Marketing for Ethical Tourism: Green Marketing Campaign Analysis

This presentation examines the principles of ethical tourism marketing, emphasizing the avoidance of unethical practices and the promotion of positive impacts on local communities and the environment. It explores the concepts of morality, ethics, and ethical behavior in marketing, along with examples of unethical practices. The presentation assesses ethical standards and frameworks for ethical decision-making, addressing ethical dilemmas faced by tourism organizations. It also evaluates ethical and unethical practices by tourism destinations and service providers. Furthermore, it discusses the alignment of marketing with sustainable policies, potential consequences of mis-alignment, and recommendations for improvement. The core of the presentation involves designing and pitching a green marketing campaign for TravelPerk, focusing on reducing energy wastage, increasing the use of renewable products, and promoting the campaign through digital and social media platforms. The presentation concludes by highlighting the importance of ethics in the tourism industry and the role of green marketing campaigns in attracting customers.

MARKETING FOR
ETHICAL TOURISM

INTRODUCTION
 Ethical tourism is a kind of tourism that aims upon avoiding participation in activities
that contribute to support negative ethical issues.
 It helps in development of positive impact of traveller’s action on local community and
environment.
 This presentation will lay emphasis upon marketing for ethical tourism by
exploring ethical in tourism marketing, assessing reference of ethical behaviour in
marketing, and by designing and planning green marketing campaign.
 Organization chosen for this presentation is TravelPerk that was founded in 2015 is a
travel management organization whose main headquarters are in
in London, Barcelona, Berlin and Chicago

ACTIVITY 1- EXPLORING ETHICS IN
TOURISM MARKETING
Concept of morality, ethics and ethical behaviour in marketing and examples of
unethical practices when promoting and advertising to customers
 Morality in marketing is a kind of logical evolution of brand that uses advertising
platform to reach their target customers and deliver moral lessons to society by
advertising ways in which they conduct their business operations morally.
 Whereas ethics is a collection of principles of correct conduct that helps in shaping
decisions taken by organization. In marketing ethics is applied as fail standards so that
correct marketing decisions can be taken.
 Behaviour adopted by organization while doing marketing of their products and
services they are required to follow ethical standards and ethical legislation of
marketing.

CONTINUE…
 There is strong relationship between morality, ethics and ethical behaviour as morality
is to live as per some moral codes and principles of right and wrong.
 Whereas ethics is to explore idea of morality and its place within society or within an
organization.
 Understanding of ethics further helps an individual or an organization to understand
unwritten ethical codes or standards that can help them in behaving in an ethical
manner which will further help then in understand good or bad behaviour.

CONTINUE…
Evaluation of sources of ethical standards and frameworks for ethical decision-making in order
to support ethical marketing practices
There are various sources of ethical standards and framework that can used for ethical
marketing practising for taking ethical decision, such as:
 The Utilitarian Approach
 The Rights Approach
 The Fairness or Justice Approach
 The Common Good Approach
 The virtue Approach
These are five main approach that are main source of ethical standards and frameworks that
can be adopted by organizations for ethical decision-making in order to support ethical marketing
practices

CONTINUE…
Critical evaluation of main ethical dilemmas that are being faced by tourism
organizations and implications of not adhering to consistent ethical practice
 One of the main ethical dilemmas faced by most of the tourism organizations is that
whether they should use false pictures and ides of a place to attract a greater number of
customers or not.
 Tourism organizations using such kind of fake pictures and videos for attracting
customers various issues out of which one is losing trust of their customers and if they
do not make for it then many times customers can file a legal case against the
origination that can ruin their brand reputation. Most of the tourism industry
organization today use this unethical practice for increasing their business and customer
base. Not adhering ethical practises can give negative results to organization and can
destroy brand image for long term.

ACTIVITY 2- ASSESSING THE RELEVANCE
OF ETHICAL BEHAVIOURS IN MARKETING
Discuss ethical and unethical practice by tourism destinations and service providers
Ethical practises by tourism destination and service provider are:
 Adoption of sustainable tourism policies such as land use policy, community
participation.
 Many tourism service providers are focusing upon reducing their overall carbon
footprint and before priding any kind of tourism service to their customers, most of the
organizations focus upon providing true and actual information of the tourism
destination to their customers.
 Eco tourism is another form of ethical practise that can be practised by tourism
destination and service providers that can help them to focus upon organizing
responsible travelling of travellers to natural areas.

CONTINUE…
Unethical practises by tourism destination service providers are:
 Provision of inaccurate or incomplete information about tourism destination.
 Many times, some tourism destination service provides post false pictures or videos
about tourism destination which is completely unethical.
 Another one of the most common unethical practises adopted by tourism destination
and service providers is hiding truth about place. many tourism service providers hide
negative publicity or information about a place such as increasing crime rate of tourism
destination etc. it is another unethical practise which is adopted by most of the tourism
destination and service providers.

CONTINUE…
Importance of aligning marketing with sustainable or ethical policies and practices
for ethical tourism.
It is extremely important for tourism industry organizations to align their
marketing with ethical or sustainable policies and practises because of various reasons such
as:
 It can directly help in opening up business opportunities and can help organization in
attracting a greater number of customers.
 Aligning marketing within ethical policies and practises can further help tourism
organization in enhancing loyalty of their customers within organization and strengthen
their relationship with their customers.
 It can further help tourism organization in building brand credibility on which their
customers can trust that organization is going to provide them with genuine and
authentic products and services.

CONTINUE…
Critical evaluation of potential consequences of mis-alignment between marketing
campaign messages and ethical sustainable policies and practices
Mis-alignment between marketing campaign and ethical sustainable policies
and practises have various kinds of consequences that can be faced by organizations
such as:
 Customers can lose their confidence within organization and their products and
services. Mis-alignment between ethical polices and practises and marketing
campaign can make it difficult for customers to trust organization again their
services.
 Revisit of customers and again choosing organization for their next tour will become
difficult for customers and eventually it will result in negative marketing of services
provided by organization.

CONTINUE…
Recommend ways in which improvement within alignment of marketing campaign
messages and ethical sustainable practices can be brought with examples
Recommendation to improve alignment between marketing campaign
ethical practises are provided below:
 Tourism organizations can focus upon developing marketing objectives and analysing
achievement of those objectives against developed KPI
 By developing a marketing matrix and ensuring that this matrix helps in measuring
achievement of their main marketing objectives of campaign.

ACTIVITY 3- DESIGNING AND PITCHING A
GREEN MARKETING CAMPAIGN
Design a green marketing campaign
 Goals
 To reduce expenses and wastage of energy by 10 percent within 12 months
 To in enhance usage of renewable or recyclable products usage within 12 months
 STP
 Segmentation: TravelPerk will focus upon psychographic segmentation and will focus upon customers who
prefer having sustainable and healthy lifestyle.
 Target: TravelPerk will target local travellers who prefer travelling different places in UK
 Positioning: Customers will be positioned though eco-label or eco-branding
 Marketing Mix
 Product: to provide recycled products to customers such as recyclable food wraps, recyclable water bottles
etc.
 Place: these products will be provided to customers when at every tourism destination
 Price: price of these products will be included in tourism package only.
 Promotion: promotion of this product and service of TravelPerk will be done on digitally and on social
media applications.