BEYOND NICHE MARKETS CONSUMER ATTITUDE TOWARDS ETHICAL TOURISM

Omar Moufakkir Stenden University TTRA 2008 Helsinki

Even relatively small-scale tourism can have serious negative impacts (Rosaleen and Smith, 2003:135). Furthermore, forms of tourism that are alternatives to mass tourism have been criticized for focusing almost exclusively on localized, relatively smallscale development projects, rarely transcending local or regional boundaries, or on particular industry sectors (Sharpley, 2000:9). Due to the problems associated with mass tourism, tourists are moving away from the traditional irresponsible tourists towards a more responsible (Krippendorf, 1987), new (Poon, 1993), ethical, environmentally responsible, good (Swarbrooke and Horner, 1999), enlightened(Tearfund, 2002), and experiential type of tourists (King, 2002). This shift has enhanced recent interest in the ethical conduct of the tourism industry and the tourists. Some authors have argued that ethical principles create for tour operators that embrace them an opportunity for competitive advantage (Tearfund, 2001; Weeden, 2002; Goodwin & Francis, 2003), Others, however, have advanced that any form of responsible travel, if not ethics in general seem to remain a myth (Josephides, 2002).

 Ethics dont interest clients, Josephides (2002), the managing director of Sunvil Holidays, argues in the Travel Trade Gazette that British tourists have absolutely no interest in supporting a host countrys economy, respecting local customs or acting responsible while on holiday (). They also want it cheap and to hell with who or what is exploited to get the price down.

 This controversial climate raised the following question: What is the attitude of consumers towards ethical tourism? The intent was to assess whether respondents were predisposed to behave ethically in their tourism behavior. For the purpose of this study, ethical tourism has been defined as tourism that incorporates tourism ethics principles; whereby consumers make the difference between what is right and what is wrong in their tourism behavior.

 Attitudes have traditionally been defined as learned predispositions to respond in a consistently favorable or unfavorable manner with respect to a given object. Attitude formation precedes, guides, and influences a leisure service purchase decision (Reid and Crompton, 1993). In this context, if consumers have a positive attitude towards ethical tourism their propensity may justify and also guide the action to influence their attitude and guide them to behave ethically in their tourism actions.

 In general, ethics refers to well-based standards of right and wrong that prescribe what humans ought to do, usually in terms of rights, obligations, benefits to society, fairness, or specific virtues. Ethics in tourism refers to what tourism stakeholders ought to do to make tourism sustainable; whereby host areas and their habitats and consumers, holiday makers, and the tourism industry engage in tourism actions that are mutually benefiting the present without presenting adverse impacts to the future.

 The ethical deficit often seems to be a feature of many areas of modern society such as public policy, scientific research or business developments. Some consumers even doubt the applicability of ethics to such areas at all (Rosaleen and Smith, 2003: 8). In sum, while some lament this ethical deficit (e.g, Rosaleen and Smith, 2003), others enthuse about the new ethical orientation of tourists (e.g., Tearfund, 2001; 2002), and while some have developed codes of ethics (e.g., WTO; WTTC; UNEP; Tourism Industry Association of Canada), others have indicated their discontentment with such endeavors, and oppose the vocabulary of the New Moral Tourist (e.g., Butcher, 2002: 71).

Location and Sample

South Africa (N=165) March-April, 2006 Port Elizabeth, Port
Alfred, East London up to the Wild Coast such as Port St. Johns, including small towns in the inland area of the Eastern Cape as well. These cities were chosen to be place of action since they are all of different size and represent people with different background and living conditions.

Switzerland (N=267) March-April, 2005. Ticino region. They

include Lugano, and Locarno.

Netherlands (N=231) March-April, 2006 a large city, a midsized city, a town, and a village. These were Rotterdam, Utrech, Groningen, Drachten, and Diever.

Germany (N=265) October 10-20, 2006

Norden (Lower Saxony)

Berlin (Berlin)

Bremen, Bremen

Bonn (North RhineWestphalia) Erfurt

(Thuringia)

Jessen, Battin (Saxony- Anhalt) Halle, Polleben (Saxony- Anhalt)

Leipzig, Panitzsch (Saxony)

Saal an der Donau (Bavaria)

Munich (Bavaria)

What information do you require before going on holiday? (Check all that apply) I need information regarding: Local customs and appropriate behaviours for tourists Main sites to visit at the destination Sheet with ten tips for ethically responsible travellers History of the host-region and community

95% Switzerland

94% Netherlands

96% Germany

77.0 72.3 70.9 43.9

50.6 63.6 8.2 35.5 8.7 10.0 13.9 16.0 10.4

63 78 16 44 11 11 19 34 7

How to protect the local environment and reduce 42.8 waste Ways for tourists to support the local economy Local religious beliefs Political background of the country and specific region visited The wages and working conditions of the local people 39.2 37.1 36.0 28.4

Information required

s on e iti ov nd ab co er he ng rea t th i a O rk al of wo loc ing ne No s & ec t vel t e tra a g pro ... al W to hic de w of . et d Ho for .. n io oun ion ig r g ps Ti l rel kg t re c ca ba hos Lo al ic the ... lit f s le ht ca Po y o or t sig t l o ur r ts io Hi r tan po av p h po su be & Im to s ts a y bi W l ha ca Lo

80 70 60 50 40 30 20 10 0
Percentage

South Africa

Who do you think is responsible to provide you with such information? (Check all that apply) I think I should be informed by: Travel agents

% Switzerland

% Netherlands

75.5

64.5

Travel books/guides
Tour operators including tour guides at the destination Hotels & accommodation facilities Tourist information offices at the destination Foreign Office Travel Advice Unit Government

72.3
68.7 68.0 64.0 26.6 0.0

37.2
60.6 19.9 35.5 0.0 9.1

Oth v Go

Germany

TB & t el Ho in T FO t dest a TIO TA TO

80 70 60 50 40 30 20 10 0
t G ove n rnme o ks el b o T rav n ... d at io mmo Acco . tr av. f fic e ig n o e F or e of f ic a tio n f or m is t in T ou r en cy el a g T rav in c.. at o r o p er T ou r

r O th e

South Africa
80 70 60 50 40 30 20 10 0
Percentage

Criteria affecting holiday destination choice

Which criteria play a relevant role in determining the choice for your holiday? (Check all that apply) My holiday has to have the following qualities: Nice weather Affordable cost There is a significant opportunity for interaction with the local people Used the company before Good information is available on the social, economic and political situation of the country and local area visited Guaranteed a good quality hotel with facilities Company has ethical policies % Switzerland % Netherlands

75.9 70.9 63.7 60.1 59.4

68.4 87.0 19.0 0.0 25.1

56.1 51.8

36.8 7.4 13.0

Trip has been specifically designed to cause as 48.9 little damage as possible to the environment

Used Co Comp ethic

Germany

little dam Interact Info Qual Weath Price

80 70 60 50 40 30 20 10 0

ve bo ore r e a bef he t h Ot of a ny ic.. ne mp th No co as e n... e h ed Us any ge to c al lo a mp Co dam w ith i.. . tle on ava l Lit cti te is era tion f ho o Int ma ty or a li Inf qu r od athe ce i Go w e e pr l ce Ni dab for Af

South Africa

90 80 70 60 50 40 30 20 10 0
Percentage

Factors influencing choice for booking with or recommending a holiday company

Swiss respondents
To what extent would each of the following factors influence your choice for booking with or recommending a holiday company (Check all that apply) Quality of accommodation in the hotel / apartment Reputation of the holiday company to resolve problems overseas Quality of the service in the resort Provision of social and environmental information in tour operators brochures Reputation of the holiday company on environmental issues Very import ant
Quite important Not very important Irrelevant

36.0

35.0

15.5

13.3

31.3
41.7 35.2

38.5
36.3 29.9

20.5
14.4 21.2

9.7
7.6 13.7

33.1

32.7

21.9

12.2

Dutch respondents
To what extent would each of the following factors influence your choice for booking with or recommending a holiday company (Check all that apply) Quality of accommodation in the hotel / apartment Reputation of the holiday company to resolve problems overseas Quality of the service in the resort Provision of social and environmental information in tour operators brochures Reputation of the holiday company on environmental issues Very Quite import import ant ant Not very Irrelevant import ant

46.8

44.6

6.1

2.6

22.1
35.7 14.0

56.3
55.7 53.7

20.8
7.7 26.6

1.0
1.3 5.7

1.0

43.9

37.0

9.1

R ep u ta tio n of ho om
10 20 30 40 50 60 0

Q ua lit y of a cc m od at io n

lid ay co m pa n y to re s ...

Pr ov is io n of so ci al an d en vi ro n m en ta l ... or t re s in er vi ce lit y of s Q ua

R ep u ta tio n of co m pa ny co nc e rn in g e. ..

South Africa
10 20 30 40 50 0

60

Germany

Familiarity with ethics in tourism

Figure 2. Familiarity with ethics in tourism.

Switzerland Swiss respondents

yes 5%

Netherlands
90 80 70
Percentage

no 95%
no yes

Familiar with ethical tourism

Germany

60 50 40 30 20 10 0

86

14
Yes No

No

Yes

South Africa

Likelihood of booking with an ethically-oriented tour operator

Netherlands Dutch respondents
60 50

Switzerland Swiss respondents

Percent

40 30 20 10 0 yes no undecided difference no

yes no difference undecided no

Willingness to book with an ethicallyoriented company

70 60 50 40 30 20 10 0 Yes Makes no Undecided difference No

Percentage

South Africa

Germany

Respondents ethical responsibility while on holiday trip

Netherlands Switzerland

South Africa

Germany

What would you do?

40 35 30 25 20 15 10 5 0 Com plain Take direct action Change Agency Other

Percentage

South Africa

Willingness to pay for ethical tourism

Netherlands Dutch respondents
80 60

Switzerland Swiss respondents

Percent

40

20

yes

no

no

yes

Would you be willing to pay more?

Would you be willing to pay more?

75,2
80 70 60

50 40 30 20 10 0 Willing to pay m ore?

64%
24,8

Percentage

36%

South Africa Germany

Amount of extra money respondents would be willing to pay

Netherlands Dutch respondents
50 40

Switzerland

Percent

30 20 10 0

2%

5%

10%

20% or more

How much more?

45 40 35 30 25 20 15 10 5 0 2% or less 5% 10% 20% or m ore

46

Percentage

28

26

South Africa Germany

Activities respondents would be willing to pay more if they were guaranteed

Which of the following activities would you be willing to pay more money for if they were guaranteed as part of your holiday (Check all that apply) Workers in the destination are guaranteed good wages and working conditions Money goes towards preservation of the local environment and reversal of some of the negative environmental effects associated with tourism Money goes to support a local charity or local community None of the above %Switzerland %Netherlands

67.6

49.6

63.3

54.8

42.1

27.8

7.2

17.2

34

it ar Ch rs ke or ro vi nm t en

Germany

46

W En
er e th ov .. O y ab ri t e th ha lc of e ca . lo on o. N to tg es ge n go io ey at .. on in ne M st e de as at er ok W s ed us M ey on is to e cr de

South Africa
70 60 50 40 30 20 10 0

43
Percentage

Desired Location for depositing the extra money collected

Where would you like the extra money to be put? %Switzerland %Netherlands Given to Non Governmental Organizations 77.3 22.9

Divided into the local community

74.7

53.0

Given to the local Government

66.2

12.7

In a local bank, in a fund

56.1

13.3

Kept from the Tour Operators

24.2

13.9

th O e on N tw be n ee er op o at r -g on ca lo nm er ov lc om m of e th ta en i ty un lo

er e ov ab sa ni rg

n tio

To e id iv t ep ve go nk ba f or d un fr t en m rn om

K l ca Lo l ca Lo

50

45

40

35

30

25

20

15

Percentage

10

South Africa

Germany

ur to

What is you motivation behind paying more for holiday from a tour operator which has a written code to guarantee good working conditions, are trustful in their promotion, are oriented towards environmental issues and keen on local economy? I see it as an investment for future generations I feel morally better I feel one of the authors of degradation and therefore I want to provide at least financial sustenance I see it as a charity offer It is one of my personal obligation (morally obliged) I do not know where to invest my money

Switzerland Netherlands

71.2 63.6 60.1 50.5 27.8 17.2

26.5 29.5 24.1 15.7 26.5 0.6

Germany

r he Ot is It e on

m of

r pe st ve in ee Is ee Is If l ee as it as it as ar ch e on

ns io at lig Ob ... s. ur ut m t en rf fo

ity t of he at

South Africa

s or uh

of

...

l ee If
5 40 35 30 25 20 15 10 0

ly al or m

r tte be

Percentage

Ethical tourism orientation of respondents

Swiss respondents Switzerland
67%

Netherlands
25% 8%
yes m ay be no

yes

no

no opinion

Sould people know about ethical tourism? Germany

50

South Africa

41

54
33

13

Swiss respondents Switzerland

Should people be ethical while on trip? 71%

Netherlands

23% 6%

yes

no

m ay be

yes

no

no opinion

Should people be ethical while on trip?

80 70 60

54
32 14
Yes No Don't know

Percentage

50 40 30 20 10 0

South Africa

Germany

TA

TO

ag M e ap sp w Ne r

70

60

50

40

30

20

10

Tourism ethics in hospitality and tourism related journals, 1990-2006.

Year 1990- 1999 2000 2001 2002 2003 2004 2005 2006 Total Number of articles 6 0 0 5 8 9 8 4 40
Source: Adapted from Lynn (2007).

Dissemination of the Code of Ethics for Tourism to stakeholders

http://www.world-tourism.org/code_ethics/pdf/A_16_20%20Add1_e.pdf

TOURISM
Mass tourism

Ethical tourism

Sustainable tourism Alternative tourism Niche tourism

ETHICS From niches to the mass

Abstract: Tourism is growing and so are its concerns. Under the umbrella of sustainable tourism several forms of tourism have emerged as alternatives to mass tourism. The conceptualization of ethical tourism in this paper calls for tourism concerns beyond niche markets, towards the exposure of tourism ethics to the mass tourists. An instrument was used to assess the ethical attitude of respondents towards ethical tourism. The results indicate that respondents are not ethical in their tourism orientation; however, the aspiration to become ethical was acknowledged through, among others, their willingness to pay more to secure some ethical criteria, and their predisposition to support ethical tourism. The acknowledged deficit of ethics in tourism calls for more tourism ethics exposure.

TOURISM
Mass tourism

Ethical tourism

Sustainable tourism Alternative tourism Niche tourism

Ethical Stakeholders Hosts

Economic Growth

Guests

Ethical Tourism
Sustainable Tourism Environmental Protection Social Development

Tour Operators

Ethics in tourism as conducive to sustainable tourism for the mass market.

As tourism is a global phenomenon, critics of alternative types of tourism have indicated a need to go beyond niche marketing, into incorporating ethics in tourism in general (e.g., Butler, 1998; Klemm, 1992; Sharpley, 2000; Tribe, 2002; Liu, 2003).