The benefits and challenges of sustainable tourism certification: a case study of the Green Tourism Business Scheme in the West of England

JARVIS, NIGEL, WEEDEN, CLARE and Simcock, N. (2010) The benefits and challenges of sustainable tourism certification: a case study of the Green Tourism Business Scheme in the West of England Journal of Hospitality and Tourism Management, 17 (1). pp. 83-93. ISSN 1447-6770

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Abstract

This article discusses the perceived benefits and challenges associated with membership of the Green Tourism Business Scheme, a sustainable certification initiative. The literature reveals sustainable business continues to be the focus of considerable academic interest, as well as practical importance. Interviews with seven local hospitality and tourism enterprises in the West of England provided valuable insights into the benefits of the scheme. These were related to environmental impacts, financial considerations, marketing opportunities, brand recognition and company image, and other issues such as public relations, personal moral responsibility, and political considerations. Challenges included several internal and external factors potentially preventing businesses from joining the GTBS, such as a lack of respondent knowledge of the sustainable tourism concept, the perceived expense of applying for and/or membership, a lack of time to complete the application process, and the amount of work involved in compliance. Recommendations to facilitate and encourage future membership included more information about the scheme and its marketing advantages, the need for regional organisations to spend more money on promoting the GTBS brand, and the necessity of educating consumers on the importance of sustainability.

Item Type: Journal article
Additional Information: © 2010 Cambridge University Press
Uncontrolled Keywords: certification schemes; sustainable tourism; competitive advantage; marketing
Subjects: L000 Social Sciences > L300 Sociology > L312 Travel and Tourism
DOI (a stable link to the resource): 10.1375/jhtm.17.1.83
Faculties: Faculty of Education and Sport > School of Service Management
Faculty of Education and Sport
Depositing User: Converis
Date Deposited: 01 Mar 2011 16:43
Last Modified: 21 May 2014 11:01
URI: http://eprints.brighton.ac.uk/id/eprint/8110

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