Summary on:

keep it real Market and Communicate Your Green Credentials

Introduction:
Sustainable tourism concerns particularly important aspects such as competitive and socially
responsible tourism businesses, the opportunity to participate in tourism for all citizens, good
employment opportunities in the sector and benefit from tourism activities for the local
community. This requires the preservation of cultural integrity and the integration of
environmental protection and cultural heritage resources in programs related to tourism.

Summary:
There are several signs that consumers are dynamic. It is appearing that tourists are more likely to
be concerned about impacts on the local environment and the quality of life of their hosts and
aware of they are not doing harm. Price, location, convenience and brand still come first for most
people. But when all of these are equal, sustainability values and actions can differentiate a
product. Consumers prefer brands and companies that are environmentally and socially
responsible but that doesn’t mean they are searching exclusively for sustainability at the time of
choosing. Finally, there are few people that consider the green credentials, from actual bookings
from different distribution channels. The conscientious consumers actively seek green
experiences. They will research widely before travelling, are knowledgeable about the places they
visit and the things they want to do. They claim to be willing to pay more for a product that makes
a difference.

Understanding consumers in uncertain times is complex. A global recession has a direct impact on
people's pockets and makes their behavior unpredictable. For many businesses and their brands
this means they must now focus on rebuilding trust among consumers as well as working towards
making sustainability. at the same time, companies need to adjust to a new playing field where the
"brand" itself has less pulling power as consumers seek out lower-cost options from alternative
brands. Brands need to find new ways of keeping customers loyal and engaged. Many other brands
have introduced green or social credentials in an effort to respond to growing customer awareness
and also to attract the eco or ethical consumer. Host-guest interaction is inevitable occurrence.
Usually this contact is for a limited time. a consumer engaging in tourism signals her/his level of
demand for tourist products, which take the form of either basic products or more complex
deliverables. Sustainable Cultural Immersion encourages the guests to integrate themselves in the
cultural life of the host. Nostalgic tourists look for real experiences where nostalgia is not a reason
to be sad, but rather, to appreciate local history, tradition, and customs with people that care about
preserving them.

Nowadays, incorporating sustainability into the communications plan is a fundamental part of a

company’s success. In fact, consumers around the world are more likely to be loyal to a company
that incorporates sustainable practices into their business. highlighting the company’s
sustainability effort, Confidence and credibility, Independent guarantee of credentials and being
transparent to the public, can be profitable for the company. Companies get certified or apply for
awards partly to gain a marketing advantage. Recognizing the importance of guest satisfaction, it’s
important that actively work to improve the guest experience at a property. Know that the guest
experience begins long before they arrive at spot. The company should create a mobile-friendly
website that offers visual appeal and social proof of the experience. Actively solicit and respond
to guest feedback. Connect with the guests on a personal level. This also begins before the guests
arrive at the spot. Customized booking forms also help to gain insight about the people. Guests
will remember those experiences for years to come, and they will significantly improve their
overall opinion of property.

Conclusion:
Sustainable tourism development requires the informed participation of all relevant stakeholders,
to ensure wide participation. Achieving sustainable tourism is a continuous process and it requires
constant monitoring of impacts. Sustainable tourism should also maintain a high level of tourist
satisfaction and ensure a meaningful experience to the tourists, raising their awareness about
sustainability issues and promoting sustainable tourism practices amongst them.