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

SymposiumSymposiumMarch 24, 2009March 24, 2009

Images: Bustam

Study PurposeTo examine differences between certified and non-certified ecotourism operators and online marketing to communicate ecotourism sustainability principles.

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Ecotourism as sustainable development?

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Image: Bustam

Ecotourism Guidelines

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Ecotourism Regulation

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Internet Marketing & Ecotourism • Continually growing due to the convenience and cost-

effectiveness (Buhalis, 1998; McCartney, Butler, & Bennet, 2008; Schley, 1997)

– 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)

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Methods• Research questions: – How do certified and noncertified ecotourism operators define

ecotourism?– What is the relationship between certification and how ecotourism

operators promote their sustainable principles?– What is the association between ecotourism operators

representation of self (i.e., products) to the market and their certification status?

• Sampling: stratified systematic sampling– Certified operators: international certification agencies

– Non-certified operators: ecotourism clearinghouse websites

– Sample frame: (a) offer more than two tours, (b) provide activity-based services (not only ecolodge), and (c) offer sustainable tours

– 29.9% (227/759)

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Methods (cont.)• Data collection: Three substance categories:

‘definition,’ ‘product’ and ‘sustainability’ (Lai & Shafer, 2005)

– Coding: coders, codebook – Intercoder reliability analysis (Holsti, 1968)

• 11.9% of the sample (Kaid & Wadsworth, 1989)

• 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

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Certification and Sustainability Principles: Logistic Regression (Binary Dependent)

Dependent Variable

Predictor B SE Wald df Sig. Exp (B)

CertificationEnvironmental Sustainability

-.393 .201 3.850 1 .050 .675

Socio-cultural Sustainability

-.221 .374 .349 1 .554 .802

Economic Sustainability

-1.392 .334 17.371 1 .000 .249

Education -.179 .334 .288 1 .591 .836-2LL=241.3Cox and Snell R2=.241Nagelkerke R2=.327

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Certification and Ecotourism Products: Logistic Regression (Binary Dependent)

Dependent Variable

Predictor B SE Wald df Sig. Exp (B)

CertificationNatural-Resource Based Activities

-1.273 .394 10.416 1 .001 .280

Cultural Resource-Based Activities

-1.182 .285 17.164 1 .000 .307

Environmentally Responsible Activities

-1.445 .406 12.669 1 .000 .236

Nature-Based Learning .839 .307 7.483 1 .006 2.315Culture-Based Learning -.731 .368 3.936 1 .047 .482Motorized Activities .366 .377 .940 1 .332 1.441

-2LL= 189.26Cox and Snell R2=.397Nagelkerke R2=.538

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Theoretical Implications• Ecotourism definitions: – Certified: lack consideration for economic sustainability;

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

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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

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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

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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.

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• What good is ecotourism certification?

Contact Information

• Tinelle D. Bustam, tbustam@hhp.ufl.edu• Natalia Buta, nbuta@hhp.ufl.edu

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Definition(1)Definition of ecotourism(2)Values promoted through marketingProduct(1)Land activity(2)Water activity(3)Motorized activity(4)Cultural attraction(5)Cultural interaction(6)Conservation opportunities(7)Volunteer/internship opportunities(8)Financial support(9)Nature-based online education(10)Nature-based guide/interpretation (11)Culture-based online education(12)Culture-based guide/interpretation

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

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