1. WHAT GOOD IS ECOTOURISM CERTIFICATION?: REPRESENTATIONS OF CERTIFICATION SUSTAINABILITY PRINCIPLES IN ONLINE MARKETING Tinelle D. Bustam Natalia Buta University of Florida Southeast Chapter of Travel and Tourism Research Association Annual Conference & Tourism Research Symposium March 24, 2009

2. Images: Bustam

3. Study Purpose To examine differences between certified and non-certified ecotourism operators and online marketing to communicate ecotourism sustainability principles. Bustam & Buta

4. Ecotourism as sustainable development? “Responsible travel to natural areas that conserves the environment and improves the welfare of the local people” (TIES, 2009) Ecotourism Socio-cultural Economic Environmental Underlying sustainable principles Code of Conduct Certification Programs Ecotourism guidelines & regulation Bustam & Buta Image: Bustam

5. Ecotourism Guidelines Code of Conduct for Ecotourism Operators (TIES, 2009) Minimize impact Build environmental and cultural awareness and respect Provide positive experiences for both visitors and hosts Provide direct financial benefits for conservation Provide financial benefits & empowerment for local people Raise sensitivity to host countries’ political, environmental, and social climate Bustam & Buta

6. Ecotourism Regulation Ecotourism Certification Systems A voluntary procedure that assesses, monitors, and gives written assurance that a business, product, service, or management system conforms to specific requirements (Honey & Rome, 2001) 104 certification and eco-labeling programs (Honey, 2003) Bustam & Buta

7. Internet Marketing & Ecotourism Continually growing due to the convenience and cost- effectiveness (Buhalis, 1998; McCartney, Butler, & Bennet, 2008; Schley, 1997) – Internet marketing utility: ( Dorsey, Steeves, & Porras, 2004; Lai & Shafer, 2005; Sharpley & Pearce, 2007; Woodland & Acott, 2007) Communication of sustainability principles to target markets Influence tourists Product promotion as indicator of operations and practices Past research: – Ecotourism definitions: tourism that minimizes impacts, contributes to conservation, creates funds to promote environmental and socio-cultural resources, provides interaction between visitors and locals, and contributes to communities (Fennell, 2001; Sirakaya, Sasidharan, & Sonmez, 1999) – Marketing of ecotourism: most operators did not reflect sustainability principles in online marketing (Lai and Shafer, 2005) Bustam & Buta

8. Methods Research questions: – How do certified and noncertified ecotourism operators define ecotourism? – What is the relationship between certification and how ecotourism operators promote their sustainable principles? – What is the association between ecotourism operators representation of self (i.e., products) to the market and their certification status? Sampling: stratified systematic sampling – Certified operators: international certification agencies – Non-certified operators: ecotourism clearinghouse websites – Sample frame: (a) offer more than two tours, (b) provide activity- based services (not only ecolodge), and (c) offer sustainable tours – 29.9% (227/759) Bustam & Buta

9. Methods (cont.) Data collection: Three substance categories: ‘definition,’ ‘product’ and ‘sustainability’ (Lai & Shafer, 2005) ‘definition,’ ‘product’ and ‘sustainability’ – Coding: coders, codebook – Intercoder reliability analysis (Holsti, 1968) 11.9% of the sample (Kaid & Wadsworth, 1989) 83.9% agreement across all units – Concurrent validation: units of analysis from previous research (Riffe, Lacy, & Fico, 2005) – Summer 2008 Data analysis – Qualitative domain analysis (Hatch, 2002) : definitions of ecotourism – Logistic regression: relationship between certification and sustainability and product Bustam & Buta

10. Results: Ecotourism Definitions CertifiedNon-certified Based on existing definitions (NEAP/Ceballos-Lascurain) Based on existing definition (TIES, Boo) “Contributes to communities”“Benefits communities” Contributes to conservation by minimizing impacts Contributes to “community building” Cultural conservation“Contributes to conservation” Occurs in natural settingsEducational opportunities “Quality service”“Minimize impacts” Supports learning“Nature-based experiences” “Supports local economies”Raises awareness of cultures and environment Sustainable resource use“Responsible travel” Support indigenous cultures “Support local economies” Unites conservation, communities, & sustainable development Bustam & Buta

11. Certification and Sustainability Principles: Logistic Regression (Binary Dependent) Dependent Variable Predictor BSEWalddfSig.Exp (B) Certification Environmental Sustainability -.393.2013.8501.050.675 Socio-cultural Sustainability -.221.374.3491.554.802 Economic Sustainability -1.392.33417.3711.000.249 Education-.179.334.2881.591.836 -2LL=241.3 Cox and Snell R 2 =.241 Nagelkerke R 2 =.327 Bustam & Buta

12. Certification and Ecotourism Products: Logistic Regression (Binary Dependent) Dependent Variable Predictor BSEWalddfSig.Exp (B) Certification Natural-Resource Based Activities -1.273.39410.4161.001.280 Cultural Resource-Based Activities -1.182.28517.1641.000.307 Environmentally Responsible Activities -1.445.40612.6691.000.236 Nature-Based Learning.839.3077.4831.0062.315 Culture-Based Learning-.731.3683.9361.047.482 Motorized Activities.366.377.9401.3321.441 -2LL= 189.26 Cox and Snell R 2 =.397 Nagelkerke R 2 =.538 Bustam & Buta

13. Theoretical Implications Ecotourism definitions: – Certified: lack consideration for economic sustainability; difficulty distinguishing social and economic benefits, blurring financial contributions social benefit – Non-certified: focus on all 3 sustainability dimensions; identified strategies of economic and social benefits – Supports & extends past research: Support: minimizing impacts, contributing to conservation, funding conservation, cultural interaction, and contributing to communities (Sirakaya et al, 1999) Extend: a) Specific social benefits of community development and b) ecotourism as a tool linking conservation, communities, and sustainable development Bustam & Buta

14. Theoretical Implications Certification and sustainable principles: – Certified: less likely to emphasize economic and environmental sustainability – Conflicts and supports past research: ecotourism operators predominantly market environmental sustainability practices over other dimensions (Lai & Shafer, 2005) Certification and products: – Nature-based learning significant probability of certification – Activity oriented (i.e., nature-based, cultural, and environmentally responsible): most likely no certification – Scarce research on certified operators’ presentation of products Bustam & Buta

15. Practical Implications Certified/Non-certified operators acknowledge 3 dimensions of sustainability – Certified: not promoting participation in all dimensions of sustainability and not representing products across dimensions – Non-certified: actions taken for social and economic development Lingering questions for the value of internet marketing of ecotourism certification – Develop certification programs to address marketing shortcomings – Certified: define ecotourism based on 3 dimensions of sustainability and delineate how this is accomplished Future research: – Revisit the purpose of certification to clarify social and economic sustainability dimensions among certified operators – Examine certified/non-certified implementation of sustainability practices Bustam & Buta

16. Conclusion Marketing certification principles are challenged, questioning the value of certification in establishing a clear representation of ecotourism as well as encouraging sustainable practices among operators. Bustam & Buta Image: Bustam What good is ecotourism certification?

17. Contact Information Tinelle D. Bustam, tbustam@hhp.ufl.edu Natalia Buta, nbuta@hhp.ufl.edu Bustam & Buta

18. Definition (1)Definition of ecotourism (2)Values promoted through marketing Product (1)Land activity (2)Water activity (3)Motorized activity (4)Cultural attraction (5)Cultural interaction (6)Conservation opportunities (7)Volunteer/internship opportunities (8)Financial support (9)Nature-based online education (10)Nature-based guide/interpretation (11)Culture-based online education (12)Culture-based guide/interpretation Categories and units of analysis Sustainability (1)Manage facilities/practices in sustainable manner (2)Minimize tourist impacts on natural environment (3)Contribute to biological conservation (4)Involve local participation in planning (5)Prevent socio-cultural impacts (6)Preserve cultural traditions (7)Provide direct/indirect employment opportunities (8)Sustain the local economy (9)Influence visitor attitudes/behaviors (10)Influence resident attitudes/behaviors (11)Provide a code of conduct for visitors back