Ecotourism GUIDELINES
Ecotourism: Places and Traditions Funded by the European Union (Interreg III C)
Strategic and Methodological Guidelines for the Development of Ecotourism Prepared by all partners in the project: Leadpartner: Province of Teramo (Italy) Rapporteur: Wirtschaftsförderung Erzgebirge GmbH (Germany) Partners: Sviluppo Italia Abruzzo SpA (Italy) County Council of Malaga (Spain) Andalusian Heritage Foundation (Spain) Technological Institute of the Canary Islands (Spain) West Sweden (Sweden) Municipality of Geroskipou (Cyprus) Council of Penacova (Portugal) Municipality of Alonissos (Greece) Environmental club “Zvejone” (Lithuania) Region of Istria (Croatia)
2005
Partnership Provincia di Teramo (IT) Sviluppo Italia Abruzzo S.p.A. (IT) West Sweden (SE) Diputación de Málaga (ES) Instituto Tecnológico de Canarias (ES) El legado Andalusí (ES) Camara Municipal de Penacova (PT) Demos Alonissou (GR) Wirtschaftsförderung Erzgebirge GmbH (DE) Ekologinis klubas ”Zvejone” (LT) Demos Geriskipou (CY) Istarska Zupanija (HR)
© Eco Tourism: Places and Traditions Editor: Christine Penzlin Design: Danilo Furia Print: Edigrafital s.r.l.
Table of Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Chapter 1
Ecotourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a. The Definition of Ecotourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . b. Sustainable Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . b.1 Sustainable Tourism and Ecotourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . b.2 WTO and Sustainable Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . b.3 EU and Sustainable Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c. Ecotourism and Mass Tourism Differences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13 13 14 14 15 16 17
Chapter 2
Ecotourism Demand Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a. Ecotourism Market Analysis: Trend for the Next Future . . . . . . . . . . . . . . . . . . . . . . . . . . b. The Ecotourist Segmentation and Profiling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c. The Ecotourist: Needs and Expectations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.1 Activity Preferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.2 Motivations and Reasons for Trip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19 19 19 21 21 21
Chapter 3
Ecotourism Supply Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a. Places: A Definition of Potential Eco-destinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a.1 Natural Resources Analysis to Preserve and Exploit the Territory from an Economic Point of View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . b. Tradition: A Definition of the Cultural and Historic Resources . . . . . . . . . . . . . . . . . . . . . c. A Definition of the Potential “People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.1 Local Public Authorities Commitment to Ecotourism Development . . . . . . . . . . . . . . . . . c.1.1 Legislative Tools: Financing, Resources Reallocation, Resource Consumption and Pollution Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.1.2 Encouragement of Voluntary and Informative Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.2 Local Communities Commitment to Ecotourism Development . . . . . . . . . . . . . . . . . . . . c.2.1 Children and School Involvement for Nature Respect . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.3 Economic Operators Commitment to Ecotourism Development . . . . . . . . . . . . . . . . . . . . c.3.1 Hospitality Sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . c.4 The Role of Private and Public Transportation into the Tourism and Travel Industry . . . . c.5 Codes of Conduct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23 23
3
24 26 27 27 28 31 32 36 38 38 42 45
Chapter 4
How to Promote the Ecotourism Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a. Co-ordinated Promotion and advertising by the Public and Private Sector . . . . . . . . . . . . a.1 The Ecotourism promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a.2 The Importance of Co-ordination and Collaboration between Public Organisation and between Them and Private Operators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . a.3 Brand Image Creation and Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . b. Customised Tour Packages Aimed for the Ecotourists . . . . . . . . . . . . . . . . . . . . . . . . . c. Ecotourism Packages Distribution: Tour Operators or Individual Tourists? . . . . . . . . . d. New Technologies for Ecotourism Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
50 52 53 55 56
Technologies for Ecotourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A Definition of the Potential “Technologies” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Technologies Needed to Plan the Territory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Technologies to Improve the Management of the 78 Natural Resources . . . . . . . . . . . Utilisation of Mobile Services and Virtual Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . .
59 59 59 60 63
Conclusions
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Appendix 1
The Pilot Project Results in the Partner Countries . . . . . . . . . . . . . . . . . . . . . . . . . . Pilot Project of the Province of Teramo (Italy) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pilot Project of the Malaga County Council (Spain) . . . . . . . . . . . . . . . . . . . . . . . . . . Pilot Project of the Council of Penacova (Portugal) . . . . . . . . . . . . . . . . . . . . . . . . . . . Pilot Project of the Wirtschaftsförderung Erzgebirge GmbH (Germany) . . . . . . . . . . . Pilot Project of the Municipality of Alonissos (Greece) . . . . . . . . . . . . . . . . . . . . . . . . Pilot Project of the Municipality of Geroskipou (Cyprus) . . . . . . . . . . . . . . . . . . . . . .
71 71 73 75 76 79 82
Appendix 2 Comparison of the Marketing Plans of the Pilot Projects . . . . . . . . . . . . . . . . . . . . . . . . .
85
Bibliography
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92
Webliography
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95
Chapter 5 a. b. c. d.
a. b. c. d. e. f.
4
49 49 49
Executive Summary
nine different countries from April 2003 through October 2005 in a modular system. The smooth accomplishment of the project was organised in five modules with different working groups. Sub-projects, so called pilot projects, were implemented and the outcomes of the working groups were put together in the findings of this document. The document was written and assembled by the Rapporteur and the Leadpartner with the aid of all other project partners.
Purpose and Scope of the Document This document is a result of the project “Ecotourism: Places and Traditions” which was conceived and funded within the programme of the European Union Interreg IIIC. The initiation of the project was based in the common interest of the involved partners to minimise negative impacts on landscapes and social and cultural environment by tourism. The intention was to support the preservation of natural areas as well as the stimulation of economic benefits for the local people, local organisations and local authorities. Hence, the overall aim of the project was to give recommendations and to provide guidelines for the further development of Ecotourism in Europe.
Findings The findings display the results of the work of the partners in the different working groups. They include the facets that have to be taken in consideration when implementing Ecotourism in destinations. Chapter 1 - Ecotourism Definition
The project included the implementation of six pilot projects in different partner countries. The description of the pilot projects and the marketing plan is also added in the appendixes of this paper in order to show how the findings were elaborated in the different regions.
The first chapter deals with Ecotourism and its definitions and policies. The review of the different definitions of Ecotourism showed that an officially accepted definition and standards for Ecotourism are still missing. There are many different definitions but the main obstruction detected was, that not all of the organisations and institutions necessarily consider to the same ecological and social aspects. The chapter also displays the different approaches of the EU and WTO in the case of sustainable tourism. Hereby a clear differentiation between Ecotourism and sustainable tourism was aimed at. Moreover, the first chapter points out the tension between Ecotourism and mass tourism. This led to a discussion of the importance of Ecotourism and the principles for the development.
The final paper has been supervised and assembled by the lead partner and, after being discussed and approved by all partners was disseminated and advertised through the ad hoc Ecotourism web site and book. Method The accomplishment of the project focused on the exchange of experiences and information about the different approaches to Ecotourism adopted within the European territory and its neighbouring countries. The project was conducted with twelve partners from 5
The development of the Ecodestination is investigated in the first section of this chapter. Hereby the importance of defining the potential of an Ecodestination was highlighted. An Ecodestination is characterised by possessing a rich cultural heritage or special natural and environmental “capital”. The valorisation and rising of awareness of the natural and cultural “capital” was found to be essential.
Chapter 2 - Ecotourism Market Analysis Chapter 2 of the document deals with the Ecotourism market and its target group. It was found that recent research indicates that Ecotourism including Eco-education, cultural and adventure travel is now the fastest growing segment of the tourism industry. Also, the number of tourists itself will increase by 50 percent until 2020 as experts of the WTO believe.
When looking at traditions the existing culture and historic resources are the key success factor of a region as they are offered as the main product of the region. It was found that the authenticity is the most important character of a cultural touristy offer and therefore the core content of Ecotourism.
By looking at the actually target group it was found that the Ecotourists have a high level of environmental conscience and believe that nature must be protected and celebrated within a natural context. Their environmental philosophy is well developed and is a guide to their travel decisions. The findings also showed that the needs and expectations of the Ecotourist could be segmented and profiled in the following way:
In the third section of this chapter the role of people in the development of Ecodestination was investigated. People are found to be the key resource to make sure that Ecotourism initiatives and resources do not remain isolated and disconnected. Especially public authorities are obliged to communicate the co-ordination of initiatives among the stakeholders. Hereby, the integration and co-ordination of all stakeholders were found to play a fundamental role. Therefore the methods used for involving and integrating people should be carefully considered and balanced.
• Important elements of a trip for Ecotourists are: wilderness setting, wildlife viewing and hiking/ trekking; • Quality guides are important for Ecotourism; • The accommodation is not the critical determinant for Ecotourists; • The Ecotourism traveller tends to be more interested in outdoor-related activities.
As a result of the investigation of the suppliers of Ecotourism, it shows that the development of Ecotourism necessitates a clear strategy. The existence of potential demand for Ecotourism is not sufficient alone to convince businesses that there will be profit. However, all Ecotourism initiatives have to comply with the existing environmental requirements, which means a control of the numbers of tourists so as not overload certain areas.
The chapter also looks at the motivations and reasons for trips of the Ecotourist and points out the benefits sought. In difference to the mass tourism the benefits sought by the Ecotourist were found to very much related to nature and environmental concerns. Chapter 3 - Development of Ecotourism In chapter 3 the supplier of Ecotourism are examined. Here, the four main topics of the project; places, traditions, people and technologies are discussed thoroughly in a common way supplemented by suitable examples.
Chapter 4 - The Promotion of Ecotourism Chapter 4 highlights the importance of promotion for Ecotourism. The investigation of promotion in 6
tial tourist. Information about Ecotourism offers, the settings they are developed in, the social and economical situation of the regions can be spread in an efficient and direct way.
Ecotourism showed that tourism promotion must be preceded by a thorough analysis of market needs and desires in order to define the goal for Ecotourism promotion. As for the Ecotourism destinations, the investigation showed that they have to create and to promote an individual image, that the potential tourists can recognise it with its particular traditions, cultures, tastes and peoples. Thus, the importance of co-ordination and collaboration between public organisations and private operators was found fundamental. In order to obtain the goal of efficient communication the use of modern information & communication technologies was pointed out to be necessary.
Conclusions and Recommendations In the conclusion the main findings of this document are displayed. Recommendations for the further development of Ecotourism are withdrawn. Among other minor points these findings are seen most important to highlight. For the progressing of the development of Ecotourism in Europe, European regions which want to implement Ecotourism in order to foster sustainable development of their destination need to take the following points into consideration:
Further, the creation of brand image and promotion tools was examined. The best tools found for promoting Ecotourism destinations are word-of-mouth, specialized press and websites. The use of new technologies for Ecotourism marketing offers a large amount of information to the potential tourist. Information about Ecotourism offers, the settings they are developed in, the social and economical situation of the regions can be spread in an efficient and direct way.
1. Implementation of the concept of sustainability with an installation of • Management of environmental aspects; • Monitoring and information system and; • Development of strategic and objective targets according to the ecological balance. This should be accomplished in collaboration with the different stakeholders (e.g. nature conservation associations, hotels, travel agencies, tourist service providers, local authorities).
Chapter 5 – Technologies for Ecotourism Chapter 5 evolves the importance of technology to plan, inform and promote the implementation of Ecotourism. Technologies are needed when planning the implementation of an Eco-destination, as so do geographic information systems (GIS), for example. It can give stakeholders adequate information about the Eco-destination in question and makes it possible to plan the sustainable development according to the characteristic of the territory. Another aspect for the use of technologies in the development of Ecotourism is the use of renewable energy systems. This can offer the tourist industry a positive community image for attracting more potential clients. The use of new technologies for Ecotourism marketing offers a large amount of information to the poten-
2. Agreement and compliance on indicators for a better environment • Transport; • Load limits by land use, biodiversity and tourism activities; • Energy and water consumption, waste management. 3. Agreement and compliance on social and cultural performance indicators. 4. Agreement and compliance for the economical capability. 7
Introduction
Background of the Project “Ecotourism: Places and Traditions”
The European Union’s most important tool for achieving sustainable growth and full employment is the Lisbon Strategy with its three-pillar approach. It includes:
Sustainable Development The environmental, social and economic dimension of sustainable development needs to be pursued in a coherent manner, both within EU and in our relations with partners around the world. The resources we have that form the basis for sustainable development include: natural resources, human health, skills and expertise, infrastructure and the built environment. To protect and to improve the environment and thereby quality of life for people, the countries of the world are working together within the UN, the EU and many other organisations. Therefore, the European environmental policy is of major significance, not just for EU’s environment, but also for the countries international actions.
• Economic reforms that will improve the internal market and promote growth; • The modernisation of the labour market and the social welfare systems will help to increase labour supply and sustainable public finances; • Environment-related action will help to break the link between growth and environmental damage. The Environmental Efforts The environmental dimension of the Lisbon Strategy is an important instrument for achieving a strong environmental policy at EU level. The EU must also continue to lead the way and take initiatives to develop international co-operation in the climate area. The EU is seeking to initiate discussions on the next commitment period after 2012 and to consider emission goals in the medium and long term. Effective legislation is needed against the use of chemicals that are hazardous to health. Regulations for the use and approval of pesticides should be stricter. The phasing out of environmentally hazardous heavy metals must continue. Specific problems affecting the Baltic Sea need to be highlighted in work on a strategy to protect and preserve the marine environment. Environmental considerations, in particular the preservation of biological diversity, should be integrated into the Common Agricultural and Fisheries Policies. Energy efficiency within the Union should be
Sustainable development is the overall goal of EU policy. This means that all political decisions must be taken into account of long-term economic, social and environmental impacts. The goal is to modernise the European Union to make our society more resourceefficient. This is a process of change that will drive innovation, new jobs, growth and welfare. The use of new technology, construction and planning as well as the persuasion of an active energy and environmental policy will reconcile good economic progress with social justice and protection of the environment to our own benefit and the benefit of future generations. Success requires the integration of environmental policy into all sectors of society. 9
increased with the help of low- and non-waste technology. Economic policy should be used to integrate environmental considerations into economic policy.
an Eco-touristy context are booked. Nearly half of the travels are in Europe, particularly in the Alpine and in the Mediterranean region. Despite the increase of the Ecotourism, many different private and public certificates for Ecotourism still exist in Europe. Therefore, the goal of the United Nations is the co-operation of the governments in order to improve international and regional organisations and NGOs and also to explain a uniform definition of Ecotourism.
The EU is also pursuing an active environmental agenda on a global scale. Sustainable ecological development can only be achieved through global collaboration. Something has to be done about the excessively high consumption of resources. While support still must be given to the poor to improve their quality of life, it is still necessary to preserve natural resources. Ever since the EU took the initiative for the sustainable development, the member states have played a leading role in the United Nations Environment Programme (UNEP). The EU is also taking an active role in the drafting of conventions to protect the environment. These are binding regulations to, for example, combat climate change, protect biodiversity and phase out hazardous chemicals.
A certification of providers of the Ecotourism, according to standardised criteria and the integration of the principles of the sustaining development of the tourism industry, should be implemented as fast as possible. This is required to support the traveller, for making a clear decision for certain tourism offers, and for defining a clear trend for the sustainability in the tourism. The participation of civil society and business in the definition of environmental problems gives different stakeholders and voluntary organisations a greater chance of participating in negotiations and decisions (1).
The EU and Ecotourism As a reaction to the mass tourism, the "soft tourism" was developed in the 80's. The conceptual approach of soft tourism fitted in the same niche of the contents of "social and environmental compatible tourism", "ecological tourism" ("Ecotourism") or "fair travel". According to the world tourism organisation, travelling under Eco-touristy aspects shows the worldwide strongest growth within the tourism industry. While the traditional tourism shows a growth rate of annual 7.5%, the rise of rural tourism or Ecotourism is around 20% per year. It already constitutes 5% of the worldwide tourism. For the next decade a portion of 10% of the worldwide tourism is expected to increase. The quantitative data to the Ecotourism from the same source is even more spectacular - yearly more than 600 million stays of more than one night abroad (both vacation and business trips) and more than 2 billion in the inland travels in
The Project “Ecotourism: Places and Traditions” Facts about the Project The project “Ecotourism: Places and Traditions” was conceived and funded within the programme of the European Union Interreg IIIC. As for the programme, the overall aim of the project is to encourage inter-regional co-operation within the whole European territory and its neighbouring countries. The countries involved in this project are: Italy, Spain, Portugal, Germany, Sweden, Cyprus, Greece, Lithuania and Croatia. The execution period of the project was from April 2003 until October 2005.
(1) A Framework For Multi-stakeholder Processes 09/06/2005 http://www.earthsummit2002.org/msp/
10
The Realisation of the Project
Ecotourism. It is to outline strategic and methodological guidelines for the future and to increase the interregional co-operation as an instrument, which can effectively contribute to the Ecotourism development across the different geographic areas.
The initiation of the project was based in the common interest of the involved partners to minimise negative impacts on landscapes and social and cultural environment by tourism.
Resultant sub-objectives of the described overall objective were: • The development of a large-scale common and shared vision on the promotion of sustainable tourism associated with traditions • To test a new approach related to Ecotourism development in selected sites of the participating regions through the implementation of pilot sub-projects, • To jointly elaborate common innovative strategic and methodological guidelines for the development of sustainable tourism in areas that have an interesting heritage of traditions • To pursue the transfer of knowledge and the implementation of operational results in other regions done by establishing relations with regional administration departments in charge of tourism development policy of additional areas not represented by the operation partners.
The intention was to support the preservation of natural areas as well as the stimulation of economic benefits for the local people, local organisations and local authorities in regions with the natural and traditional potential to develop Ecotourism. The results of the project should contribute to the advancement of the management according to the following objectives: • Preserve natural environment, • Generate extra income for stakeholders, • Awaken the public opinion for environmental problems • Preserve traditions The main objective of the project is to promote the strategy and implementation of sustainable tourism development policies, particularly in those “minor” areas. With the intention to develop of methodological guidelines, the effort within the project focused on the following four topics: • Places: how to promote “minor”, less visited areas in connection with major places by creating and/or revitalising tourist routes; • Traditions: how to preserve and to utilise the territory and its particular historical and cultural heritage and traditions in focus of sustainable tourism development. • Technologies: how to increase the application of Eco-compatible technologies in up-market tourist services and how to improve telecommunication tools for the tourist industry. • People: Means how to better involve residents and operators in tourism development activities.
The project implementation focused on the four main topics of the project: places, traditions, technologies and people and consisted of a five Module process. Module 1: Management and Co-ordination The main task of this module was to ensure an efficient and effective management of the operation. This meant to maximise the co-operation and co-ordination among the partners and to guarantee a correct financial and administrative management. The lead partner the Province of Teramo led the module. Module 2: Information Exchange and Experience Sharing The module “Exchange of Experiences” dealt with the exchange of information, experiences, best practices and ideas that the partner countries already have adopted for the development of Ecotourism. This was
The project aimed to encourage the exchange of experiences and information about the different approaches adopted all over Europe concerning the development of 11
The pilot project and their results are described in detail in Annex 1.
mainly to the four main topics: places, traditions, technologies and people. The final goal was to produce a complete paper on the partner countries’ different approaches about the implementation and exploitation of Ecotourism. The first step of this task started at the meeting in Penacova, held in November 20th-21st 2003. There, each partner reported in an in-depth presentation about its own best practices of Ecotourism. The second step consisted of the building up of 4 working groups (WG) one for each of the four topics according to their own interest. Each partner took part and contributed their output in the writing part of this final paper.
Module 4: Elaboration of Strategic and Methodological Guidelines for the Development of Ecotourism The module 4 focused on the jointly elaboration of a paper on the partner countries with common innovative and strategic methodological guidelines for the development of sustainable tourism in areas having an interesting heritage ^ and local traditions. The first step of this task consisted in the formation of 5 working groups under the lead of a supervising partner. According to their interest each partner took part and contributed to this paper. The paper was thoroughly discussed and approved by all partners on the conference in Geroskipou / Cyprus from 6th to 10th July 2005.
Module 3: Planning and Implementation of 6 Ecotourism Pilot Pprojects in Selected Regions This module was implemented in order to test a new approach to the development of Ecotourism in selected sites of the participating regions. The intention was to obtain feedback and further elements useful to elaborate joint methodological guidelines within module 4. In order to reach this aim 6 pilot project ideas were generated and approved. The following project partners and regions were involved: Partners name
Project region
Project town
Province of Teramo County Council of Malaga Camara Municipal de Penacova Wirtschaftsförderung Erzgebirge GmbH Municipality of Alonissos Municipality of Geroskipou
Abruzzi Andalusia Penacova
Cortino Malaga Penacova
Erzgebirge Alonissos Paphos
Annaberg Patitiri Geroskipou
The guide was disseminated and advertised through the operation web site, 400 printed versions and CD-copies. Module 5: Results Dissemination The main task of this module was to transfer the knowledge and results of the project to a large public. Therefore a multi-lingual website was developed This website (www.interreg-ecotourism.net). describes the partners, activities and outputs of the operation, makes relevant documentations, is easily accessible, promotes operational events and ensures two-way communication with target groups, which are interested in providing their outputs with respect to Ecotourism development. Further actions were the organisation of a kick off meeting, a final conference and five more Interreg-conferences. All partners conducted additionally ad hoc meetings and small-scale seminars in order to reach well defined target groups/people in the different partner areas.
All selected sites are interesting due to their heritage and traditions. They all were “minor” tourist areas so far. All projects differed regarding the used potentials of the areas. All collected feedback from visitors and local residents/service providers and gained valuable experiences determine these guidelines. The common objectives of all pilot projects were to increase the awareness and interest of local residents and service providers in respect of sustainable tourism development.
The project was finalised in October 2005. The results were disseminated by a final conference held in Teramo/Italy under participation of all partners, their guests from the different involved countries and representatives of the European Commission. 12
Chapter 1
Ecotourism a. The Definition of Ecotourism
to the social and economic deterioration and loss of population. The potential for Ecotourism can be defined by the following characteristics: – Environmental and scenic value of the natural and rural areas – Cultural values: tradition and rural uniqueness – Local economy and traditional activities – Low impact infrastructures and tourist services: accommodation and transport – Capacity of load on the cultural and natural resources – Degree of fragility of the local society – The establishment of low environmental impact transport infrastructure to and from the Eco-destination (green routes) – Respect for the culture and local identity – The educational aspect regarding the good use of the environment implicit in these activities, both for the Ecotourist and the local inhabitants.
The most common definition of Ecotourism is that used by the IUCN (1), which defines it as: “... environmentally friendly trips into nature in order to enjoy and care for the natural habitat (and whatever other cultural resource that may be encountered, be it past or present), that promotes conservation of the surroundings, has little negative impact on behalf of those who participate in it and boosts the social and economic development of the local population”. Using this definition, Ecotourism can be defined as a complex tourist activity, which promotes sustainable economic exploitation of the Eco-destination. This tourist activity has two unique aspects: 1. The diversification and flexibility of the activities. Multiple activities or integral services with the chance for the tourist him/herself to design his/her own customised package, which is then integrated into the reality in the place they visit. 2. Its microeconomic aspect and the rather disseminated nature of the offers. Small-scale businesses, normal family matters or sole proprietor set-ups that provide the diverse Ecotourism services (accommodation, food, information, activities) in different surroundings.
Among the characteristics of Ecotourism the most important ones are found to be: • Responsible tourism. The different agents that interact in the Eco-destination from the promoter to the tourist are especially sensitive to the local culture and the diversity in the natural habitat they move around. This awareness is combined with an attitude of respect and social responsibility regarding which impact their actions may have on the environment and social life in the local community.
An Eco-destination can be defined as “a place, not necessarily a tourist resort”, which has a high potential for Ecotourism. Not every place can aim to develop these kinds of initiatives simply to seek solutions
(1) IUCN (“International Union for the Conservation of Nature and Natural Resources” also known as “World Conservation Organisation”).
13
The Ecotourist attempts to integrate and also actively contributes to the conservation of the environment and the local traditions. • Participation in the local area. There is a high level of participation in the local social life and the decision-making processes, which aims at defining a collective strategy for the protection and promotion of the Ecotourism resource capital within the framework of sustainable tourism.
“Nature tourism”, another often-used term, is also used as a synonym for Ecotourism. But in contrast to Ecotourism, nature tourism is qualitatively different: it does not have to fulfil the principles and criteria of sustainability and does not necessarily have to be ecologically orientated. b. Sustainable Tourism b.1 Sustainable Tourism and Ecotourism
The detailed study of Ecotourism has revealed that there is an enormous conceptual heterogeneity in the sector. On one hand, there is a wide range of Ecotourism offers that vary depending on their territorial and cultural scope. On the other hand, there seems to be an over-usage of the term Ecotourism both on a social level and in the business sector. For example, tour operators use the term “Ecotourism” to promote their nature trips and authorities use the term extensively to promote their tourist centres and destinations. Not all of those organisations and institutions necessarily consider the ecological and social aspects, which should be paid attention to, in the case of Ecotourism. This problem of “green washing” has undermined the significance of the term Ecotourism and lead to further misunderstandings. When the United Nations declared the year 2002 as “The International Year of Ecotourism” it became obvious that officially accepted definitions and standards were still missing.
In the 1980s the increasing criticism on the negative impacts of tourism, especially of mass tourism, began. As a consequence the concept of “soft tourism” was developed. Other terms like “environmentally sound”, “responsible travel” and “sustainable tourism” followed. Since the World Summit on Environment and Development in Rio de Janeiro in 1992 the term “sustainable tourism” has become more and more important and replaces other terms. Sustainable tourism describes a kind of tourism, which treats people and the nature in a responsible way. Sustainable tourism is an overarching concept, which includes all types of tourism and is not necessarily related to the visit of natural sites only. It has a long-term perspective and is ethically, socially, culturally appropriate, environmentally and ecologically sustainable as well as economically profitable and feasible. In the World Ecotourism Summit (2), hosted in Quebec City in 2002, the participants recognised that Ecotourism embraces the principles of sustainable tourism concerning the economic, social and environmental impacts of tourism. This means that Ecotourism does not represent another niche within the commercial tourism market but belongs to sustainable tourism and can be distinguished from the wider concept of sustainable tourism by the following principles: • Contributes actively to the conservation of natural and cultural heritage;
For environment and development organisations “Ecotourism” is considered to be a part of “sustainable tourism”. This means that Ecotourism does not represent another niche within the commercial tourism market, as the tourism industry would like to treat it. It describes a philosophy of travelling, which fulfils the criteria of sustainable tourism by promoting a compatible and responsible way of travelling, especially in nature areas. (2) Quebec Declaration of Ecotourism, 2002.
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tions, including mass tourism and the various niche tourism segments”. The long-term view of achieving sustainability in the tourist sector demands that these activities should: • Make optimal use of environmental resources that constitute a key element in tourism development, maintaining essential ecological processes and helping to conserve natural heritage and biodiversity. • Respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance.
• Includes local and indigenous communities in its planning, development and operation, and contributing to their well being; • Interprets the natural and cultural heritage of the destination to visitors; • Lends itself better to independent travellers, as well as to organised tours for small sized groups. b.2 WTO and Sustainable Tourism The WTO states that “Sustainable tourism development guidelines and management practices are applicable to all forms of tourism in all types of destinaBox 1. Visions of sustainable tourism (3)
(3) Translated by creatours – Agentur für Marketing, Projekt- und Tourismusmanagement, Original by Müller (1999) and Baumgartner (2000).
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“…that is economically and socially viable without detracting from the environment and local culture. It means business and economic success, environmental containment, preservation and development, and responsibility towards society and cultural values three facets that are interdependent.”
• Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contributing to poverty alleviation. • Further more the WTO has identified the participation of the stakeholders as key actors in this area of work. Their participation, together with a strong political leadership will ensure a wide participation and consensus building for achieving a sustainable tourism. This is however, a continuous process and it requires constant monitoring of impacts, introducing the necessary preventive and/or corrective measures when necessary. • A Sustainable tourist offer should also maintain a high level of tourist satisfaction and at the same time ensure a meaningful experience to the tourists raising their awareness about sustainability issues and promoting sustainable tourism practices amongst them.
Furthermore the sustainability of tourism concerns particularly important aspects such as competitive and socially responsible tourism enterprises, the possibility for all citizens to participate in tourism, good employment opportunities in the sector and benefits from tourism activities for local communities. It also requires the preservation of cultural integrity, the incorporation of environmental issues and of the protection of heritage resources in tourism measures. The importance of tourism as a local as well as a global economical factor is why it is necessary to make sure it’s a threat neither to the stakeholders nor to the environment. The commission suggests that “...Sustainable tourism can contribute significantly to achieving the objectives of maintenance of high and stable levels of economic growth and employment, social progress which recognises the needs of everyone, and effective protection of the environment and prudent use of natural resources”(7).
b.3 EU and Sustainable Tourism Since the mid-1990s, the sustainable development of tourism has become a priority for EU Institutions. In November 2001 the Commission proposed to "promote sustainable development of tourism activities in Europe by defining and implementing an Agenda 21”(4). This issue received strong support from the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions (5).
The limits of the natural, economic, social and cultural resource base, which define the economic sustainability of the sector, would be unable to cope with indefinitely continuing expansion of European tourism. However, with specific strategies, tourism activities can be realigned to meet sustainability requirements, new challenges and demands from changing tourism trends and activities and increase revenues.
In “Basic orientations for the sustainability of European tourism” EU defines sustainable tourism as tourism(6):
(4) Working together for the future of European tourism “Working together for the future of European Tourism” (COM (2001)665 final). (5) European Tourism Forum “Sustainability In the European Tourism Sector” (2002). (6) “Basic orientations for the sustainability of European tourism” (COM (2003) 716 final). (7) Ibidem.
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c. Ecotourism and Mass Tourism Differences
coastal regions, but also occurs in mountain areas (e.g. for skiing), river valleys, wetlands, and deserts. Mass tourism can have a significant effect on both the cultural and the natural environment. A mass tourism development can alter an area dramatically. It may require the provision of extensive accommodation and services (such as water, power and sanitation services), as well as require the provision of associated infrastructure, such as provision of airports and access roads. More recently there has been a growing demand for mass tourism in more exotic locations, which has the potential to result in adverse effects on less developed areas and more sensitive environments.
Tourism is the world's largest employer. The bulk of revenue generated from the tourism industry is derived from mass tourism. Mass tourism is a largescale, well- developed industry with specific channels of communication and distribution, and an established infrastructure of transportation, accommodation, and food service (8). In mass tourism, hosts generally are of a lower socio-economic status than their guests. Mass tourism generally involves a large number of people visiting a small area. It commonly centres in Box 2. Example for connecting Ecotourism and mass tourism
The development of Ecotourism in Geroskipou/Cyprus The Municipality of Geroskipou lies in West Cyprus adjacent to the much larger Municipality of Pafos. The main economy of the area is tourism and there are a large number of quality hotels, hotel apartments and private apartments for rental locally. As the Pafos area is a popular coastal year-round tourism destination our aim was therefore to encourage tourists, both foreign and Cypriot, to visit the cultural attractions of the Municipality for one day of their holiday, rather than spending their holidays exclusively on the coastal strip or visiting many of the other major cultural attractions outside the Municipality. It was decided that the main tool for attracting people to visit the Municipality should be a website. This website should provide the potential visitor with an overview of the history and archaeology of the Municipality, outline the myths and legends of the area, provide information of the major and minor local cultural sites, demonstrate local crafts and produce and provide the visitor with route maps and suggested trails. An important part of the website would be the creation of links to and from other sites, thereby directing the potential visitor to the Geroskipou website. For more information please see Annex 1 “The pilot project of the Municipality of Geroskipou” and in the internet at http://www.geroskipoumunicipality.com/
In contrast to mass tourism Ecotourism aims to connect the preservation of natural resources and cultural heritage and to achieve economic effects (see following sections "The importance of Ecotourism" and “Principles for the Development of Ecotourism“). Moreover Ecotourism can relieve the pressure on
highly visited coastal zones and reduce seasonality of the tourism sector and offers unique opportunities for development of disadvantaged and marginal hinterland. By no means mass tourism is being pointed to as bad examples per se or should they be replaced across the
(8) J.D. Fridgen “The dimension of tourism” (1991).
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board by other alternatives. Rather, the ways of handling mass tourism should be modified, and other alternatives such as Ecotourism or pro-poor cultural tourism should be encouraged to complement the current tourism industry.
trades and crafts that were in danger of being lost; • The creation of stable employment. Principles for the Development of Ecotourism This means that those who implement and participate in Ecotourism activities should follow the following principles: • Minimise impact; • Build environmental and cultural awareness and respect; • Provide positive experiences for both visitors and hosts; • Provide direct financial benefits for conservation; • Provide financial benefits and empowerment for local people; • Ensures equal, effective and active participation of all stakeholders; • Promotes processes for indigenous peoples and local communities to control and maintain their resources; • Raise sensitivity to host countries' political, environmental, and social climate; • Support international human rights and labour agreements. The following steps have been elaborated in order to promote Ecotourism in an emerging Eco-destination: 1. Definition of the Ecotourism “capital” in the Ecodestination; 2. Definition of sustainable uses for tourism; 3. Definition of standards for the characteristics of the transportation infrastructures that are environmentally respectful; 4. Definition of the standard of tourist amenities within the size of the rural area and Eco-capital availability; 5. Definition of the “tourist-load” capacity the destination can stand (sustainable tourist load, the growth of tourism, then, is directly linked with the tourist-load considered to be acceptable, which in turn, helps to maintain the environmental standards and the amount of Eco-capital throughout long periods).
The Importance of Ecotourism Ecotourism has become an important economic activity in natural areas around the world. It provides opportunities for visitors to experience nature and culture and to learn about the importance of biodiversity conservation and local cultures. At the same time Ecotourism generates income for conservation programs and economic benefits for communities living in rural and remote areas. Give economic value to ecosystem services that protected areas provide: • generate direct income for the conservation of protected areas; • generate direct and indirect income for local stakeholders, creating incentives for conservation in local communities; • build constituencies for conservation, locally, nationally and internationally; • promote sustainable use of natural resources; and • reduce threats to biodiversity. Among other benefits Ecotourism has medium-term benefits for the local communities in the following ways: • The protection and the increase in awareness of the environmental wealth; • The suitable control of the number of visitors and the percentage of the local inhabitants that depend directly on tourism within the limits set out as the destinations healthy capacity (7); • The conservation of the natural rural habitat and the traditional urban development. Urban development limited to the village and town centres, as opposed to tourist infrastructures that are integrated into the rural landscape; • The boosting of local manufacturing industries that is normally centred on traditional crafts and trades specific to the local area. The recovery of old-time (9) WTO 2005.
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Chapter 2
Ecotourism Demand Analysis standards;
a. Ecotourism Market Analysis: Trend for the Next Future
• Tourists are mobile and can travel across borders and continent without barriers;
The tourism industry is expected to grow steadily over the next three years. The WTO estimated that almost 11% of the GNP is obtained within the tourism industry. Today over 200 Million people are employed in the tourism business and it is assumed that another 40 Million jobs will be created in the next ten years. Experts of the WTO believe that the number of tourists will increase by 50% until 2020. The increase of travels with an ecological context will even rise up to 20% in the next 20 years. The changes in society towards individualism are decisive factors triggering this trend.
• The trend towards short trips increases; • The interest in activities and the interest in the experience of new topics will increase; • The age-average in the European society increases, but the people are more active and mobile; • The conscious for ecological concerns and the search for authentic experiences increase; • With the increasing acceptance of the internet the bookings and information allocation will increase. The trends of the social development and the market are interrelated with the characteristic of the Ecotourist. The following goes into detail to the motives, the behaviour and the sociodemographic features of Ecotourists.
There are also changes in the type of travel experiences being sought with an increasing demand for speciality tours that cater to interests such as outdoor adventure, culture, education and wellness. Indeed, recent research indicates, that Ecotourism including Eco-education, cultural and adventure travel is now the fastest growing segment of the tourism industry. On the ITB (Internationale Tourismus Börse) in March 2005 it was announced that the demand of Eco-oriented and sustainable tourism offers are increasing (1).
b. The Ecotourist Segmentation and Profiling Characteristics and Motives of the Ecotourist Traditionally, Ecotourism was considered to be a niche market that was characterised by travellers who had higher incomes, were well educated and well travelled. It is now becoming a popular theory that Ecotourism is moving from being a niche travel experience to more of a mainstream travel choice.
With the above described paradigm, different changes in the trends of the tourism business evolve(2): • The tourist’s choice for destinations is influenced by the desire for high quality and sophisticated
The following graph displays who is the typical Ecotourist and what are his/her motives.
(1) http:/www.oez-bonn.de/pages (2) http:europa.eu.int/comm/enterprise/services/tourism/studies/ecosystems/heritage.de.htm
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Box 3. Characteristic of the Ecotourist, G. Janas, creatours, in accordance and evaluation of different studies of theWTO.
The Ecotourist Motives for the Ecotourist
Characteristics of the Ecotourist
• Nature experience; • Experience of „local life“ (people, traditions, products, catering); • Environmental protection.
• • • • • • •
Interest in Nature
• • Interest in culture
• • •
Middle-aged (over 35, 50+)* Familieys are not so interesting for Ecotourism Over-average income Higher social background Well educated Mostly individualist, that prefers to travel individual Interest in Topics such as „sustainability“, nature and environmental protection “, regional aund cultural Identities Seeking recreation Despite ecological interest no restriction in the travel distances = air traveller, than for 3 to 6 weeks using bus, tram, bike or on foot when on site Quality orientated without consume orientation and need for luxury Well informed of travel conditions aund customs of the countries Prefers calm and authentic places for its destination
* Spanish and Italian Ecotourist are in average younger and have a lower budget when travelling.
Moreover we can distinguish between two types of Ecotourists – the committed and the interested tourist. The difference between a committed and an interested tourist is that the interested dedicates parts of his/her time to specific topics while the committed tourist spend most of his/her time with activities. The categories for activities of the committed tourist can be hiking, wildlife viewing, and working in nature but also the participating in education. In contrary, hiking or biking and visiting of festivals or nature Reservation Parks are activities of the interested tourist. The interested tourist is to a high degree environmental conscious and stays longer at a place in certain seasons. The committed tourist instead is not banded to a certain season and offers profitable fore-
cast for tour operators. The quota of committed tourists is rather small compared to the rest. Box 4. Demand for Ecotourism on the example of Germany (Source: WTO, Special Report - The German Ecotourism Market.
Example: Demand for Ecotourism on the example of Germany “The typical German Ecotourist is between 30 and 59 years old with an net income from 1.534 to more than 2.556 Euro, which is above average. The majority of Ecotourists is female and is well educated. 57% of the travels are done outside Europe and the most popular destination of the German Ecotourist is Costa Rica, according to the travel operators”.
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Time of Travel
• Hunting and fishing;
The Ecotourist usually travels in the off-season. This especially accounts for the group of tourists without children. The age group of the 39 – 59 years especially prefers to spend their vacation experiencing nature and culture. Given the fact, that the European society grows older, the creation of offers in the off-season will be a chance for the tourism region within Europe.
• Authentic and individual adventure tours (climbing, paragliding, orienteering hike, dog slide racing); • Visit of courses for nature preservation and creativity; • Visit of educational programmes; • Visit of festivals and theatres; Nature tourism and Ecotourism activities are seen to be very important components in the mix of so-called adventure product experiences. Although the Ecotourist is interested in Ecotourism, they expect to incorporate other experiences into their total trip.
Concerning the organisation of the travel the ecological oriented tourist prefers to travel individual. If the Ecotourist chooses a tour operator the decision is influenced by the specialisation and certification of the organisation.
Important Element
The duration of stay differs and depends on the season. In Europe the average stay amounts to max. 7 days. When travelling to farther regions the length of stays increases. There, travels with a duration from 4 to 8 weeks are not uncommon.
When not travelling individual quality guides are extremely important for Ecotourism. For a quality guide skills in language, natural and cultural history, environmental interpretation, communications, service and ethical principles are required.
c. The Ecotourist: Needs and Expectations
c.2 Motivations and Reasons for Ecotourism
c.1 Activity Preferences
Most important motives for the Ecotourist are the experience of the nature and scenery and the experience of the local culture and people. The interest in nature and culture reason also the activities sought by the Ecotourist on land or water base. Vacationers who are interested in nature- and culture orientated travels, have the following motives: 1. Health and well-being is important; 2. They want to discover new topics and experience education; 3. They enjoy untouched nature and beautiful landscapes; 4. They search contact to people from different cultural background, in a different surrounding than it would be possible in mass tourism; 5. They like adventure and excitement.
The general consumer tends to be more interested in culture-related activities, while the experienced Ecotourism traveller tends to be more interested in outdoor-related activities. In the following examples of vacation activities related to Ecotourism are displayed. The Ecotourist has a desire for multi-activity and are interested in more than one type of activity for their vacation. Activity preferences of the potential Ecotourist: • Being active by walking, hiking, biking, cross-country skiing, horseback riding; • Sightseeing tours, especially to view and enjoy landscapes; • Visit of nature parks and nature reservations; 21
Box 5. Expectations of nature and culture oriented tourists.
The motives of the Ecotourist are different from those of the „sun-beach-tourist“ or the „adventure junkie“. For the Ecotourist travelling is a rather personal experience with interest in environmental protection and integration in the cultural life of the Ecodestination.
German vacationers, that are interested in a natureand culture oriented vacations expect (3): • 50 % of the tourists expect small accommodations that are provided by locals; • The appeal of houses are expected to be charming in the typical style of the region (Hotels that are equipped with arts-and crafts are more frequented); • Personal service, comfort and quality are more important than luxury; • 45, 6 % want to hike by themselves, obtaining information from the host; • 41,2 % expect regional food with local ingredients; • 41,2 % expect authentic hospitality and want to feel welcome.
Even under the aspect of the change in society the influences on the travel decision can be summarised: 1. The decision on travel is not influenced significant by emotions, moods, temporary fashion and trends; 1. People that have exhausting professional life prefer vacation in rural regions; 1. People that are interested in offers of Ecotourism search for tourism with authentic products in unspoiled countryside.
(3) Source: http://europa.eu.int/comm/enterprise/services/tourism/index_en.htm
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Chapter 3
Ecotourism Supply Analysis The importance of a sound tourism policy is crucial to maintain the generation of local employment and economic welfare, surfing through unpredictable demands and offering distinguishing products to visitors. As a matter of fact, tourism planners and managers must face negative externalities derived from tourist activities, mainly the environmental ones, due to the consumption and degradation of natural resources and the development of land for residential or transport infrastructure needs1. In spite of the fact that social and cultural impacts are usually ignored an important “push effect” may be guessed from the foreign culture, media and languages over the local lifestyle. The paradigm of sustainability arrives at the tourism sector, too. Sustainable tourism is a complex activity that offers goods and services to visitors, without compromising the viability of the natural, built and social systems which offer depends on. This activity must lean on a sustainable model of urbanisation, production and consumption.
development are identified, the strategic approach permits us to define the model to follow, identifying the key stakeholders involved in the achievement of local development’s targets. The aim of the Ecotourism policy must be to promote public-private synergies, to cope with quality standards and to maintain the cultural and natural heritage as the main tourist asset in these places. In this process, characterised by high levels of participation and feedback, the formulation of operative principles is crucial. a. Places: A Definition of Potential Eco-destinations When it comes to defining potential Eco-destinations where Ecotourism can be implemented, the valorisation and rising of awareness about natural and cultural “capital” is essential, as it is the existence of plans to protect it and Ecotourism promotional strategies. Eco-destinations are characterised for being places that possess a rich cultural heritage or special natural and environmental “capital” (normally related to some kind of nature reserve or protected area). At the same time, these destinations have maintained their typical rural urban layout (white-villages) and a rich cultural heritage. Everything goes hand in hand with the territorial conditions (architecture based on climatic conditions). Both the cultural and the environmental “capital” make up what can be considered as the Ecotourism “capital” of an area.
From this point of view, a holistic approach is needed to analyse tourism phenomenon in a comprehensive way, integrating social, economic and environmental dimensions in order to define a complete picture of the tourist place. Complexity marks the relations among the different operators, tourists and local residents, and the effects on the above-mentioned dimensions in a territory (see § 3.c). To face this complexity and the uncertainty surrounding this kind of analysis, strategic planning of tourism destinations is a strong element to sustain social and economic welfare keeping both in value the quality of natural resources and the quality of tourist assets. Starting a diagnostic where key factors in the actual path of
Eco-destinations are different from other tourist resorts or destinations where a lot of planning occurs and the management of the destination can be said to be “inte23
gral” or “Eco-management” in the way that it deals with the Eco-”capital”. The overseeing role that local administrations play is vital in order to orientate tourism development and to avoid irreversible environmental, cultural, or patrimonial deterioration. The experience shows that the development of local development plans and strategies, local agendas 21, regulations regarding tourist activities and studies to identify
the acceptable tourist-load along with their application are the keys for a correct development of Ecotourism potential. Among the good practices that have been analysed some unsustainable initiatives were found, for example: adventure tourism that had a high negative impact on the environment and residential tourism that had no link with the local culture of way of life or the protection and conservation of local surroundings.
Box 6. Potential for Ecotourism in the Province of Málaga Source: Own resources; Legend: ☺ = outstanding; = poor; = non-existent
Ecotourism Capital
Provincial regions Nature
Rural landscape
Culture
Potential for Ecotourism
Niches in the Ecotourism market
Antequera
☺
☺
☺
☺
Culture; Nature
Axarquía
☺
☺
☺
☺
Culture; Nature; Sports
Costa del sol occidental
–
Costa del sol oriental
–
Guadalteba
☺
☺
☺
☺
Culture; Nature; Sports
Málaga capital
–
Nororma
☺
☺
☺
Culture; Nature
Serranía de Ronda
☺
☺
☺
☺
Culture; Nature
Sierra de las Nieves
☺
☺
☺
Culture; Nature
Valle del Guadalhorce
☺
Nature; Sports
a.1 Natural Resources Analysis to Preserve and Exploit the Territory from an Economic Point of View Ecotourism has a series of advantages over other forms of tourism when it comes to developing a territory that is closely related to an important natural “capital” as a natural park or protected area are (1). In this way, Ecotourism helps to contribute to the pro-
tection of the environment and reduce poverty through a sustainable development of the biodiversity as if it was a financial asset. Therefore, the use of efficient financial management portfolios when dealing with environmental assets and the biodiversity allow them to raise their considered “value” as resources and therefore, their protection against urbanity or other similar kind of pressures (2).
(1) WTO 2003. (2) F. Figge “Managing biodiversity correctly...” 2002.
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According to this theory, the sustainability will depend in a large part on the management of the agents in charge. In order to manage natural and bio diverse “assets”, diversity should be sought in order to reduce the possible risks of the future (drought, climatic change, species disappearance, etc). In order to launch such an initiative all the possible benefits should be evaluated (economic, social, cultural and aesthetic) for each of the natural assets. Such an analysis attempts to break down the total economic value of the resources into: usage value (economic, agricultural), existential value (landscapes, environment), optative value (this refers to the uncertainty that exists about the possible negative effects if it is not correctly and adequately protected or developed) and bequest value (refers to the intergenerational question).
For example, the value of a Natural Park is estimated by using the Travel Cost Method, which is the amount of money that visitors are willing to pay to visit it; Methods based on the production of the resource. Given that in economic terms environmental assets are considered as “inputs” of the value for their use within the specific activity itself can be estimated (tourism in protected natural park) by simulating the effect a change in the “input” (degradation of the resource, loss of a part of the protected area) would have on the economic “output” (visits to the park). Using more modern tools of ecological economics, the question of the analysis of the natural resources in tourism is focused on the adoption of an Eco-systematic approach that sees the destination as a support of a tourist Ecosystem, which produces flows of people and services between the different elements that make it up.
Using environmental and natural resources economic rules there are several long-standing evaluation techniques when it comes to analysing natural resources. Box 7. Tourism Ecosystem These can be classified in the following way: Direct evaluation methods or declared preferences evaluative tools to simulate a market with surveys and experiments in order to determine people’s preferences. By contingent evaluations, information is obtained in relation to the willingness of the future Ecotourist to spend money in a specific Eco-destination; Indirect evaluation methods or of revealed preferences. Similar related markets are observed and the value of a certain resource is deduced.
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From this platform a series of principles, which are described below are applied:
toric resources was limited to a rather small elite in society while the ordinary tourism utilised these resources mainly for commercial reasons. The approach of Ecotourism or sustainable tourism contradicts this development. Here, the existing culture and historic resources are offered as the main product of the region. There are no artificial worlds created which sell a certain culture. The authenticity is the most important character of a cultural touristy offer and therefore the core content of Ecotourism. The more the globalisation is proceeding, the more peculiar characters of regions are of interest for visitors.
• The principle of precaution: the decision to develop an area for tourism should depend on the degree of irreversibility of the environmental damage caused by it; • The tourist capital: the collection of cultural, social, historic and environmental resources that orientate the profile of what kind of tourist production would be best in the locality. Its sustainability will depend directly on the maintenance of this “capital”; • The tourist-load capacity: the maximum number of people (residents and visitors) that a tourist destination can hold without endangering the viability of the natural, economic and social systems within a territory. This capacity depends on exterior factors (environmental and geographical conditions, land availability, etc) and internal or re-definable factors (transportation infrastructures, tourist amenities and facilities, etc);
The cultural traditions that generally have been considered as an integrated part of Ecotourism are linked to all living traditional cultural expressions in all its forms like costumes, construction (architecture), gastronomy, popular feasts, religion, leisure activities, local storytelling, etc. Approach towards Cultural and Historic Resources in a Region
• The ecological footprint of tourism: this is the opposite concept of tourist-load capacity of a destination, as it refers to the amount of productive territory that would be needed to supply the population (residents and visitors) with goods and tourist services in one specific destination.
The initial approach to cultural and historic resources related to Ecotourism destinations starts with the cataloguing and dissemination of the very same resources.
Finally, it should be mentioned that the elaboration of a system of indicators to identify and evaluate sustainable tourism allows a double function. On one hand, it helps to identify the natural and cultural resources and on the other hand, it permits an ongoing oversight and supervision of the effects tourism initiatives have on the Ecotourism “capital” (depreciation of the natural resources, over-exploitation of certain places or resources, etc).
In the first place, this cataloguing helps to get to know what are the cultural inheritance and traditions that make up the unique resources, which need to be preserved and promoted through the development of Ecotourism in general. The dissemination of this information is normally conducted by the printing of some guidebooks that are disposed at the tourist information centres on a regional and local level. There also is a quite large amount of information that exists about cultural and historic resources in digital form through websites. Events like exhibitions help to conjugate dissemination of the cultural “capital” with the promotion of
b. Tradition: A Definition of the Cultural and Historic Resources Culture and tourism are closely connected to each other. Earlier the interest towards cultural and his26
local products within the capital of the area, which is also the main centre for the consumers of the many Ecotourism products.
c.1 Local Public Authorities Commitment to Ecotourism Development Territory Planning, Preservation, Recovery and Promotion
Finally, the restoration and remodelling together with the signing and identification of these historic, artistic and cultural evidences in each tourist destination encourages the setting up of special routes and walks. This raises the value in the eyes of all in the area, the locals or the visitors, thus stopping the inevitable process of abandonment and total disappearance.
Ecotourism is a piece of the mosaic of attractions in a destination or the only and the main one. Public authorities have a central role in Ecotourism development, because only they have the power and the courage to choose and follow up a project for an alternative development of an area other than industrial production.
c. A Definition of the Potential “People”
In particular, people are the key resource to make sure that sustainable tourism initiatives and resources do not remain isolated and disconnected. This is why ‘People’ is one of the four main components of the Ecotourism project.
The goal of every local public authority is to follow up the interest of the local population. So local public authorities have to respect and to act according to what the local community wants. Despite the growth in recent years Ecotourism is not yet very well identified by the “masses”, it is a niche product known by few tourists; so local population sometimes have no idea of what Ecotourism development means and which are the benefits and the opportunities linked with sustainable tourism development. But also the local public authorities do not know about Ecotourism, and the public authorities are the main actor who should give the input for implementing Ecotourism development and management. To achieve Ecotourism development local public authorities need to plan a strategy leading to the identification, preservation, recovery and promotion of the area.
Drawing on the several ethical codes formulated in recent years with regard to sustainable and responsible tourism, as well as on the exchange of experiences and best practices within the Ecotourism project and the pilot projects in particular, the following analysis of potential people has been formulated.
The first path is to recognise and map natural areas that could be attractive for Ecotourists. This first step is based on a potential Ecotourism areas analysis. Ecotourism is not just aimed to increase the value of a naturalistic area. Ecotourism products can also include material and immaterial aspects.
The inclusion of people is one essential component of Ecotourism. To be faithful to this definition, a form of tourism that claims to be sustainable and responsible has to consider how to better involve residents and operators in tourism development activities as part of all its main concerns in all its phases and objectives. This should not be conceived instrumentally, as a way to smoothen the acceptance of tourist activities and to intensify them regardless of their impact in consideration of the overall objective of Ecotourism to reach a more balanced, comprehensive and equal development (3).
(3) E. Boo, “Making Ecotourism Sustainable: Recommendations for Planning, Development and Management” (1991).
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• Creating paths for sustainable sport practising, such as running, cycling, etc.;
Material resources of Ecotourism products are the attractions like the coast, monuments, forests, mountains, lakes, oenogastromic, artistic expressions etc. There are also immaterial resources such as traditional costumes, folk music, oral and written traditions (myth, legends...), religion and so on. Public authorities and locals sometime are not aware of the products that can be interesting for tourists.
• Stimulating research and studies on local traditions; • Spreading an ethical codex for tourists and operators. The forth step involves the recovery of natural areas, lost customs and cultural heritage. Recovery of cultural and natural territory resources can be obtained through several initiatives:
After having recognised resources the second step is to sensitise the locals to consider their culture and their territory as a resource. This is the path for creating the responsiveness and involvement of the population to the Ecotourism development process. The aim is to create the awareness of the value of local traditions and customs but also the respect of the natural areas in which the communities live. This goal can be achieved by organising several meetings between the population or its delegates (if it is a big community), tourist operators (if there are any), public authorities and Ecotourism development experts in order to create a certain awareness of the potential opportunities related to Ecotourism development.
• Forestation; • Waste removing; • Deindustrialisation initiatives; • Restoring of pre-existing building; • Building small structures for accommodations according to the traditional architecture and to the environment; • Restoring archaeological or “forgotten” monuments and ruins; • Workshops for young people for teaching customs, jobs and traditions of the place; • Stimulating researches and studies on local traditions (oral and written).
The third step is the preservation of natural environment and cultural heritage of the community. This goal can be achieved by legislative tools such as Ecotaxation, financing and building a set of indicators for quality Ecotourism development and management. It is also important to involve the local community. Some proposals for natural and cultural environment preservation are:
c.1.1 Legislative Tools: Financing, Resources Reallocation, Resource Consumption and Pollution Control Financing European regions have at their command several EU financing programmes, which fit the
• Information campaigns to improve locals awareness on the importance of the natural and cultural patrimony;
safeguard of nature and rural areas, traditions, cultural heritage and involvement of the local communities to the economic growth. These financial tools sometimes are unknown by the local authorities, so the first effort is to make aware EU Regions of their existence. Regions have to adapt these general guidelines proposed by the EU, in order to create a set of leg-
• Founding a group or association for monitoring the territory; • Creating naturalistic and didactic paths; • Setting up paths for vine and food products; 28
islative tools needed for Ecotourism development and management (4).
opment, for getting short-term advantages. This is true for tourism destination, if tourism is not planned and managed carefully, it can overwhelm the very assets with which it attracts visitors to the destination. The conclusion is that the different bodies at different levels involved in the Ecotourism developing have to co-ordinate their actions.
Resources Reallocation While the cultural heritage and naturalistic interesting areas create a foundation for tourism growth, it is evident that tourism has the power to generate resources in term of funds. The result is the materialisation of the value of immaterial products as culture, tradition and unpolluted naturalistic interest areas.
Ecotourism is an initiative aimed to solve the problems caused by seasonal tourism in some destinations. Especially the coastal destinations suffer from mass tourism, even if, often, in the inland they present beautiful attractions and landscape. Ecotourism focuses on increasing the value of the less known tourism attractions presented in a destination or in a town that could become a destination.
Public authorities have to think that Ecotourism could be the way for the economic growth of the area and one of the main sectors of the local economy. So, it is important to reallocate resources, especially in order to prevent cultures and traditions in areas threatened by extensive industrial development. These funds are important to show that there is an alternative way of development that can produce long-term economic growth and wellness of the society. In fact, the principal receiver of the funds should be the local community. Public authorities do not need to spend much money for implementing big infrastructures, like motorways or for stimulating the building of big resorts, standardised hotels, golf greens in order to develop Ecotourism.
Then it is very important to draw up a package of economic measures intended to stimulate: • The forestation and recovery of natural areas; • The promotion of less known tourism products such as rural, natural areas; • The safeguard of nature, a never-ending monitoring of the state of preservation of natural areas; • The stimulation of locals to pursue traditional activities such as festivals, religious or traditional celebrations…; • The passing of customs and traditional jobs from generation to generation; • The creation of local associations for Ecotourism development and management; • The promotion of sustainable agriculture and food production and the availability of a variety of high quality typical food products; • The organisation of workshop learning new technologies’ advantages for Ecotourism; • The renovation of old or traditional building aimed to be used as accommodations.
It is very important to prevent all actions that can cause destruction of the natural landscape. In order to do this, it is important to integrate the Ecotourism policies into broader government policies to create responsiveness among other public sector, such as the authorities for urbanity, transportation and infrastructures, that are involved indirectly with their actions to the destruction of fragile Eco-systems, coastal regions and local cultures. Sometimes authorities are not aware of producing long-term irreversible damages that precludes every kind of tourism devel-
(4) For further information consult the EU server: http://www.europe.eu.int/.
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Resources Consumption
biodiversity and sustainable use of biological resources, in particular through land-use or physical planning. Local authorities and communities have taken a major interest in developing Local Agenda 21 initiatives and they also can dispose of EU Life programme financing. Extensive farming, agriculture practices and climate change produce the desertification and drought. This causes the reduction of the power of ecosystems.
Ecotourism as all tourism products is a perishable one. The advent of globalisation and the homogenisation of cultural differences, the request of technological professionals, the damages caused by mass tourism, the changes in the passing cultural customs and traditions from generation to generation can blunt the genuine tradition and the customs of a population. In the same way acid rains, deforestation, extensive urbanisation and consequent reducing of green areas, discharge of every kind of wastes in natural environment, big natural disaster, arsons of forests to build accommodations and so on can provoke irreversible damages. All these cases must be known by the public authorities, which have the obligation to build a regulatory framework to prevent the production of these phenomena.
Forests are one of the most important attractions for Ecotourists. Industrial development has given rise to the indiscriminate destruction of all forests. In a postindustrial society forests are a scarce resource. Public authorities have to protect and to increase their value through Ecotourism development. In order to prevent the damage of the forests also done by tourists groups of forest safeguard must be created, educated and financed.
Pollution Control
The production of waste is one of the signs of contemporary society. The growth of product and service consumption is associated the growth of waste, which is not only a quantitative growth. In fact, today’s wastes are more dangerous for the environment and social health than in the past. If our society does not manage this growth, waste can undermine the primarily resources for human life as water, air, ground.
The control of pollution is important if a destination wants to be recognised by potential tourists and be reminded by actual tourists as an Ecotourism destination. In particular, for a destination involved in an Ecotourism programme development, it is important to study and plan tools in order to control atmosphere pollution, biodiversity and forests safeguard, desertification, drought and the production of waste.
These effects on natural environment can deteriorate the attractiveness of a destination, especially an Ecotourism destination. Therefore all stakeholders, in particular hoteliers, involved in the Ecotourism development and management have to be aware of all damages, physical and immaterial, caused by unsustainable resource consumption. In this case the negative impact on nature is easy to quantify, but the negative impact on the image of the destination is very difficult.
The pollution of the atmosphere is caused primarily by carbon dioxide produced by vehicles, coal heating, industrial air pollution and so on. The main instruments for reducing carbon dioxide emissions could be the energy carbon taxation, the programme for energy efficiency improvements and increased utilisation of renewable energy sources (5). Biodiversity is another important asset of the Ecotourism product. Local communities and municipalities have a responsibility for the conservation of
(5) see chapter 5.
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Informative tools are aimed to raise awareness among private operators and other stakeholders of what Ecotourism means. Informative tools are also all the meetings, workshops and learning initiatives for passing traditional jobs, customs, oral and written culture from generation to generation. Population must be informed about the status of Ecotourism development.
Consequently, local tourist operators have to know everything about renewable resources, waste recycling, biodegradable detergent, etc. Many Ecotourists have a green attitude. At home they recycle their newspapers and bottles, take public transport to go to work, buy locally produced fruit and vegetables and stopped using aerosol sprays years ago. On holidays they want to be in an environment with the same attitude. Therefore it is important that the private hoteliers, but also for the community as a whole act in an environmental friendly way in order to avoid dissonances between tourists and locals.
Internal and External Public Communication Public authorities are obliged to communicate for coordinating initiatives among the stakeholders. Sometimes Ecotourism initiatives are systemic and involve several villages or little towns. Natural environments represent a barrier to the communication. In the past these villages could not communicate to share knowledge or information and if it usually took a long time. Today with the advent of the ICT (information and communication technology) this is possible, easy and quick. An intranet gives the possibility to communicate to stockholders (owners of properties) and stakeholders (interests takers). Different interests, such as quality of life, investment possibilities, etc. drive these actors. Therefore information and communication initiatives must be targeted according to the different needs.
c.1.2 Encouragement of Voluntary and Informative Tools Public authorities have to work for creating a group of voluntary people joined by the affection for their territory and for nature. This group has to work for Ecotourism sustainability respect, which means they have to awaken tourists on the importance of the nature and the cultural heritage among the local population. This group of people also has to be in charge of the monitoring of the impact of tourists on cultural heritage and natural areas on the basis of guidelines for activities related to sustainable tourism development in vulnerable terrestrial, marine and coastal and mountain ecosystems provided by international organisations.
Moreover, the organisation of a structured flow of communication between operators of the same public organisation and between different level public organisations (such as regional, national, European…) is very important. In fact, it often happens that the lack of communication/co-ordination between different authorities, such as the local authority and tourism, can drive to irreversible damages in the territory and preclude every kind of tourism development. So internal communication must be a tool for the improvement of knowledge sharing, communication, information exchange and the co-ordination to the decision making process between different public organisations at every level.
In order to preserve culture and tradition and their passing from generation to generation it could be important to ensure the participation of the “old” (people) of the community. Especially these people incorporate a tacit knowledge that brings up so that these people, often considered useless by the society, can feel again alive and can help with enthusiasm to reminders of history, oral legends, languages, and almost forgotten maxims of the community as well as to pass old crafts and traditional techniques to the following generations. 31
Furthermore the public authorities have to provide external communication and in this case the audience are the potential tourists. Tourists are driven by different motivations to choose a vacation. The Ecotourism package is chosen because it provides unforgettable nature experiences, which would be more or less impossible to organise independently. This kind of tourism is still a niche product. In order to get a critical number of tourists it is very important to make this product known, because
many tourists who would like these products do not even know about their existence. And external communication provided by Ecotourism tour operators and also public authorities is the key-aspect that can decide the success or the failure of the project. The best tool is again the Internet. Other important tools for external communication are workshops, fairs and meetings. The aim is not to create a mass market but a critical mass for quality tourism.
Box 8. An example of good practices of local authorities for Ecotourism development
The pilot project of Cortino: "The adopted route. The fruits of the wood" The Province of Teramo is carrying out the pilot project along with the municipality of Cortino, the Gran SassoMonti della Laga National Park Authority, and Sviluppo Italia Abruzzo. The Ecotourism pilot project "The adopted route. The fruits of the wood", is a part of "Ecotourism- places and tradition". The aim is to increase local people’s wellbeing developing Ecotourism in a little town, rich in environmental resources, history, traditions and territorial elements. A basic peculiarity of this project is an active people’s co-operation and participation. Inhabitants will be involved in the management of the main activities through short meetings and teamwork and with their knowledge connected to the acquaintance of area and the cultural and natural richness. The active cooperation among the local inhabitants in each step of the project is very important because nobody such as inhabitants know the resources, traditions and natural places where they live. So public authorities organized a meeting started with the presentation of the enterprise: implementation of a tourist office, a didactic route so to understand the importance of the wood and to find out the peculiarity of mushrooms; to create a centre that will be used for didactic research and a traditional cuisine laboratory. The economic progress of the little mountain town during the last years has been stopped for several reasons: the depopulation, the collapse of some productive sectors in the area such as sheep-farming and the absence of democratic institution. The consulting are grateful to the project "The adopted route" and they hope to give an answer to these needs. In the future the purpose will be to create a "net with area offers", in order to "put in the net" tourist and economic operators and to create a link between local economic and tourist operators who work on the territory. The project includes some ideas for Ecotourist activities (bird-watching, trekking…) that, represent also an opportunity of jobs for the residents. For further information: see Annex 1 and the project’s official web site through the portal http://www.interregEcotourism.net
c. 2 Local Communities Commitment to Ecotourism Development
a broad notion of stakeholders is to be the starting point. The term stakeholder refers to the whole set of individuals and groups who have a stake – that is an interest and a say – in a subject or place. Stakeholders
When considering the definition of potential people 32
analytical and allows many overlaps between the two, as many people will belong to both. Not only the range of people involved should be as broad as possible and as representative as possible, but also the range of roles given to this public participation should be wide-ranging, confirming its substantial import in the initiatives implemented. Local community involvement can thus be aimed at: • Gathering information; • Consultation; • Joint decision-making; • Joint action; • Local community direct action.
can play a vital role in Ecotourism initiatives, with their involvement being crucial for better-informed projects, greater commitment to application and to set up partnerships for ongoing work and follow up. When speaking of the local community we can distinguish it from the communities of interest. The latter refers to the many different groups that have an interest in the development of (Eco) tourism from a variety of perspectives. These include several actors such as local authorities (see chapter 3, § c.1), economic operators (see chapter 3, § c.3) and also other forms of third sector groups and networks (NGOs, environmentalist and other). These are defined as communities of interest as they have some specific interest being it environmental or more generally linked to the management of the local resources (6).
The plurality of roles implies the plurality of phases in which local community participation is relevant. This should not be confined to initial dissemination of the project or the final presentation of results, but should be an ongoing process that accompanies initiatives from the beginning through to the end and after.
By local community, which is the object of this section we refer to the individuals who live and work in a particular area or that visit it. In other words, those that can be defined not so much as a community of interest but as a community of place. Recently, the increasing role of stakeholder involvement in development initiatives has meant a more relevant role of local communities, conceived as those who have the main stake in the local surroundings. However, the point of Ecotourism is to bridge the gap between the separation of residents and visitors and to consider them both as a part of a local community or community of place. This is crucial to make tourists responsible for their actions and locals aware of both the opportunities and constraints that tourism development involves.
Finally, the methods for community involvement should be carefully considered. Rather than defining a methodological grid once and for all, the best methodological indication is that each case is specific as each local community is different: Therefore, the methods to be applied, their sequence, role and range will vary. However, the international experts in this sector, as well as the experiences exchanged for the project Ecotourism, recommend the use of a set of different techniques, which can be differently combined and balanced. In particular we should distinguish between traditional consultation techniques, which should not be abandoned, but seriously integrate more interactive techniques. By traditional consultation techniques we refer to forms of local community involvement that is one-way. In these the typical situation is the professional or experts provides information and projects of intervention.
It is needless to say, the notion of ‘community’ should not be taken too literally, as there is no homogeneous community and one of the key points is precisely to allow the different voices to be expressed and taken into consideration. Similarly, the distinction between communities of interest and local communities is
(6) S. P. Drake, “Local participation in Ecotourism projects” (1991).
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The aim is precisely to combine them rather than simply juxtaposing them, trying to develop a properly interdisciplinary approach.
Stakeholders are granted just the possibility to voice their view on these. As far as the providing of information is concerned, it can be achieved by using a set of tools, such as publications, adverts, exhibitions in order to collect the reactions of the stakeholders public meetings, survey or interview responses. This is still a rather passive process, in which local communities do not take an active part or actively contribute to shape the initiatives.
Processes initiated with the best intentions can have no results, or worse, perverse results. This can happen for many reasons. Some of them are uncontrollable and others can not be addressed. Probably the most important factors for failure or unexpected/undesirable results are the lack of communication, integration and follow up. This is why the role of professional mediators and media should be central during all phases. Mediators can ensure that the information pass through are undistorted as possible, that different agents working towards, that similar objectives are integrated and that consideration and resources are allocated to follow up initiatives. We can define the mediators as both the professional mediators that conduct workshops, focus groups, interviews, etc. and the media themselves.
This is why the use of interactive techniques is recommended, as it is more constructive and effective. Usually, they involve the organisation of workshops, involving different types of subjects at one time or instead a cross section of the population. The interactive techniques involve the moderation of discussions in small groups, or focus groups and also can include some forms of practical activity. Some of these techniques are a recent development emerged from people’s involvement in the Local Agenda 21 process (Action Planning, Citizen’s Juries, Village Design Statements, Local Sustainability Model, Age to Age, etc.). As a key element for sustainable development tourism is one of the main sectors where these interactive methods should be profitably applied.
As far as the media is concerned relevance should be given to: local and national mass media, old and new (from local radios to the Internet), specialised press: from magazines to travel guides. The form can be chosen within a wide range such as: • Advertising; • Information; • Forums; • Document.
The choice of method to be applied is always casespecific and has to be based on careful background research and possibly pilot initiatives. In these key elements are the role of experts, mediators and local associative forms. With reference to what is delineated in the previous paragraph (see chapter 3, § c.1), it is clear that the experts that need to be involved should reflect the multidisciplinary nature of Ecotourism. What needs to be mobilised is the expertise regarding:
This is also the level where the encounter between the local and the tourist should be addressed. Moreover, as far as mediation is concerned, it should be stressed that often the more feasible and effective way to reach the local population is through the local associations and networks, that constitute the fabric of civil society, as an intermediate body between the public institutions and single individuals. Associations reveal which interests are already well established in the local community, which are emerging or which
• The socio-cultural level: sociology, anthropology, tourism and leisure studies, psychology; • The economic level: economy, marketing and corporations studies, media studies; • The environmental level: geography, environmental studies, planning. 34
are absent or ignored. Moreover, many associations and NGOs bear interests and values in synergy with those of Ecotourism initiatives. From a methodological as well as substantial point of view they should be considered as social actor. They can be involved in a variety of forms. In fact, they can support external experts, provide both disciplinary expertise (e.g. environmentalist associations) and mediation (e.g. they can act as mediators in focus groups, conduct interviews, etc.). As they can be defined internal experts they also can be fundamental in bridging the gap between the external experts and local community,
thus to be one of the main means to empower the latter and guarantee the project’s success. Finally, when considering the participation of the population at large a good way of conceiving and planning it is to address the different needs and potentialities of different age groups. Although other classifications would be possible this is the most comprehensive and universalistic. It can be used as a basis and combined with other ones to be decided on the basis of the single project’s aims and of the background research of the situation.
Box 9. Building of networks of all stakeholders
Example for the involvement of all stakeholders for the development of Ecotourism: For the development of Ecotourism in the region Erzgebirge, implemented by the Wirtschaftsförderung Erzgebirge GmbH, the project aimed to develop offers for tourists by using the old trimmings tradition. For the development and to ensure sustainability of the products was it necessary to built up networks in the field “Trimmings” in order to achieve a co-operation between manufacturers, touristic service providers and tourist associations. So far single actors and operations were connected and short stay offers for tourists in the field trimmings were developed. For the promotion of the offers a travelling exhibition of trimmings was created.
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c.2.1 Children and School Involvement for Nature Respect
workshops moderated by volunteers or other people involved in the Ecotourism initiatives the older inhabitants of the interested area discuss their memories with local children. This work can develop into story telling, crafts and plays. Teachers can also be involved. The memories encompass ways of life, evocations of place and evolution. Children, can consider how different their experience and surroundings are. Then, the group is brought to reflect, which kind of development they would see as positive and which role can tourism play in it.
As stated in the Quebec Declaration on Ecotourism (2002) (7), one of the aim of Ecotourism is to: “promote and develop educational programmes addressed to children and young people to enhance awareness about nature conservation and sustainable use, local and indigenous cultures and their relationship with Ecotourism”. Children and young people in general are the key in the spread of awareness and sensibility for local resources, respect for natural and cultural objects. Their involvement should be addressed from the beginning and in a number of ways. Children and young people represent a substantial part of the local community. In that, they are not so much bearers of special interest but of a sense of place which is in progress and can thus be made more aware of the issues related to sustainable development and in particular, tourism.
Family and extra-school activities can also be mobilised to raise children’s awareness on sustainable development issues. Considering children all the time and not only in the activities specifically designed for them can do this. As stated above, the exchange between generations is crucial. Moreover, with the ageing of European society and the increasing active life style including tourist activities, which characterises older generations their role results emphasised. The age-to-age approach suggested above is of course also relevant for older groups of the population. However, this could be conceived not only in terms of exchange of memories, but also in terms of the exchange of traditions, with reference to both traditional know-how, landuse and ways of moving around on the local area (e.g. old paths through woodlands, fields, etc.).
As with other types of local actors, children’s involvement should take different forms, with various roles and in various phases of the initiatives being implemented. As school is the primary setting of children’s activity, and in particular of their education, it should be the main mean and context where to realise the participation of children in Ecotourism related activities. Along with more traditional consultation techniques, well adapted to a young audience, school workshops and trips can be organised, combining the educational, awareness-raising element to that of play and encounter with other visitors and experts. Moreover, in order to increase the interactive aspect of children involvement the Age-to-age technique can be applied (first applied by the Mendip District within Agenda 21 experimentation). This is an approach that involves the interaction of different age groups, older and younger in particular. During
Youth and Adult Awareness for Quality of Life and Job Opportunities Ecotourism, as stated in the best practice guide of the Ecotourism project (8), should be considered from an economic point of view, although not exclusively. In particular, job opportunities related to Ecotourism development should be combined with consideration for the quality of life issues that Ecotourism specifically addresses as well. This regards both those who
(7) For more information see http://www.world-tourism.org/sustainable/IYE/quebec/anglais/quebec-eng.pdf (8) Study within the Project “Ecotourism: Places and traditions” (funded by Interrec III C): “Best practices across Europe: places, traditions, people, technologies” (2004).
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in the context of the boom in sustainable tourism. The European Landscape Convention also states the need to implement Training and education initiatives (Art. 6) in order to promote multidisciplinary training in landscape matters for elected members and technical staff of local, regional and national authorities and other relevant public and private sector bodies. The aim here is to improve the technical expertise of bodies with landscape responsibilities. Examples of such bodies are professional organisations concerned with regional planning, management of the environment or heritage, agricultural land use, tourism, industry, construction work or infrastructure.
are directly involved in the tourism industry, indirectly involved (most local commercial activities) or not involved. Higher education can play an important role here and Ecotourism initiatives should always start from a consideration of the possible contribution that can be taken from (and given to) local universities and research departments on related topics, as well as, from collaboration and awareness rising within secondary schools. These can, in fact, foster the curiosity and awareness both for job opportunities in the sector and for a more responsible attitude towards one’s own natural and cultural surroundings.
The concept of landscape can indeed be useful for discussing Ecotourism, as it brings together cultural and natural heritage and as it is increasingly addressed by public policies with particular concern for people’s involvement in the definition, assessment and management. Approaches, such as the English Landscape Character Assessment, that involve extensive consultation with stakeholders can be very fruitful also applied to the specific cases of Ecotourism venues.
In this context it may be relevant to refer to the recent European Landscape Convention (9). It recalls how the current concern for sustainable development makes landscape an essential consideration in reaching a balance between preserving the natural and cultural heritage as a reflection of European identity and diversity. The sustainable development is used as an economic resource capable of generating employment
Box 10. An example of interactive method for public participation in Ecotourism EASW European Awareness Scenario Workshop
A very promising interactive technique for Ecotourism initiatives are the recently introduction of EASW (European Awareness Scenario Workshop), launched as an initiative by the European Commission DG XIII (Telecommunications, Information Market and Exploitation of Research) in 1994 to explore new possible actions and social experiments for the promotion of a social environment favouring innovation in Europe. Their utility has in fact been stressed in particular for: • Assessing the transferability of best practices between different cultural and political contexts, including identification of conditions for success. • Identification and further development of instruments and tools to support the know-how transfer processes. Divided in the framework of Urban Environment, and with a focus on the local/regional context, the method is based on the mobilisation of the main social actors in view of the formulation of a common vision for sustainable development. Whereas their specific aim so far has been to enhance public debates and create a balanced relation between society, technology and environment, this can be fruitfully adapted to Ecotourism, that, as the Ecotourism: Places & Traditions project has shown, needs to develop and transfer best-practices that take into account technologies as well as places, people and traditions. A series of guidebooks, reference texts and selftraining material to organise and lead an EASW are available on the Internet at the site: http://www.cordis.lu/easw/home.html
(9) Council of Europe 2000.
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c.3 Economic Operators Commitment to Ecotourism Development
of fact, the hospitality sector covers a wide range of accommodation services from all-inclusive luxury hotels to bed and breakfast ones, inns, farmhouses, all-suite hotels, etc. These establishments may be owned or run by independent operators, multinational chains, governments or other investors.
In order to give a full analysis of the Ecotourism supply it is necessary to study the role of the Travel & Tourism Industry such as: hospitality, transportation and incoming/outgoing tour operators.
According to the European definition in Agenda 21, the hospitality sector deeply affects the three main assets of sustainable development. These include the economic dimension, the social dimension and the environmental dimension.
Generally speaking, the Travel & Tourism Industry does not support any specific cost to finance the value of its products, benefiting in this way of a large amount of positive external effects and not indemnifying anyhow the rest of the local community. All the negative tourist flows impacts, as a matter of fact, are on the public sector.
According to the economic dimension, the hospitality sector is mainly made up of small and medium size enterprises and is mostly composed of independent properties. They highly contribute to the gross domestic output either in the developing or developed areas. This is mainly due to the profits earned and distributed to stockholders, taxes paid on sales, wages, jobs creation and supplies and materials purchasing.
Meanwhile, since the tourism industry has a great economic relevance and it is going to grow more in the future, it has to be managed according to an Ecocompatible development. That is why the economic operators, together with the other main actors of the tourist supply, such as local communities, public authorities, opinion leaders and media, are more and more committed to sustainable tourism and, for the matter of fact, to Ecotourism principles. To
Furthermore, this sector has also a great “multiplier effect” which is almost equal to 2, this means that each Euro spent in the hotel industry generates the same amount of money in the induced activities. This is why the project “Ecotourism: Places & Traditions” reveals that small businesses such as farm houses, shelters, family hotels which meet the Ecotourist’s demand, could be very important for minor areas economy development.
achieve this, a life style, cultural and consumption change is needed. Since 1970, when the first United Nation Conference on Environment was held, a lot has been done in terms of laws, economic, informative and voluntary tools at international, European, national and local public level. The Travel & Tourism Industry has been willing to acknowledge this new philosophy, especially if their economic activities insist on Eco-destination.
As far as the social dimension is concerned the hospitality industry still remains the most labour-intensive one giving a lot of job opportunities especially in developing areas. Most of the employees are women. Nevertheless, it still remains the problem of temporary employment, especially due to seasonality and mass tourism. The application of sustainable
c.3.1 Hospitality Sector The Hospitality sector such as hotels and restaurants represent the milestone of the whole Travel & Tourism Industry as far as importance, dynamic and variety of services offered are concerned. As a matter
tourism criteria in fact, such tourist flows re-allocation, should aim to reduce this negative impact. In 38
consequence, the main purpose of tourism management and territorial planning, practised both by the public and private sector, should be based on the estimate of the tourist load capacity of a destination, which could guarantee steady and gentle tourist flows.
• The involvement of the staff and the designation of a person responsible for environmental activities; • The development and publication of the environmental policy (better if incorporated in the company mission statement); • The identification of the objectives for the environmental programme; • The definition of priority areas for intervention.
According to the environmental dimension, the hospitality industry is more and more interested in investing in environment protection since it represents its key resource to business. So the criterion of sustainable tourism is more and more accepted. A part of this sector is going even further and is more Ecotourism oriented. This is reasoned by the introduction of new tools for Ecotourism policy accomplishment, such as: Agenda 21, Emas II, Ecolabel and the Integrated Product Policy by the EU. The hospitality sector mainly small hotels, farm houses, inns, etc. located in Eco-destination, has adopted a new philosophy of management, that is Eco-hotel management and Eco-marketing.
In each above-mentioned area the procedure should consist in: • Preparing the ground by communicating the objectives to the staff; • Measuring current performance; • Defining priorities; • Developing plans for improvement; • Setting targets; • Implementing action programmes; • Monitoring results. What it is really important is the feedback to the management in order to communicate results within the company and to stakeholders to reset actions if not effective.
Eco-Hotel Management and Eco-Marketing According to Agenda 21, the Travel & Tourism Industry and in particular the hospitality sector has to implement systems and procedures which incorporate the economic, social, cultural and environmental criteria into the core business and point out all actions needed to have Ecotourism development rather than having some additional memorandum to the company mission. Any company no matter what size, destination or structure can adopt the system provided by the Agenda 21.
On these premises, a new management philosophy has been acknowledged by the private sector, that is the Eco-hotel management and Eco-marketing. In fact, natural and cultural resources are the leading tourist attractions of many countries or regions whose economy mainly depends on tourism. That is why nature and culture tourism (Ecotourism) and environmental awareness is the core of the hotel administration (Eco-hotel management).
According to this approach any management should provide:
As a matter of fact Eco-hotel management consists “in hotel administration oriented to ecology which motivates and orients itself into raising its level of environmental consciousness in its actions and in its collaboration with all the communities: local residents and tourists. This means that the entire hotel
• A statement of the company’s commitment to the sustainability criteria; • An assessment of the impacts of the business on the environment and local development; 39
to date of CEE n. 1836/93. As a matter of fact, since 2001 Emas has been applied to all economic sector including private and public services and, in that occasion, it was also strengthened by the integration of EN/ISO 14001 (12). The new Emas, gives the opportunity to control and minimise the environmental impacts due to the hotels activities in tourist resorts on one hand, and on the other, to reduce some waste related to energy and water consumption and garbage production. In a few words the Emas tool gives management the chance to strengthen the hotels position on the market improving their image before environment–oriented customers and stakeholders without reducing their service quality.
activities along with all the employees (at all levels: owners, managers, supervisors, and workers), investors, architects, engineers, Ecologists and all others are interested in preserving nature”. Eco-marketing, instead, as a tool of management, is “marketing oriented to ecology, to the discovery of natural resources, cultures and traditions, without disturbing or destroying the environment”. The Ecomarketing strengthens competitiveness on the market and ensures the preservation of the major resources. Tourists and stakeholders, both expect quality environment inside and outside the hotel, in natural, flora and fauna protected areas, cultural sites, rural areas, etc. So the basic philosophy of this new approach is that profit should give way to the survival of resources, through environment preservation and conservation, education, public opinions awareness and efficiency in energy, water and waste consumption. All this is much more important and farsighted. Today’s less profit is equal to a long-term investment business wise and next generation’s future wise. This aim can be also achieved thanks to the new technologies which represent a primarily support to planning, management, use of voluntary tools and promotion either inside or outside the private businesses as for example the “green hotel project” (10).
The audit and monitoring of the environmental performance by hotels provokes, also, a decrease in costs. The Emas tool is synonymous of modern environment management and is officially recognised by EU. b) The Ecolabel, instead, is a European trademark promoting tourist products and services, which respect environmental quality criteria. There are many local labels referring to Ecotourism. They are very different from one place to another as the standards required. The Ecolabel promoted by the EU is to be the one to refer to. This is the EU-flower, a great promotion and marketing tool, which guarantee tourists meanwhile choosing their tourist destination.
Tools for Ecotourism Implementation
As a matter of fact, with regard to the hospitality and the tour operators sector, the EU- flower label guarantees at least 5 advantages such as: tourists awareness about high quality and environmental performance accommodation, costs reduction thanks to Eco-efficiency, sense of well-being thanks to healthy lodgings, healthy nutrition and healthy environment, fulfil-
Environmental Management and Audit Scheme (Emas II) and Ecolabel a) The Environmental Management and Audit Scheme (Emas II) (11) is one of the voluntary tools promoted by the European Union. It is based on the CEE regulation n. 761/2001 which represents an up
(10) See paragraph chapter 5. § c box n. 1201. (11) http://europa.eu.int/comm/environment/emas/index_en.htm. (12) This tool itself concerns with environmental management and its aims are to minimise harmful effects on the environment caused by any companies’ activities and to achieve continual improvement of their environmental performance.
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public policy oriented to avoid negative environment impacts due to production by analysing the life cycle assessment (LCA). The IPP gives the opportunity to all economic operators and public authorities to come to the definition of either voluntary tools or legislative tools. Each Eco-destination can, then, have its specific tools according to its potential „Eco-capital“.
ment of guests’ expectations and effectiveness on the market. Either the Emas or the Ecolabel tool represents a new approach by the EU as far as the environmental issue is concerned. As a matter of fact, the EU is changing its traditional environment management scheme approach into a new one based on the integrated product policy (IPP). This consists of a new Box 11. An example of good practice of Emas application
In the framework of the ETIV Project (EMAS Technical Implementation and Verification) funded under the Leonardo da Vinci Program, the Instituto Tecnológico de Canarias (ITC, SA), developed the Case Study Manual: implementation of EMAS in the tourism sector. The case was the Hotel Tigaiga in Tenerife Canary Islands Spain. This Hotel dates from 1959 and stands out for the continuous improvements in quality and environment management, which have led the Hotel receiving numerous international awards. The System of Environmental Management in accordance with EMAS was verified for Hotel Tigaiga in 2002 by ICICT-CERT (TÜV Group Rheinland). The case study concentrates on setting out the most important aspects which inform us about the experience of one hotel in the implantation of a System of Environmental Management in accordance with the European Regulation (CE) Nº 761/2001 EMAS. The analysis of the case study on the Hotel Tigaiga stated the way in which this organisation dealt with the main points demanded by the EMAS Regulation in the implantation of a System of Environmental Management, with special emphasis on those of greatest relevance to the hotel business. Reference is made to the methodological approach which orients on some of the steps taken and the development of those steps in practice, adding real examples of how this organisation operates, which may serve as a demonstration. In this way, examples are included of some of these steps, with twenty-nine typical records being added as an appendix and fifty slides are presented for teaching purposes, which show the process of implementation of EMAS. A section of evaluation and conclusions completes this study in which consideration is given to the experience accumulated by the Hotel during the implantation of EMAS, with special emphasis on such aspects as the lessons learned, the main difficulties observed and other matters of interest. The Case Study Manual and Slides can be downloaded at the following web sites: http://www.itccanarias.org/etiv/ http://idec.gr/etiv
it has been recognised by the United Nation, which, in 1998, officially named “Ecovillages” as an excellent way of sustainable living and as a best practice to be disseminated. The aim of this approach is ecological wisdom that consists of an ongoing, comprehensive and deep inquiry into values, the nature of the world and the self.
Ecovillages Besides the new private and public approach to environmental management, adopted either by the hospitality sector or the EU itself, a new philosophy focusing on human and Eco-centric values has been pointed out and called Eco-philosophy. The importance of 41
The mission of Eco-philosophy is to explore different perspectives on Human-Nature contexts and interrelationships. It aims to a deeper and more harmonious relationship between place, self, community and the natural world. Ecovillages mean that the whole community, either urban or rural, tries to integrate all different aspects of ecological design, ecological building, green production, agriculture, alternative energy, community building practices, religion, education, mutual aid and much more.
live in an Ecovillage, means to provide mutual help trying to integrate education and cultural expression and share common resources. These last ones, such as food and building materials are generally provided within the region. All activities strictly observe nature preservation and conservation such as clean soil, water and air and waste consumption management. In a few words living is carried out by understanding the interdependence of all the elements of life on Earth and the community's place in relation to the whole and in creating of a peaceful, loving, sustainable world.
In fact, Ecovillages are usually based on three main dimensions: the social, ecological and cultural one. To Box 12. An example of good practice in the hospitality field
The didactic Farm Houses As far as accommodation is concerned, in Italy the didactic farmhouses represent the new trend. They are very small enterprises owned by farmers who live on agriculture and integrate their income with some tourist activities. They are usually located in minor areas, rich in natural sightseeing and seem to well meet the Ecotourist’s demand expectations. The farmers’ main aim is to educate citizens and/or tourists, especially children, students and their families, to the folk wisdom, the typical and wholesome products, the way they are grown, packed up and sold on the market. In a few words the didactic farm houses aim: • to improve the knowledge of the agricultural world and its products, mainly the typical and biological ones; • to improve and awaken the new generation’s attention to the rural environment and the agricultural activities; • to recover the cultural, traditional and environmental values of their own territory; • to teach children at school in order to have well informed and well aware future consumers; • to promote rural tourism.
c.4 The Role of Private and Public Transportation into the Tourism and Travel Industry
why its main aim is to reduce and control harmful emissions into the atmosphere and other environmental effects. An underestimate of the transportation sector might mean environmental damages and increased costs for travellers.
If the most adopted definition of tourism is to stay overnight in a place different from home, transportation does it! As a matter of fact it represents an important component of the Travel & Tourism Industry and it has an enormous social, economic and environmental influence, as the Agenda 21 reads, that is
Unfortunately car and air mode of transport are the most important in the tourism industry but also the one generating the highest output of carbon dioxide 42
• Promote sound way of arrival to destination by bicycle, bus, railway when possible especially for short distances; • Promote travel to departure airports by public transportation through incentives; • Extend long-haul travelling stays; • Work with local authorities to make sure that coach stops and pick-up or drop-off points are well located; • Work with suppliers and the public authorities to avoid high peak seasonality and re-allocate tourist flows; • Work with local authorities trying to reduce congestion and pollution and to integrate modes of transportation by decreasing the private mode; • Consider infrastructures and transport as one of the major components of the urban development plans.
per passenger. Meanwhile new technologies, allowing travelling long distances in few hours, encourage long–haul travelling which heavily contributes to the increase of air transportation (13). Tour operators and travel agents find it difficult to orientate their customers to use alternative modes of transport even if they are cheaper. The reason why tourists and even local residents are not willing to use these last two modes of transportation is that public buses and trains are not fast, clean, secure comfortable, on time and so on. The public transportation is usually related to inefficiency. The public sector, instead, should invest in this kind of mode of transport and promote it because it, truly, represents the key to pollution and traffic congestion reduction. As a matter of fact, the transportation sector, in order to promote Ecotourism criteria in accordance with Agenda 21, should:
In a few words public authorities and transport operators should first of all, lay down a clear policy on urban development and seasonality control in order to reduce pollution and congestion. Then, they should educate, through appropriate means of communication and support, residents and tourists to use public shuttles for in town mobility for in and out transfers to airports and for bus rides excursions to interesting natural and cultural sites.
• Generally use well-maintained and modern transport technology, especially airlines should operate the most efficient fleet; • Develop and run car pools, cycle and walk to work paths for employees and pay incentives to guarantee success; • Provide information to customers to help them use public transport, cycle ways and footpaths; Box 13. An example of good practice in the transportation field
Network for Soft Mobility NETS represent a good evidence of sustainable transportation: Network For Soft Mobility in European Tourism (14). NETS is composed of enterprises, travel and mobility service providers, public institutions, ministries, NGO's as well as other networks aiming to promote an environmentally friendly mobility in tourism. In order to become a member of NETS certain quality criteria must be met, such as soft and sustainable mobility, in particular European railways.
(13) E.g. in Italy, the car transport is the first of the list with 80,27% increase in the decade 1990-200023, followed by the air transport with 63,30%. The bus and rail transport, even if the most sound modes of transport, continues to drop. (14) http://www.soft-mobility.com/
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The Tour Operator Industry
tination and promoting safety and cultural preservation. They expect, then, suppliers themselves, to deliver high quality services and to rely on a very close relationship with local residents working within the supply chain to make tourists at home.
The tour operator industry is composed of outbound and inbound or to better say outgoing and incoming tour operators. The outbound or outgoing tour operators main activity is to tailor promote and distribute leisure travel to consumers. Tourists all over the world, which decide to go on vacation in other countries request information about tourist destinations and tourist services reservations. Tour operators gather information from local tourist boards, make contracts with the whole supply chain, assemble the different services into a tour package, publish their packages on brochures and sell them directly to customers through their point of sales (pos) or the new selling system that is the e-commerce. Tour operators, as a matter of fact, have great relevance in deciding the future of new and already known resort areas. Trying to meet consumer’s needs they are able to influence and direct tourist flows from one destination to another. That is why the activity of tour operators has great impact on economies.
According to environment dimension, they have to agree with stockholders and stakeholders to positively drive the process of nature, culture, traditions preservation and conservation in tourist destinations. The inbound or incoming tour operators are the ones who, in the destination area, make contracts with hotels, coach and rent-a car companies as well as major attractions companies, putting them all in a network. In a few words, they provide all logistical support as well as local knowledge on what can and cannot be done. These tour operators, usually, assist tourists in their holidays delivering services brought from the outbound tour operators or delivering customised tours onsite. Very few incoming tour operators have been acquired by outbound Thus, the majority still remains independent. The incoming tour operators play a significant role in tourism development that is why they should, together with the local public authorities, settle clear policies and procedures for tourist and outbound tours as far as nature preservation and social exploitation.
According to the economic dimension, although they do not employ directly a large number of staff neither in the origin countries nor in the destination, they do induce a huge network of activities and jobs across other countries economy, which mainly depends on tourism. The marketing efforts put up by tour operators are what local governments and the supply chain rely on. Of course as far as Ecotourism is concerned, outbound tour operators deal with niches of the tourism market and not with the mass tourism segment.
Outbound and inbound tour operators, actually, play a decisively role in Ecotourism promotion. Ecotourism, thanks to increasing co-operation in local networks and joint marketing, can truly be carried out and this means more sustainability. A sustainable tourist product (tour package) implies more use of local products such as food and building materials, less noise and carbon dioxide emissions, less garbage production, more jobs opportunities, a better quality of life for local residents and an improved quality of holidays for tourists. In a few words, more sustainability is equal to more quality. As a matter of fact, sustain-
According to the social dimension, tour operators have a great responsibility. They usually contribute to tourist resorts development, accelerating the process of modernisation and openness. They also act as a bonding agent among local suppliers, customers and local residents. They give information about the des44
the reduction of catalogue consumption and the improvement in the use of electronic communication, the aggregate performance data to support corporate annual reporting as well year on year up to date.
ability and quality are the two sides of the same coin. To achieve this aim tour operators should work out in 5 key areas such as: environmental management and information system, product policy, communication policy, and distribution policy, training activities.
Communication should focus also on the corporate principles and environmental activities of
As said above, an environmental management should, first of all, point out its ecological objectives then set out individual responsibilities, involve all staff at all level, make sure of a never ending implementation of environment protection both within the company itself and the products and services delivered by the company, guarantee that these goals are well integrated within the company mission and the training programmes, finally, assure monitoring and reporting both internally and publicly. Then it should concentrate on the product, the distribution and the communication policy. As far as the product and distribution policies are concerned, the head office should strengthen its relationship with the incoming tour operators and the local public-private sector main actors in order to support Ecotourism management policies at destination and lead to an agreed upon policy and to a true local partnership.
the company which should be very social oriented by giving the right environmental information about accommodation, tourist destinations, transport/traffic situation, leisure/sports/adventure/events, codes for in loco appropriate behaviour, enterprises with Ecotourism labels and environmental awards, tourist offices location, etc. Finally, tour operators should put up training activities in order to keep the staff and the supply chain partners either in origin destination or at the tourist destinations well informed on environmental protection. In particular, the incoming tour operators should be encouraged by governments to play an important and co-ordinating role because they actually should be able to assume a balanced and responsible approach in services delivering making sure that these are provided within the context and possibilities of their local destination. At last but not least, they should expect and work for their sub-contracted suppliers to adopt a similar balanced and responsible approach.
As far as the product is concerned, Eco-management should also help to create job opportunities, support agriculture exploitation in order to promote local food and typical cuisine among tourists, encourage the decrease of emissions by promoting sound means and inter-modular transportation, manage water, energy and garbage consumption, protect natural and cultural sites from mass tourism, encourage local tour operators‘ awareness and residents about the social dimension of Ecotourism development, promote the importance of the adoption of self-regulation and appropriate codes of conduct specific for each destinations and for their tourists in addition to laws and public regulations.
c.5 Codes of Conduct: Voluntary Tools for Ecotourism Promotion The Codes of Conduct are voluntary tools representing line guides the Public sector and the Travel & Tourism Industry refers to in order to learn about Ecotourism objectives and have a goal for measuring their daily activities. These codes, even if law does not introduce them, are having a great effectiveness as far as tourist enterprise involvement because they represent a valid alternative to legislative tools in environmental issues. As a matter of fact, the travel & tourism industry more and more realises that the physical, his-
The communication policy should be based on recycled paper and the use of paper from renewable forests for brochures, the Elimination of toxic paper coating, 45
torical, natural, social and cultural resources represent the primary inputs of their businesses.
• Improvement of staff ’s efficiency and motivation at all level; • Improvement of each enterprises image; • Reduction of management costs thanks to efficiency and effectiveness with regard to energy, water, waste and emissions decrease; • Improvement of local communities quality of life. c) To achieve these objectives the most important thing is to awaken people to environmental problems, that is why in school, education programmes concerning environment are taught. d) Codes, in order to be effective, have to be promoted and advertised through publications, seminars and conferences, pilot-projects, education, training and technical assistance. e) To agree on the codes of conduct content means nothing if its results cannot be monitored. As a matter of fact, tourists must periodically monitor the companies’ daily activities. This is to measure the codes rate of acceptance, to measure the rate of codes application, to identify new key areas where codes had disappointing results in order to make changes to achieve the prefixed goal.
a) The main objectives of these voluntary tools are: • Common goals the public Authorities, the Private Industry and the Local Communities refer to as far as sustainable tourism development; • Public and private sector increased awareness about environmental oriented policies; • Increased awareness among national and international tourists about the appropriate behaviour to keep when getting in touch with in-loco cultural, natural and social resources; • Local residents awakening to the importance of their natural, cultural and social resources when dealing with tourists. b) The main benefits coming from an appropriate use of the codes of conduct are: • Improvement of the tourist resorts environmental quality and sustainable tourism which assure a long term development of the business itself; • Improvement of the tourist resorts image gaining in this way a competitive advantage with regard to other tourist areas; • Improvement of products and services quality both in a short and long term run; • Better possibilities to access public financial credits;
Finally it is necessary that these codes, to really carry on its effects, have not to be vague but real and the travel & tourism business has to commit itself to the code enforcement.
Box 14. An example of good practice in the TOI field
Tour Operators‘ Initiative for Sustainable Tourism (TOI): a special good practice The Tour Operators‘ initiative (TOI) (15) is a network of tour operators who have admitted the importance and urgency of incorporate the sustainable development principles in their company mission and, then, management. TOI is a voluntary, non – profit organisation and open to all tour operators, no matter their size or their
(13) http://www.toinitiative.org/; Members: Accor Tours (FR), Atlas Voyage (Marocco), Aurinkomatkat-Suntours (Finland), Dicovery Initiatives (UK), Dynamic Tours (Marocco)Exodus (UK), First Choice (UK-Ireland), Free Way Brazil (Brazil), Hotelplan (CH), Kel -12 (IT), LTU Touristik (D), Premier Tours (USA), Sahara Tours International (Marocco), Settemari (IT), Studiosus (D) , Thomas Cook (FR), Travel Walji’s (Pakistan), Group (D), Vasco Travel (Turkey), Ventaglio (IT).
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geographical location. Members commit themselves to integrate sustainability in their business activities, to work together to promote and disseminate methods and practices with regard to sustainable development. TOI is composed of outgoing and incoming tour operators of all specialities and from countries across the world. TOI was born thanks to the support of the United Nations Environment Programme (UNEP), the UNESCO and the WTO/OMT. These organisations themselves are members and give partners guidance and technical assistance. The meaning of being together for these tour operators consists in sharing a platform of ideas on strategies, actions and mechanisms especially as far as three key areas are concerned: Supply Chain Management, Co-operation with destination and Sustainability Reporting.
All the new approaches, regarding Ecotourism exploitation, can be better carried on thanks to new technologies. These latter ones are very useful in two main sector: the management field such as the struc-
ture and infrastructure running, the territory planning and preservation and the promotion field such as the brand positioning, the customer relation management, advertising, e-promotion and e-commerce.
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Chapter 4
How to Promote the Ecotourism Product and to decipher the feedback of their preferences, needs, and desire. Nevertheless, this information is basic for tourism planning. So firms listen to the hints and observe the signals emerging from the market. This is the first and the most important function for market-oriented firms. In fact, new forms of tourism are emerging and Ecotourism is one innovative way of doing tourism. If these new destinations are not oriented to the market they cannot listen to its signals and lose valuable opportunities to develop they lack no Ecotourism products. As a result, the primary question is why tourists choose Ecotourism products? Or, why should they choose Ecotourism products? Which kind of tourist do we have to deal with? Is it elite tourism or do- it-yourself tourism? Only an accurate analysis of target groups interested in Ecotourism should give us an answer to these questions (1).
a. Co-ordinated Promotion and Advertising by the Public and Private Sector (Local Brands Creation & Promotion, Certification of Ecotourism Activities) We state that tourism-marketing operators must consider that the economic and the social needs of local communities are the most important factors in every circumstance. In particular, for Ecotourism marketing the most important rule is to promote regions and communities. Thus, tourism products are conceived as instrumental to sustainable development. a.1 The Ecotourism Promotion The Target of Ecotourism The analysis of the market is the primary step in the promotion of any product. Also tourism promotion must be preceded by a thorough analysis of market needs and desires. Before speaking of promotion and brand creation we have to know which is the image perceived by the tourists. In order to accomplish this goal the public tourism organisations need the help of private operators: i.e. the hospitality managers as accommodations are the place where tourists live during the vacation. In these situations the relationship of customer/supplier is direct. They develop a close relationship, so it is very easy to collect valuable information about image perception and other strategic information. Public organisations instead have no possibility to communicate face-to-face with tourists
Ecotourism is an alternative way of doing tourism. We can imagine that people who choose Ecotourism are looking for unspoilt and silent places, where they would like to experience what it is unusual for everyday life in developed countries, to relax in a beautiful and pure environment and to recover an harmonious relationship with nature. We can also imagine that they would like to recover traditions, to experience different cultures, tastes, peoples, etc. Moreover, Ecotourism destinations have to create and to promote an image that the potential tourist can recognise the place, which includes all of these elements (2).
(1) see chapter 4. b. (2) Kapferer “ Strategic brand management; new approaches to creating and evaluating brand quality” (1992).
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if the destination wants to exploit the value of its environment during forthcoming years. Therefore, the role of the promotion is not to push the product to tourism masses but to make it known to potential interested groups.
The Goal for Ecotourism Promotion The payoff of all advertising and promotion initiatives should be focused on the concept of Ecotourism; because before promoting Ecotourism products we have to raise the awareness of tourists to the fact that Ecotourism means a responsible way of travelling. This implies the safeguard of natural environment and the wellness (not only economic) of local populations.
Ecotourism products are cutting-edge products. They attract media because of their imaginative force. So it is not interesting to pay for mass media advertising, because mass media will be soon very interested to these products for their programs. Specialized magazines are the tools to be chosen to create awareness of Ecotourism destination among “professional” tourists. Personal relationships are the instrument needed to push elites interested in Ecotourism. Also, the Internet must be considered as the strategic tool, where potential tourists collect all information needed before deciding to book a vacation. Researchers know that the best promotion tool in tourism is word-of-mouth. Therefore should this be considered also for Ecotourism, but after the brand image of Ecotourism products will be assimilated by potential tourism.
The goal of the destination brand manager for Ecotourism product development is to create a positive image for destinations that are still quite unknown in the tourism mass market. Anyway, we have to state that Ecotourism destinations must avoid a mass tourism approach, which would be disastrous according to the Ecotourism rationale. The objective of promotional initiatives is thus, to make tourist aware of Ecotourism product existence. This is why the best tools for promoting Ecotourism destinations are word-of-mouth, specialized press and websites. These tools have some characteristics in common. They are personal, based on one-to-one communication, interaction and offer more specific information. They don not speak to the tourism masses, but to small groups of tourists really interested to an unusual tourism product such as Ecotourism.
The Internet can play the role of promotion and commercialisation tool. In this case it is important not only to create a website and mailing list. It is more interesting to try also to create links with other specialized tourism website, who have a certain audience and credibility on the web.
However, one of the risks of these destinations could be precisely the mass tourism attracted by elites and producing the so-called “imitation effect”, which is when a destination is known to be a destination of actors, stylists and in general, a place where you can see ‘very important persons’, then mass tourism tends to imitate elites and to discover the destination. This creates a development based on economies of scale in order to satisfy many tourists. This often results in the reduction of quality of accommodations, food, environment, etc. This kind of tourism must be avoided,
a.2 The Importance of Co-ordination and Collaboration between Public Organisation and between Them and Private Operators Ecotourism is a mix of natural and cultural attractions. This product normally involves many small and medium size destinations and several tourism public organisations. So, if they want to promote Ecotourism destinations the co-ordination and collaboration with all actors involved in the promotion 50
of the same project of Ecotourism development is fundamental. Public organisations are the most important actors for Ecotourism development. They and all other organisations at different levels must be able to communicate efficiently between themselves (3). Another important perspective to approach this problem is to change the perception of the sector. Like every kind of tourism, Ecotourism can be seen as a system, as a whole composed of interconnected operators, interacting and communicating among them. A system is more than the addition of its parts. It needs its elements to survive and the efficiency in a system is measured through the amount of communication and the degree of interaction of its elements.
actors have a certain difficulty in co-ordinating any activity. These actors become more efficient and stronger if they create a club of product. One of the outputs of club of product is the co-ordination. That’ is very important for the creation of a unique brand, a sign or an icon suitable to describe all attractions present in the involved area. A club of product is also open to suppliers of products and services for tourists. One of the most interesting activities of a club of product is to build a package or different packages for different targets in order to maximise the value of the tourism resources present in the area and to offer a wide range of opportunities to tourists. Another positive aspect of club of product is the collaboration for decision-making and the co-ordination for implementation of projects, infrastructures and services for tourism.
In order to obtain this goal of efficient communication today we have modern information & communication technologies (see chapter 4 § d). For example, a simple economic and easy to use tool as the intranet can provide: training employee activities, emails, group-works, database accesses, newsletters, file transfers, information sharing and updates. A simple but powerful instrument is the club of product. It stands for an efficient and effective communication, for organisational improvement, for implementing group work and for involvement of all participants.
Private sector and public sector cannot work separated in the tourism planning, promotion and monitoring. The logic of specialisation, compartmentalisation and division of the tasks is like to be abandoned by all firms in every market. In local tourism destination we have still the division between two important actors: the public tourism organisations and tourism suppliers. There is a general agreement regarding the importance of a brand for destinations, in fact this range of attributes is often monitored and controlled by tourism brand managers who have the important role of creating, reinforcing, monitoring, revitalising or recreating the brand image of a destination through marketing tools. Before creating a brand for a destination it is important to determine which is the image that a destination can offer. Very often in tourism it is the private sector that organises promotion, advertising, brand image... overlooking the public organisations. These different initiatives create no homogeneity and the impossibility to create a unique,
Another instrument to improve organisation and coordination is in fact the creation of a club of product, considered the small size of populated areas interested in Ecotourism development. These small and often picturesque villages share the same attraction. It can be a forest, a river, a lake, a mountain, a wine or a product. These attractions often involve very big areas and all small
(3) see chapter 3 § a.1
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clear, characterised image of a destination. It is clear that this kind of problem is even more dangerous for Ecotourism destinations than for other tourist destinations.
Ecotourism destination, because here the product is the whole region and co-operation is the main instrument. Power of Bad News
a.3 Brand Image Creation and Promotion
Every destination has a certain image among tourists. Every news, event and information broadcast by mass media can influence and set out the image of a certain destination. The same destination could have several types of images. In Ecotourism a destination that preserves its cultural heritage and natural environment – for example some places in Canada, where its ancient inhabitants populate a wonderful and protected environment, the Indian tribes – has a positive image. A destination can have also a negative image and this is very hard to change. For example, like in South Italy where industrial and urban development have eroded wonderful naturalistic areas. Moreover, destinations also can have a mixed image, characterised by the presence of positive and negative elements and a resulting contradictory image where the destination can be appreciated for some aspects but criticised for others. Finally, a destination can have also a weak image. This tends to be in fact the image of most Ecotourism products. Ecotourism destinations are quite unknown among tourists. This is due especially to the lack of promotion and for the small dimension of Ecotourism destinations.
Brand Image Functions The brand image is an example of intangible attributes of a destination. A brand in general can also be seen as the name of the destination, its logo, an ensemble of attributes mostly non tangible. A brand has different functions for end users: the guarantee function (the more a destination is known by the tourists the more actors invest resources to maintain its reputation); the function to illicit imagination and to dream of the destination; a guidance function, communicating the existence of certain attributes etc. The brand image is composed by the typical elements of a destination, the attractions that make the destination unique and desirable for tourists (4). Generally, the creation of the image of a destination is very complex because it is subject to selective and subjective rules. Thus, every potential tourist can have a different image of a destination or appreciate different attractions. Moreover, if we have to create a brand image for an Ecotourism destination the specificity of both the destination and its visitors are to be considered. The first one is characterised by its landscape, traditions, culture, economy and product. The second is their desire to experience the above. Confirming the importance of building a coherent brand image, tourism researchers state that the image of a destination is the most important factor of influence on the decision to choose a destination. This is all the more relevant and suited in the case of the creation of the image of an
We know that a wide range of news can influence the image of a place or territory. Often this news is very appealing for the mass media, which can change or reinforce the image of a destination present in the tourists mind. Of course, tourism brand managers, who are charged to check the brand image perception among tourists, cannot control the diffusion of bad
(4) L.B. Upshaw, “Building brand identity a strategy for success in a hostile marketplace” (1995).
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news. However, they can try to limit their negative impact. So any destination that wants to offer Ecotourism products has to pay attention to the news, especially those that in the past have reached a mass audience. It is clear that some kind of news, especially those concerning the environment, public
health and culture are potentially more dangerous for Ecotourism destinations than for other tourist destinations. Ecotourism destinations, in order to better characterise this peculiarity and to satisfy the demand, need an image that recalls a pure, unspoilt, not over industrialised site and experience.
Box 15. Stimulating the demand for Ecotourism through a responsible and ethical promotion
Since UN’s declaration of 2002 as the year of Ecotourism, the awareness of public authorities and private operators of tourism has increased. Ecotourism is niche tourism, however it is expanding and attracting the interest of global Tour Operators who have introduced Ecotourism packages in their products. As a specialized actor, the Tour Operator creates a package made of attractions and a mix of services, as accommodation, transfer, transport, excursions, etc., therefore they are a key target for awareness raising, in order to develop a new generation of Tour Operators who respect the social, cultural and environmental peculiarities of the area and who are really interested to involve local population to the tourism development and to share the economic advantages driven by the activity. They are at the top of a chain whose other main actors are the travel agents and the tourists themselves. In fact Ecotourism also needs responsible travel agents in order to promote the product and to drive potential tourism towards innovative products such as Ecotourism. So the intermediaries of the destinations have a social role, as they can be made agents of the awareness rising of the tourist. Particularly relevant is the initiative of the UNEP to create a platform of tour operators committed to the principles and practice of sustainable tourism (see chapter 3.d.3). For more information: http://www.toinitiative.org/
b. Customised Tour Packages Aimed for the Ecotourists (the Importance of Price and Quality)
rest tourist products. This is due to the fact that Ecotourists show certain common patterns (following TIES – The International Ecotourism Society (5):
As presented in the earlier chapters of this paper, the adoption of Ecotourism strategies has to get past the profitability threshold that guarantees net economic returns for whatever investment that has been made, seen from a purely business perspective. The profit analysis study should also be accompanied by a study of the local market that demonstrates the existence of a niche of demand to meet in the targeted territory.
• A high degree of awareness about and care for the quality of the environment and wild life. They also tend to show considerable interest in the local culture and landscapes. Studies show that the North American Ecotourist’s motivation is in seeing wild, pristine areas whilst their European counterpart is similar but with a greater interest in cultural experiences and rural landscapes.
Overall it can be said that a potential demand is more willing to pay for “Ecotourism services” than for the
• Most of Ecotourists are in the medium/high income bracket and are college graduates.
(5) http://www.ecotourism.org/
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With the above profile, a wide range of characters can be introduced in the Ecotourism package. In general terms, the demands of the average European Ecotourist are: • The high-income earners expect to be able to sleep and live in surroundings that are clean and comfortable if at all possible. That does not prohibit them ‘roughing it’ for short periods, but generally they expect clean, well-furnished accommodation where possible. • Good food – with a range of options e.g. vegetarian, vegan as well as options for meat eaters. • The packages must include an interpretation or learning experience. • The experience must have minimal negative environmental impact. • The Ecotourist is interested in making a contribution to local sustainability development. • The Ecotourist is extremely concerned to ensure that all aspects of their holiday have a low consumption of non-renewable resources. • The Ecotourist is interested in the well being of local people and believe that it is they, and not the major businessman who benefits from the tourist. • Conservation of the environment is central to Ecotourism thinking and therefore must be central to all activities. • Where possible Ecotourism should contribute to biodiversity. • Whilst demanding quality (of all aspects but especially experience) the Ecotourist is willing to pay to achieve his / her Ecotourist experience – including a contribution to environmental and ecological research.
are large differences in the amount of money that needs to be invested to carry out different initiatives and establish a business orientated in this field. For instance, the initial investment in rural accommodation and facilities projects implies larger amounts of effort when compared with what is required to set up other initiatives orientated towards services like hiking, sports and adventure tourism. Furthermore, the period of time that it is necessary before the investment can be recuperated is normally longer with Ecotourism initiatives, given that the number and consistency of the users/visitors is considerably lower than that experienced with mass tourism actions (large hotels, apartments). The best business opportunities are, without doubt, related to the development of Parks and Nature reserves or Beauty spots (nature tourism). However, all Ecotourism initiatives have to comply with the existing environmental requirements, control the numbers of tourists so as not overload certain areas and be careful of the damage that may be done to the surroundings by the infrastructures and activities they carry out. Most of the emerging territories structure their Ecotourism services in two levels. First, it is the creation of “main tourism packages” based on rural/natural products with accommodation (houses, rural farmyards), together with some kind of experience with the natural habitat in the area (i.e. visiting nature reserves or landscapes). Secondly, there are “satellite tourism packages”, which are made up of a series of sub products like sports, adventure or cultural tourism. These are not always demanded by the tourists in function of their preferences or economic or term limitations. Upon the base that recreational services are characterised by a travel cost to the site considerable higher than the costs at the site, optional packages of facilities and programs are offered in direct proportion to that gap. This flexibility in
The existence of potential demand for this kind of tourism is not sufficient alone to convince businesses that there will be profit. All projects should carry out a cost/profit analysis as well. Experts agree that there 54
adapting to the needs of the tourist and his/her purchase capacity leads to a “scalability” regarding Ecotourism supply, the first step in market segmenta-
tion, depending on the quality of the service, which can be tailored to fit all pockets: low, medium or high- earners.
Box 16. An example of good practice of customised packages
Ecotourism in the MAB Biosphere Reserve of “Sierra de las Nieves” at Malaga (Spain) The Biosphere Reserve “Sierra de las Nieves” is located in the core of the province of Málaga, nearby Ronda. Biodiversity and natural landscapes are the key factor of this mountainous area where the Spanish fir and the wild goats are distinctive elements (http://www.sierranieves.com/engl/). The proximity of the mass-tourism area of “Costa del Sol” suppose an increasing pressure over the natural resources of the area. Tourism activities are just flourishing in the Biosphere Reserve through “Costa del Sol” promoters. The recent Sustainable Development Plan of “Sierra de las Nieves” fosters different economic activities and good practices in the local community oriented toward forms of ecological agriculture and Ecotourism. The majority of the tourism operators located in the area offer a main package consists of rural accommodation, local gastronomy and hiking activities. In fact, hiking is the main activity in this natural area with 15 marked routes. Starting from the fact that Ecotourists show a high level of previous information about the places they visit, in the “Sierra de las Nieves” they may design their own package over the base of a wide supply of natural, rural, ethnographical and cultural resources. Tourism entrepreneurs usually propose satellite packages in collaboration with other promoters in more specialised activities, mainly horsing, touristic walks, climbing, speleology and canoeing. This business practice improves and diversifies Ecotourism market in the area oriented to tourists with a wide range of acquisitive power and activities (sports, nature, local traditions and culture). Other times, the entrepreneurs act as real tourist information office about other informal activities without direct profits for them (e.g. bird and scientific watching).
c. Ecotourism Packages Distribution: Operators or Individual Tourists?
Tour
interested enough to set up their activities in this field, but rather some co-operatives of businesses.
The offering of Ecotourism “packages” is characterised by the high degree of fragmentation and diversification throughout the territory and in the activities on offer. This reality favours the entrance into the market of small businesses. Almost all of them are only owner or family concerns, who restore old farmsteads, mills, rural houses, buy the necessary equipment, design and prepare routes, units of environmental education, etc.
As for whether it is desirable or not for these large tour operators to enter the Ecotourism market, it should be said that the effects are seen as an increase in the size of the market (more demand, more supply) and more competitive pricing. Given that, there is a decided-upon tourist-load capacity that is admitted in order not to overload and damage the environment or resource, the entrance of large tour operators, who by trade try to attract the largest number of visitors possible as the tendency is to emphasise the maximum net profit of an activity, would create a risk of market saturation. This is at the
Regarding the offering of tourist products in certain regions and doing certain things (mainly rural tourism), there have been no large tour operators 55
ICT’s provide a large amount of information about Ecotourism offers, the settings they are developed in, the social and economic situation of the regions and areas of the Eco-destinations in question and the traditions and cultural resources on site, etc. All this information can be made available to possible Ecotourists. This means that they can learn a
expense of the very destination it is promoting, which is really dispensable depending on the fluctuations in the prices (competition form other areas), the quality of the environment of the destination prices and labour costs and the costs to cover the carrying out of the activities. Another effect is the setting up of some homogeneous quality standards (everyone finally ends up offering the same), also detracts from the quality and eventually the complementary offers. The price becomes almost the only reference point sought out to alter prices. However, this competitiveness over prices cannot reach a perfect state due to the fact that Ecotourism offers tend to be quite rigid, as the enjoyment of certain landscapes, ecosystems, popular traditions is not possible in any other tourist place.
lot about their destination, even before they arrive there. Furthermore, it allows for a higher level of interaction between the tourist and the tourism businessmen, which means that very specific and personalised “packages” can be elaborated for each tourist. ICT’s also reduce the intermediation costs (travel agents) as the tourist delays directly with the promoter of the tourism on offer. In some cases, the promoters have united together to form business associations, which, in turn set up rural tourism and Ecotourism reservation centres.
Using the experience carried out in Andalusia, it is clear that the solution to the problem of how to disseminate efficiently these Ecotourism “packages” is the setting up of regional Ecotourism networks, that use the latest communication technologies to be able to connect Ecotourism products together from different sources as well as complementary activities. More detailed information is also required by users who see how they reduce costs by cutting out the costs of the intervention of an agent to make the holiday reservations.
There are two points that make the development of new information and communication technologies applied to tourism so important: tourism is an international business with a very big necessity of quick, secure and reliable communications which allow the promotion and commercialisation of products from places far away from the customers. The second point is common to the entire leisure sector, the necessity of demonstration and promotion tools based on virtual images.
d. New Technologies for Ecotourism Marketing
E-business
Advances in technology and information and communication technology (ICT) have brought up significant developments and carry many potentialities for the Ecotourism. Therefore it is necessary to promote technological innovations especially on the booking and information systems if we want to be able to attract tourists to Ecotourism destinations. The advantages of these technologies with a competitiveness increase, mistake reduction and building of new functionalities are unquestionable.
Information provision starts a long time before someone may visit a site or location. New technologies, or rather, the new multimedia systems represent an absolutely necessary tool in the tourist industry. They allow you to communicate with the tourist market targets not reachable otherwise, and mainly to promote, book and sell tourist products directly on line. Many tourists prefer to organise their vacation on its own so, to them, the main important things to know, 56
of these technologies and the emerging of on-line marketing and information services on the Internet are changing tourism intermediation affecting the way in which tourism is marketed, booked and sold.
are information about tourist areas, kinds of tourist products supplied, prices and quality. Nowadays even the consumption of services for vacation and spare time and the way of buying them have changed. As a matter of fact, during vacation and spare time tourists look for new emotions, which don’t begin, and end just in the tourist resorts but which begin already in the information research. The Internet is having a greater impact on the marketing of travel and tourism than any technology since the invention of television. The New Information Technologies are providing destination-marketing organisations with a cost effective channel without the high distribution costs of other media.
The tourism sector is highly dependent on the Internet in terms of distribution of information, sales and services performed via the Internet. Most of tourists use yet tourism sites for exclusively information purposes (travel, accommodation, destinations, places of interest) since later these customers contact the traditional travel agency to book and buy the product. This has made an increase in the access to tourism sites and this trend is being translated into a significant business increase in the on line sales. In order to promote those places that are outside the traditional tourist destinations, it is even more necessary to make use of the Internet and the information technologies, allowing the potential visitor to know each place in depth and to contact with the different local agents for travel planning.
Some of the main e-business applications in the tourism industry are: Sales, E-marketing and Customer Related Services The Ecotourism actors need to develop new ways of working in the Information Society, the deployment
Box 17. An example of good practice of Ecotourism packages distribution
Ecotourism opportunities in the province of Malaga (Spain) Two elements characterise the Ecotourism offer in the province of Malaga: the atomisation and the virtualisation. Due to the lack of Ecotourism’s entrepreneur culture in the rural sphere, most of the enterprises show a small dimension and a family-base employment. This fact supposes an important economic weakness in the tourist markets, even known the idea that Ecotourism demand mainly comes from regional and provincial areas. From the point of view of the public administrations, this business atomisation derives in misunderstanding of the local reality and a bad allocation of economic incentives and subsidies due to the black economy. These entrepreneurs overcome that situation adopting a dual strategy of creating “places” or “activities”. Starting from the rehabilitation of windmills or farmhouses, the first ones create the accommodation support to arrange Ecotourism activities and collaborate with the other entrepreneurs specialised in “activities”. The distribution strategy in the narrow market of Ecotourism in the province of Málaga is implemented directly by the entrepreneurs, because of the inexistence of real tour operators in the strict sense of the term. Despite of this, travel agencies show a raising interest in this tourism offer and they are beginning to create their own packages and offices (e.g. www.ruralandalus.es). Sometimes, the lack of dimension is sorted out with the integration in a net of rural accommodations and tourist services. In any case, most of the promoters distribute their products in an internet-based media, entering into agreements with web developers and hosters as a central part of the advertisement and distribution strategy (e.g. www.webmalaga.com; www.ecoturismo.com; www.toprural.com; www.agendarural.com; www.acentorural.com; etc.).
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Customer Relationship Management (CRM)
the marketing efforts. On a local level, local communities have experienced advantages by operating in networks and co-operative relationships with each another. It requires significant resources for the individual enterprise to promote their products and services, but by forming networks with one other, the individual player experiences economies of scale.
The Internet is gradually gaining ground in the travel and tourism industry as a distribution channel that offers direct and interactive communication with final customers allowing for more targeted distribution of information at a lower cost. The application of e-business methods in Customer Relations Management provides such an opportunity. CRM involves the translation of existing techniques for finding customers in the electronic environment, providing them with products and services customised to their needs, retaining their loyalty, and attending to their needs for information and support in the use of these products.
In the local tourism webs tourists can find: • Information about places they are going to visit: gastronomy, places of interest, cultural heritage, handicraft, etc. • Access to database of public and private sector: maps, useful phone numbers, emergency services, public transport, commerce, …
Partnerships and Relations with External Players in there supply Chain
• On Line Services: hotel booking, rent a car, restaurants, theatres, …
The new trend within Eco-Tourism is the growing tendency to create relationships among players on a given destination in order to optimise the outcome of
The Enterprise Application Integration (EAI) permits users to access to all the information and services of different systems in a better and transparent way.
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Chapter 5
Technologies for Ecotourism a. A Definition of the Potential “Technologies”
In general, the implementation of actions for holiday destinations involves a process of rationalisation of decision-making: incorporating elements of sustainability and development in the medium and long run. This approach requires on the part of the principal agents involved in the development of an area for tourism, a new conception of expected results, an attitude of constant improvement and of recovery and evaluation of the territory. The actions must be directed toward quality of information and the procedures and methodologies to obtain and manage it. The starting point for moving forward to the Ecotourism must be the planning of a sustainable tourism and this needs a base line of adequate information (population, water resources, land planning an so on). These data are the raw material and need to be presented in a right way to be comprehended by the stakeholders, which means the use of Information Technologies, such as the Geographic Information Systems, to graph and cartographically shape the data necessary to carry out a planning of the territory and the activities that allow a sustainable tourism development.
Taking into consideration the trends in international tourism it is necessary to design and to apply new instruments to incorporate technological innovation into this sector, including information, promotion, land-use planning, renewable energy and environmental tools. The main objectives related to technology when developing an Ecotourism Project should be to extend the application of friendly environmental technologies in the provision of services to the local community and visitors in order to increase the access and use of the Information and Communication Technologies. b. Technologies Needed to Plan the Territory In the complex interplay of different forces and pressures, which give rise to environmental problems, the role of land-use planning and management is critical. This covers a wide range of decisions, usually made at local and regional level, determining the character and intensity of land use and activities, which may often have a major impact on environmental conditions.
A Geographic Information System is a system (computer hardware, software, and geographic data) for management, analysis, and display of geographic knowledge, which is represented using a series of information sets such as maps and globes, geographic data sets, processing and work flow models, data models and metadata.
Such impacts are direct such as the destruction of habitats and landscapes or indirect such as influencing the generation of additional traffic and hence contributing to congestion, air pollution and greenhouse gases. These impacts are of particular concern in urban and coastal areas where the greater pressure and conflict for land use and development is taking place.
GIS is a technology that is used to view and analyse data from a geographic perspective. It links location 59
to information and layers that information to give you a better understanding of how it all interrelates.
You can choose what layers to combine based on your purpose.
Box 18. An example of good practice in the territory planning
CEFIRO PROJECT: (SUSTAINABLE TOURISM AND COMPETITIVENESS IN THE ATLANTIC REGION) was developed in the framework of the INTERREG IIC “Atlantic Space” initiative. This project was promoted by the Instituto Tecnológico de Canarias, S.A. and has Aquitaine Europe Communication as a trans-national partner. The principal objective of this project was the production of thematic inventory cartography relevant to the matter in hand on a suitable scale and the generation of software tools to unify the information, taking the concepts of tourism and sustainability as guidelines. The execution of the Work plan included creating a GIS application based on ArcView, with thematic cartography in the spatial ambit of the island of La Gomera and the French region, located in Aquitaine, Bassín d’Arcachom, as well as the publication of the results on the Internet. This project simply applied knowledge, experience and methodology to a new field of work, sustainable tourism, especially in the geographical ambit of an island in the Canarian Archipelago, La Gomera. The actions were directed towards quality of information and the procedures and methodologies to obtain and manage it adding new technologies as a further tool for territorial analysis. This enables us to represent the model analysed and a friendlier environment for the potential users of both the methodologies and the thematic maps derived from the work.The final result has been a further tool for decisionmaking on sustainability of development for tourism. Further information can be found on the site of the project http://cefiro.itccanarias.org/
c. Technologies to Improve the Management of the Natural Resources Energy, Water and Environment are a strategic framework for Ecotourism. A sustainable model in tourism must be based on the planning of activities related to these areas, oriented to the preservation of the environment and an effective use and management of the available resources.
tion and air conditioning systems present low efficiency. The fresh water availability and storage is sometimes deficient. Tourism is also an activity that produces important amounts of waste, which is a big problem in close ecosystems. The actions to be implemented in this context should develop and introduce an integrated efficient system for energy and water production, as well as for wastewater treatment and solid waste management.
The energy and water demand for tourism is high, mainly during the peak season when cooling/heating and water needs are very important. Energy produc-
The new technologies associated to Energy-WaterEnvironment have experienced a high development in the last years with a great maturity level and cost 60
competitiveness, which allows the expansion of this market.
Photovoltaic The worldwide demand for solar electric power systems has grown steadily over the last 20 years. The need for reliable and low cost electric power in isolated areas of the world is the primary force driving the worldwide photovoltaic (PV) industry today. Typical applications of PV in use today include Off-grid uses for solar electricity (communities that have no access to grid connection, repeater stations for mobile telephones, traffic signals, marine navigation aids, security phones, weather monitors) and Grid-connected systems (represent the market segment that has been growing most rapidly over the past few years).
The advance experienced by these emerging technologies together with the social interest in their application, represents an excellent opportunity for the Ecotourism sector. In addition to the advantages for the environment and sustainability of the tourism activities, the innovation in these areas plays a vital role in enhancing the attractiveness of an Ecotourism destination. The energetic model of the destination must be oriented to the saving of energy, the diversification of the energetic sources and the use of the renewable energies. This is especially relevant for those Ecotourism destinations in rural areas far away from the cities and in a nature environment.
Biomass Heating Biomass heating systems burn plant or other organic matter–such as wood chips, agricultural residues or even municipal waste–to generate heat. This heat can be transported and used wherever it is needed.
There are many different innovation opportunities related to energy which can be introduced in any Ecotourism destination:
Solar Thermal Solar thermal technologies on the market now are efficient and highly reliable, providing solar energy for a wide range of applications – from domestic hot water and space heating in residential and commercial buildings, to swimming pool heating, solar-assisted cooling, industrial process heat and desalination of drinking water.
6
Wind Energy ( ) The kinetic energy in the wind is a promising source of renewable energy with significant potential in many parts of the world. This energy being captured by wind turbines is highly dependent on the local average wind speed. Regions that normally present the most attractive potential are located near coasts, inland areas with open terrain or on the edge of bodies of water. Some mountainous areas also have good potential.
Passive Solar Studies have shown that houses designed using passive solar principles can require less than half the heating energy of the same house using conventional windows with random window orientation. Passive solar designs can also provide a better use of natural daylight for lighting purposes, not to mention a pleasant living environment and the proper selection of shading devices (e.g. overhangs, trees) can result in reduced cooling loads.
Small Hydro Hydroelectricity is one of the most mature forms of renewable energy, providing more than 19% of the world’s electricity consumption from both large and small power plants. It must be taken into account the potential negative local environmental impact in specific cases.
(6) Some descriptions are based on the RETSCREEN® ENGINEERING & CASES TEXTBOOK.
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Many places for Ecotourism activities are found in remote places far from the cities and therefore from the traditional sources of energy. This is the reason why the use of renewable energies could be an appropriate option. On the other hand, the use of these
energies, besides the fact of reducing the polluting emissions and the consumption of resources, can serve to sensitise visitors. Renewable energy systems can offer tourist industry a positive community image that can be attractive to potential clients.
Box 19: Example of good practice
Technology for Ecotourism – Nature Conservation Centre Annaberg The Nature Conservation Centre Annaberg is a non-commercial organisation and is a centre for environment education and at the same time a touristy institution. It is located in the middle of the Erzgebirge surrounded by the typical nature of the Erzgebirge, like woods, moors and mountain grasslands. In addition to the environment education also the centre offers holiday camps for students. These camps will be arranged in the own summer residences, which are also possible to rent by tourists. Furthermore premises for conferences, different excursions to nature adventure trails and project days for schools are possible to provide. The Nature Conservation Centre is managed by environmental principles. Solar electricity and earth-coupled heat pumps for the heating as well as the water heating are used technologies of the centre based on renewable energies. In addition the Nature Conservation Centre Annaberg has a waster water treatment system, where all incidental effluents will be cleaned.
One specific problem of isolated areas is the load diagram management. Usually, there are large differences between peak and off-peak hours. The low consumption during off-peak hours constitutes the main constraint to higher penetration of renewable in the electric generation system. Solutions to overcome this constraint basically consist in the transfer of consumption to off-peak periods and storage systems (energy or water). Another important resource to take into account is the water. The integral water cycle management must take into consideration the catchments, transport, treatment and distribution of drinking water. It is also responsible for the collection, the treatment, the reuse and the return of wastewater to the natural environment with the minimum environmental impact. A correct water management must be assured from the start of this process by combining deep environmen-
tal respect with water supply in optimum conditions for daily use. By returning water to nature in the best conditions, the cycle is closed. Even the landscape can be designed in the manner to provide shade (trees) and atmospheric conditions that could complement building design and construction for excellent interior comfort, while minimising energy and water consumption. Some of the results foreseen with the commented systems are to decrease the local environmental impact, reduce the environmental costs and thus preserve the ecosystem by reducing emissions, increase public awareness by demonstrating the socio-economic and environmental benefits, contribute to the local socio-economic development by increasing the use of local resources, encouraging local enterprise and creating new job opportunities. 62
Box 20. Green Hotel Project
Green Hotel is a demonstration project supported by the 5th Framework Programme for RTD of the European Commission. The project Consortium is composed by 12 European Organisations, including universities and research centres on energy and water. AREAM (AG NCIA REGIONAL DA ENERGIA E AMBIENTE DA REGIÃO AUTÓNOMA DA MADEIRA) is the Green Hotel project co-ordinator. The project was designed to provide solid technological solutions to increase the use of environmentally friendly technologies from a diverse mix of new and renewable energy sources, thus setting an appropriate framework for integrating self-supply into end use and increasing public awareness of cost effective and environmentally friendly technologies in a sustainable community. The action will develop and introduce an integrated efficient system for energy and water production, as well as for wastewater treatment, waste management and mobility plan to meet the needs of a new hotel resort, including also a new marina and related services, to be built in Madeira Island, Portugal. Further information can be found on the site of the project http://www.aream.pt/greenhotel/
d Utilisation of Mobile Services and Virtual Reality
Mobile access can be used to the usual Internet web site. It is just a different terminal. Using wireless access to Internet means more instant help for the users. Wireless environment will enable entirely new type of services.
Mobile Services Mobile services have a high potential to improve the quality of many tourism services, with user-oriented value added services for trip planning/route guidance, integrated reservation/ payment, security/emergency, etc.
The different solutions that are of use in the tourism industry cover a wide area of technological development. 63
• Mobile phones were originally used for speech. Today, mobile messaging is an important part of the usage. From SMS to MMS with static images it is now usual to watch streaming video and to see our interlocutor and the surroundings.
munication between mobile phones, laptops and other portable devices. • When it comes to localization services, navigation and advanced map functions, it is the GNSS (global navigation satellite systems) that gives the position. Through the use of on-line positioning services and GIS (Geographical Information Systems) a map or a voice can guide us wherever we want to go or drive. • M-commerce: the ability to charge an account through mobile devices will be a driving force for many applications in the tourism sector. • Reservations: every system that handles reservations for travelling, hotels and all types of events should be accessible through mobile devices.
• Wireless technology makes the information and services on the Internet accessible to mobile handsets almost anywhere anytime. W-Lan (Wireless Local Area networks) is a technique that can give access to local networks at a distance up to a few hundred metres. Bluetooth is a new technology for short-range wireless connectivity. Bluetooth gives wireless access in much the same way as W-Lan but at a much shorter distance. It allows wireless com-
Box 21. An example of good practice going from e-services to mobile services - E2M
Tourism is an important business sector in Southern European countries. Hotels, car rental agencies, ferries and airlines all have customers who need access to travel information 24 hours a day, 365 days a year for making reservations, buying tickets, getting prices and timetable information, directions or related assistance. The aim of the E2M project is to demonstrate the potential of speech recognition for providing multilingual voice interface to an e-commerce portal, operational within the tourist sector. Voice automated services can reduce call centre costs and have the potential to increase customer satisfaction. The project was co financed by the European Fifth Framework Program, and has been developed by a consortium with the participation of the University of Patras, the technological enterprises Indra Sistemas S.A and Knowledge S.A., the shipping enterprises Fred Olsen S.A. and Hellas Flying Dolphins, and the Technological Institute of the Canary Islands. A trial was carried out within an existing ferryboat information service, to provide tourists access to travel information in their native language through a voice-based query facility to a web site. A dialogue system enabled users ask questions concerning timetables, routes and ticket availability using natural speech. The system responded with a mixture of synthetic speech and pre-recorded messages. The user was also able to make cabin and parking reservations. The system supported multilingualism. During the trial, Greek and Spanish language was used for accessing the two services.
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Box 22: The GPS - Project
This project is being developed in Sweden, in the Region of Halland (Hylte Municipality, www.hylte.se), and it is examining the possibilities of using the GPS-technique to enhance the quality of different tourist attractions. The project is focusing on tourist companies working with sportive fishing in the area. The main outcome of the project is to give unguided tours with the same information and possibilities as guided tours. The GPS will provide information on “good fishing sights” as well as tourists attractions along the path. The impact on the environment is hoped to be decreased due to the possibility in monitoring individual tourists and their choice on where to fish – vulnerable places could be avoided. Hopefully this could be extended to include information on both places of particularly interest and fauna along the chosen path. The obstacles encountered are more related to copyright and access to technologies than finding new ways of using the ICT as a tool in this tourist offer. The developers of this tool are today investigating an extended area of use for example; follow by foot a historical person from the area/town and the places he used go to.
• The integration of multilingual Voice Portal or SLDS (Spoken Language Dialogue System) to the web services provided by the enterprises, permits user to have access to services like timetables, availability information and ticket reservation 24 hours a day. This system allows access through the spoken language to any web information using the most natural way, speaking, through the most spread and easy-to-use device, the telephone, fixed or mobile.
Virtual Reality
• Cross border roaming will enable all services we get in one country to continue when we cross the border to another country and/or move from one telecommunication provider to another.
Computers can be used to help the public understand where to position a castle and why it was built at a particular spot, where the raw materials came from, how long it took to build it and where the different artisans came from, what the castle looked like in the 15th century, what the Great Hall was used for, etc. The virtual reality can help in the planning of infrastructures and activities: evaluating esthetical impacts, selecting different options, emergency plans, ergonomic studies, environmental impacts.
The multimedia and virtual applications started in the industrial areas, both civil and military, but now they can be found in any sector and with a low cost. Virtual tours and computer-aided images help the public in understanding the geography, traditions, culture and monuments in a destination. Computers can allow the public to place themselves in the position of, for example, a miller and to understand the processes involved in milling.
The services to be developed in this area are based on the definition of wireless connectivity architectures, which represent an appropriate platform for services to be given to the enterprise and to customers, and where the security will be an important subject. 65
Box 23. An example of good practice of virtual reality - La Palma Virtual Tour
This Virtual Tour, with an scale 1:5000, has been developed by using different aerial photographs, it allows to see the municipalities, buildings, nature and places of interest of the island of La Palma from a different perspective. This innovative experience of virtual reality will allow the planning of activities and infrastructures showing the environmental impact on the landscape.
and clear standards concerning the development of Ecotourism is found inevitable. The acceptance of all stakeholders should be the overall goal. As this is a high aim to reach a specific body that accounts responsible for the establishment of minimum standards, their monitoring and revision should be implemented across Europe. • In the study it was found that Ecotourism including Eco-education, cultural and adventure travel is now the fastest growing segment of the tourism industry. In order to foresee the development of the market and different streaming continuous market analysis should be undertaken. • The investigation of the Ecotourist revealed that the target group has clear expectations and perceptions of their Eco-vacations. Consequently, a steady monitoring of the needs and wants of the Ecotourist is of importance in order to arrange the touristy offers according to the expectations.
Conclusions The central aim of the project and therefore this document was to make up a guideline for the development of Ecotourism in Europe. Drawing from the wide spectra and different approaches of the participating partners towards Ecotourism a number of decisive factors were investigated. The findings of the accomplished project and this document are reasonable to give recommendations to people in charge of the development of Ecotourism. • The investigation of the different definitions of Ecotourism showed that an officially accepted definition and standards for Ecotourism are still missing. Meanwhile still 48 different private and public certificates for Ecotourism exist in Europe, which reasons that organisations and institutions not necessarily consider to the same ecological and social aspects. Consequently, an all-embracing definition 66
• In the project it was found that an overall study of the Ecotourism in Europe is missing. Single countries have their own market research, but there is a lack of a European market analysis. Therefore, a thorough study of the “European Ecotourist” should be achieved. • Moreover, the individuals have a high level of environmental conscience and believe that nature must be protected and celebrated within a natural context. Eco-destinations should operate this attitude and provide economic and social incentives that further the environmental protection of their region. • As a result of the investigation of the suppliers of Ecotourism, it shows that the development of Ecotourism necessitates a clear strategy. The formulation of operative principles is crucial. However, all Ecotourism initiatives have to comply with the existing environmental requirements, which means a control of the numbers of tourists so as not overload certain areas. • When developing an Ecodestination the valorisation and rising of awareness of the natural and cultural “capital” was found to be essential and should be done by every potential Ecodestination. • When looking at traditions the existing culture and historic resources are the key success factor of a region as they are offered as the main product of the region. It was found that the authenticity is the most important character of a cultural touristy offer and therefore the core content of Ecotourism. • People are found to be the key resource to make sure that Ecotourism initiatives and resources do not remain isolated and disconnected. Especially public authorities are obliged to communicate the co-ordination of initiatives among the stakeholders. Hereby, the integration and co-ordination of all stakeholders were found to play a fundamental role. Therefore the methods used for involving and integrating people should be carefully considered and balanced.
• Technologies are needed when planning the implementation of an Ecodestination. It can give stakeholders adequate information about the Ecodestination in question and makes it possible to plan the sustainable development according to the characteristics of the territory. • The use of new technologies for Ecotourism marketing offers a large amount of information to the potential tourist. Information about Ecotourism offers, the settings they are developed in, the social and economical situation of the regions can be spread in an efficient and direct way. Therefore the utilisation of modern technologies should be inherited. • The use of renewable energies, besides the fact of reducing the polluting emissions and the consumption of resources, is recommended as it can serve to completely integrate the ecological characteristic of the region. Renewable energy systems can offer the tourist industry a positive community image that can be attractive to potential clients. • The Travel & Tourism Industry does not support any specific costs to finance the value of its products, benefiting in this way of a large amount of positive external effects and not indemnifying the local community. As this is dangerous to the forthcoming of an Ecodestination there has to be an agreement to balance the impacts and costs. • As stated in the Québec Declaration on Ecotourism (2002), one of the aims of Eco-tourism is to: “promote and develop educational programmes addressed to children and young people to enhance awareness about nature conservation and sustainable use...”. These programs therefore should be implemented. Also programs to educate, through appropriate means of communication and support, residents and tourists to use public shuttles for in town mobility for in and out transfers. • The success of a promotion and the choice of promotion tools depends on the desires of the target 67
the most frequented form of recreation. Under these aspects, ecological compatible vacation would only be possible in the home country or region. This does neither correspond with the demand of the market, nor with the economical intentions of the tourism industry.
group. Therefore, the promotion activities in Ecotourism should be preceded by a thorough analysis of market needs and desires. As for Ecotourism destinations, the findings showed that they have to create and to promote an individual image or brand image, where the potential tourists can recognise the destination with its particular traditions, cultures and peoples. • The use of modern information & communication technologies are seen as a key success factor when promoting an Ecodestination. Hence, when planning the marketing concept it should be embedded within the possibilities of the modern technology in order to present itself and give information to the potential tourist as contemporary as possible. • Thus, the importance of co-ordination and collaboration between public organisations and private operators was found fundamental for the success of the development of Ecotourism. Therefore all initiative should focus on facilitating the management and communication between the particular partners. Consequently, the installation of a management for the development of Ecotourism in the region of question is recommended.
For the progressing of the development of Ecotourism in Europe, European regions which want implement Ecotourism in order to foster sustainable development of their destination need to take the following points into consideration: 3. Implementation of the concept of sustainability with an installation of: • Management of environmental aspects; • Monitoring and information system and; • Development of strategic and objective targets according to the ecological balance. This should be followed through in collaboration with the different stakeholders (e.g. nature conservation, Hotels, tourist bureau, tourism service providers, local authorities). 4. Agreement and compliance on indicators for a better environment: • Transport; • Load limits by land use, biodiversity and tourism activities; • Energy and water consumption, waste management. 5. Agreement and compliance on social and cultural performance indicators; 6. Agreement and compliance for the economical capability.
To summarise: How can the Ecotourism be developed within Europe? Recapitulating, seen from different aspects that play an important role a possible development scenario was developed. Reasoned by the complexity of the individual framework between the single dimensions and the individual framework of the region no general accepted development scheme could be recommended. From the example of the touristy offer of transport it becomes obvious in which area of conflict the development of Ecotourism lies. On one hand it appears logical and correct to abandonment the transportation with cars and planes in order to secure the sustainable tourism. On the other hand, the changes in society bring short trips as
These following principles are guidelines for the responsible who implement and participate single Ecotourism activities: 1. Build environmental and cultural awareness and respect; 68
Box 24.Deduction of a development scenario for Ecotourism in Europe (Source: G. Janas, creatours)
2. Provide positive experiences for both visitors and hosts; 3. Provide direct financial benefits for conservation of the nature; 4. Provide financial benefits and empowerment for local people;
5. Ensures equal, effective and active participation of all stakeholders; 6. Promotes processes for indigenous peoples and local communities to control and maintain their resources; 7. Raise sensitivity to host countries' political, environmental, and social climate.
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Appendix 1
The Pilot Project Results in the Partner Countries
a. Pilot Project of the Province of Teramo
in Cortino the following project divided into 2 parts: the tourist centre “The fruits of the wood” and “The adopted route”.
Under the Interreg IIIC “Ecotourism: Places & Traditions”, which foresees the implementation of 6 pilot projects in 6 different partner countries, the Province of Teramo as lead partner has implemented
The town of Cortino, is situated in the Province of Teramo, in the middle of the Gran Sasso and Monti della Laga National Park. The tourist centre “The fruits of the wood” is actually located in Padula an hamlet of Cortino. Tourists, through a sequence of tools and information about the wood and fauna, will be able to find out the importance and the value of trees and woods and to understand better the need to protect them. The tourist centre will be useful for schools, youngest and adults and it is composed of 3 main rooms. One room is used for didactic activities: there, anyone can learn about plants and nature through pictures or smell and colours using his/her senses or even learn about animals through their tracks. The second room is used as a meeting and picture room. The last one is used as an exhibition room full of daily tools such as the ones to make cheese since in Cortino people used to live out of sheep-
Picture 1 - The Gran Sasso National Park.
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tre of the town. The route which is very suggestive is easy to run. The route permits to link two bigger hamlets in the municipality and tourists will be able to visit both by walking and running through old road.
farming and mushrooms harvest. As a matter of fact, until some decades ago, sheep-farming was the most important activity for local inhabitants giving a peculiar imprint to shepherds’ and their families life. In the tourist centre, some activities, to be carried out, concern those typically of best practices of Ecotourism with low environmental impact and high regard for nature: excursions, bird watching, mountain bike, animals and their tracks watching as well as naturalistic picture taking.
Characteristics of path: Difficulties E (adapted for excursionists) Length: 5 Km Maximum height: 1364 Time for the walk: 2.30 hours Drinkable water: enough (fountain Fonte Spugna 1200 meters) Map: IGM table F 140 IV NO Cortino, scale 1:25000 – CAI Ascoli Piceno Monti della Laga – map of itineraries scale 1:50000.
This project gives tourists the opportunity to live the mountains thanks to a slow, sweet and deep relation to nature and its traditions. The Adopted Route Itinerary: “The adopted route” Cortino 1001 meters above sea level; Fonte Spugna 1200 meters;
The project main feature is the participation of the local residents and economic operators. The implementation of the exhibition inside the centre had been possible thanks to locals’ suggestions, information and storytelling.
Monte Bilanciere Peak 1363 meters; Macchiatornella - Padula. The environment is always the same: the hard and delightful place of the Laga mountains, that gives evidence to the naturalistic value of the wood where the prominent species is the white fir forest.
The project itself has been composed of 3 steps. The first step consisted of a first meeting at the Mayor presence in order to give an institutional evidence to this event. His presence was also very important to put together the Province of Teramo, the Gran Sasso Monti della Laga Park Authority and the local community. In a second meeting the project was presented to the economic and tourist operators who at the end decided to add at their usual package a gastronomic offer in order to revitalise their local typical cuisine. Other seminars were thought in order to invite all residents and to try to meet their needs.
The route starts over the built-up area of Cortino, and goes on to the Fonte Spugna place (1200 meters above sea level) towards the white fir forest. Here it is possible, if you are lucky, to meet deers that live in this faunal area. Going on through the wood made out of fir and beech trees you will arrive at an old fountain (1364 meters). Not too far, there is a wonderful clearing, where it is possible to watch a marvellous landscape of the highest mountains in the Laga Park: the Gorzano and Pizzo di Moscio mountains. Heading for the pick of the mount Bilanciere you will cross a muleteer; going on through pastures, clearing and brooms you’ll arrive at the build up of Macchiatornella. In a couple of minutes you will arrive at the Mill of Padula and therefore to the cen-
The second step consisted in the discovering of the appropriate building housing the centre for exhibitions and didactic activities. The park authority was very helpful into taking the decision since it placed one of its building at the project disposal. 72
The third step consisted of a meeting just for tour operators and specialised press interested in knowing the area having and exchange of experiences and, eventually, organising with the local economic operators tour packages for Ecotourists.
ural elements (rivers, lakes). These preparations will be part of a set of initiatives aimed at stimulating and increasing the value of Eco-tourism in the north-eastern areas of the province of Malaga. In addition, the project contemplates other initiatives such as: • A study of the current state and the need of repair of springs, fountains, public watering places, located in rural areas and their relation to the life of the people in the surrounding area. • A study of the relationship and repercussion of the old traditions as far as they were related to this primordial life-giving water source. • Signpost routes and access to the surrounding areas around the fountains and watering places. • Organise a Dissemination Day for the project to discuss the importance of the conservation and promotion of the cultural and natural heritage related to water as a resource. • Publish a guide of the springs, fountains, and public watering places located in rural places. • Dissemination and promotion of the AGUA project through tourist brochures and special bulletins.
b. Pilot Project of the Malaga County Council The participation and initiatives carried within the province of Malaga under the umbrella of the European Ecotourism Project can be broken down into two main blocks: the initial idea/concept and launching of the AGUA pilot project, and the Ecotourism dissemination and promotional activities as a strategy that was integrated into the actions carried out by Malaga County Council. The pilot project in Malaga focuses on the boosting and promotion of Ecotourism by means of strategic actions which are all related to one specific basic natural element in the province: Water. The AGUA project sees this resource as the main backbone of a series of Ecotourism initiatives, which are all connected in some way to the different aspects, and value it has in the province: • As a Natural resource and source of life, needed for subsistence and used in different ways by man in his development. • As a Ecosystem support, both physically and as a means by which other life forms develop. • As a Part of landscapes, giving shape to landscape structures and providing a unique attractiveness. • As a cultural element. • As an educational and research element.
The watering places to restore and repair are the followings: • “The Panantonio and Piletillas water fountains”. (The Padre Antonio water fountain). The Municipality of Archidona. A natural-sourced water fountain; as the water flows down from a mountain spring. It is located in a magnificient natural setting in a beauty spot known as the “Olla de Archidona”. It is also known by some as the “camino de rey” (the King’s way), as it is located on the old Royal Highway that joined Seville with Granada. Up to the seventies it was a resting place for travellers who used this important highway thanks to its abundant vegetation and the fact that the water fountain never dried up.. It is like a garden surrounded by olive trees and is, indeed, a place of great natural beauty. It is, however, in a terrible
The AGUA project seeks to set up a new approach for sustainable tourism development by promoting those places that have a rich natural and cultural heritage. It will do so by restoring and repairing three watering places and fountains located in a rural area, the areas around the villages, and the integration of other nat73
condition and the access road to it is also in very bad shape, as it is covered with weeds. The actions that are planned include the clearing away of the weeds, an extensive clean-up operation of the whole area, and the construction of an enclosure for the fountain. • “The El Cuartel water fountain”. The municipality of Villanueva de Tapia. Located near the bed of a stream and, although of old on the outskirts of the village, today it is actually inside the village limits.. It is full of tradition and cultural wealth as it was used as a public washing place by the village women for many years. It was, therefore, a meeting place for the village women, who would go up to it daily to get the water they would use at home and to wash their clothes. Nowadys it has lost its original use, although it is still a popular meeting point for village people. The water flows from the Chorrillo source. The fountain has one jet and one column, which is in bad condition. • “The Fuente Alta water fountain”. The Municipality of Cuevas de San Marcos. It is situated on the outskirts of the village on the road to San Marcos and the Iznájar resevoir. It is and has been for some considerable time one of the village’s most important sources of drinking water. It is, in reality, a triangular-shaped ancient watering place, with two incoming jets of water and only one outflowing jet. There are washing slabs on either side of it where women used to do their washing. Traditionally it was also a place where farmers would buy and sell cattle, Picture 1 - Watering place. 74
and although this practice still goes on today, it is being lost. It is part and parcel of the history and culture of this village because it was, as we said earlier, the main source of drinking water for the villagers. Nowadays, it is used as a recreational area. It is not in the best of conditions and requires a detailed and important restoration to its original condition. The overgrowth and weeds need to be removed and the area needs to be made more attractive and then signposted. The preliminary results obtained in the qualitative evaluation of the cultural and environmental capital related to the optimising of the use of water sources are really quite incredible. The majority of Ecotourism projects that are carried out in the province are related to water as a resource, which makes the revitalising of rural areas near rivers or springs, reservoirs and lakes extremely important.
c. Pilot Project of the Council of Penacova
Second part: Circuits
The pilot project of Penacova is divided into two main parts: events based on local traditions and circuits across the mountains and valleys of Penacova and their traditions.
Regarding the part of the circuits it was considered the following aspects: • River Boat Circuits: this activity consists in short boat trips in traditional boat from the region, between Penacova and Coimbra. During the trip the participants have a meal that consists in traditional aspects and dishes from the region. This activity provide to participants more information about the aspects of workers lives in the river. The activities take place just during the summer especially because of the weather. The activity involved 5 people in the organisation and during the period of 2 months it was registered the participation of 250 participants, divided in groups of 25 people. • Donkey Circuits: the activity consists in short walks across the mountains in donkeys. The aim is also to contemplate the wind and water mills circuit. This activity wants to revitalise traditions and demonstrate aspects of the way of living of rural populations. In this activity were involved 4 people in the organisation and was registered a participation of 25 people. • Pedestrian Circuits: the pedestrian circuits consist in the major investment of this pilot project. It was prepared 4 circuits to contemplate aspects from the entire municipality.
First part: Events From the first part of the pilot project, regarding events, it were considered the following events: • Sweet Food Fair in Lorvão: This activity has as main objective to promote the traditional and oldest sweet food from the region. To revitalise this kind of activities is also an important objective, because for some investors this could be a good chance for business. In the total this event attracted more or less 500 people to Lorvão, including local inhabitants. Among them it involved the participation of 7 sweet producers during 3 days of a week-end. • Honey Fair in Penacova: this event is important for the minor investors and self producers of local honey and traditional products based on local ingredients. This is the opportunity that minor investors have to show their products and work. In this event 10 local producers participated and the number of visitors was around 600 people during a week-end. • Festival of Lamprey: this festival is the biggest event from this pilot project not only because of the resources involved but mainly because of the average number of participants. This festival involved 11 restaurants in a total of 120 people involved in the organisation, had the duration of 3 days and attracted more than 5000 participants to Penacova. The main objective of this event is to make strong the image of Penacova as an Ecotourism destination, based on gastronomy. In terms of projection the results could be expected at local, regional, national and even international level.
The results from the pilot project are valid for our approach to Ecotourism issues. It is important to understand that some of the most important objectives of Ecotourism in a global level are the respect and conservation of natural aspects of some regions, the revitalisation of traditions in a way that tourists could experience a product that make them to be conscious of the environmental problems, a product that could teach them something more and that put tourists in contact with the local traditions so pure as they could be. 75
interesting for tourists. Usable potentials for tourism are the beautiful landscape, leisure facilities and many old traditions with a high show value. But in Germany exist 29 low mountain ranges, similar in landscape, competing with different offers for the interest of potential visitors. Therefore it is necessary to use potentials of the region for attracting guests which are unique and offer the opportunity for a sustainable development in nature and economy. In the Erzgebirge we have a wide range of traditions, some of them are widely known. So the Erzgebirge is wellestablished as the “Land of Christmas” with its traditional potentials wood art, carving, lace making and skiing. These potentials have already being used for tourism. But the brand name as “Land of Christmas” is not the only potential of the Erzgebirge and sometimes this brand name is a disadvantage for the region because it associates tourism only with Christmas time and restricts it to one season only. The urgent need to develop further offers and attractions for tourists shows also the decline in visitors of the region during the last years. E.g. the accommodations decline amounts to 5% since 2000, with an increasing trend since 2004. Now we have an capacity of some 40%. Our ambitious aim is an capacity of some 50%. Also some of the statistics of traditional museums in our region show a decline in visitations. So the most important aim for our work within the pilot project was to establish additionally new attractive and interesting all-season offers for tourists by using of old traditions and potentials of our region under consideration of Ecotourism standards.
This way and about the experience of Penacova in this matter it is possible to say that the objectives described above were reached because the product was based in environmental issues but also complemented with traditions. In the final the result was a product based on nature and landscape but complemented with the traditions component. Concerning about to propose these approaches to a large scale it makes all sense because in our region there are some other destinations that work with a similar product, but not involved in projects like this one. The results of Penacova’s pilot project could be a good help to these destinations that are able to work on the Ecotourism area. d. Pilot Project of the Wirtschaftsförderung Erzgebirge GmbH Within the Interreg IIIC project “Ecotourism: Places and Traditions”, which has foreseen the implementation of 6 pilot projects in 6 different partner countries, the Wirtschaftsförderung Erzgebirge GmbH, as partner in the project, was responsible for one of the pilot projects. The activities were carried out in the project region Erzgebirge under the title “Tourist marketing of the old trimmings tradition and the medication of healing resources of our region”. The project was divided into two parts: the “Tourist marketing of the old trimmings tradition” and “The medication of healing resources of the region” with different actions in each field. Objective of the project was the development and promotion of Ecotourism in the upper area of the Erzgebirge and causing an economic effect on the basis of old traditions in our region and the trends nature and healthy way of life.
The basic principles for the use of such traditions in our pilot project were as follows: • to reach an economic effect for the touristic service providers and the stakeholders of the traditions; • Thereby the level of the offers should meet high demands and the uniqueness of the offers has to be visible under the motto “viewing-experiencingbuying”;
The Erzgebirge, a territory of 130 km?, is a low mountain range in the South of the German Free State of Saxony at the border to the Czech Republic. It is an area of industrial importance and, as well, 76
The results of the pilot project Wirtschaftsförderung Erzgebirge GmbH:
• The traditions should be act as a supporting element in a tourism region rich on potentials in nature and culture; • Already used potentials should be connected with less touristic marketed places and traditions to create diversified offers in order to attract more guests. Thereby the right balance between history and modernity in the presentation of the traditions should be considered in the interest of the customer; • Furthermore it is important for ensuring the sustainability of the activities to create networks of former single actors like producers, tourist companies and service providers to make them co-operating in joint action for a better marketing of the region;
of
the
Establishment of networks for co-operation • two networks were established to co-ordinate and support the work in both parts of the project; • the networks analysed necessary steps and ensure sustainability by co-operation and marketing of the developed offers also after the end of the project; • development of two logos for both parts and common marketing of the products under this logos to increase the recognition effect. Travelling exhibition of trimmings: • provides information about the trimmings tradition and support offers for tourists, which include activities in the field trimmings;
After extended analysis concerning traditions in our region we found two suitable important traditions which we decided to use: – trimmings, as tradition in the field craft and industry and – the different use of the healing resources herbs, water and air as components for health tourism. The trimmings are a traditional craft of our region but threatened to fall into oblivion, manufacturers in this craft are very seldom in Germany and mainly settled in the Erzgebirge. The trimmings have a very high show value, meet the tourists demands of “viewing-experiencing-buying” and that’s why they are very suitable for using in tourism. In the health segment we decided to use the natural potentials herbs, water and air of our region and the tradition for using them for health treatments. Still existing potentials of our region therefore are e.g. herb gardens, health baths with wellness areas, water paddling basins for paddling in cold water as therapy, healthy galleries in former mines, events like herb weeks and nature markets and last but not least an unspoiled countryside with extensive forests, romantic river valleys and mountain hiking paths.
Picture 3 - Pictures of the opening of the travelling exhibition.
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ilies, interested in culture and education, traditions and technology; • developed as short stay offers one week at the most (coach tours) under consideration of sustainable criteria’s and in respect of countryside, environment and protection of culture and tradition; • Distribution channels: internet, fairs, travel agencies, tourist associations, brochures; • Supported by the travelling exhibition, the “Days of trimmings”, some additional exhibitions and the network of trimmings.
• consists of 5 plates, which contains information about the trimmings tradition, 1 platform which is separable in 3 parts, 3 dummies for each segment of the platform and 2 show-cases; • Will be shown nationwide in the next two years and then get its permanent location in the rooms of a local museum. Days of trimmings • Established as annual event with exhibitions, show workshops, presentations about the trimmings industry, presentations, work-shops to learn the handicraft of trimmings and to make trimmings fashion accessories... • In order to maintain the old tradition and to support their use for touristic offers in the field Ecotourism.
Development of touristic offers in the field healthy relaxation • collection and analysis of all offers – profit as well as non profit offers in the segment health - like herb gardens, healthy galleries, health baths, water treading basins and wellness areas; • development of offers under the motto “active and healthy by herbs, water and air” as short stay offers lasting 1 week at the most; • target groups are individualists interested in nature and health relaxation as well as groups like sports or hiking associations, leisure associations, music associations, tourism and culture societies; • Marketed by 3 different brochures, each themed to a special motto; • Distribution channels: internet, fairs, travel agencies, tourist associations, brochures.
Two regional exhibitions • One themed “Trimmings - craft and fashion”, • Product show under the title: „Presentation of Trimmings by Textile Companies”. Development of touristic offers connected with trimmings • To attract more guests by addressing new target groups by unique offers under the motto: “viewing - experiencing - buying”; • target groups are especially elderly people and fam-
Picture 4 - Layout of the brochures with healthy offers
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The main achievement of the created offers is the connection of previous partial solutions, the high quality, information and entertainment value. Important measures to ensure sustainability was the development of the corporate identity and the promotion material. They were also basic requirements for the marketing of the developed products of the pilot project and ensured a common corporate identity for all products of trimmings in the region, a common appearance of the so far single actors and the increase of publicity.
Something to the History of Wine Production in Alonissos: The vine cultivation and the wine production are dated back to the prehistorical times and are closely related to the Mediterranean Culture. Since the prehistoric times, the wine constituted an important part of people’s meals, and due to this, Dionysus, the god of vegetation and rebirth of nature acquired his deity. From then on, the vine cultivation and the wine production expanded to all Mediterranean civilisations. Through time and while many changes took place, the wine-production continued to possess the same importance to these Mediterranean populations: for many of them, the wine-production constituted the main source of income in their economy. The economy of Alonissos or "IKOS," up to the 1950s, was based to a large extend of the wine production. It was known from the ancient times, that Alonissos had qualitative and aromatic wine which was attributed to the white grounds, the altitude and the sunny places where the vines existed and grew up. Until the recent years, tradesmen were buying all of Alonissos wineproduction and they were mixing it with wines of other regions in order to achieve better aroma and high quality wine. The high quality divine product were put in containers called amforeis carrying the title "IKION" and it was exported to the regions of Black Sea, Egypt and to all the ancient world.
With the end of the project we are at the beginning of the touristic value-added process for the next years. Thanks to the project we were able to develop new touristic offers by integration of existing traditions, potentials of our region in order to push forward the development of sustainable tourism. The created networks in the field trimmings and health helps to assure the sustainability of the project and are a new quality of co-operation in our region in order to attract more tourists. e. Pilot Project of the Municipality of Alonissos Under the framework of the European Project: Ecotourism: Places and traditions, financed by the INTERREG III C, the Municipality of Alonissos implemented the following pilot project: Representation of the traditional wine making procedure with an annual three-day festival, which is called TA PATITIRIA. The annual festival take place in Patitiri, the harbour of Alonissos. The festival has a folklore character, and elements of customs and traditions of the wine- making procedure will be revived.
The procedure of the wine production included the crushing of grapes in specific manufactured places, which were called "KAROUTES" or "PATITIRIA”. In the island, there exists the place called "Karoutes" where there is evidence of the wide use of the grapecrushing places. Also, "PATITIRI", the main harbour of the island took its name from the many patitiria located in the area. Patitiri all these years continues to exist constituting the testimony of the great wine production in the island. The use of Karoutes or Patitiria constitutes part of the traditional way of making wine in Alonissos.
Furthermore we developed an exhibition place with folklore materials and photographs. In the exhibition place, the preserved materials and traditional tools will portrays old customs and the traditional old life of Alonissos. 79
The traditional Patitiri in the form that was used in Alonissos was called “Karouta,” and it was just a hovel in the countryside near the vine guards. Usually, it was separated in to two parts. Half of it was a tank and the other half it was just a regular house where people were staying during the vintage or during other vine-cultural work. From the tank, they were removing the pan tiles from above during the grape crushing procedure and they were placing planks on which they were loading uncrushed, whole grape clusters directly on to them and they were stepping over them, which led to a juice with the lowest possible phenolics: the must. The juice was dropping into the tank and it was left in there for fermentation. During the fermentation, people were not living in the hovel because it was dangerous from the vapours. Today we can manufacture a flat level of about 50-60 cm, with small bent to the opening from which the must can flow. Its area will depend from the needs of the producer. For domestic use, a manufactured Patitiri of 1-3 m2 area and with height of 60-70 cm of is big enough. The Patitiri should be covered with cement in order to be waterproofed. Further, in order to take the must from the grapes we can use a manual press. Using one of the above manufactured patitiria, people one after the other they were stepping over clusters of grapes so as to produce the juice or must. During the breaks or in the intervals of waiting each one for his/her turn, food and wine were offered and teases were flowed abundantly in the company. The must after the crushing was collected in small wooden buckets (Mastela) and afterwards was poured in big wooden barrels, where the fermentation was taking place. After the fermentation, the wine was transferred carefully so as the solid residues (mud) to remain in the barrel and the wine to become cleaner. For the production of red wine, after crushing the red grapes, the must together with the crushed grapes (stefla) were left in the tank or barrels for fermentation, this way they were taking all the colouring substances from the skin of the grapes.
Around the old village of Alonissos, hundreds vive guards exist which testify the old wine-productive glories. Also, the big importance that the wine had in the economy of the island is testified with the anforeis, which were found in archaeological sites of the island. The anforeis were containers intended to storage and transport mainly the wine and other products such as oil. In 1965 together with the earthquakes, phylloxera, the deadly virus of the vine guards came about and sunk in despair the economy of Alonissos. Within a year all the vine guards dried out-died and many of the residents of Alonissos immigrated in other places of Greece of even in other countries. Today in Alonissos the production of wine is very limited and it is enough only for local consumption. The Traditional Way of Wine Making in Alonissos The harvest of the grapes (or else Vintage) and the production of wine in Alonissos constituted pleasant teamwork activities that were realised each year in autumn. The Vintage was a seasonal work, which required lots of hands, therefore, most people of the island were participating in the procedure helping each other to harvest the grapes and then make the wine. The landlord should have ensured workers, baskets, animals (usually donkeys and horses) for the transfer. Also, he should have prepared the tools, and attended for food and wine for his workers. The attendance of most of the people in the island to the wine making procedure turned out it to be a pleasant work that often took the character of a festival. After the vintage, the grapes were transported with animals to the Patitiria or Linous, where traditionally from the ancient times; the crushing of the grapes was taking place. The crushing was done by stepping over the grapes. Besides that’s where the name of Patitiria came from; Patitiri is a place where you step over. In terms of its form and its capacity, the Patitiri was different from region to region. 80
After last fermentation the wine was taken out of the tank or barrels and the stefla remained in them. Then the stefla were distillated and tsipouro was produced. Tsipouro is a strong local drink which is made from the residues (stefla) in Patitiria after the must is removed.
so as to produce the best quality of wine. In the decade of the 1950s however, as it was mentioned earlier in the document, phylloxera, a horrible vine guard virus hit the region and unfortunately people were not able to confront it on time and effectively and in a short time it destroyed the largest part of the vine guards. Since then, the wine producers of Alonissos were just a few; however, they kept the culture and tradition of the wine making procedure. The grapes kept for personal use are processed with the same old traditional way. In other words, they use the patitiria and the old traditional mechanism in order to produce the wine.
After the crushing of grapes, the must was transported and it was usually stored in big wooden barrels that had been washed and disinfected. In there the fermentation of the must was taking place and it became wine. For improving the quality of wine there were used various substances and for its maintenance and various practices was applied. Usually, the barrel remained open for forty days and the density of the wine was checked out regularly. After the forty days, the barrel was sealed so as the air does not penetrate it. Then the wine was ready!! In general, the locals dedicated a lot of time in the wine-making procedure
The Municipality Alonissos under the framework of the project Ecotourism: Places and Traditions, and utilising Alonissos as one of the most important islands of the N. Sporades in wine production, wanted to revive the traditional procedure of making wine; thus, offering not only to the locals but also to the visitors, the opportunity to get to know the tradition. Along with the revival of the traditional wine making procedure an annual three-day festival was orgainsed, which is called TA PATITIRIA and it will be celebrated every year at the end of August. The festival will take place in Patitiri, the harbour of Alonissos. The festival will have a folklore character, and elements of customs and tradition of the wine- making procedure will be revived. During the festival, traditional dancers and Greek folklore musicians will be host, and it will be accompanied with wine and local food. In the process of crushing the grapes tourists will be able to participate.
Picture 5 - wine making in Alonissos.
81
The aim was therefore initially to attract the visitors to the Municipality and then to convince them that Geroskipou has sufficient sites of cultural interest that they should spend some time, and money, within the Municipal boundaries – and more specifically those areas away from the coast.
Additionally an exhibition place was created, where folklore materials and photographs will be displayed. The exhibition place portrays the old customs and the traditional old life of Alonissos with preserved materials and traditional tools. For the implementation of the project was it important to build the infrastructure: the traditional winemaking settlement according to the ancient design, so as the traditional procedure of wine making festival to take place. Further, the exhibition place had to be equipped with the necessary facilities in order to display the tradition and customs of the old life in Alonissos.
We looked carefully how we might best achieve our aims and following much local discussion (initially within the Municipality and later with colleagues on the Ecotourism project) decided that we had to separate our aims and use a variety of tactics to achieve success. It was decided that the main tool for attracting people to visit the Municipality would be through the creation of a website. This website should provide the potential visitor with an overview of the history and archaeology of the Municipality, outline the myths and legends of the area, provide information of the major and minor local cultural sites, demonstrate local crafts and produce and provide the visitor with route maps and suggested trails. An important part of the website would be the creation of links to and from other sites, thereby directing the potential visitor to the Geroskipou website. Local people were interviewed and played a major part in the creation of the section of the website relating to folklore.
The Patitiri was build in the premises of the Municipality of Alonissos. The visitors have now the chance to see the traditional wine making procedure and to participate if they want. Besides the wine, many other products of must will be produced, such as must cream, soutzoukia. Within the lines of the pilot project was it possible to give the tourists and locals the opportunity to come closer to the local tradition. Therefore, the pilot project elected not only the traditional activities which are within the lines of Ecotourism activities but also the local products.
In order to gather information, to publicise the project and also heighten local awareness, the Municipality of Geroskipou held a number of local seminars. The project was also publicised on a national stage by being highlighted, as an example of good practice, in a series of conferences on Rural Cyprus sponsored by the British High Commission and the EU delegation to Cyprus.
f. Pilot Project of the Municipality of Geroskipou The Municipality of Geroskipou lies in West Cyprus adjacent to the much larger Municipality of Pafos. The main economy of the area is tourism and there are a large number of quality hotels, hotel apartments and private apartments for rental locally. As the Pafos area is a popular year-round tourism destination our aim was therefore to encourage tourists, both foreign and Cypriot, to visit the cultural attractions of the Municipality for one day of their holiday, rather than spending their holidays exclusively on the coastal strip or visiting many of the other major cultural attractions outside the Municipality.
A number of portable stands were also produced to enable the Municipality to promote the area in travelling exhibitions as well as allowing us to use them within the Municipal building to draw the attention of all those who entered to the project. Several per82
manent fixed-boards were also created to allow visitors to the minor sites (where there were no guides) the opportunity to gain an explanation of the sites by putting the site into an historical context, noting which other local sites were of a similar period, and providing an outline of the site noting its key features.
• •
As work progressed we decided to create a simple walking / cycling map of Geroskipou. This map was essential for two reasons, as it firstly helped to guide visitors around the sites which may be considered more minor and secondly to show visitors at a glance that Geroskipou has a great deal more to offer than the majority of visitors had previously believed.
• •
Therefore three different walking routes were created, taking into account levels of physical difficulty and groupings of monuments. To link with the map signage on the ground was considered essential and will form an integral part.
•
The pilot project results to date.
•
• •
•
Our achievements are as follows: • The creation of Ecotourism web pages for the Municipality of Geroskipou; • The creation of a number of portable pop-up
•
83
posters to help market the Ecotourism possibilities in Geroskipou; The creation of a number of interpretation boards in relation to the ‘lesser sites’; The creation of a walking map to guide the independent Ecotourist around Geroskipou; The creation of 3 walking routes in Geroskipou; The creation of signage in association with the walking routes; Raising awareness of the cultural heritage of Geroskipou amongst the local population and visitors; Raising general environmental awareness in the Municipality of Geroskipou; Increased awareness locally of the traditions and folklore associated with Geroskipou, and especially the cult of Aphrodite; The creation of a learning experience for both locals and visitors; We hope and expect our efforts to result in increased visitor numbers which should benefit the local economy; We hope that we have encouraged a responsible approach to tourism through the web pages and through all local tourism materials.
Appendix 2
Comparison of the Marketing Plans of the Pilot Projects Alonissos (Greece)
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Teramo (Italy)
Comments
Promotion of the old traditions related to the wine production and the organisation of events ad hoc
Touristic marketing of the oldtrimmings tradition and the medication of old healing regional resources
Promote its cultural heritage through the website
Promote and preserve historical water resources and to make people conscious about the importance of this resource.
Recuperate and promote traditions through special events
Organise didactic activities to understand the importance of the wood and local traditions through a territorial net
All the projects have in common the respect and sustainability of natural resources and traditions as an important economic factor.
To recuperate old traditions related to wine production and its influence in the economy, culture and social cohesion of a remote island.
To create an unique offer by finding a balance between history and modernity of the presentation of the traditions. To ensure the sustainability of the activities to create networks of actors (producers, tourist companies, service providers, etc.)
To promote and disseminate the cultural heritage of Geroskipou as a complement to the existent tourist offer.
Revitalize rural areas to promote activities that provide some complementary income for the local population in less developed areas by promoting the natural, cultural and historic heritage related to water as a resource.
To involve local population in the recuperation and preservation of their traditions of old to be able to share with the visitors those experiences acting as agents by providing them with some specific training according to Eco-tourism philosophy
To highlight local traditions for the implementation of a territorial net, integrating inhabitants as first performers to promote and protect the area.
Locals concern about the importance given to the preservation of nature resources and traditions. Participation of locals as actors preservers and promoters. Creation of networks.
To revitalise traditional arts and handicrafts, gastronomy and embed them into local residents everyday life.
To vitalise the relationship to the residents of this old traditions, in order to stimulate the turnover of the still existing craft enterprises and the tourism industry. To increase the share of tourism in the gross domestic product by means of the creation of new target groups, increase of employment, etc
To protect the archaeological monuments, and to demonstrate the long and diverse history of the area. To promote cultural tourism and traditional arts and crafts by designing a tourist/cultural strategy.
The revalorization of important components of the natural and cultural heritage as the fountains, water mills and different routes in the search of water are part of a set of initiatives aimed at stimulating and increasing the value of Ecotourism in the area.
To revitalise old traditions related with the ancient aspects of the way of living in Penacova. To promote natural areas by designing pedestrian circuits across the mountains and rivers.
To promote tourist actions for its area with the purpose to realise the competence of public offices and services, identifying specific responsibilities between offices and units, but identifying the separation between politics and administrative actions.
To promote and protect natural, historical and traditional resources are the common challenges of all the project.
X
X
X
X
X
X
All the projects have as target group the domestic tourism: local, regional and national. So no world-wide analysis is needed.
4.Tourist Demand
3. Objectives
2. Mission
1. Introduction
Pilot Project
85
Alonissos (Greece)
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Teramo (Italy)
Comments
4.a. World-wide analysis
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
By knowing what kind of accommodation the visitors prefer, i.e, we may be able to know if they are interested in Ecotourism or not.
X
X
X
X
X
X
All the projects may be proposed as a complementary option to the existent tourist offers in their areas.
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
This analysis should be done by providing studies a posterior, once the different projects are implemented or launched.
6. Qualitative analysis
5.c. Local analysis
5.b. Regional analysis
5.a. Nazional analysis
5. Structure of ourist offer
4.d. Local analysis
4.c. Regional analysis
4.b. National analysis
Pilot Project
86
Alonissos (Greece)
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Teramo (Italy)
Comments
6.a. View of entrepreneurs
X
X
X
X
X
X
Idem as above.
6.b. View of intermediaries
X
X
X
X
X
X
Idem as above.
6.c. View of opinion leaders
X
X
X
X
X
X
Idem as above.
X
X
X
X
X
X
Every project should provide an exhaustive list of their resources (natural -as landscapes, forestsmonuments, cultural traditions, etc)
X
X
X
X
X
X
In case there may be local competitors, differential elements should be provided so as to propose a unique offer.
Promote Alonissos Image as a destination where a different, more spiritual way of life can be experienced
To create an unique offer for tourists under the motto “viewing-experiencingbuying”. To develop packages offers for both trimmings and health tourism
Three routes created for cultural tourists
To create a series of itineraries within the area, connected to water resources, in order to integrate them in a global Ecotourism offer
To create two main different products. One based on events and another based on activities in natural landscape.
To carry out “the fruit of wood”, a tourist centre, and “the adopted route” to understand the importance of the wood and its resources.
All the projects have the same pursuit concerning the implementation of networks or programs to carry out their activities
The unique natural environment (National Marine Park), the traditional way of life, the willingness of local community to preserve its traditions, environment and keep touristic development to human measures
The network character (links with museums, trimming producing companies, show workshops, and tourist services providers).
- Strong infrastructure in local hotel industry. - Experienced local tourism industry. - Cultural officer appointed to the Municipality.
- Good communication and strategic location. - Important nature parks of high ecological value. - The importance of an enormous cultural heritage in the area, as it is included in other cultural tourist initiatives as “The Routes of alAndalus”.
-The richness of natural landscape. - Important cultural sites including some national monuments. - The richness of local traditions and it’s interest. - Great development of river activities and radical sports.
The richness of nature with an important biodiversity located in an important area of a National Park.
9.a. Strengths
9. Product policy (SWOT)
8. Analysis of competition
7. Analysis of resources
Pilot Project
87
Alonissos (Greece)
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Teramo (Italy)
Distance from the mainland, lack of always available gates (airport, port), lack of experienced and skilful personnel.
Concerning the trimmings, the low experience in marketing the product, as we have had not a feedback so far and we don’t know the customer reaction to the product
- Current lack of marketing. - Very strong local opposition - including World Heritage sites
Lack of development of the existing resources. Very little awareness of the local population about their cultural heritage. An insufficient level of tourism promotion and knowledge of the region/territory. Very little sign posting. Very few complementary activities offered. Lack of appreciation of the value of the resources, and of information about them. Lack of experience to create new sources of employment.
Lack of current marketing strategy. Insufficient level of promotion activities and weak knowledge of the destination. High dependence on the regional tourist demand, specially Coimbra. Reduced number of Tour Operators working with the destination.
Lack of structure on the territory. Need of a specialized operator for creating tourist packages for specific target and referred to the season
Substantial increase on the share of Ecotourism (and other complementary alternatives forms of tourism) to tourism market The importance of Information technologies to market Ecotourism worldwide with economy of resources, Importance of keeping islands social cohesion and initiatives available that can promote sustainable development
The increasing interest in culture tourism, and in old traditions and handicrafts. Specially important is the general concern in sustainable tourism as a contribution for protection of the environment.
Use local tourism infrastructure to advantage
The forthcoming expansion of this tourism sector. We are in time to act in favor of a sustainable tourism model. The close proximity of the coast and the strategic location The recuperation of the cultural and natural heritage and to maintain a model of sustainability, in order to raise the awareness of the population.
The increasing interest on rural areas and mountainous destinations. Increasing number of radical sports enterprises working in the region centre of Portugal. Tourism investment increasing at a regional level.
To increase the employment. To disseminate culture of environmental protection. To increase the economic sustainable activities.
Influence of mass tourism model to local entrepreneurs and local authorities. Transformation of traditions and local special characteristics into folklore events
The existence of many destinations with a high similar potential as in our region
- Continued threats from other local sites. - Majority of tours concentrated on major sites only.
No plan is settled to maintain or restore monuments on a short or long term scale. The progressive loss of popular and traditional elements may create a conflict for those visitors searching for traditional aspects.
The existence of many destinations with a high similar potential as in our region. Environmental problems such like fire in the forests. Climatic conditions can difficult the activities with water.
Inhabitants have difficulties to take part in the project.
9.d. Threats
9.c. Opportunities
9.b. Weaknesses
Pilot Project
88
Comments
11.b. Distribution plan
11.a. Strategy
11. Distribution policy
10. Positioning strategy
Pilot Project
Alonissos (Greece)
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Teramo (Italy)
Invite people that want to experience a human life, into nature, while experiencing interesting cultural aspects inside the embrace of an open, welcoming local society
To attract people to learn about the health and handicrafts facilities in the region. The positioning is competitionoriented and focused on the product attributes.
X
To attract people from the traditional tourist offers in the area.
X
X
Tour operators Network with the other North Sporades islands (Skiathos, Skopelos) Cultural Events organisers Natural Marine Park collaboration Monastic Community
- Direct distribution. - Tour operators - Tours mediators like local tourism associations. - Regional tourism associations.
- Cyprus Tourism Offices initiatives. - Municipal collaboration with other municipalities, especially Paphos. - Collaboration with hotels in the Paphos area. - Signposting of routes.
- Municipal Tourist Office. - Collaboration with Regional Tourist Office (RTC). - Tour Operators working in Penacova. - Local and regional hotel and hostels. - Collaboration with other regional municipalities.
- Local tour operators involvement. - To link local economic operators with a national enogastronomic operators. - Involvement of other partners like Mycological Association, natural experts, etc.
Formulate the image of Alonissos and place it in the tourism marketplace. Revive other old traditions except producing wine, e.g. traditional production of bread, traditional marriage and celebrations
- Distribution oriented on events (i.e. celebration of the “Day of Trimmings”, or “Herbs weeks”) - Distribution via Internet (worldwide access and unlimited time)
Internet based marketing, National campaign to tv-channels, radio stations, newspapers and magazines that promote Ecotourism and alternative cultural activities, Cultural events agents,
- Internet - Participation in touristic fairs, and specific promotional actions. - Publication of a catalogue to be distributed in targeted points. - Mailing address to targeted people.
Formulated through the Cultural Officer of the Municipality.
Comments
Target: people interested in culture, in the recuperation of old traditions and the care for environment and nature. People with a medium-high cultural and economical level.
Web-based distribution to link tourist directly with the entrepreneurs. Meetings and associations (cooperatives) of local entrepreneurs to create complementary packages. Collaboration with the Andalusian regional administration in terms of the tourism promotion of the area.
- To create a tourist image of Penacova based on natural landscape and local traditions as a regional differentiation product.
To communicate the high social value of the project, increasing the value of local traditions (local products, recipes, etc)
Web-based distribution to link tourist directly with the entrepreneurs. Meetings and associations (cooperatives) of local entrepreneurs to create complementary packages. Collaboration with the Andalusian regional administration in terms of the tourism promotion of the area.
All elements will be available in a web site. Each event will be available for free for the media. Invitation of all local and regional partners to participate. Invitation to tour operators, local, regional and national.
- Public opinion. - Economic agents (tour operators, local administrators, etc.) - Family tourism - Schools -Mycology - Tourism for experts - Local citizens -Institutions - Media
89
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Complementary activities to festival will be priced at the low end (e.g. buying of traditional sweets). Main activities will be free of paying due to extended sponsorship programme, volunteer contribution by locals, and financial contribution of Municipality of Alonissos
Medium pricing segment, though some selected package offers will have a high price segment as an exclusive offer for very small groups and individual tourists.
All activities will be free.
It must lie over the base of quality criteria and market competition. The total expenditure may be divided into five components: - Travel cost - Accommodation • Catering • Complementary activities • Others
Only the Lamprey Festival was prepared to have a medium price because the dish is specially expensive. All the other events were free.
13.Communicat ion policy
X
X
X
X
X
X
X
X
X
X
The organisation of ad hoc event to promote the project.
The organisation of ad hoc events as referred above (“the Day of Trimmings” or “The week of Herbs”)
The organisation of ad hoc event so as to promote the project.
Publish information about local historical sites and traditions for the population and tourists interested.
Publication with high quality graphic material and texts with stories about local traditions and cultures.
Creation of a cultural, product that will cover all aspects of an alternative way of life. Wine festival will be one dimension of this product.
To create a products range of the brand “Erzgebirge”, with its correspondent corporative image.
14. Plan of action
13.b. Creative definition
12. Pricing policy
Alonissos (Greece)
13.a. Strategy and definition
Pilot Project
To renovate the tourist image of Penacova by promoting it’s historical sites through events based on local traditions.
90
Teramo (Italy)
Comments
Included in the Reference Guide
14.c. Direct marketing
14.b. Public relations
14.a. Promotion
Pilot Project
Alonissos (Greece)
Annaberg (Germany)
Geroskipou (Cyprus)
Malaga (Spain)
Penacova (Portugal)
Teramo (Italy)
Participation in a network of places around Europe with similar philosophy in touristic development, Preparation of joint activities with these places, using all available resources
Organisation of a travelling exhibition of trimmings, nationwide, during two years, together with the producers and manufacturing companies. This will be combined with the products selling.
- Web sites - Theme based exhibitions. - Posters. - Magazine articles. - Guides - School activities. - Local guided trips. - Selection of cafes, restaurants, etc.
Web-based Fairs Map and a virtual professional guide Exhibition catalogues Exhibition brochures Websites Videos Magazines Guides Posters Reports School activities
Web sites Fairs Media Brochures - Regional Tourist Magazines Restaurants Hotels Posters
- Theme based exhibitions (with brochures and catalogues edition). - Websites - Videos - Magazines - Guides - Posters - Press reports - Schools activities
Cooperation with analogous profile places throughout Europe, (primary in Mediterranean), Joint projects with famous and influencing Organisations activated in Culture and Alternative Forms of tourism
- Organisation of openings (Travelling exhibition, “day of Trimmings”, etc). - Participation in ad hoc events. - Media relations. - Corporate brochures distribution with offers.
- Major openings and conferences. - Press reports. - Interviews. - T.V Programs. - Opinion’s makers point of view.
- Local and regional Seminars - Media (newspapers, radio and television) Fairs
- Local seminars - Forums - Public debates with citizens and local administrators
Web site promotion as an on time source of accurate information, Invitation to major players in the touristic market to visit Alonissos and experience the difference.
- Mailing actions - Familiarisation and incentive trips.
- Exhibitions in local hotels. - Travelling exhibitions - Contact groups such a Ramblers. - Educational programmes. - Websites. - Conferences. - Press releases. - Major events on Feast days, etc.
Mailing actions. Web site promotion. Contact with groups interested to participate in the events.
- DVD. - Web in the Teramo site to promote the project within tour operators and schools.
Signposting
91
Comments
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Work group Wirtschaftsförderung Erzgebirge GmbH
Matthias Lißke Christine Penzlin Kristina Ackermann Gloria Janas from (Agentur für Marketing Projekt- und Tourismusmanagement)
Provincia di Teramo
Loredana Tiburzi
Sviluppo Italia Abruzzo S.p.A.
Annalisa Montani Monica Sassatelli Renata Ciavattini Donatella Maltese
Camara Municipal de Penacova
Mauricio Teixeira Marques Luis M.S. Rodrigues Luis Pedro Barbosa Antunes
Diputación de Málaga
J. Marcos Castro (Univesidad de Málaga) Enrique Riera
West Sweden
Haleh Lindqvist Daniel Wennerlund Peter Jadesjö Anita Tóth
Instituto Tecnológico de Canarias
Iñigo Oramas González-Moro Lucía Dobarro Delgado
El Legado Andalusí
Ana Carreño Leyva
Demos Alonissou
Eleni Anagnostou Vaggelis Katsaros
Demos Geriskipou
John Howells
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