Responsible tourism communications for businesses to maximise economic benefits Dr Xavier Font Leeds Metropolitan University

Missed business opportunity

1.Altruistic reasons 2.Better product reasons 3.Expect it already happens 4.Dont want to know, but dont mind if you do it 5.Will avoid your product 46% dont want to think about being green - they want to relax 33% believe sustainability claims are often ways to save money and/or reduce service 15% think a hotel run sustainably will be less comfortable than one without green credentials.

Be clear what response or change that you are hoping for from your customers 1.To make customers feel good 2.To raise awareness and change behaviour 3.To offer something extra 4.To get more customers

Be clear about the impression you want to create – with your sustainability policy, photos, text... 1.Fun 2.Cultural immersion 3.Better service 4.Empathy 5.Trust/risk

Integrate sustainability as part of quality through the channels you already use. 1.Certification 2.Awards 3.Press 4.Packaging 5.Brochures 6.On site communications

You market your company all the time Help customers make informed decisions 1.Pre booking/purchase 2.After booking and confirmation 3.On arrival/ start of the tour 4.During the tour/ stay 5.After the stay/visit

Compelling language Accurate website User-friendly website Social media marketing

Encourage businesses to learn how to communicate at communication.com