Sustainable Tourism With Web Resource

Item# 0062-9781450460033

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Sustainable Tourism With Web Resource

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:

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.
Contents:
Preface
Chapter 1 Introduction to Sustainable Tourism
Learning Outcomes
Why Should Tourism Be Sustainable?
History of Sustainable Tourism
Need for Sustainable Tourism
Is the Triple Bottom Line a Good Measure?
Who Are the Tourists?
Trends in Sustainable Tourism
Meeting the Challenge
Summary
Glossary
Review Questions
Video Case Study
References
Chapter 2 Strategic Planning for a Sustainable Tourism Business
Learning Outcomes
What Is a Strategic Plan?
Create a Mission Statement
Conduct an External Review of the Environment
Conduct an 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
Review Questions
Video Case Study
Your Business Plan
Chapter 3 Sustainability Practices for Development and Operations
Learning Outcomes
Minimizing Environmental Impact
Establishing Sustainability Policies
Integrating Environmental Policies Into Daily Operations
Assessing Impacts
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 4 Sustainability Standards and Certifications
Learning Outcomes
The Role of Tourism Standards
Existing Programs
Confusion in the Marketplace
Global Tourism Standards
Certification and Your Bottom Line
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 5 Marketing Your Product
Learning Outcomes
The Four Ps of Marketing
Developing a Marketing Plan
Product-Market Match
Marketing Activities
Marketing Forecasts
Monitoring and Evaluating Marketing Activities
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 6 Making the Internet Work for You
Learning Outcomes
What Is Web 2.0?
How Social Media Is Changing Tourism
Implications for Sustainable Tourism Business Managers
Maximize Your Web Presence
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 7 Working With the Travel Trade
Learning Outcomes
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
Summary
Glossary
Review Questions
Video Case Studies>
Your Business Plan
References
Chapter 8 Marketing Partnerships
Learning Outcomes
Tour Packaging
Cooperative Marketing
Festivals and Events
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 9 Managing the Bottom Line
Learning Outcomes
Obtaining Financing
Financial Forecasting
Financial Analysis
Accounting
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 10 Customer Service
Learning Outcomes
Customer Service Process
Customer Service and Interpretation
Problems in Customer Service
Qualifying Customers
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 11 Hiring and Retaining Staff
Learning Outcomes
Hiring
Training
Policies in Human Resource
Managing Turnover
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 12 Managing Business Risk
Learning Outcomes
Loss Categories
Insuring Against the Odds
Risk Management Strategies
If the Worst Happens
Summary
Glossary
Review Questions
Video Case Study
Your Business Plan
References
Chapter 13 Business Plans
Learning Outcomes
The Need for a Business Plan
Preparing a Business Plan
Business Plan Workbook
Summary
Glossary
Review Questions
Video Case Study
Reference
Index
About the Author
Audiences:

Upper-level undergraduate and graduate text for tourism courses. Reference for professors, university tourism centers, university tourism extension centers, tourism professionals, and organizations at the regional, state and province, and local levels.

Author:

  • Carol Patterson

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