ECONOMICS AND MANAGEMENT: 2013.

18 (3) ISSN 2029-9338 (ONLINE)

ECOTOURISM AS AN INTEGRAL PART OF SUSTAINABLE

TOURISM DEVELOPMENT

Kristina Barkauskiene1, Vytautas Snieska2

1,2
Kaunas University of Technology, Lithuania
http://dx.doi.org/10.5755/j01.em.18.3.4272

Abstract
The authors of the article analyze ecotourism as an integral part of sustainable tourism
development. The paper presents ecotourism as one of the fastest growing types of tourism in the
world. Ecotourism as a sustainable development tool provides long-term social, environmental and
economic benefits and is given appropriate priority in the country's economic development. The
main aspects of ecotourism are economical, ecological, social and cultural. Political aspect and
marketing changes influence ecotourism development as well. The paper presents the main
elements involved in the ecotourism development: the respect for the ecosystem integrity, local
participation and economic opportunities for the local community. SWOT analysis shows that
ecotourism not only has many advantages in Lithuania, which allow it to exist successfully, but also
drawbacks that hinder the development of ecotourism. Despite the fact that most of the threats may
also be a barrier to development, there are a few opportunities that provide the development of
ecotourism perspectives in Lithuania.
Exploring the factors, which influence the development of ecotourism, the Lithuanian
ecotourism SWOT analysis was conducted, which shows the direction in which the rapidly
developing ecotourism could successfully compete not only in the Lithuanian but also in the
international tourism market.
The type of the article: Theoretical paper.
Keywords: ecotourism, sustainable tourism, sustainable tourism development, SWOT
analysis.
JEL Classification: L83, O13, Q01, Q56.

1. Introduction
Due to various economic, social and political processes of globalization tourism is the leading
economic sector in many countries. Ecotourism is one of the most quickly advancing areas of global
tourism. Ecotourism is based on the fundamental principles of sustainable tourism, therefore
ecotourism is an integral part of sustainable tourism. Ecotourism includes such basic principles as a
minimum impact on the environment, preserving nature, respect for local customs and traditions,
interest in country's history and culture, training of intercultural communication, local economy
support by choosing local products, business support, which protects cultural heritage, paying
attention to political, environmental and public events, reducing the use of non-renewable
resources. Lithuanian ecotourism is related to tourism in protected areas and includes natural and
traditional cultural knowledge, observation, in accordance with the principles of sustainable
development.
The problem of the study is that the principles of sustainability in the development of
ecotourism are regarded inadequately. The development of both sustainable tourism and ecotourism
is one of the main challenges for the development of the tourism sector in order to maintain
competitiveness in the international tourism market. In addition, there is a lack of scientific
literature that deals with the problems and opportunities of developing ecotourism market in
Lithuania.

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SUSTAINABLE TOURISM DEVELOPMENT

The aim of the study is to analyze ecotourism as an integral part of sustainable tourism
development.

2. Theoretical background
The impact of ecotourism on sustainable development
Sustainable development is understood as the ability to meet the needs of the present without
compromising the ability of future generations to meet their own needs (World Commission on
Environment and Development, 1987). The concept of sustainable development suggests that only
those societies will survive which have developed the capacity to provide for their current
requirements without endangering the chances for continued future development. As stated in
Johannesburg Declaration on Sustainable Development (2002), the interdependent and mutually
reinforcing pillars of sustainable development are economic development, social development and
environmental protection. Sustainable development is harmonious combined with tourism
development, between those two exists a relationship of correspondence and reciprocity (Andrei et
al., 2012). According to Commission of the European Communities (2003), sustainable tourism is
tourism that is economically and socially viable without detracting from the environment and local
culture. It means business and economic success, environmental containment, preservation and
development, and responsibility towards society and cultural values three facets that are
interdependent. Sustainable tourism and sustainable development focuses on the same key issues:
ecology, society and a systemic process of development. As Burneika and Kriauinas (2007)
stated, ecological tourism (ecotourism) is a branch of tourism, which is favourable for sustainable
development. Ecotourism is defined as responsible travel to natural areas that conserves the
environment and improves the well-being of local people. Ecotourism is about uniting conservation,
communities, and sustainable travel. This means that those who implement and participate in
ecotourism activities should follow the following ecotourism principles: minimize impact, build
environmental and cultural awareness and respect, provide positive experiences for both visitors
and hosts, provide direct financial benefits for conservation, provide financial benefits and
empowerment for local people, raise sensitivity to host countries political, environmental, and
social climate (The International Ecotourism Society, 2013). As Ceylan and Gven (2010)
maintained, in addition to evaluating environmental and cultural factors, an integral part of
ecotourism is the promotion of recycling, energy efficiency, water conservation, and creation of
economic opportunities for local communities. In addition, ecotourism can be an important tool of
sustainable development that necessarily involves a balance between economic, environmental and
social goals, ethical values and principles to minimize the environmental and social impacts of
tourism.

The main aspects of ecotourism

Ecotourism is a fast growing sector in the world tourism industry. Tourism industry cannot
stand without embracing ecotourism because it can be regarded as one of the best approaches to
promote sustainable development. The expansion of ecotourism can be helpful by developing local
economy and society and also by conserving environment. According to Astromskien,
Ramanauskien & Adamonien (2012), to develop this form of tourism it requires an integrated
stakeholder approach, including development of economic, environmental and ethical processes. As
audyt (2002) stated, the preservation of ecological integrity with an integrated human society is
possible only by understanding the needs of human and nature. The principles of ecotourism
basically focus on increasing the involvement of local community in the planning supporting of
economic development, environmental conservation, social and cultural awareness, capacity
building. The main aspects of ecotourism, according to Stefanica and Vlavian-Gurmeza (2010), are
economical, ecological, social and cultural (Table 1).

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SUSTAINABLE TOURISM DEVELOPMENT

Table 1. The main aspects of ecotourism

Economical
Increasing the degree of
capitalization of
resources, especially the
least known ones in
order to achieve a
reduction of the pressure
exerted on the intensely
exploited resources
Source: adapted by the authors with reference to Stefanica and Vlavian-Gurmeza (2010).
The main aspects of ecotourism
Ecological Social Cultural
Reducing and Maintaining some Capitalizing the
eliminating waste occupations, traditional civilization, art and
if possible professions of the inhabitants culture elements that
recycling them; a in the areas, which determine express a certain cultural
more rational use of the increase of the number of identity and which
all the resources jobs by attracting the develop the spirit of
population into practicing tolerance
different forms of tourism

It is also necessary to consider critically that ecotourism also creates many problems such
as environmental and cultural degradation and even economic imbalance. According to Neth
(2008), ecotourism could be beneficial, but also development of ecotourism could be damaging
(Table 2).

Table 2. Advantages and disadvantages of ecotourism

Advantages Disadvantages
Environmental Incentives for conservation of natural areas Indirect damage of vegetation
Education about environmental ethic Decay of habitats
Advocacy for conservation with Disturbance of wildlife
development Pollutions air, noise, and waste
Massive commercialization of natural
resources
Economics Major means of foreign earnings Leakage of income
Balance economic development Increase unhealthy economic
with proper income distribution in local competition and economic gap
communities among locals
Job opportunities for local people
Sustainable infrastructures building
Promotion of local economy
Socio- cultural Promotion and conservation of various local Various social problems
cultures, traditions, arts, music, and other Undesirable commercialization of cultural
historical and religious heritages and religious assets
Education for the importance of culture Crowd and undesirable behavior of
Diversification of cultural activities visitors
Cultural exchange
Source: adapted by the authors with reference to Neth (2008).

It is also important to emphasize the elements involved in developing ecotourism (Figure 1).

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Respect for the ecotourism

integrity

Ecotourism Local participation Ecodevelopment

Economic opportunities for

the local population

Figure 1. The elements involved in the ecotourism development

Source: adapted by the authors with reference to Theobald (1998)

Figure 1 presents three main elements which influence ecodevelopment:

1. Respect for the ecotourism integrity. Stefanica and Vlavian-Gurmeza (2010) aims at
empfasizing the importance of the environment in supporting tourism, maintaining the level of
development at a small scale under the control and under the local management.
2. Local participation is also an important element in the ecotourism development which
aims at promoting the local participation as much as possible, creating opportunities for the host
population, the transfer of property to the local community and its administration, creating
opportunities for the group projects and local population as regards the control and administration
of natural valuable resources, stipulating some alternative local measures (Stefanica & Vlavian-
Gurmeza, 2010).
3. Economic opportunities for the local population. This element deals with the benefits of
the local economy, creating jobs for the host population, guaranteeing and protecting the local
population, including the communities ideas in the political decisions, the equitable distribution of
the economic benefits, recognizing the local efforts/services, using the local materials and working
force to keep the money into the local economy (Stefanica & Vlavian-Gurmeza, 2010).
After going through these various aspects of ecotourism which were mentioned above, it is
true to say that a development of ecotourism could be an effective way of building a sustainable
community development and also could contribute to achieve sustainable development with better
conservation of ecosystem and perfect community development.

The problems and the opportunities for development of ecotourism in Lithuania

According to Wood (2002) ecotourism is a growing niche market within the larger travel
industry, with the potential of being an important sustainable development tool. As ilinskas and
Petraviien (2007) stated, Lithuanian culture, traditions, cultural heritage and natural landscapes,
resurgent cultural interaction and business relations lead to development trends of inbound and
domestic tourism. The country has a great potential for resort, is rich for its cultural and natural
resources, therefore Lithuanian ecotourism development opportunities are obvious. In order to
ensure the success of ecotourism development in Lithuania, it is necessary to create the appropriate
political, legal, economic assumptions (Nature Heritage Fund, 2008):
ecotourism developed as a sustainable development tool, bringing the long-term social,
environmental and economic benefits, and is given appropriate priority in the country's
economic development;
validated the term ecotourism and regulated its use;
created an organizational unit to coordinate the development of ecotourism;
implemented system of ecotourism certification, control and monitoring;

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Kristina Barkauskiene, Vytautas Snieska ECOTOURISM AS AN INTEGRAL PART OF
SUSTAINABLE TOURISM DEVELOPMENT

created legal presumptions that promote a development of ecotourism;

created financial mechanisms to develop products of ecotourism;
organized trainings about ecotourism for representatives of municipalities, administrators
of protected areas, tourism operators;
created the national marketing system of ecotourism, pointed the main interest in online
marketing.
One of the main problems to develop sustainable tourism is a need to have a greater financial and
political support (Bramwell, Lane, 2009). Ecotourism faces the same problem in Lithuania as well.
Ecotourism like rural tourism is an activity that allows sustainably develop regional economy
and meet social requirements of the population. It also provides social and cultural benefits: the
importance of cultural heritage and awareness of protection, stronger relations between the local
communities. This is the way a local economy is developed, the standard of living improved, cultural
heritage and social values are treasured (Matekonien, Navickait, Dubauskait, 2002). Besides
services of feeding and accommodation, travelers have an importance of such ecotourism services as
watching flora and fauna, trips on foot (hiking), walking to the hills (Zografos, Allcroft, 2007).
According to Balaentis, Paulauskien (2012), the awareness of ecotourism, natural, social
and economic Lithuanian conditions, developed network of protected areas are the most important
factors in the development of ecotourism in Lithuania. In order to eliminate factors that restrict the
development of ecotourism, it is important to increase public awareness in this area, to develop
necessary competencies and identify priorities for the development of ecotourism. Balaentis,
Paulauskien (2012) after carrying out the research, stated that developed infrastructure, awareness
of ecotourism in the society and professional competencies could lead to the development of
ecotourism in Lithuania. Hence, in order to ensure successful development of ecotourism in
Lithuania, it is necessary to create appropriate political, legal, economical assumptions.

3. Method
The article is based on the scientific literature, the Republic of Lithuania Government
Resolution Information (National Tourism Development Program for 2007-2013). By analyzing
ecotourism as an integral part of sustainable tourism development, general research methods were
used - systematic, logical and comparative analysis of scientific literature, synthesis. In this
literature search the main search criteria were ecotourism, sustainable development, which were
searched separately and combined. SWOT analysis was used to analyze the problems and the
opportunities for development of ecotourism in Lithuania. This analysis identified strengths,
weaknesses, opportunities and threats to development of ecotourism in Lithuania.

4. Results
In practice, ecotourism should be regarded as a tool of natural areas that helps to solve
conflicts of natural, economical and social development. This is the main difference from usual
tourism, which promotes an economical motivation. Lithuania's natural and cultural conditions,
developed sector of services allow to produce ecotourism products, which can form attractive image
of tourism in the country, to compete in international tourism markets, while satisfying expectations
of tourists and business. To achieve these goals, it is important to adapt the cultural heritage and
natural objects for tourism infrastructure, to maintain principles of environmental and ecological
balance, to improve quality and diversity of recreation, entertainment and leisure services, build
more active marketing of Lithuanian ecotourism. (National Tourism Development Program for
2007-2013).
Favorable and negative factors have to be considered to achieve development of ecotourism in
Lithuania. Weaknesses force to find the methods to eliminate or reduce the negative effects, while
strengths are required to provide perspectives of developing ecotourism. For this purpose, there was
prepared SWOT analysis of Lithuanian ecotourism (Table 3).

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Table 3. SWOT analysis of Lithuanian ecotourism

Strengths
The favorable geographical position
Great natural and cultural potential
Few urban landscape
A well-developed system of national parks
The rich historical heritage
Cultural traditions, customs, celebrations
Wide selection of local food, drinks
A variety of ecological products
Large variety of ecotourism products and
strong authentication
Attractive relation between price and quality
Lithuania has the objects included in the
UNESCO World Heritage List
Populations hospitality
The relatively low pollution of soil, water, air
Less pollution in most rural areas
The growing desire of city residents to rest in
nature and a quiet place
Opportunities
Strengthening international relations of
Lithuania
Cooperation with neighboring countries for
common recreational areas
Increasing demand of ecotourism services and
flows of eco tourists
The increase of the number of tourists who
have ecotourism as motivation
The possibility to develop sales of ecological
agricultural products
Improvement of the ecological environment
Routes formation of new recreational and
cultural tourism
The possibility to develop water, cultural-
cognitive, rural tourism
Improvement of investment environment
(attractiveness)
Support of EU structural funds
Developing infrastructure of sports activities
(racecourses, golf courses, ski slopes, etc.).
Rising incomes of population
Source: adapted by the authors with reference to National Tourism Development Program for 2007-2013.
Weaknesses
Insufficiently developed infrastructure in rural
areas
Inability to create an attractive image of tourism
in Lithuania
Legal environment does not encourage the
development of ecotourism
Lack of ecotourism marketing
Not implemented national information system of
ecotourism
The lack of history, culture, heritage and natural
areas, including protected areas for visiting
Lack of financial resources, unclear developing
and supporting system of ecotourism business
Underdeveloped infrastructure of tourism
Limited variety and diversification of leisure
activities according to the tourists' income
Strong seasonal effect
Lack of skilled labor
Threats
Lithuanian regional economical and social
differences increase
The possibility of environmental worsening
Decline purchasing power of population
Increasing international competition
Low population awareness about the
environment, ecology
unimproved availability of country
Loss of Cultural-historical, natural heritage and
recreational resources potential
High labor migration to EU countries
Not decreasing number of crimes
Potential loss of rural tourism

Ecotourism (as well as all the tourism sector), the potential possibilities are associated with
the objective to expand existing and to develop new segments of customers, improve informational
dissemination and infrastructure, reducing environmental pollution and et cetera. Threats are
associated with institutional interferences, not providing the individual elements of the coordination
and cooperation tourism system, lacking of investments in tourism infrastructure, socio-economical
threats and climate conditions (Ligeikien, 2003).

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5. Discussion
The research showed that analyzing development of ecotourism sector and sustainable
development, it is focusing on economical, ecological, social and cultural factors. The results of the
study highlight that ecotourism is an integral part of sustainable tourism development. On one hand
development of sustainable tourism and ecotourism gives these economical benefits as creating
more job places, economic growth and income generation. On the other hand sustainable
development is a long term process that requires long-term and large investments. From the
environmental side of view, in order for sustainability to exist, nature and integrity of the
environment must be taken into account, non-renewable resources have to be reduced, all of used
resources effectively applied, while using renewable resources not at a greater rate than nature can
restore, removing pollutants and everything that does a negative effect to environment.
Ecotourism is a growing tourism industry in Lithuania, which has many advantages and
strengths, starting from favorable geographical position, rich and unique natural, cultural and
historical heritage of potential resources and et cetera. However, despite all of the strong sides of
ecotourism, SWOT analysis identifies a number of weaknesses that disturb an image of Lithuanian
ecotourism, but also creates opportunities for ecotourism to develop in the future. One of the main
tasks achieving development of ecotourism is the promotion of consumers' environmental
education, applying ecotourism to rural tourism. Municipalities which develop tourism and
accommodation providers should also take into account environmental considerations.
Summarizing the research, it can be said that sustainable development of ecotourism should
be one of the priority tasks of each state and must be strategically planned, implemented,
coordinated and controlled, that ecotourism could develop and successfully compete in Lithuanian
market.

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