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Marketing of Environmentally Sustainable Ski Center Service

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Marketing of Environmentally Sustainable Ski Center Service Marketing of environmentally sustainable ski center service Marketing Master's thesis Laura Oja 2009 Department of Marketing and Management HELSINGIN KAUPPAKORKEAKOULU HELSINKI SCHOOL OF ECONOMICS HELSINKI SCHOOL OF ECONOMICS ABSTRACT Marketing Master‟s thesis Laura Oja 27.11.2009 MARKETING OF ENVIRONMENTALLY SUSTAINABLE SKI CENTER SERVICE Objective of the study The objective of this study is to explore ways how to utilize marketing to promote environmentally sustainable ski center services. I aim to answer this research question by studying the roles of green marketing practices, consumers and government in environmental sustainability development, integration of environmental sustainability in service marketing mix and utilization of sustainable tourism guidelines in ski center service marketing. The research is conducted from the viewpoint of a ski center service provider. Research method This research is qualitative by its nature. The empirical part was conducted as a case study and I executed semi-structured interviews with Lappish and Alpine ski center service providers. Semi- structured interviews enabled me to make sure that the specific topics get covered while simultaneously allowing me to obtain true understanding of the informant‟s conception how to implement environmental sustainability in ski center services. The interview outline was derived from the research questions and the interviews were analyzed following the theoretical framework, which was developed according to the theoretical findings. Findings The theoretical framework guided the empirical research, and contributed the following results to the study questions. Firstly, the roles of green marketing, consumers and governments are crucial for environmental sustainability development. Green marketing drives corporate philosophy in ski resorts, whereas consumers have an active role impacting on service sustainability with their consumption behavior. Government, for one, enables and regulates ski resorts towards environmental sustainability. Secondly, environmental sustainability can be integrated in the service marketing mix through implementing it comprehensively into each of the components. Additionally, the developed green service marketing mix can be used as a practical tool when promoting environmentally sustainable services. Finally, sustainable tourism guidelines can be used as benchmarks in ski centre service marketing, in Lapland and in the Alps. Most importantly, the theoretical framework, which was generated with help of the sub research questions, comprehensively identifies the elements that affect the environmental sustainability of services. Therefore, the developed framework can be utilized in promoting environmentally sustainable ski center service. Keywords Green marketing, service marketing, environment, green consumerism, case study, ski center HELSINGIN KAUPPAKORKEAKOULU TIIVISTELMÄ Markkinoinnin pro gradu- tutkielma Laura Oja 27.11.2009 YMPÄRISTÖLLISESTI KESTÄVÄN HIIHTOKESKUSPALVELUN MARKKINOINTI Tutkimuksen tavoitteet Tämän tutkimuksen tavoitteena on tutkia keinoja, miten markkinointia voidaan hyödyntää ympäristöllisesti kestävän hiihtokeskuspalvelun edistämisessä. Pyrin vastaamaan kyseiseen tutkimusongelmaan tutkimalla vihreän markkinoinnin, kuluttajien ja valtion roolia ympäristökestävyyden kehittämiselle, ympäristökestävyyden integroimista palvelujen markkinointi- mixiin sekä kestävän matkailun ohjeiden hyödyntämistä hiihtokeskuspalvelun markkinoinnissa. Tutkimus suoritetaan hiihtokeskuspalveluntarjoajan näkökulmasta. Metodologia Tutkimus on luonteeltaan laadullinen. Empiirinen osa toteutettiin tapaustutkimuksena ja haastattelin hiihtokeskuspalvelujentarjoajia Alpeilla ja Lapissa puolistrukturoitujen haastattelujen avulla. Puolistrukturoidut haastattelut varmistivat, että tietyt aiheet tulevat käsitellyiksi, kun taas samanaikaisesti ne mahdollistivat todellisen ymmärryksen haastateltavan käsityksistä siitä, miten ympäristöllinen kestävyys voidaan toteuttaa hiihtokeskuspalveluissa. Haastattelurunko johdettiin tutkimusongelmista ja haastattelut analysoitiin seuraten teoreettisten löydösten perusteella kehitettyä teoreettista viitekehystä. Tutkimuksen päälöydökset Teoreettinen viitekehys ohjasi empiiristä tutkimusta, ja antoi seuraavat vastaukset tutkimusongelmiin. Ensiksi, vihreän markkinoinnin, kuluttajien ja valtion roolit ovat ratkaisevan tärkeitä ympäristöllisen kestävyyden kehittämiselle. Vihreä markkinointi ohjaa yritysfilosofiaa hiihtokeskuksissa, kun taas kuluttajilla on aktiivinen rooli palvelujen kestävyyteen vaikuttamisessa kulutuskäyttäytymisensä kautta. Valtio puolestaan mahdollistaa ja säätelee hiihtokeskuksia kohti ympäristökestävyyttä. Toiseksi, ympäristökestävyys voidaan integroida palvelujen markkinointi- mixiin sisällyttämällä se kokonaisvaltaisesti jokaiseen komponenttiin. Lisäksi, kehitettyä vihreää palvelujen markkinointi-mixiä voidaan hyödyntää käytännön työkaluna edistettäessä ympäristöllisesti kestäviä palveluja. Lopuksi, kestävän matkailun periaatteita voidaan hyödyntää parhaina käytäntöinä hiihtokeskuspalvelujen markkinoinnissa Lapissa ja Alpeilla. Tärkeimpänä, tutkimuskysymysten avulla luotu teoreettinen viitekehys, identifioi kokonaisvaltaisesti palvelujen ympäristökestävyyteen vaikuttavat tekijät. Sen vuoksi, kehitettyä viitekehystä voidaan hyödyntää ympäristöllisesti kestävän hiihtokeskuspalvelun edistämisessä. Avainsanat Vihreä markkinointi, palvelujen markkinointi, vihreä kuluttaminen, tapaustutkimus, hiihtokeskus 2 TABLE OF CONTENTS 1 INTRODUCTION ........................................................................................................................ 5 1.1 Background ........................................................................................................................... 5 1.2 Objectives, research problems and delimitations .................................................................. 8 1.3 Structure of the study ............................................................................................................ 9 1.4 The central concepts of the study ........................................................................................ 10 2 GREEN MARKETING, CONSUMERS AND GOVERNMENT ............................................. 13 2.1 Green marketing as a common philosophy ......................................................................... 13 2.2 Consumers as moral actors .................................................................................................. 15 2.3 Government as regulator and enabler .................................................................................. 21 2.4 Summary ............................................................................................................................. 25 3 IMPLEMENTING ENVIRONMENTAL SUSTAINABILITY IN SERVICE MARKETING MIX .................................................................................................................................................... 27 3.1 Special service features and marketing mix ........................................................................ 27 3.2 Service product, price, place and promotion ....................................................................... 29 3.2.1 Service product ........................................................................................................................ 29 3.2.2 Price ......................................................................................................................................... 33 3.2.3 Place (distribution) .................................................................................................................. 34 3.2.4 Promotion ................................................................................................................................ 38 3.3 Extended elements of marketing mix .................................................................................. 40 3.3.1 People ...................................................................................................................................... 40 3.3.2 Physical evidence ..................................................................................................................... 42 3.3.3 Process ..................................................................................................................................... 43 3.4 Summary ............................................................................................................................. 45 4 APPLYING ENVIRONMENTAL SUSTAINABILITY IN SKI CENTRE SERVICE MARKETING .................................................................................................................................... 48 4.1 The sustainable slopes charter and environmental principles as guidelines ....................... 48 4.2 The green services marketing triangle ................................................................................. 50 4.2.1 External marketing .................................................................................................................. 51 4.2.2 Interactive marketing .............................................................................................................. 52 4.2.3 Internal marketing ................................................................................................................... 53 4.3 Ensuring ecological sustainability in service processes with service blueprint .................. 54 4.3.1 Physical
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