Marketing for Ethical Tourism: Strategies, Practices, and Campaigns

This report examines the crucial role of ethical marketing within the tourism industry. It begins by defining marketing ethics and its intersection with broader ethical considerations, emphasizing the importance of moral values and ethical behavior in promotional activities. The report highlights examples of both unethical and ethical marketing practices, focusing on integrity, trustworthiness, and the avoidance of worker exploitation. It then delves into the importance of aligning marketing with sustainable policies, emphasizing the value of effective communication in B2C advertising. The report concludes with the concept of green marketing and provides guidance on designing a green marketing campaign to promote sustainability. The analysis underscores the need for travel organizations to adhere to ethical marketing practices to protect their reputation and foster long-term success.

MARKETING FOR ETHICAL
TOURISM

Table of Content

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.

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.

Example of unethical practices when
promoting and advertising to customers
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).
 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.

Ethical and unethical practice by tourism
destinations
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

Continue..
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.

Importance of accurately aligning marketing
with sustainable or ethical policies
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.

Design a green marketing
campaign
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.
 Promote sustainability
 Use digital marketing platform

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.

REFERENCES
 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.

Thank You