This document discusses ecotourism certification schemes and quality standards as networking and marketing tools. It provides several case studies from local tourism businesses in Soomaa National Park that have benefited from certification. Certification can be a valuable networking tool, improving cooperation and joint marketing between different players in a region. It gives destinations an identity and increased visibility nationally and globally. Tourists also prefer certified destinations as it provides credibility and expectations about what the experience will be. However, the benefits can be improved by better promotion of certification brands and increased networking between businesses at the destination level. Keeping certification requirements relatively simple also improves the benefits for individual businesses.

1. Ecotourism certification schemes
and quality standards
as networking and marketing tools
Aivar Ruukel

2. Local tourism business in Soomaa NP

3. Local tourism business in Soomaa NP

4. Local tourism business in Soomaa NP

5. Ecotourism certification scheme
Ecotourism certification scheme

6. since 2009 PAN Parks

7. 2009 EDEN award winner

9. Ecotourism Destinations in Europe

12. What are the benefits of certification
schemes and quality standards as
networking and marketing tools?
How to improve the benefits
- at destination level?
- at business level?

14. It has been a vital networking tool
locally, for getting different players
together
- to discuss our future (vision, aims)
- and to better define the roles and
responsibilities of these players

15. It has improved cooperation and
joined marketing in our region.

16. It gives to our destination a profile,
makes us more known in Europe,
and more visibility nationally,
regionally, and globally

18. Tourists prefer regions that
have some type of certification
Our customers report that they
chose us because of what we
do and not because of our
certification

19. It adds to credibility
- among various players
- among tourists
Tourists know better what to expect,
when they visit certified destination.

20. 14 case studies on tourism in wetlands

21. What should be done to improve the
benefits provided by certification
programs and quality standards at
destination level?

22. There is a strong potential to benefit
from networking but in fact
there is not much networking.
Meet more often and discuss
about their opportunities

23. Certifications are beneficial if they are
well known.
Unfortunately they are not!
Better promotion of the marketing
brand and cooperation
with tourism sector

24. The area must first mature.
Unfortunately there are many conflicting
interests.
Mass tourism provides the jobs
but also determines the focus and target group
of the area.
Policy makers will go for the highest tax
revenue = mass tourism.

26. Being member of network makes ones
business more known at national and
international level as well.
It helps to stand out among other service
providers in the region

27. When business cooperates with the NP it helps
to attract more eco-tourists.
International quality is convincing travel
agencys
It is a quality guarantee if you are certified and

28. What should be done to improve the
benefits provided by certification
programs and quality standards at
business level?

29. Business care about simplicity
Less (criterias) is more!

30. Certification + (Online) Reputation

32. Thank you!
Contacts:
twitter: @ruukel
aivar@soomaa.com
skype: aivarruukel