Sustainability: What Does it Mean for the Customer?

Transcription

1 Sustainability: What Does it Mean for the Customer? Presentation at the ITB 2012 in Berlin Dr. Head of Research Institute of Tourism ITW Lucerne University of Applied Sciences and Arts, Switzerland Slide

2 Content 1. The tourists perspective Understanding of sustainable tourism Five types 2. Differences between countries 3. How can you approach the different types of tourists? 4. Market potential of sustainable tourism products 5. Conclusion Slide 2 Sustainability: What Does it Mean for the Customer?

3 Empirical Survey about Tourist Understandings of Sustainable Tourism Objectives 1. Assess tourist understandings of sustainable tourism 2. Determine tourist type clusters Empirical design - Questions about the understanding of sustainability: - On a scale of 1 to 5, please assess the following statements: Sustainable tourism a. involves the local community in the development of tourism. b. Slide 3 Sustainability: What Does it Mean for the Customer?

4 Empirical Survey about Tourist Understandings of Sustainable Tourism 8 countries with at least 750 respondents per country In cooperation with IPK International Slide 4 Sustainability: What Does it Mean for the Customer?

5 Empirical Survey about Tourist Understandings of Sustainable Tourism Attributes referring to local products, local community and local culture are judged as most relevant. Slide 5 Sustainability: What Does it Mean for the Customer?

6 Empirical Survey about Tourist Understandings of Sustainable Tourism Top topics in the ecological dimension -Resource efficiency -Waste management Top topics in the social dimension -Upkeep of scenic views and cultural heritage -Involvement of local community -Considering impacts on locals Top topics in the economic dimension -Use of local products and services -Regional employment -Long-term regional economic well-being Slide 6 Sustainability: What Does it Mean for the Customer?

7 Five Types of Tourists Balanced type Slide 7 Sustainability: What Does it Mean for the Customer?

8 The Balanced Type - High share of agreement in all dimensions - Balance between the three dimensions - More interested in sustainable touristic products - Books more often sustainable tourism products Demographics: - More older people - Higher education - More Brazilians and Indians Slide 8 Sustainability: What Does it Mean for the Customer?

9 Five Types of Tourists The balanced type observes all three dimensions equally Sceptic type Slide 9 Sustainability: What Does it Mean for the Customer?

10 The Sceptic Type - Has a critical attitude - Agrees much less with the attributes Demographics: - A lot of Germans and British Slide 10 Sustainability: What Does it Mean for the Customer?

11 Five Types of Tourists The balanced type observes all three dimensions equally Localised type The sceptic type has a critical attitude. Slide 11 Sustainability: What Does it Mean for the Customer?

12 The Localised Type - Local and cultural aspects of sustainability are especially relevant - Looks for an authentic holiday experience with interesting insights into the local culture Demographics: - Higher share of women - Many Russians Slide 12 Sustainability: What Does it Mean for the Customer?

13 Five Types of Tourists The balanced type observes all three dimensions equally The localised type especially rates local and cultural aspects of sustainability Socio-economic type The sceptic type has a critical attitude. Slide 13 Sustainability: What Does it Mean for the Customer?

14 The Socio-Economic Type Prioritizes in particular the social and economic dimension. Demographics: -More British Slide 14 Sustainability: What Does it Mean for the Customer?

15 Five Types of Tourists Ecological type The balanced type observes all three dimensions equally The localised type especially rates local and cultural aspects of sustainability The socio-economic type considers the social and economic dimension The sceptic type has a critical attitude. Slide 15 Sustainability: What Does it Mean for the Customer?

16 The Ecological Type - Especially considers the ecological dimension - High share of agreement with CO -compensation - Most social and economic attributes are judged less relevant for sustainable tourism Demographics: - Higher share of women - Upper income level - Many Brazilians and Swiss Slide 16 Sustainability: What Does it Mean for the Customer?

17 Most Interesting Differences between Countries: Germany Sceptic type: Largest category (+12.8%) The share of the balanced type and the localised type are clearly lower (minus 5-10%) Slide 17 Sustainability: What Does it Mean for the Customer?

18 Most Interesting Differences between Countries: Germany Top topics in the ecological dimension Resource efficiency Waste Management Preservation of biodiversity Top topics in the social dimension No Discrimination Upkeep of scenic views and cultural heritage Involvement of local community Considering impacts on locals Top topics in the economic dimension Use of local products and services Regional employment Long-term regional economic well-being Slide 18 Sustainability: What Does it Mean for the Customer?

19 How Can You Approach the Different Tourist Types? Balanced type Sceptic type Balanced product over all dimensions of sustainability Difficult to develop a sustainable tourism product which persuades him Needs information Clear and transparent documentation of the sustainability of a product Slide 19 Sustainability: What Does it Mean for the Customer?

20 How Can You Approach the Different Tourist Types? Kuoni Ananea: Nature and people in Kerala -Insights into local culture and nature -Hotels with a holistic approach to sustainability Slide 20 Sustainability: What Does it Mean for the Customer?

21 How Can You Approach the Different Tourist Types? Eco-Hotel L aubier, Neuchâtel CH Hotel is certified with the capricorn label Bio-Restaurant Biodynamic on-site farmyard Eco-electricity, recycle rain water Fair wages Slide 21 Sustainability: What Does it Mean for the Customer?

22 How Can You Approach the Different Tourist Types? Localised type Product should offer Authentic holiday experience Focus on local and cultural aspects Considering local products and the involvement of the local community Insight into local culture Landscape/cultural heritage Public transport Slide 22 Sustainability: What Does it Mean for the Customer?

23 How Can You Approach the Different Tourist Types? Kenai Fjords Glacier Lodge, Alaska Use of local products Authentic Alaska-Experience Coorporation with the Alaska Native Community for the cultural programme Slide 23 Sustainability: What Does it Mean for the Customer?

24 How Can You Approach the Different Tourist Types? Product should in particular include aspects from the social and economic dimension Important: No discrimination Fair working conditions Local products Socio-economic type Slide 24 Sustainability: What Does it Mean for the Customer?

25 How Can You Approach the Different Tourist Types? Kuoni Ananea Rye bread, honey and goat cheese - on the way in Val Müstair Slide 25 Sustainability: What Does it Mean for the Customer?

26 How Can You Approach the Different Tourist Types? Ecological type Product should mainly include ecological aspects CO2-Compensation Renewable energy Resource efficiency Waste Management Biodiversity Slide 26 Sustainability: What Does it Mean for the Customer?

27 How Can You Approach the Different Tourist Types? Reiseperle, Forum anders Reisen Ireland Ard Nahoo: the ultimate in relaxation and eco luxury Slide 27 Sustainability: What Does it Mean for the Customer?

28 How Should the Products be Modified? Do not forget the social dimension Fair working conditions Involvement of the local community Considering the impacts of tourism on the locals and their culture Transparent and credible communication Communicate economic aspects by focusing on local benefits Do not charge too high mark-ups for sustainable products Slide 28 Sustainability: What Does it Mean for the Customer?

29 Market Potential of Sustainable Tourism Products Question: Please rate the following factors according to the importance when you book your vacations 1.Weather / climate 2.Price 3.Accessibility to and from the destination 4.Local culture 5.Landscape 6.Food 7.Sustainability 8.Local activities (sports, excursions, etc.) For 22% of the respondents sustainability is among the top three. Slide 29 Sustainability: What Does it Mean for the Customer?

30 Conclusions - Interesting market: 22% sustainability aware tourists - Generally: local aspects and what customer see/experience are most relevant - Not all tourists have the same understanding of sustainable tourism - Advices for product development 1. Decide which type you want to approach Indicates potential market size 2. Design the product according to the targeted tourist type 3. Communicate the product according to the targeted tourist type Slide 30 Sustainability: What Does it Mean for the Customer?