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W I R B R I N G E N D I E W I R T S C H A F T I N S K L A S S E N Z I M M E R

TOURISM, LEISURE
AND CULTURE AS
ECONOMIC FACTORS

3 SEP. | 2010
1 Tourism, Leisure and Culture as economic factors

Tourism, Leisure and Culture

as economic factors
Contents
WANDERLAND AUSTRIA:
Tourism in Austria, Different aspects of tourism
as an economic factor, Effects on employment,
Costs and benefits of tourism

THE PLEASURE OF LEISURE:

Leisure activities in relation to the economy,
Sports, Major sport events and the economy

CULTURE & ECONOMY:

The importance of culture for Austria’s economy,
Salzburg – city of music & art, Statistics
on the cultural sector, The role of culture occupations
in the Canadian economy

ECO-TOURISM: THE NEW FACE OF TRAVEL?:

Defining ecotourism, Ecotourism as an economic factor,
The potential of ecotourism in Austria

Students will
 be encouraged to think critically about the impact of tourism, leisure and culture as economic
factors
 process information about the influence of tourism, leisure and culture on the Austrian
economy
 focus on their native areas and think about the relationship between tourism, leisure and
culture and the local economy
 scan newspaper articles for information
 revise, study and get to know words and phrases related to tourism and leisure activities
 be introduced to the phonetic alphabet in order to pronounce words correctly
 learn to interpret statistics and focus on words of movement
 describe and interpret cartoons
 act out dialogues and participate in role plays
 carry out research projects, prepare and give presentations
 conduct a survey
 Tourism, Leisure and Culture as economic factors 2

1 WANDERLAND AUSTRIA

1A Look at the cartoon below. What does it refer to? Discuss your ideas in class.

1B Get together in teams of 3-4 students and discuss the following slogans:

The unspoilt country that loves Festive Austria

spoiling you

Austria, land of music

Wanderful Austria

 Where might the slogans be taken from?

 What do they refer to?
 What is their message?
 What do they have in common?
 Put your own slogan in the empty box.
3 Tourism, Leisure and Culture as economic factors

1C Make up a dialogue between an international tourist who is interested in spending his/her

holidays in Austria and an Austrian who particularly points out the assets of his/her native
region. The following phrases might be useful:

I’d recommend going ...

Austria is famous for its ...

Why don’t you visit ...

If you want a really quiet holiday ...

I’d suggest that you contact ...

You will like Austria in summer/winter because ...

 Tourism, Leisure and Culture as economic factors 4

1D The following text offers some information about tourism in Austria. Can you guess the
right answers to fill in the blanks?

1) Tourism forms an important part of Austria's economy, accounting for almost

………………………… of the Austrian gross domestic product.

a 9% b 15% c 27%

2) As of 2007, the total number of tourist overnight stays is roughly the same for summer and
winter season, with peaks in ………………………… and July/August.

a December b February c May

3) In international tourist arrivals, Austria ranked ………………………… with 20.8 million tourists
in 2007.

a 12th b 23th c 34th

4) ………………………… attracts a major part of tourists, both in summer and winter.

a Graz b Sölden c Vienna

5) Salzburg receives about a ………………………… of tourist overnight stays compared to

Vienna, which ranks it 2nd in the summer season.

a third b fourth c fifth

6) In the winter season, a number of winter sport resorts in western Austria overtake Salzburg
in the number of tourist overnight stays: Sölden, Saalbach-Hinterglemm, Ischgl, Sankt
Anton am Arlberg, and ………………………….

a Puchberg b Obertauern c Kaprun

7) The three most visited landmarks in Austria are Schönbrunn Palace (2.590.000 visitors per
year), Tiergarten Schönbrunn (2.453.987 visitors) and ………………………… Basilica
(1.500.000 visitors).

a Mariazell b Innsbruck c Maria Taferl

8) Of great touristic importance are the Austrian skiing, ………………………… and

mountaineering resorts in the Alps as well as family-friendly recreation areas. The same
applies to the numerous Austrian lakes (e.g. Wolfgangsee and other lakes in the
Salzkammergut east of Salzburg or Wörthersee in Carinthia).

a biking b hiking c swimming

Text adapted from http://en.wikipedia.org/wiki/Tourism_in_Austria
5 Tourism, Leisure and Culture as economic factors

1E By rearranging the letters of the words in brackets find the correct terms to complete the
text below.

1) In Austria ……………………… (twiner) sport fans are spoilt for choice.

2) More than 800 resorts offering 22,000km of ski runs, 16,000km of groomed cross-country
……………………… ……………………… (trailing kiss) and much more!

3) In addition to terrific ski areas, Austria offers great toboggan runs, ………………………
……………………… (tea sicking) and ice sailing on frozen lakes as well as exciting climbing on
frozen rocks and waterfalls!

4) Austria is not only a great area for all kinds of sports but also the perfect ………………………
(atendonitis) for more leisurely pleasures.

5) Enjoy a romantic sleigh ride, cozy evenings on a ……………………… (matunion) hut or relaxing
walks through the winter wonderland!

6) In Austria both the young and the old are in for fun and ……………………… (adveertun).

7) Children-friendly accommodation providers - hotels with qualified child carers and ski schools
with certified children's ……………………… (strictrunso) - offer everything the kids could possibly
desire for a perfect holiday!

8) Teens can do all the ……………………… (drynet) sports: snowboarding, carving, downhill - fun
and action are guaranteed!
Text adapted from http//www.tiscover.com
Fotos: http://www.austria.info/uk; http://www.austria.info/at
 Tourism, Leisure and Culture as economic factors 6

1F To what degree does your area/town/city try to attract tourists? Collect a few brochures
and leaflets about your area/town/city. Can you also find English ones? Summarize the
points which are particularly stressed in the publications.

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1G Get together with a partner and answer the following questions. Prepare a written report of
your findings afterwards.

Why is travelling so popular or even necessary?

What do travellers spend their money on?

What kind of services do travellers need when on holidays?

What might people be interested in seeing/doing when on holiday?

In what ways do travellers’ journeys influence the local economy?

7 Tourism, Leisure and Culture as economic factors

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 Tourism, Leisure and Culture as economic factors 8

1H Special events such as festivals, fairs and concerts bring in tourists, who typically spend
money while they are visiting the area. Match the economic factors of tourism (terms in the
box) with their descriptions below.

Employment Infrastructure Spending Business Boon Taxes

1) ....................................... : In addition to visiting and spending money at the special event,

tourists will commonly spend money at local restaurants, hotels and stores.

2) .......................................: Tourism provides businesses with extra revenue as well as income for
the employees who work during the event.

3) .......................................: Employees are needed to set up, maintain, and sell tickets and
concessions at special events.

4) .......................................: National, state and local governments charge a tax on sales and
wages generated by the tourists.

5) .......................................: While attracting tourists may be a positive move, the area must be
prepared to handle logistical issues that may be caused by a sudden population growth,
including a possible rise in crime, more traffic congestion and accidents, and a lack of parking.

Text adapted from http://www.ehow.com/facts_5544390_economic-factors-tourism.html

9 Tourism, Leisure and Culture as economic factors

1I The high economic significance of tourism also includes its effects on employment. Have a
look at the following chart and together with a partner discuss what kind of jobs there are
in the tourism industry. Make a list of all the jobs that you can name. Do you also know how
to interpret the numbers given in the table?

1J Many people in tourism work in hotels and are busy looking after their guests.
Who does the following things?

deals with people arriving at or

1 chambermaid A
telephoning a hotel

2 chef B cooks and supervises the cooking

3 porter C serves customers at their tables

4 receptionist D cleans bedrooms

5 waiter/waitress E serves customers in a shop

is in charge of the entrance to the hotel

6 barman F and carries bags

7 animateur G works in a bar and serves drinks

organizes and encourages artistic and

8 shop assistant H
social activities
 Tourism, Leisure and Culture as economic factors 10

1K Radio debate: Tourism costs and benefits

Get together in groups of six students with each of you focusing on one of the following six areas.
Then get together with your colleagues form the other group(s) who represent the same role (e.g.,
all students focusing on social benefits, all students focusing on social costs, etc.). Discuss your
arguments and also think about what the others might say and provide counterarguments. Don’t
forget to take notes and prepare your most important keywords (not sentences!).

(1) SOCIAL BENEFITS (2) SOCIAL COSTS

Provides cultural exchange between hosts
+ and guests.
Facilities and infrastructure developed for
+ tourism can also benefit residents.
May attract visitors whose lifestyles and
ideas conflict with the community's. An
- example may be the visitors' use of drugs
and alcohol.
Loss of traditional values and culture
through imitation of visitor behaviour or
- cultural diffusion resulting from normal,
everyday interaction.

(3) ENVIRONMENTAL BENEFITS (4) ENVIRONMENTAL COSTS

Encourages community beautification and
+ revitalization. - May increase litter, noise, and pollution.

Emissions generated by forms of transport

Fosters conservation and preservation of
+ natural, cultural and historical resources. - are one of the main environmental
problems of tourism.

(5) ECONOMIC BENEFITS (6) ECONOMIC COSTS

Tourism development of infrastructure
Creates local jobs and business
+ opportunities. - (airports, roads, etc.) can cost the local
government a great deal of money.
Employment tends to be seasonal. Workers
+ Earns valuable foreign exchange. - may be laid off in the winter season.
Text adapted from http://geographyfieldwork.com/TourismProsCons.htm

Now get together in your discussion groups again and image you are on a
radio debate on the topic of “Tourism costs and benefits”. Perform your
debate in front of the class.
11 Tourism, Leisure and Culture as economic factors

2 THE PLEASURE OF LEISURE

2A How do you usually spend your leisure time? What are your hobbies? What are you
interested in? Prepare a short presentation about yourself. It is up to you to choose the
format of this presentation. It can be an oral presentation, a poster, a picture that you
describe, etc.

2B Use the flowchart below to find the best activity for you. Compare your choice with that of
other people in your class. Which activity is most/least popular?

is a sport?

is energetic?

is a keep-fit activity?
Do you want an activity which

teaches practical skills?

is quieter?

develops artistic talent?

 Tourism, Leisure and Culture as economic factors 12

2C Look at the word group below. Then write a short

paragraph about your own leisure activities using as many
of these phrases as fit. Say what you often do in the evening
at home and also what you can do together with your
friends.

 To listen to the radio, to tune in a station

 To watch TV, to switch/turn off/turn on the radio/TV
 To read a book/newspaper/magazine
 To go to the cinema/the theatre/a concert; to buy a ticket
(in advance), to buy a programme, to enjoy a
film/play/concert; to become/be a member of a club/team

 To play table tennis/badminton/handball/football; to play fair/foul; to score a goal; to coach

a team
 To go climbing/hiking/sailing/rowing/skiing/skating
 To invite friends, to visit friends, to give/organize a party; to go to a party, to be invited to a
party; to go dancing

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2D Get together in teams of 3-4 students and discuss how your leisure activities relate to the
economy. Think about what kind of facilities and equipment you need for your activities
and what kind of jobs and businesses are involved in these activities. Also consider whether
it is mainly local or rather the global economy that profit from your activities.

Put your thoughts down in a mindmap that you present to the rest of the class afterwards.
13 Tourism, Leisure and Culture as economic factors

2E Read through the following article and complete

the tasks below.

Millenials seek work’s benefits: leisure, money

By Tali Arbel
++++++++++++-,
---------------------------------------
Text adapted from http://blog.taragana.com/business/2010/03/09/millenials-
want-works-benefits-leisure-money-community-features-linked-to-obesity-
39588/GEN Y AT WORK: Millenials want more vacation and time for themselves
away from the job than young people did 30 years ago, and they also value
compensation more, according to a recent study.
That may be setting them up for intense disappointments in today’s labor
market.
Those born starting in the early 1980s put a bigger emphasis on time away
from work than previous generations. They’re slightly less likely to say
that work should be “a very central part” of one’s life, and tend to value
a job more for salary and advancement opportunities rather than as a source
of friends or an avenue to learn new skills.
Gen Y, the youngest generation in American workplaces, may see time off as
necessary because of how hard they saw their parents work, said San Diego
State University psychology professor Jean Twenge. She has a study
analyzing generational differences in attitudes toward work in an upcoming
issue of the Journal of Management.
But as unemployment has grown for young people, their expectations for
money, job promotion and leisure time are encountering workplace reality.
In today’s world, that means tepid growth in salaries and benefits, and
heavy competition for positions.
The Conference Board, a private research group, said in January that job
satisfaction for those under 25 was at a record low in 2009.
“High expectations are colliding with reality and leading to a lot of
disappointment and dissatisfaction,” said Twenge.
In her study, Twenge culled data from high school seniors taking the annual
“Monitoring the Future” survey in 1976, 1991 and 2006. About 15,000 seniors
nationwide take the survey each spring.
The 2008 report, from after the recession began, showed that 17- and 18-
year-olds valued leisure time away from work even more than they had two
years before, Twenge said.
And other surveys second this finding, despite the recession. College
students in summer 2009 said they valued job security more than in previous
years, but they also continued to say work-life balance was important,
according to a survey by Universum, a human resources consultancy.
 Tourism, Leisure and Culture as economic factors 14

a) True or false? Look at the following statements and decide whether they are true (T) or
false (F). Correct the false statements below.

No. Statements T F

1. Young people value work more than young people 30 years ago.

Millenials are more easily disappointed in today’s labour market because there is
2.
less room from vacation and leisure activities.
Young people’s attitude towards work may be influenced by how hard their
3.
parents had to work.
The majority of those born in the early 1980s value a job for its good working
4.
atmosphere and the friendships that may grow out of it.

5. A study found that employees were highly satisfied with their jobs in 2009.

Another survey found that young people tended to value job security more than in
6.
previous years, and paid less attention to leisure time and vacation anymore.

False Statements corrected:

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15 Tourism, Leisure and Culture as economic factors

b) Match the following definitions with the appropriate words from the text.

holiday

something, especially money, that sb gives you because they

have hurt you, or damaged sth that you own

difficult time for the economy of a country, when there is less

trade and industrial activity than usual and more people are
unemployed

situation in which people or organizations compete with each

other for sth that not everyone can have

feeling that you are not pleased and satisfied

a belief that sth will happen because it is likely

Look at the words more closely and consider what they

actually have in common.
Discuss your ideas with your teacher in class.

c) Get together with a partner and discuss what this changed attitude of the ‘millenials’
might actually mean for the economy? What are possible consequences for the
economy and in what ways does it take advantage of this focus on leisure and work-
life-balance?
 Tourism, Leisure and Culture as economic factors 16

2F Look at the icons below. What are these sports called in English? What other sports do
you know?

You do

You go

You play
17 Tourism, Leisure and Culture as economic factors

2G Tell the class what sports and outdoor activities you (don’t) enjoy in your leisure
time.

am interested in ... am not interested in ...

am keen on ... keen on ...

I don’t mind ... but I don’t enjoy ...

enjoy ... like ...

like ... hate ...

2H Read through the text and choose the correct expressions to complete the sentences.
On the basis of the article, discuss the relationship between major sport events and the
economy.

Top sports events 'boost economy'

By Bill Wilson

Adapted from: http://news.bbc.co.uk/2/hi/business/8516889.stm

1) Hosting major sports events, such as the Winter Olympics or football World Cup, can
……………………………. boost a city's economy and global image, a new report says.

a) helps b) help c) helped

2) Social development ……………………………. benefits, says the report.

a) also b) as well c) too

3) It says hosting an event allows a city or country to move ……………………………. on a

wide range of issues and activities that might otherwise not get under way.

a) quick b) quickly c) quicker

 Tourism, Leisure and Culture as economic factors 18

4) Winter Olympic host Vancouver ……………………………. the games to build a convention

centre, rapid transit rail line, and motorway.

a) have used b) are using c) used

5) "Emerging countries and cities are seeking to distinguish ……………………………. in the

new economy by hosting major events to put themselves front and centre on the global
stage," says the report's co-author Greg Pellegrino.

a) themselves b) them c) themselfes

6) He said the rigid deadlines associated ………….. international sports events could help
accelerate economic development.

a) by b) to c) with

7) He said major sports events could boost tourism, improve infrastructure and provide an
opportunity to elevate the ……………………………. stature among the top global brands.

a) hosts b) host’s c) hostes

2I Carry out a research project about Sports and economy: fashion trends, developments,
markets. In teams of four students, choose a particular facet of this topic that you want
to focus on.

Then conduct your research which may include interviews with

people concerned, collection of materials, reading relevant
books for background information and searching the internet.

Write a report and make a presentation in class.

19 Tourism, Leisure and Culture as economic factors

3 CULTURE & ECONOMY

3A Spend one minute writing down whatever you think of when it comes to “The
importance of culture for Austria’s economy”. Compare your findings with your partner,
find out what you have in common and complement your lists. Then group your
findings and share them with the rest of the class.

………………………………………………………… …………………………………………………………

………………………………………………………… …………………………………………………………

………………………………………………………… …………………………………………………………

………………………………………………………… …………………………………………………………

………………………………………………………… …………………………………………………………

………………………………………………………… …………………………………………………………

3B Consider the following snippet taken from www.tiscover.com and write a brief
comment. It is up to you to choose the form of this comment. Then read out your
comment in class and compare your ideas.

Do you know what the phrase “more ... than you can shake a stick at” actually
means? If not, can you guess? Discuss your suggestions with your teacher.

3C What might be the diary contents of an American or English holiday-maker who has
spent three or four days in your town or area and is particularly interested in culture?
Write two pages of his/her diary.
 Tourism, Leisure and Culture as economic factors 20

3D Salzburg – City of music & art

a) In teams of 3-4 students, conduct a mini research

project on Salzburg. Find out why Salzburg is commonly
marketed as the city of music and art and what the most
famous attractions that Salzburg is known for are. Share
your findings in class.

b) The text below focuses on Salzburg’s economy. Get together in pairs. Student A reads
through the first part and then practices reading aloud. Student B
does the same with the second part.

If you are not sure how to pronounce a word consult a dictionary.

Do you know how to read the phonetic alphabet? If not, the
following table might be helpful.

Student A:

Salzburg is one of the smaller Austrian lands but it is one of the

most important for the tourism industry. Only about six per cent
of the Austrian population live in Salzburg but they contribute
about 25 per cent of the net economic product of Austria: 5
million guests, more than 22 million overnight stays, with almost
189,000 beds available for tourists, 20,000 employees in the hotel
and catering industry. These figures from the 2003/2004 tourism
year clearly show the prime importance of tourism in the city and
Land Salzburg. The Salzburg historian Dr. Hans Haas assesses the
significance of tourism in the land as follows: “Before tourism
developed Salzburg was a poor land and the modest means of earning
a livelihood could only provide most inhabitants with a minimum
existence.
21 Tourism, Leisure and Culture as economic factors

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Student B:

And he adds: “Tourism brought prosperity and prestige to the land

and at the same time radically changed its economic and social
structures as well as its cultural orientation”. Nowadays Salzburg
is one of the most prosperous European lands and for many years
the land has had one of the lowest unemployment rates of all
federal provinces. This is largely due to the development of
tourism which has a multiplier effect in trade, commerce,
transportation and banking. In domestic industries tourism also
contributes about a third to the entire economic performance in
the Land Salzburg. In the mountain valleys especially, there are
hardly any alternatives to tourism. Its expansion stopped rural
depopulation to the towns and cities and considerably reduced the
gap in the living standard between the countryside and the cities.

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c) Look at the expressions in bold and explain them in your own words.
 Tourism, Leisure and Culture as economic factors 22

d) Dictate each other the missing parts of your text. Then exchange what you wrote, read
through your partner’s work and correct the mistakes s/he made.

e) Finally summarize each part of the text in one sentence only and compare the two
sentences that you came up with with your partner’s sentences.

3E Take your time to study the following table provided by Statistics Austria. Together
with your teacher, find out what it refers to and which areas of the cultural sector are
included in the statistics. Are there any further areas that you can think of which are not
mentioned in the table?
23 Tourism, Leisure and Culture as economic factors

a) Complete the text below with the information provided in the table.

In the 2007/08 theatre season, daily press consisted of 16

attendance at the(1)
………………………………. theatres de-
creased by 0.8% over the
previous year to 1.30 million,
attendance at the large
private theatres and musical
theatres in Vienna increased
by (2) ………. to 1.18 million.
Provincial theatres and (3)
………………………………. recorded a dec-
line in attendance of 2.3% to
1.09 million. As regards the
rise at Vienna’s theatres this
is primarily due to the
reopening of the Ronacher
after refurbishment from sum-
mer 2005 until June 2008.
Federal museums recorded a
total of (4) ……………………. million
visits in 2008, equating to a
13.2% increase in the number
of visitors over the previous
year. However, this plus can
be ascribed primarily to the
performance of Albertina and
Belvedere. In the previous
year there was a 6.1% increase
in (5) ………………………………. to pro-
vincial museums, which record-
ed a total of 2.09 million
visits.
Public libraries reported 1.10
million active readers and
20.3 million (6) ……………………………….
in 2008; this equates to a
2.9% decrease in the number of
readers and a 1.9% (7)
…………………………… in the number of
loans. In 2008, the Austrian
newspapers (journalistic un-
its) with an additional 15
regional editions (not taking
into account gratis dailies),
while the number of weekly
newspapers was 207. All Aus-
trian daily newspapers to-
gether reached 72.9% of the
population in 2008 (based on
the resident population aged
14 and above), which
corresponds to a projection of
(8) ………………………………. million rea-
ders. The newspaper that
reached by far the highest
percentage of the population
throughout Austria was the
Neue Kronen Zeitung (41.9%).
Of the quality newspapers, Der
Standard achieved the highest
circulation with 5.5%.
The number of radio and
television licenses in (9)
………………………………. was 3.34 million
and 3.22 million respectively,
which equates to approximately
90% coverage of households.
The total percentage of the
population reached daily by
radio and television was
(based on the resident popu-
lation aged 14 and above)
82.1% and 63.4%, respectively.
In 2008, the number of (10)
………………………………. visits decreased
by 0.4% over the previous year
to 15.6 million; this equates
1.9 visits per inhabitant.

Source:
http://www.statistik.at/web_en/statistics/education_culture/culture/index.html
 Tourism, Leisure and Culture as economic factors 24

b) The text above is full of nouns and verbs of movement. Underline them in the text. Can
you think of any other words of movement that are not mentioned in the text?

c) Often verbs of movement are qualified with adverbs, such as slowly or quickly. Fill in the
missing letters in the adverbs by using the information provided in the brackets.

1. ra………….ly (very quickly) 4. sl………….ly (not quickly)

2. sl………….ly (a little) 5. gr………….ly (slowly, over a long

period of time)

3. sh………….ly (suddenly and by a

large amount) 6. si………….ly (in a large, noticeable
way)
25 Tourism, Leisure and Culture as economic factors

3F Read through the text about Canada and write down 10-15 keywords which should help
you to give a summary of the basic text. Then sum up the text on the basis of your
keywords.

Study: Role of culture occupations in the economy

Thursday, April 10, 2008
Text adapted from http://www.statcan.gc.ca/daily-
quotidien/080410/dq080410c-eng.htm

Culture workers and their ious kinds, actors, musicians

knowledge, skills and and archivists.
creativity are relevant for
Examples of core culture
producing goods and services
workers contributing to the
outside the culture sector,
non-culture sector would
according to a new study on
include an architect designing
the role of culture occupa-
a commercial building for a
tions in the economy.
client or a graphic artist
The study, "Creative input: creating a logo for a mar-
The role of culture occupa- keting campaign.
tions in the economy during
It is not surprising that many
the 1990s," which used
core culture workers are
employment data from the 1991,
employed in typical culture
1996 and 2001censuses,
industries, such as printing
examined the extent to which
and publishing, broadcasting
employers in non-culture
and theatre. Yet, what is
industries, such as manufac-
striking is the number employ-
turing, relied on culture
ed in industries that are not
workers and their skills as
usually thought of as cultural
inputs into productive pro-
in nature.
cesses during the 1990s.
In 2001, there
It found that almost half of
were about
all culture workers were
260,000 core culture workers
employed in non-culture
in Canada, roughly 104,000 of
industries, particularly in
whom were employed in non-
four sectors: manufacturing,
culture industries.
business services, educational
services and retail trade. The study found that a
significant number of core
The study focused on core
culture workers, 19,030 in
culture workers; that is,
2001, were employed in
those in core creative and
manufacturing; another 25,340
artistic production occupa-
were employed in business
tions as defined by the
service firms. This suggests
Canadian Framework for Culture
that forms of creativity other
Statistics. The core culture
than purely scientific and
occupations are those directly
technical expertise were also
involved in producing creative
relevant for producing goods
work. Examples of core culture
and services.
occupations include writers,
architects, designers of var- Moreover, core culture employ-
ment in manufacturing in-
 Tourism, Leisure and Culture as economic factors 26

creaseed by 55%, a rate far culture workers represented

higher than overall employment 0.9% of the workforce in
growth in manufacturing during retail industries in 1991, but
the 1990s. For business just 0.6% in 2001.
services, core culture employ-
The study also examined where
ment almost doubled over the
core culture workers tend to
decade, an increase that was
be employed. Firms located in
also larger than overall
large cities hired culture
employment growth in business
workers to a much greater
services.
extent than those located in
Other industries, such as small cities and rural areas.
retail trade, experienced a
Hence, culture-based skills,
decline in the number of core
knowledge and creativity were
culture workers.
most likely to be used for
In the retail trade indust- producing non-culture goods
ries, the number of culture and services in Canada's
workers fell from 14,500 to largest cities.
10,100 over the decade. Core

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27 Tourism, Leisure and Culture as economic factors

4 ECO-TOURISM: THE NEW FACE OF TRAVEL?

4A Get together with a partner and discuss what you think the term ecotourism actually
refers to. Try to come up with five words that you associate with ecotourism. Also try to
think of some examples of ecotourism. Then present and discuss your ideas in class.

4B Look at the cartoon below. What does it refer to? Present your ideas to the rest of the
class.

4C Read through the text about ecotourism and complete the tasks below.

Though there are many dustry and made it difficult

definitions of ecotourism, the
term is most commonly used to
describe any recreation in
natural surroundings. The
International Ecotourism So-
ciety defines ecotourism as:
"responsible travel to natural
areas that conserves the
environment and improves the
welfare of local people".
Worldwide, tourism generates
annual revenues of nearly 3
trillion dollars and con-
tributes nearly 11% of the
global GNP (Gross National
Product), making it the
world's largest industry. Al-
though the events of September
11th rocked the tourism in-
to predict long-term trends,
ecotourism is a growing com-
ponent of the larger tourism
industry, and several factors
indicate that it is likely to
thrive over time. These fac-
tors include increased aware-
ness of environmental problems
among tourist populations,
willingness of tourists to
engage in socially-aware tra-
vel, and interest in visiting
lesser-known countries like
Thailand and Belize rather
than traditional vacation
getaways.
In 1993 the World Tourism
Organization (WTO) estimated
nature tourism generated 7 per
 Tourism, Leisure and Culture as economic factors 28

cent of all international fewer stops with more quality

travel expenditure. More re- time at each. They want to
cent research reveals this is watch the sunsets. They want
now much higher, accounting to be assured that they will
for 20 per cent of in- get adequate, well planned
ternational travel in the quality-time.
Asia-Pacific region and some
Amongst international eco-
areas, such as South Africa,
tourists, most come from
experiencing a massive growth
northern Europe and North
in visitors of over 100 per
America rather than from
cent annually.
southern Europe or Latin
America. Many Australians are
also keen to experience eco-
tourism.
Practically speaking,
ecotourism includes activities
in which visitors enjoy hands-
on experiences, such as bird-
watching in the Brazilian
rainforest, hiking in the
mountains of Nepal, partici-
pating in a traditional
village celebration, or taking
Ecotourists tend to travel on a canoe trip down a river.
economy and to use clean but There are many factors which
private 2 or 3 star accommo- attract ecotourists. Apart
dation. They typically stay from the destinations pro-
with local families, or at viding quality information is
small, environmentally-friend- the key factor to ecotourism.
ly hotels called ecolodges. Ecotourists are prepared to
These opportunities for endure a great deal of
personal contact with members discomfort to explore areas if
of the host community the subjects can be made
facilitate cross-cultural interesting.
exchange and add greatly to
the value of ecotourism Ecotourism has the capacity to
experiences for some people. deliver a lot of economic be-
nefits to traditional cul-
Ecotourists are articulate, tures. However whether those
assertive and well educated. benefits are realized depends
They demand quality ex- on how well the ecotourism is
periences. When they are managed. Having a good re-
planning their trips eco- source to attract ecotourists
tourists have many questions. is a good start but to get the
They want to be informed on greatest local benefits re-
the best times to visit any quires careful management to
particular site and what are maximize the time which they
the trade-offs going there at spend locally.
other times. Ecotourists don't
want to be rushed. They prefer

Adapted from: http://www.studyenglishtoday.net/lesson11.html

29 Tourism, Leisure and Culture as economic factors

a) Define ecotourism in your own words now.

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b) Match the underlined words from the text with their definitions on the right.

a short holiday / vacation; a place that is suitable

1 recreation a
for a holiday / vacation

the act of spending or using money; an amount of

2 to conserve b
money spent

to protect sth and prevent it from being changed or

3 revenues c
destroyed

expressing opinions or desires strongly and with

4 to thrive d
confidence, so that people take notice

a particular activity that sb does when they are not

5 getaway e
working

6 expenditure f the ability to understand or to do sth

to experience and deal with sth that is painful or

7 assertive g
unpleasant, especially without complaining

the money that a government receives from taxes

8 trade-off h or that an organization, etc. receives from its
business

the act of balancing two things that you need or

9 to endure i
want but which are opposed to each other

to become, and continue to be, successful, strong,

10 capacity j
healthy, etc.
 Tourism, Leisure and Culture as economic factors 30

c) Add three more words from the text to the table and provide your own definitions.

1
2
3

d) Answer the following questions in complete sentences.

1) What is the role of ecotourism as an economic factor?

......................................................................................................................................................

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2) What are the main characteristics of a typical ecotourist?

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3) Where do most ecotourists come from and what is it that attracts them?

......................................................................................................................................................

......................................................................................................................................................

4) In how far and in what ways may traditional cultures and local people benefit from
ecotourism in your opinion?

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31 Tourism, Leisure and Culture as economic factors

4D Look at the pictures below and answer the following questions.

1. Which kind of tourism do these pictures involve?

2. Which kind of tourism would you personally prefer? Why?

Then work with a partner and guess which kind of holiday your partner has chosen.
Exchange your ideas. Also do a quick opinion poll and find out which type of tourism is
the most/least popular in your class.
 Tourism, Leisure and Culture as economic factors
4E In 2001, the Federal Ministry of Economy and Labour published a study on “The
Potentials of Ecotourism in Austria”. First read through the text from the study and circle
all words that you are not familiar with. Compare your words with a partner and together
check their meaning in a dictionary.
Ecotourism is not a new label or
brand name but public relation and
quality improvement of existing
best practice: farm holidays,
Neusiedlersee Card, Culinarium
Austria, Alps Mobility, ...
Some experts from the Austrian
tourist sector, who were
interviewed during the course of
this survey, firmly believe that
"ecotourism" can't be used as a
marketing label for a full range
of holiday activities. Ecotourism
can't? – at least not in Austria
where it is by no means a niche
market – open up new market
shares. Instead, it would compete
with the existing tourism
activities – farm holidays, trips
to national parks in co-operation
with the respective region (e.g.
Neusiedlersee Card), regional
marketing concepts ("Käsestrasse"
- cheese road, Culinarium Aus-
tria), wellness packages – and
distort people's views on the
actual product range.
In the future, the question of
mobility will to a large extent
decide whether a certain region
will be subject to sustainable
development or not: How do
travelers reach a certain de-
stination? Various concepts for
short-distance public transport-
tation and other alternatives that
will allow people to use their own
cars less frequently – such as
taxi pools, visitors' busses, etc.
– will be necessary. The model
that was developed within the
context of the "Alps Mobility"
program in some areas can only
serve as a starting point in this
Adapted from: www.en.bmwfj.gv.at/NR/rdonlyres/8AB51EBA-1F88.../Potentialeengl.pdf
32
case. Larger regions will need to
have a sustainable traffic
concept. The visitor's registra-
tion forms, for instance, might
include questions about the means
of transportation used to reach
the holiday destination, etc.
What kind of groups will be
targeted and how these groups are
already pre-selected by the choice
of marketing will become more
relevant. How can the "right"
guests be approached? The number
of bookings at holiday fairs and
other events tends to decrease and
individual travel – at least for
trips within one's own country –
increases. The means that are used
by the providers to reach the
holidaymakers will turn out to be
more and more important. That's
why the demand for alternative
service concepts and marketing
strategies aiming at information
transfer and direct contact also
rises. Searching for differen-
tiated consumer groups, one mainly
has to ask what kinds of people
would be interested in ecotourism:
Vacationists who are looking for
relaxation, active experiences in
natural surroundings, or people on
the lookout for greater meaning?
Sustainable tourism activities
present a colorful construction
kit that may be turned into an
extensive tourist package: "Vi-
sitor's cards", for instance, can
be used to visit a museum or
national park in one place or a
wine tasting in another place and
they encourage people to explore
the surrounding area.
33 Tourism, Leisure and Culture as economic factors

Then complete the sentences below in your own words.

1) In Austria, ecotourism cannot be used as a new, all-embracing, marketing label because.......

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2) The question of mobility turns out to be essential in Austria and refers to ..............................

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3) The text also emphasises the importance of alternative marketing strategies which ..............

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4) Visitor cards are highlighted as ...............................................................................................

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 Tourism, Leisure and Culture as economic factors 34

4F Get together in groups of 4-5 students. You are the marketing managers of a specific Austrian region
that you agree on. Consider the three factors ‘conservation’, ‘profits’ and ‘locals’ as represented below
and think of an ecotouristic initiative that you could set up in your region.

Source: http://www.planeta.com/ecotravel/etour.html

Also consider the following questions:

 What makes your product special?

 Why should tourists come to visit?

 In what ways is it ecofriendly and responsible?

Present your ideas to the rest of your class in a three-minutes-presentation. Take turns in
presenting.

4G Look at the cartoon below and imagine you are the person in front of the notice board. Write an inner
monologue and spell out your thoughts in 250-300 words.
35 Tourism, Leisure and Culture as economic factors

ANSWERS
1D 1a, 2b, 3a, 4c, 5c, 6b, 7a, 8b
1E (1) winter, (2) skiing trails, (3) ice skating, (4) destination, (5) mountain, (6)
adventure, (7) instructors, (8) trendy
1H spending, business boon, employment, taxes, infrastructure
1J 1D – 2B – 3F – 4A – 5C – 6G – 7H – 8E
2Ea) F, T, T, F, F, F
2Eb) vacation, compensation, recession, competition, dissatisfaction, expectation
2F You do: abseiling, aerobics, boxing, gymnastics, weight training
You go: canoeing, cycling, dancing, fishing, ice skating, jogging, riding, sailing, skiing, snowboarding,
swimming, windsurfing
You play: basketball, darts, football, golf, handball, hockey, squash, table tennis, tennis, volleyball
2H 1b, 2a, 3b, 4c, 5a, 6c, 7b
3Ea) (1) federal, (2) 9,7%, (3) municipal theatres, (4) 4.29, (5) visitors, (6) loans, (7) increase, (8) 5,117, (9)
2008, (10) cinema
3Ec) 1. rapidly (very quickly), 2. slightly (a little), 3. sharply (suddenly and by a large amount), 4. slowly (not
quickly), 5. gradually (slowly, over a long period of time), 6. significantly (in a large and noticeable
way)
4Cb) 1e, 2c, 3h, 4j, 5a, 6b, 7d, 8j, 9g, 10f
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