Description
Book SynopsisTurn your dream of launching and running a sustainable tourism business into reality. This step-by-step guide will help you prepare and implement a business plan, anticipate and solve the complex sustainability challenges ahead, and stack the odds of success in your favor.
Table of ContentsChapter 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
