Sustainability, Profitability and Ecotourism Markets:
What Are They and How Do They Relate?
A paper presented Pamela Wight, Pam Wight & Assotiates, Canada,
at a Pamela Wight, Pam Wight & Assotiates, Canada at an International
Conference on Central and Eastern Europe and Baltic Sea region:
"Ecotourism
- Balancing Sustainability and Profitability"
22-23 September 1997 Pärnu, Estonia
SUSTAINABLE TOURISM
Understanding Ecotourism
Potential
Benefits and Costs of Ecotourism
WHO ARE THE MARKETS?
WHAT DO ECOTOURISM
MARKETS WANT?
Activities Preferred
Importance of Features
Accommodation
Preferences of Ecotourists
Motivations and
Reasons for Trip
Benefits Sought
MARKET
PREFERENCE SHIFTING TOWARD CONSERVATION & QUALITY EXPERIENCES
SUSTAINING
THE RESOURCES CRITICAL TO TOURISM
Estonia's Tourism
Resources
Management of Resources
PROFITING
FROM THE SHIFT IN MARKET PREFERENCES
Market your Green
Credentials
Marketing
Includes Education - a Tool for Profitability and Sustainability
Green Marketing
Needs Green Ethics for Sustainability
STANDARDS
FOR IMPROVED COMPETITIVE POSITIONING
What is
the Potential for Growth?
COOPERATION
AND CONSULTATION, PACKAGING AND PARTNERSHIPS
INTEGRATING
ENVIRONMENTAL, SOCIAL, AND ECONOMIC DECISIONS
CONCLUSIONS
REFERENCES
SUSTAINABLE TOURISM
Tourism is only part of the whole idea of sustainable development.
Tourism, as it relates to sustainable development, is tourism
which is developed so that the nature, scale, location, and manner
of development is appropriate and sustainable over time, and where
the environment's ability to support other activities and processes
is not impaired, since tourism cannot be isolated from other resource
use activities.
Sustainable tourism involves a challenge to develop quality tourism
products without adversely affecting the natural and cultural environment
that maintains and nurtures them. At the heart of sustainable tourism
is a set of implicit values related to striving to integrate economic,
social and cultural goals (Wight, 1993).
Understanding Ecotourism
"Ecotourism is an enlightening nature travel experience
that contributes to conservation of the ecosystem, while respecting
the integrity of host communities" (Canadian Environmental
Advisory Council 1992). Similar to the fact that tourism is only
a part of the whole which is sustainable development, ecotourism
is only part of the whole which is sustainable tourism. However,
ecotourism's influence is having far reaching impacts toward extending
principles of sustainability into other forms of tourism (Wight,
1993; Western, 1993). It does this by supporting principles which
contribute to integrating social, economic, and environmental goals
(Wight 1993). These principles are, that ecotourism should involve:
1. environmentally sound development, and no degradation of the
resource
2. first-hand, participatory, enlightening experiences
3. all party education (communities, government, NGOs, industry
and tourists)
4. recognition of the intrinsic values of the resources
5. acceptance of the resource on its own terms, recognizing limits,
which involves supply-oriented management
6. understanding and partnerships between many players
7. promotion of ethical responsibilities and behavior towards the
natural and cultural environment
8. long-term benefits (economic and non-economic) to the resource,
industry and the local community
9. responsible conservation practices related to both internal and
external operations
Ecotourism often involves small-scale tourism oriented to natural
areas, wildlife, and traditional culture. Typically, ecotourism
contributes to rural economies and to maintaining land in a natural
state.
Potential
Benefits and Costs of Ecotourism
Ecotourism is growing in many parts of the world, and is mostly
on public lands. As the numbers of tourists grow, so does the interest
in seeing new places and seeking new experiences, and some of these
locations show how tourism can have negative impacts. Poorly planned
and managed ecotourism may damage the same wildlife, natural or
cultural resources that draw the tourists. It is difficult to evaluate
benefits and costs of ecotourism, and these may vary over space
and over time. However, the primary benefits (Boo 1992) are:
1. increased funding for protected areas and local communities
( protected areas suffer from budget constraints, yet collect
nominal entrance fees or none at all; but travellers are interested
in helping the areas, as they become more environmentally conscious)
2. job creation for local residents (e.g., tour guides, park
wardens, lodge owners, crafts makers, etc.)
3. environmental education for visitors (increasing awareness
can change behaviour, change use patterns, and create advocates
for conservation)
The primary costs are:
1. environmental degradation (related to visitor activities,
management or behaviour)
2. economic instability and inequity (any form of tourism
may be an unstable income source, particularly due to external factors
such as natural disasters, currency fluctuations, or political instability.
The other problem is that financial leakage of tourist expenditures
may occur, whether out of the region, or out of the country)
3. socio-cultural changes (while change may be both positive
or negative, the negative is more usual when communities are not
given the opportunity to decide if they want to become involved
with tourism, and how)
WHO ARE THE MARKETS?
A recent study was conducted of North American ecotourists, including
more general interest travellers (interested in nature, adventure
and culture in the countryside or wilderness, as part of their vacation);
and more specialised, experienced ecotourists; as well as the international
travel trade dealing with nature, adventure, culture (HLA/ARA 1994).
Figure 1 shows the major market characteristics.
WHAT DO ECOTOURISM
MARKETS WANT?
Activities Preferred
North American ecotourists are interested in a tremendous range
of activities (Figure 2). Walking, hiking or trekking, may not have
been given as much emphasis as they deserve. Water-based activities
are also important, particularly to the experienced ecotourist.
General ecotourists are interested in varied experiences, including
culture. Thus, land-based packages with a lot of varied rural, ocean,
hill, mountain or other scenic views, and strong cultural components,
would be of interest for the more general ecotourist to Eastern
Europe.
What is distinctive is that consumers' preferences tend to be
moving in the direction of the ecotourists'. Also, ecotourists
are interested in more than one type of activity for their
next vacation.
Importance of Features
Respondents were asked to rate the importance of various features.
The findings were:
Walking/Hiking/Trekking: When the importance of a range
of activities and services was rated, experienced ecotourists rated
casual walking sixth in importance, and hiking/trekking third; general
consumers rated walking first and hiking/trekking fifth. This reinforces
the earlier findings describing a high desire to walk and hike.
Wildlife Viewing: Wildlife viewing was rated second highest
in degree of importance to the trip for consumers and experienced
ecotourists, and is featured in one quarter of the most popular
travel trade packages.
Parks and Protected Areas: Visiting a park or protected
area had the fourth highest ranking, both with the general consumers
and the experienced ecotourists. In addition, parks and protected
areas were identified as one of the reasons for taking an ecotourism
vacation. That is to say, visiting parks is viewed as both a reason
for the trip, and an activity on the trip. This provides considerable
opportunity for development of experiences in a destination like
Estonia, with its parks and coastal areas which were "protected"
for the duration of the Soviet occupation. These parks have:
Guides and Interpretation: Quality guides are also extremely
important for ecotourism, requiring skills in language, natural
and cultural history, environmental interpretation, communications,
service, and ethical principles. Overall, the travel trade said
the setting had very critical importance, with wilderness setting
ranked first (Figure 3), followed by: guides, outdoor activities,
all-inclusive package, park/protected area, interpretive/educational
programs, cultural experiences, and communication in the client's
language.
The elements the travel trade felt were important features of interpretive
programs and cultural experiences were:
These elements are all important to Estonia and Eastern Europe,
which has an abundance of culture related opportunities.
Accommodation
Preferences of Ecotourists
Studies of the accommodation desires of visitors interested in
nature, culture, and adventure, show that they have a range of accommodation
preferences (from hard to soft, Figure 4).
They are also increasingly interested in more intimate, rustic,
local accommodation, than in the conventional hotels or motels (Figure
5). Thus, inns, farms, bed and breakfasts, lodges, cabins, etc.
are growing in demand. Eastern Europe's accommodation offer opportunities
to be developed (e.g., farms) for the ecotourist to sample. This
is largely because ecotourists are interested in experiencing other
cultures. Thus it would not only be ruins, monuments, historic sites
and architecture, which would be attractive to visitors; so, too,
would be the opportunity to interact a little with the average family.
Motivations and
Reasons for Trip
Reasons and motivations for ecotourism vacations may vary by: destinations;
specific market segments; preferred activities; education; qualities
of place; and they are dynamic (Wight 1995b). Some major findings
are:
Multiple Reasons and Motivations May Exist: The opportunity
to enjoy scenery and/or nature was the number one reason for the
next ecotourism vacation.
Reasons for Travel are Dynamic: The importance of certain
elements has become twice as important for the general consumer
traveler: "scenery/nature," "new experiences/places,"
"wildlife viewing," "see mountains," "experience
cultural attractions," and "study/learn about nature or
cultures." Wilderness has also become important. Keeping the
"natural" quality of the scenery in Eastern Europe will
be an important attraction for ecotourism.
Reasons and Motivations May Vary by Target Market: There
is "growing dissatisfaction with traditional sightseeing"
(Reingold 1993). It will be important for Eastern Europe, and Estonia
to examine their potential and target markets carefully.
Benefits Sought
Ecotourists seek a range of products, but it is clear that the
setting (which includes wildlife viewing) is critical to an ecotourism
experience. But the setting may also be critical to other, more
traditional types of travelers (e.g., to urban or resort destinations).
It is, therefore, important to discover those features which distinguish
between ecotourists and other types of traveler, so as to discover
the benefits which ecotourists seek (Wight 1995a). These will be
the elements for Eastern Europe to provide in a package, and also
to feature in any promotional activities. Thus, it is important
not only to differentiate product to respond to market segments
in terms of product type (e.g., adventure vs. nature), but also
through a "benefits sought" approach.
Benefits found to have the most discriminating power between
ecotourists and mass tourists were more relevant to "Primitive
Nature" (Crossley and Lee 1994). Benefits with little
discriminating power (i.e., of interest to all markets) are:
This indicates that environmental and cultural concerns are not
limited to ecotourists. Setting and cultures may be very important
features of a trip, but do not necessarily assist in differentiating
the product. Thus, while Eastern European countries and operators
there may wish to highlight the setting attributes of their product,
they should take care to emphasize relevant distinguishing attributes
to differentiate their product. Figure 6 summarises the major discriminant
characteristics on a continuum of benefits. Only those benefits
with discriminating power are presented.
MARKET
PREFERENCE SHIFTING TOWARD CONSERVATION & QUALITY EXPERIENCES
Markets have expressed strong support for environmentally sensitive
travel operators, whether attractions, accommodation, transportation,
food services, or tour operators. Markets are prepared to avoid
destinations or operators that are perceived to have negative environmental
impacts. The preferences of those interested in nature, adventure,
and culture are becoming mainstreamed into more general markets.
These changes are reflected in Figure 7. There is a desire for conservation;
increased participatory experiences and programs; accommodation
and facilities which are representative of the experience; and a
range of benefits which go beyond the operator and visitor, and
which are more long lasting.
There are implications to planners in this shift of preferences.
A tourism facility can be built and operated using very environmentally
sensitive techniques which can lead to a model, environmentally-friendly
facility. This both attracts environmentally sensitive tourists,
and has a positive, less consumptive or polluting impact on the
environment of Eastern Europe.
SUSTAINING
THE RESOURCES CRITICAL TO TOURISM
Estonia's Tourism
Resources
Estonia has varied features of interest to visitors. With 1/3 of
its population in Tallinn, there are many rural and natural areas
for ecotourists. Attractions include:
Varied Landscapes and Natural Features
-
glaciated landscapes and features, lakes and hills & long
sea coasts with many harbours
-
rolling farmlands and forest (almost 50% of the land)
-
varied wildlife (~60 mammal species), including elk, roe &
red deer, beaver, wild pig, wolf, bear and lynx and over 300
species of birds
-
northern lights
Varied Culture & History
-
invasions by Vikings, Danes, Swedes, and Russians
-
influence of the Teutonic Order (German crusaders) and Peter
I the Great of Russia
-
invasion and independence, serfdom and freedom, collectivisation
and privatisation
-
contrasts (e.g., women in heels and designer jeans: farmers
using horses to plough)
-
religions: early animism, Russian Orthodox, Lutheranism
-
abandoned farmsteads and cobblestone towns
-
woodworking of all types, saunas, and crafts - e.g., leather,
woodcarving
-
Song and dance festivals
-
Maarahvas - "people of the land"
Estonia's tourism receipts in 1993 were US $51,000,000 from visitors,
versus US $26,000,000 by nationals abroad (i.e., visitors contribute
twice as much). This demonstrates the importance of managing this
industry well.
Management of Resources
There have been numerous calls for tourism carrying capacity to
be determined, in order to appropriately plan, manage and control
the direction and consequences of tourism and other activities.
Unfortunately, however, while the concept of carrying capacity is
appealing, it has had limited success outside the field of wildlife
management where it originated, and cannot deal with the complexity
and diversity of issues associated with recreation, tourism and
ecotourism. Some of the problems inherent in aiming to determine
carrying capacity include:
-
unrealistic expectations (e.g., that there is a technique
which can provide a magic number, limit or threshold)
-
untenable assumptions (e.g., that there is a direct
relationship between visitor use and impact; and that limiting
use limits impact)
-
imprecise and varying parameters (e.g., are we dealing
with biophysical resources? the host community? visitors? what
activities? how are they behaving?)
-
impractical requirements (e.g., whether or not an operator
implements environmentally sensitive practices, this does not
ensure that all other operators in an area do the same, nor,
indeed, the general public who may enter the area independently)
Although the concept is attractive, in practical tourism terms
it is not an applicable concept (McCool, 1991, Wight, 1994, Lindberg
et al., 1997)). Research and programs are now focusing on managing
the resource, the visitors, and the impacts, rather than carrying
capacity (Wight 1996c), as shown in Figure 8.
A number of problems related to tourism activities are recognised
as common in wilderness or natural areas. These are summarised in
Figure 9.
However, Cole et al. point out that there are a range of strategies
which may be appropriate for managing these problems. Figure 10
shows suggested strategies. Each strategy has a number of tactics,
which relate to managing resources, visitors, or impacts. Only strategy
1 is associated with the notion of carrying capacity.
With strategy 1, the amount of use is controlled, but distribution
of use is not. However, in any case, Cole et al. do not advocate
this strategy as appropriate for solving any of the impact problems
highlighted above. Tactics to minimise disturbance could contain,
for example, any of the following:
-
access controls (location, timing, numbers, activity type,
etc.)
-
isolation of critical areas in special areas, preserves, or
parks
-
warden patrols
-
commercial operator regulations
-
voluntary guidelines for visitors and operators
-
licensing
-
incentives (e.g., financial support) or disincentives (e.g.,
refusal to advertise non-compliant operators or loss of license)
Creation of parks and sanctuaries helps conservation if they are
managed to enforce environmental protection, e.g.:
-
research (to understand ecosystems, & manage resources)
-
education (for awareness and understanding of the ocean)
-
user fees (for operational expenses of park management)
-
opportunities for voluntary donations to local conservation
efforts
-
zoning (for consumptive & nonconsumptive uses, temporary
or permanent closure)
Charging fees is a political issue, so many parks have no charges.
But with no funding there is no management. Thus fee structures
are an important element of conservation.
In more populated areas or urban areas management of visitors,
resources, and impact are also appropriate approaches. Specific
tools to assist would include transport and parking management,
marketing and information, conservation and adaptation (supervision,
restrictions, protection, replicas), control and design of development,
and involving the local community. Host communities vary in their
ability and willingness to absorb and benefit from visitors, and
their wishes need to be respected.
The challenge to developing sustainable tourism in Eastern Europe
and particularly in sensitive or coastal areas, will be to establish
management objectives for various areas and identify the appropriate
strategies, tactics and further tools for management.
PROFITING
FROM THE SHIFT IN MARKET PREFERENCES
Market your Green
Credentials
The visitor, the place, and the host community are basic components
in tourism. However, the resource base itself, whether natural or
cultural, is fundamental. Marketing activities should be examined
in this light. Today's travellers are increasingly well educated,
well read, and concerned about the environment. Knowing a destination's
perceived environmental record can influence market perception and
penetration.
There are many market-related reasons for going green, including
the following:
-
a survey of US travellers found 87% would be more likely to
stay at "green" properties
-
one third said the firm's environmental record was an important
selection factor
-
on average, all travellers said they would pay 8.5% more for
"green" hotels and other travel services
-
20% of Americans and 38% of Canadians are very willing to pay
more for green products, and avoid products or services
which are environmentally unfriendly
-
Some "green" hotels have seen occupancy rates increase
significantly
However, green marketing is a potentially dangerous area. It is
one of the greatest concerns by critics, as well as the industry,
and consumers. The prime criticism is that operators (or destinations)
are marketing a product as "green", but are actually doing
business as usual, or doing a "green wash". This ecosell
perspective uses general, sweeping statements, to sell. This has
been done by companies eager to improve their green image. This
strategy can backfire.
If you can show you care for the environment as well as the visitor's
comfort, you will gain their respect and customer loyalty. An important
question is "does the visitor know about your green practices"?
In addition, do the media (at all levels) know about them?
Tourism businesses have two "green" opportunities through
marketing:
1. how best to depict/help the environment
2. how to improve their own environmental performance to gain competitive
advantage
Product linkages should be extended into marketing linkages, and
there are opportunities to tap into green themes with such green
marketing. The likelihood of tourists being attracted to an area
is heightened if each experience builds upon a central travel motivator,
for example, if:
-
the accommodation is environmentally sensitive;
-
there are opportunities to take day trips
-
there are opportunities to take longer trips with an operator
(whether land or water, very active or more moderately active)
-
local attractions or services include interpretive information
on the community/culture, the area, and activities
-
information is provided on regional conservation activities
-
the regional partners work with each other to develop an environmental
charter, or code, as a guide for tourism businesses in the area,
to enhance environment and ecotourist experience.
Marketing
Includes Education - a Tool for Profitability and Sustainability
The division between marketing and information is blurred. Generally,
marketing is targeted at potential visitors, while information is
aimed at visitors once they have arrived. Marketing and information
provision are two key tools for changing visitor behavior. Visitor
education is both an opportunity to market your green dimensions,
and an opportunity to educate the visitor to: explain the "whys"
including why you'd like them to share in the green experience.
It may be used to convey the right image so as to target markets
- to encourage those niches who most appropriately match the product
which you have to offer. Marketing has a role in both sustainability
and profitability. Marketing as a conservation tool can be used
to give visitors messages about the environment, for example:
-
promoting the use of public transport
-
promoting regional conservation appeals
-
understanding of particular environmental sensitivities (natural
or cultural)
-
understanding of environmental experiences, opportunities and
constraints
-
evoke expectations about the benefits of appropriate activities
and behaviour within the area, from respect for wildlife, to
enjoying the local culture
Green Marketing
Needs Green Ethics for Sustainability
One of the fundamentals for a sustainable industry is conservation
of the resource base, (whether natural or cultural). It is not only
a smart long term approach to provide benefits to the resource (research,
contributions, dollars, resource maintenance), but it can add credibility
to marketing efforts. Consumers are concerned about the environment,
and are likely to ask questions. It makes sense to partner with
compatible organizations, whether conservation groups, research
facilities, zoos, universities, or museums, for resource benefits,
advice, and credibility in marketing. In addition, the greening
of internal operations and practice, whether facility based or not,
can only add to credibility.
Some of the basic principles for your green marketing program should
include the following:
-
always be honest and substantiate any environmental claims
-
identify any genuine environmental benefits about your product
or service
-
match your product/service to specific markets, and try to
do regular/ongoing market research to identify green trends
-
include details of the natural environment in which your business
is located
-
use environmentally sensitive practices, such as low impact
travel, in external tours
-
do an environmental scan or audit of your facility, to see
where it could become greener, and tell the customer
-
use green practices in front and back of house
-
use recycled paper for all your promotional materials
-
think about environmental promotions which you could run to
increase occupancy/visitation
All too often, marketing is a selling tool. But marketing should
never be seen as a totally separate area than the product itself.
It is important to remember that part of conservation (or resource
management) is management of the visitors themselves, and so of
their potential impact. This involves education and information,
both in outreach (marketing) activities, and during their trip.
Marketing and information provision are two key tools for changing
visitor behaviour, and showing you care.
STANDARDS
FOR IMPROVED COMPETITIVE POSITIONING
The more ethically-based approach to marketing gives specific details
or examples. Consumers have indicated that they are often confused
about which product to select. This is often because there is insufficient
information presented to them about the product to make judgments.
They need concrete information to select their trip. It should be
remembered that ecotourists and those who are interested in environmentally-sensitive
travel tend to be above average in education and well read. There
are many examples of marine and land-based ecotourism codes and
standards (Wight 1996b&d).
A number of destinations and institutions are offering a greener
experience and opportunity for guests. These include:
Finland provides a good example of a sustainable tourism initiative.
Part of this involves a Check List for Tourist Companies (Wight
1996b) which covers a range of aspects of their operation which
should be addressed (Figure 11). In addition, Finland's Tampere
Hall is an example of the first environmentally sensitive conference
facility to market itself as such, globally.
What is the
Potential for Growth?
There has been significant growth in ecotourism markets which are
among the fastest-growing in tourism, with anything from 10% to
30% growth per year, as compared with 4% p.a. for tourism overall
(Lindberg 1991). Individual destinations may have far greater ecotourism
growth. The challenge for Eastern Europe and Estonia is to:
-
respond with products that meet environmental, cultural, and
economically sustainable principles
-
ensure that development of land and coastal tourism aims to
follow the sustainability principles of ecotourism.
COOPERATION
AND CONSULTATION, PACKAGING AND PARTNERSHIPS
The findings that ecotourists are interested in more than one type
of activity (Figure 2) are important both from a destination-wide
perspective (whether Estonia or Eastern Europe) or from an individual
operator perspective, when product package options are being put
together. Operators, themselves, need to offer a wide range of experiences
or options, or to develop product linkages with others who can provide
complementary experiences. Cooperation and partnerships are definitely
required. Some relevant points are:
-
Attractions or operators could link with each other, in a complementary
fashion
-
Destination regions in Estonia could link with other areas
-
Eastern European countries could link with others
-
Community-based partnerships can be important to tourism planning
-
Projects which have not involved local resources and interests,
and which are imposed from the outside, often fail
-
Sustainable tourism involves informed participation by local
people in their future
-
Consultation helps avoid some conflict
-
Each community has different values and different priority
issues (e.g., cultural erosion, or environmental issues)
-
This means shared decision-making power by the partners, and
requires governments to devolve some of their powers to the
partners
Eastern Europe could tap into nature, culture and ecotourism markets.
Linking destinations provides mutual benefit. And not only are there
opportunities for partnerships in linking products, but for partnerships
in marketing.
A successful strategy will likely be an appropriate mix of: culture,
heritage, recreation, nature, soft adventure, wildlife viewing,
etc. The challenge will not be to find the appropriate activities
and attractions, but to develop opportunities which link the relevant
activities/attractions, into an integrated experience for ecotourists.
INTEGRATING
ENVIRONMENTAL, SOCIAL, AND ECONOMIC DECISIONS
A key to sustainability is harmony between: the place, the visitor
and the host community. This involves avoiding: leaving the visitor
unsatisfied, exploiting the local community, or depleting the resource.
The separation of environmental conservation, and social and economic
development, is an obstacle to achieving sustainable development.
Integrated planning is required for this. It involves:
-
carefully defining objectives
-
understanding the natural resources base and ecosystems
-
understanding land ownership, resource management and use patterns
-
understanding threats to the ecosystems
-
designing an ecotourism strategy as part of an overall land
and water management plan
-
preparing detailed plans for developing an ecotourism business
Figure 12 shows some of the features described in this paper:
CONCLUSIONS
Estonia and Eastern Europe has an abundance of tourism resources:
terrestrial or marine, natural or cultural. They have the opportunity
to position themselves well, through linkages between attractions
and activities. There are opportunities to theme the product. However,
the challenges relate to integrating economic, environmental and
social goals, in order to avoid environmental and cultural degradation
of the very resources on which ecotourism is based. Management strategies
can help this challenge. As part of the management strategies, education
of residents and visitors is critical. Codes and standards for the
industry and for tourists are particularly helpful, and cooperation
is essential.
Ecotourism can contribute to both profitability and conservation
efforts in Eastern Europe, if planned and managed with the care
and commitment that is required by the visitors, the host communities
and the natural and cultural resources.
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tool for cumulative effects assessment. In Cumulative effects assessment
in Canada: from concept to practice, ed. A.J. Kennedy, pp. 159-178.
Calgary: Papers from the Fifteenth Symposium Held by the Alberta
Society of Professional Biologists.
Wight, P.A. 1995a. Appealing and Marketing to the Ecotourism Client.
Paper presented to Conference Shaping Tomorrow's North - the Role
of Tourism and Recreation. Lakehead University, Thunder Bay, Ontario,
October 12-15.
Wight, P.A. 1995b. Tapping into Market Potential for Ecotourism.
Keynote address to workshop Ecotourism in Ontario - New Business
Opportunities. Sir Sandford Fleming College, Haliburton Campus,
ecotourism Management Program, 24 - 25 November.
Wight, P.A. 1996a. Ecotourist preferences: what markets want from
their nature and culture-based vacations. Keynote address to Opportunities
in Ecotourism, a Conference hosted by the Forest Diversity/Community
Survival Project, the Ottawa Valley Tourist Association, and the
Ontario Parks Association, Renfrew, Ontario, April 23.
Wight, P.A. 1996b. Worldwide Tourism Internal Conservation Initiatives
in the Hospitality Industry. Invited paper for Learning the Facts:
Canadian Pacific Hotels & Resorts First Regional Environmental
Conference, Edmonton, Alberta 4-5 July.
Wight, P.A. 1996c. Planning for Success in Sustainable Tourism.
Invited paper presented to "Plan for Success" Canadian
Institute of Planners National Conference, Saskatoon, Saskatchewan,
June 2-5.
Wight, P.A. 1996d. The Coastal Marine Environment as a Tourism
Resource In Japan: The Challenge of Balancing Conservation and Development.
Invited presentation to Mie International Oceanic Conference and
coastal forum, Ise-Shima, Japan, November 14-15.
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