sustainable vacation presentation

Presentatie titel

Rotterdam, 00 januari 2007

IP FORTE IITURKU, FINLAND

ROTTERDAM UNIVERSITYRotterdam Business School

INTERNATIONAL BUSINESS AND MANAGEMENT STUDIES

ir C.Leunisdrs. C. van Leeuwen

April, 2010

IP FORTE IISUSTAINABILITY AND TOURISM

hospitality (plural hospitalities)(business) The business of providing catering, lodging and entertainment service. The act or service of welcoming, receiving, hosting, or entertaining guests

Source: en.wiktionary.org/wiki/hospitality

SUSTAINABILITY AND TOURISM:

MOST RESEARCH IS DONE BY, FOR AND THROUGH THE TOURIST INDUSTRY.

CHECKING INTERNET DATA AND REPORTS LEARNED THAT ACTIONS IN THE FIELD OF SUSTAINABILITY IN TOURISM COME FROM GOVERNMENTS, NGO’S AND THE INDUSTRY.

but……………..

WHAT DOES THE CONSUMER NEED, WANT, DESIRE WHEN IT COMES TO HIS HOLIDAYS?

SUSTAINABLE HOLIDAYS:FAR FROM MY BED OR CLOSE TO HOME?

RESEARCH DONE BY NBTC AND NIPO

NATIONAL BUREAU FOR TOURISM AND CONGRESSESNETHERLANDS INSTITUTE FOR PUBLIC OPINION

MARCH 2010


RESEARCH OBJECTIVE:

TO GET INSIGHT IN THE ATTITUDE AND BEHAVIOR OF THE DUTCH CONSUMER IN VIEW OF SUSTAINABILITY IN THE FIELD OF HOLIDAYS


RESEARCH SET-UP:

- NBTC-NIPO DID THIS STUDY IN DECEMBER 2009- FIELDWORK BETWEEN DECEMBER 7 AND 14, 2009

(JUST BEFORE “COPENHAGEN”)- n = 1,181 SAMPLE IS REPRESENTATIVE FOR DUTCH POPULATION OF 18 YEARS AND OLDER- THIS PRESENTATION IS A FIRST RESULT- FINAL REPORT (€ 3,500) FOR SALE FOR THE INDUSTRY SOON- RESEARCH WILL BE REPEATED PERIODICALY TO MONITOR

ATTITUDE AND BEHAVIOR OF DUTCH TOURISTS IN VIEW OFSUSTAINABLE HOLIDAYS OVER TIME


BEFORE TALKING ABOUT SUSTAINABLE HOLIDAYS, WE LIKE TO KNOW IF THE TOURIST IS INTERESTED IN SUSTAINABILITY? IF SO, HOW (RELATIVE) IMPORTANT IS THE TOPIC?

ISSUE RANKING: GIVEN ARE 18 ISSUES

A. GIVE THE MOST IMPORTANT ISSUEB. MENTION THE 5 MOST IMPORTANT ISSUES

EVERY TEAM PRESENTS THEIR IDEA HOW THE GOVERNMENT OF THE HOME COUNTRY WOULD REACT ON THESE ISSUES:

1. REDUCTION CO22. SUSTAINABLE ENERGY AND CLIMATE POLICY3. MORE NATURE4. FIGHT CRIME 5. FIGHT TRAFIC JAMS6. FIGHT TERRORISM7. FIGHT POVERTY 8. FIGHT UNEMPLOYMENT AND STIMULATE MORE JOBS9. STIMULATE NORMS AND VALUES10. STIMULATE ECONOMICAL GROWTH 11. REMAIN SPENDING POWER OF CONSUMERS12. IMPROVE EDUCATION13. IMPROVE KNOWLEDGE INNOVATION ENTREPRENEURSHIP14. IMPROVE HUMAN RIGHTS15. IMPROVE POLICY FOR IMMIGRANTS 16. IMPROVE HEALTH CARE17. IMPROVE SITUATION FOR THE ELDERLY18. IMPROVE FINANCIAL SITUATION GOVERNMENT

A. GIVE THE MOST IMPORTANT ISSUEB. MENTION THE 5 MOST IMPORTANT ISSUES


RESULTS IN THE NETHERLANDS:

IMPROVE HEALTH CARE 12 XXXXXX00000000000000000000000000 53 % IMPROVE SITUATION FOR THE ELDERLY 9 XXXXX0000000000000000000000000 50

FIGHT CRIME 11 XXXXXX00000000000000000000000 49 FIGHT UNEMPLOYMENT AND STIMULATE MORE JOBS 9 XXXXX000000000000000000000 43 IMPROVE EDUCATION 6 XXX0000000000000000000 35 STIMULATE NORMS AND VALUES 8 XXXX00000000000000000 34 FIGHT POVERTY 6 XXX000000000000000 29 REMAIN SPENDING POWER OF CONSUMERS 5 XXX00000000000000 28 IMPROVE FINANCIAL SITUATION GOVERNMENT 6 XXX0000000000000 26 SUSTAINABLE ENERGY AND CLIMATE POLICY 6 XXX0000000000000 25 STIMULATE ECONOMICAL GROWTH 6 XXX000000000000 23 REDUCTION CO2 5 XXX00000000 15 FIGHT TRAFIC JAMS 2 X0000000 14 FIGHT TERRORISM 3 XX00000 13 IMPROVE KNOWLEDGE INNOVATION ENTREPRENEURSHIP 2 X000000 12 IMPROVE POLICY FOR IMMIGRANTS 2 X000000 11 MOST IMPORTANT MORE NATURE 1 X0000 7 TOTAL (MAX 5) IMPROVE HUMAN RIGHTS 1 X000 5


WHAT DO WE SEE:(12.1 M DUTCH 18+)Out of 18 issues:

6.4 M RANK IMPROVEMT PUBLIC HEALTH AS #16.1 M RANK IMPROVEMENT OF ELDERLY AS # 2 5.9 M RANK FIGHT CRIME AS # 35.3 M RANK FIGHT UNEMPLOYMENT AND STIMULATE

MORE JOBS AS # 44.8 M RANK IMPROVEMENT EDUCATION AS # 5

RANKING 10, 12 AND 17 FOR SUSTAINABLE ISSUES


DEFINITION OF SUSTAINABLE HOLIDAYS:

SUSTAINABLE HOLIDAYS ARE HOLIDAYS WHERE THERE IS LOWER PRESSURE ON ENVIRONMENT AND NATURE AND WHERE THERE IS ATTENTION FOR THE CONSERVATION OF CULTURE AND THE SOCIAL CIRCUMSTANCES OF THE LOCAL POPULATION ON THE HOLIDAYS DESTINATION.

IN THIS WAY HOLIDAYS REMAIN POSSIBLE IN THE FUTURE.

DO YOU AGREE WITH THIS DEFINITION?WHAT IS THE ALTERNATIVE?

Sustainability

The best known definition of the concept of sustainable development is the one of the Brundtland Commision (1987).

According to their report, entitled “Our common future - the world commission on environment and development”,

sustainable development means:meeting the needs of the present generation

without compromising the ability of future generations to meet their own needs.


HOW IMPORTANT OR UNIMPORTANT IS ATTENTION FOR SUSTAINABILITY WHEN YOU PLAN OR BOOK A HOLIDAYS?

7.2 M Dutch (59%) HOLIDAYSers think it is important that there is attention for sustainability for their HOLIDAYSs:

0

0,1

0,2

0,3

0,4

0,5

0,6

VERYIMPORTANT

IMPORTANT

UNIMPORTANT

VERYUNIMPORTANT

DONT KNOW

SUSTAINABLE HOLIDAYS:FAR FROM MY BED OR CLOSE TO HOME?ANSWERS PER AGE GROUP

0

10

20

30

40

50

60

18-24

25-34

35-44

45-54

55-64

65+

VERYIMPORTANTIMPORTANT

NOT IMPORTANT

VERYUNIMPORTANTDONT KNOW

SUSTAINABLE HOLIDAYS:FAR FROM MY BED OR CLOSE TO HOME?WHAT TYPE OF HOLIDAYS IS CONSIDERED SUSTAINABLE?(ACCORDING TO DUTCH CONSUMER)

very reas. some not don’tsus. Sus. sus. sus. know

Camping 17 48 25 5 5Bungalow in NL,D,B 4 42 34 10 10Short stay hotel 4 33 38 12 13Cruise 11 22 29 27 11City trip 2 23 36 26 13Wintersports 0 17 29 46 9Far destinations 1 15 37 34 13Sun-flights mediter. 1 10 33 43 13%

SUSTAINABLE HOLIDAYS:FAR FROM MY BED OR CLOSE TO HOME?Which aspects are important during HOLIDAYS?

1.PEOPLE, 2.PLANET, 3.PROFITNO CHILD LABOUR 1 55%GOOD WORKING- AND LIVING CIRCUMSTANCES 1 52INCREASING USE OF SUSTAINABLE ENERGY 2 50CONSERVATION OF NATURE (FLORA & FAUNA) 2 47REDUCTION OF WASTE 2 40FAIR TRADE WITH LOCAL PEOPLE 1 40REDUCE AIR POLUTION 2 36LOWER CO2 EMISSIONS 2 33CONSERVATION OF LOCAL CULTURE AND HERITAGE 1 26TAKING CARE OF WATER RESOURCES 2 22MAKE OPTIMAL USE OF LOCAL AND BIO PRODUCTS 1 19“DO SOMETHING BACK” FOR LOCAL PEOPLE 3 13NO USE OF PESTICITES 2 12


What are criteria for your choice of destination?

Attraction of destination 26 xxxxxxxooooooooo 74% Price/quality 20 xxxxxoooooooooo 71

Good accommodation 14 xxxxoooooooooo 69 Weather 12 xxxoooooooooo 57

Price 13 xxxooooooooo 51Safety/Security 07 xxooooooooo 46

Quality of service 03 xooooooooo 39 Social aspect local people 01 xoo 13 Attention for environment 02 xoo 12

Other 01 o 3 x most important Dont know 02 o 2 o total, max 5

items

STILL 1.6 M DUTCH TOURISTS PAY ATTENTION TO SOCIAL ASPECTS ! People more important than Planet


WHO DO YOU KEEP RESPONSIBLE FOR THE SUSTAINABLE CHARACTER OF YOUR HOLIDAYS?

ME XXXXXXXXXXXXXXXX 53%

OWNER OF ACCOMMODATION XXXXXXXXXXX 33 TOUROPERATOR/ORGANISATOR XXXXXXXXX 23

DESTINATION XXXXXXXX 21 TRANSPORTER XXXXXXX 18 GOVERNMENT XXXXXXX 18 TRAVEL AGENCY XXXX 9 NONE X 1 DONT KNOW XX 5


PRESENT HOLIDAYS BEHAVIOR:

DID YOU TAKE ANY OF THE FOLLOWING ITEMS INTO CONSIDERATION DURING YOUR 2009 HOLIDAYS?

NO SOCIAL WRONGS 16 XXXXOOOOOOOOOOOOOOO 59 SELECTED ACCOMM. FITS IN LANDSCAPE 21XXXXXOOOOOOOOO 39 GET IN CONTACT WITH LOCALS 18 XXXXOOOOOOOOO 38ACCOMMODATION IS ENVIRONM.FRIENDLY 11 XXXOOOOOO 26 DESTINATION CLOSE TO HOME 13 XXXXOOOOO 25 ENVIRONM. FRIENDLY TRANSPORTATION 07 XXXOOOO 19DEST. REACHABLE BY PUBL. TRANS./ BIKE 08 XXXOOO 15 TOUROPERATOR CARES ABOUT SUST. 06 XXOOOO 15 POSSIBLE TO VISIT LOCAL PROJECT 04 XOOOO 13 X STRONGLY ONE CAN COMPENSATE CO2 EMISSION 04 XOO 8 O SOMEWHAT

WHAT IS YOUR REACTION?


PRESENT HOLIDAYS BEHAVIOR:

IT IS INTERESTING TO NOTICE THAT ONE FOCUSSES ON ITEMS :

* FOR WHICH ONE DOES NOT HAVE TO COMPROMISE and

* WHICH CONTRIBUTE TO HOLIDAYS PLEASURE


ARE YOU PREPARED TO CHANGE?

0

10

20

30

40

50

60

SURE SOMEWHAT

NOT SO NOT DONTKNOW

3-D Column 1


ARE YOU PREPARED TO CHANGE?:

7.8 M DUTCH HOLIDAYSERS ARE (SOMEWHAT) PREPARED TO CHANGE THEIR BEHAVIOR.

BY FAR THE MOST IMPORTANT GROUP IS THE AGE GROUP OF 55-64 YEARS.


WHAT DO YOU WANT TO DO FOR A MORE SUSTAINABLE HOLIDAYS?

BE CAREFUL WITH NATURE OOOOOOOOOOOOOOOOOOO 76 SEPARATE WASTE OOOOOOOOOOOOOOOOO 67 DO NOT DISTURB PLANTS AND ANIMALS OOOOOOOOOOOOOOOO 64 BE CAREFUL WITH WATER OOOOOOOOOOOOOOO 62 STAY IN A SUST. ACCOMMODATION OOOOOOOOOOOOO 53 NO POLUTING OR DISTURBING ACTIONS OOOOOOOOO 34 BOOK WITH SUSTAINABLE ORGANIZATIONS OOOOOOO 28 SUSTAINABLE TRAVELING OOOOOOO 28 SELECT A DESTINATION CLOSE(R) TO HOME OOOOOO 24 HIRE A LOCAL GUIDE OOOOOO 23 SUPPORT LOCAL PROJECTS OOOOO 18 COMPENSATE CO2 OOOO 16 TRAVEL LESS WHEN ON LOCATION OOOO 16 FINANCIAL SUPPORT FOR LOCAL ACTIVITIES OOO 14 LESSER BUT LONGER HOLIDAYS OO 09


WHAT CHANGE WOULD YOU SUPPORT MOST?

ACCO’S WITH INTEREST IN NATURE/ENV. OOOOOOOOOOOOOOOOO 42% MORE ATTENTION FOR RURAL DEST. OOOOOOOOOOOOOOOOO 41 SELECT DESTINATION WITH GREEN IMAGE OOOOOOOOOOOOO 29 HOLIDAYS DESTINATION CLOSER TO HOME OOOOOOOOOOOO 27 DO NOT FLY OOOOOOOOOOO 25 SELECT TOUR WITH SUST. LABEL OOOOOOOOOO 22 LESS ENVIRONM POLLUTING ACTIVITIES OOOOOOOOO 19 FEWER BUT LONGER HOLIDAYS OOOOOOOO 16 COMPENSATE CO2 EMISSION OOOOOO 13 SELECT ALTERNATIVE HOLIDAYS OOOOO 10 SELECT ALTERNATIVE TRANSPORTATION OOOOO 10 FEWER ACTIVITIES AT DESTINATION OOOOO 10

IF WE HAVE TO CHANGE, THEN “PLANET” ISSUES


CONCLUSIONS:

THE BAD NEWS:

SUSTAINABILITY IS -IN GENERAL- NOT “IN THE MINDS” OF THE DUTCH PEOPLESUSTAINABILITY PLAYS A VERY MINOR ROLE IN THE CHOICE OF HOLIDAY DESTINATIONSTHE P OF PRICE IS VERY IMPORTANTONE IS NOT WILLING TO CHANGE HOLIDAYS BEHAVIOR IN A STRUCTURAL WAY50% OF THE DUTCH PEOPLE DO NOT RELATE SUSTAINABILITY TO HOLIDAYS


CONCLUSIONS:

THE GOOD NEWS:

THE OTHER 50% OF THE DUTCH PEOPLE ARE MORE POSITIVE ABOUT SUSTAINABILITY AND HOLIDAYS AND CAN BE INFLUENCEDTHE DULL AND SOBER IMAGE OF SUSTAINABLE HOLIDAYS VANISHESRESPONSIBILITY FOR SUSTAINABLE HOLIDAYS LIES NOT ONLY WITH THE INDUSTRY, BUT ALSO WITH THE TOURISTTOURISTS ARE PARTLY PREPARED TO CHANGE THEIR BEHAVIOR

INTERESTING READING:

http://www.finnairgroup.com/linked/en/konserni/Logbook_09_englanti_15MB.pdf

READ THE DIFFERENT ARTICLES, SPECIALLY THE TRAVEL AND RESPONSIBILITY PARTSA. TRY TO FIND THE OPINION OF PASSENGERS / TOURISTS!B. EMISSIONS UNDER CONTROL: MORE AND BETTER PLANES (CO2 : -20%), BUT GROWTH IN NUMBERS OF PASSENGERS WILL LEAD TO HIGHER TOTAL CO2 EMISSIONS. SOLUTION: THEY WILL BUY CO2 EMISSION RIGHTS (ECONOMY!!)C. SELECT A RESPONSIBLE HOTEL: SUSTAINABLE TOURISM CHECK LIST (TOUR OPERATOR!!)D. SUSTAINABILITY IS VITAL FOR TOURISM: HELSINKI DECLARATION 2009 (TOI, WWF) INDUSTRY, NGOE. ENTHUSIASTIC EXPERTS: CSRETC.

sustainable vacation presentation

Documents

view of sustainable

sustainable issues

field of holidays

sustainable energy

holidays destination

way holidays

sustainable development

important issues