CHAPTER 12

TOURISM AND HOSPITALITY MARKETING

AND ITS FUTURE

Objectives:
At the end of the chapter, the students should be able to:
1. discuss sustainable marketing;
2. explain ethics in tourism marketing;
3. summarize new trends in the tourism industry which may affect marketing and
product development of tourist products and destinations;
4. analyze the tourism industry trends that affect the future behavior of tourists;
and
5. formulate strategies to maximize these trends and apply them to local tourism
enterprises and businesses.
Introduction
This is the final section of the book. Congratulations on making it this far.
It is undeniable that tourism has been-and still is-one of the most important
industries that contribute a lot to a country's GDP. However, with the rising number
of travelers (both foreign and domestic), the carbon footprint generated is drastically
increasing. This, in turn, is pushing more people to talk about how to contribute to
sustainable and responsible tourism.
In this final chapter, we look into sustainable marketing, ethics in tourism
marketing, and prevailing trends. This will give you a deeper insight on how to
become a responsible tourism marketing professional, taking into consideration
sustainability and ethics. There is also a need to be one step ahead of everyone;
hence, keeping up with market trends may help you craft strategies that will assist
you in decisions you can make for the future.

SUSTAINABLE TOURISM AND SUSTAINABLE MARKETING

Do you know the story of the goose that laid the golden egg?
It is a childhood fable that talks about a goose that laid one golden egg a day.
A farmer and his wife had this goose in their barn and being very poor, the farmer
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couple rejoiced at the monetary gains that the golden egg gave them. Every morning
they would be excited for the golden egg that the goose would lay. However, the
farmer became greedy. He was no longer satisfied with just one golden egg a day.
He figured that maybe if he opened the goose's stomach, he would find all the other
eggs there. Unfortunately, there were no golden eggs in the goose's stomach. He
unknowingly killed the goose that laid the golden egg.
Figuratively speaking, the same holds true for some of us who look at tourism
just as a business endeavor. The Philippines has seen the abuse of some natural
resources that used to yield a lot of economic returns for the country.
Recently, a lot of tourism practitioners have taken notice of sustainable
tourism to ensure that destinations, products, and services will be sustained so that
future generations may enjoy what this generation is enjoying.
Sustainable tourism should make optimal use of environmental resources,
respect the sociocultural authenticity of host communities, and ensure viable, long-
term economic operations providing socioeconomic benefits to all stakeholders
(UNWTO 2005).
Pomering et al. (2011), in their paper on conceptualizing a contemporary
marketing mix for sustainable tourism, outline how marketing, though traditionally
considered an enemy of sustainability, can play a role in implementing sustainable
tourism. Marketing aims to consider wider societal issues beyond those of clients
and customers.
This concept addresses the triple bottom line of economic factors, the
environmental and sociocultural concerns. Tourism is currently estimated to
contribute 5% to the emissions that aggravate climate change. This forecast will
continue to grow, increasing the environmental and societal threats for the future and
challenging the very notion of sustainable tourism.
We argue that marketing is an appropriate vehicle to drive increased
sustainability. Tourism management cannot simply be "business as usual." The way
of doing business is reflected in marketing's strategic planning processes and
ultimately, in marketing's mix of activities that should aim to improve sustainability
performance across a range of economic, ecological, and societal indicators.
As tourism is essentially an economic activity, sustainable tourism has
become subsumed by the broader notion of sustainable development conceived in
tourism. As cited by Pomering et al.(2011),"development that meets the needs of the
present without compromising the ability of future generations to meet their own
needs, framed by the domains of environmental integrity, social equity, and
economic prosperity."

UNWTO proposes that sustainable tourism should:

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 1. make optimal use of environmental resources that constitute a key element in
tourism development, maintain essential ecological processes, and help to
conserve natural heritage and biodiversity;
2. respect the sociocultural authenticity of host communities, conserve their built
and living cultural heritage and traditional values, and contribute to
intercultural understanding and tolerance; and
3. ensure viable, long-term economic operations, providing socioeconomic
benefits to all stakeholders that are fairly distributed, including stable
employment and income-earning opportunities, and social services to host
communities, and contributing to poverty alleviation.
The marketing mix must aim to satisfy customers, ensure the long-term
financial success of the organization, and protect the physical and sociocultural
environments. Tourism should not just be looked at for merely its economic benefits.
ETHICS IN TOURISM MARKETING
What does it mean to be ethical in marketing? Here are some principles to
keeping mind when confronted with challenges and complications in marketing
tourism products and services.
1. Honesty. Truthfulness in the presentation of products and services for
mutual benefits of the company and the consumer.
2. Respect. Showing respect for individuals means treating them as equals,
as reasonable individuals with goals and lives of their own (Barker et al.
2013).
3. Responsibility. Take responsibility for your words and actions.
4. Professionalism. Guard one's reputation carefully by exercising
professionalism at all times.
Ethical marketing tourism is necessary as failure to practice it may cause two
adverse effects. Breach of ethics leads to immediate consumer contempt for the
product; the company as a whole suffers long-term consequences. The other
extreme is when an ethics violation results in serious and immediate damage both to
the individual and society (Babaita, Munteanu, and Ispas 2010).
Hence, consider some practical applications of ethics such as:
1. the use of original photos and crediting of other people's photos to the
owners;
2. being on time. Show up for meetings by coming to the venue at least 15
minutes ahead of time. Submit your deliverables within the deadline;
3. always coming up with original output. Never copy someone else's work. It is
so easy to copy-paste from the Internet and claim it as yours. Doing so will
reveal your lack of talent and creativity;
4. under promising but overdelivering. Be truthful in your delivery of services. For
instance, if the output can be done within five minutes, tell your client, you can
revert back in 10 minutes. Your early revert after five minutes will make your
client happy;

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 5. always getting back to your client when you say you will. When you say you
will get back, don't wait for the client to follow up before you get back to them;
and
6. speaking highly of the services you offer not at the expense of your
competitors but by its own merits. Do not put down another company for the
sake of winning an account; rather, showcase the benefits of availing of your
services by highlighting its value.

TRENDS IN TOURISM AND HOSPITALITY

Trends in tourism development, as well as movements in market demand and
supply, should be greatly considered when planning for tourism products and
destinations. Based on secondary data review, trends in travel behavior and tourist
motivation greatly affect tourism development. Some of these trends include the
following:
1. Experiential Travel
Tourists traveling search of more authentic experiences. Tourists prefer to
travel to live and eat as the locals do. This is evidenced by the growth of
creative tourism, walking tours, interest in Airbnb, and do-it-yourself (DIY)
tours. Hence, new and exotic destinations are on the rise.

2. Sustainable Travel
Tourists are becoming more concerned about the environment and
sustainability. Destinations strong on ecotourism development and
sustainable tourism are gaining the interest of tourists. Tourists also choose to
visit destinations that will benefit most from their tourism dollar; hence,
destinations with components of sustainable tourism such as outdoor
adventure programs, voluntourism programs, eco-friendly properties, local
community-based tourism, and tours that use proceeds to fund ecological and
sustainable projects are highly considered. Tourists now respect the
environment and its biodiversity, as well as people, local traditions, and
culture, and are more likely to travel to destinations that highlight them.

3. Growth of Digital Technology

The growth of digital technology has given rise to a new wave of
tourists and tourism development and marketing. One sign is the rising
number of digital nomads, a new generation of people who are able to support
their lifestyle by making móney from their laptops and traveling with a
backpack. They are highly influenced by social media and online reviews.
Such kinds of tourists need to be connected 24/7; hence, wi-fi and electric
sockets are a must.

On the other hand, digital technology has also increased online

bookings. Tourists can book online directly to different service providers. This
means tourists can shop for the best deals for airlines, hotel rooms, car hires,
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 restaurants, etc. Dependence on online transactions has increased in recent
years.

Robots, artificial intelligence, service automation, virtual reality, and

augmented reality have altered the tourist experience in a major way. These
self-service technologies and contactless services have affected how services
in the tourism and hospitality industry are delivered.

4. Augmented Reality/Virtual Reality

Another technology trend that is being adopted now is the use of
augmented reality (AR) or virtual reality (VR), sometimes known as 360-
degree video. Tourism companies are using this method to show would-be
visitors a tourist site, hotel room, or a cabin of a cruise ship to provide
information of what can be seen on site or of the services offered. The use of
this technology provides a unique experience for visitors to interact and be
involved in reliving the history or simply the “story” of a place. An example of
this is the AR developed for the Roman Baths in Bath, England, where a
tourist could "travel back in time" to experience key moments in the history of
the place.

In the Philippines, AR is now being used in Mt. Samat Shrine of Valor

war museum, through the partnership of the Mt. Samat Flagship Tourism
Enterprise Zone(FTEZ)with the Philippine Veterans Affairs Office and a
technology-based solution company.

5. Solo Travel
Solo travel is on the rise. Solo travelers seek freedom, personal
growth, and introspection. They travel to maximize “me-time." Guided tours,
opportunities to meet others while on the trip, safety and security are major
considerations in gaining the interest of these prospective tourists. Solo
travelers are interested in activities that give opportunities for socialization
with strangers. Also, accommodations and facilities need to cater to parties of
one.

6. Wellness Travel
Travel for wellness is increasing. Travelers who travel for the primary
purpose of achieving, promoting, and maintaining personal balance-
physically, mentally, and spiritually-are known as wellness tourists. Healthy
food, venues with yoga and meditation practices, places for quiet prayer, and
massage services are essential for this market segment.

7. Adventure Travel
Adrenaline-pimping activities to push one's limits especially for the
millennial and zennial generations are on the rise. Adventure travel is very
popular with today's younger generation. Hence, water sports activities,

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 trekking, biking, bungee jumping, paragliding, and crossing the sea and
mountains are some activities worthy to be developed.

8. Global Growth of Tourist Destinations

Countries and destinations have started to invest in new tourism sites
and enhancing existing tourism facilities. Developing countries have greatly
benefited from tourism development. A lot of Asian countries such as China,
Vietnam, Cambodia, Laos, and the Philippines have felt the positive impact of
tourism growth and development.

9. DIY Tours
With the ease of access and use of digital technology for information
search and bookings, DIY tours will continue to rise. Tourists are in search of
personalized experiences they can create and manage themselves. However,
there will continue to be a niche market for done-for-you tours as a small
segment will continue to need specialized services.

10. Health and Safety Protocols

In light of the global pandemic caused by COVID-19, tourists will most
likely look into the health and safety protocols of destinations. These will
greatly affect the choice of destination for tourists. Domestic and regional
travel will most likely be preferred over international and long-haul travel.
Social distancing, disinfection, and contact tracing will continue to be
buzzwords until the virus is contained.

11. Slow Travel

The interest in slow food and slow travel is growing. This kind of travel
is focused more on immersion more than sightseeing. In contrast to the fast
pace of seeing so many attractions during one weekend and mainly eating
fast food, slow travel is all about taking in the local cuisine and interacting with
the community to appreciate the local culture and reconnect with self and
family.

FINAL WORDS

Tourism and hospitality is a growing field. It is a service industry that seems

glamorous on the outside but is actually full of challenges. We need to keep up with
the trends in order to adapt our business and services to satisfy the needs and wants
of our clients, Keep innovating, keep learning, and make sure you serve with
sincerity and not just for profit.

Highlights of the Chapter

 Sustainable marketing goes hand in hand with sustainable tourism.
 Ethics in tourism include honesty, respect, responsibility, and professionalism.

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  Future trends in the tourism industry include experiential travel, sustainable
travel, growth of digital technology, AR/VR, solo travel, wellness travel,
adventure travel, global growth of tourist destinations, DIY tours, health and
safety protocols, slow travel.

Guide Questions:
1. Aside from economic returns, what other benefits should tourism practitioners
look into?
2. What ethical standards should you uphold as a tourism practitioner?
3. What other future tourism trends do you see? How are these helpful in
shaping tourism marketing strategies?

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