1、中文 3600 字 标题： Sustainability and Local Tourism Branding in Englands South Downs 原文： This paper reports on a stakeholder consultation exercise that examined the tourism industrys perception of developing a local tourism branding scheme within the South Downs protected areas in south-east England. The
2、 research shows that such schemes could offer potential benefits that are recognisable by the tourism industry, while helping to meet the statutory aims of the protected area. The paper records the perceptions of small tourism businesses, their fears, awareness of tourism impacts, perceptions of sus
3、tainable tourism and of local branding, and key criteria connected to the future organisation of a local tourism branding scheme. The conclusion lists the recommendations for the implementation of a local branding scheme, including grassroots stakeholder consultation that encourages ownership and pa
4、rticipation, institutional frameworks that support capacity-building and the importance of developing core values within a local brand. doi: 10.2167/jost652.0 Keywords: tourism branding, protected areas, sustainability, stakeholder con- sultation, small/medium enterprises, South Downs Introduction I
5、t is widely recognised that the development of sustainable tourism is essential to the future of both the tourism industry and the protected areas (Dewhurst & Thomas, 2003； Ceballos-Lascurain, 1996； Eagles et al., 2002； Europarc Federation, 2001； International Union for Conservation of Nature, 1994)
6、. Contemporary tourism is characterised by numerous collaborative initiatives between different stakeholders that include a diverse range of grassroots and institutional actors (Vernon et al., 2005). The importance of collaboration and partnerships for achieving sustainable development was articulat
7、ed in the 1987 Brundtland Report and subsequently became enshrined in Local Agenda 21. Increasing awareness of tourisms environmental impacts and recognition of the responsibility of tourism businesses for those impacts have been inuential factors in growing stakeholder participation in tourism deve
8、lopment (Bramwell & Lane,1999). Nevertheless, if collaboration between diverse stakeholders is to deliver a more sustainable tourism agenda, there needs to be greater understanding of the opportunities and barriers that such an approach may entail. Empirical research needs to explore the factors tha
9、t inuence small tourism businesses in engaging with the sustainability agenda. One approach to achieving sustainable tourism within protected areas is the use of local tourism branding that incorporates core sustainability standards. Located in the southeast of England, the South Downs comprises of
10、two protected areas designated as Areas of Outstanding Natural Beauty (AONBs): the East Hampshire AONB and the Sussex Downs AONB (see Figure 1). The natural heritage of the South Downs is of international importance including rare habitats and species. The area also boasts a rich cultural heritage；
11、the natural and cultural heritage have together produced a distinctive rural landscape of chalk grassland, white cliffs, rolling hills and lowland valleys. Since 2000, the UK Government has been in the process of increasing the protection of the Downs for future generations, through a national park
12、designation process that is due for completion by 2007. The South Downs will then be the nearest national park to London and potentially see increasing visitor numbers to an area that already receives 39 million day visits a year (Countryside Agency, 2004). National park status should ensure the dev
13、elopment of a tourism strategy for the area, which will help address many of the challenges relating to visitor management, as well as opening up various opportunities. One such opportunity would be to use the strong brand and identity of the park as the basis for a tourism branding scheme(ADAS, 200
14、1). The purpose of this paper is to examine the attitudes of the South Downs tourism industry to such a proposal and to reect on the need for participation amongst diverse stakeholders. Specically, this research provides an opportunity to broaden the understanding of the relationship between the tou
15、rism industry, local branding initiatives and sustainability. The research also has a practical outcome, as key ndings could feed into the development and implementation of a practical sustainable tourism scheme for the South Downs. Tourism Branding, Sustainability and Small/Medium Businesses The UK
16、 ethical market for goods and services is now worth over an estimated 20 billion (Ethical Agency, 2004), a growing trend that is reected worldwide. As terms such as fair trade, organic and ethical have become mainstream, it seems inevitable that changing consumer tastes should also affect the touris
17、m industry (Goodwin&Francis, 2003； Honey, 2002； Krippendorf, 2001；Swarbrooke & Horner, 1999； Tearfund, 2002；Wheater, 1999). Yet, while the commercial advantages of meeting the needs of this growing market have become increasingly recognised by larger tourism businesses, it has become apparent that s
18、mall and medium enterprises (SMEs) such as those in the South Downs are less aware of these opportunities (Carlsen et al., 2001； Department for Culture, Media and Sport, 1998, 2000； Goodwin & Francis, 2003； Hobson & Essex,2001； National Consumer Council, 1997； Vernon et al., 2003). In the UK, one wa
19、y of responding to the challenge of sustainable tourism in protected areas has been the development of tourism branding schemes as a practical solution to engage SMEs while meeting the needs of a growing number of tourists who require a better quality and more responsible tourism experience (Country
20、side Agency, 1999, 2001； Department for Culture, Media and Sport, 2000； English Tourism Council, 2001a； English Tourist Board, 1998). Branding schemes form part of a large family of environmental schemes that are in operation worldwide, and can involve certication, accreditation, ecolabelling and be
21、nchmarking (Font, 2002). However, such schemes have received criticism for being public-sector-led initiatives with little or no private sector involvement in their development and implementation. Further, they often cause confusion for consumers and industry alike, particularly with regard to the m
22、eaning and signicance of the branding accreditation (Ateljevic & Doorne, 2000； Bramwell & Sharman, 1999； Stevens, 2002； Vernon et al., 2005； World Wildlife Fund, 2000). Thus, this traditional top-down approach is generally considered to be inefcient with previous initiatives in the UK, such as the Green Audit Kit scheme, failing to maximize industry take up. Some schemes, such as the Europe-wide Green Tourism Business Scheme, are failing
