CONSUMER BEHAVIOUR - SAGE - the natural home for …消费者行为-鼠尾草-自然的家….pdf

Hudson-Ch-02.qxd 11/3/2007 6:31 PM Page 37 2 CONSUMER BEHAVIOUR Vacations from the Heart: Traveller Philanthropy In all regions of the world, a new source of international development aid called ‘traveller philanthropy’ is evolving. Civic-minded travellers and travel businesses are giving time, talent and financial resources to further the well- being of the places they visit.Traveller philanthropy is described as ‘the process of visitors choosing to give money (or other help) to assist the conservation or management of places they visit’.The phenomenon is expected to grow exponentially, benefiting from trends in giving, travel and globalization. Philanthropic initiatives have a number of benefits. Destinations obviously benefit from increased funds for conservation; lack of money to sustain tourism destinations is a growing problem worldwide.Travellers themselves also benefit. Travel provides the rare opportunity to witness first hand the beauty and fragility of other societies, cultures, and natural systems. Such experiences generate strong philanthropic impulses.The majority of travellers agree that their travel experience is better when the destination preserves its natural, historical and cultural sites and attractions. Tourism organizations also benefit from traveller philanthropy. It has been shown to offer a number of strategic benefits to corporations, including brand differentiation, enhance