This report, prepared for BCD Group by Acorn Tourism Consulting, delves into the realm of ethical tourism marketing. It begins by defining morality, ethics, and ethical behavior in marketing, highlighting the importance of consumer interests and fair practices. The report then examines unethical practices such as restrictive contracts and the promotion of dangerous items, using examples from the tourism sector to illustrate these issues. It further explores ethical and unethical practices by tourism destinations and service providers, emphasizing the significance of environmental and social responsibility, including aspects such as eco-friendly transportation and respect for local communities. The report underscores the importance of aligning marketing with sustainable policies, leading to higher-value goods and loyal customers. Finally, it proposes a green marketing campaign, focusing on promoting destinations and tourism businesses while showcasing their ethical practices. The conclusion synthesizes the key findings, emphasizing the crucial role of ethical marketing in fostering sustainable tourism and reducing environmental impact.
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