Ethical Practices: A Green Marketing Campaign in the Tourism Industry

This report explores the concepts of ethics and ethical marketing within the tourism industry, focusing on green marketing campaigns. It discusses examples of unethical practices in promotion, sources of ethical standards, and frameworks for ethical decision-making. The report examines ethical and unethical practices by tourism destinations and service providers, ethical dilemmas faced by tourism organizations like Hays Travel, and the significance of aligning marketing with ethical and sustainable policies. It also highlights the consequences of misalignment between marketing and ethical practices and pitches the elements of a green marketing campaign, emphasizing the importance of integrating green practices to promote eco-friendly environments and enhance the company's reputation.

GREEN MARKETING
CAMPAIGN

 INTRODUCTION
 CONCEPTS OF ETHICS AND ETHICAL
MARKETING
 Examples of unethical practices while promotion
processes
 Sources of ethical standards and frameworks for
ethical decision making
 Ethical and unethical practice by tourism
destinations and service providers
 Ethical dilemmas faced by tourism organisations
 Significance of aligning the marketing with
ethical and sustainable policies in tourism
 Consequences of misalignment between
marketing and ethical practices
 A green marketing campaign
 pitch the elements of a green marketing campaign
 CONCLUSION
 REFERENCES
TABLE OF CONTENTS

INTRODUCTION
 Green marketing campaigns are mostly used for exposing the environmental issues to the
public and also help in inculcating the awareness of green behaviour on the environment.
 This deals in the marketing of environmentally friendly products and services of the
company.
 Due to the various environmental issues and their impacts on the company, the
companies nowadays are making use of various innovative methods to promote the eco-
friendly environments by integration of green practices in the functions of the business.
 Hays Travel is a chain of independent travel agents which is headquartered in England.
This is considered to the largest independent travel agent in UK. The company makes use
of other tour operators in UK for providing package holidays to customers.

CONCEPTS OF ETHICS AND
ETHICAL MARKETING
 Ethics are considered as the collection of the principles of right conduct which helps
in shaping the decisions made by people or organisations.
 he practice of ethics in marketing deals in applying the standards of fairness and
moral rights and wrongs to market decision making, practice and behaviour in
organisations.
 Ethical marketing deals in the processes by which tourism companies like Hays
travels market their goods and services by analysing the benefits which the products
of the company has on the customers along with providing benefits to society and
environment. This is why; the ethical marketing is not a strategy it is considered as a
philosophy.
 The tourism companies can implement ethics in their marketing practices such that
they source the raw materials in the fashion which is sustainable, treating the
employees in fair manner, making donations to the charitable and non-profitable
organisations and also campaigning in a manner which is environment friendly and
protects the environment.

EXAMPLES OF UNETHICAL
PRACTICES WHILE
PROMOTION PROCESSES
 There are various examples in which unethical practices are used by the tourism and
travel companies like Hays travels in UK. This include manipulating the consumers’
decisions through fear tactics and evoking sadness or rage, targeting the
disadvantaged people or can be by tricking the customers to buy specific product or
service.
 These basically include false advertising or misleading advertising. This can be
evaluated that the travel companies like Hays travels create fake pressure on the
customers to make purchase by conveying false information such as only few rooms
are left, certain price is valid for only few time etc.
 Furthermore, another unethical; practice includes fake discounts which means the
companies increase the original price and then gives 30-40% discount.
 Deceptive pricing is also considered as an unethical practice which means the price
informed to the customers prior to booking is different from the one which is at the
time of booking because various insurance and convenience fees is added at the time
of payment.

STANDARDS AND
FRAMEWORKS FOR ETHICAL
DECISION MAKING
 There are various ethical standards and frameworks which help in ethical decision
making.
 The Utilitarian approach believes in doing most good in facing less harm. This helps
in dealing the consequences while doing good and reducing the harm.
 The Rights approach considers ethical action as the one which helps in protecting and
respecting the moral rights of the affected people. This provides duty to respect rights
of others.
 Another approach is the fairness or justice approach which deals in treating all the
humans equally.
 The Common Good approach deals in providing respect and compassion to the others
especially the vulnerable.
 The virtue approach focuses on the virtues like courage, honesty, generosity,
compassion, love, fidelity, tolerance, self-control and many others. The companies
like Hays travels must put all these approaches together to implement its ethical
marketing practices.

ETHICAL AND UNETHICAL PRACTICE
BY TOURISM DESTINATIONS AND
SERVICE PROVIDERS
 Ethical tourism seems to be developed with having the proper response with the mass
tourism.
 This types of tourism are being more responsible for the three pillars such as
sustainable, environment and economy.
 This have the results for the different interpretation of the term ethical tourism in the
around world.
 Ethical tourism seems to be important for which the Hays tourism can use their
products while by recycling their various products.
 Therefore, governments are funding for building the solar and wind power plants
while for alternative coal.
 Over from the last since year the ethical tourism have become important for taking
decision point for academic, business, government and some of the general public.
 Some examples of ethical tourism such as sustainable, culture, charity, eco tourism
etc.

CONTD…
 The unethical tourism has the main aim for preventing crime against the tourists,
government in today time have decided for having the campaign for their safe
tourists.
 Seeking while towards more proactive role of the services providers, Ministry of the
various countries have decided to involve, auto, taxies, policemen, guides and some
of the tour operator for preventing with the unethical tourism sector.
 While at time of booking the destination for having the better travelling many of the
customer are also facing the issues in unethical tourism towards their organization.
 While Hays tourism should have the online travel agencies while from which the
customer can make their booking with having the lowest price.
 This could be important for taking much advantage and make sure
about those things which could help for betterment in their tourism
company.

ETHICAL DILEMMAS FACED
BY TOURISM
ORGANISATIONS
 The various ethical issues which are faced by the tourism companies like Hays travels
include leakage of income, false advertisements ethics, green issues ethics, ethics of
employment and unethical consumer issues.
 The employee theft can be the major issue which includes adding charging and
pocketing the fake charges and also stealing the amenities of hotels and considers the
customers the thieves.
 Sometimes, the employee also takes the items of customers which destroy customer
loyalty. Dishonest cleaning practices are also a major issue which must be considered
by the company because this can affect the health of the customers negatively.
 Companies also make use of inferior supplies to reduce the overall cost of the
products and services which helps them to attract the majority of customers but this is
also considered as an unethical practice which must be considered by travel
companies like Hays Travels.

SIGNIFICANCE OF ALIGNING
THE MARKETING WITH
ETHICAL AND SUSTAINABLE
POLICIES IN TOURISM
 The ethics play a major role in the marketing of goods and services of tourism
companies. This refers to applying the moral principles in such a way that benefits the
people and the environment by staying at different destinations.
 Hays travels considers majority of the ethics and moral principles while marketing
and promoting its goods and services. When the companies make use of ethics in
advertising, the company becomes responsible towards the needs and demands of the
customers as well as nature.
 This forces the company to consider the ways in which society and the environment
can be benefited along with gaining organisational profit. This has lots of benefits
including economic health, satisfaction of guests, healthy culture, well-being of
locals, protection of resources and many more.
 The best example for adhering to the ethical policies is Hays travels because
whenever any person does some booking with the company then the company can
give one blanket to the poor person or less fortunate who cannot afford to make
purchase with Hays travels.

CONSEQUENCES OF
MISALIGNMENT BETWEEN
MARKETING AND ETHICAL
PRACTICES
 If there is misalignment between the messages of marketing campaign
and ethical and sustainable polices then this can impact the goodwill and
the profitability of the company.
 This can be evident from the example of various tourism companies
which supports elephant rides in which the elephants are hurt a lot due
to the improper handling by the handlers. This not only impacts the
society and the environment negatively but also impacts the reputation
of the brand.
 The sustainable and the ethical policies if not aligned in the marketing of
the company then the customers can deal with the company for one time
but later when they come to know about the truth and the ways in which
they were impacted negatively, then they will stop dealing with the
company and also post negative reviews and feedbacks on the online
platforms which decreases the customer base of the company.
 This is how; the companies like Hays Travels must always align the
policies of ethics with its marketing messages and must implement all
the marketing activities by benefitting the society, community and the
environment.