Environmental Engineering Reference
In-Depth Information
tour operator sub-sectors show low levels of transformation (Spenceley, 2007;
Wijk and Persoon, 2006; Frey, 2007a; van der Merwe and Wöcke, 2007).
The pressure on companies to manage responsibly does not only emanate
from government; customers are also increasingly looking for products and
services that reflect their own values and provide a 'feel good' emotion by indirect
support of the environment and society. This trend is particularly evident in
tourism. International tourists are beginning to factor responsible management
practices into their decision making. A MINTEL study in 2001 indicated that
even though tourists are influenced most by the standard of accommodation (64
per cent), weather (60 per cent), un-crowded beaches (34 per cent) and price (30
per cent), the ethical stance of a company is starting to enter the consumer
purchasing decision. Whilst it is clear that not all tourists seek out green or
responsible tourism businesses, this management approach is becoming a differ-
entiating factor and a competitive advantage in the marketplace. Research
suggests that tourists, as indeed other consumers, are willing to support compa-
nies who respect the local culture and are committed to safeguarding the social
and natural environments they operate in. Several research studies propose that a
significant shift is taking place in modern tourism (Meyer, 2003; Trauer and
Ryan, 2005). Goodwin and Francis (2003) note that wider consumer market
trends towards lifestyle marketing and ethical consumption are now spreading to
tourism. The global demand for traditional 3Ss holidays (sun, sea and sand) is
declining in favour of 'real', authentic and 'experiential vacations' (Bachleitner
and Zins, 1999; King 2002; Cohen, 2004, p66; Pérez and Nadal, 2005).
Consumers are seeking a '
different type of experience and a much deeper connection to
nature and/or the local community
' (Mills, 2006). The implication for the tourism
sector is that if the industry wants to remain competitive and reactive to changing
consumer needs, then a shift towards RTM and effective marketing and commu-
nication thereof is imperative.
The modern day consumer has become more sceptical, discerning and
informed. Technological development has been a key driver in making consumers
more independent. Potential travellers are no longer reliant on travel intermedi-
aries such as tour operators or travel agents to organize their holiday plans but
make use of the internet to gather information on different destinations, compare
offerings and independently topic their travel arrangements such as flights,
accommodation and attractions online (Salazar, 2005; George, 2007, p127). This
has led to far more freedom and scope for tourists as well as increased competi-
tion amongst destinations and tourism businesses. One way that destinations and
organizations can differentiate themselves in this highly competitive industry is
through the promotion of local culture and heritage as well as their management
style (Allen and Brennan, 2004, p24; Ashley, 2005; Frey, 2007b, p326).
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