OPERATIONALISING SUSTAINABLE TOURISM Alexandra Coghlan 2019 Introduction to Sustainable Tourism Lecture 8 1 TOURISTS THEMSELVES CAN BE PART OF THE SOLUTION Sustainabil ity within the
experience economy EXPERIENCES BECOME THE CURRENCY FOR SUSTAINABILITY ACTIONED BY TOURISTS SUSTAINABILITY BECOMES PART OF THE VALUE CREATION FOR TOURISTS CO-CREATED EXPERIENCES USING SERVICE-DOMINANT LOGIC IDENTIFYING (PREDICTIVE) RELATIONSHIPS BETWEEN THOSE MARKERS
Alexandra Coghlan 2019 Introduction to Sustainable Tourism 1. Cocreation and servicedominant logic Co-creation of value depends on having personalised experiences, engagement, and co-production Service dominant logic (SD logic)
considers value-in-use and co-creation of value Alexandra Coghlan 2019 Introduction to Sustainable Tourism Alexandra Coghlan 2019 Introduction to Sustainable Tourism The application of specialised skills and knowledge is the fundamental unit of exchange Indirect exchange masks the fundamental basis of exchange. Goods are a distribution mechanism for service provision. 10
Foundational premises of SD Logic Operant resources are the fundamental source of competitive advantage All economies are service economies. The customer is always a co-creator of value. The enterprise cannot deliver value, only offer value propositions. A service-centered view is inherently customer oriented and relational. All social and economic actors are resource integrators. Value is always uniquely and phenomenologically
determined by the beneficiary. Alexandra Coghlan 2019 Introduction to Sustainable Tourism Sustainability needs to be built into the business model Actions that foster sustainability need to be part of the value-creation process for tourists A Business Model Canvas can be used where sustainability becomes part of the value proposition and key activities, revenue streams, partners, resources, etc, flow on from the articulated value proposition
Alexandra Coghlan 2019 Introduction to Sustainable Tourism Business model canvas (from strategyzer.com) Alexandra Coghlan 2019 Introduction to Sustainable Tourism Case study of Crystal Creek Meadows Alexandra Coghlan 2019 Introduction to Sustainable Tourism
Details of the property 4 self-catered cottages on 16 acres of rural land 4.5 star ratings 150km south of Sydney, Australia Not marketed as an eco-business The business is certified as ecotourism
and Climate Action The business undertakes a number of eco-actions, around eco-efficiency, training, policies, infrastructure and community engagement The strongest focus is on guest engagement Alexandra Coghlan 2019 Introduction to Sustainable Tourism Guests who are happy with a A signature strength
approach positive, open outlook are more willing to engage with the green activities Signature strengths are a positive psychology approach that build on the best in people and encourage personal wellbeing when using those strengths Using signature strengths to frame green behaviours, those green behaviours become intrinsically rewarding
Alexandra Coghlan 2019 Introduction to Sustainable Tourism Some examples of signature strengths Alexandra Coghlan 2019 Introduction to Sustainable Tourism As applied to green behaviour s
Alexandra Coghlan 2019 Introduction to Sustainable Tourism The process Integrates sustainability in the value proposition by linking signature strengths to sustainability-oriented activities
Must be driven by the manager/owner of the property, who leads by example. Relies on positive, wellbeing focused approaches, i.e. co-creating value with the guest, through a personalized engaging experience Uses benchmarking, indicators and feedback to involve the guest in the
process 13 Alexandra Coghlan 2019 Introduction to Sustainable Tourism The approach Alexandra Coghlan 2019 Introduction to Sustainable Tourism Introducing the concept to the guest Taken from Warren et al., 2018). Sustainabilityoriented service Innovation: a 14 year longitudinal
study. Journal of Sustainable Tourism Alexandra Coghlan 2019 Introduction to Sustainable Tourism Some activities matching Kindness = saving food scraps for the chickens and feeding the chickens Zest = borrowing bicycles with baskets and fresh produce for a picnic offsite Self-regulation = water saving through timed showers
Citizenship = engagement with local wildlife charity Alexandra Coghlan 2019 Introduction to Sustainable Tourism Some outcomes: Monitored 1,000 guests for 17 months so covering all
seasonal climatic variations, comparing those that got the My Green Butler treatment vs those that didnt My Green Butler guests used 38% less firewood, 33% less electricity, 21% less water and 20% less gas compared to other guests staying at the same accommodation in the same seasons. They also tolerated a wider range of inside temperatures (+/ 1C ) and said they were more comfortable than other guests. 85% of My Green Butler guests said they choose to save resources, while only 59% of other guests said the same but only those that got feedback did save 80% of guests engage with the process and found that it strongly added to the enjoyment of their sta
Alexandra Coghlan 2019 Introduction to Sustainable Tourism Is green is actually gold? Alexandra Coghlan 2019 Introduction to Sustainable Tourism In conclusion Embedding the guest in the sustainability efforts of a business can be very effective Requires leadership by business, with skills and knowledge in that area Should focus on intrinsically
rewarding activities and wellbeing Requires close monitoring through benchmarks, indicators, and communication Alexandra Coghlan 2019 Introduction to Sustainable Tourism
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