Print PageThis paper examines the role that image and message design play in the promotion of “ecotourism” or sustainable travel, especially with regard to conservation efforts, biodiversity and wildlife management. As one of the largest global industries, tourism to pristine natural environments, which often include encounters with wildlife, is on the rise. Often partnering with environmental organizations, conservation groups, United Nations Programs and other development projects, global community-based environmental management projects have begun to offer tourism, often as a valuable source of funding. In addition, “ecotourism” is viewed as an important site for education and the promotion of public environmental awareness. Designing strategic communication for ecotourism projects is vital to sustainability. Through field research to both traditional and sustainable tourism locals, this paper compares the communication models and cultural context of traditional tourism to sustainable tourism to help further develop effective strategic design of ecotourism communication.
Results/Conclusions
This study identifies a number of communication models that offer interpretive frameworks for traditional tourism that include wildlife encounters. These models are, 1) edutainment, often including animal performance, 2) danger/adventure, in which animals are presented as threatening and must be tamed, 3) healing/therapy, in which animals offer physical and emotional recovery, and 4) extreme action, in which animals are included in extreme sports. Petting, touching and feeding animals are often components of the various models. Once identified, traditional models can be useful tools for designing strategic communication for sustainable tourism. Building on these models offers ways to design effective messaging for best practices that appeal to existing cultural contexts, experiences and identity. We found that the edutainment appeal can me modified to appeal to curiosity and learning for sustainable tourism. Action adventure can be translated into the experience seeker, eager to explore the natural world. The healing therapy promise is the foundation for the spiritual pilgrim seeking a contemplative or restorative experience. The extreme experience can be used to enhance as sense of environmental commitment over and above the average tourist. Strategic design for ecotourism can be further developed in partnership with conservation organizations to include educational and interpretive materials to help transform the role of tourist into one of stakeholder. The ecotourist should have enhanced interest and concern for ecological resources, wildlife and biodiversity,. Public education and awareness of the need for conversation can be communicated effectively through the practices of sustainable travel and viable ecotourism models.
