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The Usability of the Environmental Management System in the Rokua Area

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The Usability of the Environmental Management System in the Rokua Area Nordia Geographical Publications 32: 2, 11–24 Anne Hynönen The usability of the environmental management system in the Rokua area Anne Hynönen Department of Geography, University of Oulu Abstract. Environmental awareness is increasingly looked upon as one of the most important factors in the appealing nature of a tourist destination, tourist businesses and even whole tourist regions are now required more than ever to demonstrate the economic, social and environmental sustainability of their operations. This article focuses on assessing how usable a regional environmental management system (EMS) is in a tourism region spreading across regional (municipal) administrative frontiers, and what should be specially considered in the execution of the EMS pro- gramme as regards local tourism business. Rokua tourism area is the first ever EMS in the world set up fur such a large geographical area. It is necessary to work out proposals that would enhance EMS’s and make them increasingly efficient in pro- moting actions and operations identified as more essential as regards environmen- tal protection. This survey shows that the environmental management system suc- ceeds in shaping the guidelines and recommendations of sustainable development, which all too often remain rather obscure and far too generalized. Background ality (Berry & Ladkin 1997; Richards & Hall 2000). The growth of tourism and its effects – Accounting for comprehensiveness sets positive and negative – have unearthed a new demands for the planning and devel- number of environmental, cultural and eco- opment of tourism. The development of nomic questions. While environmental tourism is moving away from the tradition- awareness is increasingly looked upon as al ways of developing individual actions or one of the most important factors in the operations and towards proactive, compre- appealing nature of a tourist destination, hensive development strategies, with spe- tourist businesses and even whole tourist cial focus on the co-operation between dif- regions are now required more than ever ferent actors and lines of operation – in to demonstrate the economic, social and accordance with the principles of sustaina- environmental sustainability of their oper- ble development. Further important actors ations. These sustainability requirements will in modern tourism development are the have to include a future look into the needs authorities responsible for elements includ- of coming generations and the require- ed in tourism (industrial development, en- ments of comprehensiveness and region- vironmental control, traffic and communi- 11 Hynonen_2.pmd 11 2/26/2004, 1:01 PM The usability of the environmental management system in the Rokua area NGP Yearbook 2003 cations, marketing etc.), as well as investors mentally aware means of operation. The and sponsors. Tourism is a branch of in- great majority of the development in tour- dustry including a variety of different prod- ism is driven by self-interest rather than by ucts, which often shows highly divergent genuine concern for environmental issues control and guidance strategies due to the (Mastny 2002:146-147). fact that tourism development involves a This research is concerned with the ap- whole range of different public and private plicability of environmental management sectors (Fennel 1999; Saarinen 2001). As systems in the field of tourism, using the regards the participation of the different EN ISO 14001 environmental manage- interest groups, the fact that the actions or ment system for the Rokua area as a sam- different groups, societies and communi- ple case. The aim of the Rokua environ- ties are governed by different values has to mental management system, which involves be taken into account. It is a fundamental both private and public actors, is to devel- element of sustainability to be able to off- op tourism in the Rokua region in an eco- set the different goals, possible controver- logically sustainable way, also taking into sies and compromises brought about by the account the unique natural conditions of the different values. Therefore, a balance is no area. The environmental management sys- longer sought between man and nature, but tem (EMS) thus serves as a functional tool rather between different people and differ- in the planning and execution of tourism ent interests of groups of people (Kinnunen development in the area. 2001: 101). Thus, tourism planning shall be found- Tourism region and environment ed on ecological, economic and social sus- tainability. One of the primary goals of The effects of tourism on the environment planning is to minimize the negative effects can be assessed (and controlled) using var- of tourism. Most importantly, this view- ious methods. These methods include the point involves identifying the environmen- assessment of environmental influence and tal issues affected by tourism. Regarding the environmental support capacity, quality protection of environment, this is essentially management, and regional environmental to do with the volume of visitors and how management systems. Further measures it can be controlled. Sustainable tourism encompass guidelines on environmentally has not so much to do with the “tourism aware operations and pro-environmental or no tourism” issue, but rather “how behaviour codes compiled for tourist busi- much, and what kind of development” nesses and individual visitors respectively (Saarinen 2001: 70). Basically, however, (see Matkailun edistämiskeskus 1995). Most tourism is a commercial business, which is of the tools mentioned above are mainly to a great extent run by international hotel designed to be used in tourist businesses or chains, tour operators and transportation focused on specific important issues con- firms. It will certainly not be easy to find a cerning the whole region, such as environ- balance between the goal of commercial mental degradation. It is very illustrative of tourism to increase the number of visitors, the interest shown for the relationship be- and the need to adopt sustainable, environ- tween tourism and environment that there 12 Hynonen_2.pmd 12 2/26/2004, 1:01 PM Nordia Geographical Publications 32: 2, 11–24 Anne Hynönen are more than 100 eco labels (or green la- er, regional perspective rather than looking bels) in use today. These eco labels are – at things from the viewpoint of an individ- together with various environmental priz- ual business or branch of business. Look- es and environmental behaviour codes de- ing at sustainable development from the signed for visitors – examples of concrete point of view of tourism business is, how- results and achievements yielded by sustain- ever, a controversial issue. On the one hand, able tourism strategies. However, there is the tourism industry is seeking to maximize still little research available on how the var- the economic benefit, and on the other ying tools of sustainable tourism have suc- hand, public authorities are striving to pro- ceeded in keeping in line with the principles tect regional environmental tourism re- of sustainable tourism at regional level (cf. sources by means of various strategies Lee 2000; Font 2002; Loven 2003). (Font & Ahjem 1999: 73). This controver- ISO 14 001, the standard on environ- sy gives rise to an essential problem in tour- mental management systems by the Inter- ism planning and development, namely the national Organization for Standardization lack of co-operation between the public (ISO), which was launched 1996, is one of and private sectors (cf. Berry & Ladkin the best-known environmental programmes 1997; Gunn 1999: 84; Hall 2000). in the world. The ISO 14 001 standard If, however, the general aim is to boost lends itself to use in a wide variety of do- the social, economic and environmental mains. It is concerned with general environ- impacts of tourism – and especially to do mental management issues in different or- it in a pro-environmental way – the co- ganizations, such as environmental manage- operation between the public and private ment systems, environmental auditing, life- sectors will have to take on a key role, while span assessments, and different environ- the goals and operations of individual busi- mental certifications (Nelson et al. 1993: nesses will also have to be considered in the 245). planning process (fig. 1). Tourism business involves a whole range The environmental awareness of travel- of different lines of activity, and as a result lers has increased at the same time as the heterogeneity specific operational guidelines increased spare time and the ageing of and codes have been prepared for tourism, population have brought changes to the such as the Blue Flag, which works towards demand of tourism, forcing it to serve an sustainable development at beaches/mari- increasing amount of individual needs than nas, and the ecological criteria of the Swan, before. This development highlights the the Nordic ecolabel for hotels (Pohjois- need for adopting general principles direct- mainen ympäristömerkintä 2002). ed at sustainable tourism development. Problems with environmental manage- Regarding tourism areas, this clearly sug- ment systems and ecolabels are claimed to gests taking a comprehensive regional ap- arise from their relatively strict delimitation proach, in which an attempt is made to according to specific fields and also their harmonize the goals and aims of tourism rather general guidelines. In sustainable tour- business with those of sustainable develop- ism development, the focus is on compre-
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