Sustainable tourism: social media: perfect match?
Numerous surveys have indicated that there is a large Market that will pay a small premium for sustainable tourism. Why has this Market not booked sustainable tourism in droves? What are the obstacles?
Before they book they need to know that they are doing the right thing
As purchasers they already know the benefits of buying organic (pure produce with no chemical additives). They already know the benefits of Fair Trade (suppliers get a better deal). They already know the benefits of local food and farmers markets (less carbon emissions, better food)
But they don’t know quite how their purchasing priorities can be used in tourism, and there is no clear labelling system for tourism that they can rely on, like with organic and fairtrade.
And, there does not appear to be a clear holiday/travel offer that is sustainable from the point of sale to the point of delivery even though exciting new sustainable holiday offers are appearing all the time – they are unknown and lack brand and/or financial credibility.
Potential purchasers need the safety of peer group pressure to break the booking dam. Potential purchasers need the unbiased information of other purchasers through methods such as tripadvisor.
Given the lack of understanding of sustainable tourism benefits, potential purchasers also need simple, clear irrefutable information.
Social media can easily fulfil than need.
Excerpted from SustainableTourism2010 by Valere Tjolle special offer at: SEE OFFER
Valere Tjolle is editor of the Sustainable Tourism Report Suite, special offer at: www.travelmole.com/stories/1142003.php
Valere
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