Early Adopters’ Philosophies, Practices and Perspectives on Eco-Tourism and Eco-Certification: The Case of Ecotourism in Jamaica

Abstract

This paper examines business philosophies, sustainable practices, and attitudes towards eco-certification of pio-neering tourism operators engaged in ecotourism in the mature ‘sun and beach’ destination of Jamaica. We conducted a thematic analysis of the data collected from semi-structured interviews with managers and owners, and observations from on-site visits with establishments identified as ecotourism operators in Jamaica. We identified five distinct busi-ness philosophies that guided our participants' operations: presenting Jamaica in a holistic way, preserving the natural and cultural environment, community support, economic sustainability and incentivized preservation, and operational independence. The tourism operations in our study primarily engage in sustainable practices as a means of attaining operational independence. Meanwhile, participants held mixed attitudes towards eco-certification. There was signifi-cant overlap between our findings and the existing conceptual UNWTO framework for ecotourism. We found strong evidence for the role of education as the defining characteristic of ecotourism. Varying attitudes towards and awareness of sustainability and conservation of the country’s cultural and natural assets limit the amount of community consulta-tion in planning and development of these enterprises.