Communication in Ecotourism

Class Objectives Identify key players in ecotourism marketing Recognize the 3 main forms of communication in ecotourism: Marketing Education Certification (to be discusses in the next class) Explain the difference social and ecological marketing Recognize and explain a major ecotourism marketing related issue: Greenwashing

Communication – Key Players NGOs Expose wrong (Greenpeace, Friends of Earth) Environmental advocates Conservation International (DC), Rainforest Alliance (NY), Sustainable Travel International (WA), SEE Turtles (OR), Pacific Whale Foundation (HI), Trees for Life International (KS), Planeterra (Canada) Legal advice, representatives Coral Reef Alliance, American Coastal Coalition, American Indian Legal defense Fund Guidelines and certifications TIES, Ecotourism Australia, Rainforest Alliance

Communication – Key Players NGOs Lead political campaigns National Wildlife Federation Job training and education WWF, Leave No Trace Foundation Supplement/Fund protected areas Belize Audubon Society Market ecotourism in developing countries Conservation International Own and manage private preserves Nature Conservancy

Communication – Key Players Government (Tourism Ministries) Businesses Travel agents and tour operators Local people Ecotourists

Communication in Ecotourism 1. Marketing Traditional Ecological Social .. Ecotourism 2. Education Before a trip During a trip 3. Certifications

Ecotourism Marketing “The development of ecologically sustainable tourism products and the pricing, promotion, and distribution of these products, so impact on the physical and cultural environments is minimized, while maintaining some level of profit commensurate with these objectives.” (Wearing & Neil, 2000)

Communication in Ecotourism Sources of information? Problems? Greenwashing In general: “…the act of misleading consumes regarding the environmental practices of a company or the environmental benefits of a product or service.” (Terra Choice, 2011) In tourism: “‘Eco’ is a fashionable label used widely in the tourism industry. It sounds appealing, but much of what is marketed as "eco" is simply conventional tourism with superficial changes. So it's important to check behind the labels.” (TIES, 2011)

Communication in Ecotourism Who is responsible? Solutions?

You should be able to … Identify key players in ecotourism marketing Recognize the 3 main forms of communication in ecotourism: Marketing Education Certification (to be discusses in the next class) Explain the difference social and ecological marketing Recognize and explain a major ecotourism marketing related issue: Greenwashing