Ethical and Sustainable Tourism as Practise in Florence, Italy - Case Study Example

Ethical and Sustainable Tourism as Practise in Florence, Italy INTRODUCTION As the contemporary world is marked by globalization, one phenomenon that distinguishes our time from other generation is the truism that our world is becoming smaller and smaller and that more people are given more chances and opportunity to see places, visit countries and literally experience the world. This experiencing and seeing of the world has created a sector of the society “which has become a major contributor to the gross national product of many nations” (Gilmore, Carson, & Ascencio, 2007: 253) and this is no other than tourism industry. Tourism, by its nature, “entails both the pursuit of knowledge and fun.” (Koshar, 1998: 325) Knowledge, since, tourists expand not only their understanding of their own context but it likewise broadens their perspectives regarding other culture and traditions as they meet and encounter people from other parts of the world. And fun, since, “tourists search for experiences, objects and places that enable them to recover structures from which they are alienated in daily life.” (Koshar, 1998: 325) In light of tourism’s nature in global context, this paper will try to evaluate ethical and sustainable tourism as practise in Florence, Italy. This is undertaken with the hope of coming up with a more encompassing recommendations that will enhance ethical and sustainable tourism in Florence. A CLOSER LOOK ON ETHICAL AND SUSTAINABLE TOURISM Tourism is a “major economic force in the world market.” (Weeden, 2002: 142) In fact, it is acknowledged that tourism is “the basis for the world’s most rapidly expanding system of economic exchanges.” (MacCannell, 2002:147) However, tourism does not only respond to the dynamics of economics. Just like any other service oriented industry, tourism gives primordial importance to the demands of the consumers. Modern tourists are not just concern with a getaway paradise but they are also interested in transacting with companies who recognise ethical standards in their policies, and who are observing ethical behaviour in their dealings with customers. In fact, “there is evidence to show that the consumer will reward a company’s ethical behaviour by their willingness to pay a higher price.” (Weedeen, 2002: 143) In lieu with this, what then is ethical tourism? What is sustainable tourism? In order to better understand ethical tourism, the researcher deems it proper to provide a definition and clarification of sustainable tourism on the premise that there is the belief that ethical tourism is a responsed to the demands made by sustainable tourism. Sustainable tourism recognises the multidimensional relations that are necessary and intrinsic in tourism. It acknowledges the rights of the travellers or tourists vis-avis that of the host community, the operators and the natural environment. Being such, sustainable tourism is anchored on the principle of social, economic and environmental equity. Thereby, ensuring a “viable long term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income opportunities and social services to host communities, and contributing to poverty alleviation.” (Suasmarez, 2007: 700) Moreover, sustainable tourism “simultaneously fulfil the needs of different parties involved: delivering revenues and profits to the tourism industry, responsible travel experiences to the increasingly wealthy tourist, and economic growth combined with environmental and socio-cultural protection to host countries and amenities.”(Lansing & De Vries, 2007:77) As such, sustainable tourism limits the negative effect of mass tourism while embarking on a multifaceted approach in dealing with the concerns and problems of tourism industry. And it is within this new impetus of sustainable tourism that ethical tourism arises. Although it should be noted that while ethical tourism holds onto the ideals of the principle of social, economic and environmental equity, it moves “beyond sustainable tourism as it encompasses the needs of tourism’s stakeholder.” (Weeden, 2002: 144) Ethical tourism is the action taken in response to the reality that consumers are now recognising the fact that their preferences have a social, cultural and environmental impact to the host community. So much so that it is now claimed that “travellers are increasingly seeking vacations that align with their values” (Wagner, 2005: 14) Ethical tourism presents responsible tourism as it made manifest the conscientious tourists. All these theoretical underpinnings of ethical and sustainable tourism have been concretely applied on four points: 1. There have been moves in using locally owned organizations in tourist destinations as the provider accommodations, transports and other related services. 2. There is the conscious to keep the minimum number of people group tours or services so as not to disturb the habitat and way of life of the residents of the destination 3. To provide a fair and just wage to all employees and at the same time give them room for self-actualization 4. Finally, to be clear, truthful, and unambiguous in all promotions of the packages sold to the consumers These four points which are basically incorporated in most tourism planning and activity fortifies the principles of sustainable tourism which entails the “delivery of social, economic and environment well-being” (Gilmore, Carson, & Ascencio, 2007: 262) to all the stakeholders and shareholders in the tourism industry. FLORENCE: IN FOCUS Florence, the City of the Renaissance, is one of the most beautiful cities in the world. Its rich history together with the numerous works of art by the masters themselves – Leonardo de Vinci, Michelangelo and Raphael - enthrals the visitors and capture the very the soul of the travellers. And when one has filled one’s aesthetic sense via the arts in innumerable museums, churches and galleries, one then can satisfy ones rumbling tummy with the authentic taste of Italian pasta and coffee. Finally, to top it all, one can shop till you drop at the open-air market at San Lorenzo which is a bargain- hunter’s paradise. There you will find leather jackets, wallets, purses, scarves and other souvenirs. With the perfect combination of history, food, arts and shopping, it is not surprising that the historical center of Florence has been declared by UNESCO as a World Heritage Site and thus making it as one of the most visited cities in the world. Florence is a very compact and intimate town. It is best experienced by walking rather than by taking a bus or a taxi. The city attracts millions of tourists every year and they keep coming back for the city has find the right blend of medieval period with the modern genre. However, one can still get the sense that Florence is never modern, it is always medieval. It is captivating. The aura of being there back in time yet you here now is really fascinating. And it is in this brief description of Florence as a must experienced tourist destination that we try to look into the current ethical and sustainable tourism scenario. ETHICAL AND SUSTAINBALE TOURISM IN FLORENCE Florence, which is only 102 sq km, is visited by millions of tourist yearly. As mentioned earlier because of the perfect blend of medieval period and the modern period together with its history, culture, arts, food and shopping, Florence is simply a haven to modern tourists. However, as tourism becomes at phase with the challenges posed by globalization, Florence too, has to keep itself at breast with the current trends and developments in the tourism industry – ethical and sustainable tourism. One notable development that has been implemented in Florence is Project Moses. The project “foresees the construction of 79 mobile gates that will rise above the sea’s surface to restrict the flow of water into the lagoon at high tide.” (Barber, 2002: 11) This will help a lot in controlling the flood problems in Florence. This development is welcome news since the project will definitely help in the preservation of historical sites in Florence and at the same time help the locals regarding flood issues. In effect, this development presents the notion that the active participation of the government in the preservation, protection and further enhancement of tourists’ destinations is a very big factor which furthers the interests of all stakeholders in the tourism industry. More over, the active role of the government ensures not only economic gains brought about by tourism but the protection of Italy’s heritage and patrimony. Project Moses from the perspective of flood control which enhances the well being of all stakeholders as it address an environmental issue is in sync with the principles of ethical and sustainable tourism. However, since the government cannot keep up with the high cost of maintaining and protecting Italy’s heritage, the parliament has allowed the privitization of “some of the national cultural patrimony.” (Barber, 2002: 11) This decision of the parliament points to the reality that the “globalization of tourism development also involves broader political questions and the ownership of power.” (Hannam, 2002: 228) Still, there might be hope that it will not push through since there is a very strong clamour against the said measure of the government. Second notable development in Florence is the coming up with the ticket reservation scheme. Tourists, instead of spending the whole day inline, can now reserve their tickets and thus have more time in going around the city. This scheme is very tourists friendly. It gives the tourists enough time to really experience the numerous “icons” that abounds Florence. And icons are important in tourism since they act as “landmarks that are instantly recognisable” (Becken, 2005: 22) thereby improving the quality of the experience. Third, a question is being raised regarding the hordes of tourists that visit Florence. The antiquity that Florence breathes attracts millions of tourist worldwide. It captures their imagination, their sense of being in touch with the past. How ever, as they try to capture the reason why they go and visit Florence the millions of tourists also threatens the integrity and life of the antiquity that they are visiting. “They are clogging the inner city.” (Kurzweil, 2008) and it is not only that. The locals are already complaining. Here we see the imbalance brought about by tourism itself. When tourism caters solely to the demands of the tourists or travellers and relegates into the periphery the concerns of the locals or the host community, an inequitable distribution happens. As they increase the happiness of the tourists, less improvement is made on the quality of life of the local people. And this needs to be addressed right away as the perpetuation of the imbalance endangers the very site itself. Thus, they cannot help but asked “Are too many tourists trampling fragile, old urban centers and historical sites?” (Randall, 1999) Fourth, connected with the third point raised is air pollution. “Air is polluted” (Kurzweil, 2008) because there are so many people in a very little space. Ethical and sustainable tourism demands the protection of the natural environment. If the focus is solely on attracting more tourists without protecting the integrity of the environment, it yields a negative effect that afflicts both the host community and the environment. Fifth, the research undertaken to understand the “Stendhal’s syndrome” (Grauman, 1987:1) is laudable. The variegated emotional responses of the tourists regarding the experience of art overdose affords us with a new understanding regarding the relation between the arts, aesthetic judgment and the human person. Although the research maintains that there are multifarious factors that may affect the individual’s response to art overdose, what is important is the recognition that certain psychological responses are evinced by the arts. Sixth, the concern regarding “over-priced souvenirs” (Cross, 1996) has been addressed by the local patrons via utilizing the internet. Here, the locals have created an internet site wherein people who are interested in purchasing some authentic Florentine craft without the fear of being duped or over priced. This kind of endeavour affirms the paradigm of sustainable tourism since it recognizes the integral role of local players in the industry. According to Cross (1996), the idea of having a website wherein tourist can directly purchase the souvenirs or other objects that they want encompasses not just the middle man. Rather, it goes directly to those small and medium enterprises that do not have the means of competing with the transnational corporations that are manipulating the industry. The positive response that is gained by the website is a sure manifestation that people who visit Florence are not only there to experience Florence itself but that at the same time they want to be secure in terms of the commodities and souvenirs that they purchased in Florence. And who better can give them this security and certainty but the locals themselves. This scenario clearly shows that the paradigm of ethical and sustainable tourism is really something that is achievable the moment that the host community is given the proper recognition and respect in terms of their very important role in the tourism industry. The opportunities given to them do not only free them economically but it also increases their sense of belongingness or of being an integral member in the industry. And finally, seventh, there is an increasing concern among the locals regarding the increasing number of foreigners who are purchasing lands in the outskirts of Florence. This is an important concern since Florence does not thrive only in its vast tourism industry but it is also known for its olives and wine. The apprehension of the locals lies on the fact that as more and more foreigners are purchasing local lands lesser lands are being allotted for farming and other industries. This, in turn, may affect the olive and wine industry. And on the same level of alarm, the locals are correct in their thinking that since fewer lands are made available for olives and wine, then they really have to step up more in the tourism industry. This, in turn, may pose a problem as they try to counter the “negative impacts of uncontrolled mass tourism” (Inbakaran & Jackson, 2005) There are other concerns or interests that may be raised but the researcher deems that the seven points mentioned above are some of the most important matters that highlights both the concrete application and the need for further actualization of ethical and sustainable tourism in Florence. RECOMMENDATIONS Recognising that there are possible limitations and concerns regarding the implementation of ethical and sustainable tourism in Florence, it is but proper that recommendations should be provided in order to help in enhancing existing development in Florence for a more ethical and sustainable tourism. 1. The Italian government, the local people and UNESCO should come together and discuss the problem regarding tourists overload in Florence. As mentioned earlier, the millions of yearly visitors are contributing much to the wear and disintegration of the historical heritage found in Florence. These three groups should be able to come up with plans that will protect Florence now for future patrimony. This is very difficult. Proper balance needs to be found. It is recognised that contemporary tourists have the right to appreciate (now) Florence and learn from that experience but at the same time it is not only us who have the right to see it in all its grandeur. Future tourists ought to experience the vast and deep history of Florence as we do. This recommendation will only succeed if the Italian government will have the political will to implement changes that will affect the flow of tourism in Florence. UNESCO and other similar institutions should be willing to help the Italian government in coming up with funds as they try to protect and preserve the historical heritage that is in Florence. Lastly, the locals, for their part, should take the initiative of providing alternative forms of tourism that will move away from superficial social interactions to a more intense experience of Florence. This will allow a new experience between the hosts and guests thus striking a new narrative, “a narrative that is engaging, genuine, creative and mutually beneficial.” (McIntosh & Zahra 2007: 554) This initiative will only be realized if all three – Italian government, UNESCO and similar institutions and the local community – will put their act together for the preservation and protection of cultural and national heritage not just for us but for the future generation as well. 2. Florence should engaged in a “vision of sustainability …that does not act as an exploiter of resources but helps to sustain environment and local culture” (Hawkes & Kwortnik 2006: 370) This can be attained without some sacrifices on the part of the tourists themselves via forms of taxes that will help maintain the cleanliness of the entire tourist destination and at the same time to protect and preserve the historical heritage in Florence. At the onset this may deter tourists as it is an additional cause on their part but if efforts will be made, new approaches to marketing employed, then perhaps tourists will understand and support the new taxes and they will not look at it as burden. As such, the marketing strategy that will be utilised requires “information and education both on -site and off –site, and interactive management of visitors on site. Clear and proactive communications ensuring consumers understand.” (Gilmore, Carson & Ascencio 2007: 262) 3. The initiative of local community should be given impetus regarding the benefits that they may accrue if they will be selling souvenirs and similar stuffs in a more “consumer friendly” price. Likewise, the community it self should be on guard against any unfair or illegal practices that some merchants may have been practising. This practise will help in minimizing leakage effect and sustaining the economic interests of the host community. More over, “community participation… and that the public have a right to participate in tourism development” (Cole 2006: 630) In the end, the development of an ethical and sustainable tourism in Florence will not be attained solely by one act rather its fulfilment is a result of a concerted effort from the Italian government, the companies who act as the service provider, the residents or locals of Florence and the tourists themselves. 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