Lisa Poser

Master of Environmental Management

Nicholas School of the Environment, Duke University

Setting Standards for Sustainable

Tourism

An analysis of US tourism

certification programs

ObjectivesObjectives Introduce the current effort to create

a global standard for sustainable tourism

Outline four contrasting US tourism certification programs

Evaluate how well these programs conform to best practices standards

Background – Research Question – Methods – Results – Background – Research Question – Methods – Results – Discussion Discussion

Sustainable TourismSustainable Tourism Seeks to minimize

impacts: Ecological Social Cultural

Provides economic benefits to local communities and host countries

Background Background –– Research Question – Methods – Results – Research Question – Methods – Results – DiscussionDiscussion

Source: Bien, 2004

Tourism CertificationTourism Certification Voluntary procedure Marketing technique

Importance

Benefits Educational tool Reduces operating

costs Offers consumers a

choice Protects natural and

cultural resources

60-80 “green” tourism certification programs

Source: Rainforest Alliance, ESTC 2008

Background Background –– Research Question – Methods – Results – Research Question – Methods – Results – DiscussionDiscussion

Tourism CertificationTourism Certification

Tourism Market

Tourism Business 1

Certification Program Auditor

Accreditation Body

Tourism Business 2Tourism Business 3

1. Criteria

Background Background –– Research Question – Methods – Results – Research Question – Methods – Results – DiscussionDiscussion

2. Assessment3. Certification

4. Recognition

5. Acceptance

Adapted from Font, 2002Adapted from Font, 2002 & Sanabria ESTC ppt& Sanabria ESTC ppt..

Sustainable TourismStewardship Council

(STSC)

Global Sustainable Tourism Global Sustainable Tourism CriteriaCriteria

A. Demonstrate effective sustainable management. (10)

B. Maximize social and economic benefits to the local community and minimize negative impacts. (9)

C. Maximize benefits to cultural heritage and minimize negative impacts. (4)

D. Maximize benefits to the environment and minimize negative impacts. (14)

BackgroundBackground – – Research Question – Methods – Results – Research Question – Methods – Results – DiscussionDiscussion

Do US tourism certification programs:

1. comply with best practice procedural standards for credible certification schemes? 2000 Mohonk Agreement

2. take into account the triple-bottom line principles of environmental, sociocultural, and economic sustainability? 2008 Global Sustainable Tourism Criteria

Background –Background – Research Question Research Question – Methods – Results – – Methods – Results – DiscussionDiscussion

Core Research QuestionsCore Research Questions

US Tourism Certification US Tourism Certification ProgramsPrograms

Background –Background – Research Question – Research Question – MethodsMethods – Results – – Results – DiscussionDiscussion

State LevelState Level Adventure Green Alaska California Green Lodging Florida Green Lodging Green Hotels in the

Green Mountain State - VT Green Lodging Michigan Maine Green Lodging NH Sustainable Lodging

and Restaurant Program Travel Green Wisconsin Virginia Green

Global LevelGlobal Level Audubon Signature

programs Green Globe 21 GG21 International

Ecotourism Standard (IES) STEP (Sustainable

Tourism Eco-Certification Program)

Regional LevelRegional Level LEED Green Seal Audubon Green Leaf Eco-Rating Program

Background –Background – Research Question – Research Question – MethodsMethods – Results – – Results – DiscussionDiscussion

US Certification Program Case Studies: Website research Interviews SWOT analysis

Strengths Weaknesses Opportunities Threats

Adventure Green Adventure Green AlaskaAlaska

StrengthsStrengths 3 levels of certification Criteria very specific to AK Spot checks businesses Sliding fee scale for

applicants Certifies all types of tourism

businesses Developed using multi-

stakeholder approach

WeaknessesWeaknesses Self-evaluation Doesn’t require baseline

data

Background –Background – Research Question – Methods – Research Question – Methods – ResultsResults – – DiscussionDiscussion

http://www.oars.com/images/alaska/main_alaska.jpg

Launched 2008

9 certifiedbusinesses

• Fulfill 3 core criteria• 500 points available280 points: bronze level certification

Travel Green Travel Green WisconsinWisconsin

StrengthsStrengths Fairly stable funding source from WI Dept. of Tourism Assigns green score Sliding fee scale for applicants Certifies all types of tourism businesses Requires baseline data

WeaknessesWeaknesses No spot checks Can be certified based on an “intent to complete” practices Self-evaluation

http://www.travelmuse.com/articles/wisconsin-dells/dells-family-activities

Background –Background – Research Question – Methods – Research Question – Methods – ResultsResults – – DiscussionDiscussion

Launched 2007

208 certifiedbusinesses

• Baseline data for energy, water, solid waste• 3 core criteria• 140+ points available30 points required

Virginia GreenVirginia Green

Background –Background – Research Question – Methods – Research Question – Methods – ResultsResults – – DiscussionDiscussion

StrengthsStrengths Green profiles posted on web Certifies lodging, restaurants, convention centers, golf courses, visitor centers, events, etc.

WeaknessesWeaknesses No monitoring Certified on 5 vague criteria Self-evaluation Only 1 level of certification No membership fee = less $ for program

Launched 2006

413 certifiedbusinesses

• Offer optional linen service• Recycle and reduce waste• Use water efficiently • Offer green events• Conserve energy package

Florida Green LodgingFlorida Green Lodging

http://coconutpoint.hyatt.com/hyatt/images/hotels/naprn/signature.jpg

Background –Background – Research Question – Methods – Research Question – Methods – ResultsResults – – DiscussionDiscussion

Launched 2004

419 certifiedbusinesses

• Baseline data for water, energy, waste• Meet 17 specific criteria in categories like Communication, Water Conservation, Waste Reduction, etc.StrengthsStrengths

2nd party certification 3 levels of certification FL specific criteria

WeaknessesWeaknesses Business sustainability practices not listed on websiteUnreliable funding source

Only certifies lodging sector No membership fee = less $ for program

US Certification Program Case Studies:

Website research Interviews SWOT analysis

Content analysis:1. Program procedural

framework vs. best practice standards (17)

2. Program criteria vs. Global Sustainable Tourism Criteria (37)

Background –Background – Research Question – Research Question – MethodsMethods – Results – – Results – DiscussionDiscussion

Best Practice Standards Best Practice Standards AnalysisAnalysis

Best Practice Standards

AK WI VA FL

Establish control of seal/logo in terms of appropriate use

Most likely

Not really

Difficult to do

Provide technical assistance

No

Motivation for continual improvement

No

Third-party audits No, self-eval.

No, self-eval

No, self-eval

2nd party

% of standards % of standards fulfilledfulfilled (17 standards (17 standards total)total)

88%88% 82%82% 47%47% 71%71%

Background –Background – Research Question – Methods – Research Question – Methods – ResultsResults – – DiscussionDiscussion

Global Sustainable Tourism Global Sustainable Tourism Criteria (GSTC) AnalysisCriteria (GSTC) Analysis

0

20

40

60

80

100

120

Sustainablemanagement

Socioeconomic Cultural Eco-efficiency Biodiversity

GSTC Category (37 criteria total)

% o

f G

ST

C p

rese

nt

in

pro

gra

m c

rite

ria

AK

WI

VA

FL

Background –Background – Research Question – Methods – Research Question – Methods – ResultsResults – – DiscussionDiscussion

(10)(9) (4) (9) (5)

RecommendationsRecommendations Certification Program Improvements

Procedural Changes• More rigorous certification requirements• Monitoring and 3rd party certification

Criteria Additions• Socioeconomic, cultural, biodiversity criteria

Be inclusive of all tourism sectors

Background –Background – Research Question – Methods – Results – Research Question – Methods – Results – DiscussionDiscussion

The Future of Tourism The Future of Tourism CertificationCertification

Voluntary tourism certification is a tool for moving the industry towards more sustainable practices

Tourism businesses will be expected to maximize benefits and reduce negative impacts to local communities, cultures and the environment

Who is greenwashing? Who isn’t?

Moving towards a global tourism standard and accreditation of certification programs

Background –Background – Research Question – Methods – Results – Research Question – Methods – Results – DiscussionDiscussion

AcknowledgementsAcknowledgements

Jennifer Swenson, MP advisor Dean Urban, mentor Tourism certification program

coordinators Folks at Solimar International All of my Nic School friends and professors Abel Valdivia-Acosta, MP technical & emotional

advisor

My loving and supportive family

Any Questions?Any Questions?