Report on Ethical Tourism Marketing Strategies and Practices

This report, focusing on Unit 34: Marketing for Ethical Tourism, examines the concepts of morality, ethics, and ethical behavior within the marketing context, specifically within the tourism industry. It uses a case study approach, analyzing a UK-based tour operator founded in 1972. The report identifies unethical practices in promotion and advertising, such as misleading advertisements and emotional exploitation, while also detailing ethical practices that enhance the environment and benefit the local community. It underscores the importance of aligning marketing efforts with sustainable and ethical policies to foster ethical tourism, including increasing local jobs, preserving culture, and protecting natural heritage. Furthermore, the report devises a green marketing campaign emphasizing sustainable tourism alternatives and eco-friendly practices, and it proposes a pitch to promote both the destination and the tourism business, ultimately advocating for long-term growth and sustainability. The report concludes by reiterating the significance of ethical considerations in marketing and the necessity for companies to prioritize ethical practices in their promotional activities.

Unit 34: Marketing for Ethical Tourism

TABLE OF CONTENT
 Introduction
 Concept of morality, ethics and ethical behavior in marketing
 Examples of unethical practices during promotion and advertisement
 Examples of ethical and unethical practices by tourism destination and services
providers
 Importance of aligning marketing with sustainable or ethical policies for ethical
tourism
 Devise a green marketing campaign and also make a pitch to promote both
destination and tourism business
 Conclusion
 References

INTRODUCTION
 Marketing is a process which is related to promoting and
advertising product and services at wide level. The present report
is based on my travel group which is a well know tour operator
company of UK. It was founded in 1972 and provides services
such as tour package, holidays, cruise lines, hotel, resorts and so
on. The present report comprises concepts of morality and ethics
in marketing along with appropriate examples of unethical
behavior within marketing and promotion. It also comprises
importance of aliening marketing practices with ethical practices
for ethical tourism. Lastly, a green marketing campaign has also
been designed in the following report.

CONCEPT OF MORALITY, ETHICS AND ETHICAL BEHAVIOR IN
MARKETING
 Morality in marketing: Morality is related to follow the principles, values
while promoting products and services in an efficient manner. In present time,
brands follow the morality practices during advertisement and promotion. For
this purpose, they also offer products & services at different price to different
segment of customers in order maintain appropriate wealth distribution within
society. In context of my travel group, they also adopt morality practices while
advertising and promoting services at wide level.

CONT..
 In tourism industry, it is important to follow the ethics for
ensuring maximum well being of society while attaining goals of
organization. In ethical marketing, companies not only promote
their products but also considered the impact of their products and
services over society and environment at large. It is said that
ethical marketing is not a strategy rather it is a philosophy which
need to follow for maximum benefit of society and environment.
For this purpose some ethical principles which are followed by
Make my travel group are given as under:
 Be transparent: According to this principle, organization needs to
be transparent in terms of their activities and functions so that
customers get to know about their activities.

EXAMPLES OF UNETHICAL PRACTICES DURING PROMOTION AND
ADVERTISEMENT
 It is analyzed that in present time, companies often adopt
unethical practices for their own benefit. They often neglect the
well being and betterment of customers and do the things which
are better for company. Unethical practices refer to adopt such
practices which are harmful for customers as well as environment.
In marketing, there are various unethical approaches are used by
marketers for gaining substantial amount of profit margin. Some
examples of unethical practices during advertisement and
promotion are given as under:

CONT..
 Misleading advertisement: This is also known as false
advertisement in which markers transmit wrong information to
customers which might lead them towards wrong direction. Under
this, companies demonstrate exaggerating information in order to
develop faith among customers. Sometimes, marketers also make
false promises in advertisement which is completely unethical and
might hamper the sentiments of customers.
 Emotional exploitation: During promotion, company depicts that
they value the sentiments and emotions of customers but they does
not actually follows the practice while doing advertisement. This
is the most common unethical practices which is often adopted by
organizations for their own benefit.

EXAMPLES OF ETHICAL AND UNETHICAL PRACTICES
BY TOURISM DESTINATION AND SERVICES PROVIDERS
 Ethical practices: In tourism ethical practices refers which are
beneficial for environment as well as the people. It is related to
offering better income level, life style to people within tourism
destination. In context of My travel group some examples of
ethical practices are mentioned as under:
 Look after environment: According to this, tourism organizations
need to adopt such practices which are good for environment.
They need to protect environment in order to maintain long term
sustainability in business. In context of respective organization,
they are highly concern about environment thus adopt
environmental friendly practices for business.

CONT..
 Unethical issues:
 False discounts: It is often seen that tourism service providers
offer false discounts to customers because of which they get
attracted towards their services. However, they maintain the actual
price of their services at such higher level and then provide some
amount of discount to customers. This practice is generally
adopted by tourism providers during peak season.

IMPORTANCE OF ALIGNING MARKETING WITH
SUSTAINABLE OR ETHICAL POLICIES FOR ETHICAL
TOURISM
 It is stated that marketing is a crucial practice which is adopted by
tourism service providers in significant manner. Here, it is vital
for aligning marketing efforts with sustainable practices for
implementing ethical policies within tourism sector. In this regard,
significance of marketing practices of my travel group in terms of
developing ethical tourism is given as under:
 Increase job and income of local people: With the help of
marketing tourism organization promotes the local destination, It
enhances number of visitors, tourist in locality which eventually
help in increasing income, living standards of local people in
significant manner. In context of respective organization, they also
take necessary steps for promoting local places for betterment of
local people and society.

CONT..
 It helps in preserve culture and natural heritage for tourist: It is
analyzed that marketing is helpful in terms of promoting local
culture and values. By this way, tourist organizations are able to
preserve culture in an efficient manner. Further, by aligning
marketing practices with approaches of company tourism service
providers are able to preserve the culture as well as local heritage
for tourist so that they can enjoy the natural beauty in significant
manner.


DEVISE A GREEN MARKETING CAMPAIGN AND
ALSO MAKE A PITCH TO PROMOTE BOTH
DESTINATION AND TOURISM BUSINESS
 Green marketing refers to the use of environmental benefits for promoting
products and services at wide level. It is considered as one of the best way of
getting competitive edge and sustainability in current market place. In current
scenario, company can design a green marketing campaign by offering such
destinations to users which are surrounded by nature.