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

목차 (Table of Contents)

• 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
• 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
• 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
• 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
• 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