rural

RURALTOURISMANDSUSTAINABLEDEVELOPMENT（一篇关于乡村旅游的外国文章）

2008-02-2021:33TamaraRátz-LászlóPuczkó

KodolányiJánosCollege-

BudapestUniversityofEconomicSciences

Paperprentedinthe

"RuralTourismManagement:SustainableOptions"

InternationalConference

September1998,SAC,Auchincruive,Scotland

Part1.

INTRODUCTION

RuraltourismisagmentofthetotaltouristindustrywhichisparticularlyimportantinHungary,

inacountrywithnospectacularnaturalattractions,withoutaside,highmountains,rainforestor

r,itsattractiveculturallandscapeswithsmallvillages,thermal

springs,riversandlakes,combinedwiththetraditionalhospitality,areabletoofferpleasant

experiencestothekindoftouristwhoislookingforrelaxationandrecreationinacalmtting.

Ononehand,ruraltourismdevelopmentcanplayanimportantroleinthediversificationofthe

Hungariantour

theotherhand,ruraltourismisnotonlytheend,butthemeanstostimulateeconomicgrowth,to

increatheviabilityofunderdevelopedregions,andtoimprovethelivingstandardsoflocal

populations.

Ifruraltourismistofulfilalltheroles,ithastobedevelopedinawaythatensuresthe

long-termsutisa

sustainablewayofdevelopmentinruraltourism?Howcansustainabilitybemonitoredand

promotedinruraldestinations?Thispaperattemptstoanswerthequestionsbyprentingthe

currentsituationofHungarianruraltourismthroughindicatorsthatareconsideredtoberelevant

forthistypeoftourism.

SUSTAINABLETOURISMDEVELOPMENT

TheconceptofsustainabledevelopmentwasintroducedbytheWorldCommissionon

EnvironmentandDevelopmentintheBrundtlandReportin1987,definingsustainable

developmentas"developmentthatmeetstheneedsoftheprentwithoutcompromisingthe

abilityoffuturegenerationstomeettheirownneeds".

Tourismisoneoftheforemosteconomicactivitiesaroundtheworld,havingtransportedmore

than617millionpeopleinternationallyandgenerated448billionUSDinreceiptsin1997(WTO,

1998).Itisamajoreconomicforce,havinggeneratedin1996anestimated3,153.3billionUSDin

grossoutput,creatingemploymentforapp.255millionpeople,producingapp.10.7percentof

worldgrossdomesticproduct,investingapp.766billionUSDinnewfacilitiesandequipment

annually,andcontributingmorethanapp.653.3billionUSDtoglobaltaxrevenue(WTTC,1996).

Thevolumeandsignificanceoftourismclearlyshowsthatitisnotenoughtodevelopnewforms

of"alternative"tourisminordertominimithenegativeandmaximithepositiveimpactsof

lectormustbedevelopedandmanagedinawaythatitdoesnot

damagethenaturalandsocio-culturalenvironmentandthisistheresponsibilityoftheworld-wide

tourismindustry.

ThoughtheBrundtlandreportmadenospecialreferencetotourism,sinceitspublication,therole

oftourismintheprocessofcontinuouslymisusingtheEarth'sresourceshasbeenanalydandthe

conceptofsustainabletourismappeared.

ingtothedefinition

oftheFederationofNatureandNationalParks,sustainabletourismis"allformsoftourism

development,managementandactivitythatmaintaintheenvironmental,socialandeconomic

integrityandwell-beingofnatural,builtandculturalresourcesinperpetuity"(FNNP,1993).A

publicationbytheTourismConcernandtheWorldWideFundforNaturedefinessustainable

tourismastourismwhich"operateswithinnaturalcapacitiesfortheregenerationandfuture

productivityofnaturalresources;recognisthecontributionthatpeopleandcommunities,

customsandlifestyles,maketothetourismexperience;acceptsthatthepeoplemusthavean

equitableshareintheeconomicbenefitsoftourism;andisguidedbythewishesoflocalpeople

andcommunitiesinthehostareas"(TourismConcern&WWF,1992).

Thoughtheexistingdefinitionsusuallydifferintheirfocusorlevelofelaborateness,themain

messageoftheBrundtlandReportemstobemoreandmoreacceptedbythetourismindustryall

r,thenotionofsustainabilityisaverycomplexoneandithasmany

ramifications(Mowforth&Munt,1998).

Ecologicalsustainability,whichmeansthattourismdevelopmentdoesnotcauirreversible

changesinagivendestination'cosystem,isthemostcommonlyaccepteddimension,sincethere

isanobviousneedallovertheworldtoprotectnaturalresourcesfromthenegativeimpactsof

eralgrowthofenvironment-awarenesshassignificantlycontributedto

sustainabilityreferstotheabilityofacommunitytoabsorbtourism(boththe

industryandthetouriststhemlves)al

sustainabilityinthecontextoftourismassumesthatagivencommunityisabletoretainoradapt

theirowndistinctiveculturaltraitsagainstthepressureofboththeso-called"touristculture"and

the"residualculture"ofthevisitors(Jafari,1987).Economicsustainabilityreferstoalevelof

economicgainfromtourismthatissufficienttoprovideanappropriateincomeforthelocal

community(comparedtotheinconveniencecaudbytheactivitiesofthetourismctor)andto

coverallthecostsofanyspecialmeasuretakentosatisfythetourists(thusapreconditionof

economicsustainabilityistheattractivenessofanareaandtheperceivedhighqualityofitstourist

supply:withoutbeinginacompetitivepositionintheworldmarket,nodestinationcanbe

economicallysustainable).

Thedifferentaspectsofsustainabilitydonotcompete,butmustbeenaquallyimportant.

Highlevelofeconomicprofitabilitymustnotbeconsideredasatooltocoveroverthedamage

donetosocialornaturalresources,buttherelativefragilenatureofthelattermustnotcreatea

planningenvironmentwhereeconomicconsiderationsarenotbeingtaken(properly).Sustainable

tourismdevelopmenthastobeeconomicallyviableandnaturallyandculturallynsitiveatthe

sametime.

Aswecoulde,inappropriatetourismdevelopmentresultsinincreasingstressondestinations

andconquentlyinnegativechangesinthedestinations'physical,economicandsocio-cultural

rtoavoidorminimiunfavourableimpacts,decision-makersmustbe

easurementofthe

progressthatanindividualdestinationismakingtowardssustainabletourismdevelopment,

sustainabilityindicatorsarecommonlyacceptedasonetofufultools.

INDICATORSOFSUSTAINABILITY

"Indicatorsmeasureinformationwithwhichdecision-makersmayreducethechancesof

unknowinglytakingpoordecisions"(WTO,1996).Inotherwords,indicatorsareatofuful

measuresofthofactorsthatareimportanttothedecision-makers(therelativesignificanceof

thefactorsdependontheirrelevancetothedevelopmentobjectivesofagivendestination,and

ontheirimportancetotourists)."Indicatorsarebothatoolformanagementtodayandan

investmentinthefuture,sincetheyreducetheriskofinadvertentdamagetotheresourcebaon

whichthe[tourist]industrydepends"(WTO,1996).

Badondifferentguidelinesandrecommendations(TourismConcern&WWF,1992;McCool&

Watson,1994;Murphy,1994;Howie,1996;Swarbrooke,1996;WTO,1996;Mowforth&Munt,

1998),theindicatorssuggestedforthepurpoofthisstudyarethefollowing(Table1):

Table1-IndicatorsofSustainabilityinRuralTourism

IndicatorMeasure

-Numberofvisitors/tourists(perannum/ason)

stress-Ratioofvisitor/touristnumberstolocalpopulation(per

annum/ason)

tiveness-Listofnaturalandculturalresources

-Rateofattractivenessofnaturalandculturalresources

ngprocess-Existenceoflocal/regionalplanfordevelopment

mplanningprocess-Existenceoflocal/regionalplanfortourismdevelopment

otection-Categoryofprotection

-Percentageofprotectedareacomparedtothewhole

territoryofthedestination

nvolvement-Ratioofthenumberoflocallyownedtouristbusinessto

thetotalnumberoftouristbusiness

ontrol-Existenceofformalmeasures(publichearing,community

meeting,localreferendum)toensurelocalcontrolover

developmentplanningandimplementation

ment-Numberofjobscreatedintourism(full-timeequivalent)

-Ratiooflocalemployeenumbertothenumberofguest

workers

mcontributiontothelocaleconomy-Proportionoftotaltaxincomegeneratedby

tourismonly

icdiversity-Shareofdifferenteconomicactivitiesinthetotaltaxincome

consumption-Ratioofrenewableenergysourcestonon-renewableenergy

sources(consumption)

anagement-Percentageofhouholdswithproperwagesystem

-Percentageofwastereceivingtreatment

ionandtraining-Percentageoflocalpeopleinvolvedintourismwith

professionaltrainingandeducation

-Distributionoftourismemployeesbyeducation

-Percentageoftourismemployees(andlocalpeople)

participatinginon-the-jobtraininginagiventimeperiod

atisfaction-Overallperceptionoftourism'simpactsinlocalcommunity

tsatisfaction-Overallsatisfactionoftouristsconcerningthequality

andthevalue/priceratioofthecomplextouristproduct

-Percentage/changeofrepeatvisitscomparedto

first-timevisits

THECONCEPTOFRURALTOURISM

stincountrysiderecreation

yasareactiontothestressoftheincreasingurbanisation

railway

r,theruraltourismof

oureraisdifferent:thenumberoftouristsinvolvedhasincreadsignificantlyandtourismhas

developedinalltypesofcountrysideinsteadofbeinglimitedtoareasofexceptionalscenic

beauty.

Thoughitemstobesimpletodefineruraltourismas"tourismthattakesplaceinthe

countryside",thisdefinitiondoesnotincludethecomplexityoftheactivityandthedifferentforms

ingtoabroaderdefinition,"ruraltourism

includesarangeofactivities,rvicesandamenitiesprovidedbyfarmersandruralpeopleto

attracttouriststotheirareainordertogenerateextraincomefortheirbusiness"(Gannon,1988,

inteKloeze,1994).Ifthisbroaderconceptisaccepted,ruraltourismcoversnotonlyfarmtourism

oragritourism(whichisgenerallywhatruraltourismmeansformostpeople),butalsospecial

interestnatureholidays,touringinruralareasandresidentialtourism,andthervicesinclude-

besidesaccommodation-events,festivities,outdoorrecreation,productionandsaleofhandicrafts

andagriculturalproducts,etc.

Theterm"ruraltourism"and,forexample,it

usuallymeansrentingo

Hungary,aspecialtermof"villagetourism"exists,indicatingthatonlyactivitiesandrvices

providedinvillagesareincludedinthiskindoftourism(aswewillelater,villagetourism

typicallycoverslow-pricedaccommodation,involvementinagriculturalorotherlocalactivitiesis

notcommon).InSlovenia,themostimportantformofruraltourismistourismonfamilyfarms,

whereguestsstayeitherwiththefarmerfamilyorinaguesthou,butvisitingfarmstohavea

mealandexplorethefarmyardisalsopopular(Verbole,1995).IntheNetherlands,theruraltourist

productmeanspeciallycampingonthefarm,withmostfarmrvicesbeinglinkedto

route-boundactivitiesascycling,walkingorhor-riding(Petertal,1994).InGreece,themain

provisionofruraltourismproductisbedandbreakfastwithaccommodationintraditionally

furnishedroomsandwithtraditionalbreakfastsoftenbadonhome-madeproducts.

Complementaryactivities-currentlystillonalimitedscale-includerestaurantsandrefreshment

facilitiesortheorganisationofculturalandrecreationalactivities(Turner,1993).

RuraltourismisoneofthemainprioritiesoftourismdevelopmentinmanyEuropeancountries,

ketforruralholidaysisgrowingatthesametimeasthefutureof

manyruralregionsisuncertain,duetochangesinagriculturalpractice(includingtheeffectsofthe

CommonAgriculturalPolicyintheEU)ortheincreasingattractivenessofurbanlivingstandards.

Ruraltourismemstobeanappropriatetooltorevitalithedecliningruralareasandtoensure

theirsustainablefuturebyjobretentionorevenjobcreation,increadjobdiversity,rvice

retention,farmsupport,broadenedculturalprovision,landscapeandnatureconrvationorthe

ourismoftenprovidesan

incentive(andpartofthenecessaryfunding)forinfrastructuraldevelopment,whichthen

ficbenefitofrural

tourismdevelopmentcanbetheincreasingnumberofopportunitiesforsocialinteractionforlocal

peoplewhooftenliverelativelyisolatedlivesinagriculturalcommunities(Swarbrooke,1996).

RURALTOURISMANDSUSTAINABILITY

Ruraltourismisoftenconsideredtobeintrinsicallysustainable,foritattractssmallnumberof

visitors,thereisnoneedforextensiveinfrastructuraldevelopment,touristsareusuallygenuinely

hemainattractionofruralholidaysisthe

personalinteractionwithlocalresidents,sohostsandguestsareabletoshareideasandknowledge,

andconquentlytourismcanfulfilitsroleasthe"industryofpeace",asatoolofmutual

understanding.

Nevertheless,ifruraltourismdevelopmentisanalydonadeeperlevel,certaindoubtsari

tsignificantissuetobeinvestigatedistheeconomic

profitabilityofruraltouristrvices,sincethedemandisoftenasonal,theoccupancyratesare

lowandtheinvestmen

mostruraltouristdestinationsitisquiteunlikelythattourismcanbeviableasasolesourceof

ourismcanusuallybeonlyoneoftheincome-generatingalternativesinaregion,

soitsroleinsustainabledevelopmentishighlyinfluencedbytheperformancesofothereconomic

ctors(especiallyagriculture).

Concerningenvironmentalsustainability,experiencessuggestthatconsiderableinvestmentneeds

tobeundertakenintheenvironmentalmanagementofvulnerablenaturalastsinordertomake

tsareusuallymostattractedbytheindustriallyleast

developedregions,tion,managed

agriculturallandscapesdonotalwaysmeettheexpectationsoftouristsbadontheimagesof

"traditionalrural"landscapesreprentedinthetouristliteratureandinpromotionalmaterials.

Tourismdevelopmentalsoinfluencesthesocio-culturalcharacteristicsofruraldestinations,both

inpositiveandnegativeway(Keane&Quinn,1990;Petertal,1994).Aspositiveimpacts,the

followingcanbementioned:ruraltourismusuallyencouragesbetteruoftheavailableresources

(likeland,labour,capital,naturalandculturalattractions),bringsaboutsocio-economicchange,

contributestoheritageprotectionandtheconrvationoftheruralenvironment,providesmore

socialcontactive

impacts,tourisminruralareaschangesordamagestherurallandscapeandthenaturalandcultural

valuesofagivenregion,rearrangessocialstratification(thiscanalsobeinterpretedasapositive

changeincertaincas),putsadditionalpressureonthelocalcommunity,changestheirrhythmof

life,threatenstheirprivacyorresultsintheinauthenticprentationoflocalcustomsand

traditions,adaptedtothetourists’wishes.