio to rates for all
tourism);
 Price per room night (and ratio to industry average);
 Market share (compare to other destinations) – will require survey in tourist home locations;
 % clients who are satisfied with their experience (exit questionnaire – ask specifically about
green products);
 % tourists who agree that the reality matched what was advertised (See Protection of Image p.
236);
 Rank re other competing destinations – re quality, environment, image, satisfaction;
 % tourists who perceive barriers to visiting the destination.
Responding to external
demands
 Number (%) of operators who request “green” products, % of establishments with green programs
(certifications, EMS);
 Numbers of requests (numbers seeking “green” products);
 Number of complaints received (annual changes);
 Speed of response to complaints (average, maximum days);
 % satisfaction with how complaints were handled.

4. Marketing for
Sustainable
Tourism
 Green Marketing,
 Products and Experiences
 Emphasizing Sustainability
 Market Penetration
 Tourist Response
 Marketing Effectiveness

5. PROTECTIONOFTHEIMAGE
OFADESTINATION
Components of the issue Indicators
Destination Image
Image held by current tourists
 % of tourists who have a positive image of the destination (exit survey based);
 % of tourists who would recommend the destination to their peers (exit questionnaire);
 specific responses to key questions re key attractions and activities (see Exit Questionnaire
Annex C);
See also the issue section on  Tourists satisfaction (p. 86).
Image held by those who have
not visited the destination
 % of potential market(s) who have a positive image of the destination;
 Rank of destination on list of destinations (key competitors) on broad surveys in key market(s);
(see also issues on Public Safety p. 104 and Tourist Security p. 209).
Image in marketplace
 % of operators (inbound, outbound) who perceive the destination as a safe, attractive, interesting,
good value etc destination (survey based).
Branding
Brand development
(resourcing, strategies,
response to market)
 Level of funding allocated to brand development and other branding activities (amount and %
allocated);
 Degree of match with the preferred values of the destination’s targeted markets and partner
organizations (surveys or repeat focus groups on a regular basis);
 % of key actors (hotels, attractions, partner organizations) whose marketing carries the brand
features (logo, slogan, etc.), or uses complementary images.

6. PROTECTIONOFTHEIMAGE
OFADESTINATION
Components of the issue Indicators
Brand refinement (advertising
 Promotion
 Research
 Macro-environment
 Local perceptions
 Organizational
 Awareness
 Annual percentage of the tourism-marketing budget allocated to advertisement and
promotion;
 Reach of advertising - Number of tourists receiving/recognizing, responding. Number
reached for the dollar spent (conversion study -See Box 3.45 p. 233);
 Percentage of market, operators, local representatives, employees
 and stakeholders perceiving brand to positively reflect their preferred attributes and values
(focus groups or surveys).
Brand effectiveness (visitor
satisfaction, brand positioning,
expectations, brand awareness,
loyalty)
 Annual value/percentage of the tourism-marketing budget allocated to
 monitoring satisfaction. (and Number of tourists reached per dollar spent (See Box 3.46);
 Percentage of visitors who :
 believe the brand values, attributes and benefits communicated were met during their trips;
 think the brand attributes, values and benefits rank more favourably than other similar
destinations (the competition);
 recall the brand name (% recall on same day, % recall in longer term)
 are repeat visitors and/or expect to return to the destination. (by tourism sectors/categories.
See exit questionnaire Annex C);
 who intend to return specifically to experience key brand values, benefits and attributes
(identify key values, benefits and attributes explicitly in exit questionnaire).
Indicators of brand protection
(Level of effort, trademark, use
guidelines control)
 Level of protection for key branding tools (i.e. logo, word mark). Percentage which are
patented/copyrighted;
 Perceived value of the branding programs to stakeholders (survey). Percentage of stakeholders
surveyed who believe the branding programs help improve the value and performance of their
tourism operations (survey after approximately six months to one year);
 Level of effort to monitor public image (print, web, other media (money spent annually, personnel
level);
 Percentage of stakeholders, consumers and competitors who attribute the brand features (name,
logo, etc.) solely to the destination (survey, brand recall, focus groups).

7. Protection of
the Image of
a Destination
 Branding
 Vision
 Strategic Marketing

8. Images Source:
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