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To spend most of your year looking forward to your two weeks holiday is not unusual. We want sun, we want hedonism, we want to get away from it all. One thing we don’t want to worry about is ethics. But whether you have travelled to Bath or Bali, you will probably have seen a thing or two that has made you worry about what your holiday is doing to the place you visit and the people who live there. Ever wondered how your swimming pool is kept brim-full with water when local fields are parched or local people are taking theirs from wells? Ever marvelled at the greenness of a golf course in the middle of the arid Mediterranean? Ever wondered how much your waiter is getting paid to serve you with drinks all day? Such are the queries around the ethics of tourism.

In fact, co-option of land and natural resources such as water, are common complaints of residents about tourism development. Women in parts of India walk for miles for water because underground water is siphoned off by hotels. Farmers in Indonesia have been imprisoned for protesting about losing their land to tourism development, and a protest in Mexico last year about a prospective golf course being built on farm land led to the shooting of one man and the harassment of several others.

One of the most disturbing examples of our holidays causing problems for local people is that of Burma. A beautiful, exotic country – the next destination on many globe-trotter’s ‘must-do’ list – Burma is described in brochures as ‘The Golden Land’. But life for the Burmese is far from golden. Torture, murder and rape are everyday occurrences at the hands of the military junta. Over the past few years the junta has forced hundreds of thousands of Burmese to labour on tourism projects and millions more have been forced from their homes to make way for widened roads, hotel developments and other tourist-related infrastructure. Burma’s human rights abuses are therefore directly related to developing holidays. Tourism – now the world’s largest industry – is not about buckets and spades and floppy hats any more. It’s no different to any other multinational industry like oil or logging. It just takes a while for us to get our heads round it.

The argument for tourism is obviously that it provides jobs and foreign exchange. These are the two big turn-ons for any government. But here too, the benefits are not always what they seem. A waiter in the Gambia – a big tourist destination for Europeans and especially Britons – will probably get A?1 a day for his labours. The benefits for the country are illusive. Only around 30p out of every A?1 spent actually stays in a Southern country. If you think about it, it’s easy to see why – as tourists we invariably book with a foreign travel agent, fly on a foreign airline, stay in a foreign-owned hotel (fitted out with imported, European furniture), travel with a foreign tour operators, and consume imported food and drinks. Eating a few local vegetables is often the closest we get to supporting the local economy.

So how do we have our two weeks of hedonism without making life more difficult for the people who live in destination areas? Over the past couple of decades various answers have been proffered. ‘Ecotourism’ and ‘Green’ tourism are two new labels often used in connection with holidays which have some nature or conservation factor. ‘Alternative tourism’ another. The problem is, as with the greening of any industry – it is difficult to separate the ‘green’ from the ‘green-wash’. You may be appreciating local wildlife (and therefore ‘green’) and donating to a local community project (and therefore ‘alternative’), but is that ‘ethical tourism’ if the local people are for instance, not allowed onto their ancestral lands to graze their cattle as has happened to the Maasai of East Africa?

Such dilemmas abound. The example of Nagarahole national park in Karnataka state is another example. As dream ecotourism destinations go, Nagarahole national park in India, is high on the list. Highlighted at the first Earth Summit as being of major importance to the earths biodiversity, here tourists can be awestruck by elephants, tiger, leopards, bison, marsh crocodiles and a rich variety of plants and birdlife.

The Taj Group of Hotels would seem a natural choice to manage ecotourism in the park. An award-winning member of the lnternational Hotels Environment Initiative water and waste is recycled with zeal and energy-saving has become an art-form. Yet local tribal people – the Adivasis – are highly critical of the Taj’s plans to build a hotel in the park, and this year won a court battle to stop the development going ahead. An historic victory – the 29,000-strong Adivasis claimed their customary rights of access to the forest and its produce were being taken away and that building the hotel in the national park was illegal.

What the Nagarahole case shows is the age old conflict between developers and local people. “But this developer is ‘green’,” comes the cry. “So what?” say the local people – “it’s our land they want to build on and our lives it will change.”

The Adivasis of Nagarahole are quite unusual – they are one of the few examples where the little guys have fought the big guys and won. But all over the world, local people are experiencing similar problems and finding it hard to fight their corner. In Europe, the British campaigning organisation Tourism Concern, is one of a number of non-governmental organisations which campaign in support of Southern groups experiencing problems with tourism, try to influence change in the European tourism industry and to raise awareness amongst our travelling public of some of the issues.

Organisations such as Equations in India, the Annapurna Conservation Area Project in Nepal, Kenya Tourism Concern and Gambia Tourism Concern (both of which are separate to the British organisation) have formed both to protest against tourism development which is damaging to the local culture and environment, and to campaign for a form of tourism which is rooted more in local interests than foreign ones.

With ‘Ethical business’ being the new buzz-words in our new political arena, ethical tourism is something that is getting more and more attention. Many tourists from affluent countries are starting to adopt an ethical stance, as are many tour operators. Call it the ’90s zeitgeist if you will, a reaction to the uncaring ’80s, but the word is getting round. The fact that last Year’s ‘Visit Myanmar Year’ (Myanmar is the junta’s new name for Burma) was an outstanding flop and that several British tour operators pulled out of Burma for ethical reasons, shows some sort of positive reaction.

On a general level, there is an increasing demand for holidays that both protect the environment and benefit local people more. At the moment, the only way to find such a holiday is to do your own research, ask difficult questions of your tour operator and choose the one you feel most comfortable with. But the ethical consumer concept of ‘fairtrade’ – where local people receive a fair wage and the environmental impact of a product is minimised- may be one way of finding an answer. If we can have fairtrade tea, coffee and bananas – can we have fairtrade tourism? Tourism Concern sees this as a major part of our work. The problem is, of course, that tourism is not a single product like coffee – it is a combination of a whole range of services provided by a whole range of people. Determining what is and is not a fairtrade holiday is fraught with difficulties. Tourism Concern’s Fairtrade in Tourism research programme – which works in consultation with partners in Southern countries plus VSO and the University of North London – is trying to find a way through these dilemmas.

Ethical tourism world-wide is of course, not something that can just happen overnight – especially when tourism is growing so quickly and controlled by some of the world’s largest multinational corporations. Fundamental changes have to happen in the way governments plan tourism and support it, the way tour operators operate tourism, and the way local people are involved in and benefit from it. The answers are not simple or obvious. But what is desperately needed is for everyone – tourists, the tourism industry, governments and community and environmental groups – to reassess things. The very least is for local people to be consulted and involved more about whether and how tourism is developed where they live. One thing is for sure, if we want to carry on going on holiday, something definitely has to change.

For many small islands tourism is economically significant as a source of income and employment. Islands, especially small islands, continue to fascinate and attract tourists, and for tropical Less Developed Countries (LDCs) such as Malaysia with many offshore islands, developers and government planners see the potential to develop resorts. However, what if small islands that already host international tourism, even small-scale such as backpackers? What issues and tensions might emerge as these small island destinations face significant change? Peninsular Malaysia has many small islands off the east coast, they all have become increasingly popular among foreign and local tourist alike. Islands like Perhentian is drawing more and more people to visit and this popularity although good for the economics has brought about a mass tourism phenomenon whereby large amounts of people visit the island at one given time thus crowding the island. This drives the tourism authorities, hotels and tour operators to supply to the demand, focusing more on the mass tourism and the revenue it generates, thus neglecting the environmental degradation that brings about many negative impacts to the island. Many conservation programmes have been since embarked by the tourism authorities after realising the need for protection for the environment but most are just ad hoc and has not been sustained.

The Perhentian islands off the east coast of peninsula Malaysia have been a tourism destination since the late 1980s when backpackers aˆzdiscoveredaˆY these islands. The two main islands of perhentian have experienced differing forms of development since then, and this island has since attracted more and more visitors to its majestic islands. And this paper examines how mass tourism can affect a particular destination as a result of its popularity.

1.2 Research question

What are the effects of mass tourism to the environment of Pulau Perhentian that will be my research question

My problem comes with mass and advancing tourism industry and its effect to the natural setting that we have in Perhentian Island.

Urbanization is not indeed a problem to anyone, judging by the way everyone is living compared to 20 years back. The convenience to carry out a task is made so simple by so many gadgets, storing, managing and sharing data and information has never been easier after the invention of the internet and so on. It’s a virtual world now that we are living in.

Tourism is the no 1 hospitality industry in the world, with the advancement of technology in transportation and information transfer. Booking, choosing, travelling and experiencing has never been more easy. But have we ever stop to think what is required for us to experience these holidays? Hotel? Land? Natural resource? , and have we ever taken a step back to think what and how our activities have done to our environment? I am not arguing saying that tourism industry is the main cause of all the pollution and devastation caused. But in this paper I am going to show what some irresponsible stakeholders have done to Perhentian and how our mother nature suffers while watching us frolicking.

1.3 Research objectives

Malaysia is a country which embraces its modernity while its tradition and world old charm, together with this is its thriving beauty of the natural setting, the tropical jungles and its diverse ecosystem. Therefore this destination is fuelled by an increasing number of local and international tourists, and with advancement of global communication, the numbers are rocketing up. But with the increasing number of tourist host and suppliers in Malaysia need to cater to the demand thus causing development and urbanization, and thus causing Malaysia to lose much of its land, rain forest, sacrificing endangered species of animals along the way

This research has three specific objectives in order to understand the impact of mass tourism to the environment.

The first objective is to examine perhentian island which have been affected, the result of these pollutions and to prove that these pollutions are caused by mass tourism activities.

The second objective is to understand how government, NGO’s and the public are doing to preserve the environment.

The third objective is to provide solutions and ideas that can be used for the future of tourism and also preserve the environment at the same time so that tourism and sustainability can coexist without destroying each other.

1.4 Significant of studies

This research provides several benefits to the tourism industry , the local community and Perhentian island.

This research will help to show how mass tourism has been affecting the natural setting of perhentian island, and the danger that it poses to the endangered species of animals that share the islands warm water and jungles with us. Second, by identifying the cause and effect of the damage to perhentian island, measures can be than taken by local authorities and other government bodies to preserve the remaining of the island and set boundaries and rules which may in return bring back the balance in the ecosystem and the natural setting of perhentian island. Third, by implementing ;”travel laws” in perhentian , this would help to reduce on the damage that has hit perhentian. And help to preserve the environment and its ecosystem for the younger generation to experience.

Lastly, this research also contributes knowledge to sustain the natural setting not only in perhentian but also other destinations in Malaysia that could face the same problem as Perhentian.

1.5 Limitations of studies

This research is done to identify the relationships between Mass tourism activity and its direct impact to Perhentian island. Besides that, this research examines the results of such activity and the solutions that can be resorted to in order to maintain a balance. This research is conducted in Perhentian Island, Malaysia. Interviews will be carried out to both local and international tourists who are visiting Perhentian.

. The sample size is limited to 100 respondents. As perhentian is a small island

2.0 Literature review

2.1 Mass tourism

What is tourism?

There is no single definition of tourism which everyone uses. Many definitions have been used over the years, some of which are universal and can be applied to any situation, and others terms for a more specific purpose. Different tourism organisation, for example, often devises definitions that satisfy their own specific requirements. The more universal definition builds on Goeldner and Ritchie (2006)

‘Tourism may be defined as the sum of the processes, activities and outcomes arising from the relationship and the interaction among tourist, tourism suppliers, host governments, host communities and surrounding environments that are involved in the attracting, transporting, hosting and management of tourist and other visitors.’

Tourism according to the Cambridge online dictionary states that it’s the business of providing services such as transport, places to stay or entertainment for people who are on holiday. Meanwhile the oxford online dictionary says that it’s the commercial organization and operation of holidays and visits to places of interest.

What is mass tourism

Mass tourism is the act of visiting a leisure destination with large amounts of people at one time. The development of mass tourism is parallel to the development and improvements of technology. Transportation and internet has evolved so much in time , making communication fast and easy, this allows tourist to research, find out and book and even pay for their holidays online, this thus contributing to the rise of mass tourism, besides that the improvement in technology in the transportation industry also helps in the transport of large numbers of people in a short space of time to places of leisure interest, so that greater numbers of people could begin to enjoy the benefits of leisure time.

Mass tourism has always been the subject of criticism for its negative impacts around the world. Many books point out mass tourism’s potentially destructive impacts on societies, culture and environment. Many authors condemned and still condemn this mass consumption and those who enjoy it. Actually the debate over the advantages and the disadvantages of tourism has raged incessantly and will continue. Tourism development in many places, and especially mass tourism, has led to deterioration in environment quality. In the 1960s, the effects of mass tourism and the increasing awareness of the human impacts on the environment led to a general state that nature is not an inexhaustible resource.

Relation between environment and tourism

Today, one can assist to a high degree of sensibility for the natural environment. The reason is that tourism is the only economical sector that offers natural environment as a very important part of its product. In other words, the natural environment is a key element of the tourism activity. Krippendorf (1982) “the landscape is the real raw material of tourism; it is the reason for the existence of tourism as well as its economic driving force”. It highlights the fact that tourist product quality is linked with environment quality. This highly dependence between tourism and environment is often used as basic argument to make the tourism industry aware about the negative impacts of mass tourism on the environment. MA European Tourism Management

Environment

The environment constitutes a tourism resource and has to be considered as a part of the tourism product because no other economic sector is so vitally and directly affected by environmental quality (Mieczkowski, J. 1995). This close relationship or interdependence between tourism and environment, Mieczkowski (1995 ) defines it as “the environmental part of tourism”

Multiple surveys confirm the hypothesis that the quality of natural environment constitutes “the primary factors that attracted the present-day tourist” (WTO, 1983: 28). So, if tourism wants to survive, it seems imperative to reach this harmony between people and nature. It is the only way to minimize the costs of tourism on the environment and permit the tourist to enjoy undisturbed nature. (Mieczkowski, J. 1995) This “symbiotic relation”, term used by Budowski (1976) has a name, it is sustainable tourism.

Mass tourism creates intense environmental pressures due to the fact that such activity involves a large number of tourists in small areas. Moreover, those pressures are accentuated by the temporal polarization of mass tourism (Shaw, G. and Williams, A. 2002). Hudman and Jackson (2003) acknowledge that coastal resorts are a good example of changing pre-existing forms associated with both the human and physical environment. In Spain, for example, several coastal villages have been changed rather dramatically in the past few years. Travel posters of the area usually highlight the area as it was before tourism. Yet, with the growth of mass tourism, the scattered villages of Torremolinos, Benidorm or Lloret del Mar, and other small villages are no longer recognizable. Lloret de Mar, was among the first in Europe to be developed for mass tourism (Telegraf.co.uk, 2001). More recently, the development of transport facilities such as airlines have permitted to those places to attract still more tourists. For example, since the arrival of Ryanair, the low cost airline company, at Gerona airport, the town of Lloret de Mar has become far more accessible, especially to those who maintain a strict travel budget. Mass tourism has a range of impacts of all types on natural environment (e.g. coastal, mountains or inland) but also on built environments (e.g. historic sites or cities).

Mass tourism leads to the direct degradation, pollution, even destruction of elements (air, soils, geology, vegetation, water and wildlife) and ecosystems (coastal, mountains, inland and polar) (Mieczkowski, Z. 1995). The main causes are the construction of tourist facilities such as hotel complexes, theme parks and marinas and the concentration of tourists in the same place. The simplest way to view such environmental impacts is to consider mass tourism within specific environments. Coastal areas are especially vulnerable to mass tourism because they represent the most desirable places to spend vacation. In some places such as the Mediterranean, there has been widespread destruction of the ecosystems. It is the marine ecosystem which supports and is affected by mass beach tourism, especially concentrated during the high season (from June to August). The summer months have most sun and they include the longest school holiday period when families take their main vacation. The marine ecosystems suffer from garbage disposal by hotels and littering by tourists, oil spills from cruise ships and other motorized boat traffic, etc. (Mieczkowski, Z. 1995). All the construction of tourism facilities required for mass tourism in coastal areas affects the beach in any ways. Infrastructures are required to cope with the large volume of consumers in a short period of time (Shaw, G. and Williams, A. 2002)

Why did mass tourism happen

Mass tourism appears after the World War II, it was initiated in the back streets of the industrial towns and cities in the north of England. The development of mass tourism in the western world was linked to the economic development of society and as a matter of fact to the incorporation of a more powerful middle and lower class inside the tourist market. This expansion has been based on external factors such as generalisation of paid holidays, rising standards of living and a rapid improvement in the means of transportation such as the increase in air travel. The growth of such tourism represents a democratisation of travel and this democratisation means that status distinctions will be drawn between the different classes of traveller, but less between those that can travel or not.

Increase in car ownership

Increase in leisure time:

aˆ? holiday entitlement

aˆ? shorter working week

aˆ? early retirement with pensions

aˆ? ageing population

Greater wealth:

aˆ? larger incomes

aˆ? less children

aˆ? Two wage-earner families

Motorways

Jet aircraft

Computer reservation systems

Internet on-line booking

The package tour

The package tour, also called package holiday, package travel or all-inclusive package are often standardised and with limited flexibility. The package refers to the purchase of a package of travel services including transport and accommodation. All other types of trips are non-package tours. When buying a package, the tourist feels sure to receive the service promised. Today, the industry tourism has adapted its offer to the customer needs and expectations and proposes tailor-made packages where the customer can combine all the components of his trip. The idea of the package tour is the same but more flexibility is granted

Weekend breaks

Ecotourism

Technology

Popularity of the certain place

Trend

What are the effects?

The impact of the mass tourism is quite popular, especially upon the environment. Besides, very limited share of money spent on holidays actually get to the local people, which regional and native cultural attractions we all enjoy. These are the people who actually save the traditions and habits of their local areas. The people, who allow us to catch a glimpse of their cultural heritage, they are who have preserving and taking care of the un-spoiled nature for all of us. Maybe many of the people are used to think that big tour operators and large travel consortiums have a responsibility to preserve that local cultural heritage and environment. But they are only concerned about their profit and nothing else. But if one do not look a bit further in future and see that this way, one day there would not be many remaining tourist resources and gains will start descending fast. Unfortunately, this will affect no one so greatly, but the locals. After all, alternative tourism forms include small groups of people, who surely do not harm the environment that much. Besides, if not familiar, as I am sure most of them are, one of the aims of the alternative tourism forms is to acknowledge how to preserve the environment and local traditions and culture. Actually, some alternative forms are meant to enable man to appreciate the greatness of nature, a great such example is the eco-tourism. However, it is totally different situation in some big resorts with thousands of people running around and a lot of hotels keeping the beautiful nature views away from your sight. Of course, there are many ways of entertainment in view of the tourist’s animation, nightlife, and other. But is it not exactly that what we are running from? Could great nightlife and various animations with the difference they are at different place, compare with the variety of all alternative forms; to compare with the naked nature and cultural heritage?

Advantage

1) Jobs are generated by tourism in many areas – in the initial construction of the resorts, in travel, in food provision and in other service related industries.

2) Local people benefit directly from employment

4) Transport facilities are developed

5) The local tax base increases so the local government/council can invest in schools, healthcare and social services.

DISADANTAGES

1) TNCs (Trans National Corporations) from rich countries are often involved – this can result in a lot of profits leaving the country.

2 Jobs can be seasonal – especially in beach and skiing based resorts. people can therefore find themselves out of work in the close season.

3) Tourists consume huge amounts of resources including food and water – this type of tourism is particularly UNSUSTAINABLE in this manner.

4) Tourists introduce new values and cultures – this causes cultural pollution.

5) Land is lost from farming to tourist developments.

Example of a place affected by mass tourism

For years Bali, the pearl among the Sunda Islands, has been touted as an earthly paradise, thanks to the its tropical landscapes, its white sandy beaches, the tormented beauty of its Hindu temples and its inhabitants’ reputation for kindness and tolerance. But this idyllic spot may soon be a thing of the past, with the threat of Bali becoming a prey to the accumulated effects of mass tourism, unbridled consumption of resources and environmental collapse. From the 1970s onwards Bali really became a tourist destination. Hundreds of hotels use up a large share of freshwater reserves,with each four-star room consuming 300 litres a day. By 2015 Bali could be facing a drinking water crisis.

More than a million visitors came to Bali in 2001. The figures for 2011 suggest that numbers have more than doubled since, ultimately unaffected by the 2002 terror attack, which left 202 dead, including many Australians. Every year 700 hectares of land is lost to hotels, luxury housing for rich foreigners or just roads to improve connections on the island. Every day some 13,000 cubic metres of waste is dumped on public tips and only half is recycled. With 13% more cars on the roads every year, the steadily increasing traffic causes massive jams.

In an attempt to mitigate the ill effects of mass tourism on the local Hindu culture , an exception in largely Muslim Indonesia , the authorities have introduced environmental legislation. One of its provisions makes it compulsory for resorts to be set back at least 150 metres from beaches, with no hotels within 5km of Hindu temples.

In January 2011, the governor of Bali, Made Mangku Pastika, issued a ban on new buildings in heavily developed areas, warning that Bali was in danger of becoming a sterile land bristling with concrete. The ban is far from popular with investors. Tourism is partly due to the attraction of our culture: if mass tourism develops in a way that threatens the culture, and this will result in the locals losing their specific attraction. Compared with other holiday venues in south-east Asia, Bali has retained much of its magic, at least in the areas so far spared by mass tourism. But if nothing is done to halt current trends, it may suffer the same fate as other dream destinations.

2.2 Perhentian Island

Asia-Pacific is one of the world’s fastest growing tourism areas in terms of international arrivals, especially in the South-East Asian sub-region with booming tourism in established destinations such Thailand (14.1 million international arrivals in 2009) and newer, emerging destinations such as Vietnam, Cambodia and Laos (UN WTO, 2010). The focus of this paper, Malaysia, also has a growing international tourism sector with 24.6 million international arrivals in 2010 generating over US $18.2 billion in receipts, and contributing at least seven per cent of GDP (MOTOUR, 2011). 4International arrivals data to Malaysia is disaggregated according to country of origin and not by market segment so it is unknown how many backpackers visit, but one estimate suggests at least 300,000 per year (Ian and Musa, 2005). Within the emerging South-East Asia backpacker trail, the Perhentian islands are one of the ‘hotspot’ sites in northern peninsula Malaysia. Typically, backpackers enter Malaysia from southern Thailand (or travel north from Singapore) and then journey in a circuit between Penang via the Cameron Highlands and then to the east coast specifically to visit the Perhentians. Backpackers often stay on islands or at other beach resorts as mini break from harder travelling within their larger trips around the region.

The Island of Perhentian

Not less than an hour on a boat from the east coast of Malaysia, Northeast of Peninsular Malaysia, nearby the city of Kota Bharu, there are two small islands that form the Perhentian Islands. The names are Perhentian Besar, the larger of the two and popular among couples and families with children, and Perhentian Kecil, the smaller island and very popular among budget travelers. Both the islands have plenty of accommodation available to stay overnight. This ranges from luxurious resorts that offer cabanas complete with air-conditioning, to simple lodges where you will have to do with cold water and a fan. There are no (internationally renowned) hotels. Perhentian is most popular because the great places for diving and snorkeling; in most cases you can enjoy the underwater world right in front of the resort. It is also very popular because the island is easy to reach; though during the monsoon season (October to March) practically the whole island is closed to tourists. As Perhentian Island is part of a marine park visitors have to pay a conservation fee of RM5. The island is situated about 20 kilometers off the northeastern coast of Peninsular Malaysia.

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The Perhentian Islands are two islands named Pulau Perhentian Kecil (Small Perhentian Island) and Pulau Perhentian Besar (Large Perhentian Island). The Malay name Perhentian is translated as “place to stop” and this is exactly what these two islands were for traders travelling between Malaysia and Bangkok in years gone by. These islands are still a gorgeous place to stop and rest today.

The laid-back atmosphere and the natural beauty of the Perhentian islands immediately transport you to a different world. The white sand is dotted with sun-worshipping holiday makers, some retreating to the shade for a glass of freshly squeezed juice. A group of scuba divers are boarding a boat to venture out into the turquoise waters and submerge themselves in the underwater wonderland. Later, as the sun sets, a quiet buzz of music and chatter fills the air, together with the thin wisp of smoke from the barbeque fire. The islands remain relatively untouched and the only permanent inhabitants live in a small fishing village on Perhentian Kecil. Apart from footpaths that cut through the jungle, there are no roads on the islands. The only way to get around is by walking through the jungle or taking a sea taxi. If you tread carefully, you may even encounter some of the islands’ shy wildlife on the way, such as monitor lizards, fruit bats, squirrels or even the elusive mouse deer. Simple chalets and some moderately luxurious resorts line the picturesque beaches along with restaurants, dive centers and boat operators advertising their services with hand-painted signs. Perhaps it is the stretches of white beach or the crystal clear water and the superior scuba diving. Perhaps it is the untouched forests or the relaxed atmosphere and unspoiled charm. We like to think that the lush greens and the wildlife’s habiting the island makes Perhentian Islands the perfect place to relate ecotourism & adventure tourism.

Activities In the island

Attractions in Perhentian island are all nature based, ranging from snorkeling to scuba diving and jungle treeking. All eager to teach tourist about the ecosystem that surrounds the island. These islands have been gazette as a marine park and as such littering, fishing and collecting of any marine life (whether dead or alive) is strictly prohibited. As it is a marine park, this also means that the rich diversity of aquatic life has been preserved and it is beautiful to experience.

Snorkelling

Perhentian is famous for its great snorkeling possibilities. A lot of resorts on the island have their own house reef. This means that you can snorkel directly in front or within walking distance of your resort. On the Perhentians there are dozens of diving schools. There, you can rent diving goggles, an air tube and flippers for a small fee (usually around RM15 per day). With this equipment you can snorkel in front of your bungalow. Sadly the fish in front of the resorts often are very spoiled. This means that, as soon as you are in the water you will be surrounded by small (and sometimes also large) fish that expect you to feed them. Also, the coral reefs near the resorts usually are less beautiful, because boats regularly pass by to drop people off at the resort. Some of the popular spots for snorkeling are Shark Point, Teluk Pauh and Tanjung Basi. If you are lucky, a combination of these stops may mean that you see a turtle, some black tip reef sharks and an abundance of colourful coral all in one. But the sheer amounts of visitors and careless practices have resulted in damage to the coral and consequently the marine life around the islands rip.

Scuba Diving

Many tourists visit Perhentian Island to enjoy a couple of great dives. As there is fierce competition between operators diving at the island is relatively cheap, usually ranging between RM60 and RM80 per dive. Diving at Perhentian is especially for beginners as there are almost no currents and visibility is almost always fine. There are better places to dive in Malaysia, but almost none of them are so affordable and easy to reach as on Perhentian. Marine life is in abundance here and apart from the many species of hard and soft coral that form the backbone of these ecosystems you can also expect to encounter turtles, several species of sharks, mackerel, jacks, moray eels, nudibranchs and various other reef fish. This gives a chance for ecotourist to learn about marine life in their natural habitat and to learn how not to spoil their habitat.

Jungle Trekking

On both the islands there are a number of hiking trails, there are no roads however. The trails are light and usually don’t take more than 30 minutes to complete. Perhentian is too small to spot real wildlife, but there are monitor lizards, monkeys, fruit bats and some species of birds on the island. Because walking in the heat is not very pleasant for many, you can take water taxis to return to your resort after the hike. When going to secluded locations, come to an agreement on the pickup for the return trip. Tropical forest covers the greater part of the Perhentian Islands and a few trails that twist through the greenery allow you to explore the diversity of plant life. Tread quietly and you may just meet a few of the islands’ animals along the way. Monitor lizards are in abundance, as are numerous species of insects and birds. If you are lucky, you may even spot a group of long-tailed macaques (a type of monkey). The elusive mouse deer is also said to inhabit the island, but these tiny animals are rarely seen.

Perhentian a conservation island ?

In line with the conservation effort Perhentian Island has Marine Parks as Marine Park are ideal places for viewing the rich aquatic life that abound in Malaysia’s water. There are 5 marine parks and tourist wishing to visit these parks must take note of regulations. A Marine park is an area of the sea zoned as a sanctuary for the coral reef community which is considered as possibly the most productive ecosystem in the world, with its diversity of flora and fauna. Coral reefs are also important breeding and nursery grounds for many commercially important species of marine organisms and fish.

Among the objectives of the Marine Park and Marine reserves are:

– Preservation and protection of coral reef areas from the impact of development.

– Upgrade and preserve the natural habitat of endangered species of aquatic life.

– Establishment of zones for preservation of the aquatic flora and fauna and also for the purpose of research and educational activities.

– Establishment of zones for recreational uses consistent with the carrying capacity of the area.

With the establishment of the Marine Park, the benefits are as follows, the ecosystem and habitat of marine life will be protected and maintained, besides that it will also help in rejuvenation of over exploited zones and their maintenance for the protection of endangered species of marine organisms, and establishment of zones for research and educational purposes.

Perhentian and mass tourism

The growth of tourism changes and modifies the environment. Environment is land, water, air, flora and fauna, but also people and culture and the impacts of tourism are reflected on elements of the natural environment as well as on the man-made environment or built environment (development of environments for tourism as for example holiday resorts). The development of tourism requires the existence of an infrastructure, as well as hotel accommodation and another facilities specific to tourism. In some areas highways and airfields have been constructed to make stimulate tourism but not always has the local population benefited from these developments. Infrastructure and facilities require land and the consequence is that land prices rise in the areas were tourism is developing

What are the effects so far?

The Perhentian Islands are fast taking the middle ground of the tourism industry. Not big enough for runways and golf courses like its neighbour Redang Island, tourism comes in two main forms – backpackers on Pulau Kecil and weekenders on Pulau Besar. There are only a couple of high-priced resorts, while the bulk of the accommodations cater to the mid-range crowd. Only two decades ago, Perhentian was considered a well-kept secret; now the beaches are chock-a-block full of resorts, chalets, dive shops and cafes. Back in 1985 less than ten chalets occupied the coastline of both islands, but a buildin

This report is focused in analysis the environment factors and strategic options available for Marriott International. This report includes an external and internal analysis for Marriott International, an evaluation of strategies options available with a risk assessment and the recommendation of the strategies options that will perfect fit in the company.

The topic of strategic management is one of those hot button concerns that had attracted a significant amount of attention over the past four decades. Strategic is a means adopted by the management in order to achieve the long term objectives.

Strategic management is a process through which organizations analyze and learn from their internal and external environments establish strategic direction, create strategies that are intended to move the organization in that direction, and implement those strategies, all in an effort to satisfy key stakeholders.

In Organization context the traditional process for developing strategies consists of analyzing the internal environments such as Owners/Board Directors, Managers and employees and external environments of the company such as competitors, activist groups, suppliers, unions, financial intermediaries, government agencies, local communities, customers and media to arrive at organizational strengths, weaknesses, opportunities and threats (SWOT). The result from this situation analysis are the basis for developing missions, goals and strategies and the typical question that the organization have to find out in order to have a clear business definition are who is being satisfied? What is being satisfied? and how are customer needs satisfied? In general, a company should select strategies that take advantage of organizational strengths and environmental opportunities or neutralize or overcome organizational weaknesses and environmental threats. After strategies are formulated, plans for implementing them are established and carried out. The environment is the primary determinant of any strategic success. A good management is associated with determining which strategy will best fit environmental, technical, and human forces at a particular point in time, and then working to carry it out. Some studies show that the ability to align the skills and other resources of the organization with the needs and demands of the environment can be a source of competitive advantage. (Cathy Enz, Strategic Hospitality Management, 2010).

To Summarize, organizations need to develop strategies in order to optimize the use of these resources otherwise will not get the success. Particularly, it is essential to investigate the sustainable competitive advantage that will allow the organization to survive and prosper against competition. In other words it is essential for a company to create and develop strategies in order to achieve the long -term goals and objectives. The importance of the strategic management is highly significant, just allows and organization to be more proactive than reactive in shaping its own future; it allows an organization to initiate and influence activities and thus to exert control over its own destiny. Small, business owners, chief executive officers, presidents and managers of many for-profit and non-profit organizations have recognized and realized the benefits of strategic management. Historically, the principle benefit of strategic management has been to help organizations formulate better strategies through the use of the more systematic, logical and rational approach to strategic choice. Such as financial benefits (improvement in sales, improvement in profitability and improvement in productivity) and non financial benefits (improved understanding of competitors strategies, enhanced awareness of threats, reduced resistance to change and enhanced problem-prevention capabilities). But in today’s world we can easily reflex the following improvement benefits in organization’s strategic process management like for example: taking an organization-wide, proactive approach to a changing global world; building an executive team that serves as a model of cross-functional or horizontal teamwork; having an intense executive development and strategic orientation process; defining focused, quantifiable outcomes measures of success; making intelligent budgeting decisions; clarifying your competitive advantage; reducing conflict empowering the organization; providing clear guidelines for day-to-day decision making; creating a critical mass for change, empowering middle managers, focusing everyone in the organization in the same overall framework, speeding up implementation of the core strategies and providing tangible tools for dealing with the stress of change.

Introduction:
2.1 Introduction to Marriott International:

Currently Marriott International is a leading lodging company with more than 3,500 lodging properties in 68 countries and territories such as Americas, Middle East, Africa, Asia and Europe. Marriott International operates and franchises hotels under the Marriott, JW Marriott, The Ritz-Carlton, Renaissance, Residence Inn, Courtyard and Fairfield Inn. The company is headquartered in Bethesda, Maryland, United Stated and approximately has 146,000 employees at year 2010. Marriott International reported sales from continuing operations of nearly $11 billion dollars. Marriott International main product is all about deluxe, comfort and high style accommodation. This company has been success for its high level of guest service satisfaction, positioning it as one of the best hospitality company all over the world. Marriott International target market is mainly defined by age, gender, geography, socio-economic grouping, ethnographic, or any other combination of demographics but the most predominant source is the middle upper class. The industry is highly fragmented and no player commands more than 20% of the market share. Competition in the industry is generally based on the quality of the rooms, restaurants, meeting facilities and service, attractiveness of locations, availability of global distribution system, price and other factors. Although Marriott’s global presence across 68 countries enables it to offer services to a large number of customers, it lags behind its competitors who are present in 80-100 countries such as Starwood’s Hotels and Resorts; Choice Hotels International; InterContinental Hotel; Hilton Hotels; Orient-Express Hotel and Hyatt Hotels Corporations.

Marriott International mission statement: “To win in service by proactively offering customers the most valuable assistance, information and support in a uniquely warm and caring manner”.

Marriott International Vision: “To be the world’s first choice for full-Service Hospitality.

The Hotel Values: The fundamental ideals of service to associates, customers, and community which serve as the cornerstone for all Marriott associates are exemplified by Marriott’s “Spirit to Serve” philosophy.

Marriott International Core Values:

Our employees:

Marriott international believes that the most important elements that the company has are their employees.

One of the important tasks for the company carefully follow is to support employee’s growth and personal development.

The company always treats employees with respect and trust.

The company provides comfortable and friendly work place environment for its employees

The company provides a reward program when employees achieve company’s goals.

Our Guests:

The company manages the business through the style of “management by walking around”.

Company is focus to details.

The company’s attention is focused to innovate in guest service satisfaction through creativity.

The compromise in quality of service and standard is high in any single property

Our Community: the company strives to demonstrate and prove every single day of the year by corporate support of local, employees, national and global initiatives and programs of how important is doing business through Marriott style.

2.2 PESTEL analysis

Political Factors: Marriot International has been paid attention to psychological and physical working environment conditions since the United States authorities thoroughly regulate it. The government supports tourism industry because it is a lucrative industry for the country; however is one of the industries that host more than 50% of the illegal immigrations.

Economic Factors: In the short-term, Americans are affected by the economical crisis, so they should focus on giving an image of affordability. In the long term, they have a very solid reputation so when the economy bounces back, they will be able to return to their original status which is a chain of luxury hotels. The high cost of the skilled labor in United Stated force Marriott to depend on a solid profit to compensate.

Social Factors: Green issues are very important in America so the Marriott would have to focus on recycling, not being wasteful and in general be as eco-friendly as possible. Elderly population in America is wealthy that means that spend on leisure, travelling and hotels.

Technological Factors: Marriott is defined by luxury therefore it should be up-to date with the latest technologies such as free, fast and accessible Wi-Fi, functional and easy to use website and paying bill on cell phone.

Ecological Factors: Each year, Marriot International and its owners spend about $ 10 billion annually buying products and services for its more than 3500 hotels around the world. Recognizing this purchasing power, Marriot has teamed up with its vendors to introduce this greener solution at no extra cost such as Greener key cards, Eco-pillows, Earth-friendly towels, Recycled pens and low VOC paint and Biodegradable laundry bags.

Legislative Factors: the hostelries in America are about to expect lobbying and legislative action that will affect travel company taxation and card check which are important issues to the lodging industry. According to the American Hotel and Lodging Association, the association believes that this move will bear an impact on the industry.

2.3 SWOT analysis
Strengths

Marriott International is well known for be number one in guest service satisfaction in the majority of its hotel portfolio.

Marriot International has a wide variety of offers. (mentioned in company introduction).

3) Marriott International has a strong market position due to its Corporate Social Responsibility activities related with associates, customers and community.

4) Marriot international has a strong revenue growth continue since the past 5 years, achieving 3% growth year over year.

5) Marriott International is successful in the market for its technological enabled services such CRS.

7) Marriott International has high financial resources and human resources up to 146,000 employees.

Weaknesses

Marriott International has a strong overdependence in its American market.

Marriott International’s cost related to labor force and training are increasing year over year.

Because of its high level of standards Marriott International is facing challenge finding qualified workforce, especially in undeveloped destinations where they have presence like in Pakistan.

Marriot International seems to depend heavily on its key accounts and tour operators to generate most of its business and this is the main reason that is unable to innovate in others distribution channels.

Because of its high quality Marriott International is force to keep high prices.

Because of its global branching are facing difficulties to manage.

Due to Marriott International is not very exclusive does not get the most exclusive customers.

Opportunities

Expansion into new markets such as Mexico, China and Asia.

The impact of the Economic Recession could force Americans to travel in their own country.

Partnership with local airlines such as northwest and southwest may contribute to increase sales.

As a consequent of the constant weakening of the American dollar, Americans will not travel to International destinations.

Innovate (penetrate) into new market offering new product.

Marriott International should redesigns its website as user friendly way.

Threats

The impact of the economic recession could cause fly reduction in many national and international airlines.

Competitors are getting stronger because of the latest sophisticated technology which helps them to understand customer’s needs and preferences.

As a result of global terrorism, travelers may prefer choose holiday destination that does not require air travel.

The negative effects that the swan flu cause last winter to the entire world may happen again if the undeveloped countries do not take necessary precautions.

Due to its poor presence in international markets Marriott International may lose revenue and presence.

Its vast presence in major cities does not allow accommodating those travelling to other small cities.

2.4 Evaluation of strategies options

After a deep analyzed of internal and external environment the following strategies options were developed. This provides the opportunity to select the most appropriated strategies for Marriot International. However is vital for the company that those strategies been evaluated

The strategic options are evaluated on the following criteria:

The required resources

The degree to control over future strategies

The speed with which a change in the position of SBUs can be achieved.

Strategic Options
Environment
Competences
Expectation of the company
Risk involved

Market Development (New opening hotel in CSL, Mexico)

Current market is saturated, it is necessary new geographical market

Current product portfolio, with a combination of high financial and manpower resources.

Increase return and market presence applying this strategy

Very high

Market penetration (reduce rate through one of the brand product)

Increase market share and secure dominance of growth markets

Combination of competitive prices and aggressive promotional campaign

Increase revenue with the volume of sales and become the leader of the market.

Low risk

Business diversification (Acquisition of green hotels)

Increase profit and financial resources

New product portfolio, high financial and manpower resources

Increase financial return and expanding of the business

Very high

Product development ( latest technology in room function)

Increase product attractiveness and product value

High financial resources

Increase profit, optimize product performance and high level of service

moderate

2.5 recommendation and justifications for strategies options

As a result of internal and external analysis of Marriot International and evaluation of the strategies options, the following growth strategies will perfect fit for the company:

Strategies
Attractiveness
Company’s strengths
Level of importance

Market Development (New opening hotel in CSL, Mexico)

Very high

High brand recognition.

Very high

Market penetration (reduce rate through one of the brand product)

high

Number one company in guest service satisfaction with high brand recognition

high

Business diversification (Acquisition of green hotels)

Very high

Will depend on the success of the new business

Very high (green tourism is the current trend and a possibility of innovate)

Product development ( latest technology in room function)

moderate

Product value

moderate

Market Development: Open a resort in Cabo San Lucas, Mexico is a good opportunity for the company due to is the most exclusive tourism destination in Latina America. The competition is very low, only was funded the Hilton and Sheraton’s presence in the destination which will give to Marriott International the opportunity to recover and increase the investment in a short period. This destination has a potential national, European and Canadian market that will help to the company to not overdependence of the American market.

Market penetration: Marriott International is well known for its variety of hotel portfolio and this strategy will be apply just into one of the hotels brands (Courtyard), that in this case is the only one that can offered very competitive rates in terms of prices ensuring to the company to dominate the market as a result of kill competition. At this stage, the goal of increase revenue based on increase the volume of sale will achieve.

Business diversification: based on the latest trends and customers’ need of contribute to overcome environment issues, Marriott International could contribute to this new emerging market operating green hotels. This new product (Green Hotels) will require a high financial investment as well skill workforce. However, this new business expansion will give to the company the possibility to increase in financial resources and optimize profit.

Product development: several studies in demand behavior had been demonstrated that costumers are willing to pay more for new innovative room. For this reason is highly recommend for the company to improve their product including the latest technology in room function, such as air condition regulation, open and close curtains, turn off and on lights and order any service that the hotel offer through the LCD’s controlled (the latest technology in television). This will give the company product value and the possibility to price up the product obtaining better revenue rate and increase profit.

Conclusion

As discussed earlier Marriott International may improve to a great extent. With travelers recognizing that Marriott’s brands represent the highest value and quality in the industry its hotels could take advance of this situation an enjoyed at least a 15 % revenue per available room premium to direct competitors. Over the next years, the company will necessary have to expect owners and franchisees to invest a significant amount of money in property improvements, that reflect its “new look and feel”. One of the most transformative changes is the new bedding, which is now in almost all Marriott branded hotels in addition to high thread count sheets and multiple pillows, the replacement of the traditional bedspreads with freshly laundered linens is making Marriott’s bedding the cleanest and freshest of any mayor hotel chain. Eight out of 10 business travelers said they would be willing to pay more for the new, innovative room.

The company has announced plans to add over 600 hotel properties by 2015, the bulk of the additions will be in the emerging markets of India, where it plans to have 100 hotel properties and other countries include China and Southeast Asia. This will add a great dimension to the success of Marriott International. The growth of the Marriott’s operations outside of the United States also makes them susceptible to the risks of doing business internationally due to geopolitical factors and region-specific economic resections. Certain areas such as China and Asia are booming, which could substantially increase profits due to region specific economic booms. However, concentrated recession could lower revenues, increase costs, reduce profits or otherwise halt business.

The recent economic recession has caused a tremendous impact on all the industry sectors including the hospitality industry. The company must constantly observe the change in the customer trends in all the major regions it operates. An innovate plan regarding management system in Marriott International should be transfer managers from one region to other region in order to increase the flexibility of the managers. The next possible step is to avoid investments in the regions that are involved in political and war conflicts such as Afghanistan at this moment.

Meanwhile the competitors are implemented IT strategies alliances that are not productive, Marriott International continue to focus on service, leveraging its understanding of guest and technology, through such industry leading initiatives as “Spirit To Server its Guests”, for example today guest can use the web to order room service prior to arrival. Local cultures must not be compromised irrespective of the success the organization achieves in its international ventures. By forming strategic alliances with international tour operators Marriott can find new inflow of guests. The Marriott system continues to grow with a healthy pipeline of hotels that means that guest will have more choices across more brands in more locations than ever. In few words Marriott is ready to deliver what its customers want, when they want it, the way they want it. Its superb brands, products and services are reaching a new audience and dramatically changing perception of travel.

People travel for different reasons; this can mainly be to do with economic, environmental and socio-cultural factors. People also travel for the sort of changes that are in another destination or for emergency reasons. According to the economical side of why people travel has mostly to do with expenses. In tourism there are different market segment groups. Which tourism providers meet needs differently as these markets have different financial levels. The market segment groups are the upper class, middle class and lower class. The upper class are rich, people such as the government. Middle class are the people that are just about able to afford much of what upper class can buy. Lower classes are people that earn low wages and don’t earn enough to always travel. Upper class people travel mostly for business regardless of the price but obviously still making sure the places they go is luxury for the money they pay. Travelling for business is classed as educational tourism. Middle class tend to travel to get a break from work alongside having an exciting and memorable time. For example travelling to ski this is classed as adventure tourism. Known as doing things that are thrill seeking and fun as most probably a once in a life time experience. As middleclass people have different interest when taking their break from work, they are travelling could be to do with going to spa or visiting historical places which is known as health tourism and Dark tourism. Middle class reinsure that they spend their money on the right type of holiday as it could be a once in a life time experience and the money has to go to right use also as they are mainly there for relaxation. Hence middleclass people have to work for their money to go on holiday so they go more for the cheaper option holiday for example Sun Sea and sand holidays which don’t cost much. When it was found that certain destinations are cheap and affordable this tends to persuade lower class people to travel. Moreover people liked to choose the right places where they would get extra value; this is especially a factor when it comes to exchange rate. Exchange rate is important as this is one of the factors that affect motivation on travelling, as people want to get more for the money they exchange not less. Since the year of the recession they have been an increase in domestic tourism which is due to the expenses of travel. People have less money so they choose cheap domestic places where they can get more out of their money. Expenditure fell by 1.7% in 2010 to ?52.66bn and the number of visits both in the UK and abroad fell by 5.2% to 175 million (Key Note). The recession had not affected high income travellers, recession affected middle and low income earners which means that price is a big solution for people to travel.

The environmental reasons for why people travel is mainly because of the climate change and also the cleaner sort of natural features that are around and looked after more. People enjoy experiencing the different types of weather conditions they’re not use to. People want to have a change of scene. UK travellers are not use to tropical weather conditions; they are used to having cold weather and sometimes small amounts of sun. Resultantly most travellers whom travel to Spain are from the UK. In the year of 2011 from January to September Spain welcomed in excess of eleven million UK tourist arrivals, a cumulative increase of 9, 2% year on year, making it one of the best years ever for UK tourism to Spain http://www.wtmlondon.com/page.cfm/Action=Press/libID=1/libEntryID=680 (2011). Spain has many beaches which people like to go and experience and see the sort of sand that is golden and cleaner. People that are eco-friendly decide to travel to help the eco-tourism side of the world and support more as not a lot of people take an eco-tourism holiday which is another type of holiday that people travel for which is similarly linked to sustainable tourism.

Lastly socio-cultural reasons for why people travel is to meet new people, experience different cultures. People travel for celebrations such as festivals which can be religious. This is classed as cultural tourism, moreover travelling to visit sites which are historical and religious sites such as cathedrals.

Other motivations for why people want to travel are for Medical reasons which are classed as medical tourism. Medical tourism is to do with the health of people that travel for it. People travel to variety of destinations where they feel medical treatment is best. Medical situations are all different and can be very expensive or not performed as well in some home destinations so people travel to get the right treatment. For example in the UK there is the NHS which offer free health care because of this a lot tourist choose to travel to receive that free service.

The way that tourism providers use all this information is by meeting all the needs of their customers and making sure that they are satisfied. However they keep track on tourist behaviour for example how they react to new changes or destinations which they continue to analyse and this gives them more ideas to develop and introduce things to tourist. Tourism providers do this differently, firstly starting with a tour operator when making the holiday packages they would include certain motivations that a tourist would want to try depending on the market segment; also price would vary dependant on the type of group that would buy the holiday for example high class people would expect high prices with excellent service and activities given to them as they have paid expensive rates. Those kinds of holiday packages would be first class, tour operators would give these holiday package created to travel agents to try sell. Meanwhile this is a travel agents role of persuading and trying to sell the holiday but giving reasons why people should travel. Attraction providers use this information by creating more infrastructures and trying to make their attractions as unique as possible in order to have more people wanting to experience this for example Dubai has many attractions which no destination has yet to come. Accommodation providers try to make different star rated accommodations for customers to feel comfortable and to enhance the experience people are having for example staying in an unlimited resort this offers tourist relaxation and gives more of a holiday experience as everything is done for you. Finally other tourism providers including the ones above try to meet the expectations of a customer. Yearly they calculate how many tourist arrivals they get in a destination and the length stay which gives them a knowledge of if they are doing things wrong which they use to improve for it to be right. Reflecting on Spain once again as said earlier in the year of 2011 from January to September Spain welcomed in excess of eleven million UK tourist arrivals, a cumulative increase of 9, 2% year on year, making it one of the best years ever for UK tourism to Spain http://www.wtmlondon.com/page.cfm/Action=Press/libID=1/libEntryID=680 (2011). This shows that providers continue to motivate the reasons why people choose to travel to this destination. For example since they have started launching cheap all inclusive packages which you can also include excursions and other types of activities for cheap it has been more travellers as they are meeting the needs of these people and also giving them more. From looking at the types of reasons people travel, tourism providers continue to build things the way tourist would like to see it. This is the way that they generate income this is why they continue to introduce destinations after destinations so that even when people get bored of certain destinations there are a variety of other destinations to choose from. As another reason for why people travel to a destination is for how accessible it is tourism providers try to choose suitable locations that will be easy to go to if not the transport providers get included into packages to motivate people as for example people getting straight Coach transfers to their hotels. Moreover this information of making things more accessible is acknowledged by transport providers that’s why it is often included in packages or bought with booked holidays such as having Car hire if you want to do things independently.

In the hospitality industry, there are many departments in the organizations of hotels and other lodging establishments. Every department plays a different role in accommodating to the needs and demands of the guests and this include the human resource department. Although the human resource department is not directly involved in serving the guests in the hotel, this department is essential in ensuring that the service industry is consisted of reliable and experienced employees. Being an industry that is very labour-intensive, every individual that is being hired must meet the specifications of the job and it is the duty of human resource department to choose the right people for the right job.

Human resource generally means people who are comprised in the workforce of an organization. For organizations like hotels, human resources are an important asset because it is them who keep the organizations running by providing services for the guests. The operation of hospitality establishments such as lodging establishments cannot work without employees. The human resource department is therefore set up to facilitate the hotel in the role of staffing, training and helping the organization in managing the people in order to achieve a maximum capability in the workforce, subsequently, fulfilling goals and missions of the hotel. The human resource department is responsible for the following tasks.

Understanding and relating to employees as individuals, thus identifying individual needs and career goals

Developing a positive interaction between employees in order to ensure collated and constructed enterprise productivity as well as development of a uniform organization culture

Recruiting and required the employees and making provisions for expressed and promised payroll and other benefits

Innovating new operating practices to minimise risk and generate an overall sense of belonging and accountability

Identifying the areas which the employees have lack of knowledge and experience in and then provide a training programme to remedy the weaknesses in the forms of workshops and seminars

Implementing resource strategies to create and sustain competitive advantage.

Furthermore, the human resource department is also responsible for preparing the manpower budget and the list of backups at certain levels. For example, a well functioned human resource department will always plan for future situations by analysing the current market job to see how the rate of employee switching is going in the hospitality industry. This rate is different in every sector, with the lodging industry having the highest rate when compared with the other industries. Therefore, the employees in the department will always keep a look out for any gaps that requires them to get substitutes for positions in the hotel by preparing contingency plans and backups which are assessed to maintain the hierarchy of the organization.

The management in the human resource department faces a challenge when recruiting members to join the organizations, the higher the challenge still if it is in the case of hiring for the lodging industry. The lodging industry as its name suggests is simply known to the public as hotels, motels and other establishments which provide services such as lodging and lodging with meals. Being a labour-intensive industry, the employees are essential for the operation of the organizations. Therefore, the prospects for employment in the lodging industry are very high and employees are easily attainable in the labour market. However, as the labour market gets smaller when more people are getting hired in the lodging industry as well as other industries, the rate of turnover in the lodging industry has begun to rise higher. The high turnover rate in the lodging industry has impacted the growth of the service sector. According to Kenneth and Berger (1994), the turnover in the hospitality industry has been shown to be incredibly high, averaging up to 200 to 300 percent annually. This high turnover rate not only affects developing countries like Malaysia, but also for developed countries like the USA, where the employee turnover rates are more than 100% in food and beverage outlets.

What are the reasons behind the high turnover rates of employees in the lodging industry? There are various reasons of why the percentage of turnover among employees in the lodging industry is higher compared to other industries. In the next few chapters, the reasons of the relatively high turnover rate will be explained.

Chapter 2: Quality of the Employee Selection System and Leadership

For every establishment, the most important thing for the organization is to choose the right people for the right job. The employees of the hotel are the backbone of the organization. If they are not meticulously chosen by the human resource department and subsequently hiring the wrong people for the wrong job specifications, the reputation of the hotel will be tarnished when the customers judge the service standard of the hotel based on the employees. On top of that, a bad employment system is one of the major reasons of employee turnover in the lodging industry.

More often than not, the applicants for lower position jobs in the lodging industry are usually young and inexperienced. It is not right to assume that the lower levels in the hierarchy of an organization is less important and therefore, simply selecting any applicant from the list will fit the job perfectly. If an individual with little passion in the lodging industry seeks the job just for the sake of getting a job but appears to be keen and enthusiastic during the interview, this might be able to fool the human resource department into hiring him, thinking he is the best candidate for the applied position. This shows that the employee selection system is poor in quality as the employees are not thoroughly examined before hiring them.

It is easy to see that an uninterested employee who has no passion for the hospitality industry will not stay for long in his position. Without a genuine love for the profession as well as the desire to excel as a hotelier, there is no forms of motivations that can help the employee to stay working in the lodging establishment. Sooner or later, the employee will aspire for a better work-life balance, a faster career growth or even a growing desire to stop working in the department where the managers are not the least concern about his well being, for example. Consequently, he will resign from his position after a few months due to boredom or a bad relationship with their superiors. The cycle continues as the human resource department continues to hire applicants without meticulously examining them and assign them to jobs that do not suit them properly and then have to result to terminate them or a receive a resignation from them when they do not perform as well as expected by the department.

Besides, the other main reason why the turnover is high in lodging industry is that the quality of leadership in the establishment. Not every individual is designed to fit well in the culture and the regulations of a property especially the likes of a hotel. Besides, the lodging industry is one industry that practices the culture that foster dependence which requires the employees to follow a chain of command which requires the lower level employees to report to their own direct superiors respectively. It is impossible for hotels to have a perfectly high standard of leadership qualities and therefore, not all the leaders or supervisors are good managers to their subordinates or owning the ability to lead the teams in the various departments in the hotel.

The disability to lead or motivate the employees as their supervisors can bring about a negative impact on the employees and as a result, they become more and more dissatisfied with the way they are being treated by their superiors. For example, an employee who has an emergency to leave early from work and the supervisor disallows him from doing so and forces him to stay till the end of the shift without considering the reason behind the permission of early dismissal. What will the employee feel having to work under a supervisor who could not care less the well being of the subordinates? The employee will be discouraged and begins to consider about leaving the organization for other job opportunities where they might be able to work under a better leadership.

It does not mean that being strict towards the employee is a good leadership quality. A leader must not only be strict to employees but at the same time, needs to demonstrate an example to be followed by the employees. If the way the supervisors lead does not bring about motivation at the workplace, it is no wonder that the turnover rate of the employees is so high because almost no one is able to work under a management that is stressful or filled with negativity, for example, employees are often being scolded for trivial mistakes with no hint of encouragement to strive for improvement especially during the rush hour in the lodging establishment. Thus, the same position keeps changing employee and this increases the employee turnover percentage due to poor quality of leadership.

Chapter 3: Working Environment and Work Specification

The working environment is considered as the workplace and its surroundings. This factor is one that most employees place priority on, ensuring that the job that they doing provides a conducive environment that will enable them to work happily and efficiently. In the lodging industry, the working environment is defined as a place where there is constant contact with guests and it is of utmost importance for the employees to present themselves well at all times. The working environment does not only include the physical workplace which can be seen by all, for example, sitting at the reception but it also involves the figurative part, which is the environment that involves acknowledging the presence of guests day in and day out of the shift (working hours). Suffice to say, the guests are a part of the working environment in the lodging industry.

The working environment in the lodging establishment is another reason of the high turnover rate of employees because this industry is one that requires employees to have a high level of patience and a good stress management due to its occupation nature. Having to face guests all the time and if the guests are demanding, they still need to meet the demands of the guests no matter how tired they are. One can only last for so long working in such a stressful environment while at the same time is forced to put on a smile for each and every guest who walks into the establishment. Besides, the working environment in the lodging establishments also includes their supervisors or co-workers who make pressure more intense in the workplace. The hospitality industry is such a challenging field that not everyone will make it as their permanent profession. Majority of the employees who work in hotels are either school leavers or part-timers who lack the courage to or perseverance to keep pursuing the career in this area, hence, they change jobs as soon as they can find a working environment that is less stressful and gives them more time to relax.

Furthermore, the work specification is also the reason of the high employee turnover in the lodging industry. The shifts in a regular lodging establishment are divided into three shifts morning, afternoon and midnight shifts; consisting of about eight or more hours per shift. Sometimes the employees need to work more than the regular eight hours when there is a shortage of employees in the department. Sometimes, employees are assigned the midnight shift, also known as the graveyard shift in the hospitality context and stay on duty till the next morning. Every shift is important because the guests may check in at any time of the day. The lodging industry cannot expect all the guests to check in only in the afternoon because some guests for example, just got down from a flight and need lodging for the night. On top of that, the work in the lodging industry requires a lot of physical activities which tires the employees easily. Therefore, employees who cannot take the pressure or fatigue will resign or be terminated for lack of competency in the job which leaves the position vacant for another employee who most likely will do the same thing.

The irregularity of working hours in the long term is not the kind of profession which many people like as they tend to prefer stable working hours, such as office hours. Furthermore, the work specification in the lodging establishment, especially in the food and beverage department, requires the employees to stand for a long period of time which is something that needs endurance on the part of the employees. The high turnover of employees occurs in the lodging industry because not all of the ones hired have the aspiration to be hoteliers and therefore, the work specification does not meet their criteria of a job selection. This is one reason why they leave shortly after working for a considerable brief period of time.

Therefore, the working environment and the specifications of the various positions in the lodging establishment is an important element which determines how long the employees can work in the industry. The lodging industry is very labour-oriented which results in high demand of employees. However, the ones who are ready to accept the job opportunities offered by this industry are more likely to change their job environment when they feel that the irregularity working hours in the hotel environment is no longer what they prefer to continue to do, so they need to venture into other career line that is appealing to them.

Chapter 4: Salary and Low Job Satisfaction

For every industry, the purpose employees choose to work is to earn a decent salary to support oneself or even a family. The career is the source of income and therefore, salary has become another reason of why the turnover of employees is extremely high especially in the lodging industry. Being an industry that caters to the need of customers, guests in the hospitality context, the lodging establishments has a mission to provide guests with the best services even though if it means to hire more employees to facilitate the management to fulfil this goal. The number of employees working in the lodging industry is high especially in the lower levels such as front desk representative and the salary for such positions is always deemed to be low in terms lodging industry workers work harder and longer hours compared with the employees from other industries who have fixed working hours and a considerable low level of stress. For example, the front desk representative earns an average of $20,000 per year, referencing from a statistic in United States in February 2010.

Furthermore, some employees who are desperate for a job will work for a short duration of time in the lodging industry and at the same time, scouting for jobs outside the industry which offers higher pay and shorter working hours. Most employees use the lodging industry as a stepping stone in order to achieve a better position somewhere which is not so dependent on guests as well as too much reliance on commission-like pay. Therefore, when they could not accept the same salary for the amount of work that they do, they decide to leave. The scenario repeats when the next employee who comes to replace the previous employee has the same vision of treating the current job as a temporary solution before he can find a higher paid job soon. The reason why most employees leave the lodging industry after working for a short time is because they are not satisfied with the wages that is paid by the hotel as they think they deserved to receive a higher salary for the worth of the work that they do every day, especially the irregularity in the time shift as explained in the previous chapter.

Many of the employees who are working in the lodging establishments do not have the opportunity to express their creativity and intellectual development as the job requirements in the hotel follow a standard operating procedure to synchronise the work among the employees. Therefore, the employees feel that what they have to offer to the industry is very limited as they cannot express their potential to the maximum, something which can make them stand out from other employees. However, the lodging industry places importance on teamwork and individualism is rarely practised in the lower level of management whereby the employee is given a full responsibility in a certain task. The satisfaction level of employees upon the job is slowly decreasing as they begin to feel bored with the tough routine of serving the guests every day without any chances to be valued by the management. Besides, a low job satisfaction happens when the employees feel that they are being taken advantage of which they are obligated to work extra hours at times to cover the insufficiency of manpower during peak seasons with extra minimal wages. As a result, more negative emotions surface such as feeling of undervalued, helpless or unimportant.

Employees seek satisfaction in their career and when they fail to achieve it in the lodging industry, they will begin to wonder if they are not well suited for the service area, therefore, leaving the industry altogether. On top of that, employees desire to attain benefits from their workplace. These benefits are not necessarily in the monetary sense but they also include the appreciation by the organization such as a raise in salary or extra days off in the week. However, it is not possible for the establishments in the lodging industry to reward employees by giving extra days off when industry is so labour-intensive which means, they need all the employees they can to serve the guests who steps into the establishment all the time.

Chapter 5: Impact of New Technology on Skill Requirements

The technology era has made a major difference globally including the lodging industry. The information and communication technology (ICT) system integrate the power of the Internet, the customer relationship management and also the supply chain management in a directly seamless, one-source direction site which allows all kinds of operations to be performed with one user friendly tool. The types of operations that can be performed are such as making reservations, storing of guestsaˆ™ data, tracking as well as payment and reporting from one department to the other. For example, the guests can now reserve rooms from the comfort of their home without having to contact the hotel personnel to make reservations.

By cutting out one or two stages of reservation in the system of the lodging establishment like hotels, it gives a great impact on the employment of the human resource department. This is because with the advancement of technology, certain tasks that have been operated manually by the employees in the lodging establishments such as helping the guest to make reservation has now been replaced with the Internet. This is where the reason of the high turnover of employee comes in. In order to maintain the personal touch that the guests love to experience when they contact the hotel, the management still hires employees to collaborate with the automated functions that has made the procedures in the hotel much simpler than before. Therefore, the employees who are not competent enough to handle the change that has replaced the old system are replaced with employees that have the different levels of skills which complement the job specifications.

On the surface, the management might see this as a solution to replace old employees who lack in skill compared to the new employees. However, the turnover of employees continues to be high in percentage as the technology is always evolving so fast the knowledge that the current employees have becomes obsolete ever more quickly. The training of employees to operate in the lodging industry has become a continuous need meanwhile the remaining jobs require employees of greater skills than before. As a result, the human resource has to keep hiring new employees who are better in operating the new systems in the hotel. This reason used to be the least problem to the lodging industry in the earlier years but now, as globalisation continues to develop, the industry must keep up to the up-to-date systems and hire the right people to operate them, such as hoteliers who are at the same time comfortable with new systems and are flexible to adapt to new changes, a challenge that is continually forcing the turnover of employees to remain higher than the other industries which are not so labour-intensive.

Chapter 6: Conclusion

The lodging industry is such a challenging industry because it requires a lot of employees to make the system functional. The job opportunities that is presented in this industry is so vast that many people are willing to apply for a position within the industry for various reasons but most of the employments do not last long because of the reasons that have been explained in the previous chapters.

The first reason of why the employee turnover is exceptionally high in the lodging industry is because of the poor quality of employee selection system and the leadership practised in the organization. The human resource department has the task of selecting the right people to do the right job. If the employees are not screened properly, there is a higher probability that the individuals assigned to the position are not up to the job, subsequently, cannot handle the work and has to be replaced with better employees who have experience in the lodging industry. The leadership of the lodging industry also affects the turnover of employees. A leader who cannot cooperate with his subordinates or give a proper guidance to train them to perform better at work will also cause the high turnover in employees because employees always seek to work under good leadership that will enable them to learn new things about the industry.

Furthermore, the working environment and the job specification are another reason of the high employee turnover in lodging industry. The hustle bustle in the hotel, having to meet guests all the time with a pleasant appearance can be a challenging job as no matter how tired an employee is, he must not display it upfront to maintain the service level towards the guests. The long working hours is also another cause of the high employee turnover as well as the irregularity of working hours that causes employees to encounter fatigue due to the different shifts they are assigned to.

On top of that, the salary and low job satisfaction has become another cause of high employee turnover in the lodging industry. Employees will leave when they realise that the amount of work they do are not being appreciated when their pay is lower compared with other industries which offer higher pay for lesser amount of work. The job satisfaction then decreases further when employees have fewer opportunities to express their creativity and intellect since the lodging industry has their own standard operating procedures to keep everything synchronised for the guests.

The last reason for the turnover of employees is the impact of the new technology on skill requirements. Technology has been advancing at an incredible speed and there are far easier ways to operate things in the lodging industry. The tasks that have been done manually in the past are now able to be done using new software that can be assimilated in the reservation procedures as well as the storing of guestsaˆ™ data. The employees who are resistant to these changes have to be replaced with newer employees who are more technologically inclined as their new skills are needed to be incorporated with the technology used in the hotel. As the technology advances on, the turnover of employees begin to remain high in percentage as more new skills are required to replace the old in order for the lodging industry to function at its best to serve its guests.

INTRODUCTION

In order to understand where international air transportation may be heading to long-term, the factors which have driven the growth in air travel in the past and what will those forces look like in the future? The last quarter of the twentieth century has seen gigantic change in the transport sectors of many countries, imposing much dislocation on both people and companies engaged in the provision of transport services. An airport is comprised of a huge variety of facilities, systems, users, workers, rules and regulations. Also, just as cities flourish on trade and commerce with other cities, airports are successful in part by their ability to lucratively be the location where passengers and cargo travel to and from other airports.

Moreover, just as cities find their place as part of its county’s, states, and country’s economy, airports, too must operate effectively as part of the nation’s system of airports. Many other economic sectors have faced the need for vast adaptation to new trends in the growth of the world economy. These challenges faced by airports are enormous. Airports query in forward way and are described in gathered information.

OVERVIEW:

An assessment of abundant air travel forecasting models indicates the key drivers as GDP and income growth. In a replica an economic recovery will produce a set of world economies which will look much the same as what we saw in 2007-2008, then knowing the expected values and influences of old variables is what is important. Closely linked to these factors are trade growth, Security, congestion in airport and airspace, automation, ground access, CNS/ATM, Environmental constraints and foreign direct investment. Airlines are turning to bigger and larger aircraft, financial constraints, increasing consumer interests are some of the irritants.

Simulation of passenger flow in an airport terminal is also a major problem in an airport. There have been policy changes, including the increasing liberalization of international aviation agreements, the changing business models of carriers, the expansion of alliances and the growth in long haul aircraft fleets.

Influences to be considered in assessing the future of international passenger air travel are those things events, policies and economic and political environment which are new. New forces will be at work in the future that will have an impact on international air travel.

IDENTIFIED CHALLENGES:
AIRLINE MARKETING AND MANAGEMENT
ECONOMIC IMPACT IN PRIVATIZATION
AIRPORT AIRLINE RELATIONS
ENVIRONMENTAL ISSUES
AUTOMATION
CARGO PROBLEMS
AIR TRAFFIC
CAPACITY CONSTRAINTS
AIRPORT-AIRSPACE CONGESTION
SAFETY
NEW LARGE AIRCRAFT
COMPACTING STRATEGIES:
AIRLINE MARKETING AND MANAGEMENT

This has been prepared against a backdrop of what is still an industry facing rapid change and continuing financial problems. We have also seen that in aviation it is a dangerous statement to say that, “Things can’t possibly get any worse”. People were indeed saying this in 2003, when things did get worse with a rapid increase in the price of aviation fuel which has continued up to the present time. The industry has endured turbulent times before – admittedly at a reduced scale compared with today and has come through them. The problem for traditional airlines will be that most of this traffic will be carried by the small number of giant global Integrators rather than by them.

When coming to the property management airport shareholders and owners demands grow, non-aeronautical related income is becoming increasingly important for airports. The marketing environment of the airline industry will certainly remain volatile and difficult. The established trends towards deregulation and liberalization will continue, and, at least towards the end of a ten-year timescale, may encompass the long-overdue changes in ownership and control rules which will allow aviation to finally take its place amongst other global industries. Technology will also affect airlines.

In the future, though the ability to build and maintain strong brands will be a necessary requirement for success. If it is, it will require marketing communication spending which is substantial, well-thought out and seen in a strategic, long-term way rather than as a tactical exercise which can be reduced or ditched as soon as times become difficult. This Airport module helps airports to manage their rental, lease, license and concession related interests. It provides the information you need to make important property related business decisions. An effective tool for quick resolution and management of airport activities. Simple tracking and escalation of tasks to the right people in the airport and Information is provided at the fingertips of the right people within the airport, enabling effective decision making in incident management also solves problem.

AIRPORT PRIVATIZATION:

Airports have been increasingly dependent on the private sector to provide services as a way to reduce costs and improve the quality and the range of services offered. Privatization refers to changing governmental functions and responsibilities, in complete or in part, to the private sector. Most services now performed at large commercial airports, such as airline ticketing, baggage handling, cleaning, retail concessions, and ground transportation, are provided by private firms.

Even after privatization, the airports have remained subject to government regulation of airline access, airport charges to airlines, safety, security, and environmental protection. Privatization advocates believe that private firms would provide additional capital for development; privatized airports would be more profitable because the private sector would operate them more efficiently, and advocates believe that privatization would financially benefit all levels of government by reducing demand on public funds and increasing the tax base. However, the concepts that drive private enterprises toward competitive and efficient operations are becoming embraced by publicly owned and managed airports.

As a result, more efficient executive structures and management responsibilities have resulted in more streamlined and efficient airport management organizational structures which can visualize solutions to future issues and problems and reach the goals.

AIRPORT AIRLINE RELATIONS:

Almost all are owned and operated by state Governments or subdivisions of state governments such as cities, counties, or airport authorities. Unlike railroads, motor freight carriers, and bus lines, which must own, their terminals, the airlines do not own the airports. This has the advantage of holding down the capital investment necessary to operate, but the disadvantage that the airlines must cope with the policies, practices, And charges of hundreds of separate airport-operating entities. The airlines, which are properly merely tenants at the airport, thus become enmeshed in the financial problems of the airport. Another matter of concern to the airlines is airport capacity.

Deregulation, stimulated a trend toward smaller aircraft which increased the number of flights needed to serve a given number of passengers. Deregulation has also tended to encourage hub-and-spoke operations, as mentioned earlier, where a carrier selects an airport as a hub and tries to time a number of inbound flights to feed traffic to an outbound flight.

Aggravating these factors, the long-term growth of traffic continues. The airline tends to blame the government for the problem of congestion and delays at the busiest airports, alleging that the air traffic control system, which is operated by the FAA, has lagged in introducing the most modern technology, and that there has been insufficient funding for needed airport improvements.

As these factors will be seen from the foregoing, airport economics and airline economics are closely intertwined. As these problem areas demonstrate, airline economics is closely interrelated not only with other parts of the economic system but also very much with the social, technological, and political arenas. The problems are many and severe, but challenging.

ENVIRONMENTAL ISSUES:

Airplanes, a source of carbon dioxide emissions, are poised to become a major factor in global warming in the future, according to new predictions. These types of airport problem in which airlines are deeply involved come under the general heading of environmental interactions. An airport can cause noise, air, and water pollution, as well as automobile traffic congestion.

Environmentalists will insist, with some logic, that the true costs of an airport should include the social costs of such pollution and congestion-that is, the losses to society in its quality of living. Noise problems due to aircraft operations are the most serious of the environmental charges against the airports and in many ways the hardest to resolve. In a few instances it has been possible to acquire huge tracts of land around the airport so that the aircraft flight paths are over airport property when they are at low levels.

Proposals have been made to locate new airports at sea or, for Chicago and other lake ports, out in the lakes. So many large U.S. cities are located on the oceans or the Great Lakes that such projects are at least Conceivable for the next century, although they would present their own technological and environmental difficulties. The noise problem has also been tackled by finding ways to make aircraft engines quieter.

AUTOMATION:

Another important input that promotes the airport access is the automation. Advancement information communication technology (ICT) has eased much of the pressure from airport operations. As airport operations, you need to focus more on integrating the ICT applications to improve key functional departments and personnel within the airport to access critical airport information in support of resources management, engineering and maintenance, financial management, operations and all decision support activities. Managing an airport’s revenue stream can be a complex and difficult task.

The Airport Billing Module is designed to vastly simplify the collation and billing of all your flight and non-flight related revenue. The system is completely flexible to your specific business requirements while maintaining billing integrity and ease of use. Its primary focus is on improved operational efficiency and charge flexibility makes it an affordable solution, minimizing your costs whilst maximizing your revenue options. Reporting is made simple with the ability to derive accurate financial, operational and executive Key Performance Indicators.

Automation related incidents are common knowledge because of their increasing frequency of occurrence. Data- entry errors, monitoring failures, system workarounds and mode misapplication which fault rarely occur in isolation or without contributing factors. Some of the solutions for the issues are awareness, training, by standard operating procedure and crew coordination .in which mode awareness, situational awareness, system awareness, and increased heads-down time which are the conditions that may lead to unsafe conditions in advanced-technology air-craft.

CARGO PROBLEMS:

Certain problems in the air cargo field deserve special notice, such as inflation, multilateral cargo agreements, and the impact of trade agreements, fuel policy, hazardous cargo, and cargo alliances.

These seem to be inherent in the air cargo business. Among these are directional imbalance, the absence of new dedicated freighter aircraft, airport noise regulations, and the dependence in many domestic markets on belly cargo and thus on schedules tailored to please passengers. Despite these chronic problems, air freight continues to grow, and small-package traffic continues to grow rapidly.

AIR TRAFFIC:

Most airports around the world today are facing a crisis due to an exponential increase in air traffic. The modeling software ARENA developed by Rockwell Automation is made use of in simulating the complete flow of passengers for typical mid-sized airport during the domestic arrival, departure, and also during international arrival and departure for a flight. Arena basically helps in streamlining and optimizing all the passenger related processes at the airport. It helps reducing passenger processing times, and the number of passengers who miss their flight due to lack of time.

The four major controller classifications at control towers: Flight Data Controller, Clearance Delivery Controller Ground Controller and Local Controller which of these positions has specific duties. Not only airlines/airports contributions by way of passenger and freight activities, and the increasing number of aircraft movements are vital input to national economy.

The need for change in the current CNS/ATM is due to two principal factors: Due to inherent limitations in the current system, it will not be able to cope-up with the growing demand of air traffic; and the need for global consistency in the providing air traffic services (ATS) while progressing towards a seamless CNS/ATM system. A Communications, Navigation, and Surveillance/ Air Traffic Management (CNS/ATM) master plan is a plan for a needs-driven, economically justified, evolutionary system and modernization. The Plan must: (1) sustain systems necessary to maintain existing level of service; introduce new operational procedures, technologies, and mechanization concepts necessary to meet user and operator needs; and introduce appropriate program management structures for successful accomplishment of the Plan

Required Total System Performance (RTSP) concept, Required Communication Performance (RCP) concept, Required Navigation Performance (RNP) concept, Required Surveillance Performance (RSP) Concept, Free Flight/Autonomous are new emerging concepts may prove as performance measurement gauge for CNS /ATM in order to avoid any sort of problems in the systems.

When air traffic vs. GDP the air transportation industry is therefore, highly susceptible to economic cycles and fluctuations in fuel prices. Globally, the share of raw material moving between regions has declined, while the Share of cross-moments has increased. As we are facing many challenges in order to meet the world trade amounting in which 35% of international trade moves by air as per report in 2008 ,40%of trade over some 3.5 $ trillion in value. Air transport, therefore, drives economic and social progress. In most developing countries, the demand for freight and passenger traffic is growing faster than population and GDP growth rate.

CAPACITY CONSTRAINTS:

Capacity constraints include not only limited physical infrastructure like Runways and terminals but also administrative limitations like night curfews, noise & emission budgets or noise & release limits, which all restrict the overall level of air travel demand an airport is potentially able to serve. However, airport choice varies considerably when travelers are faced with capacity constraints, and thus depends on the gap between demand potential of an airport and the demand at capacity level. Thus it would seem appropriate to incorporate the impact of capacity constraints in a systematic and coherent way when planning studies on future airport choice.

Due to impact of the capacity constraints on airport choice the expansion by Redistribution of demand among neighboring airports restricted growth of local demand Airport capacity expansion takes place. Whether airport capacity is expandable or not within a comparatively

Short time horizon depends on several factors, including geographical,

Political, ecological and economical variables. These factors differ from

Airport to airport. There will be a need for the state to strike the right balance between intended commitments and airport infrastructure. As air services agreements with multiple description and gradual removal of capacity restriction have enabled increases in number of air carries and air services, thereby putting supplementary pressure on existing airport capacity and it would continue to challenge the air ports.

AIRPORT-AIRSPACE CONGESTION

Congestion at airports effect air traffic in airports and strand passengers. The growing of congestion at international airport is a serious issue whose resolution is primarily a question of determination and is not a technical problem and the current situation is choking growth rates in the industry. As our inflexible India has been facing many issues in this congestion immediate action is required.

Due to Increased airspace congestion, airport delays and noise are concerns. It has been suggested that a runaway should be built to ease congestion as well as to fend off competition in the airports and manage the runways in a proper way. The premise that some amount of congestion and delay is not inconsistent with efficient and within your means air transportation. Due to this airport congestion and fuel compel reasons, both Boeing and airbus aircraft manufactures companies are introducing new large aircrafts.

SAFETY

Safety has always been an integral part of an air carrier’s mission. One of the most significant issues facing airports in the early twenty-first century is that of airport security. Most users of commercial service airports are subjected to security infrastructure, policies, and procedures within the airport terminal area. By introducing some programs like BASIS program which is an excellent model of risk-management feedback. It was designed and developed by safety professionals to provide support in capturing, investigating, and analyzing safety data from incidents and accident.

Global Safety Data Management, through its valuable sources of safety information (e.g. IOSA), IATA can: Break down silos in safety data Management and analysis and obtain a complete picture, determine & prioritize safety concerns for the industry. And Develop solutions to address issues. At most commercial service airports, controlled access through doors that provide access to the AOA, secure areas, sterile areas, and other areas within the SIDA, as well as many employee-only restricted areas, is enforced by the use of control systems. These systems range from simple key locks to smart-access technologies, such as keypad entry systems requiring proper pass code.

Sophisticated recognition verification technologies, including those that employ biometrics, are continuously being developed to enhance access control at airports. Various lighting systems , safeguards, fencing 10 to 20 feet inside the property line and barriers to preclude unauthorized access into the area, which may include Aircraft with unusual or unauthorized modifications can help in prospect. Further development of advanced biometric and information technologies, are expected to provide a contribution to enriching airport security, with the goal of proactively mitigating any future threats to the aviation system while preserving the efficiency of the system itself.

Protecting against unknown future threats is an imperfect science, and as such, the future of airport security will always be an unknown entity. Concerns for the safe, secure, and efficient travel of passengers and cargo domestically and internationally will always be a top priority for the civil aviation system, and it can be assured that efforts to make the system as secure as possible will continue to be held in top priority, by all levels of government.

NEW LARGE AIRCRAFT (NLA)

Numerous key design and operational characteristics of proposed NLA which should need to be taken into contemplation before such aircraft are introduced into the current airport environment. It is anticipated that the development of NLA will continue in the future, bringing newer, larger transport aircraft. We face impact on airport design i.e. on air side and land side which may fall in to many issues in the airport.

In an air side it might involve current landside design concepts. With their larger passenger capacity, NLA will affect numerous landside issues such as baggage handling, ticket counters, passenger lounges and cueing areas, parking, terminal design, airport capacity, gate compatibility, and various other items. Airports and their surrounding communities are expressing concerns about how the operations of NLA are going to affect the environment.

Aircraft manufacturers are well aware of these concerns and are designing NLA to be compatible with today’s noise and emission restrictions. Involving a NLA include the effects of jet blast, turning radius, and bypass taxiing capabilities and NLA should not obstruct other passing aircraft or cause delays in traffic flow. Specific elements of airport planning and design that may be affected by these changes in aircraft characteristics have been identified to assist airport planners and the FAA in preparing for the NLA’s arrival which includes signs and marketing’s in the prospect.

CONCLUSION:

The problems are many and severe, but challenging. These studies have also investigated how such taxes or trading schemes may impact the structure of the networks and perhaps the industry itself. The future is unlikely to see greater stability in airline pricing structures. Other new forces will be technology, such as improved engine fuel economy, bio-fuels, improved air traffic control, country specific taxes, industry consolidation, and the influence all of these would have on fares and service as well as network reach and design.

As these problem areas demonstrate, airline economics is closely interrelated not only with other parts of the economic system but also very much with the social, technological, and political arenas. All in all, the future will be an exciting and challenging one. It must continue to retain the courage of its convictions and pursue liberalization of international aviation market. Working in the airline industry will be stressful – dealing with an accelerating pace of change always is – but it will provide tremendous opportunities for those privileged to make their living from this still dynamic and fascinating industry.

The experience of witnessing some of the world’s most beautiful and pristine environments has come with heavy costs. The serious impacts of tourism on the third world have damaged not only the environment in which people from all over the world travel to see but also has serious socio-economic impacts on the hosting countries. Finding a viable solution to mass, uncontrolled tourism that can benefit the host country is not an easy task. Being witness to so many transnational companies destroy the local environment and economy by building massive all-inclusive 5 star resorts is the underlying issue this research paper examines. There is the ability for this wealth to be brought into third world countries due to their comparative advantage. However, it is mind-boggling to discover that for the most part the capital that is generated leaks back out of the places that need it most and back to developed countries. One of the most beautiful places to visit in central America is the small country of Belize. Lying right on the coastal region of the Caribbean sea, it has a barrier reef stretching 150-miles of its coast, the second largest and one of the most impressive in the world. Throughout its history it had not been a prime destination for tourism, but over the past few decades the presence of tourism has become very prominent. Utilizing the new found tourist industry as a development strategy in Belize comes with many challenges. This includes the need to develop proper guidelines, governing bodies and policies to protect the environment, economy and culture of the country. Protecting the culture of the Belizean people includes maintaining the behaviour of the local people and their communities while incorporating the ability to develop their economy through tourist activities. This also encourages development in local communities by bringing in foreign exchange. The impacts of tourism on such a pristine environment and culture can be very damaging if they are not regulated properly by the local government. It is important to make development sustainable by involving the local businesses and drawing in foreign capital and investments for the local people without damaging their culture, environment or economy.

The economy of Belize originally had a strong agricultural focus, much like many central American economies after the reign of colonialist control. The British colonial influence on Belize had its economic focuses on the production of sugar cane. This was its primary export for a substantial period of its history. It expanded its production of agricultural products to include citrus products, bananas as well as seafood, however the agricultural sector in Belize has been in a slow but steady decline since its independence. The exporting of agricultural products brought foreign exchange into Belize’s economy, which was precisely what it was in need of. This opened up the economy to a higher diversity of jobs that would help the economy flourish. Throughout the course of the 1950’s the tourism in Belize was restricted to jungle expeditions as well as fishing, this made it an insignificant part of the economy as a whole. Around the world during this time period, it was the beginning of the idea of vacation opportunities in places such as the Caribbean. This was created by marketing the product that the Caribbean, in particular, was capable of offering; white sandy beaches, palm trees and crystal clear waters in the hot sun was exactly what was being marketed to the Western world (Belize Tourism Board, 2011). One of the attractions of the Belize tourism industry was jaguar hunting in the jungle, as this only appealed to a select group of people who would go on jungle expeditions to hunt it was not a major aspect of contributing to the economic development of Belize. The first tourist destination and hotel in Fort George, Belize opened up in 1953 and has seen the development of the tourism industry throughout Belize over the last half of a century (ibid). Throughout the next few decades the development of big hotels around Belize began to grow and draw tourists to these destinations. With the tourists came an influx of foreign exchange that helped to fuel the economy. One of the most prominent focus’ of the tourism industry was the ability for Belize to market its barrier reef as the second largest in the world. Tourism to the country significantly increased over the next few decades and through the 1970’s as Belize marketed the thriving industry of having one of the best scuba diving experiences in the world. In fact famous explorer Jacques Costeau visited Belize’s “Blue Hole”, one of the many impressive coral reefs surrounding the coast (ibid). The expanding industry of tourism eventually reached an all time high in the 1990’s and the government of Belize began to create tourism strategies for the country to help its development including advertising itself in the United States. During this time period the cruise ship tourist industry also exploded growing by 546.4% including 200 cruise ships which brought an increase in foreign exchange into the country in areas where the ships would dock (ibid). Over the past 50 years the tourism industry in Belize has rapidly grown, but with this comes many challenges to preserve and maintain the culture, environment and wildlife of the country. These have been the objectives of the government in Belize as the industry has expanded.

Mass tourism over the past few decades has most definitely left its growing mark on the third world in many ways. Cater explains the alternatives to this mass tourism in third worlds:

Increasingly Third World countries are turning towards alternative tourism as a seemingly benign alternative to uncontrolled mass tourism with its myriad of adverse economic, socio-cultural and environmental impacts. Most of the characteristics of alternative tourism are in direct contrast to those of conventional mass tourism. Activities are likely to be small scale, locally owned with consequently low import leakages and a higher proportion of profits retained locally. These contrast with the large-scale, multinational concerns typified by high leakages which characterize mass tourism” (Cater, 1993:85)

Sustainable tourism comes in many shapes and forms, but essentially what each policy reaches to obtain is a form of tourism that can actually benefit, rather than harm; local economies, cultures and environments in the places that mass tourism now impacts. Sustainability such as ecotourism, focuses mainly on the environmental issues but can also help in reducing poverty in a country through stimulating the economy opening up more jobs for the local people as well as decreasing the amount of leakages in the country’s tourism industry through foreign imports. The idea of environmental sustainability emphasizes the need to decrease the impacts that tourism has on the local environment through tourist activities. The ‘carrying capacity’ of a country identifies a way of finding a manageable balance between tourism and environmental sustainability, what the environment can handle before it can no longer replenish its resources by itself. This is a very important measurement when looking at the impacts of tourism on the environment, as well as the main focus of ecotourism (Mowforth and Munt, 2008). In order for any system of tourism to be completely sustainable, the development of tourism should meet the needs of the host population by improving their living standards in the long and short run, be able to satisfy the demands of the growing tourists and continue to attract them and safeguard the natural environment in order to achieve both of the other goals (Cater, 1993:85,86). Tourism in itself, is an industry that can always be relied on continuing, “while industrial countries are adopting protectionist policies in regard to the importation of goods they are not likely to impose restrictions on travel by their citizens. Travel would continue to absorb a rising proportin of personal incomes” (Chib, 1980:288). This leaves the question of how to handle and maintain tourism throughout the world up to the host countries. Many third world tourist destinations have the comparative advantage that many first world countries do not, the sandy white beaches with hot summer weather all year long, however, it is important for each country’s government to intervene with policies that will enforce sustainable tourism across the economy.

Destination areas need to determine the level and type of tourism that they want to attract and make informed decisions regarding the scale, ownership, location and timing of development. Tourists need to me more fully aware of the damaging potential of their stay and modify their behaviour and expectations accordingly (Cater, 1993:90).

In terms of the third world, in order to minimize leakages, the management of sustainable tourism is key. Tourist activities can result in larger economic gain that can cover the cost and improve the carrying capacity of a country by producing new infrastructure. This turn brings in more tourists and improves the carrying capacity by being more efficient. This can all come from sustainable development by managing tourism so that it benefits the local economies of the host countries through tourism activities.

Belize is one of the most lush tropical destinations in central America and has become a very desirable destination for tourism. The comparative advantage that Belize now has over many other third world tourism destinations is that its wildlife, environment and culture are still relatively well sustained. This is a very significant difference in comparison to the destruction that has been obtained in the third world due to large tourism based transnational corporations. Organizations such as the Belize Tourism Board work to regulate the tourism industry in Belize. This organization works with the government and the private sector to create positive and responsible development of the tourism industry to improve the socio-economic growth of Belize. The guiding principles of the BTB are that tourism is a national priority designed to bring benefit to Belize with balance among all sectors of the industry safeguards and secures Belize’s destination – positioning in the global tourism market. Local communities play a meaningful role in the tourism sector, ensuring economic, social and cultural benefits to each participating community. Also integrating the tourism policy and development programs with the national economic, social, cultural and environmental policies. It recognizes the importance of involvement with the private sector in tourism as well as protecting Belize’s natural and cultural resources (Belize Tourism Board, 2011). The tourism board has been the main policy making mechanism for the tourism sector in Belize since 1990. It works closely with the Ministry of Tourism and the Department of Archaeology and the Boarder Management Agency to create tourism policies and maintain the industry in Belize. An important aspect of the BTB is its close relations with the private sector, bringing in private investments into the Belize tourism economy (ibid). By regulating tourism in natural areas, through national parks, reserves and conservation areas, the fees generated by this as an industry create direct financial support for maintaining these areas. This protects the natural areas in two ways, financial and political, the aim to gain profits from these parks benefits both the environment and the tourism industry as a whole, giving it political motivation to be supported (Britton, 1982). The need for sustainable tourism development in Belize is very predominant especially in reference to the ocean. In her research on tourism in Last Resorts Pattullo explains:

The 150-mile long Belize Barrier Reef, the second largest in the world after Australia’s Great Barrier Reef. Belize has rapidly expanded its tourist business from under 100 000 visitors in 1985 to more than 250 000 cruise and stay-over visitors in 2000. The damage to the reef, including rapid depletion of its fauna and well-being, has occurred within the time-span of the tourist boom (Pattullo, 2005:137).

If the tourism economy is properly regulated and controlled the damage to the environment will be sustainable, enabling the environment to reproduce at its own rate without further damage being incurred.

One of the starting steps to developing sustainable tourism as a vital part of the economy is being able to manage the capacity of visitors. In order to do so the country would have to take charge in employing large numbers of the local population to work in the tourism industry. It has been seen over the past ten years “tourism expenditures represent about 22% of GDP, and one in every seven jobs is related or driven by tourism. The health of the tourism industry in our country is a key economic driver and vital contributor to the quality of life for all Belizeans” (Belize Tourism Board, 2011). As it has clearly become a very important part of the economy in Belize, making sure the tourism industry is sustainable is a key concept in maintaining it to be beneficial for the Belize economy. Belize is somewhat of a model country when it comes to government policies on foreign companies owning land in their country. What typically happens with large corporations that are not owned by local people, is that they purchase very valuable land in the country and develop it the way that they see fit, to bring in the largest profits for their company. In doing so this damages the surrounding communities and does not bring any capital into the country for investment in local infrastructure or development projects. However, “the government enacted legislation in 1973 that requires non-Belizeans to complete a development plan on land they purchase before obtaining title to plots of more than 10 acres of rural land or more than one-half acre of urban land” (Travel Document Systems, 2009). Having thorough involvement in maintaining the amount and quality of the tourism that comes into the country is a key part in sustainable tourism as a development strategy. Tourism, when maintained properly, brings in foreign currency to build the economy, attracts investors and allows for many jobs to be created within the country. Belize is harboring development from tourism through enacting the Sustainable Tourism Program, allowing for manageable growth throughout the country. The project selected the areas where tourism development will take place; Placencia Peninsula and Village, San Ignacio and surroundings, Amergris Caye and Belize City. The Sustainable Tourism Program explains that:

The main idea behind the selection of these destinations is town core development and enhancement to encourage longer visitor stay by the overnight tourism sector. This project aims to engage the local communities by providing spin off benefits to the residents, and catalyze further investment and growth from the revitalized areas (Sustainable Tourism Program, 2011).

The sustainability found in tourism can work to reduce poverty through these initiatives by creating more jobs for local people and growing the economy in Belize.

The small country of Belize has a pristine environment, wildlife as well as an incredible and diverse culture amongst its people. The tourism industry can have extremely harsh impacts on all of these wonderful parts of any country but especially those in the third world. Large transnational hotel and tourist companies can cause severe damage to not only the economy of the third world through leakages of capital back to developing countries but also to the local cultures and environment. This is where the idea of sustainable tourism comes into play as an international goal. Specifically, Belize has implemented numerous development strategies through the government as well as NGOs to harbor tourism as a form of development. This involves participation in tourist activities by the local people, managing guided tours and companies, as well as taking advantage of the vast possibilities that cruise tourism can have in the areas where the ships land. Focusing on developing Belize City as this hot spot for cruise ship tourism will bring in immense amounts of foreign exchange into the local economy there. However, this can be a catastrophic disaster for the economy and environment if it is not properly regulated by the government. The Belize Tourism Board has in place the necessary criteria to be capable of managing and maintaining the well-being of not only the cities that are influenced by cruise ship tourism but also overnight tourism. This is a very important part of the economy in Belize and it is only the beginning. Managing to maintain sustainable tourism throughout Belize will help its economy flourish and grow while being able to maintain the environment as well as the wonderful culture that Belize has to offer.

According, Gawler believed that tourism is effecting to economic and lifestyle of people in each area of tourism. Tourism has fears that is expanded to tourism and related to badly react or mass tourists. Anyway, tourism can be both positive and negative impacts on countries. Moreover, Mirbabayev and Shagazatova said that nowadays, tourism is the largest factor of economic. Tourism is evolving in economic activities. Various sectors of economy have affected from growing development rates; infrastructure development, foreign currency inflows, and new management. They can be contributed to the social and economic development in big part of the country.

Also, Lehmann (2005) explained that there are three distinct parts: direct, indirect, and induced in the total economic impact of travelers First, the direct impact is the value added of those sectors that interact directly with the visitor. Second, the indirect impact is the benefit to suppliers to those direct sectors. Third, the induced impact adds the impact of tourism-generated wages as they are spent in economy.

In addition, Rattanasuwongchai (1994) told that Tourism is the fastest growing industries and can generate national income in developing economies. Same as the other, Thailand has a tourism that is a major source of national income. Although tourism had some negative effects, it has covered all level. Otherwise, Sugiyarto, Blake, and Sinclair (2002) defined that tourism took place within a large context of the world economy. Besides, Sherpa (2006) said that tourism is a major economic activity providing livelihoods to poor people. Moreover, Bartsch (1998) said that Tourism conducted tourists visiting the village. They can get extra income and took advantage by offering accommodation to tourists. Likewise, Khadka (1996) explained that International tourism is a fast growing in economic factors. It increased in national income.

Meanwhile, Albqami (1997) said that Tourism had received more attention in nowadays. Tourism stimulated to the economic growth. Similarly, Suntikul (2008) told that Tourism has a difficult problem. Tourism is accepting as the economic and societal importance of tourism activity. However, tourism has poorly managed within its economy, social, and environmental contexts. The meaning of the ‘impacts’ of tourism cannot be properly assessed.

Advantage of tourism impact

According, Gawler (2001) believed that the advantages of tourism are economic development. Tourism is helping to support communities, particularly in rural areas. There are little dependences on urban centers and imports to sustain tourism activity as we called “decentralised”. Tourism development often brings a range of benefits to host communities. Improved infrastructure power, water, and telecommunications, services (banks, transport) and new investments, all serve to enhance the lifestyles of communities. Tourism can make a sense of community pride in their location. Tourism can exchange for cultural between communities and visitors. Tourism creates regional identity both nationally and internationally. Conservation area efforts and provides effective management of significant areas can get the fund for conservative and management. Tourism can promote the preservation.

Otherwise, Mirbabayev and Shagazatova supported that Tourism can be both a source of international peace and understanding. Here are possible positive effects of tourism: Tourism is developing positive attitudes towards each other culture and learning about each other’s culture and customs. Also, Tourism is reducing negative perceptions and stereotypes. Tourism is developing friendships and developing pride, appreciation, understanding, respect, and tolerance for each other’s culture. Finally, Tourism is increasing self-esteem of hosts and tourists.

Similarly, Lehmann (2005) said that tourism consists of share of the retail, transportation, restaurant, lodging, and entertainment industries directly contribute to the travel sector. Tourism directly gave nearly $1.64 billion in Palm Beach County on 2004.

Meanwhile, Sugiyarto, Blake, and Sinclair (2002) defined that the levels of GDP and employment are increased by tourism growth. Trade, tax and balance of payment can increase by tourism activity.

Additional, Albqami (1997) said that tourism industry is increased; the industry will need to purchase more input in the economy to produce the additional output. These purchases will stimulate additional output.

Disadvantage of tourism impact

According to, Rattanasuwongchai (1994) told that a huge number of tourists exploit natural resources. Tourism has a heavy impact on the environment. In addition, tourism needs more infrastructures, transportation and other facilities which can cause environmental suffering. Tourism caused environmental pollution from human waste, sewerage into water sources, and trash. Without strict regulations in land using, most hotel may invade the preservative areas. It can be cause of declining in participation in rural traditional.

Similarly, Bartsch (1998) explained that Tourism in Ban Chaidee is does not replace any other activity, and agriculture which is still regarded by people as most important economic activity. Environmental damage and government policies have decreased the traditional resources of the villagers. The pollution caused by tourists, noise pollution late at night.

Moreover, Khadka (1996) explained that Environmental and socio-cultural depletes may make tourism unsustainable. These factors can also be regional in their nature or impact.

Otherwise, Sherpa (2006) said that tourists had a negative effect to loss of rural culture.

In additional, Suntikul (2008) told that tourists took a critical the cultural in tourism practice, and the host culture. Tourism is introducing negative impacts to Luang Prabang.

Introduction:

The movie under analysis is referred to as the tourist, and it was produced in the year 2010. This is a romantic comedy thriller that depicts the life of a tourist, who is wrongly mistaken to be a notorious criminal, being sought after by the Scotland Yard detectives. However, after the movie progresses, the police are able to find out that he was the real criminal they were looking after. This film stars some of the best movie talents, and this includes Johnny Depp, and Angelina Jolie[1]. This movie was written and directed by Florian Von Donnersmarck. This film was produced and financed by Sony Pictures Worldwide Acquisitions, and it was distributed by the Columbia Pictures Production. The initial budget for this film stood at 100, million dollars, however, it went on to cost approximately 278 million dollars, before its release. This paper is an analysis of the movie Tourism. It explains the various thematic connotations of the movie, and this is in regard to tourism. The movie Tourism is one of the best movies that depict the challenges the factors that can promote tourism within a state or region.

Background Information:

In this movie, Angelina Jolie acts as Elise Clifton Ward, and she is being followed and monitored by the French police. This police force is working together with the Scotland Yard department, under the supervision and direction of Inspector John Acheson. Acheson has the responsibility of hunting Alexander Pearce, a tax fraudster, who managed to evade over 744 million pounds, in taxes, and he has altered his face, through plastic surgery. Alexander Pearce is aware of the plot, to use Elise Clifton to nail him, and he thus instructs her to pick any man in a train, who resembles him, so that they may mislead the police[2]. This is in a secret letter written to Elise, who later burns it. In the train, Elise Clifton manages to select Frank Tupelo, who is an American tourist. Tupelo is a mathematics teacher, who teaches in a community college, situated in Wisconsin. Elise Clifton manages to start a romance with Tupelo, just in a bid to fool the police that he is Alexander Pearce.

Meanwhile, the police manage to get the ashes, and retrieve the information written in it. On the other hand, a police informer, who is not aware of the ruse, manages to inform Reginald Shaw on the location of Pearce, upon sitting Elisa, with a man in Venice. The man under consideration is John Acheson. Reginald Shaw is the person whom Pearce stole some 2.3 billion dollars. Elsie further invites Frank to accompany her in her suite, in the Hotel at Venice. Alexander Pearce manages to leave another instruction to Elise, so that she should attend a ball. Elsie runs away from Frank, who in turn is being chased by the men of Reginald Shaw. While trying to escape, Frank is arrested and detained by the police force of Italy, and this is for purposes of protecting him from the men of Shaw[3].

It is important to denote that Reginald Shaw was not aware of the burnt ruse, which Pearce commanded Elsie to look for a person whom she could use to fool the police. However, Frank is betrayed by a corrupt police officer, who is motivated by the money that Reginald Shaw is offering, and he betrays him. However, Elsie manages to rescue Frank, and she gives him money so that she may escape to America. The movie ends, when Elsie explains to Frank that she loves two men, Pearce and, and himself. However, it later appears that Alexander Pearce is the same person as Frank Tupelo.

Analysis:

Tourism and violence are the major themes depicted in this movie. Tourism is depicted when Frank Tupelo, who is actually Alexander Pearce manages to travel to Venice, as a tourist. One of the important infrastructures that can ensure the success of tourism in a particular region is the development of a good transportation system[4]. This includes a good road network, an efficient water transportation system, and good security. There is also a need of having good hotels that serves the delicacies of the locals, and also of the foreigners. While looking at the movie, it is important to denote that Venice has an efficient transportation system. For example, the city is connected with Paris, via an electronic train.

This is an efficient mode of transportation, mainly because tourists are able to easily access the city. Some of the leading tourist destinations have an efficient transportation system. Cities such as Rome, Istanbul, Berlin, London, have an efficient transportation system which plays a role in transporting tourists in various destinations and locations around the city. The movie depicts a water transportation which is the major tourism attraction in the city[5]. Tourists are always attracted to natural scenes, such as the waterways, which are greatly depicted in the movie. The waterways are seen when the corrupt Italian detective is able to take Frank Tupelo to Reginald Shaw, the person whom Alexander Pearce was able to swindle the money[6]. Furthermore, there is a boat chase, involving the men of Reginald Shaw, and Elisa Clifton, who came to rescue Frank Tupelo. This is an important advertisement for the city of Venice.

A country such as Egypt has managed to utilize its historic pyramids, and initiated measures aimed at attracting tourists at the site. This is through movies that depict the pyramids. Furthermore, the movie manages to depict the traditional boats used by the people of Venice, that is, the gondola. Elisa and Frank used the gondola to run away from the men of Reginald Shaw. Indigenous activities play a great role in attracting tourists to any given location or city. Through the use of the gondola, producers of this movie are able to depict a traditional method that the people of Venice are using for transportation. From this movie, we can also denote that Venice is a city that is car-free. This is because while Elisa and Frank were in Venice, they mostly relied on the waterways, as a form of transport[7]. This normally gives a new experience to tourists, wishing to visit and experience such natural sites. Furthermore, the hospitality industry of Venice is good. The movie depicts very classy hotels, such as Hotel Daniele, and Hotel Reginae. For tourism to prosper there is a need of a good and efficient hospitality industry that offers high quality services and products.

The services offered at these hotels were of high quality, and good. Take for example the hotel where Elias and Frank Tupelo stayed. The hotel had good sceneries, the rooms were superb, and the customer service was good. This is an indication that the hospitality industry in Venice is of high quality, and good[8]. Without the existence of a good hospitality industry, then chances are high that the city under consideration would not manage to attract a high number of tourists. This is the reason the hospitality industry has developed the Michelin guide, whose aim and objective is to rate restaurants for purposes of ensuring that they provide high value services. The Michelin guide, normally rates restaurants and hotels, by giving them stars, the highest being three and the lowest is one. A hotel industry that achieves a three star rating is the best, and it attracts numerous customers. Tourists normally like to visit such kind of hotels, for purposes of experiencing their services, and enjoying a stay in the region they visit.

The producers of this movie are able to depict such kind of hotels, and restaurants. Security is also another important factor, that plays a role in determining whether a city is worth visiting or not. In this movie, there is a lot of violence, specifically directed, to the tourist, Frank Tupelo, and Elisa Clifton. However, the city itself is safe and secure, and this is seen through the numerous patrols by the police force, depicted in the streets of Venice. For example, we are able to see police officers moving to the rescue of Frank Tupelo, when he was being chased by the men of Reginald Shaw, at the Hotel Daniele[9]. The presence of a police patrols, is a sure sign that the state or region under consideration is secure. Security of a region or state is important for tourism, and this is because tourists are concerned with their security. They will never visit a region that is insecure, or is a threat to their security. This is the reason; the Egyptian tourism industry faced a downward spiral during the Arab spring. The country was viewed as insecure, and not fit for visiting.

Conclusion:

In as much as this movie is filled with violence, it promotes the tourism industry of the city of Venice. The first issue that we note in this movie is the transportation system of the city of Venice, which is connected to Paris, via a train, and it has waterways, which are serviced by the Godolo. The Godolo are traditional boats used by the people of Venice, to help them in navigating the waterways depicted in the city. This is a major tourist attraction, and this is because it offers a good experience to visitors, visiting the region. In fact, this is better depicted when many people are seen at the ports of the city, seeking to board the Godolo. The city has a good hospitality industry that can help in facilitating the manner which tourists can spend their time in the region. Through this money, we can denote that Venice is a good city, to visit.

Bibliography:

Barwick, John, and Jennifer Barwick. Tourism. Abbotsford, Vic.: Echidna, 2001.

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Dhaliwal, Nirpal Singh. Tourism. London: Vintage Books, 2006.

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The Tourist. Performed by Johhny Depp. Italy, 2010. DVD.

Moore, Danielle P. United States Travel and Tourism Industry. Hauppauge, N.Y.: Nova

Science Publisher’s, 2011.

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Spilsbury, Richard. Tourism Industry. New York: Rosen Central, 2011.

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Walker, Robin, and Keith Harding. Tourism. Oxford: Oxford University Press, 2009.

Tourism destinations abound throughout the word. Every year millions of visitors travel to a wide range of destinations and there are various factors that determine the choice of destination. These range from family pressures to independent, unscheduled travel (Um & Crompton, 1992). This study discusses one aspect of destination choice – tourists’ image of a destination. More specifically, it identifies the effect sex tourism has on destination image.

The better the image of a destination, the greater the likelihood of tourists selecting that destination (Gartner, 1993; Baloglu & McCleary, 1999; Birgit, 2001). Even though an image of a destination may not based on fact, for example it could be misrepresentation in the media, tourists regularly use image, rather than factual information to decide where to travel (Um & Crompton, 1992; Tapachai & Waryszak, 2000).

A tourists image of a destination plays an integral role in comprehending the tourist destination selection process (Baloglu & McCleary, 1999). When travellers are aware of positive images of a destination, they will decide to purchase a trip. Many researchers have examined the essence of destination image as an element in travel purchase (LaPage & Cormier, 1977; Um & Crompton, 1992; Tapachai & Waryszak, 2000; Prideaux, Agrusa, Donlon & Curran, 2004). Due to a travel purchase, tourists regularly use the image rather than the factual information for deciding where to travel (LaPage & Cormier, 1977). Um & Crompton (1992) also stated that visitors often have limited knowledge about a destination and usually obtain information from media or their social groups, therefore image appears as a vital feature in destination selecting process. It can be mentioned that image is utilised more as a substitute for the factual information in this circumstance. In other words, a destination’s image is an essential factor in purchasing travel for individual. This is related to the individual travellers’ decision making and satisfaction/dissatisfaction (Chon, 1990, as cited in Pike 2002). Furthermore, it is connected to perceived images of visitors’ destination (Prideaux et al., 2004). In short, destination image has an influence on a visitor’s travel decision-making, cognition, behaviour, satisfaction levels and remembrance of the experience at a destination (Jenkins, 1999). The image of destination is considered to be having many different facets, including numerous factors connected to cognitive, affective and overall image (Baloglu & McCleary, 1999; Bigne, Sanchez & Sanchez, 2001). Many components, such as motivation, sociodemographic characteristics and gathered touristic experiences have the ability to effect on destination image (Baloglu & McCleary, 1999; Beerli & Martin, 2004b). Generally, motivation relates to a need that forces a person to act in a particular way to meet the preferred satisfaction (Beerli & Martin, 2004b). Gartner (1993) mentioned that motives have a direct impact on the affective element of the image. In addition, individuals with different motivations evaluate a destination in similar methods if they are aware that the destination offers them with advantages (Beerli & Martin, 2004b). Therefore, motivation is one of major factors and influences on producing the image of tourist destination.

There are various reasons for travelling and sex acts as one of the significant travel motivations as well as a major component of international travel to tourist destination (Dabphet, 2005). World Tourism Organisation (2001, p. 44) defines sex tourism as “trips organised from within the tourism sector, or from outside this sector but using its structures and networks, with the primary purpose of effecting a commercial sexual relationship by the tourist with residents at the destination.” Even though sex tourism is able to increase the number of tourist arrivals on the destination, it negatively affects on the destination image. For example, Rittichainuwat, Qu and Mongkhonvanit (2008), who study the motivation of travellers on revisiting to Thailand, found that prostitution and sex would not be the main motivation for travellers to revisit the nation. It can be mentioned that sex tourism has a negative influence on revisiting the destination. The sex trade takes related obstacles such as acquired immune deficiency syndrome (AIDS) (Nuttavuthisit, 2007), thus the sex image could make tourists feel dangerous to visit, and then tourists would decide not travelling to the destination. Furthermore, Nuttavuthisit (2007) cited that the sexual image is capable of endangering crucial businesses in the destination. Accordingly, the erotic tourism is a key problem for the image of destinations.

As stated earlier, literature on image of destination has grown, while there is a little consideration offered to the sort of situations occurring in tourist destination, where undesirable image, such as sex tourism, has took place and took over from the favourite image. As a result of this, the main purpose of the study is to investigate the impacts of the sex tourism on the destination image. Because of the reputation of Thailand as the sexual destination, Thailand is selected as a case study to achieve the aim of the paper.

In order to understand how sex tourism affects destination image, it is important to first understand destination image theory. Followed by comprehending sex tourism is also realised in order to understand its impacts on the image of destination. Subsequently, using Thailand as a case study is to explore how sex tourism effects on destination image of a tourist and what the impacts that the sex tourism has on tourist destination are. Finally, discussion and conclusion are presented at the end of the paper, with further findings.

Destination Image Theory

To understand the image of destination theory, the definition and the formation is considered.

Definition of destination image

In the tourism research, numerous researchers mention that tourist destination image theory is broadly used in the previous studies, but it is not exactly defined (Kim & Richardson, 2003; Beerli & Martin, 2004b; Pike & Ryan, 2004; Mossberg & Kleppe, 2005; Martin & Bosque, 2008). Pearce (1988, p. 162) noted that “image is one of those terms that will not go away, a term with vague and shifting meanings”. Distinctive definition of destination image has been provided by various authors. Hunt (1975) explained that images held by potential travellers are essential in the selecting process of destination, which they are capable of affecting the destination feasibility. Subsequently, images are defined as the sum of beliefs, impressions, perceptions and ideas that individual has of a destination (Crompton, 1979). Afterwards Echtner and Ritchie (1991, as cited in Mariin & Bosque, 2008) suggested that image is the perceptions of a person’s destination traits and the entire impression, which are created by the destination. Moreover, Tapachai and Waryszak (2000) proposed that images are a destination’s impressions or perceptions held by travellers, who concern with the expected advantage or consumption values. In brief, image is entirety of beliefs, impressions, ideas, feelings and expectations, which is gathered towards a destination over time (Kim & Richardson, 2003). According to these definitions of destination image, the similarity between them is that image is tied to tourists’ perception, belief, idea, impression, feeling and expectation on a destination.

In this study, destination image is defined as a visitor’s perception and impression of the destination. This is because an image is formed by the visitors’ interpretation using the perception and emotion, and as a result of two intimately interrelated factors, which are the cognitive evaluation referring to the person’s perceptions about the destination, and affective evaluation connecting to the feelings of individual towards the place. This leads to making a decision of tourists where to visit.

Destination image formation

To understand the image of destination, the formation of destination image is also recognised. The process of the image formation is defined as the improvement of a mental construct predicated on some impressions selected from the flood of impressions (Reynold, 1965). These chosen impressions are complicated, embroidered and ordered in mind of the individual (Reynold, 1965). Similarly, Court and Lupton (1997) noted that the tourist’s perception on a destination is based upon the information, which is processed from numerous sources over time. Subsequently, this information is managed into a mental conception that is significant to the individual, for example, destination image (Leisen, 2001).

There are several elements playing an integral role in the process of image formation. The first factor is the sources of information, which includes promotional text such as posters and travel brochures, the viewpoints of others such as family and friends, and the common media such as newspaper, magazines, television and books (Echtner & Ritchie, 2003). In addition, the image will be influenced and adjusted based on first information and experience by actual visitation on the destination (Echtner & Ritchie, 2003).

Gunn (1988) has put the effect and the role of these abundant information sources in destination image formation into context in the model of the travel experience’s seven stages, which comprises of (1) amassing mental destination images, hence producing an organic image; (2) changing the preliminary image after gathering more information, thus creating an induced image; (3) making a decision on travelling to the destination; (4) travelling to the destination; (5) participating in the destination; (6) returning home from the destination, and (7) adjusting the image predicated on the experience in the destination.

In accordance with the model, image is differentiated between organic and induced image, which is formed in stage 1 and 2 respectively. The organic image is mainly predicated on non-commercial or non-touristic sources of information (Echtner & Ritchie, 2003). Examples of non-commercial sources of information are geography and history books, magazine articles, news reports, television reports, education and viewpoints of relatives and friends (Leisen, 2001). Consequently, people, who have never travelled to a destination nor have looked for any commercial information, will probably have some sort of information accumulated in their remembrance (Leisen, 2001). An image might be incomplete at this stage, thus the tourist adds a small amount of information to the image in order to complete it (Leisen, 2001).

Another image suggested by Gunn (1988) is the induced image, which stems from tourism promotion controlled by organisations in tourism industry and depends on commercial sources of information, for instance, colourful travel brochures, information from travel agencies, travel television advertising and travel magazine articles. In short, the area of destination controls the organic image, whereas, marketing outcomes of the destination are in charge of the induced image. Additionally, the image occurring in the final stage has a tendency to be more complicated, realistic and differentiated in consequence of real visitation and experience at the destination (Chon, 1991).

In addition to the image formation of Gunn (1988), Gartner (1993) classified image into three forms. The first categorised image form is the cognitive image, which is based upon the physical attributes of the destination (Gartner, 1993). Secondly, the affective image is the emotional reaction to those physical traits (Gartner, 1993). The third form of image is the conation image, which is the transformation from the cognitive and affective images into whether the destination is valuable to visit (Gartner, 1993). This type of image is accepted from a theoretical viewpoint (Beerli & Martin, 2004a).

The following model was presented by Stern and Krakover (1993).The authors pointed out that the destination image formation is effected by the gleaned information from diverse sources and the personal characteristics of the person (Stern and Krakover, 1993). This is consistent with Gunn’s work but builds on it by acknowledging the importance of personal characteristics. In accordance with the model, the characteristics of information and the person have an influence on the interrelations between the environment’s perceived incentives (Stern and Krakover, 1993). This is the cause of a complex image (Stern and Krakover, 1993). Moreover, this process indicates the cognitive organisation filtering the perception (Beerli & Martin, 2004b).

Apart from information sources, personal characteristics or internal components of an individual are another factor influencing on the image formation, since, as Um and Crompton (1990) cited that even though individuals, who is not protected from external incentives, create beliefs about the destination characteristics, the character of beliefs will differ relying on the individuals’ internal elements. Consequently, the image, which is made by the destination and the person’s motivations, own needs, previous knowledge, preferences and other personal attributes, will shape the perceived image (Beerli & Martin, 2004a). According to this method, individuals establish their own mental illustration of the destination, which turns to build their own perceived pictures (Gartner, 1993).

This factor relates to consumer behaviour. From the viewpoint of consumer behaviour, personal elements connect to the individuals’ social attributes such as gender, age, social class, education and family lifecycle, and the psychological nature, for example, values, motivations, lifestyle, personality and preferences (Beerli & Martin, 2004a). Beerli and Martin (2004a) also emphasised that these personal features effect on cognitive organisation of perception of the individuals, hence the impression of the environment and the resulting illustration are also influenced. Many researchers mention that motivations impact on the image formation process and the destination choice (Um & Crompton, 1990; Gartner, 1993; Baloglu & McCleary, 1999). This is because motivations use a direct influence to effect on the affective element (Gartner, 1993). Moreover, Beerli and Martin (2004a) cited that affective images relate to the feelings stimulated by a destination, and individuals with distinct motives will estimate a place in similar methods if the perception satisfies the needs of individuals. Additionally, the affective feature is worth that people link to destinations based upon motivations (Gartner, 1993). Indeed, as the affective aspect has an impact on the overall image, motivations also directly or indirectly affect that overall picture (Beerli & Martin, 2004a). In addition to the motivation, past experience also affects the perceived image of the destination. In case of tourism, previous experience may be more significant than information gained from external sources because people have a tendency to add more weight on the past (Beerli & Martin, 2004a). Another reason is that when there is previous experience, the standards for decisions become stronger, while the need to obtain information is weakened (Beerli & Martin, 2004a).

As aforementioned, it is demonstrated in model from Baloglu and McCleary (1999). In accordance with this model, image is predominantly formed by two main components: stimulus elements and personal elements (Baloglu & McCleary, 1999). Stimulus factors are relevant to the external incentives, physical object and past experience whereas personal factors refer to the socio and psychological characteristics of individual (Baloglu & McCleary, 1999). The image formation has cognitive and affective evaluations (Baloglu & McCleary, 1999). The cognitive evaluation relates to the knowledge or beliefs about attributes of a destination, while affective evaluation is connected to feelings (Baloglu & McCleary, 1999). Image is dependent on a cognitive assessment of objects and the affective reaction, which are produced as a function of the cognitive reaction (Baloglu & McCleary, 1999). In brief, an overall destination image is created as a result of cognitive and affective assessments of the destination. Many studies have found that various sources of information and past experience significantly affect on perceived image of a tourist destination (Baloglu & McCleary, 1999; Litvin & Ling, 2001; Hsu, Wolfe & Kang, 2004). Similarly, the effects of social characteristics, such as sex, age and education, on the image of destination have been discovered in tourism context (Baloglu & McCleary, 1999; Hui & Wan, 2003; Rittichainuwat, Qu & Mongkhonvanit, 2008).

Regrettably, empirical research on the effect of unwanted image such as sex tourism, which is one of the vital motives and is a crucial factor of international travel to tourist destination (Dabphet, 2005), on the image of destination has been limited. In relation to past theoretical study, perception is commonly combined with attention, activities of exposure and external incentives’ interpretation (Martin & Bosque, 2008). Moreover, these activities stem from the attributes of incentives and the internal component of individuals (Hawkins, Best & Coney, 2003 as cited in Martin & Bosque, 2008). In the tourism context, the destination image in the mind of tourist is normally conducted based on stimuli process, which may be importantly affected by motivation. On the basis of this assumption, the impact of sex tourism, which is an unwanted image, on the perceived illustration of a destination is investigated in this study.

Importance of destination image

Based on the process of destination image creation, destination image is important for comprehending a tourist decision-making process. Various researchers agree that destination image is a significant aspect of decision-making process of a visitor in travel purchase (LaPage & Cormier, 1977; Um & Crompton, 1992; Tapachai & Waryszak, 2000; Bigne, Sanchez & Sanchez, 2001; Birgit, 2001; Gallarza, Saura & Garcia, 2002; Beerli & Martin, 2004; Prideaux, Agrusa, Donlon & Curran, 2004; Castro, Armario & Ruiz, 2007; Chen & Tsai, 2007). Birgit (2001) cited that when travellers perceive a positive image of a destination, the possibility of their choosing that place is raised. Moreover, it also affects the levels of visitor satisfaction on a destination (Chon, 1992, as cited in Jenkins, 1999; Kandampully & Suharatanto, 2000). In addition, numerous research has concluded that destination image has a major influence on the revisitation of tourists on the destination in the future (Bigne, Sanchez & Sanchez, 2001; Chen & Tsai, 2007). Accordingly, it can be pointed out that destination image is a key factor in effecting on the satisfaction and future behaviour of tourists. Fakeye and Crompton (1991, as cited in Vaughan, 2007) suggested that positive images are likely to make destinations affluent whereas negative images of destinations may never thrive. Significantly, visitors used the image more than the factual information in deciding where to visit (Tapachai & Waryszak, 2000). Hence, understanding influences of the negative destination image is crucial for destinations in seeking the solution in order to reduce the undesirable image. This paper only focuses on sex tourism, which is the unwanted image of many destinations.

The role of sex in tourism industry

In order to understand how sex tourism affects the image of destination, the position of sex having in the tourism industry is recognised. In the tourism trade, sex is utilised both secretly and openly as a tool of promotion. In the work of Oppermann, McKinley and Chon (1998, p. 21), the authors discussed on the utilisation of sex to market destination, and investigated that tourism destination images are “the sum of ideas and beliefs about the destination”. Moreover, they further pointed out that in spite of the great number of studies that have explored the image of tourism destination, the importance of sex as a variable has been unobserved (Oppermann, McKinley and Chon, 1998). However, marketers frequently use represented sexual information and images to advertise destinations. As a consequence, the words “sun”, “sand”, “sea” and “sex” may be employed collectively to form a destination image as the four Ss – sun, sand, sea and sex – destination or independently to explain a specific attribute of a destination. In a more delicate approach, appealing and little clothed female bodies may also be utilised to express a risque image (Prideaux, 1995). A sex appeal is essential in this situation but still not clearly mentioned. The utilisation of images connoting to sex to draw visitors is not new. An example is that Pan Am put images of bare-breasted indigenous females, who beckon travellers to visit Hawaii, on promotional brochures in the 1920s, while the women wore a neck-to-knee swimming costume (Prideaux et al., 2004).

From a tourism perspective, sexual action in destinations has an ability of being viewed from a wide range of viewpoints, which include between tourists who travel together to a place, visitors who look for short-term partners once at the place, and commercial services of sex that are available in the place (Prideaux et al., 2004). This study considers the commercial sex as a consequence and the development of destination on a reputation or image of commercial sexual actions.

The commercial sex industry’s constitution and organisation are able to be explained as industrial and craft (Hubbard, 2003). Based on this sense, “industrial prostitution” illustrates that prostitution is organised along industry with investment in bars, brothels, similar institutions, and managed marketing and distribution (Hubbard, 2003). This prostitution’s nature is very accessible and apparent, and also many nations including the Philippines and Thailand encourage prostitution of this environment. On the other hand, “craft prostitution” means lower level of official organisation where the staff works on an unofficial base such as from the street or via advertising sited on the media (Hubbard, 2003). For instance, Hubbard (2003) gives information about the craft prostitution along highways in the Central America’s border zones. It can be mentioned that a destination where craft prostitution is its key form may have a sexual image, which is hidden behind other favourite images. To a great extent, the erotic experiences must be vigorously looked for by visitors either along street sides, through the media or in concealed statements and ideas.

In nations where prostitution is worked as a craft industry, self-employed prostitutes frequently look for potential customers in areas visited by travellers, such as streets and bars. In the pre-Castro era, Cuba was famous for organised industrial prostitution (Prideaux et al., 2004). Although the prostitution was illegal after the revolution in Cuba, many self-employed young females have entered the industry of craft prostitution and offered foreign males for “date” in recent years (Prideaux et al., 2004). In this sense, a “date” commonly implies as a commercial sexual encounter.

There is also a possibility of finding destinations where there is a confirmation of industrial prostitution, which is partly concealed and used as organised industry, even though it is operated as camouflaged industry with sex workers hidden as social ascots, massage therapists or even hairdressers. Sex industry of Vietnam is a typical example of this approach. There are numerous beer bars using as fronts for the work of a prostitute in Vietnamese erotic industry (Agrusa & Prideaux, 2002), whereas, massage therapy practices and bars in China sometimes works as fronts for appearances of prostitution in areas, which are frequently visited by domestic and international visitors (Prideaux et al., 2004).

In other countries, some nations give less emphasis to disguising the erotic industry, and the sex industry components have turned to be semi-legalised as common attractions of tourism, for example, Sydney, Las Vegas and Kings Cross, and Amsterdam (Prideaux et al., 2004). On the other hand, industrial prostitute works more obviously, while it is illegal in principle. Examples of this are the case of the Philippines and Thailand.

The popularity of movies and television programme including sexuality act as a factor of the action, and lead to the recognition of sexual attitudes, which are permissive when comparing to the more preserved attitude towards sex without marriage happening in Western culture and Islamic society (Prideaux et al., 2004). Hence sex or romance for tourists is part of the trip, which is discovered in a variety of impermanent relationships with hosts or other visitors and is fulfilled by utilising workers of commercial sex or is wanted but never completed. In accordance with these reasons, it is not surprising that industries of commercial sex are found in various destinations of tourist.

Definition and history of sex tourism

Sex tourism is not a new topic in the tourism industry. There is an increase in a number of academic literatures studying in this area (Cohen, 1971; Oppermann, 1999; Clift & Carter, 2000; Ryan & Hall, 2001). However, the study of sex tourism relating to image of destination is limited. Cohen (1971) was one of the initial researchers to bring this issue to the attention of tourism academic research and highlighted the essence of sex as an element, which should be recognised as a serious field of tourism study. Therefore, sex tourism and destination image are considered in this paper.

In order to understand and assess the impacts of sex tourism on the destination image, a clear perception of what sex tourism is required. Sex tourism is typically defined as tourism for commercial sex intentions (Oppermann, 1999). Subsequently, World Tourism Organisation (2001, p. 44) also gives a definition of sex tourism as “trips organised from within the tourism sector, or from outside this sector but using its structures and networks, with the primary purpose of effecting a commercial sexual relationship by the tourist with residents at the destination.” Additionally, sex tourism is regularly related to organised tours, which offer the opportunity to use prostitution along with hotels and flights (Davidson, 2005). Nevertheless, sex tourism is much more enormous than the organised tours’ incident, and encompasses a wide range of activities and individuals, who travel with the overt purpose of purchasing sex, purchase sex by accident during holiday and take part in holiday romance with a native, but also offer them with meals, gifts and money (Davidson, 2005). In this approach, sex tourism incorporates a diversity of relations, which entails both “straightforward cash-for-sex transactions” and “a wider range of sexual economic exchanges than those conventionally implied by the term “prostitution”” (Davidson & Taylor, 2005, p. 83). According to these sex tourism definitions, the similarity of sex tourism as mentioned is that the commercial sex is the main purpose of organised trips at the destination. Consequently, sex tourism in this study is defined as the sexual exploitation of a prostitute by an individual or the individuals travelling away from their home who takes part in sexual activities with the prostitutes. It generally entails some form of payment such as money, food and clothing. This is because the image of commercial sex in the mind of people relates to prostitution. According to Oppermann (1998), sex tourism is not able to be separated from prostitution. Furthermore, Leung (2003) points out in his work of sex tourism in Cambodia that the sex industry offers services to gratify one of the fundamental psychological needs of individuals, and prostitution is one of the oldest occupations in the sex industry. It is apparent that sex tourism connects to the prostitution as consequence people perceive sex tourism as the prostitution.

In addition to the meaning of sex tourism, sex tourism’s history is also recognised in order to evaluate its influences on the destination image. In many countries in Asia, the preliminary enlargement of the industry of commercial sex to service international tourists happened during the Vietnam War when a flood of American troops on Rest and Recreation Leave stayed in Thailand. In the period between 1962 and 1976, approximately 700,000 American servicemen visited Thailand and spent in brothels, bars and hotels (Agrusa & Prideux, 2002). After the American military forces withdrew from Thailand in the early 1970s, the sex industry started looking for new customers both in Asia and Europe (Agrusa & Prideux, 2002). At that time, several entertainment businesses also believed tourism as a chance to expand the market. A boom time for the sex industry in Asia was in a twenty-year period from 1970 to 1990 (Dabphet, 2005). There was a continuing increase in a number of prostitutes in Asian nations. For example, the number of prostitutes in Vietnam rose from 300,000 to 500,000 by the end of the US phase of the Vietnam War in 1973 (Kolko, 1997). By 1993, about 100,000 young women worked as a prostitute in Ho Chi Minh City alone, and then the number of prostitutes in this city grew more than at the Vietnam War’s peak by 1996 (Kolko, 1997). Thus, new brothels, bars and hotels rapidly appeared in order to meet the request for prostitutes. An example of this is that the number of brothels, pubs and bars in Bangkok had risen to 977 in 1980 (Dabphet, 2005). Based on the history of sex tourism, many countries in Asia, such as Vietnam, the Philippines and Thailand, become to be a paradise of sex for foreign visitors. In short, international tourists perceive the sexual image of these destinations.

Impact of sex tourism on destination

Understanding the impacts of sex tourism on destination is crucial for comprehending tourist perception, which is relative to decision-making process of tourists where to visit. When visitors gain information about destination, they usually create their own mental image of the destination, and then make a decision where to travel. Tourists will decide to travel when they are aware of positive image of the destination (Tapachai & Waryzak, 2000). The impacts of sex tourism are capable of creating both positive and negative images of destination to tourists

Sex tourism positively affect on destination. Sex tourism can raise the number of tourist arrivals on the destination. For example, after the Italian magazine Viaggiarre stated that Cuba was the “paradise of sex tourism” in 1995, there was a 68% increase in tourist arrivals from Italy in the following year (Trumbull, 2001). The number of tourist arrivals connects to the revenue of the destination. It implies that when there is an increase in the number of visitor arrivals, the country revenue grows. In 1995, the tourism revenue of Cuba raised at 18.6% (Trumbull, 2001). In brief, sex tourism has a beneficial impact on destination in attracting more tourists to destination and improving the economy of destination.

Another positive effect of sex tourism is that for some people sex tourism leads to long-term relationships. This beneficial influence is seen when sex tourism is considered as noncommercial sex. The study of Pruitt and Lafont (1995) about romance tourism in Jamaica demonstrated that domestic men and female travellers frequently had a benefit from their relationships. The female visitors from the Great Britain and Europe found companionships and love in romance tourism (Pruitt and Lafont, 1995). The researchers noted that female visitors could investigate new sex behaviour free from the restrictions of their own society (Pruitt and Lafont, 1995). Nonetheless, local men obtained not only status, companionships, love but also financial rewards. Furthermore, the researchers stated that a number of female tourists also return to the same destination in order to continue