1. 1. 1 www.haroldgoodwin.info Taking Responsibility for Tourism Harold Goodwin Professor of Responsible Tourism Manchester Metropolitan University WTM Advisor on Responsible Tourism
2. 2. 2 www.haroldgoodwin.info Tourism is what we make it Tourism is a social activity, it is what we make it. It does not have to be the way it is. We created it fuelled by the age of fossil fuel With practical wisdom, what Aristotle called phronesis, we can change it. There is no international market for Responsible Tourism
3. 3. 3 www.haroldgoodwin.info Sir Colin Marshall British Airways 1994 Tourism and the travel industry is essentially the renting out for short-term lets, of other peoples environments, whether that is a coastline, a city, a mountain range or a rainforest. These products must be kept fresh and unsullied not just for the next day, but for every tomorrow
4. 4. 4 www.haroldgoodwin.info
5. 5. 5 www.haroldgoodwin.info The objective of Responsible Tourism To use tourism to achieve sustainable development Sustainable development through tourism the aspiration of Responsible Tourism is to use tourism rather than to be used by it. Tourism is like a fire you can use it to cook you food or it can burn your house down.
6. 6. 6 www.haroldgoodwin.info
7. 7. 7 www.haroldgoodwin.info Culture & Tourism Your everyday life is someone elses adventure Swedish NGO fly-posting in Ljubljana, Summer 1997
8. 8. 8 www.haroldgoodwin.info What is Responsible Tourism? is about making better places for people to live in and better places for people to visit. In that order International Conference on Responsible Tourism in Destinations (2002) The Cape Town Declaration, Cape Town http://responsibletourismpartnership.org/cape- town-declaration-on-responsible-tourism/
9. 9. 9 www.haroldgoodwin.info What is Responsible Tourism? a triple bottom line approach to Tourism Management a way of travelling it offers a better experience a movement diverse: particular to cultures, places and organisations characterised by transparency requires the acceptance of responsibility and the willingness to take action
10. 10. 10 www.haroldgoodwin.info Responsibility is at the heart of travel and tourism UK outbound Bonding Repatriation Contract compliance Health & Safety Sustainability Economic, Social & Environmental Child protection Animal welfare Trust Aspire to be taken care of to be looked after Expect Respect Transparency is increasingly unavoidable Bookings & repeats Referrals
11. 11. 11 www.haroldgoodwin.info Ipsos-MORI 1999
12. 12. 12 www.haroldgoodwin.info % people who reported that they had at least once during the year 99 08 12 Actively sought information on a companys reputation 24 36 24 Felt guilty about an unethical purchase 17 38 31 Chosen product/service on basis of companys responsible reputation 51 57 51 Recommended 52 55* 41 Recycled 73 96 92 Co-op Bank Ethical Consumer Reports
13. 13. 13 www.haroldgoodwin.info Why Responsible? Accountability Actions and consequences can be attributed to individuals or legal entities, who can be held accountable, and legally they are liable. Respons-ability Individuals and organisations are expected to respond and to make a difference. This requires partnerships, a plurality of relationships, learning, praxis, and critical reflection. The Ostrich problem Theyll sort something out The Tragedy of the Commons and the free rider problem 13
14. 14. 14 www.haroldgoodwin.info Sustainable and Responsible Sustainable Tourism and Responsible Tourism are not the same thing Responsible Tourism is about taking responsibility for achieving sustainable development through tourism Means and ends behaviour & objective
15. 15. 15 www.haroldgoodwin.info Origins Krippendorf The Holiday Makers Mid-1990s VSO Ethical tourism campaign => Responsible Tourism 1. Work with UK outbound 2. South Africa RT Guidelines 2002 Cape Town Declaration 2004 Responsible Tourism Awards 2007 World Responsible Tourism Day
16. 16. 16 www.haroldgoodwin.info Responsible Travel takes a variety of forms, it is characterised by travel and tourism which 1. minimises negative environmental, social and cultural impacts; 2. generates greater economic benefits for local people and enhances the wellbeing of host communities, by improving working conditions and access to the industry; 3. involves local people in decisions that affect their lives and life chances. Cape Town Declaration 2002
17. 17. 17 www.haroldgoodwin.info 4. makes positive contributions to the conservation of natural and cultural heritage and to the maintenance of the worlds diversity; 5. provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural and environmental issues; 6. provides access for people with disabilities and socially disadvantaged people; and 7. is culturally sensitive and engenders respect between tourists and hosts.
18. 18. 18 www.haroldgoodwin.info Tour Operator Inbound Operator Hotelier/ Accommodation Local/ National Government Attraction Managers National Parks/ Heritage Local Community Tourists Travellers Holidaymakers Taking and Exercising Responsibility Economic, Social & Environmental Principle of Sustainablity WTO Global Code of Ethics Taking responsibility You cannot outsource responsibility .. Whose responsibility? Everyones Nobodys
19. 19. 19 www.haroldgoodwin.info Taking Responsibility for Tourism 19
20. 20. 20 www.haroldgoodwin.info The antonym is Irresponsible Two primary meanings Unreliable, untrustworthy, unlikely to be held to account or mentally or financially unfit to be held accountable Lacking a sense of responsibility, akin to carefreeness the trait of being without worry or responsibility 20
21. 21. 21 www.haroldgoodwin.info Two kinds of change The changes we make . Choice and imperative The changes we respond to: Consumer demand Changing markets & exchange rates Regulatory frameworks New technology & availability
22. 22. 22 www.haroldgoodwin.info Responsible Tourism Dealing with issues At the heart of a responsible approach is identifying the economic, social and environmental issues which matter locally and then tackling those issues: Assess Importance Potential to address through tourism The only global issues are carbon pollution and plastics in water courses. It is not about long check lists. The Global Sustainable Tourism Council secured agreement by creating a long list an un-prioritised list. 22
23. 23. 23 www.haroldgoodwin.info Responsible Tourism & Certification Taking Responsibility: action Transparency Reporting Inputs Outputs Outcomes Impacts Certification In a destination with water shortages how would you select the hotel with the lowest water consumption per bed night? Opaque Unenforceable Communicates little Certification + 23
24. 24. 24 www.haroldgoodwin.info The Business Cases for Responsible Tourism The right thing to do Minimising risk License to operate Product quality Cost savings Staff morale Market Advantage Market Advantage Experience richer more authentic guilt free Differentiation and PR Reputation Referrals Repeats
25. 25. 25 www.haroldgoodwin.info Social Media: Gossip Threat You cannot not be on social media Negative comment is multiplied by social media Opportunity Never been cheaper to maintain relationships secure engagement Communication is cheaper Negative comment can be refuted Repeats Referrals
26. 26. 26 www.haroldgoodwin.info Broader consumer trend Experience economy & authenticity What is real is valued, valued over the fake. Money and time the currency of experience. Original, Genuine, Sincere, Authentic Starbucks coffee drinking experience realising added value with 13,000 outlets has to counter ubiquity with authenticity authenticity .. A new strain of consumer desire
27. 27. 27 www.haroldgoodwin.info VFM=>EFM Growth of the experience economy VFM=> Value for Money EFM => Experience for Money
28. 28. 28 www.haroldgoodwin.info Experiential Tourism The experience economy Seeking memorable experiences Driving increased tourism Viral marketing Engagement in culture, community and the environment Shared product of host and guest Quality, depth, create memories You can taste the difference VFM => EFM
29. 29. 29 www.haroldgoodwin.info International Network ICRTs UK West Africa Southern Africa Australia Ireland Canada Catalunya Germany International Conferences on Responsible Tourism in Destination www.responsibletourismpartnership.org
30. 30. 30 www.haroldgoodwin.info
31. 31. 31 www.haroldgoodwin.infoTaking Responsibility for Tourism by Goodwin ISBN 978-1-906884-39-0 2011 Goodfellow Publishers Taking Responsibility for Tourism by Harold Goodwin www.takingresponsibilityfortourism.info www.haroldgoodwin.info
32. 32. 32 www.haroldgoodwin.info Further information www.crtmmu.org www.haroldgoodwin.info www.wtmresponsibletourism.com http://blog.wtmresponsibletourism.com www.icrtourism.org/ www.responsibletourismpartnership.org www.responsibletravel.com/awards/ harold@haroldgoodwin.info