Is water an indulgence? What marketing messages say about water use in tourism accommodation in a dryland region
- Authors: Lehmann, La Vergne
- Date: 2010
- Type: Text , Conference paper
- Relation: Paper presented at 4th International Conference on Sustainable Tourism, Sustainable Tourism 2010 WIT Transactions on Ecology and the Environment Vol. 139, p. 195-204
- Full Text:
- Reviewed:
- Description: Developing an approach to sustainable use of freshwater in the tourism industry has become increasingly critical, particularly in dryland regions. To date there has been little research into the messages regarding water management that operators of tourism accommodation enterprises in dryland regions present to potential visitors through the marketing of their business. While there is no question that marketing for tourism accommodation is designed to increase the level of occupancy and hence the profitability of each enterprise, there are a range of messages included in the promotion that are designed to have an impact on the decision making process of the potential visitor. Messages regarding freshwater use in that accommodation enterprise may reflect the attitude of that operator to sustainable freshwater management. It may also be a reflection of the type of market sector that the accommodation operator is trying to appeal to in their promotion. After more than ten years of drought, the Grampians and Wimmera Mallee regions make an ideal location for a case study on sustainable freshwater management in the tourism accommodation sector. Over that time there has been limited research to assess the impact of an increasingly water constrained environment on the tourism accommodation sector or on how these enterprises have managed changes to their freshwater resources. The results of a content analysis of promotional media, such as brochures, visitor guides and websites, including text, pictures and logos, are presented in this paper. © 2010 WIT Press
- Authors: Lehmann, La Vergne
- Date: 2010
- Type: Text , Conference paper
- Relation: Paper presented at 4th International Conference on Sustainable Tourism, Sustainable Tourism 2010 WIT Transactions on Ecology and the Environment Vol. 139, p. 195-204
- Full Text:
- Reviewed:
- Description: Developing an approach to sustainable use of freshwater in the tourism industry has become increasingly critical, particularly in dryland regions. To date there has been little research into the messages regarding water management that operators of tourism accommodation enterprises in dryland regions present to potential visitors through the marketing of their business. While there is no question that marketing for tourism accommodation is designed to increase the level of occupancy and hence the profitability of each enterprise, there are a range of messages included in the promotion that are designed to have an impact on the decision making process of the potential visitor. Messages regarding freshwater use in that accommodation enterprise may reflect the attitude of that operator to sustainable freshwater management. It may also be a reflection of the type of market sector that the accommodation operator is trying to appeal to in their promotion. After more than ten years of drought, the Grampians and Wimmera Mallee regions make an ideal location for a case study on sustainable freshwater management in the tourism accommodation sector. Over that time there has been limited research to assess the impact of an increasingly water constrained environment on the tourism accommodation sector or on how these enterprises have managed changes to their freshwater resources. The results of a content analysis of promotional media, such as brochures, visitor guides and websites, including text, pictures and logos, are presented in this paper. © 2010 WIT Press
Tourism and fresh water, an essential blend
- Authors: Lehmann, La Vergne
- Date: 2011
- Type: Text , Conference paper
- Relation: CAUTHE 2011 National Conference University of South Australia 8-11th February, 2011 p. 214-234
- Full Text:
- Reviewed:
- Description: It has been recognised around the world that there is an increasing need to improve the management practices for fresh water use in tourism accommodation developments. Water issues have become even more critical when considering the number of regions that are now impacted by increasingly dry conditions. Evidence presented at the Climate Change and Tourism Conference held at Djerba, Tunisia in 2003, brought to the attention of researchers the complexity of the inter-relationship between fresh water and tourism in dryland regions and to date there has been little research into the relationship that dryland regional accommodation enterprises have with fresh water and how this has changed in an increasingly water constrained environment. This gap in the research, coupled with the development of a range of different styles of tourism accommodation that has accompanied the development of regional tourism destinations in Australia, has provided the rationale for this case study. The results of an initial survey involving tourism accommodation operators in the Grampians and Wimmera Mallee regions in western Victoria, Australia, suggest that despite ongoing drought conditions relatively few operators have developed sustainable water management practices. Those who have engaged in sustainable management practices have recognised the need for innovation, the importance of understanding local environmental issues and the opportunity to create new markets while educating their visitors. Through identifying the extent to which these factors influence freshwater use in different styles of tourism accommodation enterprises it has been possible to identify the relationship betweenthe dependent variable; tourism accommodation water consumption and the independent variables; accommodation operator values; and perceived guest values. This has informed the development of a range of strategies to guide sustainable fresh water use across tourism accommodation enterprises in dryland regions, recognising that tourism and freshwater are indeed an essential blend!
- Description: 2003008929
- Authors: Lehmann, La Vergne
- Date: 2011
- Type: Text , Conference paper
- Relation: CAUTHE 2011 National Conference University of South Australia 8-11th February, 2011 p. 214-234
- Full Text:
- Reviewed:
- Description: It has been recognised around the world that there is an increasing need to improve the management practices for fresh water use in tourism accommodation developments. Water issues have become even more critical when considering the number of regions that are now impacted by increasingly dry conditions. Evidence presented at the Climate Change and Tourism Conference held at Djerba, Tunisia in 2003, brought to the attention of researchers the complexity of the inter-relationship between fresh water and tourism in dryland regions and to date there has been little research into the relationship that dryland regional accommodation enterprises have with fresh water and how this has changed in an increasingly water constrained environment. This gap in the research, coupled with the development of a range of different styles of tourism accommodation that has accompanied the development of regional tourism destinations in Australia, has provided the rationale for this case study. The results of an initial survey involving tourism accommodation operators in the Grampians and Wimmera Mallee regions in western Victoria, Australia, suggest that despite ongoing drought conditions relatively few operators have developed sustainable water management practices. Those who have engaged in sustainable management practices have recognised the need for innovation, the importance of understanding local environmental issues and the opportunity to create new markets while educating their visitors. Through identifying the extent to which these factors influence freshwater use in different styles of tourism accommodation enterprises it has been possible to identify the relationship betweenthe dependent variable; tourism accommodation water consumption and the independent variables; accommodation operator values; and perceived guest values. This has informed the development of a range of strategies to guide sustainable fresh water use across tourism accommodation enterprises in dryland regions, recognising that tourism and freshwater are indeed an essential blend!
- Description: 2003008929
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