Towards best practice in mediating the ecotourism-environment relationship: A report for the New Zealand tourism industry

Purdie, D. W.

The University of Otago, The Ministry of Economic Development

2006

Ministry of Tourism (now part of The Ministry of Economic Development)

MED Tourism Research Reports and further information about The Tourism Research Scholarship: www.med.govt.nz/sectors-industries/tourism/tourism-research-data/other-research-and-reports/tourism-research-scholarship-reports

Ecotourism represents a subject of much debate within the academic literature. Proponents assert that it can provide benefits for the environment, visitors and operators while others argue that it is simply a new marketing tool for the wider tourism industry. This industry report examines some of the issues associated with ecotourism in order to understand how reality on the ground matches what is discussed in the literature. Previous research suggests that knowledge gaps exist within the New Zealand ecotourism sector, both on the demand-side and the supply-side. Therefore the central focus of this research project addressed the ecotourism-environment based on the scale of business.

This research drew upon a nation-wide sample of businesses which encompasses the broad spectrum of the New Zealand ecotourism sector. The first phase of the research involved semi-structured interviews with the operators of these businesses and the second phase consisted of a survey of visitors to the same businesses included in phase I. Questions used in the visitor survey were primarily informed by the prior interviews with operators, meaning robust links were developed between what New Zealand ecotourism operators aspire to achieve and how such aims are reflected in the visitor experience. A mixed methods approach was thus adopted utilising two closely interlinked phases of research to address the key research questions directing the study.

Key findings of this study indicate that visitors considered the environmental goals of operators important, although the majority would have preferred more information regarding these goals prepurchase. These operations make contributions to conservation in relative proportion to their scale. Therefore, the context within which ecotourism businesses operate influences the ecotourismenvironment relationship. Specifically, differences in visitor mix and product characteristics have implications for the depth of environmental education and the degree of conservation activity possible. These results suggest that an ecotourism operation’s environmental sensitivity depends on their context –specifically physical setting, product offered and visitor market(s) – not simply on scale. However, participation in some operations may be limited by discord between market needs, and how operators perceive those needs. Businesses are advised to improve the communication of environmental goals to prospective visitors. It is argued that ecotourism operations possess differing abilities to contribute to conservation according to their scale of their business.

It is concluded that ecotourism can indeed be a force for protection, when developed appropriately according to context. The general commitment to environmentally sensitive management by the operations in this study bodes well for future ecotourism development within New Zealand. However, this research has also highlighted future challenges for the sector. There is a need to clearly communicate environmental goals to prospective visitors. Mechanisms should be established that allow feedback regarding the degree and format of operator/visitor interaction. It is also important to facilitate communication with visitors that is appropriate for the physical context within which the business operates, the nature of the product offered and the characteristics of the visitor mix. The central importance of context is a constant theme to arise out of this research. This makes recommending failsafe best practice strategies problematic. However, this study provides some suggestions to assist the successful future development of ecotourism in New Zealand. Operators must be committed and enabled to working collectively and individually to understanding and reacting to the ecotourism-environment relationship as it inevitably continues to change in the future.

Keywords:

Tourism, Ecotourism, Outdoors, Environment, Conservation,

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June 27, 2012