The significance of environmental values for destination competitiveness and sustainable tourism strategy making: insights from Australia's Great Barrier Reef World Heritage Area

Sustainable destinations must deliver products that perform better than their competitors and at the same time protect key environmental drawcards. This research explores the environmental–economic interface of a major destination, both as a case study in how to approach this complex relationship and as a contribution to the methodology of tackling the need for understanding competitive pressures as part of sustainable tourism strategy creation. Using the Great Barrier Reef World Heritage Area (GBRWHA) as an example, the paper assesses 21 key environmental values, including Indigenous culture, against market-based factors, in terms of their importance for visitors as regional drawcards, satisfaction with them and the way in which changes in them might affect trip numbers and duration across different regions. While the natural values of the GBRWHA are found to be the most important drawcards, satisfaction scores were significantly lower than importance scores for a number of these values. Visitors responded more negatively to the prospect of environmental degradation than to the prospect of a 20% increase in local prices: the detailed impact depends, however, on location and visitor mix. Clear ocean, healthy coral reefs, healthy reef fish, and lack of rubbish were the top four most important values.     

The role of Great Barrier Reef tourism operators in addressing climate change through strategic communication and direct action

The projected decline in reef health worldwide will have huge repercussions on millions of stakeholders depending upon coral reefs. Urgent action is needed to sustain coral reefs into the future. Tourism operators are recognised as stewards of Australia's Great Barrier Reef (GBR), a World Heritage Site, and are taking action on climate change, through their business practices and by engaging guests with interpretation and targeted messages. Yet little is known about how tourism operators along the GBR perceive climate change, or what actions they believe are most effective to address climate change impacts on the GBR. We describe a set of semi-structured interviews with 19 tourism operators in the Whitsundays and Cairns, the most popular tourism destinations along the GBR. Using a thematic analysis to code and report patterns within the data, we show tourism operators recognise the threat of climate change and strongly support increased action to address it. Most respondents are hesitant to engage their guests about climate change despite acknowledging an interest, expertise, and responsibility to do so. Understanding the barriers preventing tourism operators from addressing climate change is an important step towards helping them, and the tourists visiting the region, take action to protect the GBR.     

Tourists’ aesthetic assessment of environmental changes,linking conservation planning to sustainable tourism development

Abstract

Tourists often travel to experience the natural beauty of a destination such as the Great Barrier Reef (GBR) in Australia. This nature-based destination attracts millions of tourists every year because of its outstanding underwater aesthetics. Recently, parts of the GBR have been degraded by warming sea temperatures and other local anthropogenic influences, threatening the Reef aesthetics and tourism in the region. In order to deal with this topical issue, the current research investigates tourists’ aesthetic assessment of environmental changes in the GBR ecosystem. Research outcomes indicate that tourists’ perceived beauty of the Reef is sensitive to environmental changes. The disappearance of sea animals (colourful fish, turtle), degrading coral and decreasing water quality negatively influence their aesthetic assessment, which can reduce tourist visitation in the long-term. Hence, sustainable tourism development in the GBR regions can only be achieved when government support for environmental management is strengthened. Conservation programs of the GBR should expand beyond coral restoration for controlling water quality, reducing pollution and protecting aesthetically appealing sea animals.     

Managing World Heritage Site stakeholders: a grounded theory paradigm model approach

The complex issues of conservation, politics, tourism development and governance have emerged as critical issues within sustainable tourism at World Heritage sites. This study analyzes divergent perspectives of multiple stakeholders toward sustainable tourism development in Masouleh, a tentatively listed UNESCO World Heritage location in northern Iran. The study uses a grounded theory approach for framing the case study and provides insights into understanding the obstacles of sustainable tourism in Masouleh in the context of the socioeconomic, political, and environmental dimensions of development. Drawing on in-depth interviews with key stakeholders, findings revealed that the village of Masouleh confronts numerous challenges that have implications for any listing as World Heritage. The study is significant because of the focus on a tentatively listed site, as well as acknowledging domestic opposition to heritage tourism despite the site’s potential international significance.     

线性文化遗产的特征及其对旅游利用模式的影响——基于《世界遗产名录》的统计分析

线性文化遗产是一种特殊的遗产类型,随着人们对遗产完整性不断深入的理解以及遗产活化利用理念的发展,线性文化遗产旅游的重要性日益显现。因此,树立线性文化遗产意识,把握线性文化遗产特征,是推进线性文化遗产旅游利用和可持续发展的重要问题。本文以《世界遗产名录》中收录的线性文化遗产为基础数据,对线性文化遗产的类别与列入标准、资源组合模式和核心区与缓冲区等典型特征进行深入分析,并从旅游空间演化和旅游活化路径两方面总结其对旅游利用模式的影响,以期为线性文化遗产旅游的可持续发展提供科学参考。研究结果表明,线性文化遗产旅游空间结构发展过程遵循“增长极”演化规律,并在遗产文化分层上表现出不同的利用方式和活化路径。     

Global–local relationships and governance issues at the Great Wall World Heritage Site,China

Heritage preservation and tourism use are inevitably intertwined at heritage sites and are characterized by both symbioses and tensions, particularly at World Heritage Sites, where international initiatives interact with local priorities. The international designation impacts heritage preservation, tourism development and community well-being at the local level, especially in developing countries. This paper examines global–local relationships, as well as involvement and governance at intermediate scales, and their implications for preservation and development at Badaling Great Wall World Heritage Site in Beijing, China, through examinations of its management structure, heritage preservation and development plans, and the opinions of the local business community. Interviews were conducted with key officials of the Management Office and questionnaire surveys were distributed with local business operators. It is shown that multiple stakeholders operate in a hierarchical, multi-departmental management structure. International linkages are weak and via central government. Positive economic impacts from tourism are highly valued. High awareness of heritage preservation and positive attitudes toward tourism are identified among local business operators with relatively high tolerance for negative environmental impacts. Potential conflicts between global priorities by World Heritage designation and local needs for tourism development are illustrated. Practical implications for heritage and tourism planning and management are discussed.     

Sustainable tourism and social value at World Heritage Sites: Towards a conservation plan for Altamira,Spain

This study aims to identify the factors that constitute the social value of heritage in relation to sustainable tourism. To do so, this paper provides a theoretical contribution by unifying the fields of heritage management and sustainable tourism through a mixed-method approach. It showcases the social dimension of the World Heritage Site of Altamira, Spain, combining qualitative and quantitative techniques. Research findings provide information about the multiple factors determining the social value of heritage, namely: existential, aesthetic, economic, and legacy values and the risks associated with underestimating the contemporary social value. Ultimately, this research paves the way for improving normative approaches toward sustainable tourism and, offers practical solutions to the challenges faced by the Altamira and other World Heritage Sites.     

Rock art tourism in the uKhahlamba/Drakensberg World Heritage Site: obstacles to the development of sustainable tourism

This paper focuses on rock art tourism, a highly vulnerable heritage of broad public interest, only sustainable within an effective management framework. The paper explores tourism management in South Africa's uKhahlamba-Drakensberg World Heritage Site, inscribed in 2000 for its natural landscapes and its exceptional rock art heritage. In practice, nature dominates the area's tourism and management dynamics. Current tourism patterns, markets and frequencies, together with rock art's low place within tourist agendas, are described. This situation is shown to be a legacy of European Alpine romanticism, and the political rejection of indigenous cultural heritage prior to 1994, still expressed through visitor patterns and marketing policies. Despite rock art needing tourism to valorise its conservation, and being recognised by commentators and the state as a viable route to tourism development, heritage conservation, socio-economic regeneration and cultural empowerment, the failure to reform entrenched and ineffective tourism/conservation governance and management systems is exposed. The problems affecting rock art tourism have allowed the retention of unwelcome values from South Africa's pre-democratic era, risk the loss of World Heritage site status, the destruction of globally outstanding art works and waste an important opportunity to expand and diversify sustainable tourism in South Africa.     

The impact of economic,social and environmental factors on trip satisfaction and the likelihood of visitors returning

Tourism is vital to the economy of many regions; however visitor numbers in some are stagnating. Using a novel approach, this case study of the Great Barrier Reef explores and quantifies risks to visitor numbers, utilising tourist survey data supplemented by objective data from secondary sources. Economic, social and environmental factors affecting trip satisfaction are identified, which itself is found to affect the likelihood of a tourist returning; the impact of changes on trip satisfaction and on repeat visits is then estimated. Linkages between tourism and other industries are clearly demonstrated; increased construction work, decreased water clarity and decreased perceptions of tourist safety are all estimated to significantly reduce likelihood of repeat visits and hence impact tourist revenues, placing the financial viability of the industry at risk. Future development within the region should be evaluated holistically, rather than industries such as tourism, construction, agriculture etc. each being developed in isolation.     

Japanese Tourists' Experience of the Natural Environments in North QLD Region— Great Barrier Reef Experience

Summary

The North Queensland (QLD) region has been one of the fastest growing tourist destination for the international travel markets and has been recognized as a significant tourism icon in Australia. Surrounded by World Heritage areas such as the Great Barrier Reef (GBR) and Wet Tropical Rainforest, the North QLD region offers a range of unique and distinctive natural tourist attractions. Although the North QLD region is being recognized as one of the fast growing tourist destinations for Japanese tourists, few studies have been conducted in terms of understanding Japanese tourists' experiences towards the natural environment.

With a focus on the GBR trip in the North QLD region this study determined the importance of the GBR in Japanese holiday choice and elicited opinions on some reef-related issues. This study also attempted to compare Japanese visitor activities and behavior with a previous sample of English speaking respondents who took part in a similar survey during 1996.

The results indicated that not only do Japanese Tourists see Australia as a great opportunity to experience a unique and different culture, but they also regard Australia as a stimulating destination where they can get involved in some adventurous activities

Focussing on the GBR as a major drawcard for Japanese visitors, it was found that the ‘Experiencing Nature’ in a very natural, unstructured way, was the most important motivational factor for a GBR trip. There is potential to improve the enjoyment levels of Japanese visitors to the GBR by providing more information on day activities of the reef tours, by providing more education and through improvement of service and facilities on the boats.     

World Heritage Listing and the Evolving Issues Related to Tourism and Heritage: Cases from Australia and New Zealand

The relationship between heritage and tourism at Word Heritage Sites is thought to be particularly problematic. Yet, each year more heritage sites gain this status. This paper explores the issues that emerge between tourism and heritage at two heritage sites, one with World Heritage listing and the other embarking on the application process. Interview data were collected in relation to the Royal Exhibition Buildings and Carlton Gardens (REB), Australia and Oamaru's Historic Precinct, New Zealand; secondary data were used to contextualise the findings. The findings of the two case studies indicate that the process, and outcomes, of World Heritage (WH) status influence the nature of the relationship between heritage and tourism. The findings of this case study analysis indicated that prospect of WH listing seems to be a catalyst for decision-making and developing networks between the various stakeholders of heritage and tourism, but heritage stakeholders seem to be grappling for power at this time. Once the listing process is successful, heritage then seems to gain the balance of power, and tourism seems to be less successful in controlling the situation. Further research is warranted on this topic to explore whether the findings from two sites can be generalised to other heritage sites.     

Getting closer to whales—passenger expectations and experiences, and the management of swim with dwarf minke whale interactions in the Great Barrier Reef

Whale-watching tourism is a growth industry worldwide. In Australia, with whale-watchers approaching one million per annum there has been considerable effort to develop management regimes that protect the whales while enabling the development of a sustainable ecotourism industry. A mixture of National and State laws and regulations have governed the industry (Tourism based on free-ranging marine wildlife: opportunities and responsibilities, Wildlife Tourism Research Report No. 11, Status Assessment of Wildlife Tourism in Australia Series, CRC for Sustainable Tourism, Gold Coast, Queensland) but these have been mainly derived from experiences with humpback (Megaptera novaeangliae) whale watching from vessels at sea. In this article we describe the development and nature of new and rapidly growing swim-with-whales operations based on the dwarf minke whales (Balaenoptera acutorostrata) in the Great Barrier Reef of northern Queensland. The distinctly different quality of these operations raise interesting questions for long-term management (Towards sustainable management of the developing dwarf minke whale tourism industry in northern Queensland, CRC Reef Research Technical Report 27, James Cook University of North Queensland, 30pp (emended version of SC/50/WW1)).In the 1999–2000 seasons, 453 passengers (88.1% of respondents) swam with minke whales. Only 25% of visitors came specifically for the whale interactions and 43% learned of the whales on board the vessel. Passengers thus had low expectations about whales and encounters. A variety of factors, including the diving experience, particular dive sites, a range of wildlife species and socializing contributed to visitor satisfaction. Nonetheless, there was a significant correlation between visitor satisfaction and closeness of approaches by the whales, total number of whales seen and total time spent with whales. We discuss the key issues associated with swim-with-whales programs in the light of our findings. The cooperative engagement of tourism operators, researchers and government management agencies is a feature of this new industry.     

Incorporating Neolithic villages at Petra,Jordan: an integrated approach to sustainable tourism

Listed as a World Heritage Site since 1985, the city of Petra is well regarded as the most important attraction in Jordan that is internationally recognized for its rare archaeological remains, monuments and façades that date back to Nabataean times. This paper presents an inter-disciplinary approach, which is co-constructed by an academic archaeologist and a sustainable tourism researcher that considers the integration of three rare and significant Neolithic villages as a unique extension of the cultural and heritage tourism experience in Petra. The paper begins by deliberating the implications of World Heritage Status for iconic and flagship destinations such as Petra. From this, results of a review of secondary research and interviews with local tour operators are presented which explored the issues and challenges that may inhibit the inclusion of the Neolithic villages as part of the Petra attraction system. The authors propose that an attraction diversification strategy and a sustainable tourism-planning approach are necessary to sustain the destination’s long-term future, conserve Petra’s archaeological sites, ensure economic benefits and appropriate participation of local communities within the region, and to serve as a way to attract more appreciative visitor markets to the region.     

Book Review

World Heritage Sites (WHSs) are motivated by such diverse reasons as heritage celebration, alarm calls, tourism branding and marketing and place making. Irrespective of the primary motivation for their creation, WHSs are often used to develop tourism based on cultural and natural resources of international significance. Heritage conservation may or may not be in agreement with what local populations perceive as desirable development paths. We conducted a survey among the island community of Vega in Norway that received WHS status in 2004 motivated by conservation alarm, tourism marketing and place making. We examined the local population's views of the key aspects of future development and how this related to WHS status. The islanders placed high value on social and community conditions as well as heritage linked to cultural and natural resources. While a majority supported tourism based on sustainable use of heritage they also felt that WH listing should not limit development opportunities. There were differences between younger people and adults. WHS may be an effective agent of sustainable tourism development if the main goals and strategies of the WHS are clearly understood and prioritized in the local community, leave room and perhaps link to other development opportunities.     

World Heritage: Exploring the Tension Between the National and the ‘Universal’

The complex issues of conservation, politics, tourism management and ownership have emerged as critical issues within the World Heritage debate and specifically within heritage tourism research. Within this context, this paper focuses on issues of ownership and belonging and argues that there exists a link between the conceptual inconsistencies inherent in the World Heritage idea and the tensions between the national and the ‘universal’ evident at a number of World Heritage Sites. That is, heritage sites that are deemed to be of ‘outstanding universal value’ and are bestowed with the World Heritage accolade are consequently no longer expected to be perceived as symbols of particular national identities, but as heritage belonging to all humankind. This, of course, provokes a series of debates over the issues of ownership and belonging of such heritage, namely between the national and the ‘universal’ suggesting that it is possible to perceive World Heritage as synonymous with contested heritage. The paper explores these issues of ownership and focuses on the Acropolis, symbol of the World Heritage idea, as a case study utilising an exploratory semiotic analysis of the promotional material released by the Greek National Tourism Organisation over the last five years.     

Assessing the sustainability of tourism-related livelihoods in an urban World Heritage Site

The relationship between UNESCO World Heritage Sites and tourism has been described as a double-edged sword, with the benefits of tourism countered by its adverse impacts. To the extent that tourism-related livelihoods are dependent on World Heritage status, the loss of that status may have significant adverse effects, especially for poor people. The Sustainable Livelihood Framework has been used to analyse the development, or otherwise, of rural communities in poor regions of the world. This paper uses this approach to examine the urban poor of a World Heritage Site in Thailand, The Historic City of Ayutthaya. As a consequence of tourism and urban industrial development, not only has there been conflict between the urban poor and the Thai government within the designated heritage area, there is also conflict with the neighbouring industrial zones. This has resulted in fears that World Heritage status may be lost. Viewed within DFID’s Sustainable Livelihood Framework, lack of capital and little community participation are factors which contribute significantly to an unsustainable livelihood. However, this research concludes that using self-reliance as a measurement of people’s livelihood to determine ‘sustainability’ is inappropriate in an urban-tourism context because people living in urban areas rely heavily on external sources.     

Analysis of international tourist arrivals in China: The role of World Heritage Sites

This paper analyzes the determinants of international tourist arrivals in China, especially for World Heritage Sites and various kinds of travel spots. Utilizing annual provincial panel data over the 2000–2005 period, the empirical results suggest that key determinants include the relative income, population in the original country, cost of travel, and tourism infrastructure. In addition, World Heritage Sites are also found to be significant in explaining the numbers of international tourists and have a greater tourist-enhancing effect. Other famous tourist sites rated 4A- and 3A-class are also attractive to foreign tourism. Moreover, cultural rather than natural sites attract more interest among foreign tourists, because China is internationally renowned for its long-standing historical and cultural assets. Finally, the importance of the determinants of the demand for tourism varies from country to country.     

Intangible heritage

This study will evaluate three World Heritage initiatives in Western Australia; Shark Bay and Ningaloo Reef, both isolated and near-pristine natural areas, and Fremantle, a historic townscape within a large metropolitan region. In all the three cases, sections of the local communities have campaigned against World Heritage designation, not because they failed to see the heritage value of the areas under consideration, but because they saw the ‘fallout’ from such designations as a threat to various aspects of their ways of life. A range of official, academic and media sources and direct input from stakeholders are used to illustrate issues of concern and, on occasion, conflict at these three sites. While this was clearly not the intention of those seeking the World Heritage designations, sections of the community at all three locations feared that such designations would exacerbate, rather than ameliorate, what they saw as the negative impacts of the rapid social and economic changes that are, in any case, occurring across the state.     

The Bigger They Are,the Harder They Fall! Sustainable Tourism Planning at Naracoorte Caves World Heritage Site,Australia

The Australian National Heritage and Tourism Thematic Interpretation Framework (NHTTIF) is an interpretive framework methodology that can be used to develop an enhanced visitor experience by integrating heritage more effectively in tourism. It was developed for the Australian Department for the Environment and Heritage in response to the ‘telling the story’ opportunity identified by the National Tourism and Heritage Taskforce. The NHTTIF is used to identify a site-specific interpretive theme through to a national or international interpretive theme, as part of an interconnected web of ‘stories’ about Australia. Sites used during the development of the NHTTIF included the World Heritage Australian Fossil Mammal Site at Naracoorte, South Australia, the Port Arthur Historic Site in Tasmania and the Brambuk Aboriginal Cultural Centre in Victoria. This paper demonstrates the development and application of the NHTTIF at the Naracoorte Caves World Heritage Site, with a site-specific story theme of ‘the bigger they are, the harder they fall!’, referring to the fossilised extinct Australian mega-fauna. Other themes are demonstrated at a local, regional, state, and national level with implications at the international level as a World Heritage Site. The integration of heritage more effectively in tourism planning, development and management, and the interpretation of heritage sites fosters an understanding and appreciation of heritage, resulting in conservation.