Green Marketing Campaign for Ethical Tourism in London

This project delves into the realm of ethical tourism marketing, exploring the concepts of ethics and ethical behavior in marketing, and identifying unethical practices. The assignment comprises three activities. Activity 1 defines ethical tourism and discusses morality, ethical behavior, and ethics in marketing, while also providing examples of unethical practices to avoid. Activity 2 focuses on Visit Britain's marketing strategies for London, analyzing its ethical and unethical practices. It emphasizes the importance of sustainable policies and practices in promoting ethical tourism. Finally, Activity 3 outlines a green marketing campaign designed to promote London as a tourist destination, setting objectives to adopt environment-friendly procedures, enhance sustainability, and align marketing processes with sustainable practices. The project concludes by highlighting the significance of green marketing in raising awareness about the environment and promoting ethical tourism.

ACTIVITY 1 : Exploring
Ethics in Tourism Marketing

Introduction
Ethical tourism can be defined as keeping an account of the actions of the travellers on the
local community as well as environment of a particular place. It basically attempts to ensure
that there is not harm caused to the environment when travellers visit a particular
destination. This presentation explains the concepts of ethics and ethical behaviour in
marketing and different unethical practices when promoting to the customers.

Concept of morality, ethical behaviour
and ethics in marketing
The concept of morality in marketing is referred to when the companies use their advertising
and different platforms to explain moral values as well as lessons to the customers.
Morality is one of the important concepts in marketing because it allows the companies to
communicate important messages to the customers. Ethics in marketing can be referred to
as a set of rules or principles that contribute to the decisions made by the customers and
organisations.

Cont...
In simple words, ethics are the standards that are applied to the
different marketing activities in order to make sure that they are
carried out in a fair manner. These are important because customers
prefer brands that offer products and services of good quality.
Lastly, ethical behaviour is referred to acting in a consistent manner.
It is important for businesses as it helps them in attracting a greater
number of customers.

Examples of unethical practices
When promoting products or services to the customers, companies sometimes follow
practices that are considered to be unethical. These practices can affect the overall
profitability as well as the brand reputation in a negative manner. For example, a
company might use misleading statements that can ultimately lead it in a legal trouble.

Cont...
Apart from this, a business might also make comparisons that are fake. This can cause the
customers to trust a brand that does not practice an ethical behaviour.

Cont...
It is important to avoid following unethical practices at all times because they will affect the
goodwill and other activities of the business in the long run. Other common examples of
unethical practices that are used by companies include forcing the customers to make a
purchase, over charging them for low priced products etc. Therefore, if customers catch
a company following unethical practices, it may lead the company to lose its position
and hold within the market.

Conclusion
From the above presentation, it can be concluded that it is important for companies to
follow an ethical behaviour as well as practices at all time. If they fail to do so, their
overall reputation as well as profitability can be affected in a negative way.

References
 Almeida-Santana, A. and Moreno-Gil, S., 2019. Perceived Sustainable Destination
Image: Implications for Marketing Strategies in Europe. Sustainability. 11(22).
p.6466.
 Bassano, C. and et. al., 2019. Storytelling about places: Tourism marketing in the
digital age. Cities. 87. pp.10-20.

ACTIVITY 2

Introduction
Organisations practice both ethical as well as unethical behaviours while promoting and
advertising their products. This is similar to different tourist destinations as well that
promote themselves in order to increase tourism. Destination chosen for this
presentation is London, the capital of England and organisation is Visit Britain, a
national agency that is responsible for promoting Britain across the world in order to
attract tourists.

Ethical and unethical practice
People like travelling to new destinations, be it for a business purpose or for leisure and
London is considered to be one of the most visited destinations across the world. There
are a lot of attractions for the tourists. In order to promote a healthy and ethical tourism,
the destination follows different ethical practices. These include the promotion of using
cycles and walking for the tourists in order to explore different places.