CSR TOUR COMMUNICATION STRATEGY. Corporate Social Responsibility Training and Certification in the Travel Sector

Transcription

1 LIFELONG LEARNING PROGRAMME LEONARDO DA VINCI Transfer of innovation CSR TOUR - Corporate Social Responsibility Training and Certification in the Travel Sector CSR TOUR COMMUNICATION STRATEGY Corporate Social Responsibility Training and Certification in the Travel Sector

2 Contents INTRODUCTION... 3 COMMUNICATION STRATEGY ) Objective of communication strategy ) Premise of the communication ) Strategic objectives of the communication strategy and tools for implementation... 4 a) Strategic Objective 1: Sources of information b) Strategic Objective 2: Dissemination of information, awareness-raising (B2B) c) Strategic objective 3: Media d) Strategic objective 4: Internal and B2B communication e) Strategic objective 5: External communication ( B2C) ) Communication action plan... 5 ACTION PLAN... 6

3 INTRODUCTION The principle of sustainable business in the tourism industry, is committed to a vision of tourism development based on environmental responsibility, cultural richness and biodiversity, social needs, the quality of life of local communities and economic progress which will provide employment, adequate wages and equal conditions for all employees, avoiding all forms of discrimination and humiliation. Within the project "Corporate Social Responsibility Training and Certification in the Travel Sector" existing innovative system for training, management, and evaluation of corporate social responsibility in tourism- Travelife will be transferred. The project will provide it s beneficiaries the option of using locally customized and internationally recognized system of certification and training, which also represents a step towards a single European system recommended by the European Commission. Travelife program is designed to support sustainable operations of the entire supply chain of tourism services. Its objectives are to improve the sustainability of tourism products, customer satisfaction, B2B and B2C, and maintaining the quality of life of local residents at the destination. Developed since 2004 as a result of cooperation between the English and the Dutch educational institutions, tourism sector and non-profit sector, Travelife system for the training and management of corporate social responsibility project is simultaneously transferred to Poland, Greece and Latvia, through other in the project by the transfer of innovation programme. In order to maintain and strengthen their position in a competitive market, tour operators, travel agencies and tourism service providers implement a sustainable business to help them gain a new perspective of their business, to respond to customer demands by providing a better service based on the individual approach to the client, while adhering to local, national and regional regulations. Monitoring of environmental, social, cultural and economic impacts of the operations and the preparation, implementation and review of the annual business plan for sustainable tourism. In general, build a competitive position in the market. Travelife users will have the same certificate to inform their clients (costumers) about value added services/ products and the advantages of using certified products for the entire community. Results of the project will contribute in the short term to reduce differences in the skills in the labour market, provide tourist associations and vocational training schools training to meet the need for qualified staff in the labour market and to support efforts to include CSR in the business models of tourist agencies. Long-lasting impact of the project should affect improvement of the professional capacity and change study habits and attitudes of employees in travel agencies. The project will establish a strong and active links between educational institutions and the business sector and help the efforts tending to reduce the negative environmental, economic and social impacts of tourism.

4 COMMUNICATION STRATEGY 1) Objective of communication strategy Information and awareness-raising of tour operators, travel agencies, tourism service providers and passengers about sustainable business, its principles, advantages and results of the application in order to better understand the value of its implementation on the long-term competitiveness of business, community and valueadded services and products to the end client Ensure that the number of Travelife trained and certified travel agency staff and VET sutedents is growing rapidly in the future and ensure that 15+ travel companies reach Travelife partner standard and 50 + VET students complete the training. 2) Premise of the communication Providing sustainable and high-quality tourism products and services, while fully adhering to local, national regional regulations in order to increase competitiveness. 3) Strategic objectives of the communication strategy and tools for implementation Communication strategy will be implemented through several strategic objectives: a) Strategic Objective 1: Sources of information. Improving the mechanisms which provide information, resources availability and facilitating access to information. Importing artners as local associations and TRAVELIFE must provide tour operators, travel agencies and tourism service providers the support in informing about the principles, implementation, control and best practice, highlighting the advantages of using the principles of sustainability in order to increase competitiveness in the markets of Croatia and the EU. They will also provide support and training materials to VET institutes necessary for organisation of Travelife courses It is necessary to communicate the key principles of sustainable business, the implementation modes and examples of best practice. Implementation tools: Primary: a) Travelife website translated; b) Travelife Facebook c) Importing website, d) Importing Facebook e) Importing publications: Secondary: a) Other Sustainability related web sites b) Other publications: professional journals, newspapers b) Strategic Objective 2: Dissemination of information, awareness-raising (B2B). Improvement of Importing mechanisms for information dissemination to the tour operators, travel agencies and suppliers of tourism services about existence of sustainable business in the tourism industry, benefits of its usage, principles of sustainability, increasing competitiveness and well-being for the entire community.

5 Implementation tools: - 2 day training for tour operators, travel agencies - 2 day training for accommodation providers - Travelife training materials - manual - professional publications (monthly publication of the article in a period of 12 months), - printed materials project flyer - digital materials video links - Direct mailing (newsletter) members and other businesses. The purpose is to provide accurate and easily understood information on the implementation, advantages of using and also the benefits for business and the community, c) Strategic objective 3: Media. Creating media interest about the sustainable business in the tourism industry, the application of the principles of sustainability and competitiveness in the tour operator business, business operations of tourist agencies and also the suppliers of tourism services, introducing high school students to the principles of sustainability, and the importance of these changes for the entire community (Sustainable Development, Corporate Social Responsibility and Socially responsible behavior and habits). Implementation tools: Press conference with first certified travel agency employees, tour operators, hotels and or VET students Presenting best practice on fairs, tourism events and in Importing & Travelife web site, professional publications, press releases. d) Strategic objective 4: Internal and B2B communication. Improving the communication within association and also with the businesses subjects using ''certificates" at the level of the exchange of experiences and problems and advantages of using one (F & Q). Presenting and supporting users who use mini-maxi principle, to minimize negative effects on the environment and society and maximizing competitiveness. Communicating and promoting cooperation with service providers in tourism (transport, accommodation, hotels, food, etc.) Implementation tools: presentations on conferences, professional events, seminars and trade shows (e.g. tourism fair), organized training for all members and guests; service providers in the tourism sector and best practice of the members, informing and connecting the entire chain of service providers in the tourism sector (exchange of ideas, information and experiences). e) Strategic objective 5: External communication ( B2C). Improve the communication towards general public about sustainable business in the tourism industry, its principles, benefits for business and the entire local community. Implementation tools: Project coverage in online and off-line media such as magazines, newspapers, newsletters, radio, tv; news and articles in association web site, social networks, trade publications (monthly publication of the article in a period of 12 months); printed and digital materials - flyers, a brochure with "best practice", professional events, seminars and exhibitions, PR 4) Communication action plan Communication action plan is in line with project dissemination plan and with main aim to ensure that the project s actions and interventions have a long-term impact and act as a catalyst for capacity building in CSR and sustainable development in general in Croatia, Greece, Poland and Latvia. This aims to be achieved by

6 effectively disseminating the project actions and results, and preparing continuity of the results in the future by designing an exploitation framework which provides for financial independence. Dissemination will target the main actors within the tour operator supply chain: tour operators, travel agencies and accommodation suppliers, as well as VET tourism teachers and pupils. 1. Tour operators and travel agencies, hotel and accommodation providers 2. Travel associations 3. VET institutes and network of trainers ACTION PLAN Action: Responsible Result: Implementation term Making a communication strategy for Travelife 1) General dissemination Developing and maintaining a public project website UHPA draft version Importing country specific Communication strategy from each importing country(digital copy only) Project section on travelife web page; unique visitors June 2013 On going, 2) Disemination to target groups 2 national and press releases to target groups One international press releases to target groups Links to Travelife website from other (partner) web sites. Preferabyl with Travelife logo Electronic newsletter to association members and associated members Disemination online (LinkedIn) and offline tourism and social networks; VET networks, national tour operator and sustainable tourism networks. Project coverage in online and offline media such as magazines, All ECEAT opened Travelife LinkedIn group and Facebook page, will join and promote groups by publishing news and informations 2 press releases published during the project duration Joint press release prepared by all Link available on partner webpages 3 newsletters produced and sent to members informing about project activities 40+ blog posts, polls, articles etc relating to the project News articles about the project October 2013, September 2014 October June 2013 June/July 2013; October 2013, April 2014

7 newspapers, newsletters, radio, tv activities and results. 12+ instances of project coverage Award and certification ceremonies during relevant public events of travel company staff that successfully completed the CSR training, and of travel companies that received basic or advanced award for CSR performance (2 in each country) 2+ national award and certification ceremonies, ) Dissemination to travel and VET sector Presentations of the project results in at least 3 conferences, assemblies, trade shows and congresses of partner associations, VET educational institutes and their networks. Articles in network mailings of tourism networks such as NET (Network of European Private Entrepreneurs in the Tourism Sector), and ETIN (European Tourism Industry Network), representing travel and tourism sector in the EU). Final project meeting and dissemination event at the ECTAA (European Umbrella Organisations for Travel Associations) bi-annual meeting. Preparation, translation and print of a leaflet promoting the initiative for interested stakeholders (in PDF format and 500 copies for each country) 3 Public presentation Project information text 2+ articles in network mailings, 1 Power point presentation Leaflet printed in 500 copies at the final project meeting, October 2014 July, 2013