The European protected areas approach to organizing ecotourism

As in other economic sectors, in that of tourism, too, today’s growing environmental and social challenges require strategic and organizational answers by operators, in order to introduce a more sustainable and socially... [ view full abstract ]

As in other economic sectors, in that of tourism, too, today’s growing environmental and social challenges require strategic and organizational answers by operators, in order to introduce a more sustainable and socially responsible approach into their strategies and into their activities. In this context, ecotourism can play a crucial role in guiding tourist systems towards sustainability and social responsibility.

The role played by ecotourism is relevant not only for regions that are rich in natural resources, but also for those where natural heritage is combined with historical, artistic, and cultural heritage, as is so often the case in many European regions and nations. Indeed, since 2003 the European Commission has published several Communications and other documents (particularly, the so-called Agenda 21) aimed at joining competitiveness and sustainability in tourism.

After more than a decade, it is possible to analyze the effectiveness of EU policies on sustainable tourism. In this perspective, we conducted a research to study some benchmark ecotourism experiences that are considered effective Europe-wide, not only according to ecological parameters but also to economic and social ones. The analysis has focused on managerial, organizational, and strategic variables.  The experiences analyzed referred to some protected areas that put emphasis on a programmatic approach, with a mix of desired outcomes that help to define the various aspects of the ecotourism phenomenon. These concern: a) the conservation of the natural environment, b) some local key social issues, c) sustainable economic development, and d) tourist satisfaction.

This study produced two key findings. Firstly, that effective development of eco-tourism activities is strongly influenced by the distinctive organizational competencies of the key actors that are called upon to orient the touristic system. Secondly, that in a context like Europe, where often the touristic actors are heterogeneous and their goals potentially conflicted, it seems critical to develop a long term ecotourism strategy based on cross-sectorial collaborative relationships, bottom-up approaches, and “symbiotic” goals among the actors involved, with an orientation toward strengthening the local cultural heritage and raising awareness among key stakeholders.