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1、 See discussions, stats, and author profiles for this publication at: https:/ SOCIAL MARKETING COMMUNICATION STRATEGY FOR SUSTAINABLE TOURISM Conference Paper July 2016 CITATIONS 0 READS 21 2 authors: Wilson Truman Okaka Kyambogo University 180 PUBLICATIONS 44 CITATIONS Irene Judith Nagasha Kyambogo
2、 University 22 PUBLICATIONS 0 CITATIONS SEE PROFILE SEE PROFILE Some of the authors of this publication are also working on these related projects: Understanding Climate Change Through Journalism (UCCJ) for Journalists in Northern, Eastern and Western Uganda View project Assessing the drivers and im
3、pact of climate change in and around Ugandan National Parks View project All content following this page was uploaded by Wilson Truman Okaka on 26 November 2016. The user has requested enhancement of the downloaded file. All in-text references underlined in blue are added to the original document an
4、d are linked to publications on ResearchGate, letting you access and read them immediately. SOCIAL MARKETING COMMUNICATION STRATEGY FOR SUSTAINABLE TOURISM Authors: Wilson Okaka1 and Irene Judith Nagasha2 Kyambogo University, Faculty of Education, P.O.Box 1, Kyambogo, Kampala, (Uganda) 1Telephone: +
5、256782588846. Email: ABSTRACT Social marketing communication strategy will rapidly promote sustainable global tourism in developing states. The paper objectives are to: highlight role of communication tourism industry; present the role of the media in enhancing tourism policy; explain the pattern of
6、 media effects of technologies on the development of culture; and discuss communication campaigns strategy for sustainable tourism, cultural competence and inter-cultural communications. This literature review was conducted by sourcing government documents, current literature and news bulletins. Inf
7、ormation was also provided through email communications with key informants. The document search was done through online search engines. Additional information was gathered through discussion with key informants and stakeholders at the ministry of trade and tourism, travel and tour operators associa
8、tions, national and regional policy and research meeting. Communications technologies leapfrog local, national, and global tourism business development and inter-cultural dependency. Africa is a major source of revenues for local and foreign tourism industry. Globalisation employs efficient mass com
9、munication tools to provide knowledge entertainment, education, and behaviour change campaign strategy. There are many patterns of spreading influence. Social communications would ensure access to quality information through public awareness campaigns. Africa is one of the new areas where major glob
10、al tourism products and services are being developed with untapped market potential for big business for the global and local actors. Key words: Uganda, social marketing, communication, tourism, globalization 1. INTRODUCTION Social marketing communications are vital for frontline investments for sus
11、tainable global tourism development. The social communication strategies can boost the tourism continent with sweeping changes of attitudes and behaviour among the key actors in local, national and global tourism for peace, security and sustainable development. The social, cultural, economic, politi
12、cal and environmental benefits of tourism would usher in monumental and historic changes in the African Union. As the verdict goes, the media has a social responsibility to enhance the blending of local, national and international cultural values for enriched politics, society and economy in LDCs li
13、ke Africas. Public communications strategy based on access to quality information and knowledge will drive the new global tourism partnership for Africa to heal the current North- South widening gaps through partnership initiatives such as (Okaka, 2007): peace and security, conflict resolutions for
14、eco- tourism, quality tourism, joint ventures, technology transfer, exchange bids, subject-to-subject attitude, being explicit about values, transparency in interests, clear standards, sticking to mutual agreements, capacity building and development, institutional building and observance of tourism
15、ethical standards. Development communication is one of the best ways to go in developing eco-tourism in Africa. This strategy involves the planned communication component of programmes designed to change the attitudes and behaviour of specific groups of people in specific ways through person-to-pers
16、on communication, mass media, traditional media or community communication. It is aims at the delivery of services and the interface between service deliverers and beneficiaries where people are empowered to by informed choice, education, motivation and facilitation effecting the expected changes. T
17、his can be done by media advocacy targeting all key stakeholders involved in the tourism industry. Effective use of communication techniques can barriers and promote better uses participatory message design which combines both traditional and modern media. Participatory (FAO, 1990) communication str
18、ategy design (PCSD) methodology is used to build on the results of the participatory rural communication appraisal (PRCA). It involves a systematic process for participatory communication strategy design, and the principles for communication planning, message development, multimedia material product
19、ion and the implementation of communication activities in the field. Some of the basic concepts and principles of ecotourism rotate on catchwords like: environmentally and culturally-oriented tourism; conservation of natural resource enhancement tourism; local community based socio-economic welfare
20、tourism; participatory community development of tourism. Uganda is emerging from years of political instability and entrenched poverty. Soon after 1971 military coup which ousted President Milton Obote from office, Ugandas flourishing tourism industry was dealt a death blow by a series of political
21、upheavals and social turbulence which ravaged tourism industry in the country. Tourism is now waking up once more in Uganda, a country which was once described as the “Pearl of Africa”, by the British war-time Premier, Sir Winston Churchill. 2 Ugandas unique rich biodiversity makes it a natural cand
22、idate for ecotourism industry because tourism is currently the best product and service which Uganda can market globally with increasing competitiveness. Some of the key principles of sustainable tourism development include the following: Tourism should be initiated with the help of broad-based comm
23、unity-inputs and the community should maintain control of tourism development; Tourism should provide quality employment to its community residents and a linkage between the local businesses and tourism should be established; A code of practice should be established for tourism at all levels - natio
24、nal, regional, and local - based on internationally accepted standards. Eco-tourism seeks to provide yardsticks for tourism activities, environment impact assessment and auditing. Sustainable tourism guarantees the optimal use of environmental and natural resources for sustainable development among
25、government, the private sector and communities. Ecotourism (Ecotourism Society, 19993) is sustainable tourism that caters for the ecological conservation of both human and natural ecology. 2. METHODOLOGY This literature review was conducted by sourcing government documents, current literature and ne
26、ws bulletins. Information was also provided through email communications with key informants. The document search was done through online search engines. Additional information was gathered through discussion with key informants and stakeholders at the Ministry of Trade and Tourism, Travel and Tour
27、Operators Associations, national and regional policy and research meeting. In this review, we collated published evidence on the use of intercultural communication strategy using relevant search terms. Information was accessed using internet search engines and libraries. Other information was obtain
28、ed from English language documents. All documents that were obtained during the review process were used to broaden the search for primary information sources. Initially additional information was sought from the databases of national, regional, and international agencies. In the searches, in genera
29、l, we looked for documents referring to inter-cultural communications effectiveness, infrastructure, adoption, and diffusion that also addressed financial incentives, motivation, performance, and eco-tourism policy sector reforms. First, all the retrieved documents were scrutinized for relevance. Do
30、cuments were then carefully examined for relevant evidence for this paper. Finally the information was consolidated and summarised to chart the way forward using the available infrastructures or facilities in different economic sectors. The reviewer was biased in favour of published literature acces
31、sible via internet searches, and relied English language documents only. The article reviews relevant literature, development communication based on the information diffusion theory, national documents on Uganda; the role of media communications campaigns in creating, raising, developing, and sustai
32、ning high levels of awareness of sustainable tourism in the African Union. 3. RESULTS AND DISCUSSION 3.1. Development Tourism There are some basic challenges and issues affecting the development of sustainable tourism policy in Uganda and the rest of Africa. A glance at the current Ugandas Tourism,
33、Trade and Industry (MTTI) policy and working documents, depicts the country more or less as a plausible “work-in-progress”. The ministry has a policy desk. The role (GoU, 1990) of ministry is to formulate and support strategies, plans and programs that promote and ensure expansion and diversificatio
34、n of tourism, trade, cooperatives, environmentally sustainable industrialization, appropriate technology, conservation and preservation of other tradable national products, to generate wealth for poverty eradication and benefit the country socially and economically. Since 1990, the World Bank and Gl
35、obal Environmental Facility (GEF,1995) have stepped up investment development for conservation potentials of ecotourism. In 1995, GEF initiated a US$4 million ecotourism project in Uganda, and a similar initiative was planned for Zimbabwe. Ugandan law protects national parks and reserves for the hig
36、hest conservation standards. The main snag here is inadequate resources to monitor legal and policy compliance, although a project component was launched to provide effective patrols and economic incentives to the local communities. The media would be instrumental in communications campaigns and bet
37、ter coverage. Media campaigns could be an effective check on the unscrupulous activities of eco-tourist agents or agencies including the public sector actors. Although (NEMA, 1995) the Ugandan National Environmental Action Plan covers the whole country, its implementation has been ignored in some pa
38、rts of the country due to poverty. There is a huge uncertainty about the sustainability of the current ecotourism initiatives in the county on the grounds that the current formula for revenue sharing among the stakeholders cheats the operators. The national (NEMA, 2004/2005) tourism policy was formu
39、lated to promote economy and livelihood of people, especially poverty reduction development of sustainable and quality tourism. Though the number of tourists has significantly increased 3 by about 68.18% between 2003 and 2004, the visitors numbers to protected areas (PAs) is relatively lower due to
40、inadequate security situation in some protected areas, and lack of implementation of a sound marketing strategy and the new tourism safety plan. Tourism plays a major role in Ugandas economic development. But over the years, the industry has suffered bad publicity which has contributed to its slow p
41、rogress. For example, the protracted civil strife in Northern and Western parts of Uganda has affected tourism development in the country for peace and security reasons. Uganda has registered low figures from its major tourists sources like UK and USA. Urgent challenges facing tourism sector in Ugan
42、da are: institutional weakness; lack of appropriate legislations and legal framework; pressure on the protected areas (PAs); local conversion of land for alternative uses; and lack of funding to run the industry. Greening (EU, 200) tourism industry is a multidisciplinary approach aimed at: better di
43、spersion of tourism in time and space; promotion of environmental friendly forms of tourism; reduction of private car use in favour of public transportation; better management of mass tourism; and eco-awareness of tourists. A lot of local initiatives to prevent gross pollution by waste- soft drink-
44、cans, plastic bags, mineral water bottles. The European Unions (2000) tourism development issues are: public and industry awareness of the dangers of mass tourism; development of eco-tourism; more responsible management of tourism at member-states level (awarding of tourist eco-levels); the exponent
45、ial development of tourism sector; development of environmentally friendly tourist activities; the undermining of environmental policies in sensitive areas by tourist activities; lack of clear regional strategy for promoting a more environmentally friendly tourism; and the fact that tourism sectors
46、environmental impact cant be fully evaluated because of the fragmentary nature of information available. 3.2. Pertinent Concerns in Tourism Industry The gorilla (GoU, 1990) tourism in Uganda was suspended for several years in order to avoid the risks of very frequent gorillas-human interactions for
47、a while. Ugandas tourism industry is quite small owing to the emerging ecosystems investment development in the country. There is cause to fear that some of the ecosystem elements may be affected by local people who are less informed about the current eco-conservation guidelines. There are several e
48、nvironmental problems in and around the biodiversity rich conservation zones in Uganda. In some cases many people found themselves in these areas as a result of civil wars, abject poverty in their villages, and poor social service delivery by both the local and central governments. Rapid (NEMA, 2000
49、/2001) deforestation in Uganda is nationwide in both urban and rural local communities mainly as a result of eco-suicidal government investment projects and the overwhelming national dependence on biomass fuel for cooking, boiling, lighting, drying and space heating. Increasing numbers of visitors also increase demand for fuel. Rich biodiversity are being abused by eco-illiterate tourists who roam their natural habitats. The lands within the Bwindi and Mgahinga parks are part of the thre