Chapter 1 Introduction to Sustainable Tourism Introduction Why Should Tourism Be Sustainable? History of Sustainable Tourism What Do We Call It? Is the Triple Bottom Line a Good Measure? Who Are the Tourists? Sustainable Tourism Trends Meeting the Challenge Summary Glossary References Chapter 2 Strategic Planning for a Sustainable Tourism Business Introduction What Is a Strategic Plan? Create a Mission Statement Conduct External Review of the Environment Conduct Internal Review of Your Business Set Goals and Objectives Analyze the Market Define Your Product Identify and Select Viable Strategies Implement the Plan Summary Glossary References Chapter 3 Sustainability Practices for Development and Operations Introduction Minimizing Environmental Impact Establishing Sustainability Policies Integrating Environmental Policies Into Daily Operations Assessing Impacts Business Plan Implications Summary Glossary References Chapter 4 Industry Standards and Associations Introduction The Role of Tourism Standards Global Tourism Standards Certification and Your Bottom Line Business Plan Implications Summary Glossary Resources Chapter 5 Marketing Your Product Introduction The Four Ps of Marketing Developing a Marketing Plan Product-Market Match Marketing Activities Marketing Forecasts Monitoring and Evaluating Marketing Activities Business Plan Implications Summary Glossary Resources Chapter 6 Web 2.0 Introduction What Is Web 2.0? How Social Media Is Changing Tourism Implications for Sustainable Tourism Business Managers Maximize Your Web Presence Business Plan Implications Summary Glossary Resources Chapter 7 Sustainable Tourism and the Travel Trade Introduction Understanding the Travel Trade The Consumer's Relationship With the Travel Trade The Difficulty in Selling Sustainable Tourism Helping the Travel Trade Sell Sustainable Tourism Business Plan Implications Summary Glossary References Chapter 8 Marketing Partnerships Introduction Tour Packaging Cooperative Marketing Festivals and Events Business Plan Implications Summary Glossary References Chapter 9 Dollars and Sense Introduction Obtaining Financing Financial Forecasting Financial Analysis Accounting Business Plan Implications Summary Glossary References Chapter 10 Climbing the Customer Service Mountain Introduction Customer Service Systems Customer Service and Interpretation Customer Service Problems Qualifying Customers Business Plan Implications Summary Glossary References Chapter 11 Getting the Right Person for the Job Introduction How to Hire the Right Person Training Human Resource Policies Managing Turnover Business Plan Implications Summary Glossary References Chapter 12 Managing Business Risk Introduction Loss Categories Insuring Against the Odds Risk Management Strategies If the Worst Happens Business Plan Implications Summary Glossary References Chapter 13 Business Plans Introduction The Need for a Business Plan Preparing a Business Plan Business Plan Workbook
Carol Patterson has been an author and consultant of tourism for over 20 years. She has helped numerous small business owners penetrate and advance into North American markets. She has been widely recognized for her pioneering work in tourism, winning awards for cinematography and sound design as well as her vision. Patterson is an adjunct assistant professor of adventure tourism classes at the University of Calgary. She is the author of several books, including The Business of Ecotourism, and co-author of Handle With Care: Developing a Nature Based Tourism Product in the North. She is also a Travel Media Association of Canada award recipient for the best environmental/responsible tourism feature. Her travel writing has appeared on BBC Travel and Vacay.ca among other publications.