Introduction 

With a growing concern for the environment, coupled with a strong desire to escape from the traditional vacation, many travelers are beginning to discover the benefits and advantages of ecotourism, which has become the fastest growing tourism market in the world.  One area that has the potential to reap the benefits of ecotourism is the Maya Forest, which is in danger of being destroyed through logging, farming, and cattle raising. The Forest's natural resources and rich cultural history provide  the  ideal  setting  for  ecotourism development, which would, in the long run, provide a more stable economic base than the current industries of farming and logging. However, several issues must be addressed, and specific steps must be taken in order for ecotourism to become a positive and effective solution to the areas economic challenges. 

The Growing Market for Ecotourism 

Often referred to as the smokeless industry, tourism has become one of the fastest growing industries in the world. In particular, recent global trends show an increasing fragmentation of the tourist market and an increased demand for specialized types of tourism (Moghal & Agrusa, 1997). Tourists are moving away from the package holiday (Boo, 1990). Instead, they are wanting to engage in recreational and sporting activities, learn about and participate in local cultures, and seek new destinations (Boo, 1990; lnskeep, 1991). This type of tourism is know as ecotourism, which is a term that means different things to different people. However, it can best be defined as travel to natural areas that both conserve the culture and the environment while sustaining the well-being of the local inhabitants. It offers countries the opportunity to capitalize on their natural attractions and to gain all the economic benefits that tourism has to offer without destroying the resources that they are based upon (Cater, 1993). 

Today's marketplace is becoming "greener" and more environmentally sensitive than ever, with 85 percent of the industrialized world's citizens believing that the environment is the number one public issue (Wight, 1993).  This attitude has evidently had an effect on the rise in popularity of ecotourism, which has been called the fastest growing tourism market in the world (Jesitus, 1992), and its growth is expected to continue. According to the Ecotourism Society, it is estimated that ecotourism is expected to expand by 20 percent to 25 percent each year for the remainder of the decade (Hasek, 1994). 

With many travelers seeking and wanting to learn something different, several are discovering that ecotourism can provide them with an escape from ordinary vacations. Ecotourism gives travelers a chance to go someplace out of their ordinary environments and exposes them to a new mindset that will hopefully broaden their world view and help them put into practice their environmental values. In addition, the unsuspecting traveler may find a change in values with respect to the environment after such a trip, and young people would have a chance to be exposed to a whole set of ecological knowledge and the values of the sustainability of sensitive systems.  Those who participate in ecotourism - ecotourists - cannot be easily defined. Some ecotourists will visit a country or a particular area wholly or in part to experience 
its biological diversity or to view a flagship species. Others may have more conventional destinations or reason for traveling, but prefer to patronize environmentally sensitive businesses. However, as a group, ecotourists can be categorized as being financially well off, staying for relatively long periods, and willing to pay a high price for a unique experience  (Healy,  1988).  Additionally,  the marketing potential for ecotourists seems very high. 

Ecotourism Development 

Ecotourism (sometimes also referred to as nature tourism) can be defined as travel to relatively undisturbed or historical areas to study, admire, and enjoy scenery, plants, animals, and cultural attractions (Ceballos-Lascurain, 1987).  Originally advocated  as  a  means  of promoting  both conservation  and  economic  development  in developing countries, ecotourism is a major industry in places as diverse as Kenya and Costa Rica. The suggested benefits of ecotourism include increased foreign   exchange   receipts,   infrastructure development, job creation, new markets for locally produced goods, increased government revenues through fees and taxes paid by visitors, and protection of natural areas that might otherwise be converted to alternative uses (Sherman, 1990). 

Despite its many varying definitions, there is a general agreement that ecotourism is characterized by small scale development designed to: 

• Attract tourists to natural environments which are unique and accessible.
• Use tourism to bring about improved nature conservation  through education,  changing attitudes at all levels.
• Provide  employment and  entrepreneurial opportunities for local residents.

Ecotourism is a growing industry in many developing countries, particularly in tropical regions which contain a diversity of flora and fauna not available in the U.S. and Europe. Ecotourism has the additional appeal of promoting environmental responsibility and education by enabling the tourists to enjoy the beauties of sensitive areas, as well as giving opportunities to tourists to assist in preservation activities (Agrusa, 1996). 

Ecotourism in the May Rain Forest 

Central America is currently in the primary stages of ecotourism development and has an abundance of natural resources and cultural history, which might be preserved while taking advantage  of favorable  ecotourism  marketing position.  One area of Central America that this paper will focus on is that of the Maya Forest of Mexico, Guatemala, and Belize. According to Norris, Wilber and Marin "the Maya Forest is the largest block of humid, subtropical forest remaining in Central America" (1998, p.327). This area stretches from Mexican State of Chiapas, across northern Guatemala, into the southern Yucatan Peninsula, and across the Central American nation of Belize. 

The three nations that share the Maya Forest are also tied together by rich cultural roots of the Maya people who have lived in the forest for a millennia. The ancient Maya turned this seemingly intractable wilderness into the biological foundation for a society that flourished for more than 1,000 years (Nations, Primack & Bay, 1998). The classical Maya period was from 250 A.D. to 900 A.D. and was one of the most developed civilizations of its time; the Maya practiced mathematics, astronomy, water control, sophisticated writing, and a calendar system that measured time more accurately than the modern Gregorian calendar. (Nations, Primack & Bray, 1998). Along with cultural resources that the ancient Maya have left, the other resources are a forest filled with species useful to human beings and one of the world's premier ecotourism destinations. 

Previous research on tourism has suggested 'that there had been a tendency for administrators in some developing countries to view tourism as an easy means of economic development" (Mathieson & Wall, 1986, p.45). This is very far from the truth in that tourism will thrive only when given suitable conditions.  In order for the full potential of this industry to be realized, intricate planning and organization must be present.  The ability of a destination to be able to compete globally depends on the following: 

1. The mixture, quality and prices of the facilities and services being offered;
2. The existence of a skilled and experienced organizational body;
3. The geographical location of the destination area in relation to the main tourist generating regions, and the ability of these destinations to capitalize on the advantages of being poorly located;
4. The nature and origin of financial investment (Mathieson & Wall, 1986).

1. The nature of the main facility and its attractiveness to tourists;
2. The  volume  and  intensity  of  tourist expenditures in the destination;
3. The level of economic development of the destination area;
4. The size of the economic base of the destination area;
5. The degree to which tourist expenditures recirculate within the destination;
6. The degree to which the destination has adjusted to the seasonality of tourist demand (Mathieson & Wall, 1986).

While there are several benefits to ecotourism development, some potential risks should be mentioned. One risk is the possible intrusion of tourism into sensitive environmental and social areas.  Another is that the economic benefit of ecotourism to Maya Rain Forest as a whole, may be less than other forms of tourism.  An additional danger surrounding the development of ecotourism is that it may merely replicate the economic, social and physical problems already associated with conventional mass tourism.   It is therefore important for the people of the Maya Forest to realize that ecotourism is not the panacea for all economic ills (Cater, 1993). 

Recommendations 

The following are some recommendations for a successful action plan for ecotourism in the Maya Rain Forest and strategies to promote sustainable tourism development: 
 

• Recognition that all forms and aspects of tourism have an impact on the environment and the local culture.
• Ensure that the natural resources are wisely managed today so that they are available for future generations.
• That the cultural heritage of an area, historical places, distinctive architectural styles, local dances, music, drama, ceremonies, arts and crafts, dress, customs and value systems be enhanced by ecotourism and not degraded by it.
• Acceptance that both tourism and conservation can be complimentary.
• Improve the quality of life of the host community by ensuring a fair distribution of benefits and costs.
• Maintain the quality of the environment on which both the host community and the tourist depend.
• Seek decision-making among all segments of the society, including local population, so that tourism and other resource users can co-exist. Incorporate planning and zoning which ensure tourism  development  appropriate  to  the carrying capacity of the ecosystem.

• Generates local employment, both directly and in the tourism sector and in various support and resource management sectors.
• Stimulates  profitable  domestic  industries:
• Hotels and other lodging facilities, restaurants and  other  food  services,  transportation systems, handicrafts, and guide services.
• Generates foreign exchange for the country and injects capital and new money into the local economy.
• Diversifies the local economy, particularly in rural areas where agricultural employment may be sporadic or insufficient.
• Encourages productive use of the lands which are marginal for agriculture, enabling large tracts to remain covered in natural vegetation.
• Enhances  local  community  esteem  and provides  the  opportunity  for  greater understanding and communication among people of diverse background.
• Demonstrates the importance of natural and cultural resources to a community's economic and social well-being and can help to preserve them.

Ecotourism represents a growing segment of the worldwide visitor market and is expected to continue expanding in the future. With estimates of roughly 12 billion dollars globally, ecotourism may be the economic answer for Maya Rain Forest (Ziffer, 1989). Engaging in ecotourism development would not only provide the area with a solution to its economic problems, but would also provide a way to preserve its natural resources. It would also supply ecotourists with a new, beautiful, and culturally rich vacation destination.  However, ecotourism development in the Maya Rain Forest cannot be successfully  implemented  without  carefully following the recommendations for an action plan mentioned above. 

REFERENCES 

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Boo, E. (1990). Ecotourism:  The Potentials and Pitfalls. World Wildlife Fund: Washington, D.C. 

Cater, E. (1993). Ecotourism in the Third World: Problems for Sustainable Tourism Development. Tourism Management, pp. 14, 2, 107-115. 

Hall, D., & Kinnaird, V.  (1994).  Ecotourism in Eastern Europe.  In Cater, Erlet and Lowman, Gwen. (Eds.), Ecotourism: A Sustainable Option (pp. 111-136). Chichester: John Wiley and Sons, Inc. 

Hasek, G. (1994). Tourism's Green Machine. Hotel & Motel Management, Oct. 3, pp.25-26. 

Healey, R.G. (1998). "Economic Consideration in Nature-Oriented Tourism: The Case of Tropical Forest Tourism."  FPEI Working Paper No. 39. Research Triangle Park, N.C.: Southeastern Center for Forest Economics Research. 

Inskeep, E. (1991).  Tourism Planning: An Integrated and Sustainable Development Approach. Van Nostrand Reinhold: New York. 

Jesitus, J. (1992). Evolution of Ecotourism. Hotel, & Motel Management, April 27, pp.43-45. 

Mathieson, A., & Wall, G.  (1986).  Tourism: Economics, Physical and Social Impacts. New York: Longruan, Inc. 

Nations, J., Irrimack, R., & Bray, D.  (1998). Timber, Tourists and Temples. Washington, D.C.: Island Press. 

Norris, R., Wilber, J., & Marin, L.   (1998). Community-Based Ecotourism in the Maya Forest: Problems and Potentials. Pp.327-342. Nations, J., Primack, R. and Bray, D. (1998). Timber, Tourists and Temples. Washington, D.C.: Island Press. 

Mogal, Z., & Agrusa, J. (1997). The Potential to Develop the State of Mississippi into an Ecotourist Destination.   Published proceedings "Graduate Education and Graduate Students Research in Hospitality and Tourism," pp.189-198. 

Sherman, P.B., & Dizon, J.A. (1991).  "Nature Tourism: Determining if it Pays." In T. Wheland (ed.), Ecotourism. Covelo, CA: Island Press. 

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Ziffer, K.A.  (1989).  "Ecotourism: The Uneasy Alliance"  (Draft  Report).   Washington,  D.C.: Conservation International. 

Paraphrased from Ceballos-Lascurain 1987, cited in Boo, E. 1990. Ecotourism: Potential and Pitfalls. Washington, D.C.: World Wildlife Fund.