Communicating sustainable tourism offers successfully
The topic of sustainability is important to German travelers, 71% of them want their holiday to be environmentally and socially friendly. However, when it comes to actual travel behavior, the issue of sustainability plays only a minor role. This is also due to a lack of information and offers. For 68% of German travelers it is not easy to find sustainable alternatives or travel options.
This is where the joint project with the Costa Rica Tourism Board starts. It aims at the effective and successful marketing and communication of sustainable tourism offers in Costa Rica in order to highlight them as an USP.
The project is scientifically accompanied by Prof. Dr. Christian Baumgartner and students of the module "Communication and Marketing of Sustainability" at the University of Grisons.
In the first phase the students of the module "Communication and Marketing of Sustainability" will develop a communication concept focused on sustainability and concrete, tailor-made communication measures for tourism offers in Costa Rica. They will use innovative communication strategies such as “storytelling” and “nudging” as well as various communication channels.
In the next phase, the communication measures developed by the students are tested in practice by the Costa Rica Tourism Board and Global Communication Experts. An accompanying analysis of the success will take place through a bachelor's or master's thesis.
The most important findings and the most successful communication measures will then be shared within the Futouris members as well as with the industry.
The goal of the joint project is the development and design of tailor-made communication measures for a successful communication of sustainable tourism offers in Costa Rica.
Another goal is to test the developed measures and instruments in practice with the partners Costa Rica Tourism Board and Global Communication Experts.