Report: Sustainable Tourism Marketing Campaign for Coventry

This report presents a comprehensive analysis of a sustainable tourism marketing campaign, focusing on The Guild's operations and the city of Coventry. It explores green marketing methods, ethical concerns, and strategies to promote environmentally conscious tourism. The report examines current issues faced by Coventry, the impact of tourism, and the identification of target markets and competitors. It provides examples of sustainable tourism marketing by brands like Marks & Spencer and Centrica PLC. The conclusion emphasizes the growing awareness of sustainable tourism and the adoption of green marketing practices by organizations to protect the environment and foster responsible tourism. The report also includes relevant references supporting the analysis.

SUSTAINABLE TOURISM
MARKETING CAMPAIGN

Table of content
• Introduction
• Overview of Organization
• Current issues faced by Coventry
• Green marketing Methods and how the marketing will be done
• Ethical concerns
• Ways to market the campaign
• Target market and competitors
• Examples of marketing sustainable tourism
• Conclusion
• References

Introduction
Sustainable tourism is a kind of tourism whose primary focus is try to make as low as possible
impact on the environment and the native culture of an organization. In order to promote
sustainable tourism various countries opt for different marketing strategies that not only promotes
tourism but also create awareness regarding the environment and making tourists more conscious.
This presentation is based on The guild which is a national association for blue badge tourist guides
having operations throughout British isles.

Overview of Organization
The guild is a tour operator company founded in 1950 having operations throughout the united
kingdom the firm supports a positive attitude wherein the workers support and encourage one
another. It also works towards working together as a team, sharing inputs and ideas across all its
offices around the UK.

Cont.…
• Vision - the company visions to be one of the most trusted and recognized tour brands in the
country with a clear understanding of the customers' needs and addressing them accordingly.
• Mission – the guild aims to enhance the travel experience of its customers with have an equal
focus towards the environment and promoting sustainable tourism.

Current issues faced by Coventry
Coventry is a city in England known for a
cathedral of medieval times. The city has a
population of approximately 366,800 (hall,
2016). Before earning the title of the UK city of
culture 2021, Coventry had faced various issues
where it was devastated symbolically several
times.

Green marketing Methods and how the marketing
will be done
Green marketing refers to adoption of marketing products that are assumed to be safe for the
environment. It includes a wide range of activities like environment safe packaging of the products,
sustainable advertising etc. The guild promotes awareness about the issues that the city is facing
through its website and thereby forces people to think as they make their travel decisions.

Cont.…
To promote green marketing, different organisations can started a programme that will help in
making sustainability of the environment popular among people and environment friendly practices
will help encourage tourists in getting involved in the same.

Cont.…
• Impact of tourism on Coventry

Ethical Concerns
Once the visitors realise the amount of impact tourism can have on the environment, the idea of
sustainable tourism will start receiving more attention. Ethical concerns relating to tourism
comprise of promoting fair tourism principles, saving the local culture of the region etc.

Ways to market the campaign
Marketing of the same can be done by hiring bloggers and influencers who have a strong follower
base. This will lead creating awareness among the people as well as the visitors. The guild also
makes use of the local residents and green marketing prcatices in promoting the sustainable tourism
and hence not letting any kind of harm to the environment.

Target market and competitors
The company's target market includes visitors or tourists, youth, families, couples etc. Who plan to
visit and explore the city. Main competitors of the guild include firms such as airexpress, costsaver,
contiki, topdeck etc. That have similar operations like it.

Examples of marketing sustainable tourism
Marks and spencer is among many firms that follow sustainable marketing. The brand uses raw
materials that are environment friendly with producing as much less waste as possible. The
company speaks of never misleading its customers and using the most sustainable forms of
manufacturing, advertising and promoting of their products.

Cont.…
Centrica PLC is a utilities company based in the united kingdom that also follows the sustainable
marketing approach. The company aims to help the climate change issues by developing a more
skilled and aware workforce that will not only help in meeting the customers' expectations but also
in protecting the environment from any kind of harm.

Conclusion
Through the above presentation, it can be concluded that people have started being aware of the
sustainable tourism and take part voluntarily to conserve and save the environmental resources.
Also, various organizations have started to follow this concept as it helps in sustaining the
environment as well as promote a healthy tourism. A large number of companies have started
introducing the concept of green marketing, which involves the usage of environment friendly
products.

References
• Bayraktar, A. And uslay, C. Eds., 2016. Global place branding campaigns across cities, regions,
and nations. IGI global.
• Hall, c. M., 2016. Intervening in academic interventions: framing social marketing's potential for
successful sustainable tourism behavioural change. Journal of sustainable tourism. 24(3).
Pp.350-375.

Thank You