Sustainable Tourism
Introduction
Sustainable tourism is a concept that was developed to scale the image of tourism a notch higher. Tourism revolves around many activities that are environmental, social, economic and culturally oriented and tourism poses both positive and negative impacts on the dimensions above. It is with these effects in mind that the concept of sustainable tourism emerged. The idea was to see tourism have minimal negative impacts on the said aspects and maximize the positive effects it causes to the given destination. The aim was to ensure that tourism contributes positive developments and experiences in the regions where tourism is practiced as an income generating activity. Sustainable tourism, therefore, aims at bringing balance between the key dimensions of tourism so as to ensure long-term sustainability (Pineda and Brebbia, 2004).
Sustainable tourism, therefore, is mandated to optimally use the natural resources of a given destination, promote authenticity and diversity of the socio-cultural aspect of the local community and to ensure that there are viable long-term economic activities. The intention is to give rise to socio-economic impacts that are beneficial and cut across all stakeholders in the industry (Hill and Gale, 2009). Sustainable tourism and CSR are interrelated as they emphasize on identifying and acknowledging stakeholders and evaluating initiatives to assess the impacts tourism may have on others. The connection between the two principles brings into mind that CSR has a very integral function in attaining sustainable tourism development. This paper will analyze the role of CSR in ensuring sustainable tourism over the years, therefore, bringing into light the principles that have seen tourism develop sustainable through CSR as stipulated in Journal of Sustainable Tourism (2014).
CSR and sustainable tourism
Most countries have embraced tourism as an income earning activity and invested a lot in ensuring that it grows and becomes a stronger backbone of the economy by earning more foreign exchange through the attraction of many international visitors. It is, therefore, an activity that is widely spread both in the developed and developing countries. The unsustainable tourism practices in these regions have however been rendered to pose great impacts on the socio-cultural, economic and environmental aspects of any destination. This has forced many countries to implement strategies to control these diverse effects that keep on increasing.
Sustainable tourism has been a strategy that tourism stakeholders have put at the forefront over the years as tourism is growing to be accepted globally as a socio-economic activity. They have developed regulatory frameworks that are believed to control international tourism practices that may impact a destination negatively. Sustainable development of tourism refers to the activities that aim at meeting the demands of host regions as well as those of the visitors and additionally offering opportunities for forthcoming developments. It gives a more holistic approach to tourism that amalgamates all the economic, environmental and socio-cultural aspects of the host country (Sloan, Legrand and Chen, 2009).
Achieving sustainable tourism involves many activities that range from safeguarding the well-being of the local community, providing employment opportunities for the locals, conserving and protecting natural resources, establishing strategies that are long termed and are based on the three dimensions of a tourism sector that is economic, social and environmental aspects , reinforcing equity and finally certifying maximum satisfaction of guests through guests’ enlightening on social and environmental variables (Journal of sustainable tourism, 2014).Today, sustainable tourism is not only viewed as an initiative for environmental conservation but also for promoting the well-being and quality of life of the local community. It is more of striving for compatibility between needs and resources of a destination.
The growing urge for sustainability gave room for the development of CSR where tourism organizations are expected to conduct their activities responsibly regarding environmental, socio-cultural and economic aspects of a destination.
CSR represents the connection between a business firm and the community in which the firm carries out its activities (Jonker and Witte, 2006). Protagonists of CSR believe that it is very effective in obtaining sustainability in the tourism industry by nurturing the appeal of any destination and giving the destination a competitive advantage. CSR emphasizes on the need for tourism principals to have their operations guided by ethical standards that based on sound principles that are focused towards positive development in the host community.
It stipulates for the use of natural and cultural resources responsibly through waste and pollution minimization, landscape conservation, cultural and heritage preservation, responsible treatment of guests, employees and suppliers and involvement of the local community in the tourism operations. The first implementation of CSR in the tourism industry was in the late 1990s by the International Hotel Corporations whereby hotels were the first to implement the strategy. Through the corporations, many hotels have implemented CSR measures e.g. Marriott International Hotels, which developed a CSR initiative through called "Spirit to Serve Our Communities," NH Hotel's "Street Children" initiative that is geared towards giving back to the society. Through these initiatives, many hotels ventured into the process of implementing CSR into their operations and produce their CSR reports on their websites annually for accountability.
Additionally, many countries have also implemented this strategy for sustainability. In Europe, CSR is part of its strategy towards its 2020 vision for a smart, ecological and inclusive growth. CSR is a voluntary action, and its implementation goes beyond the legal regulations that guide tourism environmental and economic activities. CSR is a fragment in the tourism industry that is geared towards improving the image of the host country; it is in light of this that it has been instigated in many tourism operations thus promoting sustainability both financially, socially and ecologically (Luu, 2011).
The guiding principles of sustainable tourism have generated significant improvements in the tourism industries through CSR. These principles have been inculcated in the industry to ensure that tourism breeds socio-cultural, economic and environmental results that are worthwhile. These principles have been the driving forces that have seen tourism develop in three dimensions sustainably as tourism operations are undertaken based on these principles. The advent of these principles has seen tourism developed right from the management level to the guests who are the targeted market in any tourism activity (Guliani, 2006).
CSR and Sustainability Principles
Corporate Social Responsibility in tourism has been in practice for many years. Tourism managers have realized that through CSR, their brands are sold globally and the influx of visitors into the region increases. CSR involves some activities, and tourism management has seen it that they implement these activities for sustainability. CSR promotes the well-being of all the stakeholders in the tourism industry. The development, planning, and management have taken U-turn where significant improvements have been made in different tourism destinations where CSR has been implemented (Dwyer and Sheldon, 2007). CSR measures in these destinations are guided by the tourism sustainability principles which are all inclusive and cater for all the three aspects of tourism. These principles are:
Tourism activities should provide employment opportunities for the local communities so as to improve their lifestyle with worthy remuneration.
Tourism operations should have the consent, inputs and opinions of the local community through a multi-purpose line of attack.
Tourism operations should be carried out with a code of conduct that cut across all levels from national, regional to the local level. These codes of conduct should give guidelines on impact assessment, tourism operations, monitoring tourism impacts, etc.
Tourism managers should implement ways of educating and training visitors to protect and conserve natural and cultural resources of the hosts.
Tourism practices must be based on the triple-bottom line strategy, be environmentally conscious and conserve natural and cultural resources of the community.
These principles have been implemented through CSR in many tourist destinations and have been successful for many years. The relationship between these two principles is explained below with examples of the places where CSR has been employed, and tourism sustainability has been achieved. To begin with, for sustainability to be achieved, one of the guiding principles is the provision of quality employment and worthy wages for the local community and acting as a linkage between the local tourism businesses and the target market. Tourism has employed many people in different sectors ranging from hotels, museums, parks and even in the travel industries. Many people skilled and unskilled have found a better share in the industry and employees are earning a living through tourism. The working conditions can, however, be detrimental to the workers' health especially the unskilled ones. CSR has seen to it that better and favorable working conditions are accorded to workers, the needs of customers are met and that employees are fairly remunerated. In Gambia at Kotu Beach, the staffs of Bungalow Beach and Kombo Beach Hotels have greatly impacted the locals' life through employment and provision of a better environment for their guests. In the recent past, local vendors approached hotel guests to sell to them fruits and juices; the guests were displeased by this act and the management together with the vendors in 2002, through an innovative project developed a way forward to improve the situation.
They developed a code of conduct that favored all the groups. The vendors stopped selling at the beaches and guests increased in number at the hotel. The hotel took it upon itself to promote the vendors’ products, and this generates more earning for the vendors. Craftsmen also had their products better merchandising, and their earnings increased as tourists' spending increased. Secondly, tourism principles stipulate that tourism operations must include the local community in the development where their inputs, opinions and decisions must be sought. This is an approach that is meant to reduce conflicts between the local community, guests and tourism managers. CSR has made it possible for tourism stakeholders to develop platforms where the local communities' opinions are sought for before they arrive on any decision regarding the use of resources that are within the community.
The involvement of the local community in ensuring sustainable tourism development ensures that resources are used equitably and are benefitting both the locals and tourism managers. Spier, Stellenbosch in South Africa, is an estate with 155 hotel rooms, winery, conference facilities and golf courses. Through CSR, it has managed to promote sustainability through micro-ecology initiative. Spier has involved the community in this initiative and in that spirit, wastewater has reduced by 20%, 65 hectares of land has been given to farmers for development of agriculture, it has managed to procure natural gas from the local community.
Thirdly, basing on the principle of operating under codes of conduct, CSR has contributed significantly in ensuring sustainability is achieved through various guidelines and measures that have been developed to increase sustainability. CSR has brought in measures that have ensured that tourism is at the forefront of promoting socio-cultural, economic and environmental impacts that are positive in any host community that has implemented the strategy (Schwartz, 2005). Through CSR, “The Global Code of Ethics for Tourism” was developed; it is a code which has acted as a context of reference for responsible tourism sustainability. Additionally, a Code of Conduct for the Protection Of Children from Sexual Exploitation in Travel and Tourism called End Child Prostitution, Child Pornography and Trafficking for Sexual Purposes (ECPAT), was developed to ensure child protection from trafficking, drug abuse, sexual abuse and child labor.
The UNWTO developed this code, and it has changed the viewpoint of managers as well as employees on child abuse. This initiative since 2002 has been implemented in major hotels, airlines and tour operators and many have signed the code. Through ECPAT, The Youth Career Development Program was developed which is an initiative that has helped in curbing commercial sexual abuse of children through the provision of training for girls between the ages of 17-20. The program has been successful and registered unfathomable increase annually. In addition, tourism as an activity should protect and conserve the cultural and natural resources of the host community. This principle ensures that all tourism operations are carried out sustainably and are long-termed. Banyan Tree Resort in Asia has promoted cultural preservation and promotion of the local communities’ artwork. The artworks by the many artists in the region are displayed in a collection of Singapore's outlet museums, galleries, and museums where visitors get to purchase Asians ancient history through art in form ornaments, stationery, and accessories. This initiative is geared towards preserving and conserving the Asian culture.
Additionally, tourism practices should be sustainable and environmentally responsible; this has been made possible through different initiatives using CSR. Tourism contributes greatly to climate change and through CSR; many activities have been geared towards a green environment. “Davos Declaration” is a strategy that was developed through CSR to promote sustainable tourism in reaction to climate change. Many countries have implemented this declaration so as to ensure that tourism operates in a green environment. Another strategy that has been developed through CSR is "Tour Operators Initiative" (TOI) for Sustainable Tourism Development, which was founded in 2000. This is an initiative that is committed to promoting sustainable tourism operations and developing positive impacts on the cultural and natural environment of the host community as well as being mindful of their future lives and not putting it at risk.
Conclusion
In conclusion, CSR has contributed greatly to the development of tourism over the years through many initiatives that have been implemented in tourism destinations. It is a core principle in achieving sustainable tourism development as through it strategies are developed that help in promoting tourism through sustainable practices and measures. Tourism and CSR are therefore one collection, and none can do without the other in realizing the dream of a sustainable tourism environment that is free from negative impacts on the environment, economy and socio=cultural structure of the host destination (Vargas-Sanchez, 2010).
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