Sustainable development and its effects on the tourism industry

Dissertation thesis
Submitted in partial satisfaction of the requirements for the MBA
and Master of Science in Tourism and Services Management
degree specialized in “Hospitality Management”
September 2013
By Ilyas BOUHAD
Supervisor: Jérôme PIRIOU
La Rochelle Business School of Tourism
Sustainable development and its effects on the tourism
industry

2
Acknowledgements
I would like to thank Nicolas James an engineer in environment; plus my internship
supervisor Olivier Berdah; Pierre Houdry a hotel manager, and Xavier Lemarre consultant
and expert in catering and hospitality. They kindly devoted their time to share their
personal and professional experience. Without their contribution, the relevance of this
thesis would not have been complete.
I am grateful to my thesis advisor, Jérôme Piriou for his availability, advice, supervision,
kindness, as well as his academic experience. He was very helpful throughout the
completion of this work.
I cannot forget my family and friends for their support and patience, especially Gaela
Fernandez.
Finally, I would like to thank La Rochelle Business School of Tourism, which allowed me
to evolve personally as well as within the professional world.

3
Résumé
Si le tourisme reste l’industrie la plus importante permettant de réaliser une croissance
économique et sociale signifiante, les conséquences de cette croissance relèvent plusieurs
questionnements sur la négligence de certaines parties prenantes.
D’une part, on peut citer la menace vis-à-vis de notre environnement naturel ; ceci est dû
essentiellement à l’expansion des produits et des services liés à l’industrie du tourisme.
Comme la construction d’infrastructures touristiques dans des zones sensibles par exemple,
ou encore, l’émission de gaz à effet de serre dû à l’aviation et à d’autres types de transport.
Et d’après les prévisions de l’organisation mondiale du tourisme, le nombre des arrivées
internationales des touristes atteindra 1,8 milliard à l’horizon 2030. De ce fait, les acteurs
majeurs de l’industrie du tourisme doivent renforcer leur politique de communication qui
accompagnera le développement de leurs prestations touristiques, en sensibilisant les
populations envers les principes du tourisme durable.
D’autre part, on constate un déséquilibre entre les pays développés et les pays en voie de
développement; et parfois entre deux régions issues de la même destination.
En effet, la répartition des richesses n’est pas assez réglementée par les institutions officielles
et autres parties prenantes de l’industrie du tourisme, ce qui résulte à une croissance archaïque
et une distribution non équitable entre les populations dans le certaines régions.
Les acteurs majeurs (hôtels, gouvernements, organisations mondiales, etc.) doivent
sensibiliser les populations concernées, il est essentiel de créer un programme adapté dont le
but est d’améliorer les actes et la gestion des faits relatifs au développement durable des
destinations touristiques, et de faire changer certaines habitudes qui représentent un danger
pour notre environnement.

4
Ce mémoire étudiera la manière dont le tourisme durable pourra aider les destinations à se
développer tout en respectant la population locale et l’ensemble des principes du
développement durable
Mots Clés :
Tourisme durable – Développement durable – Destination – Population – Hospitalité –
Management

5
Abstract
If tourism remains an important industry, which realizes a significant economic and social
growth, the consequences of this growth are very important due to the lack of attention of
certain stakeholders.
On one hand, there is the threat towards our natural environment, which is essentially due to
the expansion of products and services related to the industry of tourism. For example, the
construction of tourist infrastructures in sensitive zones like the littoral, the greenhouse gas
emission caused by aviation and other types of transport.
And according to the forecast of the United Nations World Tourism Organization, the number
of international tourist arrivals will reach 1,8 billions by 2030. Therefore, the major players in
the industry of tourism have to strengthen their communication policy to create awareness on
the principles of sustainable tourism.
On the other hand, there is an imbalance between developed and developing countries in term
of market share and incomes related to tourism industry; moreover, this situation occurs
sometimes between two regions from the same area when the infrastructures are not
developed equitably and do not have the same tourism frequentation.
Indeed, neither official institutions nor other stakeholders from the tourism industry have
sufficiently regulated the wealth distribution. As a result, it leads to an archaic growth, and an
unfair distribution in certain regions between stakeholders and the general population, who is
still widely discriminated.
Major players (hotels, governments, global organizations, etc.) have to have more awareness
and include society in their plans; it is essential to create adapted programs which aim to
improve the management and decisions related to the sustainable development of tourist
destinations for long term changes.

6
This thesis will explore the way sustainable tourism can help destinations develop while
respecting the local population and the overall principles of sustainable development.
Key words:
Sustainable tourism – Sustainable development – Population – Hospitality – Management

7
Summary
Acknowledgements...................................................................................................................2

Résumé ......................................................................................................................................3

Abstract.....................................................................................................................................5

Index for acronyms and abbreviations...................................................................................7

Introduction ..............................................................................................................................9

Sustainable Development.......................................................................................................15

The concept of sustainable development........................................................................................16

Impact of Sustainable development on different fields ................................................................20

Sustainability in Hospitality Industry ..................................................................................26

The tourism industry .......................................................................................................................27

Part of independent and branded rooms in hospitality industry ................................................30

Different services in hospitality industry: From hotel room to palace .......................................30

Sustainable tourism..........................................................................................................................31

The benefit of sustainable tourism..................................................................................................33

The profile of the sustainable tourist..............................................................................................34

The utility of sustainable development in hospitality and tourism..............................................35

The empirical approach and the results...............................................................................38

The methodology ..............................................................................................................................39

The hypotheses .................................................................................................................................39

The hypotheses related to the theory .............................................................................................39

The link between the questionnaire and the hypotheses:...............................................................40

The choice of spokespersons .........................................................................................................41

Type of interviews .........................................................................................................................41

The interviews................................................................................................................................42

Discussion about the hypotheses.....................................................................................................49

Confirmation or denial of hypotheses ............................................................................................54

H1: Is sustainable development just a tool of sale?.......................................................................55

H2: Improve management of companies for the good of population............................................57

H3: Is the clientele interested in sustainable tourism before booking? .........................................58

H4: Are the recommendations of sustainable tourism reaching population? ................................59

Conclusion...............................................................................................................................61

Appendix .................................................................................................................................65

Index for acronyms and abbreviations
GDP: Gross Domestic Product

8
UNWTO: United Nations World Tourism Organization
CITR: Coalition Internationale pour un Tourisme Responsable - International Coalition for
Responsible Tourism
WTTC: World Travel & Tourism Council
BRICS: Brazil, Russia, India, China, and South Africa
UNESCO: United Nations Educational, Scientific and Cultural Organization
IUCN: International Union for Conservation of Nature
GSTC: Global Sustainable Tourism Council
UNFCCC: United Nations Framework Convention on Climate Change
IIPTT: The International Institute for Peace Through Tourism
WWF: World Wide Fund for Nature
WSSD: World Summit on Sustainable Development
ISO: International Organization for Standardization
WEF: World Economic Forum
ILO: International Labour Organization
SIDS: Small Island Developing States

10
Despite an uncertain global economy, tourism remains an industry that generates the most
benefits among the overall existing industries. According to the annual report of the UNWTO,
the number of international tourist arrivals was 984,9 billions in 2011, with an evolution of
+4,8% compared to the previous year. In terms of international tourist receipts, it brings US$
1,030 billion (740 billion euro) worldwide in total. In 2012, the receipts reach US$ 1,075
billion, with an evolution of 4%1
.
In the future, the industry of tourism will be more developed and will take more market share
in countries where there is an emerging economy. Not only due to their recent development
but also to their new market of tourism worldwide. By 2015, emerging economies will for the
first time in history receive more international tourist arrivals than advanced economies.
Furthermore, the total number of international tourist arrivals is forecast to reach 1.8 billion
by 20302
.
1
UNWTO Tourism Highlights, 2012 Edition page 2
2
UNWTO 19th
General assembly - Tourism Towards/ Global overview - 2011
3
Pintus I., (2002), L'aristocratie anglaise à Nice à la belle époque, Alandis Éditions.2
UNWTO 19th
General assembly - Tourism Towards/ Global overview - 2011

11
However, tourism in developing countries is essentially an economic stake, because of the
unemployment of young people, but in developed countries it is a source for enormous
economic benefit, by improving infrastructure especially when big events are organized and
attract a considerable number of visitors such as the World Cup, Olympic games, etc.
Tourism has known some revolutions in the past; the Grand Tour, was launched at the end of
the seventeenth century by the European upper class especially from Great Britain. The
majority of them were aristocratic. They travelled to France, Germany, and Italy, and they
stayed several months in these destinations3
.
Some centuries later, tourism was transformed into a massive movement. In the 1960’s a new
way of travelling had appeared. It was realized thanks to the easy accessibility to traveling
around the world for a largest number of people, the improvement of wage levels, the
affordable price of air transport, and the multiplication of travel agencies. Another revolution
appeared with the development of Internet. At this moment, people were able to make
reservations themselves without passing by intermediate sellers. The use of Internet has
allowed people to book hotels, flights, transport, cars rental, etc4
.
3
Pintus I., (2002), L'aristocratie anglaise à Nice à la belle époque, Alandis Éditions.
4
Mowforth M. and Munt I., (1997), Tourism and Sustainability: New Tourism in the Third World,
Routledge

12
The revolution that occurs today is due to an emerging market able to improve the turnover of
tourism industry. In 2012, China was the country with the highest money spent on
international tourism5
. Furthermore, Chinese workers have claimed more paid leave during
the third edition of China Tourism Day6
, and the tourism authority are working to allow all
employees to take advantage of paid leave instead of three weeklong a year7
.
Thanks to the customers from countries in growth, and their respectful purchase power such
as, BRICS countries, in addition to other countries in expansion like United Arab Emirates
Indonesia from Asia; Uruguay, Argentina from South America; South Korea or Indonesia
from Asia, South Africa or Mauritius from Africa; etc.
The majority of government and tourist offices of those countries are working towards more
economic benefits from tourism, by encouraging domestic tourism, and by promoting its own
destination worldwide.
In terms of sustainable development, it is important to remember the main international
events rolled out by official organizations ant other major stakeholders, such as governments
or the United Nations. In Japan for example, the Kyoto Protocol was put in place with the 191
member countries to reduce the emission of greenhouse gases. This treaty created by the
United Nations Framework Convention on Climate Change was signed in December 11th
1997 and applied in February 16th
in 20058
.
The other important treaty was launched in Rio de Janeiro from 3rd
to 14th
of June 1992; it is
also called the earth summit, or Rio United Nations Conference on Environment and
Development. Moreover, “both national governments and nongovernmental organizations
demonstrated considerable enthusiasm for such a charter that would embody and even reach
beyond existing agreements and conventions for sustainable development9
”
5
China: the new number one tourism source market in the world, UNWTO, 4 April, 2013
6
Call for more holiday time, China Daily USA, May 20th
, 2013
7
China: The Secretariat Bureau of the General Office of the State Council, 5 February 2013
8
Vermeersch E., (2005), Reading the Kyoto Protocol: Ethical Aspects of the Convention on Climatic
Change, Eburon B.V., 224 p.
9
Corcoran P-B, Wohlpart A-J, Brandon P-H, (2008), “A Voice for Earth: American Writers Respond
to the Earth Charter” University of Georgia Press, pp. xx

13
After that, many countries from the developed and developing world have taken measures to
reduce the Carbon Dioxide emissions, and are now perceived as a destination that respects the
principles of sustainable development.
Morocco for example, which is the most visited country in Africa10
, has launched a strategy
called Vision 2020, aimed to double its international tourist arrivals, and also to become the
world’s top twenty destinations instead of the current 25th
. Another strategy goes along with
this vision; Green Morocco aims to renovate many sectors and become a model of
sustainability in the Mediterranean area.
To do so, a project executed by the UNTWO and financed by the local ministry of tourism
was signed to implement a new classification of tourism accommodation establishments11
.
Additionally, several investments were approved from both local and foreign investors in
order to develop certain areas that have a good potential, and to help the North-western
African countries to become a niche destination which offers a platform of medical, rural,
photographic, culinary, and culture-based tourism.
In fact, the hospitality industry is always influenced by several factors (environment, trends,
technology, local policy, quality of infrastructures and services, products, customers
behaviour, economic context, etc.). And it’s impossible to control those factors without
applying an interaction between all of them.
The aim of my thesis is to demonstrate how one of these factors, sustainable development,
can help all the stakeholders of the tourism industry to equitably develop a destination or a
tourist property. And how sustainable development can improve the way the actors of the
tourism industry develop their goods related to tourism, in order to protect the environment,
create direct and indirect employment in a sustainable environment, etc.
My hope is that sustainable tourism becomes a normal mode of operation rather than an ideal
way of tourism. To do so, behaviours and mentality of the overall tourists must change. In
addition to this, sustainable tourism stakeholders must gather their competencies to have more
influence over authorities, and help guide travellers through the proliferation of eco labels.
10
UNWTO, Tourism Highlights, (2012), pp. 11
11
Morocco: UNWTO and UNDP support new system of classification for tourism accommodation,
UNWTO Communications Programme. May 2nd
, 2013

14
Until now, the CITR “International Coalition for Responsible Tourism”, brings together 145
participants from 52 countries around the world committed to responsible tourism, and
coordinates the World Day for responsible tourism every year in Paris at the beginning of
June to discuss, inform, educate, persuade, and mobilize to denounce the major players in
tourism (professionals, scholars, governments, international and national NGOs).
Furthermore, the international coalition gives financial and technical support to many
responsible tourism projects around the world12
.
In the first part of this research, I will make a global assessment of the current situation of
sustainable development and its impact on different fields. Then through the tourism industry
by introducing the sustainable tourism and its utility to hospitality industry.
In order to take advantage of the profits of sustainable tourism, I will try to explain in the
following chapters, how the manner of traveling is important to change many things in less
developing countries.
My study domain is inspired by sustainable development trends, and the policy applied by
stakeholders to protect the environment by refereeing to several researchers and to annual
reports of official organizations, including United Nations World Tourism Organization,
Global Sustainable Tourism Council, World Travel & Tourism Council, which is a multi-
stakeholder global tourism organization, born as a strategic coalition of partners under the
umbrella of the United Nations.
I had the opportunity to meet a professor who has worked with the Global Sustainable
Tourism Council GSTC. Mister François BEDARD, on March 7th
, during a conference at La
Rochelle Business School of Tourism. The lecture’s subject was “Criteria and indicators for
the sustainable development of destinations”.
Concerning my last internships, from Marrakech to Paris, including Bali, all of the structures
where I have worked have had a sensibility to the environment. Even if the level of
implication of sustainability differs from an establishment to another, they are conscious that
sustainable development is contributing to the protection and valorisation of environment, the
economic growth.
12
International Coalition for a Responsible Tourism official website

15
Sustainable Development
Part 1

16
The concept of sustainable development
The concept of sustainable development is currently a great challenge for our societies to
improve the quality of human life, taking into account the capability and potential of the
ecosystem.
At the beginning, it remained confined only to international indoor seminars. Then, in the
eighties the Vienna Convention for the Protection of the Ozone Layer took place in 1985,
followed by the Coalition for Environmentally Responsible Economies in 1989 13
. After that,
the concept was improved and took a new shape, and has attracted intellectual interest from
various specialists around the world.
In 1991, the United Nations Environment Program UNEP, World Wide Fund WWF and
International Union for Conservation of Nature IUCN have jointly created a report.
All of them are international organizations specialized in finding solutions for our
environmental issues. They noticed in the report “The guiding rules are that people must
share with each other and care for the Earth. Humanity must take no more from nature than
nature can replenish. This in turn means adopting lifestyles and development paths that
respect and work within nature's limits. It can be done without rejecting the many benefits
that modern technology has brought, provided that technology also works within those
limits14
”.
This definition has been affected by the use of sustainability in agriculture and the need to
preserve the fertility of agricultural land.
And during the General Assembly for Environment and Development in 1987, the United
Nations have defined sustainable development as a development that meets the needs of the
present without compromising the ability of future generations to meet their own needs.
13
Rethinking International Environmental Regimes: What Role for Partnership Coalitions?
CHRISTOPHER C. JOYNER
14
Caring for the Earth, IUCN, 1991, page 8

17
It contains within it two key concepts:
• The concept of “needs”, in particular the essential needs of the world's poor, to which
overriding priority should be given;
• The idea of limitations imposed by the state of technology and social organization on
the environment's ability to meet present and future needs15
.
This definition of Bruntland from Our Common future is still the most quoted.
The result of this assembly has been the real birth of the concept of sustainable development.
It was the first time that integration between economic, social needs and environmental
conditions were applied in a single definition.
Socially:
The system is sustainable when:
• A distributive justice is achieved;
• Delivery of social services such as health and education to population;
• Achieve gender equality and popular participation of all segments of society in the
decision-making process.
Economically:
The system has to produce goods and services continuously by keeping a positive economic
balance between output and public debt. Additionally, a certain level of social satisfaction has
to be maintained, and prevent disequilibrium resulting from the economic policy.
Environmentally:
Environmentally sustainable system must preserve a fixed base of natural resources and avoid
an excess of energy retrieval.
Unfortunately, tourism does not appear on the definition of sustainable development on the
Brundtland report, it was not interesting for the international community. To develop the
concept, the WTTC works and proposes to tourists worldwide conditions to help the globe to
15
Brundtland Report to United Nations, (1987). Our Common Future, page 37,

18
reach these objectives, and the World Economic Forum underlined these values in 1999, and
would like to reach these objectives by 2015:
- Reduce extreme poverty and hunger
- Assure primary education for all
- Promote gender equality and empowerment of women
- Reduce infant mortality
- Improve maternal health
- Fight HIV and other diseases
- Protect environment
- Set up a world partnership for development16
.
The three Spheres of Sustainability17
16
The Millennium Development Goals, United Nations Development Programme
17
Rodriguez S-I., Roman M-S., Sturhahn S-C., et al., (2012), “Sustainability Assessment and
Reporting for the University of Michigan's Ann Arbor Campus” Center for Sustainable Systems, pp.
27
Sustainable development
Social objectives:
Participation
Empowerment
Social mobility
Social cohesion
Institutional Development
Cultural Identity
Economic objectives:
Growth
Profit
Cost Savings
Equality
Efficiency
Research and Development
Environmental objectives:
Ecosystem stability
Natural Resource Use
Pollution Prevention
Carrying capacity
Biodiversity
Global issues

19
As from this scheme, the pursuit of sustainable development requires a set of regulations of
human life as follows:
A social system, that offers development solutions, submits proposals mechanization
permanence, and prioritizes the activities of the social participation.
A political system, which allows an effective participation in the decision-making process, the
citizens could be involved through various administrative events.
An economic system that is able to generate surplus productivity on the basis of self-reliance
and sustainability.
Production, administrative and international system, must take into account the sustainable
patterns of trade and finance18
.
Furthermore, the World Summit on Sustainable Development’s conference has been
organized in 2002 in Johannesburg, in South Africa, and has celebrated the tenth anniversary
of the Earth Summit in 1992 of Rio Janeiro, Brazil.
During this summit, they have confirmed the importance of commitment of all stakeholders to
achieve sustainability through the involvement of women in society and support the
promotion of sustainable development.
They focused on gender equality through activities covered by the tasks of the global agenda
for twenty-first century, and the development goals of the Millennium Declaration, as well as
giving fundamental importance to technology and education, training, employment and giving
priority to fight the prevailing circumstances globally, which represent a strong threat to
sustainable development, such as widespread hunger, malnutrition, armed conflicts,
corruption and incurable diseases.
18
Our Common Future, Chapter 2: Towards Sustainable Development

20
Impact of Sustainable development on different fields
On society
Because of the danger of the nuclear power station and the threat of global warning,
sustainable development has pushed society to change their habits. We know that the
pollution from the northern hemisphere, will affect the southern hemisphere for example.
People did understand that they have to change many things in their behaviour to improve
their living environment.
Many countries have succeeded on the implication of sustainable development in the habits of
population, mostly thanks to the involvement of all stakeholders. But some countries are more
conscious than others. In fact some simple practices can make quite a difference, such as
sorting waste at home to encourage recycling, or putting importance on products that pollute
less such as cars, cell phones, machines etc., however, such decisions are unfortunately not
widespread within the global population of the world.
If all governments want to help consumers to introduce sustainability on their ethics, they
have to give an incentive to people who both use and buy less polluter products, as well as
impose financial penalties to people who do not respect the environment in sectors such as
transport, agriculture, energy, technology, and manufacturing.
Furthermore, some governments would like to detach themselves from importation of
hydrocarbon and energy, in order to become a sustainable destination and independent of both
global and regional context. To give an example, an agreement was signed in Israel between
three actors.
Better Place, which develops and sells batteries for cars19
, Renault to design electric vehicles
adapted to these batteries, and the local government to apply an Ecological taxation. Then a
functional charging station was opened. If a vehicle has low battery, the driver can find the
nearest battery switch station on the GPS. During this operation, the driver can stay in the car,
and the battery is automatically replaced by fully charging battery within five minutes20
.
19
Official website of Better Place
20
« Better Place Electric Car Sales Now Open to Public in Israel » Environmental news network

21
On culture
Sustainable development encourages restoring all the world heritage sites such as historic
places, old buildings, forests, monument, and anything related to the culture. It is very
important to maintain the cultural and natural heritage of any destination.
Cultural tourism is among the better kind of tourism practiced; the restoration is often done
thanks to the revenue from the industry of tourism. This is the reason tourists want to discover
more and different things about a specific destination, and not just visit the must-see as usual
tourists have done.
To respect the culture of population, the tourists have to discover and share with others how
local inhabitants live in a specific destination, and experience it, by sharing values and buying
products related to the local culture.
Another advantage of cultural tourism is the discovery of the local habits; both local
population and tourists can understand traditions. It helps to establish a safe atmosphere
between opposite culture.

22
On economy
To protect the earth against pollution, United Nations Framework Convention on Climate
Change (UNFCCC), applies Kyoto protocol to supervise the share of pollution emitted by
each country with the aim to control carbon dioxide and gaseous emission21
.
Furthermore, developed countries can trade their emissions amongst themselves, and this
system could also be used between companies from the same area. In other words, it is a tool
to combat climate change, and improve the revenue at the same time.
Process explanation:
If there are two companies A and B and 10 metric tons of emission available on the market, in
the case where company A emits 6 metric tons of CO2, for a 5 metric tons quota, and
company B emits 4 metric tons, for a 5 metric tons quota. Company A will purchase the
reduction achieved by the company B, which is rewarded for its substantial reductions.
This process is called Cap and trade system or Emission Trading Scheme, and it is divided
into three phases, each phase has its own objectives to reach 22
.
This principle of polluter-pays, push the overall stakeholders of different industries to
measure their emission. Therefore, many missions in touch with sustainable development
were integrated into positions from different departments; in other words, there were existing
positions, mixed with sustainable development.
Now, the majority of companies take into consideration the sustainable development in their
strategies in order to save costs, and be perceived as a conscious company of environmental
issues to enhance its image. And according to the result of a survey done in February 2010 by
McKinsey & company, which is a global consulting firm, 72% of respondents consider
sustainability extremely important for managing corporate reputation and brands23
.
In fact, some governments follow this strategy for several reasons (create employment,
improve economy, enhance the country image, etc.)
21
« Status of Ratification of the Kyoto Protocol» United Nations Framework Convention on Climate
Change - http://minu.me/9e43
22
The EU Emissions Trading System - http://minu.me/9e42/p
23
“How companies manage sustainability” McKinsey Global Survey results - http://2doc.net/67wxb

23
On environment
It is worth reminding that the environment is the most significant thing for humanity. Despite
the treaty against climate change, several constructions are built even though it represents a
danger for the environment. For example, many golf courses were implanted in some
emerging countries that have complications to provide water to the population who live far
from the city. These constructions need a huge quantity of water, and the impact is simply the
depletion of the city’s water resources.
The protection of environment (destruction of woodland, protection of littoral zone, waste and
pollution of water) has to be the priority objective for our society.
The Green Morocco plan’s strategy was launched to modernize the sector of agriculture that
contributes 14% to the national GDP. The main objectives are the improvement of food
security, adaptation of agriculture to climate change and reach a sustainable growth of small
farmers24
.
In this vision, the government has presented many purposes, but has forgot to well-develop an
innovative concept that obviously improves the revenue of local stakeholders of agriculture
sector, and develop rural areas.
This concept was born in Great Britain and is called Agritourism; it is already well developed
in many countries such as the United States of America, France, Australia, Philippines,
Canada, etc. The process is very easy, local owners of houses in rural areas renovate their
facility to create cottage lodging for tourists, or just create a satisfying place where guests can
sleep. It is defined as a combination of tourism and agriculture. It helps to develop and open
these rural fields to the rest of territory, and increase the revenue of farmers.
Nowadays called WWOOFing, thanks to WWOOF organization “World Wide Opportunities
on Organic Farms”, the idea involves farmers as they have to take care of their guests by
providing them a comfortable place to sleep, and by preparing to eat with vegetables from the
local farm or the local market, and learn them about organic lifestyle25
.
24
Ministry of Agriculture and Maritime Fisheries, Green Morocco Plan (2010 – 2020) Moroccan
agriculture in numbers, 2012, page 4. http://2doc.net/ovcec
25
Originally called Working Weekends on Organic Farms – History of WWOOF -
http://2doc.net/e3d2e

24
In this vision, the government has presented many purposes, but has forgot to well-develop an
innovative concept that obviously improves the revenue of local stakeholders of agriculture
sector, and develop rural areas.
This concept wad born in Great Britain and is called Agritourism; it is already well developed
in many countries such as the United States of America, France, Australia, Philippines,
Canada, etc. The process is very easy, local owners of houses in rural area renovate their
facility to create cottage lodging for tourists, or just create satisfying place where guests can
sleep. It is defined as a combination of tourism and agriculture. It helps to develop and open
these rural fields to the rest of territory, and increase the revenue of farmers.
Nowadays called WWOOFing, thanks to WWOOF organization “World Wide Opportunities
on Organic Farms”, the idea involves farmers as they have to take care of their guests by
providing them a comfortable place where to sleep, and by preparing to eat with vegetables
from the local farm or the local market, and learn them about organic lifestyle26
.
During the stay, many activities can be done, like picking fruits and vegetables inside the
cottage lodging, tasting honey, learning about wine and cheese making, etc.27
In order to improve and enhance the sustainability in this concept, a campaign could be
organized to push farmers to open their houses for tourists and as well as planting trees in
different area to demonstrate the wish and raise public awareness of the danger of the use of
chemical products in the agriculture, and help the host farmers to produce organic vegetable
and fruits.
Therefore, in terms of renewable energy use, Morocco has focused on objectives to reach. It
supports investments in solar thermal and wind power stations through the country by public
and private founds, the largest wind farm in Africa will open in 2014 to produce 4,000
megawatts.
As the kingdom has limited oil and gas reserves, and imports 20% of its electricity from
abroad, the North African country would like to cover 42% of its needs from renewable
26
Originally called Working Weekends on Organic Farms – History of WWOOF -
http://2doc.net/e3d2e
27
Agritourism – Wikipedia - http://2doc.net/hcqab

25
energy by 2020, and would like to take advantage of the connection to the European grid to
transform itself from an importer to an exporter of energy28
.
28
Renewable energy country attractiveness indices, ERNST & YOUNG, page 9, February 2012

26
Sustainability in Hospitality Industry
Part 2

27
The tourism industry
Tourism comprises the activities of persons traveling to and staying in places outside their
usual environment for not more than one consecutive year for leisure, business and other
purposes not related to the exercise of an activity remunerated from within the place visited29
.
By 2015, and according to the WTTC, the tourism industry will increase by 17,7% and is
expected to generate 260 million jobs. The evolution could be greater by improving visa
process. It also helps to generate strong currency into weak economy30
.
In 2020, tourism will grow in all regions over the world, according to the UNEP, 80% of
international tourist arrivals will be in Europe, the Americas, East Asia and the Pacific. Africa
will grow on average of 5,5% per year, and more than 6% for South Asia, comparing of a
world average just over 4%31
.
Europe remains the most visited continent according to the annual report of UNWTO of
2011; it generates 51% of market share and approximately 504 million of tourists, followed
by Asia & Pacific, Americas, Middle East and finally Africa. Asia & Pacific will receive most
of the next new arrivals. The ranking remains the same in terms of international tourism
receipts as the pie chart shows on the next page.
29
United Nations World Tourism Organization’s definition of tourism
30
Global Travel & Tourism industry defies economic uncertainty by outperforming the global
economy in 2012 – and predicted to do it again in 2013, http://2doc.net/m3ahd
31
Making tourism more sustainable, A guide for policy makers, page 20

28
Annual report of the World Tourism Organization (UNWTO)32
After the decline of the tourism industry in 2008 and 2009 due to the economic crisis,
international tourist arrivals grew by 4% in 2012, and they were for the first time in history
more than 1 billion33
.
But international tourism is just an aspect of tourism. In certain countries, domestic tourism is
more important and generates a respectful economic contribution, thanks to the significant
number of local tourists.
On another hand, tourism industry helps several countries to develop their economies by
creating direct and indirect employments, developing infrastructures, etc. In fact, the total
contribution of tourism from travel and tourism in GDP grew by 3% according to the World
Travel and Tourism Council, faster than the growth of other industries 2,3%34
.
32
Annual report of the United Nations World Tourim Organization (2011) pp. 7
33
International tourism to continue robust growth in 2013 PR No.: PR13006, Madrid, 28 Jan 13
34
The authority on World Travel and Tourism 2011, WTTC report, page 9

29
The WTTC has several objectives, such as promoting business tourism, reducing mass
tourism, and working with governments with the aim to increase the consciousness of the
economists to the importance of tourism.
Therefore, one of the main issues, still the negative impact of tourism on environment, the
greenhouse gas emitted by the tourism industry represent 4% up to 10% of the world
economy (François-Lecompte – 2009), and according to him many researchers highlight the
broad and imprecise nature of the concept sustainable tourism (Liu, 2003, Lansing and De
Vries, 2006, Bramwell and Lane, 2008)35
.
The other issue is the fact that a big part of money spent by tourists from developed countries
in less developing countries comes back to tour-operators and headquarters of big hotel chains
like Accor, Intercontinental, Best Western, Hilton, Marriott, etc. as they take advantage of the
policy applied by local government and low taxes to improve their turnover.
They almost cover the principal destinations in the world; as a result, they hold a big market
share of the travel accommodation industry.
Their strategy of implementation (leasing, management contracts or franchise), and their
“know how” help them to reassure tourists who do not feel safe when the implementation is
in unsafe, or unknown destination. To do so, they mix between comfort and local atmosphere
(architecture, culture, etc.).
The next chart realized by Smith Travel research is extracted from a course of “strategic
hospitality management” given by Jean- Pierre Carlin. It shows those 9 main chains groups
dominate the market of branded rooms.
35
François-Lecompte A., and Prim-Allaz I. (March 2009), ”The French and sustainable tourism.
proposal of a typology”, First day of research ADERSE, La Rochelle. p.4

30
Part of independent and branded rooms in hospitality industry36
Different services in hospitality industry: From hotel room to
palace
The hospitality industry offers different types of accommodations. In terms of lodging,
tourists have choice between hotel rooms, homestay, etc. They could live in a palace, or even
in alternative accommodations (ice hotel “big igloo”; train cabin; tent; capsule hotel, which is
popular in Japan; tree lodge; log cabin; etc.). In every facility, the hospitality service is still
the same, and is defined as a benefit provided to customers, in order to satisfy their needs and
to make them feel pleased.
The hospitality industry is a part of the tourism industry, which also includes lodging,
restaurants, animation, travels, cruise, event, and transportation. However, the services
36
Smith Travel Research Global

31
offered by the tourism industry differ from Bed & Breakfast “B&B” to palace, or from a low-
cost to an upscale carrier. The difference observed is due to the expectations, the quality of
service desired by customers, and also the positioning wanted by the service provider.
Currently, many hotels apply a sustainable policy that could help the facility to reach several
goals, such as the reduction of costs, be well known, and attract customers who are looking
for an environment that respect their values. For example, if these customers do the sorting
waste at home, they will appreciate if the hotel allows them to not change their behaviour, by
providing different bins in their rooms and in different area of the hotel.
Some of the chain and independent hotels have launched several instructions in order to be
perceived as respectful and committed to environment. Accor for example, has made “The
Planet 21 Program” and it was applied worldwide throughout different facilities in different
countries37
.
Sustainable tourism
Sustainable tourism is a part of sustainable development, and it was created because of the
treat of mass tourism on society and environment. The development committee of sustainable
tourism attached to the World Tourism Organization Network gave a definition of sustainable
tourism in 2004: "Sustainable tourism takes full account of its current and future economic,
social and environmental impacts, addressing the needs of visitors, the industry, the
environment and host communities38
"
This definition is related to the definition of sustainable development given during the earth
summit of Rio de Janeiro. “The organisation of the summit had been inspired by Brundtland
report in 1987 seeing that the publication of Brundtland tried to balance the responsibilities
of the North and the South and the need to integrate the environment and development”
(Dodds, 1997: 1) During this earth summit organised by the United Nations Conference on
Environment and Development in 1992, an action plan under the name of Agenda 21 was
created by the United Nations, governments, and a wide group of non-governmental
organizations39
.
37
Accor hotels: Our Planet 21 sustainable development program, http://2doc.net/n43uk
38
UNEP and UNWTO, (2005), Making Tourism More Sustainable - A Guide for Policy Makers, pp.
12
39
Dodds F., (1997), The Way Forward: Beyond Agenda 21, Earthscan, 284 p

32
If sustainable tourism was not highlighted during the Rio Summit in 1992, through the
Agenda 21, it was in 1996 that the World Tourism Organization in partnership with the World
Travel & Tourism Council and the Earth Council issued a publication linked to sustainable
tourism addressed to governments for applying sustainable tourism40
.
Sustainable tourism is not a form of tourism, but it is a concept, which integrates human
values that help to develop efficiently the tourism industry and gather all its potential to
encourage the respect of environment, and contribute financially to the well being of
humanity.
At the beginning, sustainable tourism had a form of an alternative-militant tourism, which can
be defined as tourism against “mass tourism”, supporting social, natural, and community
values.
Sustainable tourism is one of the prerequisites for achieving sustainable development; it has
been developed in order to gather the reality of the socio-political of host countries. After the
end of colonialism, an integrated tourism appears, the case of Senegal or India is a good
example; it could be understood as an emerging form of ethical consumption41
.
This kind of tourism is a synergy of community-based, humanitarian, and sustainable tourism.
In 1980, the IUCN “International Union for Conservation of Nature” invented the concept of
Sustainable Development and published in collaboration with the UNESCO the World
Conservation Strategy. In 1987, the ONU published (Brundtland report, Oxford University
Press) under the name of “Our Common Future”, but it did not put the tourism industry on
the front line.
Nowadays, eco-tourism is considered the mode of tourism, which reduces the most the
negative effects to tourist activity. Therefore, to define a destination as a sustainable
destination, this tourist activity should respect both the heritage and the local culture, and also
conserves resources like water usage, reduce pollution, etc.42
40
Weaver D., (2012), « Sustainable tourism », Routeledge, pp. 13
41
Hanna P., (2009), “Conceptualizing sustainable tourism – ethics, inequalities and colonialism”.
Enquire, pp. 1
42
About geotourism, Center for Sustainable Destinations, National Geographic, http://2doc.net/gejwj

33
In fact, the importance of sustainability within hospitality industry and tourist destination has
become more widespread after the creation of eco-labels by some environmental
organizations, which give certifications in exchange for financial contribution. They do a fine
analysis of all required criteria submitted by their organizations in order to verify if
establishments respect the specifications to obtain the eco label.
The benefit of sustainable tourism
According to the International Labour Organization, tourism is the sector that produces most
of employment worldwide (hotels, tour-operators, restaurants, transportation, etc.); it creates
many economic benefits for both the populations and the governments, sustainable tourism
achieves efficiency and savings in business activities.
For example, the foreign exchange earnings from the importation and exportation of
sustainable goods are one way to increase the revenue of countries. Thanks to the taxes
applied to transactions between sellers and purchasers of goods and services related to
sustainable tourism. Furthermore, eco taxes and duties, which are applied to both tourists
once they leave the tourist destination, and to companies that are in hospitality industry.
Tourism industry represents the majority of the GDP in certain countries, and can help other
local sectors by investing in order to develop education or to fight deforestation for example.
On another hand, local inhabitants could take advantage directly from sustainable tourism,
because it protects their environment and spreads direct investment equitably. The direct
profit for local inhabitants could happen when money is spent within informal services, like
vendors in the street, unofficial transporters, or people who know very well the potential of
their locality, and propose for example a sustainable circuit to tourists in return of a
contribution that contributes directly to the local economy43
.
For the benefit of all local stakeholders, a local entity has to be created in each hot spot, and
work along with informal workers in tourism industry to improve and develop a limited area.
For example, local travel agencies, which create sustainable circuits, have to work with these
informal transporters, to deserve local shopkeepers. At the end, the entity earns a percentage
43
Çakmak E., Poregies A., van der Sterren J., “Contested labour - Challenges and opportunities of
informal labour in tourism” 9 p.

34
of the benefit in order to improve the local economy, and to standardize the quality of goods
and services locally.
However, local governments invest to improve infrastructure, in order to facilitate the
transport and the arrival of tourists, and at the same time for local inhabitants. Some of them
are of vital importance, like water and electricity in some villages totally or partially
disconnected from the rest of road national road and electricity grid.
Another benefit of sustainable tourism concerns the nature and the habitat; additionally to the
conservation and the protection of biodiversity, it maintains the stability of ecosystem, which
influences climate change, it maintains also the attraction of destination, its quality and its
competitiveness44
.
And according to Jean Pierre Lamic, e-tourism, and the low-cost actors of tourism continue to
develop their turnover, and the main tour-operators continue to produce all-inclusive packages
without analysing the impact of their acts of selling on the future generation. He said that the
way of functioning of the low-cost carriers is irresponsible, even a suicidal functioning45
.
The profile of the sustainable tourist
The tourism market is developing in every place “beach, mountain, nature, sun, snow”. In
other words, it is where there is a potential to attract people. In each of these places, there are
some rules to follow in order to not destroy the environment and protect the location.
In the theoretical context, the manner of traveling sustainably is a good way to promote the
sustainable development around the person. Tourists generate a respectful economic profit to
the host population by creating direct employment in tourism industry and indirect
employment in other sectors, which relate and encourage sustainable tourism.
The tourists, who understand the sustainable tourism principles, have to choose facilities that
embrace and respect environment. In fact, several ecological organizations give green labels
to hotels which respect environment through many specifications, like the limitation of waste
44
Why Sustainable Coastal Tourism? / Benefits of Sustainable Coastal Tourism, http://2doc.net/09vx8
45
Lamic J-P., (2008), Tourisme durable, utopie ou réalité ? : Comment identifier les voyageurs et
voyagistes éco-responsable, L’Harmattan 222 p.

35
of water, the regulation of electricity, the awareness of customers towards sustainable
development, and the use of ecological energy.
As sustainable tourism is based on respect and exchange, there is research and things to do
before leaving a place and also during the stay:
- Choose a tour-operator that works with local organizations and then with local people;
- Know the culture, the faiths, and the history of the destination visited;
- Make purchases that pollute the least the environment;
- Know the behaviours to adopt in order to avoid shocking local population like touch
the head of a child in some Asian countries (Indonesia, China, Thailand, India, etc.);
- Choose labelled hotels, which means that the hotel does not waste a lot of energy, and
even if hospitality facilities propose to change towels every day, tourists can refuse by
keeping their towels more than one day;
- When traveling by plane is inevitable for the tourists who want discover far away
destinations, CO2 emission could be compensated by paying a little sum of money to
associations that propose to plant a tree in order to equilibrate the eco-system;
- Prefer public transport than renting a car, it allows tourists to discover the local habits,
and share a lot of things46
.
The utility of sustainable development in hospitality and tourism
Many things related to the tourism industry are considered a danger to the entire planet, like
the massive destruction of eco systems due to the over exploitation of natural resources by
humans, which threaten both the biodiversity and the ozone layer, raise the greenhouse gas,
and discriminate against poor populations. Sustainability was an answer to these issues
46
Lapresse.ca - Les dix bons gestes du touriste responsable 2doc.net/6zah0

36
because it proposes several facts that could help the stakeholders of the tourism industry to
preserve the environment.
All countries have to apply a process to reduce carbon dioxide emissions within their overall
industries, especially in industrial countries where the level of production is high (China,
United States of America, etc.).
These green processes have to be employed and shared with other countries in order to help
the rest of the world to be less polluter. Failing that, the principle of “polluter pays” has to be
putted into practice.
In the following words, an article of doctors Noreen Breaky, Lisa Ruhanen, and Aishath
Shakeela who try to demonstrate a sustainable development story of Maldives. The
problematic of the research was to define if the Maldives is a successful sustainable
destination. They have noticed that the result of the analysis has to be employed by both the
Maldivian government and the local population.
Due to the lack of natural and mineral resources, and a large-scale agricultural production, the
Maldives and others Small Island Developing States do not have many opportunities to
import the strong foreign currency apart from tourism.
The number of international tourist arrivals has grown in the Maldives from 1000 in 1972
thanks to two resorts, to reach 792.000 international tourists by the end of 2010. But if the
local market does not offer professional skills to manage huge structure, the industry of
tourism will not suddenly create employment and a growth of the economic situation.
By the end of 2006, the Maldives Tourism Development Corporation established an objective
of repartition of tourist wealth among the local population. In fact, the resorts implanted in
inhabited islands do not hire local people.
Therefore, in 2008, the local government amended the tourism policy in a manner that
directly benefits these island communities. The government has both announced public
tendering for the development of eight uninhabited islands, and leased five lagoons for a
period of fifty years to foreign investors in order to establish floating resorts and golf courses.

37
The main ideas proposed by authors are the involvement of local communities in the
development of the tourist industry. It helps protect its indigenous culture and environment,
while millions of tourists come to visit the Maldives. For example, fishing and agriculture are
replacing traditional tourist activities, which are helping the Maldives to be a sustainable
destination. But without the commitment and the support of local population, the
sustainability is impossible47
.
This evolution is based on entrepreneurship, the capacity of operators and their partners to
make a commitment, to attract new consumers, to value local partnerships, to imagine clean
products, and to set up systems of innovative financing.
47
Shakeela A., Ruhanen L., Breakey N., (2011), “The Maldives: A sustainable tourism success
story?” e-Review of Tourism Research (eRTR), Vol. 9, No. 5, http://ertr.tamu.edu, pp. 243-264

38
The empirical approach and the results
Part 3

39
After reading the literary review, we notice that the problem of the application of the
sustainable tourism comes mainly from the carelessness of powerful stakeholders on both
their involvement and their union for the good of destinations and populations.
In the end, local populations remain the least favoured stakeholder, because they are often
pushed aside during the major decision-making by governments and other organizations.
The objective of my interviews is to understand how sustainable tourism can help to develop
the tourist destinations by involving local population. To answer this problem, I created an
interview.
In this part, I will show the hypotheses, which are appropriate with the problematic of the
thesis, in order to guide the preparation of the useful questionnaire for the third part, which is
studied on the field.
These hypotheses are useful to analyse what is really necessary for the good of both the
environment and the populations.
The methodology
After reading the theoretical part, we can notice that sustainable tourism faces several
problems, in particular the improper use of the concept by certain stakeholders, and the
archaic use of the local goods to the detriment of the opinion of the local population (massive
use of rare energies, culture’s disappearance, destruction of lands, unsuitable construction for
the environment)
The hypotheses
The hypotheses related to the theory
Hypothesis 1: Is sustainable development just a tool of sale?
Hypothesis 2: Improve management of companies for the good of population.

40
Hypothesis 3: Was the clientele interested in sustainable tourism before booking?
Hypothesis 4: Are the recommendations of sustainable tourism reaching population?
The link between the questionnaire and the hypotheses:
The writing of questions was inspired from hypotheses with the aim of having a link between
the theoretical part and the empirical approach.
• What was your mission?
• Which stakeholders are most advantaged, and which are the least advantaged vis-à-vis
sustainable development?
• Do you think that sustainable tourism is only for the rich?
• Will the vision or positioning of the tourist establishments change when obtaining an
eco label?
• What was the main motivation of the institution where you work to obtain the Eco
label?
• How does tourism facilities incorporate sustainable development in the marketing of
its products?
• Do the customers consider sustainable tourism during the choice of their holidays?
• How local people can benefit from the tourist establishment?
• What do inhabitants think about the consequence of the establishment of a tourist
facility?

41
The choice of spokespersons
For the choice of the interviewees, the interlocutors have to be in connection with sustainable
development principles and the industry of the tourism.
I have had the opportunity to meet four people, and they had kindly agreed to realize the
questionnaire, and bring more information for the studied subject. The first person is Nicolas
James; he is going to school and simultaneously working. He is an environmental engineer in
"Ecocinetic" company, and studying at the same time in Sup de Co in La Rochelle, in the
second university cycle specialized in " Advice and Engineering for the management of the
environment ".
The next people are Olivier Berdah, the owner of two independent hotels and my internship
tutor, and Pierre Houdry, a manager of one of the two hotels, Côté Océan, a beach resort on
the Atlantic coast of Angoulins-Sur-Mer in the south west of France. Its facility could be
perceived as a model of tourist establishments, which respect the population. It participates in
the local life and local economy by making benefit to the local actors specialized in tourism
industry, by establishing with them several advantageous partnerships. The last person is
Xavier Lemarre, a consultant and expert in catering and hospitality.
Type of interviews
The research collected is a qualitative study, and the main purposes are:
• Know the real stakes of tourist infrastructures concerning their sustainable
development policy for the good of the population and the destination where they are
implanted.
• Extract the useful means so that sustainable tourism can help a locality to develop.
The questions of my interview were opened, and presented to the interlocutors according to
the sector of activity of each person in order to allow the interviewees to express their point of
view freely.

42
Sometimes the questions are not prepared, and they are asked according to the answers of the
interlocutor with the aim of developing the subject.
The interviews
The first interview was done with Nicolas James, who is the representative for a project in the
sustainable development department of Île Oya, a resort in Île d'Yeu, an island just off the
Vendée coast of western France. Île Oya is a member of Cap France group, which is the
second network of the associative tourism in France, and counts in its network 97 villages’
holidays at the seaside, in the mountain and also in countryside.
He worked during six months on the project, and had as his main mission the certification of
the facility with an eco label proving the respect of the principles of sustainable development.
As regards to the eco label, it was created by the same group, and assigned to the respecting
Cap France villages of a number of environmental specifications.
This label respects the “International Organization for Standardization” ISO 14001, which is
part of the ISO 14000 standard, which are present in the environmental management.
Thereafter, the group "Cap France" named his own label "Chouette Nature" that means great
nature.
The procedure used during the process of obtaining the label is called PDCA and is divided
into four parts: Plan / Do / Check / Act, the other name of this process is the Deming wheel.
Plan:
In this first stage, it is necessary to define the general objectives, policy and scope of actions.
The Human resources aspect is essential to know who will be responsible for the project, and
who will be the managing editor, etc.
Then it is essential to make an environmental analysis, in order to identify the significant
environmental aspects, and the impact on the environment in each area of the establishment.

43
Then it is necessary to assess the most important criteria on a score from 1 to 5 in the AES
board (Cf. a sample of AES of Cap France in appendix), and then you have to set up an action
plan to improve the score of every criterion.
Set up indicators: for example calculate energy expenditure as quantity of fuel spent a month,
or quantity of waste thrown a week by the restaurant.
DO:
In this stage, the responsible has to develop, realize and apply many operations. Such as the
selective sorting of waste by settling containers for every type of waste, make the staff and
customers aware of the importance of the flora and fauna and the local plants by means of
various brochures.
To quote only some procedures:
• A purchase of three electric vehicles was realized: the first one serves to meet the
needs of the restaurant especially when there are many customers to carry dishes
prepared in the main kitchen which is outside the establishment. The second vehicle
intended for guests, and the third vehicle for usual transfer;
• The use of eco-labelled cleaning products;
• Establish partnerships to buy catering products exclusively from local stakeholders.
• Ready-made meals are made with local products (vegetables, fishes, delicatessen,
meat) that help the development of the local economy.
• Reduction of water and electricity bills by the implementation of low-energy bulbs
and solar panels; reduction of water flow in the establishment in all rooms, installation
of push-buttons in showers to reduce the waste of water; double glazing to further the
insulation as the building is in front of the sea; recovery of wastewater of the Jacuzzi
to clean boats; etc.

44
Most of these installations and modifications were thought of before the last renovation of Île
Oya, but the main difficulty was to educate the staff, and involve them in the sustainable
development for the environmental protection, which was mainly due to the lack of
communication between employees.
Check:
Control the functioning and application of the procedures.
Act:
In this stage, once the implementation of new tools is in order, they make an impact
assessment. It is necessary to redefine new actions to be set up in order to achieve higher
performance goals to improve the score of the establishment.
To summarize, this process is a wheel that has as its objective continuous improvement.
After the completion of the "Deming wheel" step, two persons from Cap France group
validate the editorial content, and carry out an audit. They verify if the storage of information
is updated and if procedures are drawn up. It is important in order to follow-up inspection and
check the overall process.
For example, regarding the use of fuel and electricity, it is imperative to save the bills to
check the level of consumption, or the amount of waste created (hence the importance of
communicating) all notes are important to note.
After validating the criteria set out in the specifications, the label "Chouette Nature" is
obtained.
As this last label respects the international standard ISO 14001. Two auditors who represent
the independent non-governmental organization ISO perform the same process. As the ISO
14001 standard and "Chouette Nature" are identical and respect the same specifications, the
validation is achieved through the inspiration from the international standard.

45
About the benefits of this process, it helps to have a positive image among international
customers thanks to the ISO standard, but also to involve all the stakeholders.
Environmental Performance – Alex Fert
http://www.alexfert.com/new/content_ones/view/1/menuid:224
To further increase the quality level and hotel standards, an increase of the rate of rooms and
other products followed this step. This is due to the investment and inflation in Île d’Yeu. But
also it was important to raise the status of the site to have a high ranking within the group Cap
France.
The main motivation is to preserve the site as it is in a sensitive coastal area. And all
stakeholders need to protect the coastline. As for economics, return on investment is expected
due to the enhancement of the image of Île Oya. This is called "Green Washing", having a
label reveals to customers that the establishment is involved in protecting the environment, so
it can attract customers seeking eco tourism destination. They were the main targets desired
by the increase of quality.

46
Regarding the local population, the inhabitants solicit us to organize events such as weddings
or meetings. Our sustainable development is applied to both outside visitors and local people.
It is not limited to any part of the population.
To involve the local stakeholders, the hotel hires largely people from Île d'Yeu, and offers
activities off site with local organizers who are hired to care for our customers. It may be
walking, cycling trips, or archery.
More over, in order to take part in local life and economic development, the purchase of
products from producers around the site is preferred. Additionally, an active participation in
the littoral zone protection, in order to promote and preserve the heritage, and prettify the
island’s image.
For example, a protected sand dune was broken by Xynthia windstorm that caused
widespread damages in Western Europe in 2010, the form of dune started getting worse. To
preserve it, it was necessary to resolve this issue.
The municipality also participates in the financing, a fine example of participation of several
stakeholders (government, tourist establishments, local population) with the aim to properly
lead the project in the name of sustainable development.
The second interview was realized with Pierre Houdry, a hotel manager at Côté Océan in
Angoulins-Sur-Mer, on the Atlantic Coast in France, and Olivier Berdah, owner of two hotels,
Citizen Hotel in Paris, and Côté Océan near La Rochelle.
According to Olivier Berdah, his two hotels do not need eco labels or other certifications to be
perceived as sustainable destination, even though they respect the main specifications
required by ecological organizations. Then, Pierre Houdry adds, having an eco label for a
hotel will enlarge the clientele for sure, but if you have a small property, the difference is not
sufficient.
Sustainable tourism remains a good way to sell many products, because it is mainly people
working in marketing who are not related to sustainable development who make the
brochures company and tools that promote the labeled hotels, rather than people working in
sustainable tourism.

47
Regarding both hotels, they are independent and do not below to any group. We do not have a
department responsible for sustainability, as is the case in many establishments, even in
campsites, which means that sustainable tourism is not reserved for a category of clientele.
Nevertheless, as the principles of sustainable development go with the morality and
conscience, application of those principles within the two hotels goes through the few
products and services that we sell and the implication of all employees.
Furthermore, the staff is involved thanks to the sustainable tools that we provide, which are
recommended for the good of our environment such as cleaning with the black soap, vinegar
and bicarbonate of soda (baking soda for the US).
We also train the employees to respect our rules related to environmental protection. In
addition, we encourage the local economy by working with the local farmers and suppliers,
and also by participating in local official events to be present with the population and public
life.
The widespread use of technologies in both hotels is employed by communicating amongst
employees, and with the guests outside hotels with the aim to respect our zero paper policy. In
fact, we provide each guest one tablet connected to the Internet during their stay, therefore,
there is no need to buy foreign newspapers for our international customers, and the tablet is
used as a tool to transfer any message to them.
All our policies toward sustainability is explained on the website of each hotel, and we invite
the guests to visit the contents when it is possible in order to respect the principles of
sustainable development during the stay.
The last interview was achieved with Xavier Lemarre, consultant and expert in catering and
hospitality and inspector of the new hotel classification.
His mission is to certify that the hotel respects compulsory specifications, then verify optional
requirements.
Le role: certifier que l’ensemble des critères obligatoires sont en place ainsi que le nombre de
critères facultatives afin de garantir au client le niveau des services auqeul ils sont droit de
s’attendre.

48
La politique environemenentale es tprise en compte dans la classification.
Dans le cahier des charges, l’établissement doit répondre à des mesures durables
Gestion des déchets, économie des energies (eau, électricité)
Deux choses dans l’économie des energies:
. 1) les hoteliers peuvent faire/ Et ce que les clients peuvent pour aider l’hôtel à faire des
economies
Les lampes basses consomation/ les cartes magnétiques/ économie dans l’eau (mousseur)/
Il y a ce que les clients peuvent faire: sur le renouvellement du linge.
Ce qu’il y a dans le cahier des charges
Annexe: atoutfrance.246 critères du classement
Des critères facultatives, des critères obligatoires.
Des points en plus lors du respect de critères facultatives.
Les hotels peuvent avoir un label.
Non.question d’éducation et de bon sens.
C’est plus un atout pour vendre. Le but c’est d’attirer plus de clients. Après il y a des clients
qui sont écolo. Après c’est peut être question de generations. La jeune generation qui est
préoccupée par le maintien des valeurs écologiques. Au de là du côté commercial de la chose.
Ils ne changeront pas de clientele, ils réduisent leur panel, ça ne baissera pas standing. L’éco
tourisme n’est pas bon marché.
L’économie directe.
Saint martinà les locaux n’ont pas voulu de moi car pour la basse saison, l’effectif était
suffisant.
Le ministère du tourisme doit favoriser l’embauche des ressources locaux. Et doit bénéficier
aux locaux
Avant c’était lapiscine. Le label est determinant. Les scandinaves choisissent les destinations
en function de la propreté (pavillon bleu)

49
Discussion about the hypotheses
Hypothesis 1: Is sustainable development just a tool of sale?
• Sustainable development is used as a simple marketing tool, which is not giving the
interest wanted by the international organizations:
In destinations, which experienced a growth of international tourist arrivals, many evolutions
were applied in the objective to diversify the offer. As many destinations are in the phase of
maturity, they try to differ from their competitors thanks to sustainable development by
improving their brand image in order to have more market share.
Therefore, in some establishments, the sustainable development is especially a tool, which
allows hotels to increase their occupancy rates, and tour operators to sell fake sustainable
holidays by attracting a sensitive clientele towards the environment. The respect of
environment is a decisive factor of purchase for these customers.
Sustainable development should not be just a selling point. It must be a real tool, which helps
to redistribute the wealth of tourist establishments.
Concerning the tourist establishments, which have an eco-label, the specifications required by
environmental organisms such as “La Clef Verte” or “Green globe” must be in-depth, and the
main objective must push the establishment to go farther in their strategy of sustainability.
If a hotel would like to be perceived as an establishment, which favours sustainable tourism,
and thus has to take into account more important points, and make the population who live in
the surroundings of the establishment satisfied with the policy applied toward environment.
For example, take in account that a minimum percentage of local population has to be hired in
the various departments of the hotel, or improve economic and social impact on a specific
radius around the facility. Therefore, the neighbourhood can be one of the first ones to benefit
from a green policy applied by the tourist establishments.
If all tourist institutions applied such a policy, the economic and social environment will be
improved in the local context before the national context.

50
Hypothesis 2: Improve management of companies for the good of population.
• Sustainable development is not well enough integrated into the mentality of certain
local actors, and local populations do not take advantage of its benefits in certain
destinations.
This leads to conclude that sustainable tourism is not adequately targeted, and it has not yet
reached its maximum. Moreover, the economic benefits do not equally benefit all
stakeholders.
For example, in some international organizations, hiring actors from less developed countries
who know a threatening mass tourism is not sufficient.
Furthermore, we need more visibility and communication on the ground demonstrating the
benefits of sustainable tourism on the local population.
According to a study of the Accor hotel group made in 2011, three main actors have an
important responsibility towards the application of sustainable tourism; the state governments,
citizens themselves, and then the large companies.
However, there are several gaps in the benefits that accrue to the population. This population
has not seen an improvement of their lifestyle, and the way of managing its local resources
has become aggravated. This means that it is only relevant to the main tourist companies and

51
not as the sustainable development acclaims, relevant to all stakeholders specifically the local
population.
The main issue being the training and information, it is essential and necessary to teach the
local population, and to make it aware of change of bad daily habits.
For example teach them actions that help save water, to prefer local and less polluting
products, to reduce the use of electricity, and to sort and recycle household waste.
Also, the companies, which are specialized in the collection of waste-sorting have to review
their assets in order to make the procedure easier for citizens by providing recycle bins in
each district and for all household refuses (glass, cardboard, hazardous materials, etc.)
The strategy and the communication of all stakeholders regarding the sustainability must be
reviewed, and has to push and encourage the citizens to make the selective sorting of waste.
They have to make them aware of the importance of the coastline and the cultural values, and
alert the general public to the problem of deforestation plus the threat of global warming, etc.
To give an example, the dry-steam bath of the Turkish bath is open for the public and used by
a large part of population in the MENA region, and it represents a danger to the environment
because of the large volume of wood needed to heat the water and the overall area. As the
demand is more important than the offer, the forests are the main victims of this fact;
consequently many trees are cut to satisfy the demand.
It is a change of mechanism, and new habits that it is necessary to establish a better future for
our planet. And without the goodwill of humans global warming will continue to expand.
Furthermore, future generations must be a model of consumer society, and it is the role of the
current generation to invent and develop a new way of life.
To reach the solution, other plans can be envisaged, as for example the establishment of
internships by university institutes, by allowing their students to teach the techniques of
sustainable tourism through tutoring partners from a chosen country.
Both parties have to realize for example a project a year, and then draw up a report of the
obtained results. It will also allow a democratization of the information so that all the
stakeholders can have access to data susceptible of helping other parties to sustainably
develop a destination, and also help the local population.

52
To avoid a gap of information between the two parties, e-learning can be a supplement to help
to monitor the process, give an update of new knowledge and techniques in real time, and
improve the information given in the field. To improve this procedure, and reach the
objectives, emissaries from various organizations must do a control periodically in order to
follow the progress of this process.
This practice is found in some companies or in hotels that have an environmental department,
and whose main mission is to track energy costs, make employees sensitive to the respect of
the environment, and implement a policy that will generate a positive image for partners and
customers.
Hypothesis 3: Is the clientele interested in sustainable tourism before booking?
We notice that in certain places, nevertheless known all over the world for their potential of
tourist attractiveness, a preference for the economic benefits via intolerable means. The local
authorities neglect sustainable development and do not apply a sustainable strategy aiming to
improve life’s current and future generations.
Furthermore, it is necessary for the professionals of the tourism industry to work to change
the image of tourist in some regions of the world, as local population sees it as an invader
sometimes, while it must be seen as an exchange between different cultures.
Explanation:
Indeed, the development of sustainable tourism is recent. Initially it was reserved to a certain
part of tourists, putting aside a big part of tourists mainly from lower middle classes who
practice less profitable activities. They think it is an inaccessible way of travelling. But now,
this kind of tourism has become more democratic, and it is necessary to convince them that
they can travel all while respecting the environment, and without spending more money.
To achieve this goal it is necessary:

53
• Improve the marketing strategy, and vary the languages used by the channels that
promote sustainable tourism. Many tourists are unfortunately not yet targeted by
promising sustainable tourism;
• Increase and diversify the type destination’s information through travel agencies, and
tour operators with which it becomes necessary to develop partnerships with local
stakeholders respecting environmental specifications. It is in order to spread
sustainable development in all regions of the world. (For example, promote
destinations, which limit access to cars and encourage green transport through the
establishment of bicycle paths facilitating the visit of the main points of interest;
• Create awareness to the youngest by creating workshops to teach them the useful
practices to respect the environment so that they can participate to build sustainably
the region where they live (young people of today are the tourists of tomorrow);
• Emphasize the moral interest of sustainable tourism, that is to say people can travel for
cheaper if they live like the locals, and at the same time decreases the cost of the stay,
and contribute to the development of a local population in several domains.
Particularly thanks to the cultural exchange, the respect for the lifestyle of the local
population;
• Organize seminars regarding the industry of tourism in developing countries in order
to act and engage local tourism stakeholders to help them discover the benefits of
sustainable tourism. For example, concerning the consumption of water, the local
population will see the interest of the actions done by tourist establishments and will
realize the real benefit of sustainable development;
• Set up an interface on the Internet to have feedback on the tourists’ experience. With
the aim of promoting and integrating sustainable tourism into several aspects and into
diverse cultures, in order to encourage the actions susceptible to improve the tourist
consumption of all destinations.

54
Hypothesis 4: Are the recommendations of sustainable tourism reaching population?
• It is necessary to hire more of the local population; their point of view and their
behavior regarding the principles of sustainable tourism will improve through the
influence as employees. In the end, they will see the positive impact on their
destination, and the evolution on the economic, the social, and the environmental plan.
• The challenge for the luxury industry is to fill the requirements of customers with high
purchasing power, and respect the needs of sustainable development at the same time.
For example, the low water flow in a luxurious room can be perceived by demanding
customers as a barrier to their comfort. Some actors in the luxury industry see the
sustainable development differently, as the expectations and the needs of upscale
guests are different.
Confirmation or denial of hypotheses
The analysis is based in accordance of the hypotheses. The point of view of the interlocutors
interviewed and the literature reviewed will help us to confirm or deny every hypothesis.
This section presents a fine analysis of data obtained from interviews. To remind the reader
about the problematic “how sustainable tourism could help destinations to growth with the
respect of sustainable development principles?”
From this problematic, four hypotheses are derived that we will approve or not after the
analysis.
H1: Is sustainable development just a tool of sale?
H2: Improve the management of companies for the good of population.
H3: Is the clientele interested in sustainable tourism before booking?
H4: Are the recommendations of sustainable tourism reaching population?

55
H1: Is sustainable development just a tool of sale?
After an analysis of both interviews, the interlocutors admit that they use sustainable
development as a tool to communicate that their facilities respect the environment. However
the first interlocutor realizes that it is a plus for the hotel, and it aims to show to customers
that the establishment is certified, recognized by eco-organization; and show to employees
that all the departments are involved.
However, according to the second interlocutor, sustainable development in the hospitality
industry is mainly an attractive tool for customers, if hotels want to be sustainable, they do
not need to have an eco label.
To give an example of the marketing of sustainability, the eco label Chouette Nature of Île
OYA has its own website that references all the establishments labeled, which belong to the
group Cap France. The website aims to have some news from the establishments labeled of
the group Cap France, download the new brochures, choose destinations in harmony with the
expectations of customers, sell packages in promotion, give more information about the
International Organization for Standardization ISO 14001, etc.
It is a strategy that allows Cap France to distinguish from its competitors and to gather their
sustainable destinations in order to make it easier for customers to find a place for their
holidays in accord with their expectations.
Furthermore, the eco label Chouette Nature proposes a range of sustainable products in order
to both raise the revenue and have a positive image vis-à-vis the customers.

56
Côté Océan and Citizen Hotel do not have an eco label, although they respect the principles of
sustainable development. It means that it is not necessary to have an eco label to be perceived
as sustainable destination.
In these two hotels, they strongly emphasize to the reduction of paper; in fact, all guests can
have a tablet during their stay, and use it as a tool of communication between the front office
staff and the customers. At the end of the stay, the e-communication is used to send the
invoices.
Moreover, all the food consumed in both establishments is homemade, and the raw products
such as meet and others are bought from the nearest villages for Côté Océan, and the local
area for the Citizen Hotel.
It is a sustainable development principle to encourage the local economy, and sometimes the
hotels have no other choice than to work with local producers.

57
At most hotels, the people who work on the subject are from the marketing department and
not from official organizations.
By gathering all this information, we could refute the hypothesis that sustainable development
is just a tool of sale for the hospitality industry, the tools of communication used by the
professionals of tourism industry go well with the principles of sustainable tourism.
H2: Improve management of companies for the good of population
After the analysis of both interviews, the act of improving management in the tourist facilities
has to be reviewed because of the failure to reach a large number of local populations.
In order to make a large part of the population satisfied, it is very important to fulfill a
widespread activity. For example, the opinion of local population has to be taken in account
before any execution or plan desired by companies; such as expansion of big companies in
inhabited areas that could limit the use of water, and deprive them of natural places.
After having the interviews, we could notice that independent hotels have less interest to
establish a plan more detailed, and develop the specification created by eco organization
needed in order to obtain the eco-label. If the two hotels Côté Océan and Citizen Hotel have
to make more efforts regarding the local population, to meet the sustainable development
principles that aim to help local population take advantage of the industry of tourism.
However, Île Oya has already planned to work on it, as they previously get the eco label
Chouette Nature. On the official website, among the list of commitments, we can read that
they do several acts towards population:
The committee of Chouette Nature label made a frame of reference to realize the application
and legitimize the existence of the Chouette Nature label. This tool consists of more than 100
criteria restarted in 10 axes of Chouette Nature commitment.
Regarding the good of local population, the objectives are below:
• Fulfillment of people:

58
Communicate to every member of our staff on the Chouette Nature initiative, and ensure an
appropriate training in this context in order to foster personal growth.
To sum up, the improvement of the management applied within companies towards local
population has to be enhanced. Then, the hypothesis is confirmed.
H3: Is the clientele interested in sustainable tourism before booking?
As I have worked at the Citizen Hôtel and Côté Océan, and according to the rates applied by
all the establishments studied, it is easy to demonstrate that the products offered by the three
establishments are up-scale.
Even so, they target their positioning to different segments of customers. It means that
products are accessible for customers of different ages. Furthermore, the hotels use different
tools in order to reach all the guests by changing the impression that the guests have towards
the sustainable tourism and its positive impact on destinations.
At the Citizen Hotel, technology is used as the primary way of communicating in order to be
perceived as a sustainable facility. Moreover, the hotel has defined as environmentally
friendly on its official website, many recommendations are updated online by the hotel, in
order to make the guests participate and involve them on the respect and the development of
the destination. Therefore, the guests respect the rules, follow the advices listed below, and do
not hesitate to encourage such policy.
So, we could say that customers are conscious that the hotel chosen by the guests for their trip
has a sustainable policy. So they share the same idea of the hotel, and approve the principles
and practices of the hotel, also they are agree with the attitudes of sustainable tourism.

59
The eco recommendations of the Citizen Hotel
http://www.lecitizenhotel.com/en/green-hotel-paris
H4: Are the recommendations of sustainable tourism reaching population?
As the objectives of the UNWTO regarding sustainable development are not applied
everywhere. A small part of population remains pessimist because they are not involved
enough on the development of their destination.
In the case of the three hotels studied, there is a part of the population that is satisfied, as the
tourist establishments improve the attraction of destinations, and create employment among
their local people.
An implementation of tourism facilities has to include in their strategy the purpose of helping
the local population who live near the facility.
We could confirm this hypothesis, as local people are not conscious enough of the positive
impact of sustainable tourism on their destination. In the majority of cases, it is because of the
lack of communication of stakeholders. The tourism establishments alone cannot reach the

60
whole population. It is important for other stakeholders to participate in the application of the
sustainable development in destinations, and take into consideration the utility to raise the
awareness of people in order to make their behavior respectful for their culture, environment,
and economic situation.

62
The tourism is the industry that allows tourist destinations to open up to the world, and to
develop various aspects.
Such as improving infrastructures, allowing to encourage and to facilitate the transport of the
local population and the persons coming from outside the borders through the construction of
roads, railway stations, variation of maritime and rail network, opening long-haul routes
thanks to airports, and to partnerships with diverse airline companies.
This will allow people who live in countryside or distant places to be able to move more
easily for different purposes thereby encouraging the domestic tourism and developing their
own destinations through the improvement of infrastructures and the raise of employment.
To improve the products of destinations, and to permit to population to leave in a better
condition of life, the services provided by different actors must be reviewed. As the
development of destination pass mostly through human development
Therefore, governments and other stakeholders must create and develop the important
services useful to society, such as health and education.
Additionally, it is useful to restore museums and important buildings to encourage cultural
tourism, to build training centers to support the growth and meet needs of the major
stakeholders in tourism. All these features help increasing the conditions of families living
mainly from tourism.
This allows destinations to comply with standards and to be related to other areas worldwide,
thanks to the organization of international events for example. Furthermore, as the sector of
the tourism answers the international standards, global corporations will have to more invest
to participate in local economy, and take advantage of the economic boom in domains other
than the tourism.
However, it is difficult to move from theory to practice. The tourist establishments, which
have to respect the principles of the sustainable tourism, are in front of many obstacles. This
is mainly due to the insufficient interface of all stakeholders and to the carelessness of the
local population about the positive effects.

63
After all, tourists will participate in all cases to the economic development of destinations due
to their expenses during the stay, even if the costs differ from a destination to another. And
thanks to the benefits that tourism industry can provide; global organizations will continue to
get closer the tourism industry to sustainable development. It is one of the solutions to fight
mass tourism and other bad activities in relation with tourism.
Indeed, the sustainable tourism is the solution for all the countries to develop fairly their
destinations. That is by respecting the principles of sustainable development (distribution of
profits, environmental protection, respect for culture, etc.).
After the qualitative study, we were able to notice that there are contradictions between the
texts of world organizations, and what is really applied. Because there are always factors that,
escape from the policy used by companies related to the industry of the tourism, such as the
negligence of the freedom of actions vis-à-vis citizens.
Similarly to sustainable development, sustainable tourism is based on three strategic pillars;
the economic, social, and environmental aspect. The main part is to find the equity between
these three aspects. As the problems are very large, it is essential to involve various local
organizations with the aim to master the specifications wanted by the principles of sustainable
development.
The objective of this thesis was to analyze the impacts of sustainable tourism on different
features; four hypotheses were discussed to demonstrate how sustainable tourism helps
improving destinations sufficiently. To lead this research, interviews with people who are in
relation with the industry of tourism and the domain of sustainable development were realized
in order to have more details useful to answer to the problematic.
The hypotheses were about the impact on local population, the awareness of customers, the
use of sustainable development through marketing, and the management of companies
towards the principles of sustainable development.
As the main issue is related to these features, it is essential to create a special unity in order to
gather information and data that could help to verify if all the specifications required for the
good of the environment and population are applied.

64
The green organizations, which provide eco labels, are a good example of this procedure.
Even tough, other organizations have to broaden the verification, as they could help the
companies to improve their features, and their policies regarding the sustainable development,
like the raise of awareness of people, because unfortunately a part of population think that
sustainable development is just a concept linked to the environment.

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