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The Effect of Materialism on Ecotourism Attitudes, Interest, and Intention

By Dana Tricarico, SRC Intern

The term “ecotourism” has been widely used since the late 1980s and has become a major niche in not only the tourism sector itself, but also in tourism studies (Weaver and Lawton, 2007). Traditional approaches to conserving biodiversity in ecologically important areas have proved to be ineffective due to conflicts between park authorities implementing conservation laws and the local people to those protected areas. Ecotourism has provided a solution to this problem by combining protection of areas with cooperation from the local people so that these people feel empowered and a part of the management decisions (Lai and Nepal, 2006). Despite the positives of this form of tourism, especially in places like small island destinations, which are known for their unique cultures and remoteness, there are still challenges with implementing this replacement to mass tourism. First and foremost, local authorities need to not only see the potential for tourism in these particular locations, but they must provide strong leadership to maintain the community’s engagement and continue to empower the local people. Many governments feel pressured to join the pattern of traditional mass tourism by building large resorts which causes them to lose sight of how rewarding it can be to have sustainable forms of tourism instead (D’Hauteserre, 2015). Researchers Allan Cheng Chieh Lu et. al (2014) decided to look at ecotourism from a different angle.  Rather than the implementation, they investigated the traveler aspect of ecotourism.

A native of French Polynesia demonstrates sustainable tourism by leaving a low environmental footprint when making cloths and souvenirs with strips of tapa. (Hauteserre)

A native of French Polynesia demonstrates sustainable tourism by leaving a low environmental footprint when making cloths and souvenirs with strips of tapa. (Hauteserre)

This particular study looked at how materialism influences ecotourism attitude, ecotourism interest, ecotourism intention as well as the willingness to pay a premium for ecotourism. In order to capitalize on the values that ecotourism promotes and to try and fix the issues associated with it, this type of research is important to see the values that may influence travelers and their opinions about taking part in ecotourism. Materialism, i.e., the emphasis people place on the satisfaction of life from their possession of material goods, is very prominent in the western society and has been increasing for decades. Therefore, this thought process is important in tourism studies because it can conflict with environmental conservation, a major component of ecotourism. This is because environmental conservation often goes hand in hand with decreasing overconsumption and recycling old goods.

The beginning stages of this research entailed a literature review, which was done to create hypotheses based on prior research. After doing so, a conceptual framework was created to show their findings. The study itself was done by collecting data from 2,352 Italian travelers using an online self-administrated questionnaire. The survey had seven sections, six of which measured different concepts with the seventh measuring the demographics of the respondents. To measure ecotourism interest, ecotourism attitude, and willingness to pay a premium, the respondents were given statements related to each of those topics being measured and then asked to rank them. This scale was from 1-7 with 1 representing that statement was not important to them, and 7 representing that it was very important to them. To interpret the results, statistics were used using the Statistical Package for Social Sciences (SPSS).

Photo 2: Conceptual framework for the study by Lu et. al which organizes determinants of ecotourism behavior into five categories. This was created by putting together literature reviews and creating nine hypotheses based on this framework (Lu)

Conceptual framework for the study by Lu et. al which organizes determinants of ecotourism behavior into five categories. This was created by putting together literature reviews and creating nine hypotheses based on this framework (Lu)

The results showed that high value for materialism can negatively influence ecotourism attitude, ecotourism interest, and willingness to pay a premium for eco-tourism products. This is in line with previous research done by Porritt (1984) which explained that a great deal of the issues involved with the global environmental decline is because of materialism. The findings also concluded that, due to the cognitive dissonance associated with having a high desire for material possessions but also wanting to help with environmental issues through eco-tourism, may result in eco-tourism appearing as an unattractive type of leisure.

The conclusions from this study provide practical implications for ecotourism operators as it highlights the necessity to use forms of communication to increase the amount of positive attitudes toward ecotourism. A movement must first garner substantial support before it can truly make an impact, however. For example, ecotourism operations and service providers would need to emphasize the importance of preserving the environment and culture within specific regions through events, media outlets, and advertisement, while at the same time demonstrating the benefits to the local community and the individuals visiting the community (Lu, 2015).  There are many challenges that affect the success of not only implementing ecotourism, but also to catering to the tourists who are highly materialistic. With extensive long-term commitment to educating highly materialistic people about the importance of preserving the environment, however, ecotourism can prove to be extremely beneficial for visitors, locals, and the environment alike.

 

Works Cited

Porritt, J. (1984). Seeing Green: The Politics of Ecology Explained. New York: Blackwell.

Weaver, D. B., and L. J. Lawton. (2007). “Twenty Years on: The State of Contemporary Ecotourism Research.” Tourism Management, 28 (5): 1168-79.

Dhauteserre, A.-M. “Ecotourism an Option in Small Island Destinations?” Tourism and Hospitality Research 16.1 (2015): 72-87. Web.

Lu, A. C. C., D. Gursoy, and G. Del Chiappa. “The Influence of Materialism on Ecotourism Attitudes and Behaviors.” Journal of Travel Research 55.2 (2014): 176-89. Web.

Lai, Po-Hsin, and Sanjay K. Nepal. “Local Perspectives of Ecotourism Development in Tawushan Nature Reserve, Taiwan.” Tourism Management 27.6 (2006): 1117-129. Web.

 

The Three Pillars of Ecotourism

By Emily Rose Nelson, SRC Intern

Conservationists, scientists, and politicians alike are increasingly starting to understand that the natural environment can no longer be effectively managed as a separate entity from humans. We have left footprints nearly everywhere on earth and therefore, it is essential we start to factor ourselves into the equation when putting together management plans. One means of doing this, the development of ecotourism, has gained popularity in recent years. At its best, ecotourism brings people to some of nature’s most pristine areas, which then promotes conservation of wildlife and habitat, all while improving the lives of local people. At its worst, ecotourism can bring massive amounts of people to an important wildlife area, causing destruction, and completely uprooting the lives of already impoverished people. Ecotourism development, especially in developing countries, is a complicated process that requires the involvement of numerous stakeholders. Fortunately, Barnett and colleagues in fields such as fisheries science, tourism, economics, ecosystem ecology, business management, and social science have created a guide of best practices to be followed in order to create successful ecotourism in developing countries. Barnett et al. identified three main pillars of sustainability needed for ecotourism: sociocultural, environmental, and economic.

The sociocultural aspect is meant to help gain support from locals for the ecotourism project as well as identify any important social or ecological issues. This pillar needs to evaluated before anything else because without support of the locals, nothing will be affective. Bringing ideas and practices from Western society into developing countries is difficult and needs to be done carefully. Extensive research on the local culture and norms needs to be done before attempting to throw developed culture on a developing nation. For example, in the developing world fishing is often an important part of culture and considered sacred. The idea of sportfishing for pleasure, so common to our society, may be considered intrusive and rude to these people.  It is also important to understand ownership and occupancy of natural resources to avoid conflicts. Finally, adapting to tourism require a whole new social and cultural norms. Locals may be resistant to this change, even if it is providing alternatives to a struggling society. It is necessary to work with the people, provide fisherman the opportunity to work as fishing guides or complement the ecotourism with public health projects to ensure they still benefit.

Boom and bust fishing cycles in the Galapagos Islands has led to the development of ecotourism, some of which as been very difficult on the locals.

Boom and bust fishing cycles in the Galapagos Islands has led to the development of ecotourism, some of which as been very difficult on the locals.

The second pillar, environment, can be addressed only after the local people are on board with the plan. At this point, plans need to be set in place to manage the resources and gain the necessary scientific background on the biology and ecology of them. The basic requirement underlying ecotourism is that there is an ongoing product available to attract customers. In the case of something like sportfishing, this means the continual availability of healthy fish stocks and the conservation of their habitats. In order to ensure this, detailed studies need to be done to develop baseline knowledge of the resources that can be used for effective management. Information on fishing mortality, catch handling and post-release conditions should also be gathered and incorporated into stock assessments and best practice protocols for catch and release. When developing an ecotourism, it is critical that local people support and benefit from it. Therefore, they will have a reason to abide by conservation regulations and sustain the ecosystem. Further, if the ecotourism is able to promote the long term benefits of conservation minded practices conflicting interests that are destructive will not be given priority.
The final section, economic, should ideally only be considered after the first two are going smoothly. However, in developing nations a business plan is often implemented to the ecotourism before the necessary knowledge is acquired in efforts to generate income as quickly as possible. Unfortunately, this can have detrimental impacts if it involves threatened species or ecosystems. When done properly ecotourism can have huge economic benefits for developing nations. Locals should be given as much opportunity as possible to get involved in the business. They should be given the option of employment in the ecotourism directly filling roles such as guides or mechanics and if they are not yet equipped with the necessary skills they should be given the opportunity to learn. If not working directly for the business, they could sell local goods and services to the influx of tourists to their community. Despite these opportunities, economic development sometimes comes with unavoidable costs. In order to minimize these costs access rights should be negotiated, cultural protocols should be followed, and environmental damage should be safeguarded against.

Shark Reef Marine Reserve in Fiji is a successful example of ecotourism. Here, divers pay a fee, which is distributed to local villages that have given up their fishing rights for conservation.

Shark Reef Marine Reserve in Fiji is a successful example of ecotourism. Here, divers pay a fee, which is distributed to local villages that have given up their fishing rights for conservation.

By concentrating on these three pillars of sustainability it is possible to develop effective and sustainable ecotourism. Inevitably, problems will arise throughout the creation of any ecotourism plan. Therefore, it is important to realize that this is not a one size fits all plan approach, and that the guidelines described should be used and modified to fit individual situations and change as ecotourism develops. Ecotourism models should include short term coping mechanisms as well as long-term capacity building. When all of this is done, it is possible for ecotourism to provide mutual benefits to tourists, local people, and the environment.

 

Reference:

Barnett, A., Abrantes, KG., Baker, R., Diedrich, AS., Farr, M., Kuiboer, A., et al. (2015). Sportfisheries, conservation and sustainable livelihoods: a multidisciplinary guide to developing best practice. Fish and Fisheries, DOI: 10.1111/faf.12140.