From social foresight to social entrepreneurship: pathways to sustainability

This study asks the central question, ‘Are social entrepreneurs using foresight to create innovation based on triple bottom line sustainability measures?’ and ‘if so, how?’ Sustainability is the emergent criteria for evaluating many aspects of the social world, including corporate governance, health systems, economics, social welfare and the environment. All the while, innovation is one of the key factors in the constitution of our social worlds, be this legislative, organisational, social or technical change. Therefore, it appears that the drive toward sustainability should be coupled with an emphasis on innovation – in particular creating innovation toward sustainability. Yet unexamined assumptions exist behind such language. Sustainability is a concept within the context of ‘the future’, requiring one to question ‘what is the future’ – in essence a utilisation of the strategic capacity for foresight. Foresight, moreover, ranges from the tacit assumed personal foresight of the ordinary individual to the specialised foresight of the professional forecaster, scenario planner, or foresight practitioner.

Destination Positioning Slogans - Analysis of Themes used by New Zealand Regional Tourism Organisations

A significant gap in the tourism and travel literature exists in the area of tourism destination branding. Although brands have been used as sources of differentiation in consumer goods markets for over a century, academic research attention towards destination branding has only been reported since the late 1990s. Three important components of the brand construct are brand identity, brand position and brand image. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research in the literature to guide destination marketing organisations (DMOs). In particular there have been few reported analyses of destination brand positioning slogans. The focus of this paper is on destination brand position slogans, which represent the interface between brand identity and brand image. Part of a wider investigation of DMO slogans worldwide, and in keeping with the conference location, the paper focuses on analysis of slogans used by New Zealand RTOs. The slogans are examined in terms of the extent to which they have been limited to ephemeral indifference. In other words, have they stood the test of time and do they effectively differentiate through a meaningful proposition? Analysis of the slogans indicates very few could be characterised as memorably distinctive. This reflects the complexity involved in capturing the essence of a multi-attributed destination in a succinct and focused positioning slogan, in a way that is both meaningful to the target audience and effectively differentiates the destination from competitors offering the same benefits.