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Practical Scenarios

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Chapter 1: A Philosophic Approach to Sustainable Tourism

Global tourism is a very large industry and all indications are that it will continue to grow in the future. Such growth will have a major impact on the sustainability of the natural and built environments.

The World Travel and Tourism Council noted that in 2014 global tourism reached US$7.4 trillion and generated 277 million jobs.

In addition, in 2014 the World Tourism Organization reported that international tourist arrivals increased to 1.138 billion and international tourism receipts amounted to US$1,245 billion.

Both the World Tourism Organization and the World Travel and Tourism Council have an important role to play in the understanding of sustainable tourism.

This chapter presents an introduction to the components of sustainable tourism: ecotourism, geotourism, cultural tourism and responsible tourism.

Questions

What kind of organization is the World Travel and Tourism Council and where did their global statistics emanate from in 2014?
How would you describe the make-up and functions of the World Tourism Organization?
How would you define ecotourism, geotourism, cultural tourism and responsible tourism?

Case Study 1: The Commonwealth of Dominica as a Sustainable Tourism Destination and the Development of an Ecotourism Project within the Kalinago Territory

The Commonwealth of Dominique is a unique nature island in the Caribbean whose economy is directly related to sustainable tourism. The island has a rich history inclusive of the Kalinago native population largely located in an area called the Kalinago Territory. Recently, a new ecotourism project has been developed within the Kalinago Territory.

Questions

How would you describe the country of Dominica?
Do you think an ecotourism project in the Kalinago Territory is a good idea?

Chapter Two: The Worldly Travelers and a Sense of Sustainability

Very often writers on sustainable tourism begin with 1987, the year when the United Nations Brundtland Report on the environment became available. Managing Sustainable Tourism begins with ancient history and includes a description of sustainability in the sense of cultural tourism as presented by Herodotus in his book The Histories, published sometime between 449 and 447 BCE. It also includes reference to Marco Polo of the medieval period, his observations on cultural and geotourism, which are so vividly described in his book The Travels of Marco Polo in 1300 CE. It moves forward to the nineteenth century, with comments by Charles Darwin in his popular book The Voyage of the Beagle, with detailed descriptions of flora and fauna that would likely partially fit today’s description of ecotourism. The chapter ends with notes about Charles Lindbergh, possibly one of the most responsible travelers of the 1970s, and his contributions to the conservation of the environment.

Questions

After reading this chapter, how would you describe Herodotus in terms of his understanding of a simple version of cultural tourism?
What do you know about the trials and tribulations of travel in the time of Marco Polo?
Before reading this chapter were you aware of Charles Darwin’s book Voyage of the Beagle?
Did you know that the famous aviator Charles Lindbergh became one of the strongest advocates of protecting the environment?

Case Study 2: John Lawson: Father of Sustainable Tourism in the New World

In 1709 the Englishman John Lawson wrote one of the most descriptive sustainable tourism texts ever written. He is not a well-known traveler, explorer, naturalist, surveyor, and writer but his observations, notes, and travels suggest an individual that certainly fits the mode of an adventure traveler who understood the precepts of sustainability. His life was very short-lived (he died at 40) but his contributions to the study of sustainable tourism are quite large.

Questions

How would you describe the contributions of John Lawson to sustainable travel?
Have you read his book?
What did you learn from this case study?

Chapter 3: Sustainable Tourism Milestones: Twentieth and Twenty-first Centuries

One approach to sustainable tourism is to view it broadly from two complementary positions: the ‘natural environment’ (ecotourism, geotourism, adventure tourism, agritourism, and rural tourism) and the ‘built environment’ (history, heritage, culture, arts, and unique structures). Of course, there are many additional approaches to sustainable tourism. Where should one start for a foundation in the modern world with respect to sustainability and sustainable tourism? One starting point might be a review of the 1962 book Silent Spring by the marine biologist and conservationist Rachel Carson. The strong voices of the 1970s of such organizations as the Nature Conservancy, the World Wildlife Fund, the Oceanic Foundation, and the International Union for the Conservation of Nature and Natural Resources laid good foundations for sustainability. There are many others. A good example of best practices of sustainability is the first eco-resort of Maho Bay Resorts in 1975, described by many authors as the best of its type in the world. After the famous Brundtland Report in 1987 there have been many different approaches to sustainable tourism, beyond what this chapter can fully describe.

Questions

Can you list a few of the important developments in sustainable tourism prior to the Brundtland Report of 1987?
What are some of the highlights of sustainable tourism development in the 1980s?

Case Study 3: Climate Change, Sustainability, and Impacts on Tourism – The Outer Banks of North Carolina

The Outer Banks of North Carolina provides a good case study to introduce climate change and global warming. The most recent research suggests that 2014 and 2015 have been the warmest years in recent history. Most tourist destinations are heavily impacted by weather and seasonality, which are critical factors to many destinations. In addition, the “carrying capacity” at major resort destinations is very often a major problem, as it is with the Outer Banks, making the Outer Banks a good test case. It is clear that if the Outer Banks is to remain a premier destination, its positive future may very well rest on the area’s approach to sustainability.

Questions

Why is the sustainability of the Outer Banks of North Carolina such a critical factor at this juncture?
What is the relationship of climate change and global warming to sustainable tourism?

Chapter 4: Sustainable Tourism and the United Nations Millennium Development Goals

Turbulence, strife, poverty, conflicts, and unrest aptly describe much of today’s world. Such factors do not fit well for the future growth of global tourism. In the year 2000 the United Nations launched its Millennium Development Goals. Initially, it did not appear that tourism had much to do with such goals. But as progress moved forward, it became clear that tourism development and, specifically, sustainable tourism were important to making positive progress on reducing or alleviating poverty in certain places in the world. The UN World Tourism Organization and the UN Environmental Program became major players in working on such goals. The term “Pro-poor Tourism” was added to the sustainable tourism vernacular. While the progress seems slow, there are definitely some success stories that need to be told.

Questions

Do you believe that the tourism industry can have an impact on the United Nations Millennium Development Goals?
How would you describe “Pro-poor Tourism?
What is the relationship between the UN World Tourism Organization and the UN Environmental Program?

Case Study 4: Cuban Tourism at the Crossroads of the Modern Era of Sustainability

Recently, new developments in the diplomatic relations between the United States and Cuba have taken place. If the positive initiatives that have taken place so far continue, the tourism industry relationships between the two countries will take a decided turn towards increased bilateral tourism. Cuba has a very unique set of tourism destinations and the issue of sustainability will certainly be a part of its progress in the future. Cuba already has 17 United Nations Educational, Scientific and Cultural Organization sites. These sites inherently have a sustainability component.

Questions

What do you know about the relationship between the United States and Cuba in terms of tourism between the two countries?
Do you think Cuba has a good opportunity for progress in sustainable tourism?
How would you describe the United Nations Educational, Scientific and Cultural Organization with respect to sustainable tourism?

Chapter 5: Rural Tourism and Sustainability

In the complex world of global tourism, the primary emphasis is on metropolitan areas, where mass tourism generates large economic benefits for both the community and the businesses involved. Often rural communities get ignored with respect to tourism development. Yet almost every rural community in the world has some resources, attraction, activity, event, or special interest or adventure opportunity that can motivate a traveler. It took a long time for the policymakers in the United States to recognize the need for a rural tourism policy. That is also true with respect to understanding sustainable tourism opportunities in rural areas, yet many such areas include historical sites, scenic beauty, and other components leading to sustainable tourism.

Questions

What do you think about the development of tourism in rural areas?
Can you give some rough details about the development of a rural tourism policy for the United States?
What is your opinion about a place like Greensburg, Kansas being one of the most progressive rural areas with respect to sustainability?

Case Study 5: Experiential Tourism: The Flint Hills & Kansas Tallgrass Prairie National Preserve

Few people realize that native grasslands throughout the world are disappearing so quickly. Fortunately, within the United States there has been a strong movement over a period of years to preserve what is known as the “tallgrass prairie”. This move in the State of Kansas is a clear policy decision to protect an important environmental component associated with sustainable tourism. The two best places to learn about the history and heritage of the “tallgrass” in the United States are the “Kansas Tallgrass Prairie National Preserve” (national park) near Strong City, Kansas and the “Flint Hills Discovery Center” (museum) in Manhattan, Kansas. Both represent the concept of “experiential tourism”. Experiential tourism is a strong component of sustainable tourism. The best understanding of experiential tourism as part of sustainable tourism rests with concepts developed in Canada.

Questions

Before reading this case study were you aware of the importance of the grasslands to sustainability?
Had you ever heard of the “Kansas Tallgrass Prairie Preserve” or of the “Flint Hills Discovery Center?

Chapter 6: Sustainable Tourism and the Prospects for Peace

There is an old adage that says “When Peace Prevails, Tourism Flourishes”. Peace and tourism have interesting conceptual ties. The tourism industry has gradually noted the importance of the concept of tourism and peace, and new literature on the topic is evolving from lots of different perspectives. The United Nations World Tourism Organization, the World Travel and Tourism Council, and the International Institute for Peace through Tourism have launched a number of different initiatives promoting peace through tourism. In addition, over the years there have been numerous important tourism conferences that have included references to the importance of peace to advance greater tourism and sustainable tourism. Several known conferences in this respect include the 1975 Helsinki Accords, the 1980 Manila Declaration, the 1985 Tourism Bill of Rights and Tourist Code, the 1989 Hague Declaration on Tourism, and the 2000 Amman Declaration on Peace through Tourism.

Questions

Before reading this chapter had you heard of the International Institute for Peace through Tourism?
The Manila Declaration is a landmark with respect to international tourism. What do you know about the Manila Declaration?
Had you heard of the Amman Declaration on Peace through Tourism?

Case Study 6: Travel. The Language of Peace and Sustainability

Numerous world leaders have spoken to the issue of peace and tourism. There is also an interesting history of peace through travel that originated in ancient times. The story about the “Olympic Truce” is, indeed, one of the great stories of peace and tourism. In addition, great American leaders such as President Dwight D. Eisenhower and President John F. Kennedy were strong advocates of peace through tourism and proponents of the People to People International organization dedicated to a more peaceful world.

Questions

Before reading the case study in this chapter were you aware of the “Olympic Truce”?
Did you know about the involvement with peace and tourism of the U.S. President Dwight D. Eisenhower?
Were you aware of the People to People International organization?
Did you know that U.S. President John F. Kennedy was a proponent of peace and travel?

Chapter 7: Strategic Planning for Sustainable Tourism

In managing sustainable tourism at any level, from local to global, it is now mostly recognized that a carefully constructed strategic plan is needed. In brief, tourism planning is essential to build a successful sustainable tourism program. This chapter speaks to such important factors in strategic tourism planning as the need for a “vision”, a “mission statement”, goal(s), objective(s), strategies, and tactics. One of the counties that does an excellent job in constructing a good strategic tourism plan is Canada. A well-known tool for strategic planning is SWOT (strengths, weaknesses, opportunities, and threats). A lesser-known tool is SMART (specific, measurable, achievable, relevant, and time-bound). Additional tools include “Internal Analysis in the Strategic Planning Process” and “External Environmental Scan in Strategic Planning”.

Questions

Explain what you know about “visioning”, “mission statement”, goal(s), objective(s), strategies, and tactics with respect to the strategic planning process?
Were you aware of the strategic planning tools “SWOT” and “SMART”?
After reading this chapter what can you say about the conduct of an “External Environmental Scan” in strategic planning?

Case Study 7: Peru: The Condor Lodge Ecotourism Project

Near to the ancient city of Cusco, Peru, high in the Andes Mountains, is a unique ecotourism lodge referred to as the “Condor Lodge”, named after the Peruvian Condor bird. It is the only place where a visitor can look down on the nesting sites of this fascinating bird. Cusco, as the capital of pre-Columbian Inca Empire of Peru, is a fascinating city. It has maintained the art and culture of many of the native populations in Peru. The “Lodge”, built and maintained based on the best of the ecotourism principles and practices, offers the adventurer tourist scenic beauty, excellent hiking and horseback riding, impressive fishing streams and, of course, bird watching, especially with respect to the Condor.

Questions

What do you know about the country of Peru?
Are you familiar with the fascinating history of the Inca Indians of Peru?
Did you know anything about the ancient city of Cusco?
How much did you know about the Peruvian Condor?
From a sustainable tourism perspective what is your opinion of the “Condor Lodge”?

Chapter 8: Marketing the Sustainable Tourism Product

Most destinations that maintain a strong sustainable concept with their tourism offerings will likely have a competitive advantage over their competitors. From a marketing perspective, sustainable tourism within the destination might mean giving up current revenues from tourism, by limiting capacity, to assure there will be demand and supply of the tourism product in the future. The question of the “carrying capacity” of a destination suggests there should be an “environmental impact assessment” to measure the sustainability of the destination. This chapter introduces the “Ten ‘P’s’ of Sustainable Tourism Marketing”. Target marketing plays an important role in the marketing of a sustainable tourism destination.

Questions

What do you think is different about marketing a sustainable tourism destination?
Why is the “carrying capacity” of a sustainable destination so critical?
Had you heard of the “Ten ‘P’s’ of Sustainable Tourism Marketing”?

Case Study 8: Sustainable Tourism and Ambergris Caye, Belize

From Ambergris Caye in Belize the visitor is able to see the Belize Barrier Reef, the second largest reef in the world. For many years Belize has struggled to maintain the sustainability of Ambergris Caye. Initially San Pedro Town on Ambergris Caye was a sleepy little village where visitors would come to enjoy the quiet, laid-back culture of the area. Whether it was a coincidence or not, after Madonna visited San Pedro and recorded her song “La Isla Bonita” in 1987, tourism to the island began to take off. The old ferry bridge (which could ferry people, bicycles, and golf carts, but not automobiles) separating San Pedro from the few resorts in the more northern part of the island was replaced by a modern bridge that could also move cars and trucks north. A new modern airport was built, which replaced the small open-air airport. This changed the ambience of the island. Questions of sustainability were raised. In 1989 the Ambergris Caye Master Plan for Development was prepared.

Questions

Did you know about Ambergris Caye before reading the case study?
What were some of the key objectives mentioned in the master plan?
What do you know about the world’s second largest reef?

Chapter 9: Managing Sustainable Tourism in the New Millennium

Sustainable tourism, properly managed, can become a major vehicle for increasing prosperity while maintaining social, cultural, and environmental integrity. Managing sustainable tourism depends on forward-looking policies and sound management philosophies that include building a harmonious relationship among local communities, the private-sector, and governments regarding developmental practices that protect the natural and built environments while being compatible with economic growth. With orderly economic growth as part of the goal of sustainable tourism, the key is to balance the number of visitors with the carrying capacity of the given environment (whether natural or built) in a manner that allows for the greatest interaction and enjoyment with the least destruction.

Questions

How would you generally describe an acceptable practice for managing sustainable tourism?
Do climate change and global warming have any impact on the tourism industry?
What does the word “coopetition” have to do with tourism?

Case Study 9: The Managerial and Educational Aspects in the Context of Sustainable Tourism: Contentnea Creek

Some of the background with respect to the sustainability of Contentnea Creek is found in a book by John Lawson from 1709. Some of the concepts describing ecotourism can be applied to the Contentnea Creek area. In brief, Contentnea Creek appears to offer a good place for developing a sustainable tourism project.

Questions

Describe some of the background about John Lawson and his relationship to Contentnea Creek?
Based on the information contained in the case study, do you think the Contentnea Creek area could support an ecotourism project?
What relationship does the American Society of Travel Agents document “The Ten Commandments of Ecotourism” have to do with Contentnea Creek?
What do you know about the International Ecotourism Society and its “Principles of Ecotourism”?

Chapter 10: Future World Tourism Issues that will Impact on Managing Sustainable Tourism

Worldwide tourism has grown tremendously over the past ten years and is likely to do so in the future. This makes the concept of sustainable tourism even more important. The opportunity that tourism offers for positive economic and social benefits for tomorrow will depend on the decisions being made today. To accomplish the management of sustainable tourism for the future will require transforming some of our current thinking, practices and behavior in such a way as to not have negative interventions on the natural and built environment. This will require strong leadership from the World Tourism Organization and the World Travel and Tourism Council.

Questions

Who are the leaders of the World Tourism Organization and the World Travel and Tourism Council, and why are they so important with respect to the future of sustainable tourism development?
Will the worldwide tourism industry likely grow in the future?
Is safety and security a major issue in the tourism industry?
How will climate change likely impact the tourism industry?

Case Study 10: Sustainable Tourism as a Development Strategy along Coastlines

Coastlines are particularly vulnerable to the perils of development issues in sustainable tourism. Recently a number of important measures of sustainability along coastlines have become available. Some “Sustainable Tourism Prescriptions for Success” can be applied to coastlines.

Questions

What do you know about tourism along coastlines?
Can you cite any specific measures of sustainable tourism?
Do you know anything about cultural tourism and coastlines?
What is your overall opinion of sustainable tourism along coastlines based on the case study?

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