free prize draw. On the basis that the study was about greening, thus in keeping with this theme, suitable paper and envelopes were reused as and when appropriate, throughout the research. This questionnaire was then tailored to meet the different and specific aspects of each of the other categories of tourism enterprise (349 in total) and implemented using the same process as for serviced accommodation. The survey into the self-catering operations (120) required the development of a different questionnaire. This process was then repeated for serviced accommodation, inns and attractions in the ‘fringe area’ (total 320), overall gaining a response of 336 from the LDNP and 47 for the fringe area. As previously noted, food producers and arts and/or craft producers were also surveyed, again using a similar method, though with a specifically designed questionnaire for the locally based food producers and also for the craft person’s elements of the study. Additional research into arts and crafts involving direct personal interviews of the managers/owners of retail outlets (42 outlets) to investigate the range of arts and craft products sold and their views on stocking local products was undertaken.
The initial survey into the environmental performance of serviced accommodation included an invitation to take part in more detailed investigations to explore in depth the approach and practices of owners/managers of these tourism enterprises, which gained 52 positive responses. These took the form of personal interviews, in effect extended environmental audits (the forms for these interviews consisting of 24 pages). Further enquiries involving additional research were also undertaken during the extensive field work to investigate matters arising from the surveys and the interviews. Following on from this study, research into the environmental performance of enterprises in rural Scotland was undertaken utilizing the same methodology, with minor adjustments of the survey vehicle to allow for geographic variances, but with no follow-up interviews. A database of 1000 enterprises was established and questionnaires specific to the category of enterprises were then mailed gaining a response of 363; similar in make up to that of the LDNP study. The category with the lowest response rate was that of the larger hotels, which might be indicative that hotel managers were less interested in the study. The location of these enterprises in Scotland has added value given the Scottish Government’s proclaimed policies on seeking to be the ecotourism destination within the EU (Leslie, 2010) and more widely their proclaimed objective of being the leader in the field of green initiatives, promoting the sustainability of the landscape and biodiversity (Leslie, 2013). Scotland is also where the Green Tourism Business Scheme (GTBS) was launched in the late 1990s and since promoted throughout the UK and potentially in other European countries (Leslie, 2011).
The lack of resources to undertake the audit interviews was disappointing. However an opportunity did arise a little later and thus a third stage to the overall study was initiated. This third stage involved a majority of urban enterprises and included a number of comparatively larger enterprises and as per the LDNP audits only involved serviced accommodation. Following established practice the preliminary survey was undertaken and then the owners/managers were invited to participate in the more in-depth audit and personal interviews stage (78 enterprises). It should be noted that there is a potentially significant difference between this sample and that of the LDNP in that the enterprises were each invited to participate in the audit stage but they were also encouraged to do so by asking each one personally if they would support the project as this would be beneficial to the student interviewers as part of their final year studies in Tourism Management. It is logical therefore that the urban sample is less subject to the possibility of bias towards the promotion of greening than their counterparts in the LDNP group, who volunteered. The focus in this stage on urban tourism enterprises is particularly notable given that they have received even less attention in terms of their environmental performance and similarly in the context of ‘sustainable tourism’ than their rural counterparts (Hinch, 1996). Whilst Hinch’s analysis is dated to nearly 20 years ago, there is little evidence since to change such perception. But then it is far easier for policymakers to consider tourism in rural settings when it comes to advocating greening, where tourism supply may well dominate whilst the same cannot be said for urban, especially city, localities, wherein questions might well be raised by the owners as to why tourism enterprises are apparently being singled out to address their environmental management practices! In total, this research amounts in effect to a longitudinal study into the greening of tourism enterprises that commenced in the 1990s and concluded in terms of empirical research in 2012. For clarity and reference, the sample sets for the three stages are presented in Table 1.1.
Table 1.1. Categorization of survey returns.
The implementation of predominantly the same methodology, including only slightly modified questionnaires, e.g. VisitScotland or Area Tourist Board instead of Cumbria Tourist Board, means that these four data sets are directly comparable. Various areas encompassed within this research were found to be evident in similar studies and this contributes further to opportunities for comparison and the robustness of the study. Certainly there are some differences between the data sets. The first to note is the different time frames. It is argued this is of little significance between the 2006 set and that of 2001 though during this period utility costs increased, the infrastructure for recycling improved and the period witnessed further attention to promoting EMS practices and, more widely, CSR. These factors are equally pertinent to the 2011 data set. However, a further factor is that the empirical research was undertaken in the wake of the 2007–8 financial/economic crisis. This may well have influenced some of the data, especially any indicators that involved costs and also possibly the attitudes of the owners/managers to such matters. The possibility of such influences is considered, as and where appropriate, in the analysis of the data, which is presented in the following sequence of chapters. Findings from the studies into local food producers and arts and crafts, as and where appropriate, are included in these chapters.
The Findings and Structure
The basis of the second chapter, drawing primarily on the data from the LDNP, is the presentation of the findings on the enterprises themselves, for example, period of operation, length of ownership, turnover and the owners/managers with attention to their memberships of trade associations, which may or may not be influential to their awareness of and attitudes towards EM practices. Employment, a key element in the rationale for supporting the development of tourism, is given particular attention and includes training and development, recruitment and influences on employment. Overall, the aim is to establish a general profile of the participating enterprises and their owners/managers. Although similar data were gathered in both stages two and three, it is considered that given the similarities between these data and with consideration of the constraints of space within these pages that the presentation of similar data from 2006 and 2011 would add little value, especially as within Chapter 2 comparisons are drawn across all the categories and, as to be expected, marked differences in the findings according to the data from 2006 and 2011 are highlighted. Chapter 3 addresses the theme of ‘Sustainable Supply Chain Management’ (SSCM), which encompasses the ‘purchasing patterns and practices’ area of the surveys of the enterprises. However, SSCM is far wider in scope and application than this and draws attention to EMS and CSR. In tourism, SSCM is arguably most readily recognized and has gained prominence in relation to the tour operating sector. This led to some deliberation as to whether SSCM as a theme for discussion should be included given the comparatively limited data to present that would not fit well in the context of the other themes/chapters, resulting in the decision to include SSCM as a chapter focus given the following factors:
• Tour operators, as a category within tourism supply, were not included in the empirical research consideration of SSCM.
• Tour operators account for approximately 29% of tourist spending within the EU (Leidner, 2004).
• Tour operators
