This study is about sustainable tourism and CSR focussing on the Whale Watching industry and the increasing number of Whale Watching tour operators. Primary research was used to get a knowledge about the question if sustainable tourism is a demand or supply issue.
The number of WW companies as well as the CSR certified companies, raised up in the last years. In 2010 the first WW organization has been CSR certified. In the last years more and more ecolabels were established. There is no specific WW ecolabel yet but there is the question if a CSR certification would makes sense for the WW industry. Today, every company wants to be “green” and certified by any ecolabel. Nearly every company tries to be “green”, but most of those companies pretend to be green for a better image. But why should a company get certified when lots of people do not know what the certification means. And is it necessary to be certified or do the customers have to be more sustainable?
Table of Contents
1. Introduction
2. Background - Whale Watching
3. CSR- Literature Review
3.1 Code of Conduct
4. Methodology - Desk research /Interview
4.1 Research Question
4.2 Desk Research
4.3 Sample
4.4 Research finding
5. Discussion
6. Conclusion
Research Objectives and Themes
The primary objective of this study is to examine the role of Corporate Social Responsibility (CSR) and Codes of Conduct within the Whale Watching industry. Specifically, the research seeks to investigate whether sustainability in tourism is primarily driven by supply-side initiatives or demand-side awareness and consumer responsibility.
- The integration of sustainability and CSR in the Whale Watching industry.
- The effectiveness and voluntary nature of existing ecolabels and Codes of Conduct.
- The role of consumer awareness and sustainable booking behavior.
- The responsibility of tour operators regarding animal welfare and environmental education.
- The potential impact of certification on the quality of wildlife tourism services.
Excerpt from the Book
Background - Whale Watching
WW is fascinating many people every year. WW means in this case the observation of free-living whales and dolphins from boats, helicopters or land based. It started in early 1950’s with a land based observation point in San Diego, USA. Today, it is possible to do a WW- tour in more than 110 countries. There are different types of doing WW, land based, helicopter flight, diving, via boat, aircraft and others. WW became a big tourism industry in the last years. But more and more WW operators are putting whales (cetaceans) in more and more under pressure. Often, it is just a profit organization that is not very interested in animal welfare. But on the one hand the tour operator should have more interest in animal welfare but on the other hand every tourist can choose a organization on their on, so they have to make sure that the organization is reliable. Therefore certain ecolabel companies are certifying some WW operators. Ecolabels can show the customers that they are acting e.g. sustainable. But a huge problem is that most of the customers do not know what a certification is as well as how they can protect cetaceans. An example for an ecolabel is the CSR- label.
Summary of Chapters
Introduction: This chapter highlights the rising number of CSR-certified companies in the tourism industry and questions the necessity and impact of these voluntary certifications on Whale Watching.
Background - Whale Watching: This section provides an overview of the growth of the Whale Watching industry and the resulting environmental pressures on cetaceans, emphasizing the conflict between profit-driven operations and animal welfare.
CSR- Literature Review: The author defines Corporate Social Responsibility and explores the pillars of sustainability, discussing the benefits and criticisms of voluntary certification schemes.
Code of Conduct: This section examines the role of guidelines and Codes of Conduct in providing behavioral standards for operators to minimize the negative impacts of Whale Watching.
Methodology - Desk research /Interview: The author describes the qualitative approach using semi-structured interviews and desk research to analyze consumer perspectives on sustainable tourism responsibility.
Research finding: This chapter summarizes the interview data, noting a tendency toward consumer interest in sustainable practices despite a lack of representative depth.
Discussion: The author evaluates the interview responses, highlighting the gap between consumer desire for sustainability and the perceived high costs of sustainable travel.
Conclusion: This final section emphasizes the need for a standardized, dedicated Whale Watching ecolabel to bridge the knowledge gap and ensure industry-wide environmental compliance.
Keywords
Whale Watching, Corporate Social Responsibility, CSR, Sustainable Tourism, Code of Conduct, Ecolabel, Environmental Protection, Animal Welfare, Consumer Responsibility, Tourism Industry, Sustainability, Cetaceans, Certification, Wildlife Tourism, Greenwashing
Frequently Asked Questions
What is the core focus of this research?
The research explores the intersection of Corporate Social Responsibility (CSR) and the Whale Watching industry, examining who holds the responsibility for sustainability: the tour operators or the tourists.
What are the primary thematic areas covered?
Key themes include the impact of voluntary CSR certifications, the utility of Codes of Conduct in protecting marine life, and the role of consumer behavior in regulating the tourism market.
What is the central research question?
The study aims to determine if sustainable tourism is predominantly a supply-side issue, driven by the industry, or a demand-side issue, influenced by the environmental awareness of tourists.
What scientific methodology was employed?
The author utilized a qualitative approach, combining desk research of academic sources with semi-structured, open-ended interviews conducted with ten individuals in Berlin.
What topics are addressed in the main body?
The main body covers the development of Whale Watching, the theoretical framework of CSR, the current state of Codes of Conduct, and an analysis of interview data regarding sustainable consumer choices.
Which keywords characterize this paper?
Important keywords include Whale Watching, CSR, Sustainable Tourism, Code of Conduct, Ecolabel, Animal Welfare, and Consumer Responsibility.
Why does the author suggest that current certifications might be insufficient for the Whale Watching industry?
The author notes that existing CSR certifications often focus on general business or environmental management and lack specific guidelines or enforceable Codes of Conduct tailored to the welfare of marine animals.
What is the "chicken-or-egg" dilemma mentioned in the conclusion?
The author questions whether the industry should first offer more sustainable products to educate consumers, or if the market should wait for consumer demand to drive the adoption of sustainable practices by operators.
- Quote paper
- Stefanie Grothe (Author), 2011, Sustainable Tourism and Whale Watching. A Supply or Demand Issue?, Munich, GRIN Verlag, https://www.grin.com/document/294262
