Volunteer tourism, greenwashing and understanding responsible marketing using market signalling theory

Volunteer tourism has been heavily criticised for its negative consequences on destinations and volunteers, often the direct result of unrealistic demand-led marketing and lack of consideration for the environmental and social costs of host communities. While some industry participants have responded through adherence to best practice, little information or support is available about how to responsibly market volunteer tourism. This research uses an online content analysis based on the International Voluntourism Guidelines for Commercial Operators to understand the use of responsibility as a market signalling tool. Five influential web pages of eight organisations are scored across 19 responsibility criteria and compared against the organisation’s legal status, product type and price. We find that responsibility is not used for market signalling; preference is given to communicating what is easy, and not what is important. The status of the organisation is no guarantee of responsible practice, and price and responsibility communications display an inverse relationship. We conclude volunteer tourism operators are overpositioning and communicating responsibility inconsistently, which highlights greenwashing, requiring at least industry-wide codes of practice, and at best, regulation. This paper reflects on its methodological limitations, and on its practical achievements in encouraging change within some of the organisations examined

What is the impact of hotels on local economic development? Applying value chain analysis to individual businesses

The impact of mainstream tourist hotels on destination economies is clearly an important question for public policy-makers wishing to develop robust tourism policy. We adapt the methodology of value chain analysis to measure the local economic impact of a large, single tourism enterprise, to show how to generate commercially realistic data using the example of an analysis of a 1000 room all-inclusive resort in southern Turkey in partnership with TUI UK and Ireland. The data break down package revenues according to their beneficiaries and identifies areas for improvement. We further report and reflect on a 6-month evaluation of a tour operator-hotel partnership to deliver on a set of positive recommendations arising from the date to improve future impact

A Social Cognitive Theory of sustainability empathy

© 2016 Elsevier LtdSocial-Cognitive Theory is used to test the argument that the motivations behind sustainable tourism, and the types of sustainable actions undertaken, depend on one's empathy towards sustainability. Latin American businesses were surveyed about their motivations for acting sustainably and any sustainability actions undertaken. Based on their responses, TwoStep cluster analysis found four clusters (cost, legitimisation, biospheric, and lifestyle). Acceptance of responsibility to be more sustainable depends on one's level of empathy with, and attachment to, sustainability, explained by a beneficiary focus (personal norms that drive one to act to help oneself or others) and a cultural focus (acting in response to individualistic or collectivistic social norms). Lifestyle businesses are argued to be culturally individualistic but self-transcendent in benefit focus

El papel de la administración pública en el fomento y planificación del ecoturismo en la montaña española

En esta comunicación se presentan los primeros resultados de un estudio específico sobre el papel de las administraciones públicas en el fomento y planificación del ecoturismo en los destinos de montaña españoles. Los resultados permiten verificar la hipótesis sobre el protagonismo estructural de la gestión pública del turismo en la montaña española y, a su vez, refuerzan las evidencias que avalan la aportación del ecoturismo a los procesos de renovación turística de las áreas de montaña españolas en la última década. En relación con la metodología, dos referencias de interés: el estudio se ha centrado en el análisis de las características e implementación de los instrumentos de fomento y planificación en los últimos quince años, principalmente, con el propósito de constatar el cambio implícito en el planteamiento inicial del estudio; y, por otra parte, el análisis contempla los distintos niveles de gestión pública (administración central y administración regional)

The holy grail:Environmental management, competitive advantage and business performance in the Spanish hotel industry

© Emerald Group Publishing Limited G959-6119. Purpose - This paper aims to analyse the influence of environmental proactivity on cost and differentiation competitive advantages, and to explore the double relationship between environmental proactivity and business performance. Design/methodology/approach - The population consists of all three- to five-star hotels in Spain. A sample of 350 hotels was classified according to environmental proactivity and performance levels, employing a two-step cluster analysis. Significant differences between groups were examined. Findings - The results show two types of environmental behaviour (reactive and proactive), with proactive hotels developing significantly better on both cost and differentiation competitive advantage and achieving significantly higher performance levels. Hotels which achieve above average business performance levels are significantly more environmentally proactive. Research limitations/implications - The present paper demonstrates that environmental management is related to competitive advantages and business performance. Environmental management systems are more developed in higher category, chain-affiliated and larger hotels. This could be due to having more resources to develop their environmental capability. The environmental proactivity scale employed in this study is presented as a reference measure for hotel managers to benchmark their current practices and implement environmental improvements. Originality/value - First, measuring environmental proactivity using four managerial systems (operative, information, strategic and technical) is innovative and provides a more detailed approach to measuring environmental proactivity. Second, demonstrating a double association between environmental proactivity and performance provides fresh insights into the relationship between these variables

Turismo y crisis: el comportamiento del inmobiliario turístico en la montaña española durante la última década. Estudio de casos: la Val d’Aran y Sierra Nevada

En esta comunicación se analiza, como respuesta al enunciado del título, la evolución reciente del parque de viviendas que puede estar vinculado a una función turístico-residencial. Se pretende valorar, a partir de los resultados, el papel que desempeña esta función en el proceso de dinamización local y de renovación de la montaña española como escenario turístico y detectar, asimismo, otros posibles fundamentos de dicha renovación. Se analizan específicamente los datos de los censos de vivienda y las estadísticas de viviendas construidas en destinos significativos previamente seleccionados. El estudio se centra en los últimos quince años, y se realiza a escala municipal. La comarca y el municipio constituyen unidades espaciales operativas idóneas a efectos del tratamiento estadístico de la información obtenida

The determinants of hotels' marketing managers' green marketing behaviour

Little is known about the factors underlying the pro-environmental behaviour of marketing managers. This paper explores the determinants of green marketing practices in the Red Sea hotel sector in Egypt. The research model assesses green marketing practices against the personal and organisational values of the marketing managers, together with a range of organisational and demographic variables expected to influence hotels' environmental behaviour. From a valid sample of 89 marketing managers responsible for 194 hotels, it was found that organisational contextual variables, and in particular targeting Western tourists, being affiliated to an international hotel chain and the marketers' own demographics, including age, academic subject studied and gender, were the best predictors of more proactive green marketing. Personal environmental values did not explain the pro-environmental behaviour of marketers, and the organisational environmental values that had explained part of their ethical behaviour had resulted from voluntarism rather than utilitarian or conformance-based values. Government policies also appeared to be ineffective determinants. The implications for green marketing practices are also discussed. © 2010 Taylor & Francis