The role of tour operators and guides in company image issues and consumer behaviour

Tour operators and guides can play an important role in shaping the image of their company and influencing consumer behavior towards responsible and sustainable tourism practices, by taking the following steps:

1. Creating a tour operator business plan

The role of tour operators and guides in low-carbon tourism can be enhanced if there is a tour operator business plan in place. Such a plan can limit the negative impact of tourism activities and tourist presence and, therefore, improve a company’s image and enhancing its green reputation, while simultaneously encouraging more responsible consumer behaviour and engaging more stakeholders to make a bigger impact on the environment and society.

2. Promoting responsible and sustainable tourism.

Promoting responsible and sustainable tourism involves adopting practices that minimize negative impacts on the environment, culture, and society while maximizing positive contributions to the local community and economy (GIFT, 2022).

Tour operators and guides can promote responsible and sustainable tourism practices, such as:

• reducing waste,
• conserving water,
• protecting natural and cultural heritage sites,
• supporting local businesses,
• promoting sustainable transportation.

By promoting such practices, they can help to create a positive image for their company and encourage consumers to choose sustainable tourism options.

3. Educating consumers.

Tour operators and guides can educate consumers about the environmental and social impacts of tourism, and the importance of responsible and sustainable tourism practices. By providing information about sustainable tourism practices, they can encourage consumers to make informed decisions and adopt responsible tourism behavior.

Ways to provide information:

• Brochures
• Guidebooks
• During the tour itself

In this context, tour operators and guides can also encourage carbon offset programs, which enable visitors to offset the carbon emissions associated with their travel by supporting projects that reduce carbon emissions.

4. Providing exceptional customer service.

Tour operators and guides can provide exceptional customer service by going above and beyond in meeting the needs and expectations of their clients. By doing so, they can create a positive impression of their company and influence consumer behavior through word of mouth recommendations.

Exceptional customer service can help tour operators and guides promote sustainable tourism by:

1. Building trust and loyalty: Exceptional customer service builds trust and loyalty with customers. By providing a memorable and positive experience, customers are more likely to return and recommend the tour operator or guide to others. This can have a positive impact on the company’s reputation and attract more customers interested in sustainable tourism practices.
2. Encouraging responsible behavior: By providing excellent customer service, tour operators and guides can encourage responsible behavior among their customers. For example, guides can explain the importance of responsible and sustainable tourism practices to their customers and encourage them to minimize their impact on the environment.
3. Enhancing the customer experience: By going above and beyond in meeting the needs and expectations of their customers, tour operators and guides can enhance the customer experience. This can create a positive impression of the company and encourage customers to adopt responsible tourism practices in the future.
4. Fostering a sense of community: Exceptional customer service can foster a sense of community among customers, particularly if the tour operator or guide encourages interactions among customers. This can create a sense of shared responsibility for protecting the environment and supporting local communities, which can translate into a more sustainable tourism experience.
5. Encouraging feedback and improvement: Tour operators and guides can use feedback from customers to improve their sustainability practices. By actively seeking feedback and responding to customer concerns, tour operators and guides can continually improve their sustainability practices and provide an even better customer experience.
6. Using social media and online platforms.

Tour operators and guides can use social media and online platforms to promote their company’s image and encourage sustainable tourism practices. By sharing stories and images of sustainable tourism practices, they can create a positive impression of their company and inspire consumers to choose sustainable tourism options. Through social media and online platforms, they can also share information and raise awareness of lesser-known issues, as well as seek feedback to improve themselves in the future.

6. Partnering with businesses that share your vision.

Having partners increases the efficiency of an action plan and creates strong networks that can work together towards precise goals, like emissions reduction. Sustainable practices can be promoted more effectively when there is consistency in the experiences provided to the customer (Fonseca, 2022).

For instance, a network of environmentally conscious businesses can more easily support the preservation of the environment and the local development (Škorić,2022). Partnerships can include accommodation facilities and service providers, local destination marketing organisations, local restaurants/bars/wineries, local museums and art galleries, and so on.

Tour operators and guides can partner with sustainable tourism organizations to promote responsible and sustainable tourism practices. By doing so, they can align themselves with credible organizations and create a positive image for their company.

7. Discouraging negative impact behaviours, encourage green attitudes.

Tour operators and guides can play a significant role in encouraging customers to be mindful of the environment and to appreciate sustainable practices (Leiman, 2021). A few easy steps to succeed this are the following:

• Using eco-friendly transportation in tours, encouraging low-emission travel.
• Encouraging physical activity (walking, hiking, cycling, etc.) and, therefore, carbon-free travel experiences.
• Discouraging littering and reducing waste during tours (e.g., by providing reusable water recipients or encouraging this practice).
• Promoting proper discarding practices and recycling.
• Encouraging wildlife and local culture respect and discouraging any disruption with harmful effects.
• Following rules and regulations regarding wildlife and ecosystem balance in any location they send their customers.
• Choosing local products, local workers, and local suppliers to enhance local economy while simultaneously reducing carbon emissions thanks to shorter travel distances.
• Offering tips on respectful and ethical practices.
• Publicizing all the above to raise awareness on sustainability solutions for the wider public (e.g., on your social media pages, or on your website’s blog).

8. Giving back.

Tour operators and guides can create itineraries with a positive impact (Tuppen, 2021).

This involves such actions as designing low emissions travelling experiences, preserving the natural environment, and enhancing the local communities, as well as declaring, measuring and reporting on carbon emissions to keep one’s goals in check.

However, tourism companies can also have a positive impact by investing in eco-friendly projects around the globe. To that end, companies can also make donations in support of noble causes meant to save the planet. Publicizing such actions can also positively influence customers and other stakeholders.

Strategic partnerships can also ensure stronger alliances in combatting the climate crisis, by ensuring ethical and responsible practices in wider contexts and spreading awareness.