September 23, 2016

Prof. Dipra Jha, professor of practice in Hospitality, Restaurant and Tourism Management at University of Nebraska-Lincoln, USA, delivered a keynote presentation
at the International Conference on Tourism, Hospitality and Aviation hosted by Amity University, Noida recently.

The presentation covered responsible tourism - the Triple Bottom Line Model - with topics on stay-cation, glamping, man-cation, girlfriend travel, locavore/farm
to table, authentic and bespoke experiences and experiences based on psychographics. Citing references from findings by the United Nations World Tourism Organisation (UNWTO) and Responsible Tourism pointers in the Cape Town Declaration (2002), Dipra spoke about how responsible tourism minimizes negative social,
economic and environmental impacts, while generating greater economic benefits for the local people and enhancing the well-being of host communities.

When asked what India should do to create a qualitative program to create benchmarks to promote sustainable tourism, she said, “India should develop a Responsible Tourism Strategy based on the Triple Bottom Line model. Such strategy should include clearly articulated benchmarks which could measure how and to what extent tourism is improving livelihood in communities, impacting the natural environment and affecting local customs and traditions. Festivals and events based on the Responsible Tourism framework adds tremendous value to efforts by DMOs (destination marketing organizations) in promoting their communities. It is a win-win where all stakeholders in the tourism value chain benefits from such events and festivals.”

Prof. Dipra also drew attention to the Triple Bottom Line Model - Prosperity (inclusive), People and the Planet. The approach talks about how sustainability can be achieved through people’s social performance, the planet (environmental performance) and Profit (Economic performance). He gave examples of the Taj Khazana, Clean the World, Nilufer Misi Village Women’s cultural and Beneficial Association Turkey. The professor also highlighted Oman’s tourism products focusing on Nature, Nurture, Heritage and People and Culture. To summarize, he said that Responsible Tourism is a mindset that is inclusive, seeks to nurture, not destroy or takeover and one that requires a clearly articulated strategy and plan of action, with education-based marketing and 360 degree feedback.


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