Exploring Ethics in Tourism Marketing

This presentation explores the concepts of ethics and ethical behavior in marketing and discusses the impact of unethical practices in promoting to customers. It emphasizes the importance of following ethical practices in order to maintain reputation and profitability.

ACTIVITY 1 : Exploring
Ethics in Tourism Marketing

Introduction
Ethical tourism can be defined as keeping an account of the actions of the travellers on the
local community as well as environment of a particular place. It basically attempts to ensure
that there is not harm caused to the environment when travellers visit a particular
destination. This presentation explains the concepts of ethics and ethical behaviour in
marketing and different unethical practices when promoting to the customers.

Concept of morality, ethical behaviour
and ethics in marketing
The concept of morality in marketing is referred to when the companies use their advertising
and different platforms to explain moral values as well as lessons to the customers.
Morality is one of the important concepts in marketing because it allows the companies to
communicate important messages to the customers. Ethics in marketing can be referred to
as a set of rules or principles that contribute to the decisions made by the customers and
organisations.

Cont...
In simple words, ethics are the standards that are applied to the
different marketing activities in order to make sure that they are
carried out in a fair manner. These are important because customers
prefer brands that offer products and services of good quality.
Lastly, ethical behaviour is referred to acting in a consistent manner.
It is important for businesses as it helps them in attracting a greater
number of customers.

Examples of unethical practices
When promoting products or services to the customers, companies sometimes follow
practices that are considered to be unethical. These practices can affect the overall
profitability as well as the brand reputation in a negative manner. For example, a
company might use misleading statements that can ultimately lead it in a legal trouble.

Cont...
Apart from this, a business might also make comparisons that are fake. This can cause the
customers to trust a brand that does not practice an ethical behaviour.

Cont...
It is important to avoid following unethical practices at all times because they will affect the
goodwill and other activities of the business in the long run. Other common examples of
unethical practices that are used by companies include forcing the customers to make a
purchase, over charging them for low priced products etc. Therefore, if customers catch
a company following unethical practices, it may lead the company to lose its position
and hold within the market.

Conclusion
From the above presentation, it can be concluded that it is important for companies to
follow an ethical behaviour as well as practices at all time. If they fail to do so, their
overall reputation as well as profitability can be affected in a negative way.

References
 Almeida-Santana, A. and Moreno-Gil, S., 2019. Perceived Sustainable Destination
Image: Implications for Marketing Strategies in Europe. Sustainability. 11(22).
p.6466.
 Bassano, C. and et. al., 2019. Storytelling about places: Tourism marketing in the
digital age. Cities. 87. pp.10-20.

ACTIVITY 2

Introduction
Organisations practice both ethical as well as unethical behaviours while promoting and
advertising their products. This is similar to different tourist destinations as well that
promote themselves in order to increase tourism. Destination chosen for this
presentation is London, the capital of England and organisation is Visit Britain, a
national agency that is responsible for promoting Britain across the world in order to
attract tourists.

Ethical and unethical practice
People like travelling to new destinations, be it for a business purpose or for leisure and
London is considered to be one of the most visited destinations across the world. There
are a lot of attractions for the tourists. In order to promote a healthy and ethical tourism,
the destination follows different ethical practices. These include the promotion of using
cycles and walking for the tourists in order to explore different places.

Cont...
Not only this, the people within the destination encourage the tourists to support local
businesses. As far as the respective company, Visit Britain promotes ethical tourism by
adopting various sustainable methods.

Cont...
For example, the company make sure that short tours are promoted and tourists get to
experience the country in a way wherein no harm is caused to the environment. The
company once failed to follow ethical behaviour for promoting London to the people.

Importance of arranging marketing
It is important to arrange marketing with sustainable policies and practices in order to
promote ethical tourism. This is because destinations or service providers that do so are
able to attract a greater number of tourists. Aligning different marketing activities with
sustainable practices make people think that the destination as well as company are
concerned about the environment and the local community of the respective destination.

Cont...
The primary aim of ethical tourism is to ensure the least possible impact of the tourists on
the environment. This arrangement can be done by taking into account the current as
well as future impacts of tourism on the local community. This is because it can help in
making effective decisions as well as strategies. Therefore, as a result, ethical tourism is
promoted among travellers.

Conclusion
From the above presentation, it can be concluded that for a destination to promote ethical
tourism, it is important to follow ethical practices or formulate policies that do so. This
can include not using misleading statement s to promote the destination and using
various sustainable ways of advertising etc.

References
• Font, X. and McCabe, S. eds., 2019. Marketing for Sustainable Tourism. Routledge.
• Luque-Martínez, T., Faraoni, N. and Doña-Toledo, L., 2019. Auditing the Marketing
and Social Media Communication of Natural Protected Areas. How Marketing Can
Contribute to the Sustainability of Tourism. Sustainability. 11(15). p.4014.

ACTIVITY 3

Introduction
Green marketing can be defined as the process of marketing products that are environment
friendly and do not cause any harm to it. It helps the customers to understand the
environment benefits of a product or service. This can lead to the company gaining new
profits.

Cont...
Organisation chosen for the presentation is Visit Britain and the presentation is based on
designing and pitching a green marketing campaign to promote London as a tourist
destination.

Green Marketing Campaign
Under the respective campaign, the chosen organisation, i.e., Visit Britain has set three
objectives which are explained below -
1. To adopt environment friendly procedures for promotions by 12% in order to
attract tourists within 3 months.
The respective company has decided to adopt various promotional procedures that are safe
for the environment.

Cont...
This will be done in order to attract a greater number of tourists from all over the world.
Not only this, the profitability and goodwill of the company will also increase because it
will use eco friendly ways. The goals and objectives must be brought into the notice of
people.

Cont.…
2. To enhance the overall sustainability of the company within 2 months by 15%.
The company has also set an objective of enhancing its overall sustainability and for
this, it will have to promote innovative and sustainable ways through which the tourists
can not only explore the destination but also the impact caused to the environment is
much less.

Cont...
Opting for sustainable ways will also help the company in improving the overall efficiency
of its business processes. Thus, it is important for the company to encourage
sustainability within the workplace.

Cont...
3. To align the marketing processes with sustainable practices by 10% within 7
months to promote ethical tourism.
Aligning marketing processes with sustainable practices can help the organisations in
attracting a greater number of tourists. It will also allow the company to raise awareness
about the different sustainable practices.

Cont...
To market and promote itself, the company can post the advertisements on its website and
various platforms of social media. As a result, people will become aware of the same
and ethical tourism would be promoted.

Conclusion
From the above presentation, it can be concluded that green marketing can help a tourist
organisation to raise awareness about the environment and promote ethical tourism at
the same time. It also helps the customers to understand the benefits of products and
services that are safe for the environment.

References
• Roth-Cohen, O. and Lahav, T., 2019. Going undercover: Online domestic tourism
marketing communication in closed and open Facebook groups. Journal of Vacation
Marketing. 25(3). pp.349-362.
• Shaheer, I., Carr, N. and Insch, A., 2019. What are the reasons behind tourism
boycotts?. Anatolia. 30(2). pp.294-296.

Thank you