Assessing the role of eco-rating certification scheme in promoting responsible tourism

Mass tourism as the dominant form of tourism practice has for decades caused environmental, socio-economic and cultural impacts to tourist destinations. Responsible tourism which is underpinned by sound environmental, social and economic principles, offers a way to mitigate the impacts of conventional tourism. Certification as a toolhelps set standards, put benchmarks to be met by tourism actors and has been one of the strategies used to reduce these impacts. Certification is believed to have the potential to decrease adverse environmental and social impacts of tourism, by making the tourism industry assume its responsibilities. There has however, been scepticism concerning tangible benefits that certification provides in developing responsible tourism. This study aimed to assess the role of Ecotourism Kenya’s Eco-rating Certification Scheme in promoting responsible tourism. The study assessed the growth of the Eco-rating Certification Scheme between 2003 and 2013 by analysing the number of certified facilities on the three levels of certification in order to understand the overall up take. It further investigated the environmental benefits of the Certification Scheme by comparing Kicheche Mara Camp (a Gold level certified facility) and Tipilikwani Mara Camp (a non-certified facility) based on similar environmental indicators and scoring criteria used in the Eco-rating certification. The challenges facing the Certification growth were investigated through primary data collection from interview with EK key informants and clients interested in the certification but yet to apply for assessment. Qualitative and quantitative data methods and statistical techniques such as T-testwere utilized in the analysis and presentation of data. The growth trend of the Certification indicated a logarithmic type of progression that demonstrated an encouraging start which was later coupled by various development constraints. Growth is however, seen in the later years where the annual certified facilities increased to the highest number(102) in 2013. Respondents in the study identified lack of awareness on the EK Eco-rating Certification, cost of certification, long and tedious application process as the main challenges limiting its growth. Nonetheless, statistically the mean variances were similarwhich implied that the challenges exert the same pressure on Eco-rating Certification Scheme.Marketing and promotional strategies to create awareness, reviewing the certification costs, and revising the application procedure were identified as solutions to enhance the growth of Eco-rating certification. It is however, evident from the comparison between Kicheche Mara and Tipilikwani Mara Campswhich scored 85.6% (173 points out of 202)and 38.6% (78 points out 202)respectively on environmental indicators that the Eco-rating Certification can play a significant role in enhancing environmental management and promoting responsible tourism in the country. Certification should however, not be regarded as the ultimate goal as it rather constitutes a mechanism which can only work properly when combined with sound governmental policies in terms of planning and monitoring.