Dinesh Patairya is a seasoned traveler. He has been writing on travel and tourism for years for several online and offline publications.
Strategy with the objective of preserving natural and man-made environment falls under the category of conservation. Efforts are made to protect natural resources and preserve various gifts of nature for coming generations. Protection of natural objects like coasts, forests, mountains, rivers, beaches, wildlife etc is the objective of this approach which prevents activities harming environment, ecological balance, unrestricted hunting etc.
Look at a case study of a wildlife reserve at Phuket in Thailand. These type of areas have been declared conservation areas to offer effective responsible marketing. Marketing strategies are used here to support the macro objective of conservation. The marketing variables are the product mix and communication mix.
Determining access, amenities and attractions is called product mix in tourism sector. The product mix has to be developed keeping in mind the objective of nature conservation.
Access: The marketing plan for a sanctuary limits the number of visitors per day. The objective is to just get enough visitors to sustain the sanctuary. Tourists are permitted to drive only on certain routes. There is speed limit on vehicles and horns are strictly not permitted. Visitors cannot visit the sanctuary in night. It is compulsory for visitors to take official jeep inside the sanctuary.
Amenities: Lodges and hotels have been developed outside the precincts of the conserved area. Care has been taken to construct buildings in sync with landscape. Highrises have not been permitted and fauna has not been disturbed more than what was necessary to carve the buildings. Artificial entertainment modes have been kept out and the only mode of entertainment is to visit local scenic sites of beauty. This makes evident that the product has been designed keeping the objective in mind.
Communication: In responsible tourism marketing, people have to be persuaded to take care of conservation. They have to persuaded to refrain from anything which is detrimental for the Phuket sanctuary. This is something which is missing in some of the sanctuaries. Therefore, from responsible marketing point of view, the exchange process would be regarded incomplete.
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