Encouraging sustainability beyond the tourist experience: ecotourism, interpretation and values

Abstract

The relationship between tourism and sustainability is complex, with considerable attention paid to ecotourism's potential to positively contribute to sustainability. One way forward could be through using tourist experiences, especially those focusing on interpretation, to activate or change sustainability relevant values, beliefs, attitudes and actions both at places visited and elsewhere. This paper reports on research conducted with passengers on expedition cruises that explored links between aspects of the overall experience including the interpretation provided, tourist perceptions of the benefits of these experiences and their awareness of sustainability values linked. An adapted mean-ends analysis technique was used and found a consistent pattern of relationships between features of interpretive experience, activation of values and intentions to adopt responsible behaviours beyond the cruise. Responses highlighted the importance of staff expertise and dedication, the ability of interpretive staff to provide security, to assist people to make personal connections and to elicit participant trust. A Value Model of Interpretation (VMI) was developed, integrating theories of effective interpretive practice and connecting interpretation to the activation of sustainability values. The VMI offers new areas for guides to consider, shifting the focus from the transmission of information and towards the facilitation of mindfulness and reflective engagement.

The convergence of environmental sustainability and ocean cruises in two moments: in the academic research and corporate communication

“…E. A. Ramoa, Ardigó, & Flores, 2016). Therefore, knowing that this customer is looking for value rather than price (Aaker & McLoughlin, 2010;Lee & Yoo, 2015;Walker & Moscardo, 2014) organizations should consider that positive environmental factors can improve their image vis-à-vis the market and can be interpreted as an added value that will attract consumers (Gössling, Hall, Ekström, Engeset, & Aall, 2012;Lima, Cunha, Moreira, & Porte, 2012;Melissen, 2013;Moriarty, 2012;L. R. de Oliveira, Martins, & Lima, 2010;L.…”

“…This dimension has gained importance in the risk management of cruise tourism and the industry reports on the subject have become useful tools for improving corporate image, a complex topic for tourism destinations, according to , in a highly competitive market (Bonilla-Priego, Font, & Pacheco-Olivares, 2014;Jones, Comfort, et al, 2016;Klein, 2011;Walker & Moscardo, 2014).…”

Mixed methods in sustainable tourism research: an analysis of prevalence, designs and application in JOST (2005–2014)

“…Despite the availability of books, book chapters and journal articles related to mixed methods, few of the 56 studies that applied mixed methods actually referenced the literature on mixed methods to justify their approach. In this regard, only nine works (Lynch, Duinker, Sheehan y Chute, 2010;Ryan, Chaozhi and Zeng, 2011;Chancellor, Norman, Farmer and Coe, 2011;Su and Wall, 2012;Canavan, 2014;Ong and Smith, 2014;Puhakka, Cottrell and Siikamäki, 2014;Albrecht, 2014;Walker and Moscardo, 2014) included in their lists of references any methodological studies about mixed methods from the main mixed methodologists (works by Creswell, Greene, Johnson, Onwuegbuzie, Tashakkori, Teddlie, among others). On this evidence it seems likely that the advantages and potential benefits of mixed methods research may be unknown to the majority of sustainable tourism researchers.…”

“…By using a means-end analysis combined with the laddering technique, Walker and Moscardo (2014) aimed to trace the values behind the benefits sought from purchasing decisions made. These attribute-benefit-value chains were identified through a structured open-ended questionnaire.…”

From theory to practice of ecotourism: major obstacles that stand in the way and best practices that lead to success

“…Ecotourism is amongst those few topics offered in the tourism literature that have been debated, discussed and researched on a theoretical level, but hasn't managed to advance much on the application and implementation level (Cohen & Cohen 2012;Walker & Moscardo, 2014). Despite the amount of articles and theories that have been written on ecotourism, in terms of figuring out the successful implementation of ecotourism and mastering the art of practicing what has been preached are both still at an early stage.…”