Environmental attitudes of tourism activity providers in New Zealand By Dr Christian Schott Victoria Management School

Context of Presentation Growing degree of concern about environmental issues in tourism and related fields Increasing degree of voluntary action in tourism Other outlets of concern in form of ecolabels and certification programmes (i.e. GG21) Strategic brand positioning by some destinations as clean and green (i.e. New Zealand) Exploratory study of environmental practices and GG21 membership by tourism operators in New Zealand

Green Globe 21 Global tourism ecolabel promoted by WTTC In three levels of membership; recipient of educational literature to recognition of improved environmental performance and standards met Applies to four ‘standards’: Company Community Ecotourism Design & Construct

Research Methodology 20 semi-structured interviews with adventure tourism operators in South Island of New Zealand, including small-, medium- and large-size businesses: 3 in Glacier Country 17 in Queenstown

Exploring Impact Attitudes Level of awareness of environmental tourism impacts was high (general and business specific) Recognising dependence on high quality and pristine resource, majority of businesses had adopted voluntary measures to protect environment (product- and business-related) Where measures were not evidently voluntary, protective and mitigating procedures were a concessionary requirement

Exploring GG21 Membership 7 of the 20 businesses were GG21 members (all beyond awareness stage) Commonly large businesses 21+ staff While sustainable image of both business and New Zealand was important, it was predominantly a ‘values’ choice to join GG21 Non-members: Perceived as unnecessary due to low impact Some were unaware of GG21 programme Commonly small businesses <5 staff