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ESTC 2011 Presentation by John Salazar, Hilton Head Island Green Survey
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ESTC 2011 Presentation by John Salazar, Hilton Head Island Green Survey

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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Phil Sarnoff, Doctoral Student, University of Utah and Kelly Bricker, Associate Professor, …

Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Phil Sarnoff, Doctoral Student, University of Utah and Kelly Bricker, Associate Professor, University of Utah - "Tourism and Biodiversity Conservation Hotspots" - presented in September 2011. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.


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  • 1. This presentation was presented at the Ecotourism and Sustainable TourismConference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry. Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism ESTC on Facebook: http://www.facebook.com/ESTC.Tourism The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033
  • 2. Hilton Head Island Green Survey: Visitor Willingnessto Practice Conservation Behaviors while onVacation Conducted by the Lowcountry and Resort Islands Tourism Institute at the University of South Carolina – Beaufort
  • 3. Some of Our Research Projects for the Local Community• Resident and visitor demand for public transportation• Festival and special event attendee point of origin analyses• Economic impact of the Heritage golf tournament on Hilton Head Island• Port labor demand assessment• Economic impact of second homes• Ongoing visitor estimates and day tripper study• Green survey
  • 4. Executive Summary• 73% of visitors recycle at home.• Approximately 65% participate in some sort of curbside recycling program at home.• 88% would prefer to participate in some sort of curbside program at home.• 96% would recycle on vacation.• 82% would reduce consumption of soap, shampoo, and lotion.10/3/2011 LRITI©2009 4
  • 5. Executive Summary• 79% would take public transportation.• Under 50% are willing to pay extra for environmentally friendly goods and/or services.• 96% believe that resorts and hotels should reduce waste through recycling, while 93% feel restaurants should recycle.• Being recognized as an environmentally friendly destination is important when choosing a destination, but not as important as recreational opportunities and public transit.10/3/2011 LRITI©2009 5
  • 6. MethodSeven thousand seven hundred forty-one (7,741) individuals wererandomly selected and sent email invitations. Seven hundred threeinvitations were declined or the recipient chose to opt-out of theproject. Five hundred ninety-three (n=593) were surveyed for aresponse rate of 7.7%. Though the sampling was statistical valid(+5%), it was compared to previous demographic researchextrapolated from the Hilton Head Island/Bluffton Visitor &Convention Bureau studies.10/3/2011 LRITI©2009 6
  • 7. Demographics
  • 8. Number of Visitor Responses by StateNumber of Visitors by State 55 7 1 10/3/2011 LRITI©2009 8
  • 9. Where were most respondents from? Rank State % of Sample 1 OH 10% 2 NC 8% 3 PA 7% 4 NY 7% 5 GA 6% 6 SC 6% 7 FL 5% 8 TN 5% 9 NJ 4% 10 IL 4%10/3/2011 LRITI©2009 9
  • 10. Annual House Income10/3/2011 LRITI©2009 10
  • 11. Education Level10/3/2011 LRITI©2009 11
  • 12. Age10/3/2011 LRITI©2009 12
  • 13. Total Sample: n=59310/3/2011 LRITI©2009 13
  • 14. Domestic Visitor Sampling: n=53410/3/2011 LRITI©2009 14
  • 15. International Visitor Sampling: n=2910/3/2011 LRITI©2009 15
  • 16. Conservation Practices atHome and on Vacation
  • 17. Lowcountry Respondents Only: n=2410/3/2011 LRITI©2009 17
  • 18. 10/3/2011 LRITI©2009 18
  • 19. At Home Conservation Behaviors: 1-5 Likert Scale (1=Never, 5=All the Time) Please indicate how often you do All/Almost Almost Not Rating Response each of the following activities at Sometimes all the Time Never/Never Applicable Average Count your primary residence. Keep heating or cooling in your home or 79% 17% 4% 0% 4.13 568 workplace at an energy saving setting. Recycle materials that can be recycled. 73% 20% 6% 0% 4.08 570 Reduce energy and water consumption. 72% 26% 2% 0% 3.98 565 Sort garbage into recyclable material and 70% 15% 13% 1% 4 565 non-recyclables. Wash laundry in cold water rather than warm or hot water specifically to save 58% 28% 13% 1% 3.7 570 energy. Buy certain products specifically because they are better for the environment than 39% 51% 9% 0% 3.37 568 other products. Use your own durable or reusable shopping bags, rather than accepting 35% 29% 36% 0% 2.94 569 bags from a retail store. Avoid products in excessive packaging. 33% 48% 18% 2% 3.17 571 Buy fruits and vegetables grown without pesticides or chemicals (i.e. organic 29% 46% 24% 1% 3.05 565 food). If distance allows, walk or ride a bike to 28% 45% 23% 4% 3.06 566 your destination. Talk to others about environmental 27% 47% 25% 1% 3.03 569 issues. Join in community clean up efforts. 20% 40% 37% 3% 2.72 569 Invest in companies that utilize green 19% 37% 32% 13% 2.77 566 technologies. Pay extra for transportation if it is environmentally-friendly (i.e. a fuel 16% 27% 43% 14% 2.55 568 efficient car). When available, take public transportation to work, school, or other 10% 16% 51% 23% 2.17 56710/3/2011 appointments. LRITI©2009 19
  • 20. At Home Recycling10/3/2011 LRITI©2009 20
  • 21. At Home Recycling Preference10/3/2011 LRITI©2009 21
  • 22. Conserving at Home• Almost 80% keep heating and cooling at an energy saving level at work and at home all the time or almost all the time.• 73% recycle and 70% separate recyclable and non-recyclables all the time or almost all the time.• 72% reduce energy and water consumption all the time or almost all the time.• 58% wash laundry in cold water to save energy all the time or almost all the time.10/3/2011 LRITI©2009 22
  • 23. Respondent willingness to practice conservation behaviors while on vacation: 1-4 Likert Scale (1=Not at all Willing, 4=Very Willing)Almost all respondents (96%) would recycle all items, while only 30% would pay extra to stay at anenvironmentally friendly resort. If the environmentally friendly programs were available to Not Very Rating Response you, please indicate how willing you are to practice the Very/Not at Willing/Willing Average Count following behaviors while on vacation. All Willing Recycle newspaper, magazines, and books. 96% 4% 3.67 541 Recycle glass and plastic bottles. 96% 4% 3.66 548 Recycle aluminum, tin, and metal cans. 96% 4% 3.66 546 Recycle cardboard, boxes, and other paper related packaging. 96% 4% 3.63 537 Purchase organic produce if the price was approximately the same 91% 9% 3.43 546 as non-organic. Purchase locally grown foods and/or locally made beverages from 89% 11% 3.28 545 restaurants and grocery stores. Reduce water consumption. 88% 12% 3.22 544 Participate in the hotel or resort linen and towel reuse program if 86% 14% 3.26 546 available. Keep heating or cooling in your hotel or resort room at an energy 83% 17% 3.09 547 saving setting. Reduce consumption of soap, shampoo, and lotion provided by the 82% 18% 3.1 547 hotel or resort. Take public transportation. 79% 21% 3.06 543 Pay extra costs for environmentally friendly products and 44% 56% 2.41 545 sourvenirs. Pay a nominal fee to make recycling more available. 38% 62% 2.27 547 Pay a higher room rate (compared to what I normally would pay) 30% 70% 2.09 545 to stay at an environmentally friendly hotel or resort. 10/3/2011 LRITI©2009 23
  • 24. Conserving on Vacation• 96% are willing to recycle all materials.• 91% would purchase organically grown foods if the price were the same as non-organics.• 89% would purchase locally grown foods and/or beverages.• 88% would reduce water consumption.• 86% would participate in a hotel/resort towel and linen reuse program.• 83% would keep heating and cooling at energy saving levels.• 82% would reduce consumption of soap, shampoo, and lotion.• 79% would take public transportation.• Under 50% are willing to pay extra for environmentally friendly goods and/or services.10/3/2011 LRITI©2009 24
  • 25. Opinions Toward Environmental Practicesof Tourism Related Businesses andEnvironmental Related Reasons forChoosing a Destination
  • 26. Respondent opinions toward environmental practices of tourism businesses: 1-5 Likert Scale (1=Strongly Disagree, 5=Strongly Agree)Almost all respondents (96%) believe that resorts should reduce waste through recycling while only70% feel that hotels and resorts should keep heating and cooling at energy saving levels. NeitherThe following items ask for your opinion regarding environmental Strongly/Somewhat Rating Response Agree/Somwewhat orpractices of tourism related businesses. Agree Average Count Strongly DisagreeHotels and resorts should reduce waste through recycling. 96% 4% 4.66 554Restaurants should reduce waste through recycling. 93% 7% 4.52 551Hotels and resorts should use biodegradable or bio based products. 88% 12% 4.38 552Hotels and resorts should use recycled or recyclable products. 88% 12% 4.39 549Hotels and resorts should offer guests a linen and towel reuse program. 86% 14% 4.33 554Hotels and resorts should utilize renewable energy such as solar and wind power. 82% 18% 4.22 552Hotels, resorts, and vacation destinations should provide access to public 81% 19% 4.25 551transportation.Hotels and resorts should implement water conservation programs such as using low- 81% 19% 4.19 553flow showerheads and dual flush toilets.Restaurants should use biodegradable or bio based products. 81% 19% 4.2 553Hotels, resorts, and restaurants should buy locally grown foods and locally made 76% 24% 4.11 553beverages.Hotels and resorts should keep heating and cooling at energy saving settings. 70% 30% 3.85 552 10/3/2011 LRITI©2009 26
  • 27. Respondent environmentally related reasons for choosing a destination: 1-4 Likert Scale (1=Not at all Important, 4=Very Important)Almost all respondents (94%) choose a destination based on its outdoor recreation opportunitieswhile only 57% choose based on environmental education opportunities. Not Very/Not The items below relate to special environmental Very/Somwhat Rating Response at all reasons for choosing a vacation destination. Important Average Count Important Vacationing in a destination that has abundant outdoor recreation opportunities in natural and preserved 94% 6% 3.47 549 settings. Vacationing in a destination that has plenty of walking 91% 9% 3.38 550 and bicycling paths to the places I want to see and visit. Vacationing in a destination that has public 76% 24% 3 545 transportation available to tourists. Eating at restaurants that serve organic, seasonal, 69% 31% 2.83 547 and/or locally grown foods. Staying in a hotel or resort that is recognized as environmentally friendly by national publications, 67% 33% 2.73 550 magazines, newspapers, and broadcast media. Vacationing in a destination that has been recognized as environmentally friendly by national publications, 66% 34% 2.75 551 magazines, newspapers, and broadcast media. Eating at restaurants that serve locally made beverages 59% 41% 2.64 547 such as wine and/or beer. Vacationing in a destination that provides environmental 57% 43% 2.69 546 education opportunities to tourists. 10/3/2011 LRITI©2009 27
  • 28. Conclusions• Most already recycle at home.• The preferred recycling method at home is home/curbside pickup allowing mixed recyclables.• Almost all visitors would recycle while on vacation.• The community should implement a curbside recycling program or a program that is extremely convenient for visitors.• Almost all feel that hotels, resorts, and restaurants should recycle.• Over 80% would practice energy saving behaviors and reduce water consumption10/3/2011 LRITI©2009 28
  • 29. Conclusions Continued• Most are interested in purchasing locally grown and organic foods.• The majority of visitors would take public transit.• Being recognized as an environmentally friendly destination is important when choosing a destination, but not as important as recreational opportunities.10/3/2011 LRITI©2009 29
  • 30. Report Prepared By: John Salazar, Ph.D. Contact Information Phone: 843-208-8217 Email: jsalazar@uscb.edu10/3/2011 LRITI©2009 30