The Natural State: Nature-based Tourism and Ecotourism Accreditation in Tasmania, Australia

Australian nature-based tourism and ecotourism have become popular forms of recreational activity. Tasmania attracts twice the Australian national average number of nature-based tourists and ecotourists (thirty per cent). The growth of this tourism sector has prompted measures to ensure that experiences are of high quality, and that environmental impacts are adequately managed. ISO 14000 is a closely related, but less specific environmental accreditation system to ecotourism accreditation. The Nature and Ecotourism Accreditation Program (NEAP) represents the most significant accreditation measure for the Australian industry. This paper assesses the relevance of NEAP in the Tasmanian nature-based tourism and ecotourism industry through indepth interviews with a key informant group and a comparative analysis of the interview data. The paper introduces nature-based tourism and ecotourism definitions and discusses the growing relevance of ecotourism accreditation. The paper argues that NEAP is relevant to the Tasmanian nature-based tourism and ecotourism industry, where the quality of the natural environment forms the central focus for such experiences. Furthermore, the paper argues that NEAP can assist in supporting the State’s nature-based tourism and ecotourism industry through means such as branding and promotion. However, problems exist in relation to financial issues between NEAP and operators, and the perceived overlap of NEAP with the widely implemented Tourism Council Tasmania Accreditation Program. Thus, financial issues need to be addressed by the Ecotourism Association of Australia in association with Australian Commonwealth Government subsidisation. The degree of overlap between the two programs can be effectively addressed through industry cooperation. The paper also suggests that stronger branding and promotion of NEAP can be achieved through increased industry involvement by Tourism Tasmania. THE NATURAL STATE: NATURE-BASED TOURISM AND ECOTOURISM ACCREDITATION IN TASMANIA, AUSTRALIA SUBMISSION TO THE JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY AND TOURISM By K. A. Matysek and L. K. Kriwoken ABSTRACT Australian nature-based tourism and ecotourism have become popular forms of recreational activity. Tasmania attracts twice the Australian national average number of nature-based tourists and ecotourists (thirty per cent). The growth of this tourism sector has prompted measures to ensure that experiences are of high quality, and that environmental impacts are adequately managed. ISO 14000 is a closely related, but less specific environmental accreditation system to ecotourism accreditation. The Nature and Ecotourism Accreditation Program (NEAP) represents the most significant accreditation measure for the Australian industry. This paper assesses the relevance of NEAP in the Tasmanian nature-based tourism and ecotourism industry through indepth interviews with a key informant group and a comparative analysis of the interview data. The paper introduces nature-based tourism and ecotourism definitions and discusses the growing relevance of ecotourism accreditation. The paper argues that NEAP is relevant to the Tasmanian nature-based tourism and ecotourism industry, where the quality of the natural environment forms the central focus for such experiences. Furthermore, the paper argues that NEAP can assist in supporting the State’s nature-based tourism and ecotourism industry through means such as branding and promotion. However, problems exist in relation to financial issues between NEAP and operators, and the perceived overlap of NEAP with the widely implemented Tourism Council Tasmania Accreditation Program. Thus, financial issues need to be addressed by the Ecotourism Association of Australia in association with Australian Commonwealth Government subsidisation. The degree of overlap between the two programs can be effectively addressed through industry cooperation. The paper also suggests that stronger branding and promotion of NEAP can be achieved through increased industry involvement by Tourism Tasmania.