Sustainable certifications: Value-add or red tape? Part 1

by Niël du Toit, CEO of Go Sustainable Tourism (GST)

Fundamentals of sustainable tourism

In a recent article published in Tourism Update, the question was asked: "Green certifications: Value-Add or red tape?"

I thank the editor of Tourism Update for this article because it is a question that is relevant for the tourism industry. From the Go Sustainable Tourism (GST) point of view, I will apply this question to GST and try to substantiate GST’s position, not about green but sustainable certification.

In my approach I am bound by three viewpoints. Firstly, my personal mindset comes from the philosophy of language which states that when we use words or phrases we have to abide by two criteria: we have to ask what do they mean (definition or description; also called connotation) and what do they refer to (practical application; also called denotation).

Secondly I adhere to the principal of small is beautiful in business-management, for sustainability can only be done at the place where the business is operated. This approach is emphasised by GST's tagline "Invest local, Impact global".

Thirdly my approach is driven by the concept of a sense of place to be shared with visitors which enhances authentic experiences for tourists.

The philosophy of language contribution is enlightening in the sense that sustainability means the same everywhere on earth but will differ in practical management methods according to local, natural and geographic conditions, as well as local human cultures.

Starting with the fundamentals

Any individual who has to manage a business must be responsible and accountable for managerial actions. Where does responsibility come from?

If we turn to psychology and philosophy we learn that philosophy studies the total reality, finite and infinite, as its object. All other subjects only study a part of reality such as medicine or agriculture. I learnt from philosophy that they concluded that humans are not part of the total reality but there is a distance - a relationship gap - between reality and every human, referred to as human freedom.

The reality is invitational in essence and man can respond to this invitation. Human freedom is therefore a freedom to respond to reality. Humans can take responsibility and personal accountability for everyday events. In terms of management, humans can take responsibility - accountability - by managing FOR a purpose and thus manage the reality. I learnt from philosophers and psychologists that the willpower or conscience of individuals - the real motive why we do things - comes from being responsible TO something or someone. There is therefore room for the religious person.

Responsibility TO is called the Higher Purpose and the content is highly personal.

What is GST? Measure and Manage

GST is a management method for entrepreneurs in the tourism stay industry interested in managing their business FOR sustainability. Sustainability is the purpose or goal of this method. A questionnaire was developed, where the questions serve as management objectives. The entrepreneur's management standard is measured employing a verification audit which uses an internationally accepted method.

The audit result is published both as a confidential and a public report. A valid measurement of the management standard is indicated by a certificate. The interested customer can therefore trust the certificate.

Philosophy of Language Approach and Sustainability

As stated the Philosophy of Language approaches words or phrases according to the twin criteria of what they mean (definition, connotation) and what they refer to (application, denotation).

Firstly we can look at the word sustainability as used in the GST Management Method and ask: what does sustainability mean?

The sustainable debate was formalised and came into the political economic arena with the publication of the Brundtland Report of the World Commission on Environment and Development in 1983. The commission defined sustainable development (read: sustainability) as follows:

"Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs."

My interpretation from the point of view of GST states:

"Sustainability is seen as an economic concept - a business entity. Tourism is in the service industry as a sector of the economy."

Secondly we can ask what does sustainability refer to, or how is sustainability practically applied in the GST Business Management Method? We will develop this question in Part 2 of this series.