Recreational and environmental markets for forest enterprises: a new approach towards marketability of public goods

554 Pages·2001·2.589 MB·English

by  Mantau, U., Merlo, M., Sekot, W., Welcker, B. (Eds.)

Recreational and Environmental Markets for Forest Enterprises

Recreational and Environmental Markets
for Forest Enterprises
ANew Approach Towards Marketability of Public Goods
U. Mantau
Institute of World Forestry
Department of Economics
University of Hamburg
Germany
M. Merlo
Department of Land and Agro-Forestry Systems
University of Padua
Italy
W. Sekot
Institute of Forest Sector Policy and Economics
University for Agricultural Sciences
Austria
and
B. Welcker
Institute of World Forestry
Department of Economics
University of Hamburg
Germany
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Library of Congress Cataloging-in-Publication Data
Recreational and environmental markets for forest enterprises: a new approach
towards marketability of public goods / edited by
U. Mantau … [et al.].
p. cm.
Includes bibliographical references (p. ).
ISBN 0-85199-480-6 (alk. paper)
1. Forests and forestry--Economic aspects--Europe. 2. Forests and
forestry--Multiple use--Europe. 3. Forest products--Europe--Marketing.
I. Mantau, U. (Udo).
SD177 .R432001
333.75(cid:2)13(cid:2)094--dc21 00–063018
ISBN 0 85199 480 6
Typeset by Columns Design Ltd, Reading.
Printed and bound in the UK by Biddles Ltd, Guildford and King’s Lynn.
Contents
The RES Team x
Preface xi
1 The RES Project – Introduction and Conclusion 1
1.1 Leading Ideas and Basic Assumptions of the RES Project 1
1.1.1 The economic situation of forestry 1
1.1.2 The RES project 2
1.1.3 Product economics – the complex structure of products 3
1.1.4 Non-material values in the marketing process 7
1.1.5 Active market development – the role of law,
contracts and organizations 9
1.1.6 Behaviour – ability and willingness to act 11
1.2 Summary and Recommendations 12
1.2.1 Economic strategies for transformation and product development 12
1.2.2 Marketing tools for the development of RES products 14
1.2.3 Contracts and organizations as a basis for market development 17
1.2.4 Management of multifunctional forests 19
1.2.5 Delimitation of property rights 22
1.2.6 Public acceptance 24
1.3 Note 26
1.4 References 27
2 Case-study Analysis 29
2.1 The Theoretical Approach in the RES Project 29
2.2 The Empirical Basis 30
2.3 The General Typology of the RES Case-studies 31
2.4 Case-studies – Germany 32
2.5 Case-studies – Italy 51
2.6 Case-studies – Austria 68
2.7 Case-studies – The Netherlands 80
2.8 Notes 93
2.9 References 93
3 Economic Strategies for Transformation and Product Development 95
3.1 Introduction 95
vi Contents
3.2 ERGS and RES Product Characterization 96
3.2.1 The development of the theory of public goods 97
3.2.2 Excludability and rivalry criteria for defining public
and private goods 100
3.2.3 The continuum from public to private goods: mixed cases 101
3.3 The ERGS Provided by Forestry as a Case of Public Goods/
Externalities 104
3.3.1 Possible relationship between timber production and ERGS 104
3.3.2 From systematic to dynamic aspects of public goods 106
3.3.3 The complementarity between ERGS and RES products 107
3.4 Diverse Aspects of the Case-studies 110
3.4.1 Ownership and management 110
3.4.2 New and existing RES products 112
3.4.3 Ideas, know-how, personnel, training courses and facilities 114
3.4.4 Provision of additional services and means of payment 116
3.5 Empirical Evidence of Transformation/Development Strategies and
Techniques: Institutional Changes and/or Marketing Tools 117
3.5.1 Quantification of excludability and rivalry 117
3.5.2 The state of ERGS (and potential RES products) before
transformation/development 119
3.5.3 The state of RES products (previously ERGS) after
transformation/development 121
3.5.4 Transformation/development success factors and failures 123
3.5.5 Mechanisms of transformation/development 125
3.6 Transformation/Development Paths: RES Products Relationship
with Forest-site Conditions 129
3.6.1 Reference to country case-studies 129
3.6.2 Towards a synthesis of transformation/development paths 130
3.7 Conclusions: Perspectives for Remuneration of ERGS through
Transformation/Development of RES Products 133
3.8 RES Product Typology for Marketing and Contracting Analysis 135
3.8.1 Need and definition for a system of RES case-studies 135
3.8.2 Basic approaches of product typologies 135
3.8.3 Parameters of the typology model used 136
3.8.4 Typology of RES case-studies according to product groups 141
3.9 Notes 143
3.10 References 145
4 Marketing Tools for the Development of RES Products 149
4.1 Introduction 149
4.2 The Strategy of Marketing 149
4.2.1 Basic significance of marketing for RES products 149
4.2.2 Strategic principles of the RES business 158
4.3 The Operative Marketing Mix 163
4.3.1 Product policy 164
4.3.2 Distribution policy 177
4.3.3 Price policy 191
4.3.4 Communication policy 202
4.4 Summarizing Conclusions 218
4.4.1 General basics of successful RES marketing 218
4.4.2 Securing success by the survey and use of internal
and external influences suitable for the targeted objective 219
Contents vii
4.4.3 The formation of success factors by the marketing mix 222
4.4.4 Concluding remarks 229
4.5 Notes 230
4.6 References 236
5 Contracts and Organizations as a Basis of Market Development 239
5.1 The Reason for Analysing Economic Institutions and How to Do It 239
5.1.1 Targets of the study 239
5.1.2 Institutional economics and niche markets for RES products 240
5.1.3 Transaction costs theory 242
5.2 Contracts as Important Formal Institutions 245
5.2.1 Contract management 245
5.2.2 Contract negotiation 246
5.2.3 Contract law 247
5.3 Product Structures, Distribution Channels and Contractual
Cooperation in Different Niche Markets 250
5.3.1 Tangible products and tangible products with non-material
components 250
5.3.2 Accommodation possibilities in the forest 251
5.3.3 Seminars in the forest 254
5.3.4 Environmental sponsoring 261
5.3.5 Use contracts with organizations 265
5.3.6 Offer of recreational facilities 275
5.4 Transaction Costs and their Sources when Offering RES Products 276
5.4.1 Examples of initiation costs 277
5.4.2 Example of controlling costs 286
5.5 Transaction Qualities and their Influence on Contract Design 288
5.5.1 Example: accommodation possibilities 290
5.5.2 Example: cooperation with offerers of seminars 291
5.5.3 Example: environmental sponsoring 293
5.6 General Conclusions 295
5.6.1 Influence of product structure and transaction qualities on
contract design and arising transaction costs 295
5.6.2 Suggestions from a contractual point of view for
diminishing transaction costs of forest landowners to
support the development of niche markets for RES products 303
5.7 Summary 304
5.8 Notes 304
5.9 References 306
6 Multifunctional Forest Management 309
6.1 Project Management for RES Projects 309
6.1.1 Introduction 309
6.1.2 Projects and project management 310
6.1.3 Project organization for RES activities 315
6.1.4 PM planning tools relevant for RES projects 323
6.1.5 An example – the project handbook of the Hebalm
beach volleyball camp 331
6.2 Potential Analysis – a Multifunctional Forest Management Tool 334
6.2.1 Introduction 334
6.2.2 Strategic management 337
viii Contents
6.2.3 Tasks and methods of PA 344
6.2.4 Operational and environmental analysis related to RES activities 346
6.2.5 Aspects of the acquisition and assessment of RES 348
6.2.6 RES-related potential analysis: practical examples 354
6.3 Land-use Potential Evaluation and Multiple Land-use Planning 363
6.3.1 General principles 363
6.3.2 One landscape, many images – land-use potential evaluations 364
6.3.3 Principles of land-use conflict solution 366
6.3.4 Practical examples of land-use potential evaluation and
multiple land-use planning 367
6.3.5 Conclusions 381
6.4 Business Organization and Accounting 382
6.4.1 Introduction 382
6.4.2 Formal delimitation of forestry and the RES business 382
6.4.3 Financing and taxation of RES activities 387
6.4.4 Dealing with RES in managerial accounting 392
6.4.5 Summary 403
6.5 Notes 404
6.6 References 404
7 Delimitation of Property Rights 409
7.1 Basic Rights Relevant for Forest Land Use in Germany 409
7.1.1 Public rights of forest use 409
7.1.2 Property right 413
7.2 Relevance of Forest Law for RES Products in Germany 417
7.2.1 Main structure of German forest law 417
7.2.2 Access to forests in Germany 418
7.2.3 Restrictions on specific forest uses by German state law 422
7.2.4 Afforestation 433
7.2.5 Conversion of forest areas according to German forest law 433
7.2.6 Construction of recreational facilities according to German
planning law 437
7.2.7 Restrictions on protected areas 441
7.2.8 Intrusions in nature and landscape by German nature
conservation law 445
7.2.9 Identification of relevant legal provisions in Germany 447
7.3 Comparative Study of Access Rights in Different Countries 449
7.3.1 Austrian right of access 450
7.3.2 Access to forests in Italy 452
7.3.3 Access to forests in the Netherlands 455
7.3.4 Comparative reflections 458
7.4 Final Reflections and Recommendations for German Legislation 459
7.5 Summary 460
7.6 Glossary 462
7.7 References 462
8 Forest Policy Analysis – Evaluation Studies of Public Acceptance 465
8.1 Public Acceptance of RES Products in the Netherlands 465
8.1.1 Motivation 465
8.1.2 Literature research and conceptual framework 466
8.1.3 On-site and household surveys 471
Contents ix
8.1.4 Attitude dependencies 483
8.1.5 Conclusions 486
8.2 Public Acceptance of RES Products in Germany 490
8.2.1 Introduction 490
8.2.2 Material and methods 490
8.2.3 Forest visit behaviour in Germany 491
8.2.4 Acceptance of forest offers the user is liable to pay for 502
8.2.5 An RES example product – market chances of a ‘forest backpack‘ 511
8.2.6 Summary 515
8.3 Notes 516
8.4 References 517
Index 521
The RES Team
Germany
Prof. Dr Udo Mantau, Project Co-ordinator. Institute of World Forestry, Dept. of Forest
Economics, University of Hamburg
Berthold Mertens, Master of Forestry, Research Assistant
Borris Welcker, Master of Forestry, Research Assistant
Prof. Dr Ulrich Ramsauer, Associated Partner. Institute of Public Law, Dept. of
Environmental Law, University of Hamburg
Birgit Malzburg, Master of Biology, Research Assistant
Italy
Prof. Dr Maurizio Merlo, Project Co-operator. Department of Land and Agro-Forestry
Systems, University of Padua
Erica Milocco, Master of Forestry, Research Assistant
Paula Virgilietti, Master of Forestry, Ph.D., Research Assistant
Richard Panting, Bachelor of Forestry, Research Assistant
Austria
Prof. Dr Walter Sekot, Project Co-operator. Institute of Forest Sector Policy and
Economics, University for Agricultural Sciences Vienna
Peter Plaimer, Master of Forestry, Research Assistant
Andreas Ottitsch, Master of Forestry, Contributing Author
The Netherlands
Ir. Kees Van Vliet, Project Co-operator. ALTERRA, Green World Research
Edwin Wiemann, Master of Forestry, Research Assistant
Arno Segeren, Master of Forestry, Contributing Author