The study is a lengthy document with the following summary:
"Travel and hospitality consumers are rapidly and enthusiastically becoming educated on the issues, and demanding greater social and environmental engagement from destinations and suppliers. There is a shift in consumer consciousness that is resulting in a rethinking of consumption patterns toward more responsible, earth-friendly alternatives. Tourism and hospitality industry leaders are similarly embracing sustainability to establish competitive advantage, enhance brand value and drive sales. This is moving market share for those taking initial steps."
How are you as a tourism and hospitality professional responding to this shift in consumer consciousness? You first must have an understanding of the green consumer and the CMI study tackles the task of creating a green traveler profile. Not surprisingly, they found there are various "shades" of green travelers. The various profiles are created based on responses to a series of questions and behavior categories including:
- Environmental Awareness
- Green Purchases
- Choosing Money or the Environment
- Use of Environmental Media
- Attendance at Events
Responding to the shift in consumer consciousness is a seemingly overwhelming but necessary process. It is more than a list of tasks to "go green;" it is a parallel shift in tourism and hospitality consciousness. We know this because sustainability is part of our own business--it is something we understand, teach, consult on, develop, guide, implement, and support.
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