Participation and retention in a green tourism certification scheme

Abstract

Abstract:Tourism certification schemes offer a transitional procedure to a more transparent and sustainable tourism product. Engaging current and previous Green Tourism Business Scheme (GTBS) members in Scotland, this research addresses issues of retention affecting progression of sustainable tourism supply. Quantitative analysis tracking GTBS members over three time points reveals 2% growth but conceals significant flux in membership. Retention was calculated at 66%, where business type analysis discloses distinct issues among accommodation providers with 42% departing the scheme. Decline is greatest among B&B & guesthouses (-61%), where poor and falling recruitment coincides with very poor retention (33%). Our analysis demonstrates that slow growth in membership is primarily a result of enterprises choosing to leave the scheme, rather than poor recruitment. Questionnaires from past and present GTBS members (n = 109) confirm the importance of personal proenvironmental philosophies and perceived business benefits in attracting members, yet anticipated benefits do not always materialise. The main reasons for leaving the GTBS relate to membership cost and unrealised benefits. Lack of scheme awareness, management, criteria, bureaucracy and time commitment were further departure factors. The paper offers some suggestions to address issues and enhance retention leading to sustainable growth among tourism certification schemes. Participation and retention in a green tourism certification scheme AbstractTourism certification schemes offer a transitional procedure to a more transparent and sustainable tourism product. Engaging current and previous Green Tourism Business Scheme (GTBS) members in Scotland, this research addresses issues of retention affecting progression of sustainable tourism supply. Quantitative analysis tracking GTBS members over three time points reveals 2% growth but conceals significant flux in membership. Retention was calculated at 66%, where business type analysis discloses distinct issues among accommodation providers with 42% departing the scheme. Decline is greatest among B&B & guesthouses (-61%), where poor and falling recruitment coincides with very poor retention (33%). Our analysis demonstrates that slow growth in membership is primarily a result of enterprises choosing to leave the scheme, rather than poor recruitment. Questionnaires from past and present GTBS members (n = 109) confirm the importance of personal pro-environmental philosophies and perceived business benefits in attracting members, yet anticipated benefits do not always materialise. The main reasons for leaving the GTBS relate to membership cost and unrealised benefits. Lack of scheme awareness, management, criteria, bureaucracy and time commitment were further departure factors. The paper offers some suggestions to address issues and enhance retention leading to sustainable growth among tourism certification schemes.

From Spectrum to Multiverse: A New Perspective on the Diversity of Quality Control Tools for Sustainable Tourism Theory and Practice

“…A significant body of research investigates MAD syndrome, with cost (time and money) among the most frequently cited adoption deterrents (Ayuso 2007; Carasuk, Becken, and Hughley 2013; Jarvis, Weeden, and Simcock 2010; Mair and Jago 2010). Widespread industry unawareness of available programs is another longstanding deterrent (Font and Epler Wood 2007; Dunk, Gillespie, and MacLeod 2016). While this may signify the broad failure of sustainable tourism as an aspirational practice 30 years after the concept’s introduction, it could also indicate inherent problems with certification that dissuade adoption and incentivize alternative QCT pathways.…”

“…Articulation of this diversity, accordingly, facilitates industry engagement with effective QCT practice. This is critical because the QCT widely positioned as the aspirational trajectory—certification programs (Honey 2002; Synergy 2000; Weaver 2006)—has gained minimal industry traction and thus may be limited in its potential to achieve widespread sustainability progress (Dodds and Joppe 2005; Dunk, Gillespie, and MacLeod 2016). It is therefore important to identify alternative modes of QCT practice to unveil other options, alone or in combination, that may be more conducive to diverse industry needs and capacities for sustainable tourism progress.…”

Adopters versus Non-Adopters of the Green Key Ecolabel in the Dutch Accommodation Sector

“…Duglio et al [17] found that personal awareness of the sustainability issue and improving the corporate image were the main motivation for adoption of the European ecolabel by Italian accommodation establishments. Dunk et al [5] asked 109 members and former members of the GTBS in Scotland about their reasons and expectations for joining. Allowing for multiple answers, 63% gave 'green philosophy and practice' as a reason for joining.…”

“…Accommodation providers, such as hotels and campsites, impact the environment in various ways, including water and energy use, impact on the landscape, and disposal of waste and wastewater [1][2][3]. While companies in the accommodation sector increasingly voluntarily implement sustainable business practices, such 'green' production processes may be more costly than conventional ones [4][5][6][7][8]. Furthermore, since green goods are credence goods [9], consumers are not able to recognize environmental attributes when purchasing the product.…”

Sustainable tourism modeling: Pricing decisions and evolutionarily stable strategies for competitive tour operators

“…Many scholars (e.g., Chen and Tung, 2014;Dunk et al, 2016;Suriñach and Wöber, 2017) have paid more attention to sustainable tourism management and point out that tourism industry brings about a lot of disposable products, which can lead to soil and water pollution.…”