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Marketing and Sustainable Tourism in Alpine Destinations

Katarzyna Klimek, Miriam Scaglione, Roland Schegg, Rafael Matos

Abstract On the one hand, sustainable management and conservation of natural resources and cultural heritage are important tasks for local and regional destination management organizations (DMO). On the other hand, climate change, environmental issues and social welfare are increasing the demand of the “21st century tourist” for an ecological and “green” life-style. Green destinations and holidays are becoming trendy and are requested by different market segments. The segment of “post-modern tourists” is more experienced and sophisticated than those of preceding generations. Their awareness of environmental, economic and social problems brought about by increasingly intensive tourism activity makes them more in tune with the challenges that Alpine DMOs have nowadays. They seek good tradeoffs between price and service, and the development of e-tourism offers them an excellent platform in travel planning. The aim of this explanatory research is to evaluate the marketing efforts of top Alpine destinations listed in the BAK TOPINDEX to attract this green market segment by means of a lexicographical analysis of the websites of the DMO. The methods of analysis are text and theme analysis on the websites of those destinations. The results suggest that sustainable tourism concepts have been put into practice, not withstanding some differences between countries.

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Marketing and Sustainable Tourism in Alpine Destinations

Introduction The travel and tourism industry is a significant contributor to the economic development of mountain regions. The Alps are a positive example of an area that has focused on tourism since the second half of the 19th century. Currently the accommodation capacity of the Alpine region is 7.3 million tourist beds and the area totals 475 million overnights which represents 4% of the world tourism market (BAK Basel, 2010). This area is therefore one of the most important tourist destinations in the world. Climate change, environmental pollution and social welfare are increasing demand focused on ecology and a “green” life-style. Green destinations and holidays are becoming trendy and sought after by different market segments (Brace, 2007; Holden, 2008; Holleran, 2008; Siegrist, 2002). According to a study on the competitiveness of the European tourism industry, sustainability will continue to be a key trend for the sector until the year 2020 (Ecorys, 2009; Melnikas, 2010; Moutinho, 2011). The most widely accepted UNWTO definition describes sustainable tourism as “tourism which leads to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems” (UNWTO, WTTC, & Earth Council, 1996). Natural and cultural resources constitute central assets for Alpine destinations. Thus, their sustainability has become a core goal not only to preserve the environment, but to convince all present and future clients through their unique holiday offer, all the while differentiating and strengthening their competitive position. Sustainable management and conservation of natural resources and cultural heritage will therefore be important tasks for local and regional destination management organizations (DMOs). The aim of this paper is to analyze the role of sustainable tourism promotion in 139 alpine destinations (situated in Switzerland, France, Italy, Austria and Germany) through a content analysis of web sites in order to measure whether online marketing communication is in tune with this green trend in tourism.

1. Sustainable Development in Alpine Areas The tourism sector has exerted and still exerts considerable influence upon socioeconomic transformations in Alpine regions. There are various benefits arising from the development of tourism, e.g.: – slowing down of depopulation in mountain regions; – preservation of existing jobs and creation of new ones; – income generation for other business sectors; – helping to finance infrastructure and to improve the living conditions for local communities (Klimek, 2010).

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Marketing and Sustainable Tourism in Alpine Destinations

The development of tourism in the Alps may be compared to a self-propelled chain reaction as shown in Figure 1.

Figure 1:

Self-propelled chain reaction in Alpine tourism (Krippendorf, 1987)

However, during the last 60 years mass tourism in Alpine destinations has often led to an excessive use of natural resources frequently resulting in unwanted irreversible change to landscapes and local ecosystems. The most negative impacts that tourism produces in Alpine areas are related to: – loss of undeveloped land and extensive development of tourism infrastructure (holiday accommodation, ski slopes, mountain railways, golf courses etc.), – air pollution due to traffic, – huge energy and water consumption, – increased waste production, – degradation of biodiversity caused by urbanization, deforestation (in demarcated areas) and agricultural abandonment (e.g. loss of wildlife, including endemic species), – socio-cultural change in local populations (disappearance of local coherence, customs and traditions, overdependence on tourism) (Krippendorf, 1987; OFS, 2007). Another particularly relevant problem for Alpine destinations is the effect of global warming. According to the report “Climate change and Tourism: Responding to Global Challenge” between 4 and 6% of global worldwide greenhouse gas emissions result from tourism activities (UNWTO, 2008). As nature-based tourism is a key component of mountain regions, climate change may have significant impacts on the attractiveness of these destinations. According 5

Marketing and Sustainable Tourism in Alpine Destinations

to Mountain Biosphere Reserves (MBR), climate change has negative consequences in 80% of the world’s mountain regions (Greenwood, 2005). A considerable number of studies and papers have been published on this subject in the Alps (Abegg, Agrawala, Crick, & de Montfalcon, 2007; Agrawala, 2007; Beniston, 2006; CIPRA, 2011; Elsasser & Bürki, 2002; Koenig & Abegg, 1997). Snow-based tourism is especially vulnerable to climate change effects, while hot summer air temperatures resulting from climate change will lead to an increase of short-term stays in Alpine areas (Serquet & Rebetez, 2011). Because of the fact that most Alpine regions are currently in a mature stage of their development, they are more vulnerable to demand fluctuations. The environmental problems mentioned above can influence and threaten their global competitiveness (Franch, Martini, Buffa, & Parisi, 2008). That is why finding the right balance between socio-economic development of the Alpine resorts/destinations and their environmental protection has become a challenging task for many destination management organizations (DMOs). Hence, as the competitiveness of Alpine destinations is increasingly related to sustainability, DMOs should review their management strategies by following strategic objectives in line with sustainable development (Buhalis, 2000; UNWTO, 2004): – optimal use of natural resources, – long-term prosperity and socio-economic benefits for local populations, – fulfillment of customer needs with appropriate tourist products & services in order to maximize their satisfaction, – profitability of all suppliers and maximization of multiplier effects across the destination, – balance between economic benefits coming from tourism and socio-cultural authenticity of the place and its environmental resources. Thus, sustainable development should not be limited to environmental features alone but must add new related economic, political and cultural dimensions to tourist destinations (Bramwell, et al., 1996; Ritchie, 2003). That is why the role of sustainable tourism is not limited to halting development, but rather to encouraging and promoting appropriate forms of tourism based on the fulfillment of the environmental and socio-cultural well-being of tourists and local communities (Crounch, 2007; Ritchie, 2003). Until now, the efforts of many international organizations (CIPRA, 2003b; PNUE & UNWTO, 2006; UNEP, 2000, 2003; UNWTO, 2004; UNWTO, et al., 1996), as well as of academic researchers (Baumgartner, 2001; Goodall, 2000; Johnsen, Umbach-Daniel, & Schnell, 2003; Miller, 2001; Miller & Twining-Ward, 2005; Nyberg, 2001; Pils & Eltschka-Schiller, 1999; Ritchie, 2003) has focused on establishing strategic goals and indicators of sustainability in tourism destinations. 6

Marketing and Sustainable Tourism in Alpine Destinations

Box 1 shows the list of the most important key themes concerning sustainable development in Alpine areas. –

conservation of natural landscapes in Alpine destinations (CIPRA, 2003a; Hunziker & Buchecker, 1999) – preservation of biodiversity, the ecological balance of Alpine areas and air protection (Alparc, 2010; CIPRA, 2003a; Matos-Wasem, 2005); – energy saving and reducing the use of non-renewable energy (CIPRA, 2009; Official Journal of the European Union, 2005a); – reduction of water consumption thanks to the optimized use of artificial snow (EEA., 2009; Loubier, et al., 2010); – minimizing waste, introducing recycling practices, supplier take-back agreements, dosing systems and composting (Conseil de l'Union Européenne, 1996; Roussat, Dujeta, & Méhua, 2009); – limitation of motorized traffic in Alpines destinations, encouraging the use of ecofriendly vehicles and improving public transport for local populations and tourists (CIPRA, 2007b; Matos-Wasem, 2006; Official Journal of the European Union, 2005a, 2005c) – respect of the social and cultural diversity in Alpine regions by tourists and local inhabitants (Krippendorf, 1987; UNESCO, 1999); – promoting sustainable production and consumption by increasing the number of sustainable services and goods produced by local providers and maximizing economic benefits for local communities (CIPRA, 2007a); – developing, managing and promoting environmentally-friendly tourism (Alparc, 2009; Bonardi, Ludovici, & Furlani, 2006; Official Journal of the European Union, 2005b; Pechlaner, Weiermair, & Laesser, 2003). Box 1:

Most important key themes in relation to sustainable tourism development

2. Marketing Alpine Areas for the “Green” Market Segment Gaining and collecting experiences has become one of the most important motivations for contemporary tourists (Ritchie, 2003). An increasing number of visitors, especially from developed countries, are moving beyond "the frontiers of existing society" and showing their willingness to go back to nature and to break away from the stress of everyday life. Their needs are more and more closely linked to the 3 E’s (Entertainment, Excitement, and Education) instead of the 3 “S’s” (Sea, Sand, Sun) which characterized mass-tourism (Dwyer, et al., 2008; Kester, 1999; UNTWO, 2002). This shift from mass-tourism to sustainable tourism is not only observable in the leisure segment but also in the business segment (Davidson & Cope, 2003; Holden, 2008; Mair & Jago, 2010; Swarbrooke & Horner, 2001). There is a growing interest in Corporate Social Responsibility (CRS), which means that companies are more inclined than before to take into account social and environmental issues in their corporate strategies (Rogers, 2008).

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Marketing and Sustainable Tourism in Alpine Destinations

In addition, in Alpine regions, a new form of modern tourism called “4-L tourism” (Landscape, Leisure, Learning and Limit) is arising (Franch, et al., 2008). “4-L tourists” are characterized by their high level of respect for natural resources, their recognition of the importance of local culture, their interest in learning about unique features of the destination and their awareness of the limits of their resources. This kind of demand seems to be more in line with the sustainability of Alpine destinations, and therefore marketing and promotion strategies should focus more on this client segment. Middleton (1998) stresses that modern travel and tourism marketing in tourist destinations ought to be based on a suitable balance between economy, ecology and fair distribution of resources. Economy means profits; ecology implies the respect of ecosystems; equity refers to the suitable use of natural and cultural resources and finding a balance between the needs and the interests of tourists as well as of local residents. An important element in the marketing-mix of a destination is promotion with its double role: influencing consumer choice and endorsing destination branding. Moreover, the above-mentioned new tourism segment is composed of experienced and demanding travelers who ask for integrated service products and are looking for maximum value (Bieger, 1998) The way of seeking information plays a crucial role in travel planning and in the purchase process of a tourism product. Due to the intangible character of services, tourists rely strongly on up-to-date and trustworthy information, for example about the travel destination itself. The increasing importance of the internet for research and booking by European tourists is shown in various empirical studies (Verband Internet Reiseverband, 2010; Marcussen, 2009). Web-based services and mobile technologies have become an important factor of change in tourists’ behavior. Due to easy internet access nowadays tourists are better informed, but also more individualistic and more unpredictable (Windham, 2000). Internet constitutes probably the most appropriate medium for organizing individualized holidays and is present in every stage of tourist consumption (Gretzel, Fesenmaier, & O'Leary 2006). In the planning phase it is used to find “the best deal”, to stay connected during a holiday and in the phase of post-consumption to share travel experiences through various websites and blogs. This raises major issues for destinations as consumers exploit instantly available, online, and unmanaged information from other travelers to overcome any perceived risk they have in choosing destinations and share purchase experiences, both during and after consumption. This has radically changed the way tourism organizations have to operate today. In order to provide powerful communication channels, DMOs have driven more and more traditional marketing communication approaches to promote

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Marketing and Sustainable Tourism in Alpine Destinations

a tourism destination into the web marketing domain. This shift is leading to their progressive transformation (Buhalis & O'Connor, 2005).

Therefore, one of the main challenges for Alpine regional marketing is to combine these two main aspects: quest for environmentally and socially responsible experiences and creation of high value tourism products. The aim of this research is to evaluate whether and how destination management organizations in the Alps convey these new tourism values through the analysis of their online communication using a text mining approach of their websites.

3. Methodology and Data The sample under study consists of the list of destinations used for the benchmark study of Alpine destinations by BAK Basel (BAK TOPINDEX 150). This index is calculated on a yearly basis in order to show the most successful Alpine destinations based on the following criteria: development of hotel overnights, hotel occupancy rates and relative hotel rates as indicators of the profitability of the destinations (BAK Basel, 2010). The aim of this index is to establish a national and international benchmark for Swiss tourism in the supply market segment, namely Alpine destinations. Therefore, our sample consists of 150 competitive destinations in the Alpine arc, the study of whose web marketing approach can shed some light on their strategy for capturing the “new tourism” segment. In order to fulfill this goal, the authors carried out a lexical analysis of the websites of the destination organizations. Box 1 shows the list of the most important topics associated with sustainable tourism and Table 1 the list of keywords referring to them and used for the empirical study carried out for this research. Every term was translated into German and French in order to cover the main languages in the Alpine arc. Following the UNTWO definition of sustainable tourism (UNWTO, 1996 #20) this list is divided into three main subjects: environment, society and economy. Firstly, a crawler of the routine %tmfilter [available in SAS Institute(c) 9.2] downloaded from the websites up to the depth of level 5 all the text files (Microsoft Office package, PDF) and web pages (html) in a text file. Then, a customized parsing program counted the presence of keywords defined in table 1. The routine %tmfilter failed to download information of 11 websites of the BAK Basel benchmark sample, because these sites blocked web crawlers. Therefore, the sample under study consists of 139 websites. The distribution by country is the following: Austria (71 websites; 51.1%); Switzerland/Liechtenstein (34; 24.5%); Italy (23; 16.6%), Germany (5; 3.6%); France (6, 4.3%). Websites from Austria are 9

Marketing and Sustainable Tourism in Alpine Destinations

significantly overrepresented in the sample. The distribution from an organizational/structural point of view is the following: Regional Tourism Organizations (RTO) (88; 63.3%), Local Tourism Organizations (50; 36%) and Tourism Superregional or National Organizations (TourReg) (1; 0.7%). Themes / Subthemes

Terms

1

Environment

environmental friendly; eco-friendly; ecofriendly; umweltfreundlich; umweltschonend; umweltverträglich; umweltbewusst; écologique; respectueuse; respectueux; sustainability; durabilité; Nachhaltigkeit; sustainable development; consommation des ressources; erneuerbare Ressource

1.1

Landscape

Levels

nature; landscape; Landschaft; paysage; wildlife

Climate

climat; Klima; klimaneutral; climate-neutral; climatiquement neutre; climate neutral; CO2; gaz carbonique; gaz effet de serre; greenhouse gases; Kohlendioxid; Treibhausgas; Treibhausgase; réchauffement global; global warming; Klimaerwärmung; globale Erwärmung; klimafreundlich; klimafreundlich; Klimaschutz; Klimaschutzprojekt; climate protection; protection du climat; project for climate protection

1.3

Energy

économie d'énergie; économie en énergie; renewable énergie renouvelable; erneuerbare Energie; energy energy-saving; Energieeinsparung; energiesparend; efficient; efficacité énergétique; Energieeffizienz; low basse énergie

1.4

Water

sustainable consumption; consommation durable; utilisation rationnelle de l'eau; wassersparend; water efficient

1.5

Air

bilan carbone; carbon balance; bilan carbone; CO2 Bilanz; Kohlenstoffbilanz; emission; émission; Emission

1.6

Waste

1.2

recyclage; recycling; Recycling; Wiederverwertung; treatment; traitement des déchets; Abfallbehandlung

energy; saving; energy energy;

waste

Transport

car pooling; Fahrgemeinschaft; car sharing; carsharing; covoiturage; transports en commun; écomobilité; humanpowered mobility; mobilité douce; Sanfte Mobilität; Langsamverkehr; ÖV; sustainable mobility; nachhaltige Mobilität; sustainable transport; public transport; transports publics; öffentlicher Verkehr

2

Society

cultural diversity; diversité culturelle; diversité sociale; kulturelle Diversität; kulturelle Vielfalt; local community; lokale Bevölkerung; social responsibility; responsabilité sociale; responsabilité sociétale; Gesellschaftsverantwortung; soziale Verantwortung; CSR; RSE; social diversity; soziale Diversität

3

Economic issues

1.7

3.1

Production

certification; Zertifizierung; eco label; eco label; eco-label; écolabel; label écologique; Ökolabel; Öko-label; Umweltkennzeichen; Umweltgütezeichen; ecolabel; local good; local goods; local products; produit du terroir; produit local; produits locaux; marchandises locales; lokales Produkt; einheimisches Erzeugnis; einheimisches Produkt;

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Marketing and Sustainable Tourism in Alpine Destinations einheimisches Erzeugnis; local providers; fournisseurs locaux; lokale Lieferanten; sustainable production; nachhaltige Produktion; Umweltzeichen Consumption

sustainable consumption; consommation durable; nachhaltiger Konsum; sustainable products; produits durables; nachhaltige Produkte

3.3

Tourism

ecotourism; eco-tourism; écotourisme; tourisme écologique; green tourism; tourisme vert; grüner Tourismus; Ökotourismus; sustainable tourism; tourisme durable; responsible tourist; nachhaltiger Tourismus; soft tourism; tourisme doux; sanfter Tourismus; environmentally-friendly tourism; tourisme environnemental; umweltfreundlicher Tourismus; verantwortlicher Tourismus; green package; forfait vert; GrünPaket; sustainable events; événements durables; nachhaltige Events; responsible traveler; voyageur responsable

4

Sustainable infrastructure

green-friendly hotels; eco-friendly umweltfreundliche Hotels

5

Management

environmental management; gestion de l'environnement; gestion environnementale; Umweltmanagement; ISO 14001; ISO 26000

3.2

Table 1:

hotels;

grüne

Hotels;

Themes and subthemes of sustainable tourism with associated keywords

4. Results Figure 2 shows the number of websites containing at least one of the keywords from table 1. The algorithm failed to find any term related to the themes “Sustainable infrastructure” and “Consumption”. The analysis of links between the presence or not and the remaining themes/subthemes is significant (p-value