1. Corporate Responsibility as Essential to Sustainable Tourism Yield
Larry Dwyer, Leo Jago, Marg Deery and Liz Fredline

2. Aims of Paper
To discuss the link between the development of indicators of tourism ‘yield’ and the development of indicators for TBL reporting
to highlight the results of the authors’ attempts to develop financial, social and environmental measures of tourism yield.
to discuss the challenges faced in converting these independent measures into an overall measure or index of ‘sustainable yield’ consistent with TBL reporting.

3. TBL Reporting and Tourism Yield
A TBL is not a quest for a new bottom line metric but rather an approach to management and performance assessment that stresses the importance and interdependence of economic, environmental, and social performance.
TBL is an “emerging value creation concept,” based on a recognition that for a company to prosper over the long term, it must continuously meet society’s needs for goods and services without destroying natural or social capital

4. The measurement problem
A problem that bedevils TBL reporting is the difficulty of measurement of social and environmental effects of business operations
There is presently no accepted single standard for measuring the combined economic, environmental, and social performance of an organization.
Some commentators argue that this is an unachievable aim

5. Sustainable Yield Different types of tourists
spend different amounts of money within a destination
buy different types of goods and services
undertake different patterns of activities.
They will thus have different types and levels of economic, social and environmental impact
The notion of ‘Sustainable yield’ seeks to incorporate all of these impacts in one measure

6. Sustainable Yield
On a broader view, the notion of ‘yield’ includes environmental and social value in addition to economic value
In the context of sustainable development, it is impossible to consider the economic dimension in isolation from the social or environmental and vice versa
This implies a re-examination of the notion of ‘yield’ and its implications for tourism firms

7. Sustainable Yield
Each inbound market segment incurs economic, social an environmental costs as a result of the services utilised during their stay. These costs, or footprints, vary across market segments depending on the mix of services utilised
Incorporates social and environmental dimensions with economic measures
Difficulties in measuring social and environmental ‘footprints’ of tourists
CRC is currently developing measures of sustainable yield with reference to TBL literature

8. Expenditure and Financial Yield associated with Special Inbound Tourism Markets

9. GOS as proportion of expenditure by Niche market

10. Real GOS per visitor night by Niche market

11. GOS per visitor trip and per visitor night by Niche market

12. Social and Environmental Yield
The impacts that particular groups of tourists have on their hosts and the natural environment depends on the interactions between four sets of variables.
The characteristics of the tourists (including the volume and pattern of their spending)
The characteristics of the tourism activity (what tourists do)
The characteristics of the destination (its physical and social fabric)
Destination Management Practices (tourism planning, policy, regulations)

13. Measuring Social Yield
Australia’s International Visitor Survey publishes data on the types of activities undertaken by inbound visitors by country of origin and by travel motivation (holiday, VFR, Business etc).
The market segments also include the niche markets identified above.

15. Towards a measurement of social yield; 5 Steps
profiling destinations based on their characteristics (eg. stage of tourism development, tourist/resident ratio, remoteness, number of industrial bases, seasonality, cultural vulnerability, environmental vulnerability, level of resident support for tourism)
identifying the characteristics which define the key market segments of tourists attracted to each destination (eg. origin, age, travel motive, first or repeat visit, travel party, type of accommodation, transport used
identifying the types of activities that each market segment undertakes
identifying the social impacts associated with various activities and travel behaviours
valuing the impacts

16. 5 Steps
The first three steps are relatively straightforward and depend on data availability
The authors have undertaken some preliminary work in respect of each of these steps
Regarding step four, there is little to no empirically tested evidence of the link between various activities (and other travel behaviours) and a measure of social impact.
This empirical testing must be undertaken to advance the development of social yield measures.

17. matrix of a range of activities and a range of social impacts

18. Measuring Social Yield
The matrix could be completed through a survey, perhaps using a Delphi technique, with a small expert sample of tourism stakeholders in the destination under examination.
Preliminary secondary data analysis would be used to identify the key market segments and their dominant activities and travel behaviours.
The expert panel could then rate the social impact of each group in terms of each specific impact.

19. Measuring Environmental Yield
a hybrid input-output approach was used to takes into account direct impacts of tourist accommodations and indirect impacts caused by the consumption of goods and services
Thus the approach covers so-called audit-type ‘on-site’ impacts as well as ‘off-site’ impacts of the entire supply chain.
The relevant environmental impacts include those on energy use, water use, greenhouse gas emissions and (in aggregate) ‘ecological footprint’.

21. Energy Use per trip

22. Energy Use per day

23. Rankings of niche markets, selected economic and environmental yield measures

24. Conclusions
The measures developed in this paper help towards operationalising the notion of ‘sustainable yield’ at the operator level.
They also are capable of providing guidance to firms as to what markets they should target in order to promote ‘sustainable’ tourism development.

25. Conclusions
At this time, no method has been developed for ‘merging’ these impacts into a single measure of sustainability
there are particular problems of converting social impacts into dollar amounts
the measures are valuable in allowing tourism operators to better understand the ‘trade- offs’ that may need to be made in tourism development and marketing activity .

26. Conclusions
The results can help to develop strategies to achieve highest sustainable yield.
Achieving long term sustainable and profitable tourism products would secure a competitive advantage for any tourist destination with benefits to all tourism stakeholders.
The approach can improve the capacity for management decision making by tourism stakeholders to promote ‘high yield’ sustainable tourism that enhances competitiveness in the tourism industry.