Tourism Case

Travel and Tourism is one of the world's largest industries, which generated 255 million jobs and accounted for 9% of worldwide GDP in 2006 (WTTC, 2012). In tourism industry, ecotourism is the fastest-growing sector which is increasing at an annum rate between 10%-12% in the international market (TIES, 2006). The widely accepted definition of ecotourism is given by TIES (2006), described as "Responsible travel to natural areas that conserves the environment and improves the welfare of local people". In contrast to mass tourism, ecotourism activities rely on natural and cultural environment such as parks, natural reserves and natural settings rather than built environment (Diamantis, 2004). Over the years, such natural areas have become increasingly popular tourist destinations. According to a 1998 Travel Poll by TIA, National Parks ranked first among most visited destinations with nearly 30 million US adults arrivals during 1997-1998 (Hawkins and Lamoureux, 2001). This reveals a reality that there are growing numbers of tourists who are in favor of such kind of alternative tourism. This essay will firstly outline the development of global ecotourism over the last 30 years and then analyze the factors fuelling its rise and the challenges it has faced. Finally, a conclusion will be drawn.

Although the origins of the concept of ecotourism are not certain, Fennell and Eagles (1990) suggests that the historical origins of the term "ecotourism" can be traced back to 1960s when Hetzer identified four normative principles in 1965. However, Card and Vogelsong (1994) claimed that the term "ecotourism" first appeared in the responsible tourism movement of the 1970s as a reaction to many negative consequences of cultural devastation, economic incongruities and destruction of natural landscape and natural resources. Despite the argument on who invented or first used the term 'ecotourism', it is clear that the term first appeared in the published material during the 1980s when Ceballos-Lascurain defined it as "travelling to relatively undisturbed or uncontaminated natural areas with the specific object of studying, admiring, and enjoying the scenery and its wild plants and animals, as well as any existing cultural aspects" (Boo, 1990). Ecotourism exploded and became the fastest growing sector of tourism industry during the 1990s in part due to the establishment of the International Ecotourism Society (TIES) in 1990 and the 1992 United Nations Rio Earth Summit (Hansen, 2007). It is estimated that ecotourism has been growing 20%-34% per year since 1990s (TIES, 2006). More recently, the UN designated 2002 as the International Year of Ecotourism, which improves the global recognition of ecotourism. Evidence shows that ecotourism sector was growing globally three times faster than the tourism industry as a whole from 2004 (TIES, 2006). Nowadays, nearly every country involved in promoting ecotourism especially Kenya, South Africa, Latin America and Costa Rica. Taking Kenya as an example, it is a popular destination in Africa for ecotourism, with over 1 million international visitors arriving in Kenya in 1998 and the number is growing at a rate of 20%-30% annually (Dieke, 2000).

With regard to the factors that fuelled the rise of ecotourism, dissatisfaction with mass tourism, growth in ecotourism education and increased demand for ecotourism are included. Primarily, ecotourism emerges as a reaction against the negative impacts of mass tourism. Glasson et al (1995) states that traditional tourism itself can destroy the environmental attractions it has and thus an alternative tourism is needed to lessen the negative consequences of mass tourism. Fennel (2008) further explains this, stating that ecotourism has grown as an outgrowth of alternative tourism mainly because of the dissatisfaction with conventional tourism which in favour of more anthropocentric and profit-centred approach rather than considering the social and ecological element of destinations. There is growing evidence that mass tourism causes several problems in terms of environment, culture and social such as environmental pollution, loss of cultural identity, increase of criminal rates, child labor and traffic accidents. Taking Spain's mass tourism as an example, as a leading tourist destination, Spanish Mediterranean coastline faced a threat due to the tourism boom in the 1960s. This has led to landscape destruction, loss of habitats, cultural disruption and pollution of sea water (WWF, n.d.). In sharp contrast to mass tourism, ecotourism is beneficial to minimize the impact of visiting the destinations, protect biodiversity, conserve natural and cultural heritage and to raise awareness of environmental protection and respect for culture. All these hazards of mass tourism and benefits of ecotourism spurred the search for alternative forms of tourism, which stimulates the emergence of ecotourism. Another reason for the rise of ecotourism is resulted from the growth in ecotourism education. As an important component of ecotourism, environmental education plays a significant role in promoting the development of ecotourism. In the view of Orams (1995), ecotourism has develped as result of growing understanding and acceptance of the principles of environmental protection and sustainability. In effect, ecotourism education can teach and educate the public to understand natural ecosystems and the negative environmental impacts that caused by inappropriate human activities and therefore foster their consciousness of environmental conservation and responsible environmental behavior. Such kind of education has expanded since 1999 when the Ecotourism Society offer ecotourism programmes or courses for some universities in the US, Canada and the UK and is now gaining recognition worldwide in both developed and developing countries (Wight, 2000). For instance, a tour guide training program in Costa Rica's Tortuguero National Park has helped mitigate environmental degradation by showing tourists endangered sea turtles (Jacobson and Robles, 1998). Finally, increased overall demand for ecotourism promoted its rise. There is increasing propensity of tourists to learn and experience nature and take environmentally friendly vacations. According to TIES (2006), 65% of tourists in Germany prefer environmentally-friendly accommodation and 5%-10% of travelers demand 'green' holidays in Europe. Additionally, the ageing of populations in countries like North America and North Europe also contributes to the demand for ecotourism trips since aged people are more likely to take appreciative activities and soft adventure (Wight, 2000). Besides, other factors such as the emergence of environmental mass media, support of governments, NGOs and other international environmental conservation organization like TIES and WWF also play significant roles in