Implementing sustainable tourism certification: a study of ECST in Italian protected areas

The main objective of this preliminary research is to study how managers of Italian natural parks perceive the European Charter for Sustainable Tourism (ECST) certification. A qualitative method based on semi-structured interviews was adopted, as nine managers from different Italian natural parks were interviewed for the study. The results show that the common perception of the certification is that the ECST helps demonstrate the authenticity of sustainable practices employed by the parks, promotes sustainable management and fosters collaboration between different stakeholders. However, the study also highlights the perceived challenges related to the communication and education strategies employed by the parks to maximize the certification’s impact. The paper concludes that while the ECST is perceived as critical to promoting sustainability in natural parks, its effectiveness depends on a multifaceted approach that needs to address both the practical implementation and involve local stakeholders. The study provides relevant information to policymakers and certification bodies officials to refine the ECST obtainment process and its promotion. Future research should employ a more structured approach to validate these preliminary findings in order to sustain competitive advantage. Future research should replicate this study in other industries and explore additional moderating and mediating variables to provide more comprehensive insights.