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Measuring Success of National Geographic Society’S Geotourism Program

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Measuring Success of National Geographic Society’S Geotourism Program MEASURING SUCCESS OF NATIONAL GEOGRAPHIC SOCIETY’S GEOTOURISM PROGRAM by Kristen Leonard Dr. Charlotte Clark, Advisor May 2011 Masters project submitted in partial fulfillment of the requirements for the Master of Environmental Management degree in the Nicholas School of the Environment of Duke University 2011 ABSTRACT Geotourism is a method of implementing sustainable tourism developed by National Geographic Society (NGS) to promote stewardship of the world’s distinctive travel destinations. As of April 2011, fourteen regional destinations in six countries have undertaken this community-based marketing strategy, which aims to expand traveler access to authentic, sustainable travel options. The Geotourism Program has potential to contribute to environmental sustainability, benefit local economies, and preserve regional and cultural authenticity. However, NGS and destination partners need a system of evaluation to gauge impacts and measure success of all geotourism initiatives. In this study, I used participatory action research and case study methods to identify success indicators and develop three measures of success (MOS) tools: a Stewardship Council Assessment, Program Sustainability Assessment, and Web User Survey. These data collection instruments are based on evaluation interests of the Western U.S. Geotourism Collaboration. By implementing the same MOS methodology across projects, evidence of project successes may be aggregated to create a strong case for future project funding. Relevant background for each of the six western U.S. projects is provided in this report. Additionally, I report results from the research process and pilot use of MOS tools on three western U.S. initiatives: Crown of the Continent, Sierra Nevada and Greater Yellowstone Geotourism. Baseline data collected to date reveals that the most conclusive evidence of project successes are impacts related to ‘Regional Identity and Collaboration.’ Once fully revised, the comprehensive three-part MOS methodology may be integrated as a feature of the NGS Geotourism Program to measure success of existing and new initiatives. This research is meant to serve as a resource for future MOS development as the Geotourism Program continues to expand and develop. CONTENTS Introduction ................................................................................................................................................. 4 MOS Methodology Goals ............................................................................................... 7 Background ................................................................................................................................................ 10 Methods ....................................................................................................................................................... 26 Results .......................................................................................................................................................... 35 Regional Identity and Collaboration Impacts ........................................................... 35 Economic Impacts ....................................................................................................... 40 Social and Environmental Impacts ............................................................................ 46 Conclusion .................................................................................................................................................. 51 I. Data Collection Tools ............................................................................................... 51 II. Indicator Inclusion in MOS Methodology .............................................................. 53 MOS TOOL #1 Program Sustainability Assessment ............................................................... 66 MOS TOOL #2 GSC Assessment ....................................................................................................... 67 MOS TOOL #3 Web User Surveys ................................................................................................... 72 CROWN OF THE CONTINENT GEOTOURISM .............................................................................. 77 Program Sustainability Assessment Results: March 2011 ...................................... 84 GSC Assessment Results: March 2011 ....................................................................... 88 SIERRA NEVADA GEOTOURISM ........................................................................................................ 93 Program Sustainability Assessment Results: March 2011 ...................................... 97 SGSC Assessment Results: March 2011 ................................................................... 100 GREATER YELLOWSTONE GEOTOURISM ................................................................................. 105 Program Sustainability Assessment Results: March 2011 .................................... 111 GSC Assessment Results: April 2011 ....................................................................... 113 CENTRAL CASCADES GEOTOURISM ............................................................................................ 118 REDWOOD COAST GEOTOURISM ................................................................................................. 122 FOUR CORNERS GEOTOURISM ...................................................................................................... 127 Discussion ................................................................................................................................................ 130 Articulating Success to Date ..................................................................................... 130 Future MOS Instrument Development .................................................................... 131 Appendices .............................................................................................................................................. 134 References ............................................................................................................................................... 189 Introduction The Geotourism Program was born out of National Geographic’s Center for Sustainable Destinations—whose mission is “To protect and enhance the world’s distinctive places through wisely managed tourism and enlightened destination stewardship (NGS-CSD 2011).” Protecting and enhancing the world’s distinctive places requires prevention of degrading conditions such as overcrowding, the kind of herd mentality that impacts both environmental quality and visitor experience; as well as homogenization by chain industries. In 1997, the geotourism strategy was created as a means of providing unique visitor experiences while supporting the unique, endemic assets of a region that create “geographical character.” Jonathan Tourtellot of NGS defined the mission of geotourism, “To sustain or enhance the geographical character of a place – its environment, heritage, aesthetics, culture, and well-being of its residents (NGS-CSD 2011).” Geotourism is a community-level marketing technique and a methodology for implementing sustainable tourism with goals of: • Promoting destination stewardship; • Dissuading development of generic mass tourism; • Relieving tourism pressure from iconic sites and distributing visitation on a community-level; and • Benefiting both tourists and residents. NGS approaches this mission within each ‘geo-region’ by collaborating with an organized alliance of local stakeholders, referred to as the “Geotourism Stewardship Council” (GSC) throughout this report. GSCs coalesce efforts around the Principles of Geotourism (Appendix A), partnering with NGS to expand community-level market access to authentic, sustainable travel options within each destination. As of May 2011, a total of 14 geotourism mapping projects have been implemented by NGS and destination partners in both domestic and international regions (Complete list in Appendix B). Geotourism has the potential to influence behavior of travelers and local stakeholders—contributing to environmental sustainability, benefiting local economies, and preserving the cultural authenticity of these unique travel destinations. However, no geotourism initiative to date has formally included an effective means of gauging impacts or measuring project success. National Geographic recognized a significant need to develop and incorporate a Measures of Success (MOS) methodology that can become an integral feature of the geotourism program model. Research Questions The product of my research is a MOS methodology that may be implemented as an integral part of the NGS geotourism program model in the future. Fundamental questions driving this research include: • What are the potential impacts of geotourism initiatives? • How can we gauge behavioral influence of geotourism projects on stakeholders and consequential economic and environmental impacts? • How can we best identify and document positive impacts for all stakeholders—residents, travelers, and the destination’s natural and cultural assets. Research Summary I have built the foundation for a Geotourism MOS Methodology that will allow NGS and destination partners to gauge success of geotourism initiatives by carrying out the following objectives: 1. Identification of potential impacts and success indicators I used participatory research and case study methods to involve geotourism project stakeholders in the development
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