A study of eco-labelling in Spain and tourism decision making

Bachelorarbeit von Lisa Sitnikow

Introduction:

This section of the paper will provide an outline of the aim and objectives of the dissertation and a rationale as to why the topic was chosen. Whilst there is much debate over the economical and environmental impacts that tourism entails; the impact of tourism eco-labelling remains an under researched terrain. This dissertation analyses environmental eco-labelling and its affect on German tourists. The aim is to find out to what degree eco-labelling plays a role in the tourism decision making of German tourists. The focus is on the Blue Flag, an eco-label for coastal areas and marinas.

Aim and objectives:

The principle aim of this dissertation is to analyse the affect of eco-labelling in tourism on the tourism decision making process of Germans travelling to Spanish coastal areas. In order to successfully achieve this aim, it was imperative to establish a set of objectives. The objectives of this dissertation are as follows:

- To review the tourism eco-labelling process.

- To identify environmental eco-labelling in Spain with the focus on coastal areas.

- To determine the importance of eco-labelling for German tourists.

- To examine the perception and knowledge of eco-labelling in coastal areas by German tourists travelling to Spain.

- To develop a conclusion based on the findings concerning the impact of eco-labelling in Spain on German tourists.

The first three objectives will be answered by reviewing and critically examining secondary literature, including academic literature and journals. This will provide an understanding into what previous literature has been published on the subject and will deliver an insight of opinions and perceptions from different authors that had addressed the topic earlier. In order to investigate the recent situation of the third objective and to gain an understanding of the fourth objective primary research will be undertaken. For the purpose of explaining reliability and theory of collecting data secondary literature will be examined and support the research. The fifth objective will be answered by reviewing and evaluating the preceding objectives and deliver a conclusion on the findings.

Following appropriate methods, the objectives are discussed throughout each section of the paper. In order to provide a comprehensive research paper the initial second objective was excluded since it would extend the scope of this dissertation. The third objective is modified in a way that the focus is not on Spain but describes the importance of eco-labelling to Germans in general. The primary research will pick up on that question and research the matter on Germans travelling to Spain.

Rationale:

The subject area (eco-labelling in tourism) with special attention to the Blue Flag was decided upon for two main reasons. Firstly, ecotourism has been a growing segment since the early 90’s and is becoming an important subject within tourism management in an age where sustainability comes more and more to the fore. Secondly, The Blue Flag was chosen as example for an eco-label for the reason that this certificate is widely allocated to the Mediterranean coastal belt, an area that receives some of the largest volumes of tourist arrivals in the world. The focus is narrowed down to the Spanish coast; the main destination for German tourists. As identified in the report from a conference during the World Eco-Tourism Summit in Greece a way to improve the image of the Mediterranean destinations is to promote ecotourism especially in the coastal hinterland and more remote areas. However, careful planning will be essential in order to establish diversified offers and to eventually bring economic benefits to the area. According to the high number of certifications around the Spanish coast the interest of the research is to explore whether or not tourist’s decision making is effected by the labelling.

Description of chapters:

The structure of this dissertation, including its content will be as follows:

Introduction: Introduction of the chosen aim and objectives; explanation of how the objectives will be achieved. Rationale.

Literature review: Review and critical analysis of previous work relating to the research problem in order to achieve objective one to three.

Methodology: Explanation of why the research methods chosen are appropriate and how data for the primary research was generated.

Findings and discussion: Presentation and discussion of primary research findings; comparison with results in previous research; answering objectives three and four.

Conclusion and recommendation: Summarises the main findings of the research and identifies to what extent the objectives have been achieved; objective 5. Reveals the shortcomings of the research.

Table of Contents:

Text Sample:

Chapter 2.5, Ecotourism and the tourist’s perception:

Ecotourism is often interchangeable with the terms: soft tourism, alternative tourism, responsible tourism and nature tourism. The development of ecotourism dates back to the 1970’s/80’s due to a growth in environmental concern (aroused by discussions about the Brundtland Report in 1987 and the Millennium Development Goals in 2008) and an emerging dissatisfaction with mass tourism. Since the 1990s it became a substantial focus for debate, leading to numerous conferences and discussion about existing policies. Tisdell argues that the definition of the boundary between ecotourism and other forms of tourism is unclear. He states that beach tourism and recreation depend heavily, but not exclusively on some natural resources. Nevertheless, he claims that many would not consider beach tourism a form of ecotourism even though it raises many similar policy issues e.g. not to destroy or degrade the natural resource base (the beach) on which the recreation and tourism experience depends.

While Fennell insists on a stricter definition for the term ecotourism, others suggest that ecotourism can not continue without a relationship with sustainable mass tourism. Blamey mentions that the development of ecotourism tends to be small scale and low key and involves a high degree of participation of the local population emphasising that crowded areas are to be avoided.

Due to a lack of agreement of the definition of the term eco-tourism and hence eco-tourists there is a lot of debate about the exact size of the eco-tourism market and if actual travellers are interested and aware of eco-labels of any sort. Ron Mader, owner of Planeta.com a website about responsible tourism, states that he has never had a consumer who specifically asked for a certified tour. Here it can be argued that this is due to the ‘confusing profusion of eco-labels or a lack of environmental concern among travellers’. According to Buckley an eco-label is primarily a tool in consumer choice. How much weight the consumer puts on it during the decision making depends on how much they care about the environment and how much difference they perceive there is between a labelled and an unlabelled product.

Sharply emphasises that successful implementation of policies as well as the accomplishment of eco-labels is dependent on the tourist and the industry. An environmental awareness of stakeholders and tourists must be assured and an appropriate behaviour must be accepted and adopted. According to Font environmental issues come to the fore in the consumer decision making process, but, for example, price, availability and convenience are still more important. This results in only a few eco-labels which are truly market driven. Sharpley argues that the overall development of ‘green demand’ is falsely interpreted to tourism. He underlines that a ‘significant degree of ambivalence exists within the context of green consumerism and that, in the specific context of tourism, the alleged emergence of the ‘green consumer’ certainly does not imply the emergence of the ‘green tourist’ ‘. He also points out that research does reveal that eco-tourists have preferences for particular destinations attributes, but the claim for green holidays may not include that the tourist’s behaviour is in line with green principles and restrictions. However, Butcher argues that eco-tourists are more than just consumers. They engage in a life political strategy and focus on ethical consumption and hence help to establish a development path that does not destroy or harm the destination.

Eco-labels that aim to educate and inform the eco-tourist can be distinguished into two main purposes concerning environmental education. Firstly, by delivering information about cultural and natural attractions in order to provide a recreational experience and secondly it can involve a change of the tourists knowledge, attitudes and behaviour, with the aim to minimize negative impacts and to produce an environmental and cultural awareness. Blamey argues that tourists who are normally not aware about their environmental impact ‘may adopt a more reflective, sensitive and enlightened perspective once engaged in ecotourism experiences” that might last far beyond this experience. He also states that tourists can be educated about other ways that will give them the most out of their holidays, which involves the provision of information about the experience available at sites, suggested walks and routes, the location of toilets and other facilities, safety and warning messages and so on.

Sharpley states that ‘for eco-labelling to be effective it must encourage an individual to place environmental values before the cultural significance into environmentally appropriate (tourism) behaviour’. He states further on that the tourists who claim environmental values are frequently contradictory to their actual behaviour. Eco-labelling will have nearly no effect on the consumption process if the tourists destination choice is made in a simplistic way, constricted by a variety of constraints that are primarily financial and the sole motivation, to escape and relax, and hence with a focus on the self. He states the example of a family looking for a summer beach holiday in the Mediterranean that is mostly concerned about food quality, facilities, the standard of the accommodation and the price and not to the extent that tour operator contributes to environmental issues, or if the chosen hotel recycles waste water.

Bramwell states that tourists have an increasing interest in environmental qualities of ‘appealing views and scenery and an attractive, relaxing ambience and sense of place’. He also states that certain tourists will boycott areas that seem to be overdeveloped, have sea pollution or congestion.

A study of the German Ecotourism Market conducted by the United Nation World Tourism Organisation (UNWTO 2001) in anticipation of the Year of Ecotourism in 2002 determined the motive structure of German tourists with regard to amenability to environmental aspects with the typification by von Laßberg in the following four types. Appendix C delivers the complete description.

Type 1: Uncertain rejecters of environmental aspects on holiday (26.3% of the German population).

Type 2: Those unwilling to pay in questions of environmental protection in the holiday area (29.0% of the German population).

Type 3: Socially responsible supporters of environmental aspects on holiday (14.7% of the German population).

Type 4: Nature experience orientated supporters of environmental aspects on holiday (30.0% of the German population).

Another study exposed by The International Ecotoursim Society revealed that in Germany, 65% (39 million) of travellers expect environmental quality. A study about attitudes towards eco-labels was conducted by TIES and the Center on Ecotourism and Sustainable Development (CESD) in 2005. They found that the majority of Germans are familiar with product labels, nevertheless, only 3% - 19% recognize German tourism eco-labels. Furthermore, ‘about 12 million German tourists (19%) would welcome clear indications of environmentally-friendly hotels, tour operators, and destinations in catalogues and guidebooks’. They state that 71% of German domestic tourists and more than half of the German tourists travelling outside of Germany (59.5%) agree that an environmental label for tourism is useful. 52.8% travelling within Germany and 46% travelling outside of Germany would choose vacations where eco-labels are present. Further on, the study states that in a travel survey released in 2002 and answered by nearly 8000 Germans, 14.2% (8.5 million) said that ‘easy access to information on all tourism products in Europe with certified environmental quality (eco-labels)’ was ‘of peculiar importance’ to them.