Marketing for Ethical Tourism

This document discusses the concept of morality, ethics, and ethical behavior in marketing for ethical tourism. It provides examples of ethical and unethical practices by tourism destinations and service providers. The importance of aligning marketing with sustainable or ethical policies and practices is also explored. Additionally, it includes a guide on designing a green marketing campaign that promotes both the destination or tourism business and its ethical practices.

Marketing for Ethical Tourism

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
P1. Concept of morality, ethics and ethical behaviour in marketing...........................................1
P2. Example of unethical practices when promoting and advertising to customers...................1
TASK 2............................................................................................................................................2
P3. Examples of ethical and unethical practice by tourism destinations and service providers..2
P4. Importance of accurately aligning marketing with sustainable or ethical policies and
practices for ethical tourism.........................................................................................................3
TASK 3............................................................................................................................................4
P5. Design a green marketing campaign and make a pitch about how it promotes both the
destination or tourism business and its ethical practices.............................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing ethics is a field of interest ethics that addresses the basic values underlying
marketing activity and control. Many fields of business ethics (promotional ethics and publicity)
intersect with broadcast ethics and the principles of public affairs (Bird, Westcott and Thiesen,
2018). Ethical hospitality and destination marketing require knowing about the environmental,
national and local economic consequences of a decision as a visitor. A few other places around
the world truly gain financially from tourist industry and the tourism exchange seems to be the
primary source of employment for some societies. This report based on ABTA – the travel
association which is travel agent or tour operator in the UK. This assessment covers several
topics such as concept of ethics and ethical marketing, ethical behaviour in marketing for tourist
industry and designs a green marketing campaign.
MAIN BODY
TASK 1
P1. Concept of morality, ethics and ethical behaviour in marketing
Morality is the distinction of judgments, acts, and behaviour from right or positive ones
and wrong or illegal ones (Cloquet And et.al., 2018). Moral values are also described as being in
compliance with the rules of good conduct. Moral values are the Morality philosophy then it
implies truthfulness or honesty.
Business ethics is a form of correct management principles and procedures, involving
financial regulation, stock trading, coercion, sexism, corporate social responsibility, and
fiduciary obligations.
Marketing ethics is an accumulation of correct conduct principles which influence the
judgements made by individuals or organisations. Implementing marketing ethics involves
consciously applying ethical principles, or spiritual rights and wrongs, to corporate marketing
decision-making, actions and action.
P2. Example of unethical practices when promoting and advertising to customers
Unethical advertising must be in some way misrepresenting a product / service, or using
mind control to fit a secret motive. This type of propaganda uses tricky ways of manipulating or
persuading the customer to purchase the product or service. Avoiding unethical selling tactics
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can often help a company avoid certain repercussions, such as a lack of consumers' good faith
and trust, and a challenge to productivity. There have been some unethical marketing examples
which are as follows:
 Misleading claims which can place a company with the Federal Trade Commission and
the honesty in ads law in legal trouble (Eiseman, 2018). It will destroy the reputation of
company, so ABTA travel associate should avoid these unethical marketing practices.
 Make false or tricky comparative analysis about a competing brand. Travel companies
such as ABTA should promote the features of their services rather than just make
promoting false things about rivalry firm.
 Destroy the facts and mislead the potential buyers also another example of unethical
marketing practices which are used by the travel agencies.
 Online travel organizations are also designed to cause the clients fake pressure and make
a purchase. It is often achieved by saying that the hotel property is being viewed
simultaneously by a variety of potential buyers or that each hotel alone has a few spaces
left available on those days.
TASK 2
P3. Examples of ethical and unethical practice by tourism destinations and service providers
Ethical practices by service providers:
 Integrity: Integrity or the inner force that drives sincerity and an individual's desire to do
the correct things is among the most essential ethics. Willingness to violate the rules or
cheat indicates a lack of honesty that can harm tour agencies' overall reputation.
 Trustworthiness: Trust is important for honesty, if companies cannot be honest or
trustworthy, clients will not return and managers will not send the successful tasks. The
same remains true for managers, however (Hanna And et.al., 2018). They need to be
trustworthy and workers know we should reach them. If there is indeed a loss of faith, the
whole organization will fail.
 Respect for others: Consideration for others is likewise an integral ethical concept.
Kindness for others means that businesses are focused in doing positive things for others
and people value people as an individual. That shows recognition for customers and
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associates. Respect towards others creates trust and demonstrates that they are involved
in the general welfare of the organisation under which they operate.
Unethical practices by service providers:
 Exploiting workers: Any firms, at the detriment of their employees, want to raise
revenues for the founders are called exploitation. Many of the forms and that they do so
are potentially immoral, and others are unambiguously unconstitutional. They could pay
minimum wage to their workers, encouraging them to underwrite their income by food
stamps at the cost of the taxpayer.
 Tax loopholes: Many companies are using tax loopholes to stop paying taxes in the UK.
While reinvesting revenues in trillions. They might understand why they don't shut such
loopholes and brought an end to it, but businesses are paying campaign donations to
lawmakers who try to retain them, and corporations can circumvent the taxation
legitimately.
 Over billing: Intentionally, unethical behaviour is to over-bill clients. Service providers
bill more than the appropriate price, and sometimes even go as far to start charging for
the services and products they haven't ever received. In the desperate hope that the
customers will not recognize, those who also may double payment for their services.
P4. Importance of accurately aligning marketing with sustainable or ethical policies and practices
for ethical tourism
Market alignment is the method of producing a communication campaign that is better
compatible with the intended audience, or in harmony, the campaign is meant to reassure them.
Knowing the value of their B2C advertising messages is the key success in marketing their brand
(Moutinho and Vargas-Sanchez, 2018). Most ad campaigns for B2C struggle even though they
do not reflect on the advertising message’s value.
Many advertisers are unduly affected by customer marketing and are obsessed about the
volumes of marketing advertisements, not the content. Misconstruing the importance of a
reliability statement, added to the fact that 99 percent of advertising campaigns are cantered
skills and capabilities, results in a lot of money being wasted. For any marketing dollar invested,
the consequence of lack of a quality-focused promotional campaign never translates to a
reasonable return on investment.
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Use of marketing alignment approach business managers are able to build ethical policies
regarding product and services marketing for higher demand. Travel companies should follow
ethical practices which help them to make decisions accordingly where they identify the issues
and identify possible solutions accordingly. Ethical decision is primarily affected by the rate of
ethical dilemma faced; by the companies and it is classified as per their toughness, with
respondents more likely to react as per the ethical system when the dilemma is deemed
important. Quality consists of good workers who values and principles both in their jobs and in
the relationships. Thus ethics ought to be part of any travel operator agency and they need to be
responsible for their role and function.
So it essential for travel companies or service providers to know the importance of
marketing alignment and follow ethical practices and then formulate marketing or promotional
strategies. Here, they spread the real message of their products and services with the target
audience through highlighting their service features.
TASK 3
P5. Design a green marketing campaign and make a pitch about how it promotes both the
destination or tourism business and its ethical practices
Green marketing is a strategy which promotes products and services based on the environmental
benefits (Tarlow, 2020). It helps the tourist or destination business to promote their services or
attract large number of audiences who are very concern about the environment and nature. There
are some different ways to design green marketing campaign in context of their organization
such as ABTA – the travel association. All are discussed below:
 Promote sustainability: Touring business need to promote sustainability in their
operations with go green movement which is beneficial for environment. Using their
brand to sell eco-friendly water bottles to enable the customers to use these products
instead of singular-use options that obstruct landfills.
 Use digital marketing platform: For the marketing propose, travel agencies should
follow the social median rather than using paper promotions. Develop customer friendly
website where they find each and every details regarding company’s services. Avoid
print media to promote their services or save environment from chemicals.
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Such kind of marketing campaign helps the organizations to attract those people who have
nature love. These are beneficial for terrorist business and promote their services in front of
clients which provide huge popularity in the market. It will come under ethical practices where
management share true or actuate information with customers without any fake facts. Basically,
organizations need to adopt such green marketing campaign to increase their brand reputation or
improve their performance as well.
CONCLUSION
On the basis of above discussion it has been observed that ethical behaviour or practices are
essential for tourist destination or travel organizations. At the time of promoting their products
and services, travel companies should follow the ethical marketing practices otherwise it impact
their own company’s reputation. In addition they need to follow ethical practices to perform their
operational activities which help in making their customer loyal for longer time and increase
their popularity in the market.
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REFERENCES
Books & Journals
Bird, G., Westcott, M. and Thiesen, N., 2018. Marketing dark heritage: Building brands, myth-
making and social marketing. In The Palgrave handbook of dark tourism studies (pp.
645-665). Palgrave Macmillan, London.
Cloquet, I. And et.al., 2018. Disability, social inclusion and the marketing of tourist
attractions. Journal of Sustainable Tourism, 26(2), pp.221-237.
Eiseman, D., 2018. Marketing Sustainable Tourism: Principles and Practice. In Tourism
Planning and Destination Marketing. Emerald Publishing Limited.
Hanna, P. And et.al., 2018. Tourist destination marketing: From sustainability myopia to
memorable experiences. Journal of Destination Marketing & Management, 9, pp.36-43.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Tarlow, P. E., 2020. Tourism, Terrorism, Morality, and Marketing: A Study of the Role of
Reciprocity in Tourism Marketing. In Cyber Warfare and Terrorism: Concepts,
Methodologies, Tools, and Applications (pp. 1251-1264). IGI Global.
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