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INTRODUCTION
RuraltourismisasegmentofthetotaltouristindustrywhichisparticularlyimportantinHungary,inacountrywithnospectacularnaturalattractions,withoutseaside,highmountains,rainforestorherdsofexoticanimals.However,itsattractiveculturallandscapeswithsmallvillages,thermalsprings,riversandlakes,combinedwiththetraditionalhospitality,areabletoofferpleasantexperiencestothekindoftouristwhoislookingforrelaxationandrecreationinacalmsetting.
Ononehand,ruraltourismdevelopmentcanplayanimportantroleinthediversificationoftheHungariantouristsupplyandinthecreationofamorecomplexandcolourfulcountryimage.Ontheotherhand,ruraltourismisnotonlytheend,butthemeanstostimulateeconomicgrowth,toincreasetheviabilityofunderdevelopedregions,andtoimprovethelivingstandardsoflocalpopulations.
Ifruraltourismistofulfilalltheseroles,ithastobedevelopedinawaythatensuresthelong-termsustainabilityoftheresourcesandthatofthedevelopmentprogressitself.Butwhatisasustainablewayofdevelopmentinruraltourism?
Howcansustainabilitybemonitoredandpromotedinruraldestinations?
ThispaperattemptstoanswerthesequestionsbypresentingthecurrentsituationofHungarianruraltourismthroughindicatorsthatareconsideredtoberelevantforthistypeoftourism.
SUSTAINABLETOURISMDEVELOPMENT
TheconceptofsustainabledevelopmentwasintroducedbytheWorldCommissiononEnvironmentandDevelopmentintheBrundtlandReportin1987,definingsustainabledevelopmentas"
developmentthatmeetstheneedsofthepresentwithoutcompromisingtheabilityoffuturegenerationstomeettheirownneeds"
.
Tourismisoneoftheforemosteconomicactivitiesaroundtheworld,havingtransportedmorethan617millionpeopleinternationallyandgenerated448billionUSDinreceiptsin1997(WTO,1998).Itisamajoreconomicforce,having
generatedin1996anestimated3,153.3billionUSDingrossoutput,creatingemploymentforapp.255millionpeople,producingapp.10.7percentofworldgrossdomesticproduct,investingapp.766billionUSDinnewfacilitiesandequipmentannually,andcontributingmorethanapp.653.3billionUSDtoglobaltaxrevenue(WTTC,1996).
Thevolumeandsignificanceoftourismclearlyshowsthatitisnotenoughtodevelopnewformsof"
alternative"
tourisminordertominimisethenegativeandmaximisethepositiveimpactsoftourismdevelopment.Thewholesectormustbedevelopedandmanagedinawaythatitdoesnotdamagethenaturalandsocio-culturalenvironmentandthisistheresponsibilityoftheworld-widetourismindustry.
ThoughtheBrundtlandreportmadenospecialreferencetotourism,sinceitspublication,theroleoftourismintheprocessofcontinuouslymisusingtheEarth'
sresourceshasbeenanalysedandtheconceptofsustainabletourismappeared.
Sustainabletourismhasseveral-oftenseriouslydebated-definitions.AccordingtothedefinitionoftheFederationofNatureandNationalParks,sustainabletourismis"
allformsoftourismdevelopment,managementandactivitythatmaintaintheenvironmental,socialandeconomicintegrityandwell-beingofnatural,builtandculturalresourcesinperpetuity"
(FNNP,1993).ApublicationbytheTourismConcernandtheWorldWideFundforNaturedefinessustainabletourismastourismwhich"
operateswithinnaturalcapacitiesfortheregenerationandfutureproductivityofnaturalresources;
recognisesthecontributionthatpeopleandcommunities,customsandlifestyles,maketothetourismexperience;
acceptsthatthesepeoplemusthaveanequitableshareintheeconomicbenefitsoftourism;
andisguidedbythewishesoflocalpeopleandcommunitiesinthehostareas"
(TourismConcern&
WWF,1992).
Thoughtheexistingdefinitionsusuallydifferintheirfocusorlevelofelaborateness,themainmessageoftheBrundtlandReportseemstobemoreandmoreacceptedbythetourismindustryallovertheworld.However,thenotionofsustainabilityisaverycomplexoneandithasmanyramifications(Mowforth&
Munt,1998).
Ecologicalsustainability,whichmeansthattourismdevelopmentdoesnot
causeirreversiblechangesinagivendestination'
secosystem,isthemostcommonlyaccepteddimension,sincethereisanobviousneedallovertheworldtoprotectnaturalresourcesfromthenegativeimpactsoftourismactivities.Thegeneralgrowthofenvironment-awarenesshassignificantlycontributedtothistrend.Socialsustainabilityreferstotheabilityofacommunitytoabsorbtourism(boththeindustryandthetouriststhemselves)withoutthecreationofsocialdisharmony.Culturalsustainabilityinthecontextoftourismassumesthatagivencommunityisabletoretainoradapttheirowndistinctiveculturaltraitsagai