Dissertation thesis

Submitted in partial satisfaction of the requirements for the MBA

and Master of Science in Tourism and Services Management

degree specialized in “Hospitality Management”

September 2013

By Ilyas BOUHAD

Supervisor: Jérôme PIRIOU

La Rochelle Business School of Tourism

Sustainable development and its effects on the tourism industry

2

Acknowledgements

I would like to thank Nicolas James an engineer in environment; plus my internship

supervisor Olivier Berdah; Pierre Houdry a hotel manager, and Xavier Lemarre consultant

and expert in catering and hospitality. They kindly devoted their time to share their

personal and professional experience. Without their contribution, the relevance of this

thesis would not have been complete.

I am grateful to my thesis advisor, Jérôme Piriou for his availability, advice, supervision,

kindness, as well as his academic experience. He was very helpful throughout the

completion of this work.

I cannot forget my family and friends for their support and patience, especially Gaela

Fernandez.

Finally, I would like to thank La Rochelle Business School of Tourism, which allowed me

to evolve personally as well as within the professional world.

3

Résumé Si le tourisme reste l’industrie la plus importante permettant de réaliser une croissance

économique et sociale signifiante, les conséquences de cette croissance relèvent plusieurs

questionnements sur la négligence de certaines parties prenantes.

D’une part, on peut citer la menace vis-à-vis de notre environnement naturel ; ceci est dû

essentiellement à l’expansion des produits et des services liés à l’industrie du tourisme.

Comme la construction d’infrastructures touristiques dans des zones sensibles par exemple,

ou encore, l’émission de gaz à effet de serre dû à l’aviation et à d’autres types de transport.

Et d’après les prévisions de l’organisation mondiale du tourisme, le nombre des arrivées

internationales des touristes atteindra 1,8 milliard à l’horizon 2030. De ce fait, les acteurs

majeurs de l’industrie du tourisme doivent renforcer leur politique de communication qui

accompagnera le développement de leurs prestations touristiques, en sensibilisant les

populations envers les principes du tourisme durable.

D’autre part, on constate un déséquilibre entre les pays développés et les pays en voie de

développement; et parfois entre deux régions issues de la même destination.

En effet, la répartition des richesses n’est pas assez réglementée par les institutions officielles

et autres parties prenantes de l’industrie du tourisme, ce qui résulte à une croissance archaïque

et une distribution non équitable entre les populations dans le certaines régions.

Les acteurs majeurs (hôtels, gouvernements, organisations mondiales, etc.) doivent

sensibiliser les populations concernées, il est essentiel de créer un programme adapté dont le

but est d’améliorer les actes et la gestion des faits relatifs au développement durable des

destinations touristiques, et de faire changer certaines habitudes qui représentent un danger

pour notre environnement.

4

Ce mémoire étudiera la manière dont le tourisme durable pourra aider les destinations à se

développer tout en respectant la population locale et l’ensemble des principes du

développement durable

Mots Clés :

Tourisme durable – Développement durable – Destination – Population – Hospitalité – Management

5

Abstract If tourism remains an important industry, which realizes a significant economic and social

growth, the consequences of this growth are very important due to the lack of attention of

certain stakeholders.

On one hand, there is the threat towards our natural environment, which is essentially due to

the expansion of products and services related to the industry of tourism. For example, the

construction of tourist infrastructures in sensitive zones like the littoral, the greenhouse gas

emission caused by aviation and other types of transport.

And according to the forecast of the United Nations World Tourism Organization, the number

of international tourist arrivals will reach 1,8 billions by 2030. Therefore, the major players in

the industry of tourism have to strengthen their communication policy to create awareness on

the principles of sustainable tourism.

On the other hand, there is an imbalance between developed and developing countries in term

of market share and incomes related to tourism industry; moreover, this situation occurs

sometimes between two regions from the same area when the infrastructures are not

developed equitably and do not have the same tourism frequentation.

Indeed, neither official institutions nor other stakeholders from the tourism industry have

sufficiently regulated the wealth distribution. As a result, it leads to an archaic growth, and an

unfair distribution in certain regions between stakeholders and the general population, who is

still widely discriminated.

Major players (hotels, governments, global organizations, etc.) have to have more awareness

and include society in their plans; it is essential to create adapted programs which aim to

improve the management and decisions related to the sustainable development of tourist

destinations for long term changes.

6

This thesis will explore the way sustainable tourism can help destinations develop while

respecting the local population and the overall principles of sustainable development.

Key words:

Sustainable tourism – Sustainable development – Population – Hospitality – Management

7

Summary Acknowledgements ................................................................................................................... 2  Résumé ...................................................................................................................................... 3  Abstract ..................................................................................................................................... 5  Index for acronyms and abbreviations ................................................................................... 7  Introduction .............................................................................................................................. 9  Sustainable Development ....................................................................................................... 15  

The concept of sustainable development ........................................................................................16  Impact of Sustainable development on different fields ................................................................20  

Sustainability in Hospitality Industry .................................................................................. 26  The tourism industry .......................................................................................................................27  Part of independent and branded rooms in hospitality industry ................................................30  Different services in hospitality industry: From hotel room to palace .......................................30  Sustainable tourism ..........................................................................................................................31  The benefit of sustainable tourism ..................................................................................................33  The profile of the sustainable tourist ..............................................................................................34  The utility of sustainable development in hospitality and tourism ..............................................35  

The empirical approach and the results ............................................................................... 38  The methodology ..............................................................................................................................39  The hypotheses .................................................................................................................................39  

The hypotheses related to the theory .............................................................................................39  The link between the questionnaire and the hypotheses: ...............................................................40  The choice of spokespersons .........................................................................................................41  Type of interviews .........................................................................................................................41  The interviews ................................................................................................................................42  

Discussion about the hypotheses .....................................................................................................49  Confirmation or denial of hypotheses ............................................................................................54  

H1: Is sustainable development just a tool of sale? .......................................................................55  H2: Improve management of companies for the good of population ............................................57  H3: Is the clientele interested in sustainable tourism before booking? .........................................58  H4: Are the recommendations of sustainable tourism reaching population? ................................59  

Conclusion ............................................................................................................................... 61  Appendix ................................................................................................................................. 65  

Index for acronyms and abbreviations GDP: Gross Domestic Product

8

UNWTO: United Nations World Tourism Organization CITR: Coalition Internationale pour un Tourisme Responsable - International Coalition for Responsible Tourism WTTC: World Travel & Tourism Council BRICS: Brazil, Russia, India, China, and South Africa UNESCO: United Nations Educational, Scientific and Cultural Organization IUCN: International Union for Conservation of Nature GSTC: Global Sustainable Tourism Council UNFCCC: United Nations Framework Convention on Climate Change IIPTT: The International Institute for Peace Through Tourism WWF: World Wide Fund for Nature WSSD: World Summit on Sustainable Development ISO: International Organization for Standardization WEF: World Economic Forum ILO: International Labour Organization SIDS: Small Island Developing States

9

Introduction

Introduction

10

Despite an uncertain global economy, tourism remains an industry that generates the most

benefits among the overall existing industries. According to the annual report of the UNWTO,

the number of international tourist arrivals was 984,9 billions in 2011, with an evolution of

+4,8% compared to the previous year. In terms of international tourist receipts, it brings US$

1,030 billion (740 billion euro) worldwide in total. In 2012, the receipts reach US$ 1,075

billion, with an evolution of 4%1.

In the future, the industry of tourism will be more developed and will take more market share

in countries where there is an emerging economy. Not only due to their recent development

but also to their new market of tourism worldwide. By 2015, emerging economies will for the

first time in history receive more international tourist arrivals than advanced economies.

Furthermore, the total number of international tourist arrivals is forecast to reach 1.8 billion

by 20302.

1 UNWTO Tourism Highlights, 2012 Edition page 2 2 UNWTO 19th General assembly - Tourism Towards/ Global overview - 2011 3 Pintus I., (2002), L'aristocratie anglaise à Nice à la belle époque, Alandis Éditions. 2 UNWTO 19th General assembly - Tourism Towards/ Global overview - 2011

11

However, tourism in developing countries is essentially an economic stake, because of the

unemployment of young people, but in developed countries it is a source for enormous

economic benefit, by improving infrastructure especially when big events are organized and

attract a considerable number of visitors such as the World Cup, Olympic games, etc.

Tourism has known some revolutions in the past; the Grand Tour, was launched at the end of

the seventeenth century by the European upper class especially from Great Britain. The

majority of them were aristocratic. They travelled to France, Germany, and Italy, and they

stayed several months in these destinations3.

Some centuries later, tourism was transformed into a massive movement. In the 1960’s a new

way of travelling had appeared. It was realized thanks to the easy accessibility to traveling

around the world for a largest number of people, the improvement of wage levels, the

affordable price of air transport, and the multiplication of travel agencies. Another revolution

appeared with the development of Internet. At this moment, people were able to make

reservations themselves without passing by intermediate sellers. The use of Internet has

allowed people to book hotels, flights, transport, cars rental, etc4.

3 Pintus I., (2002), L'aristocratie anglaise à Nice à la belle époque, Alandis Éditions. 4 Mowforth M. and Munt I., (1997), Tourism and Sustainability: New Tourism in the Third World, Routledge

12

The revolution that occurs today is due to an emerging market able to improve the turnover of

tourism industry. In 2012, China was the country with the highest money spent on

international tourism5. Furthermore, Chinese workers have claimed more paid leave during

the third edition of China Tourism Day6, and the tourism authority are working to allow all

employees to take advantage of paid leave instead of three weeklong a year7.

Thanks to the customers from countries in growth, and their respectful purchase power such

as, BRICS countries, in addition to other countries in expansion like United Arab Emirates

Indonesia from Asia; Uruguay, Argentina from South America; South Korea or Indonesia

from Asia, South Africa or Mauritius from Africa; etc.

The majority of government and tourist offices of those countries are working towards more

economic benefits from tourism, by encouraging domestic tourism, and by promoting its own

destination worldwide.

In terms of sustainable development, it is important to remember the main international

events rolled out by official organizations ant other major stakeholders, such as governments

or the United Nations. In Japan for example, the Kyoto Protocol was put in place with the 191

member countries to reduce the emission of greenhouse gases. This treaty created by the

United Nations Framework Convention on Climate Change was signed in December 11th

1997 and applied in February 16th in 20058.

The other important treaty was launched in Rio de Janeiro from 3rd to 14th of June 1992; it is

also called the earth summit, or Rio United Nations Conference on Environment and

Development. Moreover, “both national governments and nongovernmental organizations

demonstrated considerable enthusiasm for such a charter that would embody and even reach

beyond existing agreements and conventions for sustainable development9”

5 China: the new number one tourism source market in the world, UNWTO, 4 April, 2013 6 Call for more holiday time, China Daily USA, May 20th, 2013 7 China: The Secretariat Bureau of the General Office of the State Council, 5 February 2013 8 Vermeersch E., (2005), Reading the Kyoto Protocol: Ethical Aspects of the Convention on Climatic Change, Eburon B.V., 224 p. 9 Corcoran P-B , Wohlpart A-J , Brandon P-H , (2008), “A Voice for Earth: American Writers Respond to the Earth Charter” University of Georgia Press , pp. xx

13

After that, many countries from the developed and developing world have taken measures to

reduce the Carbon Dioxide emissions, and are now perceived as a destination that respects the

principles of sustainable development.

Morocco for example, which is the most visited country in Africa10, has launched a strategy

called Vision 2020, aimed to double its international tourist arrivals, and also to become the

world’s top twenty destinations instead of the current 25th. Another strategy goes along with

this vision; Green Morocco aims to renovate many sectors and become a model of

sustainability in the Mediterranean area.

To do so, a project executed by the UNTWO and financed by the local ministry of tourism

was signed to implement a new classification of tourism accommodation establishments11.

Additionally, several investments were approved from both local and foreign investors in

order to develop certain areas that have a good potential, and to help the North-western

African countries to become a niche destination which offers a platform of medical, rural,

photographic, culinary, and culture-based tourism.

In fact, the hospitality industry is always influenced by several factors (environment, trends,

technology, local policy, quality of infrastructures and services, products, customers

behaviour, economic context, etc.). And it’s impossible to control those factors without

applying an interaction between all of them.

The aim of my thesis is to demonstrate how one of these factors, sustainable development,

can help all the stakeholders of the tourism industry to equitably develop a destination or a

tourist property. And how sustainable development can improve the way the actors of the

tourism industry develop their goods related to tourism, in order to protect the environment,

create direct and indirect employment in a sustainable environment, etc.

My hope is that sustainable tourism becomes a normal mode of operation rather than an ideal

way of tourism. To do so, behaviours and mentality of the overall tourists must change. In

addition to this, sustainable tourism stakeholders must gather their competencies to have more

influence over authorities, and help guide travellers through the proliferation of eco labels. 10 UNWTO, Tourism Highlights, (2012), pp. 11 11 Morocco: UNWTO and UNDP support new system of classification for tourism accommodation, UNWTO Communications Programme. May 2nd, 2013

14

Until now, the CITR “International Coalition for Responsible Tourism”, brings together 145

participants from 52 countries around the world committed to responsible tourism, and

coordinates the World Day for responsible tourism every year in Paris at the beginning of

June to discuss, inform, educate, persuade, and mobilize to denounce the major players in

tourism (professionals, scholars, governments, international and national NGOs).

Furthermore, the international coalition gives financial and technical support to many

responsible tourism projects around the world12.

In the first part of this research, I will make a global assessment of the current situation of

sustainable development and its impact on different fields. Then through the tourism industry

by introducing the sustainable tourism and its utility to hospitality industry.

In order to take advantage of the profits of sustainable tourism, I will try to explain in the

following chapters, how the manner of traveling is important to change many things in less

developing countries.

My study domain is inspired by sustainable development trends, and the policy applied by

stakeholders to protect the environment by refereeing to several researchers and to annual

reports of official organizations, including United Nations World Tourism Organization,

Global Sustainable Tourism Council, World Travel & Tourism Council, which is a multi-

stakeholder global tourism organization, born as a strategic coalition of partners under the

umbrella of the United Nations.

I had the opportunity to meet a professor who has worked with the Global Sustainable

Tourism Council GSTC. Mister François BEDARD, on March 7th, during a conference at La

Rochelle Business School of Tourism. The lecture’s subject was “Criteria and indicators for

the sustainable development of destinations”.

Concerning my last internships, from Marrakech to Paris, including Bali, all of the structures

where I have worked have had a sensibility to the environment. Even if the level of

implication of sustainability differs from an establishment to another, they are conscious that

sustainable development is contributing to the protection and valorisation of environment, the

economic growth.

12 International Coalition for a Responsible Tourism official website

15

Sustainable Development

Part 1

16

The concept of sustainable development

The concept of sustainable development is currently a great challenge for our societies to

improve the quality of human life, taking into account the capability and potential of the

ecosystem.

At the beginning, it remained confined only to international indoor seminars. Then, in the

eighties the Vienna Convention for the Protection of the Ozone Layer took place in 1985,

followed by the Coalition for Environmentally Responsible Economies in 1989 13. After that,

the concept was improved and took a new shape, and has attracted intellectual interest from

various specialists around the world.

In 1991, the United Nations Environment Program UNEP, World Wide Fund WWF and

International Union for Conservation of Nature IUCN have jointly created a report.

All of them are international organizations specialized in finding solutions for our

environmental issues. They noticed in the report “The guiding rules are that people must

share with each other and care for the Earth. Humanity must take no more from nature than

nature can replenish. This in turn means adopting lifestyles and development paths that

respect and work within nature's limits. It can be done without rejecting the many benefits

that modern technology has brought, provided that technology also works within those

limits14”.

This definition has been affected by the use of sustainability in agriculture and the need to

preserve the fertility of agricultural land.

And during the General Assembly for Environment and Development in 1987, the United

Nations have defined sustainable development as a development that meets the needs of the

present without compromising the ability of future generations to meet their own needs.

13 Rethinking International Environmental Regimes: What Role for Partnership Coalitions? CHRISTOPHER C. JOYNER 14 Caring for the Earth, IUCN, 1991, page 8

17

It contains within it two key concepts:

• The concept of “needs”, in particular the essential needs of the world's poor, to which

overriding priority should be given;

• The idea of limitations imposed by the state of technology and social organization on

the environment's ability to meet present and future needs15.

This definition of Bruntland from Our Common future is still the most quoted.

The result of this assembly has been the real birth of the concept of sustainable development.

It was the first time that integration between economic, social needs and environmental

conditions were applied in a single definition.

Socially:

The system is sustainable when:

• A distributive justice is achieved;

• Delivery of social services such as health and education to population;

• Achieve gender equality and popular participation of all segments of society in the

decision-making process.

Economically:

The system has to produce goods and services continuously by keeping a positive economic

balance between output and public debt. Additionally, a certain level of social satisfaction has

to be maintained, and prevent disequilibrium resulting from the economic policy.

Environmentally:

Environmentally sustainable system must preserve a fixed base of natural resources and avoid

an excess of energy retrieval.

Unfortunately, tourism does not appear on the definition of sustainable development on the

Brundtland report, it was not interesting for the international community. To develop the

concept, the WTTC works and proposes to tourists worldwide conditions to help the globe to

15 Brundtland Report to United Nations, (1987). Our Common Future, page 37,

18

reach these objectives, and the World Economic Forum underlined these values in 1999, and

would like to reach these objectives by 2015:

- Reduce extreme poverty and hunger

- Assure primary education for all

- Promote gender equality and empowerment of women

- Reduce infant mortality

- Improve maternal health

- Fight HIV and other diseases

- Protect environment

- Set up a world partnership for development16.

The three Spheres of Sustainability17

16 The Millennium Development Goals, United Nations Development Programme 17 Rodriguez S-I., Roman M-S., Sturhahn S-C., et al., (2012), “Sustainability Assessment and Reporting for the University of Michigan's Ann Arbor Campus” Center for Sustainable Systems, pp. 27

Sustainable development

Social objectives: Participation

Empowerment Social mobility Social cohesion

Institutional Development Cultural Identity

Economic objectives: Growth Profit

Cost Savings Equality

Efficiency Research and Development

Environmental objectives: Ecosystem stability

Natural Resource Use Pollution Prevention

Carrying capacity Biodiversity Global issues

19

As from this scheme, the pursuit of sustainable development requires a set of regulations of

human life as follows:

A social system, that offers development solutions, submits proposals mechanization

permanence, and prioritizes the activities of the social participation.

A political system, which allows an effective participation in the decision-making process, the

citizens could be involved through various administrative events.

An economic system that is able to generate surplus productivity on the basis of self-reliance

and sustainability.

Production, administrative and international system, must take into account the sustainable

patterns of trade and finance18.

Furthermore, the World Summit on Sustainable Development’s conference has been

organized in 2002 in Johannesburg, in South Africa, and has celebrated the tenth anniversary

of the Earth Summit in 1992 of Rio Janeiro, Brazil.

During this summit, they have confirmed the importance of commitment of all stakeholders to

achieve sustainability through the involvement of women in society and support the

promotion of sustainable development.

They focused on gender equality through activities covered by the tasks of the global agenda

for twenty-first century, and the development goals of the Millennium Declaration, as well as

giving fundamental importance to technology and education, training, employment and giving

priority to fight the prevailing circumstances globally, which represent a strong threat to

sustainable development, such as widespread hunger, malnutrition, armed conflicts,

corruption and incurable diseases.

18 Our Common Future, Chapter 2: Towards Sustainable Development

20

Impact of Sustainable development on different fields

On society

Because of the danger of the nuclear power station and the threat of global warning,

sustainable development has pushed society to change their habits. We know that the

pollution from the northern hemisphere, will affect the southern hemisphere for example.

People did understand that they have to change many things in their behaviour to improve

their living environment.

Many countries have succeeded on the implication of sustainable development in the habits of

population, mostly thanks to the involvement of all stakeholders. But some countries are more

conscious than others. In fact some simple practices can make quite a difference, such as

sorting waste at home to encourage recycling, or putting importance on products that pollute

less such as cars, cell phones, machines etc., however, such decisions are unfortunately not

widespread within the global population of the world.

If all governments want to help consumers to introduce sustainability on their ethics, they

have to give an incentive to people who both use and buy less polluter products, as well as

impose financial penalties to people who do not respect the environment in sectors such as

transport, agriculture, energy, technology, and manufacturing.

Furthermore, some governments would like to detach themselves from importation of

hydrocarbon and energy, in order to become a sustainable destination and independent of both

global and regional context. To give an example, an agreement was signed in Israel between

three actors.

Better Place, which develops and sells batteries for cars19, Renault to design electric vehicles

adapted to these batteries, and the local government to apply an Ecological taxation. Then a

functional charging station was opened. If a vehicle has low battery, the driver can find the

nearest battery switch station on the GPS. During this operation, the driver can stay in the car,

and the battery is automatically replaced by fully charging battery within five minutes20.

19 Official website of Better Place 20 « Better Place Electric Car Sales Now Open to Public in Israel » Environmental news network

21

On culture

Sustainable development encourages restoring all the world heritage sites such as historic

places, old buildings, forests, monument, and anything related to the culture. It is very

important to maintain the cultural and natural heritage of any destination.

Cultural tourism is among the better kind of tourism practiced; the restoration is often done

thanks to the revenue from the industry of tourism. This is the reason tourists want to discover

more and different things about a specific destination, and not just visit the must-see as usual

tourists have done.

To respect the culture of population, the tourists have to discover and share with others how

local inhabitants live in a specific destination, and experience it, by sharing values and buying

products related to the local culture.

Another advantage of cultural tourism is the discovery of the local habits; both local

population and tourists can understand traditions. It helps to establish a safe atmosphere

between opposite culture.

22

On economy To protect the earth against pollution, United Nations Framework Convention on Climate

Change (UNFCCC), applies Kyoto protocol to supervise the share of pollution emitted by

each country with the aim to control carbon dioxide and gaseous emission21.

Furthermore, developed countries can trade their emissions amongst themselves, and this

system could also be used between companies from the same area. In other words, it is a tool

to combat climate change, and improve the revenue at the same time.

Process explanation:

If there are two companies A and B and 10 metric tons of emission available on the market, in

the case where company A emits 6 metric tons of CO2, for a 5 metric tons quota, and

company B emits 4 metric tons, for a 5 metric tons quota. Company A will purchase the

reduction achieved by the company B, which is rewarded for its substantial reductions.

This process is called Cap and trade system or Emission Trading Scheme, and it is divided

into three phases, each phase has its own objectives to reach 22.

This principle of polluter-pays, push the overall stakeholders of different industries to

measure their emission. Therefore, many missions in touch with sustainable development

were integrated into positions from different departments; in other words, there were existing

positions, mixed with sustainable development.

Now, the majority of companies take into consideration the sustainable development in their

strategies in order to save costs, and be perceived as a conscious company of environmental

issues to enhance its image. And according to the result of a survey done in February 2010 by

McKinsey & company, which is a global consulting firm, 72% of respondents consider

sustainability extremely important for managing corporate reputation and brands23.

In fact, some governments follow this strategy for several reasons (create employment,

improve economy, enhance the country image, etc.)

21 « Status of Ratification of the Kyoto Protocol» United Nations Framework Convention on Climate Change - http://minu.me/9e43 22 The EU Emissions Trading System - http://minu.me/9e42/p 23 “How companies manage sustainability” McKinsey Global Survey results - http://2doc.net/67wxb

23

On environment

It is worth reminding that the environment is the most significant thing for humanity. Despite

the treaty against climate change, several constructions are built even though it represents a

danger for the environment. For example, many golf courses were implanted in some

emerging countries that have complications to provide water to the population who live far

from the city. These constructions need a huge quantity of water, and the impact is simply the

depletion of the city’s water resources.

The protection of environment (destruction of woodland, protection of littoral zone, waste and

pollution of water) has to be the priority objective for our society.

The Green Morocco plan’s strategy was launched to modernize the sector of agriculture that

contributes 14% to the national GDP. The main objectives are the improvement of food

security, adaptation of agriculture to climate change and reach a sustainable growth of small

farmers24.

In this vision, the government has presented many purposes, but has forgot to well-develop an

innovative concept that obviously improves the revenue of local stakeholders of agriculture

sector, and develop rural areas.

This concept was born in Great Britain and is called Agritourism; it is already well developed

in many countries such as the United States of America, France, Australia, Philippines,

Canada, etc. The process is very easy, local owners of houses in rural areas renovate their

facility to create cottage lodging for tourists, or just create a satisfying place where guests can

sleep. It is defined as a combination of tourism and agriculture. It helps to develop and open

these rural fields to the rest of territory, and increase the revenue of farmers.

Nowadays called WWOOFing, thanks to WWOOF organization “World Wide Opportunities

on Organic Farms”, the idea involves farmers as they have to take care of their guests by

providing them a comfortable place to sleep, and by preparing to eat with vegetables from the

local farm or the local market, and learn them about organic lifestyle25.

24 Ministry of Agriculture and Maritime Fisheries, Green Morocco Plan (2010 – 2020) Moroccan agriculture in numbers, 2012, page 4. http://2doc.net/ovcec 25 Originally called Working Weekends on Organic Farms – History of WWOOF -http://2doc.net/e3d2e

24

In this vision, the government has presented many purposes, but has forgot to well-develop an

innovative concept that obviously improves the revenue of local stakeholders of agriculture

sector, and develop rural areas.

This concept wad born in Great Britain and is called Agritourism; it is already well developed

in many countries such as the United States of America, France, Australia, Philippines,

Canada, etc. The process is very easy, local owners of houses in rural area renovate their

facility to create cottage lodging for tourists, or just create satisfying place where guests can

sleep. It is defined as a combination of tourism and agriculture. It helps to develop and open

these rural fields to the rest of territory, and increase the revenue of farmers.

Nowadays called WWOOFing, thanks to WWOOF organization “World Wide Opportunities

on Organic Farms”, the idea involves farmers as they have to take care of their guests by

providing them a comfortable place where to sleep, and by preparing to eat with vegetables

from the local farm or the local market, and learn them about organic lifestyle26.

During the stay, many activities can be done, like picking fruits and vegetables inside the

cottage lodging, tasting honey, learning about wine and cheese making, etc.27

In order to improve and enhance the sustainability in this concept, a campaign could be

organized to push farmers to open their houses for tourists and as well as planting trees in

different area to demonstrate the wish and raise public awareness of the danger of the use of

chemical products in the agriculture, and help the host farmers to produce organic vegetable

and fruits.

Therefore, in terms of renewable energy use, Morocco has focused on objectives to reach. It

supports investments in solar thermal and wind power stations through the country by public

and private founds, the largest wind farm in Africa will open in 2014 to produce 4,000

megawatts.

As the kingdom has limited oil and gas reserves, and imports 20% of its electricity from

abroad, the North African country would like to cover 42% of its needs from renewable

26 Originally called Working Weekends on Organic Farms – History of WWOOF -http://2doc.net/e3d2e 27 Agritourism – Wikipedia - http://2doc.net/hcqab

25

energy by 2020, and would like to take advantage of the connection to the European grid to

transform itself from an importer to an exporter of energy28.

28 Renewable energy country attractiveness indices, ERNST & YOUNG, page 9, February 2012

26

Sustainability in Hospitality Industry

Part 2

27

The tourism industry

Tourism comprises the activities of persons traveling to and staying in places outside their

usual environment for not more than one consecutive year for leisure, business and other

purposes not related to the exercise of an activity remunerated from within the place visited29.

By 2015, and according to the WTTC, the tourism industry will increase by 17,7% and is

expected to generate 260 million jobs. The evolution could be greater by improving visa

process. It also helps to generate strong currency into weak economy30.

In 2020, tourism will grow in all regions over the world, according to the UNEP, 80% of

international tourist arrivals will be in Europe, the Americas, East Asia and the Pacific. Africa

will grow on average of 5,5% per year, and more than 6% for South Asia, comparing of a

world average just over 4%31.

Europe remains the most visited continent according to the annual report of UNWTO of

2011; it generates 51% of market share and approximately 504 million of tourists, followed

by Asia & Pacific, Americas, Middle East and finally Africa. Asia & Pacific will receive most

of the next new arrivals. The ranking remains the same in terms of international tourism

receipts as the pie chart shows on the next page.

29 United Nations World Tourism Organization’s definition of tourism 30 Global Travel & Tourism industry defies economic uncertainty by outperforming the global economy in 2012 – and predicted to do it again in 2013, http://2doc.net/m3ahd 31 Making tourism more sustainable, A guide for policy makers, page 20

28

Annual report of the World Tourism Organization (UNWTO)32

After the decline of the tourism industry in 2008 and 2009 due to the economic crisis,

international tourist arrivals grew by 4% in 2012, and they were for the first time in history

more than 1 billion33.

But international tourism is just an aspect of tourism. In certain countries, domestic tourism is

more important and generates a respectful economic contribution, thanks to the significant

number of local tourists.

On another hand, tourism industry helps several countries to develop their economies by

creating direct and indirect employments, developing infrastructures, etc. In fact, the total

contribution of tourism from travel and tourism in GDP grew by 3% according to the World

Travel and Tourism Council, faster than the growth of other industries 2,3%34.

32 Annual report of the United Nations World Tourim Organization (2011) pp. 7 33 International tourism to continue robust growth in 2013 PR No.: PR13006, Madrid, 28 Jan 13 34 The authority on World Travel and Tourism 2011, WTTC report, page 9

29

The WTTC has several objectives, such as promoting business tourism, reducing mass

tourism, and working with governments with the aim to increase the consciousness of the

economists to the importance of tourism.

Therefore, one of the main issues, still the negative impact of tourism on environment, the

greenhouse gas emitted by the tourism industry represent 4% up to 10% of the world

economy (François-Lecompte – 2009), and according to him many researchers highlight the

broad and imprecise nature of the concept sustainable tourism (Liu, 2003, Lansing and De

Vries, 2006, Bramwell and Lane, 2008)35.

The other issue is the fact that a big part of money spent by tourists from developed countries

in less developing countries comes back to tour-operators and headquarters of big hotel chains

like Accor, Intercontinental, Best Western, Hilton, Marriott, etc. as they take advantage of the

policy applied by local government and low taxes to improve their turnover.

They almost cover the principal destinations in the world; as a result, they hold a big market

share of the travel accommodation industry.

Their strategy of implementation (leasing, management contracts or franchise), and their

“know how” help them to reassure tourists who do not feel safe when the implementation is

in unsafe, or unknown destination. To do so, they mix between comfort and local atmosphere

(architecture, culture, etc.).

The next chart realized by Smith Travel research is extracted from a course of “strategic

hospitality management” given by Jean- Pierre Carlin. It shows those 9 main chains groups

dominate the market of branded rooms.

35 François-Lecompte A., and Prim-Allaz I. (March 2009), ”The French and sustainable tourism. proposal of a typology”, First day of research ADERSE, La Rochelle. p.4

30

Part of independent and branded rooms in hospitality industry36

Different services in hospitality industry: From hotel room to

palace

The hospitality industry offers different types of accommodations. In terms of lodging,

tourists have choice between hotel rooms, homestay, etc. They could live in a palace, or even

in alternative accommodations (ice hotel “big igloo”; train cabin; tent; capsule hotel, which is

popular in Japan; tree lodge; log cabin; etc.). In every facility, the hospitality service is still

the same, and is defined as a benefit provided to customers, in order to satisfy their needs and

to make them feel pleased.

The hospitality industry is a part of the tourism industry, which also includes lodging,

restaurants, animation, travels, cruise, event, and transportation. However, the services

36 Smith Travel Research Global

31

offered by the tourism industry differ from Bed & Breakfast “B&B” to palace, or from a low-

cost to an upscale carrier. The difference observed is due to the expectations, the quality of

service desired by customers, and also the positioning wanted by the service provider.

Currently, many hotels apply a sustainable policy that could help the facility to reach several

goals, such as the reduction of costs, be well known, and attract customers who are looking

for an environment that respect their values. For example, if these customers do the sorting

waste at home, they will appreciate if the hotel allows them to not change their behaviour, by

providing different bins in their rooms and in different area of the hotel.

Some of the chain and independent hotels have launched several instructions in order to be

perceived as respectful and committed to environment. Accor for example, has made “The

Planet 21 Program” and it was applied worldwide throughout different facilities in different

countries37.

Sustainable tourism

Sustainable tourism is a part of sustainable development, and it was created because of the

treat of mass tourism on society and environment. The development committee of sustainable

tourism attached to the World Tourism Organization Network gave a definition of sustainable

tourism in 2004: "Sustainable tourism takes full account of its current and future economic,

social and environmental impacts, addressing the needs of visitors, the industry, the

environment and host communities38"

This definition is related to the definition of sustainable development given during the earth

summit of Rio de Janeiro. “The organisation of the summit had been inspired by Brundtland

report in 1987 seeing that the publication of Brundtland tried to balance the responsibilities

of the North and the South and the need to integrate the environment and development”

(Dodds, 1997: 1) During this earth summit organised by the United Nations Conference on

Environment and Development in 1992, an action plan under the name of Agenda 21 was

created by the United Nations, governments, and a wide group of non-governmental

organizations39.

37 Accor hotels: Our Planet 21 sustainable development program, http://2doc.net/n43uk 38 UNEP and UNWTO, (2005), Making Tourism More Sustainable - A Guide for Policy Makers, pp. 12 39 Dodds F., (1997), The Way Forward: Beyond Agenda 21, Earthscan, 284 p

32

If sustainable tourism was not highlighted during the Rio Summit in 1992, through the

Agenda 21, it was in 1996 that the World Tourism Organization in partnership with the World

Travel & Tourism Council and the Earth Council issued a publication linked to sustainable

tourism addressed to governments for applying sustainable tourism40.

Sustainable tourism is not a form of tourism, but it is a concept, which integrates human

values that help to develop efficiently the tourism industry and gather all its potential to

encourage the respect of environment, and contribute financially to the well being of

humanity.

At the beginning, sustainable tourism had a form of an alternative-militant tourism, which can

be defined as tourism against “mass tourism”, supporting social, natural, and community

values.

Sustainable tourism is one of the prerequisites for achieving sustainable development; it has

been developed in order to gather the reality of the socio-political of host countries. After the

end of colonialism, an integrated tourism appears, the case of Senegal or India is a good

example; it could be understood as an emerging form of ethical consumption41.

This kind of tourism is a synergy of community-based, humanitarian, and sustainable tourism.

In 1980, the IUCN “International Union for Conservation of Nature” invented the concept of

Sustainable Development and published in collaboration with the UNESCO the World

Conservation Strategy. In 1987, the ONU published (Brundtland report, Oxford University

Press) under the name of “Our Common Future”, but it did not put the tourism industry on

the front line.

Nowadays, eco-tourism is considered the mode of tourism, which reduces the most the

negative effects to tourist activity. Therefore, to define a destination as a sustainable

destination, this tourist activity should respect both the heritage and the local culture, and also

conserves resources like water usage, reduce pollution, etc.42

40 Weaver D., (2012), « Sustainable tourism », Routeledge, pp. 13 41 Hanna P., (2009), “Conceptualizing sustainable tourism – ethics, inequalities and colonialism”. Enquire, pp. 1 42 About geotourism, Center for Sustainable Destinations, National Geographic, http://2doc.net/gejwj

33

In fact, the importance of sustainability within hospitality industry and tourist destination has

become more widespread after the creation of eco-labels by some environmental

organizations, which give certifications in exchange for financial contribution. They do a fine

analysis of all required criteria submitted by their organizations in order to verify if

establishments respect the specifications to obtain the eco label.

The benefit of sustainable tourism

According to the International Labour Organization, tourism is the sector that produces most

of employment worldwide (hotels, tour-operators, restaurants, transportation, etc.); it creates

many economic benefits for both the populations and the governments, sustainable tourism

achieves efficiency and savings in business activities.

For example, the foreign exchange earnings from the importation and exportation of

sustainable goods are one way to increase the revenue of countries. Thanks to the taxes

applied to transactions between sellers and purchasers of goods and services related to

sustainable tourism. Furthermore, eco taxes and duties, which are applied to both tourists

once they leave the tourist destination, and to companies that are in hospitality industry.

Tourism industry represents the majority of the GDP in certain countries, and can help other

local sectors by investing in order to develop education or to fight deforestation for example.

On another hand, local inhabitants could take advantage directly from sustainable tourism,

because it protects their environment and spreads direct investment equitably. The direct

profit for local inhabitants could happen when money is spent within informal services, like

vendors in the street, unofficial transporters, or people who know very well the potential of

their locality, and propose for example a sustainable circuit to tourists in return of a

contribution that contributes directly to the local economy43.

For the benefit of all local stakeholders, a local entity has to be created in each hot spot, and

work along with informal workers in tourism industry to improve and develop a limited area.

For example, local travel agencies, which create sustainable circuits, have to work with these

informal transporters, to deserve local shopkeepers. At the end, the entity earns a percentage

43 Çakmak E., Poregies A., van der Sterren J., “Contested labour - Challenges and opportunities of informal labour in tourism” 9 p.

34

of the benefit in order to improve the local economy, and to standardize the quality of goods

and services locally.

However, local governments invest to improve infrastructure, in order to facilitate the

transport and the arrival of tourists, and at the same time for local inhabitants. Some of them

are of vital importance, like water and electricity in some villages totally or partially

disconnected from the rest of road national road and electricity grid.

Another benefit of sustainable tourism concerns the nature and the habitat; additionally to the

conservation and the protection of biodiversity, it maintains the stability of ecosystem, which

influences climate change, it maintains also the attraction of destination, its quality and its

competitiveness44.

And according to Jean Pierre Lamic, e-tourism, and the low-cost actors of tourism continue to

develop their turnover, and the main tour-operators continue to produce all-inclusive packages

without analysing the impact of their acts of selling on the future generation. He said that the

way of functioning of the low-cost carriers is irresponsible, even a suicidal functioning45.

The profile of the sustainable tourist

The tourism market is developing in every place “beach, mountain, nature, sun, snow”. In

other words, it is where there is a potential to attract people. In each of these places, there are

some rules to follow in order to not destroy the environment and protect the location.

In the theoretical context, the manner of traveling sustainably is a good way to promote the

sustainable development around the person. Tourists generate a respectful economic profit to

the host population by creating direct employment in tourism industry and indirect

employment in other sectors, which relate and encourage sustainable tourism.

The tourists, who understand the sustainable tourism principles, have to choose facilities that

embrace and respect environment. In fact, several ecological organizations give green labels

to hotels which respect environment through many specifications, like the limitation of waste 44 Why Sustainable Coastal Tourism? / Benefits of Sustainable Coastal Tourism, http://2doc.net/09vx8 45 Lamic J-P., (2008), Tourisme durable, utopie ou réalité ? : Comment identifier les voyageurs et voyagistes éco-responsable, L’Harmattan 222 p.

35

of water, the regulation of electricity, the awareness of customers towards sustainable

development, and the use of ecological energy.

As sustainable tourism is based on respect and exchange, there is research and things to do

before leaving a place and also during the stay:

- Choose a tour-operator that works with local organizations and then with local people;

- Know the culture, the faiths, and the history of the destination visited;

- Make purchases that pollute the least the environment;

- Know the behaviours to adopt in order to avoid shocking local population like touch

the head of a child in some Asian countries (Indonesia, China, Thailand, India, etc.);

- Choose labelled hotels, which means that the hotel does not waste a lot of energy, and

even if hospitality facilities propose to change towels every day, tourists can refuse by

keeping their towels more than one day;

- When traveling by plane is inevitable for the tourists who want discover far away

destinations, CO2 emission could be compensated by paying a little sum of money to

associations that propose to plant a tree in order to equilibrate the eco-system;

- Prefer public transport than renting a car, it allows tourists to discover the local habits,

and share a lot of things46.

The utility of sustainable development in hospitality and tourism

Many things related to the tourism industry are considered a danger to the entire planet, like

the massive destruction of eco systems due to the over exploitation of natural resources by

humans, which threaten both the biodiversity and the ozone layer, raise the greenhouse gas,

and discriminate against poor populations. Sustainability was an answer to these issues

46 Lapresse.ca - Les dix bons gestes du touriste responsable 2doc.net/6zah0

36

because it proposes several facts that could help the stakeholders of the tourism industry to

preserve the environment.

All countries have to apply a process to reduce carbon dioxide emissions within their overall

industries, especially in industrial countries where the level of production is high (China,

United States of America, etc.).

These green processes have to be employed and shared with other countries in order to help

the rest of the world to be less polluter. Failing that, the principle of “polluter pays” has to be

putted into practice.

In the following words, an article of doctors Noreen Breaky, Lisa Ruhanen, and Aishath

Shakeela who try to demonstrate a sustainable development story of Maldives. The

problematic of the research was to define if the Maldives is a successful sustainable

destination. They have noticed that the result of the analysis has to be employed by both the

Maldivian government and the local population.

Due to the lack of natural and mineral resources, and a large-scale agricultural production, the

Maldives and others Small Island Developing States do not have many opportunities to

import the strong foreign currency apart from tourism.

The number of international tourist arrivals has grown in the Maldives from 1000 in 1972

thanks to two resorts, to reach 792.000 international tourists by the end of 2010. But if the

local market does not offer professional skills to manage huge structure, the industry of

tourism will not suddenly create employment and a growth of the economic situation.

By the end of 2006, the Maldives Tourism Development Corporation established an objective

of repartition of tourist wealth among the local population. In fact, the resorts implanted in

inhabited islands do not hire local people.

Therefore, in 2008, the local government amended the tourism policy in a manner that

directly benefits these island communities. The government has both announced public

tendering for the development of eight uninhabited islands, and leased five lagoons for a

period of fifty years to foreign investors in order to establish floating resorts and golf courses.

37

The main ideas proposed by authors are the involvement of local communities in the

development of the tourist industry. It helps protect its indigenous culture and environment,

while millions of tourists come to visit the Maldives. For example, fishing and agriculture are

replacing traditional tourist activities, which are helping the Maldives to be a sustainable

destination. But without the commitment and the support of local population, the

sustainability is impossible47.

This evolution is based on entrepreneurship, the capacity of operators and their partners to

make a commitment, to attract new consumers, to value local partnerships, to imagine clean

products, and to set up systems of innovative financing.

47 Shakeela A., Ruhanen L., Breakey N., (2011), “The Maldives: A sustainable tourism success story?” e-Review of Tourism Research (eRTR), Vol. 9, No. 5, http://ertr.tamu.edu, pp. 243-264

38

The empirical approach and the results

Part 3

39

After reading the literary review, we notice that the problem of the application of the

sustainable tourism comes mainly from the carelessness of powerful stakeholders on both

their involvement and their union for the good of destinations and populations.

In the end, local populations remain the least favoured stakeholder, because they are often

pushed aside during the major decision-making by governments and other organizations.

The objective of my interviews is to understand how sustainable tourism can help to develop

the tourist destinations by involving local population. To answer this problem, I created an

interview.

In this part, I will show the hypotheses, which are appropriate with the problematic of the

thesis, in order to guide the preparation of the useful questionnaire for the third part, which is

studied on the field.

These hypotheses are useful to analyse what is really necessary for the good of both the

environment and the populations.

The methodology After reading the theoretical part, we can notice that sustainable tourism faces several

problems, in particular the improper use of the concept by certain stakeholders, and the

archaic use of the local goods to the detriment of the opinion of the local population (massive

use of rare energies, culture’s disappearance, destruction of lands, unsuitable construction for

the environment)

The hypotheses

The hypotheses related to the theory

Hypothesis 1: Is sustainable development just a tool of sale?

Hypothesis 2: Improve management of companies for the good of population.

40

Hypothesis 3: Was the clientele interested in sustainable tourism before booking?

Hypothesis 4: Are the recommendations of sustainable tourism reaching population?

The link between the questionnaire and the hypotheses:

The writing of questions was inspired from hypotheses with the aim of having a link between

the theoretical part and the empirical approach.

• What was your mission?

• Which stakeholders are most advantaged, and which are the least advantaged vis-à-vis

sustainable development?

• Do you think that sustainable tourism is only for the rich?

• Will the vision or positioning of the tourist establishments change when obtaining an

eco label?

• What was the main motivation of the institution where you work to obtain the Eco

label?

• How does tourism facilities incorporate sustainable development in the marketing of

its products?

• Do the customers consider sustainable tourism during the choice of their holidays?

• How local people can benefit from the tourist establishment?

• What do inhabitants think about the consequence of the establishment of a tourist

facility?

41

The choice of spokespersons

For the choice of the interviewees, the interlocutors have to be in connection with sustainable

development principles and the industry of the tourism.

I have had the opportunity to meet four people, and they had kindly agreed to realize the

questionnaire, and bring more information for the studied subject. The first person is Nicolas

James; he is going to school and simultaneously working. He is an environmental engineer in

"Ecocinetic" company, and studying at the same time in Sup de Co in La Rochelle, in the

second university cycle specialized in " Advice and Engineering for the management of the

environment ".

The next people are Olivier Berdah, the owner of two independent hotels and my internship

tutor, and Pierre Houdry, a manager of one of the two hotels, Côté Océan, a beach resort on

the Atlantic coast of Angoulins-Sur-Mer in the south west of France. Its facility could be

perceived as a model of tourist establishments, which respect the population. It participates in

the local life and local economy by making benefit to the local actors specialized in tourism

industry, by establishing with them several advantageous partnerships. The last person is

Xavier Lemarre, a consultant and expert in catering and hospitality.

Type of interviews

The research collected is a qualitative study, and the main purposes are:

• Know the real stakes of tourist infrastructures concerning their sustainable

development policy for the good of the population and the destination where they are

implanted.

• Extract the useful means so that sustainable tourism can help a locality to develop.

The questions of my interview were opened, and presented to the interlocutors according to

the sector of activity of each person in order to allow the interviewees to express their point of

view freely.

42

Sometimes the questions are not prepared, and they are asked according to the answers of the

interlocutor with the aim of developing the subject.

The interviews

The first interview was done with Nicolas James, who is the representative for a project in the

sustainable development department of Île Oya, a resort in Île d'Yeu, an island just off the

Vendée coast of western France. Île Oya is a member of Cap France group, which is the

second network of the associative tourism in France, and counts in its network 97 villages’

holidays at the seaside, in the mountain and also in countryside.

He worked during six months on the project, and had as his main mission the certification of

the facility with an eco label proving the respect of the principles of sustainable development.

As regards to the eco label, it was created by the same group, and assigned to the respecting

Cap France villages of a number of environmental specifications.

This label respects the “International Organization for Standardization” ISO 14001, which is

part of the ISO 14000 standard, which are present in the environmental management.

Thereafter, the group "Cap France" named his own label "Chouette Nature" that means great

nature.

The procedure used during the process of obtaining the label is called PDCA and is divided

into four parts: Plan / Do / Check / Act, the other name of this process is the Deming wheel.

Plan:

In this first stage, it is necessary to define the general objectives, policy and scope of actions.

The Human resources aspect is essential to know who will be responsible for the project, and

who will be the managing editor, etc.

Then it is essential to make an environmental analysis, in order to identify the significant

environmental aspects, and the impact on the environment in each area of the establishment.

43

Then it is necessary to assess the most important criteria on a score from 1 to 5 in the AES

board (Cf. a sample of AES of Cap France in appendix), and then you have to set up an action

plan to improve the score of every criterion.

Set up indicators: for example calculate energy expenditure as quantity of fuel spent a month,

or quantity of waste thrown a week by the restaurant.

DO:

In this stage, the responsible has to develop, realize and apply many operations. Such as the

selective sorting of waste by settling containers for every type of waste, make the staff and

customers aware of the importance of the flora and fauna and the local plants by means of

various brochures.

To quote only some procedures:

• A purchase of three electric vehicles was realized: the first one serves to meet the

needs of the restaurant especially when there are many customers to carry dishes

prepared in the main kitchen which is outside the establishment. The second vehicle

intended for guests, and the third vehicle for usual transfer;

• The use of eco-labelled cleaning products;

• Establish partnerships to buy catering products exclusively from local stakeholders.

• Ready-made meals are made with local products (vegetables, fishes, delicatessen,

meat) that help the development of the local economy.

• Reduction of water and electricity bills by the implementation of low-energy bulbs

and solar panels; reduction of water flow in the establishment in all rooms, installation

of push-buttons in showers to reduce the waste of water; double glazing to further the

insulation as the building is in front of the sea; recovery of wastewater of the Jacuzzi

to clean boats; etc.

44

Most of these installations and modifications were thought of before the last renovation of Île

Oya, but the main difficulty was to educate the staff, and involve them in the sustainable

development for the environmental protection, which was mainly due to the lack of

communication between employees.

Check:

Control the functioning and application of the procedures.

Act:

In this stage, once the implementation of new tools is in order, they make an impact

assessment. It is necessary to redefine new actions to be set up in order to achieve higher

performance goals to improve the score of the establishment.

To summarize, this process is a wheel that has as its objective continuous improvement.

After the completion of the "Deming wheel" step, two persons from Cap France group

validate the editorial content, and carry out an audit. They verify if the storage of information

is updated and if procedures are drawn up. It is important in order to follow-up inspection and

check the overall process.

For example, regarding the use of fuel and electricity, it is imperative to save the bills to

check the level of consumption, or the amount of waste created (hence the importance of

communicating) all notes are important to note.

After validating the criteria set out in the specifications, the label "Chouette Nature" is

obtained.

As this last label respects the international standard ISO 14001. Two auditors who represent

the independent non-governmental organization ISO perform the same process. As the ISO

14001 standard and "Chouette Nature" are identical and respect the same specifications, the

validation is achieved through the inspiration from the international standard.

45

About the benefits of this process, it helps to have a positive image among international

customers thanks to the ISO standard, but also to involve all the stakeholders.

Environmental Performance – Alex Fert

http://www.alexfert.com/new/content_ones/view/1/menuid:224

To further increase the quality level and hotel standards, an increase of the rate of rooms and

other products followed this step. This is due to the investment and inflation in Île d’Yeu. But

also it was important to raise the status of the site to have a high ranking within the group Cap

France.

The main motivation is to preserve the site as it is in a sensitive coastal area. And all

stakeholders need to protect the coastline. As for economics, return on investment is expected

due to the enhancement of the image of Île Oya. This is called "Green Washing", having a

label reveals to customers that the establishment is involved in protecting the environment, so

it can attract customers seeking eco tourism destination. They were the main targets desired

by the increase of quality.

46

Regarding the local population, the inhabitants solicit us to organize events such as weddings

or meetings. Our sustainable development is applied to both outside visitors and local people.

It is not limited to any part of the population.

To involve the local stakeholders, the hotel hires largely people from Île d'Yeu, and offers

activities off site with local organizers who are hired to care for our customers. It may be

walking, cycling trips, or archery.

More over, in order to take part in local life and economic development, the purchase of

products from producers around the site is preferred. Additionally, an active participation in

the littoral zone protection, in order to promote and preserve the heritage, and prettify the

island’s image.

For example, a protected sand dune was broken by Xynthia windstorm that caused

widespread damages in Western Europe in 2010, the form of dune started getting worse. To

preserve it, it was necessary to resolve this issue.

The municipality also participates in the financing, a fine example of participation of several

stakeholders (government, tourist establishments, local population) with the aim to properly

lead the project in the name of sustainable development.

The second interview was realized with Pierre Houdry, a hotel manager at Côté Océan in

Angoulins-Sur-Mer, on the Atlantic Coast in France, and Olivier Berdah, owner of two hotels,

Citizen Hotel in Paris, and Côté Océan near La Rochelle.

According to Olivier Berdah, his two hotels do not need eco labels or other certifications to be

perceived as sustainable destination, even though they respect the main specifications

required by ecological organizations. Then, Pierre Houdry adds, having an eco label for a

hotel will enlarge the clientele for sure, but if you have a small property, the difference is not

sufficient.

Sustainable tourism remains a good way to sell many products, because it is mainly people

working in marketing who are not related to sustainable development who make the

brochures company and tools that promote the labeled hotels, rather than people working in

sustainable tourism.

47

Regarding both hotels, they are independent and do not below to any group. We do not have a

department responsible for sustainability, as is the case in many establishments, even in

campsites, which means that sustainable tourism is not reserved for a category of clientele.

Nevertheless, as the principles of sustainable development go with the morality and

conscience, application of those principles within the two hotels goes through the few

products and services that we sell and the implication of all employees.

Furthermore, the staff is involved thanks to the sustainable tools that we provide, which are

recommended for the good of our environment such as cleaning with the black soap, vinegar

and bicarbonate of soda (baking soda for the US).

We also train the employees to respect our rules related to environmental protection. In

addition, we encourage the local economy by working with the local farmers and suppliers,

and also by participating in local official events to be present with the population and public

life.

The widespread use of technologies in both hotels is employed by communicating amongst

employees, and with the guests outside hotels with the aim to respect our zero paper policy. In

fact, we provide each guest one tablet connected to the Internet during their stay, therefore,

there is no need to buy foreign newspapers for our international customers, and the tablet is

used as a tool to transfer any message to them.

All our policies toward sustainability is explained on the website of each hotel, and we invite

the guests to visit the contents when it is possible in order to respect the principles of

sustainable development during the stay.

The last interview was achieved with Xavier Lemarre, consultant and expert in catering and

hospitality and inspector of the new hotel classification.

His mission is to certify that the hotel respects compulsory specifications, then verify optional

requirements.

Le role: certifier que l’ensemble des critères obligatoires sont en place ainsi que le nombre de

critères facultatives afin de garantir au client le niveau des services auqeul ils sont droit de

s’attendre.

48

La politique environemenentale es tprise en compte dans la classification.

Dans le cahier des charges, l’établissement doit répondre à des mesures durables

Gestion des déchets, économie des energies (eau, électricité)

Deux choses dans l’économie des energies:

. 1) les hoteliers peuvent faire/ Et ce que les clients peuvent pour aider l’hôtel à faire des

economies

Les lampes basses consomation/ les cartes magnétiques/ économie dans l’eau (mousseur)/

Il y a ce que les clients peuvent faire: sur le renouvellement du linge.

Ce qu’il y a dans le cahier des charges

Annexe: atoutfrance.246 critères du classement

Des critères facultatives, des critères obligatoires.

Des points en plus lors du respect de critères facultatives.

Les hotels peuvent avoir un label.

Non.question d’éducation et de bon sens.

C’est plus un atout pour vendre. Le but c’est d’attirer plus de clients. Après il y a des clients

qui sont écolo. Après c’est peut être question de generations. La jeune generation qui est

préoccupée par le maintien des valeurs écologiques. Au de là du côté commercial de la chose.

Ils ne changeront pas de clientele, ils réduisent leur panel, ça ne baissera pas standing. L’éco

tourisme n’est pas bon marché.

L’économie directe.

Saint martinà les locaux n’ont pas voulu de moi car pour la basse saison, l’effectif était

suffisant.

Le ministère du tourisme doit favoriser l’embauche des ressources locaux. Et doit bénéficier

aux locaux

Avant c’était lapiscine. Le label est determinant. Les scandinaves choisissent les destinations

en function de la propreté (pavillon bleu)

49

Discussion about the hypotheses

Hypothesis 1: Is sustainable development just a tool of sale?

• Sustainable development is used as a simple marketing tool, which is not giving the

interest wanted by the international organizations:

In destinations, which experienced a growth of international tourist arrivals, many evolutions

were applied in the objective to diversify the offer. As many destinations are in the phase of

maturity, they try to differ from their competitors thanks to sustainable development by

improving their brand image in order to have more market share.

Therefore, in some establishments, the sustainable development is especially a tool, which

allows hotels to increase their occupancy rates, and tour operators to sell fake sustainable

holidays by attracting a sensitive clientele towards the environment. The respect of

environment is a decisive factor of purchase for these customers.

Sustainable development should not be just a selling point. It must be a real tool, which helps

to redistribute the wealth of tourist establishments.

Concerning the tourist establishments, which have an eco-label, the specifications required by

environmental organisms such as “La Clef Verte” or “Green globe” must be in-depth, and the

main objective must push the establishment to go farther in their strategy of sustainability.

If a hotel would like to be perceived as an establishment, which favours sustainable tourism,

and thus has to take into account more important points, and make the population who live in

the surroundings of the establishment satisfied with the policy applied toward environment.

For example, take in account that a minimum percentage of local population has to be hired in

the various departments of the hotel, or improve economic and social impact on a specific

radius around the facility. Therefore, the neighbourhood can be one of the first ones to benefit

from a green policy applied by the tourist establishments.

If all tourist institutions applied such a policy, the economic and social environment will be

improved in the local context before the national context.

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Hypothesis 2: Improve management of companies for the good of population.

• Sustainable development is not well enough integrated into the mentality of certain

local actors, and local populations do not take advantage of its benefits in certain

destinations.

This leads to conclude that sustainable tourism is not adequately targeted, and it has not yet

reached its maximum. Moreover, the economic benefits do not equally benefit all

stakeholders.

For example, in some international organizations, hiring actors from less developed countries

who know a threatening mass tourism is not sufficient.

Furthermore, we need more visibility and communication on the ground demonstrating the

benefits of sustainable tourism on the local population.

According to a study of the Accor hotel group made in 2011, three main actors have an

important responsibility towards the application of sustainable tourism; the state governments,

citizens themselves, and then the large companies.

However, there are several gaps in the benefits that accrue to the population. This population

has not seen an improvement of their lifestyle, and the way of managing its local resources

has become aggravated. This means that it is only relevant to the main tourist companies and

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not as the sustainable development acclaims, relevant to all stakeholders specifically the local

population.

The main issue being the training and information, it is essential and necessary to teach the

local population, and to make it aware of change of bad daily habits.

For example teach them actions that help save water, to prefer local and less polluting

products, to reduce the use of electricity, and to sort and recycle household waste.

Also, the companies, which are specialized in the collection of waste-sorting have to review

their assets in order to make the procedure easier for citizens by providing recycle bins in

each district and for all household refuses (glass, cardboard, hazardous materials, etc.)

The strategy and the communication of all stakeholders regarding the sustainability must be

reviewed, and has to push and encourage the citizens to make the selective sorting of waste.

They have to make them aware of the importance of the coastline and the cultural values, and

alert the general public to the problem of deforestation plus the threat of global warming, etc.

To give an example, the dry-steam bath of the Turkish bath is open for the public and used by

a large part of population in the MENA region, and it represents a danger to the environment

because of the large volume of wood needed to heat the water and the overall area. As the

demand is more important than the offer, the forests are the main victims of this fact;

consequently many trees are cut to satisfy the demand.

It is a change of mechanism, and new habits that it is necessary to establish a better future for

our planet. And without the goodwill of humans global warming will continue to expand.

Furthermore, future generations must be a model of consumer society, and it is the role of the

current generation to invent and develop a new way of life.

To reach the solution, other plans can be envisaged, as for example the establishment of

internships by university institutes, by allowing their students to teach the techniques of

sustainable tourism through tutoring partners from a chosen country.

Both parties have to realize for example a project a year, and then draw up a report of the

obtained results. It will also allow a democratization of the information so that all the

stakeholders can have access to data susceptible of helping other parties to sustainably

develop a destination, and also help the local population.

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To avoid a gap of information between the two parties, e-learning can be a supplement to help

to monitor the process, give an update of new knowledge and techniques in real time, and

improve the information given in the field. To improve this procedure, and reach the

objectives, emissaries from various organizations must do a control periodically in order to

follow the progress of this process.

This practice is found in some companies or in hotels that have an environmental department,

and whose main mission is to track energy costs, make employees sensitive to the respect of

the environment, and implement a policy that will generate a positive image for partners and

customers.

Hypothesis 3: Is the clientele interested in sustainable tourism before booking?

We notice that in certain places, nevertheless known all over the world for their potential of

tourist attractiveness, a preference for the economic benefits via intolerable means. The local

authorities neglect sustainable development and do not apply a sustainable strategy aiming to

improve life’s current and future generations.

Furthermore, it is necessary for the professionals of the tourism industry to work to change

the image of tourist in some regions of the world, as local population sees it as an invader

sometimes, while it must be seen as an exchange between different cultures.

Explanation:

Indeed, the development of sustainable tourism is recent. Initially it was reserved to a certain

part of tourists, putting aside a big part of tourists mainly from lower middle classes who

practice less profitable activities. They think it is an inaccessible way of travelling. But now,

this kind of tourism has become more democratic, and it is necessary to convince them that

they can travel all while respecting the environment, and without spending more money.

To achieve this goal it is necessary:

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• Improve the marketing strategy, and vary the languages used by the channels that

promote sustainable tourism. Many tourists are unfortunately not yet targeted by

promising sustainable tourism;

• Increase and diversify the type destination’s information through travel agencies, and

tour operators with which it becomes necessary to develop partnerships with local

stakeholders respecting environmental specifications. It is in order to spread

sustainable development in all regions of the world. (For example, promote

destinations, which limit access to cars and encourage green transport through the

establishment of bicycle paths facilitating the visit of the main points of interest;

• Create awareness to the youngest by creating workshops to teach them the useful

practices to respect the environment so that they can participate to build sustainably

the region where they live (young people of today are the tourists of tomorrow);

• Emphasize the moral interest of sustainable tourism, that is to say people can travel for

cheaper if they live like the locals, and at the same time decreases the cost of the stay,

and contribute to the development of a local population in several domains.

Particularly thanks to the cultural exchange, the respect for the lifestyle of the local

population;

• Organize seminars regarding the industry of tourism in developing countries in order

to act and engage local tourism stakeholders to help them discover the benefits of

sustainable tourism. For example, concerning the consumption of water, the local

population will see the interest of the actions done by tourist establishments and will

realize the real benefit of sustainable development;

• Set up an interface on the Internet to have feedback on the tourists’ experience. With

the aim of promoting and integrating sustainable tourism into several aspects and into

diverse cultures, in order to encourage the actions susceptible to improve the tourist

consumption of all destinations.

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Hypothesis 4: Are the recommendations of sustainable tourism reaching population?

• It is necessary to hire more of the local population; their point of view and their

behavior regarding the principles of sustainable tourism will improve through the

influence as employees. In the end, they will see the positive impact on their

destination, and the evolution on the economic, the social, and the environmental plan.

• The challenge for the luxury industry is to fill the requirements of customers with high

purchasing power, and respect the needs of sustainable development at the same time.

For example, the low water flow in a luxurious room can be perceived by demanding

customers as a barrier to their comfort. Some actors in the luxury industry see the

sustainable development differently, as the expectations and the needs of upscale

guests are different.

Confirmation or denial of hypotheses

The analysis is based in accordance of the hypotheses. The point of view of the interlocutors

interviewed and the literature reviewed will help us to confirm or deny every hypothesis.

This section presents a fine analysis of data obtained from interviews. To remind the reader

about the problematic “how sustainable tourism could help destinations to growth with the

respect of sustainable development principles?”

From this problematic, four hypotheses are derived that we will approve or not after the

analysis.

H1: Is sustainable development just a tool of sale?

H2: Improve the management of companies for the good of population.

H3: Is the clientele interested in sustainable tourism before booking?

H4: Are the recommendations of sustainable tourism reaching population?

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H1: Is sustainable development just a tool of sale?

After an analysis of both interviews, the interlocutors admit that they use sustainable

development as a tool to communicate that their facilities respect the environment. However

the first interlocutor realizes that it is a plus for the hotel, and it aims to show to customers

that the establishment is certified, recognized by eco-organization; and show to employees

that all the departments are involved.

However, according to the second interlocutor, sustainable development in the hospitality

industry is mainly an attractive tool for customers, if hotels want to be sustainable, they do

not need to have an eco label.

To give an example of the marketing of sustainability, the eco label Chouette Nature of Île

OYA has its own website that references all the establishments labeled, which belong to the

group Cap France. The website aims to have some news from the establishments labeled of

the group Cap France, download the new brochures, choose destinations in harmony with the

expectations of customers, sell packages in promotion, give more information about the

International Organization for Standardization ISO 14001, etc.

It is a strategy that allows Cap France to distinguish from its competitors and to gather their

sustainable destinations in order to make it easier for customers to find a place for their

holidays in accord with their expectations.

Furthermore, the eco label Chouette Nature proposes a range of sustainable products in order

to both raise the revenue and have a positive image vis-à-vis the customers.

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Côté Océan and Citizen Hotel do not have an eco label, although they respect the principles of

sustainable development. It means that it is not necessary to have an eco label to be perceived

as sustainable destination.

In these two hotels, they strongly emphasize to the reduction of paper; in fact, all guests can

have a tablet during their stay, and use it as a tool of communication between the front office

staff and the customers. At the end of the stay, the e-communication is used to send the

invoices.

Moreover, all the food consumed in both establishments is homemade, and the raw products

such as meet and others are bought from the nearest villages for Côté Océan, and the local

area for the Citizen Hotel.

It is a sustainable development principle to encourage the local economy, and sometimes the

hotels have no other choice than to work with local producers.

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At most hotels, the people who work on the subject are from the marketing department and

not from official organizations.

By gathering all this information, we could refute the hypothesis that sustainable development

is just a tool of sale for the hospitality industry, the tools of communication used by the

professionals of tourism industry go well with the principles of sustainable tourism.

H2: Improve management of companies for the good of population After the analysis of both interviews, the act of improving management in the tourist facilities

has to be reviewed because of the failure to reach a large number of local populations.

In order to make a large part of the population satisfied, it is very important to fulfill a

widespread activity. For example, the opinion of local population has to be taken in account

before any execution or plan desired by companies; such as expansion of big companies in

inhabited areas that could limit the use of water, and deprive them of natural places.

After having the interviews, we could notice that independent hotels have less interest to

establish a plan more detailed, and develop the specification created by eco organization

needed in order to obtain the eco-label. If the two hotels Côté Océan and Citizen Hotel have

to make more efforts regarding the local population, to meet the sustainable development

principles that aim to help local population take advantage of the industry of tourism.

However, Île Oya has already planned to work on it, as they previously get the eco label

Chouette Nature. On the official website, among the list of commitments, we can read that

they do several acts towards population:

The committee of Chouette Nature label made a frame of reference to realize the application

and legitimize the existence of the Chouette Nature label. This tool consists of more than 100

criteria restarted in 10 axes of Chouette Nature commitment.

Regarding the good of local population, the objectives are below:

• Fulfillment of people:

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Communicate to every member of our staff on the Chouette Nature initiative, and ensure an

appropriate training in this context in order to foster personal growth.

To sum up, the improvement of the management applied within companies towards local

population has to be enhanced. Then, the hypothesis is confirmed.

H3: Is the clientele interested in sustainable tourism before booking?

As I have worked at the Citizen Hôtel and Côté Océan, and according to the rates applied by

all the establishments studied, it is easy to demonstrate that the products offered by the three

establishments are up-scale.

Even so, they target their positioning to different segments of customers. It means that

products are accessible for customers of different ages. Furthermore, the hotels use different

tools in order to reach all the guests by changing the impression that the guests have towards

the sustainable tourism and its positive impact on destinations.

At the Citizen Hotel, technology is used as the primary way of communicating in order to be

perceived as a sustainable facility. Moreover, the hotel has defined as environmentally

friendly on its official website, many recommendations are updated online by the hotel, in

order to make the guests participate and involve them on the respect and the development of

the destination. Therefore, the guests respect the rules, follow the advices listed below, and do

not hesitate to encourage such policy.

So, we could say that customers are conscious that the hotel chosen by the guests for their trip

has a sustainable policy. So they share the same idea of the hotel, and approve the principles

and practices of the hotel, also they are agree with the attitudes of sustainable tourism.

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The eco recommendations of the Citizen Hotel

http://www.lecitizenhotel.com/en/green-hotel-paris

H4: Are the recommendations of sustainable tourism reaching population?

As the objectives of the UNWTO regarding sustainable development are not applied

everywhere. A small part of population remains pessimist because they are not involved

enough on the development of their destination.

In the case of the three hotels studied, there is a part of the population that is satisfied, as the

tourist establishments improve the attraction of destinations, and create employment among

their local people.

An implementation of tourism facilities has to include in their strategy the purpose of helping

the local population who live near the facility.

We could confirm this hypothesis, as local people are not conscious enough of the positive

impact of sustainable tourism on their destination. In the majority of cases, it is because of the

lack of communication of stakeholders. The tourism establishments alone cannot reach the

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whole population. It is important for other stakeholders to participate in the application of the

sustainable development in destinations, and take into consideration the utility to raise the

awareness of people in order to make their behavior respectful for their culture, environment,

and economic situation.

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Conclusion

Conclusion

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The tourism is the industry that allows tourist destinations to open up to the world, and to

develop various aspects.

Such as improving infrastructures, allowing to encourage and to facilitate the transport of the

local population and the persons coming from outside the borders through the construction of

roads, railway stations, variation of maritime and rail network, opening long-haul routes

thanks to airports, and to partnerships with diverse airline companies.

This will allow people who live in countryside or distant places to be able to move more

easily for different purposes thereby encouraging the domestic tourism and developing their

own destinations through the improvement of infrastructures and the raise of employment.

To improve the products of destinations, and to permit to population to leave in a better

condition of life, the services provided by different actors must be reviewed. As the

development of destination pass mostly through human development

Therefore, governments and other stakeholders must create and develop the important

services useful to society, such as health and education.

Additionally, it is useful to restore museums and important buildings to encourage cultural

tourism, to build training centers to support the growth and meet needs of the major

stakeholders in tourism. All these features help increasing the conditions of families living

mainly from tourism.

This allows destinations to comply with standards and to be related to other areas worldwide,

thanks to the organization of international events for example. Furthermore, as the sector of

the tourism answers the international standards, global corporations will have to more invest

to participate in local economy, and take advantage of the economic boom in domains other

than the tourism.

However, it is difficult to move from theory to practice. The tourist establishments, which

have to respect the principles of the sustainable tourism, are in front of many obstacles. This

is mainly due to the insufficient interface of all stakeholders and to the carelessness of the

local population about the positive effects.

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After all, tourists will participate in all cases to the economic development of destinations due

to their expenses during the stay, even if the costs differ from a destination to another. And

thanks to the benefits that tourism industry can provide; global organizations will continue to

get closer the tourism industry to sustainable development. It is one of the solutions to fight

mass tourism and other bad activities in relation with tourism.

Indeed, the sustainable tourism is the solution for all the countries to develop fairly their

destinations. That is by respecting the principles of sustainable development (distribution of

profits, environmental protection, respect for culture, etc.).

After the qualitative study, we were able to notice that there are contradictions between the

texts of world organizations, and what is really applied. Because there are always factors that,

escape from the policy used by companies related to the industry of the tourism, such as the

negligence of the freedom of actions vis-à-vis citizens.

Similarly to sustainable development, sustainable tourism is based on three strategic pillars;

the economic, social, and environmental aspect. The main part is to find the equity between

these three aspects. As the problems are very large, it is essential to involve various local

organizations with the aim to master the specifications wanted by the principles of sustainable

development.

The objective of this thesis was to analyze the impacts of sustainable tourism on different

features; four hypotheses were discussed to demonstrate how sustainable tourism helps

improving destinations sufficiently. To lead this research, interviews with people who are in

relation with the industry of tourism and the domain of sustainable development were realized

in order to have more details useful to answer to the problematic.

The hypotheses were about the impact on local population, the awareness of customers, the

use of sustainable development through marketing, and the management of companies

towards the principles of sustainable development.

As the main issue is related to these features, it is essential to create a special unity in order to

gather information and data that could help to verify if all the specifications required for the

good of the environment and population are applied.

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The green organizations, which provide eco labels, are a good example of this procedure.

Even tough, other organizations have to broaden the verification, as they could help the

companies to improve their features, and their policies regarding the sustainable development,

like the raise of awareness of people, because unfortunately a part of population think that

sustainable development is just a concept linked to the environment.

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Appendix

Appendix

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