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Emerging Themes The Marketers’ Forum 13152799 September 2010

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Page 1: Emerging Themes September 2010 13152799

Emerging Themes

The Marketers’ Forum

13152799 September 2010

Page 2: Emerging Themes September 2010 13152799

CIM Student Number: 13152799

Table of Contents Emerging Themes in Ecotourism

TASK 1

The Future Role of Eco-tourism in the Worldwide Tourism Market 3

Ethics in Eco-Tourism as a Macro Theme 3,4

Education in Eco-Tourism as a Meso Theme 4

Suitable Potential Publications 5,6

Ranking Criteria of Articles 7

Justification for Publishing7,8

TASK 2

Emergence of Ethical Practices in Eco-tourism and its affect on Local Communities in

Developing Countries

Introduction 9

Ethical Changes in Eco-tourism 9,10

How Educating Communities Can Significantly Contribute to a Country’s Overall Economic

Growth 11,12

Implications and Upcoming Changes for Tourism Suppliers 12,13

Appropriate Business Strategy for Tourism Suppliers to Adopt 14,15

The Future for Ecotourism Marketers 15,16,17

Conclusion 17,18

Glossary of Terms, Appendix i, Appendix ii 19,20

References 21

Bibliograph

y…………………………………………………………………………………………………………………….2

2,23

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The Future Role of Ecotourism in the Worldwide Tourism Market

Tourism is one the world’s largest industries, with ecotourism being one of its strongest

sectors achieving a 5-6% increase year on year. (WTTC, 2010)

Ecotourism: - certainly a word that does not have one accepted definition, but what is

universally accepted is that ecotourism is an emerging market and by far the strongest

growth segment in the tourism industry. The WTTC reports that tourism is one of the

world’s largest industries and in 2010, contributing $5,751 billion US dollars to a global

GDP of 9.2% and generating employment for 235 million people worldwide. Indeed

ecotourism is a segment within the industry which has garnered both public and trade

interest as there is an increasing demand for sustainable and responsible tourism.

Because ecotourism does not have one widely accepted definition, there is room for

different interpretations and TIES (The International Ecotourism Society) defines

Ecotourism as “Responsible travel to natural areas that conserves the environment and

improves the well-being of local people.”(TIES, 1990)

Martha Honey, co-founder of CESD (Centre on Ecotourism & Sustainable Development)

developed a 7 stage definition on ecotourism that is becoming more widely accepted and

used as a standard definition for scholarly research on ecotourism. Her definition is an

extension of the definition from TIES. (Wikipedia, 2010) University programmes use

Honey’s explanation for the basis of their programmes. (See Appendix)

Eco-experts are in contradiction of what the true meaning of ecotourism means. There is

not one correct definition, but a definition that is subject to interpretation and that will

continually evolve.

Ethics in Ecotourism as a Macro Theme

Ethics is increasingly seen as a personal issue. However, ethics in business have a role in

corporate and government organisations as there is an increasing demand for

transparency in corporate activities. With ethics being a critical issue; it is exceedingly

difficult to measure ethical standards for groups of people.

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A lot has changed; ethics and governance is seen as front page news and more

increasingly leads the agenda in terms of corporate boardrooms and the halls of congress.

Good corporate citizenship is studied, advocated and sometimes practiced. (Connor, 2010)

This is an emerging theme in ecotourism as there is a greater need to regulate the

industry with policies and procedures that will be widely accepted.

Education in Ecotourism as a Meso Theme

With ecotourism becoming popular, there is a strong link between education and

economic development. Ecotourism does not have to have a rigid support system in place

in order to be successful. It can open doors for developing nations who wish to learn about

how ecotourism can benefit their community. Education is more focused a meso theme

rather than a macro theme, as education at this level only affects the industry and

therefore is not seen a world issue.

This segment of the tourist industry can work without the infrastructure required to

traditional business models and thus this removes the barriers and opens up opportunities

for developing countries to improve their economic situation.

The Galapagos is an excellent example of how a third world country has used its resources

to become successful in ecotourism. They have an outward looking view as they seek help

from scientists, researchers and even marketers. Other developing nations can follow their

lead and use their blueprint for success for their own country.

Suitable Potential Publications

Please see Appendix ii for Publication Descriptions and Circulation

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Publication Context Editorial Policy Evaluation of

Publication

Journal of Sustainable Tourism Aim and focus of the journal

is to critically evaluate new

and upcoming developments

that link tourism and

sustainability with an

international scope.

Submission guidelines

are strict. Journal

requests that any author

who submits their work

to the journal only

submit to them and no

other press when under

consideration.

Publication has the

appropriate target

audience of researchers,

policy makers and

academics and is

suitable in terms of being

informative of the two

emerging themes. There

are no reported figures

of distribution or

circulation, so it is not

appropriate to publish

this article as readership

needs to quantified.

Ranking Total – 19/30

National Geographic Traveller Ongoing focus of

delivering the message of

preserving the world

through sustainable

travel.

Open editorial policy. Must

be of a high journalistic

standard to be published.

Wants articles on

ecotourism.

Scored high on overall

criteria of the article

being ranked. Being an

international publication,

Right platform for the

article to read by the

largest amount of

readers. Weakness is in

investigative articles,

this article has the main

purpose of exposing

these two emerging

themes in the industry.

Ranking Total – 25/30

Green Futures Readers range from senior

executives and

operational staff with a

personal and professional

interest in issues about

sustainability and

environmental

management.

Open editorial policy on

any sustainability issue.

This publication is

focuses on green and

sustainable issues and is

too broad for this

particular article.

Readership is UK based

and the two emerging

themes have an

international focus.

Ranking Total – 15/30

Travel Trade Gazette Founded in 1953. Oldest

travel trade magazine to

date in the UK.

Open editorial policy. More

focused on the industry of

tourism.

Industry focused

publication. Scored low

on the ranking table as

it’s a UK publication;

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however their readers

work in the travel

industry and the article

could prove greater

insight into the issues

that affect the industry

on a global level.

Ranking Total – 18/30

International Journal of Tourism

Research

The journal is read by

academics and students in

the tourism field as well

as consultants,

practitioners and policy

makers that are directly

involved in the planning

and evaluation of the

industry.

Articles may not be

published elsewhere or be

under consideration for

another publication.

Niche publication. Read

by researchers,

academics. Journal has

an international focus

which is appropriate for

the article. Because

circulation and

readership is unavailable

it scored low on the

ranking table.

Ranking Total – 18/30

6

Rank Criteria

1 – very weak 2 – weak 3 – average 4 – good 5 – excellent

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Figure 1: Ranking Criteria of Articles

Publication Target

Market

Relevance to

the article

Circulation Informative Distribution Editorial

Policy

Total

Journal of Sustainable

Tourism

4 5 n/a 5 n/a 5 19

National Geographic

Traveller

4 4 5 3 5 4 25

Green Futures 3 3 2 4 1 2 15

Travel Trade Gazette 2 3 3 3 4 3 18

International Journal of

Tourism Research

4 4 n/a 5 n/a 5 18

Justification for Publishing

Based on the following information on the publications listed above, the most suitable

publication for the article would be the National Geographic Traveller as it has an

international readership and has had a strong eco-travel focus. Although it remains vital to

highlight the emerging themes in ecotourism in an academic journal, it does not help

create awareness from the general public who may not know the current obstacles that

affect the industry as a whole.

Why the Editor Would Consider the Article for Publication

Ethics and education - are emergent themes are relevant to the industry;

however, they have not been discussed openly in a commercial publication that has

an international audience.

Editorial policy – open and welcomes applications from freelance writers. They

welcome new ideas and it has a purpose of exposing new developments in the

industry to a wider audience.

Coverage of themes – Important to the continuing success of ecotourism as an

industry.

Greater knowledge and understanding – for their readers who visit these eco-

destinations.

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Appropriate audience – the target market of this publication has a general

interest in eco-travel that incorporates learning, travel and culture.

Topic Diversity - Different topic areas that would continue to show the

publication’s diversity in subject matters of travel and tourism.

With greener living increasing across the globe, the affect that ecotourism has on

developing nations can be improved to help increase their standard of living. This

publication can reach an audience that are interested in becoming more ethically aware of

the impact of ecotourism with the view of supporting these countries and learning how

conservation of these areas will help generations in the future.

Task 1 – 1097 word count

Emergence of Ethical Practices in Ecotourism and its affect on Local

Communities in Developing Countries

Introduction

Ecotourism – currently known as a segment of the mass tourism market, this sector has

had difficulty in finding its own identity. One of the major problems with the industry is the

lack of an agreement on the definition of ecotourism and ‘eco’ experts such as Dr. Matt

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Walpole argues that without a proper definition there can be no agreement on global

guidelines or a recognised accreditation process. (Sander, 2010)

Knowing that the sector currently exists without any formal guidelines or an accreditation

process, this article will evaluate the impact of ethics in ecotourism and how education

can help improve the standards and regulations required.

Ethical Changes in Ecotourism

Increasing demand in the industry has created an escalating awareness of ethical

standards and how that affects tourism operators, the tourists and the people who live in

the local communities. This increase has developed a rising concern over corporations

pushing the CSR and “green initiatives” agenda to create an environment where unethical

practices and procedures are becoming more prevalent.

A main cause of this is that the words eco, green, sustainable, responsible may be used

incorrectly to push their own cause. It is essential that the respective tourism boards and

grading councils adopt an accreditation process that accurately labels companies ‘eco-

friendly’ and prevent the abuse of the word ecotourism and inform tourists adequately.

(Knols, 2010)

Ethics and responsibility play a vital part in the mass tourism industry; there is a

realisation that the industry as a whole could have a significant negative impact on

destinations if regulations are not put in place. (George & Frey, 2010) A prime example is

the Galapagos where there has been a belated realisation that even strong regulations

and controlled access is perhaps not enough to maintain the nature of this pristine

“paradise.” The difficulty of their observation is that the industry is almost too large to

regulate and how can this be achieved.

Assessment of ethics in ecotourism

Tighter regulations - Local and national governments need to be more actively

involved in enforcing stricter controls to help protect local communities from abuse

from the industry.

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Improving relations with the local communities – Greater emphasis is placed

on helping these communities learn new skills which would then benefit their

country’s economy. Developing countries may not see a need to participate as they

cannot see the benefits of being part of the industry.

Encouraging infrastructure – Enforcing

regulations will help the host country with to

be more efficient with their resources.

Improving, electricity, water, roads, waste

management etc.

Global accreditation programme – This

option has been discussed amongst environmental experts in the industry. A

grading system or an ethics audit could be used to ascertain the level of “eco”

commitment from suppliers in the industry.

Commitment industry suppliers – Tourism suppliers who wish to be

acknowledged for abiding moral conduct in the industry could form a global

association that supports the best practice and ethical standards in ecotourism.

Because the ecotourism market is expanding and will have significant growth in the next

10 to 20 years, there is a greater need for stricter regulations and controls. This may be

difficult to realise as there are many players that affect a government’s decision making

process in terms of ecotourism. NGOs, special interest groups (WWF), tourist suppliers,

business associations, local communities and universities form part of these interest

groups. (Sander, 2010)

How Educating Communities Can Significantly Contribute to a Country’s Overall

Economic Growth

As seen above, the people in the local communities may not see the direct benefit of

participating in ecotourism as there are no rules and regulations that prevent them from

the exploitation of the external proponents of ecotourism.

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“Local communities should be encouraged and expected to participate in the planning, development and control of tourism with the support of government and the Industry.” Tefler & Sharpley

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When investors take advantage of the local people in these communities, they then shy

away from participating in the industry as they now have a sense of distrust. Governments

need to work at outlining policies that protect these communities from the affects of

unethical practices.

It is a collaborative effort between suppliers, operators, and tourists to improve the

educative standards within the industry. Ecotourism is truly about learning to work with

the resources that are readily available.

The positive tourism economic activities of developing nations can prevent civil wars

between countries, most notably in African countries. It offers a stabilising factor, whereas

without these ‘eco’ activities these countries would be unstable economically.

An admirable role model for other developing nations in Africa to follow is Rwanda.

Rwanda for many years had political unrest and it was unsafe to visit there. In recent

years, Rwanda has become an eco-tourist trap, where ecotourism significantly contributes

to the country’s economic standing. In 2009, CNN interviewed Fareed Zakaria, a foreign

affairs journalist about Rwanda being labeled as Africa's biggest success story and that

they have achieved stability, economic growth (average income has tripled in the past ten

years) and international integration.

Assessment of education in the industry

Tourist-host encounters - Tourist-host encounters need to be balanced; if they

are unbalanced it will leave the local people with feelings of inferiority and

subservience to tourists. (Tefler & Sharpley, 2008)

Exploit ecotourism – Actively promote the positive aspects of ecotourism to these

communities. And show how more education at a local level will help the host

countries feel more comfortable with the influx of tourists.

Participation of suppliers - The educative role not only refers to the tourists

themselves, but also to the industry operators and the local communities. (Wearing

& Neil, 2009.) A collaboration from all parties to be more socially and sustainably

aware.

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Learn from example – Rwanda is an exemplary model for other countries that are

looking to increase their eco-touristic efforts. Other developing nations can adopt

this model and feel confident about its success.

Inclusion of education in tourist operations – Ecotourism is still an under-

researched area and implementation of how education can be incorporated into

touristic ventures will help incorporate more learning in the industry. (Sander, 2010)

Education can improve the quality of life of the locals; however, there is yet to be one

universal system or code of ethics to ensure that the communities have fair treatment.

Conservation of protected areas is becoming more of a prominent issue in the industry.

The local communities can contribute to this by using the resources that they already

have at their disposal. They can also participate in the educative process by sharing their

knowledge of the lands with the visitors.

Implications and Upcoming Changes for Tourism Suppliers

There is a common need for regulation in the industry when it comes to ecotourism. Some

tourist operators make take advantage of the positive namesake of green tourism and use

that to advance their own financial position.

Stricter Controls for the Industry

Tighter regulations mean that there will greater public awareness and an emphasis on

keeping the protected areas pristine and intact. The Galapagos, for instance, has a strict

policy by not allowing large cruise liners to enter the area. They also rely on local people

to educate the travellers about the need for greater conservation of the islands. Tour

operators will need to work more closely with the local communities to deliver on their

products and service.

An Over Supply of the Market

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Alternatively the market could become super saturated and operators would be unable to

meet the demands of the consumer. And in the best interests of the industry; it would be

suggested that there are standards and quality control over suppliers’ product offering. To

do this effectively a universal code of conduct should be implemented with a governing

body or an association that oversees this aspect.

Standards and Quality Control

There are no universal guidelines for what type of standard is required for this segment of

tourism. Environmentalists have suggested that there is a need for a global standard of

accreditation, differentiating ecotourism organisations by their level of environmental

commitment. (Wikipedia, 2010)

Price Rationing & Exclusivity

With stricter regulations, a side effect could well be price rationing as operators would not

be exposing these eco-tourist destinations to the general public but increasingly to a

select, and financially secure upmarket segment. This in turn, could be seen as elitism; a

negative perception that could ultimately restrict the growth of this sector of the market.

Industry Partnerships

Suppliers will start working closely together to streamline standards in the industry. They

will show more unity amongst their operations so that the industry can have its own

identity in the tourism market.

Appropriate Business Strategy for Tourism Suppliers to Adopt

Tourism suppliers will need to adopt a business strategy that combines ethical practices in

ecotourism with an emphasis on educating the tourists visiting these eco-destinations.

Suppliers need to work more closely with the media to push common interests

and regulations in the industry - One of the reasons why there is an open

interpretation of what ecotourism is and does is because the topic or subject matter is not

at the forefront of public awareness. They can also look at working with the communities

at a local level, by visiting the areas and learning about their culture. These people who

live in these areas are instrumental to the success of ecotourism in that region.

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Partnerships with local and national governments are encouraged and looking

at international organisations such as the UN for grants, funding and support -

Local universities and foundations can provide the educational structure through

involvement in the conservation and ecotourism programmes.

A suitable model which represents the appropriate business strategy for the

industry to adopt is Michael Porter’s Generic Strategies Model, see Fig. 1.

Because ecotourism is a niche market, it would be appropriate for suppliers to use a

differentiation focused strategy. This strategy seeks to provide a high perceived product or

service benefits justifying a substantial price premium (Johnson et. al, 2008.) Suppliers will

need to be more creative in their approach as they will be competing against many tour

operators who will and want to sell and promote the same type of “eco” experience. Cost

may be a factor; however, the target group that would by an eco holiday will have enough

funds to pay for the right and best experience.

The Galapagos is an excellent example where tourism has not overexposed the whole

region to tourists. It is protected and regulated with smaller groups visiting the islands at

one time. Costs to go there are a premium, but the experience that the tourist gets back is

one to remember and full of discovery.

Fig. 1. Porter’s Generic Strategies Model (1985)

The Future for Ecotourism Marketers

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Where tourism suppliers should concentrate their efforts.

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Marketers will need to more focused, specialised and skilled in the industry -

They need to move from being general tourism marketers to marketers that are focusing

on green tourism efforts. Exposure to these developing countries that are creating

ecotourism opportunities will be necessary to understand the implications of what these

local communities may face. There are enormous benefits for engaging at a local level as

this could create more interest in a particular area which then gives the marketer the

credibility of knowing their product and service at a personal level. (Klein, 2010)

Finding a strategic gap in the ecotourism market will help marketers become

experts in one particular destination in ecotourism, like Galapagos - There is

competition in the market, but their behaviour to be part of the local communities and

their efforts would prove favourable. Kim and Mauborgne have argued that if organisations

only focus on competing head to head with each other that this will lead to competitive

convergence and that all “players” will find the environment tough and threatening and

they describe this as a “red ocean” strategy. (Johnson, et. al, 2008)

Strategic Skills for Marketers

Marketers could be urged to use “blue ocean” strategy techniques, that would

have them searching for open gaps in the market which are free to from any

competitors - Fig. 2 shows the qualities to be successful in a blue ocean opposed to a

red ocean market.

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Fig. 2. Red Ocean vs. Blue Ocean, Kim & Mauborgne, 2010

Also, as ecotourism involves many stakeholders that touch the business, they need to be

culturally sensitive and politically aware of what is currently happening in the eco-tourist

destinations that they specialise in. What’s happening in ecotourism now will lead to a

different breed of marketers in the industry as it will become so niche that the skills

required will have them be more focused on the product knowledge and less on

promotional marketing.

Although this model applies to business units within an organisation, marketers can apply

this model to their work when they are looking to differentiate themselves in the market

from their competitors.

Operational Skills for Marketers

There will be an increasing need to develop key relationships - with a different

group of stakeholders, not just the visitors and prospective visitors, but other stakeholder

audiences. Stakeholders that may affect their efforts include schools, policy makers,

charities and trusts and agents specialising in ecotourism.

Cross marketing and selling opportunities will become more valuable as marketers will

look to target the same consumer for different destinations. Tighter segmentation will be

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achieved through eCRM activities as this will help them understand the wants and desires

of their customers better.

Skills Required for Marketers in the Industry

Marketers will need to become niche marketers, as the industry will or require them

to have of a background in science and research in ecotourism - rather than generalist

marketing qualities. It will be more than likely that specialist marketers in this area will

have a background in ecotourism so that they are seen as experts in the field. Marketers

without these requirements will need to incorporate more education in the scope of their

work to help them succeed in the industry.

Conclusion

Ecotourism needs to be looked at as an entirely separate segment of the tourism industry,

due to its specific attributes and the need for careful resource management. The recent

growth of the ecotourism clearly indicates the necessity for tighter controls and

regulations. However, at the present time this is difficult to implement due a lack of

direction in all but a minority of the markets, with the exception of the Galapagos and

surprisingly, Rwanda. The industry itself; has its own restrictions as it is only currently

seen as an extension of the tourism industry. If this cannot be immediately corrected,

having universally accepted ethical standards throughout the industry will certainly help,

as would acknowledgement from an organisation like UNESCO.

The impact of education on the local communities has yet to be shown in a positive light;

most likely because there are no universal regulations as highlighted in the macro issue

above.  A start can be made in this direction only if standards of an ethical nature

are first laid down as a foundation. For now, and likely in the immediate future, without

some strong direction from the industry, it will be difficult to show the local people the

positives of ecotourism on their communities.

Task 2 – 2185 word count

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Glossary of Terms

CESD – Centre on Ecotourism & Sustainable Development

eCRM – Electronic Customer Relationship Marketing

CSR – Corporate Social Responsibility

GDP – Gross Domestic Product

NGO – Non-governmental Organisation

TIES – The International Ecotourism Society

UNESCO – United Nations Education, Scientific and Cultural Organisation

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UNWTO – The World Tourism Organisation (specialised agency of the United Nations)

WTTC – World Travel & Tourism Council

WWF – World Wildlife Fund

Appendix i

Martha Honey’s 7 Stage Definition of Ecotourism

1. Involves travel to natural destinations.

2. Minimizes impact.

3. Builds environmental awareness.

4. Provides direct financial benefits for conservation.

5. Provides financial benefits and empowerment for local people.

6. Respects local culture.

7. Supports human rights and democratic movements.

Appendix ii

Suitable Publication Descriptions and Circulation

Publication Description and Circulation

Journal of Sustainable Tourism Read by industry leaders in the field of ecotourism and sustainability. Readers range

from professionals in sustainable, policy makers, government agencies and

academics.

Circulation – Not available, 8 issues a year

National Geographic Traveller Founded in 1984, first consumer publications to make sustainable tourism widely

known. Core aim is to inspire readers about travel and it covers destinations that are

rich in culture and character

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Circulation – 8 issues annually. 992,000 circulation worldwide. 13 international

editions.

Green Futures Industry magazine, dedicated to opinion formers and industry leaders in local and

national government in the UK, education.

Circulation – 4 issues a year. Circulation of 8,000. Readership of 16,000.

Travel Trade Gazette Travel industry magazine for travel trade professionals UK. Readers range from

business owners, executive management and operational staff.

Circulation – Produced weekly, circulation of 22,315.

International Journal of

Tourism Research

Core aim and mission is to increase and improve research developments in the

tourism industry on an international level.

Circulation – 6 issues a year. Circulation unavailable. All paid subscriptions.

‘I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or bibliography is appended. The work that I have submitted has not been previously accepted in substance for any other award and is not concurrently submitted in candidature for any other award.’

References

Beaumont, N. (2010) Identifying the ecotourist market using the core criteria of ecotourism: Is there a true ecotourist that seeks nature, learning and sustainability? University of Queensland

CNN (2009) Zakaria: Africa's biggest success story, CNN International.com. [Online] Available from:

http://edition.cnn.com/2009/WORLD/africa/07/17/zakaria.rwanda/index.html[as accessed

online 30th July 2010]

Connor,M.(2010) About Business Ethics, Business Ethics.[Online] Available from: http://business-ethics.com/about/ [Accessed 26th July 2010]

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George, R. & Frey, N. (2010) Creating change in responsible tourism management through social marketing, South African Journal of Business Management. 41, (1).

Hooley, G., Piercy, N. & Nicolaud, B. (2008) Marketing Strategy & Competitive Positioning, 4th Ed., Pearson Education, Essex.

Klein, P. (2010) Return on Integrity is the New Bottom Line for Marketers. Advertising Age. [Online] 32. Available from: http://adage.com/columns/article?article_id=144861 [Accessed 25th July 2010]

Knols, J. (2010) Putting ‘Eco-Tourism’ In A New Jacket, Think About It, [Online] Available from: http://development.thinkaboutit.eu/think3/post/putting_the_words_eco-tourism_in_a_new_jacket [Accessed 31st July 2010)

Porter, Michael E. (1985) Competitive advantage: creating and sustaining superior performance. New York: Free press.

Sander, B. (2010) The Importance of Education in Ecotourism Ventures, American University.

Tefler, D. & Sharpley, R. (2008) Tourism and Development in the Developing World. Routledge. Oxon.

Wearing, S. & Neil, J. (2009) Ecotoursim: Impacts, Potentials and Possibilities, 2nd Ed., Butterwort –Heinemann, Oxford.

Whittington, J., Scholes, K. & Whittington, R. (2008) Exploring Corporate Strategy, 8 th Ed., Pearson Education Limited, Essex.

Wikipedia, (2010) Ecotourism. Available from: http://en.wikipedia.org/wiki/Ecotourism [as accessed online 27th July 2010]

Bibliography

Beaumont, N. (2010) Identifying the ecotourist market using the core criteria of ecotourism: Is there a true ecotourist that seeks nature, learning and sustainability? University of Queensland.

CNN (2009) Zakaria: Africa's biggest success story, CNN International.com. [Online] Available from:

http://edition.cnn.com/2009/WORLD/africa/07/17/zakaria.rwanda/index.html

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