Market Study - Sustainable tourism

Angela L.

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Market Study - Sustainable tourism

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Themes

Market study, sustainable tourism, air transport, World Tourism Organization, PESTEL analysis, terrorism, social networks, travel agencies, mass tourism, global warming, overconsumption, ecology

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Abstract

The tourist is, according to UNWTO, a traveller who travels away from his usual place of residence for at least one night and a year at most. The tourism market has a significant weight in the world economy, and its influence is not about to end, as it is constantly growing. France is the number one tourist destination in the world.

However, traditional forms of tourism are now a threat to the planet. Tourism represents 5% of greenhouse gases, three-quarters of which are linked to transport. 40% of tourism sector emissions are linked to air transport.

Sustainable tourism refers to all forms of alternative tourism. The World Tourism Organization (UNWTO) defines sustainable tourism as "tourism that fully takes into account its current and future economic, social and environmental impacts, meeting the needs of visitors, professionals, the environment and communities".

The PESTEL environment
1. The political environment
2. The economic environment
3. The social environment
4. The technological environment
5. The ecological environment
6. The regulatory and legislative environment
Requirement
1. Demand analysis
2. Economic analysis of the sector
3. Perspectives
Competitive forces and structure
1. Economic and commercial structure
2. Positioning of brands
3. Porter's Model Competition Analysis
Conclusion: Opportunities/Threats
1. Opportunities
2. Threats

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[...] It is also not easy to eliminate the stereotypes conveyed by the media. Travellers also have many negative misconceptions. For many of them, sustainable tourism creates constraints and/or comes at a higher cost. The obstacle is, therefore, cultural. [...]

[...] Our habits are not maintained, and our attention to our environmental impact is diminishing. D. The technological environment The development of means of communication, especially social networks, facilitates advertising and reaches a large number of people, which is a marketing advantage. Travel agencies, therefore, have a vested interest in asserting their presence on the Internet. In addition, the preferences of digital users can be tracked to adapt the content offered by companies and provide a personalised experience. On the other hand, travellers can also more easily comment on certain services they may have benefited from or open blogs to give recommendations. [...]

[...] This is also the case for sustainable tourism offers, which are quite difficult to find. To help future travellers to sort through the offers circulating on the Internet, Labels have been created to highlight the concrete commitments of stakeholders. For example, La Clef Verte is an international environmental management label managed by the Foundation for Environmental Education since 1998. It is awarded to campsites, lodges and guest houses that have proven their commitment to waste management, water, energy, indoor and outdoor spaces, the environment in general, but also environmental education and land development. [...]

[...] However, travellers are often unfamiliar with local populations and may endure conflicts without their knowledge. Sustainable tourism seeks to fight against the negative consequences for the regions receiving tourists, for example, child labour, which is done at the expense of their education and generates a vicious circle or even prostitution, inequalities of rights, etc . It aims to create ethical tourism that benefits everyone. For this, territorial anchoring is essential. Tourism no longer has relaxation as its sole objective but also cultural discovery. [...]

[...] Thus, it is possible to analyse the origin of the pollution in order to then be able to provide solutions. Sustainable tourism shows optimistic prospects. The generations are more and more sensitive and involved in the field of the environment. We are witnessing the birth of new trends, such as zero waste, for example. This is an asset for territories welcoming travellers. Sustainable tourism creates jobs and income and improves the quality of life of local populations. It aims, in fact, at an ethical distribution of income. B. [...]

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