What impact do sustainable business practices by travel companies have on travellers’ choice of a travel service provider (hotel, resort, tour operator etc.)? A survey was commissioned by Market Vision in mid-2013, aimed to determine the extent to which demonstration and promotion of sustainability initiatives by travel companies can impact customer choice behaviour. The results suggest that, all else being equal, a certain proportion of travellers would be inclined to patronize a travel company whose sustainability credentials are easily visible while a larger proportion would be inclined to go with a travel company whose sustainability credentials are easily visible and are endorsed by a credible third party assessor. A smaller proportion of travellers would not care. What should eco-tourism businesses do to attract such customers and influence their choice?
3. How Do You Define
Sustainability
in the Context of Tourism?
4. Sustainable tourism:
Tourism that takes full account of its current and
future economic, social and environmental
impacts, addressing the needs of visitors, the
industry, the environment and host communities.
UNWTO definition
5. The Triple Bottom Line Approach
* Environmental impacts
* Socio-cultural impacts
* Economic impacts
12. What impact do sustainable
business practices have on
travellers’ choice of a travel
service provider?
13. A survey was commissioned by Market
Vision in mid-2013, aimed to determine
the extent to which demonstration and
promotion of sustainability initiatives by
travel companies can impact customer
choice behaviour.
21. 1. Tell your sustainability story
Upfront
Verbally.
Visually.
22. 2. Get it endorsed
Third party certification
Assurance of authenticity,
quality standards
23. Choose the most appropriate
certification program
It is a JUNGLE out there!
24. Bear in mind…
…Consumers purchase first based on
price, quality, and safety.
Hence, the certification label must
fulfill these needs, as well as ensure
environmental and social
responsibility.
25. 3. Be prepared to promote it
Use the marketable logo as a
differentiator
(many businesses don’t)
Be prepared to promote the
program that certifies you
26. Get started…
Link quality of product,
sustainability and consumer
experience
Integrate into conventional
marketing channels