Social Media and Sustainable Tourism Marketing …
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they also promote other practical initiatives, such as collecting plastic refuse along the
walking trails (offering a discount to the activity price, in the case of EAT7), since they
have realised that their customers value such practices. However, EAT7 also noted that
there are certain constraints associated with the implementation of these activities,
which might influence its continuity in the future, especially considering the number
of people that composes the group. The bigger the group is, the more challenging it
becomes, as the probability of having people with different commitment levels and
behaviours towards nature increases.
Furthermore, it was evident that while all the interviewees recognised a growing
interest and concern about sustainability shown by their clients, two of them shared
the idea that tourists are not willing to pay more for something named or labelled
as a ‘sustainable offer’. Two particularly insightful answers were given by an equal
number of interviewees, when they refer that ‘sustainability is more a label rather
than a practice in reality, because consumers do not want to pay for it, and businesses have to sell and make money to survive’ (EAT3), and ‘in general, consumers
are showing concern in relation to a more sustainable offer, but the truth is that
they are not available to pay more for a “sustainable” offer’ (EAT5). This is in line
with another study that reinforces the idea that consumers may see sustainable alternatives as too costly and therefore unappealing (Font and McCabe 2017). Another
owner/manager who is extremely active and supportive to sustainable and responsible
tourism practices stated, ‘Although there are different business models and different
options that businesses can make, a balance between resources use and preservation
is needed’, which is ‘more and more valued by tourists who share the same values’
(EAT2). This later interviewee, together with EAT4, are convinced that their businesses’ clients respect local traditions, are very interested in resource preservation,
and are available to pay more for activities/experiences that deliver what customers
value and seek.
Finally, all the respondents recognise the importance of SM in promoting natural
resources and their preservation, and by doing so, as stated by EAT5, ‘Value is
being added, not only to the resources, but also to the business itself ’. Despite this
recognition, and although there are two businesses (EAT5 and EAT6) promoting their
sustainable tourism practices through SM, particularly if they have been awarded
(EAT5), all the interviewees highlighted the greater importance of the website when
compared to SM. One insightful explanation of this was indicated by EAT5, by
underlining that ‘when people find information about the business on Social Media,
and if they are really interested, they will always look for more information on the
website. So, it is critical to have more specific information about what the business
does and believes in on the website’.
6 Conclusions, Implications and Limitations
Social media, as presented throughout the theoretical background, are important for
a business/enterprise’s marketing strategies, management, and operations, including
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they also promote other practical initiatives, such as collecting plastic refuse along the
walking trails (offering a discount to the activity price, in the case of EAT7), since they
have realised that their customers value such practices. However, EAT7 also noted that
there are certain constraints associated with the implementation of these activities,
which might influence its continuity in the future, especially considering the number
of people that composes the group. The bigger the group is, the more challenging it
becomes, as the probability of having people with different commitment levels and
behaviours towards nature increases.
Furthermore, it was evident that while all the interviewees recognised a growing
interest and concern about sustainability shown by their clients, two of them shared
the idea that tourists are not willing to pay more for something named or labelled
as a ‘sustainable offer’. Two particularly insightful answers were given by an equal
number of interviewees, when they refer that ‘sustainability is more a label rather
than a practice in reality, because consumers do not want to pay for it, and businesses have to sell and make money to survive’ (EAT3), and ‘in general, consumers
are showing concern in relation to a more sustainable offer, but the truth is that
they are not available to pay more for a “sustainable” offer’ (EAT5). This is in line
with another study that reinforces the idea that consumers may see sustainable alternatives as too costly and therefore unappealing (Font and McCabe 2017). Another
owner/manager who is extremely active and supportive to sustainable and responsible
tourism practices stated, ‘Although there are different business models and different
options that businesses can make, a balance between resources use and preservation
is needed’, which is ‘more and more valued by tourists who share the same values’
(EAT2). This later interviewee, together with EAT4, are convinced that their businesses’ clients respect local traditions, are very interested in resource preservation,
and are available to pay more for activities/experiences that deliver what customers
value and seek.
Finally, all the respondents recognise the importance of SM in promoting natural
resources and their preservation, and by doing so, as stated by EAT5, ‘Value is
being added, not only to the resources, but also to the business itself ’. Despite this
recognition, and although there are two businesses (EAT5 and EAT6) promoting their
sustainable tourism practices through SM, particularly if they have been awarded
(EAT5), all the interviewees highlighted the greater importance of the website when
compared to SM. One insightful explanation of this was indicated by EAT5, by
underlining that ‘when people find information about the business on Social Media,
and if they are really interested, they will always look for more information on the
website. So, it is critical to have more specific information about what the business
does and believes in on the website’.
6 Conclusions, Implications and Limitations
Social media, as presented throughout the theoretical background, are important for
a business/enterprise’s marketing strategies, management, and operations, including