Sustainable Tourism: Business Development, Operations and Management Products

Sustainable Tourism: Business Development, Operations and Management Products

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    Book

    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.

    Table of 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

    Audience

    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.

    About the Author

    Carol Patterson has been an author and consultant of tourism for over 20 years. She has helped numerous small business owners penetrate and advance into North American markets. She has been widely recognized for her pioneering work in tourism, winning awards for cinematography and sound design as well as her vision. Patterson is an adjunct assistant professor of adventure tourism classes at the University of Calgary. She is the author of several books, including The Business of Ecotourism, and co-author of Handle With Care: Developing a Nature Based Tourism Product in the North. She is also a Travel Media Association of Canada award recipient for the best environmental/responsible tourism feature. Her travel writing has appeared on BBC Travel and Vacay.ca among other publications.

    Ancillaries

    All ancillary materials for this text are FREE to course adopters and available online at www.humankinetics.com/SustainableTourism1E


    The web resource includes 13 video case studies featuring sustainable tourism destinations around the world. The resource also includes a business plan workbook and forms that aid in step-by-step preparation for a tourism center.

    An image bank is also available and offers most of the figures, photos, and tables from the book, sorted by chapter. The images are provided as separate files for easy insertion into tests, handouts, slide presentations, and other course materials.

    The image bank is free to course adopters and available at www.HumanKinetics.com/SustainableTourism.

    To use outside of a college or university course, you may purchase this image bank by clicking on the Add to Cart button near the top of this page and proceeding through checkout. Once your order is complete, you can immediately access the content at www.HumanKinetics.com/SustainableTourism.

    eBook

    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.

    Table of 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

    Audience

    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.

    Image Bank

    The image bank for Sustainable Tourism offers most of the figures, photos, and tables from the book, sorted by chapter. The images are provided as separate files for easy insertion into tests, handouts, slide presentations, and other course materials.

    The image bank is free to course adopters and available at www.HumanKinetics.com/SustainableTourism.

    To use outside of a college or university course, you may purchase this image bank by clicking on the Add to Cart button near the top of this page and proceeding through checkout. Once your order is complete, you can immediately access the content at www.HumanKinetics.com/SustainableTourism.

    Web Resource

    All ancillary materials for this text are FREE to course adopters and available online at www.humankinetics.com/SustainableTourism1E

    The web resource includes 13 video case studies featuring sustainable tourism destinations around the world. The resource also includes a business plan workbook and forms that aid in step-by-step preparation for a tourism center.

    An image bank is also available and offers most of the figures, photos, and tables from the book, sorted by chapter. The images are provided as separate files for easy insertion into tests, handouts, slide presentations, and other course materials.

    The image bank is free to course adopters and available at www.HumanKinetics.com/SustainableTourism.

    To use outside of a college or university course, you may purchase this image bank by clicking on the Add to Cart button near the top of this page and proceeding through checkout. Once your order is complete, you can immediately access the content at www.HumanKinetics.com/SustainableTourism.

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