Marketing Strategies for Responsible Tourism: Challenges and Opportunities
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2017, Vol 0, Issue 1
Abstract
On a global scene, concerns about global warming, destruction of the environment, erosion of cultures and lifestyles, and millions of people still living in poverty, are increasing (International Centre for Responsible Tourism, 2012). The number of initiatives aimed at saving some part of the environment, or improving the living conditions for the world’s vulnerable people, increases steadily. According to the Ethical Consumer Markets Report (2012:2) markets for ethical goods and services have remained resilient throughout the economic downturn. Tourism is one of the world’s largest and fastest growing economic sectors. In 2015 the number of international tourist arrivals surpassed 1.2 billion with a forecast to reach 1.8 billion in 2030 according to the UNWTO. Within this continuing growth of tourism there is a growing trend and a raising consumer awareness for sustainable and responsible tourism. Since more than 90% of tourism companies in EU are small businesses, individual entrepreneurs or family houses, they do not have a capacity to exploit the opportunities offered by these new ‘green’ markets. Present paper provides results from a transnational study among micro and small tourist companies in seven EU countries - the Netherlands, Italy, Spain, Portugal, Northern Ireland, Bulgaria, and Malta. The research is conducted online and focuses on the attitudes toward CSR, the effect of CSR on company strategy, including marketing and brand strategy. Based on research results several implications about marketing strategies for responsible tourism initiatives launched by micro and small companies are presented.
Authors and Affiliations
Bistra Vassileva
Keywords
Related Articles
- EP ID EP265676
- DOI -
- Views 119
- Downloads 0
Food Tourism: The Melaka Gastronomic Experience
Food tourism constitutes a revitalising role in tourist enterprise management. In recent years, gastronomic experiences have emerged as strategic commodity in differentiating and branding tourist destinations. Contempora...
Customer vs. E-tailer: How Tablet Affects Mobile Commerce
The emergence of mobile devices, especially the tablet, has created chances and challenges for mobile commerce vendors across the continents, as they seek to increase their profits and optimize the users’ online shopping...
Characteristics and Development of Social Media as a Marketing Communication Tool
The purpose of this paper is to provide a careful analysis of the characteristics and evolution of the major social media platforms used both in Romania and abroad, as well as some practical insights on the consumer use...
Cross-functional Working: Some Thoughts about the Third Market Orientation Component Implementation
During the last 15 years, businesses, technologies, business models have become much more complex. Business environment will continue to grow, becoming more complex and volatile, providing new opportunities for companies...
A Study of Entrepreneurial Venture of Dairy Products in Central Uttar Pradesh, India
A potential entrepreneur needs insight and vision in terms of the viability of the proposed project concept. Most rational decisions, taken either by existing or aspiring entrepreneurs to make a business investment, are...