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FILE TRIP AT SUB-DISTRICT ADMINISTRATION ORGANIZATION OF DOI HANG
1 ECOTOURISM
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2 ECOTOURISM
Chapter 1: Introduction to ecotourism
The Emergence of Ecotourism
In the last decade, ecotourism has emerged as one of the most important sectors in tourism.
During 1998, the Government of India prepared policy document on ecotourism. This identifies the
ecotourism resources of the country and lays down the need for a specialized, participatory, policy
planning approach for the development of the ecotourism destinations. It also stipulates the roles to
be played by the stakeholders such as the government, the tour operators, the destination managers,
the tourists, the host community and the voluntary organizations. The State of Kerala (―gods own
country‖) has taken a pioneering step in this regard by creating a separate directorate for ecotourism.
Some other states have public sector corporations to promote ecotourism, for example, JungleLodges and Resorts Limited of Karnataka State.
The Wildlife Institute of India, which is a national
institute, has got a separate wing to consider
various issues related to ecotourism. This institute
and others like the Kerala
Forest Research Institute, and the Indian
Institute of Forest Management, provides technical support by way of consultancies in preparing
environmental\impact assessments for ecotourism projects. Recently the national government has
taken over eight sanctuaries for eco-development projects, with the support of the United Nations
Global Environment Facility. In all, these eight ―project tiger reserves‖, ecotourism has been
visualized as an important component to provide employment opportunities for the local people,
without having adverse impacts on the delicate ecosystems. The tourism destinations of India
present a wide range of natural and cultural products. These include beaches, hill stations, wildlife
sanctuaries, mountain regions, archaeological monuments, religious monuments, fairs and festivals,
amusement parks etc. The government has taken several policy initiatives including providing
incentives for promoting tourism in these areas, and also for developing new destinations and
products. The incentives are given by way of interest subsidies, allocation of funds to state
governments for unique schemes, classification of hotels, and awards for the best hotels, tour
companies, destination managers etc.
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3 ECOTOURISM
In the ecotourism program, the Government of India supports state governments in the
purchase of trekking and camping equipment, and also helps projects which use renewable energy
resources. Non-governmental Organizations (NGOs) work as watchdogs to see that the tourism
activities are managed on sustainable principles. NGOs also help the government and private sector
in feasibility studies, development of strategies etc. Ecotourism lies mostly in the public sector and
projects are being developed by government, but private sector support is expected by way of
provision of accommodation, conduct of tours etc. There are not many ecotourism projects financed
by international funding agencies.
http://www.fao.org/docrep/w7714e/w7714e06.htm
http://www.dailygalaxy.com/my_weblog/2011/07/-ecoalert-worlds-newest-nation-to-emerge-as-
wildlife-ecotourism-hotspot.html
Ecotourism definitions and its implications
Definition of Ecotourism
Defining "Ecotourism" has proven to be a difficult task
given all the different players attempting to define it. People tend to
define things in terms that are beneficial to themselves, hence the
variety of definitions. There are however several workable
definitions currently in wide use.
The International Ecotourism Society defines Ecotourism as: "responsible travel to natural
areas that conserves the environment and improves the welfare of local people".
The Australian Commission on National Ecotourism Strategy calls it: "nature-based tourism
that involves education and interpretation of the natural environment and is managed to be
ecologically sustainable‖.
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4 ECOTOURISM
Since the publication of her excellent book "Ecotourism and Sustainable Development"
Martha Honey's definition is quickly becoming the standard. Most serious studies of ecotourism
including several University programs now use this as the working definition. 7 defining points:
1) Involves travel to natural destinations. These destinations are often remote areas,
whether inhabited or uninhabited, and are usually under some kind of environmental protection at
the national, international, communal or private level.
2) Minimizes Impact. Tourism causes damage. Ecotourism strives to minimize the
adverse effects of hotels, trails, and other infrastructure by using either recycled materials or plenty
fully available local building materials, renewable sources of energy, recycling and safe disposal of
waste and garbage, and environmentally and culturally sensitive architectural design. Minimization
of impact also requires that the numbers and mode of behavior of tourists be regulated to ensure
limited damage to the ecosystem.
3) Builds environmental awareness. Ecotourism means education, for both tourists and
residents of nearby communities. Well before departure tour operators should supply travelers with
reading material about the country, environment and local people, as well as a code of conduct for
both the traveler and the industry itself. This information helps prepare the tourist as The
Ecotourism Societies guidelines state ―to learn about the places and peoples visited" and "to
minimize their negative impacts while visiting sensitive environments and cultures". Essential to
good ecotourism are well-trained, multilingual naturalist guides with skills in natural and cultural
history, environmental interpretation, ethical principles and effective communication. Ecotourism
projects should also help educate members of the surrounding community, schoolchildren and the
broader public in the host country. To do so they must offer greatly reduced entrance and lodge fees
for nationals and free educational trips for local students and those living near the tourist attraction.
4) Provides direct financial benefits for conservation: Ecotourism helps raise funds for
environmental protection, research and education through a variety of mechanisms, including park
entrance fees, Tour Company, hotel, airline and airport taxes and voluntary contributions.
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5 ECOTOURISM
5) Provides financial benefits and empowerment for local people: National Parks and
other conservation areas will only survive if there are "happy people" around their perimeters. The
local community must be involved with and receive income and other tangible benefits (potable
water, roads, health clinics, etc.) from the conservation area and its tourist facilities. Campsites,
lodges, guide services, restaurants and other concessions should be run by or in partnership with
communities surrounding a park or other tourist destination. More importantly, if Ecotourism is to
be viewed as a tool for rural development, it must also help shift economic and political control to
the local community, village, cooperative, or entrepreneur. This is the most difficult and time-
consuming principle in the economic equation and the one that foreign operators and "partners"
most often let fall through the cracks or that they follow only partially or formally.
6) Respects local culture: Ecotourism is not only "greener" but also less culturally intrusive
and exploitative than conventional tourism. Whereas prostitution, black markets and drugs often are
by-products of mass tourism, ecotourism strives to be culturally respectful and have a minimal effect
on both the natural environment and the human population of a host country. This is not easy,
especially since ecotourism often involves travel to remote areas where small and isolate
communities have had little experience interacting with foreigners. And like conventional tourism,
ecotourism involves an unequal relationship of power between the visitor and the host and a
commoditization of the relationship through exchange of money. Part of being a responsible
ecotourist is learning beforehand about the local customs, respecting dress codes and other social
norms and not intruding on the community unless either invited or as part of a well-organized tour.
7) Supports human rights and democratic movements: Although tourism often is glibly
hailed as a tool for building international understanding and world peace, this does not happen
automatically; frequently in fact tourism bolsters the economies of repressive and undemocratic
states. Mass tourism pays scant attention to the political system of the host country or struggles
within it, unless civil unrest spills over into attacks on tourists. Ecotourism demands a more holistic
approach to travel, one in which participants strive to respect, learn about and benefit both the local
environment and local communities.
Although not part of The Ecotourism Societies definition, giving economic benefits and
showing cultural sensitivities to local communities cannot be separated from understanding their
political circumstances. In many developing countries, rural populations living around national
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6 ECOTOURISM
parks and other ecotourism attractions are locked in contests with the national government and
multinational corporations for control of the assets and their benefits.
Ecotourist therefore need to be sensitive to the host country's political environment and
social climate and need to consider the merits of international boycotts called for by those
supporting democratic reforms, majority rule, and human rights.
http://www.untamedpath.com/Ecotourism/what_is_ecotourism.html
http://www.bonjourquebec.com/qc-en/basstlaurent0.html
Opportunities and constraints of ecotourism
According to Promchanya&Caccomo (2011) ―Tourism can bring both benefits and problems
to an area. If well planned, developed and managed.
Tourism generates local jobs and income and provides opportunities for local community.
“ If not well planned, developed and managed”.
The opportunities for ecotourism development are: high opportunity for NGO, donors, and
international organization for support; higher availability of information for local tourism
entrepreneurs; more benefits to the hosting communities; and long term benefits.
The constrain to it are: hosting communities may prioritize their welfare like hunger and
health, which often in short term, and overlook eco-development; fast cash in other economic
activities like logging may drive away eco decision; mass tourism; popularity of the destination;
lack knowledge on ecotourism; and government and tour operators influences.
http://ivythesis.typepad.com/term_paper_topics/2009/02/ecotourism-benefits-the-environment-
through-the-maintenance-of-biological-diversity-and-cultural-div.html#ixzz1g8InEwpI
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7 ECOTOURISM
Chapter 2: Tourism impact
Economic impacts of tourism
BENEFICIAL ECONOMIC IMPACTS
The generation of foreign exchange,
The creation of new job and employment opportunities,
The stimulation of trade, income and entrepreneurship - especially in the service and small
business sectors,
The provision of new infrastructure which is available for non-tourism uses,
Increased regional development - particularly in isolated areas,
Greater tax revenues permitting greater government spending - or reduced taxes on other
activities, and
The operation of what is called the multiplier effect.
Price and Income Elasticity
Leisure tourism is considered to be price and income elastic (Cooper et al, 1993), and therefore
very responsive to economic conditions in both host and traveler-generating countries (e.g. USA &
Japan). Price decreases and increases in destination countries (e.g. Thailand & Malaysia) are likely
to, respectively, encourage or discourage some tourists from the traveler-generating countries (who
would otherwise have visited) from coming. Similarly, income rises and income falls will have a
parallel effect, respectively encouraging or discouraging overseas visiting by citizens of the traveler-
generating nations.
The Economic Impacts of Tourists Spending
The economic effects of visitor‘s presence at destinations arise from the fact that travelers
and tourists spend their money on a wide variety of goods and services. This expenditure can be
seen as an injection of financial resources into the host economy, thereby creating new levels of
consumer demand.
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8 ECOTOURISM
Foreign Exchange
Foreign tourists change their foreign currency (usually a 'hard' or fully convertible one) into
the local currency to pay for their tourism experience. As a result, the host country now has more
foreign currency to spend on its own needs, such as providing better medical and educational
facilities, and/or stimulating general economic development etc.
At the same time, in balance of payments terms, tourism expenditure is viewed as being
equivalent to export income for traveler-receiving countries, e.g. Thailand and Indonesia.
Conversely, tourism expenditure amounts to an import cost for visitor-generating countries.
Measuring Economic Impacts
However, the measurement of the economic impacts of tourism is far more complicated than
simply calculating the total amount of all such tourists‘ expenditure, or their related receipts. Such
calculations take no account of how much tourist expenditure leaks out of the economy either in
payment for imported goods and services to satisfy tourist‘s needs, or as taxes and savings. Nor does
it account for how much additional expenditure is created through the cascading effect of money
being re-spent again and again by different people and businesses throughout a particular economy
(Cooper et al, 1993).
Direct, Indirect and Induced Multiplier Effects
The cascading effect of tourist‘s money being spent throughout the host economy begins at
front-line tourist establishments, e.g. hotels, restaurants and taxis. The effect of this spending then
permeates throughout the economy (Mathieson & Wall, 1982), creating impacts at three different
levels: i.e. at the direct, indirect, and induced levels. This is the multiplier effect .
The direct level of impact (also called the direct multiplier) is the value of tourist spending
less the value of imports necessary to supply the front-line service-providers, such as hotels, etc. The
direct impact - and the size of this multiplier - is likely to be less than an individual tourist‘s actual
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9 ECOTOURISM
expenditure because of leakage, except in the rare cases where the local economy can supply all that
particular tourists needs (Cooper et al, 1993).
Those travel industry businesses which directly receive the tourist‘s money also need to
purchase goods and services from other organizations within the local economy. The economic
activity generated by these subsequent rounds of expenditure is called the indirect multiplier effect.
The indirect effect will not involve all that money which was originally spent by tourists, as some of
this money is also likely to leak out of circulation through imports, savings, and taxes.
Finally, during the direct and indirect rounds of expenditure, money will be paid to local
residents in the form of wages, salaries, rent, interest, and dividends; and also to local businesses for
routine services. Some of this expenditure (called the induced multiplier) generates yet more rounds
of economic activity - by being spent on local goods and services. It is only when all three levels of
impact (i.e. direct + indirect + induced) are assessed that the full nature of this particular effect of
tourism can be identified.
In the multiplier process, direct multipliers flow from what visitors actually spend, while
indirect multipliers are created by tourist industry expenditure. Induced multipliers come from the
routine spending, by their non-tourism industry suppliers, of both their direct tourist and indirect
tourist industry receipts.
The Multiplier Effect in Action
In Fig 1, a tourist‘s $100 expenditure creates at least another $160 worth of transactions,
though $40 is lost as leakage ($20 to imports, $20 to savings).
The left-hand column of Fig 2 shows the kinds of activities which tourists pay for, creating
direct multiplier effects, while the right-hand column identifies those businesses from which travelcompanies make purchases, using tourist-generated money, and so creating indirect multipliers. Fig
3 below shows those non-travel industry businesses, who may receive tourist-generated money, and
who then create induced multipliers by spending this revenue.
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Different Types of Multiplier
There are five types of multiplier. Firstly, the income multiplier is the number of times
which an individual amount of tourist expenditure should be multiplied to identify the total effect on
the visited places economy.
The second and third types are the
Fig 1: The Multiplier Effect
No Expenditure Costs Total
1 a tourist spends $100 at a hotel $100
2 the hotel spends this $100 on:
an employee‘s daily wages
electricity bills
building repairs
imported drinks for guests
$40
$20
$20
$20
$100
3 the employee spends his $40 on:
a meal
part of his rent
a taxi fare
$10
$20
$10
$40
4 the café which was paid the $10 by the employee buys
fresh vegetables
$10 $10
5 the landlord who received the $20 towards the employees rent saves it to
pay for a future building extension (i.e. creates a leakage)
$0 $0
6 The taxi driver, who received the $10 taxi fare, spends it $10 $10
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Fig 2: How Tourism Spending Flows into the Economy
Tourists pay for: Travel companies pay for:
lodging wages, salaries, tips & gratuities
food commissions & payroll taxes
beverages food & beverage stocks
entertainment music & entertainment
clothing administrative expenses
gifts & souvenirs professional services & insurance premiums
photography advertising & publicity
medicines & medical attention utilities: gas, water, electricity, sewerage, rubbish removal etc.
ewelry purchases of goods sold
tobacco materials & supplies
hairdressing repairs & maintenance
cosmetics transportation, licenses & taxes
internal transport rentals of premises & equipment
tours & sightseeing interest charges & loan repayments
miscellaneous capital asset replacements
[Source: WTO (i.e. the World Tourism Organization)]
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Fig 3: Ultimate Beneficiaries of Travel Industry Spending
accountants, advertising agencies, appliance stores, architects, arts & crafts
producers, bakers, banks, butchers, carpenters, charities, chemists, clothing suppliers,
confectioners, cultural organizations, dairies, dentists, department stores, doctors,
electricians, engineering companies, farmers, fishermen, freight forwarders, garages,
gardeners, giftware producers, government: education - health - utilities etc., grocers,
furniture & office equipment suppliers, insurance agents, laundries, lawyers,
newsagents, painters, plumbers, printers, publishers, sporting venues, supermarkets,
vehicle manufacturers & repairers, wholesalers, etc.
[Source: WTO]
Sales or transaction multiplier which measures changes in business turnover created by
tourism expenditures; and the output multiplier. The latter is similar to the sales multiplier but
includes changes in inventory or stock levels in addition to sales.
The final two types are the employment multiplier which measures changes in economicactivity caused by increases or decreases in tourism employment, and the government revenue
multiplier. The latter measures the effect on government revenue of changes in tourism expenditure.
NEGATIVE ECONOMIC IMPACTS
Although travel and tourism studies tend mainly to emphasize the beneficial features of
tourisms economic impacts, there are some negative consequences also to consider. These are:
Leakages of expenditure out of the local economy,
Increased propensities (i.e. tendencies) to import,
Opportunity costs,
Displacement effects,
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Over-dependence on tourism,
Inflation and higher land values,
Seasonality issues,
Over-reliance on expatriate labor,
Creation of new or extra costs, and
Problems over foreign capital investment.
An Increased Propensity to Import
Growing tourist numbers may lead to increasing import requirements. According to
Mathieson & Wall (1982), the demands by some tourists for their home comforts while on overseas
holidays, especially for food and drinks from their home country, can impose extra costs on host
countries by requiring them to import these items for resale to the visitors. This is especially so with
small island economies which often do not produce locally what the tourists want - not just the food
and drink brands that the visitors prefer, but also luxury purchases such as jewelry, cameras, and
photographic equipment etc.
Leakage
The revenue loss, which accompanies the spending of newly-acquired foreign exchange on
buying foreign goods for re-sale to tourists, is called leakage. Other forms of leakage include
savings, which are either not spent by anyone for a long time and just hoarded for the future, or lent
by banks - but not necessarily in or near the tourism locality where they were earned. In the latter
situation, the country benefits, as do the people living where the money is finally spent, but not the
original community who actually hosted the tourists.
Opportunity Costs
Every item of tourism expenditure in theory could have been spent on some other project,
inevitably rising the question of which is more important: eg the new hotel, or a new stretch of road,
a hospital, or a school etc. Similarly, the production of goods and services for tourism purposes
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requires the allocation of resources which could also have been used for other, perhaps more
socially laudable, purposes. The opportunity cost in such situations is the cost of using scarce
resources for tourism, either as consumption or development, as opposed to using the money for
alternative, perhaps more socially preferable, purposes.
Displacement Effects
Displacement can happen when a tourism development occurs at the expense of another
industry, or when a new tourism project takes customers away from an existing attraction or facility
- rather than adding sufficient numbers of new visitors to the local tourist destination to justify the
investment. This type of situation, where tourism development simply substitutes one form of
expenditure and economic activity for another, is known as the displacement effect .
Over-dependence on Tourism
Anywhere, whether it is a town or a country is in an economically vulnerable position when
it is dependent on the health and vigor of just one industry. This also applies when tourism is the
principal industry (Mathieson & Wall, 1982). Indeed, tourism revenues may fluctuate, for more than
just seasonal reasons, beyond a destination or an attractions ability to predict and manage such a
situation.
Inflation and Higher Land Values
Prices frequently rise, including land and property values, when there is sustained building
demand for tourism facilities. However, a boom atmosphere at a destination frequently leads to
over-investment in accommodation stock; and later, usually a fall in some buildings prices.
Seasonality
Revenue and income flows usually vary with the seasons. Peak season visitor numbers can at
some destinations and attractions exceed their quietest period‘s attendance figures by many times.
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This can even be by a factor of more than a hundred between a cold, wet UK January day (9
visitors) and a sunny UK mid-summer day (1500 + people), according to Glastonbury Abbeys (UK)
management staff (Harcombe DPT, 1997). Consequently, the decision as to what the maximum
number of customers that an attraction or tourist facility should cater for is a difficult one, especially
for large hotels and theme parks - because of seasonal demand, and the need to ensure an adequate
return on their investment.
Too few beds or restaurant tables etc may mean customers are turned away in the high
season. At the same time, excessive over-capacity in the low season means near-empty premises -
even though the organization still faces substantial fixed costs.
Use of Expatriate Labour.
In some newly emerging economies, where there is a strongly perceived need for rapid
economic and social development, the management of many of the new tourism facilities may
initially be by expatriate staff (Mathieson & Wall, 1982). But their whole purpose of working there
may be to repatriate most of their savings from this work back to their home countries - another
form of leakage. Additionally, the expatriates may not a ways train local people adequately enough
for them to take over, so perpetuating the foreigner‘s presence.
A problem that has sometimes emerged, especially in the Gulf countries, is that tourism may
be a reasonably high status occupation (because of the fun element to it), but hospitality may not be.
Consequently, the educated local elites may be unseen to learn hotel and catering work. Instead they
may prefer to receive the profits from the hospitality businesses they own, while employing foreign
staff to do the actual work.
Creation of Extra and/or New Costs
More tourists mean new or increased requirements for utility production and/or facilities,
such as water, electricity, and gas supplies, and sewage and garbage removal. In addition, the
tourism facilities and attractions will need routine repair and maintenance. So also will all the
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related infrastructure, especially roads; and also any other transportation links and facilities that may
be necessary, including railways, air and/or water links.
Foreign Capital Investment
Investment in tourism and transport plant (e.g. airports, roads, railways, and hotels etc) can
be very expensive, and may require foreign investment. However, profits will almost inevitably leak
out, in such cases, to investors in investing countries. Indeed, many investors will not wish to invest
in any less developed tourist-receiving countries unless - quite understandably - they can be sure
they can redeem their profits in, or sell their business there for, hard currency.
http://www.journal.au.edu/abac_journal/may99/article3_f.html
Environmental impacts of tourism
The quality of the environment, both natural and
man-made, is essential to tourism. However, tourism's
relationship with the environment is complex - many
activities can have adverse environmental effects. Many of
these impacts are linked with the construction of general
infrastructure such as roads and airports, and of tourism
facilities, including resorts, hotels, restaurants, shops, golf
courses and marinas. The negative impacts of tourism
development can gradually destroy the environmental resources on which it depends. On the other
hand, tourism has the potential to create beneficial effects on the environment by contributing to
environmental protection and conservation. It is a way to raise awareness of environmental values
and it can serve as a tool to finance protection of natural areas and increase their economic
importance
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Negative impacts from tourism occur when the level of visitor use is greater than the
environment's ability to cope with this use within the acceptable limits of change. Uncontrolled
conventional tourism poses potential threats to many natural areas around the world. It can put
enormous pressure on an area and lead to impacts such as: soil erosion, increased pollution,
discharges into the sea, natural habitat loss, increased pressure on endangered species and
heightened vulnerability to forest fires. It often puts a strain on water resources, and it can force
local populations to compete for the use of critical resources.
DEPLETION OF NATURAL RESOURCES
Tourism development can put pressure on natural resources when it increases consumption
in areas where resources are already scarce.
Water Resources
The tourism industry generally overuses water resources for hotels, swimming pools, golf courses
and personal use of water by tourists.
This can result in water shortages and degradation of water supplies, as well as generating a greater
volume of waste water.
In drier regions like the Mediterranean, the issue of water scarcity is of particular concern. Because
of the hot climate and the tendency of tourists to consume more water when on holiday than they do
at home, the amount used can run up to 440 litres a day. This is almost double what the inhabitants
of an average Spanish city use.
Golf course maintenance can also deplete fresh water resources.
In recent years golf tourism has increased in popularity and the number of golf courses has grown
rapidly.
Golf courses require an enormous amount of water every day and this can result in water scarcity.
If the water comes from wells, over-pumping can cause saline intrusion into groundwater.
Golf resorts are more and more often situated in or near protected areas or areas where resources are
limited, exacerbating their impacts.
An average golf course in a tropical country such as Thailand needs 1500kg of chemical fertilizers,
pesticides and herbicides per year and uses as much water as 60,000 rural villagers.
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Local resources
Tourism can create great pressure on local resources like
energy, food, and other raw materials that may already be in
short supply.
Greater extraction and transport of these resources exacerbates
the physical impacts associated with their exploitation.
Because of the seasonal character of the industry, many destinations have ten times more inhabitants
in the high season as in the low season.
A high demand is placed upon these resources to meet the high expectations tourists often have
(proper heating, hot water, etc.).
Land degradation
Important land resources include fertile soil, forests, wetlands and wildlife.
Increased construction of tourism facilities has increased the pressure on these resources and on
scenic landscapes.
Direct impact on natural resources in the provision of tourist facilities can be caused by the use of
land for accommodation and other infrastructure provision, and the use of building materials.
Forests often suffer negative impacts of tourism in the form of deforestation caused by fuel woodcollection and land clearing.
For example, one trekking tourist in Nepal can use four to five kilograms of wood a day
POLLUTION
Tourism can cause the same forms of pollution as any other industry:
Air emissions
Noise
Solid waste and littering
Releases of sewage
Oil and chemicals
Even architectural/visual pollution
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Air pollution and noise
Transport by air, road, and rail is continuously increasing in response to the rising number of tourists
and their greater mobility.
Tourism now accounts for more than 60% of air travel.
One study estimated that a single transatlantic return flight emits almost half the CO2 emissions
produced by all other sources (lighting, heating, car use, etc.) consumed by an average person
yearly.
Air pollution from tourist transportation has impacts on the global level, especially from CO2
emissions related to transportation energy use. And it can contribute to severe local air pollution.
Noise pollution from airplanes, cars, buses, (+ snowmobiles and jet skis)
In addition to causing annoyance, stress, and even hearing loss for humans, it causes distress
to wildlife and can cause animals to alter their natural activity patterns. In winter 2000, 76,271
people entered Yellowstone National Park on snowmobiles, outnumbering the 40,727 visitors who
came in cars, 10,779 in snow coaches and 512 on skis. A survey of snowmobile impacts on natural
sounds at Yellowstone found that snowmobile noise could be heard 70% of the time at 11 of 13
sample sites, and 90% of the time at 8 sites. At the Old Faithful geyser, snowmobiles could be heard
100% of the time during the daytime period studied. Snowmobile noise drowned out even the sound
of the geyser erupting.
Solid waste and littering
In areas with high concentrations of tourist activities and appealing
natural attractions, waste disposal is a serious problem and improper
disposal can be a major despoiler of the natural environment - rivers,
scenic areas, and roadsides.
For example, cruise ships in the Caribbean are estimated to produce more than 70,000 tons of waste
each year.
Solid waste and littering can degrade the physical appearance of the water and shoreline and cause
the death of marine animals.
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In mountain areas, trekking tourists generate a great deal of waste. Tourists on expedition leave
behind their garbage, oxygen cylinders and even camping equipment.
Such practices degrade the environment with all the detritus typical of the developed world, in
remote areas that have few garbage collection or disposal facilities
The Wider Caribbean Region, stretching from Florida to French Guiana, receives 63,000 port calls
from ships each year, and they generate 82,000 tons of garbage.
About 77% of all ship waste comes from cruise vessels.
On average, passengers on a cruise ship each account for 3.5 kilograms of garbage daily -
compared with the 0.8 kilograms each generated by the less well-endowed folk on shore.
Sewage
Construction of hotels, recreation and other facilities often leads
to increased sewage pollution.
Wastewater has polluted seas and lakes surrounding tourist
attractions, damaging the flora and fauna.
Sewage runoff causes serious damage to coral reefs because it
stimulates the growth of algae, which cover the filter-feeding
corals, hindering their ability to survive.
Sewage pollution threatens the health of humans and animals.
Aesthetic Pollution
Often tourism fails to integrate its structures with the natural features and indigenous architectural of
the destination.
Large, dominating resorts of disparate design can look out of place in any natural environment and
may clash with the indigenous structural design.A lack of land-use planning and building regulations in many destinations has facilitated sprawling
developments along coastlines, valleys and scenic routes.
The sprawl includes tourism facilities themselves and supporting infrastructure such as roads,
employee housing, parking, service areas, and waste disposal.
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Physical impacts of tourism development
Construction activities
Infrastructure development the development of tourism facilities can involve sand mining,
beach and sand dune erosion and loss of wildlife habitats.
Deforestation and intensified or unsustainable use of land
Construction of ski resort accommodation and a facility frequently requires clearing forested
land. Coastal wetlands are often drained due to lack of more suitable sites.
Marina development
Development of marinas and breakwaters can cause changes in currents and coastlines.
Coral reefs
Especially fragile marine ecosystems - suffering worldwide from reef-based tourism
developments.
Evidence suggests a variety of impacts to coral result from shoreline development, increased
sediments in the water, trampling by tourists, ship groundings, pollution from sewage, souvenir.
Physical impacts from tourist activities
Trampling
Tourists using the same trail over and over again trample the vegetation and soil, eventually
causing damage that can lead to loss of biodiversity and other impacts. Such damage can be evenmore extensive when visitors frequently stray off established trails.
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Anchoring and other marine activities
In marine areas many tourist activities occur in or around fragile ecosystems. Anchoring,
scuba diving, yachting and cruising are some of the activities that can cause direct degradation of
marine ecosystems such as coral reefs.
Alteration of ecosystems by tourist activities
Habitat can be degraded by tourism leisure activities. For example, wildlife viewing can
bring about stress for the animals and alter their natural behaviour when tourists come too close.
www.geointeractive.com
http://www.oecd.org/document/2/0,3746,en_2649_34389_1826114_1_1_1_1,00.html
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Social and cultural impacts of tourism
Doi hang is a destination for adventure tourists. Doi hang was managed by local people. If
local people develop in the right way for example; develop in public utility, activities but still keep
the same cultural, follow the natural way, do not follow technology like a big city. Tourists might be
impact to the tourist attraction such as Pai in Mae Hong Sorn that was impact by tourist because
local people think what it should to do for support the number of tourist. Not only the local people,
the people from other province think there are a popular and do the business at Pai. The culture was
change, the tourist visit Pai just a trend not for interesting in cultural of hill tribes or way of life of
the location. But Doi hang is not popular like a Pai, local people can manage and control and also
protected the impact from social and cultural of tourism.
However, social and cultural are a little part to impact to Doi hang if the local people help
each other and maintain, Doi hang will still sustainable.
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Chapter 3: Management of ecotourism
Management of sustainable tourism
Sustainable tourism is the concept of visiting a place as a tourist and trying to make only a
positive impact on the environment, society and economy. A key aspect is respect for the people
who call the location home, the culture and customs of the area, and the socio-economic system.
While sustainable tourism is sometimes confused with ecotourism, ecotourism is actually only one
aspect of sustainable tourism (Lisse, 2011). Doi hang district located in Chiang Rai province, have a
natural resources as a source of eco-tourism and a lot of cultural attractions for example Huay Kaew
waterfall, Pha Soet hot spring, Akha village, Huay Mak Liam hot spring, and Huai Tat waterfall. By
contrast, our group survey showed that Doihang district has managed in the form of ecotourism,
which is part of sustainable tourism and following the principles of sustainable tourism, for
example, Using Resource Sustainable (in both the natural resources, society and culture is important
and focus on doing business in the long run.), Supporting Local Economic (taking into consideration
the price and value of the environment is not only the economy but also protect the environment
from being destroyed as well.). And also consistent with the nature of tourism is sustainable such as
Quality refers to the quality of the three major components is the quality of the environment, the
quality of the experience, travel services received, and quality of life in the community, Balance
refers to balance between the needs of the tourism industry, needs of local communities and capacity
of resources.
http://traveltips.usatoday.com/meaning-sustainable-tourism-2297.html
http://www.doihang.go.th/
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Visitors’ demand and variety of tourist types
From the survey area's way of living of the people and environment of the district attraction
Doi Hang. We were aware of the changes and development of tourist attractions such as:
1. Huai Kaew waterfall is a large waterfall hot water all year round
25 km. away from Chiang Rai, but it is not popular.
2. Ban Akha village is not far from waterfall you can or drive to it but
the village has a small parking. The house is still original home some house
they make into a home stay or resort for tourists.
3. Huai Mak Liam Hot Spring is a hot spring along the Kok River current
location is the office of Kok River National Park. As one of the hot springs were
known tourist boat along the river so long. The lush tropical landscape in the dry
season will have to ride an elephant and have camping area, toilets and restaurants
for tourists.
4. Huai Tat. Waterfall is a medium-size in the middle of the forest
tourists must travel by foot to about 3 kilometers, most of the foreign
tourists visiting the popular hiking and sign seeing beautiful waterfalls.
The last place is Pha search hot spring this place very attractions. It
is open to the mineral bath and large outdoor pond, building a mineral bath
and mineral bath with water massage, Thai massage, area for camping and
elephant farm. From survey the most tourists as Adventure Tourism,Ecotourism and Foreigner tourists.
http://www.tourismchiangrai.com/?p=preview&id_travel=50
http://www.doihang.go.th/detail.php?mn_id=&dt_id=0016
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Visitor management
Limits of acceptable change in Doi hang
LAC methodology is an extension of the ROS concept and recognizes both
the social and environmental dimensions of recreational impacts. It involves
both resource managers and stakeholders in
Identifying acceptable and achievable social and resource standards.
Documenting gaps between desirable and existing circumstances.
Identifying management actions to close these gaps.
Monitoring and evaluating management effectiveness.
The management in visitor if they are so many and accommodation full we should improve
accommodation for visitor more than before. But if too few tourists should create highlight for
visitor may be visitor is like and don‘t like but its good more than don‘t doing anything.
The LAC planning system consists of nine steps.
1. Identifying concerns and issues.
2. Defining and describing opportunity classes.3. Selecting indicators of resource and social conditions.
4. Carrying out an inventory of resource and social conditions.
5. Specifying standards for the resource and social indicators.
6. Identifying alternative opportunity class allocations.
7. Identifying management actions for each alternative.
8. Evaluating and selecting an alternative.
9. Implementing actions and monitoring conditions.
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Principles and guidelines for sustainable ecotourism
Eco and Sustainable Tourism
Ecotourism is "responsible travel to natural areas that conserves the environment and
sustains the well-being of local people." Sometimes it is defined as a sub-category of sustainable
tourism or a segment of the larger nature tourism market.
It includes an interpretation/learning experience, is delivered to small groups by small-scale
businesses, and stresses local ownership, particularly for rural people.
What is the difference between ecotourism and nature-based travel?
While nature-based tourism is just travel to natural places, ecotourism provides local benefits
- environmentally, culturally and economically. A nature-based tourist may just go bird watching; an
ecotourist goes bird watching with a local guide, stays in a locally operated ecology and contributes
to the local economy.
Where does Sustainable Tourism fit in?
Sustainable Tourism embraces all segments of the industry with guidelines and criteria that
seek to reduce environmental impacts, particularly the use of non-renewable resources, using
measurable benchmarks, and to improve tourism‘s contribution to sustainable development and
environmental conservation.
Sustainable Ecotourism
Sustainable tourism encompasses the responsible use of natural resources for recreation. This
includes eco-friendly boating, whale and dolphin watching, scuba-diving, fishing, and
tourism.
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Sustainable Ecotourism
Minimizes environmental impacts using benchmarks
Improves contribution to local sustainable development
Requires lowest possible consumption of non-renewable resources
Sustains the well-being of local people
Stresses local ownership
Supports efforts to conserve the environment
Contributes to biodiversity
Ecotourism is defined as leisure travel that provides tourists with an educational and
adventurous experience visiting complex and fascinating ecosystems and their associated cultures
and traditions. The concept of ecotourism began in the late 1980's and increased in popularity in
2002 during the United Nations "International Year of Ecotourism." According to environmental
and other organizations, ecotourism should have a minimal impact on both the environment and
the culture. Ecotourism should inform tourists about what's needed to sustain the environment
they're visiting, and should also help local populations understand the importance and value of
their home. Ecotourism can also help foster a sense of environmental stewardship by encouraging
travelers to be mindful of wasting resources and polluting the environment. Ecotourism can also
help local economies by generating revenue and jobs, which further encourages the local
population to preserve its environment.
A good ecotourism operation will strive to support the community and encourage
travelers to be culturally sensitive by training and employing local people and by purchasing
local supplies and services to further stimulate the economy. Increasingly, national governments
such as Costa Rica and Australia are supporting the ecotourism trade for its benefit to both their
country and their visitors. Tourist regions in many countries now rely on ecotourism as the
primary source of revenue.
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The education and good practices taught by ecotourism may also help foster sustainable
development in a world increasingly faced by destructive practices such as clear-cutting forests
and poor land-use policies that destroy habitats. Good ecotourism should ideally support criteria
such as:
Conservation of biological and cultural diversity
Sustainable use of ecological resources
Support for local economies through increased local revenue, jobs for local populations, and use
of local supplies and services
Community empowerment by sharing participation in management local ecotourism activities
Increased environmental and cultural awareness
Minimal environmental tourist industry impact on local resources
Although the overall concept and intent of sustainable tourism is positive, the industry is
not without its critics largely due to companies who abuse the concept of ecotourism to take
advantage of the wealth generated by the interest in eco-tourism. Some ecotourism operators
have been accused of masking their environmentally destructive practices by marketing their
businesses as ecotourism.
With time, the standards for good ecotourism will be established and both travelers and
the industry will be aware of what constitutes an ecologically and culturally sensitive operation.
http://marinebio.org/oceans/conservation/sustainable-tourism.asp
http://nomadshostels.com/arts-factory/about-arts-factory/sustainability/
http://www.gdrc.org/uem/eco-tour/eco-sust.html
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Development ( Define Plans / Tourism development project )
Project
Fiscal years
55 56 57
1. Promotion of tourism service
Development of tourism network project of Doi-Hang(Community Based Tourism)
30,000.- 30,000.- 30,000.-
Promotion and development project of local tourismproduct (Otop)
50,000.- 30,000.- 20,000.-
Promote project of tourism in the community 30,000.- 30,000.- 30,000.-
2. Develop project of tourism attraction
Promoting tourism to generate income for local peopleproject (Kad Nud Kon Doi )
300,000.- 300,000.- 300,000.-
Promote and develop youth local tourism project 20,000.- 10,000.- 10,000.-
Define travel route in local project 20,000.- 20,000.- 20,000.-
Accommodation rural culture project or Home stay 30,000.- 20,000.- 20,000.-
Develop location and landscape project 200,000.- 200,000.- 200,000.-
Promote and develop healthy attraction project 500,000.- 500,000.- 500,000.-
3. Promote tourism business and guide project
Develop local guide project 30,000.- 30,000.- 30,000.-
Learning and changing tourism managementknowledge between community project
80,000.- 80,000.- 80,000.-
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No Project Objective Goals
Budget
Expectation
goals
Undertak2555
baht
2556
baht
2557
baht
1. Development of tourism
network project of Doi-Hang
Board of
directorAdmistratioof Doi Hang
2. Promotion and developmentproject of local tourismproduct
Admistratioof Doi Hang
3. Promote project of tourism inthe community
Admistratioof Doi Hang
4. Promoting tourism togenerate income for localpeople project
Board of directorAdmistratioof Doi Hang
5. Promote and develop youthlocal tourism project
Admistratioof Doi Hang
6. Define travel route in localproject
Admistratioof Doi Hang
7. Accommodation rural culture
project or Home stay
Admistratio
of Doi Hang
8. Develop location andlandscape project
Board of directorAdmistratioof Doi Hang
9. Promote and develop healthyattraction project
Admistratioof Doi Hang
10. Develop local guide project Admistratio
of Doi Hang11. Learning and changing
tourism managementknowledge betweencommunity project
Admistratioof Doi Hang
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Project Goods Goals Budget Undertaker
Training to enhance home
stay group project
1 Home stay group in Doi Hang get
development and promote
100,000.- Secretary offic
Development of tourism
network project of Doi-Hang
1 Tourism network in Doi Hang can
driving in tourism efficiently.
80,000.- Secretary offic
Define travel route in local
project
1 Define tourism in local and develop
plan of local tourism
80,000.- Secretary offic
Promote ecotourism project 1 Management suitable ecotourism and
get participation to conserve and
useful from ecotourism attraction in
local by participation
80,000.- Secretary offic
Training to enhance tourism
management project
1 Development plan and tourism
management more efficiently in local
by local reader.
80,000.- Secretary offic
Promote and develop youth
local tourism project
1 Youth get knowledge and aware in
local resources. Youth can great serve
to guest and proud to maintain
resources for sustainable tourism
80,000.- Secretary offic
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Development plan of Chaing Rai 2554 Bd.
Tourism and sports office, Chiang Rai
Doi Hang administration organization, Aumpoer Mueng, Chiang Rai
Promote and operate Tumbol tourism. Budget 450,000 Baht
Project Goods Goals Budget ผู ้รับผิด
Promote tourism product in Doi Hang
project
1 Community gain profit from product and
souvenir
50,000.- ส นัก
Improvement landscape of Pa Sert hot
spring project
1 Tourist satisfy with beautifully natural 50,000.- ส นัก
Mineral bath every week for healthy 1 Tourist get knowledge benefit of mineral
bath
50,000.- ส นัก
Kad Nud Kon Doi project 1 Ecotourism art & tradition and healthy in
Doi Hang was widely recognized
300,000.- ส นัก
Total 450,000.-
Promote Home stay project. Budget 500,000 Baht
Development tourism attraction and service tourism activities in Doi Hang project Budget 500,000
Project Goods Goals Budget Undertake
Training volunteer for developing tourism to preserve local nature
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Chapter 4 marketing for ecotourism
Marketing research
Marketing research of Ecotourism
Is the function that links the consumer, customer, and public to the marketer through
information — information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information required to
address these issues, designs the method for collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings and their
implications. Marketing research is the systematic gathering, recording, and analysis of data about
issues relating to marketing products and services. The goal of marketing research is to identify and
assess how changing elements of the marketing mix impacts customer behavior. The term is
commonly interchanged with market research however; expert practitioners may wish to draw a
distinction, in that market research is concerned specifically with market, while marketing research
is concerned specifically about marketing processes.
Marketing research is often partitioned into two sets of categorical pairs, either by target market:
Consumer marketing research, and
Business-to-business (B2B) marketing research Or, alternatively, by methodological approach:
Qualitative marketing research, and
Quantitative marketing research
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviors of consumers in a market-based economy,
and it aims to understand the effects and comparative success of marketing campaigns. The field of
consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the
founding of the ACNielsen Company in 1923.
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Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the purpose of assisting
management in decision making related to the identification and solution of problems and
opportunities in marketing.
Generations
People are often clustered into ―generations‖ to identify trends that correspond. Depending on
the demographer, different labels are attributed, but there is general agreement about the
classification of the groups and their:
Generation Y (b. 1980 to present) represents the children of the largest population group,
the Baby Boomers. Techno-savvy, these individuals are growing up with computers in their
homes and classrooms; cell phones, and cable. One-third of 6-7 year olds have TVs in their
bedrooms. One in four lives in a single-parent household. Three in four have working
mothers. Raised in these dual-income and single-parent families, they've already been given
considerable financial responsibility. Surveys show they are deeply involved in family
purchases, be they groceries or a new car. One in nine high school students has a credit card
co-signed by a parent, and many will take on extensive debt to finance college. A recent
survey of the age group found more than 80% believe that it's "IN" to be smart.Also called
the "Baby Boomlet," this generation is considered, "by most calculations, 9already bigger
than the baby boom: 77.6 million born since 1979 vs. 76.8 million from 1946 through 1964,
according to the research firm Yankelovich Partners. But don't let that fool you. This group
of youngsters is not evenly distributed across the nation; it is primarily located in counties of
large minority populations. And the "pig in the python" movement of the boomers is more
like two piglets for the boomlets. Two significant blips occurred from 1979 to 1994 resulting
in large numbers yet without the enormous influence their parents brought with them.
Generation X (b. 1965 to 1979) was once referred to as the generation of slackers, a mere
52. 4 million compared to the previous gang of 25 million more. No longer considered as
such, their behavior is still cautious and somewhat disengaged. These young adults were
raised within more divorced and latch-key homes than in any previous generations. "As
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young adults, maneuvering through a sexual battle scape of AIDS and blighted courtship
rituals — they date and marry cautiously." This moderately small group of approximately 50
million is slowly setting up homes and starting families. Politically, they lean toward
pragmatism and non-affiliation, and would rather volunteer than vote. "A wide sampling of
surveys indicates that Xers are less politically or civically engaged, exhibit less social trust or
confidence in government, have a weaker allegiance to their country or to either political
party, and are more materialistic than their predecessors." Simultaneously, Generation Xers
have led a renewed interest in spirituality and alternative health practices.
Baby Boomers (b. 1946 to 1964) have had the greatest influence of any single generation
due to its enormous size of 77 million. For years, marketers have focused their attention on
the life stages of these individuals. Stay-at-home mothers armed with the advice of Dr.
Spock raised this generation to be independent and in control of their futures. "During the
1960s, this manifested itself in the anti-authoritarian counterculture movement. In the 1980s,
it translated into see-how-fast-I-can-get-rich materialism. In the 1990s, Boomer
individualism was apparent in increased entrepreneurialism, the self-help movement, and the
rise of New Age spiritualism." Today, "entering midlife (and national power), they are
trumpeting values, touting a "politics of meaning," and waging scorched-earth Culture Wars"
Now, marketers are interested in the maturing of these individuals. Healthcare institutions,leisure travel groups, and retirement communities have been waiting for the Baby Boomers
to age. In response, boomers are creating a new life stage referred to as "mid-youth" with an
emphasis on adventure travel, new careers, and self-health.
Swing Generation (b. 1933 to 1945) and War Generation (b. pre-1933) The Swing
generation is not deemed as such because of its affiliation with an era of swing dancing, but
as a small group before the War generation and after the Boomers. Their behavior tends to
"swing" towards one group or another versus defining its own. They have been receiving
attention due to their unique ability to live longer, healthier lives. Americans aged 65 or
older number more than 33 million, and their ranks are growing. Approximately 1,050 more
people over age 65 are added to the population each day.
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Consumer Demand:
More than-thirds of U.S and Australian traveler, and 90% of British tourist, consider active
protection of the environment and support of local communities to be part of a hotel‘s
responsibility. The International Ecotourism Society
In Europe:
-20%-30% of travelers are aware of needs & values of sustainable tourism.
-10%-20% of travelers look for ‗green‘ options.
-5%-10% of travelers demand ‗green‘ holidays.
In Germany, 65% (39 million) of travelers expect environmental quality 42% (25 million)
―think that it is particularly important to find environmentally friendly accommodation.‖
Nearly half of those surveyed in Britain said they would be more likely to go with a
―company that had a written code to guarantee good working conditions, protect the
environment and support local charities in the tourist destination… [E]thical tourism will
rightly be a big issue in the new millennium.‖
A survey of U.S., British, and Australian travelers revealed that 70% would pay up to $150
more for a two-week stay in a hotel with a ―responsible environmental attitude.
Consumer Demand (Cont’d):
In a U.K. survey, 87% of travelers said their holiday should not damage the environment;
39% said they were prepared to pay 5% extra for ethical guarantees.
53% of American travelers say their travel experience is enhanced when they learn as
much as possible about local customs and culture.
95% of Swiss tourists consider respect for local culture to be highly important when
choosing a holiday.
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Nearly a third (46 million) of U.S. travelers buys specifically from companies that donate
part of their proceeds to charities. In Europe, where there is a strong and growing
sustainable tourism movement, these figures are even higher
The main ecotourism generating market
Marketing and Communication channel
According to the surveys, ecotourism operators use the same spectrum of marketing channels
and techniques
As all others:
Regarding promotion and information channels, word of mouth was highlighted among
the most important ways for ecotourism-oriented operators.
The Internet is widely used for promotional purposes .For example, in Italy and Canada, it
represents the main channel used by eco-tour operators.
Travel Agents are still the most important source of trip information for US eco tourists
according to an in-flight tourist survey of US travelers to Overseas and Mexico.
Eco-tour operators seem to focus on targeted promotion channels like specialized fairs, trade
shows and advertising in specialist magazines.
Reservation and booking are mainly made via specialized eco tour operator agencies and
through their catalogues. However, booking on-line (via Internet) is increasing
tremendously. Travel agents are seen as less successful way of selling.
Affinity groups, like conservation organizations, responsible tourism and ecotourism
development organizations, play a minor promoting role for eco-tour operators in Europe.
The marketing mix
The concept of the tourist marketing consists of creating the supply (marketing mix)
corresponding to the identified demand at the tourist market, while using product, price, place and
promotion, which allow to identify, inform, motivate and serve these markets in the best possible
way.
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What is marketing mix?
Marketing mix is a broad concept which includes several aspects of marketing which
related to creating awareness and customer loyalty. The term is often summarized as referring to
the "four P's": price, promotion, product, and placement.
―When these are ef fectively blended, they form a marketing program that provides want-
satisfying goods and services for the company‘s market.
4Ps consist
Product
It is a tangible good or an intangible service that is mass produced or manufactured on a
large scale with a specific volume of units. Intangible products are service based like the tourism
industry & the hotel industry or codes-based products like cell phone load and credits. Typical
examples of a mass produced tangible object are the motor car and the disposable razor. A less
obvious but ubiquitous mass produced service is a computer operating system.
Packaging also needs to be taken into consideration. Every product is subject to a life-
cycle including a growth phase followed by an eventual period of decline as the product
approaches market saturation. To retain its competitiveness in the market, product
differentiation is required and is one of the strategies to differentiate a product from its
competitors
Price
The price is the amount a customer pays for the product. The business may increase or
decrease the price of product if other stores have the same product.
Promotion
Represents all of the communications that a marketer may use in the marketplace.
Promotion has four distinct elements: advertising, public relations, personal selling and sales
promotion. A certain amount of crossover occurs when promotion uses the four principal elements
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together, which is common in film promotion. Advertising covers any communication that is paid
for, from cinema commercials, radio and Internet adverts through print media and billboards.
Public relations are where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of
mouth is any apparently informal communication about the product by ordinary individuals,
satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff
often plays an important role in word of mouth and Public Relations (see Product above).
Place
A way of getting the product to the consumer and/or how easily accessible it is to
consumers.
The factors that influence the marketing
Manageable
Product (actual product, quality, style, design, brand name, etc.)
Price (list price, discounts, payment periods, etc.)
Place (channels/coverage, the actual place the product is purchased or the actual route of
distribution)
Promotion (advertising, direct marketing, sales promotion, personal selling, etc. )
Non-manageable
Elements of the microenvironment (Retailers, suppliers, mediators)
Elements of the microenvironment (Demographic factors, social factors, economic
conditions, competition, ecological factors, etc.)
http://www.en.wikipedia.org/wiki/Marketing_mix
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Marketing issues for ecotourism: challenges and opportunities
This district has to create activities in this area. This area can promote to travelers as package
tour such as mountain bike, camping, bird watching, rafting and fishing. These are opportunities to
develop new travel attraction in Chiangrai. This area located near the city that easy to travel. By the
way, the attraction has another way to go there that is so far more than one but this way close with
environment that can promote to eco-way for tourist.
The district has to support every business in this area but doesn‘t support only Phasert‘ hot
spring. The officers should develop based on 5 Eco‘s concept.
First, the officer should develop social of people in this area and make opportunities to local
life in this village. Local people should select some culture of travelers and improve their life areappropriate to their culture. People should transmit core of their culture to new generation and create
them for loving their culture.
Second, the district should provide access to travelers such as internet, map, telephone, etc.
for promote this tourist attraction such as create web site for serving information about this
attraction to tourist. In camp site, should set up Wi-Fi, telephone and etc. for tourist that may make
tourist like it. The district set rent a mountain-bike for tourist and set check point for a teenager or
adult and build home stay or rent a camp for tourist who love extreme sport such as rafting, hiking,climbing and etc.
Third, the officer should champagnes to local people for conserve natural resource around
the district and lead them known about advantage of natural resource such as tell them about
environment, if it destroyed the people may be lost a money and support the village for keep the tax
or fees for improve the environment.
Fourth, the district should support for traveling in this area because the money which come
to this area will increase that affect to people who get developed by the district. The standard of
living will increase may be decrease a criminal or any violence in this area.
Fifth, People have to study for themselves and serving travel in those villages. The people
will turn back for develop their village and develop the village by themselves that is important to the
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business because the people come to manage by themselves and separate income for communities
that make the district is strong.
The district has a good opportunity to development that builds new tourist attraction in
Chiang Rai. If the district make a connect with the 9 Kareang Villages and make package tour such
as rafting a long with Kok River and ride an elephant in the forest or anything that can make income
for this district and the near area. The important thing should talk and make community around that
area before develop the area turn to be the village of travel. The salary should separate and manage
by local people in that area.
Marketing tools used by the ecotourism industry
The most important of marketing tool for Doi hang district are advertising and public
relations. Advertising and public relations play an important role in driving the business as a result,
organizations must rely on Corporate Communications to drive consumers to see, recognize and
decision making. Doi hang district have a beautiful natural resources and cultural that can attract
tourist come to this district. The tourist attraction that important attract tourist is hot spring, a hot
spring have more benefit such as reduce stress, stimulating the skin, eliminate acne blemishes,
relieve joint pain, bone pain, muscle pain, beriberi ,and relieve the pain in the nervous system. If Doi
hang district have more advertising and public relations that make tourist will know and come to
district.
http://atcloud.com/stories/64041
http://www.siaminfobiz.com/mambo/content/view/838/37/
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MG issues for ecotourism
Doi Hang Sub district Administration Organization continually developed Doi Hang
Subdistric in order to be ecotourism aim to conserve environment. They will raise awareness to
tourists and tell them how is it sustainable tourism by using bicycle for biking to enjoy sightseeing
around there .They think that if tourist using the bike it may help to conserve the environment at
least they don‘t make noise pollution and air pollution where is come out form tourist vehicle
Trekking Doi Hang Sub district Administration Organization located along the Kok river
side where is surrounded by abundant forest it is a kind of tropical forest it is the center of many
species of animals and rare plants settle in there . In addition, there is a bridge which is connect
between Chaing Rai and Chiang Mai it was controlled by Kok river national park. This also has the
wonderful waterfall everyone should conserve it in order to keep it as long as possible for our new
generation.
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Chapter 5: Ecotourism destination analysis
Indicators and assessment criteria for assessment of the current situation of ecotourism destination
The areas in Tambol Doi Hang are mostly forest. There are many interesting attractions such
as Huaykaew waterfall, Phasert-hotspring, Ban Akha, Giant Tree, Huay Mark Riem hotspring and
Huay Tad waterfall. There are also many activities to meet the needs of tourists such as eggs boiled,
take a picture, mountain biking, stroll through the woods so close to nature and other but because
Tambol Doi Hang lack of development location continuously so it does not get much attention from
visitors. If get the cooperation of local people and government in the maintenance of natural
attractions. Of course, that it will be available attract tourists to visit a lot.
Tourism development plan of Doi Hang for 3 year
1. Information
1.1 Physical and general information of the area
Geography is a high mountain and switch on plain.
Area approximately 91 square kilometers or about 56,875 acres.
Administrative villages have 8 villages.
1.2 Resource of tourism
Hot springs
Water fall
National park ― KOK river‖
Hill tribe villages
Giant tree
Temples
Festival ― market of mountaineer‖
Area for tent
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1.3 Tourism market
The amount of approximately 100,000 visitors per year
Thai and foreign tourists
Transportation is boats and cars
Resource of tourism and activity of tourism
The distribution of visitors
1.4 Aptness of tourism
Land and sea transportation systems
Electricity, water, telephone calls and DTAC
Local police stations, health resorts, home stay, restaurants
2. Analysis capabilities to assess the current development status. And
opportunities for future development.
Physical condition and general information of the area
Doi Hang sub-district located not far from the district of Chiang Rai. Convenient
transportation both by land and sea. The attractions in the area near the famous beach
destination are Chiang – Rai, Mae Fah Luang field. And travel by boat (cross - downstream)
along the river through the village and its tourist district. As well as a stopover point for
rafting from Chiang Mai to Chiang Rai province.
Geography is mountains and plain areas along the Kok River. Island's natural beauty. The
area is ideal for a career in agriculture.
Population in the area of indigenous people and the tribe has a variety such as Karen, Akha,
Lahu, Lisu and Haw Chinese that have culture and a lifestyle that is uniquely their own.
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Resource Guide
Abundant natural resources. Forest areas and forest reserves in the area of protected forest,
mineral limestone, hot spring, sources of sand in the KOK River, so many beautiful
waterfalls.
1. Medical tourism
Hot springs ― PA-SERT‖
2. Ecotourism
Nature Trail
Water Falls
National park KOK River
3. Tourism, culture
Hill tribe villages
Temple
4.
Agro-tourismThe tea garden
Orange
Tourism market
1. Hot springs ―PA-SERT‖ have the volume of tourists, both Thais and foreigners who
come to soak water. The tent camp each year, about 40,000 people / year, especially in the winter,
visitors are very special.
2. Hill tribe villages, waterfalls, tea gardens and nature walks. Most of them are foreigners
more than Thais Into the area throughout the year by about 20,000 people / year.
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3. Wat Phra That Doi ―KONG KAOW‖and Wat Phra That Doi ―IN-SEE is the place for
practices that is both public and private sectors participated in tree planting .and you can views
across Chiang-Rai province .Even more beautiful at night the stars looked like on the ground.
Aptness travel
Tambon Doi Hang. A place not far from the city of Chiang Rai with convenient
transportation both by land and sea, by land, a highway, the Department of Public Works. And
the city of Chiang Rai. Into the area of each village, a total distance of about 20 kilometers. Most of
the roads within the village concrete roads for bamboo. And also has a laterite road route to and
from remote villages. Local people family's path into the village farmland. And tourist areas that is
still in the process of developing a concrete or asphalt road for about 70 percent of the entire route is
within district and have the taxi boat (cruise - crossing the KOK River) services for tourists and
locals along the KOK River and generally pick up passengers throughout the year. The area suitable
for agricultural occupations, Natural resources and natural habitat, Eco-tourism, and cultural
diversity. If the direction and development patterns will be able to develop all areas of the district as
a source. Tourism potential in the future.
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SWOT Analysis
Issues in advantages and disadvantages of the areas
Weakness
1. Most areas in the forest, causing problems in an area of forest that residential area do not
overlap.
2. The risk of problems arising from drug monitoring of the condition factors Kok River area
and along the mountain paths that may be transported drug sensitive and drug spot before
trading.
3.
Most poor people work in agriculture and forests, lack of basic skills that will lead to acareer that has increased revenue.
4. Most areas in the remote backcountry of the lack of knowledge of good health are a cause of
illness and diseases such as dengue disease, malnutrition, AIDS, etc.
5. Receiving subsidies from the government budget in a very small proportion of the potential
of the region cannot be taxed, so the budget will be insufficient and not comprehensive
development district.
6. The unauthorized destroy natural resources and forests are the source watershed.
Treat
1. Lack of funding and promotion of tourism seriously by government agencies.
2. Area of the district, mostly in forests, conservation of the Park River, so the villagers make a
living and residential areas in the forest reserve is prone to conflicts between residents and
staff are always the cause relationship problems and a bad attitude towards the work of the
staff that will affect the future development.
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Strength
1. The location of Doi Hang sub-district, not far from the district of Chiang Rai. Convenient
transportation both by land and water supply in the area near the famous beach destination is
Chiang Rai Mae Fah Luang. And travel by boat (cross - downstream) along the river through
the village and its tourist district. As well as a stopover point for water rafting from Chiang
Mai to Chiang Rai province.
2. The terrain is mountainous and plain areas of the river. It is an attractive, natural beauty and
is an area that is ideal for a career in agriculture.
3. The population is indigenous and tribal peoples in the area with a variety of spa and I love
(Karen), Akha, Lisu, Lahu, China, Hong tradition, culture and lifestyle that is uniquely their
own.
4. Natural resources is forest areas and forest reserves in the area of protected forest, limestone
forest, mineral and thermal sources of sand in the river so many beautiful waterfalls.
Opportunity
1. Strategy to develop / promote tourism as an important strategy.
2. Chiang Rai is set to the special economic areas. The distribution economic prosperity across
the province to be balanced.
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The elements necessary for developing Tourism of Tambol Doi Hang
ISSUES S W O T REMARKAttraction
- Natural tourism resources
Forest
Protected lands and areas
Waterfalls
Rivers
Wildlife (animals, birds, marine life)
Hot spring
Activities
- Eggs boiled - Hot spa
- Mountain biking
- Trekking
- Elephants
- Other
Access: Transportation facilities and services (access toand within the area)
- Land
- Water
Amenity/Accommodation: Hospitality facilities
(place to stay overnight/eat)
- Services
- Basic community infrastructures
Water supply
Electricity
Sewage treatment
Solid waste disposal
Telecommunication (postal, telephone, massmedia)
Medical service
Public safety Bank and other money exchange
Postal service
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ISSUES S W O T REMARK
- Travel arrangement
Travel agents
Tour guides
- Promotion and tourist information service
(information tourists what to see and do in the
community)
Ancillary Services Establishment of policies, laws and incentives
for socially conscious tourism
Establishment of policies and laws relative tothe safety, security and health of tourists.
Major transportation system to move tourists
in and out of the region and country andthough the countryside.
Major attraction features such as state (orprovincial) and national parks.
A communications and promotion network thatencourages tourists to visits the region andcountry.
Coordination within the tourism industry andwith the government by travel trade and relatedassociations.
Administration Conservation of natural and socio-cultural
resources
Local economic generation and distribution
Promotion of people participation indevelopment process
Collaboration among stakeholders
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Conclusion
Ecotourism is a new concept that is gaining considerable popularity and
attention. Ecotourism focuses on the ideas of volunteering so that one may gain personal
growth. Ecotourism helps one to learn new ways to live. Ecotourism benefits the environment
through the maintenance of biological diversity and cultural diversity. The disadvantage
of ecotourism is its promises not delivered wherein its supposed benefits have not been felt in some
instances. Ecotourism maintains belief that people, plant and profit need to be kept in balance; this is
done through making sure that there is coordination between those involved in ecotourism so that
nothing will be wasted.
Ecotourism is important, in terms of promoting the understanding and appreciation of the
environment and the ecosystem, which is one of its aims. Other aims of ecotourism include,
providing positive experiences for both visitors and hosts, to use the environment and the ecosystem
as a tourist attraction but in a way that will have minimal impact on the environment so as to be able
to have a sustainable natural capital.