Transcript RPT 605 Communication in Ecotourism_iLearn post_S15

Communication in
Ecotourism
Class Objectives
 Identify key players in ecotourism marketing
 Recognize the 3 main forms of communication in
ecotourism:
 Marketing
 Education
 Certification (to be discusses in the next class)
 Explain the difference social and ecological marketing
 Recognize and explain a major ecotourism marketing
related issue: Greenwashing
Communication – Key Players
 NGOs
 Expose wrong (Greenpeace, Friends of Earth)
 Environmental advocates
 Conservation International (DC), Rainforest Alliance
(NY), Sustainable Travel International (WA), SEE Turtles
(OR), Pacific Whale Foundation (HI), Trees for Life
International (KS), Planeterra (Canada)
 Legal advice, representatives
 Coral Reef Alliance, American Coastal Coalition,
American Indian Legal defense Fund
 Guidelines and certifications
 TIES, Ecotourism Australia, Rainforest Alliance
Communication – Key Players
 NGOs
 Lead political campaigns
 National Wildlife Federation
 Job training and education
 WWF, Leave No Trace Foundation
 Supplement/Fund protected areas
 Belize Audubon Society
 Market ecotourism in developing countries
 Conservation International
 Own and manage private preserves
 Nature Conservancy
Communication – Key Players
 Government (Tourism Ministries)
 Businesses
 Travel agents and tour operators
 Local people
 Ecotourists
Communication in Ecotourism
1. Marketing
 Traditional
 Ecological
 Social ..
 Ecotourism
2. Education
 Before a trip
 During a trip
3. Certifications
Ecotourism Marketing
“The development of ecologically sustainable
tourism products and the pricing,
promotion, and distribution of these
products, so impact on the physical and
cultural environments is minimized, while
maintaining some level of profit
commensurate with these objectives.”
(Wearing & Neil, 2000)
Communication in Ecotourism
 Sources of information?
 Problems?
 Greenwashing
In general: “…the act of misleading consumes regarding
the environmental practices of a company or the
environmental benefits of a product or service.”
(Terra Choice, 2011)
In tourism: “‘Eco’ is a fashionable label used widely in the
tourism industry. It sounds appealing, but much of what
is marketed as "eco" is simply conventional tourism with
superficial changes. So it's important to check behind
the labels.” (TIES, 2011)
Communication in Ecotourism
 Ecotourism?
 Who is responsible?
 Solutions?
You should be able to …
 Identify key players in ecotourism marketing
 Recognize the 3 main forms of communication in
ecotourism:
 Marketing
 Education
 Certification (to be discusses in the next class)
 Explain the difference social and ecological marketing
 Recognize and explain a major ecotourism marketing
related issue: Greenwashing