Ecotourism can be defined as: "Nature and culture-based tourism that is ecologically sustainable and supports the well-being of local communities."

Encarta's online dictionary describes it as: "Ecologically sound vacations: a form of tourism that strives to minimize ecological or other damage to areas visited for their natural or cultural interest."

Definitions vary but most tourism officials agree that the concept of a greener vacation grows more popular each year. It took Google just .35 seconds to find more than 1.2 million references to "ecotourism."

But the nonprofit Hawaii Ecotourism Association worries that the popularity of the term could make it a meaningless buzzword.

So the association is offering a review process to tour operators and organizations to help ensure that the word represents standards, said founder Annette Kaohelaulii.

The association's mission is to protect Hawai'i's unique environment and culture through the promotion of responsible travel and educational programs aimed at the public and visitor industry relating to ecotourism issues.

After filling out a seven-page questionnaire and paying a fee, applicants must meet criteria designed to gauge a commitment to sustainable goals including information on environmental conservation, cultural and historic stewardship, community contributions, education and training of employees. They must also present two references. (See article at right for more details.)

Companies and organizations that meet the criteria will be eligible to use a logo in ads and marketing materials that will convey to consumers that their business is a "reviewed ecotourism operator" and that status is valid for two years.

FOR THE ENVIRONMENT

Skyline Eco-Adventures (www.skylinehawaii.com) co-founder Danny Boren is president of the association. His Maui company runs zip-line tours over private property at Haleakala and Ka'anapali and he already completed the review.

He said the company keeps groups to a dozen people and limits the total number out to about a hundred a day even though they have the capacity to take two or three times that.

"It's still an opportunity to get people out where they otherwise couldn't go," Boren said. And it has more impact than an ecotourism company that takes hikers to watch birds.

He said the company is careful to practice conservation, pick up litter, work with the community to teach visitors about native endangered species and give back in other ways.

Boren said the review is less stringent than a certification but still valuable in having a third party saying a company or organization is sustainable or responsible in its business dealings. And that should help separate them from companies just using the term as marketing.

"You get others who only care about the bottom line but they see ecotourism as an opportunity to sell themselves," Boren said.

He said his company works to balance the adventure of zipping across scenic landscape on a line with caring for the area and conserving the resources there.

Boren said the ride takes people where they might not otherwise see but aims to preserve the island's land and culture. Founded in 2002, he said the company donates money and time of employees.

And although that concept is important worldwide, he said Hawai'i companies need to be more mindful of conserving natural resources.

"It's not Disneyland where people come for the rollercoasters," he said. "People come for the environment."

CULTURAL EXPERIENCE

Over at Pacific Islands Institute, Karen Lockwood said the small company has been doing educational tours since 1989 and worked for a decade before that doing similar work for what was then Hawai'i Loa College on the Windward side.

She said the small business teaches visitors about Hawai'i's cultural environment and natural resources, tailoring tours to the needs and wants of the groups.

"Most of our clients are nonprofit," she said. "We are a small business."

For example, a tour might start on O'ahu with a classroom lecture at a hotel with a state archivist then go to Bishop Museum, on to lei making with Paulette Kahalepuna, then to 'Iolani Palace and end with folks from the Hawaiian Civic Clubs teaching songs, dance and about names in Hawaiian.

The next day might include a Hawaiian history lecture with University of Hawai'i professor Jon Osorio, a trip to Queen Emma Summer Palace, Kawai Nui Marsh, then to Koko Crater botanical garden, and then end with noted Hawaiian musician and conductor Aaron Mahi talking about Hawaiian music.

And so on. Lockwood said they employ five people and hire local experts to provide a culturally accurate and diverse experience.

She said filling out the extensive review form was simply compiling information about what the company does.

She said it was worth doing for the company. "Hopefully, it encourages and recognizes those who are doing real ecotourism," she said.

ECOTOURISM REVIEW OPEN TO OPERATORS

Hawai'i tourism industry businesses and operators can apply for an "ecotourism review" from the nonprofit Hawaii Ecotourism Association and receive an objective third-party review.

The new review process includes a seven-page application that evaluates a number of factors including a company's compliance with all local regulations, permits and codes for use of natural areas; conservation steps taken to prevent negative impacts upon natural areas; cultural and historical stewardship; contributions to the local community; and education and training of staff.

Companies applying for review must complete a questionnaire and provide the names of two references who can testify to efforts made by the business toward the goal of ecotourism.

The cost of the review is $50 for companies with five or fewer employees; $150 for companies with 6 to 15 employees; $250 for companies with 16 to 30 employees and $350 for companies with more than 30 employees.

To be reviewed, a company must be a member of good standing in the Hawaii Ecotourism Association. Annual membership fee for the association is $100.

For more information, go to wwww.hawaiiecotourism.org or call 808-235-5431 or 877-300-7058.

Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.