8jiricka_arnberger_2010. management framework for sustainable tourism

7/29/2019 8Jiricka_Arnberger_2010. Management Framework for Sustainable Tourism

1/21

University of Natural Resources and

Applied Life Sciences, Vienna

Alexandra Jiricka, Arne Arnberger

Management frameworks

for sustainable tourism

International Workshop, Trento 11/06/2010



2

Contents

Visitor management frameworks for protected areamanagement

LAC (Limits of Acceptable Change)VERP (Visitor Experience and Resource

Protection)ROS (Recreation Opportunity Spectrum)

Management frameworks for sustainable tourismTOMM (Tourism Optimisation ManagementModel)


2/21

University of Natural Resources andApplied Life Sciences, Vienna

3

Photos:Arnberger/Mertz/Krone

User conflicts and conflicts betweennature and recreation



4

Carrying capacitiesThe concept of carrying capacity isintended to safeguard the quality of(protected) area resources and

visitor/tourist experience.

Visitor carrying capacity: the type and level

of visitor/tourism that can beaccommodated while sustaining

acceptable resource an social conditionsthat complement the purpose of a setting

(NPS, 1997, modified)

With tourism / recreation, there is anecological capacity, and a social capacity(the impact on visitor experiences) (Wagar,

1964)

Resourceandsocialimpacts

Recreation use


3/21


5

Recreation/tourism use:How much is too much?

Cessford 2002

The magic number for onearea does not exist! Or

does?

With visitor/tourism usechange is inevitable

Acceptable change

Area objectives,standards, indicators



LAC: Limits of Acceptable Change 1985; US Forest Service (Stankey et al., 1985) How much decline in resource condition and quality

of visitor experience is acceptable? Compromise between protection of resources and

unrestricted access to resources for recreational use Fw for assessing and managing recreation impacts

than strict cc determinationsElements Description of desired future conditions (resource

conditions, visitor experience opportunities) Identification of indicators (measures of resource or

social conditions)

Establishment of standards (a level beyond whichchange is unacceptable) Formulation of monitoring techniques Development of management actions In a participatory context

Stankey, 1979


4/21


VERP: Visitor Experience and Resource

Protection

1993; US Parks Service (NPS, 1993, 1997)

A planning and management framework that focuses on visitor

use impacts on the visitor experience and the park resources

(visitor behaviour, use levels, types of use, location and timing ofuse)

Adaptation of LAC focus on visitor experience;

Addresses a wide variety of resource settings

Goal driven planning: desired conditions

9 elements (foundation to action); results in series of zones withindicators and standards

Useful for an organization with single purpose and mandate

Includes public participation (public involvement strategy)



VERP: Visitor Experience and ResourceProtection

Manning 2002


5/21


9

VERP

Warzecha et al., 2001.The George WrightForum



VERP

Arnberger & Haider (2007) J

Leis. Res.


6/21


VERP

Arnberger & Haider (2007) J

Leis. Res.

-3

-2

-1

0

1

2

0 1 2 4 6 8 10 12

Number of persons

Part-worthutility

Probabilityofusedisplacement

Number of persons on the trail



ROS: Recreation OpportunitySpectrum

1979; US Forest Service (Clark & Stankey; 1979)

Zoning tool linking supply with demand; for recreation planningand area management; combination with LAC & VERP

it ensures that a range of recreation opportunities are provided tothe public

3 components of recreation mgt.:(1) Setting (opportunity);(2) Activity;

(3) Experience

Definition of 6 land classes (criteria: remoteness, size, )

(research framework: definition of carrying capacity per class;definition of indicators, standards)

Primitive class scarcely given in Central Europe!


7/21


ROS: Recreation OpportunitySpectrum

Visitor Experience

Social

Physical

Managerial

Setting

Activities

Hiking

Horse riding

Mountain bicycling



ROS: Recreation Opportunity

Spectrum

Very difficult

Difficult

Easy

Physical

Trails

Moderate restrictions

Min. restrictions

Strict restrictions

Managerial

Use restrictionsNo restrict

No / few contacts

Moderate contacts

Many contacts

Social

Visitor

encounters

Plae, 1996;

Haider, 2007


8/21


ROS

Plae, 1996; www.apleco.com



16

The Gesuse National Park

Founded in 2002; IUCN Cat II

Area size: 11.000 hectares

River Enns, high mountains (2.400 m asl).

Adaptation of the VERP- framework; part ofthe visitor management plan

Zoning (adaptation of ROS)

Developing of goals

Developing of indicators, standards (draft)

Visitor/area surveyWork in progress

VERP - application

Zechner, 2009; Arnberger et al., 2009


9/21


17

Indicators & Standards

Indicators= measures of resource and social conditions

Criteria:- meaningful: Does the indicator tell what is wanted to know? Will there

be a management response?- measured cost- and staff-effectively, accurately, objective, repeatedly

- reliable: can the indicator be measured reliably?- sensitive: does the indicator act as an early warning?- reflect the relationship between the amount/type of use occurring

- tracks trends in conditions over time- can the indicator be measured with minimal impact to the resource or

visitors experience?- related to user concerns (social indicators)

- responsive to management control/action within a reasonable timeframe



14.06.2010 18

Indicators & Standards

Standards

= describes a level beyond which change is unacceptable

- absolute limits, not warnings; if standard exceeded or close to beexceeded management measures have to be undertaken- may reflect existing conditions or future targets

- vary between zones- priority

- monitoring/evaluation provide means for revision/improvement

- setting standards is often a value-based, management decision,sometimes only a real participatory approach


10/21


11/21


21

Standards & indicators

Desired/acceptable conditions/

ranges (compromise)Undesired/unacceptableconditions

100%0%

Actionsrequired

reactive

proactive



22

Management frameworks forsustainable tourism

Remote protected

areas; focus onparks

Natural resourceconditions

Visitor experience

ZoningArea management

Rural/urban areas, focus

on destination

Economic impacts/market

Local population

Customer satisfaction

Cultural impacts Environmental conditions

Optimum performance

Stakeholder involvement

Nature conservation Tourism(federal agencies) (tourism industry)

Different emphasis, different indicators


12/21


key factors for touriststo come to a destination

(e.g. tourism Austria2009)

landscape

recreation

Culturallandscapes

nature sports

natural scenery

reality

image

expectations Few other economic sectors are as dependent on natural surroundings as

the tourism industry.

Hotels enjoy scenery and profit inderectly in theirofferfrom natural resources: Sports facilities are directly dependent on natural resources

- Trial and infrastructure led sport (e.g. hiking, golf)- Sports directly dependent on natural resources (e.g. water sports, diving,

skiing)

How can tourism industry phase the challenge to find the happy mediumbetween use and abuse?

Both mandatory and voluntary measures have been applied to balance the

consumption of natural resources.



Sustainable Tourism development in marginalregions special requirements

High potential for sustainable tourism (far from reaching limits, in many caseshigh value of nature and cultural values)

Problems with societal development tourism as economic force needed

Need for a destination management framework !

Sustainable development strategy

Involvement of stakeholders is essential to achieve better results (governance)

TOMM = combining all the desired elements


13/21


Tourism Optimisation Management Model is

all about monitoring and managing the long term health of the

tourism industry and the resources upon which it depends.

Developed and proven to be successful on Kangaroo Island (AUS)

(Jack, E. 2002)

TOMM

www.tourkangarooisland.com.au/



www.tomm.info

Indicators:

- Environmental

- Economic

- Market

- Experiential

- Socio Cultural

Information:

- Visitor survey

- Resident survey

- Government agency

- etc.

Information:

- Trends- positioning and brand- identification ofvalues

- (economic) alternatives

Implementation phase

Initializing phase

Monitoring and response phase


14/21


Initializing phase

Strategic imperatives including existing policy and planning directions in the planningprocess

Identification of community values the fundamental things which people appreciate andconsider important

Survey on market trends and options actual and potential buyers (including growthtrends)

Positioning and branding how the region wants to be known

Alternative scenarios potential benefits and costs in the forecast

27

Where are we?What do we wantto achieve?

How are we seen/recognized

by others ?How can we reachour goals ?

Who can help us? Who are we?



Destination management market trends


15/21

University of Natural Resources andApplied Life Sciences, ViennaImplementation phase

Definition of desirable conditions

Selection of Indicators

Definition of acceptable ranges an ideal yet realistic range ofmeasurement for each indicator which is consistent with optimalconditions (See example in this presentation later on)

Bench mark (annual performance)

29

How can we reachour goals ?

How can we measure

our success? How can we present oursuccess to others/especially tourists?



Sustainablity criteria and

certification

Identification of indicators

Presentation of bestpractice/achievements


16/21


Optimal Conditions Examples for Vital Villages VV-TOMM indicators

Environment Regional Economy Marketing Experiences at

the destination

Social cultural

aspects

Cultural landscapesare persevered byguaranteeing theirmaintenance

Average Number ofOvernight-Stays islonger than 2 nights

Networkingresources are usedto enhance therecognition of thetourism product

High visitorsatisfaction

Locals feel theirliving spaceenriched and moreattractive by newinfrastructure andincreased activities

High number oftourists uses publictransportation

Incentives andpackages attractvisitors in severalseasons

Broad recognitionof the destinationand its products(national/international level)

Clients are able toexperience theUSP during theirstay in the region.

Residents are ableto access additionalinfrastructureindependent fromtourism seasons

The majority oftourism operatorshave implementedenvironmentalstandards

The share of localemployment withinthe tourism industryis growing

Marketing basedon a USP

The majority ofvisitors wouldrecommend thedestination toothers

Maintenance ofregional identity



Monitoring and Response Phase

Monitoring program the way in which the information is collected and storedover a period of time

Identification of poor performing indicators which did not work.. ?

Exploration of Cause/Effect Relationships

Identification of results requiring a response where do we have to adapt,modify, create alternative scenarios and/or solutions

Management Response options

32

Did we reach ourgoals ?

What can weimprove ?

How can we makeimprovements ?

Finally do not forget to let others know how good=sustainable we are!


17/21


33

One Example of the Monitoring Programm Environment

High number of tourists usespublic transportation

Arrivals by publictransport

Percentage of offerswith relevance fortourists (rate offrequency by tourists)

40-60%

55-70%




18/21


Reasons for adapting TOMM for the Vital Villages:

TOMM is a flexible system important for start-up options

Strong stakeholder involvement is the core element through the identification of commonvalues! Ideal for the vital villages which should transfer authenticity

Definition of optimum conditions which provide orientation

No good and bad polarization but strategies involving all locals

Constant adaptation to the development process through response system

Possibility to react early enough not only when reaching certain limits

VV-TOMM =desired conditions and indicators adapted to the needs of marginal areas!!

35

VV-TOMM shall fit perfectly to the needs of the vital villages association

VV-TOMM is the first international application apart from AUS!



VV-TOMM

How are our territoriesperceived by others ?

Did we reach our goals ?

How are we seen/recognized by others ?

What do we want toachieve?

Who can help us?

What can we improve ?

How can we make improvements ?

Sustainabilty means:

Assuring long term success

Steady improvements

Ability to react and change management


19/21


Pilot region: Burgenland Youngest and south-eastern

province of Austria.

4.000km, 280.000 habitants,171 communities.

Area was dominated by the IronCurtain.

Former structural weakness,low accessibility to services,decrease of population (-2%)and jobs.

Pilot Area:- 300km, 13.500 habitants (3.300below 19yrs.!), 10 communities



PP9 LISTEN Pilot actionVISIONe - Vital Solar Innovation energy

3 Phase concept:

1st phase: Solar Energy Camp (LISTEN project).

2nd & 3rd phase: follow-up projects based on federal and national funding.


20/212


Initializing phase

Identification of community values the fundamental things which people appreciate and considerimportant

- Development and testing of trans disciplinary concepts in knowledge-, economy-and sciencecooperation's

Survey on market trends and options actual and potential buyers- energy-tourism as a new niche market & framework conditions

Positioning and branding how the region wants to be known

Energy production is already a world-wide recognized topic for Gssing (around50.000 visitors each year expert oriented strategy only until know)

Motto & Goals: We supply ourselves with energy FUN-Oriented approach- Awareness rising with experience & fun (target group: +12yrs.)

- Make Renewable Energy Sources to something self-evident for everyday life - long-termchange of behavior



Implementation phase

Definition of desirable conditions Selection of Indicators

40

Chosen indicator for monitoring Where to get data from

Annual average number of nights stayed Tourism operators, Statist ik Austr ia, GB(Guest Survey Austria)

Percentage of local employees in the tourismindustry

Statistik Austria

Annual variation in overnight stays (peak-low season) Statistik Austria, GB (Guest Survey

Austria)Numbers of restaurants and hotels focusing on localproducts

Tourism facilities, Nature Park, (Tourismagency)

(Average) number of beds per accommodation Statistik Austria

Accommodation in traditional housing stock Tourism agency, DMO

REGIONAL ECONOMY


21/21


Alexandra Jiricka PhD, Arne Arnberger PhD Assoc. Prof.

Institute for Landscape Development,

Recreation planning and Nature protection

University of Natural Resources and Applied Life Sciences Vienna

[email protected]

[email protected]

Thank you for your attention!



BackgroundThe importance of fulfilling visitor expectations

Created by publicity campaigns

stereotypes

Focus on natural resources, and unused nature

image

reality

expectations

Destination choice

Influence on booking behavior- Turn to other destinations

- Alternative holiday segment

Influence on recommendation

Credibility and influence reduced

8jiricka_arnberger_2010. management framework for sustainable tourism

Documents