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ABSTRACT
Tourism certification schemes offer a transitional procedure to a more transparent and sustainable tourism product. Engaging current and previous Green Tourism Business Scheme (GTBS) members in Scotland, this research addresses issues of retention affecting progression of sustainable tourism supply. Quantitative analysis tracking GTBS members over three time points reveals 2% growth but conceals significant flux in membership. Retention was calculated at 66%, where business type analysis discloses distinct issues among accommodation providers with 42% departing the scheme. Decline is greatest among B&Bs and guesthouses (−61%), where poor and falling recruitment coincides with very poor retention (33%). Our analysis demonstrates that slow growth in membership is primarily a result of enterprises choosing to leave the scheme, rather than poor recruitment. Questionnaires from past and present GTBS members (n = 109) confirm the importance of personal pro-environmental philosophies and perceived business benefits in attracting members, yet anticipated benefits do not always materialise. The main reasons for leaving the GTBS relate to membership cost and unrealised benefits. Lack of scheme awareness, management, criteria, bureaucracy and time commitment were further departure factors. The paper offers some suggestions to address issues and enhance retention leading to sustainable growth among tourism certification schemes.
绿色旅游认证计划的参与与保留
旅游认证计划是帮助旅游产品向更加透明、可持续形式的过渡。通过接触苏格兰当前和先前绿色旅游商业计划（GTBS）成员，本研究强调了影响可持续旅游供给进展的保留问题。定量分析追踪显示GTBS成员在三个时间点增加了2%，但在成员间隐瞒了重要的变量。保留计算成员为66%，而业务类型分析显示了42%退出方案的住宿提供者的不同问题。下降率最高的是家庭旅馆和小型私营旅馆（下降61%），失败的招聘和保留（33%）相一致。本文的分析显示，成员缓慢增长的首要原因是企业选择离开计划而不是失败的招聘。来自GTBS现成员和原成员的问卷调查证实了个人支持环保理念的重要性，以及吸引成员的已知商业效益，然而预知收益并不是总能实现的。成员离开GTBS的主要原因是会员费用和未能实现的利益。缺乏计划意识、管理、标准、官僚集权和时间投入是成员离开GTBS更深远的原因。本文提供了一些建议以解决问题并加强对旅游认证计划中的可持续发展的保留。
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No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Rachel M. Dunk
Dr. Rachel M. Dunk is a principal lecturer in environmental management and sustainable development within the School of Science and the Environment, Manchester Metropolitan University, UK. Her research interests include the science and policy of climate change, carbon management, and sustainable development.
Steven A. Gillespie
Dr. Steven A. Gillespie is a lecturer in environmental science and sustainability within the School of Interdisciplinary Studies, University of Glasgow, UK. His research interests include rural development and tourism, applied ecology, and invasive species.
Donald MacLeod
Dr. Donald Macleod is a senior lecturer within the School of Interdisciplinary Studies, University of Glasgow, UK. His research interests include span anthropology of tourism, globalization and cultural change, ecotourism, sustainable development, identity and branding, and cultural heritage.