and cultural heritage; provides funds for preserving land and ..... investment. Foreign investment capital is useful for a destination for introducing its. âknow-howâ ...
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
PART IV: THE IMPORTANCE OF NEW ECOTOURISM ACTIVITIES IN REGIONAL DEVELOPMENT (PP. 195-223) by Nikoletta G. Tatari
1.1
INTRODUCTION
Worldwide, tourism has been recognised as an important industry for global economy, being one of the largest and fastest growing sectors. According to World Tourism Organisation (WTO, 2005), tourism may be defined as the processes, activities, and outcomes arising from the relationships and the interactions among tourists, tourism suppliers, host governments, host communities, and surrounding environments that are involved in the attracting and hosting of visitors. It comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited (Cooper et al, 1999: WTO and UNSTAT, 1994). A more comprehensive definition would be that tourism is a service industry, comprising of a number of tangible and intangible components. The tangible elements include transport systems - air, rail, road, water and now, space; hospitality services accommodation, foods and beverages, tours, souvenirs; and related services such as banking, insurance and safety and security. The intangible elements include: rest and relaxation, culture, escape, adventure, new and different experiences. In the global tourism map, the impact of tourism industry, directly or/ and indirectly, is of great significance, transforming this sector to one of the most important economic, social, cultural and political phenomena of the twentieth century (WTO: CeballosLascurain, 1996). According to tourism studies (WTO, 2006; European Community, 2006; European Travel Commission, 2005), tourism produces approximately 10,9% (directly, indirectly and induced) of global GDP and employs approximately 10,7% of total labour force. World Gross Dom estic Product (GDP)
World Labour Force 10,70%
10,90%
89,30%
89,10%
Tourism industry
Exhibit 1: Source:
Other industries
Tourism industry
Other industries
Percent of World GDP & Global Workforce WTO, 2006; European Community, 2006; European Travel Commission, 2005
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki Apart from the economic impact 1 of tourism, the increasing number 2 and size of tourism companies and destinations, and of their suppliers has a direct impact on the environment, leading to the emergence of sustainable tourism, with the concept of sustainability being among the ten most important trends in the tourism industry 3. In this context, the evolution of Ecotourism provided an effort to effectively manage the natural, economic and social resources of a destination and their capacity to re-generate. Thus, Ecotourism is regarded to be an alternative form of tourism that combines local economic development, protection of the quality of the environment and promotion of the natural advantages and the history of an area.
1.2
TOURISM REGIONAL DEVELOPMENT
Economic globalisation and the growing interdependence between countries are highly beneficial to the tourism industry, and they are changing the patterns of production and consumption, leading to greater competition, the emergence of new destinations, new marketing methods and the development of quality standards in line with a global market. The growing liberalisation of economies and of trade in goods and services, the 1
Tourism: Facts & Figures [WTO, 2006; European Community, 2006; European Travel Commission, 2005] Market share: Share of Global Tourism Arrivals, 2004
Share of Global Tourism Receipts, 2006 3,40%
4,60% 4,30%
2,90%
16,50%
20,00%
54,60%
Africa
America
Asia & The Pacific
Europe
Middle East
21,20%
52,50%
Africa
20,00%
America
Asia & The Pacific
Europe
Middle East
Purpose of Visit: Arrivals by Purpose of Visit, 2004 8,30% 24,20% 51,80% 15,70% Leisure, recreation & holidays
Business & professional
VFR, health, religion, other
Not specified
st
th
World’s Top 20 Tourism Destinations, 2004: France (1 ), Spain, United States, China, Italy (5 ), UK, Hong th Kong, Mexico, Germany, Austria, Canada, Turkey, Malaysia, Ukraine, Poland, Greece (16 ), Hungary, Thailand, Portugal Netherlands st rd International Tourist Arrivals in Europe, 2004 (Top 15): France (1 ), Spain, Italy(3 ), UK, Germany, Russian th Federation, Austria, Turkey, Ukraine, Poland, Greece (11 ), Hungary, Portugal, Netherlands, Croatia nd rd International Tourist Receipts in Europe, 2004 (Top 15): Spain, France (2 ), Italy (3 ), UK, Germany, th Turkey, Austria, Greece (8 ), Switzerland, Netherlands, Belgium, Portugal, Croatia, Sweden, Poland 2 Almost 2 million firms active in the European tourism sector (ETC, 2005) 3 Tourism Trends for Europe (ETC, 2005): 1) Demography, 2) Transportation, 3) Sustainability, 4) Safety & Security, 5) Health, 6) Awareness & Education, 7) Leisure time, 8) Travels experience, 9) Lifestyles, 10) Information Technology
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki development of rapid, safe and affordable modes of transport and the emergence of information technologies have been major factors in economic, tourism and leisure development. But these trends create new challenges for regional economies increasingly engaged in trade with the domestic and international economy. Tourism and regional development are closely linked. Tourism policy, which is a tool for economic development and job creation, is becoming an instrument for territorial development and for enhancing and preserving an area’s heritage. Tourism, through active promotion policies, can also become a tool for integrating less developed regions or giving them equal access to the fruits of growth. Many public sector bodies (e.g. National Tourism Organisations) are involved in the planning, development, management and marketing of tourism at regional and local levels. They are appointed to set up mechanisms to improve the competitiveness and quality of tourism at regional and local levels, in order to ensure the sustainable and balanced development of tourism at national levels, improve the industry’s performance and make tourism areas more competitive at regional, national and international levels and to reconcile local tourism development with the preservation and renewal of tourism resources. Tourism, which is one of the main service industries worldwide in terms of earnings and jobs, should, according to forecasts, continue to grow in coming years. It has contributed significantly to the domestic economic growth of many countries (e.g. Spain, Turkey etc.), and it has emerged as a major factor for regional economic development (e.g. France, Greece, Ireland, the United States etc.). Tourism has been highly beneficial to certain types of regions (Covarrubias, 2004).. These regions are mainly coastal (such as Emilia-Romagna in Italy), mountainous (Valais in Switzerland), urban and historic (Ile-de-France in France) or regions with exceptional natural resources (Quebec in Canada), but regions with different profiles can also benefit from the growth of tourism. They can be rural, promoting green tourism, leisure and nature activities (Queensland in Australia), very remote (Greenland in Denmark) or regions undergoing industrial restructuring (Nord-Pas-de-Calais in France). In this context, tourism often is been identified as a possible development strategy. Regions and local authorities play a key role in the formulation of policy and the organisation and development of tourism. Thus, tourism is a useful territorial development tool provided that it is based on planning and viable strategies for promoting the balanced development of the area, in which tourism will not necessarily become the dominant activity. The main objectives of tourism regional development are (Cooper et al, 1999):
to develop a tourism sector that, in all respects and all levels, is of high quality, though not necessarily of high cost;
to encourage the use of tourism for both cultural and economic exchange;
to distribute the economic benefits of tourism, both direct and indirect, as widely and to as many of the host community as feasible;
to preserve cultural and natural resources as part of tourism development and facilitate this through architectural and landscape design which reflect local traditions;
to appeal to a broad cross-section of international (and domestic) tourists through policies and programmes of site and facility development;
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
to maximise foreign exchange earnings to ensure a sound balance of payments;
to attract high-spending “up-market” tourists;
to increase employment opportunities; and
to aid peripheral regions by raising incomes and employment, thus slowing down or halting emigration.
Tourism regional development provides attractive opportunities for a number of providers of goods and services, ensuring a framework for raising the living standard of the people through the economic benefits of tourism. However, it is important a development programme to be established consistent with the cultural, social, and economic philosophy of the government and people of that region, in order to optimise visitor satisfaction.
1.3 NEW FORMS OF TOURISM The evolution of traditional tourism towards other alternative types of tourism was the result of increased awareness of the severe impacts of mainstream tourism [e.g. in the Mediterranean countries the impact of 3Ss model (Sea, Sun and Sand)]. The global concern on issues such as seasonality, carrying capacity, wealth (re-)distribution, destination competitiveness introduced the New Forms of Tourism (or, Niche Tourism). In recent years, special forms of tourism, offering travellers the opportunity to enrich their activities by attending specialised programmes such as therapeutic–spa tourism, religious tourism, ecological tourism, agritourism etc, have been developing more and more systematically. This resulted in popular tourism destinations known for holidays of the “classical type” to attract people interested in alternative holidays who, apart from relaxing and sightseeing, wish to enjoy the unique experience offered by a country’s nature and its “products”, its religious culture and the specialised infrastructure of the tourist industry. Below is an effort to summarise the most important New Forms of Tourism (Exhibit 2). New Forms of Tourism Adventure tourism Agritourism – Agricultural tourism
Armchair tourism, or Virtual tourism Bookstore tourism Business tourism
Cultural tourism
Description It is a type of niche tourism involving exploration or travel to remote areas, where the traveller should expect the unexpected It is a style of vacation in which hospitality is offered on farms, the traveller being part of an agro-life and work on farm activities during the visit. It includes the opportunity to actively participate in the farm operations, to learn technical issues on the production of milk, feeding the kettles etc. This kind of tourism refers to the fact of not travelling physically, but exploring the world through the Internet, books, TV, etc. It is an effort to support independent bookstores by promoting them as a travel destination. It is an alternative form of tourism consisting of Meetings, Incentives, Conventions & Exhibitions (MICE) and the Event Industry and involving organising and planning of events in areas that offer integrated tourism and hospitality facilities. It is associated with tourists’ visits to cultural heritage monuments, interesting cities (e.g. London, Paris, Athens, Rome, Prague, Beijing, Kyoto) or cultural events, and
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki Cyber tourism
Disabilities tourism, or Tourism for All Disaster tourism
Drug tourism
Ecotourism
Educational tourism
Gambling tourism Heritage tourism
Health tourism
Hobby tourism
Medical tourism
Perpetual tourism
Religious tourism
Rural tourism
Sport tourism
Space tourism
experiencing their cultural heritages. A new type of tourism experience that entails the use of new technologies to achieve a tourism experience. It is an electronically simulated travel experience that is a substitute for a physical tourism experience. This type of tourism will allow participants to travel to places via new technologies free of the usual restrictions of time, distance, cost and human frailty. It is tourism for people with disabilities or with functional limits. It deals with travelling to a disaster scene not primarily for helping, but because it is interesting to see. It can be a problem if it hinders rescue, relief and repair work. It deals with travelling to a destination for making free use of different drugs, or, illegally, often extremely risky, for taking them home. It is the type of tourism that caters for the protection of natural and cultural heritage; provides funds for preserving land and water resources and supports the biodiversity and conservation, having minimal impact on the environment (e.g. safaris (Kenya), Rainforests (Belize) and hiking (Lapland), or national parks). It involves travelling to an education institution, a wooded retreat or some other destination in order to take personalinterest classes, such as cooking classes with a famous chef or crafts classes. It deals with travelling to famous destinations for the purpose of gambling (e.g. Atlantic City, Las Vegas, Macau or Monte Carlo). It deals with travellers visiting historical (e.g. Athens, Rome) or industrial sites (e.g. Glasgow), having old canals, railways, battlegrounds etc. It deals with travelling for rest and relaxation; for non-traditional medical therapies; for cosmetic surgery; for physical and mental wellness; for fitness level improvement; for healthy lifestyle education; for nutrition counselling; for healing; for preventative medicine; for solving personal problems like stress and depression. It deals with travelling alone or with groups to participate in hobby interests, to meet others with similar interests, or to experience something pertinent to the hobby (e.g. garden tours or square dance cruises etc.). It deals with travelling for advanced care that it is not available in one's own country; for use of free or cheap health care organisations; for what is illegal in one's own country, e.g. abortion, euthanasia; for treatment in case there are long waiting lists in one's own country. It deals with wealthy individuals being always on vacation, some of them to avoid being residents in any country, for tax purposes. It is the type of tourism that attracts visitors due to a destination’s religious importance, in order to visit churches, monasteries, attend religious festivals etc. Recreational experience involving visits to rural settings or rural environments for the purpose of participating in or experiencing activities, events or attractions not readily available in urbanised areas. These are not necessarily agricultural in nature. This type of tourism can be combined with sport events attending, training or individual sports practicing (e.g. sailing, cycling, skiing, kite surfing, golf, scuba diving etc.). It deals with travelling in the distant future (estimations for 2020) by using space technology to intercontinental travel. Already
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki Vacilando Exhibit 2: Source:
companies are taking bookings for space trips. It is a special kind of wanderer for whom the process of travelling is more important than the destination. New Forms of Tourism Own elaboration from literature review, 2006
This study will focus on Ecotourism and its importance on regional development, because of the widespread and growing interest of visitors on the natural environment. Ecotourism has been defined as “environmentally responsible, enlightening travel and visitation to relatively undisturbed natural areas in order to enjoy and appreciate nature (and any accompanying cultural features both past and present) that promotes conservation, has low visitor impact, and provides for beneficially active socioeconomic involvement of local populations” (Scheyvens, 1999: Ceballos- Lascurain, 1996). Ecotourism is a nature-based recreational activity, attractive to travellers for visiting specific destinations and experiencing high quality natural environments.
1.4
MARKETING & PROMOTION OF ECOTOURISM
Destinations are amalgams of tourism products and services, being consumed under the brand name of the destination, offering an integrated experience to consumers. Destinations are considered to be a defined geographical region which is understood by its visitors as a unique entity, with a political and legislative framework for tourism marketing planning (Buhalis, 2000). Thus, during tourism planning and marketing of a region, Destination Management Organisations (DMOs) should have the power and resources to undertake action towards achieving the strategic management and marketing objectives for a destination (Buhalis, 2000), such as:
to enhance the long-term prosperity of local people;
to delight visitors by maximising their satisfaction;
to maximise profitability of local enterprises and maximise multiplier effects; and
to optimise tourism impacts by ensuring a sustainable balance between economic benefits and socio-cultural and environmental costs.
When implementing a marketing plan, importance should be given to recognise both the tangible inventory of physical attributes, such as the natural geography, built environment and attractions, accommodation and transport facilities, and the intangible social and cultural factors (Cooper at al, 1999). In this aspect, most destinations comprise a core of the following components, which can be characterised as the six As framework (Buhalis, 2000), that will be a useful starting-point for developing a marketing plan for a region: 1. Attractions (natural, man-made, artificial, purpose built, heritage, special events); 2. Accessibility (entire transportation system comprising of routes, terminals and vehicles); 3. Amenities (accommodation and catering facilities, retailing, other tourist services); 4. Available packages (pre-arranged packages by intermediaries and principals);
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki 5. Activities (all activities available at the destination and what consumers will do during their visit); and 6. Ancillary services (services used by tourists such as banks, telecommunications, post, newsagents, hospitals etc.). For marketing planning, it is important to understand destination types and characteristics. Each destination can only satisfy certain types of demand, thus tourism marketers need to appreciate travel motivations in order to develop appropriate offerings and brand destination for the right target markets4. It can then develop a product portfolio, which will enable the optimisation of benefits and adapt their marketing mix to their target markets. Consumer behaviour studies indicate (Buhalis, 2000) that a wide range of criteria are altered according to the purpose and features of the trip, the elements of the external environment, the characteristics of the traveller and the particularities and attributes of destinations. Worldwide, Ecotourism is generally considered to be a friendly alternative to other economic uses of natural resources, such as mining, hunting, farming etc. Ecotourism is relatively a new tourism product introduced in several destinations, that can be used as an efficient marketing tool for improving the image of them; differentiating the already tourism product offering by developing a variety in a country’s, or a region tourism portfolio (e.g. Greece, or the Mediterranean area). Sustainable consumers are reached both, among special interest groups and among tourists visiting mass tourism areas. Therefore, ecotourism is often seen as a tool useful for enhancing the whole tourism product of a particular region or country. Promoting destinations essentially implies the development of communicating channels with clientele and other stakeholders to increase awareness and persuade to purchase products. Destination promotion, focused on Ecotourism product, requires a coordinated campaign and message for all local interested parties. Designing a costeffective promotional mix is difficult because of the diversity of tourism suppliers at destinations and the spread of consumers throughout the world. It is challenging to achieve a consensus on the marketing campaign and on the way of raising adequate funds in order to develop and implement destination marketing. Usually, promotional campaigns imply DMOs leadership and suppliers participation and contribution. A wide range of techniques are used, both above and below the line (Buhalis, 2000). Above the line promotional activity includes advertising on television, radio and press as well as using poster campaigns. On the other hand, below the line promotional techniques include DMOs participation in annual tourism and travel fairs (e.g. Berlin, London, Cairo etc.) where they meet intermediaries and members of the public to promote their offerings, production of brochures to distribute to DMOs partners in the industry and to prospective customers etc. Although above the line advertisement is very
4
Typical Bases for Market Segmentation (Goeldner et al, 2003) • Geographic • Demographic • Socio-economic • Psychographic • Behavior patterns • Consumption patterns • Consumer predispositions
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki expensive, it can assist the development of the destination brand, as well as influence a large number of visitors to travel to the destination or to extend their visit. In addition, Ecotourism destinations can, also, undertake some of the following activities: 1. Educational Seminar on Ecotourism, where all the representatives of tourism companies of the broad area, as well as the people who have direct relation with the tourism product can participate. 2. Educational conference for public bodies and travel agencies about the development of new tourism strategy, focused on Ecotourism. 3. Participation in international meeting/conferences. 4. Production of a brochure with the description of local attractions and activities. 5. Production of leaflets providing a comparative description of repositioning of a destination through the time. 6. Creation of a web-site with large amount of provided information as a reference guide, consisting of maps of the broad area, hints "how to get there", hotels, entertainment and catering establishments etc. 7. Creation of a tourism cluster among the interested parties for the promotion of the Ecotourism product and for transferring the know-how from other destinations, being regarded as “best practices” in this field. It is beneficial for a destination, through promotional activities, to develop a strong brand image, focused on Ecotourism, in order to (Cooper et al, 1999): achieve better margins and higher prices than commodity positioned brands; differentiate itself more easily from competitors; provide a sense of added value and so more easily entice customers to purchase; act as a sign and enticement to the potential traveller, which implies fulfilment of expectations; build repeat visits and loyalty; and improve the strength of its position as a status area rather than as a commodity. However, companies and governments usually apply only part of the marketing mix to tourism (e.g. promotion), with little attention being paid to the other components of the marketing mix, consisting of the 4Ps: Product, Place, Price, Promotion 5 (Ryan, 1991). This is a matter of concern for the viability of certain destinations, since destinations are
5
The Marketing Mix (Cooper et al, 1999) Product Price Service List reductions Quality Cost Range Backward penetration Brand name Skimming Features/ benefits Credit terms Guarantees
Promotion Advertising Product comparison advertising Product benefits advertising Product family advertising Corporate advertising Public relations Sales promotion Personal selling Direct marketing Sponsorship Printed communications
Place Location Accessibility Convenience Transport Warehousing Channels
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki some of the most difficult entities to manage and market, due to the complexity of the relationships of local stakeholders6 (Sautter et al, 1999) and due to the complexity of fund raising.
1.5
THE IMPORTANCE OF ECOTOURISM
In analysing the importance of Ecotourism and its consequences, the individual purchasing preferences should be discussed since they will likely influence the global patterns of demand for tourism. For this, STEP analysis is performed, which is an examination of the social, technological, economic and political changes that may affect the market, the organisation and ultimately the destination. Having gathered adequate information, then an analysis of the business situation by identifying the major strengths, weaknesses, opportunities and threats facing a destination should be achieved. This is the so-called SWOT analysis. There is also the need to check the results of the SWOT analysis against information provided for STEP analysis.
1.5.1 STEP analysis (Socio-cultural – Technological – Economic – Political factors) STEP analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations (Kotler, 1997). STEP analysis is also useful when a destination decides to enter relatively new tourism products into new markets and new countries (adapted from Porter, 1985). A STEP and market environment analysis is provided for Greece (Exhibit 3). The economic and political conditions present the level of difficulty for a destination to be successful and profitable at any time, because they affect capital availability, cost and demand (Thompson, 2002). In this case, Greece presents a competitive advantage as far as tourism is concerned, but the intense competition from the new-emerged markets, which have the advantage of just being introduced in the tourism map, having so current and modern infrastructure, customised products and services based on current trends, and increased economic ability of the tourists they host, it increases dramatically the 6
Examples of the many “stakeholders” in tourism within a given destination/region (Goeldner et al, 2003) Residents of the “Host” Destination Local/Municipal/Regional/Provincial/National Governments Local/Regional/National Environmental Groups Local visitors/excursionists Remote visitors/tourists Tourism industry sectors: Transportation Accommodation Attractions Events Commercial Outdoor Recreation Commercial Visitor Service Destination Management Organization (DMO) Culture/Heritage Groups Social/Health/Education Groups
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki need for quality upgrade of the Greek tourism supply and price competitiveness. Strategic actions should be applied in perfect timing for the amelioration of productivity and competitiveness of the domestic market, in order to become attractive to foreign investment. Foreign investment capital is useful for a destination for introducing its “know-how”, entrepreneurship and capital. Thus, economic conditions are influenced by governmental policies, which are the major drivers for decision-making. The socio-cultural environment encompasses demand, attitudes and preferences, which vary with trends, lifestyles, disposable income and general changes that can provide both opportunities and threats for particular destinations. Over time most products change from being a novelty to a situation of market saturation, and as this happens pricing, packaging and promotion strategies have to change; (re-)positioning of tourism product should be exercised. Additionally, technology is used for differentiating the product, providing a proper management and allocation of resources, being a medium of fast, accurate and credible information exchange, being a medium of sales and marketing. New technology can provide a useful input, but also it requires funding and training for following the new technological advancements. SOCIO-CULTURAL FACTORS
TECHNOLOGICAL FACTORS
Delay on family creation (over 30 yrs old); Most families consist of three members; Early retirement, because of new European legislation that expands the retirement margins for women till 65 years; Longer life span; Greater disposable income; High educational levels; Depopulation of remote areas, tendency to locate in industrial areas or in capital; Hesitation to engage in entrepreneurial activity; Growing environmental consciousness; Growing demand for safe and secure travelling; Leisure time is consumed for tourist purposes; Greater mobility, easiness on travelling decision making, growing tourism demand; More tourism activities available for all markets (e.g. family, elders, adventurers etc.); Demand for economic, all-inclusive packages; Trend for tailor-made packages; and Demand for quality tourism services and products with price being at competitive levels.
Information & Communication Technology (ICT) applications for Administration, Communication, Control, Finance, Internal systems, Management, Marketing (e.g. CRSs, GDSs, Integrated Destination Management Systems, Reservations and Yield Management Systems, Environmental Management Systems etc.); Technological developments on Energy, Water Use, Wastewater, Chemical Use Management; The World Wide Web; E-tourism for sales, marketing, customer service etc.; E-banking services for fast, accurate and credible economic transfers; The use of Internet made pricing structures nearly transparent; and High Research & Development activity in Universities and Research Institutes, co-funded by EU programmes.
ECONOMIC FACTORS
POLITICAL FACTORS
Safe Government intervention in the free market; Efforts for privatisation of some public organisations; Tourism & Shipping industry are the international comparative advantages of Greece (GR) (host country) related to the balance of payment;
Safe and secure environment; The introduction of the New Developmental Law, providing more incentives for entrepreneurs activity; Efforts for taxation reformation, since it affects costs and thus profitability; De-nationalisation of defective public organisations;
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
GR is an EU member, thus EURO currency benefits; Exchange rates & stability relevant to EURO currency; Inefficiency of financial markets, with budget deficit at 8% of GNP; Being a mature destination quality infrastructure is the differentiating point, which is applied mostly in transportation, not in other social services & products; High level of skilled workforce; Mature stage of tourism business cycle, emphasising on the need for upgrading tourism services & products; Current economic growth at 3,5% and projected one approximately 4%; Inflation rate approximately 3%; Low interest rates; High Unemployment rate; Oversupply of educated, skilled human resources; Inadequate Labour supply compared to high demand; High labour costs related to nearby Balkan countries; Low average level of disposable income compared to EU countries, while its increase is less or similar to inflation rate; and Efforts for ameliorating productivity and competitiveness of domestic market, to attract more investment. Foreign investment presented timidly the last few years on real estate market and on other private sectors.
Public & Private partnership; Efforts for minimising high bureaucracy and corruption. Now, there is high level of bureaucracy and over-dependence of the Ministry of Tourism on other Ministries (e.g. delay on new enterprises license approval etc.); Interest Rate Policy, which affects costs and thus profitability; There is a desire to increase, in order to minimise high levels of private loan (usually made for buying private residences and cars); Bilateral Air Agreements, which determines foreign visitor access; Active Environmental Policy, which limits growth and access to attractive, but sensitive areas (e.g. protected areas under NATURA, or Ramsar treaty etc.); Stability on Customs and Immigration Policy, which can facilitate or hinder international visitation. However, there are efforts for entering to USA visa waiver programme; and also discussions for visa free for Chinese tourists; Communications Policy that can restrict use of certain advertising media. However, freedom of press governs; Minimum Wage Policy, Overtime legislation, Work week, Mandatory employee benefits, that can affect labour markets; Welfare Policy, that can influence nature and behaviour of work force (e.g. young unemployed people entering in special programmes etc.); Efforts for improvement of Education Policy in all levels, that can affect quality of workforce; Cultural Policy that can affect preservation and promotion of national heritage. Several actions are made for taking back Greek ancient statues, marbles etc., for minimising illicit trade in antiquities and for introducing new modern museums; Foreign Investment Policy/Regulations are reinforced, that can affect availability of investment capital; Community Support Frameworks reinforce Local Zoning Policy/By-Laws, that can encourage tourism facility development; National/Provincial/Local Policy, that includes funding support for major public facilities (e.g. stadiums, convention centres, museums, parks), which can drastically affect destination attractiveness; Infrastructure Policy based on quality, that can make destination safer for visitors, or restrict resident travel to foreign destinations; Currency/Exchange Rate Policies relevant to EURO currency, that directly affect destination cost competitiveness; and Legal System that determines consumer/visitor
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
Exhibit 3: Source:
1.5.2
protection legislation (e.g. liability for failing to deliver advertised facilities/tours/experiences by introducing the Tourism Police). An example of “STEP and market environment” analysis for Greek tourism destination Own elaboration from literature review, 2006
SWOT analysis (Strengths – Weaknesses – Opportunities – Threats)
To facilitate the strategic management process a SWOT analysis is undertaken for Ecotourism destinations and small & medium sized tourism enterprises (SMTE’s) (Exhibit 4). This analysis illustrates the interrelations between the strategic performance of SMTEs and destinations as a whole. This demonstrates that destinations’ weaknesses and threats are reflected in the competitiveness of SMTEs and vice versa. By focusing on the key factors affecting the promotion and evolution of a destination, such an analysis provides a clear basis for making decisions. It is important to capitalise on opportunities that match to the strengths of a destination. Then to decide which weaknesses need to be addressed as a priority, since some must be acknowledged and respected when the time and resources permit a solution. Together policymakers should protect destinations against the estimated threats, by building relationships with various stakeholders, by drawing up realistic plans to cope with potential crises, or by investing in legal protection. Successful destinations focus on introducing new forms of tourism, on capturing market niches and creating such an environment to reduce potential competition. STRENGTHS
WEAKNESSES
Variety of attractions offered (islands, coasts, historic cities, monuments, varied geography and ecosystems, rich flora and fauna, protected natural areas, traditional rural communities) Variety of “classical tourism” amenities offered (accommodation and catering facilities, retailing, other tourist services) Variety of available packages (pre-arranged packages by intermediaries and principals, or tailor-made product delivery) Greek hospitality Strong local identity Personalised relationships Family-oriented tourism businesses Entrepreneurial activity
Lack of Destination Management & Marketing expertise Illiteracy on Information Communication Technology Inadequate Human Resources Management Insufficient Financial Management & Resources Overdependence upon tour operators (ecologically conscious or not) Poor Transportation Systems & Accessibility, especially in depopulated areas Lack of supporting markets Lack of economies of scale Seasonality Lack of standardisation Lack of quality assurance Low cross-border co-operation Lack of know - how in the sustainable management and the organisation of the protected areas
OPPORTUNITIES
THREATS
European Union support for financing the development of ecotourism projects and infrastructure European redistribution of labour The development of new distribution channels
Concentration and Globalisation The emergence of new competitors (e.g. Turkey, Croatia etc.) Oversupply in mature, saturated destinations Mass tourism development, with no care for the
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
(e.g. the Internet etc.) New technology for environmental management Change of consumer demand patterns towards a more sustainable model Trends in tourism demand Low cost of living in periphery Depopulated zones with a high potential for nature restoration can play a significant role in tourism regional development
Exhibit 4: Source:
natural and man made environment of a destination Implementation of a strict old fashioned policy for nature protection, for the sensitive and protected areas Environmental degradation Insufficient Infrastructure & Superstructure High-risk investments Lack of Public-Private Partnership Mindless planning and development Political commitments & interventions Political unrest – Wars – Terrorism
An example of SWOT analysis for Greek Ecotourism destinations and SMTE’s Own elaboration from literature review, 2006
For Ecotourism to be welcomed in a community, its implementation should produce significant contribution to the well-being of local population. National Tourism Organisation, Non-Governmental Organisations, Destination Management Organisations and local stakeholders should be involved, not only in the phase of planning and development, but also later in the constant protection and preservation of the natural environment, which can be stimulated through voluntary work, through funding, through education and interpretation in areas of environmental interest. Having in mind the constant growth of interest for unspoiled areas worldwide, sustainable exploitation of resources should be presented as an advantage from the economic point of view, not as a barrier to the overall development. Checking the results of the SWOT analysis against information provided from STEP analysis, a number of advantages and disadvantages appear from the economic and socio-cultural point of view (Exhibit 5). These may set policymakers thinking of decisionmaking processes for ecotourism development, for effective and conditional use in order to stimulate a tourism destination. ECONOMIC BENEFITS
Provision of direct benefits in the form of alternative income, job opportunities and business expansion, or entrepreneurs activity; Provision of indirect benefits, such as development of infrastructure, health and education services; improvement of other social services for communities living at ecotourism sites and in nearby areas; Contribution to government revenues through taxation; Foreign exchange earnings; Contribution to Gross National Product (GNP); Generation of multiplier effects on income and employment; Generation of regional economic development; and Protected areas can, at the same time, ensure the economic base of the given area through the conservation of the natural and cultural heritage and to contribute to a higher standard of living and the quality of life of the local population.
ECONOMIC COSTS
Negative impact through leakages, imports, profits repatriation; Having an initial cost due to investments necessary to involve and stimulate local people to participate in ecotourism products;
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
Appearance of opportunity costs; Increase on real estate prices; Negative impact due to the high proportion of seasonal, or part-time jobs; Low-paid wages; Low skilled labour –most of the skilled positions are provided to non-locals experts; and Danger of dependency on foreign investments and development of neo-colonialism situation of foreign, non-local ownership.
SOCIO-CULTURAL BENEFITS
Ecotourism can relieve the pressure on highly visited areas and reduce seasonality and vulnerability of the tourism sector; Ecotourism offers unique opportunities for development in disadvantaged and marginal hinterland and agricultural areas as a part of a broader strategy for sustainable development; Building a network of various hiking paths and routes, protection and rehabilitation of monuments and traditional houses, as well as conversion of abandoned or deteriorated traditional houses into guesthouses, interpretation centres etc.; Renaissance and/or retention of art, handicrafts, dance, ceremonies; Ecotourism can enhance the image and diversify the tourism product into more sophisticated forms in broader areas of mass tourism destinations, offering multi-dimensional quality tourist experience for the consumers and producing better economic effects to the whole country’s economy; Provision of opportunities for tourists to enjoy and learn about unique environments and cultures; relax and recreate; socialise; change environment; Host societies tend to modernisation and overcome traditional restrictive rules; and Diversification of the tourism offer, thus alleviating conventional and often congested tourism destinations, as well as ensuring a more even geographic and social distribution of tourism benefits.
SOCIO-CULTURAL COSTS
Ecotourism can provoke local resentment resulting from the “demonstration effect”; Ecotourism may raise issues of concern on moral points (e.g. sex, crime, gambling, decline of traditional beliefs and religion, drugs etc.); Ecotourism may raise issues of concern on health points (e.g. Aids, other illnesses etc.); Creation of an unbalanced population structure; Commoditisation, where the demands of tourism lead to the mutation and sometimes destruction of the meaning of cultural performance and events; Staged authenticity, where “pseudo events” are presented to satisfy tourists’ needs for new experiences (e.g. Dress, Food, Dance, Art and music, Handicrafts, Ceremonies, Architecture); and Alien tourist experiences, which examines the apparent inability to enjoy meaningful cultural experiences without travelling to different environment
Exhibit 5: Source:
Main Impacts of Ecotourism Own elaboration from literature review, 2006
Apart from the pre-mentioned costs, that should puzzle governments, local authorities and other interested parties, Ecotourism is an alternative form of tourism that, if properly managed and developed, can attract visitors, increase tourist expenditure, increase income, increase environmental awareness both to tourists and host societies and create a brand image for a destination related to eco-activities. Ecotourism should be a welcomed type of tourism, since it promises a proper allocation of resources, nature conservation and cultural heritage preservation. For Ecotourism to be developed, governmental support is appropriate together with equal interest shown from the side of Non-Governmental Organisations, Destination
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki Management Organisations and local stakeholders. Co-operation is desired and fundamental in developing Ecotourism for achieving the best results possible for regional development, economic revival and quality of life.
1.6
ECOTOURISM: A REGIONAL DEVELOPMENT TOOL
Greece is a world-classic destination, where tourism has traditionally concentrated in its islands, coasts, historic cities and monuments with considerable seasonality. But, the country’s varied geography and ecosystems, its many protected natural areas and traditional rural communities represent a great attraction for ecotourism, providing a solid base for further tourism and economic development. Ecotourism, therefore, can bring improvement in the overall tourism sector in several ways (WTO/GNTO, 2001):
It can enhance the image of Greece and diversify its tourism product;
It can relieve the pressure on the highly visited coastal zones and southern regions and increase visitation in the northern and inland areas, by attracting tourists to more remote natural and rural areas; and
It could reduce seasonality and vulnerability of the tourism sector.
Among different ecotourism destinations in Greece, only a few of them have been promoted, so far, in a successful way. These areas represent different types of ecosystems [mountainous (Nymphaion, Zagorochoria), wetland (Prespes)], that have been internationally recognised for their attractiveness and interest, both on natural 7 and cultural heritage.
1.6.1
The case of PRESPES
Description of the Prespa area According to a study from the Society for the Protection of Prespa (SPP, 2000), the total Prespa area, combining the drainage basins, and the lakes, is 2.519,1km2. The Micro Prespa (total surface approximately 47,4 km2) belongs to Greece (43,4 km2), while a smaller part (approximately 4 km2) belongs to Albania. The Macro Prespa (total surface approximately 259,4 km2) is divided between the three states –Albania, Greece, FYR of 7
According to the Convention for the protection of natural and cultural heritage (UNESCO 1972), the following can be defined as “natural heritage”: Natural monuments made up of natural or biological formations, or groups of similar formations, that are of international importance, from the aesthetic or scientific point of view. Geological or physiographic formations and precisely determined areas that are rich in animals or/and plants threatened by extinction, and in species of international importance, from the research point of view. Natural landscapes or precisely determined natural areas of international importance, from the research point of view, because of their conservation need or their natural beauty. In the 1650/86 environmental law (Panagiaris, 2006) for the protection of natural heritage in Greece, there are the following protection divisions: areas of total natural protection, national parks, protected natural formations, landscapes, elements of landscape and areas of ecodevelopment. The term ecodevelopment is used in an attempt to surpass the misconception, that human beings should be expelled from protected areas.
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki Macedonia-, with the largest belonging to later country. The lakes Micro and Macro Prespa are situated at approximately 850 metres above sea level (m asl) amidst mountains rising to over 2.000m asl. The highest peak in the region is located on the Pelister Mountain (2.601m). There are four islands in the lakes, Aghios Achillios and Vidronissi at the Greek part of Micro Prespa and Mali Grad and Golem Grad in Macro Prespa in Albania and the FYR of Macedonia respectively. The Prespa area forms an enclosed region controlled by passes which come through high mountains. To the east, Prespa is adjacent to the valley of Pelagonija, which starts in the FYR of Macedonia and ends up southerly to the areas of Florina and Kastoria in Greece. To the west, the valleys of Billisht separate Prespa and Korcha in Albania and to the north and northwest Prespa is adjacent to the area of Demir Hisar in the FYR of Macedonia. The Greek part of the catchment basin, with its 13 villages, falls under the jurisdiction of the Prespa Municipality. The area communicates with the cities of Florina and Kastoria through mountain passes, with particularly difficult access, especially during the winter months. The Macro and Micro Prespa lakes and their catchment basin are regulated and protected under a series of national, Community and international legal instruments. In Albania and Greece, almost the whole Prespa catchment is covered by a single protected area in the form of National Park (or National forest in the case of Greece), under the RAMSAR Treaty. In the FYR of Macedonia, on the other hand, the Prespa catchment is much larger and includes at least three separate protected areas. Basic Assumptions for the future development and conservation of Prespa area (SPP, 2000) 1. Prespa is a single, uninterrupted ecosystem. 2. Prespa is distinguished by a multitude of exceptional natural and cultural features: a. The beauty of the landscape; b. The lakes and the rivers; c. The various rate biotopes created in and around the lakes; d. The great variety of biotopes and the functions of the ecosystems; e. The rich fauna, which includes rare and endemic animal species; f. The large population of some species of rare waterfowl; g. Settlements with many traditional buildings; h. Particularities of the local culture that relate to the relationship between man and nature; i. The local varieties of breeding animals and cultivated plants; j. The large number of Byzantine and meta-Byzantine monuments; k. The susceptibility of the region to model integrated management on a catchment basin level. 3. The main relative advantages that the area as a whole possesses are the combination of its rich natural and cultural heritage and natural resources. 4. The area has great scientific interest in view of the fact that it has almost always been isolated.
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki 5. The values of Prespa cannot be preserved separately in each of the three sides. A typical example of this is the preservation and management of the lake water’s quality and quantity. The same applies to: a. The preservation of flora and fauna that is distributed across state boundaries; b. The control of pest species or alien invasive species; c. Joint research and monitoring programmes; d. Joint training of staff; e. Joint plans to fight wildfires and mutual assistance in emergency situations. 6. The significance of the values becomes greater if they are combined to an integrated form, as exemplified by the Byzantine monuments, which exist in the three countries. 7. There is a need for comprehensive spatial planning of protection zones and related measures in all three countries, where currently separate protection systems are applied. 8. In Albania, the environmental problems reflect the overall degradation of biotopes due to lack of energy resources and unplanned human activities. In the FYR of Macedonia, they are mainly a result of pollution, while in Greece they are of lesser extent and are the result of the decline of specific traditional human activities. Nevertheless, environmental problems are viewed to have equal importance throughout the Prespa area. 9. Implementation of conservation measures, management and sustainable exploitation of natural resources are far below the optimum levels. 10. Research and monitoring of basic natural and socio-economic parameters is limited. 11. Careful and conditional exploitation of natural resources constitutes not only a desirable but also an indispensable factor for the protection of the values of the area. 12. In many cases habitat degradation is the result of superficial planning by central state authorities or external factors rather than local misuse of resources. 13. The productive system is not balanced and equally developed in all sectors. As a result, promotion of structural changes, giving emphasis to the activities of the primary and tertiary sectors, where the area’s competitive advantages lies, is deemed necessary. 14. There is an intense need to enhance the standard of living of the inhabitants. 15. In order for the living standards to be raised, the three countries must come to an agreement on harmonised utilisation of natural resources under common terms. 16. Sustainable management and development should not be limited to a stiff or inflexible strategy, but it should rather be a driving force and an approach with which problems could be handled. 17. Large-scale or intensive development initiatives are often incompatible with the preservation of the values of the area. 8. The main challenge of the Prespa Park is to establish procedures for actual participation of stakeholders and inhabitants in the decision-making process. In this area designated as national park many years ago, the Society for the Protection of Prespes (SPP) –Non-Governmental Organisation-, in order to convince local society to cooperate in the protection of the natural and human values of the region, hired a specialised architect who elaborated a study dealing with the methods and techniques of
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki restoring traditional buildings. This study was distributed for free to local population. Besides, the architect employed by SPP was available for advising and assisting all inhabitants of the villages around the lakes, in their effort to improve and restore their houses. This SPP itself restored a traditional building according to local architectural patterns in order to use it for its headquarters and as best practice of sustainable management. As a consequence, this house worked as an example to local people and several of them restored their houses in a traditional way and used them for ecotourism purposes (Svoronou, 2003). In general, nature protection can be a unique way for the achievement of the sustainable development of the countryside. In addition, if an area of importance, due to its type of ecosystem (mountainous, marine, wetland), is defined as a protected area there is at least quite a possibility of financing the operation of protected areas and consequently applying nature protection policy. Of course, other means and methods of self financing can be used, if surpassing the “don’t’ touch” doctrine and other organisational barriers, such as (Beriatos, 2005): Entrance fees; Tickets for entrance to environmental education / information centres or other points where a facility is offered within the Prespa Area (PA); Sale of articles or goods relative to the PA (such as books, maps, guides, clothing); Hiring of the PAs logo for some products or services of quality etc.; The establishment of associations of PAs friends and/or supporters; The adoption of endangered species of concerned PA; and Permission of use of the PAs territory under certain conditions etc.
1.6.2
The case of NYMPHAION
Description of Nymphaion Nymphaion is a traditional Macedonian village, located 14km from Amyntaio and 53km from Florina. The access is achieved by ascending a seemingly interminable corkscrew of a road, practically straight up from the valley between Mountains Vermio and Verno, with not a trace of habitation in sight. The development of Nymphaion is remarkable, mostly, because only twenty years ago two-thirds of its houses lay in ruins; only sixty inhabitants, mostly elderly, were living there. For almost six hundred years it had prospered, as its Vlach citizens were among the most dynamic people in the Hellenic world, being peddlers of meat, cheese, hides and weavings around the Balkans or later jewellers and ultimately tobacco and cotton tycoons in the Ottoman Empire. They called their village, hidden but not immune to Turkish attacks, Niveasta, which in Vlach has three possible meanings: Nymph because of the sylvan setting; Invisible (Ni Vista); and Snow-covered (Nives Ska). It was renamed Nymphaion in 1928. Strategic Planning for the future development and conservation of Nymphaion In 1995 the Commune of Nymphaion, deeply indebted, worked out a strategic plan for its revival. It made use of European Union programmes and it formed alliances with centres of decision, expertise, co-operation and publicity. All through its history Nymphaion has produced two things: people, and human skills. At present, the only thing that could bring people back to the village, attract new settlers, provide them with employment and offer them a level of income sufficient to draw them
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki away from the cities, was tourism. This would be - and still is - the engine of development. The Commune opted for low - impact tourism, to balance the desired influx of future visitors to the scale of the village, its values and the measure of man. It preserved, restored and enhanced its cultural heritage in the rare architectural entity of the village. It protected and enhanced its natural environment, which is of exceptional beauty. It used contemporary methods not only to produce economic results, but to generate social ones as well that would diffuse through the entire local community, bringing cohesion and kindling new hopes. To this end, having first reorganised its finances and, through the systematic exploitation of its vast communal forests, secured the requisite "own resources", it made systematic use of European Union development programmes, national resources, systems of co - operation, donations from private benefactors and plans and studies prepared. Its first concern was infrastructure. At this moment, its former scattered inhabitants, following the roads re-opened by the commune, began in growing numbers to return and to restore their abandoned ancestral homes, or build new ones, as the infrastructure network, the fame of the village and the value of their properties increased. Today, total private investment in the village exceeds public investment by a factor of three (Municipality of Nymphaion, 2006). This change is based on a set of criteria, expanded each year without cease, which are (Municipality of Nymphaion, 2006): 1. Infrastructure Powerful new electrical and communication networks, sewerage, sanitation and traffic systems, and an abundance of pure water. Safe roads, free of snow. Many kilometres of traditional cobblestone paving throughout the fabric of the village. An external ring road and ample traditionally - designed parking, to keep vehicle traffic out of the village. Refuse removal, by powerful special vehicle, to centrally controlled waste disposal and recycling sites. A Communal Development, Management, Publishing and Public Relations Enterprise. A luxury mini bus service, which is available. Road distances to the capitals of the prefecture of Kastoria and Florina cut in half, to encourage the circulation of visitors through the beautiful forest and multiply overnight stays. 2. Culture Museum of Silver - and Goldsmithery, History and Folk life, with three floors of rare exhibits. Congress Centre run by the Commune and the University of West Macedonia, in the monumental building of the former "Nikeion" Scholl, which accommodates high level academic and business meetings and houses two permanent exhibitions of historical photographs and a library. Completely rebuilt historic Church of St Nicholas (with donation of 1 million US dollars), destroyed by fire in 1947 and now visited annually by thousands of pilgrims. "Rigas Pheraios" open - air stone theatre. Concerts and theatre, traditional festivals and splendid ceremonies.
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki
Five books published, full of documentary material of Nymphaion, and thousands of informative leaflets distributed.
3. Nature In the village woods, European Centre was created for the protection of the brown bear under the aegis of the "Arcturos" Society. Wildlife and Outdoor Recreational Park was also created: red and roe deer other threatened species of Greek fauna roam freely through 180 hectares of communal forest, with flagstone paths, amazing views, animal care system, e.t.c. Communal stables with twelve purebred riding and trail horses. YMCA (Thessaloniki) mountain camp: a stone village in the woods. In the plans is the implantation of an artificial lake in the woods, to create a new wetland habitat and recreation area. Nymphaion has been declared a protected traditional settlement and a protected historic site, and much of its natural setting belongs to the European high protection NATURA zone. 4. Hospitality Small traditional guesthouses, restaurants, coffee shops, all built in the last ten years. Supply of local products and local specialties from Non-commercial Women's Cooperative: homemade sweets and beverages made from wild fruit, handicrafts, pasta, woodcarvings, souvenirs, silverwork. Tourist season is expanded on a period of eleven months. Visitors are treated like guests, not tourists. Upwards of 60,000 visitors a year consolidate and spread the fame of the village across the country. In less than twelve years 65 new permanent jobs, and thanks to the continuing work, more than 100 seasonal ones have been created. The population has triples and now includes many young people. According to researchers of the European programme, called “SMART” 8, the Greek village of Nymphaion has been declared a Greek as well as a European development model, thanks to a low-impact tourism programme based on respect for man, its cultural heritage and its natural environment. This, indeed, is what earned it a distinction in the competition for the European Village Renewal Prize 2000 covering thirty European Regions.
1.6.3
The case of ZAGOROCHORIA
Description of the Zagori area The beautiful and famous area of Zagori9 is a network of 46 villages spread all over the mountains on the north east of the city of Ioannina. The word Zagori means "behind the mountains". It is one of the many toponyms that come from the Slavic language (from the proposition Za, which means "behind" and the noun gora that means "mountain"). 8 9
http://www.smart-rfo.org/netrural/nymphaion.asp?sprache=en&menu=neu, viewed on 10/09/2006. http://www.about-ioannina.gr/Zagori_en/Zagori.htm, viewed on 10/09/2006.
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki The villages of Zagori are famous for their unbelievable natural beauty, their unique architecture and their long history. Not without a reason of course, since the smashing natural landscape, the picturesqueness of every single village and the unlimited opportunities for excursions and every kind of activities really charm and impress the visitor. Zagorochoria is an area of about 1.000m2 and it is divided into three geographical sections: West, East and Central Zagori. Each section has its own special beauty and history. i. West Zagori It lies on the north west of Ioannina and it includes the great famous villages of the Voidomatis valley, which are Megalo and Mikro Papigo, Aristi, Vikos, St. Minas and Mesovouni. ii. East Zagori It lies on the north east of Ioannina and it includes beautiful villages such as: the villages of Vardas valley (Greveniti, Elatochori, Makrino, Flabourari, Tristeno), the villages of Zagoritikos (Anthrakitis, Karies, Doliani, Kavallari), the beautiful Vovousa, the villages Demati, Itea, Petra, Kastanona and the settlements of St. Paraskevi and Potamia. iii. Central Zagori It lies on the north of Ioannina and it includes special villages such as Vitsa, Monodendri, the well-known Vlachochoria (Vrisochori, Iliochori, Laista), Kipoi, Dilofo, Asprangeloi and Koukouli, Kapesovo, Tsepelovo, Skamneli and Negades and the villages of Ano Vikos valley (Vradeto, Elati, Ano and Kato Pedina). It also includes the villages Dikorpho, Manassi, Kalouta, Dipotano, Fragades and Leptokaria. Determining the existing situation for the future development and conservation of the Zagori area Zagori villages are located in Epirus region, one of the most mountainous region of Greece, which is a typical example of a mountainous ecosystem, with climatologic elements which vary from Mediterranean to central-European ones. The geomorphology of the region is characterised by an intense relief and the resulting geographical isolation, and -consequently- by the existence of various endemic species that define the nature and the culture, and interact among them. For the same reasons, Epirus acts as a shelter for many species wiped off from the plain areas and as an international natural reserve. All these elements are the main development resources of the region, in current economic and political conditions. In the area is located the Vikos-Aoos National Park, in north-eastern Epirus, and covers an area of 126km2. The park was founded in 1973, and encompasses the Vikos Gorge, the Aoos Gorge, Mount Timfi (with its highest peak Gamila, 2,497 m) and several Zagoria villages. The park is located north of Ioannina, south-southwest of Kastoria and west-southwest of Kozani. Numerous species of mammals such as bears, foxes and deers, fish such as trout, and birds could be found in this park. The forests are composed of diverse species of flora. The Vikos Gorge is listed as the deepest gorge in the world by the Guinness Book of Records 10 among others. This follows a somewhat arbitrary definition of a gorge that excludes deeper features such as Colca Canyon because of their greater width: depth
10
http://en.wikipedia.org/wiki/Papigko, viewed on 10/09/2006.
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki ratio. Nevertheless, with walls of up to 1 km in height, the 12 km gorge on the Voidomatis River is spectacular. The difficult conditions of existence and the mountainous land were decisive factors leading to the today’s development and preservation of Zagori villages. The area surrounding possesses an exquisite natural beauty, boasting dramatic cliffs and lush valleys. The gorge is a much sought-after destination for many serious hikers and mountaineers from around the world. The area is surrounded by snowcapped mountains (in winter), providing a ski resort that is mainly popular with Greek people, and a popular starting point for hiking and mountaineering. The appearance of agritourism activity is based on the interpersonal, humane, direct and hospitable relationships between host community and visitors. Few activities include learning how to use a loom, to embroider, to observe the fauna and the flora, to taste wine and “tsipouro” -traditional Greek distilled beverage, to participate in their production process, to feel the appropriate time for grape harvest, to experience the mouth flavour, the bouquet and colour of local wines, to use crocus and to understand the differences between honey varieties, to gather processing mushrooms and chestnuts. Also, tourists can take part in expeditions through wooded paths, calm lakes and rushing rivers, or participate on extreme sports. Other tourists come in contact with old churches and monasteries, stone bridges and archaeological findings. They can also assist in local festivities and celebrations as well as acquaint themselves with local customs. Ecotourism is the joint launching of activities which aims at the economic and social development of rural and country regions in general. This target can be achieved by promoting and supporting: moderate and small-scale tourist services; local agricultural production; the manufacture and trade of traditional products; and local culture and natural wealth. In this perspective, the following sectors/ businesses will be mostly interested in ecodevelopment: businesses offering traditional accommodation; traditional restaurants and cafes; local product manufacturers and tradesmen activities businesses; museums of all sorts clubs (cultural, nature-loving, mountaineering etc); co-operatives (women’s, agricultural etc); local government; and schools/ educational institutes. The proper management of ecosystems and the conservation, promotion and protection of natural monuments and cultural heritage taking into account biological and ecological factors, in correlation with the cultural, political and economical dimension and the local social reality as well, are the unique prerequisites for these resources to remain unchanged and fruitful, so that development will be sustainable.
1.7 CONCLUSION Ecotourism activities have been expanding rapidly over the past two decades and further growth is expected in the future. Although tourist activity in the whole Greece is sharply seasonal and sea shore oriented (e.g. concentrated in space and time), statistical data
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki and more qualitative assessments acknowledge that in recent years Greek tourism policymakers are witnessing the emergence of new models for tourism development. These new ways comprise a broader spatial distribution of tourism from the coast line to the hinterland and particularly in its less developed and unsaturated -but not less interesting – areas. Greece has a variety of natural resources, still ‘unexplored’ and ‘underdeveloped’ from a point of view of sustainable tourism development. Among these tourist resources are all kinds of sensitive and protected areas with a great variety of landscapes in a human scale (verdant coves, natural ports, sandy beaches, mountains and valleys). The natural environment in particular is known for its rich fauna and flora, and also for the very good condition, so far, of its habitats and ecosystems and therefore constitutes the main pole of tourist attraction. Besides, the natural environment coexists harmoniously with historical monuments, traditional settlements and architectural heritage. This cultural heritage and local cultural traditions have a corresponding significance though not so much for tourists, who are mainly interested in the natural beauties of the environment. In conclusion, to ensure maximising benefits from ecotourism and minimising negative impact on environments and communities, all stakeholders must commit themselves to following some principles and guidelines in their operations, in a concerted effort. World Tourism Organisation (WTO, 2001) has identified the following principles and guidelines for ecotourism in general. 1. Ecotourism must contribute to the conservation and improvement of natural areas and to the sustainable development of adjacent areas and communities. 2. Ecotourism requires specific policies, strategies and programmes for each nation, region and area, thus, any possible implementation of best practices from other destinations must be done with care of proper adaptation. 3. Ecotourism needs practical and effective systems of coordination between all the players involved, including governments, private enterprises and the local community. 4. The planning of ecotourism must include strict criteria for territorial zoning, including reserves, low and medium-impact areas, which should be strictly enforced and respected by all parties. 5. The physical planning and design of ecotourism facilities –especially hotels and other means of accommodation, restaurants, information centres in national parks and the like- should be carried out in a manner to avoid or minimise any negative impact they may have upon the natural and cultural environment. Building materials, architectural styles, furniture and decor should ideally be local, while low pollution energy sources should be used. 6. Similarly, the means of transport and communications to be used in ecotourism areas should be low contaminating. Sports involving noisy or highly polluting means of transport should definitely be prohibited in these areas. 7. The practice of ecotourism in national parks and protected areas should strictly comply with the management rules governing such areas. 8. Reciprocally, these management plans should take into account the fact that they will be used by tourists, and make suitable provisions for a sustainable use and visitation. 9. Appropriate legal and institutional mechanisms should be established to facilitate and make effective the orderly participation of the local communities in the entire ecotourism process, including policy definition, planning, management and monitoring.
BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-96089573-0-5, Editor S. T. Kapiki 10. In line with this, institutional, financial, fiscal or other mechanisms should also be established to ensure that a significant proportion of the income generated from ecotourism remains with the local community or serves conservation purposes. 11. It is however important to ensure that ecotourism is a good, economically sustainable business and that profits are generated from it. If there are no prospects for profit, then private entrepreneurs will not invest and there will be no benefits to distribute for local communities or conservation purposes. 12. All those concerned with the ecotourism business must be aware of the costs of mitigating any possible negative impacts, and such costs must be incorporated in the pre-investment cost-benefit analyses of any ecotourism project. 13. Compliance with general tourism regulations and codes should be stricter in the case of ecotourism, combining supervision and monitoring, with awareness raising campaigns among business people and tourists, training of service suppliers, and eventually sanctions against those who do not comply. 14. Consideration should be given to the prospects of establishing the obligation of certification systems for ecotourism facilities and operations, at least at regional and possibly at pan-European level, to guarantee that their quality is consistent with the principles of sustainability. Accreditation of existing local certification systems should also be considered, as a means to give them higher credibility in the eyes of consumers and foreign tour operators. 15. Education and training are prerequisites for sustainable ecotourism development and management. Company managers and employees, as well as the local population need training on general and specific aspects of ecotourism, tailored to the needs of each. In particular, ecotourism needs highly qualified guides, who should ideally be natives from the area. 16. Ecotourists need detailed and specialised information, both before and during the trip. The provision of complete information is precisely one of the elements that differentiate the ecotourism experience from traditional tourism, and it can take various forms, such as brochures, guide-books, leaflets, maps, interpretation centres, eco-museums, signposted nature trails, and, of course the guides themselves. 17. Promotional material for ecotourism should contain substantial information on the experience to which potential tourists are invited, including details on flora, fauna, zoography, geology and in general on the ecosystem to be visited. It should also include truthful information about the accommodation and catering services, as well as recommendations on what may and may not be done at the destination. All this information before the purchase will help the potential clients to discriminate between genuine ecotourism operators and others that only seek to take advantage of a fashion. 18. Both the marketing channels and the promotional means for ecotourism products should be consistent with the type of tourism the consumer is being offered and with the typology of ecotourists. Each country must carry out a systematic analysis in order to provide the formulation of a number of assumptions about the past performance, future conditions, product opportunities, resources and service priorities which all lead to the possibility of a range of strategic options for a tourism destination. Ecotourism may be the opportunity for the development of a destination, the enhancement of brand image; the medium for a tourism destination to become of strategic importance.
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