Sustainable Tourism

Introduction

Tourism has becoming the most important sector of economic growth in the world despite the natural disaster and epidemic events and especially in less developed country. This is why these countries when planning their economic development often rely on, and sometimes even heavily depend, on tourism (Bufler, 1992; Thorsell and Sigaty 2001; Fyall and Garrod 2005).

Tourism is a highly competitive industry which incorporated a large number of private and public sectors to offers a wide range of products and services for difference segment of tourists. In other words, it is not a simple process of exchanging goods and services but rather a big and complex system. This is due to the conflict between economic, social and environmental perspective of tourism development. (BUČAR, Kristina; ŠKORIĆ, Sanela; PREBEŽAC, Darko. Acta Turistica, 2010, Vol. 22 Issue 2, p221-243, 23p)

The intensity of negative effects on the environment has increasingly been recognized by all parties. Hence, when planning tourism development it is necessary to clearly identify all the possible effects of tourism. All parties (investors, local authorities, tourists) involved in tourism must be proactively engage in the planning. Marketing plays an important role on this because it is not just promoting the attractions itself but also sending the appropriate message to public which may sensitize them to the attractions they are visiting and thus minimize the negative effects.

This paper gives an overview and explores the relationship between sustainable tourism, tourism impacts, market economics, ethics and values, and mass tourism with a focus on the notion of tourism for sustainable development.

Platforms of Tourism Scholarship

Many debates about tourism planning and development arise out of the fact that each of the people have different values and objectives and tend to see the world a little bit different. In order to understand these differences, Jafari's platforms and Macbeth platforms provide a clearer understanding on policy and planning perspective.

Originally, Jafari (1990, 2001) has proposed four platforms which fail to consider ethics and the concept of SD. Later on, Macbeth (2005) remodels it and proposed six platforms, may call it the perspectives in this context.

Six platforms

1. Advocacy - "the good" is about the economy prospects. It promotes the economy value.

2. Cautionary - "the bad" concerns for culture and nature. It began to challenge the "all good - advocacy platform". It pointed economic disbenefit such as low pay, seasonal job, environmental destruction, cultural commodification.

3. Adaptancy - "the how", it look at the alternative forms of tourism which may mitigate the negative impacts and enhance the positive impacts. It focused on responsive to host community and their needs while still providing more products to satisfy the tourists.

4. Knowledge-based - "the why", it is a system perspective and necessary to develop a comprehensive knowledge of the subject. It took scientific and objective view of tourism and a systems approach to the industry.

5. Sustainability- it encompasses four dimensions: Ecological sustainability; Social sustainability; Cultural Sustainability; Economic sustainability.

6. Value-full tourism / Ethics - it must combined a moral position with the scientific technical positions which currently involved and it is meant to develop self-awareness of scholars and practitioners with regard to their ethical positions.

The five platforms (from Advocacy to Sustainability) can be used as a starting point for a detailed analysis of Sustainable Tourism and Sustainable Development. However, this can only be done if one recognizes and understand the ethical and values positions as the key towards those conflicts.

The Concept of Sustainable Tourism

Tourism will be sustainable only where the following conditions are met: protect the destination's resources attractions (pull factor), positive resident assessment of tourism, visitor satisfaction with their experience (word of mouth), builds environmental awareness, respect local culture, and an acceptable return on investment for operators within the tourism industry. The term responsible tourism is often used as a synonym for sustainable tourism, implying tourism that maximizes the positive effects for the local community, minimizes negative social and natural effects, and helps local people in preserving their culture and environment (CREST, 2010).

Along with accepting the concept of sustainable and responsible tourism, the concept of eco-tourism has emerged. It refers to travel to nature areas while protecting nature and caring about the welfare of local people (TIES, 1990), and includes the stay of tourists in areas with a certain degree of protection (e.g. national parks) (Vukonic, Cavlek, 001:84). A study which conducted by TIES (The International Ecotourism Society) has indicates the importance of ecotourism as an alternative to conventional and mass tourism. But however, it doesn't mean eco-tourism is always sustainable.

Bruntland report has also said that it is impossible to separate economic development issues from environment issues. This is due to the eroding of environmental resources can also undermine economic development. And in order to guarantee tourism industry longevity, three dimensions of Triple Bottom Line (Environmental, Socio-cultural and economic) are imperative. A suitable balance has to be established between these three aspects. Triple Bottom Line (TBL) approach has increasingly become common in today's business world. Corporations have widened their circle of responsibility, by not just focusing on economic but also on the environmental and social values. Researchers has increasingly focusing on community perceptions, needs and aspirations (for example Craik 1995; Raymond, Brown 2007).

Hunter (2002) has provides a summary of two attitudinal tendencies with respect to tourism and the environment. There are Light Green (LG) tendency and Dark Green (DG) tendency. These two tendencies could apply at difference level, from individuals business up to a national tourism development plan.

Light Green Dark Green

It is a tourism enthusiast; highly product focused; anthropocentric view; advocate and pro adaptancy; find new strategies to maintain and increase of its economic activity. Will act on environmental issues only when required or some direct advantage involved. Have

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