Inspirational travel content shapes travelers’ expectations, which has given the tourism industry little reason to curb the harm it causes.

Disrupting the Cycle of “Inspirational” Content and Inappropriate Traveler Expectations
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Inspirational travel content shapes travelers’ expectations, which has given the tourism industry little reason to curb the harm it causes.
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A lot of travelers care about sustainability and they’re doing something about it. But they’re waiting for the tourism industry to step up.
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Travelers are often focused on where they are going and what they will do when they get there. Let’s take those questions a step further.
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The tourism industry increasingly seeks to attract high-value travelers who spend more and stay longer, but is it still missing the mark?
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Your company’s product or service isn’t unique, but your purpose and origins are. Are you successfully sharing this travel brand story?
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Language evolves and what is appropriate right now could change tomorrow. But today, take advantage of existing responsible storytelling tools.
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