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What does certification contribute to Responsible Tourism? Well, Rebecca took to the stage at the World Travel Market in November to discuss just that!
Chaired by Dr Xavier Font, ICRETH, of Leeds Metropolitan University and with a panel that included representatives from TUI, Trip Advisor and the Green Tourism Business Scheme, the session discussed the validity of schemes, questioned if they really deliver what is expected from them, whether they mean more than just promises and explored what they really guarantee.
With consumers and businesses seeing responsible tourism differently the positive message that these schemes endeavour to portray to assist brand loyalty and trust could be confused or misunderstood. Thus, causing mistrust and general ‘greenwash’ despite genuine efforts that have delivered change in savings, minimising environmental impacts and engagement with communities.
RHP know how important clear communication is and the impact sustainable business choices can have on customer decision making. Rebecca posed the question “if as an industry we cannot decide on how we classify responsible tourism how can we expect consumers to understand?”
The debate was lively, particularly around Trip Advisor’s ‘Green Leaders Scheme’ with Jenny Rushmore scrutinised on the motivators, consultation process and penalties to hotels who didn’t deliver their promises.
Click below to hear Rebecca’s input and watch the debate unwarp.