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Contributing to sustainable tourism models. The feasibility study of the Craik’s ecovillage in Scotland

Author

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  • Cannas, Rita

Abstract

In the last decades, sustainable tourism models have become a key topic in the academic debate, as well as in policy makers’ strategies. Within the tourism industry, there is an emerging need to match the expectations of a new and consistent niche of tourists, who increasingly demand tourism accommodation facilities with ecological features. The arising of the eco-consumers keeps opening today economic opportunities for businesses. The paper analyses the economic and social feasibility of Craik, an ecovillage project in a remote area of Scotland, which aims to adopt sustainability practices in every aspect of its tourism facilities (e.g. low carbon building; use of green energy; wastewater treatment). The study is divided in three main parts: the first adopt a marketing perspective in order to investigate the demand and the supply of the international ecotourism market; the second analyses the market of high quality lodge accommodation in Scotland and the Borders; the third explores the potential outcomes of the project in terms of revenues, number of employees and partnerships with local businesses. The paper concludes that the Craik’s ecovillage project could represent a challenging opportunity to experiment with a new model of sustainable tourism accommodation in Scotland. However, final recommendations suggest the need to rethink the product in terms of ecolodge design, to provide high quality furnishing products and a detailed profile of potential customers, as well as the need to identify specific marketing strategies that could effectively match tourists’ expectations.

Suggested Citation

  • Cannas, Rita, 2012. "Contributing to sustainable tourism models. The feasibility study of the Craik’s ecovillage in Scotland," MPRA Paper 39838, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:39838
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    File URL: https://mpra.ub.uni-muenchen.de/39838/1/MPRA_paper_39838.pdf
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    References listed on IDEAS

    as
    1. Dychtwald, Ken & Gable, Greg, 1990. "Portrait of a changing consumer," Business Horizons, Elsevier, vol. 33(1), pages 62-73.
    2. Rao, Akshay R & Sieben, Wanda A, 1992. " The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 256-270, September.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Paunić, Alida, 2016. "Brazil, Preservation of Forest and Biodiversity," MPRA Paper 71462, University Library of Munich, Germany.

    More about this item

    Keywords

    sustainable tourism feasibility study ecotourism market;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

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