Certification and Development of More Sustainable Tourism - Essay Example

A CRITICAL REVIEW OF THE POTENTIAL OF CERTIFICATION TO ASSIST IN THE DEVELOPMENT OF MORE SUSTAINABLE TOURISM by Executive Summary Sustainable tourism is an essential aspect of the prevailing need for a sense of social responsibility, when it comes to tourism and tourist destinations. It pertains to the various attempts, which are aimed at lowering to the least possible levels, the impact of human interaction on both the local cultures present, and the environment. this is in tandem with the attempted generation of sustainable future employment of the local populations present. Definitively, this is regarded as pertaining to both management practices and development guidelines, which are applicable to all prevailing forms of tourism. This is in respect to the varying types of tourism found in different destinations, including the unique presence of niche tourism segments, as well as mass tourism in general. Essentially, it regards the portrayal and upholding of specific values, which make a great global difference, not only in reference to the millions of global travelers, by also those directly impacted by existing tourism. Above all, it entails the observance of responsible tourism, which is aimed at making positive differences to tourist destinations, the local populations present, and fundamentally so, the environment. Table of Contents 1.0. Introduction …………………………………………………………………….. 4 2.0. Sustainable Tourism ……………………………………………………………. 4-5 3.0. Measures Essential in Ensuring Sustainable Tourism …………………………. 5 4.0. Sustainable Tourism: Certification and Accreditation …………………………. 5-8 4.1. Types of Certification Programs and Examples ……………………………….. 8-10 5.0. Critique of Certification ………………………………………………………... 10-11 6.0. Conclusion ………………………………………………………………………11-12 7.0. Reference ………………………………………………………………………. 13-14 1.0. Introduction Sustainable tourism is essentially, the attempt of making the lowest possible impacts on not only a given region’s environmental ecosystems, but also the local cultures present. The culture aspect regards the traditions, way of life, folklore and heritage present, which uniquely identify such regions as distinct tourism destinations. In addition, as Mowforth and Munt (1998) portray, is the requisite aspect of job opportunity creation for the local populations, thereby enabling greater wholesome sustainability of such regions and destinations. The ultimate aim of this type of tourism is ensuring the development achieved, provides a foundation of positive experience, for not only the tourists and tourism companies at large, but also the local residents (Mowforth & Munt, 1998:44). 2.0. Sustainable Tourism Thus, sustainable tourism pertains to the adopted practices implemented in successful eco-tourism. As a term, sustainable tourism is often interpreted in oxymoron terms. This is informed by the fact that tourism as an activity, majorly depends upon, and continuously increasing air transportation (Mowforth & Munt, 1998:490). Unfortunately, this mode of transportation is linked to the contribution of significant amounts of greenhouse gas emissions. These are emitted from combustion, rising high into the stratosphere and hence contribute to the resulting heat trapping phenomenon. This is what is described as the causal factor of global warming, and the prevailing climate change (Mowforth & Munt, 1998:54). It is this and other factors, which essentially result in the unsustainable nature of such tourism, maybe with the exception of specific periods and terms of application especially due to the influences of self-interest present. Globally, as Baskin (1995) provides, economists forecast a continued rise in international tourism, influenced primarily by the destinations’ location. As one of the fastest growing large industries, tourism has and continues to gradually place huge amounts of stress on the remaining indigenous cultures and biologically diverse ecosystems (Baskin, 1995:106). The two, are often utilized with the aim of supporting mass tourism and associated activities globally, hence their significance. Therefore, for such tourism to coexist and flourish successfully in the contemporary era, tourists ought to promote sustainable forms of tourism. This is through highlighting their sensitivity to the aforementioned dangers, in addition to seeking the greater protection of established tourist destinations. Further still, is the critical role of protecting the tourist industry as a whole, through various avenues and contributions from the tourists themselves (Baskin, 1995:111). 3.0. Measures Essential in Ensuring Sustainable Tourism These include equipping themselves with relevant information on the culture/ heritage, economy and politics of locations visited; positive contributions to inter-cultural tolerance and understanding, as well as both respecting and anticipating the existing assumptions, expectations and local traditions held. In addition, as Croall (1995) portrays, is the need for supporting the prevailing local economies, through purchase of goods/ products locally produced, thus engaging in wealth creation. This is augmented by the support provided to the integrity of prevailing local cultures, by way of favoring enterprises that participate in the conservation of traditional values and cultural heritage. The last is the need for conserving the limited resources through seeking environmentally conscious business enterprises, and the utility of the least amount possible, of non-renewable resources (Croall, 1995:43). 4.0. Sustainable Tourism: Certification and Accreditation Certification is defined as the systematic process of evaluation, against a given set of measurable criteria, necessary in attaining the aspect of sustainability. As Carroll (1998) alludes, this essentially is in reference on individuals and other stakeholders’ interaction with both cultural and natural resources. This is towards the overall improvement of the local communities lives, and the industry’s economic success; thereby affecting positively to national development. Sustainable tourism, does not only respond to prevailing demand, but is also an essential condition for successful competitiveness (Carroll, 1998:280). This is both in terms of present and future contexts, where present generations do not compromise the rights of future generations. CST – Certification for Sustainable Tourism – embarks on the crucial task of making sustainability, both a necessary and practical reality, within a given region/country’s tourism sector. This is in terms of continuous competitiveness, in addition to finding various avenues of improving social and natural resource utility (Carroll, 1998:284). Certification pertains to programs within the larger tourism industry, which entail the utility of certification programs. These are fundamental avenues requisite for the distinction between legitimately responsible tourism entities, services and products, from those which merely utilize the terms ‘sustainable’ or eco as avenues of marketing and advertisement (Carroll, 1998:287). This pertains to the independent verification of various business operations, firm entities, and tourism destinations; concerning their green credentials. Through validation and subsequent accreditation, such stakeholders are able to genuinely operate under the banner of promoting sustainable tourism. This is essentially achievable through the encouragement of active participation, by local communities and tourists towards providing a new source of entrepreneurial competitiveness in the business sector. For a number of decades, certification has been based on voluntary mechanisms, aimed at highlighting high standards of industry performance (Sustainable Tourism, 2014) Such performance has been beyond legislation, as Font (2002) avers, providing a source for requisite competitive advantages that enable a select number of tourism destinations and firms stand out from the rest. As a valid instrument, it is critical in gathering local stakeholders around a given common purpose. Towards this goal is the definition of standards essential in improving overall contributions by existing tourism, in the aim of sustainable development. Beyond this is the necessary validity of developing structures aimed at encouraging and supporting the improvement of existing business entrepreneurship. This is in the aim of working towards a standard measure in terms of business conduct and environmental utility (Font, 2002:198). This eventually results in staff morale, peer recognition, peace of mind (beyond compliance with existing legislation) and eco-savings, which all make firms increasingly competitive. To be noted however, is the presence of challenges regarding both certification and accreditation (Font, 2002:200). From evidence present, it is suggested that certification is most suitable to those nation-states that possess well-engrained infrastructure, and finances. These are essential in supporting the existing industry, in reducing overall negative impacts experienced. Fundamentally, it is a tool for those firms that are financially sound, having their basic needs covered and hence having a desire of becoming more sustainable (Font, 2002:202). Not only does this provide recognition, but also is the best avenue for sustaining livelihood-based enterprises, economies and sectors concerned as Drake (1991) showcases. The key challenge posed however, is on the potential impact that such measures can have on not only firm-entities and tourism sector players, but on the greater economy and local communities. This provides a key point of argumentation and debate, against the increased global rush towards sustainability. This is without consideration of prevailing contexts, and potential effects and influences that such standardization measures would have (Drake, 1991:39). While there is no doubt that both certification and accreditation provide vital avenues of enhanced sustainability, it is important to note that such standards cannot be achieved at the same time, nor at the same pace of implementation. As a tumultuous affair, it continues to elicit debate, significantly influenced by the fact that a very small percentage of the global tourism sector is certified (have (Drake, 1991:44). 4.1. Types of Certification Programs and Examples Certification as provided is vital in ensuring greater sustainability of the global tourism sector as a whole. The diverse nature of the global tourism arena necessitates different forms or types of certification dependent on the type of tourism presented, as well as the ecosystems in existence. Examples of certification programs present in the global arena include: - ECEAT; Green Globe 21; PCTS; the VISIT Initiative; ISO 9001, ISO 14001, and ISO 2600; Green Tourism Business Scheme; Pan Parks; the Rainforest Alliance; the Blue Flag Campaign, Nature’s Best; Green Flag; Agenda 21; the Clean Marine Program, and the Sustainable Travel International STEP program (Sustaining Tourism, 2014). All the aforementioned are diverse in nature, with some pertaining to national standardization measures, while others are global in nature; delving on various facets of the larger global tourism industry (Demand for Sustainable Tourism, 2014). The Blue Flag scheme for beaches is used to measure the quality of their water present. In such cases, those beaches located in far off areas, away from current industrialization, would have better rates. This is as opposed to their counterparts, within the range of industry and manufacturing, which would be affected at some rate, by the resulting pollution and human development (UN, 2014). Green Globe, as a global certification and accreditation scheme for sustainable tourism, continues its mandate of providing independent verification of sustainability achievements by different members. Accordingly, as Green Globe (2014) provides, this is compared in reference to the prevailing Green Globe Sustainability Standard. This is done through its various accredited auditors, who are present in over 80 nations worldwide. Membership entails that various stakeholders enjoy the promotion of their enterprises to the global tourism market, in addition to meeting various planners who search for better sustainable options of travel. The above is in addition to other benefits such as: - immediate access to the agency’s Certification system; access to a copy of the agency’s certification indicators and criteria, and being involved in the agency’s sustainability trainings program; receiving updates for achieving certification criteria. This is in addition to having their names listed in the agency’s membership websites; having access to accredited auditors and consultants from the agency in the quest of further pursuing certification, and marketing avenues and services which are provided by the agency’s marketing avenues such as Marketwire, Reuters, AP, and CNN amongst others (Green Globe, 2014). PAN Parks, referring to protected areas of nature parks, regard those areas, which need varying measures of protection, because of the sensitive nature of existing eco-systems. Amongst these, as Toth (2002) asserts, are rural landscapes and existing social structures, as well as economically depleted areas that have been regenerated, through input of tourism. This is pertinently so, concerning mountain and rural tourism, which continues to grow fast concerning the European tourism market contexts. This is especially true in European contexts, which have many protected areas and zones, with between 10,000-20,000 protected areas (Toth, 2002:85). The essence is towards creating a network of parks, having international reputation and/ or standards of outstanding access to both excellent tourist and wildlife facilities. This is in combination with the effective protection of habitats, as well as having minimal environmental impacts. CST – Certification for Sustainable Tourism – is another avenue through which the integration of core elements of tourism that is sustainable is achieved. Adding to this is the aspect of analyzing the best possible management practices, and the prevailing social and environmental impacts experienced. There is also need for positive client perception, concerning the imagery and congruence present between product promotion and the services offered (Toth, 2002:93). It is essential in objectively measuring sustainability levels of operating enterprises, in addition to improving business environments present, as well as the prevailing social practices. Above all is the aim of motivating businesses towards improved practices, as well as making right choices in choosing sustainable tourist enterprises. Agenda 21 on its part pertains to a global action plan, aimed at sustainable development within the 21st century. It is focused on enhancing sustainable development, with the aim of meeting present-day generational needs without harming future generations’ ability of sustenance. Thus, as the other two avenues aforementioned, it is not only concerned with issues pertinent to environmental protection, but also sustenance in terms of economic progression (BGCI, 1999). All this is aimed at living off nature in a sustainable manner through enactment of policies and measures that wholesomely engage the society. Thus, focus is on not only environmental conservation and sustenance, as Aas, Ladkin and Fletcher (2005) provide, but also pro-poor ventures and alleviation measures. This necessitates the adoption and subsequent implementation of policies vital in the move towards sustainability. This includes measures such as recycling conservation and rehabilitation of damaged ecosystems, as well as energy efficiency. For developing nations, this necessities the enactment of pertinent equity policies, as well as the respect for law, wealth creation and distribution (Aas, Ladkin & Fletcher, 2005:34). ISO Certification is also an essential avenue through which various (mainly) larger tour operators and hotels, aim at gaining accreditation for both quality assurance as well as environmental sustenance. 5.0. Critique of Certification To be noted is that it is these aspects, which at most occasions, have proven difficult, in terms of observance and overall implementation. While human effort cannot be ignored, it is the prevailing nature of current global business that the least costs are incurred. This is while maximizing on profit making, which needs addressing. First is the contemporary society’s over-reliance on non-renewable fossil fuels as the primary sources for their energy consumption (Aas, Ladkin & Fletcher, 2005:37). The second is the predominant nature of global consumerism, which continues being another driving force of market enterprise. Thus, this results in continued over-exploitation of mineral resources (a majority of which is exhaustible), as well as the over-utilization of environmental eco-systems present (Aas, Ladkin & Fletcher, 2005:40). This is a necessary truth, as I may put it; necessitating continued exploitation for humanity’s betterment. However, this does not necessarily mean that requisite steps are not being taken. Various tourism operations and destinations are increasingly endorsing ‘responsible tourism’ as an avenue towards enhancing sustainable tourism. This however, is likely to take a long-term duration in terms of implementation, especially given the prevailing global contexts. With this I refer to aspects such as global transportation systems, consumerism, economic cost effects, and most importantly, environmental degradation and pollution all which act as hurdles towards greater sustainability of prevailing tourism (Toth, 2002:121). Thus, the need and requirement of such standardization, through certification and accreditation ought to factor in various aspects, especially concerning policy formulation and the implementation aspect. 6.0. Conclusion Accreditation and certification are achieved through observance of set standards and measures. National legislation, in tandem with prevailing industry membership requirements, enforces compulsory standards, which tend to cover various aspects pertinent to the tourism industry (Synergy Ltd, 2000). These include safety and health cover, occupational safety, competence standards, consumer protection, the licensing of business and the planning of land use amongst others. Existing voluntary standards thus, go beyond the suggested best practices as shown in avenues such as Green Globe, Agenda 21 and Pan Parks amongst others. Thus, I agree that certification has the potential of assisting the development of more sustainable tourism. However, a lot still has and continues to be done towards achieving such ratings or status on a global scale. 7.0. Reference List Aas, C, Ladkin, A & Fletcher J 2005, Stakeholder collaboration and heritage management. Annals of Tourism Research. 32(1): 28-48. Baskin, J 1995, Local economic development: Tourism - Good or Bad? In Tourism workshop proceedings: small, medium, micro enterprises. Johannesburg: Land and Agriculture Policy Center. pp. 102–116. BGCI 1999, Agenda 21: Programme of Action for Sustainable Development. BGCI, retrieved from: http://www.bgci.org/worldwide/article/0011/ Carroll, A 1998, Corporate Social Responsibility. Business and Society. 3(38): 268–295. Croall, J 1995, Preserve or Destroy: Tourism and the Environment. London: Calouste Gulbenkian Foundation. Drake, S 1991 Local Participation in eco-tourism project . In Nature Tourism. Washington D.C.: Island Press. Font, X. 2002, Environmental certification in tourism and hospitality: progress, process and prospects. Tourism Management 23(3): 197-205. Green Globe 2014, Green Globe members talk about the benefits. Green Globe [Benefits], retrieved from: http://greenglobe.com/benefits/ Mowforth, M. & Munt, I 1998, Tourism and Sustainability: New Tourism in the Third World. London: Routledge. Sustainable Tourism. (2014). Thomas Cook [Sustainable Tourism], retrieved from: http://www.thomascook.com/sustainable-tourism Demand for Sustainable Tourism. (2014). Sustaining Tourism [Sustaining Tourism: Sustainable Tourism Resources], retrieved from: http://www.sustainabletourism.net/resources.html Synergy Ltd 2000, Tourism certification: an analysis of Green Globe 21 and other certification program. Godalming: WWF UK. Toth, R 2002, Exploring the concepts underlying certification Ecotourism & certification: setting standards in practice. Washington, Island Press. United Nation. 2014, Certification for Sustainable Tourism (CST). UN Sustainable Development Knowledge Platform, retrieved from: http://sustainabledevelopment.un.org/index.php?page=view&type=1006&menu=1348&nr=1495 Read More