challenges for online pr & marketing in sustainable tourism

Challenges for (Online) PR in Sustainable Tourism... or how can we communicate sustainably and successfully in tourism?

Mag. Andreas JaritzNomad Earth Media www.nomadearth.com 27. November 2012

Donnerstag, 29. November 12

ContentIntroduction

Definition sustainable tourism

sustainable communication vs.communication in sustainable tourism

What is (online) public relations?

Cornerstones for successful (online) communications in tourism

Use-cases successful online communication Donnerstag, 29. November 12

www.oldyoungsea.com www.nomadearth.com/eatsurflive


http://www.oldyoungsea.com




http://www.nomadearth.com/eatsurflive/

http://www.nomadearth.com/eatsurflive/

Definition Sustainable Tourism

Feluke am Nil, 1906Burton Holmes, Reiseberichte


Travels (touristic activities) directly benefiting the people in the destination

Alltagsdefinition bei Nomad EarthFoto: Weltweitwandern


Alltagsdefinition bei Nomad Earth

Travels saving resources – slow mobility, small accommodation, fewer artificial touristic attractions, experiencing natural environments



Traveling for activities: Surfing, Trekking, Kajaking und everything being great fun and good for you



Challenges for PR in Sustainable Tourism


Open Dialogue


Transparency


Problem: Greenwashing


normative Ethicsvs.

systemic Ethics

„You don‘t have to!“vs.

„It depends on“Donnerstag, 29. November 12

Sustainability = loose concept / elastic term


Sustainability = term in desperate need of explanation


Sustainability is facing critical public opinion as well as easy to convince public


How can these challenges be mastered with (Online) Public Relations? ?


Public Relations is...first things first


PR is the practice of managing information between an individual or an organization and the public. Wikipedia


some characteristics ofOnline Public Relations

can be „cheap“

personal instead of anonymous

dialogue centric communicationpeer communication

everybody can participate

what‘s out there, remains out there


Sustainable Public Relations

trust and longtermrelationships

reject the 15 mins of fame

public relations = relations with the public

use resources in a smart way

Public Relations in Sustainable Tourism?

address to specific needsand challenges of industry

use tools of PR to communicate and connect with the public


Sustainable Public Relations for Sustainable Tourism

has to be understood as an

OngoingStakeholder

ManagementDonnerstag, 29. November 12

Stakeholder Management

TouristicEntity

ActivistsOrganizations

Financiers/Owners

Employees

Community

Suppliers

Landlords

Destination/Origin Government

„The Media“

CustomersTourists

Prospects

educates | informs | justifies | advertises | delegates


5 Strategies for Successful Online PR in Sustainable Tourism

1. combine forces

2. participate and engage in the dialogue

3. be transparent

4. define & discuss sustainability

5. embrace the process start now - never stop applies especially for

„smaller“ touristic entitiesDonnerstag, 29. November 12

combine forces


http://forumandersreisen.de/

























combine forces






















































































































































http://www.fairtourismsa.org.za/

http://www.fairtourismsa.org.za/

participate & engage


https://www.facebook.com/nomadearth/posts/211607485546684






















































































































































https://www.facebook.com/nomadearth


participate & engage

























































































































































be transparent


http://www.weltweitwandern.at/auszeichnungen?parent=ueberuns



























































































































































http://www.weltweitwandern.at/philosophie?parent=ueberuns

http://www.weltweitwandern.at/philosophie?parent=ueberuns

define & discuss sustainability


http://www.yourtravelchoice.org/2010/12/sustainability-communication-how-to-read-between-the-lines/

























embrace sustainability it‘s a process

Preconception Interpretation& ActionP1P2 I & A

1I & A

2

Hey, it‘s a Hermeneutic Circle!Donnerstag, 29. November 12

Challenges for (Online) PR in Sustainable Tourism... or how can we communicate sustainably and successfully in tourism?

Mag. Andreas JaritzNomad Earth Media www.nomadearth.com 27. November 2012


challenges for online pr & marketing in sustainable tourism

Travel

public public relations

public use resources

onlinepublic relations

critical public opinion

mins of fame use tools

touristic activities

normative ethics

systemic ethics