Which Type Of Footprint Will You Leave? – The Challenges Of Sustainable Tourism.

📷Increasingly consumers are using their ‘moral compass’ when making everyday purchase decisions (Shaw et al., 2016). This idea of ‘ethics’ is playing an increasing role in most major industries, perhaps most prominently within tourism. In the simplest form ethics relies upon the understanding that for every action, there is likely to be a consequence somewhere within the world (Thompson, 2010). In relation, ethical tourism intends to direct tourists and the industry away from actions which attract ethical stigma (Lovelock, 2013). It is evident that ‘ethical ideology’ is consequentially having a large impact on consumer behaviour. Increasing, consumers are becoming more conscious of the effect their purchase decisions are having on both themselves and those around the world (Harrison at al., 2005). This idea has led to the rise of the ‘ethical consumer’. Essentially, a consumer who values the ethical nature of a product along with its price and quality when making a purchase decision (Harrison et al., 2005). It could be said some ethical consumers metaphorically ‘vote with their wallet’ (Weeden et al., 2014).

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Ethical consumerism is defined as a consumption choice directed by a certain ethical issue. Influential issues are usually social or environmental and popularly relate to human and animal rights (Williams et al., 2005). This has led to the growth in demand for Fairtrade and vegan products. Other common factors are usually politically or religiously fuelled (Harrison et al., 2005). Along with positive buying habits towards ethical brands many choose to boycott those with dishonourable perceptions (Harrison et al., 2005) – as seen with Nestle (Glazer et al., 2010). Boycotting – a popular type of political consumption – is used by consumers to disassociate with brands by not purchasing their products/services. Increasing attention from ethical consumers – especially within tourism – is being placed upon sustainability.

Sustainability is described as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (Wickens et al.,2015 p.1 cited WCED 1987). Essentially a sustainable project achieves current requirements without hindering future prospects or ‘uses today’s resources without stealing from tomorrow’s’. Fairtrade is a prime example of a sustainable project. The Fairtrade Foundation ensure a method of “ethical trading” by providing producers in underdeveloped countries a fair income for the goods purchased from them. Thus, ensuring sustainability through providing products to the first world and income to third world countries, aiming to tackle poverty (Griffiths, 2012, p.357). Sustainable projects such as this are becoming more common and demanded from ethical consumers within many markets, perhaps none more so than the tourism industry.

The tourism sector has overseen a major shift in consumer attitudes and preferences in recent years. The rise of global citizenship (Lovelock, 2013) and new technology and means that travelling has become more accessible than ever. This coupled with consumer demand for new experiences and the rise of budget airlines/hotels has helped to transform the sector (Page and Dawsonera, 2009). It is expected that by 2020 international tourism arrivals will total to 1.18 billion, almost doubling from 1999 (Harris et al,. 2002). In addition, tourism now accounts for over 200 million jobs worldwide (Pattullo et al., 2009). Similar to most other industries change is being driven by younger consumers and new trends. One of the biggest emerging trends ‘cultural tourism’ is an innovative way of tourism consumption. More commonly travellers are seeking contact, interaction, and contribution towards local communities rather than simply ‘sight-seeing’. It could be described that consumers are now rating tourism experiences by reflecting on who they became rather than what they saw (Korez-Vide, R. 2013). This change is backed up by the emergence of gap years where consumers combine travelling with becoming part of an economy and community. Gap year volunteering is an especially relevant issue made possible by globalisation and global citizenship (Lyons and Hanley, 2012). With tourism accessibility increasing, sustainability practices are struggling to keep up. Consequentially, innovative projects within tourism are being designed to tackle this problem, leading to the growth of ‘green events’ and ‘eco-luxury’.

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Sustainable tourism is defined as tourism which is developed over a period of time which does not harm its physical or social environment (Harris et al,.2002). Since the 1990’s sustainability has become of major focus within the tourism sector. Its importance has been acknowledged by both provincial and global organisations who have taken the issue on board (Weaver and Dawsonera, 2006). Success relies upon collaboration of many different stakeholders including; airlines hotels, leisure environments and sports clubs (Harris et al., 2002). Sustainable tourism is now seen as the invincible way of preserving the environment whilst achieving human needs (Dedeke, 2017, cited Stronza and Pegas, 2008). Tourism clearly benefits communities through the income and jobs opportunities it creates (Zaei and Esmaeil, 2013). Sociocultural advantages such as preserving historical monuments is another benefit – for example the pyramids in Cairo (Weaver and Dawsonera, 2006). Whilst, Poudel et al. (2016) agree that tourism preserves heritage it has to be acknowledged that it also carries baggage which can create lasting effects on destinations. It has even been publicised that a Hawaiian town requested not to be recommended as a location for tourism due to the damage it was creating for locals. This included; inflation of living costs, increased crime and loss of social opportunities (Moscardo and Murphy, 2014). Repercussions of tourism such as congestion and pollution largely contribute to environmental damage (Weaver and Dawsonera. (2006). Air travel is seen as the main contributor to this with accommodation and leisure activities accounting for a quarter of this (Weeden et al., 2014). There is also evidence of locations suffering from ‘over-tourism’, largely provoked by modern tourism accessibility. Barcelona for example is seeing a backlash from residents due to rising costs within the city caused by tourist arrivals (Rizzo, 2017). The answer cannot be to restrict tourism as it is listed as a basic human right (Universal declaration of human rights, 1948). Therefore, it is vital that consumers navigate ethical issues when travelling in order to take responsibility and address sustainability concerns.

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Research suggests that consumers act less ethically when on holiday (Ganglmair-Wooliscroft, 2016 cited Dolnicar and Grun, 2009). This is likely due to consumers being unaware of how to be ethical rather than deciding not to. Therefore, education is pivotal in illustrating how to become an ethical tourist. “The country code” (Fennell and Dawsonera, 2006 p. 225 cited Mason and Mowforth 1996) is an example of guidelines set to protect the countryside and nature living within it. This example could be simply put into practice by consumers, tailoring their own code to the needs of the destination. Ethical issues are clearly dependant on each location and its environment.

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Ganglmair-Wooliscroft (2016) suggest several simple ways of ethical consumption whilst planning a holiday. Social aspects include; buying locally sourced products, familiarising with local laws and cultures and donating to local projects/initiatives. These actions are likely to reduce disruption of local communities and does not come at great cost or time of the tourist (Ganglmair-Wooliscroft , 2016). Environmental issues included; choosing not to fly, reducing waste/litter and re-suing products. Lee et al (2017) add to this by stating being ethically responsible whilst travelling can be as simple as purchasing larger amounts of local goods and services. Weeden et al. (2014) expand on this to include the importance of using local restaurants and trying street food. Consumer preference may be to steer towards well known food chains, however breaking this habit will be of benefit will result in higher income for local business. Lee at al. (2017) also present the idea that supporting green initiatives, being respectful to the environment and local cultures are practices which are accessible to all tourists. Whereas these individual actions are helpful, focus from tourism providers is being placed on events which ensure sustainability practices from beginning to end. Fennell et al. (2003, p.47) use the theme of eco-friendliness by suggesting substantial demand for a “greening” of the tourism sector.

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Eco-tourism is a proposed method of providing sustainable experiences for tourists. This idea incorporates learning and respect for local culture, nature as well as providing involvement with communities (Lovelock, 2013). Acceptably, this tackles environmental issues but surely minimizes economic growth which is one of tourism biggest appeals. Eco-tourism guests would be more likely to participate activities which use the environment rather than relying on entertainment provided by local businesses such as leisure activities. Subsequently, cutting income of locals.

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Similar to eco-tourism, ‘green events’ embody sustainable practices and build consumer understanding of how they can subscribe to ethical consumption for every-day use (Laing et al., 2010). These events provide a platform for consumers to become more ethical within the dedicated event. However, the difficulty for the consumer lies with continuing to perform these practices when the event finishes. To illustrate, principles of one green event included; ensuring zero waste or carbon emissions (Laing et al., 2010 cited Bluesfest, 2008). Where this may be achievable within the specifically designed environment of the event, it is unrealistic to assume a tourist could continue this level of discipline for a sustained time. Simply using public transport would result in a tourist contributing to damaging emissions. Therefore, judgement is required consumers to select the most utilitarian choice available.

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The development of ‘slow tourism’ was designed as a way of counteracting the effects caused by tourism travel. This idea stems that tourists travel slowly over land rather than by air. The tourist then spends a longer than average period of time at their destination. Thus, providing the benefits of avoiding air travel emissions and contribution to local economies for more substantial periods of time (Weedenat al., 2014). This may be a more relevant choice to avid travellers. However, the ‘quick and cheap’ nature of the tourism industry makes this an unreasonable solution to many. Once again it appears that ethical consumers face many challenges which can be difficult and costly to avoid. This provides reasoning behind Ganglmair-Wooliscroft’s (2016) claim that consumers act less ethically abroad.

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A change in the dynamics of standard consumer holidays may be needed to tackle environmental damage caused by flying. Pattullo et al. (2009) present an idea which correlates with ‘slow tourism’ where tourists make one long-haul trip every couple of years instead of more frequent and shorter breaks. Thus, reducing their amount of flights per year meaning less direct contribution to emissions. This may be hard for consumers to adopt as they would be sacrificing their own opportunity for cultural experiences. In addition, current marketing efforts are being criticised for encouraging consumption and materialism ((Scott et al., 2014). Therefore, it is difficult for consumers to reduce their buying frequency when they are constantly being persuaded to consume.

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Conclusively, global concerns mean the idea of ‘ethical ideology’ within tourism may need to change from a trend to a requirement. It is evident that there are many ways which ethical tourists can commit to sustainability, although some methods are more viable than others. For many – such as business people – travel is essential (Weeden et al., 2014), for the rest it is a basic human right (Universal declaration of human rights, 1948). Therefore, the solution cannot be to restrict tourism opportunities to all. The key is to educate tourists why sustainability is important to them and how they can get involved. This includes raising awareness of simple actions outlined by Ganglmair-Wooliscroft (2016) and Lee et al (2017) such as using local businesses instead of chains, talking to locals and learning about their culture and associating with eco-friendly events where possible. Furthermore, responsibility relies upon businesses not only consumers themselves. Stakeholders especially airlines need to pay careful consideration towards their corporate social responsibility (Lovelock, 2013), due to the effect they are having on environmental sustainability. Overall, the prospect of future sustainability is reliant upon each individual contributing to approaches aimed at “protection, preservation and conservation rather than capital accumulation and consumption” (Parsons and MacLaren, 2009, p. 156).