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THE ROLE OF LOCAL COMMUNITIES IN SUSTAINABLE
TOURISM DEVELOPMENT NOTEĆ RIVER VALLEY
CASE STUDY
Hanna Michniewicz-Ankiersztajn,1 Alicja Gonia,2 Anna
Dłużewska3
1 Kazimierz Wielki University in Bydgoszcz
Institute of Geog raphy
e-mail: hanka@ukw.edu.pl
2 Kazimierz Wielki University in Bydgoszcz
Institute of Geog raphy
e-mail: alicja.gonia@ukw.edu.pl
3 Marie Curie-Skłodowska Universit y
Facu lty of Ear th Sciences and Spatial Management
e-mail: dluzewska.a@gmail.com
JEL codes Z130, Z320, Q560
Key wor ds ecotourism, local commun ities, protected areas, sustainable tourism, tourism product
Abstr act This paper aims at illustrating the scope of involvement of local communities and local businesses
in the development of cultural ecosystem services in r ural areas, in particular with reference to
sustainable tourism. The authors discuss if, how and why local communities develop ecotourism
products and infrastructure in areas where natural and cultural resources are strictly controlled. This
work is based on field surveys in the naturally valuable region of the Noteć River Valley, forming
a part of International Waterway E70. Six focused interviews were carried out with employees of the
indicated organisations and local residents who were involved in developing the offer of sustainable
tourism and ecotourism. The results indicate that the local community more and more often realizes
the existence of advantages related to operation in protected areas and utilizes local natural and
cultural resources for the purposes of developing sustainable tourism, including ecotourism in their
territory. It becomes an additional source of income, and for some people – the main one. At the same
time, local cultural heritage, being a priorit y measure taken into account by the European Union,
is protected. On a wider scale, such activities have a chance to develop in the Noteć River Valley if
specialist and financial support is provided and if the residents’ knowledge about ecotourism and
their conscious involvement in the development of ecotourism increase.
#0#
EPT 4/2018 (44) | ISSN: 1644-0501 | www.wnus.edu.pl/ept | DOI: 10.18276/ept.2018.4.44-15 | 181–191
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Introduction and background
Sustainable management of rural areas is a key normative concept used by politicians, experts
and researchers when they relate the use of ‘natural’ landscapes to the concept of sustainability
(Rist et al., 2007; Dłużewska, 2016). However, more and more frequently normalized rules of sus-
tainable development of rural areas set out in the legislation of many countries encounter non-
scientific knowledge of local communities (Rist et al., 2007; Saufi, O’Brien, Wilins, 2014). To some
extent this necessitates a dialogue concerning sustainable development between local government
authorities and local communities residing in the specific area. That way “this leads to understand
sustainable rural development as the creation of ‘social spaces’ that enable the actors involved to
shift from strategic to communicative action” (Rist et al., 2007, p. 36). In turn, this allows faster
and better implementation of strategic assumptions concerning the specific area in practice.
Building a forum for dialogue is particularly important for rural areas and development of ru-
ral tourism (Fagioli, Diotallevi, Ciani, 2014). Their sustainable development requires an increas-
ing involvement of social, economic and public actors in the socio-economic processes of change
(Esparcia, 2014; Kuźniar, 2015; Marks-Krzyszkowska, Jeziorska-Biel, 2017). In addition, the ne-
cessity of creating local networks based on cooperation between local governments, associations
and organizations as well as local businesses is emphasized (Wearing, McDonald, 2002; Beaumont,
Dredge, 2010; Gascon 2013; Ruhanen, 2013). The latter group of stakeholders is expected to act
according to the principles of sustainable business, taking into account, among other things: “eco-
logical, social and economic value through offering products and services, sustainable supply
chain management and distribute economic costs and benefits equitably among actors involved”
(Schaltegger, Lüdeke-Freund, Hansen, 2016).
Authors of this article aimed at defining the role of involvement of local inhabitants and local
business in cultural ecosystem services related to rural tourism, especially in relation to sustain-
ability, delivery of products, and preparation of infrastructure for ecotourism in protected areas.
The subject matter consists of depicting parties involved in the creation of products and tourism
infrastructure.
The authors assumed that local communities should be involved in the development of tourism
in protected areas since they have the best awareness of their existing natural and cultural potential.
In addition, based on the experience of generations they can promote specific natural and cultural
values for the needs of tourism, protecting them at the same time.
Various projects can be undertaken by local communities, authorities, companies, and also
by NGOs, which can shape the tourism landscape according to the needs of sustainable tour-
ism and of ecotourism (Balińska-Grzelak, 2012). For instance, these can be associations and local
groups co-administrating the protected areas in various countries, e.g. in Japan (Hiwasaki, 2003),
Australia (Ruhanen, 2013) or Romania (Buta, Holland, Kaplanidou, 2014). In the first case, as-
sociations operating in valuable natural areas such as Ogasawara Islands, Yakushima Island, and
Shiretoko National Park, actively support the development of sustainable tourism, and at the same
time carry out promotional, educational and training activities (stimulating economic activity)
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The role of local communities in sustainable tourism development – Noteć River Valley case study
targeted at the residents. In Queensland area, described by Ruhanen, local government authorities
and NGOs are to a large extent responsible for developing the tourist policy since no top-down ini-
tiatives exist in that respect. On the other hand, the example of residents making use of the Retezat
National Park buffer zone in Romania leads to the conclusion that in case of strong positive ties to
the place of residence and the encouragement from the authorities to manage the protected areas
in a sustainable, environment-friendly manner, the residents are more willing to be involved in
managing such areas. Puhakka (2008), describing the development of tourism in national parks in
Finland, emphasizes that tourism activities developed by the residents and generating measurable
socio-economic advantages for whole communities, is also an excellent argument in support of the
idea of active protection of the natural and cultural heritage.
Methodology
The examples presented in the paper above include protected areas (in the frame of Nature 2000
programme) found around the Noteć River as those locations provide natural habitats for fauna
and flora. The valley constitute an important ecological channel, in the same way it has a major
potential in the development of sustainable tourism.
Firstly, the analysis of statistical data and secondary documents was applied in relation to the
quality of environment and to socio-economic factors. In return, this method allowed for an objec-
tive evaluation of the applicability of the area under investigation to the analysis of the development
of sustainable tourism. Secondly, authors studied a number of local planning documents and strate-
gies. The readiness of local authorities to grant permissions for various activities related to tourism
development was verified. Current projects with local communities involvement were investigated
and described in detail. Here authors searched for cultural ecosystem services and their relation
to sustainable tourism, ecotourism, and tourism products. Finally, a number of qualitative tests
were applied. Structured interviews were conducted in November and December of 2015 among
6 individuals directly involved in tourism development at the investigated area. Local communities
located in the valley of the Noteć River were represented by the employees of: the Rural Advisory
Centre in Minikowo responsible for the development of agritourism, organic farming, as well as
the protection and promotion of local customs; the Ecomuseum which is the only one of its kind in
the whole Kuyavian-Pomeranian region (NUTS 2); local authorities; and some delegates of local
communities. All interviews were divided into two parts. The first part concentrated around the
general involvement of local communities in the life of communes, and around the attitude of citi-
zens to protected areas found in the vicinity of Noteć river. The second batch of questions focused
on ecotourism, involvement of local communities in the development of tourism, and the evalua-
tion of potentials for future development of tourism (tab. 1).
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Hanna Michniewicz-Ankiersztajn, Alicja Gonia, Anna Dłużewska
Table 1. The structure of questions, pertaining to the role of local communities in the development of ecotourism
in Noteć river valley in respect to research categories
Category Investigated issue
General involvement of local communi-
ties in the life of the commune
Means of encompassing local communities in actions directed at local development
Benefits of cooperation between communities, local authorities, NGOs, and entrepreneurs in
respect to local development
Attitude of citizens to protected areas
Impact of protected areas on the life of communities
Types and forms of tourism possible to develop in protected areas found in the vicinity of the
rivers
Involvement of local communities in the
development of tourism
Means of encompassing local communities in actions directed at the development of
sustainable tourism
Organising trainings, workshops, and consulting in relation to developing ecotourism offers
Organising public consultations, discussions, and meetings in respect to the directions of
development of sustainable tourism
Sources of funds reserved for the development of sustainable tourism
Evaluation of potentials for future devel-
opment of ecotourism
Forms of sustainable tourism which can be develop in protected areas found in the vicinity
of the rivers
Initiators of activities related to ecotourism in protected areas found in the vicinity of the rivers
Looking for connections between ecotourism and the tourism offer available in protected areas
found in the vicinity of the rivers
Characteristics of tourism development – is it aligned with the protection of traditions and
identity, with respectful and responsible approach to current natural and cultural assets,
integration of local communities, and harmonious economic development of communes
Evaluation of ecotourism as means of increasing numbers of tourists in protected areas found in
the vicinity of the rivers
Obstacles in conducting activities by local communities directed at the development of ecotour-
ism offer
Source: authors’ analysis.
This approach was verified by applying a few tools preferred by researches investigating sus-
tainable tourism at local levels (Choi, Sirakaya, 2006; Gascon, 2013; Godfrey, 1998; Iorio, Corsale,
2014; Ruhanen, 2013).
Results
Bringing the sense of identity, belonging, and responsibility to local communities is one of major
prerequisites for developing tourism in the investigated areas. This fact can be proven while in-
vestigating strategic planning in NUTS 2 Kuyavian-Pomeranian, especially with respect to com-
munes located in the vicinity of the E70 waterway. These documents not only mention the approval,
but also the necessity of including local communities in the life and development of communes.
More often than not they require the mobilisation of local communities in the social and economic
spheres of development. It is stated openly in strategic plans that local authorities encourage citi-
zens to take active part in developing tourism. It is achieved through supporting local entrepreneur-
ship, associations, local and groups of activists, through creating organisations and associations
which are devoted to consulting in the sphere of tourism. Such goals are found, e.g., in the plans
of Nakło nad Notecią (Nakło upon the Noteć River) commune. All of the investigated documents
refer to the existing natural potential within the communes, making special note of protected areas,
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The role of local communities in sustainable tourism development – Noteć River Valley case study
which can function as the basis for the development and promotion of tourism. Unfortunately, those
positive factors – natural assets, promotion of organic farming, high quality of environment – do
not translate into higher interests in pro-ecological tourism. Most communes are inclined to de-
velop and promote rural tourism and agritourism, which naturally follow the characteristic features
of those administrative units. In addition urban and urban-rural communes favour the development
of culture tourism. Only two communes found in the Noteć Valley, namely Nakło and Sadki, list
the possibility of developing eco-tourism in their strategic plans. This can result from the inclusion
of those communes in Natura 2000 programme.
Stocktaking of current tourist offer confirms the goals and directions of tourism developing
found in the strategic plans of investigated communes. The list encompasses tourism products
based on natural potential; however, these are not directly linked to ecotourism. The offer is mostly
prepared by citizens working in local organisations and associations in the valley the Noteć river.
In the Noteć River valley these are the Partnership for Krajna and Pałuki (Partnerstwo dla Krajny
i Pałuk) and Three Valleys (Trz y Do lin y) – a LAG that is also interested in the Brda and the Vistula
rivers. On the one hand, they aim at integrating areas, and on the other they refer to the potential
of each commune in its own right.
Having analysed development strategies of LAGs, the authors managed to find similarities
in primary tasks defined by those groups. The analogies can be seen in: goals related to the sense
of belonging to local areas, economic activisation of citizens, and finally actions aimed at rural and
active eco-tourism. Only the Three Valleys and the Partnership for Krajna and Pałuki are inter-
ested in organic farming, and only the latter differs from other LAGs by engaging in educational
events and in developing eco-tourism.
All LAGs define their primary goal as tourism development which is achieved by the utilisa-
tion of ecosystem services (ES) and cultural ecosystem services (CES). The following specific
objectives enumerated in their strategies are supposed to fulfil the tasks:
a) preservation and development of natural resources, of historical and cultural heritage, and
of local identity – achieving this objective necessitates, besides renovating monuments,
educating children, teenagers, and adults in relation to heritage found in their dwellings,
upholding traditions and customs characteristic to the region, and supporting traditional
crafts in order to prevent the disappearance of some professions;
b) promotion of assets, heritage, and local identity – this can be fulfilled by publishing texts,
by organising events promoting local assets, and by developing and promoting local and
traditional products;
c) improvement of tourism and recreation infrastructure and increase of the appeal of offered
services – succeeding here depends on, e.g., providing a network of paths for biking, walk-
ing, horse riding, canoeing, as well as education tracks; in addition supporting infrastruc-
ture must be developed together with the number of sleeping and dining establishments;
d) creation of integrated tourism and culture offer in the areas covered by LAG activities.
The improvement of life quality is achieved by the development of:
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Hanna Michniewicz-Ankiersztajn, Alicja Gonia, Anna Dłużewska
a) public spaces and infrastructure – cultural and sports centres in urban and rural areas,
courts and pitches, which integrate local communities and increase their level of activi-
ties directed at local development; designing modern public buildings; developing services
provided for communities;
b) entrepreneurship and new forms of non-agricultural activities;
c) social capital – this goal requires the creation of a substantial offer of courses, workshops,
and trainings, which will allow to develop individual interests as well as to improve pro-
fessional qualifications; in due course that should enhance the competitiveness at the job
market; diversified offer of cultural, sport, recreation, and education events provided for
children and teenagers, as this will warrant the development of their passions.
The authors noticed that tourist offer prepared by local communities revolves around recurring
events, where primary importance is given to the presentation and promotion of local heritage, e.g.,
nature, dishes, culture. Quite often those products can be found in the List of Traditional Products
managed by the Ministry of Agriculture and Rural Development. Various events mentioned before
are organised by local authorities, tourism organisations, local associations, local action groups,
and rural advisory centres. It is worth mentioning that programmes of those meetings often relate
to ecological education, e.g., ecological education booths prepared by the Rural Advisory Centre
in Minikowo. Among the most popular annual events one can list the following: Goose Festival in
Przysiek and Minikowo, Carp Festival in Minikowo, and Summer in the countryside in Minikowo.
This offer is garnished by selected restaurants which specialise in local dishes, and by local entre-
preneurs and producers who deliver high quality organic food.
Despite the existing potential and declarations of local communities, who seemingly are inter-
ested in promoting local natural heritage, the number of eco-tourism products provided in the area
is rather limited. The best offer characterises local communities spread in the lower section of the
Noteć River. To exemplify one can refer to the Ecomuseum of the Noteć River Valley established
by the local action group Partnership for the Development of Krajna and Pałuki (Partnerstwo
na Rzecz Rozwoju Krajny i Pałuk). It gathers local entrepreneurs, restaurant owners, beekeepers,
craftsmen, owners of agritourism farms who jointly present and promote natural heritage. In addi-
tion, the offer of the Noteć River Valley (Polish – Dolina Noteci) Nature Education Centre located
in Minikowo increases the range of options. Most of the employees, who live in the valley of the
Noteć River, hold ornithological camps, green schools, and cross country walks. After conducting
the analysis of available examples, the authors concluded that in order to create a holistic and inte-
grated ecotourism products, e.g., the Ecomuseum of the Noteć River Valley, numerous institutions,
associations and representatives of local communities must work hand in hand. In addition, a wide
information and promotional campaign should follow, as this will demonstrate the wealth of assets
found in the vicinity of oblivious local communities.
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The role of local communities in sustainable tourism development – Noteć River Valley case study
Development of sustainable tourism and ecotourism in the opinion of representatives
of local communities
The citizens dwelling in the Noteć river valley are involved in the life of their communities, which
must be perceived as a positive factor. Their actions are best visible in cooperating with local action
groups, associations, and organisations. Communities also participate in various meetings and pub-
lic consultations. All those can be seen as a result of perceiving potential benefits, e.g., availability
of additional funds for investments and projects, or more efficient cooperation leading smoothly
to desired objectives. To some extent, joint work is also understood as the factor integrating local
communities, increasing safety, and mutual responsibility for the commune.
Local communities usually share a positive outlook on their existence in the valley of the
Noteć river. Natural assets found near the rivers are perceived as an opportunity to develop local
enterprises, to establish agritourism farms, to produce organic food, and finally to develop tourism
based on the very natural assets. Local communities, taking into account the natural and cultural
assets of the valleys, usually select the following forms of tourism as most appealing: active and
educational tourism, event tourism, and also, though to a lesser extent, recreation and nature tour-
ism. It may be symptomatic that local communities do not comprehend the extent of sustainable
tourism, and as a result they do not perceive it as the major category to be developed in the region.
Only on rare occasions are protected areas shunned as hindrance to the development of local entre-
preneurship, as limitation to the scope of economic activity, or as the source of strict legalisations
favouring the protection of environment.
Presently, local communities list agritourism and ornithological walks as the most popular.
Secondly, outings, botanical workshops, trips devoted to finding and observing animals in their
natural habitat, but also photographic and painting workshops are quite common. These are typi-
cally organised by local action groups, and less often by the administration of landscape parks or
local authorities. Nevertheless, local communities find it problematic to identify the main initiator
of ecotourism development, which may hint that the activities initiated by those groups are not as
obviously noticeable, and hence, they are not understood as directed towards any specific objec-
tives. It must be stated, though, that local action groups together with the Rural Advisory Centre
in Minikowo are responsible for the preparation of numerous trainings, workshops, and public
consultations relating to the development of sustainable tourism in the region. They also share their
expertise in the creation of ecotourism offer. In the eyes of local communities, local authorities are
much less productive in this sphere.
Local communities recognize benefits of developing ecotourism, especially in relation to
natural assets of the river valleys praised in all questionnaires. Ecotourism is also perceived, more
often than in the past, as an interesting alternative capable of increasing the number of tourists
visiting the protected areas. Consequently, they pledge full and active support to the development.
They justify their attitude by stating that ecotourism creates a niche, attracts tourists tired of urban
clamour, enables supervision of natural and cultural assets, engages local communities, and finally
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Hanna Michniewicz-Ankiersztajn, Alicja Gonia, Anna Dłużewska
distinguishes the region. It comes as no surprise that such an attitude is not only favourable but can
become the source of ecotourism development and prosperity (fig. 1).
Figure 1. Involvement of the local communities in the development of sustainable tourism and ecotourism in the
light of survey results
Source: own elaboration.
On the other hand, various opportunities to develop ecotourism are limited by factors indi-
cated by local communities: ignorance of local communities in respect of the idea of ecotourism;
lack of funding devoted to the development of ecotourism; mediocre support in terms of consul-
tations and finances provided by local authorities; difficulties in obtaining requited certificates;
and finally lack of prospects of substantial gains resulting from ecotourism enterprises. Majority
of funds were obtained from the EU and Regional Marshal’s Office. The length and complexity
of the path to those funds is more than troublesome, or even impossible to traverse due to confus-
ing red tape. In some cases prospective beneficiaries had no idea they could apply for such funds.
As a result, a number of investments is balanced by the influx of private capital provided by local
communities. The results of the survey indicate that respondents agree about the fact that manag-
ing the protected areas according to the principles of sustainable development can contribute to
protection of such areas. At the same time, it offers an opportunity for social and economic devel-
opment at the local level through bottom-up initiatives regarding the offer of sustainable tourism
and ecotourism. Respondents indicate that a necessary condition for success in this respect is the
cooperation between residents, local government authorities and Local Action Groups manifested
in the transfer of knowledge (training, specialist project support), financial support and building
of the feeling of local identity of the residents and their responsibility for the area they live in.
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The role of local communities in sustainable tourism development – Noteć River Valley case study
Discussion and conclusions
The authors’ research showed that the activity of the local community is an important element
of sustainable management of natural heritage in the analyzed rural areas. With reference to uti-
lization of this heritage for the purposes of tourism (and in particular its sustainable forms), both
local government authorities and local associations, organizations, businesses are actively involved
in the dialogue and cooperation. The attitude of the local communities presented in this paper
complies with the results of studies by, among others, Hiwasaki (2003), Puhhaka (2008), Buta et al.
(2014), Ruhanen (2013) and Gralak (2018). They list positive aspects of the activities undertaken
by local communities for the development of sustainable tourism. At the same time, they point to
cooperation between residents and the local government authorities and non-government organisa-
tions as a necessary condition for correct management of the protected areas.
With local government authorities the will to manage the natural heritage in a responsible
manner is manifested in strategic documents which require residents to assume greater responsibil-
ity for developing the communes they live in. With extra-governmental organizations and associa-
tions, this responsibility is expressed in actual activity for the sake of environmental protection but
also making the existing heritage available through creating sustainable tourism products.
In turn, comparing the activities of small businesses running tourist activities within the ana-
lyzed area to examples given in reference literature, it can be concluded that they have “a good
grasp of sustainability concepts without knowing the theory” (Fassin, Van Rossem, Buelens, 2011).
They still often undertake “sustainability actions without really disturbing the status quo of cur-
rent practices” (Fassin et al., 2011). In connection with insufficient knowledge, a number of en-
vironmental and social measures it undertakes are more instinctive than well considered. Thus,
continuing promotion and education of entrepreneurs on the principles of sustainable development
and corporate social responsibility is very important, taking both economic as well as social, envi-
ronmental and ethical goals into account.
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