The Use of Cognitive Mapping in Analysing Sustainable Tourism Policy: Methodological Implications

IOANNA FARSARI, RICHARD W. BUTLER and EDITH SZIVAS

There is a growing body of literature arguing for the need to examine sustainable tourism and policies for sustainable tourism within complexity theory. Methods which are particularly developed to study complex problems are needed in order to move from conceptualization and theory to understanding and operationalization of the complexity underpinning policies for sustainable tourism. This paper discusses the development of a cognitive mapping method to study sustainable tourism policy as a complex problem which has to be viewed holistically, with ethical implications, and with means and goals being intermingled in adaptive routes. A variation of SODA (Strategic Options Development and Analysis) approach to cognitive mapping is proposed and the decisions the researcher has to make regarding the method of elicitation, the coding and the analysis of the cognitive maps are discussed. This method is particularly useful to study complexity between policy issues as perceived by policy-makers and to build models in the form of cognitive maps. The method discussed here provides rich qualitative information capable of revealing goals, key policy considerations, and their interrelatedness in a holistic context. Complexity may be examined and structured, and policies can be studied as a set of interrelated policy issues. In this way, policies for sustainable tourism can be improved on the basis of knowledge and complexity management.

Keywords: cognitive mapping; complexity; sustainable tourism; policy..