1. Communication in Ecotourism

2. 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

3. 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

4. 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

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

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

7. 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)

8. 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)

9. Communication in Ecotourism
Who is responsible?
Solutions?

10. 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