Sustainable tourism : business development, operations, and management /
Carol Patterson.
- 1 online resource : illustrations
Turn your dream of launching and running a sustainable tourism business into reality. This step-by-step guide will help you prepare and implement a business plan, anticipate and solve the complex sustainability challenges ahead, and stack the odds of success in your favor. Related videos: Glacier Calving -- Planning for Change -- From Trash to Treasure -- Whale Watching Standards -- Marketing to Photographers -- Social Media and Travel -- The Travel Trade and You -- Marketing Cooperatively With Festivals -- The Bottom Line -- Enhancing Experiences With Customer Service -- Staffing for Success -- Managing the Risk -- Why Learn Business Planning?
Includes bibliographical references.
Chapter 1. Introduction to Sustainable Tourism ; Introduction ; Why Should Tourism Be Sustainable? ; History of Sustainable Tourism ; What Do We Call It? ; Is the Triple Bottom Line a Good Measure? ; Who Are the Tourists? ; Sustainable Tourism Trends ; Meeting the Challenge ; Summary ; Glossary ; References -- Chapter 2. Strategic Planning for a Sustainable Tourism Business ; Introduction ; What Is a Strategic Plan? ; Create a Mission Statement ; Conduct External Review of the Environment ; Conduct Internal Review of Your Business ; Set Goals and Objectives ; Analyze the Market ; Define Your Product ; Identify and Select Viable Strategies ; Implement the Plan ; Summary ; Glossary ; References -- Chapter 3. Sustainability Practices for Development and Operations ; Introduction ; Minimizing Environmental Impact ; Establishing Sustainability Policies ; Integrating Environmental Policies Into Daily Operations ; Assessing Impacts ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 4. Industry Standards and Associations ; Introduction ; The Role of Tourism Standards ; Global Tourism Standards ; Certification and Your Bottom Line ; Business Plan Implications ; Summary ; Glossary ; Resources -- Chapter 5. Marketing Your Product ; Introduction ; The Four Ps of Marketing ; Developing a Marketing Plan ; Product-Market Match ; Marketing Activities ; Marketing Forecasts ; Monitoring and Evaluating Marketing Activities ; Business Plan Implications ; Summary ; Glossary ; Resources -- Chapter 6. Web 2.0 ; Introduction ; What Is Web 2.0? ; How Social Media Is Changing Tourism ; Implications for Sustainable Tourism Business Managers ; Maximize Your Web Presence ; Business Plan Implications ; Summary ; Glossary ; Resources -- Chapter 7. Sustainable Tourism and the Travel Trade ; Introduction ; Understanding the Travel Trade ; The Consumer's Relationship With the Travel Trade ; The Difficulty in Selling Sustainable Tourism ; Helping the Travel Trade Sell Sustainable Tourism ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 8. Marketing Partnerships ; Introduction ; Tour Packaging ; Cooperative Marketing ; Festivals and Events ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 9. Dollars and Sense ; Introduction ; Obtaining Financing ; Financial Forecasting ; Financial Analysis ; Accounting ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 10. Climbing the Customer Service Mountain ; Introduction ; Customer Service Systems ; Customer Service and Interpretation ; Customer Service Problems ; Qualifying Customers ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 11. Getting the Right Person for the Job ; Introduction ; How to Hire the Right Person ; Training ; Human Resource Policies ; Managing Turnover ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 12. Managing Business Risk ; Introduction ; Loss Categories ; Insuring Against the Odds ; Risk Management Strategies ; If the Worst Happens ; Business Plan Implications ; Summary ; Glossary ; References -- Chapter 13. Business Plans ; Introduction ; The Need for a Business Plan ; Preparing a Business Plan ; Business Plan Workbook.
Sustainable Tourism: Business Development, Operations, and Management lays out a road map to launching and building a business in one of today's most exciting industries. It simplifies the process and outlines real-life requirements while clearing the path to new business success in the cultural, heritage, nature, and adventure fields. Written by an eco-development pioneer, the book offers guidance on developing and implementing a comprehensive sustainable-business plan. From analyzing the market all the way through hiring and training the right people, the text focuses on the principles of both tourism and business. It prepares those embarking on new careers to tackle the complexity of sustainability issues by thinking like entrepreneurs and acting like business owners. Students and professionals can rely on this text as both a start-up and ongoing implementation reference that will stack the odds of success in their favor. Sustainable Tourism provides an overview of exciting developments in the sustainable-tourism industry. It helps new entrepreneurs assess the viability of ideas and products against sustainable criteria. Through sequential chapters, it delivers step-by-step instructions for minimizing environmental impact, establishing sustainability practices, obtaining financing, and marketing to and reaching customers. The standards-based text also examines how the United Nations World Tourism Organization (UNWTO) Sustainability Guidelines shape sustainable tourism, providing a global framework from which to build the skills needed for success. Key features include the following: 13 online video case studies of sustainable tourism destinations from around the world give students a global text from which to build their own businesses and provide a model for how sustainable tourism works; Forms and worksheets from the book are available for download; A professional development workbook, "Creating a Tourism Career from Scratch" (appendix B), is a reference for entrepreneurs starting or advancing in their careers. Loaded with case studies, the book illustrates what works and what doesn't when starting a sustainable tourism business. It describes how to integrate sustainability practices into daily operations, maximize the use of the web and social media in marketing, and overcome challenges in sustainable tourism. The text covers every important topic in a business start-up, including financial forecasting and analysis, customer service systems, hiring, training, and managing turnover. Sustainable Tourism: Business Development, Operations and Management is the starting point for all who want to develop an eco-friendly product, integrate sustainability principles into their businesses, and turn their dreams into a business reality.