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Full Description
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:
• 13 online video case studies of sustainable tourism destinations from around the world give students a global text from which to build their own businesses and provide a model for how sustainable tourism works.
• An online workbook guides learners through the completion of a business plan by the end of the term.
• An online image bank presents photos, figures, and tables from the book that may be downloaded for use in presentations.
• Forms and worksheets from the book are available for download.
• A professional development workbook, "Creating a Tourism Career from Scratch" (appendix B), is a reference for entrepreneurs starting or advancing in their careers.
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
Chapter 1 Introduction to Sustainable Tourism
Introduction
Why Should Tourism Be Sustainable?
History of Sustainable Tourism
What Do We Call It?
Is the Triple Bottom Line a Good Measure?
Who Are the Tourists?
Sustainable Tourism Trends
Meeting the Challenge
Summary
Glossary
References
Chapter 2 Strategic Planning for a Sustainable Tourism Business
Introduction
What Is a Strategic Plan?
Create a Mission Statement
Conduct External Review of the Environment
Conduct 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
References
Chapter 3 Sustainability Practices for Development and Operations
Introduction
Minimizing Environmental Impact
Establishing Sustainability Policies
Integrating Environmental Policies Into Daily Operations
Assessing Impacts
Business Plan Implications
Summary
Glossary
References
Chapter 4 Industry Standards and Associations
Introduction
The Role of Tourism Standards
Global Tourism Standards
Certification and Your Bottom Line
Business Plan Implications
Summary
Glossary
Resources
Chapter 5 Marketing Your Product
Introduction
The Four Ps of Marketing
Developing a Marketing Plan
Product-Market Match
Marketing Activities
Marketing Forecasts
Monitoring and Evaluating Marketing Activities
Business Plan Implications
Summary
Glossary
Resources
Chapter 6 Web 2.0
Introduction
What Is Web 2.0?
How Social Media Is Changing Tourism
Implications for Sustainable Tourism Business Managers
Maximize Your Web Presence
Business Plan Implications
Summary
Glossary
Resources
Chapter 7 Sustainable Tourism and the Travel Trade
Introduction
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
Business Plan Implications
Summary
Glossary
References
Chapter 8 Marketing Partnerships
Introduction
Tour Packaging
Cooperative Marketing
Festivals and Events
Business Plan Implications
Summary
Glossary
References
Chapter 9 Dollars and Sense
Introduction
Obtaining Financing
Financial Forecasting
Financial Analysis
Accounting
Business Plan Implications
Summary
Glossary
References
Chapter 10 Climbing the Customer Service Mountain
Introduction
Customer Service Systems
Customer Service and Interpretation
Customer Service Problems
Qualifying Customers
Business Plan Implications
Summary
Glossary
References
Chapter 11 Getting the Right Person for the Job
Introduction
How to Hire the Right Person
Training
Human Resource Policies
Managing Turnover
Business Plan Implications
Summary
Glossary
References
Chapter 12 Managing Business Risk
Introduction
Loss Categories
Insuring Against the Odds
Risk Management Strategies
If the Worst Happens
Business Plan Implications
Summary
Glossary
References
Chapter 13 Business Plans
Introduction
The Need for a Business Plan
Preparing a Business Plan
Business Plan Workbook
