Tourism and Sustainable Development - Pura Vida
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Added on 2021-03-24
Tourism and Sustainable Development - Pura Vida
Added on 2021-03-24
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SUSTAINABLE TOURISM DEVELOPMENTAnna LeibinaProf. Joad Lopez12th of October, 2020
To understand the culture in Costa Rica, you need to start with the country’s motto: “Pura Vida.” Translated as “pure life,” it embodies many aspects of the Costa Rican lifestyle. The country is an eco-friendly destination, and environmentalism is an important part of Costa Rican culture. The country has around 5% of the entire world’s biodiversity.Costa Ricans value these national treasures and have protected about 25% of their land in forests and reserves.The slowdown in the region's economies and political uncertainty are changing the way the Ticos (local people) consume behavior in Costa Rica. According to CentralAmericaData.com “In recent years the factors affecting this country are related to excess public spending, currency depreciation, and political uncertainty” (Changes in the consumer behavior, 2019). As well currently it has been affected by Covid-19. This does not describe the consumer but it has a direct impact on the purchasing behavior. In addition to, accordingly the study, consumers are looking for ways to postpone long-term expenses such as a home remodeling, change of vehicle, in addition to reducing the waste of resources in entertainment, outings to restaurants, vacations, among others. (Changes in the consumer behavior, 2019). People are looking for alternatives in products and services. The study revealed that more than half of consumers consider changing brands or are evaluating them, that is, they are looking for new alternatives to achieve some remnants and focus on others. Furthermore, according tothe 2016 Consumer Profile (Perfil del Consumidor) study, there are 4 types of consumers in Costa Rica. The first, smart, is reportedly witty for being informed and comparing before shopping, enjoys shopping, and rarely changes the places to buy or brands. Despite this behavior, is an impulsive shopper when it comes to deals or promotions. The next one is the listless consumer is not interested in shopping and does not
enjoy it. When making a purchase he/she is committed to the same brands (or location) and isunwilling to change. However, a study commissioned by the Financial Intelligence Unit of ElFinanciero nowadays revealed that Ticos are not as loyal to businesses and brands as they were before, 44% only buy when prices are low and think that all establishments sell the same thing. Moreover, they are guided by “If it pollutes, don't buy it!”Before this was the attitude of a third of all Ticos, now it is held by the majority. When 56 % of consumers know that a company pollutes the environment, they avoid buying. Hence, we are coming to the third type of the consumer - the experimentalist and demanding, looks for quality above all even if it means paying a little more, therefore, is informed and compares before making theirpurchases. Though they are tempted by promotions and deals but are not impulsive. Finally, there is a satisfied consumer who enjoys shopping and also considers the quality; however, is not motivated by deals or promotions and believes that all establishments will satisfy. (The four types of consumers in Costa Rica, 2016)Domestic tourism is a very important part of the country. Around 574 000 families travel around Costa Rica yearly (Tourism Figures, 2019). Nowadays, Ticos have more tendency to follow the sustainable and eco-tourism on the same range as the international tourists, and spend their time on the beach that has a “blue flag”. Yet, consumer behaviour is based in different cultural contexts. In designing sustainable consumption policies or tools, such as labels or communication campaigns, it is important that they reflect these cultural contexts. To effectively promote sustainable consumption, it is important to have a long-term,forward-looking vision of sustainable lifestyles. Ticos environmental knowledge influences their behavior as they are more likely to buy and go green, or sustainable by any means. Eco-tourism has been a pillar for Costa Rica’s economy, being one of the first countries to explorethe link between travelling, nature, and wildlife. At an international level, the Republic of Costa Rica has been recognized as one of the best, if not the best, eco-friendly destination.
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