2015

INTERNATIONAL
CONFERENCE
TOURISM &
SUSTAINABILITY
PROGRAMME & PAPERS
2nd Annual Conference
2015 September 25
Assisi, Umbria, ITALY
Presented by: Almatourism Journal of Tourism Culture and Territorial Development University of Bologna - University of Perugia - University of Sassari - CIRIAF

CONFERENCE BOOK INDEX

Conference Presentation and Acknowledgement

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Conference Programme

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Scientific Committee

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Conference Papers

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Sujittra Chaijan
The New media to communicate tourism in Thailand

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Despina Sdrali
Exploring Home Exchange in Greece: An alternative choice of vacation

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Piero Borghi
The recovery and reuse of old building located in rural and agricultural
areas and their contribution to the development of the territory and landscape

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Galal Afifi
Benchmarking the UNWTO Practical Tips for the Global Traveler: An Islamic Preview

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Erika Clegg
Developing a cultural tourism brand in the East of England: collaboration,
membership and sustainability

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Elena Cavagnaro, Simona Staffieri

Understanding youngsters tourism experience: values and motivations to travel as
a key for identifying target clusters for sustainable tourism

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Timo Derriks
Sustainable coastal destination development: fostering green practices of restaurateurs

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Silvia Sarti, Giuseppe Aliperti

Iconic destination: a snapshot of sustainable tourism in Pisa

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CONFERENCE PRESENTATION

The second International Conference Tourism and Sustainability held in Assisi, Italy on 2015 September 25, aims at
providing a forum for academics and practitioners to come together to share research projects and discuss ideas
and challenges related to sustainability in tourism. The topics analyzed at the Conference have been:
Sustainable destination development and planning
Smartness & Open Innovation
Sustainable destination marketing
Tourism development from urban renovation and old industrial sites regeneration
Sustainable tourism governance, policy making and management
New ways to communicate tourism products
New perspectives about tourism and environment

ACKNOWLEDGEMENT
The first thank you goes to all the speakers, who has given rise to a lively and scientifically significant Conference
presenting their interesting researches.
A sincere thank you goes to all the members of the Scientific Committee for their fundamental contribution in
the selection of the papers and for the constant availability during the Conference.
Many thanks to the partners of the Conference as ALMATOURISM Journal of Tourism, Culture and Territorial
Development, University of Bologna, University of Perugia, University of Sassari, CIRIAF.

Assisi, 2015 September 25

The Conference Secretariat
International Conference Tourism and Sustainability

CONFERENCE PROGRAMME

International Conference Tourism and Sustainability

Palazzo Bernabei
2015 September 25 | Assisi |Umbria Italy
Time

Paper Topic

Speaker

09.00

09.15 Registration of Conference Attendees

09.15

Elisa Ladduca Market

Tourism and sustainability as incentives for
Manager GTA (KUONI
10.15 economy
Group)
INTERNATIONAL CONFERENCE
(English speaking )

10.15
10.30
11.05

11.40
12.15
12.50

14.35

15.10
15.45
16.20
16.55

10.30 Conference Introduction by scientific partners

The New media to communicate tourism in
11.00 Thailand
Exploring Home Exchange in Greece: An
11.35 alternative choice of vacation
The recovery and reuse of old building
located in rural and agricultural areas and
their contribution to the development of the
12.10 territory and landscape
Benchmarking the UNWTO Practical Tips for
12.45 the Global Traveler: An Islamic Preview
14.30 Lunch Break
Developing a cultural tourism brand in the
East of England: collaboration, membership
15.05 and sustainability
Understanding youngsters tourism
experience: values and motivations to travel
as a key for identifying target clusters for
15.40 sustainable tourism
Sustainable coastal destination development:
16.15 fostering green practices of restaurateurs
Iconic destination: a snapshot of sustainable
16.50 tourism in Pisa

Sujittra Chaijan
Despina Sdrali

Piero Borghi
Galal Afifi

Erika Clegg
Elena Cavagnaro, Simona
Staffieri

Timo Derrik
Silvia Sarti

Conference Conclusion

Chair

SCIENTIFIC COMMITEE

Prof. Francesco Asdrubali

Prof.ssa Fiorella Dallari

CIRIAF, University of Perugia

University of Bologna

Italy

Almatourism
Italy

Prof. Giacomo Del Chiappa

Prof. Franco Bianchini

University of Sassari

Leeds Beckett University

Italy

UK

Prof. Cecilia Chirieleison

Elisa Ladduca

University of Perugia

Market Manager Italy

Italy

KUONI-GTA, Italy

PAPER PRESENTATION
SUJITTRA CHAIJAN
New ways to communicate tourism products: the new media to communicate tourism in Thailand
Thaikadee Research Institute, Thammasat University. Thailand.
ABSTRACT
Modern tourists tend to rely heavily on internet-with an estimation of over 1.5 billion worldwide internet
users and nearly 600 million members of the online society with its unlimited restriction on time, easy
accessibility and application, high speed and low cost, the internet has become the new and powerful
informative source for tourists.
The following examples depict of the norm social media that is popular and well recognized amongst
tourists: TripAdvisor, a travelers review on tourism attraction, flights, hotels and restaurants, with a forum
for two way communication; wisdom of the Friend, a forum for tourists worldwide to interact and share
experiences; Agoda, a room reservation service for hotels and resorts around tourist attractions globally,
with an emphasis on low cost and online transactions security; Pantip CAFE, a web blog for sharing
information on traveling and other topics.
Today, a majority of tourism business utilizes the social media increasingly as a communications channel
in their sales and activities. A popular in attracting readers on tourism websites is usually with the
provision of full services, through highlighting their ability to find information and procure goods and
services for all types of travel. In fact the Internet has become a new communication channel and a main
tool in creating difference and a sense of value for upcoming tourism business in the future.

DESPINA SDRALI, MARIA GOUSSIA-RIZOU, PANAGIOTA GIANNOULI, MICHALIS

KOKKINIS
Exploring Home Exchange in Greece: An alternative choice of vacation
Harokopio University, Department of Home Economics and Ecology, Athens Greece
INTRODUCTION
From ancient times till now, exchange economy -an economy in which the exchange of goods (tangible
and intangible) between economic entities occurs without mediation of money- has a universal appeal,
being accepted as a key aspect of enhancing welfare of people (Andriotis and Agiomirgianakis, 2014).
Especially, in times of economic downturn exchange economy can play an important role as it replaces
money, when the currency is unstable or unsuitable for commercial use; thus exchange economy seems as
a significant means through which basic needs are met and human ties are strengthened.
In this era of economic recession and within the context of finding alternative transaction modes, people
have rethought their values, lifestyles and patterns of consumption and this has led -among others- to the
need of alternative ways of travelling.
Travel is part not only of joy and relaxation but also of adventure, education and experience. A new or
alternative tourism has been developed being consistent with quality vacations and authenticity. Home
exchange is one of the most rapidly-growing forms of alternative tourism which implies that one partner
travels at the same time as the other and stays at the primary residence of the other, without any services of
travel mediators but with only cost being the loan of their own home (De Groote and Nicasi, 1994).
Following the idea of interchanging accommodation without a monetary exchange, home exchange
developed into a successful global tourism phenomenon.
However, very few studies have focused on home exchange as an alternative product on the tourism market
and travelers who decide to take a vacation by exchanging their homes (Andriotis and Agiomirgianakis,
2014; De Groote and Nicasi, 1994; Forno et al., 2013). The aim of the research is to profile Greek home
exchangers and investigate their motivations and travel habits. This research is considered as a first
overview of the home exchange issue in Greece using quantitative research method.
METHODOLOGY
SUBJECT AND PROCEDURE
survey was conducted by collecting primary data during the spring of 2014, using a closeended type
questionnaire. This research instrument was based on literature review and aimed at profiling Greek home
exchangers and investigating their motivations and travel habits. The questionnaire was sent, via e-mail, to
the total of 93 members of the most well-known Home Exchange Agency, HomeExchange.com, which has
been established in Greece since 2012.
The questionnaire was accompanied by a cover letter explaining the research aim and follow-up telephone
calls were conducted to confirm receipt of the questionnaires and answer any questions. Furthermore,
respondents were informed that their participation was voluntary and 2 that their responses would be only
used for research purposes. Totally, 44 valid responses were obtained corresponding to a response rate of
47%.

QUESTIONNAIRE
The questionnaire consisted of three sections. The first section gathered information about major
sociodemographic characteristics of the respondents, such as age, educational level and family status. The
second section concentrated on topics related to home exchangers trip characteristics, motivations for
choosing this form of tourism and activities during their vacation as well. Finally, in the third section,
respondents views about the importance of home exchange on sustainable development were examined.
DATA ANALYSIS
The collected data were analyzed using descriptive statistics for calculating the means and standard
deviations of continuous variables, and the frequencies and percentages of categorical variables. Statistical
analyses were performed with SPSS v.21.0 software.
RESULTS
Findings showed that home exchange is a new choice, mainly for families (45%) and couples (34%), and
highly educated travellers (82% had at least university education and 18% had attended high school). Most
respondents (75%) had experienced this exchange system 1-5 times till the period of the research,
compared with the 14% and the 11% of those who had this opportunity 6-10 times and 11-15 times,
respectively. Most Greek home exchangers (80%) use to travel having exchange experiences 1-3 times per
year, while 11% 4-6 times per year and 9% more than 6 times per year, respectively.
Europe is the most attractive exchange destination. More specifically, 98% greatly prefer to travel
European countries while overseas destinations, such as Australia, Asia and Africa, are not preferred by the
majority of the respondents. However, amongst 48% of the respondents USA is a popular travel
destination. Finally, only 18% of Greek home swappers prefer to travel their country.
The research participants recognized that home exchange phenomenon is little known about. Information
sources ranged from internet (77%) and television (70%) to personal experiences of friends (45%) and
radio (27%) to a lesser extent. Home exchange is mainly considered of respondents as an inexpensive
vacationing under economic crisis conditions; people have the opportunity to save money having almost
free accommodation worldwide. This may be the most important motive that induces the 89% of
respondents to exchange their home. Moreover, according to the respondents, they have the chance to live
like local residents (84%), being involved in the local context, while they develop and maintain new
relationships with neighbours (68%), greatly participate to local cultural events (41%) and taste local food
(73%). Especially, Greek home exchangers consider that this form of tourism could significantly contribute
to economic development of the area, enhancing local economy (64%) and give emphasis mainly to social
values rather than individualism; a traveller whose values, attitudes 3 and practices are built on the
mindset of a conscious consumer and are hence connected to a more conscious form of travel.
In addition, natural environment (86%) and exchanging countrys culture (75%) greatly affect respondents
destination choice, followed by countrys history (70%) and cultural events (50%). Greek home exchangers
seem to be greatly satisfied by this alternative product on the tourism market. More specifically, 54.5% of
the respondents claimed that they are greatly satisfied, 43.2% reported that they are fairly satisfied, while
only 2.3% indicated that they are moderately satisfied. Finally, most respondents (84%) would greatly
prompt the public for travelling in that way.

CONCLUSIONS
Home exchange phenomenon allows for cost-efficient stays and embraces the concept of non market
consumption that gives ground to human dimension and sustainability, away from the conventional tourism
practices. Home exchange is in its infancy in Greece. The potential longevity of it is associated with the
high level of satisfaction among home exchangers. However, there is mainly a need for cultivation of trust
and communication skills (Cheshire et al., 2010) in order Greeks being able to include this form of tourism
in their travel plans. This requires open minded persons and a welcoming of new alternatives. This research
can be of great interest to tourism providers and the general public.
Tourism providers may get a better understanding of alternative tourism practices through which they can
mobilize tourism consumption, while the latter may get awareness of new low cost travelling ways which
can be a pathway to authenticity, locality and sustainability. Our study may be considered as a first
overview of the home exchange phenomenon in Greece using quantitative research method. Much research
is going to be done using qualitative research techniques, such as in-depth interviews through which we
can deeply explore travellers thoughts, feelings and perspectives, and their behaviour outside a home
exchange. Furthermore in the context of the potential of the phenomenon to frame conscious travel
alternative, semi-structured interviews with travel experts may be proved valuable. Interviews with experts
are an important step towards a deeper understanding of what characterizes conscious tourism within the
context of home exchange. These approaches shed light on how the home exchange process embraces
conscious actions and a more complete picture of the phenomenon is drawing.
REFERENCES
Andriotis, K. and Agiomirgianakis, G. (2014). Market escape through exchange: Home swap as a form of
non-commercial hospitality. Current Issues in Tourism, 17(7), pp. 576-591.
Cheshire, C., Gerbasi, A. and Cook, K. S. (2010). Trust and transitions in modes of exchange.
Social Psychology Quarterly, 73(2), pp. 176-195.
De Groote, P. and Nicasi, F. (1994). Home exchange: An alternative form of tourism and case study of the
Belgian market. Tourism Revue, 49(1), pp. 22-26.
Forno, F., Garibaldi, R., Scandella, E. and Polini, I. (2013). My house is yours.
A worldwide study on home exchangers profiles and motivations, Conducted by the university of
Bergamo
on
the
Homeechange.com
community,
available
at
http://homeexux.s3.amazonaws.com/affinities/1/pdf/homeexchange_bergamo_study_2013_EN.pdf
(accessed 25 September 2014).

BORGHI P., LIURNI G.

The recovery and reuse of old buildings located in rural and agricultural areas and their contribution to
the development of the territory and landscape
Dipartimento di Scienze Agrarie, Alimentari e Ambientali Universit degli Studi di Perugia, Perugia
ABSTRACT
The transformation of agricultural activities in the last decades has led, among other things, to the fact that
several buildings on farms today are not used: it happens both for technical and economic reasons.
Furthermore, these buildings are subjected to degradation as a consequence.
The reuse and recovery of buildings, located in agricultural or rural areas, in order to be used for
agricultural purposes is sustainable from a technical point of view, even if it could be challenging from an
economical point of view. This kinds of interventions could be positive for the reflections that involve the
territory as far as the maintenance of the agricultural use of the same and relatively aspect landscape and
cultural historic.
Moreover, it come create new economic opportunities in rural areas where the agricultural activities are
still relevant in terms of population dedicated to it. The restructuration of the related activities is also
important in order to ensure the success of the economical recovery or reuse.
The development of a thematic greenways (the example given in this paper is the Greenway of the
Dryers) is therefore a functional element in order to enhance the reuse and recovery of rural and
agricultural buildings.
KEY WORDS: building, landscape, enhancement.
INTRODUCTION
The transformations undergone by farming in the last decades of the last century have determined, inter
alia, that various buildings and constructions present in farms, today, are no longer used both for technical
reasons and for economic reasons as well as for the conditions general of the same artifacts. In
consequence of this phenomenon of abandonment, they said manufactured building are subject, as are all
building elements placed under similar conditions, the phenomenon of degradation, which also in times
fast enough can lead to decay even total of the same structures.
In the cause of this phenomenon we are witnessing not only the loss of a resource to the change of
landscape features as construction elements (and buildings in particular) are distinctive and peculiar to the
agricultural landscape and rural, signs undergoing degradation and / or the decay and the consequential
disappearance and determining the resulting change in the landscape characteristics of the areas and
territories interested in such phenomena.
The building recovery of these elements from the technical point of view is not problematic nowadays. But
it is challenging from an economic standpoint. Another problem is related to the type of intervention
connected to the intended final use of the asset that can be recycled (it is maintained the same intended use)
or it can be reused (is changed to the intended use). Italian agriculture within this distinction is less
noticeable because it is the tourism farm can be practiced even in buildings that were once not used for
housing, of course, after appropriate renovation work; applies in this case the location of the structure in

10

the field of agrarian company or urban placed, however, in rural areas provided that is connected in some
manner with a farm.
To ensure the success of the economic recovery is, however, necessary to develop, next to the project
engineer, also a program of different activities and connected in such a way as to increase the chances of
success of the initiative. The recovery that includes use for tourism purposes of this heritage building is
easier to read in light of the characteristics of the territory and of the rural landscape and rural Umbria
Region or Central Italy. Next to it, however, it needs to be developed a plan for initiatives that in some way
could constitute an element of attraction for potential tourists interested. What it is meant by creating
greenways, elements or themes of attraction and/or of interest even outside the architectural and cultural
heritage of which is rich territory above.
In confirmation of the above you said you can also mention some statistical data on tourist flows and trends
for the current year (as reported recently by the Statistical Observatory of the Umbria Region) show that
part of the region recorded some districts a positive increase of visitors and attendance (for example the
area of Assisi and the area of Orvieto) while other districts recorded in the same period a decrease of
visitors and attendance (for example the area of lago Trasimeno and the area of Alta Valle del Tevere). In
consideration of the positive factors present in these areas (qualitative characteristics of the current state of
Lago Trasimeno and cultural events in the Alta Valle del Tevere).
MATERIALS AND METHOD
Subject of the study appears to be the rural construction and agricultural. More precisely, it is represented
in this work by a complex of buildings forming a "business center"; it is composed of the farmhouse,
building unit, two-story. The ground floor (rustic destination) is used for the housing of animals, for the
storage of tools used for the cultivation of the farm as well as a warehouse where some store products. The
same house on the first floor (home destination) was used by the farm family as well, although to a lesser
extent, for the storage of certain products harvested in the company (such as corn).
The presence of this group of flats meant that, next to the farmhouse which was the main building were
located, in most cases, some outbuildings, which in some circumstances, were placed close to and
incorporated in the same house (eg. the oven, the henhouse, the pigsty, the hut). In other cases the same
outbuildings were placed near the house but detached from it (the cylindrical silos, the pigsty, the tobacco
drying, the hut, the well and the barnyard in which was placed the haystack).
Some of these businesses were located in an area of agriculture, a time of considerable value, but which
has now become, in many cases, marginal, as a result of the agriculture change and also the reduction of
the cultivated area and to the fact that the territory surrounding was of interested by widespread urban
building development (consisting of some cases in the implementation of infrastructure alone) thereby, that
the same building farm complex, for the reasons mentioned above, it can no longer, at the time, be used for
the original purpose .
Fundamental distinctive elements of the core are the typical enterprise aspect related to the peculiarities of
the structure in relation to the territory of belonging, both from the construction point of view formal and
both from the point of view of representativeness at territorial level; representativeness represented, in this
case, the type realized buildings and also in relation to a type of agrarian company widespread in the
territory and in reference, also, dimensional aspect of the farm and therefore for such salient features,
worthy of interest and intervention project recovery or reuse in relation to safeguarding and enhancement.

11

Always the subject of the work is building recovery and reuse of productive farm buildings once used for
drying tobacco. It considers it important to address this issue because these building structures, that spread
in the territory of study in the last century, as a result of the use of special production processes associated
with agricultural crops widely practiced in lowland areas (tobacco growing), but if not individually,
together, they go to mark a territory, and make him grow in importance also of landscape character.
Such buildings due to a qualitative and technological evolution of the production chain of the tobacco,
although in some cases may be suitable from the structural point of view, are rather technically and
economically obsolete. Accordingly, to protect them from deterioration and, then by the subsequent
disappearance, it is considered useful and necessary to intervene on them to protect them, and then reuse it
for other purposes than the original ones, thereby keeping, in operation, elements and signs of widespread
landscape agrarian.
All this must take place through a recovery that is not distortive ie, going to impact in a little way the
structure and the architectural characteristics of the individual works, and then the territory. The
importance of this study, however, should not be sought purely in the possibility of recovery of such ex
dryers, but the idea of being able to new functions such structures. So the importance of knowing how to
turn a problem into a resource, which can be the landscaping, tourist, historical and cultural as well as
representative elements of the local tradition.
Another element under study is represented by the greenway. By creating a greenway (route) you want to
focus attention on the concept of the word understood as a path and/or journey to discover things, places
and traditions. Therefore we can also say that the values of a greenway concern and affect different aspects
such as tourism and recreation, the cultural as well as, indirectly, also the economic implications and
therefore positive direct and indirect general and the area and the reference landscape.
In our case, the greenway includes the use of both the building complex business, both of former farm
buildings (former tobacco drying rooms located in adjacent and in close proximity to and at the time not
used), for purposes different from the original ones and which will attract the attention and involve not
only tourists but also the same people of the territory concerned, and in order to make the path so
potentially "active" in the whole year. The goal to be achieved is therefore to strengthen also the tourist and
cultural activities of the area in a perspective of well-being and development of the same, with a positive
impact and usability even by the local people.
RESULTS AND DISCUSSION ON THE RESULTS
In this publication is therefore shown, with concrete examples, the feasibility of re-use of forms and signs
of the agricultural landscape inherent specifically a corporate center of a typical farm, small agricultural
production company conducted once in sharecropping, and now no longer in business according to the
connoted traditional and original as well as number two driers for tobacco placed in proximity to it. With
regard to the characteristics of the various buildings located in the center of each company are indicated as
by specific description provided below, the main distinctive elements of the supporting structure, of
closures and of functional spaces that make them up.
Farmhouse: building consists of a bearing structure with walls of stone and brick, slab with primary and
secondary structure of wood and overhanging brick paving brick; Also the roof has wooden frame and
overhanging roof tiles brick; the layout of the building has inside, the ground floor, a local (corresponding
to the former cattle shed type-stalls on two orders and with animals placed back to back and troughs
against the walls); adjacent to the barn, located at the center, are placed on both sides, spaces for the

12

storage of tools, fodder and stock; ; always within the area of the first floor of the farmhouse, it is divided
into several rooms, all with destination former home, and arranged on both sides than the kitchen, local
first met in access, and centrally located.
Pigsty: these adjoining building, independent, located between the farmhouse and the dryer; it has a
structure in masonry, roof with wooden structure with a tiled roof and brick; within the area it has a
division into two spaces contiguous and communicating originally intended respectively rest area and
feeding area for pigs that were raised therein
Dryer for tobacco: these are manufactured with structure in masonry, roof with primary and secondary
structure of wood and a tiled roof with overhanging brick; within the space it is constituted by two adjacent
locals, divided by the wall and with its own access from the outside; the drying has a volume characteristic
for the prevalence of the height relative to the size of the plant; the dryer also has, on one side, a structure
built alongside and in later periods of small surface area and with a limited height, made with the same
design features of the dryer.
Outbuildings to home: close to the house is an annex building built with the same characteristics of the
house and used as part of the oven and part for the chicken run;
Water well: with masonry perimeter security and related funding to gable roof with tiles of brick laid on an
underlying wooden structure;
Hut: little building with regular plan and structure in masonry and brick walls emplaced in a noncontinuous such so as to favor the natural circulation of air inside; roof with wooden frame and with
overhanging roof tiles brick; This building currently is in strong state of degradation that affects both
coverage and the walls.
The buildings above are all located within the corporate center and in plan view, are arranged in the shape
of U, open to the south and then in the middle enclosing the area adjacent to the buildings earmarked
former farmyard. Outside the old company are placed in the immediate vicinity, two dryers. Their
structural characteristics are similar to those described for the drier placed in the center of the farm. It
should also be pointed out that they are in a poor state of repair.
Here you specify the various intended uses in hypothesis in this paper for each building element
considered.
Farm house ground floor: museum function; with the subdivision of interior spaces as original use and
presence in equipment used in the past in the agricultural and rural world, including in the form of
documentary material available in print and or digital; farmhouse first floor: exhibition and promotional
function; with the subdivision of interior spaces as original use and utilization of the same for exposure of
local products in general and in particular of local agricultural products (particularly wine, oil mill, other
typical food) and local crafts such as to allow the exploitation of land resources in a sustainable
development perspective.
Pigsty: should perform the function exhibition and promotional material available in print and in digital
format and with shared spaces and on homogeneous areas that may specifically refer to the entire territory
of the Region of Umbria as it was divided by regional law 1972 establishing mountain communities it
foresaw precisely the breakdown in number nine; inside you might find collocation also a specific
constructive element representative of one or more areas considered and reproduced in miniature.

13

Dryers for tobacco: in this paper are considered number three dryers.
The building next door to the farmhouse under study (dryer "A") is planned to build an educational and
cultural point available and accessible both from the local population as well as tourists from outside. In
the dryer "B" (located in the farm adjacent to the farmhouse) it has plans to build a museum theme and
time and therefore not permanent (for example, the first theme addressed could relate to the landscape
features agricultural and rural area in which they are placed the buildings and the relative area of
reference). In the third dryer (dryer "C"), also placed it in another farm adjacent to and outside of the
corporate center in question, it will see the creation of a food court and shop of agricultural products and
crafts typical of the area, accessible both by population Local as well as the exterior.
Cylindrical silos: plans to commission the function of exhibition and promotional events for current and
characteristic of the area, broken down by the different months of the year and explained in digital form.
Water well: (full restoration).
Hut: final destination in general function of service and administration.
External works carried out over the area in front of the buildings (former Hague) to create a covered
pedestrian walkway type illustrative and educational information and accommodation of furnishings and
plant elements and arrangement of green for the part of remaining area and complementary.
Posters and bulletin boards are made entirely of wood and for purposes of general information and
particular (the entrance to the farmhouse, the pigsty and the tobacco dryers, the cylindrical silos, the well,
the hut and exit) as well as in the relevant section of route interesting greenway and to go.
Outdoor parking (service of employees and visitors) built in a characteristic way and specific to regulate
and facilitate inflows and outputs. For its implementation it will require the use of specific materials for the
pedestrian area (brick by brick exterior brick or concrete antique), to the parking area (cracked concrete
slabs), for the part of the driveway (ballast alveolar ) as well as relative and adjacent green area.
Therefore, everything that defined the core business is designed to perform functions in a museum and
exhibition-promotion of the agricultural sector and the rural area in question as described above, the
resulting technical characteristics which should distinguish all building renovations specific individual
manufactured and needed to reuse the entire nuclear enterprise typical and characteristic (farm house,
pigsty, drying for tobacco, outbuilding, water well and hut) and other accessory items.
More in particular, from the analysis of individual manufactured is a state of conservation, which indicates
that the building elements constituting a single unit building units, components require interventions on the
bearing structures and closures. Such interventions, for some elements, consist of works of simple
substitution or consolidation of individual technical elements costituents. These interventions are to be
carried out with interventions of diffuse type (in particular for items such as floors and roof), while with
regard to the load-bearing masonry perimeter, interior and exterior the lavorei to be carried out on all
manufactured are in some cases of localized type on certain parts of them while in other cases (especially
for former annexes) are of reconstructive general.
Repairs to be made on building elements functional interiors are of a general and widespread, and in
relation to this last point the essential construction work on buildings refer to the arrangement of the
elements of finishing with interventions also needed to make functional spaces recovered at the new
destination project hypothesized (area museum and/or exhibition-promotional) and also to the most

14

highlight of intended uses in the project. Finally come as construction projects to be executed category of
work related technological equipment interior, windows and exterior finish of the building works.
To enable the reuse of such building products it was necessary to devise a path called the greenway of the
dryers (''Greenway of the Dryers"). In fact, by creating an greenway includes a visit to the various
structures under study designed and used with different purposes than the original and which will attract
the attention and involve not only tourists but outside, even the same local citizens, so make the route
potentially "active" in the whole year. The aim is to reach as to boost tourism activities in the local area in
a perspective of sustainable development of the same.
And provided that the greenway starts with a visit to the hut where you will be able to receive information
related primarily to the knowledge of agriculture and land in the past, the main events that characterize
today (including non-agricultural) as well as the knowledge of the main productions and companies in
activities and that mark currently. For the purpose of better usability, knowledge and understanding of the
operation and purpose of the project is expected within the corporate center to follow the greenway is then
carried out so that the same is carried out, by the visitor, with a precise order and in succession that
provides exactly the sequence of the visit to the farmhouse ground floor, first floor of the farmhouse, the
annex to the house, the pigsty and then interest the dryer "B".
As mentioned in the point of the "Greenway of the Dryers" interesting the dryer "B" the restoration project
includes the construction there in a meeting point where educational and cultural activities of various
kinds. A place of encounter and thus also share, that can be from the local population and tourists from
outside in which to learn about the typical traditions agricultural, rural and artisan of the place and the
neighboring areas.
In the point of the "Greenway of the Dryers" interesting the dryer "A", it was decided to set up a small
thematic museum with limited durability.
Continuing the "Greenway of the Dryers" we reach the third stopping point that affects the dryer "C". The
idea of reuse of this dryer is to transform the current structure into a food court and a point of sale of local
products, addressed both to the local population but also for those who visit the location or territory. In this
place you will have the chance to taste typical meals at the table with slow-food or fast food, but always
made with raw materials of local origin. Essentially then short dining pause, encouraging for the rest of the
path and also relaxing break.
Then finally to know better the project the "Greenway of the Dryers" it was thought that it is necessary to
report the same route with signs indicating the route to follow and enter the on-site information boards
(with structure and wood paneling) in some characteristic points of the path on which will be indicated also
general information and interest of the territory. Will complete the explanatory framework specific
information on the "Greenway of the Dryers" and the use designed specifically for each dryer.
As regards the viability of the different phases of the "Greenway of dryers", at the moment, there are no
sidewalks at the sides of the various sections of local roads and private pre-existing on the road. However,
the route is divided into areas for most of the territory where the local roads are in a normal state, with low
volumes of traffic and therefore well suited to pedestrian, bicycle and animal (horse). General work to be
performed on the road is still to fix the surface layer and create sidewalks on one side and small parking
areas at points forming visual cones in order to promote links to the visitors or those walking the route,
with the allocation where possible, with benches, shaded areas and fences not cumbersome and security at
the edge of the area.

15

CONCLUSION
The example proposed in this publication tends to satisfy the one hand a question of general and specific
knowledge of a territory and the other presents, of the same, a valence coupon; Both considerations are
achievable through a museum aspect ((relating to local agriculture and rural) as well as through an
exhibition related to the material aspect that could be exposed in the site and its always the segment of
primary production and craftsmanship of the territory and surrounding areas. This material over the past
decades, if not centuries, has reached today and deserved a reputation for high quality and excellence going
to create brands, local products and quality and ensuring, through a work of constant self-control and
original productions which are increasingly appreciated by consumers, but that, being typical of an area,
can not meet orders are too large and thus their maximum is enhancement locally rather than export.
Therefore for their upgrading rather than strengthen their competitiveness, it should be supported
promotional activities especially at local level. Furthermore, the proposed example is certainly significant
for the indirect effect as regards the landscape aspect general of the territory as through the enhancement of
its products is favored the permanence of the essential characteristics that characterize the landscape itself.
However to develop such an initiative should be carried on the initial cost of setting that could be
supported both by public bodies is by private entities; the latter may act either directly (by funding or using
funds from the Rural Development Plan) as well as indirectly: in this case should be provided with
facilities both in the field of VAT (eg for work performed and for initial investments).
Regarding operating expenses instead of any proceeds obtained may arise as well as from collections
obtained directly from individual users accessing the visit within the complex also from receipts obtained
by the contribution made by the Company and the entities that wish to support the initiative as well as by
individuals (private Enterprises and public Bodies) that are going to expose the whole of the promotional
material as well as from grants always in VAT and Taxes on incomes (for example to facilitate the start of
activities in the early years of the same).
Starting from the premise that the agricultural landscape can be seen as the result of a set of processes that
in turn impress new signs or reuse those of the past processing them to assign new functions (E. Sereni,
1961) in the study area such characteristic signs they can be identified also in the manufactured production
(ex dryers tobacco) which accounted for a certain period of time location of a terminal agricultural process
that, for a certain period of time has characterized the agriculture in an area, internal area with low density
of inhabitants.
In a dynamic perspective, therefore, we can assume the reuse of such buildings abandoned agricultural
production, present and widespread in the area and at the time was of no use.
Therefore it was considered useful to propose a project idea in which such recovery is inserted within a
development proposal linked to local traditions and typical of the area. It follows that the recovery of these
buildings has been linked to the creation of 'Greenway of the Dryers" this basic assumption for triggering a
process that can attract local and external visitors and attracting attention to them. It also wants to highlight
the complexity and value of buying the land if there is a link between landscape and the buildings
agricultural and rural, both the appropriate value.

16

REFERENCES
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marketing territoriale), Rivista Estimo e Territorio, Edagricole Il Sole 24 ore Business media srl, Bologna,
anno LXXII, n. 10 - ottobre, pagg. 20-24.
BORGHI P., MARAZITI F., (2008), Reimpiego per attivit produttive di forme e segni del paesaggio
agrario, Atti del convegno, organizzato dallAIIA, dalla Regione Basilicata, da Ruralia e dal DITEC,
Marina di Pisticci (Matera), 17-20 settembre 2008, (in stampa).
BONFANTI P., SIGURA M., TURCO S., (2005), Applicazioni di misure agroambientali e paesaggio
rurale: un caso di studio, Atti del Convegno AIIA, Catania, 27-30 giugno.
CHANG TING FA M., TAVERNA M., PICCININI L.C., (1999), Ruolo dellattivit agricola
nellevoluzione del paesaggio, Rivista Internazionale Agribusinees Paesaggio & Ambiente, n. 3, (1999),
Udine, pagg. 119-136.
CONSIGLIO DEUROPA, Convenzione Europea del Paesaggio, (2000), Firenze.
DAL SASSO P., OTTOLINO A., Il recupero delledilizia rurale sparsa in area protetta, Rivista Estimo e
Territorio, Edagricole Il Sole 24 ore, Bologna, anno LXIX, novembre, Pagg. 24-39.
MENNELLA V.G.G., MENCONI M.E., (2006), Old rural building in the landscape, Rivista di
Ingegneria Agraria (AIIA), n. 3, settembre, pagg. 57-64, Edizioni ETS, Pisa.
REGIONE UMBRIA, /2015), Programma di Sviluppo Rurale per lUmbria 2014-20120, Perugia.
TOCCOLINI A., SENES G., (2006), Tecniche per la valutazione della qualit visuale del paesaggio
rurale, Rivista di Ingegneria Agraria, n. 4, dicembre, pagg. 7-14, Edizioni ETS Pisa.
DEL PRETE R., (2012), Dentro e fuori la fabbrica; Il tabacco in Italia tra memorie e prospettive; Franco
Angeli Editore, Milano.
GROHMANN D., MENNELLA VGG., (2009), Cambiamenti climatici ed evoluzione del sistema
agricolo, Caso di studio: il bacino del Lago Trasimeno, Ambiente-Clima-Paesaggio: Itinerari di scoperta,
FIRST/MICENA n.9, Citt di Castello, pagg. 47-70.
SERENI E., (1961), Storia del paesaggio agrario, Editori Laterza, Bari.
VIZZARI M., MENNELLA V.G.G., (2009), Valutazione della qualit del paesaggio mediante tecniche
GIS e multicriteri, IX Convegno AIIA "Ricerca e Innovazione nella ingegneria dei biosistemi agroterritoriali", Ischia (NA), 12-16 settembre.
CASCONE G., PORTO SMC., (2008), Indicatori per la valutazione della potenzialit turistico-ricettiva di
edifici rurali tradizionali, Rivista Ingegneria Agraria, n. 4, dicembre, pagg. 43-56, Pisa.
TASSINARI P., TORREGGIANI D., BENNI S., (2006), Criteri di progettazione degli edifici rurali,
Rivista Estimo e Territorio, Edagricole Il Sole 24 ore, Bologna, anno LXIX, novembre, Pagg. 52-60.
BORGHI P., ROSINI A., GROHMANN D., MENCONI M.E., VIZZARI M., (2014), Sustainable
Develpment of Intermediate Rural Rreas with Low Population Density , International Conference EPR

17

2014 - The European Pilgrimage Routes for Promoting Sustainable and Quality Tourism in Rural Areas,
AIIA e Universit degli Studi di Firenze, 4-6 dicembre 2014, Firenze.
ROSINI A., (2014), Tesi di Laurea su Recupero di edifici produttivi agricoli dismessi e valorizzazione del
territorio, Facolt di Agraria, Universit degli Studi di Perugia.
MENNELLA V.G.G., (2004), Greenway per lo sviluppo sostenibile del territorio, Il Verde Editoriale srl,
Milano.
COMUNE di PERUGIA, (2015), Piano Regolatore Generale, Perugia.

18

GALAL M.H. AFIFI

Benchmarking the UNWTO Practical Tips for the Global Traveller: An Islamic Preview
Sultan Qaboos University, Muscat, Sultanate of Oman
ABSTRACT
Despite the great emphasis on tourism as a worldwide leading economic sector, tourism basically remains
as a social activity which has been typically associated with numerous positive and negative impacts. In
this context, it could be understood why the UNWTO tended in 1999 to release its Code of Ethics for
Tourism and to follow that by issuing the UNWTO Practical Tips for the Global Traveller in 2005 aiming
mainly to set up a frame of mutual understanding and respect between tourists and their hosting societies in
tourism destinations. On the other hand, almost all the known religions have a substantial component of
social ethics, values and regulations. Accordingly, this paper aims to benchmark the UNWTO Practical
Tips for the Global Traveller (PTGT) against the principles of Islam as one of the worlds main religions.
In this regard, content analysis of assorted, relevant documents in association with semi-structured
interviews were employed as research methods, which resulted in identifying similarities and
dissimilarities between the two models, and revealed the need for reforming some of the items of the PTGT
as well as adding few new principles. The research findings could be of significance for several
stakeholders including PTGT formers, sociologists, as well as tourism decision makers.
KEY WORDS: Islam, tourism, code of ethics, travellers' behavior, social impacts
INTRODUCTION
Tourism is definitely one of the most important forces shaping our world nowadays (Cohen & Kennedy
2000). This could easily be evidenced in the worldwide interest in tourism as a fundamental sector in
almost every development plan in either developing or developed countries, as well as the plethora of
tourism-related texts, journals, conferences and research studies (Botterill et al 2002). Researchers
commonly believe that this expansion of interest has been basically fuelled by the rapid growth of tourism
as a significant economic contributor, especially over the last six decades, where statements such as one
of the largest and fastest growing industries (UNCTAD 2013, p.3), one of the major players in
international commerce, andone of the main income sources for many developing countries (UNWTO
2015) have been frequently used to describe tourism. This overwhelming emphasis on tourism economic
significances has resulted in a deeply-rooted conviction that tourism is an economic-oriented industry.
In this regard, some researchers argue that highlighting tourism as an industry and focusing majorly on its
economic advantages have been exaggeratedly done on purpose by beneficiaries and governments for
strategic reasons. For instance, Davidson (1994) claims that tourism beneficiaries have mainly reacted
against the authentic notion of tourism meant even by Thomas Cook as a social activity, as it resulted
in a failure of economists, developers and governments to take tourism seriously. Leiper (1995) debates
that the beneficiaries striving to have tourism accepted as an industry, and mostly as an economic rather
than a social activity, was stimulated by the need for wining respect, enabling data collection, creating an
identity, securing self-esteem for those working in tourism and gaining considerable political support,
which was pursued to obtain economic benefits. Accordingly, the undeniable positive economic
contributions of tourism lured stakeholders (e.g. governments, professionals) to pay less attention to
tourism non-economic aspects and impacts. On the other hand, a noteworthy number of tourism academics
and researchers still deal with tourism as a basically social phenomenon where implanting values such as

19

positive interaction, global peace and mutual understanding has the priority, and they believe that
addressing tourism as an industry with massive economic positive impacts has largely overshadowed
tourism drawbacks in general (Higgins-Desbiolles 2006).
In this regard, social interaction and mutual impacts between tourists and their hosting communities have
always been major concerns for researchers involved in tourism non-economic influences, where
researchers (e.g. Andereck et al 2005; Haley et al 2005; Waitt 2003) argue that negative social impacts
exist mainly due to the dissimilarities between tourists and their hosting communities, where tourists
transfer new habits to these communities which results in changing their social features and therefor
damaging the community social structure. So, aiming to achieve more compatibility between tourists and
their hosting communities, the United Nations World Tourism Organization (UNWTO) issued in 1999 the
Global Code of Ethics for Tourism (GCET), which was later acknowledged in 2001 by the United Nations,
as a fundamental frame of reference for responsible and sustainable tourism that includes a comprehensive
set of principles designed to guide key-players in tourism sector including governments, local
communities, tourism professionals, as well as international and domestic tourists. Although not legally
binding, the GCET features a voluntary implementation mechanism through its recognition of the role of
the World Committee on Tourism Ethics, to which stakeholders may refer matters concerning the
application and interpretation of the document.
Following the issue of the GCET, the UNWTO published in 2005 the Practical Tips for the Global
Traveller (PTGT) aiming to set a frame of recommendations to enrich the travellers' experience and
achieve mutual understanding between both travellers' and their hosting communities. The guide comprises
four essential sections, where each section includes three to five tips.
A. Honoring local traditions and customs
A.1 Research your destination to learn all that you can about local customs and traditions. It is a great
way to build understanding of the local community and excitement for your adventure ahead.
A.2 Learn to speak a few words in the local language. This can help you connect with the local community
and its people in a more meaningful way.
A.3 Experience and respect all that makes an international destination different and unique from its history,
architecture and religion to its music, art and cuisine.
B. Supporting the local economy
B. 1

Buy locally-made handicrafts and products.

B. 2

Respect local vendors and artisans by practicing fair trade.

B.3 Do not buy counterfeit products and items that are prohibited by national / international regulations.
C. Being an informed and respectful traveller
C. 1

Observe national laws and regulations.

C. 2

Respect human rights.

C. 3

Protect children from exploitation in travel and tourism.

C. 4

Take appropriate health precautions.

20

C. 5

Know how to access medical care or contact your embassy in case of an emergency.

D. Respecting the environment

D. 1 Reduce your environmental impact by being a good steward of natural resources and archaeological
treasures.
D. 2

Protect wildlife and their natural habitats.

D. 3

Purchase products that are not made using endangered plants or animals.

D. 4

Take photos instead of protected artefacts as mementos of your trip.

D. 5

Leave only your footprint and a good impression behind.

TOURISM IN ISLAM
Islam is a monotheistic religion articulated by the Qur'an, considered by Muslims as the verbatim word of
Allah, and by the sayings (Hadith) and actions (Sunnah) of the Prophet Muhammad, which jointly lay the
groundwork and provide guidance on multifarious topics for all aspects of a Muslims life, extending from
the highly spiritual matters to the daily life issues (e.g. eating etiquette and ethics, community welfare,
environment protection and family rules). Nowadays, with about 1.6 billion followers (23% of world
population), Islam is one of the leading religions globally. Most Muslims reside in the 57 member
countries of the Organization of the Islamic Conference (OIC), where it is the dominant and often formal
or informal state religion (OIC 2014). These countries are mainly located in the Middle East, Africa, South
and Southeast Asia as well as several of the former Soviet Republics of Central Asia.
The World Bank (2013) statistics show that in 2012, 35 of the 57 Islamic countries received about 160
million tourists (i.e. 14.5% of the international tourism arrivals). The top five destinations were Turkey
(35.7 million tourists), Malaysia (25 millions), Saudi (14.3 millions), Egypt (11.2 millions), and UAE (11.1
millions). In this regard and nevertheless, the escalating importance of tourism for several Islamic countries
as a vital component of their economies and an inevitable supplier of job opportunities, there are always
concerns regarding its social impacts on Islamic communities as well as the compatibility of some tourism
activities to the Islamic principles. These concerns led some segments to assume that tourism, in some of
its current forms, is an impermissible deed in Islam as it promotes for immoral activities.
On the other hand, the same concerns stimulated pro-tourism segments to coin terms such as Halal
Tourism, to reflect what has been later on defined as tourism geared towards Muslim families who abide
by Sharia rules, where hotels, for instance, do not serve alcohol and have separate swimming pools and
spa facilities for men and women. Countries such as Malaysia and Turkey are currently leading the pursuit
of promoting this new trend, which The Economist's (2013) believes will boom in the future. Another
effort was issuing the Islamic Tourism blueprint providing recommended principles and plans for
developing tourism in Islamic destinations (ITC 2013). Promoters of these approaches, on contrary to the
anti-tourism segments, record that tourism and travel are greatly encouraged by Islam, as travel has been
numerously referred to in several verses of the Holy Quran.
For instance, The Amramites (3: 137) , Livestock (6: 11) , Jonah (10: 22) , Joseph (12: 109) , The Bee (16:
36) , The Pilgrimage (22: 46) , The Ant (27: 69) , The Spider (29: 20) , The Romans (30: 9 & 42) , , Sheba
(34: 18) , Initiator (35: 44) , Forgiver (40: 21 & 82) , , Mohamed (47: 10) , and Kingship (67: 15)
(Farahani and Henderson 2010).

21

According to Islamic scholars (e.g. Al-Qurtabi, Ibn Kather; Al-Sharawi), several lessons are encompassed
to Muslims in those verses. For example, the Quran endorses travel as a mean to (1) achieve spiritual,
physical and social goals, (2) have more submission to God through seeing the beauty and bounty of His
creation, (3) grasp the smallness of man, which reinforces the greatness of God, (4) enhance health and
wellbeing, reduce stress and enable serving God better, (5) attain knowledge (Farahani and Henderson
2010), as well as (6) understand the cultural and social features of other communities. As well, Hajj (i.e.
pilgrim) is one of the Islam five pillars, where Muslims are required to travel to Mecca at least once in their
lifetime unless prevented by a critical reason such as poverty or physical incapacity. Finally, throughout
history, Muslim travelers and explorers (e.g. Ibn Batouta, Ibn Magah, Al Masoudi) have contributed
significantly to travel and discovery early activities as well as to travel literature (Hassan 2013).
In this regard and despite the plethora of tourism studies, there is little work on tourism and travel from an
Islamic viewpoint (Farahani & Henderson 2010). For instance, Al-Hamarneh (2008) discusses the impact
of the 9/11 attacks on the tourism sector in Islamic and Arabic countries and the need for new strategies for
overcoming the consequences. Din (1989), describes the pattern of tourist arrivals to Muslim countries and
examines the extent to which the religious factor has bearing on policy and development strategy affecting
tourism. Aziz (2001) provides a historical and modern overview of tourism and travel in an Arabic/Islamic
context. Hashim et al. (2007) explores the religious destinations imagery online. Finally, Henderson (2003,
2008 & 2009) covers areas such as tourism in Malaysia and Dubai as Islamic major tourism destinations as
well as examines the nature and significance of Islamic tourism as a human and commercial activity.
RESEARCH AIM
Examining the mutual impact between tourists and their hosting communities has always been a significant
research area for tourism researchers. Some researchers (e.g. Andereck et al 2005; Haley et al 2005; Waitt
2003) argue that tourists may contribute negatively to the tourism hosting communities due to transferring
unauthentic traditions and living habits. With the continuous and incremental flow of tourists towards any
given tourism destination, tourists' habits become more influencing, where the hosting communities usually
find themselves under the threat of losing tourists if opposing their habits and routine requirements (e.g.
sexual relationships, alcohol consumption, costumes fashions).
Being aware of such conflict, the UNWTO tends in 2005 to issue the PTGT assuming that following such
tips will help achieving more compatibility between tourists and hosting community for the sake of both
tourists who will have the chance to examine the authentic life of the tourism destination and the hosting
community itself which will not be forced to abandon its local attributes for external ones. On the other
hand, it should be understood that each and every society is continuously evolving its own ethical and
moral codes for handling every aspect of life including travelling. Such separately-developed codes of
ethics should be examined to illustrate the extent to which they match the UNWTO.PTGT and can
contribute to it. In this context, with one-fourth of the worlds total population identifying themselves as
Muslim and with the consideration that they are active in both inbound and outbound tourism, it is
imperative to consider the Islamic principles when forming tourism ethics. Accordingly, this research aims
to examine the tips included in the PTGT against the generic principles of Islam, which may help:
-

Understand the compatibility of both tourism and Islamic ethics.

Identify gaps between the two models.

Support the PTGT with additional tips derived from Islam.

22

Finally, it should be notified that similar studies have been conducted to examine the compatibility of
Islamic principles to other subjects such as trade (e.g. El-Ajou 2010), banking (e.g. Rammal & Zurbruegg
2007; Warde 2000), human rights (e.g. Anver et al 2012; Brems 2001), children and women rights (e.g.
Hosseini 2009; Ali 2008). However, to date no such study has been conducted in regard with tourism
ethics and principles.
METHODOLOGY
Through the history of social research, content analysis has been widely employed as a competent datacollection method (Punch 1998). This method includes gathering data from sources such as books,
journals, official records, personal notes (e.g. letters; diaries) and visual documents (e.g. films) (Jupp
1996), where documents "rather than acting as an introduction to the researchtake on a central role as the
actual thing that is to be investigated. In this sense, documents can be treated as a source of data in their
own right - in effect an alternative to questionnaires, interviews or observation" (Denscombe 1998, p.158).
For this research, the data are all drawn from official sources relating to the United Nations World Tourism
Organization (UNWTO) including its Global Code of Ethics for Tourism issued in 1999 and its Practical
Tips for the Global Traveller issued in 2005. Other relevant official documents of the UNWTO are as well
utilized when required for detailed understanding of specific issues. A two-way typology for documents,
based on authorship and accessibility, is commonly used in document analysis (Hodder 1998; Denzin and
Lincoln 1998). Authorship refers to "the origin of the document (e.g. personal; official-private; officialstate), while access refers to the availability of documents to people other than the authors (e.g. restricted;
open-archival; open-published)" (Punch 1998, p.191). In respect of this research, the examined UNWTO
documents can be classified as "official-state, open-published documents", as all the researched documents
are accessible openly through the UNWTO official website without requesting permissions. The
justifications of utilizing document analysis within this research are:
Accessibility: as the researcher is working in a Tourism Higher Education entity, he has a
guaranteed access to all the available UNWTO official documents.
Sufficiency: governmental bureaucratization usually leads to comprehensive documentation, a
situation, which robustly exists in the UNWTO, where all the procedures are routinely documented in
detail.
Official documents usually provide data that can be described as:
Authoritative. Since the data have been produced by the state, employing large resources and
expert professionals, they tend to have credibility (Denscombe 1998, p.163).
Factual: in the case of statistics, they take the form of numbers that are amenable to computer
storage/analysis, and constitute hard facts around which there can be no ambiguity (Denscombe 1998,
p.164).
On the other hand, semi structured interviews with prominent Islamic scholars were utilized as semistructured interview was effective as a method of research in several aspects. First, it facilitated asking
analogous questions, which helps comparing data. Second, it was appropriate for altering the discussion
sequence, as well as, expanding its scope to probe for more information when useful. Accordingly, seven
interviews were conducted with prominent Islamic scholars. The interview checklist covered two main
areas: identifying the Islams point of view towards different tourism activities; and checking the

23

compatibility of the PTGT tips to the Islamic generic principles. During the interviews, the interviewees
were allowed to develop their own ideas and to pursue any new thoughts they believe to be associated with
the researched issues. All the interviews were conducted face-to-face in the interviewees workplace
between the 10th of August and the 29th of August 2014, where each interview extended between 30 to 50
minutes.
DATA ANALYSIS
Comparing the four major concepts mentioned in the PTGT to the main principles of Islam reveals the
following analysis.
A. Honoring local traditions and customs
Revising the three tips encompassed in this section (see tips A1 A3) reveals that they can be summarized
in one short guiding phrase: know about the hosting community customs, language and respect their
distinction.
In this regard, Islam looks at acquiring knowledge about others as a significant merit. It is to the extent that
the first word in Quran is an imperative verb to the Prophet Muhammad (PBUH) to look for knowledge
Read! In the Name of your Lord Who has created (all that exists) (Quran 96:1). It is as well attributed to
the Prophet (PBUH) the he said pursuing knowledge is a duty (Al-Bukhari 860).
It is understood in Islam that individuals differentiate in their languages, colors, religion, sex, traditions,
etc. and that these as well as any other differences should not be a pretext for discrimination;
alternatively Islam sees differentiation as a valuable part of the human diversity and are meant to
encourage communication and cooperation between communities. O people, We created you from a male
and female, and We made you into nations and tribes, that you may know one another (Quran 49:13).
On the other hand, Islam urges Muslims to communicate with other nations and learn others languages.
And from His signs is the creation of the heavens and the earth, and the difference of your tongues and
your colors. In that are signs for the world (Quran 30: 22). Additionally, the Prophet Muhammad
(PBUH) was encouraging his companions to learn different languages. Zayd ibn Thabit (one the Prophet
companions) is reported to have said The Prophet asked me if I master Syriac. I said, no. The Prophet
said, then go and learn it (Al-Bukhari 860). Commenting on that, Interviewee no. 3 records For a reason,
Allah created people as different nations with different colors and tongues. Since languages are human
means of communication, building vigorous relationships between nations enjoins Muslims to master other
languages. Interviewee no. 6 records as well that respecting the non-Muslims traditions including their
religious customs and belongs is an important part of the Islam rules. In the well-known historical incident,
Omar Ibn Al Khatab was visiting a church in Jerusalem, when the time for the pray came. Although the
church bishop invited him to pray inside the church, Omar replied No, if I do so, the Muslims may one
day make this an excuse for taking over the church from you. And he prayed outside the wall of the
church as a sign of respecting the non-Muslims belongs.
B. Supporting the local economy
Aiming to economically help local communities UNWTO encourages travellers to buy locally-made
handicrafts and products, treat vendors fairly and kindly, and not buy counterfeit products.
Typical principles exist in Islamic teachings, where Islam obligates Muslims to consider socio-economic
justice (El-Ajou 2010) and to act honestly and kindly when trading. And measure full when you measure.

24

And weigh with an even balance. This is better and its end is good (Quran 17:35); and Do not withhold
from the people the things that are their due and do not commit mischief in the land, causing corruption
(Quran 11:85). Encouraging gentleness in merchandizing, Prophet Muhammad (PBUH) informed May
Allahs mercy descends on him who is gentle [lenient] in his buying, selling, and demanding back his
money [debts] (Al-Bukhari 860).
Islam as well condemns fraud, deception, counterfeiting, and other dubious means in merchandising, where
the Prophet announced Whoever fools us, is not a part of us (Al-Bukhari 860). He as well notified . if
both the parties [The seller and the buyer] spoke the truth and described the defects and qualities [of the
goods], then they would be blessed in their transaction, and if they told lies or hid something, then the
blessings of their transaction would be lost (Al-Bukhari 860). Selling counterfeit products and all suchlike
means of deceiving buyers are totally prohibited in Islam, the Prophet passed by a pile of food in the
Market. He put his hand inside it and felt dampness, although the surface was dry. He said O owner of
the food, what is this? The man said, It was damaged by rain, O Messenger of God. He said, Why did
you not put the rain-damaged food on top so that people could see it! Whoever cheats us is not one of us"
(Muslim). Shedding more lights on other merchandising activities which are inacceptable in Islam,
interviewee no. 7 adds that Placing faked labels on products, cheating in materials, weight or prices are all
kinds of fraud, which are also prohibited in Islam. On the other hand, interviewee no. 1 notifies that
buyers as well have a role to play It is not just sellers who should apply Islamic ethics, but buyers as well.
For example, in Islam it is prohibited to by stolen or illegal goods . Yes of course, products made of
endangered animals, plants or any other rare materials, which are not allowed by the authority, are also
included amongst goods which should not be bought according to the Islamic rules.
C. Being an informed and respectful traveller
The five tips in this section (see tips C1 C5) can be summarized in one short guiding phrase: visitors
should respect laws, regulations, and human rights, protect children from exploitation, take sufficient
health precaution and medical care.
Islamic view regarding other communities is built upon a basic notion that humans have equal rights and
that discrimination on the basis of race, color, language, belief, sex, religion, political affiliation, social
status or other considerations is forbidden (CDHRI 1990); humanity should be honored, "And We have
certainly honored the children of Adam and carried them on the land and sea " (Quran 17: 70); and that
thoughtfulness, respect and justice should frame the relationship between individuals, Allah does not
forbid you to deal justly and kindly with those who fought not against you on account of religion and did
not drive you out of your homes. Verily, Allah loves those who deal with equity (Quran 60:8);
additionally "And We have not sent you (O Muhammad) except as a mercy to the worlds" (Quran
21:107). Prophet Muhammad notified as well that All mankind is from Adam and Eve, no Arab has any
superiority over a non-Arab; no dark person has a superiority over a white person and no white over a dark
person. The criterion of honor in the sight of God is righteousness and honest living (Al-Bukhari 860). In
another hadith the Prophet said, If a believer is not able to benefit others, he must at least do them no
harm (Al-Bukhari 860).
Additionally, Islam establishes a legal framework, and embodies a code of ethics, designed to protect the
rights of children, which begin even before their birth. For instance, The Quran and Hadith make it clear
that two persons should not enter into a marriage carelessly. Children have as well the right to be fed,
clothed, and protected; they must have the respect, to enjoy love and affection from their parents; as well as
to be treated equally, vis-a-vis their siblings in terms of financial gifts, with a preferential treatment if a

25

child is, for instance, handicapped while the others are not. Muhammed has said: Allah has cursed those
parents who (by their behavior) compel their children to disobey them; and said "Every one of you is a
protector and guardian and responsible for your wards and things under your care and a man is a guardian
of his family members, and is accountable for those placed under his charge." Accordingly, children
neglect and physical, psychological, emotional or sexual abuses are strictly banned in Islam.
On another hand, Islam gives great attention to the different aspects of humans physical and psychological
health. For instance, aiming to stop spreading diseases and matching the regular efforts of organizations
such as the World Health Organization in alerting people from visiting epidemic areas, it is attributed to the
Prophet (PBUH) that he said If you hear the news of an outbreak of an epidemic (plague) in a certain
place, do not enter that place; and if the epidemic falls in a place while you are present in it, do not leave
that place (Al-Bukhari 860). Islam as well highlights that mercy should wrap relationship between
humans .and say kind things to the people. (Quran 1:83), whereas the prophet notified that A true
believer is one with whom others feel secure. One who returns love for hatred.
D. Respecting the environment
Environment has always been a critical tourism-related subject. Concerned segments typically accuse
tourism of destroying or at least neglecting its impact on natural resources and environment. Understanding
these concerns, UNWTO has always been a key player in encouraging sustainable applications and
environment protection efforts. In this context, section D in the UNWTO: PTGT has been entirely
dedicated to advising travellers about methods of respecting and conserving environment in the hosting
destinations, where tips focus mainly on issues such as reducing harmful impacts, protecting wildlife, and
not purchasing products of endangered animals.
Almost identical advices exist in Islam, which pays extraordinary attention to protecting creatures
including humans, animals and plants, believing that it is the responsibility of Muslims to deal with the
environment in a proactive manner. Quran mentions that even animals should be treated thoughtfully
And there is not a creature on the earth, nor a bird that flies with its wings, except they belong to nations
like you belong. We did not leave anything out of the record; then to their Lord they will be gathered
(Quran 6:38). The Prophet informed as well that the relationship of care and nurture for mans good works
are not limited to the benefit of the human species, but rather extend to all beings; there is a reward in
doing good to every living thing (Al-Bukhari 860). He declared as well that If any Muslim plants a tree
or sows a field, and a human, bird or animal eats from it, it shall be reckoned as charity from him (AlBukhari 860).
Significant congruence emerges between both Islam and sustainability principles. Initially, Islam promotes
for appreciating and thinking about natural phenomenon, Do you not see that God sends down water from
the sky, then lets it run as springs in the earth, then He produces with it plants of various colors, then they
grow until they turn yellow, then He makes them dry and broken? In this is a reminder for those who
possess intelligence (Quran 39:21); Did they not look to the earth, how many plants have We raised in
it, from each a good pair (Quran 26:7). As well, destroying or even abusing natural resources are
prohibited; And if he gains power, he seeks to corrupt the earth and destroy its crops, and the lineage. God
does not love corruption (Quran 2:205). Acts such as overconsumption or wasting resources are detested
in Islam; ... Eat from its fruit when it blossoms and give its due on the day of its harvest; and do not waste.
He does not like the wasteful (Quran 6:141). Finally, applying constructive, sustainable development is
always esteemed, as the prophet announced If the day of resurrection comes upon anyone of you while he
has a seedling in hand, let him plant it (Al-Bukhari 860).

26

In the same context, Interviewer no. 4 records that May be the word environment does not exist in the
Islamic terminologies, instead Quran and Hadith are using the term earth to refer that everything should
be treated fairlyAs Muslims we believe that Allah creates everything, so simply, everything should be
treated with respect even nonliving items.
ISLAMIC CONTRIBUTION TO THE UNWTO.PTGT
Despite the inclusiveness of the UNWTO: PTGT, it could be recorded that Islamic rules and ethics can still
contribute significantly to the PTGT which still misses few basic ethics which have been alternatively
highlighted in Islam.
WATER OVERUSE
In the last 50 years global water use has tripled (Carbon Disclosure Project 2010). Recent studies estimates
that one billion people live in water-stressed basins all-over the world (WBCSD 2006); at least 1.8 billion
people drink contaminated water; and up to 3.2 billion people would face water stress by 2100 (Parry et al
2009). In this regard, it has been well documented that tourism is a water-intensive-consumption sector. On
global average, it is assessed that an international tourist consumes 400 L or even higher per day (Eurostat
2009; Gssling et al 2012), comparing to 240 L per/person in average worldwide. In Spain, for example,
tourist water consumption is estimated at around 440 L per day; more than double the average local
consumption per person (UNEP 2009).
On the other hand, Islam shows sincere concerns in regard with overusing resources especially water.
Caring for water in particular is evident in numerous Quranic verses where water represents a major theme
in Islamic cosmogony as well as a recurrent topic in liturgy and daily life (Gilli 2011). Some of the sixty
verses pertaining to water are We made from water every living thing (Quran 21:30); as well And it is
He who has created from water a human being and made him [a relative by] lineage and marriage. And
ever is your Lord competent [concerning creation]. (Quran 25:54); "And it is He who created the heavens
and the earth in six days, and his Throne was upon water". (Quran 11:7).
Referring to the importance of water sharing and not preventing its supply, the Prophet Muhammed said
Men are co-owners in three things: water, fire and pastures. Most importantly for the purpose of this
research is the Prophetic Hadith saying, among the three people God will ignore on the Day of
Resurrection there will be the man who, having water in excess of his needs refuses it to a traveler. The
Prophet Muhammed condemned clearly water excess use even when in presence of an abundant flow. He
as well urged moderation and thriftiness in the use of water even for a liturgy purpose such as pray. (Gilli
2011). Interviewees No. 3, 4 ensured the same meaning. Overusing sources such as water or food are
specially prohibited in Islam. Even owning plenty of money is not an excuse to overuse things.
In this context, it may worth mentioning that some of the most significant destinations, especially in the
Middle East and Africa (e.g. Egypt, Tunisia, Morocco, and South Sahara destinations) are suffering from
severe water scarcity (UN Water 2013) and therefore tourists excessive use of water resources is currently
a major concern, which in some cases delay their initiation for developing tourism. Accordingly, it could
be claimed that encouraging tourists as well as tourism facilities (e.g. hotels) to reduce their water
consumption could be a significant suggestion for the PTGT.

27

PROSTITUTION
In their exclusive report entitled The Incidence of Sexual Exploitation of Children in Tourism (WTO
2001, p.iii), the UNWTO records that The rapid growth of international tourism does not only represent
an economic boon for most tourism destinations; it sometimes also produces negative socio-cultural
impacts which become evident, in particular, in the exploitation of human beings through sex tourism. This
abhorrent phenomenon is even more repulsive when those who are directly affected by it are children and
adolescents. In the past, some governments and local players in the tourism industry were reluctant to
support campaigns to end sex tourism because they perceived these campaigns to be anti-tourism.
This was at a time when sex tourism was seen by policy makers (mostly male) as an unspoken but
lucrative way of increasing (mostly male) tourist arrivals and by implication government and private sector
revenues (WTO 2001, p.19). However, such reluctant attitude towards preventing sex tourism has been
approved to be incorrect in several destinations such as Thailand, Cambodia, and Indonesia, where social,
cultural and health severe negative impacts were repeatedly recorded, despite what was believed to be a
lucrative economic benefit (WTO 2001). In the same context, several researchers (e.g. Ryan and Kinder
1996; Oppermann 1999; Brown 1999) record that sex tourism is usually associated with illegal activities
such as humans trafficking, children exploitation and money laundering.
On the other hand, Islam has clear terms regarding sexual relationships. While prohibitions against extramarital sexual relationships are strong, sex itself is not a taboo subject in Islam; oppositely, permissible
sexual relationships are described in Islamic sources as great wells of love and closeness for the couple
involved. Interviewees no. 1, 2 and 5 notify that prostitution is a major sin in Islam due to the extra-marital
sexual relationships and the potentiality of other corrupted acts such as human exploitation.
Accordingly, it could be claimed that adding another tip in regard with prostitution will fit with the rules of
both Islam and the UNWTO, which aim to prevent humans exploitation and trafficking.
POVERTY ALLEVIATION
According to the World Bank, an estimated 1.4 billion people were living in extreme poverty in 2005. As
tourism continues to grow, there are stronger evidences that tourism can make a significant contribution to
tackling poverty and fostering development, especially in rural areas, where most of the poor live
(UNWTO 2011). UNWTO statistics clearly demonstrate the growing strength of tourism as a means for
development and the participation of the least developed countries (LDCs) in the global economy.
International tourist arrival in the 48 LDCs almost tripled between 2000 and 2010, reaching over 17
million in 2010. It may worth mentioning that tourism is the first or second source of export earnings in 20
of the 48 LDCs. The World Tourism Organization (UNWTO) estimates that by 2020, Africa and Asia
the two regions with the most LDCs are expected to see 75 million and 416 million of these arrivals
respectively (30.6% of the international arrivals) (UNDP 2011).
As well, the Sustainable Tourism-Elimination Poverty Initiative is directly tied to the UN Millennium
Development Goals (MDGs) which include the goal of halving extreme poverty by 2015. Tourism is
particularly linked to this specific goal through the seven ST-EP mechanisms including: Employment of
the poor in tourism enterprises; supply of goods and services to tourism enterprises by the poor or by
enterprises employing the poor; direct sales of goods and services to visitors by the poor; Establishment
and running of small, micro or community-based tourism enterprises or joint ventures by the poor;
Redistribution of proceeds from tax or charges on tourists or tourism enterprises; voluntary giving and
supply by tourists and tourism enterprises; Investment in infrastructure stimulated by tourism also

28

benefiting the poor in the locality, directly or through support to other sectors (UNWTO 2011).
Accordingly, it is widely believed that tourism can play a key role in poverty alleviation.
In this context, Islam has the same intention to reduce poverty relying on (1) encouraging work and selfreliance for those who can do it and (2) giving alms to those who cannot. For instance, Islam makes it
obligatory on every Muslim to pay poor communities and individuals an annual tax (i.e. Zakat), on their
accumulated wealth. Among tens of Quranic verses which encourage Muslims to play a rule to reduce
poverty and help people in need. The Quran records that "And be steadfast in prayer and regular in
charity" (Qur'an 2: 110). Scholars say in this regard "Every needy person has to be granted what will
sustain him and instill in him some sort of constant financial security. This ranges according to each
individual's need: for example, a worker, whose main concern is how to get equipment for his work, must
be assisted to obtain such equipment no matter how costly it is".
Ideas such as encouraging tourists to act more generously in the Least Developed Tourism Destinations
(LDTDs) by applying ideas such as (1) accepting fair prices rather than barging; (2) paying more tips for
good services; (3) buying more goods if applicable; and (4) doing charity, may all help eliminating
poverty.
CONCLUSION
Tourism ethics has become a major topic of discussion among tourism professional individuals,
communities and other related organizations. In this regard, it has been broadly believed that actions should
be conducted to ensure more harmony between tourists and their hosting communities for the mutual
benefit of the two sides. Accordingly, the UNWTO issued its PTGT aiming to set a frame of
recommendations to enrich the travellers' experience and achieve mutual understanding between both
travellers' and their hosting communities. Benchmarking the different terms mentioned in the
UNWTO.PTGT against the Islamic rules and ethics shows clear matching between their ethical
backgrounds, where Islamic ethics are fully supporting and congruent with the UNWTO.PTGT. However,
some Islamic concerns are still not covered within the current tips of the UNWTO.PTGT including areas
such as water excessive use, prostitution and poverty alleviation.
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32

ERIKA CLEGG
Developing a cultural tourism
sustainability

brand in the East

of England: collaboration, membership and

The Press, 4 Church Street, Southwold, Suffolk

ABSTRACT
Cultural Tourism is rapidly becoming a significant market. In 2012, an estimated 37% of
international tourism flows (World Tourism Organisation, 2013) were for cultural reasons, to
specifically visit an area to partake in a particular cultural activity. Already a sizeable amount, this
number is expected to grow by approximately 15% each year, so the opportunity is ripe for the
taking. There is a tangible economic benefit for attracting cultural tourists too.
Compared to a regular tourist, they have higher levels of solvency so tend to spend more, and usually
spend longer in the destination. Both of these factors make a developed cultural tourism offer crucial
for attracting additional inward investment in a region, due to the increased GVA that cultural tourism
brings to an economy. The desire to develop cultural tourism to Norfolk and Suffolk was borne from the
recommendation of a piece of action research that suggested the world-class culture of the region
was not managing to successfully attract a significant tourist audience (Palmer, 2013).
This was further compounded by the fact that the region was not perceived as a cultural contender,
despite an internationally significant (yet seldom identified) cultural offer, and whilst the coast benefits
from a popular bucket and spade tourism economy in the summer months, it remains undercapacity for the rest of the year.
Southwold-based communications design agency Spring was appointed by the New Anglia Local
Enterprise Partnership Cultural Board to deliver a project to raise the profile of the cultural assets of
Norfolk and Suffolk, and in doing so, attract a much larger audience from outside the region, in an attempt
to exploit the economic and social benefits this would bring the area. This paper explores the methods that
Spring is undertaking in order to foster an effective collaborative relationship between a diverse range of
cultural providers, tourism organizations and potential audiences.
Central to Springs approach is sustainability. The need to ensure the project has a legacy after their
involvement with the project ends is paramount, as similar projects in other parts of the UK (the
regeneration of northern cities, for example) have taken many years to develop. This work-in-progress
paper investigates the mechanisms put in place by Spring in order to form these collaborative
networks, including rigorous research into current audiences (through partnership with a national arts
research organization The Audience Agency), private sector partnerships, and cross-sector networking
opportunities. The measures taken to ensure the longevity of these mechanisms will also be examined.

33

ELENA CAVAGNARO a, SIMONA STAFFIERI b

Understanding youngsters tourism experience: values and motivations to travel as a key for identifying
target clusters for sustainable tourism
a Stenden University of Applied Science - Stenden Hotel Management School - Academy of International
Hospitality Research
b Italian National Institute of Statistics Via Cesare Balbo, Roma Italy
ABSTRACT
Youth tourism is a very significant phenomenon at least for two reasons. Firstly youth tourism is a
booming market of increasingly importance for many countries (Richards, 2006; UNWTO and WYSE
Travel Confederation, 2008). Secondly youngsters are an innovative force and their choices might lead to
new approaches to tourism by the wider society (Fermani, Crocetti, and Carradori, 2011; Martinengo and
Savoja, 1993, 1998). This notwithstanding the study of youth tourism experience is still in its infancy, in
general and related to sustainable tourism in particular (Richards, 2006; Cavagnaro and Staffieri, 2014).
Sustainable tourism is defined as a form of tourism that can go on indefinitely, so that also future
generations can enjoy the opportunity to visit other places apart from where they live. Contemporary
tourism is not sustainable both from an environmentally and from a social perspective (Timmermans and
Cavagnaro, 2013).
In this context the paper explores values and travel motivation of Dutch youngsters in order to discover
profiles of young tourists that can be targeted for marketing sustainable tourism.
Data was collected in the Netherlands in 2014 thanks to a co-operation with ETFI and NTS NIPO. A
representative sample of 423 Dutch youngsters was reached via an online survey.
To analyze the data an integrated multidimensional research strategy was applied: multivariate analyses
(principal component analysis and cluster analysis) were used to test whether the value orientation
influences the travel motivation and to uncover segments that can be targeted with a sustainable tourism
offer.
Results suggest that there are at least five profiles of young tourists interested in a sustainable tourism
offer. The most promising segments are the transcendentalist young and the pleasurable sustainability
clusters that are characterized by higher biospheric values than the other clusters. It is important to
emphasize the importance of the link between values and consumer choices. In the event that consumer
choices are loaded with a significant symbolic reference, the linkage becomes even more relevant. This is
precisely the case of tourism.
Summarizing, the study has identified clusters of young tourism considering their motivation to travel and
four values orientations that have proven in other studies to influence sustainable choices.
REFERENCES
Cavagnaro, E. and Staffieri, S. (2014), Values and youth tourism, an exploratory study, paper presented at
the 2014 CHME Conference, University of Derby, Buxton Campus.

34

Fermani, A., Crocetti, E., and Carradori, D. (2011). I Giovani e la Vacanza: Tratti di Personalit e
Motivazione alla Scelta. Macerata: Edizioni Universit di Macerata.
Martinengo, M. C., and Savoja, L. (1993). Giovani e Turismo. Un'indagine sulle Vacanze Giovanili,
Milano: FrancoAngeli.
Martinengo, M. C., and Savoja, L. (1998). Sociologia dei Fenomeni Turistici. Milano: Guerini Studio.
Richards, G. (2006), ISTC/UNWTO Survey on Student and Youth Tourism among National Tourism
Administrations/Organizations, in UNWTO, Tourism Market Trends, 2005 Edition, World Overview &
Tourism Topics (pp. 95-123). Madrid: World Tourism Organization.
Timmermans, R., and Cavagnaro, E. (2013). Beyond the hype. In 2035 sustainability is mainstream. What
does it take for tourism to meet this challenge? In A. Postma, I. Yeoman, and J. Oskam (Eds.), The Future
of European Tourism (pp. 150-176). Leeuwarden, the Netherlands: European Tourism Futures Institute.
United Nations World Tourism Organization, and World Youth Student and Educational Travel
Confederation (UNWTO and WYSE Travel Confederation) (2008), Youth travel matters: Understanding
the Global Phenomenon of Youth Travel, Madrid: World Tourism Organization.

35

TIMO DERRIKS a, TARA HOETJES b

Sustainable coastal destination development: fostering green practices of restaurateurs
a Tourism lecturer and researcher - HZ University of Applied Science, PhD Candidate Cultural Geography
- Wageningen UR
b Researcher - Research Centre of Coastal Tourism, HZ & NHTV
ABSTRACT
Coastal tourism destinations are reinventing themselves, concentrating on product improvement and image
enhancement. Reinventing sustainably is key and restaurants are an important factor. Research upon the
processes of change in the industry seems to be fragmented and undefined in its conclusions. Knowledge is
lacking on what specifically drives innovation in the hospitality industry. Since restaurants seem to be
focusing more than ever on implementing green strategies, incorporating sustainability into restaurant
practices is not an unexplored area.
However, the how and why it is incorporated or not, can be different per restaurant. The objective of this
study is to identify possibilities of change in restaurateur practices, which can lead to interventions that will
foster sustainable destination development in Vrouwenpolder; a coastal destination within the Netherlands.
For the identification of interventions that could advance the sustainability enacted in restaurateur
practices, a qualitative research was conducted.
Practices of restaurateurs in Vrouwenpolder are identified and compared to perceived-to-be ideal practices.
Analysis of data collection draws on practice theory, and resulted into recommendations for advancing the
sustainability enacted in restaurateur practices. It seems to be that primarily the meaning within a practice
is decisive in whether sustainability is integrated or not.
INTRODUCTION
Coastal tourism destinations in Northwestern Europe have been going through a change on the
organizational and operational levels following the changing number of visitors in line with Butlers lifecycle model (Derriks, 2014). Gale (2007) explains that many first generation resorts are faced with
diminished volume and value of the domestic long holiday market, due to the emergence of competition
from overseas sun, sea and sand resorts (Knowles & Curtis, 1999; Urry, 2002).
Baidal, Snchez and Rebollo (2013) point that Butlers life-cycle model acquired special relevance for both
the management of coastal resorts, for example when hinting at the need to regenerate. In Northwestern
Europe, it seems destination policy advisors are mostly concentrating on sustainable reinvention of the
seaside, emphasizing product development and image enhancement (Smith, 2004). There is an increased
focus on innovation within firms and destinations in order to stay competitive and thrive in the global
tourism industry (Mei, Arcodia & Ruhanen, 2012).
Innovation in this particular industry is not a new phenomenon; the tourism industry has always been
characterized by innovativeness, while research on tourism innovation processes is scarce (Hjalager, 2010).
The focus on innovation in the tourism industry can derive from a competitive aspect as continuous
changing needs and wants of specific target market segments require hospitality businesses for instance to
consistently modify and update their concepts for long-term stability and profitability (Ottenbacher, 2007).
Nevertheless, global environmental issues such as resource depletion, climate change and loss of

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biodiversity are pushing the earths boundaries also asking for sustainable and long term solutions in the
hospitality industry: as tourism is closely linked to the environment, the natural environment and climate
conditions are important in determining the viability and attractiveness of a region as a tourist destination
(Dwyer, Mistilis, Roman & Scott, 2009).
Destinations themselves can be considered as complex networks that involve a large number of coproducing actors delivering a variety of products and services (Haugland, Ness, Grnseth, & Aarstad,
2011). Tourists see those destinations as a whole, but each individual actor within a destination contributes
to the level of experience per tourist or visitor. One sector influencing the experience and advancement of a
destination is the hospitality industry.
There seems to be a relation between commercial hospitality practices and processes of regeneration (Bell,
2007). The hospitality industry is capable of influencing place transformation. This study investigates
practices of restaurateurs to unravel sustainable interventions within a tourism destination that may give a
certain competitive advantage and can keep a tourism destination viable and sustainable.
Sustainable destination: Vrouwenpolder
Baidal et al. (2013) believe tourist destinations are able to adapt to circumstances and can influence their
future evolution. Entrepreneurship and innovation are necessary to keep on adapting. Since the mid-1980s,
as indicated by Jhannesson (2012), entrepreneurship and innovation are key words for regional
competitiveness. Stimulating green entrepreneurship and innovation and therewith enhancing the quality
and sustainability of a destination becomes more and more important as evident in tourism planning
projects. One current project is Sustainable village Vrouwenpolder and is focused on the creation of a
sustainable and vivid village with an inclusive society. Vrouwenpolder is a small seaside resort governed
by the municipality of Veere and located in the province of Zeeland, the Netherlands.
Since the hospitality industry is an important component of the tourism product (Smith, 1994) in
Vrouwenpolder the following question is asked: Which deliberate interventions could advance the
sustainability enacted in restaurateur practices?. To answer this main question, first and before conducting
field work, the sustainable activities in restaurant operations are identified. By studying the restaurateurs in
the field, those activities that would allow integration of sustainability in practice are being determined.
After comparing these with practices elsewhere, the extent to which these practices are believed to be
sustainable are being discussed and contemporary practices described.
The objective of the research is to identify possibilities of change in practice of restaurateurs, which can
lead to interventions that will stimulate sustainable destination development in Vrouwenpolder. Knowledge
on innovation processes in tourism might give clarification on how to enhance ongoing destination
development. By using social practice theory, the meanings, materials and competences of restaurateur
practices become the research focus, in opposite of a so-called innovation itself. Treating innovation in
practice as a process of linking new and existing elements is valuable . Taking a situational orientation
towards contemporary practices and compare these to desired or believed to be ideal practices would allow
to unravel sustainable innovation potential that could work in practice. Practice theory is more extensively
introduced in a later paragraph.

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Importance of hospitality in destination development

Mill and Morrison (1992) note that tourist destinations are composed of attractions, facilities,
infrastructure, transportation and hospitality. The structure of these five elements in a tourist destination is
crucial for destination choice, image and satisfaction (Kozak & Rimmington, 1998). Bell (2007) argues
that particularly the commercial hospitality industry is becoming increasingly important in the branding
and promoting of cities. The basic roles of hospitality spaces in general are simple: the provision of food,
beverage and accommodation.
Cafs, restaurants, bars and many more hospitality spaces are making social encounters between people
possible. Among the factors influencing destination image, it is evident that restaurants do play an
important role in the choice of a holiday destination by tourists (Sparks, Bowen, & Klag, 2003).
Restaurants are key players in facilitating gastronomy; the main operation of a restaurant is to serve food
and drinks. Travel organizations are even offering culinary trips or holidays to gastronomic destinations
(Kivela & Crotts, 2006). City-centre eating and drinking have become important components of
regenerating neighborhoods, both in terms of attracting new residents and in terms of making them gastrotourism destinations (Esperdy, 2002; Franck, 2005).
Local cuisines represent a core manifestation of a destinations intangible heritage, and through its
consumption, tourists can gain a truly authentic cultural experience ( Okomus, Okomus & McKercher.
2007). For the inhabitants of a destination or city the hospitality industry can also be very meaningful.
Selwyn (2000) sees hospitality as a means by which societies change, grow, renew and reproduce
themselves and Bell (2007:8) argues establishments are a vital space in which taste and lifestyle are
produced and consumed through food and drink, music and dcor, ambience and service style.
Forces and drivers for positive change
Already in 1934 Schumpeter sees the entrepreneurs as a driving force in innovation; they set the standards
and with their innovativeness they shift the tastes and preferences of the customers. On the contrary, the
tourism- and hospitality industry are easily accessible for entrepreneurs to start off with low businesses
skills and limited innovativeness.
Lifestyle entrepreneurs, who are often found in the SME-segments of tourism, may be innovative, but
mostly on a small-scale (Getz & Petersen, 2005). Similarly, many small hospitality business proprietors are
motivated by lifestyle rather than economic and achievement issues (Kozak & Rimmington, 1998). It does
not necessarily mean that they operate to inadequate professional standards, but it does imply that they may
not be motivated to attempt further improvement in a business that already generates adequate profits.
Generally it is argued that the small business culture, limited capital, lack of skills, lifestyle motivations
and the acceptance of suboptimal profits, constrain regional economies and create problems for firm
survival (Ateljevic & Doorne, 2000 ).
Hjalager (2010) points to the innovation system from Alfred Marshalls (1920) and describes it as inspiring
for tourism innovation research. The research from Marshalls highlighted that due to social networks and
their geographical proximity, novelties are rapidly disseminated and implemented (Hjalager, 2010, p.5).
Human relations and inter-organizational structures are considered particularly important in innovation
processes. Peeters et al. (2006) argue that innovations are often a response to major external development
trends, such as climate change, while consumers needs and values are also affected by environmental
issues; affluent consumers are turning to ethical consumption (NRIT Media, 2012).

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This refers to the motivation to purchase that which lies beyond the stimulus of price, quality and
opportunity and which invokes environmental and social concerns. The KHN, the biggest hospitality
branch organization in the Netherlands, underpins this increasing awareness by appointing the trend of
pure as one of the major trends that affects the hospitality industry (Koninklijke Horeca Nederland,
2014). Consumption may not be detrimental to the community; it should be social on environmental
responsible if possible.
There is not a clear understanding what exactly drives innovation. In general, there is a lack of
comprehensive empirical evidence to document the nature of driving forces in innovation systems
(Hjalager, 2010). Consumer driven innovation, and the inclusion of consumers in innovation processes, is a
current topic (Von Hippel, 2005), since it is highly applicable in tourism where consumerproducer
interaction is closer than for many other types of enterprises. MacBeth, Carson and Nortcote (2004) state
incorporation of social and cultural capital within a triple bottom line approach to tourism development
should do more than balancing the needs of the community with the needs of the tourism system; it should
strive to become one and the same set of needs.
In this way, everything that is good for tourism will be good for the community, and the other way around.
Restaurateurs, but their activities and their practices in particular, influences social and cultural capital,
fulfills needs and has the possibility of making positive contributions to the triple line of people, planet and
profit as existent within the tourism destination.
Sustainable innovations in restaurateurs practices
There has been an increasing focus on the topic of innovation in tourism in general (Hjalager, 2010) and in
destination context in relation to achieving competitive advantage (Mei, Arcodia & Ruhanen, 2012), since
there is competition in the tourism industry not only between destinations worldwide, but also between
destinations domestically and between firms within a destination (Dwyer, Edwards, Mistilis, Roman &
Scott, 2009).
Many organizations are struggling to keep up with rapid changes in infrastructure and consumer practices.
In a variety of sources discussing restaurant or hospitality sustainability, green activities are quoted,
created, listed, highlighted or studied. Despite the lack of one general list, three categories could be
created: 1. activities among environmental issues, 2. activities among social issues and 3. activities among
health issues:
1.
Environmental related activities can mainly be seen as activities that spare resources such as
the reduction of water, energy and the amount of waste in order to diminish the pollution of the
environment. Recycling and composting programs are used for materials that can serve for a second
purpose.
2.
Activities among social concerns includes activities concerning fair trade issues, such as
paying fair prices for products and services. In addition, restaurants can actively participate in the society
by creating partnerships with local entrepreneurs, but also employing disabled or senior citizens.
3.
Activities among health concerns are aiming at supporting healthy lifestyle as serve
nutritionally foods, organic, low fat and healthy and the elimination of the use of antibiotics. The
sustainability and transparency of the menu are examples on how to concern healthy lifestyles.

39

See consulted sources for a comprehensive overview of all green activities mentioned (Baldwin
Wilberforce & Kapur, 2011; Choi & Parsa, 2007; Chou, Chen & Wang, 2012; Hu, Parsa & Self, 2010;
Jeong & Jang, 2010; Langendahl, Cook & Potter, 2014; Namkung & Jang, 2013; Tzschentke, Kirk &
Lynch, 2008; Wang 2012). Regardless the possible green activities, questions could be asked about what
motivates entrepreneurial innovators, what knowledge they bring with them, and what strategies they apply
to fulfil their ambitions. It is argued that entrepreneurs are shifting the taste of the consumers with their
innovativeness (Hjalager, 2010, p. 4).
On the other hand it seems that entrepreneurs in tourism who are just entering the industry start off with
scarce business and limiting innovation capacity and it can therefore be said that young businesses are not
innovating (Lerner & Haber, 2000; Morrison, Rimmington, & Williams, 1999). Since there is an
incomplete understanding of how innovation processes take place in tourism enterprises and organizations,
it might be a serious case to discover and reveal those processes. Knowledge on innovation processes in
tourism might give clarification on how to enhance destination policies in the future, and can create
ongoing destination development.
The promotion of operational and regional ability to innovate is assessed as an opportunity for long-term
combination of processes of economic, technological, ecological and social renewal (Gerstlberger, 2004).
The promise of a practice theoretical approach
Studies on tourism innovation are scattered and fragmented, while different foci can be distinguished.
Some studies are analyzing economic dimensions, others emphasize on the role of entrepreneurship and
others focus on the determinants of dynamic change . Research on especially the processes of innovation
within the tourism industry is scarce, even more when related to sustainability. Social constructivism as
philosophical approach allows innovations to be de-dramatized and understood as a process embedded in
communities everyday practices instead of an outcome.
In this way, the network of attitudes and strategies (which might conflict), negotiations and knowledge
exchanges that shape innovation processes become the research focus, in opposite of the new artifact or
product itself . Research on innovation may then be able to trace failure and not only success, to explain
diversity as well as homogeneity of practices and technical solutions for similar needs, and to empower the
industry to make strategic decisions on its organizational approach to innovation (Weiss and Domingo,
2010:1169). Reckwitz argues that theories of social practices are an attractive alternative answer to
classically modern and high-modern types of social theories believed to be dissatisfying an audience.
Practice theories have created this conceptual alternative after the interpretative turn of the 1970s and is
concerned with an interest in everyday and life-world (Reckwitz, 2002).
Nicolini believes this increased interest in a more thorough and detailed understanding of real-time
workplace practices as well as the relation between organizing processes and workplace activities is one of
the most visible and intriguing recent developments in organization studies for example. Whittington sees
the turn to practice in accounting and strategy disciplines but also in learning, information systems,
marketing, human resource management, leadership and institutional theory.
The focus of a social practice theoretical approach on innovation is not on the products itself but in what
people do. In the light of the social practice approach, the term practice refers to a noun, and any action or
behavior can be viewed as part of a practice (Kuijer, 2014). Practices consist of interdependencies
between diverse elements including bodily forms of activities, forms of mental activities, things and their
use, a background knowledge in the form of understanding, know-how, states of emotion and motivational

40

knowledge( Reckwitz, 2002). All those elements described are connected and interacting with each other
within a practice; it can be seen as sets of interconnected elements (Kuijer, 2014). Practice research should
be as open to possible when analyzing the practices out there in order to grasp peoples understanding of
what actions are constituting distinct practices. To make sense of practices and to understand how elements
are interacting, Shove and Pantzar (2005) describe three elements that constitute a practice:

Materials: objects, infrastructure, tools, hardware, literatures (legislation, procedures) and the
body itself.

Competence: forms of understandings and practical knowledge required to perform practices

Meaning: an element that represents the social significance of practice and consist of related
missions and visions which includes the mental activities, emotions and motivational knowledge.
Innovation can be seen as a process of change. By making or breaking the links between the elements,
simply said, a practice is performed. A new combination between the materials, meanings and competences
makes it that the practice have been changed (Derriks, 2014). Watson (2012) and Shove et al. (2012)
suggest that innovation is integral to the performance of practices and involves the (re)configuration of
constituting elements. Practice theory offers a theoretical basis that is fundamentally different from other
tools to analyze innovation. It can be used as a conceptual framework that comprises a certain way of
seeing and analyzing social phenomena.
Case study Vrouwenpolder methodology
By using practice theory, sense can be made of the subjective and socially constructed meanings expressed
about the studied practices of the restaurateurs. In this way, expressed feelings, tools that are used to
perform a practice and the knowledge or skills perceived to be required can be taken into account when
analyzing collected data. The practice-oriented analysis of sustainable business processes may identify
opportunities for desirable change. This identification may lead to rethinking business processes and may
be the stimuli to create an intervention in the business processes of restaurants in Vrouwenpolder.
This study followed different steps, inspired by a model for taking practices as a unit of analysis created by
Kuijer (2014). The first step taken in this research is the framing of the target practice in which the
identification of activities by restaurateurs that would allow integration of sustainability in practice is
central. The exploration of similar, desirable practices is executed in the second step. In the final step the
target practice is mapped. In order to frame the target practice, there have been made use of the knowledge
of three experts in the field of tourism, hospitality and sustainability. Secondly, a visit has been paid to the
Dutch hospitality fair and to symposia about sustainability in the hospitality industry. The knowledge
gathered in the first step is taken as an inspiration in the search for selecting the ideal practices.
In addition, snowballing, recommendations and searching the net resulted in the visit to a believed to be
pioneering green restaurant. The goal of mapping the target practice is to get detailed insight in the exact
elements of the practices for which open interviews were conducted. In the process of the recruitment of
the restaurateurs in Vrouwenpolder, the local village council of Vrouwenpolder and the municipality of
Veere has been consulted. The contact with the chairman of the village council resulted in direct contact
with the association of entrepreneurs that leaded to emailing of different restaurateurs to gain interest for
the research. The alderman for Tourism explained more on tourism related aspects in Vrouwenpolder and
their willingness to enhance the sustainability among restaurateurs in Vrouwenpolder. In total four

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restaurateurs in Vrouwenpolder participated in an open interview. All interviews were recorded and
transcribed for analysis purposes.
Three practices-as-performances (Kuijer, 2014) were identified during analysis: estate management, the
procurement process and communication. They were analyzed in terms of existent meanings, materials and
competences. It is important to take note of the limitation that the three identified practice-as-performances
are not the only practices that are performed within a restaurant concerning sustainability in general, but
that these were identified and discussed within this specific research. Another limitation is that taking a
situational orientation and only a few weeks for field work, insights in innovation processes themselves are
not unraveled. However, by contrasting existing practices versus desired or idealized practices in terms of
actively integrating meanings, materials and competences, innovation potential in practice is identified and
does offer interesting insights. The practical use and value of this potential is the assumption that processes
of greening activities in restaurants could benefit from these insights.
Insights in restaurateurs practices in relation to sustainability
Desirable estate management practices
Water- and energy saving practices are accepted and maintained as normative in the practice on estate
management. Through knowledge and skills gathered within the practice over the years the implementation
of small and larger energy- and water saving measurements is seen in the materials that are used. Materials
that are observed in this practice are for example the use of flow restrictors on faucets, low-flow toilets,
and water-less urinals, only serve customers water upon request, replace incandescent light bulbs with
longer lasting CFL light bulbs or LED, use motion detectors for lights in the restroom, a system which
monitors and controls comfortable temperatures efficiently with the HVAC (Heating, Ventilating and Air
Conditioning) system or keep the entrance door closed or use a double entrance door.
Certifications for sustainable companies in the hospitality industry as Greenkey are seen as tools to
control consumption on water and energy and to create a win-win situation: cost reduction and minimize
environmental impact. The certificate forces the practitioners to continuously monitor the consumption and
to create an in-depth insight in these processes on the hand of the provided guidelines and rules. Waste
management consist of reducing, recycling or composting waste. Since waste management does not
necessarily reduce the use of resources, it perhaps limits the pollution of the environment. Materials that
are used to support the practice are for example recycled paper (napkins and paper cups), reducing the use
of fluorocarbons and plastic tubs or jars, conduct food waste composting programs or reusable menus.
Targeted estate management practices
In the target practice of estate management most attention is paid to water and energy saving measurements
and waste management. It seems there is a shared meaning of the willingness to invest in small water- and
energy saving measurements. The overall meaning related to the introduction of small water- and energy
saving measurements is associated with the economic benefits of lowering estate management costs.
Multiple materials are involved within the practice as in the use of LED light bulbs, automatic on- and off
systems for lights, water- and energy saving systems as Aquafox or Swycs or aerators for water taps and
showers.
Knowledge is updated within the practice on the hand of magazines, internet websites or knowledge which
is shared during annual sustainable fairs. Still, the willingness to invest in those measurements is not only
driven by an economic vision. The practice is partly inspired by the mission to protect the nature and

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environment against depletion of resources and pollution. Nevertheless, this meaning is not superior to the
economic reasons. The assumption can be made that reduction of water and energy for environmental
reasons is not the ultimate goal in practices of estate management.
The state of the physical building is of influence on the willingness to invest money in water- and energy
saving measurements, especially on more expensive investments as placing solar panels or double glazing.
The shared assumption on investing in the building to save water and energy is that adaptations within a
new-built restaurant will be more rewarding than the adaptation of an existing building. This idea is
stimulated by the physical features of the building and by the uncertainty on the time of the return on the
investment.
The payback time of an investment, because of the state of the building, may exceed the years of the
expected time the business processes will prolong at that particular building. Another given argument is
that it might be questionable whether the adaptation of an aged building will be as rewarding in the future
on energy and water saving as building a new building. Both arguments seem not to be grounded by
experience or other competences. Actual knowledge on the investment of a new building in comparison
with an investment in an existing building is therefore inferior to the leading meaning that is shared within
the practice.
The amount and the use of several materials are affecting the willingness to invest in estate-management as
well. Investing in a new building can also positively contribute to the image of a restaurant. One particular
interviewed restaurateur is actually investing in a new building, which will be completely self-efficient in
water and energy. The mental activity in this case, inspired by the practitioner, entails the idea that a
sustainable building is consistent with the demand for visual sustainability of the guest. The former
building lacked possibilities for sustainable adaptations. The needed hardware in the practice of estate
management is an isolating sedum-roof, solar-collectors and a system to retain the so-called grey water
for flushing toilets and cleaning.
The vision that circulates within this practice overrules the amount of costs needed for the new building
and has a strong position. Waste separation is recognized within the practice on estate management and is
executed, but the emphasize on waste separation is actually smaller than on saving water and energy. The
actual practice is therefore not driven by a passionate vision, but the separation of waste is done because of
the availability of infrastructures. Materials as existing infrastructures, for example the availability to drop
off separated waste at the local collection point, are stimulating the separation of waste. Specific
competences to separate waste seem not to be required in order to separate waste.
Desirable procurement practices
The practice of procurement in the first place is about the source of ingredients and whether they have been
produced and procured sustainably. Therefore transparency in the origin of foods seem to be believed as
normative in the procurement process. Examples of objects that are present in the procurement process are
biological meat, MSC or ASC certified fish or fair trade coffee by Max Havelaar. Desired basic knowledge
for the procurement process is to understand what sustainability concerning food entails. The information
on the procurement of sustainable products can be found on, for example, packaging of foods, on the
internet and is provided in magazines.
What particularly is seen as important about continuously pursuing a passionate driven vision, is that
knowledge should be regenerated and regained over time, also called life-long learning. In specific terms,
critical thinking is required. Pioneers in sustainable procurement are afraid that blindly believing the food

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industry on what is sustainable in procurement overrules the ability to keep thinking logically. A biological
label ensures the transparency in the origin of foods for instance, but only focuses on the growth of the
food. The transportation with the including environmental pollution is not taken into account. Often
wholesalers play a dominant role in the procurement of restaurants since they play in on the lack of time
available in the practice as orders can be placed online and are delivered accordingly.
Whereas the amount of time for procurement is limited, it seems that the assortment of the supplier is of
influence on what choices are made in sustainable procurement. Still, alternative ways for procurement
seem to become rule rather than exception. To start with local procurement which is not only practiced
since the origin of the food is then clear, it gives an additional dimension to the story on the origin of the
food. Although the meaning as an element in the practice of procurement is most leading, the needed
financial resources cannot be underestimated.
The balance between procurement price and menu prices has to be maintained in order to be financial
healthy. In general the feeling is that costs for sustainable procurement are higher, but that should not be
noticed by guests. To accomplish this, menus are for example composed on the basis of the 80-20 rule; 80
percent vegetables and 20 percent meat or fish. Other examples are seasonal buying.
Targeted procurement practices
The first topic that was associated with sustainability in restaurants was the procurement of foods. The
procurement of food is in the first place mostly done through orders at a wholesale specialized in the
hospitality industry. The ease of ordering online and the delivery service are both helpful in reducing the
time of the procurement, and is the main reason why ordering at the wholesale is most frequently done. It
is obvious that time is very limited within the practice of procurement, and the wholesale can provide in
reducing the time needed in the procurement process.
Time is a tool that is strongly related to costs and with that financial resources; the attention that is reserved
for the process of procurement has to be used in the most efficient way as is possible in order to pay more
attention to other business processes. In this way it seems that local procurement is not important within
the practice of sustainability, however the lack of time to find alternative ways for the procurement process
in relation with local procurement might be the real underlying cause. The shared meaning around local
procurement is strongly related with stimulating the local economy. Tools to enhance the local economy
are therefore building relationships with local entrepreneurs.
Looking specifically at food groups, the reasons for buying sustainably or not may differ in relation to the
practitioner. A specific example might be the procurement of fish which can be driven by emotions,
motivations and engagement. The reason why fish is MSC bought can be inspired by experience within the
practice; the knowledge on how fish usually is caught and how unfriendly that might be perceived, is
gained from actual experience with fishing. This experience brings emotions that influences the
engagement for buying sustainable fish. Another clear example is the procurement of meat. Sustainable
perceived meat might be procured because there is need for background knowledge of where the animal
has been living, as well for emotional reasons of the practitioners as for educating the guest of the
restaurant. This meaning can be encouraged by knowledge that is circulating within the practice, for
example the knowledge on chickens that extremely have been overfed until their dead in order get more
meat from one chicken. Furthermore, the fact that guests particularly want to know where their meat comes
from during diner stimulates the overall knowledge of a practitioner around meat and the quality of life an
animal have had.

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Desirable communication practices

Integrity is highly valued when communication on sustainability is involved in the practices of
restaurateurs. The shared meaning within the practice of communication is that it should never serve
primarily as a marketing tool, but that it is integrated as part of operational management. The main purpose
of communicating sustainability is to create the impression that sustainability in restaurants is observed as
common, or even the leading norm. Although communication on sustainability should not be excessively
done, it is still a part of the communication practice of the restaurant since it is observed as positive for the
image of a restaurant. Moreover, it seems to be that the transparency of the restaurant because of the
communication among sustainability is more convincible.
Materials that are used within the practice are therefore more directed to the creation of a transparent
dining experience. An example can be the provision of information on the sustainability of the menu by
using signs and symbols. Other tools to communicate sustainability might be the website of a restaurant or
the provision of information verbally at the table. The balance between securing the integrity of the
restaurant and communication on sustainability has a relation with experience in the practice. Whether the
communication is overdone or not can only be observed by actually communicating on sustainability.
However, it is believed to be difficult to estimate what initiatives are most appreciated by guests of the
restaurant. The lack of knowledge in this area makes it that there is a certain reticent attitude concerning
using sustainability as a communication tool.
Targeted communication practices
The envisioned communication of integrated sustainability is that it should not be overdone; it should be
gentle and appropriate which will not harm the image and credibility of a restaurant. There is a feeling that
overdoing the communication upon sustainability can be seen as greenwashing which is certainly not the
intended vision. Communicating about sustainability is mostly limited to the explanation of the origin and
preparation of food. For example, information on the origin of ingredients and preparation methods of
dishes could take place verbally at the table on guest demand or in written account in menus.
Communication on sustainability is closely associated with certifications and labels, as well as with the
health of both human and animals.
The overall meaning on labels and certifications is that it is used as a reference point for guests.
Certifications and labels can imply that human an animal welfare has been taken into account. Sometimes
the intended goal for communicating with labels is double sided: it provides information, but can also serve
as a marketing tool if the label is connected with a campaign emphasizing sustainability to enhance
company image. Although there is a feeling that certifications and labels can be used in promotional ways,
there is a reserved meaning about actually committing to certifications. Rules and regulations among
certifications seems to be intimidating and time consuming.
Sustainable innovation potential in practice
Although it seems that desired sustainable practices on estate management, procurement and
communication should be driven by normativity, the motivations behind the performance of the practices
in a sustainable way are much more driven by emotions and the related commitment. Sustainable practices
are performed in order to create a perfect balance between people, planet and profit. Economic
achievements should not be the main drivers in entrepreneurship, but are helpful to sustain as an
entrepreneur. While performing sustainable practices as being a pioneer may now create a competitive
advantage, it seems to be more important that the way of doing business as exemplified by pioneers should

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be fully incorporated in the business processes of the future. The overall meanings on sustainable practices
in restaurants in Vrouwenpolder are influenced by a vision that does emphasize the urge of sustainability. It
seems that there is a shared understanding that practices in restaurants directed towards sustainability can
be incorporated to secure the environment and social concerns.
In comparison with ideal practices, the (none) presence of materials in Vrouwenpolder has a great
influence whether a passionate vision will be pursued or not. Specific materials as time, financial tools or
space are affecting the motivation and engagement towards implementing sustainable practices in the
business processes. Informed by ideal practices, the lack of tools should nevertheless not be a constraint,
moreover, it even might stimulate the search for different materials that entail certain skills and mental
activities. A straightforward example might be the lack of financial resources to procure biological foods,
but due to implementing an 80/20 rule less expensive foods as vegetables and fruits play a more dominant
role in the menu of a restaurant (80%) rather than the meat or fish (20%).
Another example might be the existence of materials that are affecting the vision upon implementing
sustainable practices such as the infrastructures of the suppliers from wholesalers. The availability of the
infrastructure makes the choice easy to prevent loss of time by ordering at the wholesale. While pioneers in
ideal practices are also sometimes dependent on the wholesale, they do not use products from the
wholesale as the basis for their procurement process, but more in terms of additional procurement if there
is lack of time to go to the local farmer. In practices in Vrouwenpolder it is observed as the other way
around: if there is enough time to buy locally then it will be done.
A passionate vision about the urge and possibilities of sustainability, as a part of the element called
meaning, seem to be the most influential element when sustainability is integrated in the restaurateurs
practice. Emotions, engagement and motivations act as foundation within ideal practices. While the target
practices are pointing at materials that do not provide sustainability per se in the pursuit for sustainability
in practices, it seems that ideal practices face the same lack of materials such as time or financial resources.
Still, the amount of knowledge and perhaps even creativity on how to find alternative materials seem to be
decisive. It can argued that vision is of most importance when integrating sustainability in business
processes.
Discussed earlier, entrepreneurs in tourism are often found to start off with scarce business skills, and their
innovativeness is mostly limited. Looking back at the described results in this research on ideal practices,
sustainable driven change in restaurants in fact often goes along with high entrepreneurial skills.
Procurement practices are for example strengthened by meanings that incorporates for example critical
thinking and knowledge on the origin of foods. Because of the critical thinking processes, a life-long
learning experience is conducted.
Entrepreneurs in the SME-segments of tourism, may be innovative, but mostly on a small-scale and are
less focused upon economic achievement issues. Already the first part of this statement can be countered;
lifestyle entrepreneurs, who often base their practices on their own values, seem to be very innovative
within this study, supported by the fact that even though materials are missing in the practice to achieve
sustainability, the meaning to pursue sustainability is so important that alternative ways will be found. An
example illustrated in the results is the fact that one restaurateur was not able to order sustainable foods at
the supplier but because of the collaboration of the local restaurateurs, the supplier was able to supply
biological food for a fair and reasonable price. The fact that lifestyle entrepreneurs are less focused on
economic achievements can be underlined but nevertheless there is a balance needed between a lifestyle

46

meaning and economic achievements in order to support the performance of practices aligned with that
particular meaning.
Fostering green restaurateurs practices
Recommendations can be given on what kind of interventions could advance the sustainability enacted in
restaurateur practices on the hand of the three elements constituting a practice. Three general situations
could be imagined, all allowing for different emphasis in recommendations. A first situation could be that
the existing vision, or symbolic meaning, is passionate, materials are existing and allow for more
sustainable integration (financial resources to invest, for example) but competence in terms of knowledge
is low. When this is the case, chances of integrating sustainability more into existing practices is little but
possible.
The recommendation for this situation is to evaluate which specific competences are existing within the
practice. Competences consists of two parts: knowledge through education, life-long learning or
magazines, and skills that are acquired by training and experience. In practices of restaurateurs in
Vrouwenpolder, it seems that knowledge is acquired. Nevertheless, experience with implementing
sustainable activities seem to lack. A possible intervention might be the provision of a training in how
sustainable activities could be implemented in business processes.
A second possible situation is when the meaning is not that passionately engaged with sustainability.
Because of this, materials hardly foster sustainability and competences are moderate. Chances of more
sustainable integration within the elements is very little. Still, drawing on this researchs results, it could be
possible when the supplier takes a more responsible role. As is suggested by the presented results, the
supplier seems to be very influential in the procurement process if time is very scarce in the practice. One
restaurateur clearly presented a solution: when a supplier actively informs on their possible sustainable
assortment, the consideration to commit to sustainable products seem to be higher. It seem to be that a sort
of knowledge transmission takes places, but not between restaurateurs, but between suppliers and their
restaurant customers, therewith possibly stimulating the creation of a more sustainable symbolic meaning
as well.
A last situation that could be imagined resulting from this study is when restaurateurs contemporary
practices are closed as desired: meanings, materials and competences are actively integrating sustainability,
therewith contributing positively to a destinations triple bottom line. Even when materials or competences
are lower, meanings guarantee alternatives are found to ensure green practice. Having these kind of
restaurateur practices existent, it is recommended to facilitate continuous sharing of knowledge with fellow
entrepreneurs so to inspire other restaurateurs and confirm appreciation towards favored green
restaurateurs. In addition, it could also empower these restaurateurs, resulting in pride and stewardship by
acting as ambassadors of sustainable destination development.
While the social practice theoretical approach is focusing on understanding change in processes, time
limitation made it impossible to use observation and shadowing as additional methods to interviewing.
This limitation calls for further research that could welcome not only situational orientations but also
genealogical or configurational ones. Although possible with practice based studies but never the less
remarkable; social sustainability or the people of the triple p notion has hardly became evident. Further
research could search more purposefully on the social aspects of sustainability in restaurant practices. One
last recommendation is to move from practices that are characterized by restaurateur practitioners to dining
practices that include the consumer themselves as well to overcome a demand and supply side approach.

47

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50

SILVIA SARTI, GIUSEPPE ALIPERTI

Iconic destination: a snapshot of sustainable tourism in Pisa
Scuola Superiore SantAnna Piazza Martiri della Libert, Pisa
ABSTRACT
Tourism is one of the world's fastest growing industries. According to the World Tourism
Organization, Italy is the fifth most visited country in the world, with more than 47.7 million tourists a
year (2013). At the same time, the increasing number of studies focused on sustainable tourism
demonstrates a growing interest about the topic. In addition, practitioners attitude is changing and the
most important actors of the market are acting in a more sustainable way and developing reports on their
eco-friendly performances.
Nowadays, the entire supply chain maybe environmentally sustainable. From the reservation to the
post-holiday phase, it is possible to select the more eco-friendly suppliers. The main companies
operating in the different stages of the process are demonstrating a concrete interest on sustainable
development. This new challenge is generated through the information flow between local authorities,
private firms and final customers. We propose to make a reflection based on the latter actors attitude. Our
research aims to investigate the level of sensitivity of tourists about environmental sustainability from
two different perspectives: self-evaluation and real purchasing behavior.
We conducted a face-to-face survey among tourists in Pisa, in Piazza dei Miracoli, during May 2015. By
using a structured questionnaire, we gathered primary data from a sample of 406 respondents. We selected
respondents randomly. Pisa is the perfect location to obtain information from several typologies of
tourists, with different levels of awareness of sustainable issues. Itis one of the most important tourist
destination in Italy and it is an iconic destination recognized worldwide thanks to the attractiveness of the
leading tower.
The results of our study is a snapshot of the current level of awareness among tourists. The analysis of the
questionnaires revealed tourist profiles, their eco-friendly behaviors, their concerns about sustainability
planning their vacations and their habits during the stay. In the questionnaires, three main aspects of tourist
services were considered: transport, accommodation, food and beverage. Our study offers a photography of
the state of the art of tourists awareness on sustainable issues. It represents a starting point for future
investigations on strategic decisions in terms of general and local policies (destination & corporate
level).The provided data can be useful to generate new inputs for academic research and to point out
managerial implications at destination and corporate level. Moreover, our study generates food for thought
with regard to several emerging topics. Further
2 research can investigate the discrepancy between self-evaluation and real behaviors among tourists, the
perception of the grade of sustainability of the tourist services and the willingness to pay for more
sustainable tourist services.

KEYWORDS: iconic destination, green tourism, sustainable tourism, travelers behaviors

51

Introduction
Tourism is one of the world's fastest growing industries. At the same time, the increasing number of studies
focused on sustainable tourism demonstrates a growing interest about the topic. In addition, practitioners
attitude is changing and the most important actors of the market are acting in a more sustainable way and
developing reports on their eco-friendly performances. Nowadays, the entire supply chain may be
environmentally sustainable. From the reservation to the post-holiday phase, it is possible to select the
more eco-friendly supplier. Tourists are currently able to be more sustainable during the organization of
their holiday. However, the personal level of awareness is still variable. We propose a study focused on the
identification of the variables that influence the visitors attitude to define themselves as eco-friendly
consumers. The research project highlighted data emerging through a face-to-face survey among tourists in
Pisa. The information can be useful to generate new input for academic research and managerial
implication at destination and corporate level. The described portrait represents a tool to be used as starting
point for future investigations useful for strategic decisions on general and local policies (destination &
corporate level).

Theoretical background
Tourism represents an economic activity having a great impact on economic growth and job
creation. It is one of the world's fastest growing industries. The generated effects are not only contributing
to the economy, they also influence climate change and make tourism itself vulnerable to risks induced by
changing climate regime (Njoroge, 2014). One of the most relevant element of tourism industry is the
destination and its features, including the environment. The protection and conservation of environmental
resources (which include natural, cultural and historic resources) are prime considerations for the tourism
industry, upon which it depends as primary inputs in the production of the tourist output (Lima et al. 2005).
According to the Brundtland report (World Commission on Environment and Development, 1987),
sustainable development is development that meets the needs of the present without compromising the
ability of future generations to meet their own needs. To protect and conserve the environmental resources
in order to meet the future generations needs, tourism industry developed several strategies to be more
sustainable. This approach can be analysed from different points of view: private citizens
(residents/tourists), firms, and public bodies. A new demand is oriented to more selective, environmentally
and culturally oriented forms of tourisms. All these categories have in common an interest for the
protection of the nature in order to promote more quality than quantity of services (Kilipirisa et al. 2012).
A corporate perspective can generate specific business model or a re-modulation of the touristic offer.
Certain issues for the tourism enterprise are raised regarding changes in the behaviour of the tourist that
needs to be taken into consideration. The majority of big size tourism companies has nowadays a
sustainable development division in charge to define the annual report about the activity of the year and its

52

effect on the climate change process. Sometimes, this new approach is the result of pure marketing
strategy. However, excluding the cases of green washing, it really contributes to promote and develop more
sustainable forms of tourism. Certificate and label systems represent valid tools to show to the market their
eco-friendly activity. Private and public organizations, including local governments, are in charge to
develop this kind of tools. Furthermore, the role of the public body is also related to the promotion of a
sustainable development of the area through specific developing plans in order to coordinate the various
stakeholders located in the territory. All the cited elements contribute to the development of a sustainable
tourism.
According to Blancas et al. (2015), sustainable tourism is a tourist activity which centres on
resource management in such a way that all economic, social and aesthetic needs are met, while abiding by
cultural integrity, essential ecological processes, biological diversity and the life-support system (UNWTO,
1993). Sustainable tourism development meets the needs of present tourists and host regions while
protecting and enhancing opportunity for the future. It is envisaged as leading to management of all
resources in such a way that economic, social, and aesthetic needs can be fulfilled while maintaining
cultural integrity, essential ecological processes, biological diversity, and life support systems (UNWTO,
1994).
We identify three different main actors involved in the sustainable tourism development: citizens,
firms, public body. A fundamental role is played by the information flow between local authorities, private
firms and final customers. We propose to make a reflection based on the latter actors attitude. Our
research aims to investigate the level of sensitivity of tourists about environmental sustainability. In doing
that, we needed to localize a destination characterized by a high number of tourists. Territory with an
iconic element is able to attract a large amount of visitors from different markets segments. In order to
reach this target the destination has to be recognized by the consumers. It has to be branded and promoted.
Holt (2003) recommends five steps for building an iconic brand. Woodside et al. (2005), update this
framework to let it be more appropriate for building a destination into a brand icon. First, reach consensus
of new visitors most receptive to becoming the protagonist in the myth that they assign to the destination.
Second, collect stories of how visitors report their experiences in living the myth while visiting the
destination. Third, build authentic brand attachments with core symbols evoked automatically by new
visitors. Fourth, create myth-brand communities meetings where brand use/encounters occur. Fifth, update
stories within the myth to keep the myth alive; bring the myth to life in new ways (Woodside et al. 2005).
However, some destinations do not need to build an iconic brand as are worldwide recognized for
their distinctive and historical characteristics. Pisa is the perfect example. According to the World Tourism
Organization, Italy is the fifth most visited country in the world, with more than 47.7 million tourists a year
(2013). Tower of Pisa is an icon of Italy and the perfect location to obtain information from several
typologies of tourists, with different levels of awareness of sustainable issues. It is one of the most

53

important tourist destination in Italy and it is an iconic destination recognized worldwide thanks to the
attractiveness of the leaning tower. A large number of tourists daily visit the city. Our study offers a
photography of the state of the art of tourists awareness on sustainable issues. The research helps to
describe if the features of eco-friendly tourism consumers are predominant or not.
Methodology
Variable

Characteristic

Percentage (%)

Male

46.80

Female

53.20

Compulsory education

9.85

Diploma

33

Degree

57.15

18 25

25.62

26 45

44.83

46 - 65

29.06

More than 65

0.49

Professional/Manager

36.45

Office worker

24.14

Worker

9.85

Student

22.66

Retired

0.99

Unemployed

5.91

Europe

54.68

North America

15.27

South America

1.48

Africa

Asia

13.3

Australia/Oceania

0.99

Italy

14.28

Gender

Education

Age

Employment

Nationality

Table 1. Respondents profile

54

Our paper focuses on the results of the survey conducted among tourists in Pisa. One of the main purposes
of the survey is to find out the awareness of tourists about sustainability and tourism.
We carried out an empirical research. We conducted a face-to-face survey among tourists in Pisa, in Piazza
dei Miracoli, during May 2015. By using a structured questionnaire with closed-ended questions, we
gathered primary data from a sample of 406 respondents. We selected respondents randomly.
The questionnaire is divided into three parts to identify different types of research problems: eco-friendly
behaviour, tourism and sustainability and tourist services. Finally, the questionnaire presents five questions
to define respondents profile.
Data were analysed using descriptive statistics to provide basic information about variables and to
highlight potential relationships between variables. In this sense, we performed chi square tests to measure
the association between variables. Moreover, we run a logistic regression model, considering that the
dependent variable, chosen for the analysis, is categorical.
Findings
Firstly, we defined respondents profiles through descriptive analysis. The composition of the sample and
the main characteristics of tourists interviewed are presented in Table 1.
Our random sample presents quite similar proportion between men and women interviewed, with a slight
predominance of female component (53.20%). About 57% have a university degree and 33% have a high
school diploma. Defining our questionnaire, we outlined four age classes (18-25; 26-45; 46-65 and more
than 65). About 45% of respondents are in the age group 26-45. The majority of respondents (44.83%)
declared to be a professional or manager. There is also an important presence of office workers (24.14%)
and students (22.66%). With regard to nationality, respondents are mainly from Europe (54.68%). Tourists
from Italy are classified in another class of respondents: they represent 14.28% of our sample. Summing
these two percentages, it clearly emerges that our sample is predominantly from Europe and Italy. Some
areas of the world are underrepresented in our sample: there are no respondents from Africa and a very
small number of respondents from Australia/Oceania and South America.
Secondly, the questionnaire investigates three main aspects of tourist services: transport, accommodation,
food and beverage.
The most used means of transport to reach Pisa is the privately owned car (45.81%). About 20% reached
Pisa by train, about 14% by bus, about 12% by airplane and 8% by car sharing.
With regard to accommodation, more than 50% of our sample declared to stay in a hotel and 25.12% chose

55

a bed & breakfast. There is a significant percentage of tourists (12.32%) that declared to stay in camping.
About 7% of tourists were guests at home of friends or relatives. Among respondents, nobody declared to
couch surf in Pisa.
Finally, it appears that fast food restaurant chains are not loved by tourists. In fact, about 77% of tourists
interviewed have never eaten there during their stay in Pisa.
Thirdly, the survey examines eco-friendly behaviours among tourists. The majority of respondents
(79.31%) declared to be an eco-friendly consumer. It is important to note that it is a self-evaluation made
by respondents.
Regarding their buying habits, about 57% of respondents stated to buy often eco-friendly products; at the
same time about 35% of them rarely buy this kind of products. A small number of respondents declared to
buy always/never eco-friendly products.
Furthermore, respondents are more environmentally conscious when they are at home (75.86%) and only
24% of them declared to be more attentive towards sustainable issues while travelling.
Finally, the survey analyses the relationship between tourism and sustainability.
The analysis of the questionnaires revealed tourists concerns about sustainability planning their vacations
and their habits during the stay. The majority of respondents declared that they never (21.18%) or rarely
(41.87%) consider eco-friendly choices planning holidays. Only 28.08% of tourists interviewed stated that
they often consider eco-friendly choices and about 9% always take into consideration these aspects.
More than 60% of respondents declared that they did not get any suggestions from the host about ecofriendly behaviours to adopt during the stay in the accommodation, such as saving energy and water or
reusing towels for more than one day or paying attention to request a change of linen only on alternate
days.
With regard to certifications held by tourist accommodations, 24.63% of respondents declared that their
accommodations have an environmental certification. At the same time, the majority (55.17%) have no
idea about this specific aspect and the remaining 20.20% stated that the accommodation where they stay in
have not certifications.
Another significant finding concerns the willingness to pay declared by tourists. About 63% of respondents
are willing to pay more for a more sustainable vacation. It represents a very interesting starting point for
further research.
We develop a general model, used for chi square tests and logistic regression. The model has a
dependent variable Y and eight independent variables (x1x8).
The dependent variable Y is being an eco-friendly consumer and the independent variables are: x1
purchase of eco-friendly products, x2 gender, x3 age, x4 education, x5 nationality, x6 employment, x7 attitude
to be more environmentally conscious at home or travelling and x8 willingness to pay more.

56

Firstly, we performed chi square statistic to measure the association between variables. We
established the significance level at 95% (p=0.05). Our aim is to test the association between the dependent
variable being an eco-friendly consumer (Y) and eight independent variables (x1x8).
Considering that:
H0: there is no association between Y and xn (x1x8)
H1: there is an association between Y and xn (x1x8)
Running chi square tests, it emerged that in five cases we obtained statistically significant results.
Specifically, it emerged that being an eco-friendly consumer has an association with x1 purchase of ecofriendly products, x2 gender, x3 age, x5 nationality and x8 willingness to pay more. In these cases, we
rejected the null hypothesis (Pr<p) that means there is association.
In the other three cases, we found that Pr>p and the results are not statistically significant.
Table 2 summarizes chi square results. All the tables are contained in Appendix 1.
Table 2. Chi square test: statistical significance

Chi square statistic tests only two variables at one time and indicates if there is an association or not. It
does not give further information. To overcome these limitations, we performed a regression.

Variable

P-value

Statistical significance

Purchase of eco-friendly products

Pr=0.000

Statistically significant result

Gender

Pr=0.000

Statistically significant result

Age

Pr=0.006

Statistically significant result

Education

Pr=0.574

Not statistically significant result

Nationality

Pr=0.012

Statistically significant result

Employment

Pr=0.063

Not statistically significant result

Attitude home/travelling

Pr=0.937

Not statistically significant result

Willingness to pay

Pr=0.000

Statistically significant result

Using the same model defined above, we run a logistic regression model. In our case, the dependent
variable is dichotomous, so we decided to use the logit function.
The logit is the log of the odds:

57

So, our logistic regression model looks like:

We have multiple predictor variables in our logistic regression model. Applying such a model to our
dataset:
=

As shown in Table 3, we found that four variables are statistically significant running a logistic regression.
With the exception of variable x5 nationality, we obtained the same results of chi square test.

Table 3. Logistic Regression: statistical significance

Variable

P-value

Statistical significance

Purchase of eco-friendly products

Pr=0.001

Statistically significant result

Gender

Pr=0.000

Statistically significant result

Age

Pr=0.007

Statistically significant result

Education

Pr=0.941

Not statistically significant result

Nationality

Pr=0.136

Not statistically significant result

Employment

Pr=0.880

Not statistically significant result

Attitude home/travelling

Pr=0.521

Not statistically significant result

Willingness to pay

Pr=0.000

Statistically significant result

The following tables show results in terms of odds ratios and in terms of coefficients scales in log odds.

58

Figure 1. Logistic Regression: odd ratio (OR)

Logistic regression

Number of obs
LR chi2(8)
Prob > chi2
Pseudo R2

Log likelihood = -175.97927

dummyecoconsumer

Odds Ratio

gender2
age2
education2
nationality2
employment2
ecofriendlyproduct
conscious
willingtopay
_cons

.3058092
1.681779
1.015935
1.202235
.9872941
.4976133
1.228831
3.36263
5.739729

Std. Err.
.0856449
.3267741
.2183458
.1485016
.0836465
.1080452
.394702
.9185389
7.364486

z
-4.23
2.68
0.07
1.49
-0.15
-3.21
0.64
4.44
1.36

=
=
=
=

406
62.01
0.0000
0.1498

P>|z|

[95% Conf. Interval]

0.000
0.007
0.941
0.136
0.880
0.001
0.521
0.000
0.173

.1766294
1.149154
.6666913
.9437308
.8362385
.3251421
.6547648
1.96863
.4642355

.5294659
2.461272
1.548129
1.531549
1.165636
.7615716
2.306212
5.74373
70.96504

Figure 2. Logistic Regression: coefficients ()

Logistic regression

Number of obs
LR chi2(8)
Prob > chi2
Pseudo R2

Log likelihood = -175.97927

dummyecoconsumer

Coef.

gender2
age2
education2
nationality2
employment2
ecofriendlyproduct
conscious
willingtopay
_cons

-1.184794
.5198521
.0158094
.1841827
-.0127873
-.6979321
.2060635
1.212723
1.747412

Std. Err.
.28006
.1943026
.214921
.1235212
.084723
.2171269
.3212012
.2731609
1.283072

z
-4.23
2.68
0.07
1.49
-0.15
-3.21
0.64
4.44
1.36

P>|z|
0.000
0.007
0.941
0.136
0.880
0.001
0.521
0.000
0.173

=
=
=
=

406
62.01
0.0000
0.1498

[95% Conf. Interval]

-1.733702
.139026
-.4054281
-.0579143
-.1788414
-1.123493
-.4234792
.6773377
-.7673634

-.6358864
.9006783
.4370468
.4262798
.1532668
-.2723711
.8356062
1.748109
4.262187

59

Conclusions, Future Research and Limitations

Eco-friendly awareness has clearly increased during the last years. The research project put in
evidence an interesting result referring to the attitude of the visitors. The potential bias, generated by faceto-face interviews that could let the interviewers feel under judge, is on the contrary a useful tool to have a
measure about the eco-friendly awareness. People see sustainability as an important topic. Being not
sustainable generates shame. It is not related to the nationality of the interviewers. Obviously, green
washing cases regards organizations and firms as well as single citizen behaviour. However, the desire to
appear eco-friendly consumer is a positive basis to promote and implement the attitude and the concrete
actions. Local, national and international eco-friendly policies have to be developed starting from this
statement.
The majority of respondents declared to be eco-friendly consumers and to buy often/rarely ecofriendly products. This is not a contradiction because sustainability is not related just to purchasing
process. Sustainability involves other aspects such as recycling, making collection, saving energy and
water and avoiding wastes.
The findings put in evidence that generally people feel to be more sustainable at home instead of
while traveling. Visitors are still not very involved in looking for accommodation with environmental
certifications and in following suggestions from the host regarding being more sustainable (i.e. saving
energy). It may be interesting to study if it represents good habits or simply cost savings because at home
people have to pay and in hotel or other accommodations expenses are included in the room rate. Further
research can be focused on this aspect.
The challenge for academics and practitioners is to generate a cultural change in order to follow the
existent path to a real awareness about sustainable development. The process has a positive starting point.
The concrete actions are still too poor.
The iconic destination guaranteed a heterogeneous sample. However, the research project considers
a limited number of tourists and the study is just focused on Pisa. Further research should be developed in
other iconic destinations in order to compare the results.
The research project has been developed basing on a complete, structured and simple questionnaire
to get easily information from the sample. Furthermore, a more structured questionnaire can be developed
in order to get more in-depth information on the analysed sample.
The grade of participation of the respondents could be checked directly on the field.

60

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62

Appendix 1. Chi square statistic

Figure A1.
Eco-friend
ly
consumer

Purchase of eco-friendly products

Always
Never
Often
Rarely

Total

Not

2
2.38
11.11

10
11.90
62.50

18
21.43
7.83

54
64.29
38.03

84
100.00
20.69

Yes

16
4.97
88.89

6
1.86
37.50

212
65.84
92.17

88
27.33
61.97

322
100.00
79.31

Total

18
4.43
100.00

16
3.94
100.00

230
56.65
100.00

142
34.98
100.00

406
100.00
100.00

Pearson chi2(3) =

67.2606

Pr = 0.000

Figure A2.
Eco-friend
ly
consumer

Gender
Female

Male

Total

Not

28
33.33
12.96

56
66.67
29.47

84
100.00
20.69

Yes

188
58.39
87.04

134
41.61
70.53

322
100.00
79.31

Total

216
53.20
100.00

190
46.80
100.00

406
100.00
100.00

Pearson chi2(1) =

16.7931

Pr = 0.000

63

Figure A3.
Eco-friend
ly
consumer

Age
18 - 25

26 - 45

46 - 65

More than

Total

Not

34
40.48
32.69

30
35.71
16.48

20
23.81
16.95

0
0.00
0.00

84
100.00
20.69

Yes

70
21.74
67.31

152
47.20
83.52

98
30.43
83.05

2
0.62
100.00

322
100.00
79.31

Total

104
25.62
100.00

182
44.83
100.00

118
29.06
100.00

2
0.49
100.00

406
100.00
100.00

Pearson chi2(3) =

12.6208

Pr = 0.006

Figure A4.
Eco-friend
ly
consumer

Compuls..

Education
Degree

Diploma

Total

Not

10
11.90
25.00

44
52.38
18.97

30
35.71
22.39

84
100.00
20.69

Yes

30
9.32
75.00

188
58.39
81.03

104
32.30
77.61

322
100.00
79.31

Total

40
9.85
100.00

232
57.14
100.00

134
33.00
100.00

406
100.00
100.00

Pearson chi2(2) =

1.1087

Pr = 0.574

Figure A5.
Eco-friend
ly
consumer

Nationality
Europe
Italia

Asia

Austral..

Not

12
14.29
22.22

0
0.00
0.00

50
59.52
22.52

Yes

42
13.04
77.78

4
1.24
100.00

Total

54
13.30
100.00

4
0.99
100.00

Pearson chi2(5) =

14.5828

North A..

South A..

Total

18
21.43
31.03

4
4.76
6.45

0
0.00
0.00

84
100.00
20.69

172
53.42
77.48

40
12.42
68.97

58
18.01
93.55

6
1.86
100.00

322
100.00
79.31

222
54.68
100.00

58
14.29
100.00

62
15.27
100.00

6
1.48
100.00

406
100.00
100.00

Pr = 0.012

64

Figure A6.
Eco-friend
ly
consumer

Employment
Retired
Student

Office ..

Profess..

Not

24
28.57
24.49

20
23.81
13.51

0
0.00
0.00

Yes

74
22.98
75.51

128
39.75
86.49

Total

98
24.14
100.00

148
36.45
100.00

Pearson chi2(5) =

10.4542

Unemplo..

Worker

Total

26
30.95
28.26

4
4.76
16.67

10
11.90
25.00

84
100.00
20.69

4
1.24
100.00

66
20.50
71.74

20
6.21
83.33

30
9.32
75.00

322
100.00
79.31

4
0.99
100.00

92
22.66
100.00

24
5.91
100.00

40
9.85
100.00

406
100.00
100.00

Pr = 0.063

Figure A7.
Eco-friend
ly
consumer

When are you more

environmentally
conscious?
At home Traveling

Total

Not

64
76.19
20.78

20
23.81
20.41

84
100.00
20.69

Yes

244
75.78
79.22

78
24.22
79.59

322
100.00
79.31

Total

308
75.86
100.00

98
24.14
100.00

406
100.00
100.00

Pearson chi2(1) =

0.0062

Pr = 0.937

65

Figure A8.
Eco-friend
ly
consumer

Are you willing to

pay more for a more
sustainable vacation?
Not
Yes

Total

Not

48
57.14
32.00

36
42.86
14.06

84
100.00
20.69

Yes

102
31.68
68.00

220
68.32
85.94

322
100.00
79.31

Total

150
36.95
100.00

256
63.05
100.00

406
100.00
100.00

Pearson chi2(1) =

18.5458

Pr = 0.000

66

2nd International Conference Tourism and Sustainability

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