Sustainable Tourism Principles and Contributions to Peaceful Societies Reflected in Award-Winning Practices Dr. Stuart E. Levy Assistant Professor of Tourism Studies Dr. Donald E. Hawkins Eisenhower Professor of Tourism Policy BEST EN Think Tank IX, June 2009 Department of Tourism and Hospitality Management, School of Business The George Washington University

Research Importance, Objective and Methodology Importance of Research Attention is given to responsible forms of tourism (WTO 2007; UNEP 2008) which provide many positive contributions (Higgins-Desbiolles 2004; Mill and Morrison 2006), but more research on how sustainable tourism relates to peace is needed. Research Objective To study how commerce based practices relate to sustainable tourism principles (CED 2008) and can contribute towards more peaceful society (Fort and Schipani 2007). Methodology Content analysis of 124 recent award-winning tourism practices from four highly-recognized awards programs.

Economic Development Employment quality Economically viable tourism destinations and enterprises Sense of Community Local quality of life and social prosperity Local control and involvement Cultural richness Track Two Diplomacy Appropriate market positioning Visitor fulfillment External Evaluation Evaluating outcomes Quality of governance Adapted from Fort and Schipani 2007 Environmental Quality Physical integrity of landscapes Biological diversity Environmental purity and resource efficiency Conceptual Framework

Award ProgramYears Commerce-Based Awards Ashoka’s Changemakers and National Geographic: The Geotourism Challenge Condé Nast World Saver Awards World Travel and Tourism Council: Tourism for Tomorrow Awards Virgin Holidays Responsible Tourism Awards Total 124 Analysis of Tourism Awards and Cases

Tourism Sector Representation

Regional Representation

Tourism Commerce: Contribution to Peaceful Societies

Economic Development Employment quality Economically viable tourism destinations and enterprises Sense of Community Local quality of life and social prosperity Local control and involvement Cultural richness Track Two Diplomacy Appropriate market positioning Visitor fulfillment External Evaluation Evaluating outcomes Quality of governance Environmental Quality Physical integrity of landscapes Biological diversity Environmental purity and resource efficiency Adapted from Fort and Schipani 2007 Conceptual Framework: Presentation of Award-Winning Tourism Practices

Phinda Game Reserve, South Africa

Environmental Quality 57,000 acres and 7 ecosystems reclaimed for wildlife 2,000 animals reintroduced WildChild conservation program for youth Economic Development 85% of staff from local communities 300 full-time and 1500 part-time workers Sense of Community 90 classrooms; 24 hour medical clinic Return of half the reserve to local communities Track-Two Diplomacy Visitors involvement in local community Phinda Game Reserve, South Africa

Jungle Bay Resort & Spa

Economic Development Launched SELF, lending up to $12,000 to local entrepreneurs Uses 95% organic, locally-sourced ingredients 55 of 59 employees are from the area, with Dominicans managing several departments All cottage furnishings were made locally Sense of Community Owners, employees (who donate a portion of tips) and guests give to local causes, $150,000 to the House of Hope (poor children with disabilities) Participates in Travelers Philanthropy Environmental Quality 35 cottages are on wooden posts to reduce soil disturbance Committed to 55 acres of preservation in Jungle Bay and hundreds of acres of surrounding jungle

La Ruta Moskitia, Honduras

Nourishing a Sense of Community Alliance consists of six local ethnic communities 100% community-owned and operated Economic Development 150 new jobs created, supporting 750 community members All food and building materials sourced locally Environmental Quality Plans to establish the reserve’s first indigenous conservation NGO 10% of gross sales will be contributed to conserve to protecting biodiversity External Evaluation Trains nature guides to help monitor and enforce park regulations

Snow Leopard Conservancy India Trust, Ladakh

Track Two Diplomacy Himalayan Homestays includes learning about Ladakhi culture, interacting with hosts 80% rated homestays as excellent in 2006; 6 out of 10 visitors voted for homestays rather than tents and guesthouses Sense of Community Community managed tourism development Environmental Quality 10% of earnings into a village conservation fund Economic Development 100 households in 15 sites; revenue ranges from $ (average annual income is $400)

Gecko’s Grassroots Adventures, Global External Evaluation Extensive responsible tourism policy applicable to both company and suppliers, regularly monitoring operations Founding member of International Porter Protection Group Tourism guidelines for travelers Sense of Community Gecko’s Community Trust funds local community projects and initiatives (e.g., Vietnam restaurant and training center, Kenya orphanage) Economic Development Hiring only local tour leaders Stay in locally-owned lodging and use local transport

Contributions Major focus on the environment, economic and community development Relatively less focus on citizen diplomacy and encouraging transparency Awards Worldwide representation - very few in areas of conflict Provides potential to share innovations, good practices, and funding Numerous tourism sectors underrepresented Business Practices Often involve multi-sector collaboration Discussion

Conclusions Close conceptual fit Sustainable tourism principles & contributions towards peaceful societies Substantial inter-relationships between the contributions Economic development is crucial to the maintenance of biodiversity Awards provide an opportunity to publicize contributions towards peace Future Research Link responsible tourism approaches (e.g., SAVE) with peace through commerce Further empirical work needed, including longitudinal studies In-depth study of business contributions Beyond awards programs: Analyze exemplary practices Conclusion and Future Research Directions