Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Phil Sarnoff, Doctoral Student, University of Utah and Kelly Bricker, Associate Professor, University of Utah - "Tourism and Biodiversity Conservation Hotspots" - presented in September 2011. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

1. This presentation was presented at the Ecotourism and Sustainable Tourism
Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from
September 19th-21st. Organized by The International Ecotourism Society (TIES), the
ESTC is a unique annual conference providing practical solutions to advance
sustainability goals for the tourism industry.
Learn more about the ESTC: http://www.ecotourismconference.org
ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
The International Ecotourism Society | web www.ecotourism.org
email info@ecotourism.org | tel +1 202 506 5033

2. Hilton Head Island Green Survey: Visitor Willingness
to Practice Conservation Behaviors while on
Vacation
Conducted by the Lowcountry and Resort Islands Tourism
Institute at the University of South Carolina – Beaufort

3. Some of Our Research Projects for
the Local Community
• Resident and visitor demand for public transportation
• Festival and special event attendee point of origin analyses
• Economic impact of the Heritage golf tournament on Hilton Head Island
• Port labor demand assessment
• Economic impact of second homes
• Ongoing visitor estimates and day tripper study
• Green survey

4. Executive Summary
• 73% of visitors recycle at home.
• Approximately 65% participate in some sort of curbside
recycling program at home.
• 88% would prefer to participate in some sort of curbside
program at home.
• 96% would recycle on vacation.
• 82% would reduce consumption of soap, shampoo, and
lotion.
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5. Executive Summary
• 79% would take public transportation.
• Under 50% are willing to pay extra for
environmentally friendly goods and/or services.
• 96% believe that resorts and hotels should reduce
waste through recycling, while 93% feel restaurants
should recycle.
• Being recognized as an environmentally friendly
destination is important when choosing a
destination, but not as important as recreational
opportunities and public transit.
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6. Method
Seven thousand seven hundred forty-one (7,741) individuals were
randomly selected and sent email invitations. Seven hundred three
invitations were declined or the recipient chose to opt-out of the
project. Five hundred ninety-three (n=593) were surveyed for a
response rate of 7.7%. Though the sampling was statistical valid
(+5%), it was compared to previous demographic research
extrapolated from the Hilton Head Island/Bluffton Visitor &
Convention Bureau studies.
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7. Demographics

8. Number of Visitor Responses by State
Number of Visitors by State
55
7
1
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9. Where were most respondents from?
Rank State % of Sample
1 OH 10%
2 NC 8%
3 PA 7%
4 NY 7%
5 GA 6%
6 SC 6%
7 FL 5%
8 TN 5%
9 NJ 4%
10 IL 4%
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10. Annual House Income
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11. Education Level
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12. Age
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13. Total Sample: n=593
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14. Domestic Visitor Sampling: n=534
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15. International Visitor Sampling: n=29
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16. Conservation Practices at
Home and on Vacation

17. Lowcountry Respondents Only: n=24
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18. 10/3/2011 LRITI©2009 18

19. At Home Conservation Behaviors: 1-5 Likert Scale (1=Never, 5=All the Time)
Please indicate how often you do
All/Almost Almost Not Rating Response
each of the following activities at Sometimes
all the Time Never/Never Applicable Average Count
your primary residence.
Keep heating or cooling in your home or
79% 17% 4% 0% 4.13 568
workplace at an energy saving setting.
Recycle materials that can be recycled. 73% 20% 6% 0% 4.08 570
Reduce energy and water consumption. 72% 26% 2% 0% 3.98 565
Sort garbage into recyclable material and
70% 15% 13% 1% 4 565
non-recyclables.
Wash laundry in cold water rather than
warm or hot water specifically to save 58% 28% 13% 1% 3.7 570
energy.
Buy certain products specifically because
they are better for the environment than 39% 51% 9% 0% 3.37 568
other products.
Use your own durable or reusable
shopping bags, rather than accepting 35% 29% 36% 0% 2.94 569
bags from a retail store.
Avoid products in excessive packaging. 33% 48% 18% 2% 3.17 571
Buy fruits and vegetables grown without
pesticides or chemicals (i.e. organic 29% 46% 24% 1% 3.05 565
food).
If distance allows, walk or ride a bike to
28% 45% 23% 4% 3.06 566
your destination.
Talk to others about environmental
27% 47% 25% 1% 3.03 569
issues.
Join in community clean up efforts. 20% 40% 37% 3% 2.72 569
Invest in companies that utilize green
19% 37% 32% 13% 2.77 566
technologies.
Pay extra for transportation if it is
environmentally-friendly (i.e. a fuel 16% 27% 43% 14% 2.55 568
efficient car).
When available, take public
transportation to work, school, or other 10% 16% 51% 23% 2.17 567
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20. At Home Recycling
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21. At Home Recycling Preference
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22. Conserving at Home
• Almost 80% keep heating and cooling at an
energy saving level at work and at home all the
time or almost all the time.
• 73% recycle and 70% separate recyclable and
non-recyclables all the time or almost all the
time.
• 72% reduce energy and water consumption all
the time or almost all the time.
• 58% wash laundry in cold water to save energy
all the time or almost all the time.
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23. Respondent willingness to practice conservation behaviors while on
vacation: 1-4 Likert Scale (1=Not at all Willing, 4=Very Willing)
Almost all respondents (96%) would recycle all items, while only 30% would pay extra to stay at an
environmentally friendly resort.
If the environmentally friendly programs were available to Not
Very Rating Response
you, please indicate how willing you are to practice the Very/Not at
Willing/Willing Average Count
following behaviors while on vacation. All Willing
Recycle newspaper, magazines, and books. 96% 4% 3.67 541
Recycle glass and plastic bottles. 96% 4% 3.66 548
Recycle aluminum, tin, and metal cans. 96% 4% 3.66 546
Recycle cardboard, boxes, and other paper related packaging. 96% 4% 3.63 537
Purchase organic produce if the price was approximately the same
91% 9% 3.43 546
as non-organic.
Purchase locally grown foods and/or locally made beverages from
89% 11% 3.28 545
restaurants and grocery stores.
Reduce water consumption. 88% 12% 3.22 544
Participate in the hotel or resort linen and towel reuse program if
86% 14% 3.26 546
available.
Keep heating or cooling in your hotel or resort room at an energy
83% 17% 3.09 547
saving setting.
Reduce consumption of soap, shampoo, and lotion provided by the
82% 18% 3.1 547
hotel or resort.
Take public transportation. 79% 21% 3.06 543
Pay extra costs for environmentally friendly products and
44% 56% 2.41 545
sourvenirs.
Pay a nominal fee to make recycling more available. 38% 62% 2.27 547
Pay a higher room rate (compared to what I normally would pay)
30% 70% 2.09 545
to stay at an environmentally friendly hotel or resort.
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24. Conserving on Vacation
• 96% are willing to recycle all materials.
• 91% would purchase organically grown foods if the price
were the same as non-organics.
• 89% would purchase locally grown foods and/or
beverages.
• 88% would reduce water consumption.
• 86% would participate in a hotel/resort towel and linen
reuse program.
• 83% would keep heating and cooling at energy saving
levels.
• 82% would reduce consumption of soap, shampoo, and
lotion.
• 79% would take public transportation.
• Under 50% are willing to pay extra for environmentally
friendly goods and/or services.
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25. Opinions Toward Environmental Practices
of Tourism Related Businesses and
Environmental Related Reasons for
Choosing a Destination

26. Respondent opinions toward environmental practices of tourism
businesses: 1-5 Likert Scale (1=Strongly Disagree, 5=Strongly Agree)
Almost all respondents (96%) believe that resorts should reduce waste through recycling while only
70% feel that hotels and resorts should keep heating and cooling at energy saving levels.
Neither
The following items ask for your opinion regarding environmental Strongly/Somewhat Rating Response
Agree/Somwewhat or
practices of tourism related businesses. Agree Average Count
Strongly Disagree
Hotels and resorts should reduce waste through recycling. 96% 4% 4.66 554
Restaurants should reduce waste through recycling. 93% 7% 4.52 551
Hotels and resorts should use biodegradable or bio based products. 88% 12% 4.38 552
Hotels and resorts should use recycled or recyclable products. 88% 12% 4.39 549
Hotels and resorts should offer guests a linen and towel reuse program. 86% 14% 4.33 554
Hotels and resorts should utilize renewable energy such as solar and wind power. 82% 18% 4.22 552
Hotels, resorts, and vacation destinations should provide access to public
81% 19% 4.25 551
transportation.
Hotels and resorts should implement water conservation programs such as using low-
81% 19% 4.19 553
flow showerheads and dual flush toilets.
Restaurants should use biodegradable or bio based products. 81% 19% 4.2 553
Hotels, resorts, and restaurants should buy locally grown foods and locally made
76% 24% 4.11 553
beverages.
Hotels and resorts should keep heating and cooling at energy saving settings. 70% 30% 3.85 552
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27. Respondent environmentally related reasons for choosing a destination: 1-4
Likert Scale (1=Not at all Important, 4=Very Important)
Almost all respondents (94%) choose a destination based on its outdoor recreation opportunities
while only 57% choose based on environmental education opportunities.
Not Very/Not
The items below relate to special environmental Very/Somwhat Rating Response
at all
reasons for choosing a vacation destination. Important Average Count
Important
Vacationing in a destination that has abundant outdoor
recreation opportunities in natural and preserved 94% 6% 3.47 549
settings.
Vacationing in a destination that has plenty of walking
91% 9% 3.38 550
and bicycling paths to the places I want to see and visit.
Vacationing in a destination that has public
76% 24% 3 545
transportation available to tourists.
Eating at restaurants that serve organic, seasonal,
69% 31% 2.83 547
and/or locally grown foods.
Staying in a hotel or resort that is recognized as
environmentally friendly by national publications, 67% 33% 2.73 550
magazines, newspapers, and broadcast media.
Vacationing in a destination that has been recognized as
environmentally friendly by national publications, 66% 34% 2.75 551
magazines, newspapers, and broadcast media.
Eating at restaurants that serve locally made beverages
59% 41% 2.64 547
such as wine and/or beer.
Vacationing in a destination that provides environmental
57% 43% 2.69 546
education opportunities to tourists.
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28. Conclusions
• Most already recycle at home.
• The preferred recycling method at home is home/curbside
pickup allowing mixed recyclables.
• Almost all visitors would recycle while on vacation.
• The community should implement a curbside recycling
program or a program that is extremely convenient for visitors.
• Almost all feel that hotels, resorts, and restaurants should
recycle.
• Over 80% would practice energy saving behaviors and reduce
water consumption
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29. Conclusions Continued
• Most are interested in purchasing locally grown and
organic foods.
• The majority of visitors would take public transit.
• Being recognized as an environmentally friendly
destination is important when choosing a
destination, but not as important as recreational
opportunities.
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30. Report Prepared By:
John Salazar, Ph.D.
Contact Information
Phone: 843-208-8217
Email: jsalazar@uscb.edu
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