How to create superior value in sustainable tourism? An exploratory study Prof. Dr. Philipp Boksberger Institute for Tourism and Leisure Research Prof. Jack Carlsen Curtin Sustainable Tourism Centre

Best EN Think Tank IX 2009 Page 2 What is Sustainable Tourism?

Best EN Think Tank IX 2009 Page 3 Definitions of Sustainable Tourism “Sustainable Tourism refers to a level of tourism activity that can be maintained over the long term because it results in a net benefit for the social, economic, natural and cultural environments of the area in which it takes place.“ (ICOMOS / ICTC 2002) “The concept of a ‘sustainable tourism product’ is here understood broadly as meaning those that use resources in an environmentally responsible, socially fair and economically viable way, so that users of the product can meet their current needs without compromising future generations from being able to use the same resources. Measuring sustainability is a complex issue and the criteria vary according to the product type and local conditions. Deciding what is ultimately sustainable for a particular community is a balance between local circumstances and expectations and best practice in technology and environmental management.” (UNEP 2005)

Best EN Think Tank IX 2009 Page 4 Similarities of Sustainable Tourism Definitions Sustainable tourism is typically defined as travel to destinations where the flora, fauna, and cultural heritage are the primary attractions. Sustainable tourism minimizes the adverse effects of traditional tourism on the natural environment, and enhance the cultural integrity of local people. Sustainable Tourism balances the economical, sociocultural and environmental impacts on the environment.

Best EN Think Tank IX 2009 Page 5 Can Sustainability sell? Facts and Figures Culture Climate Change Biodiversity Ecologic Footprint Poverty Alleviation ? Tourist ? Carrying Capacity Nature Energy Relevance of buying behaviour Stability Accessibility Profitability

Best EN Think Tank IX 2009 Page 6 More Sustainability = More Consumer Value Source: Morrison 2002 Needs Products/Services Wants satisfy through awareness become motivate purchase of Marketing creates awareness provide basis for

Best EN Think Tank IX 2009 Page 7 Definition of Consumer Values Functional value: The perceived utility through the possession of salient functional, utilitarian or physical attributes. Social value: The perceived utility through the association with positively or negatively stereotyped demographic, socioeconomic and cultural-ethic groups. Emotional value: The perceived utility through the creation or perpetuation of feelings or affective states. Epistemic value: The perceived utility through the arousal of curiosity, the provision of novelty and/or the satisfaction of a desire for knowledge. Conditional value: The perceived utility through the presence of antecedent physical or social contingencies in a specific situation. Source: Shet, Newman & Gross 1991

Best EN Think Tank IX 2009 Page 8 Measurement of Consumer Values Expected Performance Perceived Performance Mismatch between Expected and Perceived Performance Perceived Sacrifices Perceived Benefits Conditional Value Functional Value Emotional Value Epistemic Value Consumer Value Tolerance of Conditional Value Tolerance of Functional Value Tolerance of Emotional Value Tolerance of Epistemic Value Social Value Tolerance of Social Value

Best EN Think Tank IX 2009 Page 9 Research Context The context of the study will be sustainable tourism experiences in the Grand Canyon National Park (US), the Grampians National Park (OZ) and the Swiss National Park (CH). The means-end theory seeks to explain how consumer’s choice of a product or service enables him to achieve his or her desired end-states. The way a national park relates to tourists can therefore be represented by three levels: attributes, consequences and desired end-states. The most commonly appeared linkages will be summarised in a hierarchical value map Though the sample used is small and purposive, the exploratory case studies will highlight how the different perceived values can be recognised and reconciled with sustainable tourism.

Best EN Think Tank IX 2009 Page 10 Propositions It is suggested that national parks could be categorised according to the conceptual approach of perceived value with some parks generating greater perceived value than others. Some types of perceived value may be more significant than others in the context of national park settings. It is hypothesised that the perceived value of greatest importance when visiting a national park are the emotional value and the social value while the functional value may be of less importance.

Best EN Think Tank IX 2009 Page 11 Example „I am not selling an overnight stay but a lifetime‘s experience!“ (Vicky‘s B&B in Kayhelitsa, RSA)

Best EN Think Tank IX 2009 Page 12 Thank you for your attention !