Author: Andre Coleman

Tourism makes an important contribution to Australia’s export earnings. The objective of tourism marketing is not merely to increase international visitor arrivals, but primarily, to increase expenditure injected into Australia on goods and services purchased by tourists. Recently there has been an increased emphasis on the importance of enhancing Australia’s tourism “yield” by attracting visitors from high-spending markets (sited in the Australian Government 2004; Dwyer et al.2007). To market Australia as a tourist destination, Tourism Australia works closely with the travel industry, the Government and the State/Territories. The demand function for international tourism for a given destination may be expressed as a function of income, prices, and marketing expenditure. Australia has had one of the strongest performing economies of the world. Australia has an efficient government sector, a flexible labour market with a very competitive business sector. Such environment is a key driver of tourism activity. The policy settings set by the government are designed to deliver a vibrant tourism industry that makes a strong contribution to the economy. In Australia tourism is increasingly seen as an instrument for sustaining indigenous communities, many of whom look to tourism for a better future. The Australian federal, State/Territory governments has sought to create tourism policies to facilitate market growth and product development in the indigenous sector.

On 5 June 2003, the Federal government released a draft medium to long term strategy to help grow a sustainable Australian tourism industry and better position it against future shocks by making it more robust and flexible. Main key themes of the strategy include sustainable growth and diversification of the Australian tourism product, and a focus on business yield and niche markets. The shift from an emphasis on quantity to quality is important for reducing pressure on infrastructure, protecting the environment, encouraging diversification and product development and improving profitability in the industry. Australian environment is unique from the unspoilt beaches, tropical rainforests, rugged mountain ranges and vast tracts of desert. Some few examples of Australia’s natural wonders include the Great Barrier Reef. The Great Barrier Reef is as big as the total combined area of the UK and Ireland which contains more than 1,000 islands, from sandy bays to rainforest isles. The Wet Tropics World Heritage Area Tropical North Queensland is the sort of place that someone would like to travel, it covers 900,000 hectares. The Uluru Ayers Rock is considered one of the great wonders of the world and one of the Australia’s most recognizable natural icons. Australians’ care about their unique environment such as sustainable tourism is an important factor in policy making. The Australian government is committed to and works closely with the tourism industry to deliver an environmentally sustainable and socially responsible tourism product.

A significant contribution to tourism is made by cultural tourism. The experiences generated by Australian performances, visual arts and our heritage are unique. Australia’s National Tourism Policy the broad mission statement of Australia’s Federal government in relation to tourism policy is to contribute to Australia’s economic and social well being through the development of policies that achieve on internationally competitive tourism sector focused on sustainable growth. In the year 1998 a National Action Plan for Tourism was released by the Federal government to provide direction for tourism policy formulation and industry planning. Some of the key objectives of the Plan included developing potential new and emerging markets through targeted marketing strategies. Encouraging the development of efficient and competitive transportation networks, Fostering regional tourism development, enhancing industry standards and skill levels, improving the industry’s information base, encouraging the conservation and preservation of Australia’s unique natural and cultural heritage, encouraging diversification of the industry’s product base and reinforcing Australia’s image as a safe and friendly destination. The whole of the government approach pursued in Australia is intended to ensure a sound economic foundation that aims to create an optimum policy environment for tourism development.

Community involvement is an important factor that is likely to significantly influence the sustainability of any tourism development. The involvement of locals in the planning and operational stages can ensure that development will be socially and environmentally responsible and that resulting impacts will be perceived as appropriate by the host community. Tourism businesses in Australia will continue to face a range of short- and long- term external shocks and challenges in major climate change reports. Climate change is an example of a material threat to Australia’s tourism industry. The Australian government should try controlling the number of visitors arriving in Kakadu Park which is a World Heritage site, the government can either do so by limiting numbers to match capacity rather than having the tourists concentrated in time in a focused ‘tourist season. The Australian government realized in 1990s that tourism was affecting wildlife in the park. A number of bird species including red-winged parrots, sulphur coackatoos and shiny flycatchers were recorded as being ‘highly disturbed’ when tourist boats passed them.

Most activities done at the Great Barrier Reef which is made up of some 600 islands, 300 cay (reef islands) and almost 300 submerged reefs. The chef activity on the reef is scuba diving and snorkelling. There is increase in environmental impacts by these human activities which include physical destruction of reefs by anchors and divers’ feet and hands. Divers can even cause damage to the coral merely by resting on it, as it so sensitive. Some boats end up polluting the water by releasing sewage, furthermore divers feed or touch fish which leads to the modification of fish behavior. The Australian government should have a pandemic preparedness and planning for the Australian Tourism Industry for example an influenza pandemic in Australia would be unlike any other modern disaster and would create new challenges for communities and business that operate within them. Should an influenza pandemic emerge, the tourism industry is likely to be impacted by temporary measures to prevent its transmission and spread, such as restrictions on travel, closer of public places, reduced consumer confidence. My personal critique of the policies are by developing potential new emerging markets through targeted marketing strategies the Australian government should try improving their international marketing strategies and effectiveness through a greater focus on regional dispersal and by freshing and enhancing the brand Australia. Encouraging the development of efficient and competitive transportation networks can only work if the government helps to facilitate the development and growth of sustainable air, sea and land transport services and key tourism infrastructure.

Fostering regional tourism development can be achieved by supporting domestic tourism marketing and doing promotions, which include regional promotions by advertising in the newspapers or television. The policy of enhancing the industry standards and skills levels can be achieved by the government ensuring training delivers skills appropriate for the tourism workforce and businesses and promote improved productivity. Improving the industry’s information base can be achieved by improving tourism information, research and forecasts to more effectively serve the needs of industry and government. Encouraging the conservation and preservation of Australia’s unique natural and cultural heritage policy can be a success if only the Ministry of Tourism in Australia improves Australian knowledge of Australia by encouraging domestic travel.

A healthy tourism sector contributes to the economic and social well being of Australians. Major policy challenges for the future include coordination of all levels of government working towards an agreed framework between the various levels of government on the national coordination of tourism development will assist in clarifying the roles and responsibilities between the different levels of government.

Many councils, states or counties as a whole has understood the positive impacts of tourism economically, this sector pours a big share in the country’s economy, if analyzed, planned, chosen. Formulated and implemented strategically. There are many unfortunate countries that have not identified tourism as a sector. For this reason there is no establishment or body to look after and run this sector.

Tourists have been travelling for centuries, sometimes just to relax, to have leisure time,underwent recreational activities, for attending conferences and seminars; and to meet friends and relatives. Gradually, the concept became wider when the tourists started taking interest in the history and culture of the destination like Egypt- Pyramids. Having realizedby the authorities that tourists take good interest in their heritage and history, this led the country to maintain their cultural places, events and festivals to exhibit to the tourists. Therefore new trend of cultural tourism emerged.

Cultural tourism is a genre of specific interest tourism based on the search for and participation in new and deep cultural experience, whether aesthetic, intellectual, emotional or psychological. (Stebbins 1996) It makes the countries to market its rich and diverse cultural events to its local population and tourists alike.

Boarding participation in the arts, increasing opportunities for arts, preserving and promoting cultural resources and investing in community’s quality of life are among the reasons. State arts agencies are key players in supporting and leading cultural tourism initiatives. For this reason successful projects need to undergo with collaboration, assessment, research, marketing and visitor services. This development of successful strategies will link the arts and tourism in communities.

Tourism can present both advantages and problems. On the positive side, the preservation of heritage history and culture will attract the number of tourists and bring prosperity. At the same time maintenance of these resources will be ideal for the local population as it will create familiarity and affection with ancient history and forefathers. On the other hand, from the negative perspective the issue of controlling tourism will be challenging. Mass tourism will result in to fulfill the curiosity of the tourists and the cultural amenities will be destroyed. The Great Sphinx of Egypt with Candle Holder – Poly Resin

Destination Egypt:

Egypt is a very well-known destination for cultural tourism. Ever since it was visited by “Herodotus” during the ancient time, he was surprised to see the vast differences between Egypt and his homeland. This image has been maintained throughout the middle and modern history.

The discovery of Pharaonic antiquities long time ago has added a special charm to Egypt, beside its unique religious and cultural monuments. Egypt enjoys various fields of tourism, the most important are, archaeological or cultural tourism as one of the oldest types of tourism in Egypt, where the ancient civilizations are visible to the naked eye, an incarnation of the nation that constructed these civilizations since the dawn of history. Despite the multiple types of tourism and Egypt’s cultural tourism remains the unrepeated unique and non-competitive component of tourism as Egypt possesses one third of the world’s known monuments. The Great Sphinx at Giza in Egypt

Therefore, historically speaking tourism has been a key ingredient in Egypt’s economy for about the last 200 years. However, over the last generation, tourism has become an essential component of the economy and is now the source of 45% of the country’s annual foreign currency earnings.

Impacts of tourism:

Until recently, growth in tourism was thought achievable without imposing any negative impact on Egypt’s cultural heritage resources. It used to be considering as non-consumable industry and a great tool to country’s development strategy. Similarly, it was regarded as a vital element to Egypt’s economy. But the constant research about the sector revealed that tourism consumes resources of the host nation, not just natural and man-made resources, but cultural ones, too. Cultural resources are finite and have to be managed like any other scarce resource.

Positive impactsof tourism:

The rise of tourism can lead the local population of Egypt to learn good things from diverse culture. This can open the door to many opportunities. For example Egyptians speaking Arabic, will come in the interaction of Asian, European, American tourists, this can influence them with their language and may lead to learn it. So that they can communicate with the tourists such a desire can make the establishments or centers to offer courses based on the languages. This can further import the native expertise and give many choices to the learners.

Worldwide profile:

It is the heritage of Egypt that has made it worldwide known destination. Many European and American tourists show their urge to visit the destination and see the pyramids from their eyes. The culture and heritage rich destination – Egypt is taught in colleges and other vocational courses. This treasure of heritage and culture has made Egypt very important.

Restoration and conservation:

The heritage of Egypt is consistently restored and conserve. Conservation department is devoted to the preservation of cultural heritage for the future. It includes examination, documentation, treatment and preventive care of the historic treasure. Since it is being protected by the country for tourists, thereforeit is also greatly used by the local population. The nation knows about their ancient history which is alive in them after centuries through the preservation and maintenance of these objects.

Social cohesion:

It describes the bond or glue that brings the people of Egypt together in society, particularly in the context of cultural diversity. These cultural heritage and history bring them closer, united and signs their mutuality. Such a practice passes on from one generation to another and Egyptians take pride to be the part of world class ancient history.

General development of infrastructure:

Access to the cultural heritage site is just not possible for tourists with effective and modern infrastructure. People on holidays, curious for learning and view would like to save their energy to tour around to fulfill their purpose of tourism. This modern means of infrastructure will then are used by the locals and make their life easier too. Not only has this but such advancement queued up the country to earn title of a developed country.

Negative impacts of tourism:
Mass tourism:

The interesting history of the Egypt has led the destination to deal with mass tourism. This form of tourism was unable to responsibly control and had ruined the area of natural beauty. It has also polluted the beaches and destroyed the habitats of wild as roads and hotels are built. Therefore such a loss and damage to such resources and infrastructure had reduced numbers of visitors. The air travel, sources of mass tourism is a major cause of global warming.

Culture and tradition sensibility:

Large number of tourists has undermined traditional beliefs, values, and customs and in particular risk commercializing the very culture Egyptians is proud of. Many incidents of their insensitivity to local population and tradition have caused great offence, for example the indecent dressing, indecent behavior etc.

Reliance on tourism:

Mass tourism ruins the environment of the destination. The incidents in past where the Egypt heritage and cultural threats emerged alarmed the local authorities to limit the tourism. It was felt that nature conservation, park management, red sea tourism need to be sustained. These authorities are now playing to implement such measures that will not destroy their treasure of history and also welcome the tourist to view and admire their ancient history.

Regardless of the economic benefits tourism brings, it is very significant for the Egyptian tourist’s board to balance the requirements of locals and facilities tourists need. For example the sightseeing in Luxor, where the valley of the King’s is the site where the Pharoah’s underground tombs have been constructed, and tomb of Tutankhamun, Rames III and IV etc. are the most visited sites. These sites in particular suffer from pollution, damage and other negative effects greatly. In short, the civilization of Egypt was in extreme danger, until the government decided to be equipped with some meaningful strategy to deal with the issue.

At the same time, the influence of the European tourists industry has really motivated the government to choose the direction where the economical merits of the industry will be enjoyed but not at the risk of losing the traditions, values, monuments and other physical amenities.

For this reason, effective destination planning must define the level of acceptable tourism development in Egypt and provide control to maintain that level.

Pollution:

Mass tourism always hooks up with pollution that is destruction to its environment, physical amenities, natural resources etc. therefore, the pollution controls should be built into all forms of infrastructure. In this regard, educational programmers should assist and invite tourist to respect and understand the local way of life, culture, history and religion. The Egyptian tourism policy should think on these lines that tourists need not to cross border line to negatively influence the local civilization, traditions, values and beliefs.

Disney-fication:

It means the transformation of something, usually society at large. Luxor is known for its Disney-fication as city officials approved a controversial plan to excavate an ancient processional route and develop it as a key tourist attraction. Buried in soil for centuries, the 2.7 kilometer “Avenue of Sphinxes” once connected the temples of Luxor and Karnak in what was then ancient city of Thebes.

Such crucial impacts of culture and heritage have forced the low income families to lose their homes where water and electricity was cut off past few months ago.

Government policies:

The development of cultural and heritage sites on the price of influencing the local population living or houses should not be the practice of the ministry tourism in Egypt. Such a project should not be planned and implemented.

When there is no source of reliable compensation schemes. The director of Luxor antiques Mansour Boraik believed uncoiling the avenue of Sphinxes was their dream, since it was the longest and biggest religious route ever built in the ancient world. Therefore many houses have demolished already.

Regardless of the economic positive impacts that tourism carries, such a move by the government will increase the hostility of the local population against tourists.

Reconstruction and restoration of cultural sites:

Every year the government of Egypt spends billions of pounds to maintain and reconstruct the ancient architecture and monuments. Such a big budget of economy is invested on these sectors whereas; there is a need to pour handsome investment in other sectors like sports, education, health and industry. Just like many touristic islands and destination, the complete reliance ondevelopment of tourism sector only can cause many disasters and the country’s economy can face a big collapse.

Local population belief:

Since tourist mingle up with local population from diverse background with different lifestyles, religions, languages, values, beliefs, practices etc. Therefore, it is quite likely that host population will start getting fascinated with unique practices and thus follow them. For example, Egypt is an Islamic country and the local dress code is completely different than European tourists. Local people might get influence from European tourists and start following their dress code.

Security measures:

Tourism industry brings the people of all beliefs and religions together into the destination. Egypt had recently become a target land for terrorism. People from their home country fly to Egypt to satisfy their thirst of viewing historical places and learn about the ancient history. But unfortunately, destination has become marked by terrorist to kill foreigners. For this reason, new measures of security are needed to be implanted to make sure that just like local people, tourist feel the same safety and security, this might need a heavy budget on security and safety equipment. Failure to achieve the best means of security can spread a very negative reputation all around, which can drastically influence the number of tourists in future.

Tourism planning policies and infrastructure:
The Egypt tourist authority:

The tourism industry being the largest in the Egypt needs to undergo very effective destination planning. The planning should enable the policy makers to understand the linkages between tourism and each of the economic sectors so that optional planning and management strategies can be implemented for the destination.

The lucrative economic benefits of tourism are of course not ignorable but at the same time the utilization of natural, man-made, cultural and heritage resources of Egypt should not be misused. In past the policy makers were ignorant about this fact. Since tourism is generating a big share of income for Egypt’s economy for two centuries. But now is the time to understand the world phenomenon that tourism has increasingly important socioeconomic and cultural impact. So the heritage, nature, and culture have to be protected. Egypt has experienced many red signals that reflect the concern about controlling or limiting tourism.

At the end of the 1980s, Egypt’s government took the decision to develop tourism, when other sources of rent income were in crisis and the government was in danger of being destabilized. Since then, tourism has been a great success story in Egypt and contributes substantially to the economic development of the country. The tremendously increasing tourism revenues have significantly contributed to the stabilization of the political system.

Progressive sustainable tourism program is the initiative of ministry of tourism of Egypt to put environmental protection and conservation at the top of Egypt’s tourism development agenda in current as well as future tourism development plans.

Being an undisputed gateway to one of the world’s fastest growing tourism markets, and with 200,000 hotel rooms planed over 15 years, Egypt has realized one of the world’s largest tourism development plans. Associated with this rapid growth are the international popularity of its natural environment and the potential threat of degradation to both terrestrial and marine ecosystems. Many conferences have been organized by the Minister of Tourism, Dr.Mamdouh El-Beltaugi, about Egypt’s Red Sea Sustainable Tourism Initiative.

Sustainable tourism which is an effective development philosophy can advance environmental conservation and promote the sustainable use of natural resources, and a catalyst for economic and local community development in Egypt.

For example, over 1.2 million tourists visit the Red Sea coast annually, bringing in over $1.2 billion in foreign exchange and generating more than 275,000 jobs. The Red Sea has become one of Egypt’s premier tourism destinations, based in large part on its unique and fragile marine environment. In recent years, however, tourism development has come increasingly into conflict with protection and conservation of Red Sea resources.

To assure that future tourism development in the southern Red Sea preserves the environmental resources that make the area so attractive to tourists, the Egyptian government proposed development of a land use management plan identifying zones for different types and levels of development and preservation. In addition, to counteract tourism’s negative effects while still encouraging economic growth, the government proposed a program to protect designated marine and coastal areas through the establishment of nature reserves, and to build the capacity of national and local government agencies, as well as private tourism enterprises, to cope with the many challenges presented by a booming tourism industry.

Urban tourism:
Primary elements of urban tourism:
Cultural Facilities:

aˆ? Museums and Art Galleries

aˆ? Theaters and Cinemas

aˆ? Concert Halls

aˆ? Convention Centers and other Visitor Attractions

Sport Facilities:

aˆ? Indoor and Outdoor

Amusement Facilities:

aˆ? Night Clubs

aˆ? Casinos and Bingo Halls

aˆ? Organized Events

aˆ? Festivals

Physical Characteristics:

aˆ? Historical Street Pattern

aˆ? Interesting Buildings

aˆ? Ancients Monuments and Statues

aˆ? Parks and Green Areas

aˆ? Waterfronts (Harbor, Canal, River)

Socio-Cultural Features:

aˆ? Liveliness of the Place

aˆ? Language

aˆ? Local Customs and Costumes

aˆ? Cultural Heritage

aˆ? Friendliness

aˆ? Security

Secondary elements of urban tourism:

aˆ? Accommodation

aˆ? Catering Facilities

aˆ? Shopping

aˆ? Markets

Additional elements of urban tourism:

aˆ? Accessibility

aˆ? Transportation and Parking

aˆ? Tourist Information(maps, signs, guides)

Sinbad Aquapark is a beach front hotel, situated in Hurghada, Egypt. It isjust fifteen minutes from HurghadaAirport; this well-featured resort hotel includes a water park and extensive sporting facilities. Sindbad Club Aqua Park and Resort has 685 guestrooms.

http://www.wayfaring.info/wp-content/uploads/2010/09/Sindbad-hotel-2.jpg

Room features Air conditioning, Bathroom with shower, Minibar, Room safe, Satellite TV, Small lounge, Telephone, Television, Windows that open Writing desk.

http://www.wayfaring.info/wp-content/uploads/2010/09/Sindbad-hotel-agua-park.jpg

Facilities at the hotel include various bars and restaurants, large swimming pool with Jacuzzi, children’s swimming pool, aqua park with water slides and wave pool, children’s club, tennis, billiards, bowling.

http://www.wayfaring.info/wp-content/uploads/2010/09/aqua-park-Sindbad-hotel.jpg

Wellness centre with Jacuzzi, sauna, massage, medical centre, cosmetics studio and hairdresser and full entertainment programmed for adults and children.

Emerging Issues:

There are number of distinctive features tend to characterize Egypt’s urban tourism destinations, some of which could represent focal points of remedy. Such features include: The Great Pyramid of Khufu at Giza in Egypt

Privatization:

There is a great shift from Public sector’s development to the privatized in Egypt to maintain and offer visitors an exciting experience. Hotels, restaurants, shopping malls, transportation etc are becoming privatized which is creating a leakage in the economy. The earnings of public sector are equally distributed into the establishment of new services and sector nationally because it is meant to be spending likely. But on the contrary, privatized firms businesses benefit the individuals and specific family for what the countries remain under developed.

Convention Centers and Exhibitions:

There are significant numbers of visitors to Egypt whose primary purpose of visit is not leisure-related. As convention Centers and Exhibitions are often regarded as one of the staples of urban tourism thus at the destination of Egypt, up to forty percent of those staying overnight have come for this type of business tourism. Convention Centers and Exhibitions are perceived to be strong growth sectors in which the visitor spends an above average amount and which operate for most of the years in the Egypt. Employment, publicity, image improvement, and urban regeneration are benefits that generally justify the big financial investment for those centers. Besides these advantages, it is important to remember that the conference business cannot be separated from the rest of the tourism industry particularly because most participants are also seeking urban amenities in an exciting environment.

Infrastructure:

Substantial existing attractions and infrastructure generally developed for non-tourism purposes in Egypt. This has made the city life very congested and of course polluted. The Egyptian Tourism Authority needs to realize the importance of green tourism to be environmental friendly. Hotels have been established like the woods in a forest which also lead to noise pollution and air pollution.

Attractions:

A large number, variety and scale of primary and secondary attractions have been developed which is most of the time tourists have occupied, this lead to a jealousy and frustration in host population towards tourists. The more the disputes will take place the negative impacts will emerge which mainly will ruin the publicity of the destination. Example SINDBAD HOTEL.

Development:

Local residents are significant, often majority, users of attractions and infrastructure. These attractions utilize money, man power, land and other resources which can be used to undergo projects like Golf, school hospital bank orleisure Centre etc. In short, the approach of the government to spend on urban tourism can turn out to be a threat in future.

Distribution of the resources:

Tourism is just one of many economic activities in the city, with implications for the awareness and perceived importance of tourism issues by business, government and residents. The competition for resources within cities like Luxor, Alexanderia, and Cairo also has implications for the provision of visitor services, and the cost and availability of land and labor.

Strategic planning of the destination:

The involvement of a multiplicity of public and commercial organizations with varying levels of interest in tourism, which has implications for the complexity of planning and policy-making processes, day-to-day operational management, and the coherence of marketing activity.

At the same time, many things have not changed. The Egyptians remain a very hospitable people who truly seem to love sharing their glorious past with visitors. They are a warm people who, meeting a foreign visitor for the first time, still have a habit of inviting them home to dinner, which is usually made into a feast of sorts.

So as we head into the middle of the first decade of the 21st Century, we find an Egypt that is more than ever ready to accept modern western tourists, perhaps as never before. New and sometimes very luxurious hotels are springing up everywhere to accommodate them, and younger, savvier tour operators are planning wonderful and exciting ways to entertain and engage tourists. Egypt is a land of enchantment and mystery, and now is the best time ever to experience the Mother of the World

Mass tourism VS Sustainable tourism:http://t3.gstatic.com/images?q=tbn:ANd9GcTQpcTdij9YrlMdAj3PoyDm7LgA0EFTXAA6JA55EuW4wgTamGtx&t=1

The term ‘mass tourism” is problematic to define with any precision and they claim that the term refers to the production, structure and organization of tourism akin to an industrial process whereby economies of scale are sought to meet market needs. Poon (1993) defines mass tourism as a large-scale phenomenon, packaging and selling standardized leisure services at fixed prices to a mass clientele. Further to this Fayos-Sola (1996) went as far to suggest that the operational model of mass tourism no longer suffices to achieve competitiveness in tourism enterprises and regions and he proposed that a new paradigm, the New Age of Tourism (NAT), is gathering strength owing to its ability to face to prevailing circumstances.

There are probably a hundred reasons why people visit Egypt. These days, perhaps the bulk of tourists actually come from various European countries for an inexpensive beach vacation, quite often in large groups by chartered airlines. For them, it is simply the least expensive means of taking a warm, beach vacation in a nice resort along the Red Sea coast of Egypt or in the Sinai. Many of these vacations are arranged by large European operations that use mass tourism to arrange considerable hotel space at very inexpensive rates.

More lucrative to the Egyptians, and certainly a major source of tourism to Egypt, are the classical tourists, who come to Egypt specifically to visit the ancient monuments. Beach goers may also arrange classical tours as extensions of their holidays, but normal classical tourists will usually follow a much defined route, from Cairo along the Nile Valley down to Aswan, though they may also opt for various extensions, including a brief visit to one of the beaches.

Sustainable tourism in Egypt:

Egypt national tourist strategic planhttp://www.mga-ai.it/images/480/Egypt2_480.jpg

After the disastrous effects of Mass Tourism Egypt is looking into the possibilities for diversifying its tourism opportunities throughout the country. The main target for expanding the tourism sector is nature-based tourism. The coral reefs and rich marine life in South Sinai and the Red Sea coast have made these two areas among the premier scuba diving destinations in the world. Many beach resorts are now in operation and there are still hundreds to be constructed. However, previous tourism development in Egypt has resulted in a series of negative environmental impacts. The ambitious development plans to receive 16 million tourists by 2017 should take into consideration sustainability concepts. The government and developers have significant roles to play in adopting and implementing environmentally sound policies and practices to avoid the degradation of the natural heritage of Egypt for the sake of the current as well as future generations.

“Egypt in 21st Century” plan is prepared by the cabinet of the Egyptian Government in 1997,and it lays out the long-term national development plan in the beginning century. Tourismwas positioned as one of major leading industries in the strategy.Following are the tourism development strategies in the 21th century:

To increase the number of visitor arrivals to 27 million by the year 2017

To extend length of stay from 7 days in 1997 to 9 days by the year 2017, and to increase total bed nightsfrom 26 million in 1997 to 230 million by 2017

To raise the accommodation capacity to 618 thousand rooms by the year 2017

To focus on tourism development projects in South Egypt

To formulate integrated development programs for new tourist areas

To establish new tourist camp sites for safaris in the middle of Sinai and in Wadi El Gemal of Red Sea

To preserve the ancient Egyptian civilization

To supply new sites for tourism development with all the required facilities like in the Red Sea, Sinai, theNew Valley, Luxor and Aswan.

The impact of tourism on the Egyptian society is significant. Direct economic benefits of tourisminclude generation of employment, increase of foreign exchange earnings, incomegeneration and contribution to government revenues These benefits are the main source of income to strengthen the other sectors of Egypt greatly. Tourism also provides indirectimpacts on the economic sectors, such as agriculture, fisheries, handicraft manufacturingand construction, which supply the goods and services for tourism sector. Furthermore, the improvement of transportation and other infrastructure facilities andservices encourage the economic and culture development of the community in theregional area.

Conclusion:

The Egyptian national tourism sector marketing strategy emphasizes on quality, and aimsto foster and encourage high-quality tourism services at competitive prices. Since 1982,Egypt has developed a new strategy aiming to increase the number of tourists visitingEgypt. The plan was, and still is, to boost tourism demand by attracting visitors beyondthe main tourism incoming markets, namely visitors from the European Community, USA, Canada and the Arab countries and target new potential markets. Thepredominant new markets Egypt must aim to attract are: Scandinavia, Southeast Asia, EasternEurope, and Southern and Latin America. Up till now the Egyptian tourism sector has notachieved the desired travel movement from Southeast Asia, Japan, Australia and Malaysia. Egypt

Scandinavia and Eastern Europe countries such as Poland, Czech Republic, Romania and Russia, they only yielded a total of 600 000 tourists compared to 3 274 377 tourists from both western and southern Europe (Papadopoulos, 2003). The main customers are the Germans followed by Italians, Russians, English, French and Saudi Arabians. Egypt mustpromoted through advertising campaigns in the mass media, participation and attendance in various exhibitions and the continuous renewal of advertising material.

Egyptian organizations need to participate in all major international events, while tourist planners have developed for the demanding tourist, cultural and athletic activities reinforcing Egypt as a tourist destination and attracting people interested in these events. There is also a great need to protect Egypt’s unique desert and its environment and heritage resources. Sustainable development and preservation ofEgypt’s natural resources should be the pillars of the Egyptian tourism plans. The primary concern is to protect the environment by limiting tourism projects in natural reserves. Generally, tourism properties, hard buildings, are only allowed in 12.5% of the land. In recognition of the country’s potential for tourism, high standards of tourism services quality are strictly enforced and green marketing orientation need to be adopted within all tourism marketing activities.

The budget allocated to promote Egypt as a macro-tourist destination abroad is about $50 million a year. Almost 90% of the promotion budget is spent on promotion campaigns through direct media such as the press, TV, billboards, movie and public transport advertisements. The remaining 10% goes to the international network of tourist offices. The Egyptian Tourism Authority (ETA) must focus its promotion activities on the European tourist market, which is considered the main market segment, as it provides about 65% of the inbound tourists coming to Egypt.

ETA promotion policies should also take into consideration the changes that took place in Europe, as there are ten countries that have recently joined the European Union and they are mainly from the Eastern bloc. The ETAhas to look closely at these new potential tourist markets. The Arab tourist market constitutes the second major region sending tourists to Egypt, about 16% of the total number of travelers, and there is a need to design a new strategy that offers the Arab tourist market’s requirements.

Egypt has to highlight its focus of marketing campaign to attract not only culturaltourists, but also to highlight the Red Sea Resorts, with their beaches, diving activitiesand the environmental tourism facilities, taking the sustainability requirements intoconsideration (El-Khadem, 2004; Ministry of Tourism, 2004).

The tourism industry is highly known as the worlds fastest growing industries and the economic importance has captured most of developing countries in the world. Due the globalization, rapid development of advance technology, and the eased of affordability to travel today, make more people possible to travel outside their countries. The World Tourism Organization (1999) reports that international tourism receipts grew by an average annual rate of 9% between the years of 1988-1997. Even the number for international tourist arrivals has reached more than 664 million in 1999. Tourism has become very significant to countries all over the world as for decades the industry has been a major contributor to a country’s economic growth and development, it generates significant revenues, creates millions of job opportunities in small or large communities, support communities and helps maintain and improve important national assets that assist the country to develop.

However, in order for tourism to have sustainable growth and development and generate substantial economic and social benefits to an area, tourism planning approaches are required by the host government that begin to realized tourism is the most important main key driver to economics’ growth which not only bring profits to the industry itself but to other business sectors that serve the tourism industry such as transportation industry (airlines), hospitality, and the services industry. Therefore tourism must be developed and managed in an integrated, controlled and sustainable manner. Tourism which is being planned and managed well will help the countries to continually increase their economic benefits without damaging the environment or create serious social problems, tourism resources also will be conserved for continuous use in the future. While on the other hand, in some countries where tourism has not been well planned and managed, it could bring about short term economic benefits and in the long term perhaps it could have caused some environmental and socio-cultural issues and results in the poor quality of tourist destinations. So it is important to consider tourism as part of economic, physical, environmental, and social planning and ensuring that the tourism industry can thrive and develop by trying to maximize all these valuable aspects and to develop comprehensive and better tourism plan for development at a community or region.

Therefore, this paper will be mainly discussing about the five different approaches to tourism planning in terms of their strengths and weaknesses. This paper will also discuss about the main issues and challenges that tourism planners may face in the planning process, and the main steps to be taken to help the local government and communities in the tourism planning in the destination region of the Central Highlands of the Island.

2.0 Critical review of approaches to tourism planning

As we know that tourism allows the creation of huge economic benefits to the country, yet it hasn’t take into account all the broader perspective, that tourism needs to be sustainable and provide various environmental benefits and impacts in the development. This means that tourism must aim to encourage both economic and environmentally sustainable development in such a way that developments are able to meet the present and long term needs of the people, tourists, and locals at the same time, also ensuring the physical and cultural environment is highly capable of sustaining this use. Thus, governments must provide directions and initiatives to develop specific and appropriate tourism planning which would involve various different tourism planning approaches that will help better the development of tourism in a destination and to benefit all people that are involved in the industry.

There are four different approaches of tourism planning at the destination level can be recognized according to the values that support the planning or policy activity include boosterism, economic, physical/spatial, and community-oriented that emphasizes the role the destination community plays in the tourism development and experience (Getz, 1986). Then to these four approaches, there is an additional approach of sustainable planning (Hall, 1998). Each of this tourism planning plays a different role in the tourism planning and has its own strengths and weaknesses. The following describes the strengths and weaknesses for each approach.

2.1 Boosterism

Boosterism is one of the tourism planning approaches that has views on tourism development which is believed to be inherently ‘good’ and will provide benefit to the host destination. This approach also characterized as being part of an attitude to the development of ‘growth’ is good and thus any negative impact of tourism development will be dominated by positive benefits. From this approach perspective the primary planning problem is one of how to attract as many people as possible to a given location or destination. Boosterism approach however, doesn’t take into account or involves their host community in the decision making process, planning and policy process surrounding the tourism developments (Hall and Cooper, 2008). Yet it is still being adopted by governments and politicians to promote tourism growth, regional economic diversification and employment creation.

According to Hall and Page (1999) states that boosterism attitude approach towards tourism development is seen as to give benefits to the host destination and community which can bring higher living standards to a destination and improves quality of life of the people especially in the developing countries. Tourism development could improve the quality of life, as it supports the creation of community facilities and services, through the provision of better or upgraded infrastructure, facilities, services, transport, health, better quality of commodities and food. The indirect benefit of tourism development will also increase job opportunities towards the whole community and at the same time boost up the country’s economy.

However under this approach little consideration is given to the potential negative economic, social, and environmental impacts of tourism. The cultural and natural resources are regarded as objects to be exploited for the purpose of tourism development. Thus, in many ways boosterism could be described as a form of non-planning and has had a marked impression on the economic and physical landscape. Due to this approach does not involved residents of the tourist destinations in the decision making and planning processes surrounding tourism development could be regarded as unpatriotic and excessively negative in which it result in the lacking of public or community participation in the local tourism development (Hall, 2008). The tourism development will also tends to benefit more on the government instead of the local community because the community has no power to make their own decisions in the tourism planning and therefore it will not encourage them to participate and does not allow them to share tourism benefits with the wider community.

2.2 Economic

The second approach of tourism planning is the economic (industry-oriented) approach. It is an approach that aims to promote economic growth and development in a destination, and take into account all the use of marketing and promotion efforts to attract as many visitors to visit the destination. This economic approach focuses more on the economic impacts of tourism and the most efficient and effective use of tourism to create income and employment benefits for the regions, communities, and country as a whole (Hall, 2008). The main strengths of this planning approach are as it is mainly focuses on the economic impacts of tourism, it believes that tourism development is becomes a key driver of economic growth or will boost the country’s economy through the creation of employment, generation of foreign exchange earnings, contribution of government revenues, stimulation or improvement of infrastructure investment, and then create contribution to the local economy. Yet there are some weaknesses to this approach as it doesn’t take into account environmental concerns and social issues which means there is limited attention given towards the environmental and social impacts brought about by tourism. These various environmental and socio-cultural impacts of tourism could negatively affect the local community and threatened them to move away from the destination due to the result of large amount of tourists’ arrivals, and they will likely to feel irritate and uncomfortable towards the tourists because they are entering the private spaces of local people (Hall and Cooper, 2008).

2.3 Physical/Spatial

Based on Hall and Cooper (2008), the physical/ spatial approach to tourism planning considers tourism as a form of land use to be managed using spatial or ecological base components that are required for tourism development and to be based upon certain spatial patterns, capacities or thresholds that would minimize the negative impacts of tourism on the physical environment. While the main point of this approach is to control and maintain the capacities, land use and the number of physical infrastructure being built for tourism, so it won’t exceeds the environmental and social carrying capacities of the destination. As a result, it will help to minimize the negative environmental impacts resulting from tourism development.

A well planned physical destination with well structured design and layout would also attract visitors to visit a destination as it can provide a good and open space for tourists. There are will also be an increase in the protection towards the environment due to the less land being use and it will keep the sustainability of tourism as well as result of higher satisfaction from both tourists and communities. The weakness of this approach is that if the number of infrastructure, buildings, and capacities are being controlled, economically the destination unable to maximize their profit and perhaps also unable to fulfill the high demand of tourism to build more attractions. Lastly, limited attention is also given to social and cultural attributes of the destination (Hall, 2008).

2.4 Community

Community tourism planning approach has an emphasis on the social and political context within which tourism occurs and it supports greater local community control over the development process. Under this approach, community is considered as the focal point or actor that encourages the development process of the tourism and seeks for public participation in a destination in order to enhance their economic livelihoods while protecting their cultural values, and preserving the natural environment (Hall and Page, 1999).

Based on Tosun (1999), Community planning approach which implies a high degree of public participation in tourism planning process, highly involved the community in the decision making and planning process, as well as in the sharing of tourism benefits and in the sharing of tourism profits with the wider community. Therefore, the main strengths of this community based approach in terms of its benefits, will likely to create and increased employment opportunities available to the locals as more community being involved in the process while it also contributes positively in the improvement on household income and general quality of life through the extent of contribution vary from one aspect to another. Moreover, public participation is also to design tourism development in such a way that it is intended to benefit the local community and to encourage them to participate in their own development through mobilizing their own resources, defining their needs and making own decisions about how to achieve them. Then if the government is being supportive and let the community to take a large part of the decision making for tourism, there will less conflict arises between the government and community, and if problem arises the community would be able to make decisions and solve it on their own. Bringing educational elements towards the whole community is also one of the strength of this approach. The locals likely to be educated and trained in order to improve their knowledge about tourism and as a results it will help them to recognize and conserve their local culture, natural resource values, and creating a good image about the destination. Tourists who come from different parts of the world will also encourage the locals to interact and provide cultural exchange between hosts and tourists, at the same time it also gives the opportunities for the locals to learn foreign language and lead to a better understanding of cultural differences and build tolerant attitude towards foreigners.

On the other hand Tosun also emphasizes on the weaknesses of this approach in terms of the barriers or the difficulties in implementing a community approach to tourism planning in tourist destination. The major difficulties or barriers to incorporating public participation in tourism planning can include the lack of financial and human resources in the tourism sector especially in the developing country. Resources at the local level may not enough to finance the present scale of tourism development and therefore it will lead to discourage community participation in the tourism planning. The public could also have the difficulty in understanding complex and technical planning issues, not always aware the decision making process, and the difficulty in maintaining representativeness in the decision making process due to the lack of knowledge, experiences and possible conflicts that may arise between cultures. In addition, there is also need for the government to be able to manage the involvement of the community that aims to achieve the desired result however it does not give the impression to the community of being control by the government. Power should also be distributed evenly within a community so that some groups or individuals will not have the ability exert greater influence over the planning process than others.

2.5 Sustainable

The sustainable approach towards tourism is an integrative form of tourism planning which brings together economic, environmental (physical/spatial), and socio-cultural (community) planning methods. This approach seeks to provide lasting and secure livelihoods which minimize depletion of resources, environmental degradation, cultural disturbance and social instability (Hall and Page, 1999).

According to Hall (2008), sustainable approach are include long term protection of environment resources since it focuses on tourism development which try to avoids damage on the environment, economy, and cultures of a tourist destination as well as provides positive experience for host communities, tourism industries and the tourists themselves. As a result of these, it will also lead to the preservation of essential ecological processes, give beneficial and opportunities for future generation ability to meet the present and long term use of resources, protection of human heritage and biodiversity, improve economic benefits to support sustainable tourism, and it also benefit the communities by providing more employment and the improvement their standards of living. However, overprotecting the resources will result that the tourists unable to enjoy or being satisfied with the overall tourism experiences, for instance tourists might have high expectation when they travel to the tourism site, yet they are not allowed to connect to the environment thus their perception will be lower because it doesn’t meet their high expectation, and become very unsatisfied. Besides, by adopting sustainable tourism approach could also create conflict between public and private sectors in terms of having different views and perspective on sustainable planning. Public sector might want to save and maintain the environment while private sector wants to gain more economic benefit in having less concern on sustainable tourism benefits. Sustainable tourism approach could also be difficult to achieve and has been often criticized for its contradictory goals that never achieved, as it requires cooperation and coordination between industry and the manager of destinations, and the needs to build consumer and producer awareness.

3.0 A review of the main issues or challenges that tourism planners face

As millions more people travel and to seek for personal rewards from their experiences, the massive development of tourism resources is the consequences (Gunn, 2002). The various activities that tourists engage in a tourism destination are important in the development aspect of the tourist industry in which it creates huge growth for tourism in a destination and provides tourism benefits in many ways. Thus, development of tourism is necessary to be plan by the government and the tourism industry which it is involve in order being able to achieve the desired goals of development, bring positive return and benefits to the region and community as a whole. However, there are several main issues or challenges in the tourism industry that planners might need to face. Tourism is such a very broad industry and complex which it is difficult to be directed towards on specific desirable goals and objectives. In addition, the rapid growth of tourism and its complexity even makes it even more difficult for planners or destination management to apply the most basic research findings and build recommendation to improve tourism planning. Hence, the main challenge today for both researchers and practitioners is that they should be able to concentrate on the key issues and predict new prospects and opportunities in the tourism, as well as to look for new research on critical issues and time reduction for research and tourism application.

Based on Claire A. Gunn in the article, Prospects for Tourism Planning: Issues and Concerns (2004), it is being discussed some of the main today’s key issues in the field of tourism planning, which regardless of the significant grows over many decades, the issues of tourism planning should be addressed by practitioners and researchers if tourism aim to directed toward desirable modern goals. Even if there are different goals and objectives being achieved by large and diverse number of individuals, several goals are being emerged under the umbrella concept of tourism. Besides, the more traditional goal of increased economy are being added goals to improved visitor satisfactions, better community life integration, and leads to even better and greater environmental protection. The following issues are stemmed from insufficient education and understanding of tourism’s great complexity and can be resolved by new search and planning.

Another issues being emphasized by Gunn regarding to tourism planning is the poor organizational integration among the public and private sectors being involved in serving the tourism industry. In the business private sectors there are hotel, restaurant, travel agency, attraction, and airline associations who need to cooperate together in order to make the tourism industry work. Then in the public sectors agencies members may include of water supply, departments of commerce, transportation land management, park and recreation associations. Gun (1977) described the fragmentation in the tourism industry which leads to the difficulties in coordinating public and private sector interests as well as commercial and conservation oriented involvement in tourism development. Besides, they also seldom communicate with one another though their policies and actions impose on tourism. Lacking is can be any organizational mechanism that is concerned over tourism in it’s entirely. Despite their titled as tourism organizations, convention, visitors’ bureaus, and state agencies, their primarily focused is on promotion and often exclude any influence on research or planning. Negative impacts of tourism growth including economic, social, and environmental are usually outside their agendas. Thus, there is a need for better and improvement in communication among existing tourist organizations to gain mutual benefit and understanding related to tourism development. For instance; due to parks are such visitor magnet, the organizations need to expand their agendas to communicate with other several tourist organizations such as for advertising, public relations, and the tourist business sector.

Furthermore, other potential problem that likely being faced by planners, decision makers, and investor in tourism destination areas is the lack of theories and models about the ways in which such areas are develop and change. Tourism is considered as very dynamic and destination areas will always constantly changing in order to meet the demand for new market needs. Thus, in the development process of trying to meet these demands, it is often takes place which is not compatible with the long term goals of residents or visitors. While there is also lack of approaches and frameworks for destination planners and decision makers to refer to and so it will be extremely difficult role for them to understand each of the specific development in the overall system and it is likely effects on their area and its appeal (Butler and Waldbrook, 2003). Thereby, these issues must be taken seriously which are needed to develop continuous theories and models which help planners and decision makers to create better improvement of tourism marketing for the destination.

4.0 Overall Framework
4.1 The Central Highlands of the Island

The Central Highlands of the Island is the chosen destination region to develop tourism planning to encourage and build tourism development in the destination. It is an Island which is located in the Eastern Mediterranean Ocean with total area of 4,400 sq km, consisting of 3 islands but only the main Island is inhabited. As a developing country, it is quite well known for its tourist destination. Despite the area still have very little development on tourism and faced a number of challenges including limited infrastructure, a depressed economy, and some environmental problems, yet there is still an established tourism sector on the coast and a number of potential tourist attractions in the area.

With estimate population of 401,880 and having the majority of ‘Islandese’ and two unique ethnic groups as the main population, the island is highly depend on tourism as their key economic driver and to generate revenue for the country. The services sector also has the largest percentage of 64% compared to the agriculture and industry sector. However, the destination currently still experiencing quite a lot of problems and limitations to be able to managed and deal with tourism. Based on the whole country details, there is a limited of natural resources (fresh water and electricity), supply of accommodation, infrastructure which only main roads are paved and some area is still not well built, and there are some environmental problems as well include water pollution. The limited resources and accommodation in the destination will tend hold back the development of tourism in the area which means the area is lack of opportunities to grow. In addition, most of the local people in the Island also have low levels of literacy rate, languages and the limited education which can discourage their participation in the tourism development as it will be really difficult for the community to interact with the tourists and since they don’t have any basic knowledge about tourism either.

Therefore, there is a need for tourism planning in the Central Highlands of the Island by developing a comprehensive and appropriate regional based planning process. And it is required for the Island to use the different approaches of tourism planning to design of all tourism development as to generate economic, social, and environmental benefits to the community. Importantly, the government should also need to encourage public participation in the tourism planning process to help support and build knowledge within the community in the Island at the same giving the opportunities to participate in their own development.

4.2 Steps to be taken in the Planning Process

Tourism planning is a process of identifying goals and objectives that want to be achieved by matching available resources and programs with the needs and wants of people, and then defining the methods of how to achieve them. It also takes a proactive role in assisting and promoting the implementation of a good quality development of tourism in the destination. Comprehensive and appropriate tourism planning requires systematic approach which usually involves a series of steps (Stynes and O’Halloran, 1987). The following section will discuss and identify the main actions to be taken in each steps of the planning process (Figure 1.0) that required for developing effective tourism plan and strategies in the Central Highlands of the Island and to help the Island to build and develop strong tourism destination.

Step 1: Identifying goals for The Central Highlands of the Island (Recommendations)

To manage tourism in the Central Highlands of the Island on the principles of sustainable development.

As the island experienced a depressed economy, it is aim to improve and boost their economy through the creation of jobs.

To improve the number of infrastructures and accommodations in a way to attract more tourists coming to the destination and ability to serve the needs of tourists.

To maintain and conserve environmental and socio-cultural resources of the Island.

To increase tourism earnings and achieve fair distribution of income.

Step 2: Potentiality Analysis

Role of tourism in the area’s economy:

To increase the economic development in the area.

Contributes to the country’s GDP.

Major source of foreign exchange earnings and contribution to government revenues.

Creation of job opportunities and contribution to local economies which may help to improve their quality of life and standards of living.

Stimulation of infrastructure investment

Broad Market trends:

Origin of International visitors ? Greece, Italy, United Kingdom, North & West Europe, and North America (the majority).

Average age of International visitors: 49

Average number of International nights : 5.6 nights

Average daily expenditures: USD$68

Visitors interest and needs:

To visit archaeological sites.

To see and enjoy the high scenery attractions.

To enjoy the authentic food, cultural heritage, and ethnic groups.

To visit and experience the natural forest and local architecture.

Tourism Assets:

Major Resources:

Productive labor force.

Climate and scenery.

Limited water resources and few domestic energy.

Oil.

Agricultural products.

Produces 80% of its food needs.

Tourist Attraction:

Natural Forest.

Local architecture.

Archaeological sites.

High scenic values.

Cultural heritage and unique ethnic groups.

Ethnic restaurants

Facilities and Service:

Hotels/ Hostels/resorts/ serviced apartments/ farmstay.

Roads.

Strengths & Weakness of the Central Highlands of the Island

Strengths:

Little development of tourism which result in minimal negative impacts and substantial remaining natural forest and local architecture.

Strong cultural heritage and unique ethnic groups.

Good ethnic restaurants.

Good supplies of locally produced food and wine.

High scenic values.

Favorable geographic location for shipping trade.

Productive labor forces or human resources.

Easy to access from the coast.

Weaknesses:

Limited supply of accommodation and infrastructure (only main roads are paved).

Limited water and electricity.

Ethnics groups are distrustful of strangers and highly competitive with each other for government support and development options.

Low levels of literacy and limited educational background.

Low levels of languages other than regional dialects.

Environmental problems of water pollution near oil refineries.

High employment rate and poverty.

Step 3: Market Analysis

Identifying market segments, characteristics and needs.

Major product gaps.

Market position: The Central Highlands of the Island is positively mythic and naturally appeal which it offers an unforgettable cultural experience for individual to discover the strong cultural heritage and unique ethnic groups of the destination.

Step 4: Scenarios

The preliminary values that community hold and wish to be conserved and enhanced ? the locals’ strong cultural heritage and ethnic groups.

The alternative future tourism scenarios (scenario is examined in term of implications of growth, a preferred or desirable future for tourism, the constraints) to establish specific objectives and strategies.

Step 5: Consultations

Consultations with key organizations (tourism industry and government tourism bodies) and the local community through interviews and workshops.

Step 6: Detailed Assessment for Economic and Environmental sustainability

Economic sustainability (natural and built resources):

Climate and scenery for tourism.

Oil

Agricultural products

Environmental sustainability (landscape values)

Step 7: Infrastructure report

Attract potential foreign investors to build attractions and hotels accommodation for tourists at the same time it creates more and better jobs for community.

Encourage government investments to plan and properly manage infrastructure in the Island for better management of visitors’ impacts, as well as to improve the knowledge and skills of the locals to be able to handle tourism matters.

Apply of government policies using rules, regulations, permits, and zonings to control and maintain the number of physical infrastructure being built, and help to preserve the local resources.

Step 8: Implementation strategy
Specification of implementation mechanisms:

Programme of work:

Conduct a detailed research about the type of potential foreign investors who are willing to develop their business in the Island.

Make a draft plan on the management of infrastructure that going to be implemented by the government for the Island.

Set out regulations, laws, rules, and zoning for the areas.

Improve the quality of educational programs and industry in the Island, as well as provides tourism training for the locals to prepare and able them to serve the tourists.

Organizational responsible (Different stakeholders who partake in the process): Government tourism bodies, private sector, constituted bodies including non-governmental organizations particularly those relating to tourism, environment and culture, the residents of the Island, and foreign investors.

Organization Responsibilities:

Government tourism bodies: to improved quality of life and overall governance. It is responsible for setting the right environment for tourism, for regulating the industry, marketing the Island as a tourism destination and for ensuring an improved tourism product, especially in publicly owned spaced.

Private sectors: aim for profitability. It is responsible for delivering a value for money tourism offer to guests, ensuring that its operations are well managed through further investment in innovativ

Singapore has always been an innovative country. Ever since the tourist boom, and the change of policy by the government to ease the policy by letting foreigners into Singapore and having the decision to be converted into PR (Permanent Resident). In the year 2009, the Integrated Resort (IR) was made where there are 2010 hotel rooms and a casino made. Since the World Wide Web or the Internet was created, the world has been experiencing quick pace changes on the tourism sector. Tourist also can be affected by the Internet, either positively or negatively. But positively, is always

For a long time that the diffusion of the technologies that is in the tourism improved travel service supply in efficiency, quality and flexibility. Based on a concept of a tourism system, the world is experiencing quick pace changes because the tourism has become a major economic sector and the Internet is one of the most influential technologies that will change travellers’ behaviours and habits. The Internet are able to help online travellers to receive the updated time and unlimited travel information before travelling abroad they also can choose their final destination. Therefore, information through destination website plays an important role in influencing decision-making and increasing actual arrivals. In the way of the technological trend and the development, National Tourism Organisations monitor their online travel informations and continuously make sure that it meets the needs of consumers and develop online service to meet consumer’s satisfaction and experience.

http://www.ifitt.org/admin/public/uploads/KaoLouvieris.pdf

Singapore hosted one round of the 2008 FIA Formula One, The World Championship. The race, held on a new street circuit at Marina Bay, was the very first night-time event for Formula One history. The event was considered a success due to the sheer amount of organisation, planning and cooperation put in the event. Also in 2010, Singapore hosted the inaugural YOG (Youth Olympic Games) then the Singapore Tourism Board (STB), who says the Games, is expected to have a minimum of 180,000 visitors per nights for Singapore.

The negative impacts are such as needed of more manpower to tighten the security to prevent increasing of crime rate. As many tourist who visit Singapore, there is an increase of tourist who are being targeted for robbery and theft. Law re-enforcement is needed to ensure safety for either the citizen or the tourist. Traffic congestion is another major problem due to increase of tourist and taxi is there only means of transportation. Currently there is an estimated of 20,000 taxi(sgforum 17 Oct) which flood most of the road in Singapore within 660sq kilometre. In order to cater to more taxi, Certificate of Entitlement (COE) has increased, preventing the local to unable to afford the car. Increase of tourism does affect the region’s and natural environment, such as beaches, water supply, heritage sites and the natural reserve. It affects the environment due to over usage and air pollution through traffic emission.

Economic

Singapore, one of the most fast moving countries in Southeast Asia at the same time perhaps the most prosper country in the world and the safest place to be at. Each day transaction could reach up to billions of dollar flowing in and out of Singapore, creating many business opportunity and jobs for the local. With the fast growing economic, Singapore attracts 19 million (Singapore tourism board 17 cot) of tourist flying into this region for work or holiday in 2011. Tourism industry is one of the most important sectors in boosting the economy of Singapore. With the increasing number of tourist each year, more hotels are building and upgraded to accommodate to the needs. In order to cater to the tourism sectors, the board of tourism has created much sight for tourist to visit. Tourist attraction such as the Singapore Zoological Garden and Singapore Night Safari located at Mandai, Sentosa Island, Marina Bay Sands Singapore and Garden By the Bay.

DEMAND FOR JOBS

As the economy of Singapore is growing and more tourist visiting each year, there will definitely cause positive and negative impact affecting the general economy. The positive impact would be creating jobs to the tourism sector. In order to cater to the amount of tourist visiting Singapore, more chamber maid is hired to improve the efficiency in cleaning the room. Not only the chamber maid has increased, more jobs related to the tourism sector have relatively in need of manpower to cater the huge amount of visitor every year. As more people are employed, more people are able to afford on goods and services

CURRENCY

Even though Singapore has a strong currency, there are still many visitors visiting Singapore each year. Comparing with the European country, foreigners prefer coming to Singapore to spend because the currency exchange towards Singapore exchange rate is inferior to them. They would usually do their shopping because it is much way cheaper compared to Europe.

DEMAND FOR GOODS AND SERVICES

There is always a strong demand for goods due to the quality of product. In Singapore, products are differentiated from other country. Buyers are afraid of purchasing fake goods. The chances of buying a fake product in Singapore are very low as the immigration is very strict on imitation goods. Service provided is of higher quality compared too much other country. They would rather profit at customer satisfaction. Goods may be also being in demand as they are cheaper. Prices may vary due to many reasons like tax or shipping.

NEGATIVE ECONOMIC IMPACT

Even though the economics of travel and tourism manly emphasise on the benefit of tourism. There is much negative impact on the economy such as over-dependence on tourism. Many countries might be over-dependence on the tourism sector, these results in negligence on other sectors of income. Singapore has no natural resources to rely on and therefore they rely on largely tourism sector. Leakages of expenditure are due to spending on foreign based company. For example, Hilton hotel is a foreign based company and all the money earns are leakage to other country.

Positive Economic Impact

The are many positive economic impact on the tourism sector such as taxes collected from the visitors visiting Singapore. Those taxes collected manly used to fund the needy and the school, building proper roads and upgrading of facilities. As tourism increases, more jobs for locals at the Tourism sector and F&B sectors. As more jobs are created, locals would be able to spend more. As demanded, it would also lead to an increase in the import and export trade.

TOURISM PLANNING & SUSTAINABLE TOURISM

The country we have picked is Singapore, which is the little red dot on the South East Asia area below the Peninsula. We have been considered a well prosperous and flourished country to our achievement we have had due to the amount of tourist coming and some even decide to become a permanent resident here and not be called foreigner any more. For example, Singapore is famous for its inaugural Night Race for Formula One in 2008 and it is already in its fifth year. Every year after the night race is over, there is a group of event organiser that plans the night race for the next night race and it requires some skills and requirements. In addition, we have a few popular attractions such as Universal Studios Singapore (USS), Marina Bay Sands (MBS), the new Garden By The Bay and the up-coming Marine Life-Park which is going to be located at Resort World Sentosa (RWS) which is going to be world’s largest oceanarium and also the S.E.A. Aquarium, the world’s largest aquarium. Not all these will happen without the people behind the scenes. In addition, with these people, planning, achievable goal is needed.

Tourism planning is oriented by goals, as there is a need to achieve specific objectives by using resources programmes with people’s needs and wants. Comprehensive planning requires a systematic approach. The planning objectives may be easy to set, but executing it will be tedious.

First step is to define goals and objectives. Second is identifying the tourism system. Third is generated and evaluate alternatives. Fourth is select and implement and last is monitor and evaluate. Follow these few steps and planning will be made easy. Definition of tourism planning is plans that are made to attract tourist from other countries to visit Singapore for all sort of forms of activities, either leisure, holiday, backpacking, recreation or even business.

The goals and objectives of planning an event in Singapore sounds simple but due to the constraint of space, most space will either be taken up for months or need to be booked a year before the event happens. Setting the objective to get a place for an event is important, as it is the beginning of the first step. Next, identify the tourism system. Meaning, the changes in places of visit and channels of distribution such as tour agents. The third steps are to generate and evaluate alternatives, for example, generating another plan or venue for the event to be organised. For events such as F1 in Singapore, having an alternative venue will be almost impossible because the preparation needed is massive. Once an alternative has been chosen, evaluate the decision with other organiser to know that the correct decision has been made. Next, select and implement meaning, put the things that has been planned into action. Everything the organisers have decided, will be executed, contacting event management let them know who to be contacted who what purpose. Example, TKH Lighting & Electrical Pte Ltd is to set up the lights and electrical works by a certain period. The last step is, monitor and evaluate. Monitor the progress of each department, whether they are doing things according to plan.

Sustainable tourism is the impact of tourist on the locals and environment. The aim is to ensure that positivity of the locals towards tourism companies and the tourist are kept up. Even though there have been some issues about employment here, some Singaporeans think that tourist can help to boost up on Singapore’s economy to sustain the tourism industry.. Singapore is a very vibrant country with its ever popular nightspots, dining restaurants, some extravagant shopping malls and the list goes on. However, Singapore is truly a paradise for tourist and even locals as the history attracts people Singapore. Here, we have Chinese, Malay and Indian culture and is very unique from the other South East Asia countries. The time to explore this little red dot has to offer, would take a lifetime.

Sustainable tourism is to attempt to make a low impact environment and local culture while it is to help generate future employment for the locals. In addition, the aim to sustain tourism is to develop positive experience for local people, tourist, foreigners and tourism companies.

PESTEL

PESTEL as acronym stands for political, economic, social, technological, environmental and legal factors, which influence the processes within a n organization. It is an analysis, which concentrate on the environmental factors that influence the operational firm. Therefore, it is a mandatory and helping tool for managers to have better insights about the threats and opportunities and understand its majority that exist in a running business, which are affected by such factors. This analysis thus, provides a greater vision for managers for current and future purposes to compete on the market completely and effectively. The understanding of the environment that influences the business is crucial to have an overview and control of the organization to manage the plans with environmental effects. The firm, which does neglect the forces of environmental changes, hardly succeeds and survives the competition. The right apprehension of Pestel also provides a great strategy to managers about the existing external forces that affecting the business environment.

(P)olitical factors

The political environment that exists in a nation can have tremendous impacts on the execution of a business including the lodging business. Governmental issues influence the day-by-day lives of numerous subjects all over the Canary Islands and companies it is a must to develop ways to adjust to the political circumstances in the nation. The political methodology received by a nation influences the quantity of nearby guests and their capacity to go around the nation. The hotel industry of Canary Islands is highly dependent on the local and international visitors.

Year by year, the Canary Islands has been captivates a great amount of tourist from abroad.

Canary Islands are Autonomous groups of Spain with a membership as well in the European Union.

In the Council Decision of 20 June 2002 (2002/546/EC), taken on the basis of Article 299(2) of the EC Treaty, the Kingdom of Spain was authorised from 1 January 2002 until 31 December 2011 to exempt or reduce partially from the AIEM tax (“Arbitrio sobre las Importaciones y Entregas de Mercancias en las islas Canarias”) some products produced locally in the Canary Islands. The AIEM tax is generally imposed on products imported into or obtained in the Canary Islands. In the annex to the Council Decision is the list of products to which the above mentioned special measure applies. The difference in taxation between goods taxed on a regular basis and those to which is applied an exemption or partial reduction cannot be higher then 5%, 15% or 25% depending on the product.

In the Council Decision of 20 June 2002 the reasons underlying the adoption of the special arrangements were presented. The main sources of the problems faced by the Canary Islands are isolation and fragmentation of the market. This causes various difficulties mainly connected with higher production costs (transport, energy, supplies of raw materials, treatment of waste, etc). It also contributes to the low diversification of the economy which is weaker and more susceptible to negative changes than European and global markets.

In other words the special measures were introduced to counter disadvantages faced by the Canary Islands and thereby allowing the economy of the Islands to develop. They were especially targeted at strengthening domestic industry by increasing its competitive position, which is disadvantaged because of the location, structure and size of the market.

Also, they are unable to benefit from globalisation. The AIEM aims at reducing those disadvantages of the market of the Canary Islands. Data provided by the Spanish Government shows that positive effects were observed after the special measures were introduced, however the problems underlying the special tax scheme continue to exist. Therefore continuation of special measures is justified.

http://eur-lex.europa.eu/resource.html?uri=cellar:777c256b-adfe-11e3-86f9-01aa75ed71a1.0002.01/DOC_1&format=PDF

(E)conomic factors

The second factor, which influences the working process and the accomplishment of Hotel Costa Calero is the economic ones.

GDP growth forecast for 2015 and 2016 to 3.3% and 3.0% respectively. Overall, the greater economic dynamism encourages the creation of more than 60 000 jobs in the biennium 2015- 2016.

the consolidation of the price of a barrel of oil at relatively low levels compared to the average of 2014 can be a significant boost to the Islands’ economy in 2015 and 2016

the European Central Bank surprised with a policy of quantitative expansion of higher volume than expected, and has left open the date of termination of the program. These actions will promote a reduction in financing costs to the private sector, especially in economies such as Spanish where fragmentation of the European financial system resulted in higher interest rates for households and firms in other eurozone countries. This will support growth in new credit operations and enhance the good performance of domestic demand. Depreciation of the euro against the dollar, that will put the exchange rate around $ 1.1 / ˆ 2015 on average BBVA Research estimates suggest that this depreciation of the euro 20% of its value in 2014 could boost the 0.8 pp Islands’ economy in 2015, the result of improved export competitiveness

Canary faces several challenges, most notably an unemployment rate still above 30%. Return the regional appeal, increase the participation rate of young people and, above all, of those over 54 (see Box 3) and accelerate job creation consistent with increases in productivity must be considered a primary goal for the sake of reverse the divergence of per capita income about major European regions.

On the revenue side, the approved budget reflects an increase in non-interest income of 3.5% compared to the initial forecasts of 2014, driven by increased resources Economic and Fiscal Regime of the Canary Islands (REF), which will be helped by the recovery in consumption and changes policy of the Tax on imports and delivery of goods in the Canary Islands (AIEM).

The tourism sector is the main engine of the Islands’ economy (around 30% of GDP ) and, during the last five years,

2014 closed again, posting record figures in the number of visitors. Indeed, the Canaries received 11.4 million foreign tourists, up 8% from the previous year. By country, the UK (4 million) and Germany (2.7 million), remain the main source markets.

Moreover, total tourist spending in the region also set a record with more than 14,200 million euros. This represents an increase of 7.1%

%, the fall in the average stay (-0.3 days) it is primarily responsible for this development. Also, other factors help explain this phenomenon. Although geographically, the fall of stay has been widespread among the major source markets, this decline has been most pronounced among travelers aged between 45 and 64 years and tourists with high income levels, which added a decrease in daily spending,

https://www.bbvaresearch.com/wp-content/uploads/2015/04/Situacion_Canarias_Abr15_Cap31.pdf

(S)ocial Factors

Canary Islands have a population of 2.104.815 wherefrom Lanzarote dispose of 141.940 inhabitants. Major percentage of this population is from Spaniard origin (109.178 in Lanzarote) and the rest of includes of German, Italian, Romanian, Moroccan, English, Columbian and from Chinese origin (These major nationalities from the population of Lanzarote are noted in the paper by their number of beyond one thousand from the residential nationality origin in 2014 (datosdelanzarote.com, 2014)). http://www.datosdelanzarote.com/itemDetalles.asp?idFamilia=9&idItem=6531

This means, that Lanzarote is a culturally multiple island due to its historically and up to present migration into the island/s.

The age structure in the Canarias is as follows; the age group from the total population under 16 is 22.2%, in Lanzarote is 27.3%, the working force from age 16 and under 65 is 56.9 in the Canary islands and 63.1% in Lanzarote from the citizens and finally people of age above 65 is 20.9% in the Canarias and 9.6% in Lanzarote (ine.es, 2014 and datosdelanzarote.com, 2014).

http://www.ine.es/jaxiT3/Datos.htm?t=2853

http://www.datosdelanzarote.com/itemDetalles.asp?idFamilia=6&idItem=6648

Education in the Canary Islands is compulsory for children below the age of 16 (gobiernodecanarias.org, 2010), which is a free for this aged population. Primary education is compulsory, however the rate of school leavers is 35% of the population between age 18 and 24, which might be caused the inefficient share of knowledge, demands of skill obtaining, low levels of standard education, however, according to Social and Political Pact, by 2020-2025 85% of the population would be compulsory to dispose a certificate from intermediate education (ec.europa.eu, 2012).

http://ec.europa.eu/regional_policy/sources/docgener/studies/pdf/rup_migratory/canarias/ex_sum_canary_en.pdf

http://www.gobiernodecanarias.org/educacion/5/DGOIE/PublicaCE/docsup/Estudiar_en_Canarias_Ingles.pdf

(T)echnology

Technology is one of the variables that could directly influence the business operations. The use of development in IT helps to maintain a smooth communication and operation in the organization and with customers as well. It largely influences the marketing and promotion of the products, so the say the service. The way of communication is changing to web based techniques. Hotel Costa Calero can be reached through their official website and social media such as Facebook, however their website should develop their channel, because of their discomposing appearance from their disordered outlook.

The location of Canary Islands make possible to get around it by plane only. There are eight airports altogether in the Canary Islands and have an extensive network of highways. Numerous airlines established long distance flights to the islands such as its low budget known Ryanair, which is a great opportunity for those visitors who have limited budget for vacations. There are large ferryboats that link islands as well as fast ferries linking most of the islands.

The increased use of tablets and smartphones is creating a convergence of e- and m-payments.

M-payments are increasing at a rapid pace with non-banks slowly increasing their share of transactions. From 2011-2015, m-payments are expected to grow by 60.8% to 47.0 billion transactions.

The mobile payments space is increasingly competitive, with banks and non-banks striving for market dominance and consumer loyalty.

The slight slowdown in e-payments growth (from 19.2% in 2012 to 15.4% in 2013, a total of 29.3 billion transactions) has been due to a shift towards m-payments use, driven by increased penetration of smart phones and the internet, advancements in technology, and innovative products and services. Going forward, e-payment transactions are expected to grow in Europe as progress is made on the European Union’s revised Payments Services Directive (PSD II).

https://www.worldpaymentsreport.com/The-Convergence-of-E-and-M-Payments

The Canary Islands have been able to transfer successfully to their African neighbours their own expertise and technological developments, mainly in the renewable energy and water technology sectors, for providing basic services such as electrification and water supply services to isolated rural communities.

The Canary Islands Government is deploying in the region technology parks specialising in adaptive technologies for development.

Water treatment:production of 600,000 m³desalinated water per day. The first desalinating plant in Spain was inaugurated in Lanzarote in 1965.

Solar energy:more than 2,500 sunlight hours per year, with a radiation of 5-6 KWh/m²per day. Photovoltaic systems operate with the production of more than 1,700 hours.

Wind power:constant winds with average speeds of 6 to 8 m/s provide wind farms the equivalent to 3,000-4,000 wind hours.

Geothermal energy:there are two projects currently in progress.

These renewable energies can be implemented into the hotel industry to Hotel Costa Calero specifically for electricity purposes and to expand and develop it to other firms and association for variant countries.

http://www.canaryislandshub.com/en-us/sectors/naturallaboratory.aspx

(E)nvironmental factors

This factor became important in the last fifteen years because of increasing scarcity of raw material, pollution targets, doing business as an ethical and sustainable company, carbon footprint targets set by government. These are just some of the issues marketers are facing within this sector. More and more consumers are demanding that the products they buy are sources ethically and if possible from a sustainable source.

The European Union emphasizes waste management as one of the most important issue of political movement with the elementary factors such as reduction in the volume of waste generated, optimization of recycling, reuse and safe disposal.

Waste treatment Waste treatment companies2 , both of urban and non-urban origin, managed 44.9 million tonnes of waste in the year 2012, which is 10.0% more than the previous year. 96.1% of the managed waste corresponded to non-hazardous category, reaching 43.1 million tonnes (10.9% more than in 2011). Conversely, hazardous waste stood at 1.8 million tonnes (8.6% less than in 2011). Of the total waste, 53.6% was sent for recycling, 39.6% for dumping and 6.8% for incineration.

In total, 24.1 million tonnes of waste were recycled in 2012, the main categories being Metallic (10.1 million tonnes), Paper and cardboard (4.9 millions) and Animal and plant (2.2 million) waste.

In the Canary Islands altogether the population created 44.9 million tonnes of waste in 2012, which is increased compared with the previous year with 10%. 96.1% of the gathered waste complemented to non-hazardous category, which 43.1 million tones from the total. The hazardous waste from the total was 1.8 million tons. From the total waste 53.6 % was processed in recycling mode, 39.6 % was dumped and 6.8% was incinerated. This means, in total 24.1 million tons was recycled in 2012 wherefrom the waste was metallic (10.1 M), paper and cardboard (4.9 M) and animal and plant (2.2 M).

(L)egal factor

The Canary Islands have extremely transparent fiscal regulations, fully approved by the European Union and Double Treaty Agreements signed by Spain. Recently, several actions have been adopted to combat tax avoidance and offshore tax As an European region, the Canary Islands are subject to the European legal system, and, as an autonomous community of the Kingdom of Spain, all the national regulations are applicable in their territory.

The EU legal system has one of the highest standards of international legal security, which results in higher protection for companies based in the Canary Islands in many aspects, including data protection, free competition and financial regulations, evasion by the OECD and the G20 governments. These transparent fiscal regulations , administered by the Economic and Fiscal Regimen of the Canary Islands (REF), benefit companies through legal process cost reductions.

Instead of VAT, Canary Islands use IGIC, which is an indirect tax and it makes possible to create and sustain efficient businesses among different countries that dispose with the ease and balance the isolated geographical location of the Canarias.

http://ec.europa.eu/regional_policy/sources/activity/outermost/doc/plan_action_strategique_eu2020_canarias_en.pdf

Moreover, currently Costa Calero lacks of the mobile application service, which might be advised to keep up with this technological trend.

“With the use of examples, define tourism motivations and identify how they are formed and influenced by individuals, society, and the tourism industry”

The International Union of Official Travel Organizations (IUOTO) proposed a definition of the tourist, this definition was approved in 1968 by the World Tourist Organization (WTO), stating that international tourists were “Temporary visitors saying at least twenty- four hours in the country visited and the purpose of the whole journey can be classified under the following headings: (a) leisure (recreation, holiday, health, study, religion and sport); (b) Business (family mission, meeting).”(1963)

Tourism motivations are essentially the ‘push and pull’ factors associated with travel and a destination, Traditional models have defined push motives as the desire to go on vacation in comparison to the pull motives explaining the choice of destination. These push and pull factors are made up of internal, psychological and external, situational motivations. Tolman (1932) hinted towards an idea of a dichotomy where internal and external motivations containing the emotions (push) and cognitions (pull). This dichotomy illustrates the universal nature of needs all humans experience as well as including the presence of objects where needs arise.

Goossens (2000) presents a marketing outlook on the subject and concurs that attention from a research perspective shows that pull factors of tourist behaviour, since they are more representative of the specific attractions that the destination offers. This changes the relationship between the push and pull factors as only one of them can be truly examined as most push factors would be unique to the individual, but incorporate similar themes. It is important that we look at them separately, and as part of an interrelated model in order to fully understand Gosossens theory that “the push and pull factors of tourist behaviour are two sides of the same motivational coin”

Tourists are pushed by their emotional needs and pulled by emotional benefits, emotional and experiential needs are satisfied by seeking pleasure through making choices and altering behaviour, directing attention to desirable feelings and leisurely experiences. Generally speaking motivations happen when an individual feels the urge to satisfy a want/ need, the goal of the action causes the motivation to achieve a mood elevating good feeling.

Lazarus’ (1990) depiction of emotion is both related to motivation and cognition (strategic thought) “When we use the term emotion, especially from a cognitive- motivational- relational perspective, we are referring to a great many variables and processes such as the eliciting environmental and internal conditions that produce a person- environment relationship… When people use the term emotion they may have in mind either the whole configuration or one or another of its components” This is important because emotions are not just strictly feelings, there is a huge thought process underneath all the underlying issues. There are many differing opinions on the matter particularly from consumer researchers, as they argue for and against; that the experimental aspects of consumption, for example tourist fantasies, fun and feelings play important roles in consumer behaviour in particular to leisurely activities. Assessment of the strength of the feelings achieved compared to the feelings anticipated is an important aspect in any holiday.

Tourism is an advocate for hedonistic behaviour and the pursuit for pleasure can often direct behaviour into unconsciously disregarding social norms. Drive is the energizer for behaviour and causes the behaviour to occur, eventually leading to the feeling of depravation. Feelings of depravation trigger actions usually leading to hunger or thirst but can be more extensive. Tourists often disregard social norms whilst on holiday in order to truly satisfy themselves and when compared to past attitudes this is usually completely out of character. These aspects trace the behavioural cycle according to Gnoth (1997) which incorporates aspects of the formation of motivations and intentions, the actual behaviour created through experience and the evaluation and retention of the consequences. Tourism motivation models should acknowledge with more strength the emotional influences in the formation of motivation processes.

Historically holidays and tourism are a phenomenon that evolved in conjunction with cultural development creating vacations of purpose, the Western World cultivated this concept and restructured it to become stress relievers, and they also have aspects of personal development and self realisation. This new fundamentally new decision making process eliminates the basic questions that have already been solved, instead of choosing between whether to travel or not, the main concern is now placed on how, when and how to travel, given the necessary parameters of opportunity, time and money. This decision making process was tabulated by Krippendorf. (1987)

A motive is a lasting disposition, where each motive is structured to form behavioural goals. The contents referred to according to Heckhausen (1989) are made up of learned behaviours, as the goals make reference to the consequences of one’s particular actions. This collective term processes the effects within common parameters within particular situations. Each individual has certain behaviours with expected results. There is a clear distinction between motives and motivations; motives are the energy that creates people to act, where as motivations allows these motives to be expressed.

People develop different characteristics and habits that contribute to their individualism, particularly the ability to react differently according to the external stimuli. This is best described by Murray (1938) “In other words, what an organism knows or believes is, in some measure, a product of formerly encountered situations. Thus, much of what is now inside the organism was once outside” Murray presents different perspectives on the situation, which i believe helps us to understand the determination of ones disposition.

Although motives lead to direction and a goal, only motivations actually include them in general, they refer to the interaction between the two. This parallels the approaches by cognitivist and behaviourist psychologists. Knowledge about motivations has the ability of determining to planners the trends in behaviour, constant monitoring is a necessary step as tourists often alter their preferences.

An important part of tourism motivation is that of the behaviour between the guest and host in accordance to Pearce (1982) where the encounters between the two are described as; visitors who are on the move to enjoy themselves interacting positively with hosts, who are usually stationary and who have the function of catering for these visitors.

Change is a regular occurrence in the tourism industry, competition of products and destination changes the rate of holiday experience. Tourists have established habits when looking to travel and when on holiday, their perception differs to somebody who could be travelling for different reasons. Tourists once had limited knowledge of the destinations that they had previously not travelled to. With the ever increasing update in technology many tourists are able to find out about their holiday activities and see much more than photos before they arrive, this is comparatively different when discussed alongside the biggest development that happened in tourism in post World War II times. Parrinello (1993) discusses this with particular interest to the specialisised organisations, such as travel agencies that today are in a strong position to stimulate activity towards motivation with the use of redefined photography and to the extent of videos that are extremely effective amongst target groups.

A case study on the island of Lanzarote (Canary Islands), Spain is presented by Beerli & Martin (2004) in regard to its tourism allurement as a destination, the tourist’s motivations and their accumulated experience of travel on the island. The island is small in size and in attractions, the island is popular as to its ‘sun and beach’ atmosphere and the relaxation and stress relief that it offers. It is a well established escape from the stress of the regular daily routine. The sun-based destination of the island has high levels of repeat visitation, because of this it has been suggested that it should update and develop a variety of attractions to maintain a portfolio of new activities and attractions. This mirrors the management of such destinations as theme-parks, where they add a new amusement ride or similar attraction to guarantee repeat visitation form tourists and locals of the area. These new developments are greatly influenced by the messages spread through word of mouth, as this is an important tool in social circles; the sharing of the positive experiences as it recruits more tourists and strengthens relationships between the vacation and the vacationer. The study also found there to be significant differences between socio- demographic characteristics related to age, gender, education, social class and country of residence, creating differences between motives and motivations of each individual traveller.

In conclusion it is evident that tourism motivations are influenced by many things particularly images; when these ‘pull’ images are presented, motives lead to motivations. Where there is a strong relationship between the tourist’s motivations and the nature of the destination, the influential image is successful. With the ever increasing acknowledgement of emotions as a separate system rather than part of a larger system of attitudes, we can further identify tourism motivations and the trend it presents in the growing of the tourism industry and inclusion of people who normally wouldn’t travel. Through learning processes we seek to find fulfilment, it is the reward for all the hard work that essentially goes with the construction of a holiday. Retaining this feeling is important as it leads to repeat visits and further travel. This indication of prior motivation leads to an increase in drive representative through mental awareness.

Motives turn into motivations when grouped together with opportunity and a tourist’s value system. According to Gnoth (1997) the interaction between these elements alters a tourist’s perception of an object or destination leading to the tourists future needs and wants. These emotionally driven values are the essence that targets destinations leading to experiences. Outer- directed values target objects of symbolic value that are difficult to replace and it is expected of them to reduce drive once satisfied. The diversity of the possible different motive combinations creates the differences in the outcome of motivations. Both feelings of pleasure and relaxation are the biggest push factors, mirrored by the sun, surf (and associates) and native culture being the strongest pull factors, particularly the combination and relationship between the two factors.

Tourism is a preferred leisure time activity. The motivation which triggers an individual to select particular hobbies and places for holiday is exciting tasks, which permit for a healthier comprehension of people’s attitude and behavior in the area of free time utilization. The motives why individuals prefer a tourist place in place of another are vital matters for both schedulers and administrators of tourism industry. Motivation is the compelling push which makes a person to undertake some action. This means that inspiration triggers a person to act on something. Motivation is therefore the starting point of all conduct as well as traveling. Tourist inspiration is the international incorporation and interaction of natural and social forces which provide worth and bearing to tour options, attitudes and familiarity (Maslow, 1943).

Segmentation is used to separate consumers into clusters with universal wants and needs so as to produce specific commodities and services to fulfill each cluster’s of requirements. This is a tool to cluster clients into different cluster depending on their assortment of distinctiveness, which will permit for additional objective oriented marketing. Moreover, the industry of tourism plays a fundamental position to the financial system of a country in particular and to the cities. Milton Keynes is a city that has stood in the lime light of tourism and as such has remained an attraction site for customers from all parts of the world both young and old (Nick & Gyimothy, 2002).

1.2 Motivation

People’s inspiration to act is an exciting issue to discover, particularly in comprehension of free time motivation. The idea of motivation in a marketing framework is described and comprises the surroundings of motivation in a tourism perspective. Motivations are the primary rationale for a specific traveling conduct and are a fundamental task in comprehension of the assessment of tourists’ processes, as well as evaluating the succeeding contentment of tourist’s anticipation (Songshan & Hsu, 2009).

Motivation is basically the means that respond to the doubt concerning the reason why and how individuals’ behavior is triggered and directed. For that reason, motivation is well thought-out as the inside causes that inflate and influence individual behavior. It is expressed as a compelling power that causes us to be in motion. In the same way, motivation can be described as an “inner force” that pulls an individual to take action and offer a way to the conduct. Motivation itself is the progressions that guide individual to act as they act and the procedure start when a want occur that a user desires to gratify. Once the want has been triggered, a situation of hostility present that coerce the customer to try to lessen or eradicate the want (Vroom, 1964).

Moreover, motivation is also described by “motive”. Motive and motivation mean inducement or force. Though, motivation is deeper than motive. Each one has its distinctive type of stuff in the kind of objective of conduct but motivations have outcome of circumstances of contacts. The difference between drive and inspiration is significant since it permit a classification of the vigor that cause people to act permit these intention to be articulated in a different way by various persons. It is affirmed that motives be differentiated from inspiration, where the earlier refer to the nonspecific refresher for conduct. In fact, motivations entail aim or substance and are relations between drive and circumstances (Solomon, 2004).

Motivation is a significant force that incite human into dealings with an endeavor to get what they require. The theory argues that there are three explicit characteristics of motivation, which is the provocation of behavior, the command of behavior, and perseverance of behavior. He elucidates that provocation of behavior entails what stimulate human behavior and command of behavior is relate with what regulate behavior to obtaining a particular goal. Perseverance of behavior is involves how the behavior is maintained (Uysal & Weaver, 1995).

In general, fundamental motivation theory illustrates a vibrant procedure of inside psychosomatic features that is wants, desires, and objective, which create an embarrassing, level of pressure in the human intelligence. These internal wants and ensuing tension then arouse and trigger actions to gratify the wants. Motivation is therefore seen as the stimulation to please wants. Furthermore, based on Maslow (1943), human wants raise other needs and demands provided that the present ones are met (Maslow, 1943).

1.3 Segmentation

Segmentation is an end user method that entails sectioning the market into sections of persons with comparable requirements, and same behavioral distinctiveness and who for that reason necessitate same tourism marketing combination. The more thinly the market is sectioned, the better the probability that the target places or attraction sites will be able to put into practice targeted marketing promotion to practical, distinctive groups of guests rather than haphazardly marketing to the market normally. Market segmentation, hence, has important connotation for resolving of tourism promotion strategy (Nick & Gyimothy, 2002).

1.4 Motivation in a Tourism Perspective

As the explanation and theories above demonstrates, in broad-spectrum human conduct is both target to, and comes from discontented wants. Human being does all things for a cause, even though at times it is not simple to decide specifically what the cause is. To appreciate motivation in tourism perspective is to understand what motivates tourists to select a specified destination. The definition of tourist motivation is the international assimilation network of natural and social forces which provide worth and route to travel options, conduct and familiarity (Uysal & Weaver, 1995). Why do a number of individuals choose to go to Milton Keynes on their leisure time, whereas others use their free time visiting to other places? If we imagine tourists create choice concerning their destinations for specific motive, we can take up that those motives are a purpose of their inspirations (Seyhmus & Uysal, 1996).

Human being has the appropriate motivation right to travel, the type of picnic and places to visit is often determined on the basis of perception or value of a variety of alternatives in the available in the market. It is additionally stated that human beings then travel for holidays due to various reasons and they take part in the creation of the picnics in a variety of ways (Ragheb & Tate, 1993).

Motivation in a tourism perspective thus responds to the problem of what excite an individual to take a trip. The responses will denote main aspects which inspire the traveler to buy a specific tourism item for consumption. The responses can be divided into three categories: free time, or business reasons, or all together. There are six major factors that inspire human being to tour certain target places: bodily, emotive, private, individual growth; class and social. In particular, persons who have also one or some or all of the six factors would decide a target place where they can gratify their inspiration. For example, bodily intention is the intention for rest; sensation motive may be the drive of reminiscence or yearning for a specific place or take pleasure in the romance, etc. Individual motivation might be the need of going to see acquaintances and relatives or create new acquaintances. Personal growth motive may well be the motive of improving knowledge. Motive for status comprise the urge to get something such as uniqueness or style talent and cultural motivation may perhaps be the motive of finding out new cultures (Siew, Lee, & Soutar, 2007).

Human being take a trip because of the factors stated above in order to fulfill their diverse needs, which on the other hand alter their options of target destination places. Therefore, inspirations are the things that influence people’s options of touring diverse ways. Based on theorists’ motivation theory, human being are motivated to do something or select a destination based on the wants. Human beings have a greater drive for achievement more than the wants for belongingness, power, and uniqueness. They strive hard in order to be distinct from others who may have the same needs. They have a drive to do things in a different way from others since this set of human being like to take personal accountability so as to get their own fulfillment from their accomplishments. On top of these they like to set target for themselves in a way so that their goals are not low and easily achievable, and not too high to be realized. In the area of tourism, tourists with high needs for achievement avoid high and low risk situations (Ragheb & Tate, 1993).

Human beings with needs for affiliation more than other needs require the harmonization in interaction with others. In other words, they are vulnerable to the manner, feelings, or conditions of others. Comparable to the wants for belongingness in Maslow’s hierarchy of needs, the affiliation need is a motivation that can influence people’s attitude and manifest itself in diverse ways. In tourism, affiliation needs is revealed in the need for social encounters that is the need to convene new people, friends and family so as to have good times. Those who have soaring needs for authority like to control and direct others by means of power. Consequently, they have a preference to tour to places where they are famous and where they believe they can cause others appreciate them. In other words, tourists with elevated want for power may have a preference for activities where they can cause others, defeat competitors, win negotiations and make views, or achieve power (Uysal & Weaver, 1995).

Milton Keynes is a tourist destination that has motivated people to visit during their leisure time. This tourism destination have attracted tourist because of the varied attractive sites such as the hotels, restaurants among the many (MiltonKeynes report, 2009).

1.4.1 Leisure Motivation Scale

There are four causes or aspects that can decide the fulfillment derived from leisure interest. These four causes, which often encompass fourteen items, are academic, social, capability, and motivation averting motives. The academic motive evaluates the degree to which persons are motivated to connect in leisure actions which comprise mental tasks such as education, discovering, ascertaining, contemplation or inventing. This mean that academic issues would head persons to come out in leisure tasks which they believe would add to their wisdom (Vroom, 1964).

Secondly, the social constituent evaluates the degree to which individuals involve in leisure actions for social motives. This component comprises two basic requirements, the need for companionship and interpersonal relations, at the same time as the second is the want for the high regard of others. These needs stimulate persons take part in activities that might fulfill their wants of possessions, self-esteem and admiration from others (Maslow, 1943).

The third motive, the capability motive inspires persons to look for challenges and compete. Finally, the stimulus averting motive evaluates the force to run away from life circumstances. It is the necessity for some persons to stay away from collective associates, to seek privacy and calm surroundings to search for rest and to unravel themselves. This last motive constituent involves the reality that a number of people need to run away from their everyday life to get something fresh and to relax (Terry & Hsu, 2006).

The destination site adopted has utilized all the aspects described above. We see that there are various education institutions within the Milton Keynes that ranges from small institutions to higher institutions of learning. This alone motivates an individual to visit such a destination points as there are social activities aiding people to learn and at the same time to enjoy themselves (Solomon, 2004).

1.4.2 Push and pull theory of motivation

In general, tourists’ inspiration is described by means of the definition of a force that causes individual to travel. This is split into two categories: internal forces and external forces. According this theory, tourists are pressed by inspiration into the choice creation of touring and are drag by target distinctiveness. The push inspiration is justified by need for run away, relaxation and recreation, status, wellbeing and health, exploration, social contact, family unions, and enthusiasm. In dissimilarity, the pull inspiration is established by targets places appeal, for example, seashores, state museums, or established cultures (Siew, Lee, & Soutar, 2007).

Appreciation of the foundation of tourists’ inspiration can assist Tourism Company or companies to develop good company procedures and policies to uphold and expand their own industry. To appreciate motivation theory in a tourism perspective is to recognize what inspire tourists to prefer a certain target places. Through this, Tourism Company can decide how to employ the learning to know what feature (s) of their position inspires tourists to tour, and in turn how to keep and build up the location to draw more tourists. If not, they may possibly just grow without any design or purpose. This occasionally would head to a predicament of building away from what clients need and want (Ragheb & Tate, 1993).

Understanding needs theories will assist us be aware of what clients want during their lodge as the main stage want, as well as what will be the subsequently phase of their wants, so that we can arrange how to convene all of their prospect and requirements. This is superior to simply presenting services and goods with no any order of precedence. Secondly, it will assist in spotting what type of tourists are in which phase of the necessities theories so that focus is put on how to meet the requirements as they increase and progress. The custom at times is not precisely the similar as what the theories investigated, nevertheless, by learning the theories we can know the usual rules to go after in doing trade in a tourism area (John & Horner, 2003).

Milton Keynes is an all round attractive city that pulls and push individuals and families to visit because of the available facilities that caters for the needs of all people. The attraction site has considered different age levels ranging from the young to the adults (MiltonKeynes report, 2009).

1.4.3 Wants-based Motivation

The idea of satisfying wants and the balance that fallout from congregating wants are basic to the majority motivation theories. There is an implied postulation in all tourist inspiration studies, that the client will select the target or type of celebration or vacation that will most excellent meet the desires or requirements. The idea of balance that fallout when no inconsistency arise amid the fancy conduct and actual conduct. This idea of symmetry is intrinsic in the majority theories of motivation. Maslow’s logical arrangements of needs theory even though developed in the area of psychology has turn out to be extensively important as the well known general theory and has been used to account for motivation in various disciplines. Needs-based inspiration theories have been disapproved of in the tourism and other client’s motivation literature. Even as they have been recognized as valuable for attracting attention, a broad spectrum of diverse wants that can inspire human actions call for more than a comprehension of human wants, since information of people’s wants will not automatically tell us what they will really do to satisfy such wants. Certain disapproval of Maslow’s hierarchy needs theory comprises its recognized power of being adequately general to cover the majority of list of human needs, imply that the ideas are too general (Maslow, 1943).

Despite this disapproval, Maslow’s hierarchy is well thought-out as a helpful instrument for comprehension of consumer inspiration, creating marketing strategy, suitable advertising attraction and as the foundation for market differentiation and product location since consumer commodities often act to fulfill each of the need stage. Maslow’s need hierarchy is an emotional activator that permits marketers to converse with their target clients on an individual, significant level that goes above product value. In specific, the manner in which an people’s needs might be interpreted into motivated conduct is essential when dealing with tourist motivation and other issues must be put into thought if the justification of tourist inspiration is to be of beneficial in foresee tourist behavior (Terry & Hsu, 2006).

Based on the theory, the destination site is one of the best sites that can satisfy the needs of a human being according to Maslow’s hierarchy of needs. The need of belongingness and self esteem can be fully met at Milton Keynes (MiltonKeynes report, 2009).

1.4.4 Expectancy Theory of motivation

Forecasting on the cause of motivation on conduct also necessitates an awareness of the procedures whereby wants are changed into aggravated behavior and, in specific, of the way people prospect give aggravated conduct its direction. Wants-based theory of motivation is mainly based on a content theory of inspiration and disregards more new progress in motivation theory such as employment motivation theory, expectation theory or valence instrumentality- expectancy theory. Vroom (1964) put ahead two equations the initial one of which has been employed to account for or forecast work-related preference and job contentment, the second being to give details or calculate work-related selection, staying in a job and job endeavors (Vroom, 1964).

Expectancy theory, all through the ideas of valence (prettiness), instrumentality (for attaining other result) and expectancy state the thought that inspiration is a function of the prettiness of the outcome and the expectation of attaining that result. Expectancy theory permit a lot of the existing ideas tourist motivation study to be included within a definite theoretical structure i.e., wants theories such as Maslow and Murray; emotional characteristic of tourist motivation – the requirements which bring about the wish to tour in the first place – with the cognitive characteristic – the choice creation concerned in selecting whether to go on holiday and, if so, where (Nick & Gyimothy, 2002).

They further assert that work-related (or holiday) favorite and career (or holiday) substitute appear to have the furthermost significance to tourist motivation. It is suggested that an expectation model of holiday first choice and alternative, which include wants, prettiness (valence) of holiday characteristics, comparative favorite of dissimilar holidays, and the inspiring issues of know-how of holiday target places distinctiveness; restraining issues such as cost, desired place; expectations; and influential of holidays for giving characteristic. All of these are predisposed by a diversity of informants including flyers, guide books and other people’s knowledge, and also by the personal own encounter of preceding holidays of the similar or a comparable type; therefore the feedback loops built into the representation. They also come up to a theoretical selection of holiday which recognizes the significance of both push and pull aspect (Solomon, 2004).

The expectation theory of tourist motivation stresses the association between inspiration, favorite and selection. It is essentially a wants-based model than a values-based model of tourist motivation that then looks at prettiness, instrumentality and prospects of results as well as the manipulating factors of know-how of tourist goods distinctiveness and other restrictive factors. There is a substitute to see inspiration and anticipation configuration, the undertaking of which is based on both the deeds notion of drive lessening and the cognitive concept of outlook and ideals. A restriction of the expectation theory and model, is that the involvedness of expectancy theory creates it hard to use the mock-up to foresee individual conduct, and hard to gauge since there are a lot of variables. This complex method of examining inspiration, work to draw attention that tourist motivation is, itself, a multifaceted area of interest (Ragheb & Tate, 1993).

1.5 Segmentation of the Tourism Market

A tourism market contain of all persons with adequate motivation, capability and chance to tour a target place or appealing centre. Market segmentation is an end user method that entails sectioning the market into sections of persons with comparable requirements, and same behavioral distinctiveness and who for that reason necessitate same tourism marketing combination. The more thinly the market is sectioned, the better the probability that the target places or attraction sites will be able to put into practice targeted marketing promotion to practical, distinctive groups of guests rather than haphazardly marketing to the market normally. Market segmentation, hence, has important connotation for the resolving of tourism promotion strategy (Nick & Gyimothy, 2002).

While segmentation is supposed to be concerning trying to choose which reasons or variables contain the most persuasions on tourist behavior, in real sense what majority of individuals describe as segments are only classifications. Furthermore, segmentation can be: a priori – where the principle used to split the market is identified or a posteriori – where no such previous information is available. Proof put forward that many target places and appeal sites still support a priori segmentation method using simply available geographic or demographic facts. Specified that this technique of subdivision has been identified as being as helpful, its significance evidently is doubtful in nowadays aggressive tourism market. More positively, the majority victorious and modern UK target have at present build up segmentation plans depending on tourist motivations and behavior instead of being lured to the conservative way of easy grouping (Terry & Hsu, 2006).

1.5.1 Geographic and demographic segmentation

This is a methods based on distinguishing marketing plans that have conventionally been supported by regional or demographic differences in tourist attitude. These techniques are helpful as an opening point for tourism companies inhibited by inadequate capital to acquire a better comprehension of their market. They are fairly simple to describe and evaluated and the data used to assist section the market is often liberally obtainable from public resources. In this esteem they do give a transparent if somewhat limited outline of guests and other tourism clients that might be utilized to expand marketing plans such as choosing where and how to encourage tourism goods (Terry & Hsu, 2006).

However, these methods have a variety of disadvantages: First, They are outdated and primitive, partly since they depend profoundly on quantitative and based on facts data to create universal postulation which are then applied to attempt to give explanation on tourist conducts. Secondly, they lead to major label that typically wrap up or conceal significant difference in tourist attitude. Yet a lot of target places, attractions sites and tourism provider business still put huge stress on geographic and demographic sectioning, which is called the past methods terminated a decade ago. So as to create a supplementary exhaustive outline of possible markets it is obvious that the real advantage of assuming a geographic and demographic segmentation tactic is as a basis for further extra tourist oriented techniques (Uysal & Weaver, 1995).

1.5.2 Profile Segmentation

This is the combination of geographic and demographic segmentation factors to evaluate tourism clients by where they reside. This grouping method is put on the foundation of facts such as kind of housing, profession, number and age of kids and way of life. This method can as well be applied to discover the demographic distinctiveness of specific environs. Separating the tourism market by alignment of persons in terms of one or more outline features like age and way of life divisions can assist destination marketing companies to liaise with them more successfully and efficiently, mainly when joint with extra lifestyle facts where probable.

Even though these outlines are comparatively simple to generate and used, they are in the major comparatively unfortunate methods of prediction of tourists’ leisure benefits and related touristic conduct. In current years, though, there have been several efforts by business professional companies to create geo-demographic sectioning more complicated to give a more improved method to tourism marketing (Terry & Hsu, 2006).

These arrangements are fundamentally multivariable categorization of the Milton Keynes inhabitants accumulated on the foundation of quantitative information. They give helpful insights into tourists’ conduct, which are then employed to aim particular neighborhoods or market sections so as to give high price tourism goods and services and better stages of tourist contentment (MiltonKeynes report, 2009).

1.5.3 Psychographic segmentation

This technique attempt to classify persons based on the lifestyle and their characteristics of each individual. This has come to be referred to as too difficult to use but it is fashionable. This is due to the fact that it encompasses intangible personality and variables such as the beliefs, opinions, interest, and aspirations of potential tourist or clients.

This method has come to be used due to the major disadvantages and limitations of segmentation method and these assist decision makers to get deep into the mind of the tourist so as to get an understanding of their driving behavior (Nick & Gyimothy, 2002).

While psychographic segmentation was regarded as less technical than other type of sectioning, scientific growth now signify that this slight segmentation method is known as being extra suitable for the tourism division. Without a doubt, the augmented advancement of psychographic sectioning is now giving full end user insights to permit tourist target places to grasp jurisdiction of their guest wealth and aggressively plan and make target places knowledge to match the requirements of numerous tourist segments at the same time. Geo-demographic techniques, like CAMEO which integrate some way of life variables, have been employed in this competence by targets like Milton Keynes (Seyhmus & Uysal, 1996).

1.5.5 Multivariable segmentation

This technique entails setting an assortment of pertinent characteristics pull out from all four groups in conjunction with the tourist market measured. In reality, as the business geo-demographic structures have progressed they have as a result become multivariable throughout the integration of geographic, demographic and psychographic features to partition the market into valuable and useful clusters. The method necessitates that tourist clients are grouped based on their surroundings, wants and requirements (Ragheb & Tate, 1993). To decide whether the tourist market has been appropriately divided, the subsequent standard should be taken into account: Effective and distinctive needs, Measurability of client’s behaviors, Accessibility of target places put in mind the cost, Actionable to allow full exploitation of opportunities arising (Vroom, 1964).

1.5.6 Ark Leisure segmentation technique

As viable target places and tourism companies seem to build up marketing approaches that aim openly specific and distinguishing sections with high significance tourism proposal to distribute genuine knowledge and better stages of assistance, it is no longer adequate to fragment exclusively by place, socio-economic or geo-demographic distinctiveness. Objective marketing approaches conventionally describe target markets as ‘ABC1s’ or employed demographic facts to forecast their capacity and readiness to tour a place or attraction site in the Milton Keynes (MiltonKeynes report, 2009).

Nevertheless, this kind of subdivision is nowadays well thought-out to be too conventional and unsophisticated. This is as a result that it does not explain for personal favorite and flavor, ideals and familiarity or other considerable pressure on tourism acquisition actions. Furthermore, behavioral and psychographic classifications are also taken to be unsuitable for many target places owing to their incapability to foresee upcoming behavior or to explain for disparities in life situation correspondingly. Ark Leisure model in is an advanced and extremely distinguishing values-based structure. This gives a fragmented and processed client facts and detailed comprehension of diverse kind of guests in each part of the market (Siew, Lee, & Soutar, 2007).

The Ark Method when refined consists of three elements: Ambitions- this element identify sections based on insight and decision of worth, Life issue and alternative drivers- for instance family lifestyle, and Tourism buy circumstances – housing and desirability inclination, reason of tour, and fulfillment with alternatives formerly completed. One cause for its reputation is that consumer have been capable to outline their guests to set up the precise causes why and how unlike target places or desirability inside a section demand to diverse guests. This method is preferred since it acknowledges that ideals and way of life shape visitors tourism requirements, which then persuade and influence their trip. The insertion of the procure position aspect gives an added segmentation advantage as it mirror the reality that populace make voyage and other tourism choices related on whether the target place or attraction site convene both their ambitions as well as realistic and personal necessities (John & Horner, 2003).

1.6 Conclusion

To appreciate motivation theories in a tourism perspective and segmentation is to recognize what inspire tourists to prefer a certain target destination. Through this, Tourism Companies can decide how to employ this to know what feature (s) of their position inspires tourists to tour, and in turn how to keep and build up the location to draw more tourists. If not, they may possibly just grow without any design or purpose. This occasionally would head to a predicament of building away from what clients require.

Understanding these theories will assist us be aware of what clients want during their stay as the main requirement, as well as what will be the subsequent phase of their needs, so that we can arrange how to convene all of their prospect and requirements. This is superior to simply presenting services and goods with no any order of precedence. Secondly, it will assist in spotting what type of tourists are in which phase of the necessities theories so that focus is put on how to meet the requirements as they increase and progress. The custom at times is not precisely the similar as what the theories investigated, nevertheless, by learning the theories we can know the usual rules to go after in doing trade in a tourism area.

Devoid of suitable and successful segmentation, all other promotion actions are possible to be average at best. At the same time as the tourism division has conventionally remain behind other businesses in making use of the idea of segmentation in promotion choice creation, there is proof to propose that more and more improved market assortment is now the foundation on which reserve distribution resolution at a strategic point are completed.

There are nevertheless far too numerous target places, attractions sites and tourism firms, though, applying the typical, but out-of-date and unrefined segmentation foundations to describe their markets. Optimistically, in their hunt for tourist segmentation

This essay considers tourism management in a coastal tourism destination – Indian’s smallest state Goa. Study critically assesses coastal tourism definitions, tourism background, review of current trends, policies, management issues with recommendations and future concerns.

According to many coastal tourism definitions, it might be concluded that sun, sand and sea are one of the most significant types of holiday in the world, provides an important commercial sector of the tourism industry, but with some possibility of negative environmental and socio-cultural impacts. As Page and Connel (2006) stated, the meeting of land and sea creates biologically and geologically diverse environments and unique landscapes which may form the basic for tourism. Works of Nowak (2007) and Gormsen (1997), similarly defined coastal tourism and agreed that the coastal zones and its natural environment play a major role in attracting tourists, offering the best opportunities for leisure, physical activities and pleasure for all age and social groups which applies to the beaches of all continents.

Coastal tourism definitions also analysed impacts of tourism at the coast from different perspectives including change of socio-economic and settlement patterns, cultural impacts on the local population and its environmental impacts. J. Page (2005), who defined coastal tourism as site for pleasure, and place for spiritual fulfilment also pointed out that inappropriate tourism development in coastal areas can cause erosion, salination of fresh ground water sources, sewage outfall into shallow waters, environmental degradation, pollution, destruction of habitats and ecosystems, loss of coastal and marine resources and impacts on ground water. On other hand, Marsden (1999) considered seaside tourism as tourism of significant economic and social value and the potential for resorts to contribute to rejuvenating neighbouring areas through employment, leisure and business opportunities which should be exploited.

All definitions mentioned positive and negative effects on the regional and national economies, local culture, physical infrastructure and environment. It is therefore essential that local governments issue the relevant laws and set up the methods for efficient control of all the activities made by investors, tour operators and other private and official actors at all stages of tourism. If all the participants collaborate efficiently in general understanding of sustainable development, then tourism at coastal resorts may provide most of positive contributions to the future of coastal areas with less negative effects.

Goa has been formed in 3rd century BC and after its rich history it was released to India in 1961. Since 1987 it became a proper state with its own official state language, Konkani. Catholicism and certain Mediterranean customs have been brought by Portuguese colonialism in sixteenth century. Because of its background and history it is multi-lingual and multi religion country with most Goans identify much more with Goa than with Indian subcontinent (Saldanha, 2002).

Contemporary change in Goa is very much connected to tourism. Goa first came to the attention of the international tourist ‘community’ during the 1960s and 1970s when the state’s palm-fringed beaches became a haven for Western hippie travellers. Odzer (1995) observed that few other types of foreign tourists visited the state in large numbers during this period. Indian government began to consider more seriously the possible economic benefits of promoting international tourism and by 1986 had decided to exploit Goa for the purposes of charter tourism. National Tourism Action Plan of 1992 as part of the Indian economy’s liberalization placed increasing emphasis on the demand-centred model of international tourism, particularly luxury tourism. The Indian Government designated the 1990s as the ‘Decade of Tourism’, and tourism currently dominates the discourse of development within the state of Goa (Routledge, 2001). From 24 charter flights during the 1985-86 season, number increased to 758 flights in 2007-2008 season to Daboli, Goa’s international airport (Department of Tourism, 2009).

Tourism in Goa today is one of the major economic activities with multiplier effect which percolates to the local community. Because of its natural scenic beauty, 105km long coast, straight beaches, very hot weather, picturesque villages, its culture, temples, monuments, Goa has a positive tourism profile. The most comprehensive beach resort in India, Goa’s coastline provides endless sun drenched crescents of sand. Vagator, Anjuna, Baga, Calangute and Candolim beaches stretch out in an unbroken palm fringed line offering facilities for parasailing, yachting, windsurfing, and deep sea diving. There are 29 beaches in Goa, many churches from 16th centuries, temples more than 500 year old, religious centres, science spots, wild lives and other attractions for tourists (Know India, 2009).

Goa mostly attracts domestic tourists but also some foreign markets, mainly Britain. In 2008 according to Department of Tourism (2009), Goa was visited by 80% of domestic tourists, by a total number of 2,371,539 tourists; over 388.000 were foreigners from which 41% were British, 8% Russians, 6% Germany followed by tourists from Finland, France, Switzerland, Sweden, USA, Australia and others. International charter tourists accounted for almost 50% of whole international arrivals.

And where does Goa’s tourism rank within whole India? Tourism Statistics (Ministry of Tourism, 2008) shows that Goa is one of the most popular coastal destinations in the country. From total international tourist arrivals in India 5.37 million in 2008, was more than 7% to Goa’s beaches, even when Goa’s state population accounts for only less then 0.14% of population of whole country.

Average duration of stay for foreigners is 9 days and for domestic tourists 5 days. The growth of charter and luxury tourism in Goa has progressively more concerned investments from transnational corporations. As Menezes and Lobo (1991) noted, most of Goa’s major hotels have some financial or marketing connections with foreign capital. For example Lufthansa (Germany), Club Mediteranee? (France), Intasun (UK), and Hyatt Regency and Ramada (both USA) are all involved in international charter flights holiday tie-ups with Goan hotels.

Goa shows significant tourism accommodation availability, however, from the tourist statistics (Department of Tourism, 2009) almost 70% of all rooms do not qualify for even a 1 star rating and are in very poor quality. There are more than 2500 guest houses with number of beds over 4200 to serve tourists, while there are only 83 starred hotels but with almost 12000 beds from which 47% bed capacity are 4 or 5 starred hotels. With new investments in 4 and 5 star hotels the tourism industry in Goa has evolved into a curious mix of low-budget tourism and up-market development, a mix that is according to Wilson (1997) marked with tensions and potential conflicts over the appropriation of resources.

More than 90% of domestic tourists and 99% of the international Goa’s tourists stay at the coastal resorts. Thus, beach tourism is the only type that is keenly encouraged by policymakers. There are different markets which have different motivations to visit the state. The first is the domestic tourists market, who comes in search of the culture that is different from the rest of India. The second is the international tourists market, who visits Goa purely for the natural environment, sun and beaches. Within the category of international tourists, there are two sub-categories, which both visit Goa for its beaches but stay away from each other. Backpackers prefer to mix and live with the local communities, whereas the charter tourists tend to stay in the luxury starred hotels. Domestic and international tourists also differ in terms of the areas they frequent. For the domestic tourist, the beaches hold limited appeal, so they remain away from the places frequented by the international tourists (Sawkar et al, 1998).

As a growing activity at global, national and local levels, tourism needs to be managed in a sustainable and balanced manner. J. Page (2005) examined some basic principles for managing such a destination. He believes that planning, organising, leading and controlling are the most important elements. The management of coastal tourism is complex because the tourism industry is not a homogenous sector or segment of the economy. It is made up of various organisations that are directly or indirectly involved in tourism. The public sector should intervene to ensure that business objectives are balanced with local needs and stakeholder interests are in relation with the tourism utilities, such as beaches, attractions, infrastructure and overall environment. The public sector is though responsible for trying to liaise, plan and manage the diverse group of interests that are associated with tourism. According to WTTC (2003) it is within government’s power to unlock the industry’s potential to create jobs and generate prosperity.

Within a structure of co-operation federalism, India has three tiers of government. Central government is the first tier, the second is State government and the third is the village level within the state, known as the ‘panchayat’ system. Administratively the Goa is organised into two districts,North Goa and South Goa, all together Goa has 189 panchayats. The nodal agency for the formulation of national and state government agencies and the private sector development of tourism is the Ministry of Tourism, Government of India. It is responsible for coordination and supplementation of activities of various Central government Agencies and State governments, catalysing private investments and for the development and promotion of tourism in India.It is also in charge of public sector undertaking, the India Tourism Development Corporation, Ltd, and autonomous institutions like Indian Institute of Tourism and Travel Management, National Council for Hotel Management and Catering Technology, National Institute of Water Sports etc. Functions of the Ministry consist of the development policies, incentives, external assistance, manpower development, investment facilitation, planning, regulation, infrastructure development, human resource development, marketing strategies and many others (Government of India, 2009). Development activities are co-ordinated by the respective Ministries. Two main nodal bodies for decision making in terms of potential or actual impacts of activities in coastal areas and the seas or oceans are the Ministry of Environment and Forests and Department of Ocean Development.

At the local level, responsible for coastal tourism are State governments, District Administration, Local Bodies and Councils. At the Goa itself, it is Department of Tourism which is responsible for tourism policy and its role is to ensure planned and controlled development of tourism in Goa. The government endeavours to provide appropriate package through progressive fiscal and taxation policies, develop tourism as a non-invasive instrument of revitalization, conservation and growth, entrust regulatory measures to ensure social, cultural and environmental sustainability and involvement of local community.

The Coastal Zone Regulation notification in 1991 invited the governments of India’s coastal states and union territories to prepare Coastal Zone Management Plans for their respective areas (Noronha, 2004). These zones regulate development and construction in the coastal regions. The main objectives of Coastal Zone Management are to encourage sustainable use of environment, identify and resolve conflicts, balance economic and environmental objectives and adopt strategic planning. An important provision under these laws limits the nature and development of land that is located close to the sea. Goa as a coastal state has the responsibility to identify the zones and prepare management plans within which all future coastal development is to take place.

Government of India, Ministry of Tourism (2005) published Best Practises adopted by the State governments with good examples of how can supervision manage tourism industry. An example from Goa can be the reduction or abolition of luxury tax helps lowering rates. That means more tourists would be attracted to the destination and this could give competitive advantage to the state, as benefits will go to the customers. In order to help cinema theatres to make them financially viable, the Goa government has reduced the entertainment tax from 60 to 40 percent. A complementary reduction on taxes by the Goa Government on water tariff by 22% is noble scheme to attract tourists as well. Goa set up Tourist Police exclusively for providing safety and security to the tourists in frequent areas. Despite these few examples of good practise there is still large scale to provide more benefits for local people in Goa by tourism industry and government should prepare adequate policies for coastal tourism to help locals to get involved with tourism. Locals should be at the first place in considering about development of tourism and they should intervene in decision process making of tourism policies.

The impacts of coastal tourism in Goa have been the subject of discussion amongst academics, researchers and activist groups. Goa’s tourism has so far concentrated mainly on the coast. Work of Wilson (1997) considered some impacts of tourism in Goa. The growth of coastal tourism has been fast and uncontrolled. The principles of sustainability and the norms related to the conservation of the environment and ecology were generally ignored. There has been unclear firm policy relating to tourism and the policy initiatives have not been introduced attentive to local concerns. This could lead to major changes in land use, shortages of resources, such as land and water, and damage to coastal aquifers, the sand dune system, and mangrove vegetation. It is clear that there is much to be learned about the impacts of tourism in Goa, and that further planning and development requires information gaps to be filled.

According to Noronha (2004) almost all difficulties fall into three major domains of coastal policy problems. Those that relate to resource use conflicts, those that relate to resource depletion and those that relate to pollution or resource degradation. It is evident that Goa is facing all these types of policy complications. William (1998) demonstrated that coastal tourism in Goa has resulted in a spatial concentration of buildings in some coastal areas leading to a heavy demand for resources in these places. Another issue observed by Wilson (1997) is the amount of solid waste which is generated and the need for land to cope with the disposal of this waste. With these matters, policy-making should take sufficient note, to make it a case for systematic addressing.

There is no clear and specific coastal focus for its development policies in India. Sawkar et al (1998) observed that the current policies and relaxed enforcement have led to the haphazard and uncontrolled growth of townships. Places like Calangute and Candolim in Bardez and Colva in Salcete have become over commercialized and disorganized in their development pattern. Developments along the coasts of Goa and the future plans for it reveals that these follow the ideas submitted in the Coastal Zone Management plan of Goa rather than its Regional Development plan. These areas have a number of unauthorized constructions, which have paid little heed to local planning rules, infrastructural supports or aesthetics. There are also signs of over investment which is spreading a price war. ‘Lots of international people come and because it is small and beautiful they try to invest money and buy huge tracts of land. Locals feel that our land is being sold,’ said the chief minister of the Goan (Pirie, 2008). Nowadays there are steps from government to reinterpret existing property legislation to deter foreigners from buying property.

There has been little effort made in Goa to adhere to the regional plans of creating other types of tourism than beach tourism. That means tourists are almost exclusively accommodated along 105km stretch of the coastline which can impact coastal environment far more quickly than if tourists are spread upcountry.

Governments in India prepare Five Year Plans which play an important role in state’s model of economic development. These plans provide the overall direction and framework for policies, programmes and schemes for the Ministries and Departments. Eleventh Five Year Plan for years 2007-2012, prepared by Directorate of Planning, Statistics and Evaluation (2007), contains some interesting ideas. Goa is being treasure of heritage and has immense potential for growth of heritage tourism activities. The government has introduced ‘Heritage house scheme’ towards promoting heritage tourism. For this purpose, financial assistance in the form of loans and grants is proposed to be given to the owners of the heritage houses for their maintenance and restoration. Another example is that the Goa has beautiful forests and eco-tourism plans which are being implemented through the budget of Forest Department. This project envisages development of an eco-tourism circuit consisting of Bondla, Cotigao wild life sanctuaries and Mollem national park. This is illustration of cooperation between different governmental departments on the state level which can bring more effective results in terms of sustainable and planned development. Another example could be promoting of discovery and adventure tourism which can attract different market of tourists whether domestic or international.

Currently 80% of all tourists visiting Goa are domestic tourists – yet most of promotional budget is spent on trying to attract foreign tourists. Since Goa is well established tourism destination, it should try to redirect budget allocation. If one year’s advertising budget is used to clean up Goa’s beaches and provide needed infrastructure in those areas it would earn more goodwill for Goa and attract more tourists than any advertising budget would be able to deliver. There is also need to shift away from charter tourism. It is important to increase tourism revenues by moving Goa up-market. Nowadays, charter tourists pay a very low price for the whole tour in their home countries. So they spend very little in Goa itself. The current focus on beach tourism should be diversified to include other areas, like adventure and eco-tourism, medical tourism, hosting conventions, conferences and so forth.

The analysis of the development of tourism destination is one of the main topics of tourism research. Over a long period of time, tourism products go through an evolutionary process. Butler (1980) put forward the concept of the tourism area life cycle – TALC. The model depicted resorts moving from the initial stage of being found, through the involvement and development stages to a stagnation stage, beyond which there are number of options possible from decline to rejuvenation. This can be seen in appendix A. Goa’s visitor numbers were continuously increasing, however last season in 2008 there was a decrease of tourists because of global economic recession, there is estimated increase in tourist number in 2009 season (Navhind Times, 2009). In appendix B is illustrated how Goa can be linked to TALC model with further explanation. It is still developing tourism destination with some future developments announced by government in last Five Years Plan (Directorate of Planning, Statistics and Evaluation 2007). Goa could still attract a bigger number and different segments of tourists. For example two marinas have been located – one in North and another one in South Goa to be build in near future with facilities for pleasure yachts. There is a plan to build two international-size golf courses, also one in each district of Goa. The government has decided to locate new international airport for transporting cargo and passengers at Mopa, which would be particularly attractive for tourists who will be easily linked to coastal resorts. These developments should give Goa competitive advantage as a coastal tourist destination, but there is need for monitoring and management system which would ensure the effectiveness of coastal and environmental regulations. Goa also needs a systematic study of the environmental impacts of tourism, which could be done through a life cycle analysis, and the valuation of the environment to enable its integration into decision-making. Goa still requires policies for coastal tourism which recognise the type of interconnections among tourism, local communities and the environment, to ensure that tourism contributes to a sustainable development agenda.

The impact of tourism on the physical environment has both negatively and positively affected the natural resources of Caribbean countries. Over the years more people are engaging in eco-tourism which forces the people of a county to preserve its wild life, flora and fauna, which are seen as tourism assets. When fees are charge to visit the preserved tourism assets of a country it assists to generate funds to aid in maintenance and protection of the tourism assets. Therefore tourist interest in ecotourism can be sustained for the country. Negatively, the tourists can have a destructive effect on a country’s ecological system. The Caribbean has coral reefs which are infamous for containing rare species of animal life. By tourist engaging in the water activities such as diving and snorkelling, they are directly affecting the endangered species which will seek to migrate when there habitat is being invaded. The endangered species may also die. In addition engaging in water sports will cause physical damage to the coral reef which will destroy it.

Economically tourism has significantly played a major role in the development of many Caribbean countries. Due to tourism, of jobs have an abundance been created in the Caribbean directly and indirectly. According to (World Travel and Tourism Council, 2012) In 2011 Travel and Tourism accounted for 614,000 jobs in the Caribbean directly from the Travel and tourism industry, this figure is expected to increase by 1.7% in 2012. The creation of jobs provides an income and the multiplier effect comes into play whereas those persons who are directly employed to the tourism industry will eventually spend their income for it to circulate in the country’s economy until it is leaked. The leakage concept states that money generated by one country is lost to another. Leakage occurs in Caribbean tourism in many forms, one of which includes chain hotels owned by foreign investors sending back profits to their home countries so the majority of the income does not remain in the Caribbean. Caribbean counties heavily depend on tourism for economic viability; this can be change within a day with natural disasters such as earthquakes, hurricanes which can destroy roads, airports, hotels, because tourism is the main source of income for some Caribbean countries this would leave them helpless.

Tourism encourages the public and private sectors of a country to build and improve tourism infrastructures (roads, hotels, airports etc.), leisure amenities (gyms, clubs, etc.). By doing this the local people benefits since they are able to use it for themselves even though it was intend for the tourist. Tourism inspires the local people to preserve their traditional customs, festivals, and cuisines since tourists are interested in culture. The culture of the Caribbean are often times sold by the local community members especially areas where the tourist resorts are found. This helps the community members to generate an income for themselves and their families, from which the government can increase tax revenues for the country. Though community tourist benefits the locals there are still negative impacts associated with community tourism. This includes, invasion of privacy by foreigners, drugs can be brought into the community or sold to tourist there which shows the country in a negative light. The morals and values of local people can be lost through adaption of the foreigner’s culture.

The relationship of tourism to the economy of Caribbean countries can be described as developing. The Caribbean is seen as the most tourism dependent region in the world, with the tourism sector contributing to 36% of the GDP (Caribbean Region: Tourism, n.d.). There are over 900,000 persons directly and indirectly employed to tourism industry according to the (Caribbean Tourism Organization (CTO), 2002). This figure contributes significantly to the growth of the GDP since employment will help to increase the standard of living for individuals. With tourism industry thriving for Caribbean countries others sectors that are linked to the tourism industry can benefit from the productivity such as the agriculture sector. There are however some challenges that the Caribbean tourism sector is facing. The tourism sectors of the Caribbean need to be more competitive in order to stay on top since more countries are turning to tourism as a feasible option to boosts their economy. Tourism is a capital intensive activity which Caribbean countries rely heavily on, therefore it is essential to consider these keys variable of tourism as it relates to the Caribbean economies: the impact on GDP, Inter-sectoral impacts, balance of payments, Investment, Government revenue.

Referances

http://owl.english.purdue.edu/owl/resource/560/02/ Rita kennedy no date

http://traveltips.usatoday.com/positive-negative-effects-tourism-63336.html

This essay outlines tourism in Egypt and identifies the key issues surrounding tourism in Egypt and the consequences of tourism in Egypt. The essay discusses the positive and negative effects of tourism in Egypt and will consider ways in which any problems that tourism presented in Egypt might be addressed.

Tourism in Egypt has a long history, thanks to the lure of tales of mummies and curses. People are still fascinated to see places such as the Valley of the Kings and the many and various temples and architecture that Egypt has to offer, in addition to the obligatory trip to the pyramids, down the Nile, and the visit to Cairo’s many museums. In addition, in recent decades, tourism to Egyptian beach resorts has also become popular, as these offer great opportunities for such activities as snorkelling and wind-surfing.

These many opportunities for tourism in Egypt present many different problems to the ministry that is responsible for managing tourism within Egypt: a different approach to tourism management is required for the tombs in the Valley of the Kings than for the beach resorts, for example. Managing tourism within a country such as Egypt is also complicated by the fact that there are regular terrorist attacks on tourists in Egypt, as – in this post-9/11 world, when ordinary people are frightened of terrorism as never before – visitor numbers are down and are not likely to pick up until the international situation is resolved, meaning that the Government thus has less revenue to spend on managing tourism than previously.

Whilst tourism brings in a great deal of revenue to Egypt, due to the large amounts of money that are spent by foreign tourists travelling to Egypt each year, tourism also presents many problems. The management of tourism is thus complex and many-faceted. For example, many hundreds of thousands of people visit the tombs at the Valley of the Kings each year. The tombs that are visited are archaeological relics, that are still being actively researched, and the presence of so many visitors to these tombs causes damage to these relics. The Egyptian Government does not want to stop visitors from visiting the tombs as this creates massive amounts of revenue for the country, and perhaps because of international pressure, as they are the patrimony of humankind, and thus a massive campaign underway to preserve the relics from the damage that is caused to them. This can be replicated for any of the archaeological sites that are popular for tourists: the presence of tourists causes problems for the preservation of the relics, and so preservation campaigns are underway to preserve, as best as possible, these relics of Egyptian history. These campaigns do not, often, work in practice, however: however many signs there are, requesting people not to walk up the pyramids, people will always wait for nightfall to do this, as the one or two guards that are posted as protection are not, generally, effective. The need to preserve such ancient relics is not unique to Egypt: Italy and Greece have similar problems.

In addition to the problems that tourism presents to Egypt’s archaeological relics, tourism presents various environmental problems for Egypt. The recent craze for Egyptian beach holidays has presented problems for the environment in these resorts, and trips down the Nile cause a great deal of river pollution, for example. Increased tourism also increases the water demand, overall, which, in a land as dry as Egypt, presents many infrastructure problems and is causing water shortages in many parts of Egypt.

Thus, whilst tourism has many positive effects for Egypt (mostly economic), the negative effects of tourism are many and varied and require many innovative solutions. In terms of the preservation of Egypt’s archaeological history, the Egyptian Government spends a huge amount on this programme, which leads to the argument that this money would be better used for development, and that if tourists didn’t travel to Egypt, the relics could be stored and/or fenced off, leading to a situation in which no money would need to be spent on preservation, and so could be spent on development. As, however, the archaeological history of Egypt is the patrimony of mankind, the Egyptian Government has a duty to care for this.

In terms of the environmental impact of tourism, in beach resorts or on the Nile for example, tourism needs to be managed sustainably in order to ensure not only the preservation of the environment, but also the permanence of the tourist trade itself. After all, no tourists would want to travel to a filthy beach with no coral to see when snorkelling, yet many of the beach resorts in Egypt are dirty and the coral is being damaged through human impact. In a few years, if the situation is not improved, not only will the environment be damaged beyond repair, but the tourist trade will be zero, as people will simply not want to travel to these resorts.

In addition to these negative effects, tourism can have negative effects on the culture of the country: when Westerners bring their Western ways to the country, this changes, almost imperceptibly, the attitudes of the local people, which, repeated many times, brings sea changes in the way in which local people think and act. Coca-Cola is all over Egypt, and many Egyptian men are no longer surprised to see Western girls wandering around in bikinis: the Egyptian culture is becoming more Westernised, due to the influence of television, but also due to the contact Egyptian people have with tourists. Tourism thus brings not only problems for archaeological preservation and the environment but also for the culture and social situation of Egyptians.

What can be done to ward off such negative effects? An approach known as pro-poor tourism has been attempted in many countries, aiming to bring net benefits to developing countries, from tourism, whilst accepting the negative effects as part and parcel of the phenomena of tourism. The initiatives of pro-poor tourism movement (see Cattarinich, 2001) include economic initiatives, local sourcing, training, socio-cultural initiatives, including such things as cultural conservation projects and environmental and policy initiatives. Pro-poor tourism is usually implemented at the Government level, with the management of tourism being approached in such a way that whilst the net benefit is sought, the realisation is always present that tourism has negative effects that are unavoidable (i.e., as we have seen, the damage to archaeological sites and relics).

This essay has provided an outline of tourism in Egypt, in terms of outlining why tourists travel to Egypt, and has identified the key issues surrounding tourism in Egypt and the consequences of tourism in Egypt. The essay discussed the positive and negative effects of tourism in Egypt and considered ways in which any problems that tourism presented in Egypt might be addressed, in terms of requiring Government-level coordination of tourism management, from a pro-poor tourist perspective.

In conclusion, Egypt has a long history of tourism. As the seat of so many archaeological treasures, Egypt has a responsibility to preserve these treasures but also to allow these treasures to be seen by all those who wish to see them. This presents many problems for the management of tourism in Egypt. The new environmental problems that have been presented by the opening of beach resorts, present further problems for tourism management in Egypt. The essay concludes that the pro-poor approach to tourism management could be a useful tool for the management of tourism in Egypt.

References

Cattarinich, X. (2001). Pro-poor tourism initiatives in developing countries: analysis of secondary case studies. PPT Working Paper No. 8.