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

Objectives 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 – Discussion

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

Sustainable Tourism Seeks to minimize impacts: Ecological Social Cultural Provides economic benefits to local communities and host countries Background – Research Question – Methods – Results – Discussion Source: Bien, 2004

Seeks to minimize impacts:

Ecological

Social

Cultural

Provides economic benefits to local communities and host countries

Tourism 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 – Research Question – Methods – Results – Discussion

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

Tourism Certification Tourism Market Tourism Business 1 Certification Program Auditor Accreditation Body Tourism Business 2 Tourism Business 3 1. Criteria Background – Research Question – Methods – Results – Discussion 2. Assessment 3. Certification 4. Recognition 5. Acceptance Adapted from Font, 2002 & Sanabria ESTC ppt . Sustainable Tourism Stewardship Council (STSC)

Global Sustainable Tourism Criteria Demonstrate effective sustainable management . (10) Maximize social and economic benefits to the local community and minimize negative impacts. (9) Maximize benefits to cultural heritage and minimize negative impacts. (4) Maximize benefits to the environment and minimize negative impacts. (14) Background – Research Question – Methods – Results – Discussion

Demonstrate effective sustainable management . (10)

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

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

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

Do US tourism certification programs: comply with best practice procedural standards for credible certification schemes? 2000 Mohonk Agreement take into account the triple-bottom line principles of environmental, sociocultural, and economic sustainability? 2008 Global Sustainable Tourism Criteria Core Research Questions Background – Research Question – Methods – Results – Discussion

Do US tourism certification programs:

comply with best practice procedural standards for credible certification schemes?

2000 Mohonk Agreement

take into account the triple-bottom line principles of environmental, sociocultural, and economic sustainability?

2008 Global Sustainable Tourism Criteria

US Tourism Certification Programs Background – Research Question – Methods – Results – Discussion State 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 Level Audubon Signature programs Green Globe 21 GG21 International Ecotourism Standard (IES) STEP (Sustainable Tourism Eco-Certification Program) Regional Level LEED Green Seal Audubon Green Leaf Eco-Rating Program

State 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 Level

Audubon Signature programs

Green Globe 21

GG21 International Ecotourism Standard (IES)

STEP (Sustainable Tourism Eco-Certification Program)

Regional Level

LEED

Green Seal

Audubon Green

Leaf Eco-Rating Program

Background – Research Question – Methods – Results – Discussion US Certification Program Case Studies: Website research Interviews SWOT analysis Strengths Weaknesses Opportunities Threats

US Certification Program Case Studies:

Website research

Interviews

SWOT analysis

Strengths

Weaknesses

Opportunities

Threats

Adventure Green Alaska Strengths 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 Weaknesses Self-evaluation Doesn’t require baseline data Background – Research Question – Methods – Results – Discussion http://www.oars.com/images/alaska/main_alaska.jpg Launched 2008 9 certified businesses Fulfill 3 core criteria 500 points available 280 points: bronze level certification

Strengths

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

Weaknesses

Self-evaluation

Doesn’t require baseline data

Fulfill 3 core criteria

500 points available

280 points: bronze level certification

Travel Green Wisconsin Strengths 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 Weaknesses 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 – Research Question – Methods – Results – Discussion Launched 2007 208 certified businesses Baseline data for energy, water, solid waste 3 core criteria 140+ points available 30 points required

Strengths

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

Weaknesses

No spot checks

Can be certified based on an “intent to complete” practices

Self-evaluation

Baseline data for energy, water, solid waste

3 core criteria

140+ points available

30 points required

Virginia Green Background – Research Question – Methods – Results – Discussion Strengths Green profiles posted on web Certifies lodging, restaurants, convention centers, golf courses, visitor centers, events, etc. Weaknesses No monitoring Certified on 5 vague criteria Self-evaluation Only 1 level of certification No membership fee = less $ for program Launched 2006 413 certified businesses Offer optional linen service Recycle and reduce waste Use water efficiently • Offer green events Conserve energy package

Strengths

Green profiles posted on web

Certifies lodging, restaurants, convention centers, golf courses, visitor centers, events, etc.

Weaknesses

No monitoring

Certified on 5 vague criteria

Self-evaluation

Only 1 level of certification

No membership fee = less $ for program

Offer optional linen service

Recycle and reduce waste

Use water efficiently • Offer green events

Conserve energy package

Florida Green Lodging http://coconutpoint.hyatt.com/hyatt/images/hotels/naprn/signature.jpg Background – Research Question – Methods – Results – Discussion Launched 2004 419 certified businesses Baseline data for water, energy, waste Meet 17 specific criteria in categories like Communication, Water Conservation, Waste Reduction, etc. Strengths 2 nd party certification 3 levels of certification FL specific criteria Weaknesses Business sustainability practices not listed on website Unreliable funding source Only certifies lodging sector No membership fee = less $ for program

Baseline data for water, energy, waste

Meet 17 specific criteria in categories like Communication, Water Conservation, Waste Reduction, etc.

Strengths

2 nd party certification

3 levels of certification

FL specific criteria

Weaknesses

Business sustainability practices not listed on website

Unreliable funding source

Only certifies lodging sector

No membership fee = less $ for program

US Certification Program Case Studies: Website research Interviews SWOT analysis Content analysis: Program procedural framework vs. best practice standards (17) Program criteria vs. Global Sustainable Tourism Criteria (37) Background – Research Question – Methods – Results – Discussion

US Certification Program Case Studies:

Website research

Interviews

SWOT analysis

Content analysis:

Program procedural framework vs. best practice standards (17)

Program criteria vs. Global Sustainable Tourism Criteria (37)

Best Practice Standards Analysis Background – Research Question – Methods – Results – Discussion 2 nd party No, self-eval No, self-eval No, self-eval. Third-party audits 71% 47% 82% 88% % of standards fulfilled (17 standards total)  No   Motivation for continual improvement   No  Provide technical assistance Difficult to do Not really Most likely  Establish control of seal/logo in terms of appropriate use FL VA WI AK Best Practice Standards

Global Sustainable Tourism Criteria (GSTC) Analysis Background – Research Question – Methods – Results – Discussion (10) (9) (4) (9) (5)

Recommendations Certification Program Improvements Procedural Changes More rigorous certification requirements Monitoring and 3 rd party certification Criteria Additions Socioeconomic, cultural, biodiversity criteria Be inclusive of all tourism sectors Background – Research Question – Methods – Results – Discussion

Certification Program Improvements

Procedural Changes

More rigorous certification requirements

Monitoring and 3 rd party certification

Criteria Additions

Socioeconomic, cultural, biodiversity criteria

Be inclusive of all tourism sectors

The Future of Tourism Certification 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 – Research Question – Methods – Results – Discussion

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

Acknowledgements 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

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?