The values of ethical and responsible tourists

The aim of this doctoral thesis was to gain insight into ethical and responsible tourists, to understand their motivational values and to reveal the importance of these values in their holiday choice behaviour. This study has more than achieved this aim and makes unique contributions in several areas – not only has it extended what is known and understood about ethical and responsible tourist’s motivation but it has also underlined the utility of the values concept to understand their holiday choice behaviour. Further contribution derives from the application of the conceptual framework of the means-end chain theory (Gutman, 1982), which has enabled this study to explore the linkages between ethical and responsible tourists’ holiday choices, the perceived benefits of these choices and their underpinning values. This study has also found that, although useful, Schwartz’s (1992) value theory needs further modification if used within an ethical consumer context. Most notably, limitations have been found in the value types of power, achievement and hedonism when applied to ethical and responsible tourists’ holiday choice behaviour. Overall, this doctoral thesis has significantly advanced the tourist research agenda, not only by revealing the meaningful associations between ethical and responsible tourists’ values and their holiday choice behaviour, but also by providing crucial information on the specific values that prompt these holiday choices. From the key findings of this study, ethical and responsible tourists prefer to travel independently, perceive tourism to have the capacity to encourage inequitable relationships and understand how the tourism industry operates. They demonstrate sympathy for the principles of fair trade, with its emphasis on cooperation and partnership, and not only do they take active responsibility for sharing the economic benefits of their holidays they also want to make a lasting contribution to visited communities. Ethical and responsible tourists have a strong belief in their personal ability to facilitate change, not only by sharing their knowledge and experiences with family and friends but also because they believe their behaviour can demonstrate to others how to take an ethical or responsible approach to holiday choice. In addition, ethical and responsible tourists demonstrate a range of deeply held values including respect, responsibility and a duty of care towards both the planet and other people, the importance of sharing the economic benefits of tourism and a preoccupation with making sure their holiday choices are consistent with the values of equity, fairness and social justice

Marketing Responsible Tourism

This chapter provides an overview of some of the key challenges that face those tasked with marketing responsible tourism. It begins with a brief review of the ethical issues that dominate discussion of tourism's impact, and an articulation of the main drivers for responsible tourism. The chapter defines responsible tourism, discusses some of the major barriers to increasing demand for responsible holidays, and reflects on the various marketing methods adopted by tour operators in this industry. The chapter concludes with recommendations for future consideration

Cruise lines promise big payouts, but the tourist money stays at sea

On the one hand cruise devotees can describe the cruises they've taken, preferred destinations, cruise lines, ships - even their favourite captains. Nothing will dissuade these ardent fans from their annual trip, some of whom embark on 20 or more a year. In 2014, the Cruise Lines International Association reported two thirds of passengers were repeat guests. On the other hand, many people and organisations remain fiercely opposed to the industry, its employment policies, its record on environmental management, the opacity of its taxation arrangements, and the impact its super-sized ships have on destinations

Tourist destination marketing: from sustainability myopia to memorable experiences

This study explores the way in which consumers interpret and process the marketing and communication of sustainable forms of tourism in destinations, in order to inform policy makers about the appropriateness of different types of sustainability messages. Through a thematic analysis of focus group data, we explore the ways in which consumers engage with, and respond to, explicit discourses of sustainability in marketing a tourist destination. We find that overt discourses of sustainability are often rejected by consumers, thus suggesting that messages concerned with sustainability should place greater priority upon consumer experience and opportunities afforded by the purchase and consumption of the travel experience (that happens to be sustainable) they can expect at their chosen destination. As such, commitments to sustainability manifest within organisational philosophy and practice should not drive the principle, overt discourse communicated to consumers. Rather, as embedded within product and practice, such messages would have greater power and effect if they occupied a more subliminal position in destination marketing materials