SUSTAINABILITY
The Notion of Sustainability
Sustainability in tourism is more than putting your ‘green’
credentials on display.Sustainability in tourism also involves economic and
social aspects. Economic sustainability should need no explanation; all the
modules in this online series have been designed to improve economic
sustainability. The notion of social and cultural sustainability is less
obvious; ie. the role that tourism plays in local communities; its integration
with the needs and aspirations of residents and its enhancement of natural and
social heritage.
“Maintaining and projecting an attractive tourism destination is
largely dependent on three factors: positive destination image and experience,
safety and security, and, fundamentally, the overall environmental quality. On
this basis, the role of local government can have a profound influence on the
success of its local tourism industry, and plays a part in conserving the very
asset on which its future depends”.
Moreover, it states
that the tourism industry is in an excellent position to build public “…awareness of sustainability issues because
of its considerable interaction between the visitor, tourism operators,
as well as the environment and host community, also provides opportunities for
local government to contribute to sustainable tourism.”
The 12 key
principles of Sustainable Tourism.
1. Being different
Achieving a clear sense of difference from other competing destinations. This can be achieved by basing tourism development and marketing on the inherent attributes and strengths of the destination.
Achieving a clear sense of difference from other competing destinations. This can be achieved by basing tourism development and marketing on the inherent attributes and strengths of the destination.
2. Achieving
authenticity
The attractions most likely to be successful, and those with the greatest enduring appeal, are those which are genuinely relevant to the history, industry, culture, lifestyle and natural resources of the region.
The attractions most likely to be successful, and those with the greatest enduring appeal, are those which are genuinely relevant to the history, industry, culture, lifestyle and natural resources of the region.
3. Reflecting
community values
The most effective way to ensure authenticity is to understand, conserve and enhance the values of the community. This means representing the past, present and future aspirations of the local community in a living and dynamic way, rather than ‘embalming’ the past.
The most effective way to ensure authenticity is to understand, conserve and enhance the values of the community. This means representing the past, present and future aspirations of the local community in a living and dynamic way, rather than ‘embalming’ the past.
4. Understanding and
targeting the market
Understanding the broad market trends and the needs of specific segment(s) is critical. This involves the development of specialised products based on the inherent attributes of an area.
Understanding the broad market trends and the needs of specific segment(s) is critical. This involves the development of specialised products based on the inherent attributes of an area.
5. Enhancing the
experience
People’s motivation to travel is ‘change’ – to seek something they cannot experience at home. The ‘bundling’ of attributes enhances the appeal of a place, and the likelihood of visitation. This achieves a greater choice of accessible things for the visitor to see and do and a greater critical mass for economic viability
People’s motivation to travel is ‘change’ – to seek something they cannot experience at home. The ‘bundling’ of attributes enhances the appeal of a place, and the likelihood of visitation. This achieves a greater choice of accessible things for the visitor to see and do and a greater critical mass for economic viability
6. Adding value
This can include small to medium accommodation facilities, small-scale sales outlets, eating and other hospitality services in association with established industries (eg wine growing, aquaculture, food production etc). This adds to the experience of visitors and helps to diversify the local economy.
This can include small to medium accommodation facilities, small-scale sales outlets, eating and other hospitality services in association with established industries (eg wine growing, aquaculture, food production etc). This adds to the experience of visitors and helps to diversify the local economy.
7. Respecting
natural and cultural values
Sustainable tourism development derives its form, character, operation and appeal from these qualities, and in doing so adds to the special nature of the destination. Tourism should also aim to reduce its ‘ecological footprint’, where practical, in terms of resource use and other broader impacts
Sustainable tourism development derives its form, character, operation and appeal from these qualities, and in doing so adds to the special nature of the destination. Tourism should also aim to reduce its ‘ecological footprint’, where practical, in terms of resource use and other broader impacts
8. Achieving
conservation outcomes
A mutually beneficial alliance can be achieved between the economics of tourism and conservation. That is, through understanding and enjoyment comes greater appreciation and empathy, advocacy and protection for the resource.
A mutually beneficial alliance can be achieved between the economics of tourism and conservation. That is, through understanding and enjoyment comes greater appreciation and empathy, advocacy and protection for the resource.
9. Having good
‘content (telling the story)
Tourism development can interpret (present and explain) natural, social, historic and ecological features. Telling the story provides a rewarding experience for the visitor and helps to conserve the destination.
Tourism development can interpret (present and explain) natural, social, historic and ecological features. Telling the story provides a rewarding experience for the visitor and helps to conserve the destination.
10. Achieving
excellence and innovation in design
Good design respects the resource, achieves conservation outcomes, reflects community values, and is instrumental in telling the story. It should also invoke an emotional response from the visitor by creating a relatively authentic experience.
Good design respects the resource, achieves conservation outcomes, reflects community values, and is instrumental in telling the story. It should also invoke an emotional response from the visitor by creating a relatively authentic experience.
11. Providing mutual
benefits to visitors and hosts
Tourism is primarily encouraged as an economic and community development tool. It is not encouraged for its own sake. For tourism to be successful, it must take into account the benefits that both the host community and the visitor seek. Only when the local community is a willing host is tourism likely to present a welcoming face, grow and be sustainable.
Tourism is primarily encouraged as an economic and community development tool. It is not encouraged for its own sake. For tourism to be successful, it must take into account the benefits that both the host community and the visitor seek. Only when the local community is a willing host is tourism likely to present a welcoming face, grow and be sustainable.
12. Building a local
capacity
Successful tourism businesses are not isolated from their community, but collaborate with other businesses and stakeholders to build a positive and self-sufficient capacity within the destination and beyond.
Successful tourism businesses are not isolated from their community, but collaborate with other businesses and stakeholders to build a positive and self-sufficient capacity within the destination and beyond.
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