Responsible tourism communications for businesses

to maximise economic benefits

Dr Xavier FontLeeds Metropolitan University

www.responsibletourismcommunication.com

Missed business opportunity

1. Altruistic reasons2. Better product reasons3. Expect it already

happens4. Don’t want to know,

but don’t mind if you do it

5. Will avoid your product

• 46% don’t want to think about being green - they want to relax

• 33% believe sustainability claims are often ways to save money and/or reduce service

• 15% think a hotel run sustainably will be less comfortable than one without green credentials.

• Be clear what response or change that you are hoping for from your customers

1. To make customers feel good

2. To raise awareness and change behaviour

3. To offer something extra

4. To get more customers

• Be clear about the impression you want to create –

• with your sustainability policy, photos, text...

1. Fun2. Cultural

immersion3. Better service4. Empathy5. Trust/risk

• Integrate sustainability as part of quality through the channels you already use.

1. Certification2. Awards3. Press4. Packaging5. Brochures6. On site

communications

• You market your company all the time

• Help customers make informed decisions

1. Pre booking/purchase2. After booking and

confirmation3. On arrival/ start of the

tour4. During the tour/ stay5. After the stay/visit

Compelling language

Accurate website  

User-friendly website

Social media marketing

Encourage businesses to learn how to communicate at

www.responsibletourismcommunication.com