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2011 sts marketing college travel green presentation part 1
1. 2011 STS Marketing College
Doug Arbogast and Carl Thompson
Travel Green Appalachia
Fayetteville, WV
Travel Green 101
2. Part 1:
• Green Travel and Certification
• Destination Stewardship
Part 2:
• The Market for Sustainable Destinations
• Developing a Strategy for Destination Stewardship
3.
4.
5.
6.
7. West Virginia is
located within a
250-mile radius of
several major
metropolitan
markets and within
500 miles of more
than 60% of the
United States
population.
Washington DC,
Pittsburgh,
Cleveland and
Charlotte all are
within a day’s
drive.
6
8. The Recreation, Parks, and Tourism Resources (RPTR) Program at
West Virginia University is a recognized leader in training the future
managers of recreation, park, and tourism areas and organizations in
America and internationally.
Learning, travel, and yet more travel
Alexander von Humboldt
12. Tourism = >10% of global GDP
and 200 million jobs worldwide
13. Tourism = 5 percent of global CO2 emissions
more than the emissions produced by billions of people
living and working for one year in big industrialized
countries or emerging economies
16. According to the 2007 Travel Industry of America Research
Report
Travelers are becoming more sustainability-conscious
and are beginning to make decisions based on
sustainability criteria.
According to a 2009 Cone Consumer Environmental
Survey
Despite the state of the economy, 34 percent of
American consumers indicate they are more likely to
buy environmentally responsible products today.
According to a 2009 Green Seal and EnviroMedia Social
Marketing study
Consumers are verifying green claims by reading the
packaging (24%) and turning to research (going
online, reading studies 47%).
17. Greenwashing?
• Greenwash (a portmanteau of green and whitewash) is a term that
is used to describe the act of misleading consumers regarding the
environmental practices of a company or the environmental benefits
of a product or service.[1]
• The term is generally used when significantly more money or time
has been spent advertising being green (that is, operating with
consideration for the environment), rather than spending resources
on environmentally sound practices.
Source: Wikipedia
18.
19. The National Geographic Center for Sustainable Destinations
says that “Sustainable tourism, like a doctor's code of ethics,
means "First, do no harm." It is the foundation for destination
stewardship. Sustainable tourism protects its product-the
destination. It avoids the "loved to death" syndrome by
anticipating development pressures and applying limits and
management techniques that preserve natural habitats, heritage
sites, scenic appeal, and local culture. It conserves resources.
Environmentally aware travelers patronize businesses that reduce
pollution, waste, energy consumption, water usage, landscaping
chemicals, and excessive nighttime lighting. It respects local
culture and tradition. Foreign visitors learn local etiquette,
including at least a few courtesy words in the local language.
Residents learn how to deal with foreign expectations that may
differ from their own. It aims for quality, not quantity. Destinations
measure tourism success not just by numbers of visitors, but by
length of stay, how they spend their money, and the quality of their
experience.‖
41. One study estimated that
a single transatlantic return flight emits
roughly half the CO2 emissions produced by
all other sources (lighting, heating, car use,
etc.) consumed by an average person
yearly.
Source: UN Atlas of the Oceans – Air Travel Pollution
54. Who can participate?
• Accommodation
• Convention Center
• Event
• Restaurant
• Tour Operator (Guide)
• Visitor Center
• Etc.
55.
56.
57.
58. Additional Components to Consider
Who’s Gonna Manage and Administer?
Cost
Second party verification
Site Assessment (Third Party verification)
59.
60. itravelgreen® West Virginia provides:
1. a comprehensive system for assessing and improving the
triple-bottom line of travel and tourism providers, and
2. brand recognition as a sustainable travel and tourism
organization.
61.
62. Performance Indicators Also Consider
• Communication • Percentage Inventories
• Energy Saving • Measuring Consumption
• Water Saving • How to Report
• Waste Reduction • Who Can Participate
• Local Involvement • Branding
• Purchasing • Marketing
• Transportation • Management
• Natural Environment • Cost
• Built Environment • Second Party Verification
• Sustainability Policy • Site Assessment
63. Being greener is a start.
Quality of place completes the appeal.
65. Touring-style tourism
Relies on human and physical character of place.
ACTIVITIES CHARACTERISTICS
• sightseeing • Diffuse impact
• history
• nature • Supports small businesses
• scenery • Requires protecting nature
• hiking / Nordic skiing and heritage
• local shopping
• typical cuisine • Needs architecture,
• photography landscapes, culture unique to
• culture & festivals the locale.
66.
67.
68. R & R tourism
Depends only on physical character of place.
ACTIVITIES CHARACTERISTICS
• coastal resorts • Risk of sprawl
• golf • Environmental impacts
• downhill skiing • Opportunity for architecture,
• water sports landscaping, cuisine, day tours,
• vacation homes that suit the locale.
69.
70.
71. Entertainment-style tourism
Manufactured attractions that do not depend
on character of place.
ACTIVITIES CHARACTERISTICS
• theme parks • Changes nature of locale;
high impact.
• outlet malls • High employment generator.
• amusement parks
• Mass tourism; high traffic.
• convention centers
• sports arenas
• casinos
72.
73.
74. ―Tourism is like fire,‖ goes a saying.
―It can cook your food.
It can burn your house down.‖
75. DESTINATION STYLE DRIFT . . .
if development unchecked, unguided
Touring Entertain-
R&R
ment
Unspoiled SPOILED ?
destination
76. Tourism and
sustainability
GEOTOURISM:
Chain hotels,
resorts, malls, etc Now, celebrate
the place
UNSUSTAINABLE
TOURISM
• Overcrowding
• Lower quality of experience
• Loss of distinctiveness
• Erosion of culture and
environment
SUSTAINABLE TOURISM:
First,do no harm
people, profit, planet
77. Geotourism
What More and More People Want From Travel
Tourism that
sustains or enhances
the geographical
character
of a place — its
• environment,
• culture,
• aesthetics,
• heritage, and
• the well-being
of its residents.
103. The Geotourism Charter
A set of principles to
promote sustainable
tourism and enlightened
destination stewardship.
104. 1. Integrity of place 8. Protection and enhancement of
2. International codes destination appeal
3. Market selectivity 9. Land use
4. Market diversity 10. Conservation of resources
5. Tourist enthusiasm 11. Planning
6. Community involvement 12. Interactive interpretation
7. Community benefit 13. Evaluation
