Tourism and Nature Conservation – Does marketing correspond with reality? Author: Advisor: Thomas Ruf Stefan Forster, Prof. lic. phil., dipl. Geographer Neuhauserstrasse 37 B Lecturer HTW Chur 8500 Frauenfeld [email protected] [email protected] 081 630 70 81 079 714 40 62 Co-Advisor/External Principal: Urs Tester, Dr. phil., Biologist Pro Natura Switzerland [email protected] 061 317 91 36 14 th August, 2009 Tourism and Nature Conservation – Does marketing correspond with reality? A Thesis presented to the Department of Bachelor Studies of the University of Applied Sciences HTW Chur in partial fulfillment of the requirements for the degree of Bachelor of Science in Tourism and in acknowledgment of the mentorship of Stefan Forster as Advisor to this Thesis by Thomas Ruf Copyright © 2009 Hochschule für Technik und Wirtschaft HTW, University of Applied Sciences, Chur III Table of Contents List of Figures and Tables ..................................................................................... VII Abstract.................................................................................................................... XI Acknowledgments.................................................................................................. XII 1 Introduction .................................................................................................... 13 1.1 Goals .................................................................................................................13 1.2 Methodology ......................................................................................................13 1.2.1 Picture analysis ......................................................................................14 1.2.2 Analysis of the existing offers presented in the brochures and in the internet ..................................................................................................16 2 Basis of tourism and nature conservation................................................... 19 2.1 Definition of tourism and nature conservation.....................................................19 2.2 The history of tourism and nature conservation in the Alps of Switzerland .........19 2.2.1 The history of tourism in the Alps ...........................................................19 2.2.2 The history of nature conservation .........................................................20 2.3 Trends in tourism and their influence on nature conservation.............................22 2.4 Sustainability and ecotourism.............................................................................24 2.4.1 Sustainability ..........................................................................................24 2.4.2 Ecotourism .............................................................................................26 2.5 Measuring Sustainability ....................................................................................27 2.6 Marketing in the sustainable tourism ..................................................................28 2.7 Mass tourism and carrying capacity ...................................................................29 3 The destinations............................................................................................. 31 3.1 Riederalp Mörel..................................................................................................31 3.1.1 Facts about Riederalp Mörel ..................................................................31 3.1.2 Facts about the UNESCO World Heritage Area Jungfrau – Aletsch – Bietschorn ..............................................................................................31 3.1.3 Analysis of the marketing actions ...........................................................33 3.1.3.1 Brochures .......................................................................................... 34 3.1.3.2 Internet ...........................................................................................35 3.1.4 Analysis of the existing offers .................................................................35 3.1.4.1 Brochures .......................................................................................36 3.1.4.2 Internet ...........................................................................................37 3.1.5 Actions for nature conservation ..............................................................37 Tourism and Nature Conservation – Does marketing correspond with reality? IV 3.1.5.1 The view of the tourism destination Riederalp Mörel.......................37 3.1.5.2 The view of the UNESCO management center...............................38 3.1.5.3 The view of the information center Villa Cassell..............................38 3.1.6 Recommendations and syntheses..........................................................38 3.2 Grindelwald........................................................................................................39 3.2.1 Facts about Grindelwald.........................................................................39 3.2.2 Facts about the UNESCO World Heritage Area Jungfrau – Aletsch – Bietschorn ..............................................................................................39 3.2.3 Analysis of the marketing actions ...........................................................39 3.2.3.1 Brochures .......................................................................................40 3.2.3.2 Internet ...........................................................................................41 3.2.4 Analysis of the existing offers .................................................................41 3.2.4.1 Brochures .......................................................................................42 3.2.4.2 Internet ...........................................................................................42 3.2.5 Actions for nature conservation ..............................................................43 3.2.5.1 The view of the tourism destination Grindelwald .............................43 3.2.5.2 The view of the UNESCO management center...............................43 3.2.5.3 The view of the nature conservation organization Pro Natura Berner Oberland .............................................................................43 3.2.6 Recommendations and syntheses..........................................................44 3.3 Engadin Scuol....................................................................................................44 3.3.1 Facts about Engadin Scuol.....................................................................45 3.3.2 Facts about the Swiss National Park ......................................................45 3.3.3 Analysis of the marketing actions ...........................................................46 3.3.3.1 Brochures .......................................................................................47 3.3.3.2 Internet ...........................................................................................48 3.3.4 Analysis of the existing offers .................................................................48 3.3.4.1 Brochures .......................................................................................49 3.3.4.2 Internet ...........................................................................................50 3.3.5 Actions for nature conservation ..............................................................50 3.3.5.1 The view of the tourism destination Engadin Scuol .........................50 3.3.5.2 The view of the Swiss National Park ...............................................51 3.3.5.3 The view of the nature conservation organizations Pro Natura and WWF Grisons ..........................................................................51 3.3.6 Recommendations and syntheses..........................................................52 3.4 Sörenberg Flühli.................................................................................................53 3.4.1 Facts about Sörenberg Flühli..................................................................54 3.4.2 Facts about the UNESCO Biosphere Entlebuch.....................................54 Tourism and Nature Conservation – Does marketing correspond with reality? V 3.4.3 Analysis of the marketing actions ...........................................................55 3.4.3.1 Brochures .......................................................................................56 3.4.3.2 Internet ...........................................................................................57 3.4.4 Analysis of the existing offers .................................................................57 3.4.4.1 Brochures .......................................................................................58 3.4.4.2 Internet ...........................................................................................58 3.4.5 Actions for nature conservation ..............................................................59 3.4.5.1 The view of the tourism destination Sörenberg Flühli......................59 3.4.5.2 The view of the tourism region Entlebuch and the UNESCO Biosphere Entlebuch.......................................................................59 3.4.5.3 The view of the nature conservation organization Pro Natura Luzern.............................................................................................59 3.4.6 Recommendations and syntheses..........................................................60