Leadership and Sustainability in Business

University of Cumbria

Written By Yasser Al Mimar

27th April, 2013

KEY AIMS STRATEGIES THE VISION TARGET

SEGMENT

STACKHOLDER RISK PRODUCT MARKETING

PARTNERSHIP ENGAGEMENT

TRIPLE BOTTOM LINE

The aim of the scheme is support Cumbria Tourism Sustainable Tourism Action Plan of:

o Adopt & promote Green Tourism Accreditation schemes

o Promote the integration of sustainable principles

o Identify and work with Tourism business clusters committed to sustainability

o Encourage use of local products and services

o Promote Lake District as ‘’Green’’ destination

o Promote visitors PAYBACK schemes

o Influence sustainable transport projects

Ambleside natural and cultural

environment will be conserved and protected, ensuring the sustainable activities and responsible tourism in the long term

Location of the Lake District National Park

Utilise existing local businesses to facilitate this vision

Educate in the principal of sustainability through the means of facilitating treasure hunts,

Work with local community and private sectors to improve the infrastructure for sustainable tourism in their villages and towns

Promote schemes that enable visitors to contribute positively to the sustainable management of the Lake District

Improve the quality and range of tourism services and products

Create a co-ordinated programme of research and monitoring of the social and economic impacts of tourism.

Improve the opportunity for business innovation, development and marketing of locally produced products based upon local resources that celebrate and help conserve the special qualities of the area and benefit the tourism industry

Teenagers

Couples

Families with children

Senior citizens

Universities and schools

Local authorities

Local businesses

Tourists / consumers

Pressure groups

Legislative bodies

Medical and emergency services

Non-interest of partners

Accidents & Emergencies

Overall risk assessment is low as the activities already exist.

Themed Discovery Tours that would involve using the local partners – engage in some kind of local activities such as chutney-making, bee keeping, relishes & sauces, mint-cake, ginger-bread. Themes would be such as

Aquatic adventure experience using - ELECTRIC BOAT

Identify places of interest/ natural features through places of significance along the lake based on puzzles / hints provided.

Identifying natural treasures by the landscape using BICYCLE

◦ Ride the mountain bike nature trail

◦ Appreciate geological features/ local species

Food on FOOT

◦ Embark on a photographic food scavenger hunt

◦ Visit Hawkshead Relish and get involved in the local food manufacturing process

◦ Enjoy a meal at the Drunken Duck

Cultural Heritage on HORSE-BACK

◦ Visit cultural heritage sights such as Dove Cottage, Rydal Mount, Doras Field, Brantwood, Beatrix Potter’s house

BUZZ ◦ Be visible on Cumbria tourism website

◦ On websites of local business directly involved in the initiative

◦ Information centres in the Lake District

◦ Partner with schools to provide student discounts

◦ Create awareness with sporting associations such as bicycle, runners etc.

◦ Involve partners in promotion

BEHAVIOUR

◦ Student discounts

◦ Percentage of discounts if visitors come through specific websites

◦ Loyalty Programmes (payback on return)

◦ Additional discounts matching with B&B

BRAND

◦ Co-branding with partners

◦ Our own Website

Engage businesses to sell related products at the starting point of the Treasure hunts or along the way.

Establish partnership with the local authorities and the Regional Tourist Board, working through the Ambleside District Rural Development Partnership. The partnership aims to guide the implementation of the strategy and will set-up a programme of joint working initiatives with private and voluntary sector partners.

PEOPLE

PLANET PROFIT

Creates employments

Contributes financially to the local economy and 63% of working-age population

Encourages local procurement of goods and services

Boost image of the area and people satisfaction

Promotes green tourism

Creates awareness of the importance of the natural environment

Protects environment

Encourages sustainable transport modes and sets an example

People enjoy tourism without adding their carbon foot-print

Financial benefit for all stakeholders as local communities will receive additional revenues as more people will come into the region

- To use green modes of transport

- Enhanced sale of products

- encourages longer stays benefitting services such as hotels, restaurants, etc.

Age profile of visitors to the National Park

Main mode of transport used by visitors during their visit

Outdoor activities undertaken by visitors to the National Park