Travel Green 101 presentation

1. 2012 STS Marketing College
Doug Arbogast
Tourism Specialist
West Virginia University Extension Service
Morgantown, WV
Travel Green 101

2. Part 1:
• Green Tourism Indicators
• Destination Stewardship
Part 2:
• The Market for Green Tourism
• Developing a Strategy for Sustainable Tourism

7. West Virginia is
located within a
250-mile radius of
several major
metropolitan
markets and within
500 miles of more
than 60% of the
United States
population.
Washington DC,
Pittsburgh,
Cleveland and
Charlotte all are
within a day’s
drive.
6

11. Tourism growth goes on. . .
1000
1000
International Tourist Arrivals Worldwide (million) (1990-2004)
International Tourist Tourism Organization (WTO)©
Source: World Arrivals Worldwide (million) (1990-2008+)
Multiply by five for roughTourism Organization (WTO)©
Source: World estimate of in-country trips
900 Multiply by five for rough estimate of in-country trips
900 898
903 904 900
9/11 attacks 846
880
800 846
800 Millennium travel 800
spike 800
760
760 Credit -
700 715 crisis Recovery?
700 697 715
693 691 collapse
697 693 691
652
635
652
600 SARS &
611635
600 597
611
Iraq War
Gulf 565
597
War 550
565
Tech
500 519
550 bubble
500 503 519
bursts
503
458 464
458 464
400
400
300
300
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

12. Tourism = >10% of global GDP
and 200 million jobs worldwide

13. Tourism = 5 percent of global CO2 emissions
The entire country of Russia produced 5.72% of global CO2 in 2011

14. the 2007 Travel Industry of America Research Report
Travelers are becoming more sustainability-conscious
and are beginning to make decisions based on
sustainability criteria.
a 2009 Cone Consumer Environmental Survey
Despite the state of the economy, 34 percent of
American consumers indicate they are more likely to
buy environmentally responsible products today.
According to a 2012 TripAdvisor® study
57% of travelers say they “often” make eco-friendly
travel decisions, such as their choice of hotel,
transportation, or food choice

16. What the f is green travel?

18. Greenwashing?
• Greenwash (a portmanteau of green and whitewash) is a term that is used
to describe the act of misleading consumers regarding the environmental
practices of a company or the environmental benefits of a product or
service.[1]
• The term is generally used when significantly more money or time has
been spent advertising being green (that is, operating with consideration
for the environment), rather than spending resources on environmentally
sound practices.
Source: Wikipedia

19. According to a 2012 TripAdvisor® Survey
Travelers are interested in eco-friendly practices,
but most feel they are not informed enough and are
hungry for more information about which green
plans and policies are actually in place

21. the National Geographic Center for Sustainable Destinations:
“Environmentally aware travelers patronize businesses that
reduce pollution, waste, energy consumption, water usage,
landscaping chemicals, excessive nighttime lighting and respect
local culture and tradition.”

22. 10 Green Travel Performance Indicators

47. According to a 2009 Green Seal and EnviroMedia Social
Marketing study
Consumers are verifying green claims by reading the
packaging (24%) and turning to research (going online,
reading studies 47%).
According to a 2012 TripAdvisor® Survey
60% of travelers said they rarely feel informed
about whether hotels are truly eco-friendly, and
13% said they never do.

54. West Virginia Program Participant Survey Results
• Summary
– Survey of WV-based tourism destinations and service providers
– 110 responses
– 27.5% see “A Lot” of demand for green tourism; 43.1% “Some”
– 44.8% “Very Interested” in the certification program; 43.1% “Somewhat”
– Most attractive perceived benefit of participation:
“Attracting Green-Conscious Travel Consumers” – 46.5%
– 67% would like to see a payback window of <5 years on any investments they
made in improving their sustainability score
– #1 need to help improve their sustainability score: financing/funding
54

58. Is the green market one of your target niche’s?
What’s your strategy for getting them to your destination?

59. Being greener is a start.
Quality of place completes the appeal.

60. Tourism is like a fire…
it can cook your food
It can burn your house down

61. Geotourism
What More and More People Want From Travel
Tourism that
sustains or enhances
the geographical character
of a place — its
• environment,
• culture,
• aesthetics,
• heritage, and
• the well-being
of its residents.

62. New Trends in Travel
• TIA-National Geographic Study in 2002
– 73% want clean, unpolluted environment
– 80% want outstanding scenery
– 61% believe their trip is better if it
preserves natural, historic, and cultural sites
– 62% (95M) key to learn about other cultures
– 54% want places off the beaten track, local places
– 41% want an authentic travel experience
62

63. Longwoods International 2009 West Virginia Visitor Report

65. ?? Some hotel, somewhere

74. DESTINATION TOURISM STYLES
DIFFER IN RELATION TO PLACE
Touring R&R Entertainment

75. Touring-style tourism
Relies on human and physical character of place.

80. Touring-style tourism
Relies on human and physical character of place.
ACTIVITIES CHARACTERISTICS
• sightseeing • Diffuse impact
• history
• nature • Supports small businesses
• scenery • Requires protecting nature
• hiking / Nordic skiing and heritage
• local shopping
• typical cuisine • Needs architecture,
• photography landscapes, culture unique to
• culture & festivals the locale.
• Quality vs. quantity

81. R & R tourism
Depends only on physical character of place.

84. R & R tourism
Depends only on physical character of place.
ACTIVITIES CHARACTERISTICS
• coastal resorts • Risk of sprawl
• golf • Environmental impacts
• downhill skiing • Opportunity for architecture,
• water sports landscaping, cuisine, day tours,
• vacation homes that suit the locale.

85. Entertainment-style tourism
Manufactured attractions that do not depend
on character of place.

88. Entertainment-style tourism
Manufactured attractions that do not depend
on character of place.
ACTIVITIES CHARACTERISTICS
• theme parks • High employment generator
• Changes nature of locale
• outlet malls
• High social and env. impact
• amusement parks
• Mass tourism; high traffic
• convention centers • Quantity vs. quality
• sports arenas
• casinos

89. DESTINATION STYLE DRIFT . . .
if development unchecked, unguided
Touring Entertain-
R&R
ment
Unspoiled SPOILED ?
destination

90. The Geotourism Charter
A set of principles to
promote sustainable
tourism and enlightened
destination stewardship.

91. The Geotourism Principles
1. Integrity of place 8. Protection and enhancement of
2. International codes destination appeal
3. Market selectivity 9. Land use
4. Market diversity 10. Conservation of resources
5. Tourist enthusiasm 11. Planning
6. Community involvement 12. Interactive interpretation
7. Community benefit 13. Evaluation

93. Yeah, whatever. I gotta pee!

94. Marketing Geotourism Assets
To ensure sustained demand and a sustainable place,
plan not for “tourism,” but for the best tourists.

96. 18 $80
$76.1
$70.3 HH INCOME
16 $70
$67.9 $68.5
$63.8
$63.2 $60
14
$53.8 $53.2
$53.0
Trips in past 3 yrs
$50
12
$40
10 HH$000
$30
8 NUMBER
OF TRIPS $20
6
$10
4 $0
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97. Treehugger.com
by Discovery
Attracts ecologically-engaged, creative, urban professionals who are
willing to pay a premium for nicely designed goods and services made
with the environment in mind.
Our largest group of readers:
• Are in their 20s and 30s (47% are 21-30 years old; 31% are 31-40 years
old)
• Are students, designers, technologists and journalists
• Are either men or women (50/50)
• Are comfortable financially (25% earn over 90K annually, over 60% earn
over 45K)
• Are looking for green products and services (85% report that they will
spend “somewhat more” to “a great deal more” on green goods and
services)
• TreeHuggers are a young, influential, and affluent demographic who
make significant purchases online and turn to TreeHugger to find
products and services they can trust.

99. • Reader base is largely female, aged 25 - 54.
• Very well educated (88% with college or university
education)
• They have a high average household income (37%
earn $100k+).
• Internet savvy and considered the expert on green
issues and tips among their social circles.
• Research their purchases online, even if they may
eventually make that purchase offline.

100. “Eco” on a
billboard?!!

106. A Sustainable Tourism Strategy
• Identify
• Sustain tourism assets
• Develop
• Market

107. Tourists— Residents—
How to get more out of my trip; How tourism can help us,
how to be a good visitor. enrich our lives.
Tourism
Tourism promoters—
businesses— stewardship How we can
How we can grow claim success.
and thrive.
Presevationist/conservationists— Politicians—
How tourism can protect (not How we can create
prosperity, boost our
destroy) our distinctive assets. govt’s popularity.
A constituency
of stewardship

108. Norway’s Queen Sonja at final signing of the
Norwegian Geotourism Charter at NGS

109. From eco- to geo-
GEOTOURISM
Cultural
Sightseeing
tourism
Culinary
Nature-based tourism
tourism
Heritage
tourism Agri-
Green tourism
All place-based tourism
types of tourism =
the ENTIRE destination

110. Geotourism Stewardship Councils
Public/private representatives for. . .
• historic preservation
• nature & ecotourism
• farm/restaurant programs
• beautification
• traditional performing arts,
artisanry
• indigenous and minority groups
• urban renewal
• local, state, and federal government
• tourism and local business expertise
• tourism promotion
• other characteristics of the place

112. The Geotourism Principles for Destination Stewardship
Green Travel Performance Indicators
1. Integrity of place
• Communication 8. Protection and enhancemen
• Energy Saving 2. International codes
destination appeal
• Water Saving
• Waste Reduction 3. Market selectivity
9. Land use
• Local Involvement
• Purchasing 4. Market diversity
10. Conservation of resources
• Transportation
• Natural Environment 5. Tourist enthusiasm
11. Planning
• Built Environment
• Sustainability Policy 6. Community involvement
12. Interactive interpretation
7. Community benefit
13. Evaluation
Authenticity
What makes your town, region, or state unique? What makes you different from the rest?

119. Geotourism
Virtuous
Circle
Place-based
tourism Community
benefit
Motive to
protect

120. The Circle
Broken
Leakage; irresponsible
business practices
Place-based
tourism Community
benefit
Benefits
too
Obstacles selective,
to or not
Motive to apparent
protection protect

121. The geotourism equation:
Environment +
culture +
history +
aesthetics +
people =
sustainable
economic
benefit

122. Thank You!
Doug.arbogast@mail.wvu.edu
304-293-8686