ommuniCation and uStainable touriSm · 2012-06-19 · Finally, w e would like to thank Natasha...

CommuniCation and

SuStainable touriSm

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PROCEEDINGS OFTHE GLOBAL E-CONFERENCE AND SUMMER SPEAKER SERIES ONTHE ROLE

OF DEVELOPMENT COMMUNICATION IN SUSTAINABLETOURISM

May 29 - June 9, 2006

World Bank Development communication Division – SDO;

USAiD Development communication & Sustainable Tourism Unit;

United Nations World Tourism Organization (UNWTO)

CommuniCation and SuStainable touriSm

Proceedings of the global e-conference and

summer sPeaker series on

the role of develoPment communication

in sustainable tourism

May 29 - June 9, 2006

Hosted on www.devcomm-congress.org

Lucia Grenna (World Bank)

roberta Hilbruner (USAiD)

emanuele Santi (World Bank)

Gianmarco Scuppa (World Bank)

Gabor Vereczi (UNWTO)

The e-conference was made possible through a partnership between

the World Bank Development communication Division, the USAiD

Development communication & Sustainable Tourism Unit and the

United Nations World Tourism Organization (UNWTO). it also

benefited from collaboration with SNV - Netherlands Development

Organization,The international ecotourism Society (TieS) and

Deutsche Gesellschaft für Technische zusammenarbeit (G Tz), all of

which contributed to specific sessions.The findings, interpretations

and conclusions expressed herein are those of the authors and do

not necessarily reflect the views of the World Bank, USAiD, UNWTO

nor those of the other partner institutions. Furthermore, statements

by participants do not always reflect the view of the organizations to

which they belong.The authors are grateful to all participants who

made contributions to the e-conference, and are particularly appre

ciative of the excellent work done by the moderators of the five ses

sions, namely Judith Voermans and Toot Oostveen (SNV) for Session

2, Susy Karammel (GTz), Giulia carbone (iUcN) and Alice crabtree

(TieS) for Session 3, chris Seek (Solimar international) and Metilde

Wendenbaum (eceAT) for Session 4, and Daniel Mattson (Heritage

Design) for Session 5.

Finally, we would like to thank Natasha Scripture (World Bank) and

carol Hansen (USAiD/Nric) for editing and production; Daniele

calabrese, riccardo Torrado and eliana esposito (World Bank) for the

support with the web posting on the website and Mr. claudio Piazzi

(freelance consultant) for assembly of this document.

For further information on the communication for Sustainable

Tourism activities of the three main partners, please visit:

www.worldbank.org/developmentcommunications

www.nric.net/tourism.htm

www.unwto.org/sustainable

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IntroductIon

Tourismisoneoftheworld’slargesteconomicsectors1andonethatcontinuestoexpandveryrapidly2. Donewell,tourismdevelopmentcanbeapowerfultoolforeconomicgrowth,povertyreduction3,andfor theconservationofnaturalandculturalresources.While tourismrepresentsanimportantdevelopmentopportunity formanycountriesandcommunities,itcanalsohavevery negativeimpacts,suchasdisruptingsocialstructures,harmingthesocio-culturalauthenticityofhostcommunities,and threateningnaturalandculturalheritage.Wiseplanningand managementoftourismdevelopmentiskeytokeepingita forceforgood.

Tourismistrulycross-sectoral,involvingawiderangeof issuesthatcanincludethefollowing:

• tradeandinvestmentpolicy • employmentandlaborlaws • enterprisedevelopment • public-privatepartnerships • communityandurbanplanning(landuseplanning,

transportation,etc.) • infrastructuredevelopment • conservationofculturalheritage,protectedareasand

biodiversity • managementofnaturalresources(water,energy,waste) • safetyandsecurity • educationandworkforcedevelopment.

Therearevastnumbersofstakeholders,withtheirdifferentandsometimesopposinginterestsandagendas.The

multiplestakeholdersatbothnationalandlocallevels mustbeabletoaccesstheinformationtheyneedtounderstandtheirlong-terminterests,articulatetheiropinions,identifyproposals,andnetworkeffectivelywithone another.Tourismdevelopmentchoicesmustbalancebetweennationalandlocalneeds,publicandprivatesector, hostcommunities,civilsociety,tourists,andmassmedia. Politicalchoices,inparticular,mustreconcileimmediate returnsandlonger-termbenefits,whichrequiresaclear andwell-definedvision.Sustainabletourismdevelopmentthusrepresentsaverycomplextask.

Communicationhasahugeroleinsupportingsustainable tourismdevelopmentandmanagingitsmultipledimensions.Communicationcancreateandfacilitateasystem thatallowsstakeholderstoexchangeopinionsandarrive

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1 in 2005 international tourism generated around US$ 753 billion (including receipts from international tourism and transportation, passengers fares), which represents 40% of worldwide exports of services and 7% of all exports, surpassing those of food, textile and clothing or computer industries (UNWTO,Tourism Market Trends, 2005 edition).

2 in 2005, international tourist arrivals reached over 800 million, generating US$ 682 billion in tourism receipts.The increase in flows measured since 1950 equals an average annual growth of 6.5%. in that same period revenues have risen at an average rate of 11% a year. This growth rate far outstrips that of the world economy as a whole.According to the projections of UNWTO, international tourist arrivals will double in the next two decades and possibly reach 1.6 billion in 2020 (UNWTO,Tourism 2020 Vision). Domestic tourism is also dynamically growing in both developed and developing countries.

3 World Travel and Tourism economy employment is estimated at 234,305,000 jobs in 2006, 8.7% of total employment. 2006 Travel and Tourism economic research of the World Travel & Tourism council and Accenture.

IntroductIon �

atconsensualsolutions.Effectiveuseofcommunication toolscanalsolinkproductstomarkets,andcancontributetovisitors’safeandpositiveexperiences.

Inasustainabletourismdevelopmentscenario,thevariousstakeholdershavenotonlytherighttoparticipatein thedecision-makingprocess,buthavealsotheresponsibilitytoadoptenvironmentally,sociallyandeconomically sustainablebehaviorsandpractices.Communication processescanbuildawarenessofthisresponsibilityand persuadestakeholdersthatsustainablepracticesultimately benefittheirlong-terminterests.

Acomprehensivecommunicationstrategy,whichshould identifyhowinformation,awarenesscreation,advocacy, networkbuilding,conflictmitigation,andcommunicationplatformswillbesupported,isessentialforanysuccessfulsustainabletourismdevelopmentactivity.

Ane-conferenceaddressingtheroleofcommunication insustainabletourismdevelopmenttookplacebetween May29andJune9,2006.TheWorldBank,theUS AgencyforInternationalDevelopment(USAID)and theUNWorldTourismOrganization(UNWTO)envisionedtheforumasameanstobringtogetherdevelopmentpractitioners,tourismprofessionals,decision-makers,academiciansandcommunicationspecialistsrepresentingvariousnationalinstitutions,privatesectorand mediaorganizations,NGOs,internationalinstitutions, anddonorsactiveinthefieldofcommunicationand sustainabletourismtodiscusstherolethatcommunicationcanplayindesigningandimplementingsustainable

tourismstrategiesandprojectsatnationalandlocallevels;toshareexperiences,informationandperspectives; toidentifyandsharelessonslearnedandbestpractices; andtoconsolidateknowledgeondevelopmentcommunicationinsustainabletourismprograms.

Discussionsfocusedonthefollowingtopics:

• Therolethatcommunicationcanplayindesigning andimplementingsustainabletourismstrategiesand projectsatnationalandlocallevels;

• Theimportanceofsharingexperiences,information andperspectives;

• Identificationoflessonslearnedandmosteffective practices;and

• Theexchangeofknowledgeondevelopmentcommunicationinsustainabletourismprograms.

Thee-conferencewaspartofthepreparationfortheWorld CongressonCommunicationforDevelopment(WCCD) andwashostedonwww.devcomm-congress.org.Itconsistedofthefollowingfiveconcurrentsessions,moderatedby thepersonslistedbelow.Thee-conferencebenefitedfrom theactivecontributionofmorethan700registeredparticipantsfromallsixcontinents.Archivesofthee-discussions canbefoundathttp://forum.devcomm-congress.org.

AseminarseriesinwasheldinWashington,DC,during thesummerof2006asafollow-ontothee-conferencein ordertofurtherexploreideasraisedinthefivesessions. Materialfromthosepresentationshasbeenwoveninto thesessionsummariesthatfollow.

Session � The Role of Communication in Planning and Implementing Sustainable Tourism Policies and Strategies

Gabor Vereczi (UNWTO), iain christie and Gianmarco Scuppa (WB)

Session 2 Communication for Community Involvement in Sustainable Tourism Development

Judith Voermans and Toot Oostveen (SNV)

Session 3 The Role of Communication in Promoting Corporate Social Responsibility in Sustainable Tourism Development

christina cavaliere, Alice crabtree, Amos Bien and Martha Honey (TieS), Susy Karammel (GTz), Giulia carbone (iUcN)

Session 4 The Role of Communication in Linking Sustainable Tourism Products to Markets

chris Seek (Solimar international), robin Goldberg (Lonely Planet) and Metilde Wendenbaum (eceAT)

Session 5 Interpreting Tourism Destinations and Orienting Visitors

Daniel Mattson (Heritage Design), Jonathan Tourtellot and James Dion (National Geographic), Graham Brooks (icOMOS)

coMMunIcAtIon And SuStAInABLE tourISM: ProcEEdInGS oF A GLoBAL E-conFErEncE 2

http:canbefoundathttp://forum.devcomm-congress.org

Session 1:

thE roLE oF coMMunIcAtIon In PLAnnInG And IMPLEMEntInG SuStAInABLE tourISM PoLIcIES And StrAtEGIES

TheTourismPoliciesandStrategiessessionoftheeconferencefocusedonfindinganswersandproviding examplesforthefollowingquestions: • How can one make the best use of conventional commu

nication and consultation techniques (such as forums, meetings, workshops)?

• How can one harness modern technology for effective participatory processes in tourism policies and plans?

• How can conventional and modern techniques be best combined for innovative and effective communication?

• Howcanthemediasupporttourismpolicyandplanningprocessesforpublicinformation?

• Whatarethemosteffectivewaysofcommunicationto informstakeholdersandthegeneralpublic?

COMMUNICATIONTO INVOLVE STAKEHOLDERS IN DECISION-MAKING Thefactthatthetourismsectorismultisectoral,andcanbe veryfragmented,wasarecurringthemeinthediscussions. Thewiderangeofstakeholdersatbothlocalandnational levelshavingaroleintheformulationandimplementation ofsustainabletourismpoliciesandstrategiesincludes:

• Publicauthoritiesinthefieldsofeconomy,environment,tourism,transportation,education,culture,etc. (ministriesandstatedepartments,theirregionaland localoffices,regionalandmunicipalauthorities,etc.);

• Tourismbusinessesandtheirassociationsatthenationalandlocallevels(accommodationandcatering,tour operators,guidesandotherserviceproviders);

• Localcommunities; • NGOsandcivilsocietygroups; • Academicandresearchinstitutions;and • Mediaorganizations.

Participantsagreedthatpolicyandstrategydevelopment mustbeaprocesswhereallstakeholdersareabletofreely expresstheirviewpointsandhavetheirintereststaken intoaccount.Nationalandlocalpoliciesmustbecoordinated,consensualandresponsivetotheneedsofdifferent stakeholders.Governmentshaveakeyroleinpolicymakingandimplementationprocesses,andinthisrole theymuststrivetoensuretheinformedparticipationof othersectorsthroughconsultativeprocesses.Undertaking ampleconsultationsiskeytothesuccessfulformulation andimplementationoftourismpolicies.Inaddition,the manydifferentinterestgroupsoftenholddisparateviewpointsthatmustbecoalescedintoacommonvision.

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MULTI-LEVEL STAKEHOLDER INVOLVEMENT IS NEEDED

LOCAL / NATIONAL INTERNATIONAL

Public authorities International / regional organizations Media organizations donors

tourism businesses and their associations nGos and civil society groups

Academic and research institutions

Participantsstressedthateffectivecommunicationisthereforeessentialforpolicy-makingandimplementation.They agreedthatbothconventionalcommunicationmethods (e.g.,forums,meetingsandworkshops)andtheapplication ofnewtechnologies(e.g.,telecommunication,Internet, emails,databases)arekeytodevelopingsustainabletourismpolicies.Theneedforgovernmentstocreateand maintainwebsiteswithregularlyupdatedinformationwas stressed,aswasthenotionthatwebsitesshouldnotserve justfortourismpromotionpurposes,butalsotodisseminateinformationontourismpoliciesandplans.Particular attentiontotheneedforeffectivecommunicationfromthe centraltotheregionalandlocallevelswasalsoemphasized, giventhatindevelopingcountriestheremotenessofsome areasandthelackoftelecommunicationnetworkshinder bothhorizontalandverticalcommunication.

USE OF PUBLIC EVENTSTO PROMOTE TOURISM INTANzANIA Developmentandinstitutionalprocessesleadingtothedesignofnationalandlocalleveltourismpoliciescanbenefit frompubliceventssupportedbypoliticalleaders,national andinternationalmedia,andregionalandinternational organizations.AnexamplewasprovidedfromTanzania, whereMIGA,anagencyoftheWorldBank,promoted atourisminvestmentconferencewiththeMinistryof Tourism.PresidentMkapamadetheopeningspeech, andalsometwithindividualinvestors.TheAfricaTravel Association(ATA)wasinstrumentalinsecuringinterviews ontheconferencewithBBC,whichwerebroadcastlive, andATApublishedseveralarticlesintheirmagazine.The localnewspapersprovidedeventcoverage.Theeventhad someverydirectandconcreteresults:investmentagreementsweresignedandarenowbeingimplemented.The Tanzaniaexamplealsodemonstratedtheimportanceand effectivenessofgoodpost-eventfollow-up:potentialinvestorswerekeptinformedofprogressbye-mail,andthe governmenthasattendedhotelinvestmentforumstogenerategreaterinterestinthecountry.

TOP-DOwN AND BOTTOM-UP

COMMUNICATION

An interesting example of communication among the stakeholder groups at the national, regional and local levels was provided by Kamelia Georgieva, ecotourism Program coordinator for the USAiD BceG project, responsible for developing a National ecotourism Strategy and Action Plan for Bulgaria.The project employed a mix of traditional and innovative communication tools and activities, such as workshops, forums, conferences, publications, posters, and the internet. National experts and institutions interacted in focus group meetings and local workshops, and public forums were held for consultation. extensive media coverage helped the different activities to inform the wider public. Several types of publications were employed, including booklets with the outline of the strategy document, and leaflets and posters to inform local stakeholders about the specifics of ecotourism and upcoming public meetings.Two national forums were held with the participation of major international partners - the first set the stage and outlined the strategy, and the second approved the strategy and action plan and shared it with the nation and international partners. For more about this project, see: http://www.nric.net/tourism/Bulgaria_project.htm

SUCCESS OF zAMBIATOURISM NEwSLETTER Inadditiontointernationalandnationalinstitutions, smallerorganizationsandindividualinitiativescanalsodisseminateinformationandpromotecooperationtoencouragesustainabletourismpractices.Inanexamplesupplied aboutZambia,atourismnewsletterstartedbyacommitted individualgraduallybecameanimportantsourceoftour-

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ismdevelopmentinformationwiththesupportofpublic andprivatesectororganizations.Othere-conferenceparticipantspointedoutthatmultipleinternationaldevelopmentanddonororganizationsoftencarryoutoverlapping policy-developmentandinstitutionalstrengtheningactivitiesinthesamecountryorareaandthatimprovedcommunicationisessentialinordertocoordinatedonoractivities,minimizeduplicationandmaximizesynergies.

THE INTERNET AS ATOOL FOR CONSULTATION AND INFORMATION TRANSFER Withgrowingnumbersofusersandimprovingaccess worldwide,theInternetisanincreasinglyimportanttool forstakeholderconsultationandinformationtransfer.In Australia,theTourismWhitePaperImplementationPlan 2004waslaunchedbytheMinisterforSmallBusinessand Tourism,andrefinedthroughon-lineconsultationwith keytourismindustrystakeholders,AustralianGovernment departmentsandstateandterritorygovernment.Alarge volumeofstakeholderinputwasreceivedandincorporatedintotheplanningprocess.Thelistoforganizationsthat participatedintheconsultationandtheirinputwasmade publiconthewebsiteoftheDepartmentofIndustry, TourismandResources,togetherwithanadvancedstrategydraftthatincorporatedthedifferentviews.

TheInternetisalsoakeytoolforinformation-sharingand exchangeofexperiencesontourismpolicies.DestiNet,a newinitiativeoftheEuropeanEnvironmentAgencywas citedasagoodexample.(http://destinet.ewindows.eu.org). Theinformationresourceandcommunicationsplatform containsselected,qualityassessedinformationontheways inwhichtourismisbeingmademoresustainable.DestiNet offersanumberofservicesincludingtheoptiontopost newsbulletinsandsuggestnewlinksonrelevanttopics.It actsasasingleEuropean-levelgatewaytoenvironmental sustainabilityforthetourismsector,allowingusersto:

• Understandandreportonsectorimpactsonthe environment;

• Learnhowtoimprovetourismsectorsustainability; and

• Coordinateinformationexchangebetweentourism stakeholders.

ADVOCACy Manydevelopingcountriesarelookingtotourismdevelopmenttosolvetheireconomicproblems.Formanyof

them,theirnaturalandculturalheritagerepresentsone oftheirfeweconomicresources.Naturalandcultural heritageare,however,notrenewableandtourismmust beaddressedinasustainablewaytopreventirreversibledegradationtotheresourcesthatdrawtouriststoa country.Unfortunately,developingcountriesfrequently experiencesomedifficultyinplanningandpromoting sustainabletourismpolicies.Politiciansareoftenguided bythenecessitytoachieverapidandvisibleresultsduring theirtenure.Choicesabouttourismdevelopmentpoliciesandstrategiesaretoooftendictatedbythenecessity tosatisfyimmediateneeds:sustainingbalanceofpayments,creatingnewjobstoreduceunemployment,etc. However,tourismdevelopmentprojectsproducingimmediatebenefits(revenuegenerationandjobcreationas examples)mayturnouttobenegativeinthelongterm iftheythreatennaturalandculturalheritage.Civilsocietyandmassmediaorganizationscanassumetheroleof

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Ivan Guarderas Flores proposed developing a database for tourists and local actors where they could register alerts or complaints about bad practices in tourism development (social, environmental and commercial).This could generate positive pressure to the local authorities, but would have to be carefully verified.

watchdogstoensurethattourismpoliciesandstrategies arebeneficialbothforlocalcommunitiesandfortheconservationofnaturalresourcesandculturalheritage.

Anextendeddialoguedevelopedunderthediscussion topic“Advocacyforsustainabletourismpolicies,”focusingontheroleofeducationandawareness-raising activities.Variousmessagesstressedtheneedtointegrate sustainabletourismpolicyissuesinschoolcurriculain differenttypesofeducationprogramsrelatedtotourism managementandplanning,includingvocationaland technicalschoolsaswellasuniversities.Itwasalsosuggestedthatsustainabilityissuesneedtobeincorporated intoageneraleducationcurriculuminordertoensure thatfuturegenerationsoftouristsaresensitivetoenvironmentalandsocialconcernswhenengagingintouristicactivities.

Itwassubsequentlynotedthat,whileeducationin schoolsandacademicinstitutioniscritical,awarenessraisingactivitiesaboutsustainablepolicyissuesshould alsotargetpublicofficialsandbusinesspersons.Suggested communicationtoolsforawareness-raisingamongstakeholdersincludeseminarsandworkshops,internships/ mentorrelationshipswithleadersofsuccessfulprograms inothercommunities,andWebforumstosharelessons learnedfromotherexperiences.

NGOscanhaveakeyroleinawareness-raisingactivities targetingpublicauthorities.InBulgaria,theFoundation forLocalGovernmentReform,anNGOspecializingin supportinglocalgovernments,usedspecifictoolssuchas newsletters,workshops,training,andgrantschemesto

educatemayorsandtheiradministrationsandthemunicipalcouncilsaboutthebenefitsofsustainabletourism. Thesamefoundationhelpedtofacilitatethelocalprocess duringdevelopmentoftheNationalEcotourismStrategy andActionPlan.

TRAINING AND KNOwLEDGE MANAGEMENT Someparticipantsstressed“tourismknowledgemanagement”asakeyfactortobeconsideredinallcountries, suggestingthatuniversitiesandschoolsoftourismand professionalstudiesshouldbeinvolvedincollectiveactions.Alackofspecificacademicandtrainingresources isattherootofmanyproblemswithunsustainabletourismdevelopment.

RonMader,editorofthesustainabletourismwebsite www.planeta.com,pointedoutthatmanytourismtrainingcoursesareofferedaroundtheworld.Tourismportals, however,failtoprovideregularlyupdatedcalendarsof eventswithdescriptionsofcoursesandinstructors.Also, participantsshouldbeabletoratetheirinstructorsand somesortofpublicevaluationshouldoccuraftersixto twelvemonths.

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Session 2:

coMMunIcAtIon And LocAL coMMunItIES In SuStAInABLE tourISM dEvELoPMEnt

COMMUNICATION AND COMMUNITy INVOLVEMENT INTOURISM PLANNING AND MANAGEMENT

Oneofthekeyprinciplesofsustainabletourismis thatthelocalpopulationisplacedatthecenter oftourismdevelopmentinterventionsinterms ofparticipationinthedecision-makingprocessandbenefit sharing.Itisatthecommunitylevelwheretourismimpacts aremostlykeenlyfelt,conservationchallengesmustbemet andcultureismostaffected.Residentslivinginhistoric centers,neararchaeologicalsitesorclosetonaturalprotectedareascanplayakeyroleintheconservationofthose resourcesiftheycanderivebenefitfromthem.Severaleconferenceparticipantsthereforestressedtheimportance ofcommunityinvolvementandactiveparticipationinsustainabletourismdevelopmentasonekeytosuccess.

Amongtheprincipalchallengesthatparticipantsmentionedrelatedtocommunityinvolvement:

• Frequentchangesinlocalgovernment(bothpolicies andpersonnel)

• Lackofgovernmentsupport • Conflictinginterestsbetweengroups(betweengovern

mentandreligiousgroups,andbetweencommunities andbighotelownersoroilcompanies,forexample)

• Lackoffunds • Lateattemptstoinvolvelocalcommunities • Lackofcommercialskillsatthelocallevel • Toomanydifferentactors(NGOs,donoragencies,

government,etc.)oftenengagedinwell-intentioned butunder-fundedprojectsthatarenotcoordinated withotherefforts

• Failuretoconsiderthewholetourismsystemofa countryorregionandnottakingintoaccountdemand fortourismproducts

• Communicationgapbetweencommunitiesandthe privatesector.

Communicationtoolsmentionedaseffectivewaystoinvolvelocalcommunitiesintourismdevelopmentincludedtraining;participatoryworkshops;community,group andindividualmeetings;localradio;schoolnewsletters; andlocalevents.Communityleadersareanimportant communicationchannel.

Anotherissuethatfrequentlysurfacedindiscussionwas theneedtoconsidertourismasabusiness,andcommunitymembersasbusinesspeople.Community-based tourismprojectsshouldthereforebefocusedonmarket demand.Thisimpliesaneedforprofessionalisminthe tasksrequiredtostartabusinesssuchas:abusinessfeasibilitystudy,businessadministration,hospitality,marketingstrategy,developmentofITmarketingtools,market analysis,etc.

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COMMUNICATION KEy

TO SUCCESS IN KENyA

Roselyne Okech, of the Maseno University in Kenya, posted an abstract on the role of communication in a ecotourism project in Kenya with the following conclusion: “involving communities in the implementation and management of a tourism development project necessitates close supervision of the activities, capacity building at the local level and a strong commitment from the communities.The involvement of communities will depend very much on the nature of the activities and the level of communication. community development has certainly undergone an evolution and is still at the heart of the latter-day paradigm shift towards a human orientation… The concern today lies in matters such as whether the poorest are reached, whether the approach is still top-down, whether the people have decision-making power over the use of resources, whether human values are met, and whether development is environment friendly. Kenya is slowly following the same path and so there are still problems to be solved with regard to the management aspect. communication is key in all these aspects.”

Communitiesgenerallyneedsupporttocarryoutsuccessfultourismdevelopmentinitiatives.Technicalexperts however,mustsimplyprovideexpertise,experienceand advice,andactasfacilitatorstohelplocalcommunities makeinformeddecisionsandbuildtheirownstrategy. Thismeanssupportingconsultativeprocesseswithina communitytoallowthedifferentsegmentsofthepopulation(women,forexample)toexpresstheiropinions. Toot Oostveen,ofSNV(www.snv-la.org)statedthatconsultantsshouldfirstidentifythekindofconsultancyand supportthecommunitywantstoreceive.Signingacontractbetweenthecommunityandtheconsultingorganizationcanbeonewaytoenhancethesenseofownership withinacommunity.

Communityworkshopsareanimportantwaytoidentifyproblemsandconcerns,andtodetermineavailable optionsbeforedecisionsaremadeandactionstaken. Workshopscanalsobeusedtointroducecommunities tonewtopicssuchasmarketingtechniques,ortodesign projectproposalswhichwillbeusedtoseekoutfunding.

TheInternetwasoftenmentionedasanimportanttool toputlocaltourismmicro-enterprisesintodirectcontact withtheglobalmarketoftravelers.

Someparticipantsstressedthatitisessentialtogainthe trustoflocalcommunitiespriortoanyproductiveinteractionwiththem.Otherspointedouttheneedtoavoid makingcommunitiesdependentondevelopmentworkers.Capacity-building,ownershipandempowermentare importanttothecommunitymanagementandlong-term sustainabilityoftourismenterprises.

Finally,participantsstressedtheobvious,butoftenneglected,necessityforconsultantsandotheroutsideentitiestoconsiderculture,beliefsandtraditionsintourism planning,andtoavoidpreconceptionswhilelistening andfacilitatingparticipatoryprocesses.

RELATIONSHIP BETwEEN COMMUNITIES ANDTHE PRIVATE SECTOR Manyparticipantsdescribedacommunicationgapbetweentheprivatesector(especiallyoutsideinvestors)and localcommunities,feelingthattheprivatesectorisnot preparedtocommunicatewithcommunitiesbecauseit requiresmoretimeandpatiencethanmostbusinesspeoplearewillingtoinvest.Theyidentifiedacontradiction betweenfastbusinessprocessesandslowcommunityprocesses.Thesedifferentperceptions,differentassumptions anddifferentpriorities,aswellasmistrustandalackof

GOVERNMENT-INDIGENOUS PEOPLES

PARTNERSHIP

Two case studies in canada (The Quu’as West coast Trail Society and Haida Gwaii, Queen charlotte islands) were posted by Mike Robbins, marketing consultant from canada specializing in tourism, to describe a successful partnership between government and indigenous communities in sensitive natural areas and national parks, which provided economic opportunities for local communities in balance with nature protection. Out of these studies, it appears that successful partnerships have the following qualities: • equal voice for partners • respect and understanding of cultural differences (i.e.

timeframes, language, traditional knowledge, etc.)

• Sound business relationship • Available financial resources for activities aimed at

involving indigenous people

• employment opportunities as well as business devel

opment opportunities

• enhancement of local knowledge and capacity building • respect for sacred sites

� coMMunIcAtIon And SuStAInABLE tourISM: ProcEEdInGS oF A GLoBAL E-conFErEncE

willingnesstocollaborate,cangeneratemisunderstandingsbetweentheprivatesectorandlocalcommunities. Anotherissueraisedinthee-conferencewasthatcommunitiesareoftennotconsidered(anddon’tconsiderthemselves)tobeacomponentoftheprivatesector.However, themomenttheyenterintothetourismbusinessthey becomepartoftheprivatesectorandneedtoadopta business-relatedpointofview.Thiswastheexperienceof WilliamTuffin,whoisworkingtodevelopcommunity eco-tourisminLaos.

Methodsofovercomingbarriersmentionedbye-conferenceparticipantsincludedawareness-raisingactivitiesand dialoguebetweenbusinessmenandcommunitiestoaidin understandingdifferentpointsofviews,opinionsandinterests.Time,trust,transparency,andcreativethinkingare essentialforidentifyingcommonground,commoninterestsandpotentialsharedbenefits.Asoneofthee-conferenceparticipantsremarked,“Who should be responsible for supporting the local communities in undertaking a profitable tourism business? It is a question to consider in each situation.”

INVESTMENT AND MARKETING Ifgovernmentorpublicdonorsarenotsupportinga communitytourisminitiative,communitiesneedtofind creativewaystoaccessfinancing.Sponsorshipmight beoneoptionforcommunitytourism.Anexample wasgivenoftheBCAboriginalTourismAssociation inwhichsponsorshavetheircorporatenameaffiliated withtheAssociationandseevalueintheexposurethey receivefromfinancingspecificactivities.MikeRobbins presentedanotherexampleinthefinancingofacultural ecolodge,whereanassociationreceivedfundsfromthe BritishandCanadianAirForce,aminingcompanyanda privatefoundation.

InthecaseofGreatBearRainforestinBritishColumbia, combininglargescalenatureconservationwithinFirst Nationtraditionalterritoryhasbeenkeytoforginga

Valere Tjolle (http://www.totemtourismmarketing.org) launched the idea of job swapping, an exchange program in which community members work in commercial tour companies and vice versa.This allows the community to understand the mechanisms of the tourism business and trains community members in planning and managing tourism businesses. On the other side, the experience helps commercial tour company staff to better understand the local reality they are dealing with.

Ron Mader described the www.planeta.com policy of working with communities over time. in Oaxaca, Mexico, listening to locals led to innovations such as the Oaxaca Options roundtable discussions, a series of informal presentations and dialogues. One example that improves community benefits is “Walk the Weavers” in the nearby craft-making town of Teotitlan del Valle, in which the town’s community museum organizes tours. Visitors are led to workshops by weavers with the goal of increasing direct sales, benefiting travelers with lower prices and weavers with higher income. http://tinyurl.com/mmotd

Trip Sweeney posted information about a new initiative, STeP Up Travel (http://www.stepuptravel.org).This is a web-based concept that provides a tool for local people to create their own online tourism microenterprise for direct interaction with travelers.The concept has been implemented into a completely functional, global tool to provide ownership to local people in travel/tourism and provide access to global markets of travelers.The site has been translated into Spanish www.laredsocial.org and Portuguese www.arede.org.

linkbetweenprivatesectorfundsandcommunities. Oneelementofthesehistoriclanduseagreementshas beenthecreationofthe“CoastOpportunitiesFunds,” aconservation-financingprogramdevelopedthrougha remarkablecollaborativeprocessinvolvingFirstNations, environmentalists,philanthropists,andgovernmentrepresentatives.Establishingthisprogramrequiredadecade ofnegotiation,againhighlightingthelengthoftimesome processesneed.

Oneofthebiggestissuesfacingallcommunitytourism projectsinremotelocationsismarketing–creatingawarenessandstimulatinginterestinwidelydispersedgeographic marketareas.InMay2006,theLonelyPlanettravelpublishersproduced“CodeGreen–ExperiencesofaLifetime”. Thebookfocusesonuniqueexperienceswithanemphasis onminimizingenvironmentalandsocialimpactandmaximizingconnectionswithlocalpeople.Publicationslikethis shouldhelpwithencouragingtravelerstodigfurtherinto lesspublicizedtourismopportunities.

Oneexampleofaprivate/publicsustainabletourism partnershipisnowunderwayinClarendonParish, Jamaica.“ClarendonExpress”isapartnershipbetween awidevarietyofstakeholdersfromtheprivatesector, theJamaicangovernment,environmentalNGOs,apro-

SESSIon 2 9

(http://www.totemtourismmarketing.org)http://tinyurl.com/mmotd(http://www.stepuptravel.org).Thishttp:www.arede.org

in Laos, the following activities and communication tools helped tourists adopt appropriate behaviors: “do and don’t” booklets, tour orientation pamphlets, training courses for local guides, and signs and posters in villages.For more information, see www.ecotourismlaos.com.

PARTNERSHIPS:

COMMUNITIES/PRIVATE SECTOR

Samar Hammad, from the craft sector in Jordan, gave an example of a private organization trying to build a partnership with a community in the handicraft business. The group faced a lot of mistrust and realized that a long process was needed to build personal relations before collaborating with the community. Slowly, some individuals began to show trust, and others followed later.The success and related benefits of some individual craftsmen helped to encourage the others.

Paula Eshoo mentioned that there are several interesting community-based initiatives in Laos, where a number of development partners and the private sector have joined to assist the country in implementing its National ecotourism Strategy and Action Plan. For more information, see www.ecotourismlaos.com.

Maria José zapata Campos, from the University of castilla La Mancha, Spain, mentioned how the failure or success of community/private business partnerships depends upon perceptions and the quality of interpersonal relationships and, consequently, upon communication issues. She also mentioned the importance of understanding how power is distributed between the different interest groups, individuals, institutions, and community groups involved.The control, access and distribution of information, tacit decisions, the absence or presence of certain themes in the partnership’s agenda are key issues for a successful partnership.

tectedarea,localhotels,theChamberofCommerce, andothers.Jamalcoiscollaboratingwithnationaland internationalpartnerstoconvertanindustrialtrain routeintoatourismtrainthatlinkstheseatothemountainswithdiversevisitoropportunitiesalongtheway. Communicationactivitiestoencourageinvolvementand collaborationbetweenstakeholderswereimportantto thesuccessofthisinitiative.

FALSE ExPECTATIONS Itisnecessaryforlocalcommunitiestorealizethatsustainabletourismdevelopmentisnotapanacea,andthat hardworkisrequiredtoreceiveanybenefit.Thecommunitymustapproachtourismasanyotherbusiness thatinvolvesrisks.Theyneedsufficientinformationand

capacitytoassessandmitigatetheserisks.Theyalsoneed torealizethattheyareserviceproviderswhoareinalong chainofinterdependenttourism-relatedbusinessesand theyneedtobefamiliarwiththeotheractors.

Unrealisticexpectationscanbereducedthroughfrequentand detailedcommunicationamongstallstakeholders.Capacitybuildingtrainingandequityintourismbenefitscanalso buildthetrustofcommunitiesandreducefalseexpectations.

INAPPROPRIATE BEHAVIOR OFTOURISTS Manye-conferenceparticipantsfeltthatthebestwayto informtouristsaboutappropriatebehaviourinhost countriesistoreachthempriortotravelviaguidebooks. Manybooksalreadyincorporateachapteronresponsibletravel.Otherchannelsthatareimportantvehicles forcarryinginformationtoawiderangeoftourists(for instancethosetravelinginorganizedtours)includetravelagencies,Internetsitesandmagazines.However, travelmagazinesandtravelnarrationtoooftenpresent destinationsjustastourismproducts,forgettingthat peoplewithotherculturesandsensibilitieslivethere. Somee-conferenceparticipantsstressedtheneedtoanalyzevisitors’perceptionsofdestinationstoidentifypotentialproblemsandrecommendawarenessactivitiesfor addressinginappropriatebehavior,minimizingtourism impactsonthelocalcultureandenhancingrelations withlocalcommunities.

in Laos, the following activities and communication tools helped tourists adopt appropriate behaviors: “do and don’t” booklets, tour orientation pamphlets, training courses for local guides, and signs and posters in villages. For more information, see www.ecotourismlaos.com.

�0 coMMunIcAtIon And SuStAInABLE tourISM: ProcEEdInGS oF A GLoBAL E-conFErEncE

http:www.ecotourismlaos.comhttp:www.ecotourismlaos.com

Session 3:

thE roLE oF coMMunIcAtIon In ProMotInG corPorAtE SocIAL rESPonSIBILIty In SuStAInABLE tourISM dEvELoPMEnt

ThenotionofCSRisnotnew,butitsadoptionand integrationintothetourismindustryisinvery earlystages,voluntaryandlargelyspearheadedby theecotourismmovement.However,theadoptionand endorsementofthebasicprinciplesofsustainabletourism thataddressthenewparadigmoftriplebottomlineassessmenthassteadilygrownoverthelastdecade–althoughitis undeniablethatthemajorfocushasbeenonenvironmental protectionandconservationratherthanaddressingsocial issuessuchaslaborstandards.Thisthemeisalsopresentin manyofthevoluntarysustainabletourismcertificationprograms–manyofwhichareconsideredvaluableinstruments toencourageandfacilitateCSR.

ThethrustofCSRinthemainstream(mass)tourism industryisaccusedofbeinglargelyenvironmental,the skepticssay,simplybecauseenvironmentalmanagementsystemshelpreducecosts(throughminimization ofpotablewaterandenergyuse,andreductionofwaste) orareperceivedasapotentialsellingpoint(greensells). PhilanthropybymajortourismplayersalsoisanotherelementofCSRthathasbeenadoptedtovaryingdegrees, becomingmoreacceptedandevenexpected,although largelyasadhocgesturesofgoodwill.

However,CSRinthetourismindustryisnotsimplyabout potentialenvironmentalsavings,certificationprograms orphilanthropy–itisincreasinglybeingconsideredby enlightenedcorporationsandindividualsastheonlyway toensurelongtermsustainability,andoftenleadstobetter businesseswithincreasedprofitability.Therearemanyin thebusinesscommunitywhoseeCSRnotasa“luxury”

Corporate Social Responsibility (CSR)

is the commitment of businesses to

contribute to sustainable economic

development – working with employees,

their families, the local community and

society at large to improve the quality

of life – in ways that are both good for

business and good for development.

THE wORLD BANK’S wORKING

DEFINITION OF CSR

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SESSIon 3 ��

thatisindulgedinwhenandwhereresourcesallow–but asafundamentaltooltodoingbusinesswell,andhence onethatneedstobebuiltintostrategiestoensurerisk managementandreputationalenhancement.

Thee-conferenceparticipants’contributionscertainly clarifiedtheneedforincreasedcommunicationabout andforCSRintourism.Communicationhastotake placeatalllevelsbetweenandamongstthedifferent stakeholders.Aregulatoryframeworkisneedednotonly tofacilitate“seamless”communicationbutalsotocreate commongroundsandacommonunderstandingofsome ofthesustainabilityissuesandthepotentialofCSRto enhancebusinessviabilityandlongevity.Thecasefor adoptingCSRintourismneedstobebettercommunicatedinlanguageappropriatetothevariousstakeholders. Communicationwasconsideredessentialto:

• helptourismbusinessesandconsumers(tourists)understandandadoptrelevantenvironmentalandsocial sustainabilitystandardsandsystems(certification, guidelines,environmentalmanagementsystems,fair trade,communityrelationsandoutreach,etc.);

• helptourismbusinessesthatareadoptingappropriate CSRprinciplesandrelevantstandardsinbeingrewardedbyincreasedbusiness;and

• createbetterlinksamonglargetourismoperators,localcommunities,andsmallandmediumenterprisesto developwin-winpartnerships.

LACK OF AN INTERNATIONALLy RECOGNIzED DEFINITION OF CSR Alargepartofthee-conferencediscussionconcentratedon differentperceptionsanddefinitionsofsustainabletourism andcorporatesocialresponsibility.Despiteamultitudeof definitionsbyseveralinternationalandnationalinstitutions,tourismenterprises,non-governmentalorganizations(NGOs)andindividuals,thereisnocoherentand internationallyrecognizeddefinitionframeworkaccording towhichCSRactivitiescanbestructuredorscrutinized. ThelackofaninternationallyrecognizeddefinitionofCSR leadstoarangeofobstaclesforcommunicationonCSR betweenstakeholders.Manycompaniesmisunderstand sustainablemanagementorCSRassimply“philanthropy”, “charitablegiving”,or“humanitarianaid,”etc.,ratherthan usingsustainablemanagementtoimprovetheirlocalbusinesscontext(e.g.communityrelationsandoutreachprojects,environmentalmanagement,goodsocialstandardsfor employees,localpurchasingoptions,etc.).

Ontheotherhand,therewerealsoanumberofparticipantswhoarguedagainstoneunivocalstandardordefinitive“definition”forCSR.Giventhediversityofcultures, differentlysizedoperations(massvs.smallandmedium enterprises[SMEs]),andthemultitudeofbusinesstypes (e.g.accommodation,flight,touroperation,etc.)inthe tourismsector,usingonesetofstandards,may,according totheGlobalReportingInitiative(GRI),belimitingand mightprovetobeinadequate.

STAKEHOLDER IDENTIFICATION Participantshighlightedthat,totheirknowledge,there isn’tonepreferred,orleadingorganizationthatisnecessarilytheonlyoreventhemostsuccessfulmodeltocommunicateaboutandhelpwithmainstreamingCSRprinciples andpractices.Instead,theybelievethatthereisaneedto facilitatemorewidespreadandtransparentcommunicationonCSRatalllevels.Thereforeallpossiblestakeholdersneedtobeidentifiedandheldtoaccountforspreading theprinciplesofsustainabledevelopment.Asidefromthe industry,consumersandNGOs,theseinclude:

• Certification and standards-setting organizations • Governmental organizations • Intermediaries.

ThegovernmentwasmostoftenidentifiedbytheparticipantsasthestakeholderresponsibleforcreatingtheappropriateframeworkenvironmenttoencourageandensuresuccessfulandtransparentcommunicationonCSR.

Appreciatingthecurrentstructuresofthetourismbusinessanditssalesstructure,twoadditionalstakeholders wereidentifiedasimportantintermediariesandambassadorsforsustainabledevelopmentandCSR:

• Salesstaff(e.g.travelagents,sales&marketing,inboundoperators)

• Media.

AstudyonmarketingcertifiedproductsrecentlycompletedbyTheInternationalEcotourismSociety(TIES)concludedthat“green”tourismcertificationprogramscanget the“biggestbangforthebuck”bymarketingtointermediariessuchastouroperators,guidebooksandthemedia, ratherthandirectlytoconsumers.Theseintermediaries can,inturn,marketdirectlytoconsumers.Withtime, ascertificationprogramsgrowinsizeandspreadtomore countries(i.e.,acriticalmassdevelops),andasmoretour operatorsuseandpromotecertifiedproducts,consumer


cST

awarenessanddemandislikelytogrow.Whilecriticsof certificationoftencitethecurrentlackofconsumerdemandasareasonwhyitwillnotwork,TIESwouldargue that,basedonlessonslearnedfromotherindusties,consumerdemandtakesalongtimetogrowandisbestbuilt throughcertificationprogramstargetingandconvincing intermedariessuchastouroperators/wholesalers.

Thee-conferencehighlightedthat,inmanycases,individualswhohavecredibilitybothfromthepersonal andprofessionalpointofviewmightbecomesuccessful communicatorsonCSR,andcouldrecruithighprofile “mentors”thatsupportandencourageotherstobecome proponentsofCSR.Theidentificationofcharismatic leaderswhowouldbeabletowinthemindsofsmallentrepreneurswassuggestedasapossiblestrategy.Apotentialthreatwouldbethatcommunicationwouldbethen limitedtoindividuallyperceivedanddefinedissuesrather thanincorporatingtherealneedsofallstakeholders.

CERTIFICATION AND STANDARDS Certificationandstandardswereidentifiedbytheparticipantsasthecurrentmosteffectiveoptionforactively supportingandguidingCSRprocessesontheindividual companylevel.Inthe(self-proclaimed)sustainabletourism industry,thedevelopmentofstandardsandvoluntarycertificationthatprovidesomeformof“guarantee”ofsustainabilitystandardsiscommon,butwidespreadadoptionand useofthesestandardsisunfortunatelystillrare.Consumer surveysareconfusing,foralthoughtheyoftenproclaim ageneralwillingnesstopayapremiumforproductsthat demonstrateacommitmenttosustainabletourismpractices,onlyasmallpercentageofconsumersappeartoseek

theseproductsorunderstandmuchaboutwhatappropriateenvironmental,socialorculturalstandardsare.“Green” tourismcertificationstandardscertainlymeasureandseek tomitigatethenegativeenvironmental,social,andcultural impactsoftourismbusinesses.Someevenseektoincrease thepositiveimpactsoftourismthroughensuring“fair” economicreturnstothelocalcommunityorenvironment, orevenattempttoempowerindigenouspeoples.

CertifyingtouroperatorsandhotelsfacilitatesmainstreamingofCSRandsustainablemanagementpractices inthetourismindustryandservesnotonlyasarelatively easywayforconsumers(tourists)toidentify“responsible” and“ethical”product,butcommunicatesCSRandother importantissuesbothB2Bandtootherstakeholders. Certificationprogramsandtheirstandardscanserveto effectivelycommunicateanin-depthrevieworinsight throughtheircriteriaintothelargerangeofissuesthat affectsustainabletourismdevelopment–andwhether atourismenterpriseactuallyproceedstocertificationor not,theprogramsservetoraiseawareness.Atthesame time,certificationorganizationshelpconsumerspreferentiallychooseresponsibleproducts.

COMMUNICATION wITHINTHE INDUSTRy REGARDING CSRTOOLS AND MEASURES Withregardstocommunicationwithinthetourism industry,e-conferenceparticipantshighlightedvarious differentissuesthatshouldbeaddressedtosupportthe incorporationofCSRprinciplesandtoolsamongtourism businesses(i.e.inparticularsmallandmicrobusinesses). Suggestionsincluded:

• Obtainaclearunderstandingofthecapacitygaps; • EnsurethatCSRtoolsandexamplesareadaptedto

takeintoaccounttheknowledge,capacityandthecultureofthecountriestowhichCSRmodulesaretransferredadopting“adaptivemanagement”practices;

• Createaclearandunivocalunderstandingofwhat CSRmeans(i.e.clarifyingthatintegratingCSRprinciplesandpracticeswouldmeangoingbeyondsimplistic andbasicphilanthropicactivities);

• MaximizetheparticipationoflocalcommunitiesindefiningwhatCSRmeansatthelocalleveltogobeyond asimpleecolabel.Community-basedorganizations andNGOsatthelocallevelareseenasvery“good intermediaries”topromotealocalinterpretationof generalCSRframeworks;and

SESSIon 3 �3

COMMUNICATIONVERSUS NON-COMMUNICATION When it comes to providing solid motives to the mass tourism segment, as well as to small and micro business at the local level, for the integration of cSr principles and tools in their business practices, participants agreed that the real trigger would be a solid consumer demand for cSr, and that possibly the weakest link in the area of communication about cSr to consumers is how tourism companies relate their success stories to consumers. Different examples have been brought forward highlighting that there is not a unanimous view on the marketability of cSr activities.

There were a number of examples of businesses that were certified or engaged in cSr that did not promote or communicate this with their customers. The reasons for this are sometimes complex, ranging from perceptions of being “green” as equating to being of lower quality (not compatible with the image of high end “luxury” establishments), to the assumption that labels equate to more expensive product, and hence are avoided! Some companies do not communicate their environmental and social sustainability policies or cSr initiatives because they view certification mainly as a tool for improving their operations and saving money on water and energy, rather than as a tool for improving sales.

• JointandcooperativeworkonCSRintourism throughnetworksliketheTourOperatorInitiative (TOI,www.toinitiative.org),whoarecontributingto avitalexchangeonCSRpracticesbetweenthelarge tourismplayers.

Participantsappearedtofeelthattheindustryhadnotyet fullyembracedCSRastherewasalackofunderstandingonwhatitwasandhowitmighthelptheirbusiness. Therewascertainlyaperceptionthattherewasalackof commonunderstandingaboutthe“businesscase”ofCSR inthetourismindustry.Thewillingnesstopaymorefor responsibleandethicaloperatorsbyagrowingnumberof customersisnotyetevidentinthemasstourismsector, despitesurveysthatdeclareagrowingpercentageofcustomersdemandmoreresponsibleproductsandarewilling topaymoreforacertain“feel-goodfactor”(whenhearing thattheirstayorpurchasehelpslocalcommunity,locallabor,localenvironment,etc.).Itwasfeltthatthis“special” customerwaslargelyconfinedtonichemarketsegments, whicharesmallerinsize,moretransparentandeasiertobe recognizedassuchattheindividualconsumerlevel.

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COMMUNICATION OF CSRTOTOURISTS Withregardstocommunicationfromtourismenterprises totheirconsumers,twokeypointswereexpressedbythe participants:

• DemandfromconsumersforCSRandsustainable tourismwasseenasanessentialcommunicationtool tosteercompaniestowardsmoreresponsiblepractices. Sociallyresponsiblepurchasingandethicalpurchases wereconceptsproposingthatthemind-shifttowards moresustainableproductshastotakeplaceonboth theproducers’andconsumers’end.Thedifficulty inthatconsumersdidnotnecessarilypreferentially chooseproductsthatdemonstratedCSRneedstobe addressed,buttherewasanagreementfromsome participantsthattheseresponsibleormoreethicalbusinessestendedto“do”betterandweremorelikelyto beconsideredqualityproducts:businessesthattakeof theirenvironmentareperceivedtobemorelikelyto alsotakecareoftheircustomers.

• Therewasmentionoftheneedtoensureendusers’ participationintheformulationofthetools.Thiswill ensurethe‘buy-in’oftargetaudiencesfromtheoutset.

Insummary,Session3discussionsidentifiedtheneed for(1)increasedcommunicationaboutandforCSRin tourism,atalllevelsbetweenandamongstthedifferentstakeholders;(2)aregulatoryframeworktofacilitate communicationandcommonunderstandingofCSR; and(3)communicationtovariousstakeholderstomakea strongercaseforadoptingCSRintourism.


Session 4:

thE roLE oF coMMunIcAtIon In LInkInG SuStAInABLE tourISM ProductS to MArkEtS

Thissessionofthee-conferencecenteredondiscussions aroundthefollowingquestions: • Whatistheroleofmoderntechnologies,likee-busi

nessande-marketingtechniques?Howcantheyhelp toimprovemarketaccesstosmallbusinessesandreducemarketingcosts?

• AdvertisingSpots,Slogans,andReality–Howdowe promotesustainabletourismwithouttellinglies?

• Howcancommunicationhelpincreasetheshareof localproductsandservicesthatsupplythetourismindustry,enhancinglinkagesbetweenconventionaltourismandthelocaleconomy?

• Whataretheexperiencesandlessonslearnedwithcollectivemarketinginitiatives,groupingtogethersmaller touroperatorsandserviceproviders?

• Whichcommunicationmethodologiesandtechnologiescansmallbusinessesindevelopingcountriesuseto learnabouttheirmarkets?

• Whatarethebeststrategiestotargettravelpublications

techniquesandtechnologiesisstillverylimitedintourism,especiallyindevelopingcountries.Tourismfunctions throughacomplexsupplychainthatlinksawiderangeof servicesfromthegeneratingmarketstothefinaldestinations.Communicationiskeytoenhancingtheinformationflowalongthissupplychainandensuringthatsustainabletourisminitiativesandproductseventuallyreach potentialtouriststhatmaybethousandsofmilesaway.

rAre

andinfluencethemtocoversustainabledestinations?

TOURISM PRODUCTS MUST BE DEMAND-DRIVEN AND RESPONDTOTHE ExPERIENCES AND NEEDS OFTOURISTS Theworldislitteredwithtourismproductsthatfailed becausetheydidnottakemarketdemandintoconsideration,didnotreachtheirmarketswithadequateinformation,ordidnotprovideameansfortheirmarketsto reserve/purchasetheirproducts.

Todaythereisawiderangeofmarketingandpromotiontechniquesavailable,supportedbyrapidlyevolving communicationtechnology,buttheapplicationofthese

SESSIon 4 �5

Tocollectmarketintelligence,RichardTuck(atourism expertcurrentlyworkinginNicaragua),suggestedthatmicro,smallandmediumenterprises(MSMEs)indeveloping countriesshouldbeinteracting(simplequestionnairesor one-on-oneinterviews)withthetouriststhatarealreadyat thelocale.Questionsshouldbedirectedatfindingoutwhat thetouristsliked/disliked,howtheyarrived,howtheyfirst heardaboutthelocale,whetherornottheywouldrecommendthelocaleandwhy/whynot,wheretheywerefrom, age,sex,etc.Open-endedmarketing-orientedquestions suchaswhatelsevisitorswouldhavelikedtoexperience atthelocaleandwhattheywouldchangeaboutthelocale shouldalsobeincluded.Thiswillhelptouristenterprises determinenotonlywhotheirtargetmarketisbutalsohow tocommunicatetothemandwhat tocommunicate.To learnhowtoexpandintosecondaryandtertiarymarkets MSMEsshouldthenseekoutacademicinstitutionsand NGOsthatworkinsustainabletourismand,moreimportantly,visitthetouristareasnearesttothemandlearnabout whattourists(outsidetheirtargetmarket)aredemanding.

SimonJones(InternationalInstituteofTourismStudies oftheGeorgeWashingtonUniversity)pointedoutthat itmaybedifficultforlocaloperatorstocarryoutvisitor surveys,andthattheyneedtoorganizethemselvesinlargernetworksofsimilarbusinessestohavegreateropportunitiestolearnfromoneanotherandgatherinformation abouttheirclients.ChrisSeek(SolimarInternational) providedanexampleofaUSAIDtourismproject inRomaniawherealocalDestinationManagement Organization(DMO)islearninghowtocreatevisitor surveys,trackwebsitehitsandpageviews,trackinformationrequestedatinformationcentersand,mostimportantly,howtoanalyzethisinformationandprovideitto associationmembersasatangiblemembershipbenefit. Theprojectisalsocreatingaback-end“membersonly” sectionofthedestinationportalthatwillbeusedtoshare thisinformation.Thenexttaskwillbetoeducatemembersonhowtousethismarketresearchtoimprove/adapt theirproducttomeetthemarketdemand.

Providing MetildeWendenbaum (ECEAT)remindedpartici

the Unique pantsthatthemostimportant Experience thingthatthetouristsdemand

from“exotic”smallscalesuppliersisauniqueexperience,i.e.,somethingtheydonot expectyetordemand.Thestrengthofasmall-scalesupplierliesinthefactthattheycanmakeapersonalconnec

tiontotheguest.Methodstostrengthenthispersonal connectionare:

• creatingexperiencesthattheguestswillneverforget; • keepingarecordoftheguestsinordernottoforget

them; • remainingintouchwiththemaftertheirvisitsbysend

ingaperiodic(email)card.

Word-of-mouthpromotionshouldalsonotbeunder-estimated.Toeffectivelyusethiscommunicationtool,businessescangiveguestsdiscountcardsthattheycanpassto theirfriends.Inthisway,supplierscanalsoestimatethe effectivenessofwordof-mouthpromotion.

HELPING BUSINESSES UNDERSTAND

THAT “DOING GOOD IS GOOD

BUSINESS”

Len Cordiner reminded participants that small travel service providers will “follow the money.”They know the value of a favorable mention in Lonely Planet and they are learning about the value of favorable online ratings on the internet. By showing them that doing ‘good’ is good business, they will follow. Len also provided an example of a restaurant in Hanoi which takes in disadvantaged youth and builds their hospitality skills to a point where the students can be placed in permanent work situations..Travelers love the place, not because the food is so special or the cost so low (it is not), but because they feel that by eating there they are doing something to support the local poor. Doing good has become good business and other SMes see this and start to follow.

Learning through SamarHammad(craftsectorin Jordan)suggestedthatMSMEs

Study Tours andMicrobusinessescouldgain valuableadviceandtrainingby

leavingtheirlocaldestinationandobservinghowother destinationsoffertourismproductsandservices. ThroughtheinteractionwithotherMSMEsandtourists, businessownerswillbeabletounderstandhowtoapply “whatworksinotherdestinations”totheirown.Study tours,however,shouldbeusedwithcaution.Richard TuckprovidedanexampleofNGOsthat,alongwith governmentsponsorship,broughtsmall-scalecoffeeproducers,touroperators,andtourismprovidersfrom NicaraguatoCostaRicaoverthepasttenyears.Some negativeoutcomesinthisexperienceincluded:


rAre

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gemistobecertainthatitcanbefoundwhenthetraveler startstosearchthroughindependenttravelsources.

Thisreinforcestheimportanceofreviews,referralsand word-of-mouthstorytellingbythosewhohavefirst-hand experience.Thereisnothinglikeathird-partyendorsementwhichisgivenwithoutanycommercialintereston thepartoftheendorser.Greatexamplesofthisinclude editorialspublishedbyrespectedmedia,placementin trustedguidebooks,candidreviewsbyfellowtravelers foundinmultiplewebforums.Travelersarelookingfor honest,practicalinformationfromtrustedsources,and thatwilldrivetheirtravelchoices.

INCREASINGTHE SHARE OF LOCAL PRODUCTS AND SERVICESTHAT SUPPLy THETOURISM INDUSTRy, ENHANCING LINKAGES BETwEEN CONVENTIONAL

• reinforcingacultureof“CostaRicaisbetter,isgreener, is...”inthemindsofNicaraguans;

• errorsthatCostaRicantourismbusinessesmakeona dailybasisweretransferredtotheMSMEsinNicaragua;and

• viewsofrealityonpricingandpromotionwereskewed. ThepricingandpromotionthatoccursinCostaRica fortouriststoCostaRicacannotbethesameinNicaraguabecausetourismandtouriststherearedifferent.

ADVERTISING SPOTS, SLOGANS,AND REALITy: HOw DO wE PROMOTE SUSTAINABLETOURISM wITHOUT TELLING LIES? Tourismmarketingoftenusesimagesofpristinelandscapes thatpromisetheopportunitytoexperiencethe“Dream Vacation”withrespecttothenaturalenvironment.Howcan atourismmarketingcampaignshowtheuniquedifferencesof thesedestinationsinsteadofmakingthemalllookthesame? Howdotravelerslearnhowtoseepasttheperfectimagesto understandtherealityofthedestinationbeingvisited?

RobinGoldberg(LonelyPlanet)remindede-conference participantsthattheonlythingthatlovelypicturesandfancyslogansdoispiqueinterest.Butcurious,smart,thoughtfultravelerswillneverstopatthepicture.Withtheproliferationofinformation,notravelerisgoingtobasehis/her traveldecisionsonafancyadorcampaignslogan.Travelers aresmartandwanttomakethemostoftheirtraveldollars...andforthattheyarewillingtodosomeresearch.At best,agoodadcampaigncanintriguesomeoneenoughto digfurther.Thekeytomarketingaspecial,uniquetravel

TOURISM ANDTHE LOCAL ECONOMy Oneofthereasonswhytourismissuchanimportant industryforinternationaldevelopmentistheopportunity forgrowthinsupportingsectors.Communicationplays acriticalroleinlinkingthetourismindustrywithsupportingsectorsbutrequirescarefulfacilitation.

RobertaHilbruner(USAID)providedanexampleofhow inNorthernMozambiquetouristdestinationshavetoimporttheirfreshvegetablesandfruitsbecauselocalfarmers donotgrowawidevarietyofproduce.Goodfacilitation betweenhoteliers,restaurants,farmersandextension activitiescanhelpfarmersunderstandthismarketand begintoraiseproducetomeetthedemand,increasingthe localbenefitsfromtourism.

LenCordiner(CEOofWorldhotel-link.com)described howinCambodiathetourismindustryreliesonimports formostoftheiragricultureproductsandcitedquality,

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SESSIon 4 ��

quantity,delivery(reliability),andconvenience(including paymentterms)asreasonsforsourcingelsewhere.This problemalsoextendstootherlocalproductsincluding furnishings.Lenrecommendedtwothingsthatneedto beaddressedtohelpovercometheseissues:

• BuildingCapacity–NGOs,developmentagencies, andlocalgovernmentsmustworkwithlocalsuppliers tobuildtheircapacitytoproducetheproductthatis demandedbytheindustry;and

• BuildingDemand–helpingthetourismindustryunderstandthatsourcinglocalproductscanhelpbuild demandfortheirbusiness.

Toincreasedemandforlocalproducts,RobinGoldberg stressedtheneedtohelptravelersunderstandhowtheir dollarcanmakeadifferenceandthatonlybyaskingthe hardquestionswilltravelersshowbusinessesthattheseissuesareimportanttothem.

InSierraLeone,where90%ofallfoodisimporteddueto theconflictsofthecivilwar,MeganEplerWood,working withtheNationalHotelandTourismTrainingInstitute, islaunchinga“foodenterprise”programthatincludesa foodenterprisetrainingcoursethatwillbemadeavailabletolocalfarmers.Ratherthentryingtotrainthelocal farmersinhowtoproduceeverythingthehotelsneed,the projectisfocusingononeproduct–fruitsalad–thatcan beeasilypreparedandpackagedfordeliverywithmini-

FeD

erPA

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. PeT

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mumcost.Theprojecthasbeenverywellreceivedbylocalhotelsandissettoexpandfurther.

MikeRobbins(atourismmarketingexpert)remindedparticipantsaboutresearchthatsuggeststhatthereisavery largeproportionoftheNorthAmericantravelermarket thatwouldbereceptivetoeducationandawarenessabout makinglocallygrownorganicfoodchoices.Whatever termoneusestodescribethesetourists,whetheritis “geotourists,”“ecotourists”orresponsibletourists,they representagrowingsegmentoftheoveralltravelermarket. Choosinglocallygrownorganicfoodinthedestinations theyvisitcanmakeahugedifferencebothenvironmentallyandeconomically.Communicationwithvisitorsinthe destinationtoenableinformedfoodchoicesiskey.

EmanueleSanti Labeling as a (CommunicationOfficer communication withtheWorldBank),citing

tool anexamplefromtheWorld BankButrint(Albania)

Community-BasedTourismProject,stressedtheimportanceoflabelinglocalfoodproductstohelptouristsunderstandthatbypurchasingsuchproducts,theyarealso contributingtolocaldevelopmentand,whenthelabelis linkedtoaprotectedarea,tobroaderconservationgoals. Agoodlabelcanincreasethe“value”oftheproducts.

COLLECTIVE MARKETING INITIATIVES (GROUPINGTOGETHER SMALLERTOUR OPERATORS AND SERVICE PROVIDERS) ForMSMEsindevelopingcountries,collectivemarketingisahugeasset.AccordingtoHendrikWintjen(SNV NetherlandsDevelopmentOrganization–Peru),inthe pastyears,jointmarketinginitiativeshavebeenmultiplying(e.g.,CostaRica)inordertofacethelackofaction takenbynationalauthorities.Accordingtohim,the nationaltourismchambers,hotelassociationsandtour operatororganizationsformedtwentyorthirtyyearsago didn’treactintimetothegrowthoflong-haultourismto developingcountries.Nowadayspeopletraveltoplaces thatwerenotonthetourismmapafewdecadesago, obliginganydestinationtofocusonmarketrealitiesin themostimportantsourcemarkets.

Jointmarketingcampaignsaredefinedas:1)aneworganizationtakingoversomeofthepromotionalandsales activitiesofindividualsuppliers;and2)individualsuppliersgroupedunderacommonqualitybrandthatisused nexttotheindividualbrand.Jointmarketingcampaigns

�� coMMunIcAtIon And SuStAInABLE tourISM: ProcEEdInGS oF A GLoBAL E-conFErEncE

mayhavevariouselementsincommon:adestination,type ofproducts4,andlevelofquality(includingsustainability). Thesecollectivemarketingcampaignscangenerateboth positiveandnegativereactionsfromtheparticipants.

Thefirstreactioncanbedistrusttowardstheothersupplier partnersinvolved,andintheumbrellaorganization.Thisreactionisunderstandablegiventhatsupplierslosesomecontroloverownershipofthenewbrandandoverdistribution oftheprofitsthataremadebytheumbrellaorganization.

However,experiencesshowthatanewbrandisnotalways perceivedasathreatvisàvisreplacingindividualbrands. Onthecontrary,itsometimesstrengthenedeachindividualbrand/supplier,asitstimulatedacompetitionbetween thesupplierswhorespondedbesttothequalitycriteriaof thenewbrand.ForexampleinGuadeloupe,sixyearsago, aqualitybrand“recommendedbytheNationalPark”has beendesignedforgroupingallsustainableecotourismsupplierslocatedinandaroundtheNationalPark.

Anothergoodexampleisthejointmarketinglaunched byfiveCostaRicanhotelsunderthebrand“Small DistinctiveHotels”–theymarketthefivehotelslikeone entity,presentonlyproductsofhighquality,andarecontinuouslyimprovingthesustainabilityoftheirproducts.

UNDERSTANDINGTHETOURISM

PRODUCT CyCLE

Michael Murrell reminded participants about the importance of understanding the product life cycle of tourism.This is easy for businesses in all industries to lose sight of, even in well-developed countries, and it is often at the heart of why businesses fail to be competitive. it would be outstanding for a leading organization such as UNWTO to produce in many languages, a text that describes and illustrates the tourism product cycle, and details relevant information (examples!) concerning each part of that cycle. This is important information for everyone, from small guesthouse owners up to the level of a national tourism authority. With an understanding of the product cycle, efforts such as unifying firms and organizations around a common brand would most likely be much more successful.

DEVELOPMENT OF A SUSTAINABLE

SUPPLy CHAINTO HELP SUPPLIERS

PROMOTETHEIR HIGH-RANKING

PRODUCTS

in the framework of the european project TOUr LiNK, the Federation of Tour Operators (FTO UK) has initiated a mandatory checklist to be used by their members when checking their suppliers on sustainability. The high-ranking products are promoted to all member tour operators.The FTO recommend that its members take up more high-ranking hotels in their offer. This is done in the framework of the so-called “sustainable supply chain management.” The TOUr LiNK project develops this concept of chain management in collaboration with partners in other countries such as the ANVr (Dutch tour operators’ association) and the Belgium tour operator’s association.The FTO represents 80% of the market in the UK and the ANVr more than 90% of the Dutch market!

ChrisSeeksumsupsomepossiblereasonsforaprogram’s failure:

• Theprogramisnotowned/managedbylocalstakeholderswithanintimateknowledgeoftheproducts.Too often–especiallyindevelopingcountries–jointmarketingprogramsarecreatedbyoutsidersor“someonewith awebsite”inordertomakemoneyintheshortterm.

• Theprogramisrunbyanindividualorsmallgroup oflocalstakeholderswhoareworkingonlytofurther theirowninterestsandleadershipposition.

• Theindividualsdoingthemarketingarenotfromthe cultureofthetargetmarket.

• Theprogramcollectsannualmembershipduesrather thanworkingonacommissionbasis,butfailstoprovideareturnonthisinvestment.

Demonstratingtangibleprogrambenefitstothemembers iskeytoanycollectivemarketingprogram.Benefitsincludethefollowing5:

• Suppliersspendlessmoneyinmarketingbecausethey sharethetotalcostofthemarketingaction.

4 For instance: PrOA, an association of bed and breakfasts in Praia do rosa, Santa catarina, Brazil: http://www.praiadorosa-brasil.com.br/, or cooprena, an association of community-Based tourism and agro-ecotourism suppliers. www.turismoruralcr.com/

5 Following that approach, when organizing specific marketing actions, the Green Travel Market (www.greentravelmarket.info), marketing service promoting sustainable tourism products to tour operators, tries to offer to outbound tour operators a complete range of products located in one specific area and committed to certain criteria.

SESSIon 4 �9

http://www.praiadorosa-brasil.com.br/

THE DESTINATION MANAGEMENT

SySTEMS MODEL

Destination Management Systems (DMS) consist of an iT infrastructure used by a destination organization for the collection, storage, manipulation and distribution of information in all its forms, and for the transaction of reservations and other commercial activities. The following are key to successful DMS projects: • A public/private partnership • Buy-in from all stakeholders • The web site must be high quality, easily found on the

internet, and able to build trust

• Suppliers must be connected to the internet • The site must have the capability to process reserva

tions and financial transactions. Destination Management companies (DMc) are local service organizations that provide creative itineraries and logistics management based on an in-depth knowledge of the destination. The DMc model is based on a sustainable business plan that overcomes information gaps in developing destinations.

• Theycanshareinthepromotion’sinnovativeideasand knowledgeabouttheirproducts.

• Theycanbemorevisibleasagroupinthee-commerce world.

• Theywillattracttheattentionofalargerpublic. • Theywillpreventoverloadingtouroperatorsandother

distributionchannelswithaplethoraofpromotional messagesaboutproductslocatedinthesameregion.

THE ROLE OFTHE INTERNET IN SUSTAINABLETOURISM PROMOTION

Role of tourism Itappearsthattourismboards areatpresentveryill-equipped

boards todealwithsustainabletourism intheirInternetpromotionac

tivities.Forexample,nationaltourismportalsshoulddoa betterjobofupdatingdirectoriesfortravelerservices.The CatalanTourismBoardcouldbeamodel.Theyprovide regularupdatesaboutsustainableproductsontheirwebsiteandpostemailsaboutsustainabletourismmatters throughstrategicdistributionlists.

Onee-conferenceparticipantremarkedthatanabsoluteconditionforbetterperformanceoftourismboardswasbettereducationofstaffregardingissuesofsustainability.Sustainability haspenetratedcurriculainuniversitiesandhigherprofessionaleducation,butnotatlowereducationallevels.

Role of internet in Manyexamplesof“self purifying”marketingor

enhancing reputation promotionwereshown,

and building brand especiallyforcommunitybasedtourism.Travelers mightnotseeallthebe

hind-the-scenesactivitiesofabusiness,soitisimportant tosharepracticeswiththem.However,dishonest,orcli-

Ron Mader (www.planeta.com) launched the idea for an award for National Tourism Boards — specifically for the best websites that illustrate a country’s sustainable tourism practices. National tourism portals could be rated not only by what they have online, but also by how they participate in independent groups (e.g., ecOcLUB, green-travel, and Planeta) and whether or not they link to independent sites, including blogs (internet logbooks) and flicker galleries (online pictures presentation). Bonus points could be awarded for showing visitors where they can stay, eat and drink.

20 coMMunIcAtIon And SuStAInABLE tourISM: ProcEEdInGS oF A GLoBAL E-conFErEncE

chémarketingmessagesveryquicklybackfireastheyare identifiedbyknowledgeabletravelerswhohaveanamazingabilitytojudgerealcommitmentversusgreen-washing.WHL(WorldHotelLink),hasgroupedself-declared “sustainableproducts”undera“Caringforthe Destination”banner.“It’s really about connecting the best of local with the best of global that will win the day”6.Tom Hall(LonelyPlanet)addedthat“Reputation within market can be as strong a force as individual or collective certification. Sustainable products can rely on Internet marketing with certificates on such reputation.”

MetildeWendenbaum(ECEATProjects)statedthat sustainabilitylogosor“banners”canbeaverydistinctivemethodtoaddqualityinInternetmarketing.But forlargeoperatorslikebig-scalehotels,self-declaration forsustainabilitystillneedstobeaccompaniedbyathird partycertification.Whilesmall-scalesupplierscancommunicatemuchmoreeffectivelyaboutsustainability,and achievetrustamongtheirclients,theydonotoftenuse thistoadvantageyet.ECEATProjectsusestheInternet foronlinedatastorage(www.greentravelmarket.info)of sustainableproductsandtouroperatorsthatcanbeused bypartnersallovertheworldasbasisfortheirmarketing activities.Itcanalsobeaccessedbyoutboundtouroperatorswhoarelookingfornewproducts.Theproductsare “certified”(hotels)or“recommended”(community-based tourism,small-scaletourism)byinternationallytrusted environmentalordevelopmentorganizations.

RonMaderalsomentionedthatcertificationshouldbe muchmoreholisticinitsapproachand,ifwearetojudge individualoperatorsandhotels,weshouldalsoreview tourismofficials,academics,NGOsandinternationalinstitutionsincludingWorldBank,UNEPandUNWTO.

ValereTjolle(TotemTourism)suggestedthatmarketing ingeneralhasbeenrevolutionizedbytheInternet.Instead ofsupplierssellingthroughagencies,businessescanoffer theirservicesdirectlytoaninternationalmarket.Without largemonetaryinvestments,smallbusinessescanperhaps profitfromtheInternetthrough“buzzingcampaigns” inwhichemailmessages“buzz”aroundontheirownto specificInternetcommunitieswiththeinvitationtoadd news.Afteracertainperiod,contentsarepublishedtoall recipients.Therearenotyetmanyexamplesofbuzzing

campaignsinsustainabletourism.Valereinvitesexperimentationwiththis.His“Totemnews”,anemaildistributiontothousandsofsustainabletourismstakeholders, issuchanInternettoolbutisdirectedtopolicymakers.

Participantsaskedthequestion,“Canweexpectsmallscalesustainablecompaniestobesocreative?”LargecompaniessuchasNikeareabletopaynumerousyoung“field researchers”toidentifythenewestandhottesttrends,but thisseemsoutofreachforsmallscaletourismenterprises. Alternatively,dowewantakindof“tourismNike”with anexplicitstatementofcorporatesocialresponsibility? Awarningagainsttheself-purifyingprincipleofInternet marketingmustberaisedconcerninglargescale“sustainable”products.Relativetosmall-scalecommunity-based tourismproducts,largehotelsneedtoinvestmuchmore toreachacertainlevelofsustainability.Atthesametime however,theyhavetheabilitytopresenttheirfirst,small investmentsassomethingtrustworthyor“sustainable” (liketheHilton“WeCare”program).DoInternetcommunitiesrepresentstrongenoughconsumerknowledgeto preventgreen-washing?

FinallyZacharyRozgaandRenéSchärer(http://www.fortalnet.com.br/~fishnet/)cautionagainstover-emphasizing thecurrentpotentialoftheInternetasadirectmarketing toolforcommunity-basedtourismbecauseofthelarge “digitalgap”thatstillexistsbetweenthe“developed”and “developing”worlds.

STRATEGIESTOTARGETTRAVEL PUBLICATIONS AND INFLUENCETHEMTO COVER SUSTAINABLE DESTINATIONS Thetravelmediaisoneofthemostimportantvehicles intourismmarketing,providingunbiasedreviewsand authors’first-handexperiencesofadestination.Often drivenbyexperiencedpublicrelationsfirmsandlarge budgets,mostofthetravelmediaisfocusedonthe traditionaltourismindustry.Thefollowingareparticipants’tipsforunknownsustainabletourismdestinationsorbusinessesinhowtocapturetheinterestof travelpublishers.

1.Promotethedestination,notaspecificbusinessordevelopmentproject.Editorscareonlyaboutwhatreaders

According to Bill Hinchberger, the Travel Website Owners network (TWO) (http://www.travelwebowners.org) is also such a bottom up approach to internet marketing.

SESSIon 4 2�

6

(http://www.travelwebowners.org)

wanttoread.Asinterestingasyourprojectorbusiness maybe,editorswanttoknowaboutthedestination. Whywouldareaderwanttovisit?Whatistheappeal?

2.Focusontheexperience–Readthroughanytravel publicationandyouwillnoticethattheauthorisnot talkingaboutthefactsofthetrip–theyarefocusing onthevisitorexperience.Whatmakesthedestination unique?Helptheeditorimaginetheviewatsunsetor tastethetraditionalmealwithalocalfamily.

3.Usealighthandwiththe“sustainability”language. Eventhoughweallknowhowimportantthisis-don’t ignorethefirsttwopointsandforgetthateditorswant toknowaboutthedestinationandtheexperiencefirst. Ifatourcompanyishelpinglocalcommunitieswonderful!It’soktoincludethis,butdon’twritetheentire pressreleaseaboutit.Stayfocusedontheexperience andthedestination.

4.Theycan’twriteaboutitiftheydon’tknowaboutit. Don’tbeafraidtosendeditorsinformationandstory ideas.Ideally,theseshouldbereviewedbyawriter withatleastsomeexperienceindraftingpressreleases, butifyoudon’tsendtheinformationhowaretheygoingtoknowaboutit?

5.Targetspecialtypublications.Everyonethinksof thebigtravelpublicationswhentryingtotargetthe media–buttherearehundredsofotherpublications thatarealwayssearchingforstoryideas.Inaproject inPanamafocusingontheCaminodeCrucestrail alongthePanamaCanal,someoneontheprojectteam wroteafullarticleabouttheuseofmulesbytheSpaniardstohaulgoldalongthetrailandhowvisitorscan walkthetrialandfindmulefootings.Theysubmitted thearticletoamulemagazineanditwaspublishedin itsentirety.

6.Presstripswork.Whilesomeofthelargerpublica

tionsdonottakefreeorreducedcostpresstrips,many otherwriterswouldjumpattheopportunitytocovera storyandexperiencethedestination.Butdon’tinvite agroupofjournalistsfromdifferentinterestsonone grouptour.Theyeachwanttoseedifferentthingsand morethanlikelynoonewillgettoseewhatheorshe specificallywantstocover.

TomHallfromLonelyPlanet’sLondonofficeremarked thatethicallivingisamajorobsessionintheUK,with travelbeingoneofthestandard-bearersforthemovement.NewspapersliketheGuardianandtheTimes haveweeklytravelsupplements,whichhaveeither regularcolumnsonthissubjectorseeminglyweekly specialissues.Whetherit’scampingorecolodges,it seemstheBritishpubliccan’tgetenoughofthissubject.Newspaperswantonething–tosellmorepapers. So,tomakethiswork,thereneedstobedemandfrom readers.Rememberingwhatthepublicwantstoreadis akeytosuccess.Theaudienceshouldbeconsideredat alltimes.

RobinGoldbergpointedoutthatanypublication (whethernewspaper,magazineorguidebook)islooking topointthetravelertogreattravelexperiences.Ifabusiness(ideally,asustainablebusiness...buttrulyanybusiness)wantstogetcoverage,thekeyistooffersomething spectacular,letthemediaknowaboutit,andthendeliver aboveandbeyondexpectations.

MetildeWendenbaumsuggestedthatwhenpublishing aguideforsmall-scalesuppliers,itmightbeworthwhiletolinkupwithmainstreampublishinghouses. MetildeprovidedanexamplefromtheEuropean CentreforEcoAgroTourism,whichpublishedthe “GreenHolidayGuideEurope”togetherwiththe DutchTouringClubANWB.


Session 5:

orIEntInG vISItorS And IntErPrEtInG tourISM dEStInAtIonS

ORIENTATION

Orientingvisitorstoadestinationisimportantboth beforetheyarriveandaftertheyhavearrivedonsite.Orientationincludespracticalitiessuchas directional,localtransportation,safety,event,andbusiness information(forexample,restaurantlocation,hours,menu, andpricerange).Orientationcanalsoincludebasicbackgroundinformationthatvisitorsshouldbeawareof–local customs,responsibleenvironmentalbehavior,basichistory andgeography,andbestwaystolearnmoreabouttheplace. Asoneparticipantstated,“Travelersexpecttofindhelpful directions.Privateandpublicoperationsunderstandthat repeatvisitationdependsonmakingagoodfirstimpression! Effectivesignagedemonstratesacommitmenttoimproved communicationamonglocalsandtravelers.Signage(signs, posters,bulletinboards,highwaymarkers,andrestaurant menus,brochureracks)educatesandminimizesconfusion. Whethermaintainingnationalparksorestablishinginformationkiosksorvisitorcenters,thebestfacilitiesareproactive, keepingtravelinformationup-to-dateandacquiringmaterialsfromlocalbusinesses.”

INTERPRETATION Everypotentialtourismdestinationhasitsownstoryand character.Capturing,interpreting,andpresentingthat storyaretheessenceofsustainable“place-based”tourism.Itisthisflavorthatdefinesalocation.Fromproduct brandingtovisitoropportunities,resourcesandservices, thisisthe“gel”thatbindstheexperiencetogether.As such,itselementsandmanymanifestationshaverealeconomicvalue.Thissameinterpretiveeffortcanalsoserve localcommunitiesasaneducationaltool,reinforcing heritageandsocialnorms.Interpretationisthereforenot

solelyatoolto“brand”aspecificdestination.Itisalsoan activitythatcreatestheimagethataspecificterritoryand communitywilldisseminateamongvisitorsandthatwill contributetocommunityeducation,prideandsenseof place.Theimportanceofinvolvinglocalcommunitiesin buildingtheirimageandinsharingtheirculturewithvisitorswasstressedbymanyparticipantsinthee-conference.

Theimportanceofpresentingorcommunicatinglocalculturestovisitorsisavitalaspectoftheirexperience.Cultural exchangesbetweendifferentpeoplecansignifyanenrichingexperienceforvisitorswhocometobetterunderstand thehistory,culture,lifeways,andnaturalandculturalheritageofsites,regions,orcountriesnewtothem.Unlessthe visitorsareextremelywellinformed,theymaynotbeaware ofalltheopportunitiesavailableforculturalinteractionor ofalltheinterestingaspectsofthelocalculture.Visitors mayalsonotbeawareofculturalnorms.

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SESSIon 5 23

Itisimportantthatlocalpeopleorlocalcommunityleadersensurethatadequateeffortsaremadetoinformas manyvisitorsaspossibleaboutlocalcustomsandcultural values.Sharingknowledgeoflocalheritageandcustoms enrichesvisitors’experience,andencourages“rightbehavior.”The“authenticity”ofthisinformation–created bythecommunityforcommunitybenefit–isnotloston visitorsanddeepenstheirexperience.

HeritageDesign/USDAForestServiceprovidedthefollowinginterestingexamples.

• OntheMicronesianislandofKosrae,asignkioskineach villageincludescommunityinterpretationofitsown chiefdomormunicipality,includingclanheritage,customsandfestivals.Thissignisplacedalongsideamapbasedislandorientationandvisitoropportunitiespanel, withanotherinterpretingislandecologyandhistory.

• InJamaica'sCockpitCountry,buskiosksinmountain villagescontainsignsbeingdevelopedbythosecommunities,showcasingwhotheyareandtheirheritage. AccompanyingsignageaddressesCockpitCountrybiologicaldiversityandwhyitisimportanttoprotectit.

• VillagesalongtheIditarodTrailinAlaskaarepreparing communityheritagemediabasedoninterviewswith eldersbyschoolchildren.Inadditiontopreservinglocalheritage,thiswillalsobeusedforbrandingefforts andvisitormaterialsforeachcommunityalongthe historictransportationroute.

Theroleoflocaltouroperatorswasemphasized.James Dionstatedthatmanyprivatesectortourcompaniesdo anexcellentjobinprovidinginterpretationandincreatingapositivevisitorexperiencefortheirclients.On-site interpretationatcultural,heritageandnaturalsitesisof

tenpoorornon-existent.Thisisoftenbecausetheagency ororganizationresponsibleforthestewardshipofthe sitedoesnotconsiderprovidinginterpretationservicesto visitorstobeaprimaryresponsibility.Sitemanagers,in fact,toooftenviewtheirprimaryroleasbeingcustodians ratherthanserviceproviders.Interpretationtherefore becomesthepreserveofinboundandoutboundtouroperators.Forexample,afreeandindependenttravelerin PeruvisitingMachuPicchuandLakeTiticaca,willfind virtuallynothingonsiteinterpretationateitherofthese places.However,takingatourwithsomelocallyowned agenciesbasedoutofCuzcowillenhancevisitsthrough excellentinterpretationandservicereceived.This,atthe sametime,meanssupportingalocallyownedbusiness andhelpingtoemploylocalpeople.Thisisawin-win situationforeveryone.AsSherylFernandostated,agood touristguideisextremelyimportantinlettingvisitors “feelandexperiencetheplacetheyarevisiting.”

Interpretation “aims to create in visitors meaning, so that they can put a place into personal perspective and identify with it in a way that is more profound and enduring than random fact-learning can alone produce. Interpretation is meaning- making” (Sam Ham, Meaning Making – The Premise and Promise of interpretation)

Interpretation is “an educational activity which aims to reveal meanings and relationships through the use of original objects, by firsthand experience, or by illustrative media, rather than simply to communicate factual information” (Tilden, interpreting Our Heritage)


A FInAL SuMMInG uP…

Thee-forumandspeakerseriesclearlyestablishedthat communicationplaysanimportantroleinsustainabletourismdevelopment.Participantsfromaround theglobeprovidednumerousexamplesandcasestudies, sharingexperiencesandlessonslearnedfromutilizingcommunicationmethodologiestoaddressthechallengesof policydevelopment,communityinvolvement,corporatesocialresponsibility,linkagestomarkets,andvisitororientation andinterpretationintourismdevelopmentthatrespectsand protectsnaturalandculturalheritage.

Discussionsemphasizedthemultipleapproachesthat communicationcanbringtosuccessfulandsustainable tourismdevelopment.Itcan:

• involvestakeholders(includinglocalcommunities)in decision-making;

• facilitatenetworkingandsharingofinformationand knowledge;

• catalyzecollaborativeaction; • encourageprivatesectorinvestments; • advocatefornecessarypolicychange; • buildskillsandcapacity; • controlexpectations; • supportadoptionofstandards; • developdemandforsustainableproducts; • linktourismproductstomarkets; • explainculturalnormstovisitors; • enhancevisitorexperiences;and • scale-upimpacts.

Toooftenactivitiesinitiatedatthelocallevelhavefailed becauseconsensushasnotbeendevelopedwithregards topolicygoalsorproductandprojectmethodology.The inclusionofcarefullythoughtoutmarketingstrategies hasoftenmadethedifferencebetweensuccessandfailure, andbetweentopandminordestinations.Theneedfor thoughtfullydesignedandcarefullyimplementedcom

municationactivitieshasalsobeenstressedinmanaging expectationsandfosteringpositiverelationsbetweenstate authoritiesandlocalcommunities.

Moderators,presentersandparticipantsinthee-conferenceandsubsequentseminarseriesagreedthata well-designedcommunicationstrategyisessentialto thesuccessoveralloftourismdevelopmentprograms andactivitiesatbothlocalandnationallevels,and shouldbeincorporatedintoprojectsfromtheoutset. Thestrategyshouldidentifyhowinformationsharing, awareness-building,advocacy,networking,andconflictmitigationwillbewoventhroughoutalltourism developmentactivities,andshouldfullyintegratethe artandscienceofcommunicationwiththeotherprojecttechnicalskillsneededforplanning,implementingandevaluatingprojectactivitiesinthesustainable tourismsector.

Wehopethatthisworkwillserveasbothinspiration andguideforcommunicatorsandsustainabletourism developmentpractitioners,andcanprovideajumping-off pointtostimulatefurtherdiscussionsandcollaboration betweenthetwodisciplines.

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wEBSITES: UNWTOwebsite www.unwto.org

UNWTOSDTwebsite www.unwto.org/sustainable

UNWTOInternationalYearofEcotourismwebsite www.unwto.org/sustainable/IYE-Main-Menu.htm

TOURCOM(ConferenceSeriesonTourism Communication www.unwto.org/newsroom/conferences/menu.htm

USAIDSustainableTourism www.nric.net/tourism.htm

WorldBankDevelopmentCommunicationDivision www.worldbank.org/developmentcommunications

COMPILATIONS OF GOOD PRACTICES… …onTourismandPovertyAlleviation www.wtoelibrary.org/rpsv/journal/ publication9284409209_home.htm

…inEcotourismSMEs www.wtoelibrary.org/rpsv/journal/ publication9284406218_home.htm

...inEcotourism www.wtoelibrary.org/rpsv/journal/ publication9284404789_home.htm

…inSustainableTourism www.wtoelibrary.org/rpsv/journal/ publication9284403723_home.htm

PUBLICATIONS: MakingTourismMoreSustainable–AGuideforPolicy Makers(2005) www.wtoelibrary.org/rpsv/journal/ publication9284408210_home.htm

IndicatorsofSustainableDevelopmentforTourism Destinations(2004) www.wtoelibrary.org/rpsv/journal/ publication9284407265_home.htm

TourismandPovertyAlleviationRecommendationsfor Action(2004) www.wtoelibrary.org/rpsv/journal/ publication928440701X_home.htm

Tourism,MicrofinanceandPovertyAlleviation(2005) www.wtoelibrary.org/rpsv/journal/ publication9284408083_home.htm

TourismCongestionManagementatNaturaland CulturalSites(200

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