Nature and Digital-Based Education on Ecotourism

Ecotourism has become the fastest growing sector of the tourism industry - growing around 3 times faster than common tourism industry as a whole. More and more visitors are looking for places for recreation that are least affected by human activity.

One of the first to describe ecotourism was Hetzer (1965), who identified four key principles of responsible tourism, which have become the hallmarks of eco-tourism: minimising environmental impact, respecting local culture, benefiting local people, and increasing tourist satisfaction. The concept of ecotourism has been expanded and reformulated over time. The Global Ecotourism Network (2016) proposed the following widely quoted definition: “Ecotourism is responsible travel to natural areas that conserves the environment, sustains the wellbeing of the local people, and creates knowledge and understanding through interpretation and education of all involved: visitors, staff and the visited.”

Ecotourism directly benefits to local small-scale economic development. Thus, it implicates local communities to create unique products of ecotourism based on principles of respect to nature and local culture. There are many ways to approach ecotourism, but the most important is tourism education, which is based on the protection of natural areas, generation of economic value added for locals, and assurance in the planning of unique ecotours for small groups. Successful ecotourism begins with travellers' awareness of the impact they are making on the places they visit.

The project "Nature and Digital-Based Education on Ecotourism" (Nordplus Adult 2022-2024) allows project partners from different countries to share not only Nordic and Baltic approaches to ecotourism, environmental aspects, conservation issues, but also examples of how local communities are engaged in activities promoting ecotourism in the area, and other ecological knowledge.

The participating organisations (Kurzemes tūrisma asociācija (Latvia), Kajaani University of Applied Sciences (Finland), Mobilizing Expertise (Sweden), Karuskose (Estonia)) shared their experience in various project activities. The issues of interest to all project participants were: how to develop ecotourism in different natural and cultural environments, protected areas, with different biodiversity, climatic conditions and community involvement; how ecotourism can serve people living in remote areas; how ecotourism can contribute to the economic growth of communities through the development and implementation of thematic ecotourism routes.

The project activities were divided into several phases: the first phase involved a study on the ecotourism situation in the partner countries. The result was the collection of basic information on ecotourism in the partner countries, the provision of tourism statistics, and an analysis of the popularity of ecotourism in the partner countries; in the second phase, the development of digital tools - a handbook and guidelines for tourism professionals - based on the sharing of eco-knowledge, experiences and practical examples between the Baltic and Nordic countries, using non-formal adult training methods. The guide describes the resources suitable for ecotourism in the Baltic and Nordic countries, a presentation of the existing ecotourism infrastructure, the geographical differences and similarities between the Baltic and Nordic countries, and the best practical examples in the territories; in the third phase, adult training was carried out in the partner countries using the developed material and non-formal education methods. To implement these activities, guidelines for the development of STORY MAPS have been developed, which have contributed to the development of thematic ecotourism itineraries through adult training in the partner countries.

The route development methodology was used for adult training and creation of thematic ecotours. The project researchers provided guidance on how to design an ecotour, noting that an ecotour can be designed in two ways - starting with an analysis of the resources of the area or by selecting a target group.

1. To create an eco-tour based on the resources of the selected area, the following steps are necessary: 
2. Conduct comprehensive research to identify the unique attributes (natural landscapes, biodiversity, and cultural heritage) of the destination:
   1. Research and evaluate the ecological significance, historical importance, and cultural values of various sites within the area;
   2. Map the objects and sites to determine their geographical distribution.
   3. Consider factors such as environmental sensitivity, conservation status, and community involvement in the management of these sites;
   4. Research the interest and engagement of local communities in sustainable tourism practices;
   5.  closely with local communities, indigenous groups, and stakeholders to understand their perspectives, needs, and aspirations regarding tourism development.
   6. Involve community members in decision-making processes, ensuring their participation and empowerment in sustainable tourism initiatives.
   7. Foster partnerships that benefit local economies, promote cultural exchange, and support community-based enterprises.
3. Define the aim and objectives of the eco-tour. 
4. Design low-impact itineraries that highlight the unique ecological features and cultural heritage:
   1. Develop eco-friendly tour packages and itineraries that minimize environmental impact, respect local cultures, and contribute to conservation efforts.
   2. Plan activities such as nature walks, wildlife watching, cultural performances, and visits to heritage sites that promote appreciation and understanding of the destination's natural and cultural heritage.
5. Plan and forecast human and other resources.
6. Educate visitors, promote responsible behaviour:
   1. Provide educational resources and interpretive materials that inform visitors about the ecological, cultural, and historical significance of the destination.
   2. Offer guided tours led by knowledgeable local guides who can share insights into the area's natural history, cultural traditions, and conservation challenges.
   3. Promote responsible tourism practices, ethical behaviour, and sustainable travel choices among visitors to foster a deeper appreciation for the environment and local communities.
7. Ensure Comfort and Safety:
   1. by providing suitable accommodation options, transportation services, and amenities that meet their needs and preferences.
   2. plan emergency procedures to ensure a secure and enjoyable eco-tour experiences.
8. Calculate costs and set prices.
9. Test the tour.

To create an eco-tour tailored to a specific target group, it's essential to understand their interests, preferences, and needs, and design experiences that align with their expectations while promoting sustainable practices. 

1. To create an eco-tour based on the target group it is necessary to conduct the following steps:
2. Identify the target group:
   1. Conduct market research to identify the characteristics and preferences of the target group, such as age, interests, activity levels, cultural background, and travel motivations.
   2. Determine the specific segment within the target group that is most interested in eco-tourism experiences, whether it's families, adventure seekers, nature enthusiasts, cultural travellers, or others.
3. Research Destination and Site Selection:
   1. Choose destinations and sites that offer eco-friendly attractions, natural landscapes, cultural heritage, and sustainable tourism infrastructure that appeal to the target group.
   2. Map the objects and sites to determine their geographical distribution.
   3. Consider factors such as accessibility, accommodation options, transportation services, and the availability of eco-certified tour operators and guides.
4. Define the aim and objectives of the eco-tour. 
5. Customize itinerary and activities:
   1. Design a tailored itinerary and select activities that cater to the interests and preferences of the target group while promoting eco-friendly experiences.
   2. Incorporate a mix of nature-based activities, cultural immersion opportunities, outdoor adventures, wildlife encounters, and educational experiences that align with the target group's interests.
   3. Offer flexibility in activity options and difficulty levels to accommodate varying preferences and activity levels within the target group.
6. Plan and forecast human and other resources.
7. Provide interpretation and education:
   1. Develop interpretive materials, guided tours, and educational experiences that engage the target group and enhance their understanding of eco-tourism principles, environmental conservation, and local cultures.
   2. Offer interactive learning opportunities, hands-on experiences, and storytelling sessions that appeal to the target group and deepen their connection to the destination and its natural and cultural heritage.
8. Ensure Comfort and Safety.
9. Calculate costs and set prices.
10. Test the tour.

In summary, although the approach is different, the starting point is different, but in both cases you have to go through almost the same steps in order to create an eco-tour.

The adult training highlighted the importance of considering: group size, season and location when designing ecotours, discussing the objectives of ecotourism planning, the balance between natural and cultural attractions, feedback, etc.

Project partners and participants of the trainings in project countries have developed 6 ecotours in Story maps format, based on their research, observations, best practices and methodological tools developed during the project.

The methodological material developed during the project is available here https://balticnordicfootpr.wixsite.com/ecotourism/outputs (Tourism Route Creation Guidelines; Nature and digital - Based Education on Ecotourism. Handbook; Thematic ecotourism routes; Guidelines for the creation of the story maps).

This article is prepared in the framework of the project "Nature and Digital-Based Education on Ecotourism" (NPAD-2022/10144). It is based on an evaluation of the project activities and reflects only the views of the research team involved in the project activities.