Geography Reference
In-Depth Information
because we as professionals are eager to achieve results, we often look for
prescriptions or answers as to how to solve ongoing dilemmas…it is
tempting for both academics and practitioners to try to develop a model of
success that will fit this complex world. In this regard, the concepts of
networks and network structures can easily become the next in line for
those in the field to 'latch onto' and use wholesale. Although it may be
tempting to do so, this 'one size fits all' type of modelling does not take
into consideration the myriad of factors and events that must be
understood before these concepts can be of much use in the 'real world'.
(Mandell 1999:8)
RAISING CONSUMER AWARENESS
One of the hallmarks of tourism, and other industries, in recent years has been the
increased consumer demand for 'green' or 'environmentally friendly' products; such
demand is often related to increased consumer awareness of environmental and social
issues associated with trade and tourism. However, in many cases, the difference between
a sustainable and non-sustainable tourism operation may be difficult for consumers to
detect, particularly if the greening of tourism is regarded more as a branding device than
a fundamental change in product development.
One development which is usually regarded as an indicator of increased consumer
awareness is the development of tourist codes of behaviour in order to minimise the
negative impacts of tourists on the social and physical environment (Hall and Lew 1998).
For example, P.Valentine (1992) cites the example of the Audubon Society, one of the
largest conservation groups in the United States, which has developed the Audubon
Travel Ethic in order to draw attention to the appropriate behaviours and ethics to which
individuals travelling with the society should follow:
1 The biota shall not be disturbed.
2 Audubon tours to natural areas will be sustainable.
3 The sensibilities of other cultures will be respected.
4 Waste disposal shall have neither environmental nor aesthetic impacts.
5 The experience a tourist gains in travelling with Audubon will enrich his or her
appreciation of nature, conservation and the environment.
6 The effect of an Audubon tour will be to strengthen the conservation effort and enhance
the natural integrity of places visited.
7 Traffic in products that threaten wildlife and plant populations shall not occur.
However, while consumer awareness is important and may result in shifts in tourism
product, particularly if one believes the old adage that the consumer is king, fundamental
changes are also required on the supply side of the tourism equation.
