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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Phil Sarnoff, Doctoral Student, University of Utah and Kelly Bricker, Associate Professor, University of Utah - "Tourism and Biodiversity Conservation Hotspots" - presented in September 2011. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Citation preview
This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the
ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
The International Ecotourism Society | web www.ecotourism.org email [email protected] | tel +1 202 506 5033
Hilton Head Island Green Survey: Visitor Willingness to Practice Conservation Behaviors while on Vacation
Conducted by the Lowcountry and Resort Islands Tourism
Institute at the University of South Carolina – Beaufort
Some of Our Research Projects for the Local Community
• Resident and visitor demand for public transportation
• Festival and special event attendee point of origin analyses
• Economic impact of the Heritage golf tournament on Hilton Head Island
• Port labor demand assessment
• Economic impact of second homes
• Ongoing visitor estimates and day tripper study
• Green survey
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Executive Summary
• 73% of visitors recycle at home.
• Approximately 65% participate in some sort of curbside
recycling program at home.
• 88% would prefer to participate in some sort of curbside
program at home.
• 96% would recycle on vacation.
• 82% would reduce consumption of soap, shampoo, and
lotion.
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Executive Summary
• 79% would take public transportation.
• Under 50% are willing to pay extra for
environmentally friendly goods and/or services.
• 96% believe that resorts and hotels should reduce
waste through recycling, while 93% feel restaurants
should recycle.
• Being recognized as an environmentally friendly
destination is important when choosing a
destination, but not as important as recreational
opportunities and public transit.
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Method
Seven thousand seven hundred forty-one (7,741) individuals were
randomly selected and sent email invitations. Seven hundred three
invitations were declined or the recipient chose to opt-out of the
project. Five hundred ninety-three (n=593) were surveyed for a
response rate of 7.7%. Though the sampling was statistical valid
(+5%), it was compared to previous demographic research
extrapolated from the Hilton Head Island/Bluffton Visitor &
Convention Bureau studies.
Demographics
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Number of Visitor Responses by State
Number of Visitors by State
55
7
1
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Where were most respondents from?
Rank State % of Sample1 OH 10%2 NC 8%3 PA 7%4 NY 7%5 GA 6%6 SC 6%7 FL 5%8 TN 5%9 NJ 4%10 IL 4%
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Annual House Income
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Education Level
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Age
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Total Sample: n=593
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Domestic Visitor Sampling: n=534
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International Visitor Sampling: n=29
Conservation Practices at Home and on Vacation
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Lowcountry Respondents Only: n=24
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At Home Conservation Behaviors: 1-5 Likert Scale (1=Never, 5=All the Time)
Please indicate how often you do each of the following activities at your primary residence.
All/ Almost all the Time
SometimesAlmost
Never/ NeverNot
ApplicableRating
AverageResponse
Count
Keep heating or cooling in your home or workplace at an energy saving setting.
79% 17% 4% 0% 4.13 568
Recycle materials that can be recycled. 73% 20% 6% 0% 4.08 570
Reduce energy and water consumption. 72% 26% 2% 0% 3.98 565Sort garbage into recyclable material and non-recyclables.
70% 15% 13% 1% 4 565
Wash laundry in cold water rather than warm or hot water specifically to save energy.
58% 28% 13% 1% 3.7 570
Buy certain products specifically because they are better for the environment than other products.
39% 51% 9% 0% 3.37 568
Use your own durable or reusable shopping bags, rather than accepting bags from a retail store.
35% 29% 36% 0% 2.94 569
Avoid products in excessive packaging. 33% 48% 18% 2% 3.17 571Buy fruits and vegetables grown without pesticides or chemicals (i.e. organic food).
29% 46% 24% 1% 3.05 565
If distance allows, walk or ride a bike to your destination.
28% 45% 23% 4% 3.06 566
Talk to others about environmental issues.
27% 47% 25% 1% 3.03 569
Join in community clean up efforts. 20% 40% 37% 3% 2.72 569Invest in companies that utilize green technologies.
19% 37% 32% 13% 2.77 566
Pay extra for transportation if it is environmentally-friendly (i.e. a fuel efficient car).
16% 27% 43% 14% 2.55 568
When available, take public transportation to work, school, or other appointments.
10% 16% 51% 23% 2.17 567
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At Home Recycling
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At Home Recycling Preference
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Conserving at Home
• Almost 80% keep heating and cooling at an
energy saving level at work and at home all the
time or almost all the time.
• 73% recycle and 70% separate recyclable and
non-recyclables all the time or almost all the
time.
• 72% reduce energy and water consumption all
the time or almost all the time.
• 58% wash laundry in cold water to save energy
all the time or almost all the time.
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If the environmentally friendly programs were available to you, please indicate how willing you are to practice the following behaviors while on vacation.
Very Willing/ Willing
Not Very/ Not at All Willing
Rating Average
Response Count
Recycle newspaper, magazines, and books. 96% 4% 3.67 541Recycle glass and plastic bottles. 96% 4% 3.66 548Recycle aluminum, tin, and metal cans. 96% 4% 3.66 546Recycle cardboard, boxes, and other paper related packaging. 96% 4% 3.63 537Purchase organic produce if the price was approximately the same as non-organic.
91% 9% 3.43 546
Purchase locally grown foods and/or locally made beverages from restaurants and grocery stores.
89% 11% 3.28 545
Reduce water consumption. 88% 12% 3.22 544Participate in the hotel or resort linen and towel reuse program if available.
86% 14% 3.26 546
Keep heating or cooling in your hotel or resort room at an energy saving setting.
83% 17% 3.09 547
Reduce consumption of soap, shampoo, and lotion provided by the hotel or resort.
82% 18% 3.1 547
Take public transportation. 79% 21% 3.06 543Pay extra costs for environmentally friendly products and sourvenirs.
44% 56% 2.41 545
Pay a nominal fee to make recycling more available. 38% 62% 2.27 547Pay a higher room rate (compared to what I normally would pay) to stay at an environmentally friendly hotel or resort.
30% 70% 2.09 545
Respondent willingness to practice conservation behaviors while on vacation: 1-4 Likert Scale (1=Not at all Willing, 4=Very Willing)
Almost all respondents (96%) would recycle all items, while only 30% would pay extra to stay at an environmentally friendly resort.
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Conserving on Vacation• 96% are willing to recycle all materials.• 91% would purchase organically grown foods if the price
were the same as non-organics.• 89% would purchase locally grown foods and/or beverages.• 88% would reduce water consumption.• 86% would participate in a hotel/resort towel and linen
reuse program.• 83% would keep heating and cooling at energy saving
levels.• 82% would reduce consumption of soap, shampoo, and
lotion.• 79% would take public transportation.• Under 50% are willing to pay extra for environmentally
friendly goods and/or services.
Opinions Toward Environmental Practices of Tourism Related Businesses and Environmental Related Reasons for Choosing a Destination
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Respondent opinions toward environmental practices of tourism businesses: 1-5 Likert Scale (1=Strongly Disagree, 5=Strongly Agree)
Almost all respondents (96%) believe that resorts should reduce waste through recycling while only 70% feel that hotels and resorts should keep heating and cooling at energy saving levels.
The following items ask for your opinion regarding environmental practices of tourism related businesses.
Strongly/ Somewhat Agree
Neither Agree/ Somwewhat or
Strongly Disagree
Rating Average
Response Count
Hotels and resorts should reduce waste through recycling. 96% 4% 4.66 554Restaurants should reduce waste through recycling. 93% 7% 4.52 551Hotels and resorts should use biodegradable or bio based products. 88% 12% 4.38 552Hotels and resorts should use recycled or recyclable products. 88% 12% 4.39 549Hotels and resorts should offer guests a linen and towel reuse program. 86% 14% 4.33 554Hotels and resorts should utilize renewable energy such as solar and wind power. 82% 18% 4.22 552Hotels, resorts, and vacation destinations should provide access to public transportation.
81% 19% 4.25 551
Hotels and resorts should implement water conservation programs such as using low-flow showerheads and dual flush toilets.
81% 19% 4.19 553
Restaurants should use biodegradable or bio based products. 81% 19% 4.2 553Hotels, resorts, and restaurants should buy locally grown foods and locally made beverages.
76% 24% 4.11 553
Hotels and resorts should keep heating and cooling at energy saving settings. 70% 30% 3.85 552
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Respondent environmentally related reasons for choosing a destination: 1-4 Likert Scale (1=Not at all Important, 4=Very Important)
Almost all respondents (94%) choose a destination based on its outdoor recreation opportunities while only 57% choose based on environmental education opportunities.
The items below relate to special environmental reasons for choosing a vacation destination.
Very/ Somwhat Important
Not Very/ Not at all
Important
Rating Average
Response Count
Vacationing in a destination that has abundant outdoor recreation opportunities in natural and preserved settings.
94% 6% 3.47 549
Vacationing in a destination that has plenty of walking and bicycling paths to the places I want to see and visit.
91% 9% 3.38 550
Vacationing in a destination that has public transportation available to tourists.
76% 24% 3 545
Eating at restaurants that serve organic, seasonal, and/or locally grown foods.
69% 31% 2.83 547
Staying in a hotel or resort that is recognized as environmentally friendly by national publications, magazines, newspapers, and broadcast media.
67% 33% 2.73 550
Vacationing in a destination that has been recognized as environmentally friendly by national publications, magazines, newspapers, and broadcast media.
66% 34% 2.75 551
Eating at restaurants that serve locally made beverages such as wine and/or beer.
59% 41% 2.64 547
Vacationing in a destination that provides environmental education opportunities to tourists.
57% 43% 2.69 546
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Conclusions• Most already recycle at home.
• The preferred recycling method at home is home/curbside
pickup allowing mixed recyclables.
• Almost all visitors would recycle while on vacation.
• The community should implement a curbside recycling
program or a program that is extremely convenient for visitors.
• Almost all feel that hotels, resorts, and restaurants should
recycle.
• Over 80% would practice energy saving behaviors and reduce
water consumption
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Conclusions Continued
• Most are interested in purchasing locally grown and
organic foods.
• The majority of visitors would take public transit.
• Being recognized as an environmentally friendly
destination is important when choosing a destination,
but not as important as recreational opportunities.
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Report Prepared By:
John Salazar, Ph.D.
Contact Information
Phone: 843-208-8217
Email: [email protected]