blue destination

Abstract [en]
By addressing the study's two research questions, what impact tourism destination development strategies might have on visitor behavior and attitudes, and whether they might promote sustainable behavior, this study investigates the contribution of a destination's development strategies towards developing a sustainable blue tourism industry and their impact on tourists' attitudes and behavior. The study is then a case study, with its case being Bonaire using a questionnaire based survey in order to provide a understanding of how destination development strategies could be used for obtaining a blue economy and the effect these might have on tourist behavior and attitudes.

A blue economy is an economy that relies on marine ecosystems and coastal resources to support its economy while preserving them for future generations (Clegg et al. 2021). By implementing a blue economy strategy an island can work with highlighting human-ocean-related activities and the impact these have locally and globally as they would try to strategically use coastal resources to promote economic development while safeguarding ocean and coastal ecosystems. The study found that destination development strategies, for obtaining a blue economy, could contribute by providing tourists with a learning opportunity. This could provoke higher levels of attitudes towards destination development strategies with tourists. If this is combined with proper behavioral guidelines, this could increase tourists' self-awareness of behavior and impact, and could increase tourists' self-ascribed responsibility towards the destination to act sustainably and minimize harm.

Abstract:

Tourism could be discussed as being a damaging phenomenon if not managed correctly as well as being destructive towards its own industry by its contribution towards climate change (UNWTO 2008; Glegg et al 2021; Grilli 2021). However, tourism is often considered to be highly important for the destination's economic and social development (Glegg et al 2021). Besides this, natural resources often tend to play an important role in the attractiveness of a destination (Fennell 2015; Uyarra et al 2009). A strategic tourism strategy is therefore needed in order to protect the natural resources of the destination, and in order to become economically, socially, and environmentally sustainable. The blue destination strategy could be defined as the sustainable use of ocean resources for growth, well-being, and jobs while protecting the oceans’ ecosystems’ health (Tourism Corporation Bonaire 2017). Bonaire is a small island in the Caribbean that, since 2017, has been implementing a blue destination approach as their destination development strategy. By examining the case of Bonaire, the study aims to develop a better understanding of the contribution of a development strategy towards a sustainable tourism industry within a tourism-oriented society, and aims to highlight the stakeholder’s perspective. This is trying to be obtained by answering the three research questions of what the tourism industry looks like on Bonaire, what is trying to be achieved with the blue destination company certification and what the blue destination strategy is as well as what effect it has had on Bonaire so far. In order to provide an answer, the study uses a triangularization method. Six interviews with stakeholders, document analysis, and statistical analysis were carried out. Results highlighted that tourism on Bonaire is an important driver for economic and social growth. The tourism industry on Bonaire is seen as highly dependent on the natural resources of the island, mainly its ocean. The blue company certification has been highlighted as a tool to ensure that sustainable criteria are met as well as an important tool for marketing and inspiring others to become more sustainable. Blue destination has then been highlighted as a way to create and ensure a tourism industry that generates economic welfare and stimulates sustainability for the whole island while highlighting the connection between human activity and the marine ecosystem that takes place in the ocean economy. Measurable effects have so far been minimal or not noticeable but stakeholders highlighted that it has helped by synergizing the island and providing better cooperation between stakeholders, leading to them having the same vision.

Impressively, since the 1970’s Bonaire has championed efforts to protect its natural environment and resources. There is no doubt that these efforts have interlaced themselves with the resident’s everyday life and are a fiber in the fabric of Bonaire’s culture. Bonaire is a global gem that has received recognition for its natural areas and enjoys an international reputation for some of the world’s best ocean activities thus leading to a potent economic sector for the island – the tourism industry.

Currently, the tourism industry underperforms for the economic welfare of the majority of Bonaire’s residents. Although the tourism industry could provide Bonaire with economic opportunities for the majority of residents, the professional opportunities linked to tourism have not transpired. This is largely due to two main reasons. The first reason being that natural conservation efforts have displaced development that could provide professional and educational opportunities for Bonairians. This has resulted in a dilution of Bonairian culture where nearly 60% of the island’s population was not born in Bonaire. Bonairians have transplanted to other countries to seek opportunities. The second reason is that the tourism sector does not contribute to the economic wellbeing of the majority of residents but rather contributes to a select few.

With the lack of educational and professional opportunities available on the island, Bonairians have developed a relatively low perception of their quality of life and their satisfaction with their lives. In the last year, about 50% of Bonairians have observed a decrease in their income. Many residents and industry stakeholders feel that the tourism industry can direct and improve the future of the island. In order for this to occur, there must be changes in the distribution of the economic benefits to increase their reach to local households; as well as the industry must be capable of stimulating changes in Bonairians’ quality of life. Thus, this strategic tourism master plan (STMP) was designed to ensure that the tourism industry is capable of generating money, creating jobs, and stimulating sustainable economic linkages to other sectors on the island