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________________________________ From: Academics and researchers working in all areas of tourism [mailto:[log in to unmask]] On Behalf Of Font, Xavier Sent: 19 April 2005 09:59 To: [log in to unmask] Subject: Marketing sustainable tourism products MARKETING SUSTAINABLE TOURISM PRODUCTS A United Nations Environment Programme report. http://www.uneptie.org/pc/tourism/private_sector/Marketing%20sustainable %20tourism%20htm.htm <http://www.uneptie.org/pc/tourism/private_sector/Marketing%20sustainabl e%20tourism%20htm.htm> Many businesses nowadays are working towards incorporating sustainability into the core of their products. Quite often these products are the result of a well thought sustainability concept, and yet the entrepreneurs behind it fail to reach the marketplace, because they lack marketing expertise and knowledge of the tourism industry's distribution channels. These tourism companies, and particularly small firms from developing countries, suffer from poor targeting, market segmentation and positioning, low consumer product knowledge, and consumer risk perception. Distribution channels are key to increase the exposure of sustainable suppliers, and to capitalise on the latent market demand for sustainability by changing behaviour in non-sustainable firms. This report examines the contribution that destination management organisations, tour operators, guidebooks, the media, certification schemes, consumer and internet fairs, internet retailers and consumer organisations can make to promoting and distribution more sustainable products. Each channel has strengths and weaknesses which are reviewed with a range of examples showcasing good practice. These channels are analysed from the point of view of the supplier for equity, cost-benefit, market penetration and normalisation potential. The results show that few channels have high equity, but many of them offer a good cost-benefit ratio, hence efforts are needed to provide opportunities for businesses. The market penetration and normalisation potentials show the channels with the greatest overall scope. Policies should encourage industry associations and individual distribution channels to introduce sustainability criteria for their suppliers. A stepped approach could first introduce criteria where eco-savings can be made, and where sustainability is part of the quality evident to the client, as well as customer education. This first step aims to allow companies with low access to training and know-how to repay their investment through the eco-savings, and develop a proactive culture. A second step would require industry associations to introduce more complex standards such as labour and other fair trade specific issues, as well as deepening into the many aspects of sustainability that the client may not notice during their visit, but will have great importance to the long term wellbeing of the destination. Xavier Font Principal Lecturer in Tourism Management, Leeds Metropolitan University Tourism Hospitality and Events School Civic Quarter LS1 3HE Leeds United Kingdom www.leedstourismgroup.com alternative e-mail address [log in to unmask] To view the terms under which this email is distributed, please go to http://disclaimer.leedsmet.ac.uk/email.htm