WHAT GOOD IS ECOTOURISM WHAT GOOD IS ECOTOURISM CERTIFICATION?: REPRESENTATIONS OF CERTIFICATION?: REPRESENTATIONS OF CERTIFICATION SUSTAINABILITY CERTIFICATION SUSTAINABILITY PRINCIPLES IN ONLINE MARKETING PRINCIPLES IN ONLINE MARKETING Tinelle D. Bustam Tinelle D. Bustam Natalia Buta Natalia Buta University of Florida University of Florida Southeast Chapter of Travel and Tourism Southeast Chapter of Travel and Tourism Research Association Annual Conference & Research Association Annual Conference & Tourism Research Symposium Tourism Research Symposium March 24, 2009 March 24, 2009
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WHAT GOOD IS ECOTOURISM CERTIFICATION?: REPRESENTATIONS OF CERTIFICATION SUSTAINABILITY PRINCIPLES IN ONLINE MARKETING Tinelle D. Bustam Natalia Buta University.
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WHAT GOOD IS ECOTOURISM CERTIFICATION?: WHAT GOOD IS ECOTOURISM CERTIFICATION?: REPRESENTATIONS OF CERTIFICATION REPRESENTATIONS OF CERTIFICATION
SUSTAINABILITY PRINCIPLES IN ONLINE MARKETING SUSTAINABILITY PRINCIPLES IN ONLINE MARKETING
Tinelle D. BustamTinelle D. BustamNatalia ButaNatalia Buta
University of FloridaUniversity of Florida
Southeast Chapter of Travel and Tourism Research Southeast Chapter of Travel and Tourism Research Association Annual Conference & Tourism Research Association Annual Conference & Tourism Research
Study PurposeTo examine differences between certified and non-certified ecotourism operators and online marketing to communicate ecotourism sustainability principles.
– Internet marketing utility: (Dorsey, Steeves, & Porras, 2004; Lai & Shafer, 2005; Sharpley & Pearce, 2007; Woodland & Acott, 2007)• Communication of sustainability principles to target markets• Influence tourists • Product promotion as indicator of operations and practices
• Past research:– Ecotourism definitions: tourism that minimizes impacts,
contributes to conservation, creates funds to promote environmental and socio-cultural resources, provides interaction between visitors and locals, and contributes to communities (Fennell, 2001; Sirakaya, Sasidharan, & Sonmez, 1999)
– Marketing of ecotourism: most operators did not reflect sustainability principles in online marketing (Lai and Shafer, 2005)
• 83.9% agreement across all units– Concurrent validation: units of analysis from previous
research (Riffe, Lacy, & Fico, 2005)
– Summer 2008 • Data analysis– Qualitative domain analysis (Hatch, 2002): definitions of
ecotourism– Logistic regression: relationship between certification
and sustainability and productBustam & Buta
Results: Ecotourism DefinitionsCertified Non-certifiedBased on existing definitions (NEAP/Ceballos-Lascurain)
Based on existing definition (TIES, Boo)
“Contributes to communities” “Benefits communities”Contributes to conservation by minimizing impacts
Contributes to “community building”
Cultural conservation “Contributes to conservation”Occurs in natural settings Educational opportunities“Quality service” “Minimize impacts”Supports learning “Nature-based experiences”“Supports local economies” Raises awareness of cultures and environmentSustainable resource use “Responsible travel”
Support indigenous cultures“Support local economies”
Unites conservation, communities, & sustainable development
Bustam & Buta
Certification and Sustainability Principles: Logistic Regression (Binary Dependent)
difficulty distinguishing social and economic benefits, blurring financial contributions social benefit
– Non-certified: focus on all 3 sustainability dimensions; identified strategies of economic and social benefits
– Supports & extends past research: • Support: minimizing impacts, contributing to conservation,
funding conservation, cultural interaction, and contributing to communities (Sirakaya et al, 1999)
• Extend: a) Specific social benefits of community development and b) ecotourism as a tool linking conservation, communities, and sustainable development
Bustam & Buta
Theoretical Implications• Certification and sustainable principles: – Certified: less likely to emphasize economic and
environmental sustainability – Conflicts and supports past research: ecotourism operators
predominantly market environmental sustainability practices over other dimensions (Lai & Shafer, 2005)
• Certification and products: – Nature-based learning significant probability of certification – Activity oriented (i.e., nature-based, cultural, and
environmentally responsible): most likely no certification– Scarce research on certified operators’ presentation of
products
Bustam & Buta
Practical Implications• Certified/Non-certified operators acknowledge 3 dimensions of
sustainability – Certified: not promoting participation in all dimensions of sustainability and
not representing products across dimensions– Non-certified: actions taken for social and economic development
• Lingering questions for the value of internet marketing of ecotourism certification– Develop certification programs to address marketing shortcomings – Certified: define ecotourism based on 3 dimensions of sustainability and
delineate how this is accomplished
• Future research:– Revisit the purpose of certification to clarify social and economic
sustainability dimensions among certified operators – Examine certified/non-certified implementation of sustainability practices
Bustam & Buta
Conclusion• Marketing certification principles are challenged, questioning
the value of certification in establishing a clear representation of ecotourism as well as encouraging sustainable practices among operators.
Categories and units of analysisSustainability(1)Manage facilities/practices in sustainable manner(2)Minimize tourist impacts on natural environment(3)Contribute to biological conservation(4)Involve local participation in planning(5)Prevent socio-cultural impacts(6)Preserve cultural traditions(7)Provide direct/indirect employment opportunities(8)Sustain the local economy(9)Influence visitor attitudes/behaviors(10)Influence resident attitudes/behaviors(11)Provide a code of conduct for visitors