Module Two: Emerging Markets - Online Lesson
Paradigm: A collective world view.
Paradigm Shifts: A transition from an accepted belief to an new understanding which replaces the old paradigm.
Dominant Western Environmental paradigm: An anthropocentric (human centered) belief that humans are separate from and superior to the natural environment. That the natural environment is a resource that should be exploited for human benefit (Weaver, 2001).
The Environmental Movement: Offers an alternative to the Dominant Western Environmental paradigm which is a combination of biocentric (nature-based) and anthropocentric ideas. This movement began with the creation of national parks in the late 1800's.
Factors Involved in Expanding the Environmental Movement
Green: a group of ideas that express a common concern for environmental stability.
Green Paradigm: Regards humanity as an equal part of nature, dependent on the rest of the environmental for its survival. The green paradigm focuses on a steady state dynamics instead of linear growth and emphasizes community well being over individual profit.
Green Consumer: individuals in the general public with a heightened environmental concern and an environmentally friendly attitude.
Green Traveller: Individuals and businesses that support "green" companies and are willing to pay more for products from environmentally responsible suppliers. Green intentions, do not make a genuine green traveller (Weaver, 2001).
The closest group to be considered genuine "green" travellers are found in the "cultural creatives." These cultural creatives make a significant effort to patronize companies and destinations with environmentally pro-active polices.
New tourists are similar to the "allocentric tourist." (Plog, 1998)
Psychographic Types of Tourists
Psychocentric: term comes from psyche or self-centered. Individuals focuses on the concerns of their own life. They tend to travel to developed areas and return to the same location often.
Allocentric: term comes from allo meaning varied form. A allocentric traveller's interests are on a variety of activities offering adventure and new experiences.
Market segmentation is a process that divides a market into distinctive subgroups (market segments). The members of any subgroups share common travel or purchasing traits.
Levels of Market Segmentation
1) Identify how ecotourists differ form other tourists or travel groups; and
2) Identify distinctive ecotourist subgroup
Market Segmentation Criteria
Size of the Ecotourist Market
World Tourism Organization estimates 10-15 percent of all global tourism is ecotourism.