Report on Sustainability Practice

2204HSL Sustainable Tourism

[Author]
Tutor: Ying Wang
Tutorial Time: Wed 1-2pm
Table of Contents
1.0 Introduction…………………………….……………………………………..…...3
2.0 Tourism Operation…...…………………………………………………….….….3
3.0 Sustainability issues………………………………………………………………5
4.0 Assessment of Operation………………………………..…………………………6
5.0 Discussion of Potential Improvement………………………………….………….8
6.0 Conclusions……………………………………………………………………...10
Reference List……………………………………………………………………..…11

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1.0 Introduction
Sustainable tourism is a popular tourism sector nowadays, which is rapidly growing
and dominantly positioning in the world tourism market. This is due to its
characteristics, which satisfy the needs of current tourists as well as host community,
while improving and developing future opportunities (Jaini, Anuar, & Daim, 2012).
Thus, in this particular report, one of the tourism operations was chosen to analyze
and evaluated their sustainability practice. Furthermore, the report studies how such
practices associate and avoid from principles of sustainability.

In order to critically assess and analyze the sustainable tourism practice of the chosen
tourism operation, the report will outline the fundamental information of the tourism
operation in brief. Then, the challenges and issues of the tourism operation in terms of
sustainability will be identified. Moreover, the report will apply the most suitable
tourism sustainability criteria on the tourism operation to evaluate how the operation
is adopting sustainability. Lastly, the report will discuss about improving
sustainability practices of the tourism operation.

2.0 Tourism Operation

The chosen tourism operation is an eco-accommodation called ‘Silky Oaks Lodge’
situated in Queensland, Australia. ‘Silky Oaks Lodge’ is one of Australia’s premier
eco-friendly and luxury lodges located in the Mossman Gorge region adjoining the
Daintree National Park (Silky Oaks Lodge, n.d.). The lodge is 15 minute away from
the urban area. Therefore, it offers an unique experience of exploring Tropical North
Queensland as well as complete privacy and isolation (Silky Oaks Lodge, n.d.).

Silky Oaks Lodge was originally built on a farm adjoining the Daintree National park
(Silky Oaks Lodge, n.d.). For the past few years, the land has been regenerated to
original rainforest form, thus its eco-certified advanced ecotourism status has a solid
sustainability foundation due to the reforestation of the land where the lodge is
located (Silky Oaks Lodge, n.d.). Silky Oaks Lodge is always been aiming to keep the
idea of eco-accommodation as well as being sustainable.

The lodge is consists of extensive lounges and living areas adjoining the beautiful
open sided Tree House restaurant, surrounded by rainforest and river which offers

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customers a special dining experience (Silky Oaks Lodge, n.d.). Moreover, relaxing
and healing water spa treatment is provided which brings a sense of wellbeing inside
and out (Silky Oaks Lodge, n.d.). Silky Oaks Lodge, the perfect eco-accommodation
to stay, relax, explore and experience.

To look at the sustainable tourism practice of tourism operation, in terms of

sustainability principle, it is classified into three aspects; economic, social and
environmental which is known as triple bottom lines (Jayawardena, Patterson, Choi,
& Brain, 2008). According to the organization of American State (n.d.), the principle
of sustainable tourism is defined as “a resource development and management
philosophy permeating all levels of policy and practice relating to tourism, which
coexist with economic, sociocultural, and health and safety objectives of localities and
nations” (para. 3). This indicates that, sustainable tourism satisfies the needs of triple
bottom lines while retaining cultural integrity and ecological processes.

Firstly, from the environmental point of view, sustainable tourism practice increases
the optimal use of environmental resources, which are a significant component in
tourism development (Krüger, 2005). Additionally, it assists maintaining the vital
ecological processes and helping to preserve natural assets and biodiversity (Krüger,
2005). In particular, the chosen tourism operation, Silky Oaks Lodge has adopted
ecotourism in their accommodation, which respects the environment by concentrating
on ecological preservation and protection for future generation (Silky Oaks Lodge,
n.d.). Ecotourism is described as an “ecologically sustainable tourism with a primary
focus on experiencing natural areas that fosters environmental and cultural
understanding, appreciation and conservation” (para. 1). Consequently, Silky Oaks
Lodge has established optimistic contributions to the maintenance of natural and
cultural inheritances, which embrace diversity (Silky Oaks Lodge, n.d.).

Secondly, in terms of social aspect, sustainable tourism practice increases a respect for
cultural genuineness of host communities, preserving their architectural and cultural
possessions and traditional values, and contributing to intercultural understanding and
tolerance through involvement and pursuing improvements in quality of life (Padin,
2012). For instance, sustainable tourism encourages Silky Oaks Lodge to train and
hire local people to support a development of the local community both socially and

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economically (Rainforest Alliance, n.d.). Also, it enhances the tourism operation to
purchase local products as well (Rainforest Alliance, n.d.). As a result, this could
promote and reinforce the relationship and respect between the tourists and the locals,
which builds a confidence and local pride.

Lastly, from the economic point of view, sustainable tourism practice supports the
tourism operation as well as the local community financially. According to Li (2013),
sustainable tourism practice improves business performance and encourages
developing partnerships. Additionally, sustainable tourism is one of the fastest
growing tourism sectors in the world tourism market. Therefore, Silky Oaks Lodge
particularly adopted and applied the sustainability practices to increase the benefits of
business. To be specific, Silky Oaks Lodge has implemented solar power system and
rainwater purification system to save and reduce operating costs undertaken by
initiatives that decrease waste, water and energy consumption (Silky Oaks Lodge,
n.d.). Furthermore, it encourages investors’ interest in tourism operation, with long-
term sustainability plans that reduces potential risks of operations in future (Li, 2013).

3.0 Sustainability Issues

Despite the fact that Silky Oaks Lodge trying its best to embrace and align with
environmental, social and economical aspects in the operation at all time, there are
number of crucial sustainability issues existing in the tourism operation, which needs
to be adjusted as soon as possible.

First of all, Silky Oaks Lodge is currently facing at a major issue of understanding the
term “sustainability” in terms of tourism, since it is extremely ambiguous (Day,
2012). Put differently, this means that, it is hard to differentiate and determine what
exactly is or is not sustainable tourism and practice in the tourism operation.
Abstractly, sustainable tourism is appealing and has been largely embraced by
scholars, policy makers and doctors (Day, 2012). Additionally, Day (2012) further
described the concept of sustainable tourism as “the needs of the present tourists and
host regions while protecting and enhancing opportunity for the future. It is envisaged
as leading to management of all resources in such a way that economic, social and
aesthetic needs can be fulfilled while maintaining cultural integrity, biological
diversity, and life support systems” (p.1). However, when it comes to the actual

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sustainable tourism practice, each local community struggles to figure out the needs
that determines what balance of environmental, social and economic aspects
encounters their present and future needs and in balancing the triple bottom line (Day,
2012). This is because, there is no certain way of determining whether the operation is
actually adopting sustainable tourism or not. Due to the fact, Day (2012) claimed that
there is absolutely not even a single way to do sustainable tourism. This clearly
indicates that, for the tourism operation to be sustainable, it requires a lot of
researching and studying of the tourism destinations as well as the triple bottom lines.

Secondly, according to the reviews of Silky Oaks Lodge on trip advisor website, Silky
Oaks Lodge was valued as a stuffy tourism operation (Trip Advisor, n.d.). In other
words, the operation is facing a sustainability issue of lacking in novelty at the
moment. However, this needs to be considered and improved as soon as possible,
because once the business start losing its uniqueness and appeals, hence the business
will lose its sustainability as well (Moscardo, 2008). The lodge only satisfies required
condition as an eco-accommodation must meet and provides fundamental services,
which does not exceed beyond the ordinary boundary of eco-accommodation.
However, a number of other competitive eco-accommodation operators also provide
similar conditions. It could possibly increase a lack of interest amongst stakeholders
such as investors, shareholders, and suppliers. This could also mean losing both loyal
and potential visitor of the lodge. To sum up, poor performance on responding the
needs of customers may result customer dissatisfaction with Silky Oaks Lodge.

At last, Silky Oaks Lodge is facing few environmental problems even though it is an
eco-accommodation. According to the visitors’ review on Trip Advisor, few customers
did not see any aspects of eco-tourism in Silky Oaks Lodge, since there is no single
effort captured the customers to be environmentally friendly (Trip Advisor, n.d.).
Especially, chemicals used in the pool area created unpleasant odor throughout the
Lodge and it was enough to dissatisfy and displeasure the customer (Trip Advisor,
n.d.). Therefore, the general opinion about the environment management was not
good enough to keep the title of eco-tourism accommodation.

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4.0 Assessment of Operation
To be qualified as a sustainable eco-tourism operator, the lodge had to meet the
fundamental requirements, such as Global Sustainable Tourism Criteria for Hotels and
Tour Operators and or The Ecotourism Australia ROC and ECO certification criteria.
In terms of the Ecotourism Australia ROC and ECO certification criteria, Silky Oaks
Lodge is managing its operation in a sustainable way on average. To be critical, the
operation system, which the lodge is insisting with, is not amiss. Silky Oaks lodge is
satisfying most of the points mentioned in the criteria. However, there are still number
of issues captured, which could undergo improvements.

To elaborate the Ecotourism Australia ROC and ECO certification criteria, there are 8
sections in the certification program application. They are listed below:
1. Business Management and Operation Planning
2. Responsible Marketing
3. Customer Satisfaction
4. Environmental Management
5. Interpretation and Education
6. Contribution to Conservation
7. Working with Local Communities
8. Cultural Respect and Sensitivity

Silky Oaks Lodge get its water supplied from the Mossman river and is treated with a
sand filter and chlorination plant to result with a pure spring water of a high quality
(Silky Oaks Lodge, n.d.). Further, Silky Oaks Lodge adheres its operation to be
sustainable of the environment and surroundings with few other practices. For
instance, environmentally responsible products and energy saving light bulbs were
used throughout the lodge. Furthermore, reusing and recycling are highly in action.
Moreover, the lodge gets its food supplement from the local farms around growing
natural organic product.

In addition, Silky Oaks Lodge adopts and applies eco-friendly techniques in each
department of the lodge to practice sustainability. For instance, Silky Oaks Lodge
seeks to minimize carbon footprint created by the visitors of the lodge. Also, the lodge

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financially supports ‘Rainforest Rescue’ to be a part of keeping and saving
environment (Silky Oaks Lodge, n.d.).
On the other hand, few negative aspects were discovered, such as inappropriate waste
disposal system. Commonly, waste generated at the lodge are treated and disposed in
a general way, unlikely what it was suppose be doing as an eco-tourism. To be
specific, the lodge has not adopted an eco-friendly way of waste disposal in its
operation. However, it is significant to discard created waste in an eco-friendly to
practice sustainability. Even though the lodge satisfies most requirements of eco-
tourism, dissatisfying a proper way of eco-friendly waste disposal would lead the
lodge to terminate its sustainability and the idea of ecotourism eventually.

In addition, general wastes and pollution created at the lodge is also an issue that
needs to be considered. The amount of wastes and pollution generated is proportional
to the number of visitor. In other words, they tend to increase gradually (Cukier,
2005). In order to maintain its solid eco-certified advanced ecotourism status, it is
essential for the lodge to endeavor minimizing the general wastes and pollution as
much as possible.

This clearly shows that the lodge is meeting most of the requirements listed on
criteria. However, it appears that the lodge is failing to fulfill the ‘Environmental
Management’ section in specific. Also, the lodge lacks in meeting ‘Customer
Satisfaction’. Nonetheless, the requirement that needs to be considered the most in the
lodge is ‘Environmental Management’ since the lodge is environmentally oriented
accommodation that particularly seeks to preserve and protect the environment.
Therefore, the lodge should put more effort on the particular section in order to keep
up with its dominant status as an ecotourism.

5.0 Discussion of Potential Improvement

As mentioned in the previous sections, the major issues facing the lodge in terms of
sustainability tourism practice is environment management. In specific, the most cited
issue was a waste disposal and pollution created by the lodge. In order to complement
and improve the issue, the lodge should adopt its own sewage and waste disposal
system. Sewage treatment plant is highly recommended which is a standard consistent
with world heritage guideline (Lorant, 2011). Grey waters created from the

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accommodation would remarkably reduced because, the sewage treatment plant is a
system with a clarification step as well as aerators and sodium illuminate with a final
sand filter used to reduce phosphorus (Lorant, 2011). Furthermore, the lodge needs to
replace the pool chemicals into eco-friendly chemicals, which keeps the pool clean
and reduces the unpleasant odor. Through the process, the lodge will definitely meet
the requirement of ‘Environment management’ in Ecotourism Australia ROC and
ECO certification criteria.

In addition, using purified rainwater and adopting solar power system throughout the
lodge could be financially helpful in a long term (Lorant, 2011). Some of the eco-
lodges have already adopted these factors and it has noticeably reduced the amount of
waste generated as well as the electricity and water utility charge (Lorant, 2011). Also,
providing food waste as compost and animal feed to the local farms around the lodge
could help the lodge with resolving issues. Through this mutual trade, the
environment management will be vitalized and fortified. Further, this will enable the
lodge to build a firm relationship with local communities as well as get support from
them.

Customer satisfaction is one of the most significant elements in any business, which
needs to be considered and reflected. This is because customer satisfaction is directly
affecting the outcome of the business, since satisfied customers are more likely to
purchase the product naturally (Padin, 2012). Thus, In order to improve customer
satisfaction, the lodge needs to measure the customer satisfaction in a regular basis.

Padin (2012) suggested that the best way of figuring out the satisfaction of the visitor
of a tourism operation is asking them. There are a number of ways of asking the
customers about their satisfaction of the product and provided services. To list, the
business could ask the customers face-to-face, by phone calling, by mailing or
handing them a questionnaires and a customer satisfaction survey with a little award
for the participation (Padin, 2012). Furthermore, tapping into social media by creating
official social networking service (SNS) accounts would help the lodge to monitor its
customer satisfaction (Li, 2013). Social media network service is a great opportunity
that highly promotes and encourages the customers to review and evaluate the lodge,
since accessing SNS is universal and popular among modern society (Li, 2013). For

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example, holding Q&A session and creating customer support channel could be done
by SNS. By adopting this, customer satisfaction will be enhanced in terms of
sustainability practice. Therefore, the lodge must consider and bear all the solutions
mentioned in mind in order to fulfill its lacking areas in sustainability practice.

6.0 Conclusion

Singh (2014) defined ecotourism as “an excellent tool for promoting sustainable
development which has more promise for achieving sustainability than alternative
types of land use such as agriculture, cattle grazing, logging, or mass tourism”
(p.882). This clearly shows that ecotourism is a promising tourism sector, which has a
great potential to grow in sustainable tourism market worldwide. Therefore, in this
report, the chose tourism operation, ‘Silky Oaks Lodge’ was critically assessed and
evaluated the tourism practices and how it cooperates with sustainability principle. In
addition, currently existing weak points of the tourism operation were discovered and
appropriate solutions to improve the issues are made.

Despite the fact that, Silky Oaks Lodge is an eco-accommodation, majority of

sustainability issues were occurred in ‘Environment management’ section. Thus, a
number of suggestions were provided, such as implementing sewage treatment plants
to avoid pollution by disposing wasted generated from the lodge, utilizing eco-
friendly chemicals for the pool maintenance, using purified rainwater, and having
solar power system throughout the lodge.

Furthermore, ‘Customer satisfaction’ was also mentioned as a lacking area in the

lodge in terms of sustainability practice, due to its neglect behavior on responding to
the customers needs. Hence, creating surveys, questionnaires and utilizing social
media were suggested as solution to improve sustainability practices of the lodge.

In conclusion, adopting the suggestions provided in the report would encourage Silky
Oaks Lodge to fulfill the requirements listed in Ecotourism Australia ROC and ECO
certification criteria. Consequently, this will lead the lodge to be more sustainable in
tourism sector as well as implement more sustainability practice in the lodge.

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Reference Lists
Cukier, J. (2005). Ecotourism. an introduction (2d ed.). Canadian Geographer, 49(4),
412-413. Retrieved from
http://search.proquest.com.libraryproxy.griffith.edu.au/docview/228322480?a
ccountid=14543

Jaini, N., Anuar, A. N. A., & Daim, M. S. (2012). The practice of sustainable tourism
in ecotourism sites among ecotourism providers. Asian Social Science, 8(4),
175-179. Retrieved from
http://search.proquest.com.libraryproxy.griffith.edu.au/docview/1004056318?
accountid=14543

Jayawardena, C., Patterson, D. J., Choi, C., & Brain, R. (2008). Sustainable tourism
development in niagara. International Journal of Contemporary Hospitality
Management, 20(3), 258-277.
doi:http://dx.doi.org/10.1108/09596110810866082

Krüger, O. (2005). The role of ecotourism in conservation: Panacea or pandora's

box? Biodiversity & Conservation, 14(3), 579-600.
doi:http://dx.doi.org/10.1007/s10531-004-3917-4

Li, J. (2013). Sustainable ecotourism established on local communities and its

assessment system in costa rica. Journal of Environmental Protection, 4(1),
61-66. Retrieved from
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Lóránt Dávid. (2011). Tourism ecology: Towards the responsible, sustainable tourism
future. Worldwide Hospitality and Tourism Themes, 3(3), 210-216.
doi:http://dx.doi.org/10.1108/17554211111142176

Moscardo, G. (2008). Sustainable tourism innovation: Challenging basic

assumptions. Tourism and Hospitality Research, 8(1), 4-13.
doi:http://dx.doi.org/10.1057/thr.2008.7

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Padin, C. (2012). A sustainable tourism planning model: Components and
relationships. European Business Review, 24(6), 510-518.
doi:http://dx.doi.org/10.1108/09555341211270528

Rainforest Alliance: Guide for Sustainable Tourism Best Practices. (n.d.). Retrived
from http://www.rainforest-
alliance.org/tourism/documents/tourism_practices_guide.pdf

Silky Oaks Lodge: Sustainability and Innovation. (n.d.). Retrieved from

http://www.silkyoakslodge.com.au/ECO.40.0.html

Trip Advisor: Silky Oaks Lodge. (n.d.). Retrieved from

http://www.tripadvisor.com.au/Hotel_Review-g499676-d1209495-Reviews-
Silky_Oaks_Lodge-Mossman_Daintree_Region_Queensland.html

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