A study of eco-labelling in Spain and tourism decision making
The German experience
©2009
Bachelorarbeit
85 Seiten
Zusammenfassung
Inhaltsangabe:Introduction:
This section of the paper will provide an outline of the aim and objectives of the dissertation and a rationale as to why the topic was chosen. Whilst there is much debate over the economical and environmental impacts that tourism entails; the impact of tourism eco-labelling remains an under researched terrain. This dissertation analyses environmental eco-labelling and its affect on German tourists. The aim is to find out to what degree eco-labelling plays a role in the tourism decision making of German tourists. The focus is on the Blue Flag, an eco-label for coastal areas and marinas.
Aim and objectives:
The principle aim of this dissertation is to analyse the affect of eco-labelling in tourism on the tourism decision making process of Germans travelling to Spanish coastal areas. In order to successfully achieve this aim, it was imperative to establish a set of objectives. The objectives of this dissertation are as follows:
- To review the tourism eco-labelling process.
- To identify environmental eco-labelling in Spain with the focus on coastal areas.
- To determine the importance of eco-labelling for German tourists.
- To examine the perception and knowledge of eco-labelling in coastal areas by German tourists travelling to Spain.
- To develop a conclusion based on the findings concerning the impact of eco-labelling in Spain on German tourists.
The first three objectives will be answered by reviewing and critically examining secondary literature, including academic literature and journals. This will provide an understanding into what previous literature has been published on the subject and will deliver an insight of opinions and perceptions from different authors that had addressed the topic earlier. In order to investigate the recent situation of the third objective and to gain an understanding of the fourth objective primary research will be undertaken. For the purpose of explaining reliability and theory of collecting data secondary literature will be examined and support the research. The fifth objective will be answered by reviewing and evaluating the preceding objectives and deliver a conclusion on the findings.
Following appropriate methods, the objectives are discussed throughout each section of the paper. In order to provide a comprehensive research paper the initial second objective was excluded since it would extend the scope of this dissertation. The third objective is modified in a way that the […]
This section of the paper will provide an outline of the aim and objectives of the dissertation and a rationale as to why the topic was chosen. Whilst there is much debate over the economical and environmental impacts that tourism entails; the impact of tourism eco-labelling remains an under researched terrain. This dissertation analyses environmental eco-labelling and its affect on German tourists. The aim is to find out to what degree eco-labelling plays a role in the tourism decision making of German tourists. The focus is on the Blue Flag, an eco-label for coastal areas and marinas.
Aim and objectives:
The principle aim of this dissertation is to analyse the affect of eco-labelling in tourism on the tourism decision making process of Germans travelling to Spanish coastal areas. In order to successfully achieve this aim, it was imperative to establish a set of objectives. The objectives of this dissertation are as follows:
- To review the tourism eco-labelling process.
- To identify environmental eco-labelling in Spain with the focus on coastal areas.
- To determine the importance of eco-labelling for German tourists.
- To examine the perception and knowledge of eco-labelling in coastal areas by German tourists travelling to Spain.
- To develop a conclusion based on the findings concerning the impact of eco-labelling in Spain on German tourists.
The first three objectives will be answered by reviewing and critically examining secondary literature, including academic literature and journals. This will provide an understanding into what previous literature has been published on the subject and will deliver an insight of opinions and perceptions from different authors that had addressed the topic earlier. In order to investigate the recent situation of the third objective and to gain an understanding of the fourth objective primary research will be undertaken. For the purpose of explaining reliability and theory of collecting data secondary literature will be examined and support the research. The fifth objective will be answered by reviewing and evaluating the preceding objectives and deliver a conclusion on the findings.
Following appropriate methods, the objectives are discussed throughout each section of the paper. In order to provide a comprehensive research paper the initial second objective was excluded since it would extend the scope of this dissertation. The third objective is modified in a way that the […]
Leseprobe
Inhaltsverzeichnis
Lisa Sitnikow
A study of eco-labelling in Spain and tourism decision making
The German experience
ISBN: 978-3-8366-4384-9
Herstellung: Diplomica® Verlag GmbH, Hamburg, 2010
Zugl. University of Brighton, Brighton, Großbritannien, Bachelorarbeit, 2009
Dieses Werk ist urheberrechtlich geschützt. Die dadurch begründeten Rechte,
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© Diplomica Verlag GmbH
http://www.diplomica.de, Hamburg 2010
ii
Abstract
This dissertation deals with the importance of eco-labelling during the tourism decision
making of German tourists travelling to Spain. The tourism eco-labelling process is
explained with a focus on the Blue Flag, an eco-label which is especially widespread at
Spanish coastal areas. The German tourist's perception and knowledge of eco-labels is
discussed, supported by previously conducted studies. After analysing the current
situation in the German market by the conduct of a questionnaire, this study showed that
the eco-labelling process is not market driven and many tourists would not consider
supporting the process. However, eco-labels are perceived as being helpful in
communicating environmental issues. Even though more than one third of all
respondents were aware of tourism eco-labelling it was apparent from this study that
eco-labelling in tourism is a tool that is not yet important during the tourism decision
making process.
Keywords: eco-labelling; Blue Flag; tourism decision making
iii
Acknowledgements
I would like to thank the following people for their contribution throughout the
dissertation.
Len Pedroza, my tutor who gave helpful advice and his academic support during the
module.
I would like to thank Helen for proof reading this dissertation.
Finally I would like to express my thanks to my friends and especially my family for
their help and support during my time at University.
Word Count: 9561
"I confirm that this dissertation is my own work and no part of it has been previously
published elsewhere or submitted as part of any other module assessment".
iv
Table of Contents
Chapters:
Page
1.0 Introduction
1
1.1
Introduction 2
1.2
Aim
and
objectives 2
1.3
Rationale
3
1.4
Description
of
chapters
4
2.0 Literature
Review 6
2.1
Introduction 7
2.2
Tourism
eco-labelling
7
2.3
The
tourism
eco-labelling
process 9
2.4
The
Blue
Flag
17
2.5 Ecotourism and the tourist's perception
19
2.6
Conclusion 24
3.0 Research
Methodology
27
3.1
Introduction 28
3.2 Quantitative and qualitative
approaches
28
3.3
Literature
review
30
3.4 Sampling
31
3.5
Questionnaire
design
34
v
3.6
Research
method
36
3.7
Limitations
and
ethics
37
3.8
Analysis
38
4.0 Analysis
of
Primary
Research
39
4.1
Introduction 40
4.2
Profile
of
respondents
41
4.3 Knowledge of eco-labels and their influence in the
tourism decision making process
42
4.3.1 Survey results
42
4.3.2
Discussion
and
analysis
of
results
45
4.4 Perception of eco-labelling in the tourism industry
46
4.4.1 Survey results
46
4.4.2
Discussion
and
analysis
of
results
48
4.5 Demand and importance of eco-labels in the tourism industry
48
4.5.1 Survey results
48
4.5.2
Discussion
and
analysis
of
results
50
4.8
Summary
of
research
findings
52
5.0 Conclusion & Recommendations 53
5.1
Introduction 54
5.2
Conclusion 54
5.3
Recommendations
56
Bibliography
58
vi
List of Tables
Table 2.1: Categories of environmental instruments
13
Table 2.2: Performance criteria for ecotourism certification
15
Table 3.1: Distinction between qualitative and quantitative data
29
Table 3.2: Impacts of various factors on choice of non-probability
sampling techniques
32
Table 3.3: Survey questions in relation to the literature review
35
Table 4.1: Recognition
of
eco-labels
43
Table 4.2: Ranking of Blue Flag criteria
47
Table 4.3:.Demand for environmental quality
49
Table 5.1: Depicting how the objectives were achieved and to what extend
55
vii
List of Figures
Figure 4.1:
Gender
of
respondents
41
Figure 4.2: Age
of
respondents
41
Figure 4.3: Total number of trips taken to Spain per respondent
42
Figure 4.4: Age distribution of respondents who knew at least one Visit eco-label 44
Figure 4.5: Gender of respondents who knew at least one Visit eco-label
44
Figure 4.6: Holiday choice based on eco-label available
45
Figure 4.7: Eco-label as a communication tool
46
Figure 4.8: Eco-label as a tool to reduce social and environmental impacts
46
Figure 4.9: Contribution to the eco-labelling process
50
Figure 4.10: Green product buying behaviour
50
viii
List of Appendices
Appendix A: Dissertation
Proposal
64
Appendix B: The
Visit
eco-labels
66
Appendix C: Holidaymaker types with regard to amenability to
environmental aspects Analysis between
71
Appendix D: Questionnaire
73
Introduction
1
Chapter One
1.0 Introduction
Introduction
2
1.1 Introduction
This section of the paper will provide an outline of the aim and objectives of the
dissertation and a rationale as to why the topic was chosen. Whilst there is much debate
over the economical and environmental impacts that tourism entails; the impact of
tourism eco-labelling remains an under researched terrain. This dissertation analyses
environmental eco-labelling and its affect on German tourists. The aim is to find out to
what degree eco-labelling plays a role in the tourism decision making of German
tourists. The focus is on the Blue Flag, an eco-label for coastal areas and marinas.
1.2 Aim and objectives
The principle aim of this dissertation is to analyse the affect of eco-labelling in tourism
on the tourism decision making process of Germans travelling to Spanish coastal areas.
In order to successfully achieve this aim, it was imperative to establish a set of
objectives. The objectives of this dissertation are as follows:
· To review the tourism eco-labelling process
· To identify environmental eco-labelling in Spain with the focus on coastal
areas
· To determine the importance of eco-labelling for German tourists
· To examine the perception and knowledge of eco-labelling in coastal areas by
German tourists travelling to Spain
· To develop a conclusion based on the findings concerning the impact of eco-
labelling in Spain on German tourists
Introduction
3
The first three objectives will be answered by reviewing and critically examining
secondary literature, including academic literature and journals. This will provide an
understanding into what previous literature has been published on the subject and will
deliver an insight of opinions and perceptions from different authors that had addressed
the topic earlier. In order to investigate the recent situation of the third objective and to
gain an understanding of the fourth objective primary research will be undertaken. For
the purpose of explaining reliability and theory of collecting data secondary literature
will be examined and support the research. The fifth objective will be answered by
reviewing and evaluating the preceding objectives and deliver a conclusion on the
findings.
Following appropriate methods, the objectives are discussed throughout each section of
the paper. In order to provide a comprehensive research paper the initial second
objective was excluded since it would extend the scope of this dissertation. The third
objective is modified in a way that the focus is not on Spain but describes the
importance of eco-labelling to Germans in general. The primary research will pick up on
that question and research the matter on Germans travelling to Spain. (A copy of the
original dissertation proposal is included as Appendix A.)
1.3 Rationale
The subject area (eco-labelling in tourism) with special attention to the Blue Flag was
decided upon for two main reasons. Firstly, ecotourism has been a growing segment
since the early 90's and is becoming an important subject within tourism management in
an age where sustainability comes more and more to the fore. Secondly, The Blue Flag
Introduction
4
was chosen as example for an eco-label for the reason that this certificate is widely
allocated to the Mediterranean coastal belt, an area that receives some of the largest
volumes of tourist arrivals in the world. The focus is narrowed down to the Spanish
coast; the main destination for German tourists. As identified in the report from a
conference during the World Eco-Tourism Summit (2002) in Greece a way to improve
the image of the Mediterranean destinations is to promote ecotourism especially in the
coastal hinterland and more remote areas. However, careful planning will be essential in
order to establish diversified offers and to eventually bring economic benefits to the
area. According to the high number of certifications around the Spanish coast the
interest of the research is to explore whether or not tourist's decision making is effected
by the labelling.
1.4 Description of chapters
The structure of this dissertation, including its content will be as follows:
1.0 Introduction: Introduction of the chosen aim and objectives; explanation of how the
objectives will be achieved. Rationale.
2.0 Literature review: Review and critical analysis of previous work relating to the
research problem in order to achieve objective one to three.
3.0 Methodology: Explanation of why the research methods chosen are appropriate and
how data for the primary research was generated.
Introduction
5
4.0 Findings and discussion: Presentation and discussion of primary research findings;
comparison with results in previous research; answering objectives three and four.
5.0 Conclusion and recommendation: Summarises the main findings of the research
and identifies to what extent the objectives have been achieved; objective 5. Reveals
the shortcomings of the research.
6
Chapter Two
2.0 Literature Review
Literature Review
7
2.1 Introduction
With the designation of the United Nations International Year of Ecotourism (2002) an
impetus was given to consult more widely on the potential for certification as a tool to
assist ecotourism planning and management. On the occasion of the designation
International Year of Ecotourism the UNWTO (World Tourism Organisation) initiated
research with the purpose of analysing and evaluating the German ecotourism market.
This research will follow from that study and deliver information about the current
situation in the German market.
In order to conduct a thorough investigation on the importance of eco-labelling in the
tourism decision making process it will firstly be imperative to critically analyse the
literature which is already available on this particular subject. This chapter answers the
first two objectives and identifies former studies with a focus on the third objective to
establish a base before carrying out primary research in the field.
2.2 Tourism eco-labelling
The term eco-labelling has a broad meaning. It is a global industry and can be applied to
an endless selection of products and processes referring to a large number of agreed
standards. In the tourism industry, labels and hence certain standards can be found in a
variety of forms which can be "internal standards, industry codes of practice, guidelines,
awards and certification programmes, as well as more general international `agreements'
and proclamations" (Font and Sallows 2004: 92). Many academics (Honey and Rome
2001: 6; Fennell 2003: 124; WWF 2000: vii) agree on the following definition about
eco-labelling:
Literature Review
8
Eco-labelling describes a scheme in which a product or service
may be awarded an ecological label on the basis of
its,acceptable' level of environmental impact. The acceptable
level of environmental impact may be determined by
consideration of a single environmental hurdle or after
undertaking an assessment of its overall impacts.
Another term often used in connection to eco-labelling is certification. Fennell (2003)
points out that an eco-label is the result of certification. Buckley (2002) suggests that the
term eco-label has two meanings. In a broad sense, it is any kind of label with
environmental associations. This is the case if a tour operator describes its products as
eco-tours. However, in international trade law, the term eco-label has a more specific
meaning. This can lead to import restrictions if certain products do not correspond to
imposed environmental restrictions. Nevertheless, the labelling of a product may provide
environmental information on product processes and support consumers in choosing
lower impact products (Buckley 2002).
Within eco-tourism context especially the terms certification and accreditation have
been debated when it comes to regulations and control (Fennel 2003). However,
Morrison et al. as cited in Fennell (2003: 120) differentiate the term in a way that
certification is a "process by which an individual is tested and evaluated in order to
determine his or her mastery of a specific body of knowledge, or some portion of a body
of knowledge". Accreditation is a process "by which an association or agency evaluates
and recognises a programme of study or an institution as meeting certain predetermined
standards or qualifications" (Morrison et al. as cited in Fennell 2003: 120). With this
differentiation of the terms Morrison et al. as cited in Fennel (2003: 120) point out that
Literature Review
9
"certification deals with the individual professional, while accreditation is concerned
with programmes and institutions." Wearing as cited in Fennell (2003) argues that
accreditation offers the opportunity to improve tourism industry standards and ensures
high-quality of services and programmes. He emphasises that "although accreditation
would certainly reduce risk, increase standards, and increase status, there is a danger of
restricting innovation and accessibility within the ecotourism industry" (Wearing as
cited in Fennell 2003: 122). Nevertheless, Fennell (2003) poses the question to what
degree the tourism industry can afford to focus on innovation and accessibility with the
probability that certain standards can not be upheld.
2.3 The tourism eco-labelling process
Font and Tribe (2001) identified the following three steps in the development of an eco-
label.
Phase one includes the positioning and planning. This phase takes into consideration the
role the eco-label will play for tourists and stakeholders as well as the identification of
the target market and how this label will effect tourism consumption.
The second phase includes development and consultation. This includes the
development of the criteria for the eco-label and its adaption to the industry. This is
followed by identifying key criteria that must be met by
companies and in turn
establishing manuals and examples that can be followed. A process of consultation and
pilot projects ensures that the majority of the industry can meet the criteria.
Literature Review
10
The third phase deals with management and marketing of the eco-label proposal. This
includes the budgeting
of costs of eco-labelling management, negotiation with potential
awarding bodies, and the funding. When the proposal is developed and written it can be
marketed to potential awardees, non-profit organisations, and the industry press, in order
to raise an interest and to hand over the idea to a commissioning organization. Font and
Tribe (2001) further state that it is especially important in the development of tourism
eco-labels that the projects management understand how their eco-label can relate to
others, how it can complement them, and what possibilities for cooperation are given.
"Unless this is understood and planned from the beginning, the eco-label will always be
in competition and possibly fail to succeed" (Font and Tribe 2001: 91).
The development of eco-labelling dates back to 1993 when the first standards for
manufacturing were set by the European Commission and recognised through the Eco-
Management and Audit Scheme (EMAS). However, those models could only be applied
to a few factors in the service sector as they were limited to local authorities (Font and
Sallows 2004). Later on, the International Standards Organisation (ISO) established a
wider set of standards in its manual ISO 14001.
According to a report established by the WWF (2000) Synergy project, Font and
Sallows (2004) outline that the tourism industry and especially eco-tourism is
characterised by a large number of small firms that can not easily apply EMAS and ISO
systems that were originally composed for larger companies. Certified eco-labels "are
subjected to proof of standard requirement management by a third party and to
periodical re-examination" (WWF 2000 as cited in Font and Sallows 2004: 93). Many
Details
- Seiten
- Erscheinungsform
- Originalausgabe
- Jahr
- 2009
- ISBN (eBook)
- 9783836643849
- DOI
- 10.3239/9783836643849
- Dateigröße
- 1005 KB
- Sprache
- Englisch
- Institution / Hochschule
- University of Brighton – Service Management, Tourism Management
- Erscheinungsdatum
- 2010 (März)
- Note
- 1
- Schlagworte
- blue flag spain management
