Lecture responsible tourism unit 3 responsible tourism marketing and communications

By the end of this unit, participants will be able to:• Describe the types of different dissemination channels for interaction with visitors • Explain the importance of marketing and c

Picture source: http://www.flickr.com/photos/41894171246@N01/2824822534

By the end of this unit, participants will be able to:

• Describe the types of different dissemination

channels for interaction with visitors

• Explain the importance of marketing and

communicating about Responsible Tourism

• Explain the importance of authenticity and accuracy

in marketing Responsible Tourism

• Identify the types of sustainability marketing

messages that can be delivered to tourists

• Explain the importance of customer data protection

• Describe the communication channels for

disseminating Responsible Tourism provisions

1 Importance of responsible marketing and communications in tourism

2 Communicating authentic and accurate messages

3 Marketing and communicating sustainable practices

4 Maintaining data privacy in marketing

5 Collecting visitor feedback

MARKETING & COMMUNICATIONS IN TOURISM

Management process

Engages audiences

Presents messages Aims for

attitudinal or behavioural response

The marketing and communications mix

Personal selling

Promotions

• Methods of distribution

Products in tourism marketing

“experience”

– Accommodation – Attractions – Transport – Recreation – Shopping – Restaurants

Pricing in tourism marketing

• Refers to the amount charged for a tourism product

• Cost of end product as well as at points along distribution chain

• May be adjusted for different circumstances

• Regulated through conditions

• Amount should consider operating costs, profit margin and distribution network costs

• Other influences include demand, seasonality, target market, and competitors

Place in tourism marketing

the consumer

consumer may make a purchase decision

Promotion in tourism marketing

• Aims to influence, inform, and / or persuade

• Usually a mix of:

• Combines two or more products and /or services to:

1 Make them easier to buy (convenience)

2 Provide consumers with well priced, attractive and convenient holiday options (price advantage)

• Other consumer benefits include ease of payment and planning and less stress

• Used to target specific markets and explore new ones

• Fosters partnerships building of tourism operators for mutual benefit

Applying principles of responsibility to

marketing and communication

• Respects law and good practice

• Decent and honest

• Respects fair competition

• Has sense of social responsibility

• Respects user privacy

3 key components of responsibility in tourism

marketing and communications

SELL PRODUCTS FAIRLY

INFORM ABOUT DESTINATIONS TRUTHFULLY

RAISE AWARENESS ABOUT SUSTAINABILITY

destinations

TOPIC 2 COMMUNICATING AUTHENTIC AND ACCURATE MESSAGES

UNIT 3 RESPONSIBLE TOURISM MARKETING AND COMMUNICATIONS

Tourism experiences involve…

TOURIST EXPERIENCE

Services

Interpretation Others?

Demand

Motivation

Types of tourists

Authenticity INFLUENCES:

Authenticity in tourism experiences

• Travel to experience something unique or original

• Integrity can relate to a place, an object or an activity

• While authenticity is perceived

it remains highly connected to marketing tourism experiences

• Services nature of tourism and component parts make marketing susceptible to inaccurate messages

Picture source: http://en.wikipedia.org/wiki/File:Water_Puppet_Theatre_Vietnam(1).jpg

Examples of inauthentic advertising from

around the world

Picture sources: http://www.dailymail.co.uk/travel/article-2128151/France-tourism-advertising-campaign-left-red-faced-allegations-using-false-photos.html

http://www.adnews.com.au/adnews/tourism-australia-s-250m-push-labelled-false-advertising http://travel.ninemsn.com.au/blog.aspx?blogentryid=335279&showcomments=true

Sharing a bottle of wine

Testing the ethics of proposed marketing actions

TEST QUESTION

Legal Test Does the contemplated action violate the law?

Duties Test Is this action contrary to widely accepted moral obligations?

Special Obligations Test

Does the proposed action violate any other special obligations that stem from the type of marketing organisation at focus?

Motives Test Is the intent of the contemplated action harmful?

Consequences Test

Is it likely that any major damages to people or organisations will result from the contemplated action?

Utilitarian Test Is there a satisfactory alternative action that produces equal or greater benefits to the

parties affected than the proposed action?

Rights Test Does the contemplated action infringe on property rights, privacy rights, or the inalienable

rights of the consumer?

Justice Test Does the proposed action leave another person or group less well off? Is this person or

group already a member of a relatively underprivileged class?

Source: Laczniak, G.R & Murphy , P.E 1993, Ethical Marketing Decisions: The Higher Road, Allyn and Bacon, Needham Heights, MA, USA in Dunfee, T.W., Craig Smith, N and Ross, W.T 1999, ‘Social contracts and marketing ethics’, Journal of Marketing, 63(3): 14-32)

Commodification of culture

• The manufacturing and selling

of culture for profit

• Response to fulfilling demand for perceived authenticity

• May result in the loss of original meaning

• Imperative to ensure involvement and determination of local people

Picture source: http://en.wikipedia.org/wiki/File:Water_Puppet_Vietnam.jpg

http://blog.mailasail.com/kanaloa/104

Greenwashing

• Knowingly misleading consumers about a product or service’s environmental practices or benefits for own gain

CAUSES

• Sector’s intensity in resource use

• Largely unregulated nature of the sector

• Sector composition and competition

• Consumer demand

CAUSES

• Sector’s intensity in resource use

• Largely unregulated nature of the sector

• Sector composition and competition

Example 2

• A well-known international fast food restaurant chain tried to paint itself as ‘green’ just because

it had begun to use biofuel made from leftover grease in its fleet of trucks as well as using recycled paper in its takeaway bags However the company still uses beef grazed on deforested land in South America, and bases its entire concept around disposable packaging.

Source: Marie C 2013, ‘Misleading Marketing: Beware the Greenwash!’, Elux Magazine, Feb 12, 2013

Source: Kuehnel J 2011, ‘Greenwashing in the Travel and Tourism Industry’, Toronto

Sustainability Series, Available [online]: http://ecoopportunity.net/2011/05/greenwashing-in-the-travel-and-tourism-

industry/2/, Accessed: 21/01/2014

• Increased sales and income

• Fewer negative social, economic and environmental impacts

Steps to identifying and communicating

authenticity in marketing

Understand own perspective about the tourism products and experiences being sold

Understand the function, meaning and importance

of the local culture and environment

Identify the ideal or set

of ideals you want to be known for

Market and promote according to those ideals

The function and purpose of marketing and communicating sustainable practices

Inform about sustainability activities

Gain support in sustainability efforts

Feel good

Key steps for communicating sustainability:

The “Keep it Real” approach

Understand the market

Identify objectives of sustainability communications

Develop appropriate messages and communication channels

Communicate messages at the right time

Source: VisitEngland 2010, Keep it real – market and communicate your credentials,

London: VisitEngland and England’s Regional Sustainable Tourism Leads Group

Step 1 Understand the markets and customise

sustainability messages

does not mean they will act

differently

else is equal, sustainability values and actions

differentiate a product

key market segments and

tailor sustainability messages

accordingly

“Ethical seekers”:

Seek out green holidays as a continuation of their lifestyle

“Just want to switch off”: Want a

simple, uncomplicated break from daily life

“Feel good factor”:

Take an interest in sustainable tourism through travel press

Key market segments

Characteristics of key market segments

Feelgood Switch off

Ethical seakers

• Ethical seekers: Rational,

International, Interrogative, Willing to Pay

• Feel good factors:

Emotional, Local, Simplified, Unlikely to Pay

• Switch off: Irrelevant,

Local or International, Cynical, Won’t Pay

Source: VisitEngland 2010, Keep it real – market and communicate your credentials,

London: VisitEngland and England’s Regional Sustainable Tourism Leads Group

Symbolic representation of market

segment size

Step 2 Identify objectives of sustainability

communications

1 To raise awareness and change behaviour

2 To allow tourists to feel good about doing the right thing

3 To increase visitation and/or sales

Picture sources: http://www.rhinoresourcecenter.com/images/London-1874- 1885_i1314084682.php?type=tax_images&taxon=7&sort_order=asc&sort_key=year http://www.flickr.com/photos/ilovegreenland/10134146143/sizes/m/in/photostream/

http://www.vietnamspirittravel.com/guide/vietnam_bank_notes.htm

• Ensure communications are:

– Specific – Demonstrate clear positive impacts of actions – Explain customer benefits

– Present only sustainable options

Picture sources: http://www.rhinoresourcecenter.com/images/London-1874- 1885_i1314084682.php?type=tax_images&taxon=7&sort_order=asc&sort_key=year

Objective 2: Communicating sustainability to

let consumers feel good

• Consumers appreciate efforts regardless

of motivation for travel

• Show consumers how you have “taken care of” sustainable issues which then allows them to relax and enjoy the benefits

• Promote easy sustainability options such as:

– Easy methods to make charitable donations

– Promoting sustainable holiday options (e.g

public transport options, where to recycle etc.)

• Ensure sustainability options are ‘good’

choices with positive impacts

Picture sources: http://www.flickr.com/photos/ilovegreenland/10134146143/sizes/m/in/photostream/

Objective 3: Communicating sustainability to

increase visitation and / or sales

• Sustainability credentials create differentiation and help you get noticed

• Sustainability can attract more customers and sales than through raising prices

• Providing discounts or additional benefits for behaving sustainably can gain loyalty and sales

• Design sustainable packages for low season and new services for high season

• Provide sustainable options to encourage customers to stay longer or come back during the low season

Picture sources: http://www.vietnamspirittravel.com/guide/vietnam_bank_notes.htm

Step 3 Develop appropriate messages and

communication channels

• Common mistakes in communicating messages of sustainability:

– Lecturing tourists

– Being overly apologetic

• Key: Communicate messages

carefully to get the desired response from the consumer

Picture source: http://commons.wikimedia.org/wiki/File:Hmong_minority_children_in_Sa_Pa.JPG

Key methods in effectively communicating

sustainability messages

• Sustainability should not be boring

• Turning messages into interesting facts

• Make learning interactive

Make it fun and participatory

• Create personal connections

Show empathy

• Turn sustainability requests into positive

experiences

• Look at the benefits of sustainability

Make it special

Key communication channels for sustainability

messages

Certification Press Website Social media Print media

• Thread messages throughout the current communication channel & examine new opportunities

• In particular, the following channels should be considered:

Stt.010.Mssv.BKD002ac.email.ninhd 77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77t@edu.gmail.com.vn.bkc19134.hmu.edu.vn.Stt.010.Mssv.BKD002ac.email.ninhddtt@edu.gmail.com.vn.bkc19134.hmu.edu.vn

BEFORE BOOKING

• Pre-departure info

BETWEEN BOOKING &

ARRIVAL

• Tourism product sustainability areas

DURING THE VISIT

• Physically show sustainability practices

AFTER THE VISIT

• Updates on sustainability activities

Step 4 Communicating messages

at the right time

TOPIC 4 MAINTAINING DATA PRIVACY IN MARKETING

UNIT 3 RESPONSIBLE TOURISM MARKETING & COMMUNICATIONS

Picture source: http://www.proskauer.com/practices/privacy-data-security/

The role and importance of good data

management

and regulate business

maintenance of privacy in the

collection, storage and use of

personal data

– To enhance and build on relationships with customers

– To reduce the likelihood of financial, commercial and reputational challenges due to bad practice

Picture source: http://commons.wikimedia.org/wiki/File:BIEK_1814_Notebook.jpg

What type of data in tourism needs protection?

DATA REQUIRING PROTECTION

Email

Phone number Fax

number Passport

number

Date of birth

Visa number

Bank account details

Ensuring data is collected in the right way

collected if:

– It relates to the type of business the organisation

is in – The purpose for collecting the information can be demonstrated

collecting data:

1 Inform if information might be used for marketing or other purposes

2 Include a privacy policy and explain the purpose

of collecting data and its usage in application forms / contracts

3 Obtain legal advice on how to collect bank or credit card details

Picture source: http://databaseicons.wordpress.com/

Ensuring data is managed in the

right way in marketing

• Keep personal information secure

• Ensure data is up-to-date

• Ensure data is stored according

Vietnamese Law on Protection of Consumers’

Rights & Decree No 99/2011/ND-CP

OBLIGATIONS OF TRADERS

• Explain purpose of use

• Ensure safety, accuracy and completeness of information

• Not transferring information without consent

PROHIBITED ACTS OF TRADERS

• Cheating or misleading consumers

• Regularly marketing against consumers’ wishes

• Coercion through threatening behaviour or profiteering

• Requiring payment of goods and services that weren’t ordered

Sending marketing information

• OK to send marketing information if an individual or company has requested it

• OK to send marketing information if an individual or company has requested it

• No consent required to send marketing information by post or telephone unless customer has stated otherwise

• No consent required to send marketing information by post or telephone unless customer has stated otherwise

• Explicit consent of individuals is needed for sending marketing information by SMS, fax or e-mail but this is not required of business

• Explicit consent of individuals is needed for sending marketing information by SMS, fax or e-mail but this is not required of business

• Seek legal advice first if external databases are purchased to send marketing information

• Seek legal advice first if external databases are purchased to send marketing information

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