Marketing for Ethical Tourism

Marketing for Ethical
tourism

Contents
INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Concept of morality, ethics and ethical behaviour marketing.......................................................3
P2 Unethical practices when promoting and advertising to customers..............................................4
TASK 2.................................................................................................................................................5
P3 Example of ethical and unethical practice by tourism destinations and service providers............5
P4 Importance of accurately aligning marketing with sustainable or ethical policies and practices
for ethical tourism..............................................................................................................................7
TASK 3.................................................................................................................................................7
P5 Green marketing campaign and make a pitch about how it promotes both the destinations or
tourism business and its ethical practices...........................................................................................7
CONCLUSION....................................................................................................................................9
REFERENCES..................................................................................................................................10

INTRODUCTION
Marketing is considered as an action used by company to promote and sell their
products and services in marker. Basically, it is a procedures of understanding customers
demand and at the same time also build positive relation with them. Along with this, ethical
tourism is all about keeping in mind the effects of action as a traveller over the local
communication and environment as well. One of the main aims of ethical tourism is to avoid
participation in certain aspects that lead to negative ethical issues. Thus, it is important for
tourism business to effectively market or promote ethical tourism as it positively contributes
in reducing carbon footprint over the environment (Hall, 2014). Appropriate marketing for
ethical tourism can support sustainable option in particular destinations and make it more
attractive as well. Present report is based on BCD Group, is a privately owned Dutch
company that focus on travel services along with corporate travel management. Company
approaches a consultancy organization to developing marketing plans for tourism
destinations. In this, Acorn Tourism Consulting is a consulting organization that specialise in
developing sustainable tourism, growth destination and businesses to research plan, develop
and market responsible tourism products in order to deliver economic growth. Report is going
to describe concept of morality, ethics and ethical behaviour marketing or practices as well
that company used to promote and advertise to its customers. Furthermore, ethical and
unethical practices by tourism destinations is also mentioned. At the end of the project, green
marketing campaign and pitch is discussed that hocus in promoting both the destinations and
tourism business along with its ethical practices.
TASK 1
P1 Concept of morality, ethics and ethical behaviour marketing
Morality marketing is related to the inevitable progression of the brand activism that saw
companies and corporations take a public and often rather daring position on contentious
social issues. This involves companies engaging in "wealth redistribution" through charging
varying prices for persons of various socioeconomic backgrounds. Marketing ethics is branch
of applied ethics concerned with moral concepts that underpin marketing's functioning as
well as regulation. Some aspects of marketing ethics coincide with those of journalism and
the public relations. Marketing ethics is related to the purposeful application of fairness
norms or moral implications, to marketing decision-making, conduct and practice in the
business (Weeden and Boluk, 2014). In personal, professional and academic relationships as
well as research and scholarly pursuits, ethical behavior is defined by honesty, justice and