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Wednesday, 23 October 2013

The development of ecotourism in Egypt



Consultant brief

The investigator is working as an external consultant for a private investor who wants to implement an eco hotel in Egypt. In fact, the ecotourism’s expansion seems to be even faster than the tourism industry, as it represents 20 percent of the world travel market (Fennell, 2008). In addition, the sector of ecotourism will continue to expand, as more tourists especially Europeans, are willing to experiment ecotourism leisure (Euromonitor, 2009). Afterwards the implementation of an ecolodge might be considered as a feasible project regarding a private investor.

 The private investor will find the investigations realized by the external consultant necessary. The aim of this research consists in evaluating the market opportunities for the development of an eco hotel in Egypt and observes the threats that the market might generate. The researcher will more precisely study the Egyptian Red Sea area. According to Euromonitor (2010), this area keeps attracting a growing number of tourists interested in experimenting  ecolodge’ s concept, recently developed in this part of the country.

The researcher will find out which certifications and accreditations would be necessary for the client regarding the implementation of an ecolodge and what approaches have to be done to obtain them, as it is particularly important for individual professionals (Fennell, 2008).
The investigator will provide the information that the investor needs before starting his project. The researcher will focus on what an investor would wish to know before entering a new market and what kind of information are really useful to achieve his project.
The analysis and evaluation of actions taken by the government and different local and international organizations, to improve ecotourism activities and regulations will help deeply the client.

The investigator will inform the client about the current situation of ecotourism in Egypt, and then focus on the situation in the Red sea zoning.
He will also seek the potential risks that are generated by ecotourism and more precisely which one the client may encounter in the Egyptian Red Sea coastal area. The client will need to find out more about the main assets in this area which will enable him to attract visitors. He will request also information regarding the ecotourist profile.

Aim and Objectives

Business Question

Aim

The aim is to evaluate the market opportunities for the development of an eco hotel in Egypt.

Objectives

1)      To evaluate the process that a private investor needs to achieve in order to introduce a credible product regarding consumer
2)      To analyse the current structure of ecotourism sector in Egypt, the potential market segments and the risks that a private investor may face
3)       To analyse different processes which add value to the product

Research design

Research methodology includes the methods chosen to gather and analyse information, the tools used to collect data such as surveys, sampling, and the approach taken by the researcher to interpret findings and answer a particular question based on a particular perspective (Mayor and Blackmon, 2005).

The researcher will mostly use the deductive method beginning with a statement or a theory. Actually he will study some theories related to the ecotourism development and principles regarding the ecotourist’s behaviour. Then the researcher will test this theory and provide suggestions. The researcher will examine deeply what information an investor would necessitate to know when he planned to enter a new market.
The researcher will rather find data first and analyse them to build a framework related to these data, than develop a hypothesis from a statement. In fact the researcher is not qualified enough to be able to test the validity of tourism theories as a general fact (Mayor and Blackmon, 2005).

This research will be exclusively conducted on the basis of secondary data in order to understand and analyse the environment related to the subject. The researcher is going to use the integrative approach as its research involves both quantitative and qualitative data (Johns and Lee-Ross, 1998).

The investigator will analyse whether the development of an eco hotel might be considered in Egypt, based on recent action taken by the government or private institutions to improve ecotourism development in the Red Sea coastal. He will evaluate if these strategies and actions are efficient and if they might be considered as an advantage for the client’s implementation. The investigator will then need quantitative data to find out what are the main improvements made in the Red Sea zoning. He will get these data through consultancy reports asked by the government, the Egyptian ministry, private or international organizations such as the United Nations or the United States Agency for International Development. These reports will meanwhile give quantitative data to the investigator about tourism’s arrival and occupancy.

The researcher will also find qualitative findings through reports of World Tourism Organization Summits or in academic paper realised by FAO’s consultants.
These findings will provide him information regarding improvements which are in process regarding sustainable policies and accreditations.
The consultant will study data regarding ecotourism certifications adopted by existing eco infrastructures in North Africa and more specifically in Egypt. These information will be found in websites of different indicators of environmental management or in reports of World Ecotourism Summit.

Books will provide data about ecotourism statements that will enable the researcher to sustain his finding and then dress reliable recommendation. 

The investigator will scrutinize what would be the threats that the client may encounter during the process of his project. The client should be aware that in a country such as Egypt the cohabitation between mass tourism and ecotourism may cause some problems.

In order to analyse the existing structure of ecotourism development in Egypt, the researcher may collect qualitative and quantitative data from the World Tourism Organization. He should analyse whether investments have been made about ecotourism in the country and also find out what actions have been taken by the government to support the development of ecotourism.
A private investor would better implement an eco hotel in a country where local institutions contribute to the development of sustainable tourism.

Reliability and validity

Results are considered reliable if the repetition of the study leads to the same observation. The difficulty will be to determine whether data collected are generalisable, as finding might be reliable for organization or place all around the world or only in the particular situation studied which make them meaningless in another investigation (Mayor and Blackmon, 2005).

In fact the researcher will determine whether statements gathered might be applied to development of an eco hotel in Egypt. As result it will confirms the validity of the data gathered.

Therefore, data and survey gathered from well-recognized or governmental organization are likely to be accurate. However there is a risk of propaganda especially in the case of environmental issues as information tends to be turned in a more optimistic way.
The reliability of secondary data collected from internet might be difficult to assess as not all sources are monitored (Saunders et al., 2007). In fact information provided by national database about trends are likely to be accurate. However data from the government such as statistics or information from tourist offices might be controlled and vary depending on the country. In this case data would be biased.

Limitations


In Egypt tourisms’ information are more reachable and less controlled by the government than in other countries in North Africa but they are still limited. According to Euromonitor (2009) the ecotourism is a late model in Egypt, and then data are not necessarily available or updated by the tourist office. As a result, the researcher will mostly sustain his research from data provided by hotels groups and monitored sources.

Data presentation 

To evaluate the process that a private investor needs to achieve in order to introduce a credible product regarding consumer

Finding 1: Challenge of government support

According to Diamantis (2004) the difficulty to come up with a worldwide ecotourism‘s definition is the major cause of the inability to establish common policy and control which might be implemented universally.
A private investor should consider the relation between ecotourism and public policies before entering the market and evaluate the governmental stimulations and subsidizations offered to ecotourism entrepreneurs (Parker, 2003).
In most of the case, the lack of funding is the major obstacle faced by private investors. The launching of ecotourism activities is feasible only through private loan or based on equity capital.  In fact the research and the ecotourism’s development are hard and costly, plus the absence of public authority’ intervention contributes to the fundraising issues (WTO, 2002). Moreover in some countries an investor may encounter incompatibility between ethical principles of the government and ecotourism concept. Therefore the cohabitation might be considerably compromised and it restrains the investor. In addition, the accreditation process is expensive and complicated as well which dissuades private entrepreneurs to follow it (ibid).

Finding 2: Egyptian regulations regarding sustainable development

The absence of suitable environmental policies has strongly impacted natural Egyptian resources and the adoption of inappropriate strategies by tourist planners contributed also to considerable damages. According to the WTO (2002), the rapid growth of ecotourism development enabled the government to establish security control especially in remote desert areas.
However in 2001, the Egyptian Environmental Affairs Agency established an environmental policy based on a five years action plan which the aim was to put sustainable laws into practice.

The policy stipulated 14 programs expressing the priorities of the Minister of State for Environmental Affairs and the EEAA such as integrating substantial waste management, environmental inspection and international environmental commitments (Japan International Cooperation Agency, 2002).

Interviewees working in the hospitality management have been questioned through a survey about how they perceive the government’s support concerning ecotourism development in the Red Sea area. They agree to say that the distribution of funds by the governorate is not sufficient enough. There is no consistent enforcements regarding environmental development, the government even does not provide tools requested by hotel managers such as recycling ones and ecotourism activities are missing (Hegazi et al. 2002).  Meanwhile, Donor Agencies such as the Global Environmental Facility of the World Bank contributed to the fundraising of the Marine Resource Management’s project in the Red Sea (Cater and Cater, 2007).

To analyse the current structure of ecotourism sector in Egypt, the potential market segments and the risks that a private investor may face


Finding 1: The current situation in Egypt

At this time, 9% of the total area of Egypt has been inventoried as natural reserves by the government which regrouped 23 protected sites and it is expected that in 2017, 17 others sites will be incorporated. A growing number of local tour operators provide ecotourism activities and strong improvements have been made regarding environmental policies. Public and private sector are more committed to enhancing sustainable tourism development and efforts have been made to increase the cooperation between public and private sector (Eraqui, 2007).

The Egyptian government adopted several policies which are the National Urban Policy Study, the Sinai Development Study, Suez Canal master Plan and the International Road at improving. These policies have as objectives to improve the economic and social prosperity in some parts of the country and include industrial development, road system, recreational prospects and permanent hierarchical settlements (El-Bastawisky, 2000).

Therefore the Minister of Tourism, Zoheir Garana planned to improve government’s commitment toward ecotourism by increasing investments in the protection of natural and historical Egyptian sites. Actually infrastructures of tourist’s attractions strongly necessitate to be enhanced (Euromonitor, 2009).

However, a huge amount of requirements regarding sustainable development are missing in Egypt. According to Wahab (2001), employees of ecotourism activities are not trained enough and successful tourism development projects are still rare in Egypt. Conflict between tourist entrepreneurs and local community about sustainable projects are usually unavoidable, and a low level of environmental conditions in some parts of the country has been observed (Wahab, 2001).

Figure 1: Ecotourism Marketing Problems in Egypt
Source: Eraqui, 2007: 47

According to Euromonitor (2010), the increase of the number of international visitors with 12.1 million international visitors in 2008 compared to 5.7 million in 2003, reflects the development of new hotels especially on the Red Sea coastal. As result, the client should be aware that Egyptian tourism keeps expanding which generates a growing number of mass tourism activities.
Mass tourism resorts have already destroyed a huge amount of the Red Sea’s reef (Spalding et al., 2001). Therefore, the client should consider that the cohabitation with mass tourism business might be one of the major threats he could encounter.

Finding 2: The attraction of potential visitors

As the client planned to implement his ecologde in the Red Sea area the researcher will provide information regarding actions taken to contribute to sustainable development.
The Red Sea zoning seems to be an appropriate location for a private investor, as it has been observed that there is an active tourism promotion (Cabahug, 2002).
However improvements still need to be achieved to reach international benchmarks regarding accommodations as the Red Sea zoning is attracting a growing numbers of Western, European and American visitors (Hegazi et al., 2002).

An individual would better spend time in improving its promotional strategy when he will enter the ecotourism market of the Red Sea coast, to improve consumers’ awareness.
However, a significant effort in promotion has been done by hotels, resorts operators, private organizations and individuals focusing on the biophysical attractions of the Red Sea zoning (Cabahug, 2002).
In 1999 the Environmental Information and Public Awareness Department started to provide support to sustainable trainees. Furthermore it leads to a partnership between several channels of mass media. Today the EEAA contributes actively in the support of weekly environmental radios and TV programs, plus in environmental section of official Egyptian newspapers (Japan International Cooperation Agency, 2002).

According to Hegazy et al. (2002), the main purposes of visiting natural areas in the Red sea zoning are relaxation, diving, snorkelling and desert activities. Regarding the additional expenditures they usually spend money on food, gifts and recreation. In fact ecotourists usually have a high income compared to normal mass tourists.
They are willing to participate to the local community by buying local items. The client should notice that ecotourists aimed at paying more in order to contribute to Red sea coast’s preservation (Hegazi et al. 2002).

Figure 2: Main purpose of visits to natural areas
Source: Hegazy et al., 2002: 22

To analyse different processes which add value to the product

 

Finding 1: A need for accreditation

Honey and Rome (2001) have identified two main models of certifications, one based on process-based environmental management system, and the other one is focused on the performance related to environmental, sociological and economic benchmarks. These models are quite recent in the tourism industry then it is difficult to line up certification models at an international level.

The client needs to use the accreditation process as a way enabling him to add value to his product. According to Fennell (2008), accreditations assure to the visitor that he will experiment activities through the best and safest approach in the field of ecotourism. The accreditation process also assures that new operators or private investors have been trained to a minimum standard.
Most of the international hotel chains which have entered the tourism market in the Red Sea zoning during the last decades did not respect a strict planning control (Eraqui, 2007).

 




Finding 1.2: Ecotourism certification’s benefits


Ecotourism certification might be strongly considered by the client as a tool providing significant benefits and allowing consumers to recognize the certified product. It might help also to improve industry standards, contribute to ensure sustainability and provide marketing advantages (World Ecotourism Summit, 2002).

Figure 3: The tangible benefits of ecotourism certification plan
To tourism providers, not only through the competitive advantages of consumers recognition and product differentiation, but also through providing a quality assurance framework, or even preferential access to fragile or sensitive areas
To local communities, through providing for better or more appropriate returns
To conservation, through in-kind or cash support
 









 

 




Source: World Ecotourism Summit, 2002: 2                                                                               

 

According to the World Ecotourism Summit (2002), Green Globe 21 aimed to deliver an International Ecotourism Standard (IES) which would generate benefits to tourism providers. Actually certification programs may deeply influence consumer’s purchasing decisions and could be used as a marketing tool by eco hotel enterprisers.



Figure 4: Objectives provided by the frame for the development of the IES and the associated Green Globe Ecotourism Certification Program

Provide a blueprint for new and developing ecotourism product
 


 

 

 

 

 

 

 

 

 


Source: World Ecotourism Summit, 2002: 4                                                                                

 

The IES identified several international certification systems operating in North Africa supported by the Ford Foundation, providing a framework to benchmark the environmental and social performance of eco hotels. Therefore eco hotel investors are able to achieve certifications and keep increasing their performance (Spenceley, 2005).

The client might be interested in promoting his lodge by following one of the certification programs adopted by other existing infrastructures in Egypt and also in North Africa.






Figure 5: International Social and Environmental schemes operating in Africa
Activities
ISO 14001
Green Globe
21
“Green”
Hotels
Association
Greenstop.
net
Institution
ISO & national
standards
agencies
Green Globe
“Green” Hotels
Association©
Greenstop. net
Location
25 African
countries
Kenya, Egypt,
Seychelles
Egypt
Kenya,
Morocco,
Tanzania,
Zimbabwe
Market sectors
All industrial
sectors
Accommodation,
tour operators,
transport,
attractions,
conference centre,
administration,
service providers
Accommodation
Accommodation
conference
venues, holiday
and travel
companies
Main criteria
Environmental
environmental,
community
relations,
construction
Environmental:
water, waste,
energy
Environmental:
waste, water,
energy
purchasing,
transport
Implementation
structure
Independent
audit
Develop policy
and indicators,
independent audit.
Three levels
Receive
information and
implement as
desired
Self assessment
Cost
Literature and
audit fee
Varies from $75
p/a to $12,000
depending on type
of enterprise and
capacity
Varies from
$100 p/a to $750
p/a depending
on type and
capacity
Free

Source: Spenceley, 2005: 13

 



Although certification provides significant benefits, the client should be aware of the existence of “ecotourism lite”, this term refers to enterprises which claim being involved in ecotourism development without following sustainable principles. In fact, they use ecotourism concept as a marketing tool to attract more visitors. This effect is mostly due to the inability to implement general indicators and some resorts were given undeserved accreditations (Buckley, 2009).

 

Finding 2: Supporting the local community to add value to the product and generate more yield

The USAID (2010) suggests that entrepreneurs aiming to launch an ecotourism project should focus on providing benefits to the local community which will generate a higher yield. In fact it would ensure to visitors that they are staying in a resort which contributes to sustainable tourism practices, as result it will add more value and credibility to the concept.
Therefore the researcher will strongly advise to the client to develop a community based cooperative in order to attract more consumers and confirm them that he is managing his lodge in a “green” manner.

The client may follow the Environmental Award Program (EAP) which is part of the Life Red Sea Project (LRS), established by the USAID. This program aims to raise awareness and participation for ecotourism practices (USAID, 2008 a).
The client should take this program as an advantage to give more credibility to his project and show that he strongly cares about the local community‘s benefits. In addition, taking part of this process will allow him to be trained and get more skills to achieve efficiency his concept.
The EAP provides to participants certificates, prizes in the form of tools enabling entrepreneurs to accomplish properly their project. The EAP also helps the participants to get a public recognition (USAID, 2008 a).

Figure 6: Examples of some processes proposed by the EAP
Coast Clean-up
Participants:
Businesses, enterprises, hotels resorts
Example of Activities:
Use of environmentally-friendly technology and practices, e. g waste management sytems, energy management systems
Prizes:
Trophies, publicity


Hotel recycling and Waste Sorting Facility
Participants:
Institutions, e.g. training institutions, hospitals, government departments
Example of Activities:
Use of environmentally-friendly technology and/ or practice;, involvement of staff or community members in environmental protection
Prizes:
Trophies, tools, publicity

Source: USAID, 2008a: 8-9

The Best Environmental Practices for House Reefs in the Egyptian Red Sea stipulates that supporting the local communities provides direct environmental gains. Today, several lodges along the Red Sea are employing local people belonging to the Ababda and Bisharia groups, who used to exploit marine resources for centuries. Resorts which hire them contribute to provide more local involvement and commitment to Egypt’s marine tourism industry.
 (USAID, 2008 b).
As result, the client may think about hire them because on the one hand he will benefit from their connections to the Red Sea neighbourhoods and on the other hand he will support these local communities providing them a job.
The client may study the table below to have an idea of what action he may undertake to support the local population.

Figure 7: Best Reefs Practices

Source: USAID, 2008b: 23

Conclusion:

Objective 1:
The first objective has been partially achieved as the consultant provided necessary information required by the client to implement in the right way his ecolodge. As ecotourism is hard to define and as the information on sustainable policies are hard to found, the consultant could not give to the client a clear process to follow in order to achieve efficiently his project. However he provided clear information regarding the major difficulties faced by individuals such as the fundraising.
The consultant has been able to provide information about the regulations concerning sustainable development in Egypt and determined some issues that the client may encountered. Actions taken by different ONG and the EEAA to improve environmental policies in the Red Sea zoning have been enumerated by the consultant.

Objective 2:

The second objective has been mostly achieved as the consultant has been able to identify the current situation of ecotourism in Egypt and more precisely in the Red Sea coastal. He related different policies adopted by the government to contribute to the development of sustainable project in the Red Sea area and mentioned that there is still a lack of regulation and commitment toward ecotourism in this part of the country. The consultant insisted on the fact that infrastructures need to be raise to higher standards to satisfy the growing demand of eco tourists especially in Egypt.
The consultant argued that the Red Sea coastal seems to be an appropriate place to implement an eco lodge mentioning the actions taken to promote this area and gave to the client the profile of visitors who used to spend their holiday in a sustainable way along the Red Sea area. The consultant also provided a rank of the most appreciated activities experienced by eco tourists, which would allow the client to attract more consumers.

Objective 3:
The third objective has been answered by the consultant in several parts. He first defined existing statements regarding models of accreditation thus insisted on the importance of accreditation as a tool to add value to the product and gave more credibility regarding potential visitors. Actually ecotourism certification delivers benefits to an investor who wishes to develop an eco hotel as it allows consumers to recognize the product which leads to increase the demand. Certification programs might provide as well marketing advantages to the client and help him to promote his product.
Therefore the consultant warned the client about the invalidity of certain accreditation processes as many hotels pretend to be “green” purely in the aim of make more profit.
At least the consultant suggested to client two programs established already in the Red Sea zoning by the USAID which may enabling him to get certifications to add more credibility to his lodge.

 

Recommendations:

The client should take the opportunity of the Environmental Award Program (EAP) to ensure his potential visitors that he cooperates with the local community to develop his sustainable concept. Taking part of the coast clean-up, adopt energy and waste management, give to the local community job opportunities and involved them in the development of an ecolodge seems to be an efficient way for the client to add value to his product.
The community-based ecotourism seems to be the best way for the client to limit negatives impacts on the host country and generate income and employment. Therefore the client may propose to the local population trainees to allow them to participate to the decision-making process, increase the environmental awareness and promote conservation along the Red sea coastal. He may be involved in the development of certification programs at a national level (WWF, 2001).

Then, to promote his product the client should educate people about environmental issues and make potential visitors aware of the facilities offered through his lodge. Hiring the local people would help the client to achieve properly his project as his employees will provide him the knowledge he needs to promote and manage his lodge in a suitable way.

Figure 8: Ecotourism Marketing Problems Solutions
Source: Eraqui, 2007: 47

Option 1:
The client should strongly consider the collaboration with the EEAA in order to support his lodge. In fact, the EEAA may participate to the promotion of the project as it is already quite active in the Red Sea area.
Regarding the fundraising, the consultant acquainted the client that his project will be mainly financed by him. However he may contact some private institution such as the World Bank, which allocates funds to private investor aiming to implement a sustainable project.

Option 2:
The client may follow the process of Community-based Small-scale Ecotourism Enterprises (CBSSEE) aiming of the development of income generating activities for the local Bedouins community. Besides, the client should incorporate these activities with others sustainable initiatives of the Ministry of State for Environment at the local stage (Cabahug, 2002).

Figure 9: Possible component of the community-base approach

1
awareness creation and social mobilization through a social marketing
strategy;
2
capacity building of the local people as partners in mangrove rehabilitation
and ecotourism;
3
liaison and networking by creating and institutionalizing a national
coordinating agency or committee;
4
capacity building of the technical staff of involved agencies to strengthen
their social, technical and organizational knowledge and skills in
implementing community- based mangrove projects.

Source: Cabahug, 2002: xiii

Option 3:
The client should consider the Green Globe 21 program as directories to follow in order to promote his eco hotel. There are four standard distinguished by the program which are suitable for companies, ecotourism enterprises and constructions activities.

Figure 10: Main areas of focus within Green Globe's four certification standards

Source: Spenceley, 2005: 8

Green Globe’s certification standard might enable the client to continuously improve his performance and maintain the standards he established.

 

For more theory and case studies on: http://expertresearchers.blogspot.com/


References:

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