Sustain IT - Sustainable Tourism Innovative Training

Destination Marketing and Communication


COU_6_EN  

 Title
Destination Marketing and Communication

 Keywords
Communication, sustainability, marketing, change management

 Author
HAC

 Languages
English

 Objectives/goals
This course is an introduction to sustainable marketing, how to communicate sustainability values and how to produce change within a business.


 Contents in bullet points
1. Unit name: Understanding the market
2. Unit name: Sustainable marketing and the provision of green service
3. Unit name: Communication and leading change



 Contents


 Destination Marketing and Communication

Understanding the Market


  A NEW ERA IN TOURISM

•The tourism sector keeps expanding and international arrivals keep growing at a steady rate.
The sector accounts for roughly 30% of the world´s services exports and has a big economic and environmental influence worldwide.
Mass tourism is a growing problem
and eventually travellers cause harm to destinations and cultural heritage.
•With growing awareness of the problem the importance of sustainability within the sector worldwide has never been greater.


  SUSTAINABLE TOURISM

The year 2017 was designated as the International Year of Sustainable Tourism for Development

The International Year aimed to support change in policies, business practices and consumer behavior through tourism´s five key areas.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
LINKS


  KEY ELEMENTS OF SUSTAINABLE TOURISM

1.Inclusive and sustainable economic growth
2.Social inclusiveness, employability and poverty reduction
3.Resource efficiency, environmental protection and climate change
4.Cultural values, diversity and heritage
5.Mutual understanding, peace and security


  HOW CAN WE CONTRIBUTE TO SUSTAINABLE TOURISM?

•Promote and use local products and services

•Employ locals

•Keep profit in the community

 

 

 

 

 

•Encourage visitors to engage with locals

•Educate customers about the culture of the destination

•Promote local conservation projects

 

 

 

 

 

•Minimize the operation´s consumption of resources

•Minimize the operation´s production of waste

•Take part in protecting and restoring biodiversity

 

 

 

 

 

 

•Keep local traditions and incorporate them into your business

•Raise awareness of the value of heritage

•Empower your local community and nurture it´s pride

 

 

 

 

 

•Provide opportunities for cross-cultural encounters

•Show cultural understanding

•Educate staff on different cultures and eliminate prejudice



  MARKET TRENDS AND PROSPECTS

•International travel will keep increasing in the years to come at a solid rate and the demand for eco-friendly and sustainable holiday options will increase
•Understanding the market for sustainable tourism involves understanding the tourists
•With consumers being more knowledgeable and conscientious consumer behavior is changing and awareness for the protection of our planet is growing


  LIFESTYLE OF HEALTH AND SUSTAINABILITY

LOHAS - Lifestyle of Health and Sustainability

•A growing market and counts over 100 million people worldwide
•A current estimate is that 20% of the European population can be labelled as LOHAS

 

The LOHAS traveler:

•Travels sustainably
•Spends more money and stays longer
•Avoids “green washing”

LINKS

LOHAS: The biggest market you have never heard of

What They See is What They Get ...

 

LOHAS consumers actively seek out healthier and more sustainable lifestyle, product and service options

Research shows that the values of LOHAS are becoming broad based and rooted across a wide section of the population, driving changes in consumer markets, politics and society