emerging themes september 2010 13152799
TRANSCRIPT
Emerging Themes
The Marketers’ Forum
13152799 September 2010
CIM Student Number: 13152799
Table of Contents Emerging Themes in Ecotourism
TASK 1
The Future Role of Eco-tourism in the Worldwide Tourism Market 3
Ethics in Eco-Tourism as a Macro Theme 3,4
Education in Eco-Tourism as a Meso Theme 4
Suitable Potential Publications 5,6
Ranking Criteria of Articles 7
Justification for Publishing7,8
TASK 2
Emergence of Ethical Practices in Eco-tourism and its affect on Local Communities in
Developing Countries
Introduction 9
Ethical Changes in Eco-tourism 9,10
How Educating Communities Can Significantly Contribute to a Country’s Overall Economic
Growth 11,12
Implications and Upcoming Changes for Tourism Suppliers 12,13
Appropriate Business Strategy for Tourism Suppliers to Adopt 14,15
The Future for Ecotourism Marketers 15,16,17
Conclusion 17,18
Glossary of Terms, Appendix i, Appendix ii 19,20
References 21
Bibliograph
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2,23
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The Future Role of Ecotourism in the Worldwide Tourism Market
Tourism is one the world’s largest industries, with ecotourism being one of its strongest
sectors achieving a 5-6% increase year on year. (WTTC, 2010)
Ecotourism: - certainly a word that does not have one accepted definition, but what is
universally accepted is that ecotourism is an emerging market and by far the strongest
growth segment in the tourism industry. The WTTC reports that tourism is one of the
world’s largest industries and in 2010, contributing $5,751 billion US dollars to a global
GDP of 9.2% and generating employment for 235 million people worldwide. Indeed
ecotourism is a segment within the industry which has garnered both public and trade
interest as there is an increasing demand for sustainable and responsible tourism.
Because ecotourism does not have one widely accepted definition, there is room for
different interpretations and TIES (The International Ecotourism Society) defines
Ecotourism as “Responsible travel to natural areas that conserves the environment and
improves the well-being of local people.”(TIES, 1990)
Martha Honey, co-founder of CESD (Centre on Ecotourism & Sustainable Development)
developed a 7 stage definition on ecotourism that is becoming more widely accepted and
used as a standard definition for scholarly research on ecotourism. Her definition is an
extension of the definition from TIES. (Wikipedia, 2010) University programmes use
Honey’s explanation for the basis of their programmes. (See Appendix)
Eco-experts are in contradiction of what the true meaning of ecotourism means. There is
not one correct definition, but a definition that is subject to interpretation and that will
continually evolve.
Ethics in Ecotourism as a Macro Theme
Ethics is increasingly seen as a personal issue. However, ethics in business have a role in
corporate and government organisations as there is an increasing demand for
transparency in corporate activities. With ethics being a critical issue; it is exceedingly
difficult to measure ethical standards for groups of people.
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A lot has changed; ethics and governance is seen as front page news and more
increasingly leads the agenda in terms of corporate boardrooms and the halls of congress.
Good corporate citizenship is studied, advocated and sometimes practiced. (Connor, 2010)
This is an emerging theme in ecotourism as there is a greater need to regulate the
industry with policies and procedures that will be widely accepted.
Education in Ecotourism as a Meso Theme
With ecotourism becoming popular, there is a strong link between education and
economic development. Ecotourism does not have to have a rigid support system in place
in order to be successful. It can open doors for developing nations who wish to learn about
how ecotourism can benefit their community. Education is more focused a meso theme
rather than a macro theme, as education at this level only affects the industry and
therefore is not seen a world issue.
This segment of the tourist industry can work without the infrastructure required to
traditional business models and thus this removes the barriers and opens up opportunities
for developing countries to improve their economic situation.
The Galapagos is an excellent example of how a third world country has used its resources
to become successful in ecotourism. They have an outward looking view as they seek help
from scientists, researchers and even marketers. Other developing nations can follow their
lead and use their blueprint for success for their own country.
Suitable Potential Publications
Please see Appendix ii for Publication Descriptions and Circulation
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Publication Context Editorial Policy Evaluation of
Publication
Journal of Sustainable Tourism Aim and focus of the journal
is to critically evaluate new
and upcoming developments
that link tourism and
sustainability with an
international scope.
Submission guidelines
are strict. Journal
requests that any author
who submits their work
to the journal only
submit to them and no
other press when under
consideration.
Publication has the
appropriate target
audience of researchers,
policy makers and
academics and is
suitable in terms of being
informative of the two
emerging themes. There
are no reported figures
of distribution or
circulation, so it is not
appropriate to publish
this article as readership
needs to quantified.
Ranking Total – 19/30
National Geographic Traveller Ongoing focus of
delivering the message of
preserving the world
through sustainable
travel.
Open editorial policy. Must
be of a high journalistic
standard to be published.
Wants articles on
ecotourism.
Scored high on overall
criteria of the article
being ranked. Being an
international publication,
Right platform for the
article to read by the
largest amount of
readers. Weakness is in
investigative articles,
this article has the main
purpose of exposing
these two emerging
themes in the industry.
Ranking Total – 25/30
Green Futures Readers range from senior
executives and
operational staff with a
personal and professional
interest in issues about
sustainability and
environmental
management.
Open editorial policy on
any sustainability issue.
This publication is
focuses on green and
sustainable issues and is
too broad for this
particular article.
Readership is UK based
and the two emerging
themes have an
international focus.
Ranking Total – 15/30
Travel Trade Gazette Founded in 1953. Oldest
travel trade magazine to
date in the UK.
Open editorial policy. More
focused on the industry of
tourism.
Industry focused
publication. Scored low
on the ranking table as
it’s a UK publication;
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however their readers
work in the travel
industry and the article
could prove greater
insight into the issues
that affect the industry
on a global level.
Ranking Total – 18/30
International Journal of Tourism
Research
The journal is read by
academics and students in
the tourism field as well
as consultants,
practitioners and policy
makers that are directly
involved in the planning
and evaluation of the
industry.
Articles may not be
published elsewhere or be
under consideration for
another publication.
Niche publication. Read
by researchers,
academics. Journal has
an international focus
which is appropriate for
the article. Because
circulation and
readership is unavailable
it scored low on the
ranking table.
Ranking Total – 18/30
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Rank Criteria
1 – very weak 2 – weak 3 – average 4 – good 5 – excellent
CIM Student Number: 13152799
Figure 1: Ranking Criteria of Articles
Publication Target
Market
Relevance to
the article
Circulation Informative Distribution Editorial
Policy
Total
Journal of Sustainable
Tourism
4 5 n/a 5 n/a 5 19
National Geographic
Traveller
4 4 5 3 5 4 25
Green Futures 3 3 2 4 1 2 15
Travel Trade Gazette 2 3 3 3 4 3 18
International Journal of
Tourism Research
4 4 n/a 5 n/a 5 18
Justification for Publishing
Based on the following information on the publications listed above, the most suitable
publication for the article would be the National Geographic Traveller as it has an
international readership and has had a strong eco-travel focus. Although it remains vital to
highlight the emerging themes in ecotourism in an academic journal, it does not help
create awareness from the general public who may not know the current obstacles that
affect the industry as a whole.
Why the Editor Would Consider the Article for Publication
Ethics and education - are emergent themes are relevant to the industry;
however, they have not been discussed openly in a commercial publication that has
an international audience.
Editorial policy – open and welcomes applications from freelance writers. They
welcome new ideas and it has a purpose of exposing new developments in the
industry to a wider audience.
Coverage of themes – Important to the continuing success of ecotourism as an
industry.
Greater knowledge and understanding – for their readers who visit these eco-
destinations.
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Appropriate audience – the target market of this publication has a general
interest in eco-travel that incorporates learning, travel and culture.
Topic Diversity - Different topic areas that would continue to show the
publication’s diversity in subject matters of travel and tourism.
With greener living increasing across the globe, the affect that ecotourism has on
developing nations can be improved to help increase their standard of living. This
publication can reach an audience that are interested in becoming more ethically aware of
the impact of ecotourism with the view of supporting these countries and learning how
conservation of these areas will help generations in the future.
Task 1 – 1097 word count
Emergence of Ethical Practices in Ecotourism and its affect on Local
Communities in Developing Countries
Introduction
Ecotourism – currently known as a segment of the mass tourism market, this sector has
had difficulty in finding its own identity. One of the major problems with the industry is the
lack of an agreement on the definition of ecotourism and ‘eco’ experts such as Dr. Matt
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Walpole argues that without a proper definition there can be no agreement on global
guidelines or a recognised accreditation process. (Sander, 2010)
Knowing that the sector currently exists without any formal guidelines or an accreditation
process, this article will evaluate the impact of ethics in ecotourism and how education
can help improve the standards and regulations required.
Ethical Changes in Ecotourism
Increasing demand in the industry has created an escalating awareness of ethical
standards and how that affects tourism operators, the tourists and the people who live in
the local communities. This increase has developed a rising concern over corporations
pushing the CSR and “green initiatives” agenda to create an environment where unethical
practices and procedures are becoming more prevalent.
A main cause of this is that the words eco, green, sustainable, responsible may be used
incorrectly to push their own cause. It is essential that the respective tourism boards and
grading councils adopt an accreditation process that accurately labels companies ‘eco-
friendly’ and prevent the abuse of the word ecotourism and inform tourists adequately.
(Knols, 2010)
Ethics and responsibility play a vital part in the mass tourism industry; there is a
realisation that the industry as a whole could have a significant negative impact on
destinations if regulations are not put in place. (George & Frey, 2010) A prime example is
the Galapagos where there has been a belated realisation that even strong regulations
and controlled access is perhaps not enough to maintain the nature of this pristine
“paradise.” The difficulty of their observation is that the industry is almost too large to
regulate and how can this be achieved.
Assessment of ethics in ecotourism
Tighter regulations - Local and national governments need to be more actively
involved in enforcing stricter controls to help protect local communities from abuse
from the industry.
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Improving relations with the local communities – Greater emphasis is placed
on helping these communities learn new skills which would then benefit their
country’s economy. Developing countries may not see a need to participate as they
cannot see the benefits of being part of the industry.
Encouraging infrastructure – Enforcing
regulations will help the host country with to
be more efficient with their resources.
Improving, electricity, water, roads, waste
management etc.
Global accreditation programme – This
option has been discussed amongst environmental experts in the industry. A
grading system or an ethics audit could be used to ascertain the level of “eco”
commitment from suppliers in the industry.
Commitment industry suppliers – Tourism suppliers who wish to be
acknowledged for abiding moral conduct in the industry could form a global
association that supports the best practice and ethical standards in ecotourism.
Because the ecotourism market is expanding and will have significant growth in the next
10 to 20 years, there is a greater need for stricter regulations and controls. This may be
difficult to realise as there are many players that affect a government’s decision making
process in terms of ecotourism. NGOs, special interest groups (WWF), tourist suppliers,
business associations, local communities and universities form part of these interest
groups. (Sander, 2010)
How Educating Communities Can Significantly Contribute to a Country’s Overall
Economic Growth
As seen above, the people in the local communities may not see the direct benefit of
participating in ecotourism as there are no rules and regulations that prevent them from
the exploitation of the external proponents of ecotourism.
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“Local communities should be encouraged and expected to participate in the planning, development and control of tourism with the support of government and the Industry.” Tefler & Sharpley
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When investors take advantage of the local people in these communities, they then shy
away from participating in the industry as they now have a sense of distrust. Governments
need to work at outlining policies that protect these communities from the affects of
unethical practices.
It is a collaborative effort between suppliers, operators, and tourists to improve the
educative standards within the industry. Ecotourism is truly about learning to work with
the resources that are readily available.
The positive tourism economic activities of developing nations can prevent civil wars
between countries, most notably in African countries. It offers a stabilising factor, whereas
without these ‘eco’ activities these countries would be unstable economically.
An admirable role model for other developing nations in Africa to follow is Rwanda.
Rwanda for many years had political unrest and it was unsafe to visit there. In recent
years, Rwanda has become an eco-tourist trap, where ecotourism significantly contributes
to the country’s economic standing. In 2009, CNN interviewed Fareed Zakaria, a foreign
affairs journalist about Rwanda being labeled as Africa's biggest success story and that
they have achieved stability, economic growth (average income has tripled in the past ten
years) and international integration.
Assessment of education in the industry
Tourist-host encounters - Tourist-host encounters need to be balanced; if they
are unbalanced it will leave the local people with feelings of inferiority and
subservience to tourists. (Tefler & Sharpley, 2008)
Exploit ecotourism – Actively promote the positive aspects of ecotourism to these
communities. And show how more education at a local level will help the host
countries feel more comfortable with the influx of tourists.
Participation of suppliers - The educative role not only refers to the tourists
themselves, but also to the industry operators and the local communities. (Wearing
& Neil, 2009.) A collaboration from all parties to be more socially and sustainably
aware.
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Learn from example – Rwanda is an exemplary model for other countries that are
looking to increase their eco-touristic efforts. Other developing nations can adopt
this model and feel confident about its success.
Inclusion of education in tourist operations – Ecotourism is still an under-
researched area and implementation of how education can be incorporated into
touristic ventures will help incorporate more learning in the industry. (Sander, 2010)
Education can improve the quality of life of the locals; however, there is yet to be one
universal system or code of ethics to ensure that the communities have fair treatment.
Conservation of protected areas is becoming more of a prominent issue in the industry.
The local communities can contribute to this by using the resources that they already
have at their disposal. They can also participate in the educative process by sharing their
knowledge of the lands with the visitors.
Implications and Upcoming Changes for Tourism Suppliers
There is a common need for regulation in the industry when it comes to ecotourism. Some
tourist operators make take advantage of the positive namesake of green tourism and use
that to advance their own financial position.
Stricter Controls for the Industry
Tighter regulations mean that there will greater public awareness and an emphasis on
keeping the protected areas pristine and intact. The Galapagos, for instance, has a strict
policy by not allowing large cruise liners to enter the area. They also rely on local people
to educate the travellers about the need for greater conservation of the islands. Tour
operators will need to work more closely with the local communities to deliver on their
products and service.
An Over Supply of the Market
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Alternatively the market could become super saturated and operators would be unable to
meet the demands of the consumer. And in the best interests of the industry; it would be
suggested that there are standards and quality control over suppliers’ product offering. To
do this effectively a universal code of conduct should be implemented with a governing
body or an association that oversees this aspect.
Standards and Quality Control
There are no universal guidelines for what type of standard is required for this segment of
tourism. Environmentalists have suggested that there is a need for a global standard of
accreditation, differentiating ecotourism organisations by their level of environmental
commitment. (Wikipedia, 2010)
Price Rationing & Exclusivity
With stricter regulations, a side effect could well be price rationing as operators would not
be exposing these eco-tourist destinations to the general public but increasingly to a
select, and financially secure upmarket segment. This in turn, could be seen as elitism; a
negative perception that could ultimately restrict the growth of this sector of the market.
Industry Partnerships
Suppliers will start working closely together to streamline standards in the industry. They
will show more unity amongst their operations so that the industry can have its own
identity in the tourism market.
Appropriate Business Strategy for Tourism Suppliers to Adopt
Tourism suppliers will need to adopt a business strategy that combines ethical practices in
ecotourism with an emphasis on educating the tourists visiting these eco-destinations.
Suppliers need to work more closely with the media to push common interests
and regulations in the industry - One of the reasons why there is an open
interpretation of what ecotourism is and does is because the topic or subject matter is not
at the forefront of public awareness. They can also look at working with the communities
at a local level, by visiting the areas and learning about their culture. These people who
live in these areas are instrumental to the success of ecotourism in that region.
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Partnerships with local and national governments are encouraged and looking
at international organisations such as the UN for grants, funding and support -
Local universities and foundations can provide the educational structure through
involvement in the conservation and ecotourism programmes.
A suitable model which represents the appropriate business strategy for the
industry to adopt is Michael Porter’s Generic Strategies Model, see Fig. 1.
Because ecotourism is a niche market, it would be appropriate for suppliers to use a
differentiation focused strategy. This strategy seeks to provide a high perceived product or
service benefits justifying a substantial price premium (Johnson et. al, 2008.) Suppliers will
need to be more creative in their approach as they will be competing against many tour
operators who will and want to sell and promote the same type of “eco” experience. Cost
may be a factor; however, the target group that would by an eco holiday will have enough
funds to pay for the right and best experience.
The Galapagos is an excellent example where tourism has not overexposed the whole
region to tourists. It is protected and regulated with smaller groups visiting the islands at
one time. Costs to go there are a premium, but the experience that the tourist gets back is
one to remember and full of discovery.
Fig. 1. Porter’s Generic Strategies Model (1985)
The Future for Ecotourism Marketers
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Where tourism suppliers should concentrate their efforts.
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Marketers will need to more focused, specialised and skilled in the industry -
They need to move from being general tourism marketers to marketers that are focusing
on green tourism efforts. Exposure to these developing countries that are creating
ecotourism opportunities will be necessary to understand the implications of what these
local communities may face. There are enormous benefits for engaging at a local level as
this could create more interest in a particular area which then gives the marketer the
credibility of knowing their product and service at a personal level. (Klein, 2010)
Finding a strategic gap in the ecotourism market will help marketers become
experts in one particular destination in ecotourism, like Galapagos - There is
competition in the market, but their behaviour to be part of the local communities and
their efforts would prove favourable. Kim and Mauborgne have argued that if organisations
only focus on competing head to head with each other that this will lead to competitive
convergence and that all “players” will find the environment tough and threatening and
they describe this as a “red ocean” strategy. (Johnson, et. al, 2008)
Strategic Skills for Marketers
Marketers could be urged to use “blue ocean” strategy techniques, that would
have them searching for open gaps in the market which are free to from any
competitors - Fig. 2 shows the qualities to be successful in a blue ocean opposed to a
red ocean market.
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Fig. 2. Red Ocean vs. Blue Ocean, Kim & Mauborgne, 2010
Also, as ecotourism involves many stakeholders that touch the business, they need to be
culturally sensitive and politically aware of what is currently happening in the eco-tourist
destinations that they specialise in. What’s happening in ecotourism now will lead to a
different breed of marketers in the industry as it will become so niche that the skills
required will have them be more focused on the product knowledge and less on
promotional marketing.
Although this model applies to business units within an organisation, marketers can apply
this model to their work when they are looking to differentiate themselves in the market
from their competitors.
Operational Skills for Marketers
There will be an increasing need to develop key relationships - with a different
group of stakeholders, not just the visitors and prospective visitors, but other stakeholder
audiences. Stakeholders that may affect their efforts include schools, policy makers,
charities and trusts and agents specialising in ecotourism.
Cross marketing and selling opportunities will become more valuable as marketers will
look to target the same consumer for different destinations. Tighter segmentation will be
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achieved through eCRM activities as this will help them understand the wants and desires
of their customers better.
Skills Required for Marketers in the Industry
Marketers will need to become niche marketers, as the industry will or require them
to have of a background in science and research in ecotourism - rather than generalist
marketing qualities. It will be more than likely that specialist marketers in this area will
have a background in ecotourism so that they are seen as experts in the field. Marketers
without these requirements will need to incorporate more education in the scope of their
work to help them succeed in the industry.
Conclusion
Ecotourism needs to be looked at as an entirely separate segment of the tourism industry,
due to its specific attributes and the need for careful resource management. The recent
growth of the ecotourism clearly indicates the necessity for tighter controls and
regulations. However, at the present time this is difficult to implement due a lack of
direction in all but a minority of the markets, with the exception of the Galapagos and
surprisingly, Rwanda. The industry itself; has its own restrictions as it is only currently
seen as an extension of the tourism industry. If this cannot be immediately corrected,
having universally accepted ethical standards throughout the industry will certainly help,
as would acknowledgement from an organisation like UNESCO.
The impact of education on the local communities has yet to be shown in a positive light;
most likely because there are no universal regulations as highlighted in the macro issue
above. A start can be made in this direction only if standards of an ethical nature
are first laid down as a foundation. For now, and likely in the immediate future, without
some strong direction from the industry, it will be difficult to show the local people the
positives of ecotourism on their communities.
Task 2 – 2185 word count
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Glossary of Terms
CESD – Centre on Ecotourism & Sustainable Development
eCRM – Electronic Customer Relationship Marketing
CSR – Corporate Social Responsibility
GDP – Gross Domestic Product
NGO – Non-governmental Organisation
TIES – The International Ecotourism Society
UNESCO – United Nations Education, Scientific and Cultural Organisation
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UNWTO – The World Tourism Organisation (specialised agency of the United Nations)
WTTC – World Travel & Tourism Council
WWF – World Wildlife Fund
Appendix i
Martha Honey’s 7 Stage Definition of Ecotourism
1. Involves travel to natural destinations.
2. Minimizes impact.
3. Builds environmental awareness.
4. Provides direct financial benefits for conservation.
5. Provides financial benefits and empowerment for local people.
6. Respects local culture.
7. Supports human rights and democratic movements.
Appendix ii
Suitable Publication Descriptions and Circulation
Publication Description and Circulation
Journal of Sustainable Tourism Read by industry leaders in the field of ecotourism and sustainability. Readers range
from professionals in sustainable, policy makers, government agencies and
academics.
Circulation – Not available, 8 issues a year
National Geographic Traveller Founded in 1984, first consumer publications to make sustainable tourism widely
known. Core aim is to inspire readers about travel and it covers destinations that are
rich in culture and character
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Circulation – 8 issues annually. 992,000 circulation worldwide. 13 international
editions.
Green Futures Industry magazine, dedicated to opinion formers and industry leaders in local and
national government in the UK, education.
Circulation – 4 issues a year. Circulation of 8,000. Readership of 16,000.
Travel Trade Gazette Travel industry magazine for travel trade professionals UK. Readers range from
business owners, executive management and operational staff.
Circulation – Produced weekly, circulation of 22,315.
International Journal of
Tourism Research
Core aim and mission is to increase and improve research developments in the
tourism industry on an international level.
Circulation – 6 issues a year. Circulation unavailable. All paid subscriptions.
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References
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