A Progress Evaluation of National Geographic's Geotourism Program

Abstract

In response to the deleterious effects of traditional mass tourism, National Geographic launched a Geotourism Program in 1997 in an effort to sustain or enhance the geographical character of a place – its environment, culture, aesthetics, heritage, and the well-being of its residents. A major tenet of Geotourism is establishing an evaluation process for strategies implemented by Geotourism destinations. This study targets one stakeholder group - businesses featured on the Geotourism MapGuide - through an exploratory case study approach to create a methodology and establish baseline data for a participant evaluation system. Data collection instruments determine the social, economic and environmental impacts of the Geotourism Project as perceived by participants in two destinations: Sierra Nevada and Crown of the Continent. Analysis of results yields recommendations for how stakeholder education and involvement, impact measurement, and project positioning can be more effectively integrated into each destination’s strategic plan.