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Tourism Seminar: Xavier Font

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Royal Anthropological Institute

50 Fitzroy St

London

W1T 5BT

United Kingdom

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Royal Anthropological Institute / Development Studies Association Tourism Research Seminars

SEMINAR SERIES AT THE ROYAL ANTHROPOLOGICAL INSTITUTE

Marketing sustainability: greenwashing or greenhushing?

Prof Xavier Font, University of Surrey

Monday 16 January 2016 at 5.30 pm

Tourism and hospitality businesses do not communicate persuasive sustainability messages to their potential clients, because their messages are half hearted legitimisation attempts that lack substance and do not use compelling communication methods, for two main reasons: greenwashing resulting from overclaiming their sustainability practices, and greenhushing from deliberately playing down their achievements for fear that customers will react negatively. This presentation will use evidence from hotels, cruise lines and tour operations to discuss why the tourism industry struggles so much to engage with their customer base and what can be done about it.

Dr Xavier Font is professor of sustainability marketing at the University of Surrey. He develops methods of sustainable tourism production and consumption for the tourism and hospitality industries. He has conducted around 100 courses for more than 1500 businesses on how to market and communicate sustainability, see www.travindy.com. He is the most published academic in the world in sustainable tourism certification, having consulted on this subject for UNEP, UNCTAD, UNWTO, IFC, EC, VisitEngland, Fáilte Ireland, WWF and the Travel Foundation amongst others.


Royal Anthropological Institute, 50 Fitzroy Street, London W1T 5BT. The RAI office is just around the corner from Warren Street, NORTH of Fitzroy Square. It is next door to French's Theatre Bookshop.
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Royal Anthropological Institute

50 Fitzroy St

London

W1T 5BT

United Kingdom

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