Brooke Allred
English 2010
Professor Kowalski
17 March 2013
Will Improved Certification Make Ecotourism More Marketable?
Ecotourism has developed recently as a consequence in the rise of ecological awareness. Ecotourism is a form of tourism visiting fragile, pristine, and usually protected areas, intended as a low impact and often small scale alternative to standard commercial tourism. Within the new array of ‘green’ products and services, ecotourism claims to combine environmental responsibility with the generation of local economic benefits that have both a development impact and serve as conservation incentives. Examples of ecotourism vacations are often considered the trips to save the rainforest or help build schools in 3rd world countries. In 2006, Executive Director of the International Ecotourism Society, Martha Honey, and Founder of Planeta.com Ron Mader, provided their insight into the pros and cons of improved ecotourism certification. Ron Mader presents the stronger conclusion that improved certification will not actually increase the marketability of those that take part in these certification programs; at least not yet.
Martha Honey is on the pro side stating that “reputable “green” certification programs that measure environmental and social impacts will promote ecotourism.” (qtd. in Cox). After observing the incredible demand by the public following the certification of organic food products by the FDA, Honey feels that it is only natural that the same trend would follow within the ecotourism industry as well. Honey suspects that consumers genuinely want to travel more responsibly, but without any leading national certification programs in place, the public is not aware of the option when planning travel. She feels that the certification programs will make the industry marketable as the consumers become aware that a higher quality of service and products come from the companies meeting the strict certification processes. Companies have begun to take part in a process known as "green-washing," labeling themselves as ecotourism-friendly by undertaking very minor changes without being certified that their practices actually reduce carbon foot print. Honey believes that certification would deter companies from falsely claiming to be eco-friendly.
As the Executive Director of the International Ecotourism Society, Honey evaluates several certification programs that are already in place but are still in their infancy with most of the programs being less than 10 years old. “Certification has been very successful in improving quality and reliability of products and services,” (qtd. in Cox). However in the evaluation of the programs, Honey fails to provide strong market research that following the certification of the establishment or tour operator, the public was more likely to patronize such businesses. The value assumption is strongly placed on the glory that certification companies will experience as the demand to become eco-friendly begins to rise. “I envision a day when guest will routinely check […] green leaf rating as well as star rating,” (qtd. in Cox). It is unclear the definition that Honey places on the ambiguous term “travel responsibly.” Is this making sure that a company’s carbon footprint is as low as possible by leaving no trace on the trails and vegetation within an area, or is it simply only traveling and supporting small business that do not conform to the typical corporate structure? With this not being defined, it leaves the term “certification” open for interpretation as well. In order to meet “certification” do companies only have to reduce packaging garbage, and use solar lights or is it a company that actually has elaborate gray water recycle systems, buildings that are built very organic, and only certified organic foods are available to guest? Honey wraps up her views with a wishful thinking fallacy that “certification, improved sustainability, and increased marketability are the best internal audit out there.” to measure and fix the poor eco practices that currently exist within the travel industry (qtd. in Cox).
Ron Mader is the responsible travel correspondent for Transitions Abroad and host of the award-winning Planeta.com website dedicated to informing the public about ongoing ecotourism trends, issues, and events. Mader deems that certification programs do not make companies more marketable due to there being a lack of consumer demand for these types of services. Mader points out that during the International Year of Ecotourism conference, stakeholders did not believe that these certification programs enhanced business. “In fact some leading tour operators believe certification and accreditation schemes are a scam that creates a cottage industry for consultants,” (qtd. in Cox). Moreover, most stakeholders have been left out of the process, including indigenous people, community reps, and owners of travel businesses to decide what practices should be deemed “eco-friendly.” When these stakeholders have been asked to participate in these meetings, many of the leaders have opted out pointing out that they have more pressing issues to attend to other than eco-certification.
Mader considers that a better and more effective solution to expose and set industry standard eco-friendly practices would be to do it as industry awards. These would be decided and voted on by the same consumers that are likely to pay for eco-friendly initiatives while traveling and would cost a fraction of the cost for the businesses. Mader does fall into post hoc fallacy as he heavily relies on awards being the only way to lead to more awareness on the ecotourism practices worth supporting without really having a marketable certification program. He fails to define what he believes “consumer demands” includes, leaving the statements weak as what one person may feel is in demand such as a human service project is not likely to be the same demands another would expect. In leaving the decision completely to awards, these surveys or the decision process could be heavily influenced into a particular segment that would only be advantageous to a particular niche market.
While Madar agrees that there is a definite need in the industry to have a set standard for companies choosing to be considered “green,” certification programs may not be the solution. Mader presents the stronger conclusion with logical reasoning, statistically driven information, and a clear perspective of what is currently trending, marketable, and in demand with the ecotourism industry pointing out that no consumer demand may exist for certified “eco” vacations. Mader appeals to the general public and states that “first, get the consumers to care, then worry about rating and certification,” (qtd. in Cox). In 2006, Planeta.com invited tourism professionals to participate in a candid review of tourism promotions. The responses provided very low marks for certification programs implemented by the government. Furthermore, the general public that these programs were intended to be marketed to, were not familiar with the certification programs or the government PR agencies put in charge, leading to very little emphasis on supporting any companies that did have the eco-friendly rating. He closes with a strong statement saying “Emphasis needs to be placed on evaluating the industry and offering training and promotion for local providers who strive toward sustainability and ecotourism,” versus those that can pay for the certification.
Ecotourism is not merely an alternative to mass tourism, nor is it the only alternative. It is suggested that awareness in environmental practices and satisfying experiences in ecotourism accommodations through awards may lead to reinforcing visitors’ favorable environmental attitudes, thus increasing their interest in further ecotourism experiences, not necessarily based solely on the a certification a company was able to purchase. It is a trend that deserves to have a great amount of interest placed on it. Community and industry involvement should be at the forefront while looking at and evaluating the practices that work and the practices that don’t work. If the travel industry does not begin to get actively involved in preservation of the pristine locations stomped on by thousands and millions of tourist each year, future generations may not get to participate and learn from these environments in the future.

Works Cited
Cox, Rachel. “Ecotourism: Does it help or hurt fragile land and cultures”. CQ Researcher. 16 (2006): n. pag. Web. 11 March. 2013