Chapter 2: Worldly Travelers and a Sense of the History of Sustainable Tourism

Very often writers on sustainable tourism begin with 1987, the year when the United Nations Brundtland Report on the environment became available. Managing Sustainable Tourism begins with ancient history and includes a description of sustainability in the sense of cultural tourism as presented by Herodotus in his book The Histories,published sometime between 449 and 447 BCE. It also includes reference to Marco Polo of the medieval period, his observations on cultural and geotourism, which are so vividly described in his book The Travels of Marco Polo in 1300 CE. It moves forward to the nineteenth century, with comments by Charles Darwin in his popular book The Voyage of the Beagle,with detailed descriptions of flora and fauna that would likely partially fit today’s description of ecotourism. The chapter ends with notes about Charles Lindbergh, possibly one of the most responsible travelers of the 1970s, and his contributions to the conservation of the environment.

Questions

1. After reading this chapter, how would you describe Herodotus in terms of his understanding of a simple version of cultural tourism?
2. What do you know about the trials and tribulations of travel in the time of Marco Polo?
3. Before reading this chapter were you aware of Charles Darwin’s book Voyage of the Beagle?
4. Did you know that the famous aviator Charles Lindbergh became one of the strongest advocates of protecting the environment?

Case Study 2: John Lawson: Father of Sustainable Tourism in the New World

In 1709 the Englishman John Lawson wrote one of the most descriptive sustainable tourism texts ever written. He is not a well-known traveler, explorer, naturalist, surveyor, and writer but his observations, notes, and travels suggest an individual that certainly fits the mode of an adventure traveler who understood the precepts of sustainability. His life was very short-lived (he died at 40) but his contributions to the study of sustainable tourism are quite large.

Questions

1. How would you describe the contributions of John Lawson to sustainable travel?
2. Have you read his book?
3. What did you learn from this case study?

Chapter 3: Sustainable Tourism Milestones: Twentieth and Twenty-first Centuries

One approach to sustainable tourism is to view it broadly from two complementary positions: the ‘natural environment’ (ecotourism, geotourism, adventure tourism, agritourism, and rural tourism) and the ‘built environment’ (history, heritage, culture, arts, and unique structures). Of course, there are many additional approaches to sustainable tourism. Where should one start for a foundation in the modern world with respect to sustainability and sustainable tourism? One starting point might be a review of the 1962 book Silent Spring by the marine biologist and conservationist Rachel Carson. The strong voices of the 1970s of such organizations as the Nature Conservancy, the World Wildlife Fund, the Oceanic Foundation, and the International Union for the Conservation of Nature and Natural Resources laid good foundations for sustainability. There are many others. A good example of best practices of sustainability is the first eco-resort of Maho Bay Resorts in 1975, described by many authors as the best of its type in the world. After the famous Brundtland Report in 1987 there have been many different approaches to sustainable tourism, beyond what this chapter can fully describe. The are also notable changes taking place that are putting on new demands and challenges for the contemporary tourism industry.

Questions

1. Can you list a few of the important developments in sustainable tourism prior to the Brundtland Report of 1987?
2. What are some of the highlights of sustainable tourism development in the 1980s?

Case Study 3: New Zealand’s Tongariro National Park as a Sustainable Tourism Destination

The case study about  New Zealand’s Tongariro National Park is an excellent example of  a sustainable tourism destination. It certainly meets the criteria for a sustainable tourism destination as described by National Geographic’s Sustainable Tourism Initiative. It also has the rare distinction of having a dual acknowledgement of both “cultural and natural values,” noted by UNESCO.

Questions

1. How would you describe National Geographic’s Sustainable Tourism Initiative criteria in terms of New Zealand’s Tongariro National Park?
2. What do you think of New Zealand’s Tongariro National Park as a sustainable tourism destination?

Chapter 4: The United Nations Millennium Development Goals and 2030 Agenda for Sustainable Development.

Turbulence, strife, poverty, conflicts, and unrest aptly describe much of today’s world. Such factors do not fit well for the future growth of global tourism. In the year 2000 the United Nations launched its Millennium Development Goals. Initially, it did not appear that tourism had much to do with such goals. But as progress moved forward, it became clear that tourism development and, specifically, sustainable tourism were important to making positive progress on reducing or alleviating poverty in certain places in the world. The UN World Tourism Organization and the UN Environmental Program became major players in working on such goals. The term “Pro-poor Tourism” was added to the sustainable tourism vernacular. While the progress seems slow, there are definitely some success stories that need to be told. Many of such stories of progress are wrapped in as goals in the UN 2030 Agenda for Sustainable Development.

Questions

1. Do you believe that the tourism industry has had an impact on the United Nations Millennium Development Goals?
2. How would you describe “Pro-poor Tourism?
3. What is the relationship between the UN World Tourism Organization and the UN Environmental Program?
4. What do you know about the UN 2030 Agenda for Sustainable Development?

Case Study 4: Cuban Tourism at the Crossroads of the Modern Era of Sustainability

Recently, new developments in the diplomatic relations between the United States and Cuba have taken place. Whatever U.S. – Cuba relations are at any one time impacts on the potential for increases in tourism for Cuba. Cuba has a very unique set of tourism destinations and the issue of sustainability will certainly be a part of determining its progress in the future. Cuba already has 17 United Nations Educational, Scientific and Cultural Organization sites. These sites inherently have a sustainability component.

Questions

1. What do you know about the relationship between the United States and Cuba in terms of the impact such relations have on tourism between the two countries?
2. Do you think Cuba has a good opportunity for progress in sustainable tourism?
3. How would you describe the United Nations Educational, Scientific and Cultural Organization with respect to sustainable tourism?

Chapter 5: New Concepts in Sustainable Tourism Practices: Overtourism, Undertourism, Experiential Tourism, Plogging, Climate Change and Global Warming

This chapter noted several new terms to describe new changes taking place with respect to sustainable tourism practices. The buzz word in 2019, with respect to sustainable tourism is “overtourism” which has led to another new term, “undertourism.” The chapter also discusses climate change and global tourism.

Questions

1. Describe what you know about “overtourism” and “undertourism”.
2. What do you know about climate change and global warming with respect to sustainable tourism?
3. Before reading this chapter, had you heard of the Strong Universal Network?

Case Study 5: Experiential Tourism: The Flint Hills and the Kansas Tallgrass Prairie National Preserve

There was a major focus in the chapter on experiential tourism. This led to a description of the Discovery Center in Manhattan, Kansas. This discussion was followed by a presentation of the Flint Hills and the Kansas Tallgrass Prairie National Preserve. Experiential tourism was discussed in considerable detail in the case study.

Questions

1. What do you know about experiential tourism?
2. Had you ever heard of the Flint Hills in Kansas and the Tallgrass Prairie Preserve?

Chapter 6: Rural Tourism Development and Sustainability

In the complex world of global tourism, the primary emphasis is on metropolitan areas, where mass tourism generates large economic benefits for both the community and the businesses involved. Often rural communities get ignored with respect to tourism development. Yet almost every rural community in the world has some resources, attraction, activity, event, or special interest or adventure opportunity that can motivate a traveler. It took a long time for the policymakers in the United States to recognize the need for a rural tourism policy. That is also true with respect to understanding sustainable tourism opportunities in rural areas, yet many such areas include historical sites, scenic beauty, and other components leading to sustainable tourism. Very few countries throughout the world have figured out how to address tourism development in rural areas. It continues to be a major challenge.

Questions

1. What do you think about the development of tourism in rural areas?
2. Can you give some rough details about the development of a rural tourism policy for the United States?
3. What is your opinion about a place like Greensburg, Kansas being one of the most progressive rural areas with respect to sustainability?

Case Study 6:  Big Cedar Lodge: The Epitome of Sustainable Tourism Development

This case study introduced two excellent examples of sustainable tourism destinations: the Sundance Mountain Resort and Big Cedar Lodge. Today, Big Cedar Lodge demonstrates what can be accomplished successfully and profitably if the principles of good sustainable tourism policies and strategic planning are adhered to.

Questions

1. Before reading this case study were you aware of Big Cedar Lodge?
2. How would you explain the concept of sustainable tourism, using Big Cedar Lodge as the example?

Chapter 7: Sustainable Tourism and the Prospects for Peace

There is an old adage that says “When Peace Prevails, Tourism Flourishes”. Peace and tourism have interesting conceptual ties. The tourism industry has gradually noted the importance of the concept of tourism and peace, and new literature on the topic is evolving from lots of different perspectives. The United Nations World Tourism Organization, the World Travel and Tourism Council, and the International Institute for Peace through Tourism have launched a number of different initiatives promoting peace through tourism. In addition, over the years there have been numerous important tourism conferences that have included references to the importance of peace to advance greater tourism and sustainable tourism. Several known conferences in this respect include the 1975 Helsinki Accords, the 1980 Manila Declaration, the 1985 Tourism Bill of Rights and Tourist Code, the 1989 Hague Declaration on Tourism, and the 2000 Amman Declaration on Peace through Tourism.

Questions

1. Before reading this chapter had you heard of the International Institute for Peace through Tourism?
2. The Manila Declaration is a landmark with respect to international tourism. What do you know about the Manila Declaration?
3. Had you heard of the Amman Declaration on Peace through Tourism?

Case Study 7: Travel. The Language of Peace and Sustainability

Numerous world leaders have spoken to the issue of peace and tourism. There is also an interesting history of peace through travel that originated in ancient times. The story about the “Olympic Truce” is, indeed, one of the great stories of peace and tourism. In addition, great American leaders such as President Dwight D. Eisenhower and President John F. Kennedy were strong advocates of peace through tourism and proponents of the People to People International organization dedicated to a more peaceful world.

Questions

1. Before reading the case study in this chapter were you aware of the “Olympic Truce”?
2. Did you know about the involvement with peace and tourism of the U.S. President Dwight D. Eisenhower?
3. Were you aware of the People to People International organization?
4. Did you know that U.S. President John F. Kennedy was a proponent of peace and travel?

Chapter 8: Policy and Strategic Planning Toward Sustainable Tourism Development

In managing sustainable tourism at any level, from local to global, it is now mostly recognized that a carefully constructed strategic plan is needed. In brief, tourism planning is essential to build a successful sustainable tourism program. This chapter speaks to such important factors in strategic tourism planning as the need for a “vision”, a “mission statement”, goal(s), objective(s), strategies, and tactics. One of the counties that does an excellent job in constructing a good strategic tourism plan is Canada. A well-known tool for strategic planning is SWOT (strengths, weaknesses, opportunities, and threats). A lesser-known tool is SMART (specific, measurable, achievable, relevant, and time-bound). Additional tools include “Internal Analysis in the Strategic Planning Process” and “External Environmental Scan in Strategic Planning”.

Questions

1. Explain what you know about “visioning”, “mission statement”, goal(s), objective(s), strategies, and tactics with respect to the strategic planning process
2. Were you aware of the strategic planning tools “SWOT” and “SMART”?
3. After reading this chapter what can you say about the conduct of an “External Environmental Scan” in strategic planning?

Case Study 8: Sustainable Tourism as a Development Strategy along Coastlines

The case study with respect to sustainable tourism along the coastlines review some of the principles and practices of sustainable tourism discussed throughout this book. The good news is that even such crowded coasts, with the proper planning, can seek to improve efforts toward good sustainable tourism management.

Questions

1. Based on your own experience in visiting a coastal destination, what thoughts do you have to improve sustainable tourism along the coastlines?
2. When you visit a beach destination do you also seek out opportunities to appreciate nature and cultural activities?

Chapter 9: Marketing the Sustainable Tourism Product

Most destinations that maintain a strong sustainable concept with their tourism offerings will likely have a competitive advantage over their competitors. From a marketing perspective, sustainable tourism within the destination might mean giving up current revenues from tourism, by limiting capacity, to assure there will be demand and supply of the tourism product in the future. The question of the “carrying capacity” of a destination suggests there should be an “environmental impact assessment” to measure the sustainability of the destination. This chapter introduces the “Ten ‘P’s’ of Sustainable Tourism Marketing”. Target marketing plays an important role in the marketing of a sustainable tourism destination.

Questions

1. What do you think is different about marketing a sustainable tourism destination?
2. Why is the “carrying capacity” of a sustainable destination so critical?
3. Had you heard of the “Ten ‘P’s’ of Sustainable Tourism Marketing”?

Case Study 9: Sustainable Tourism Marketing: The Case for New Zealand

Marketing an international tourism destination takes great skills, much innovation and a good strategic plan. There are many excellent country strategic plans, but for a small country, New Zealand Tourism has developed a number of excellent strategies to increase recognition of its sustainable tourism products. New Zealand has been able to also incorporate its indigenous Maori people as an integral part of its overall tourism strategy.

Questions

1. Prior to reading this chapter, were you aware of New Zealand’s international tourism marketing approach?
2. What is your opinion with respect to New Zealand’s marketing strategy?

Chapter 10: Transformative Leadership and Policies Toward Sustainable Tourism

This chapter describes some of the leadership characteristics needed with respect to designing good policies toward positive sustainable tourism development. Leadership in the travel and tourism industry takes place at all levels from local to international. The tourism industry is so dynamic that leaders in the tourism industry need to be both responsible and flexible. The chapter includes selected quotes from leaders and others in the industry with their views on sustainable tourism.

Questions

1. How would you describe the current leadership in the travel and tourism industry toward sustainable tourism?
2. Describe what you think the tourism leaders should do to improve sustainable tourism?

Case study 10: Climate Change, Sustainability, and Impacts on Tourism: The Outer Banks of North Carolina

The case study discusses global concerns regarding “climate change” and “global warming” with respect to one of the most important coastlines in the U.S. The Outer Banks has been addressing the questions of climate change and global warming for some time and has yet to find a set of the best practices for improving sustainable tourism development that can be implemented in a mature destination.

Questions

1. Why is sustainability such an important issue with respect to the Outer Banks?
2. Are you familiar with the history of the Outer Banks?

Chapter 11: Managing Sustainable Tourism in the Twenty-first Century

Sustainable tourism, properly managed, can become a major vehicle for increasing prosperity while maintaining social, cultural, and environmental integrity. Managing sustainable tourism depends on forward-looking policies and sound management philosophies that include building a harmonious relationship among local communities, the private-sector, and governments regarding developmental practices that protect the natural and built environments while being compatible with economic growth. With orderly economic growth as part of the goal of sustainable tourism, the key is to balance the number of visitors with the carrying capacity of the given environment (whether natural or built) in a manner that allows for the greatest interaction and enjoyment with the least destruction.

Questions

1. How would you generally describe an acceptable practice for managing sustainable tourism?
2. Do climate change and global warming have any impact on the tourism industry?
3. What does the word “coopetition” have to do with tourism?

Case Study 11: Prince Edward Island, Canada: A Special Case for Sustainability

The case study on Prince Edward Island (PEI), Canada is a good example of a sustainable tourism destination. PEI will have many challenges in the future to maintain its sustainability. PEI appears to have in place the ways and means for meeting these challenges.

Questions

1. Prior to reading the case study, did you know anything about Prince Edward Island?
2. Do you think Prince Edward Island meets the criteria for being a sustainable tourism destination?

Chapter 12: Future World Tourism Issues that will Impact on Managing Sustainable Tourism

This chapter explained the background about the “Ten Important World Tourism Issues for 2020. Worldwide tourism has grown tremendously over the past ten years and is likely to do so in the future. This makes the concept of sustainable tourism even more important. The opportunity that tourism offers for positive economic and social benefits for tomorrow will depend on the decisions being made today.

Questions

1. Who are the leaders of the World Tourism Organization and the World Travel and Tourism Council, and why are they so important with respect to the future of sustainable tourism development?
2. Will the worldwide tourism industry likely grow in the future?
3. Is safety and security a major issue in the tourism industry?
4. How will climate change likely impact the tourism industry?

Case Study 12: Bald Head Island, North Carolina: a Special Sustainable Tourism Destination

The Village of Bald Head Island was fortunate in that the land owners and developers of the island worked together toward a sustainable tourism development strategy that included all the  land of the island.

Questions

1. Prior to reading the case study, had you ever heard of the Village of Bald Head Island?
2. Can you cite any specific measures of sustainable tourism that would pertain to Bald Head Island?
3. After reading the case study, do you think that the Village of Bald Head Island is truly an example of a good sustainable tourism destination?