Providing assurance of improvement in welfare outcomes is the desire of some UK certification schemes. However, this is only likely to be achieved if such schemes monitor welfare outcomes rather than rely on defining welfare resources that should be provided. The University of Bristol has developed protocols for the on-farm evaluation of animal-based welfare parameters for incorporation into certification schemes. The assessment system is designed to provide credible (repeatable, valid and feasible) evidence for assessment of compliance with welfare standards in organic and conventional farming systems. For issues identified as causing potential concern the assessor is encouraged to conduct further investigations of the relevant resource standards and, where appropriate, management requirements. Furthermore the assessment tool enables certification bodies and relevant third parties to monitor the ability of schemes to deliver good welfare outcomes. Finally, it provides a mechanism for farmers to review their own health and welfare performance. The practical application of these systems is now being pursued by some UK certification bodies.

This article discusses the perceived benefits and challenges associated with membership of the Green Tourism Business Scheme, a sustainable certification initiative. The literature reveals sustainable business continues to be the focus of considerable academic interest, as well as practical importance. Interviews with seven local hospitality and tourism enterprises in the West of England provided valuable insights into the benefits of the scheme. These were related to environmental impacts, financial considerations, marketing opportunities, brand recognition and company image, and other issues such as public relations, personal moral responsibility, and political considerations. Challenges included several internal and external factors potentially preventing businesses from joining the GTBS, such as a lack of respondent knowledge of the sustainable tourism concept, the perceived expense of applying for and/or membership, a lack of time to complete the application process, and the amount of work involved in compliance. Recommendations to facilitate and encourage future membership included more information about the scheme and its marketing advantages, the need for regional organisations to spend more money on promoting the GTBS brand, and the necessity of educating consumers on the importance of sustainability.