Ski – resort and regional development: profile of visitors ... - E-Journal

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Yao-Yi Fu, Amanda K. Cecil, Suosheng Wang, Sotiris H. Avgoustis
METODOLOGY
A questionnaire survey of accommodation establishments in the city was undertaken to assess
the understanding and the level of implementation of sustainable tourism in South Part. The
questionnaire obtained information relating to the understanding of sustainable tourism, the
adoption of sustainable practices, the awareness and use of the Environmental Monitoring
Agency and the characteristics of the respondents (size of accommodation, price range, and
type of business, age and length of ownership). The sampling strategy was based on the
“Region Guide”, which detailed accommodation united registered with the Prefecture Marketing
Bureau. The sample was stratified according to the size of business based on the number of
rooms (i.e. small, 1-10 bedrooms; medium 11-50 bedrooms; large, more than 50 bedrooms).
Initially, the hotels and guesthouses listed were contacted by telephone in order to ascertain
their willingness to take part in the survey. On the 100 businesses listed in the guide, 74 per
cent agreed to participate. The survey took place on a face-to-face basis over the period 10
March to 17 March 2005. This period proved to be advantageous because it was low season
and hoteliers could afford the time to answer questions. The sample included over three-fifths
of each size category.
RESULTS
The survey has indicated that, despite the support provided by Prefecture Marketing Bureau
and the framework of the Environmental Monitoring Agency, the understanding of the concepts
behind sustainable tourism remains at a low level amongst tourist accommodation operators
in the city. In this respect, the survey supports the findings of previous research where
operators’ awareness and appreciation of the concept were limited. In the present survey, the
term “sustainable tourism” was interpreted by most businesses as the short-term preservation
of the tourist industry in terms adoption of sustainable practices within the sample population
was also relatively modest, being dominated by activities that might be established priorities,
such as energy conservation.
Another key factor in the adoption of sustainable practices is the potential of customer
requirements to influence the operation of the industry. Operators suggested that very few
guests show any regard for environmental practices carried out in the hotels, and usually only
require a “clean, comfortable bed” and a “good breakfast”. I suggest that guests may be willing
to pay higher prices for environmentally less damaging products, although a survey carried
out in the region indicated that, whilst 71 per cent of those interviewed said that they would
prefer to stay in hotels that show concern for the environment, they were not willing to pay
extra to fund these green policies. Therefore, it seems that from the point of view of running
a business, there is very little incentive for those who are making an effort to continue to do
so. The introduction of sustainable management in accommodation businesses remains largely
unsupported by both public and private sector infrastructure and is of little concern to the
paying guest. The translation of the concept of sustainable development from theory into
practice in tourism remains a long-term commitment, as in other areas of the economy.
Tourism Today - Fall 2007 - Full Paper