Agency: Isobel | Authors: Steve Hastings |
ResponsibleTravel.Com
SUMMARY
The negative impact of tourism on the world's environment, economy and culture is a major concern. This paper describes how effective a small cause-led campaign was in prompting changes of great significance in the travel market. They were achieved by breaking a deadlock that existed between the aims of responsibletravel.com on the one side, and the major tour operators on the other. The key difference in this paper is that the return on investment has been assessed not primarily in terms of profit for the client, but in terms of the...