This piece was contributed by Jenny Bingham, External Programs & Communications Coordinator, Dr. Peter Schuhmann, Professor of Economics, Dr. Prosper Bangwayo-Skeete, Professor of Economics, and Dr. Donald Barnes, Professor of Marketing within CSB.

So many of us enjoy traveling to far away beaches and tropical locations to enjoy fine white sand, crystal clear water, and exotic breeds of fish and mammals alike. However, do we ever stop to think about our roles as tourists on the diminishing coastal and marine resources of these travel hot spots? 

Cameron School of Business professors Peter Schuhmann (economics), Prosper Bangwayo-Skeete (economics), and Donald Barnes (marketing) have spent years analyzing and researching this question.  The general theme of their research is:

• Understanding how and why visitors’ value coastal and marine quality (examples include water visibility, beach width, presence of seaweed on coastline, coral reef quality, etc.)  
• What tourists are willing to pay for these resources, with the goal of identifying sources of funding for conservation initiatives 
• How changes to coastal and marine ecosystem goods and services affect visitor satisfaction and economic returns from tourism

Much of this work stems from a longstanding relationship between UNCW, Cameron School of Business and the Centre for Resource Management and Environmental Studies (CERMES) at the University of the West Indies – Cave Hill (Barbados). Prior to coming to UNCW, Bangwayo-Skeete was a professor at UWI and Schuhmann did two research assignments (2007 and 2015) at CERMES. Schuhmann worked closely with the Barbados Ministry of Tourism and the Caribbean Tourism Organization.

Sustainable tourism is defined as “tourism that takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.” – UN Environment Program and UN World Tourism Organization. Eco-tourism promotes mutual respect and understanding between tourists and residents.

Schuhmann, Bangwayo-Skeete, and Barnes most recently focused their work in the Caribbean nature-dependent tourism destination Grenada. They explain that ecosystem valuation research is particularly important in this region since it is critically dependent upon tourism and the quality of natural resources.  Images of nature can greatly influence tourists’ perceptions and destination choices.  Interactions with nature provide important sources of recreation and enjoyment that lead to customer satisfaction and loyalty. It is imperative to understand the contributions of natural resources to tourism value in order to manage such resources and to plan for sustainability (Journal of Environmental Management, 2023).

A 2023 article in the Journal of Sustainable Tourism explains, “To prevent destruction of its exceptional fauna and flora, drastic conservation efforts are vital, yet high poverty and periodic hurricane recovery expenses hinder the nation from preserving its main source of living. Hence, the motivation to tap into potential tourism-based funding for supporting the conservation of nature.”

What did they find out? 

• Approximately 80% of visitors were willing to pay an environmental fee of $5 USD per trip
• Tourists that were not willing to donate gave the reasons: they could not afford the suggested fee; they did not believe natural resource management in Grenada was their responsibility; or not believing resources in Grenada need protection
• Research respondents tend to trust conservation funds managed by NGOs (non-government organizations) more strongly than they do government entities
• Visitors who interacted with the underwater marine environment appear more willing to donate to coral reef protection but less willing to donate to a general conservation fund
• Broad language used regarding nature conservation in the research may have created doubt or uncertainty relative to specific language such as “coral-reef preservation” or “sea turtle conservation”

What should be done?
After collecting and analyzing the various opinions of Grenada tourists in regards to their willingness to help sustain the natural environment, there are a few suggestions:

• Encouraging high level of involvement with the environment during their travels could drive up donation behavior 
• Those who suggest they are likely to return to Grenada are more willing to donate 

The research suggests that marketing campaigns that help visitors identify with the destination may help motivate tourists who are less willing to donate.  “For example, marketing communications that promote the possibility of returning to all visitors, as well as campaigns that imply once you have visited a country you are an ‘honorary’ citizen,” Visitors’ willingness to pay for ecosystem conservation in Grenada, 2023). 

Additionally, it is important to develop efficient, cost-effective natural resource policies, especially regarding tourism. 
Marketing should also educate tourists on the impact their donations can have on ecosystem protection and sustainability. 

Looking Forward
Grenada hosted the Caribbean Tourism Organization’s Conference on Sustainable Tourism Development in April 2024. Grenada Minister of Tourism Lennox Andrews said, “We are dedicated to showcasing the transformative power of sustainable tourism and its role as a push for social and economic growth and environmental stewardship throughout the Caribbean.”