Destination Management: Building Sustainable and Thriving Tourist Locations

/0 Comments/in , , , , , , , /by
Scenic view of The Lake Furnas. Sao Miguel, Azores. By JJFarquitectos

The convergence of sustainability and tourism has emerged as an impactful area of research in the 21st century, presenting a myriad of opportunities and challenges. In an era where the effects of overtourism and environmental degradation have become starkly apparent, sustainable destination management is pivotal in ensuring the longevity of tourist locations (Koens, Postma, & Papp, 2018).

Sustainable destination management encapsulates a holistic approach. This approach navigates the intricate balance between stimulating economic growth, advocating for environmental conservation, and endorsing active community involvement – the three pillars of sustainability (Bramwell & Lane, 2013).

The recent management strategies adopted by the Azores, a group of Portuguese islands, provide an inspiring example of this balance. To manage growing tourism numbers and prevent environmental degradation, the Azores implemented the “Azores for All” initiative in 2019, fostering sustainable and accessible tourism. This included developing sustainable accommodation options, ensuring accessibility for all tourists, and prioritizing local involvement in tourism planning and operations (Azores for All, 2019).

On the economic front, the success of the “Azores for All” initiative stimulated local economic growth by fostering an inclusive tourism economy and creating job opportunities for the local community (Azores for All, 2019).

The environmental conservation efforts have also been commendable. To minimize the carbon footprint, the Azores have encouraged the use of renewable energy in the tourism sector and focused on waste management, water conservation, and sustainable transport (Azores Government, 2020).

Moreover, the initiative has ensured that the local community remains at the heart of these development plans. It encourages local businesses and stakeholders to partake in decision-making processes related to tourism, promoting a sense of ownership and aligning development with community needs (Azores Government, 2020).

Therefore, the Azores exemplifies how strategic destination management can contribute to creating sustainable and thriving tourist locations, demonstrating the vitality of the sustainable destination management model for modern tourism.

References:

  • Azores for All (2019). About Us. Retrieved from https://azoresforall.com/en/
  • Azores Government (2020). Sustainable Azores. Retrieved from https://sustainable.azores.gov.pt/wp-content/uploads/2021/09/EC08_01PlanoAcao2019-2030_EN_s.pdf
  • Bieger, T., Wittmer, A., & Laesser, C. (2016). Transportation modes and travel behavior: The role of accessibility. Journal of Travel Research, 55(6), 673-686.
  • Bramwell, B., & Lane, B. (2013). Getting from here to there: Systems change, behavioural change and sustainable tourism. Journal of Sustainable Tourism, 21(1), 1-4.
  • Buckley, R., Zhong, L., Ma, J., & Chen, N. (2019). Sustainable tourism: Progress, challenges and opportunities. Journal of Sustainable Tourism, 27(7), 644-660.
  • Hall, C. M. (2020). Tourism and regional development: New pathways. Routledge.
  • Koens, K., Postma, A., & Papp, B. (2018). Is overtourism overused? Understanding the impact of tourism in a city context. Sustainability, 10(12), 4384.
  • McKercher, B., & Prideaux, B. (2014). Academic myths of tourism. Annals of Tourism Research, 46, 16-28.
  • Rossi A. (2022) Comunicazione Digitale per il Turismo, KDP
  • Sigala, M. (2018). Tourism and customer value co-creation: A critical overview and research agenda. Current Issues in Tourism, 21(4), 455-476.
  • UNWTO (2021). International Tourism and the Sustainable Development Goals – 2030 Journey. United Nations World Tourism Organization. Retrieved from https://www.unwto.org/global/publication/tourism-and-sustainable-development-goals-journey-2030
  • Weaver, D. (2020). Sustainable tourism: Theory and practice. Routledge.
  • Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65.

#SustainableTourism; #DestinationManagement; #CommunityInvolvement; #EconomicGrowth; #EnvironmentalConservation; #ThrivingTouristLocations; #AzoresForAll; #TourismDevelopment; #BalancedTourism; #SustainableTravel; #ResponsibleTourism; #TourismTrends

contact me

Targeted Online Communication in Tourism

/0 Comments/in , , , , , , , , /by
Young volunteers planting trees in green park together. By LightFieldStudios

With the development of digital media, which are more widespread and targeted compared to broadcast and generalist media, it is possible to carry out targeted communication towards specific audiences, stimulating the needs, desires, and dreams of particular groups (targets/segments/niches) of tourists with greater precision and detail.

For example, in Figure 1, we see the web page of the globalvolunteers.org website [globalvolunteers, 2023], which showcases different types of volunteer tourism (also known as volunteering or voluntourism). In fact, volunteer tourism, despite already being considered a niche tourism, is no longer a single concept but is divided into numerous categories that volunteers can choose based on their inclinations.

Analyzing the projects offered by the website, which correspond to different types of volunteer tourism, we have the following:

  • English conversation
  • Healthcare assistance abroad
  • Summer camps
  • Building repair and painting
  • Projects for children abroad
  • Parenting workshops
  • Classroom tutoring and teaching
  • Computer skills
  • Gardening
  • Food education
  • Health and hygiene education
  • Administration and finance
  • Home visits in villages
  • Food production
  • Elderly care
  • Literacy and math testing
  • GED tutoring (General Educational Development)
  • Women’s sewing/knitting cooperatives
  • Professional assistance
  • Housing assistance

Fig. 1 – The evolution of volunteer travel according to [globalvolunteers, 2023].

If we examine another volunteer travel website (Fig. 2), www.projects-abroad.co.uk/, we find a classification of different volunteer tourism types that partially differs from those found on the previous website. This demonstrates that even tourism niches are highly fluid today, and the challenge of effectively communicating one’s offerings lies in the ability to know, understand, and reach one’s specific target audiences.

Exploring the project menu on the website [projects-abroad, 2023], we encounter a new extensive list of possible volunteer tourism proposals (Fig. 2):

  • Volunteer abroad: Childcare; Wildlife conservation; Marine conservation; Teaching; Construction; Women’s empowerment; Youth development; Sports coaching; Archaeology; Refugee support.
  • Internship abroad: Medicine and healthcare; Medical internships; Law and human rights; Microfinance; Economics; Engineering; Journalism; Veterinary medicine and animal care; Social work; International development.
  • Study abroad: University abroad; Language learning.
  • Authentic adventures: Gap year projects; Going beyond: immersive gap year abroad 2021; Discovery tours; Food and wine tours; Traditional healing and wellness; Cultural immersion; Family trips.
  • Ethical consumerism travel: Wine and culture; Coffee and chocolate production; Fast fashion awareness; Plastic education and recycling.

Fig. 2 – The evolution of volunteer travel according to [projects-abroad, 2023].

In conclusion, the emergence of digital media has transformed the landscape of targeted communication, enabling precise and detailed messaging towards specific audiences in the tourism industry. This is exemplified by the evolution of volunteer tourism, which has expanded into numerous categories catering to volunteers’ diverse inclinations. Websites like globalvolunteers.org and projects-abroad.co.uk exemplify the fluidity of tourism niches, as they offer distinct classifications of volunteer tourism types. The challenge lies in effectively communicating offerings to these specific target audiences, necessitating a deep understanding and knowledge of their preferences. As the tourism industry continues to evolve, it is crucial for providers to adapt their communication strategies to effectively reach and engage their desired segments. By doing so, they can successfully promote their offerings and meet the evolving needs and desires of today’s travelers.

References:

[globalvolunteers, 2023] globalvolunteers.org

[projects-abroad, 2023] www.projects-abroad.co.uk/

[Rossi, A. 2022] Rossi A., Comunicazione Digitale per il Turismo, KDP, 2022

#TargetedCommunication; #DigitalMedia; #TourismIndustry; #VolunteerTourism; #Volunteering; #Voluntourism; #NicheTourism; #SpecificAudiences; #TourismSegments; #DigitalMarketing; #AudienceTargeting; #CommunicationStrategies; #TravelIndustry; #TourismTrends; #VolunteerTravel; #TourismEvolution; #TourismNiche; #InclusiveTourism; #TravelersPreferences; #SustainableTourism

Let’s get in touch!