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Sustainable tourism certification marketing and its contribution to SME market access

Font, X and Epler Wood, M (2007) Sustainable tourism certification marketing and its contribution to SME market access In: Quality Assurance and Certification in ecotourism. CABI, Wallingford, p. 147. ISBN 9781845932374

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This chapter considers whether certifying (small- and medium-sized) tourism businesses for sustainability will contribute to greater consumer interest and build the market for ecotourism and sustainable tourism. The chapter reviews the literature on green consumer behaviour and sustainable tourism demand and the limited works available on the market for certified sustainable tourism. It also investigates key marketing challenges (as presented in the literature) in the green and sustainability marketplaces with respect to positioning, branding, business-to-business promotion and distribution. It is concluded that, while certification may be a valid method to involve businesses in quality and sustainability oversight of their businesses, there is insufficient evidence to suggest that certification of sustainable tourism will have market benefits, and that such benefits should not be used to justify government, NGO or donor support of tourism certification.

Item Type: Book Section
Divisions : Surrey research (other units)
Authors :
Epler Wood, M
Editors :
Black, R
Crabtree, A
Date : 2007
DOI : 10.1079/9781845932374.0147
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:37
Last Modified : 23 Jan 2020 15:07

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