ECOTOURISM DEMAND AND SUPPLY IN EL CIELO BIOSPHERE RESERVE, TAMAULIPAS, MEXICO THESIS Presented to the Graduate Council of Southwest Texas State University in Partial Fulfillment of the Requirements for the Degree Master of Applied Geography By Scott L. Walker, B.A. San Marcos, Texas December, 1997
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ECOTOURISM DEMAND AND SUPPLY IN EL CIELO BIOSPHERERESERVE, TAMAULIPAS, MEXICO
THESIS
Presented to the Graduate Council ofSouthwest Texas State University
in Partial Fulfillment ofthe Requirements
for the DegreeMaster of Applied Geography
By
Scott L. Walker, B.A.
San Marcos, TexasDecember, 1997
ii
ECOTOURISM DEMAND AND SUPPLY IN EL CIELO BIOSPHERERESERVE, TAMAULIPAS, MEXICO
__________________________Dr. Michael WilloughbyDean of Graduate School
iii
Copyright
by
Scott L. Walker
1997
iv
For Chloe
v
ACKNOWLEDGMENTS
I would like to thank my research advisor, Dr. Jim Kimmel, for his assistance in guidingme through the arduous process of graduate school and thesis development. I would alsolike to thank the women of La Grupa de Mujers and the men of El Grupo de Hombresco-ops in Alta Cima, Mexico and M. en C. Sergio Medellín Morales, President of thenongovernment organization Terra Nostra in Ciudad Victoria, Mexico, for their patienceand support in this project’s logistics and administration. Also, a special thanks goes toBiol. María Isabel Ramírez Ochoa (Chabelita), who encouraged me to conduct myresearch in El Cielo and who remains my good friend to this day. However, the biggestthanks is extended to my wife who supported me in this grandiose effort from the day wequit our jobs and moved to San Marcos, Texas for this education, through the four-weeksummer semester where I was gone from home from early morning to work and thenuntil 10 or 11 p.m. two nights a week studying statistics. Without her support, thesepages would never have been written.
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CONTENTS
Acknowledgments.......................................................................................... v
Tables............................................................................................................. viii
Figures............................................................................................................ ix
Abstract......................................................................................................... xi
Chapter One Introduction................................................................. 1
Ecotourism Development Model.......................................................... 1Purpose.................................................................................................. 3
Chapter Two Literature Review....................................................... 4
Chapter Four Research Questions and Study Methods.................. 19
Relevance of the Research..................................................................... 19Study Site.............................................................................................. 19Study Method ....................................................................................... 20
Research Question 1: What is the Demand forEcotourism in El Cielo and by Whom?..................................... 20Research Question 2: Does the Supply Meet the Demand?...... 22
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Chapter Five Results and Discussion............................................... 23
Data Analysis for Demand Identification.............................................. 23Demographic Data Identification - Visitor Profile.................... 23Demographic Data Identification - Visitor Distribution........... 26Site Usage Identification........................................................... 28Transportation, Motivation,and Overnight Accommodations............................................... 31Visitor Spending Patterns......................................................... 33Secondary Analysis - Relationships......................................... 34
Data Analysis for Supply Identification................................................ 36Qualitative Analysis of Supply........................................................... 39Discussion........................................................................................... 42
What is the Demand for Ecotourism inEl Cielo and by Whom?.......................................................... 42Does the Supply Meet the Demand......................................... 43
Chapter Six Recommendations and Conclusion......................... 45
Recommendations............................................................................... 45Improvements by Cooperative Members................................ 45Improvements by SEDESOL and Local Cooperatives........... 46Improvements by SEDESOL.................................................. 48
economic status, and physical ability (Shivers & Hjelte 1971). This study was designed to
let the consumer, or tourist population, guide the standards, yet allow the local
community to anticipate and prepare by first becoming aware of the tourist’s demand.
Supply
Supply, in the context of this study, can be defined as a point of destination where
demand may be fulfilled. These supply places, or points of destination, exist due to
demand that cannot be satisfied at the point of the tourist’s origin (Mitchell 1991).
Tourism supply is anchored in two principles: one is a service to provide for the demands
of tourists and the other is a site or location that attracts the tourist (Mitchell 1994). In
planning recreational places, the location, or site, often becomes the most important
factor, although it is only a part of the formula (Clawson 1963).
Gunn (1972) classifies supply to meet the tourist’s demand into five categories:
1) transportation linking the market to the site;
2) the gateway where information is dispensed;
3) a settlement providing goods and facilities;
7
4) recreation opportunities and attractions; and
5) a network connecting the above categories.
Furthermore, the site attracting the tourist can be broken down in three categories
(Clawson & Knetsch 1966):
1) user-oriented;
2) resource-based; or
3) intermediate areas.
User-oriented areas are typically near the tourist’s home and are readily accessible. These
are city parks, playgrounds, and small urban-recreation areas. Resource-based areas are
dominated by some outstanding physical resource, such as mountains, the desert, or an
ocean. These places may be a considerable distance from the visitor’s home. Both money
and time must be spent to enjoy these places. Intermediate areas are somewhere in
between the above two. They are usually no more than two hours away from home by car
and are considered day-use or weekend-use areas. This study focused on a resource-based
site and the first four of Gunn’s supply categories, as well as the natural resources
available at the site.
8
Tourism Matrix
Mitchell (1994, 200) developed a tourism supply and demand matrix that he calls “a
geographer’s guide to the investigation of tourism “ (Table 1). This matrix is designed to
devise research questions and concentrate research efforts, as well as view combinations
of applications. The rows and columns represent concepts, while the individual cells
represent a research concentration.
The tourism matrix is both a dynamic and flexible tool for conceiving research
endeavors. In addition to any combination of cell by cell analyses, a row or column can
serve as a starting point for tourism analysis. The main point(s) for each row or column
are summarized at the end of that row or column under the title “Directives.”
Furthermore, columns and rows can be combined and studied for a more complete picture
of the tourism activity in a place.
This study was a preliminary demand/supply study. It incorporated aspects of
each of the nine cells in the tourism matrix in order to aid in the development of a
complete picture of the demands tourists make in the study area. However, the primary
focus is on columns one (demand) and two (supply). I used these columns to aid me in
deriving general questions to use in the survey instrument I developed for this
investigation. Likewise, I used it to guide me in organizing the qualitative aspects of the
study and the structure of the analysis and final discussion. I found the tourism matrix to
be a good tool for the application of theoretical demand and supply concepts.
9
Table 1. Tourism Supply and Demand MatrixDemandOrigin
SupplyDestination
ConsumptionLinkage
Directives
PurposeIntention
Motivation
CELL 1Demand and purpose. Smith refers to thisconcept as “Defining the Person” (1989, 18).What is the profile of the tourist or potentialtourist? What intentions, purposes, andmotivations drive the tourist? What values doesthe tourist have that justify their demand?
CELL 2Supply and purpose. This concept concerns the plansand motivations of those supplying the tourist’sexperiences. What are the objectives and incentivesof the providers? What values guide the providers?What management philosophies are followed?
CELL 3Consumption and purpose. Consumption is thelevel of satisfaction the tourist needs or wants.Have the tourists been satisfied? How manytourists are attracted? Can the consumption beincreased? What impacts do the networks oftransportation, communication, and destinationshave on consumption?
Ideology
StructureCategorizationStratification
CELL 4Demand and structure. This cell expands furtheron the demands of the tourist. What are thesocioeconomic attributes of the tourist? Dosocioeconomic variables lead to a hierarchy ofdemands? How are attractions perceived by thetourist?
CELL 5Supply and structure. Which demands are catered toat a particular destination? Are scarce resourcesmanaged to meet the needs of the tourist and thesupplier? Does the specific destination fit into aregional pattern? Are the destination businessescomplementary or competitive?
CELL 6Consumption and structure. What is consumed atthe destination? What infrastructure is needed atthe destination? Which tourists utilize a particulardestination? Are there any policy implications forleaders and managers concerning theconsumption of services and goods related totourism?
ActivityFacility
Institution
DistributionSite
Situation
CELL 7Demand and distribution. This concept can becompared to Smith’s analyses for “Defining andDescribing the Trip” (1989, 26). Are there spatialpatterns in the tourist’s origin? Is there arelationship between the distance traveled anddestination?
CELL 8Supply and distribution. What criterion are used tolocate tourist-oriented destinations? Is supplydistributed in a fashion that serves to benefit thetourist and the provider?
CELL 9Consumption and distribution. What is the imageof the destination? Is the destination authentic ordoes it reveal a staged authenticity? Whattransportation modes are used to arrive at thedestination? What are the patterns of touristactivity in the destination?
Environment
Directives PerceptionCognitionBehavior
ManagementResourcesLand Use
InteractionTransportationParticipation
(Mitchell, 1994)
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CHAPTER THREE
DESCRIPTION OF THE STUDY AREA
The area chosen for this study was the 144,530 hectare (356,442 acre) El Cielo
Biosphere Reserve in southwestern Tamaulipas, Mexico (Figure 2). The reserve was
established in 1985 by the Secretariat of Social Development - Tamaulipas (SEDESOL).
Shortly after its establishment, the United Nations Educational, Scientific, and Cultural
Organization (UNESCO) accepted El Cielo as a Man and the Biosphere Reserve (MAB)
of international significance due to the area’s biodiversity.
Biosphere Reserve Concept
The biosphere reserve concept utilizes zones based on a protected core, or nuclear
zone, surrounded by a buffer zone. The San José-Gómez Farías area (Figure 2) of the
reserve is designated as a buffer zone and is the most populated and accessible by road.
This area is the primary area used by tourists because of its proximity to amenities and
transportation.
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Figure 2. El Cielo Biosphere Reserve, Tamaulipas, Mexico(Adapted from Medellín 1994)
12
Biophysical Description
El Cielo is rich in biological diversity. There are 524 plant species in the four
ecosystems (Medellín 1994). El Cielo contains 93 mammals, which represent 70% of
the mammal species found in Tamaulipas. Sixty-four neotropical bird species are found
in the reserve and 65 invertebrates have been cataloged to date. Of the vertebrates, three
are considered endangered. They are the jaguar (Panthera onca), black bear (Ursus
americanus), and pheasant (Crax rubra).
The latitude, altitude, and influence of the Gulf of Mexico create a subhumid,
cloud-forest climate. Annual rainfall ranges from 350 mm (13.7 inches) to 2,600 mm
(102.36 inches). The altitude ranges from 200 meters (600 feet) above sea level to 2,400
meters (7874 feet). At the reserve’s latitude of 24 degrees north, just south of the Tropic
of Cancer, the temperature ranges from 11° C to 30° C (55°F to 89°F) in the study area.
Four distinct ecosystems, based on vegetation type, occur in the reserve. They are:
The survey also measured the annual income range of El Cielo visitors. The
incomes, as presented here, reflect that of the unit of analysis in the study; the visiting
party. This was the best income standard available and is supported by Clawson and
Knetsch (1966, 296) as the “best measure for demand analysis.” Further, since the
income range of a person from the United States cannot be equally compared to that of a
25
person from Mexico, income in new pesos (Figure 8) and dollars (Figure 9) are presented
separately. They are again presented together with new pesos converted to dollars as a
frequency distribution graph to summarize the two variables (Figure 10). It should be
noted that, since most visitors are 15 years old and under, many of the respondents did
not have any income to report. However, a more significant variable, the estimated
amount visitors spent each day during their visit, is explored later in this section under
“Visitor Spending Patterns.”
New Pesos
Percent
0
51015
2025
30
<5000 5000-9999
10000-19999
20000-29999
30000-39999
40000-49999
50000-59999
60000-69999
70000-79000
80000-89000
>90000
25.8
16.1
6.59.7 9.7
0 03.2
6.53.2
19.4
Figure 8. Annual Income Range of the Visiting Party in New Pesos (n=31).
US Dollars
Percent
05
10152025303540
<10000-19999 20000-29999 30000-39999 40000-49999 50000-59999 60000 and >
0
12.5
37.5
25 25
0
Figure 9. Income Range of the Visiting Party in US Dollars (n=8).
26
US Dollars
Frequency
0
10
20
30
40
50
60
70
<10000 10000-19999
20000-29999
30000-39999
40000-49999
50000-59999
60000and >
Figure 10. Annual Income Frequency Distribution Polygon Summary (New Pesos converted to US Dollars)(n=39).
Demographic Data Identification - Visitor Distribution
The spatial patterns of tourist origin are measured and presented here. As
expected, the majority are from Mexico, while one-fourth originate in the United States.
Unexpected though, were the numbers of visitors, at 12.7%, from places other than the
United States and Mexico (Figure 11). Other countries of origin included Bolivia,
Canada, Italy, Nicaragua, Poland, Spain, Romania, and Russia. Nearly all of the
respondents from countries other than the United States and Mexico indicated they were
in the reserve to do research. Likewise, they were typically traveling with large groups,
suggesting that large groups from extreme distances are often university research groups.
Origin
Percent
010203040506070
Mexico US Other
61.9
25.4
12.7
Figure 11. Country of Origin (n=63).
27
To further define the spatial patterns of visitors, each respondent was asked to
indicate the city of origin for his/her group. This data was then extrapolated to compare to
Clawson & Knetsch’s three types of recreational areas (page 7): user-oriented,
intermediate, and resource. Based on the geographical origin of respondents, a new
variable was created to describe travel time: up to two hours, up to four hours, up to six
hours, over six hours, and extreme. Up to two hours indicates an intermediate recreation
area, over six hours probably indicates a resource area where planning and financial
resources must be considered by the visitor. Extreme, as found in the graph below,
indicates those visitors having to travel extreme distances to arrive in El Cielo (Figure
12). These visitors were from New York City, Florida, Canada, and Europe.
Hours
Percent
0
5
10
15
20
25
up to 2 (intermediate)
up to 4 up to 6 >6 (resource)
extreme
21.2 21.225
15.4 17.3
Figure 12. Travel Time to El Cielo (n=52).
The map below demonstrates the above graph in a spatial format where travel time can be
noted from the point of view of a regional traveler.
28
Figure 13. Travel Time Map.
It should be noted that Clawson & Knetsch’s three recreational area designations
may be slightly skewed for application in Mexico, due to roads that are not ideal for high-
speed travel by automobile or bus. Also of note is that if the “greater than six hour”
category were combined with the “extreme” category in Figure 12, the percentage of
visitors utilizing the reserve as a resource area would total 32.7%. This would present a
strong case for considering El Cielo a resource recreation area.
Site Usage Identification
One indicator of natural resource demand by site is how many times a group has
visited previously, if at all. Visitors were asked if they had visited previously, and if so,
how many times. Nearly 60% of the visitors questioned had never been to El Cielo.
Meanwhile, just over 41% had previous visits (Figure 14). Of those having previous
visits, the majority had already visited 4 times, followed closely by those who had visited
8 times previously (Figure 15).
29
Previous visits
Percent
010
2030
4050
60
Yes No
41.3
58.7
Figure 14. Previous Visits (n=63).
I added a frequency polygon below to clarify that those having visited 20, 40, and
50 times previously were minimal.
Times previously visited
Percent
0
5
10
15
20
1 2 3 4 5 6 7 8 10 20 30 40 50
15.4
11.5
7.7
19.2
3.8
0 0
15.4
3.8
7.7
0
7.7 7.7
00.511.522.533.544.55
*f.d.
Figure 15. Times Previously Visited (n=26). *Frequency Distribution of n.
In addition to previous visit analysis, the survey captured the number of days a
group typically stayed in the reserve during a visit. One-fourth of the visitors stayed for
two days, while 20.6% stayed for less than one day, and another 20.6% stayed for only
one day (Figure 16). Given this information, one might consider the reserve as a
intermediate recreation area where visitors usually just spend weekends, in contrast to the
previous statement that the site could be considered a resource recreation area due to the
30
distance visitors typically travel. Nevertheless, it appears that although most visitors take
a long time to arrive in El Cielo, they only stay for a short period of time.
Number of days
Percent
0
5
10
15
20
25
30
< 1 1 2 3 4 5 6 7 8 9 10
20.6
25.4
11.112.7
3.21.6 1.6
0 0
3.2
20.6
Figure 16. Number of Days Visited (n=63).
Site usage can also be measured by the spatial patterns of visitor travel within the
reserve. Nearly half of the site visits in El Cielo are to Alta Cima. Just over 27% of the
visitation occurs in San José, while 16.4% takes place at the Canindo Research Station.
Even less visitation, 7.8%, occurs beyond San José (Figure 17). Thus, it is likely the
majority of tourist demand will fall on the ejido of Alta Cima.
Figure 17. Site Visitation (n=116).
31
Transportation, Motivation, and Accommodations
Also collected in the visitor survey were data related to demand for and use of
transportation and shelter. Below is the summary of data captured on transportation used
to arrive in the reserve, why a group traveled to the reserve, and what overnight
accommodations they used, if any.
Just over half (51.7%) of the visitors to El Cielo arrive by bus in Gómez Farías
and then walk the remaining distance to Alta Cima or beyond. On the other hand, 48.3%
arrived by automobile (Figure 18).
Transportation
Percent
46
474849
5051
52
PrivateAuto
Bus/walk
48.3
51.7
Figure 18. Transportation to El Cielo (n=60, s.d.=2.52).
Nearly one-third (30.2%) of the El Cielo visitors came to backpack. Twenty-
seven percent came for family vacations, while only 12.7% reported research/study as
their primary motivation (Figure 19).
Motivation
Percent
05
101520253035
Backpack Familyvacation
Research/ study
Day visit Birdwatch CampOvernight
Other
27
12.7 12.7
7.94.8 4.7
30.2
Figure 19. Visitor Motivation (n=63).
32
When visitor responses were tallied, 59% of the visitors indicated they were
tourists. Of that number, 76% indicated their country of origin was Mexico, while 24%
indicated they were from a foreign country (Figure 20). This statement is in slight
contrast with the 1994, Secretariat of Social Development (SEDESOL) count of research
station visitors (page 16) that indicated 61% of the visitors were tourists and of that
count, 90% were Mexican and only 10% were foreign (Zambrano 1994).
Percent
0102030405060708090
Tourists Mexican Tourists Foreign Tourists
1994 Study This Study
Figure 20. 1994 SEDESOL Study Compared to this Study.
Upon arrival in El Cielo, the visitor has few options for overnight
accommodations. There is a rustic hotel in Alta Cima consisting of basic rooms with
window screens, shared bath and toilet facilities, and hot water upon request. The
alternative in Alta Cima is to camp. Camping is available in a field near the hotel. A fee
is charged, but campers have access to bath and toilet facilities. Beyond El Cielo is a
government research station with cabins, although two rustic hotels are under
construction. Visitors are able to stay in these cabins if prior arrangements are made with
SEDESOL in Ciudad Victoria. Upon arrival in San José, the only way to overnight is by
camping. The graph below demonstrates the frequency of use of these, and other options
for overnight stays (Figure 21).
33
Overnight use
Percent
05
10152025303540
Hotel El Pino Camp in SanJose
Backcountry camp
Camp @ Hotel El Pino
Canindo Research
Station
Family Other
39
2217.1
12.24.9 2.4 2.4
Figure 21. Overnight Usage (n=41).
Visitor Spending Patterns
Visitor spending patterns affect the social impacts and economic development of
any isolated protected area, as well as the planning of ecotourism development activities.
The amount visitors spend each day during their visit was explored in the visitor survey.
Expenditure data were collected in both new pesos and dollars and are presented as such
(Figures 22 and 23). Likewise, new pesos were converted to dollars and the two variables
were combined to summarize the amount spent each day (Figure 24). In this combined
variable, it was determined that most visitors (63.3%) spend US$19 or less, each day
during their visit.
US Dollars
Percent
0
10
20
30
40
50
60
0-14 15-19 20-29 30-39 40-49 50-59 >60
60
6.70
20
06.7 6.7
Figure 22. Dollars Spent Each Day (n=15).
34
New Pesos
Percent
0
10
20
30
40
50
0-69 70-139 140-214 215-299 300-359 360-439 >440
42.2
2015.6 13.3
8.9
0 0
Figure 23. New Pesos Spent Each Day (n=45).
US Dollars
Percent
010203040506070
0-19 20-39 40-59 60 and >
63.3
26.7
8.31.7
Figure 24. Spending Each Day, New Pesos and Dollars Combined (n=60).
Secondary Analysis - Relationships
This section explores the relationships between visitor demographics and their
hotel stays, lengths of stay, spending patterns, and geographical usage
In exploring these, several questions were asked, including:
• Is it likely that visitors with higher income tend to stay in the hotel/Canindo Station,
rather than camp?
• What is the relationship between distance traveled and hotel stay?
• Do those with higher income tend to stay longer?
• What is the relationship between country of origin and length of stay?
• Is there a positive relationship between visitors who drive and higher spending?
35
• Is there a negative relationship between those who ride a bus and then walk and lower
spending?
• What is the relationship between transportation mode and area visited?
• What is the relationship between reason for visit and areas visited?
Of the relationships tested, all had weak correlation coefficients (Table 2),
indicating the lack of strong relationships between the variables compared. However, of
the relationships tested, the strongest was the relationship between income in dollars and
dollars spent per day, at a correlation of .4262. This suggests that visitors with a higher
income in dollars tended to spend more per day during their visit. One might assume the
same would be true for those earning and spending new pesos, but it was not the case.
The correlation between new peso earning and spending was .5038, but with a confidence
of only .001. Indicating an almost nonexistent relationship. No further exploration of
relationships was conducted due to the weak correlations and/or confidence levels.
Hotelstay
Length ofstay
Spending Area visited
Income -.0326p=848
-.0661p=.693
Dollars.4262p=.167Pesos.5038p=.001
Canindo-.1833p=.530
San José-.2476p=.293
Distance .0140p=.941
-.1447p=.311
.2070p=.141
.0535p=.818
-.0349p=.847
Country of origin -.1156p=.495
-.1665p=.196
.0444p=.738
.0535p=.818
-.0349p=.847
Transportation .1000p=.556
.1986p=.119
.1198p=.366
.2278p=.321
.1795p=.310
Reason .1798p=287
.2186p=.085
-.0489p=.713
-.1266p=.584
-.1902p=.281
Table 2. Correlation Coefficient Table.
36
Data Analysis for Supply Identification
The survey questions relating to supply allowed for a five-point scaled response.
The value one equaled “strongly agree” with the adequacy of the supply topic in
question, while five equaled “strongly disagree.” A sixth response was available for “no
opinion.” I calculated the arithmetic mean of the responses and listed them below.
Mean of Supply Responses
1 2 3 4 5
RecreationalOpportunity
GuideService
AvailableInformation
Trails
Lodging
BathFacilities
Restaurant
1.93
2.2
2.5
2.5
1.86
2.54
1.98
Figure 25. Arithmetic Mean of Supply Responses.
I used this method strictly to categorize and identify demand/supply relationships.
No quantifiable causal pathways or linkages were identified and the evaluation was based
solely on the perspective of the tourist. Room was available for comments under each
supply related question on the survey with the intention that El Cielo residents would be
able to gain some benefit from this portion of the study. These comments (translated into
English) are presented in the table below:
37
Topic Comments from visitorsRestaurant - What improvements would yourecommend?
• They could change the menu a little.• More information.• We liked it a lot.• Cold beer [needed].• Faster Service.• Prices are accessible.• More food choices.• More menu.
Bath facilities - What improvements would yourecommend?
• Mosquito nets [needed].• Bathrooms in different places.• Hot water.• There was no water.• The hotel should have lights in the bathrooms.• More trash containers.• Showers and bathrooms were good to have.• Latrines along the road.• Bathrooms in the camping areas.
Lodging - What improvements would yourecommend?
• Hot water and more bathrooms (Hotel).• Music or television (Hotel).• More lighting (Hotel).• It is okay here (Hotel).• Make cabins available (Canindo Station).• More information needed.• Hot water and cleaner floors and sheets
(Canindo Station).Trails - What improvements would yourecommend?
• More trails needed (Alta Cima).• They are great (Alta Cima to San José).• There are not enough signs to the trails (Alta
Cima to San José).• Signs [needed] (Alta Cima to San José).• They need rest rooms along the roads (Alta
Cima to San José).
38
Topic Comments from VisitorsInformation about the area - What informationwould you like to see?
• Would like to know the altitude of each area.• Trip guides with explanations of the area.• Signs [needed].• Diffusion of information on what is needed to
access [different areas/trails].• Topographical maps.• More guides.• More detailed descriptions about the places to
visit.• More information in Gómez Farías.• Brochures with maps, history, and flora/fauna
lists [needed].• More information about transportation.
Guide service - What improvements would yourecommend?
• More knowledge of plants and animals.• That they would be more professional.• They should involve the people [tourists] more
with questions and explanations.• The guides should know more about the plants
and animals of the area and the importance ofthe local ecology.
• More botanical information.• Pay more attention to the tourists.• That they don’t charge so much.
Recreational opportunities - What improvementswould you recommend?
• Implement sports areas.• Information on a national level.• It is very good as it is.• Don’t have rules for the caves.• They should prepare a little better the
restoration of the countryside.
Table 3. Recommendations from Visitors on Potential Improvements.
39
Qualitative Analysis of Supply
I observed and participated in community development activities, unstructured
interviews with visitors and residents, and observed visitor and resident behavior and
activities to evaluate tourism supply and the linkage between supply and demand
(consumption). I conducted this part of the study during several visits totaling 37 days
over a three-year period from 1995 to 1997. A portion of the observations and interviews
were conducted before the survey instrument was developed in order to aid in the
development of the survey itself, while another portion was conducted simultaneous to
the distribution of the surveys. I continued to conduct observations and informal
interviews after the survey data were collected and analyzed to shed light on the
quantitative conclusions. This longitudinal approach allowed for a broad view of visitor
demand and the development of supply to meet that demand, rather than a simple
“snapshot” of ecotourism in El Cielo.
In the qualitative analysis of supply I sought to explore the application of cells
two, five, and eight of Mitchell’s Tourism Supply and Demand Matrix (page 10).
Discussion surrounding these areas is presented below, beginning with supply and
purpose.
In exploring the motivations of those offering supply to tourists, the objectives,
incentives, and values of supply providers is of concern. The primary objective of most
reserve residents is economically oriented. With the shortage of
gainful employment in such an isolated area, it stands to reason that finding ways to
profit from visitors is of primary importance. Note the key word profit from visitors is
used, rather than exploit visitors. Residents are not trying to “make a killing” from
40
tourists, or trap them in any sense. They are simply trying to supplement their low
incomes using the resources at hand and have gone to great lengths to educate and
organize themselves to do so. In participating in community development forums over
the last two years, it was obvious that the values of entrepreneurs and cooperative
members are not exploitative. Environmental interests are of high concern, and
sustainable development, although an ambiguous term, is a popular concept in the
reserve, as it is throughout Mexico (Barkin 1996, Lara 1996).
The development of supply has catered to infrastructure construction, since little
infrastructure, with the exception of an existing road to the area, had previously been in
place. The development of infrastructure to meet visitor demand began with a
restaurant/store, proceeded to overnight accommodations, and then to trail development.
The development of services has followed in the form of organized guide services.
Information about the area, in the form of primitive interpretive displays and basic
brochures, has followed. What is missing is the equivalent development of visitor
management as needed to keep up with the development of infrastructure and services.
The services provided so far have been complementary, due mainly to the efforts
of a regional non-government organization’s two-year community
development program that ended in 1995. The residents of the different ejidos in the
corridor from Gómez Farías to San José maintain cooperative associations. Likewise, a
larger organized group exists among nearly all of the ejidos in the reserve for the purpose
of combining their resources to promote themselves as a whole.
An event of potential interest was taking place as this study was concluding. A
resident of San José, who is also a member of the men’s coop there, had begun to build
41
his own hotel in San José. The hotel will be privately operated and will not participate in
the cooperative. Meanwhile, the San José cooperative is building a hotel that will be
direct competition to the private hotel. This is the first competitive sign noted in the
ecotourism development of the area.
The distribution of supply deals with the physical locations of visitor services,
destinations, and attractions, as well as the distribution of benefits among visitors and
suppliers. The physical locations of destinations and attractions are based on previously
existing trails (overgrown logging roads), caves and other natural features, and the road
into the area, which funnels all visitors through two ejidos. No attempts have been made
to create more destinations or attractions, with the exception of one short interpretive trail
that has been built near Alta Cima.
Both visitors and suppliers appear to benefit mutually from the current
distribution of supply. The hotel in Alta Cima is situated at the far end of the ejido in a
former pasture area. Constant interaction between visitors, especially large groups, and
residents of Alta Cima is not a problem, due to the location of the hotel. Actually,
since visitors must pass all the way through Alta Cima to get to the hotel, residents along
the way have the opportunity to sell bread, ornamental plants, and hand-stitched table
cloths. Similarly, visitors must pass through San José to reach the main attractions. In
both Alta Cima and San José, fences and/or dense vegetation direct foot and vehicular
traffic. Moreover, most residents of Alta Cima and San José do not consider visitors as
intrusive as long as the visitors conduct themselves appropriately, which in this case
means no loud music, public intoxication, or destruction of property. Improper visitor
behavior is rare, but a few incidents have occurred where visitors have left trash behind
42
and have occasionally played loud music. Finally, most visitation occurs during the
weekends, thus leaving most of the week in a normal routine for residents.
Discussion
What is the demand for ecotourism in El Cielo and by whom?
Based on the quantitative results of the visitor survey, the “typical” visitor in El
Cielo would be a Mexican under the age of 16, who traveled by bus up to six hours with a
group of more than 14 students for the purpose of backpacking. This average visitor
probably stays in the reserve for two days and stays in the Alta Cima area with a day hike
to San José. However, it could be the case that more visitors matching this profile tended
answer the survey more often than other visitors.
In contrast to the above profile based on the survey, my observations indicate that
the typical visitor is a Mexican family with children under the age 16. The family
income is more than new pesos $90,000 (US$11,530) annually. The parents are in their
thirties and they travel two to four hours by automobile to arrive in the reserve. This
visitor has been to the reserve before for long weekends, spent two days in the
reserve, and bought meals at the restaurant. A benchmark comparison could be made
between this Mexican visitor to El Cielo and US state park visitors on weekend camping
trips.
A third visitor profile could be the small group of Mexicans on limited incomes
visiting the reserve for a long weekend. These are the visitors who will arrive by bus,
walk to an isolated area carrying backpacks and will make only small purchases while in
the reserve.
43
The last visitor profile, and one that is more difficult to describe due to their
limited numbers as visitors, is the group of researchers/students. I observed that visitors
studying in the reserve would camp in Alta Cima or stay in Canindo Station. They would
arrive by truck or van and eat some meals in the restaurant. It was more typical to
encounter this type of visitor during the week and they would only stay for two days, not
utilizing the interpretive trails or spending time at popular attractions.
Thus, the first research question, “What is the demand for ecotourism in El Cielo
and by whom?” can be summarized from visitor profiles. They are listed below by
importance of the demands they make while in the reserve:
1. Large groups of over 14 young students, spending little money, but utilizing
infrastructure and services in a structured manner (i.e. organized activities such as
guided walks, advanced planning for hotel stays, etc.).
2. Families on vacation for long weekends, spending money and utilizing services and
infrastructure.
3. Small groups visiting for long weekends, spending little money, yet utilizing some
services without structure (i.e. animal rentals, interpretive hikes without guides, etc.).
4. Medium-sized groups of six to seven visitors, spending little money, utilizing
infrastructure, yet using few services.
Does the supply meet the demand?
The short answer to this question is “yes” for the visitors profiled. The El Cielo
visitor has no shortage of attractions, services, and established infrastructure. He or she
can easily find lodging and food, as well as acquire the services of a guide or get
44
interpretive information about the area. The visitors surveyed agreed at an average of 2.2
on a one to five scale that the services in question were adequate.
The suggestions for improvements captured in the survey related mainly to two
areas: (1) poor communication of services available by the service providers, and (2)
suggestions for services that are above the level of those residents have for themselves in
a rural setting. In other words, if a community does not have electricity, then it should not
be expected that refrigerated beverages would be available. Likewise, in a community
where some families do not even have toilet facilities, visitors cannot expect public
roadside latrines. The lack of communication about available supply can be improved
through awareness and coordination by residents, however the lack of high-cost supply
and infrastructure development such as grid-based electricity and public rest rooms
alongside backroads cannot be adequately addressed given the circumstances.
45
Chapter Six
Recommendations and Conclusion
In an effort to lend application to the information previously presented, rather
than have it archived as a simple academic exercise, I will offer a series of
recommendations based on visitor comments and my observations during this study.
Following those are the conclusions of the study.
Recommendations
Supply improvements can be made in three ways in the El Cielo study area. Those
improvements that (1) cooperative members can work together to develop, (2) those that
SEDESOL can work with cooperative members to make, and (3) those that SEDESOL
can make or initiate itself.
Improvements by Cooperative Members
1-A. Businesses operated by cooperatives can improve the communication of
available services to the visitor. For example, comments on the survey indicated hot
water should be available in the hotel. Hot water is available. Since the hot water heater is
gas powered, and gas supply is limited, the heater is not on 24 hours a day. The caretaker
at the hotel must communicate with visitors that arrangements must be made to have the
hot water on.
1-B. The prices of hotel rooms should be posted at the restaurant and in the
interpretive booth. The prices of guide services and animal rentals should also be posted
in the places visitors frequent in Alta Cima and in Gómez Farías.
46
1-C. In the restaurant a menu of meals and prices should be posted. Although it is
often the case that only a limited selection of meals is available, a menu should include at
least the price of each meal (with and without meat) and price of beverages.
1-D. Restaurant staff should be trained to provide a standard of service
appropriate to the customers.
1-E. At least one public trash receptacle should be provided in each ejido, thus
encouraging proper trash disposal. The cooperatives should make a point to work
together to properly dispose of the waste.
1-F. Providing that Mexican law allows for such, topographical maps of the
reserve should be purchased in Ciudad Victoria and then resold to visitors at a small
profit. Maps for sale should be placed in the interpretive booth, Hotel El Pino, and La Fe.
1-G. A program should be established to train guides and provide interpretive
services.
1-H. A library of interpretive materials should be established.
1-I. Guides should plan organized interpretive hikes in advance for busy holiday
times. For example a sign should be posted in a public location that a tour of the
interpretive loop trail (Sendero El Vigia) would start at a predetermined time for a
nominal fee.
Improvements by SEDESOL and Local Cooperatives
Several improvements related to information dispersion could be made by a
SEDESOL and local cooperative partnerships. Since SEDESOL has access to computers,
telephones, and individuals with degrees in biological sciences, they could donate their
time in kind with some funding from the El Cielo cooperatives to do the following:
47
2-A. SEDESOL should create a simple master copy of a general brochure for the
reserve. This brochure should include limited information on primary destinations and
attractions, bus schedules from local cities, and visitor guidelines. The local cooperatives
could have photocopies of the brochure made, as funds became available. Cooperative
members could fold the brochures and place them in strategic distribution points in Alta
Cima, Gómez Farías, and surrounding towns with the aid of Terra Nostra. These
brochures could also be offered for sale at a cost high enough to recoup the expenses of
creating them. Likewise, SEDESOL should solicit photocopy donations from sponsoring
businesses in regional cities in exchange for advertisements being placed in the brochure.
2-B. SEDESOL should also develop an interpretive brochure for each trail,
destination, or attraction in the reserve. They should then make a master copy of each
brochure to be photocopied following the model in recommendation 2-A. Cooperative
members could build a box that would hold each brochure for the public to access or the
brochures could be sold for a small fee.
Although a method for developing and distributing brochures is outlined above,
stakeholders would also need to develop and take action on a plan to ensure brochure
availability. In other words, on an ongoing basis someone would have to check on the
supply of brochures and arrange for more copies to be made and distributed.
2-C. SEDESOL should fund the purchase of, or solicit the donation of, used metal
drums to be used as trash receptacles. These could then be painted by cooperative
members and maintained by residents as outlined in recommendation
1-E.
48
Improvements by SEDESOL
3. SEDESOL should take the initiative to solicit donations of goods and services
from regional businesses. As an example, there is no signage at the highway intersection
where visitors should turn to get to the reserve. SEDESOL could solicit for the regional
cement company to have a sign painted to SEDESOL specifications and installed at the
intersection. The sign would have both information for tourists and a logo for the cement
company. The only involvement of SEDESOL would need to be the arrangement of the
location for the sign and the wording, color choice, size, etc. The same idea could be
applied to brochures and other signage within the reserve.
Conclusion
Six major points can conclude the findings of this study. First, El Cielo does not
neatly fit into Clawson and Knetsch’s three categories of recreational areas. The reserve
receives a broad variety of uses and SEDESOL should consider the reserve as both an
intermediate and a resource recreation destination for tourists. Second, the reserve is
continually attracting new visitors. This suggests that visitor use planning and
management should be carried out with urgency. Plans that residents and SEDESOL
develop should be flexible to accommodate changing demands. Third, supply
improvements should be made in three primary areas: (1) dispersion of information about
the area and about available supply, (2) signage related to the trail system, and (3) the
quality of the interpretive services provided by guides. A fourth conclusion is that visitor
profiles can be identified and ranked by importance to the economy of the ejidos. The
development of visitor use plans should consider the future demands of and supply for
the identified visitor profiles. Fifth, the supply of goods, services, and infrastructure
49
meets demands by visitors, yet there is no mechanism to increase the supply as demands
increase. At the same time, there is no mechanism for keeping the demand in check,
which is the final conclusion, as resource protection and visitor usage management is
nonexistent.
The next logical step for ecotourism development in El Cielo is for SEDESOL to
develop a visitor management plan in conjunction with residents. Such a plan should be
flexible and should anticipate growth in visitation. The limits of acceptable change model
developed by the United States Forest Service
(Stankey, et al. 1985) has been successful when applied in ecotourism situations in Costa
Rica (Pederson 1996) and has been recommended by Mexican environmental tourism
leader Hector Ceballos (1994) as a prescription for development that can be successful in
Mexico. Moreover, the adoption of a limits of acceptable change approach to
management lends itself to participatory development by residents and avoids the social
and visitor experience limitations found in traditional range and wildlife management
concepts such as carrying capacity-based management planning (Stankey, McCool, and
Stokes 1984).
50
APPENDIX
51
[Representation of Original Survey Instrument in English]The original survey was formatted different on the front and back of one sheet of paper. The
questions below are the same, but reformatted for this digital copy.
El Cielo Visitor Survey Please complete one survey for each group traveling together.
1 I am traveling: (Circle one)Alone With an organized group With a family group With friends
2 Number of people traveling in your group. (Circle one.) 1 2 3 4 56 7 8 9 10 11 12 13 14 more than 14
3 From which country does your group originate? Mexico United States Other write in the
country__________________
4 In which city does the majority of your group currently reside in or nearest to? (Circle one)Cd. Victoria Cd. Mante Cd. Madero Tampico Monterrey Mexico D.F. San Luis Potosí Saltillo Matamoros DallasSan Antonio Austin Houston Other write in the city _______________
5 Circle the age(s) of the members of your group. If there is more than one person per age group, write in the number of people underneath the age group.
7 By what method of transportation did you arrive in El Cielo? (Circle one)Automobile Private Bus Public Bus WalkBus/Walk Combination
8 Has your group visitied El Cielo before? (Circle one) Yes No If yes, how many times?___________
9 How many days will your group spend in El Cielo during this trip? (Circle one)Less than 1 day 1 2 3 4 5 6 7 8 910 11 12 13 14 More than 14 days
10 Why has your group traveled to El Cielo? (Circle one)Visit family Birdwatch Backpack DayhikeCamp overnight Research/Study Visit for the day Family vacationOther _____________________________________
52
11 Estimate the amount of money your group spends each day in El Cielo. (Circle one)US$0 - 14 US$15 - 19 US$20 - 29 US$30 - 39 US$40 - 49 US$50 - 59>US$60
12 If your group stayed overnight in El Cileo, what facilities did your group use? (Circle all that apply)Campground near the Hotel El Pino Campsite in San José Backcountry campingFamily residence Canindo Research Station Hotel El PinoHotel in Gomes Farias
Please answer the following questions by circling the number closest your opinion.
Strongly KEY Strongly No Agree Disagree Opinion
1 2 3 4 5 6
13 Is the lodging within El Cielo adequate for your group? 1 2 3 4 5 6What improvements could be made?
14 Is the trail system within El Cielo adequate for your group?1 2 3 4 5 6What improvements could be made?
15 Are the shower/bath facilities within El Cielo adequate for your group?1 2 3 4 5 6What improvements could be made?
16 Are the recreational opportunities adequate for your group?1 2 3 4 5 6What opportunities should be added?
17 Is the the restaurant La Fe adequate for your group?1 2 3 4 5 6What improvements could be made?
18 Is the information provided locally about El Cielo adequate for your group?1 2 3 4 5 6What additional information would you like to see?
19 Is the guide service within El Cielo adequate for your group?1 2 3 4 5 6What improvements could be made?
53
20 On the map of El Cielo below, please, put an X in any of the locations you visited
Thank you for your time. Please return this survey to La Fe Restaurant or to the drop boxoutside the gate at La Fe.
54
[Representation of Original Survey Instrument in Spanish]The original survey was formatted different on the front and back of one sheet of paper. The
questions below are the same, but reformatted for this digital copy.
Cuestionario de Visitadores en El Cielo Por favor, completa uncuestionario para cada grupo.
1 Estoy viajando: (Indique uno)Por mi mismo Con un grupo organizado Con un grupo familiar Con amigos
2 Numero de personas en su grupo. (Indique uno.) 1 2 3 4 5 67 8 9 10 11 12 13 14 mas de 14
3 ¿De donde viene su grupo? México Los Estados UnidosOtro que pais _____________________
4 ¿En que ciudad, o cerca de que ciudad, vive la mayoría de su grupo? (Indique uno)Cd. Victoria Cd. Mante Cd. Madero Tampico Monterrey Mexico D.F. San Luis Potosí Saltillo Matamoros DallasSan Antonio Austin Houston GuanajuatoOtro ciudad _______________________
5 Indique la(s) edad(es) de los miembros de su grupo é indique el numero de estas personas.Edad 0-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65
Número _____ _____ _____ _____ _____ _____ _____ _____ _____ _____ _____de personasen este grupo.
7 ¿Que medio de transporte utilizó para llegar a El Cielo? (Indique uno)Automóvil Camión Privado Camión Público AndarCombinación de Camión/Andar
8 ¿Han visitado El Cielo anteriormente? (Indique uno) Sí ¿Cuantas veces?_______ No
9 ¿Cuantos dias se quedará Ud. y su grupo en El Cielo durante este viaje? (Indique uno)
Menos de un día 1 2 3 4 5 6 7 8 9
10 11 12 13 14 Mas de 14 días
55
10 ¿Cual es el motivo de su viaje a El Cielo? (Indique uno)Visitar familiars Observar pajaros Excursión Caminata AcamparVisita por un día Vacación familiarInvestigación/EstudiosOtro _________________________________
11 Calcule el promedio de dinero que su grupo gasta cada día en El Cielo. (Indique uno)N$0 - 69 N$70 - 139 N$140 - 214 N$215 - 299 N$300 - 359 N$360 - 439>N$440
12 ¿Si su grupo pernoctó en El Cielo, en donde se quedaron? (Indique todos que aplica)El campo cerca El Hotel El Pino Un campo en San José Un campo en el bosqueCasa de familia Estación Canindo Hotel El Pino Hotel en Gomez Farias Otro ______________________________
Por favor conteste las siguientes preguntas marcando el número que mas refleje suopinión.
Respuestas Exelente Muy Bueno Malo Muy Ninguna
bueno malo1 2 3 4 5 6
13 ¿Fue adecuado para su grupo el hospedaje en El Cielo?1 2 3 4 5 6¿Que mejoramientos recomendaría?
14 ¿Es adecuado el sistema de senderos dentro de El Cielo?1 2 3 4 5 6¿Que mejoramientos recomendaría?
15 ¿Son adecuados las facilidades de aseo e higiene dentro de El Cielo?1 2 3 4 5 6¿Que mejoramientos recomendaría?
16 ¿Son adecuadas las oportunidades recreativas para su grupo?1 2 3 4 5 6¿Que mejoramientos recomendaría?
17 ¿Es el restaurante La Fe adecuado para su grupo?1 2 3 4 5 6
¿Que mejoramientos recomendaría?
18 ¿Es adecuado la información local acerca de El Cielo?1 2 3 4 5 6
¿Que mas información le gustaría ver?
56
19 ¿Es adecuado el servicio de guías en El Cielo?1 2 3 4 5 6
¿Que mejoramientos recomendaría?
20 En el mapa de El Cielo que aparece abajo, por favor ponga una X en todos de los lugares que Ud. visitó.
Gracias por su tiempo. Por favor, regrese este cuestionario al restaurante La Fe o a lacasilla fuera de La Fe.
57
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60
VITA
Scott Walker is a native Texan, born August 31, 1965 in San Antonio, Texas toAlthea Walker (Elliott) and Charles Walker. After graduation from Livingston HighSchool, Livingston, Texas, in 1983, he entered Sam Houston State University, Huntsville,Texas. Scott was the first person in his family to obtain a university degree. He graduatedwith a B.A. in Photography in December, 1987. He then worked in San Diego, Californiaas a freelance photographer and guide/environmental educator before returning to Texasto work with the U.S. National Park Service. In August, 1993, he entered graduate schoolin the Geography and Planning Department at Southwest Texas State University, SanMarcos, Texas, while working for the Texas Natural Resource ConservationCommission. He is currently on the Education Department staff of Our Lady of the LakeUniversity in San Antonio, Texas, lending support to a geoscience grant project inconjunction with NASA and San Antonio College.
Associated publications include:
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