Valuation of water quality and consumer choice and recognition of beach eco-certification in Tampa Bay area beaches

The Clean Beaches Council (CBC) established the first environmental certification program - the Blue Wave Campaign - for beaches in the U.S. in 1998. Certification is awarded on an annual basis to beaches that meet specific criteria set forth by the CBC. Participating in award schemes or certification programs is thought to confer two major benefits to a beach community: first, beach certification may promote responsible management of the environment, leading to improved environmental and natural resource quality; second, beach certification may be used as a promotional tool to increase tourism, signaling to beachgoers that a beach is safe, clean, and environmentally responsible. Nine informants were interviewed between April 2003 and April 2004 via telephone to elicit thoughts about beach management and experiences with the Blue Wave Campaign. Informants included beach managers and other officials in charge of management at Blue Wave certified beaches. Results indicate there are clear perceived benefits from participating in the program, including marketing potential, community pride and recognition, political support, and public educational opportunities. It remains unclear and untested, however, whether or not certification has a direct impact on beach environmental quality, and little evidence shows certification influences visitor trends. Additional research should be conducted to examine these issues. A beach intercept survey is currently being developed to examine (a) the link between certification and beach selection trends and (b) to examine how beachgoers value changes in water quality.