Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
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Transcript of Sustainability and Greenness as an Issue of Sri lankan Mangers in the Tourism Industry
Sustainability and Greenness as an issue of Sri Lankan Mangers
in the Tourism Industry
By Evan Pathiratne
Tourism industry plays a significant role in the Sri Lankan Economy
Industry main focus
Heritage tourismCoastal tourism EcotourismMICE (Meeting Incentive Conference and Exhibition)
tourism -comparatively low market
The Issues
1. Preservation Vs Infrastructure development infrastructure development can lead to negative environmental consequences.
2. How much development, at what cost?
• Banerjee, S.B (2003) argues – – “…..now a corporate discourses on
sustainability produce an elision that displaces the focus from sustainability to sustaining the corporation through ‘growth opportunities’ …......….”
Source : Banerjee, S.B (2003), “Who Sustains Whose Development? Sustainable Development and the Reinvention of Nature”, Organization Studies 24(1): 143–180
3. Increasing pressure from foreign entities
The Issues
Aggressive marketing campaigns has made tourists rethink their travel destinations ….
• Shiva (1991) argues – – “…….universalized scientific discourses of the
environment tend to ignore local cultural differences and environmental relations while masking neo-colonial modes of development in which ‘global’ environmental problems create the moral base for green imperialism…..”
Source : Shiva, V (1991) ‘The violence of the Green Revolution’
• Menon (1997) identified – in response to environmental concern of many
companies as typified by the establishment of specialist environmental functions……public relations begins to play a bigger role in a firm’s marketing communications strategy to allay public concerns to mollify interest groups and regulatory agencies
Source: Menon, A. and Menon, A. (1997), “Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy”, Journal of Marketing, Vol. 61, pp. 51-67.
Approaches to Mitigate the Issues
1. Why not a Corporate Social Responsibility Lobbying Nexus
1. Sri Lanka Tourism Development Authority (SLTDA)2. Sri Lanka Tourism Promotion Bureau (SLTPB)3. Sri Lanka Tourism Convention Bureau (SLTCB) 4. Sri Lanka Institute of Tourism and Hotel Management (SLITHM)
Complex governance structure within the Sri Lankan context
Why not a Corporate Social Responsibility Lobbying Nexus
Strengthen capacity of government, private sectors and NGOs to effectively use tourism as a tool for sustainable development.
Source: ‘Capitalist globalization, corporate social responsibility and social policy’ -Sklair, L and Miller,M (2010)
2. A more effective Green Communication Strategy
• Walley and Whitehead (1994) and Shelton (1994) mentions
– that green strategies can become progressively more unpalatable for all but the most environmentally committed companies.
• Peattie and Crane(2005) says a successful green marketing campaign must be ,
Starting and focusing on the customer and not the firm Having a long-run ‘brand building’ perspective involves full use of all the company’s resources and not just temporary roles innovative focus beyond current consumer needs
Sources:1.Peattie, K Crane, A 2005, “Green marketing: legend, myth, farce or prophesy?”, Qualitative Market Research: An International Journal Vol. 8 No. 4 2.Walley, N. and Whitehead, B. (1994), “Its not easy being green”, Harvard Business Review, Vol. 72 No. 3, pp. 46-52.
• Hewawasam, B & Abeysekara, N (2010)identified Sri Lankan consumers based on green
consumption patterns-1. Green Unaware2. Green Incapable3. Anti-Green4. Green Contributor5. Green Rebel
Source :Hewawasam, B & Abeysekara, N (2010) "Offsetting the green guilt or bargaining for cheapest; Discourse of green consumption of develop and developing world of customers”, University of Kelaniya
Thank You !