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Ecotourism Production Process: Best Practices for Developing Ecotourism in the Pacific Northwest

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Ecotourism Production Process: Best Practices for Developing Ecotourism in the Pacific Northwest Ecotourism Production Process: Best Practices for Developing Ecotourism in the Pacific Northwest Michael Anthony Montanari A thesis submitted in partial fulfillment of the requirements for the degree of Master of Marine Affairs University of Washington 2013 Committee: Marc L. Miller Dorothy Paun Program Authorized to Offer Degree: School of Marine and Environmental Affairs ©Copyright 2013 Michael Anthony Montanari University of Washington Abstract Ecotourism Production Process: Best Practices for Developing Ecotourism in the Pacific Northwest Michael Anthony Montanari Chair of the Supervisory Committee: Professor Marc L. Miller School of Marine and Environmental Affairs The field of marine and environmental affairs is multi-disciplinary connecting the complexities of science, law, and policy and incorporating the framework of Human Dimensions of Global Change in the Marine (and Terrestrial) Environment. Ecotourism focuses on sustainability and is causally affected by the driving forces in global change. The tourism industry is increasingly recognized as an enormously potent force for sustainable development and positive change in the environment. Today, people travel more than ever. In recent years, elements of the travel market have begun to insist that their travel not jeopardize the quality of the natural environment and their travel not jeopardize the quality of life for the visited communities. Ecotourism is examined in connection with the sociological model of tourism that includes brokers, locals, and tourists and this model is expanded to include nature and technologies. Ecotourism definitions incorporate principles of sustainable tourism and the triple bottom line is the metric for measuring ecotourism success. Ecotourism is an experience and an industry jointly produced by Broker-Local-Tourist dynamics. Ecotourism entrepreneurs in the Pacific Northwest have an opportunity to develop environmentally sound, socially aware, and economically profitable businesses. Additionally, the concept of the tourist spectrum is presented. The development of an ecotourism business can be visualized as a three-step process: vision of the ecotourism entrepreneur, identification of the ecotourism vision, and analysis of the Ecotourism Production Process. The innovative six-phase Ecotourism Production Process is a framework to develop best practices and will lead the ecotourism entrepreneur to a sequence of logical business decisions. This model was validated with elite interviews with private sector ecotourism brokers. ACKNOWLEDGMENTS I would like to thank my thesis committee, Professors Marc L. Miller and Dorothy Paun, who, with their guidance, leadership, and confidence in me made the thesis process manageable and attainable. Additionally, I would like to thank my thesis seminar group – Adi Hanein, Zach Meyer, and Michael Tillotson – who provided positive feedback, constructive criticism, and a little levity during thesis crunch time. This thesis was accomplished due to the Research Assistant position I held under Professor Marc L. Miller; working on a project for KMI. Therefore, I also wish to thank the two undergraduate RA’s Naomi Garner and Jillian Zemanek. My two years at SMEA went smoothly thanks to the help and attention from the staff including, Michelle Berg, Tiffany Dion, Suanty Kaghan, Megan Russell, and Nick Wehner. I am indebted to the faculty at SMEA for offering the courses that enabled me to complete my degree in two years, specifically Beth Bryant, Nives Dolšak, Dave Fluharty, Tom Leschine, and Marc L. Miller. A gracious thank you to Alex Adams and Andy Gregory at Coastal Tourism Research LLC for advice, assistance, and association throughout the thesis process. I would also like to thank my friends in the Edmonds community for supporting me in their own unique way. Finally, I need to thank, most of all, my family; first, my wife, Dana, for all her love and support for the past two years of graduate school; my oldest son, Spencer, for happily doing his homework while I was doing mine; my youngest son, Paddy, for giving me backrubs while I was spending hours typing at the computer; my loyal companion, Betsy, for sleeping soundly at my feet and reminding me to take a break and go outside and play; and of course my cats, for leaving me alone. Lastly, I must thank my parents, Lenny and Rita, who, even at my age, are still very proud of me. TABLE OF CONTENTS Introduction ..................................................................................................................................... 1 Part I: Background and Key Concepts ............................................................................................ 6 Chapter 1 A Brief History of Tourism ......................................................................................... 7 1.1 Introduction ........................................................................................................................ 8 1.2 Travel in the Ancient World ............................................................................................ 10 1.3 Moving Toward Modern Tourism ................................................................................... 11 1.4 BLT Model of Tourism .................................................................................................... 14 Chapter 2 Ecotourism ................................................................................................................ 19 2.1 Introduction ...................................................................................................................... 20 2.2 Paradigm Shift ................................................................................................................. 21 2.3 Definitions & Concepts .................................................................................................... 23 2.4 Five Aspects ..................................................................................................................... 31 2.5 Comparison to Other Tourism Types .............................................................................. 33 2.6 Ecotourism Tourist ........................................................................................................... 42 2.7 Tourist Spectrum .............................................................................................................. 44 2.7.1 Primary Data Methodology – In-Depth Interviews .................................................. 47 2.8 Literature Review on the Ecotourism Tourist .................................................................. 49 2.8.1 Secondary Data Methodology – Literature Review .................................................. 52 2.9 TBL Metrics ..................................................................................................................... 54 2.10 Thesis Methodology ....................................................................................................... 57 Part II: Ecotourism Production Process in the Pacific Northwest ................................................ 59 Chapter 3 Pacific Northwest ...................................................................................................... 60 3.1 Introduction ...................................................................................................................... 61 3.2 Geological Profile ............................................................................................................ 64 3.3 Ecological Profile ............................................................................................................. 69 Chapter 4 Ecotourism Framework ............................................................................................. 76 4.1 Introduction ...................................................................................................................... 77 4.2 Ecotourism Production Process ....................................................................................... 77 4.2.1 Entrepreneurial Perspective ...................................................................................... 78 4.2.1.1 Phase #1 – Goals ................................................................................................ 79 4.2.1.2 Phase #2 – Actors ............................................................................................... 80 4.2.1.3 Phase #3 – Site ................................................................................................... 81 i TABLE OF CONTENTS 4.2.1.4 Phase #4 – Products & Services ......................................................................... 82 4.2.1.5 Phase #5 – Production Dynamics ...................................................................... 82 4.2.1.6 Phase #6 – Outcomes ......................................................................................... 83 4.3 Validation of the Ecotourism Production Process ........................................................... 83 4.4 Primary Data Methodology – Elite Interviews ................................................................ 84 4.4.1 Ecotourism Philosophy ............................................................................................. 86 4.4.2 TBL Success ............................................................................................................. 86 4.4.3 TBL Disappointment ................................................................................................ 86 4.4.4 Design & Technology
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