The case study has been published in the book International Cases in Sustainable Travel & Tourism and can be purchased from Goodfellow Publishers. To receive an exclusive 10% discount on the book enter the code BESTENGP at checkout when buying directly from the Goodfellow Publishers website. Following the link you can access the free of charge Powerpoint presentation on Alpine Pearls.

Synopsis and Learning Outcomes

Encouraging environmentally friendly transportation is seen as an important element of mitigating climate change and developing sustainable tourism. This case study provides a good example for developing and marketing environmentally friendly mobility options in order to reduce the environmental impacts caused by tourists’ travel both to the holiday destination as well as within the destination.

The Alpine Pearls Association was established on 29 January 2006 by 17 members aiming to develop environmentally friendly tourist mobility options. The number of member destinations has since grown from 17 to 28. This case study presents the role of transport in holiday travel and examines the related environmental impacts. It then highlights the importance of stakeholder involvement, discusses stakeholder management during the planning, development and marketing of environmentally friendly holiday options, and presents tools and instruments for stakeholder management and communication. Stakeholder theory (Freeman, 1984; Frederick et al., 1992) is discussed in the context of Alpine Pearls’ network management by pointing out the important elements of successful stakeholder management such as the analysis of formal and informal relationships, of stakeholder interests and power relations and the development of integrative stakeholder programs. The case shows that successful international stakeholder management including collaborative processes with democratic decision-making and transparent, respectful and trusting communication can foster sustainable development beyond individual destinations and increase awareness and demand for environmentally friendly holidays.

After completing this case study, learners should be able to:

1. understand the role of sustainable transportation in the provision of the tourism product;
2. identify stakeholders and their role in delivering a sustainable tourist experience;
3. analyse opportunities and challenges, and develop strategies to involve stakeholders for sustainable tourism development;
4. recognise challenges and barriers to successful stakeholder management; and
5. explain the role of communication in successful stakeholder management.