Is Water An Indulgence? What Marketing
Messages Say About Water Use In Tourism
Accommodation In A Dryland Region
Author(s)
L. V. Lehmann
Abstract
Developing an approach to sustainable use of freshwater in the tourism industry
has become increasingly critical, particularly in dryland regions. To date there
has been little research into the messages regarding water management that
operators of tourism accommodation enterprises in dryland regions present to
potential visitors through the marketing of their business.
While there is no question that marketing for tourism accommodation is
designed to increase the level of occupancy and hence the profitability of each
enterprise, there are a range of messages included in the promotion that are
designed to have an impact on the decision making process of the potential
visitor. Messages regarding freshwater use in that accommodation enterprise
may reflect the attitude of that operator to sustainable freshwater management. It
may also be a reflection of the type of market sector that the accommodation
operator is trying to appeal to in their promotion.
After more than ten years of drought, the Grampians and Wimmera Mallee
regions make an ideal location for a case study on sustainable freshwater
management in the tourism accommodation sector. Over that time there has been
limited research to assess the impact of an increasingly water constrained
environment on the tourism accommodation sector or on how these enterprises
have managed changes to their freshwater resources. The results of a content
analysis of promotional media, such as brochures, visitor guides and websites,
including text, pictures and logos, are presented in this paper.
Keywords: sustainable tourism, tourism water consumption.
Keywords
sustainable tourism, tourism water consumption
Related Book
Other papers in this volume
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