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The experience of ecological tourism in Brazil :
a New Niche market or an effort to achieve sustainability ?
Doris RUSCHMANN - Economist, Sao Paulo, Brasil

ABSTRACT

The diversity of ecosystems and the biological variety that make Brazil one of the largest holders of tropical flora and fauna on the planet cause Brazilian governments and tourism entrepreneurs to be involved, in a serious and environmentally correct way, in the commercialization of unique irreplaceable aspects for the tourists of the entire world. In this way, ecotourism, which developed according to its conceptual principles and has extended its scope far beyond the protection of the physical environment, becomes a sustainability factor for the places visited, due not only to the new tourist's environmental awareness, but also the sociocultural and economical engagement of the receiving communities in the process of developing the activity.

1- Introduction

Present-day tourism is a great "consumer" of nature and, its evolution in the last four decades occurred as a result of a "search for the green", as well as an "escape" from the tumult of urban conglomerations by people trying to regain their psycho-physical balance in natural environments during their leisure time. For this reason, it becomes a consolidated product in the market, which finds in ecotourism one of its most significant niches.

The protection of the physical and sociocultural environment of the visited place has always been disregarded, to the detriment of the economic results shown by the tourism activity. It only started to be highly regarded after the environmentalists' warnings, which were first heard in the seventies, and the "Brundtland Report", which formed the bases of sustainable development on the planet Earth.

The above mentioned report views "sustainable development" as :
"A transformation process, in which the exploration of resources, the direction of investments, the orientation of technological evolution and institutional changes all harmonize and strengthen present and future potential, in order to fulfill both human needs and aspirations" (CMMAD, 1991 : 49). Sustainable development has been invariably applied to a series of productive activities, including tourism.

The concepts of sustainable development and that of sustainable tourism are closely related to environmental protection. Nevertheless, finding the balance between the economic interests stimulated by tourism, and the development of environmental protection activity, is not an easy task, mainly because its control depends on subjective values and criteria, as well as on proper environmental and tourism policies that, unfortunately, have still not been fully formulated in Brazil and other countries. (Ruschmann, 199 : 44).

In order to elaborate this study, the concept is taken for granted that sustainable tourism should consider: "the management of all environments, resources and receiving communities, in a way that fulfills the social, economic, experiential and aesthetic needs, while maintaining the cultural integrity, essential ecological processes and the biological diversity of the human and environmental milieu for future generations".

Considering, therefore, that it is a question of managing the environment in which tourism facilities are to be introduced, it is known that this concept does not take into account the "nondevelopment" of resources, as some radical environmentalists would like, but is otherwise concerned with controlled development, which is in harmony with the natural and sociocultural aspects of a tourism resource. It is believed that, in tourism, these resources must be developed in an orderly and planned way, so that they can be "properly seen and appreciated", ensuring their originality and consequent attractiveness for future generations.

The environment, which is the economic basis of all tourism activity, presents both opportunities and limitations. The limitations are related to the so-called "carrying capacity" which, in the case of a tourism resource, constitutes :
"the maximum number of visitors(day/month/year) that an area can support before sociocultural changes occur in the physical and sociocultural environment."(BOO, 1990 : 225)

Therefore, it represents the maximum level of visitors and related facilities that a given area can support. If this level is exceeded, the deterioration of resources in the area diminishes visitors' satisfaction, and the negative impacts on the physical milieu are reflected in the local society, economics and culture.

However, as neither the concept of tourism nor that of environment are clearly defined, determining the tourism carrying capacity becomes a difficult task, since there are no fixed patterns for its determination. The carrying capacity varies according to the place, season and weather, the behavior of users of an area, the facilities introduced, the patterns and levels of management, and the dynamic character of the environment as a whole. (Ceballos-Lascuráin, 1996 : 131).

Yet, it is considered that the preservation of natural areas aimed at the long-term safeguarding of living resources, water and landscape, is a worldwide concern which crosses national boundaries.

Ecosystems in general have gained the attention of several sectors of society, mainly in countries where the consequences of a disorderlyoccupation of the earth have already been seen. Landslides, major erosion, silting up, floods and droughts are a kind of nature's warning cry against centuries of ill treatment.

In this sense, the preservation of nature should be the result of a plan for the areas' settlement and resources that balances the various use and management possibilities in a harmonious way.

The sustainability of a tourism milieu must depend, then, on the kind of tourism that occurs in the area, and this may become a supporting tool for the ecological development model that is required due to the great transformations taking place in the way of life all across the globe.

Its foundation lies in the ecological education it may provide and, on the other hand, in the pacifist, non-violent spirit with which it conveys its transforming messages.

The search, then, is for a kind of tourism where the preservation of nature goes hand in hand with the flow of tourism. Ecotourism is the ultimate expression of this.

2- Ecotourism as a tool for the sustainability of the physical and sociocultural environments in tourism areas.

2.1. Ecotourism, Sustainability and Environmental Education

In spite of much debate about the concept of the term 'ecotourism', the proposal of the Ecotourism Society is now generally accepted which, as the result of a series of studies and consultation with several authors, defines it as "responsible journeys to natural areas with the aim of preserving the environment and promoting the well-being of the local population"(Lindberg & Hawkins, 1993 : 17).

In developing countries, among which Brazil is included, the emphasis on protecting natural resources and valuing receiving communities (who are generally poor) is especially important due to the harmful effects of mass tourism, which not only ignores and literally invades the natural resources, but also pushes aside local communities from the productive process, as well as compromise their cultural heritage - which is often unique and goes back to ancient times.

Moreover, it is believed that ecotourism will have beneficial and conservation effects on the visited environments, provided that it includes the environmental education of visitors, thereby converting the tourist into a protector of the visited milieu.

Nowadays, it is inconceivable to think of a journey into nature without making participants aware of the environment- whether they be the visitors or the visited.

We are dealing, therefore, "with a new tourist", who forms a niche market of environmentally aware people who, in their search for contact with naturally preserved environments, take steps to preserve the visited ecosystem and contribute to its sustainability.

We based our argument on this evidence, which was confirmed by a continuing study that has been carried out since 1996 (every summer season in the Southern Hemisphere - March to December), on an oceanic island off the south coast of Brazil, which has demonstrated that increasing visitors' awareness (ecotourists) definitely contributes to the protection of the visited milieu.

2.2. Ecotourism and sustainability - the case of joão da Cunha island

The research team of this study consists of specialists in tourism planning, geography and forest engineering from the University of Vale do Itajaí - SC. These specialists based their work on the importance of the sustainability of environmental resources on the island of João da Cunha, and were guided by international bibliographies on the theme, the experience of technical-scientific co-ordination in the planning of destinations and tourism resources, and a previous study on the sustainable use of tourism attractiveness in a Conservation Unit in the Sate of São Paulo. They concentrated their efforts on the island over the last four years (summertime), aiming to demonstrate the increasing importance of directing the efforts of private entrepreneurs and public institutions towards specific studies, so as to guarantee the sustainability of areas used for recreational tourism and cultural purposes.

In this study, the following variables were considered in order to determine the ideal number of visitors to Porto Belo Island, which is located 400 meters from the continent and is covered by dense native vegetation and representative species of the tropical flora and fauna :

The quantitative intensity of the visit ;

The length of visitors' stay ;

The dispersal or distribution of visitors within the area ;

The characteristics of the visited place ;

Characteristics of tourists ;

The time and the days of the year in which the visit takes place.

Moreover, if the coefficients presented by Lozzatto - Giotard (1992 : 141- 144) are taken into consideration, the following can be observed :

The intensity of beach use and that of correlated and complementary areas ;

The activities carried out by visitors both in the sea and on land ;

The use of facilities by visitors, etc.

In spite of the difficulties created by the unusualness of the area of the study and its recreational use, the determination of the definite carrying capacity cannot be used as the basis when applying it (without appropriate changes) to the use or visitation of other natural areas. It is, however, an indispensable tool for identifying critical situations, which need special care and measures in order to resolve them, avoid problems through prior application of controls and promote the sustainable use of the area.

Furthermore, the modern perspective of tourism and recreation in natural areas does not separate nature from man, but rather, attempts to encourage his harmonious integration so as to provide citizens with a real life experience and protect the natural resources. (RUSCHMANN, 1992 : 152-153).

Bearing these premises in mind, the investigation concentrated on two aspects: product and demand.

The facilities which were introduced to Porto Belo island were analyzed not only from a physical and scenic angle, but also with regard to the planning of its sustainable use, based on specific methodology, in order to achieve the results which would provide data and facts to guide present and future investments, and substantiate other studies on the theme.

Besides motivational and behavioral aspects, this study also took into consideration the biological, social and economic aspects of demand.

2.2.1. Purposes of the study and Methodology

a) Principal Purposes

To analyze and assess the tourism sustainability ofthe introduced facilities ;

To determine the ideal number of visitors per day

b) Complementary Purposes

To characterize the biological, social and economic profile of visitors ;

To observe(directly and indirectly) and analyze the activities performed by the visitor during his stay in the place ;

To assess the quality of the visitors' tourism and recreational experience during their stay on the island.

In order to fulfil the intended objectives, a multidisciplinary team (*) was created, which concentrated on :

the characterization of the physical milieu ;

the natural scenic aspects and the influence of the facilities introduced to the island on the simplicity and visual-aesthetic uniqueness of the resource ;

the recreational use of the attractions of the island, taking chiefly into consideration the number of people who visit it per hour and per day, the climate, the air and water temperature, the visitors' profile and their opinions of the facilities and activities offered on the island, and their interaction with the group to which they belong, other visitors and the environment.

For the viability of the research, it was decided that it would take place during the peak period of summer on the Santa Catarina coast- between Christmas and Carnival, when there is greatest concentration of visitors in the area and its surroundings.

The following research tools were used :

questionnaires applied directly to the visitors ;

a visitor observation report ;

an illustrative chart with the number of people who disembarked on the island ;

an illustrative chart of the environmental and water temperatures ;

photographic documentation of the visit.

The tourism use of natural areas, whether or not the milieu is an island, and the introduction of specific facilities must take into consideration the impacts that the visit may bring about not only to the natural environment and the sociocultural characteristics of the area, but also to the economic sector of the region in which they occur.

The tourism sustainability of a milieu depends on :

respect for the natural environment - tourism must not endanger or irreversibly destroy the regions in which it is developed ;

compatibility between culture and the receiving community's social spaces, without damaging or transforming it ;

equitable distribution of benefits from the activity among the receiving community, visitors and tourism entrepreneurs ;

a more responsible and attentive tourist or visitor, who is receptive to environmental preservation issues, sensitive to the interactions with the visited natural milieu and the receiving community, and trained to be less consumerist and to adopt an attitude that is oriented towards understanding the people and places visited.

Favoring the use and appreciation of resources by visitors, as well as protecting their originality and attractiveness for future generations are considered to be the only possible ways to develop tourism or tourism-recreational activity in a sustainable way.

A staged process is recommended for the sustainable development of tourism attractions. Due to its diversity, this should occur in distinctareas of smaller territorial dimensions, allowing a gradual introduction, which favors follow-up and control of their evolution.

Nature constitutes the only component of the tourism product that cannot be enlarged, although it is generally the basis for tourism's existence, attractiveness and importance in the market (Ruschmann, 199 : 115). Thus, in order to assure its sustainability, the number of visitors must either be restricted or controlled.

Consequently, research and assessments allied to unique local factors, environmental frailty, type of visit, characteristics of introduced facilities, etc., which will direct the determination of the maximum number of people the place can support are necessary, before irreversible damage to the environment occurs.

The environment, broadly considered, includes the whole biosphere, i.e., the rocks, water and air that surround the earth. In a narrower sense, the different ecosystems are considered- which are composed of biotic and non-biotic elements that are characterized by their interrelations, whether simple or more complex. Within this context the study included, in addition to the physical aspects, the cultural and socio-economic characteristics of the areas which, according to their originality and authenticity, must have controlled their tourism visitation.

Nowadays, it is inconceivable that leisure and tourism facilities be introduced in an empirical and, therefore, disordered way. People's increasing environmental awareness and their need to enjoy free time in places which allow direct contact with nature, make environmental protection the key element for the sustainable development of areas for tourism and/or recreational use.

In the case of João da Cunha island, the entrepreneurs of the present and future facilities and activities, and the areas to be made available for public visits, opted for an environmentally correct model, based on ecotourism, both in terms of the building materials used (natural raw materials- wood and Santa Fé straw) and the gradual way of building and opening new facilities for tourism and recreational use.

Despite the medium-term proposal to introduce accommodation facilities, a restaurant, kiosk, ecological trail and museum of the sea based on the experience of the Schuermann family of sailors have already been put into operation in recent years.

As far as the ecotourists' environmental attitudes and stance during their stay on the island are concerned, it was observed that people appreciated the improvements made on the island, that the great majority demonstrated environmentally correct behavior, making use of local garbage-collectors, and restrooms placed in the restaurants, as well as showing a high level of social integration with the visiting group, etc. emphasizing that the encouragement of visitors' environmentally correct behavior came from the conditions offered by the enterprise, which is supplied with appropriate facilities and discreet supervision.

Moreover, the influence of the visitation to João da Cunha Island on the generation of jobs and income for the fishing community in the town of Porto Belo was considered. The improvements to the island and the consequent increase in the number of visitors enabled the fishermen transporting the tourists to and from the island to have higher incomes with the increasing number of daily trips, compared to those in previous years.

The owners of the enterprise opted to employ local labor in the island-mainland transportation, cleaning of the area and other general services. Those responsible for the restaurants and kiosks also decided to employ the local workforce in the catering services and cleaning of facilities.

Thus, it can be concluded that the efforts towards the tourismrecreational sustainability of the area are gaining positive results, as long as the enterprise takes care of both the protection of the physical aspects of the area and the economic profitability of the facilities for the local community.

3 - Final Considerations/Recommandations

The success of the research conclusions on the tourism sustainability of João da Cunha island, from the time ecotourism was introduced onwards, has been used as the example and basis for new research in other locations in several Brazilian regions, such as the mid-West, which has fluvial beaches and magnificent caves.

After necessary adaptations to the different physical and sociocultural milieus in which these new studies take place, the model becomes increasingly successful, and faced with Brazil's territorial vastness and incomparable natural beauty, one realizes that ecotourism, together with corresponding activities like the integration of the receiving community and environmental education, becomes the only viable alternative to guarantee medium and long term sustainability of tourism in our country.

Slideshow

Bibliography

BOO, Elizabeth. 1990. "Ecoturismo- Potenciales y Escollos". Washington D.C. WWF. World Wildlife Fund and The Conservation Foundation.

CEBALLOS-LASCURAIN, Héctor. 1996. "Tourism, Ecotourism, and Protected Areas". Gland and Cambridge. IUCN/Commission of The European Communities.

COMISSAO MUNDIAL SOBRE MEIO AMBIENTE E DESENVOLVIMENTO. 1991.. Nosso Futuro Comum, 28 ed. Rio de Janeiro. Fundaçao Getulio Vargas.

GLOBE'90. 'Tourism Stream and Action Committee "An Action Strategy for Sustainable Tourism Development". Vancouver. B. C.

RUSCHMANN, Doris v.d.M. 199. 48 Ed. "0 Planejamento do Turismo e a Proteçao Ambiental". Campinas, Papirus

RUSCHMANN, Doris v.d.M. 1992. "0 Desenvolvimento Sustentavel do Turismo" ln : Turismo e Analise. S. Paulo. ECA/USP. 3(1) : 42-50. Maio.:

*- Multidisciplinary team created for the research on João da Cunha island - Carlos Tomelim, Paulo Pires, Francisco dos Anjos, graduate students and students of the Masters Degree Course in Tourism from University of Vale do Itajaí - SC and São Paulo University -SP.