Date post: | 14-Jun-2015 |
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A case study of Sustainable tourism certification within a Biosphere Reserve
Cathie Withyman
Cathie Withyman
Biosphere Reserves – Testing sites for sustainable development
Sustainable tourism Certification as a tool
to develop and promote the sustainability
of the tourism industry operating within
Biosphere Reserves
Master of Business - Research
• What - Sustainable tourism certification in Biosphere Reserve
• How – • What are Biosphere Reserves?• Noosa Biosphere Reserve• Changing Marketplace• Certification as a sustainability tool• Operator Involvement• Clusters and Networks• Sustainable Destination = Marketing & Promotion
Certification – More than a marketing tool
Biosphere Reserves – Learning sites for sustainable development
Environment
Humans
Harmonious balance between humans
& the environment
Noosa achieved Biosphere status in
September 2007
The Noosa Biosphere area is based on the
local government
boundary of the former Noosa Shire, and the
adjacent coastal waters to 3 kilometres offshore. The Noosa
Biosphere one of 14 in
Australia. Worldwide there
is 621 across 117 countries.
Intended to be a testing grounds
for actions / experimentation
through the concept of ‘learning
laboratories’.
VISION: Promoting harmony between people and nature through education, conservation and sustainable activities
• Rich biodiversity• Scenic natural
environment• Involved Local Community• Relaxed Atmosphere• Beautiful beaches• Cosmopolitan village
atmosphere (Tourism Noosa, 2013)
• Tourism is Noosa’s biggest economic contributor
• 1.8 million visitors• Nearly $900 million • 8,000 full time jobs• Employing 14,000 people
Changing Tourism Industry
Improve
Sustainability
Meet Consumer
Expectations Changing
Marketplace
Best Practice
Continuous Improvement
?
What is Certification
Mechanism for ensuring that an activity or tourism product meets certain standards
Useful tool for businesses to plan, implement and validate their sustainability efforts and achievements
Certification is not the end productIt is a tool to motivate businesses to improve performance across the areas of: • Environmental• Social • Economic
Educational component of going through the process that is of value
Which Certification Program?
Globally: 113 certification programs focused on eco or sustainable tourism certification
GSTC Recognised: Globally: 13 programsAustralia: 2 programs
Which Certification Program?
Quality Standard
Sustainable or Eco Certification goes beyond service quality
It includes:• Environmental
Responsibility
• Social & Cultural Responsibility
• Economic and corporate responsibility
Global Average: Less than 1% tourism businesses have certification
Noosa Biosphere Reserve:• 10 products – Eco Certification
(5 Businesses)• 1 Business – Earth Check• 1 Business – Gumnut Award• 1 Business – ATAP• 21 businesses - EcoBiz
5.8% of businesses with some form of certification
Industry need to understand the VALUE of greening tourism
Noosa Biosphere Reserve Ltd Research Project – Opportunities for developing a sustainable tourism industry within Noosa Biosphere Reserve
Key findings:
• Enhance the Biosphere concept and brand by involving the tourism industry
• Operators want to improve sustainability – Need more education & support
• Operators want more information about certification
• Encourage certification by showcasing the certified products – Lead by example
Australia’s Nature Coast
• Potential to endorse current certification programs - Biosphere Endorsed Logo
• Opportunity to develop a localised Biosphere Certification program that reflects the
unique characteristics, values and vision of the Noosa Biosphere Community.
Moving Forward in Noosa Biosphere Reserve
Need to understand the VALUE of greening tourism • Further Research exploring the motivators, barriers,
experiences and perceptions of certification from the
operators perspective Improved Understanding of the process
Networks and Clusters for knowledge sharing & support
Education and information
Support and encouragement
Commitment and Benefit
Industry Sustainability
Sustainable Tourism
Destination
Networks Clusters
Tourism business
Tourism business
Tourism business
Noosa Biosphere
Certification
More than a Marketing Tool……
Conclusion
“When people can see a vision and simultaneously recognise what can be done step by step in a concrete way to achieve it, they will begin to feel encouragement and enthusiasm instead of fright".
Erich Fromm, To Have or To Be?
Thought to take away……