UNIT 3. RESPONSIBLE TOURISM MARKETING AND COMMUNICATIONS

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

Unit outline

ObjectivesBy 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

Topics1. 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

TOPIC 1. IMPORTANCE OF RESPONSIBLE MARKETING & COMMUNICATIONS IN TOURISM

UNIT 3. RESPONSIBLE TOURISM MARKETING & COMMUNICATIONS

The role and function of marketing and communications

Management process

Engages audiences

Presents messages

Aims for attitudinal or behavioural

response

The marketing and communications mix

Public relations

Personal selling

Promotions

Direct marketing

Advertising

The “4P” marketing mix

PRICE• Discounts• Commissions• Surcharges• Extras

PLACE• Distribution

channels• Methods of

distribution• Coverage• Location

PROMOTION• Advertising• Sales

promotion• Salesmanship• Publicity

PRODUCT• Design• Quality• Range• Brand name• Features

Products in tourism marketing

• The goods and services that enable the tourism process

• The combination of products creates a visitor “experience”

• Common types of products include:– 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 link between the product and the consumer

• Considers where and how a consumer may make a purchase decision

• Direct or through distribution channels• Choice of distribution depends on

factors like:– purchasing behaviour of target market– associated costs– distributor familiarity and enthusiasm of

the product

Promotion in tourism marketing

• Aims to influence, inform, and / or persuade• Usually a mix of:– Advertising– Public Relations – Personal selling– Sales Promotions

• Promotional mix depends on consumer profile - what do they read, where do they go, who influences them..?

The 5th P - Packaging

• 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

Benefits of responsible tourism marketing and communication

Creates competitive advantage

Increases value and demand

Increases customer loyalty

Increases customer satisfaction

Facilitates more respectful interaction in destinations

TOPIC 2. COMMUNICATING AUTHENTIC AND ACCURATE MESSAGES

UNIT 3. RESPONSIBLE TOURISM MARKETING AND COMMUNICATIONS

Tourism experiences involve…

TOURIST EXPERIENCE

Place Infrastructure

Services

InterpretationOthers?

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-advertisinghttp://travel.ninemsn.com.au/blog.aspx?blogentryid=335279&showcomments=true

Sharing a bottle of wine on the beach…really?

Are we in Spain or theCarribbean!?

The Mediterranean Sea has never looked

this good!

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

4 examples of cultural commodification in tourism

Redeveloping places to make them more attractive for tourist consumption

Creating staged and reshaped traditional performances for tourists

Adaptive reuse of historical buildings without interpretation

Sale and / or reproduction of artefacts of cultural or spiritual significance as souvenirs

Picture sources:http://www.flickr.com/photos/rachelf2sea/6125215016/

http://en.wikipedia.org/wiki/File:Kangeelu_Kunita.jpg\http://www.flickr.com/photos/jeremylim/4263274405/sizes/m/in/photostream/

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

EFFECTS • Erosion of public trust of tourism eco-labels• Reputational damage

Greenwashing is all around us but can be hard to spot

Example 1• A hotel chain claims to be

environmentally friendly because they allow guests to choose whether to sleep on the same sheets and use the same towels for continuous days. While the idea is good it is not making a significant difference. More impact can be made by installing for example, motion-sensor lighting, more efficient insulation and heating, or purchasing non-toxic carpeting and bedding.

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

The “7 Sins” of tourism promotion

• The hidden trade-offSIN 1.

• No proofSIN 2.

• VaguenessSIN 3.

• Worshiping false labelsSIN 4.

• IrrelevanceSIN 5.

• Lesser of two evilsSIN 6.

• FibbingSIN 7.

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

The key benefits of marketing products and experiences accurately and authentically

• More satisfied visitors; fewer complaints

• Enhanced reputation

• 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 ideals1234

TOPIC 3. MARKETING AND COMMUNICATING SUSTAINABLE PRACTICES

UNIT 3. RESPONSIBLE TOURISM MARKETING & COMMUNICATIONS

Picture source:http://en.wikipedia.org/wiki/Sustainable_fishery

FOR BUSINESS & DESTINATIONS FOR TOURISTS

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 marketIdentify objectives of

sustainability communications

Develop appropriate messages and

communication channels

Communicate messages at

the right time

STEP 1 STEP 2 STEP 3 STEP 4

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

• While most consumers care it does not mean they will act differently

• However, when everything else is equal, sustainability values and actions differentiate a product

• Need to know attitudes of 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

FeelgoodSwitch offEthical 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

Objective 1: Communicating sustainability to raise awareness and change behaviour

• Give return benefits for changing behaviour

• Keep messages motivational and positive

• 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:

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 messagesat 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

• Data is needed in order to carry out and regulate business

• Good data management refers to the maintenance of privacy in the collection, storage and use of personal data

• Good data management is important:– 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

Name

Address

EmailPhone

numberFax number

Passport number

Date of birth

Visa number

Bank account details

Ensuring data is collected in the right way

• Data should only be collected if:– It relates to the type of

business the organisation is in

– The purpose for collecting the information can be demonstrated

• Good practice in 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

to purpose of collection• Allow opt-in or opt-out of

marketing • Retain opt-out requests for

assurance

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

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

TOPIC 5. COLLECTING VISITOR FEEDBACKUNIT 3. RESPONSIBLE TOURISM MARKETING & COMMUNICATIONS

Picture source:http://www.flickr.com/photos/jurgenappelo/5201223017/

The role and importance of obtaining regular visitor feedback

• Crucial to improving businesses and the tourism industry as a whole

• Enables organisations and destinations:– Know their strengths and make the

most of them– Know which existing or new products, services and experiences

can be developed– Know who their visitors are, why they come and what they value

about the experience

• For business it is also helps prevent issues that can lead to complaints

Picture source:http://www.flickr.com/photos/jurgenappelo/5201223017/

Methods for collecting visitor feedback

A. Surveys B. Focus groups C. Feedback forms and comment cards

D. Social media E. On the spot verbal feedback and observation

A. Collecting visitor feedback through surveys

• Set of predetermined questions about specific topics

• Often used to gauge customer satisfaction after the use of a product or service

• Good for benchmarking performance• Enable businesses to align their services

to the expectations and needs of visitors• Can be online, by phone, mail or face to

face• Best to repeat visitor satisfaction surveys

at least every 3-4 years (minimum)

Potential types of information to collect in a satisfaction survey

Level of satisfaction with:

•Restaurant and Café•Accommodation•Attractions•Shopping•Events•…

Components of satisfaction:

•Value•Accessibility•Service•Environment•Communication style•…

Levels of satisfaction:

•Very dissatisfied•Dissatisfied •Somewhat dissatisfied•Neutral•Somewhat satisfied•Satisfied •Very satisfied

Consumer profile characteristics:

•Age•Origin / nationality•Gender•Income bracket•Profession•Type of travel arrangement•Motivations•Travel party size•Trip duration•Repeat visitor•…

Others:•Source of information•Recommendations for improvement•Likely to make return visit / purchase•Likely to recommend•Expenditure•Expectations•Activities undertaken•…

Tips to writing effective survey questions

Start simple, end simple

Keep it short

Cover one point at a time

Be specific with time frames

Limit open-ended

questions

Group similar questions together

B. Collecting visitor feedback through focus groups

• Open discussion of a small group of people led by a moderator

• Gets in depth understanding of thoughts and opinions

• Structured around predetermined questions • Group is homogenous • Requires repetition�

Developing effective focus group questions

Characteristics of questions Types of questions

Source: Duke University 2005, Guidelines for Conducting a Focus Group, Duke University, USA, Available [online]: http://assessment.aas.duke.edu/documents/How_to_Conduct_a_Focus_Group.pdf, Accessed: 22/01/2014

1. Engagement questions: introduce participants to the topic of discussion

2. Exploration questions: get to the core of the discussion

3. Exit question: check to see if anything was missed in the discussion

• Short and direct• Focused on one dimension �

each• Unambiguous�• Open-ended or sentence �

completion• Non-threatening or �

embarrassing • Not resulting in “yes” or �

“no” answers

Example of basic questions for a focus group on visitor satisfaction of a destination

ENGAGEMENT QUESTIONS3. What motivated you to visit the destination? 4. How did you find out about the destination?5. What was your experience in organising travel arrangements?

EXPLORATION QUESTIONS6. What were the best things you saw or experienced in the destination?7. What were the most disappointing aspects of your holiday in the destination?8. How do you feel about the standard of service and quality of the attractions in the

destination? 9. How well did the holiday represent good value for money?

EXIT QUESTION8. Would you recommend the destination to family and friends?9. Is there anything else you would like to say about your holiday in the destination?

C. Collecting visitor feedback through feedback forms and comment cards

• Physical, paper cards or forms with one or more survey questions

• Designed to gather feedback after a good or service has been consumed

• E.g. Visitor book at cultural heritage site, providing hotel guests with a comments card

Example of questions in a guest feedback form

• How friendly was the front desk staff?• How quick was the check-in process?• How clean was your room upon arrival?• How clean did the housekeeping staff

keep your room throughout your stay?• How well-equipped was your room?• How helpful was the concierge

throughout your stay?• How comfortable were your bed linens?• How quickly did the hotel restaurant

serve your order?

• How convenient was the hotel breakfast service?

• How delicious was the hotel breakfast service?

• How affordable was the hotel breakfast service?

• How affordable was your stay at our hotel?

• Overall, were you satisfied with our hotel, neither satisfied nor dissatisfied it, or dissatisfied with it?

• How likely are you to recommend our hotel to others?

D. Collecting visitor feedback through social media

• Enable both direct feedback and feedback on consumer attitudes and trends

• Allows product feedback before implementation through questions and discussions

• Enables monitoring of brand awareness through search results

• Allows for answering of basic questions via polls and e-surveys

• Can elicit emotional feedback via YouTube

E. Collecting visitor feedback through on the spot feedback and observation

• Observe what visitors are doing• Understand what visitors are

thinking • Simple, cheap and fast• Helps fix problems before visitors depart• Attitude: “all feedback is good feedback”

Finally, don’t forget to follow-up on feedback!

• Prioritise improvements and put into action promptly

• Communicate actions to visitors via email, newsletters, organisation website etc

Xin trân trọng cảm ơn!Thank you!