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British Tourism Growth and Development: 1945 – 1989
Introduction

The growth and development of British tourism industry has played an important role in the UK economy over the last century, contributing around 3.6% of GDP by 1999 (Research paper 00/66 2000). However, the most dramatic changes to the industry occurred during the period between the end of the Second World War and 1989. This paper studies six of the factors that influenced this situation during those years, ranging from the cultural and political to the technological.

Key Growth and Development Factors

Tourism, like most other industries is to a certain extent consumer driven. However, a number of other factors have influenced the change in tourist consumer demand and expectation, particularly within the forty-five year period being studied in this paper.

From the consumer viewpoint, the foundation for the post WWII growth and development of British tourism began in 1939 with the introduction of the Holiday With Pay Act (Susan Barton 2000, p.135). Before then, the populace had neither the leisure time, nor the financial means to be take holidays or visit places of interest. However, it was only after the war that the British public were able to take advantage and fully utilise paid leisure time. As wages in those early years were still relatively low, initially consumer demands focused on cheap, localised holidays, such as self-catering and bed and breakfast (Susan Barton 2000, p.170).

In the decade 1945 to 1955, the tourism mass-market growth was mainly concentrated on the “sun, sea and fun packages” and it was during this time that British coastal resorts began to enjoy economic growth. By 1955 tourism holiday demand was expanding rapidly (Middleton and Likorish 2005, p.6) as the standard two week holiday became commonplace. However, at the same time a number of other evolving factors were developing, which would lead to a continuous change in the character of the tourist consumer’s demands.

Transport development was a key factor in the growth of British tourism. As public transport facilities, such as rail, coach and bus travel, grew, so the tourist was able to expand their holiday horizons, travelling further distances for holidays. In addition, it opened up the day travel market, bring additional revenue to popular resorts (Middleton and Likorish 2005, p.27).

As consumer wealth and living standards improved, so did access to individual transport, such as cars, motorcycles and bicycles. The use of these allowed the tourist consumer to be more selective in their destinations, as they no longer needed to be close to railways stations and ports. This led to increasing tourism demands in inland areas of the country and gave birth to the start of the heritage type holiday venues, as numerous inland destinations sought to attract a share of this new phenomena (Susan Barton 2005, p.168).

Transport development was also instrumental in the development of cross border holidaying, particularly within Europe (Middleton and Likorish 2005, p.27). During the 1960’s, this cross border demand, inbound and outbound, was met by the use of ferries, trains and car. However, it was still at that stage only affordable by a select segment of the population. It was the development of the cheap air package tour by entrepreneurs such as Vladimir Raitz that had the most influential impact on the growth and development of British cross border tourism (Bray and Raitz 2000). As increasingly numbers of UK tourists began to seek more exotic holiday destinations, particularly in Europe, the British tourist industry had to develop new strategies to not only offer attractive options to these travellers, but also to encourage inbound tourism from other countries. In effect, they had to sell the British tourism destination brand internationally.

The advent of cinema, radio, television and other media had a significant impact upon tourist consumer demand in Britain, altering their lives and expectations (Middleton and Likorish 2005, p.16). This occurred in two distinct ways. Firstly, television programmes were opening up the world to the consumer. Whereas in the past, other countries portrayed in paper form seemed distant and unapproachable, these new medias were bringing them into the family home. Tourist began to demand to experience these places for themselves.

The second aspect of the new media was its importance to the providers in the tourism industry. Marketers were given a completely new range of media tools, through which they could market and promote their destinations and holiday packages on a mass-market scale. In addition, they were able to developed segmentation strategies, enabling them to match the product with the target audience (Likorish and Jenkins 2006, p.161). This development not only led to the expansion of the package tour at home and abroad, it also fuelled and increased the demands of the more discerning holidaymaker in areas such as culture and history. It also resulted in an increase in the demand for activity holidays.

As was seen at the commencement of this paper, politics played an important role in opening up the British Tourism industry with the introduction of the Holiday Pay Act. Throughout the period being studied, the political environment and influence has continued to impact upon the industry. In the 1950’s and 1960’s, the industrial unions political campaigning for better worker conditions, pay and leisure time fed the expansion of the mass tourism market (Susan Barton 2005, p.221) and to a lesser extent this continued through to 1989.

The role the government has played in British tourism has also changed. As overseas travel and destinations continued to entice British tourists away from holidays within their own borders, successive UK governments, understanding the impact of this on the economy, began to develop strategies to assist the industry to promote the UK tourism brand, both at home and overseas. To this end it has set up NGO’s such as the British Tourist Authority (Research 00/66 2006) to act as a vehicle for arranging tourism trade shows internationally.

The changing face of the political structure of Europe also affected British tourism, particularly after Britain joined the EU in 1973 and cross border relationships and regulations began to develop and border restriction began to ease. As European cooperation began to develop, it produced a growth of interest in tourism within the region, from which the British tourism industry benefited due to the increase of inbound tourists. In addition, the EU began to develop European-wide strategies for tourism (Likorish and Jenkins 2006, p.48). This included the provision of EU funding for the development of destination areas of special cultural and historic interest.

Globalisation has been developing for centuries. However, the most significant growth period for the globalisation of commercial trade occurred between the end of the Second World War and the 1990’s.

This has had two effects on British Tourism. Firstly, it has enabled the promotion of the destination to a much larger marketplace internationally (Berhoff, Harvie, Korte and Schneider 2002, p.124), giving it the opportunity to increase the numbers of inbound tourists. Secondly, it has opened the British tourist market to global corporations, such as hotel groups, travel operators and other organisation. RCI, the time-share experts, are a classic example of the influence that the global market has had, with offices in many countries (Middleton and Likorish 2005, p.124).

Throughout the period 1945 to 1989, the one factor that has probably been most influential in the growth and development of British Tourism, and both driving and meeting the demands and expectation of the tourist consumer, is the advances in technology. Without this, most of the other factors would not have developed so rapidly.

Advanced technology, by producing cost and price reductions, has brought more destinations into the affordable choice of consumers (Likorish and Jenkins 2006, p.216). Through its adaptability, technological developments have also enabled the British Tourism industry to provider a wider range of destination productions, which addresses the demands of both the mass market and individual tourist consumer requirements.

Conclusion

There is no doubt that although the British Tourism is there as a provider, its development has been partially consumer driven. However, none of the consumer demands could have been successfully met, or in some areas encouraged, were it not for the other factors studied in this paper. In my opinion, the most influential of these factors would be the technological and globalisation advances.

References

Barton, Susan (2005). Working-class Holidays and Popular Tourism 1840-1970. Manchester University Press. Manchester. UK.

Berghoff, Hartmut., Harvie, Christopher., Korte, Barbara., and Schneider, Ralf (eds.) (2002). The Making of Modern Tourism: The Cultural History of the British Experience, 1600-2000. Palgrave MacMillan. UK.

Bray, Roger and Raitz, Vladimir (2000) Flight to the Sun: The Story of the Holiday Revolution. Thomson Learning. UK.

John Urry (2002). The Tourist Gaze. Sage Publications Inc. US

Likorish, Leonard J. and Jenkins, Carol L. (2006) Introduction to Tourism. Elsevier Ltd. UK

Middleton, Victor. T.C., and Likorish, Leonard J. (2005) British Tourism: The Remarkable Story of Growth. Butterworth-Heinemann. Oxford, UK.

Research Paper 00/66 (2000). The Tourism Industry. Commons Library. Retrieved 29 January 2007 from http://www.parliament.uk/commons/lib/research/rp2000/rp00-066.pdf

With reference to relevant academic and trade sources, explain the provision of your topic within your chosen destination and suggest how it may develop in the future.

Introduction

Volunteer tourism is when travellers visit any countries to do voluntary work in order to help the communities. The voluntary workers mainly target young children and elderly people. Volunteer work can be done by any individuals and in any countries. According to (GVI, 2014) volunteer work can be done by individuals who are 18 and over and are currently on a gap, seeking for work experience etc. (GVI, 2014) stated that in Thailand are looking for many volunteer workers around the globe and they are offering many volunteer works such as Teaching, Health Care, Child Care etc. By attending a volunteer work in teaching in Thailand for example, the individual are able to help the children with education and also provide them with good education. According to (TEFL, 2014) the volunteer workers will also have benefits such as they will gain confidence, meet new people, learn a new language, gain new skills, experience and many more. Volunteer tourism gives people the opportunity to travel to travel countries and change people’s lives who are struggling to make something out of their living. This will also give the volunteer workers satisfaction since they gain experience that benefits them in the future.

How many people visit Thailand each year?

(Go Overseas, 2014) has stated that Thailand has become of the Top Ten most visited country on earth. This is due to the fact that Thailand is such a beautiful country to visit and the tourists are able to experience this from volunteer work as well a mutual visit to Thailand. According to (Katka Lapelosova, 2014) Thailand is a good country to spend voluntary work in since the place has beautiful scenery where the voluntary workers are able to enjoy from. Depending on the voluntary work the workers will have their own accommodation and they will cost at a low fare or sometimes nothing at all. (Go Overseas, 2014) has also stated in 2013 26.5 million people have visited Thailand which makes Thailand a popular place to visit. This is also due to a very low cost of living where the volunteer workers do not have to spend a lot of money for their accommodation.

In Thailand volunteer project with the children is the most popular programme since the workers and the children tend to be satisfied with this programme. (Go Overseas, 2014) also argued that English teachers make an encouraging influence to the children. (Open Mind Project, 2014) has stated that over 70 volunteer workers visit Thailand per year to carry out a volunteer programme. Since many volunteer workers visiting Thailand it will make Thailand better and satisfied place to visit. According to (Polly Dean, 2015) people visit Thailand to experience what their culture is like and their culture is easily adaptable by any individual. (Polly Dean, 2015) also stated that living cost is very cheap which means accommodation is not a problem and Thai food is something that everyone enjoys. Every year more people visit Thailand in respect to volunteer tourism or just a mutual visit to the country.

How much is it worth to the Economy

(Mack Alvin, 2013) argued that Volunteer Tourism is a new trend where people tend to enjoy their time being at the chosen destination and their chosen programme. For example, in Thailand there are few programmes available that can be chosen by the travellers. Volunteer tourism can bring the volunteers enjoyment such as they are able to go around the city where they are spending their time in. It will also give the volunteer workers to learn Thailand’s culture and the great surroundings such as the mystic Temple, Rainforest etc. The volunteer work often run among 2-3 weeks five days being the volunteer work and weekends will be the days where the volunteer workers are able to investigate the place.

The volunteer work has a great impact in the economy since the price of taking part in volunteer work is really cheap or sometimes free depending on the service. Mean time while doing volunteer work over the period of 2-3 weeks the volunteer workers can also visit around the place. It is a holiday for fewer prices and the individual is also able to gain new skills and experience. (Friends For Asia, 2015) also specified that for example, carrying out English Education Volunteer programme in Bangkok and Chiang Mai will save the volunteer workers money on travelling expenses and accommodation. As this will get more and more popular in the future people will prefer this as a choice since it will help the people gain experience and visit the destination at the same time it is like “Holiday with Benefits”. It will cause an impact to the travel agents and travel companies as people in the future may choose to go this way and this will could convince the travel agents and online travel website to reduce their prices for holiday destinations.

Why can this be important and interesting?

There are many things the volunteer workers are able to benefit from. In Thailand English Education programme is most popular where more of the people are applying for this particular programme. The volunteers are can get to know the background of the children and realise how these children are struggling for living, food and education as this will be a life changing experience for the volunteering individual. According (Nancy McGehee, 2010) volunteer work overall is a life changing experience where the workers are able to meet new people and children who are less fortunate in terms of food and education. According to (Tomazos and Buttler, 2009) the number of volunteer tourism projects increased dramatically in the Top-Ten countries. In the year 2003 there were 223 volunteer projects and in 2007 the amount of available projects increased significantly to 1,741. The reason for the increase is due to more and more people are willing to participate in these projects as their as showing a real interest in volunteer tourism.

(Tomazos and Buttler, 2009) has argued that due to the importance and interest shown by the people who are willing to take part in volunteer tourism there is now 146 volunteer tourism organisations around the world and they distribute thousands of volunteer tourists every year. Volunteer tourism is a very interesting way of getting to know other people, tradition, societies and culture. Volunteer tourism provides tourists with a life changing opportunities to work with people who are different to their tradition and cultures. According to (Jenny Morgan, 2010) It is an inspirational opportunity which will change the volunteer workers mind in a positive way and it will help them be more social aware and increase their understanding of the cultures. Being able to participate in the volunteer tourism project will change the person who we are right now and will ensure that we can adapt in any situations in the future of our life.

Developing the destination further

There are many destinations in Thailand that are offering many volunteer projects. In Chiang Mai there are many volunteer projects such as English teacher, volunteering with Elephants, Wildlife and Community Expedition. However, according to (GVI, 2014) the best place to do volunteering in Thailand is Phang Nga. In Phang Nga there are many volunteer projects where volunteers are able to take. The projects which are available in Phang Nga according to (GVI, 2014) are Thailand Coastal Marine Expedition, Healthcare, Community Development Expedition, Learn Thai and many more. Phang Nga is not only well know due to the reason that there are many volunteer projects which are interesting, the reason being that Phang Nga is a tourist attracting province. Phang Nga is situated in south of Thailand and this where the real beauty of Thailand starts.

Volunteer Tourist have benefits when choosing to do volunteer projects in Phang Nga as the volunteers are able to get experience from their volunteer projects and they get to visit the attraction in Phang Nga such as Mountains, stunning scenery and national parks. According to (UNWTO, 2014) few crucial parts of Phang Nga was destroyed by Tsunami in 2004. In 2004 Phang Nga was yet the leading province to visit in Thailand. As Tsunami destroyed some areas in Phang Nga the community was left devastated. (UNWTO, 2014) stated when Tsunami destroyed the areas in Phang Nga, Thailand faced loss and they had to build the areas that has been destroyed from scratch. According to (UNWTO, 2014) it took them 2 years to build the crucial parts of the areas and they received funding from European countries and their government. In 2006 Phang Nga becoming developed and it became even better than it was before. Volunteer Tourist visit Phang Nag every year to experience the beauty of Thailand and gain experience and provide support to the Phang Nga community.

Growth of Volunteer Tourism

(Douglas McGray, 2009) has argued that people who are sitting around at home and not making use of their time such as an individual without a job. However people like that have an opportunity to change and turn around their life and this is by applying to a volunteer tourism project around the globe. The growth of Volunteer Tourism increased due to individual who are free are not willing to waste their time and use their time to help others who are less fortunate and gain some vital experiences themselves. (Natasha Stein, 2015) has argued that market value for volunteer tourism is ?1.3 billion. Since there is a demand for volunteer tourism there are organisations that offer a short term volunteer work. Organisations who offer volunteer projects make good profit. (Natasha Stein, 2015) also stated that people tend to take these projects a holiday.

From a survey that has been carried out by (Natasha Stein, 2015) gathered that 300 organisations have offered Volunteer Tourism to 1.6million volunteer tourists. The organisations have great benefit over this type of tourism since now days many people prefer this type of tourism and when more people are interested in Volunteer Tourism means more customers for the organisations which means more profit. (Ritwik Deo, 2013) stated that gap year has increased from the past few years and this is due to students are willing to take part in volunteer tourism so that they are able to explore the place there are going to volunteer for and gain experience which will help them in the future. This shows that Volunteer Tourism has increased in the past years and there is demand for this type of tourism since people are willing to take part and learn something new as well as helping the less fortunate. In the future the demand for this type of tourism will still rise according to the amount of people interested in taking part.

Conclusion

Overall, Volunteer Tourism is a great opportunity to gain vital skills and gain experience. However there are downfalls according to (Natasha Stein, 2015) such as volunteers not meeting or having the necessary skills required, replacing unpaid workers and not showing interest at all. ( Natasha Stein, 2015) argued that few volunteer workers come in on their first they and they do not like the environment or the project and they do not turn up the next day. This will cause frustration since instead of the not interested volunteer workers they could have been replace by someone who enjoy the project and has potentials. However, besides the negatives Volunteer Tourism is beneficial with different varieties of projects that best suits the individual. Volunteer Tourism is very demanding since people are choosing this type of tourism over others. According to (Franziska, 2010) Volunteer Tourism is a valuable perception as this offers many opportunities to individuals. As the numbers of interested Volunteering Tourists are growing so are the organisations, the concept of Volunteer Tourism is ‘Gaining Little but Giving A Lot’. Volunteer Tourism is something that benefits everyone therefore Volunteer Tourism will keep growing in the future.

References:

http://www.gvi.co.uk/volunteer-in-thailand/
http://www.i-to-i.com/why-do-people-volunteer.html
http://www.gooverseas.com/volunteer-abroad/industry-trends/annual-report
http://matadornetwork.com/change/7-reasons-thailand-best-place-practice-voluntourism/

Ethical and responsible volunteer work in Asia

http://www.investopedia.com/financial-edge/0113/how-voluntourism-can-save-you-money.aspx
http://www.volunteerthailand.org/
http://www.voluntourism.org/news-studyandresearch62.htm
https://voluntourismgal.files.wordpress.com/2011/08/voluntourism-give-a-little-gain-a-lot.pdf
http://biodiv.unwto.org/content/thailand-biodiversity-and-tourism-development-phang-nga-province
http://www.travelandleisure.com/articles/going-the-distance-february-2004
http://www.travelmole.com/news_feature.php?news_id=1151074
http://www.independent.co.uk/voices/comment/the-tragic-rise-of-gap-year-voluntourism-8473608.html
http://www.goabroad.com/articles/volunteer-abroad/the-versatility-of-volunteering-in-thailand
http://www.tourism-master.nl/2010/09/24/volunteer-tourism-a-mutually-beneficial-concept-or-an-exploitation-of-local-communities/

1. Sri Lanka is a gorgeous tropical paradise island in the Indian Ocean located close to India, having a diversity of attractions ranging from historical to archeological and natural. Strategic importance gave the exposure to this island nation to establish links between West and East from ancient times due to its array of natural attractions ranging from archeological, historical, long heritage embraced with its rich traditional culture, literature, history and none other than its people whom best known for their friendliness and hospitality has prompted many to visit this beautiful island.

2. Thirty years of separatist war by the world most ruthless terror outfit, the Liberation Tigers of Tamil Eelam (LTTE), had devastated especially the Northern and Eastern areas of our country. It had not created much conducive environment for any business including tourism in Sri Lanka. Three decades of war which destructed all most all strata of our society and there were significant destruction for the property and assets in Northern and Eastern areas. Overall infrastructure facilities are very weak in these areas therefore so many core related issues had emerged from this situation.

3. Having preconceived ideas in their minds still most of the people in this part of our country think that they are segregated or discriminated by the Sinhalese majority in the country and they are not treated equally. To outset this mentality and re-build our nation from this post conflict scenario specially the areas in north and east it has identified that development of tourism industry can play a vital role. Having understanding the importancy, government took the initiative to develop infrastructure with the objective of improve the connectivity with north and the east and taken as a whole to reconnect or re-establish link between the south. If you consider these two main areas there are lot of spots readily available to promote tourism and with regard to special consideration given to post conflict scenario new strategy has developed to identify and development of the tourist potential in the North and East. Definitely, this can be use to strengthen the peace and stability and to win the hearts and minds of the people who had suffered immensely due to the gory of war.

AIM

4. The aim of this paper is to emphasis the development of tourism in North and East and how its going to contribute towards achieving sustainable peace.

BACKGROUND

5. Known by one or other of its many names like Lanka, Serendib, Taprobane, Zellan, Cellao, Ceylon and most famous as ‘The pearl of Indian Ocean’ are a few. Sri Lanka was famous for gems, pearls, ivory, spices, irrigation and agricultural systems, boat manufacturing and for tea in ancient time period. Apart from these it was none to other nations if you consider about its sunny and hot beaches, natural rain forests, wild life, water falls, cool misty mountains, various terrain features, archeological sites, flora and many, you name it – you can see them all in this paradise island and because of its uniqueness United Nations Educational, Scientific and Cultural Organization (UNESCO) under their world heritage convention has included eight areas including six cultural and two natural areas of those values under world heritage sites which has further amplified the significance of our beautiful island.

6. The areas belong to both north and east have a long-standing history with regard to both ancient and tourism. Cultural heritage of both the districts goes way back to ancient times and it reminds continuous flow of tourists from various parts of the world and it clearly signifies that these areas were continuous attractions of the tourists. Apart from all, these areas were mainly popular for its natural attractions, socio-cultural attractions and man made attractions.

7. Both these areas are very much popular for its long stretches of smooth sandy beaches with warm bluish water. The Nilaveli is considered as one of the best beaches and Arugam bay was recognized as World’s 13 best surfing loc due to its tropical wave and both the areas covers two third of the coastal line of the country. Eastern coast is recognized as best for the ocean based recreational activities. In addition, all these areas are famous for underwater diving, swimming, whale watching and sailing were some of the attractions for both foreign and domestic tourists in the past mainly before the intensifying of the war.

8. If you take the other attractions you can find some rich cultural heritage sites which give clear evidence about the greatness of our ancestors those who lived in those areas. It is not confined to one religion or community in general there are so many sites related to Buddhism, Hinduism and Christianity, all these were best tourists’ attractions before the war.

9. There are several wild life sanctuaries, aviaries, natural reserves and forest areas especially in the eastern area which added natural attractions and eco based tourism to the nation.

10. Since, these areas were home for multi ethnic communities specially the eastern part it gave a valuable contribution for tourism through cultural diversification. All three major communities Sinhala, Tamil and Muslims were living in harmony in these areas before the war escalated.

11. There were certain steps and actions were taken by the government for the development and promotion of tourism in these areas. Some of them are as fol.

a. First Tourism Master Plan (1967-1976).

` b. Second Tourism Master Plan (1992-2001).

c. Trincomalee Ocean City Development Plan.

d. Strategic Tourism Development Plan for North and East.

12. However, none of above plans were seems to have placed sufficient emphasis on the need to improve tourism due to many reasons and most influential reason was the prolonged war situation prevailed in those areas.

POTENTIAL OF EXPANSION OF TOURISM INDUSTRY TO WAR AFFECTED ZONES

13. Sri Lankan government with the intention of developing tourism industry in the North and East had launched certain development projects to achieve its vision to transform tourism industry in the country as the largest foreign exchange earner benefiting the stakeholders of tourism and the people of Sri Lanka. World bank offered its fullest support in this regard and certain areas were totally unreachable due to the war which was there for the last three decades. Therefore, certain performance targets were revised after the eradication of the terrorism problem and subsequent restoration of peace and order in the country.

14. To promote the entire country as a tourist destination based on the overall objective emphasis was given to the development of industry especially in North and East merely not only to gain foreign exchange but also to uplift the condition of the people and also to achieve sustainable peace in the country. Following areas were identified as major development areas in these to provinces.

a. Northern province. It has an area of 8,884 square kilometers and demarcated by North central and North western provinces from its south boundary, Gulf of Mannar and Palk bay from its west, Palk straight to the northern tip and Bay of Bengal to its east. There are few administrative divisions in the province, which are Jaffna, Mannar, Kilinochchi, Vavuniya and Mullaittivu. All the areas were badly affected by the three decades of war. Most significant factor in this province is that there are certain islands belongs to this province, those are Mandathivu, Kayts, Punguduthivu, Nainathivu, Karaithivu, Analathivu, Chirathivu, Eluvaithivu, Iranathivu, Nedunthivu, Palaithivu and Kachchathivu. Most of these islands are covered with some sandy beaches. Area is also known for its traditional ancient history, which was enriched, by solid socio and economic culture. Generally, it has a tropical hot climate and estimated population was 1.3 million in year 2007. Important places those are in relation with tourism as fols.

(1) Nagadeepa Temple.

(2) Nallur Kandaswamy Hindu Kovil.

(3) Jaffna Fort.

(4) Jaffna Library.

(5) The Sangilian Palace.

(6) The Manthri Walauwa.

(7) Mawadipuram Kovil.

(8) Ponnalai Pond.

(9) Dambakolapatuna Temple.

(10) Madagal Beach.

(11) Cashurina Beach.

(12) Delft Island.

(13) Kotakadu Beach.

(14) Chankanai Church.

(15) Kadurugoda (Kantharidai) Buddhist Temple.

(16) Bottomless Well at Puththur.

(17) Point Pedro Beach and Light House.

(18) Vallipuram Kovil.

(19) Naguleshwaren Sivam Kovil.

(20) Kudiramalai Point.

(21) Madhu Shrine in Mannar.

(22) Iranamadu Tank.

(23) Elephant pass.

(24) Vattapalai Hindu Temple in Mullaittivu.

(25) Areas related to War Terrorism.

b. Eastern Province. With a total gross land area of 9,996 sq km Eastern province is the largest province in the country with fourth lowest population density of 162 persons per sq km. It comprises of three districts namely Trincomalee, Batticaloa and Ampara. All these three districts have some superb bluish beeches and with some added attractions such as whale watching and diving. Ampara, Arugam Bay is famous for its tropical waves which are ideal for surfing. In addition, there are few wild life and bird parks. Main tourists’ attraction places are as fols.

(1) In Trincomalee District.

(a) Bay Area in the Outer Harbour consists of:

i. Marble Bay.

ii. Sweet Bay.

iii. Deadman,s Cove.

1v. Clappenburg Bay.

(b) Nilaveli/Kuchchaveli/Uppuveli Areas.

(c) Coastal Belt from Kuchchaveli to Kokilai Lagoon.

(d) Coastal Belt from Kuchchaveli to Sinnakaratchi Area.

(e) Pigeon Island conserve as a national park.

(f) Kokilai lagoon designated as a bird sanctuary.

(g) Thennamaravadi bird sanctuary.

(h) Whale and Dolphin watching area outer harbour.

(2) In Batticaloa District.

(a) The Dutch Fort.

(b) Pasikudha Beach/ Kaluwankerny Beach/Kallady Beach/Kayankerni Beach/Mankerni Beach.

(c) Kalkudha Bay.

(d) Sathrukodan reputed for its bird species and crocodiles.

(e) Vakarai Sand Spit, Uppar Lagoon, Panchchankerni and Veranativu famous for its ecological habits.

(f) Palameenmadu famous for its attractive landscape.

(3) In Ampara District.

(a) Arugam Bay.

(b) Pottuvil Lagoon.

(c) Kalmunai Beach/Komari Beach/Peanut farm Beach.

(d) Kumana National Park.

(e) Lahugala/Kitulana National Park.

(f) Muhudu Maha Viharaya.

15. Identification of the cultural value in the area is an important aspect of tourism, in this relation there are few important areas that we have to consider. The Veddha community still lives in these areas retaining their traditional life style, the wide cultural diversity due to variety of ethnic groups and religions and also the presence of smaller ethnic groups indigenous to the province, such as Malays, Gypsies and Burghers especially in the eastern province. The Ramayana trial linked to the epic Ramayana, there are over 50 sites have been identified in Sri Lanka and six of these in the eastern province. Pada Yathra, an ancient pilgrim tradition is associated with the eastern province via Ampara and Kumana forests areas to Katharagama holy land to worship Lord Murugan. Religious worships were mentioned above and Marine tourism too ads some supplementary value to entire industry.

SITUATION ANALYSIS

16. Having considered about the areas which we could expand in order to develop tourism industry in the country it was clearly evident that the areas related to North and East could provide and give a vital contribution in this regard. It is therefore paramount of importance to conduct a situation analysis where we can further get an insight in order to address the matter in an apposite manner. Here we conduct the process under SWOT (Strength, Weaknesses, Opportunities and Threats) analysis method and consideration of other factors in order to ascertain further components, which are going to affect to achieve our objectives. Following are the findings from the SWOT analysis in respect of the subject matter.

a. Northern province will mainly consist of following factors.

(1) Strengths.

(a) Return of peace and normalcy.

(b) Very fine beaches with safe swimming conditions.

(c) Cultural experiences.

(d) Archeological and historical sites.

(e) Religious interest sites.

(f) Domestic aviation related areas.

(g) Areas related to war tourism.

(2) Weaknesses.

(a) Inadequate of accommodation/basic facilities.

(b) Absence of skilled workers in this field.

(c) Religious myths/cast system.

(e) Distance from capital.

(f) Lack of knowledge about the industry.

(3) Opportunities.

(a) Better accessibility by roads in near future.

(b) Increase interest with regard to field especially after the war.

(c) Jobs availability in the trade.

(d) Mixture of varieties with regard to interests’ of the tourists.

(e) Fresh beaches/natural sites.

(f) Investment which will bring fruitful dividends.

(4) Threats.

(a) Integration with the local community is low.

(b) Sympathetic/ideological differences prevailing against LTTE.

(c) Lack of interest of the people to contribute.

(d) Financial condition/poverty level.

b. Eastern province will mainly consist of following factors

(1) Strengths.

(a) Return of peace and normalcy.

(b) Very fine beaches with safe swimming conditions.

(c) Unique seasonality and favorable whether throughout the year.

(d) Archeological and historical sites.

(e) Religious interest sites/ Cultural experiences.

(f) Wild life/bird watching/proximity to national parks.

(g) Water sports.

(2) Weaknesses.

(a) Inadequate of accommodation/basic facilities.

(b) Absence of skilled workers in this field.

(c) Neglected and poor infrastructure conditions.

(e) Local environment problems.

(f) Lack of knowledge about the industry.

(3) Opportunities.

(a) Better accessibility by roads in near future.

(b) Increase interest with regard to field especially after the war.

(c) Jobs availability in the trade.

(d) Mixture of varieties with regard to interests’ of the tourists.

(e) Unique coastal line stretching more than 200 kilometers.

(f) Prime Asian holiday destination in summer months.

(g) Domestic airport facilities.

(4) Threats.

(a) Integration with the local community is low.

(b) Sympathetic/ideological differences prevailing against LTTE.

(c) Lack of interest of the people to contribute.

(d) Financial condition/poverty level.

(e) Ribbon development occurring along the coastline due to non

adherence to the land use planning control.

17. Carefully examination of the outcome of the situational analysis will gives an overall representation of the intention to achieve the objective that is the most precious sustainable peace for our country. There are certain important areas, which have to be address by the government and private sector has to play a vital role of achieving the common objective. As far as the government is concerned, it is therefore necessary to develop infrastructure facilities such as access roads, electricity, water for drinking and other purposes, sewage deposal and waste disposal at the initial stage and private sector could contribute specially with regard to achieve financial stability and development of human resource factor with the aim of facilitating the final outcome.

18. Presently government has launched certain development projects targeting the entire development of these provinces, which were badly affected by the war, and it is important to note that there was no significant development projects were conducted at both these provinces for the last three decades due the escalation of war.

20. Under the Uthuru wasanthaya project which targeted rapid development of Northern province and Eastern revival project which targeted development in the Eastern province, including tourism industry has launched certain mega development projects in order to develop once war tone areas has reached certain impressive standards and this was commended by the International community too. Last year Sri Lanka was among the best tourist attractions/destination in the world and it has recorded 654,477 tourist arrivals, which was the highest number ever recorded during the past ten years.

21. Apart from the development of infrastructure facilities there are some other challenges have to be consider which gives a direct impact to the stability of the peace. Those are resettling of Internally Displaced Persons (IDP), Humanitarian de-mining and Re-integration of ex-LTTE combatants to the society.

22. Careful analysis of the factors, which could use to address the issues with regard to IDPs and ex-combatants in the context of the study, can achieve astonishing results. Development of tourism therefore will come in handy because there are so many avenues are open for us to address some key issues relating for these provinces and thereby reaching towards the outcome.

SUMMARY

23. Sri Lanka with its strategic location, diversity of attractions with its rich traditional culture, literature, history and none other than its people whom best known for their friendliness and hospitality has prompted many to visit this beautiful island.

24. Thirty years of separatist war by the world most ruthless terror outfit, the Liberation Tigers of Tamil Eelam (LTTE) had devastated especially the Northern and Eastern areas of our country. It had not created much conducive environment for any business including tourism in Sri Lanka. Three decades of war which destructed all most all strata of our society and there were significant destruction for the property and assets in Northern and Eastern areas. Overall infrastructure facilities are very weak in these areas therefore so many core related issues had emerged from this situation. People in the North and East lost their trust towards the majority Sinhalese people and this was further aggravated with the escalation of the war.

25. The areas belong to both north and east have a long-standing history with regard to both ancient and tourism. Cultural heritage of both the provinces goes way back to ancient times and it reminds continuous flow of tourists from various parts of the world and it clearly signifies that these areas were continuous attractions of the tourists. Apart from all, these areas were mainly popular for its natural attractions, socio-cultural attractions and man made attractions.

26. There were certain steps taken by the successive governments and authorities to develop tourism industry in these provinces were failed due to the in-completeness and war situation prevailed in the country. With the dawn of peace to our nation the importancy of developing of the tourism industry in these two provinces were again taken into consideration in order to address certain issues in these provinces. Mainly to uplift the life style of the people and by developing tourism industry will automatically facilitate the development of the area specially in the fields of infrastructure development, telecommunications, technology, trade and finance. Last year Sri Lanka was among the best tourist attractions/destination in the world and it has recorded 654,477 tourist arrivals, which was the highest number ever recorded during the past ten years.

28. Sri Lankan government with the intention of developing tourism industry in the North and East had launched certain development projects to achieve its vision to transform tourism industry in the country as the largest foreign exchange earner benefiting the stakeholders of tourism and the people of Sri Lanka. The Sri Lankan Tourism Development Authority and the Hotel school proposed skill-training project in order to uplift the skill level would play a vital role with regard to training aspect. On going mega development projects launched under the ministries of Nation building, Economic development and central bank will gives an added advantage for the fulfillment of the vision.

29. Potential expansion of the industry in these areas were assessed and there were so many spots which we could develop as tourist destinations were identified. With the situational analysis, it was further elaborated what we have to do exactly and what areas should be given the consideration.

30. Apart from the development of infrastructure facilities there are some other challenges have to be consider which gives a direct impact to the stability of the peace. Those are resettling of Internally Displaced Persons (IDP), Humanitarian de-mining and Re-integration of ex-LTTE combatants to the society. Careful analysis of the factors, which could use to address the issues with regard to IDPs and ex-combatants in the context of the study, can achieve astonishing results. Development of tourism therefore will come in handy because there are so many avenues are open for us to address some key issues relating for these provinces and thereby reaching towards the outcome.

RECOMENDATIONS

31. Having considered the opportunities available for us it is paramount importance to give the priority to the people in these areas to get them selves employed in the vacancies existing in this field. Priority must be given to ex-LTTE combatants and IDPs. This will also gives the opportunity to re-integrate these people to the society in a fruitful manner. Will also help the reduction of poverty level and unemployment specially in the field of youth unemployment and this will directly facilitate to have sustainable peace in our country because unemployment will lead to many disputes and presently vacancies available in this tourism industry will greatly create the opportunity to address this issue.

32. With the development of tourism industry in both these two provinces will give the opportunity to the people in these areas to market their products. This will reduce the poverty level and in return their income will go up and financial status of the society will go up. This is also very much vital to retain sustaining peace because once you loose or decrease the financial status in the society there is a tendency of getting into a position to demand unnecessarily and to gain adverse advantages in return it will de-stabilize the society.

33. Development of tourism in these provinces will directly enhance the partnership and participation of the people in these areas towards nation development. In return, it will give a positive result of sustaining peace in this country because for the last three decades of time due to the war, participation towards achieving the goals of the nation was deprived from these people. They will also have the equal opportunity to contribute and as well as to get themselves benefited from the outcome. This will also negate the mentality that they were not treated accordingly as per their rights because most of them think being the minority Tamil community in our country they were deprived from their rights and discriminated as a whole by the Sinhalese majority.

34. Expansion of the industry will open up so many other avenues to develop these areas and people whom contained or restricted for a very small geographical area will have the opportunity to establish links between their counterparts in the south. This will also help to build the understanding between people and to win the hearts and minds of the people. People in the south will also get an opportunity to interact with this people and this will narrow down ideological differences they had. Exploiting the opportunity got from this industry will help to reach towards sustainable peace and to develop harmony among the communities.

35. As a whole development of tourism in these provinces will greatly help to develop the infrastructure facilities in these areas and this will help to uplift the social standards to reach for higher living conditions too. This will gives a positive feeling for the people whom have undergone lot of difficulties during the war period and who lived under the crutches of LTTE terrorism. This will also give a positive impact towards achieving of sustainable peace in our country.

36. People in these provinces will get the opportunity to explore the world and more over to establish or earn a reputation among the international community in return this will help to up lift the state of their minds because they will feel the importance of being recognized amongst the international community. This is because of the opportunity that we are getting from the development or expansion of tourism industry.

1. Sri Lanka is an island country and god has given to Sri Lanka blessings of nature blue seas, green hills, sandy beaches, abundant wildlife, cascading waterfalls, a riot of flowers and fruits, coconut groves, tea estates, spice gardens. Here ones day can be gloriously lazy by a palm cool lagoon or full of joy, swimming, snorkeling, and fishing or sailing like a brilliant jewel in the sparkling waters of the Indian Ocean. Sri Lanka is located in a strategically considered naval spot on the world map. This significant situation creates a path for a major sea route. In addition it creates a strategic naval link between West Asia, Africa and East Asia. Sri Lanka entered the international tourism arena in the 1960s. Since then, government involvement has been the key factor in tourism development in Sri Lanka. The Ceylon Tourist Board (CTB) was established in 1966 in order to provide direction and leadership to this promising sector of the developing economy. The country is famous for healthy and cultural heritage. Hospitality, tropical forests, natural and fascinating beaches, archeological sites and the tropical climate are the more attractive features. These factors make Sri Lanka a wonderful tourist destination. Over the years tourism in Sri Lanka has developed significantly. Today tourism has become the sixth Foreign Exchange Earner (FEE) in Sri Lankan economy.

2. Tourism can make a great impact on development of the Sri Lankan economy. Tourism is a fast growing industry which has been identified presently. Employment opportunities and regional development are playing significant role with regard to the tourism industry development. It can be considered as the most important industry in the country as a whole. The government’s vision is to make the tourism sector as Sri Lanka’s most innovative and profitable income generating source.

3. During past three decades Sri Lanka’s tourism industry had few draw backs. This was mainly due to the security situation which prevailed in the country. Further the tourism industry was also affected due to the Tsunami catastrophe which occurred in 2004. Approximately 2/3rd of the coastal area including tourist infrastructure facilities was destroyed. The immediate post war period gave rise to a dramatic increase of tourist arrival from end May 2009.

4. In order to support the efforts and to develop the tourism sector in Sri Lanka there should be hotels with exclusive facilities which are in par with the international standards to accommodate a large number of visitors. In the year 2010 approximately one million tourists visited Sri Lanka. Unlike in the past, the inflow of tourists is increasing day by day as a result of the end of the 30 year civil war which destroys the whole country. Following graph indicates how tourism increased from 1966 to 2011 in Sri Lanka. The government is expected to receive 2.5 million tourists in 2016. To cater for this increase tourist hotels in Sri Lanka must be developed. Similarly other facilities should also be increased to meet the desired economic goals.

AIM

5. The aim of this paper is to analyze the development of Sri Lanka tourism -challenges and opportunities

GEOGRAPHY AND CLIMATE OF SRI LANKA

6. Sir Lanka has a various terrain but it mainly consists of flat lands but south-central portion of the country’s step sided river, canyons interior features and mountain. The flatter regions are the areas where most of Sri Lanka’s agriculture takes place, aside from coconut farms along the coast. Sri Lanka’s climate is tropical and the southwestern part of the island is the wettest. . The northeastern part of Sri Lanka is drier and most of its rain falls from December to February. Most of the rain in the southwest falls from April to June and October to November Sri Lanka’s average yearly temperature is around 86°F to 91°F. An important geographic note about Sri Lanka is its position in the Indian Ocean, which made it vulnerable to one of the world’s largest natural disasters. On December, 26, 2004, it was struck by large tsunami that hit 12 Asian countries. Around 38,000 people in Sri Lanka were killed during this incident and much of Sri Lanka’s coast was destroyed.

7. Sri Lanka is situated in strategic location near major Indian Ocean sea lanes. It has a total area of 65,610 km?, with 64,740 km? of land and 870 km? of water. Its coastline is 1,340 km long. Sri Lanka’s climate includes tropical monsoons: the southwest monsoon (June to October) and the northeast monsoon (December to March), its terrain is mostly low, flat to undulating plain, with mountains in the south-central interior. The highest point is Pidurutalagala at 2,524.13 m. Resource include limestone, mineral sands, gems, graphite, phosphates, clay, and hydropower.

8. Adam’s Bridge, a land connection to the Indian mainland, is now mostly underwater with only a chain of limestone shoals remaining above sea level. According to temple records, this natural causeway was previously complete, but was breached by a violent storm (probably a cyclone) in 1480.

SRI LANKA’S COMMITMENT TO TOURISM

9. Tourism is a vital area in the policy structure has been identified as capable of efficiently driving the country’s socio economic development. The programme’s vision for the tourism sector is to make Sri Lanka foremost freedom destination in the South Asian Region. The programme believes the human resources and natural and cultural endowments values and nation will be essential in transforming Sri Lanka into a centre of excellence and offer tourists the highest values of real experiences in its unique setting.

10 The One Stop Unit – Unit for National Investment in Tourism is a Centralized promotion and facilitation center Established Thurs assist potential tourism investors interested in investing in Sri Lanka Tourism Industry. Specialist staff from various government agencies helps investors Identify possible projects, Obtain information possible, Regarding Investments, submit applications, and Provide support in obtaining investment promotion privileges, trade licenses and other approvals Requested for project clearance. OSU Prevents the need for investors Thurs spend time in search of answers and ensures all queries are handled by its specialist staff.

11. Serious civil disturbances starting in July 1983 and the subsequent violence badly affected tourism. Total arrivals were 230,106 in 1986, down 43 percent from 1982. To ease the dilemma of the industry, the government provided various concessions to hotels, such as the rescheduling of loans and the reduction of the turnover tax from 10 percent to 5 percent. The Ceylon Tourist Board also undertook a crash promotion program in an attempt to restore the island’s image in world tourist markets. Tourist arrivals in the first six months of 1987, however, showed a decline of 23 percent compared with the same period the previous year. In early 1988, the outlook was for further contraction.

12. In 1988 it remained unclear whether the policies of economic liberalization Sri Lanka has pursued since 1977 would succeed in their principal goals of employment, wealth creation, and economic diversification. Although increased rice production, the growth of textile manufacturing, and an improved infrastructure were successes that could be attributed to the post-1977 policies, these gains came at the cost of a mounting foreign and domestic debt and declining living standards for the poor.

POLITICAL ENVIRONMENT TOWARDS TOURISM

13. The One Stop Unit – Unit for National Investment in Tourism is a Centralized promotion and facilitation center Established Thurs assist potential tourism investors interested in investing in Sri Lanka Tourism Industry. Specialist staff from various government agencies helps investors Identify possible projects, Obtain information possible, Regarding Investments, submit applications, and Provide support in obtaining investment promotion privileges, trade licenses and other approvals Requested for project clearance. OSU Prevents the need for investors Thurs spend time in search of answers and ensures all queries are handled by its specialist staff.

14. Serious civil disturbances starting in July 1983 and the subsequent violence badly affected tourism. Total arrivals were 230,106 in 1986, down 43 percent from 1982. To ease the dilemma of the industry, the government provided various concessions to hotels, such as the rescheduling of loans and the reduction of the turnover tax from 10 percent to 5 percent. The Ceylon Tourist Board also undertook a crash promotion program in an attempt to restore the island’s image in world tourist markets. Tourist arrivals in the first six months of 1987, however, showed a decline of 23 percent compared with the same period the previous year. In early 1988, the outlook was for further contraction.

15. In 1988 it remained unclear whether the policies of economic liberalization Sri Lanka has pursued since 1977 would succeed in their principal goals of employment, wealth creation, and economic diversification. Although increased rice production, the growth of textile manufacturing, and an improved infrastructure were successes that could be attributed to the post-1977 policies, these gains came at the cost of a mounting foreign and domestic debt and declining living standards for the poor.

PROMOTION OF TOURISM INVESTMENT

16. The Board of Investment has introduced incentives in the form of tax exemptions, duty-free imports and the relaxation of controls on foreign exchange holdings. The incentives provided by the government have mainly attracted investment in the hotel sector. The present hotel capacity is 13,670 rooms. That figure is projected to increase to 21,000 rooms by 2004, which will accommodate the target of 1 million tourists. Five regional domestic airports to be restructured at a total cost of approx. Rs. 2bn: Rathmalana, Koggala ,Ampara , Trincomalee & Jaffna (Rathmalana will be developed as a “City Airport”) Previous year. This denotes that tourism industry is one of the core sources of foreign exchange earner in economy of Sri Lanka. Due to the development of tourism improved accessibility via new highways and conversion of military to domestic airports may make high-end hotels in the Deep South and the East of Sri Lanka viable alternatives to the Galle area.

OPPORTUNITIES FOR TOURISM INDUSTRY

17. Tourism directly affected to economy of a country. The momentum of growth in tourism, as result of the post conflict peaceful environment, the tourist arrivals grew to 654,476 in 2010 surpassing the previous record of 566,202 in 2004. Tourist nights one of an important indicator in measuring the volume of tourist traffic, has recorded 6, 544, 760 in 2010. It shows 60.6 per cent increase compared to 2009. Total receipts in 2010 amounted to US $ 575.9 million as against US $ 349.3 million recorded for the year 2009. It indicates a vast increase of 64.9 per cent than

THREATS FOR TOURISM INDUSTRY

18. Development of tourist hotels in Sri Lanka will extremely support the rapid economic development. Developments of tourist hotels, increase room capacities, increase occupancy rates and develop the condition of rooms and upgrade the service provided in the hotels are the key factors to be mainly focused on if to develop tourism. It indeed contributes to the development of tourism and in turn development of economy of the country. Tourist hotel industry should be developed in most of the famous city for tourism with sufficient amount of tourist hotels

19. As political risk introduces additional elements of uncertainty into the rules governing tourism investment projects, the risk of capital loss is raised for longer- term projects. Political risk also negatively influences the timing and pricing of the tourism production process. Negative images, lack of foreign exchange for tourism development, lack of skilled manpower, weak institutional frameworks for tourism planning, political instability caused by communal violence, civil war conflicts are inhibitors to tourism development. However, little is known about how international tourism firms perceive political risks and other general barriers and threats to tourism promotion in Sri Lanka.

20. Common political factors which affect the tourism industry are revolution, civil war, factional conflict, ethnic violence, religious turmoil, widespread riots, terrorism, nationwide strikes, protests, cross- national guerrilla warfare, world public opinion, repatriation restrictions, bureaucratic politics, leadership struggle, high inflation, border conflicts, high external debt service ratio and creeping nationalization. Last thirty years Sri Lanka also faced the civil war and it affected the tourism industry of Sri Lanka. Organizing elections frequently also create threat to the tourism industry because during the election period in some places to control the situation cur hews are implemented.

21. This will create negative image in the mind of tourists. Some of the foreign countries have reject Sri Lanka’s products in their country due to the violation of human rights during the war time. For example government invested and spent on IIFA programme but it was not a successful event for Sri Lanka because the big stars have boycotted the event. They didn’t visit Sri Lanka because of the protests held in their country by asking them not to visit the place. Currently Sri Lanka is having negative relationship with some foreign countries therefore the export and import of Sri Lankan products will be decreased and it affects the tourism industry as well.

FUTURE TRENDS, CHALLENGES

22. Source markets in Asia and Middle East to drive demand: Sri Lanka’s proximity to source markets such as India and its connectivity to the Middle East and China will help in sustaining tourism growth. The rise in per capita income and therefore consumer spending in these source markets will aid the growth in tourism.

23. Infrastructure growth to fuel tourism growth: To ensure rapid growth of tourism in the future, tourism projects will need to be balance with infrastructure development. We expect that with improvements in road infrastructure and development of the new airport in Hambantota, various new destinations will emerge in the country, especially to the north and the east, as these areas have abundant natural beauty to attract tourists but currently suffer from poor connectivity. We expect more airlines to operate in the country as the second airport develops.

24. Greater competition will facilitate growth: We also expect greater competition with the introduction of new hotels in popular destinations such as Colombo, Kandy, Bentota, and Sigiriya, and Galle. We expect the existing hotels to undertake phased renovations to effectively compete with the upcoming hotels. Also, with the increase in income from hotels over the past few years, we expect an increase in the number of hospitality related transactions and mergers and acquisitions.

25. Challenge of attrition to other destinations: Currently, the hotel industry witness’s significant employee attrition to countries in the Middle East and to the Maldives and India. However, with a more stable political environment and improvement in quality of living in Sri Lanka, we expect the attrition to gradually

26. Shortage of skilled labor: As new players enter the market, the projected growth in tourism will be accompanied by shortage of skilled labour. We anticipate the need for relive hospitality education institutions as the contribution of the tourism sector to the overall economy increases.

SUMMARY

27. Sri Lanka is located in a strategically considered naval spot on the world map. Sri Lanka entered the international tourism arena in the 1960s. Since then, government involvement has been the key factor in tourism development in Sri Lanka. Over the years tourism in Sri Lanka has developed significantly. Today tourism has become the sixth Foreign Exchange Earner (FEE) in Sri Lankan economy.Tourism can make a great impact on development of the Sri Lankan economy. Employment opportunities and regional development are playing significant role with regard to the tourism industry development. The government’s vision is to make the tourism sector as Sri Lanka’s most innovative and profitable income generating source.

28. During past three decades Sri Lanka’s tourism industry had few draw backs. In the year 2010 approximately one million tourists visited Sri Lanka. Following graph indicates how tourism increased from 1966 to 2011 in Sri Lanka. To cater for this increase tourist hotels in Sri Lanka must be developed. Sri Lanka’s climate is tropical and the southwestern part of the island is the wettest. . Around 38,000 people in Sri Lanka were killed during this incident and much of Sri Lanka’s coast was destroyed.

29. Total arrivals were 230,106 in 1986, down 43 percent from 1982. The Ceylon Tourist Board also undertook a crash promotion program in an attempt to restore the island’s image in world tourist markets. This denotes that tourism industry is one of the core sources of foreign exchange earner in economy of Sri Lanka. Tourism directly affected to economy of a country. Development of tourist hotels in Sri Lanka will extremely support the rapid economic development. Developments of tourist hotels, increase room capacities, increase occupancy rates and develop the condition of rooms and upgrade the service provided in the hotels are the key factors to be mainly focused on if to develop tourism. Tourist hotel industry should be developed in most of the famous city for tourism with sufficient amount of tourist hotels

30. Negative images, lack of foreign exchange for tourism development, lack of skilled manpower, weak institutional frameworks for tourism planning, political instability caused by communal violence, civil war conflicts are inhibitors to tourism development. However, little is known about how international tourism firms perceive political risks and other general barriers and threats to tourism promotion in Sri Lanka.

31. Last thirty years Sri Lanka also faced the civil war and it affected the tourism industry of country. Some of the foreign countries have reject Sri Lanka’s products in their country due to the violation of human rights during the war time. Currently Sri Lanka is having negative relationship with some foreign countries therefore the export and import of Sri Lankan products will be decreased and it affects the tourism industry as well.

32. Sri Lanka’s proximity to source markets such as India and its connectivity to the Middle East and China will help in sustaining tourism growth. To ensure rapid growth of tourism in the future, tourism projects will need to be balance with infrastructure development. We expect the existing hotels to undertake phased renovations to effectively compete with the upcoming hotels. We also expect the hotel companies, especially the domestic companies located in the country to undertake long and medium term hospitality training programs and regularly undertake competition benchmarking for compensation to retain the talent.

RECCOMONDATIONS

33. These are the recommendations which we can produce in related to tourism.

Develop a marketing strategy: Emphasizing the creation and sustaining of a positive image of Sri Lanka as a substantive and well-established tourist destination offering facilities experiences that are distinct Sri Lankan products.

Establish a domestic tourism strategy: To expand the existing product base and encourage a greater level of holiday movements in addition to pilgrim movements.

Develop goods and services: To meet the increasing needs of the tourism industry, and thus optimize the economic benefit of tourism development to Sri Lanka.

Modify the organization of tourism activities: In order to bring about related improvements in the private sector, increase coordination between tourism and interrelated sectors, and introduce streamlining to facilitate the development of the tourism sector.

Emphasize the environmental, social and cultural aspects: Tourism Development Planning is the only way to solve many issues related to tourism in development. Therefore the tourism planning process should be designed to produce goals and objectives for the destination area related to tourism development. The tourism development plan provides overall guidelines for development and identifies development opportunities. Many development countries are involved in tourism planning.

Financial Assistance: Financial assistance for hotel owners and any other profession in tourist sector would help to create more employment opportunities.

Domestic Airport: Airport also more than 100 km away from the tourist destination it is needed have domestic airports.

Surfing Training: This will create more employment opportunities and generate good income. Among the tourists there are some people they love for surfing and keen to learn.

Conduct Language Teaching: Language barrier should be overcome by conducting specially job oriented language training.

Employ Combat Divers: Surfing is risky and adventure sport it don’t take much time for some to happen therefore as precautionary measure it is needed some combat divers close to the surfing area it would enhance the confidence of people who do surfing.

Proper Taxi Service: Taxi service should be reformed introducing good vehicles fixed with meter system and giving training for drivers.

Improve Infrastructure Facilities: Infrastructure facilities such as Power, Highways, Railways, Airports, Ports, Water Supply, Telecommunications, Accommodations, and Recreational, Shopping and Banking to be improved.

Awareness Programs: Tourists should be informed on specific social, cultural and religious environment programmed.

GAD ALWIS SLE

Maj

STUDENT OFFICER -DSCSC

1. In the world today, all countries are inter connected in more than many ways. of all these connections, transport service are considered to be the most important and unavoidable connection. this transport service may be either human or cargo transport. Today to day there are many ways and methods of transport. Although most of these modern systems are quick and easy .the most ancient sea transport system is still the reliable and the profitable way of transport. Sri Lanka is rich with strategically located natural ports that are === by many other nations. These ports have the potential to be the best ports in the Indian ocean. they should be developed to an international expected standard with modern facilities and features. before embarking on the development of these ports , an in depth study of a few internationally famous ports should be made. If handle methodically and properly, Sri Lanka ports could be the best in South Asia and also be the province economic recourse of the country.

This paper is an attempt to analyze and consider the measures that have to be adopted by the authorities in order to develop national ports to maintain highly efficient and productive ports as transshipment centers with adequate capacity equipped with most modern technology and facilities. At present several measures have been taken towards this goal, there is more that could be done to obtain making use of the existing resources.

AIM

3. The aim of this service paper is to propose and suggest ways and means of developing Sir Lanka as the leading maritime and aviation center in the South Asian Region. that can complete with the most competitive and user friendly ports in providing high quality port, shipping and aviation service.

BACKGROUND

4. For thousands of years, the highly strategic location of the ports of Sri Lanka has lured many a merchant. This is a location that connects Middle East with the Far East, with links to the Australian and African continents and it is the gateway to South Asia. From the past up to date many ships that use the international sea communication route are using Sri Lankan port services due to various reasons such as easy access, quality of the service, cheap labor etc. Therefore Sri Lanka should take maximum advantage of seaports to promote international trade by getting commercial and industrial activities which directly assist the economic progress of the country. The other countries of the region are developping their ports to gain economic benefits out of this sea transportation system. To face this competitive market we need to gear our sources to get the necessary attraction of the world.

5. On the other hand, today Sri Lanka with its far-reaching economic changes and policies has improved infrastructural facilities, tax incentive, opportunities for investment of capital for new industries, and above all the guarantee of the safety of capital invested and presents a favorable environment for foreign investment capital. This transformation of the economy has resulted in the increased industrial and trading activities in Sri Lanka. So this present trade development has influenced the need of development in the port and shipping sector in the country.

6. Sri Lanka Port Authority has the responsibility with the mission to increase our customer base profitability by providing excellent an service and world class facilities.

PORTS AND ON GOING PORT DEVELOPMENT PROJECTS

7. As an island Sri Lanka is privilege to have natural harbors all around the country. But the country was not able to use a few numbers of ports due to various reasons such as war, lack of infrastructure facilities, investment capacity etc. At present with the high economic growth and the end of the armed conflict in may 2009 provides a firm base for all development activities. Port services which were growing significantly in the year 2010.The present ports and development projects are as follows:

a. Port of Colombo. It is the main port in Sri Lanka. Located on the southeast side of the island and it is facilities include two terminals, Jaya Container Terminal (JCT) and Queen Elizabeth Quay (QEQ).From 1987 to 1997 due to the commitment , it has done so many development to control the container traffic. For example in mid 1990’s it increased from less than 500,000 Twenty foot Equivalent Units (TUEs) over 1.5 million Twenty foot Equivalent Units. But it was not sufficient in 2003 and 2004 around 40% of west to east traffic was being diverted from Colombo port to more competitive ports out side Sri Lanka. Then Sri Lankan government’s desire to create public-private partnership in 1999 to improve expands, operate and manage Queen Elizabeth Quay (QEQ) with South Asia Gateway Terminals (private) limited. To day under mentioned projects are going on:

(1) Colombo South Harbour development Project. In ocean of about 1000 hectares on the South West of the percent breakwater this proposed harbour will be located. It will have four terminals , 1200 meters each capable of accommodating deeper draft vessels in the future. The development is expected to be done in two stages. The first stage to intfastructure with pulic funds and the second stage for terminal facilities with private sector participation. This project will promote the following Sri Lanka:

Facilitate economic growth.

Increase competitiveness in international trade.

Lower transport cost and faster delivering times.

Container handling capacity wills increase.

(2). Jaya Container Terminal for the Enhancement of Capacity. Detail design of the extension of the Jaya Container Terminal has been completed. this will enhance the capacity of port of Colombo to accommodate the mega container carriers now and in the future. This also expected to berth two 8000 Twenty foot Equivalent Units container ships at the same time.

(3). New Terminal Management System. This system will be implemented

with the Sri Lanka port Authority (SLPA). It will replace the present obsolete computer system of the Jaya Container Terminal with modern computer system providing Networking, Radio data and Communication System.

b. Galle port. The gall port is located very close to the international sea transport route. It is the very the only Sri Lankan port that provides for pleasure Yachts. All those facilities were destroyed by the Tsunami. It is proposed to develop this port to attract rich tourists and passenger carrier ships.

c. Trincomalee Harbour Renovation. Ten times as much as the Colombo, the

Trincomalee harbour is considered to be one of the most strategically situated natural harbour in the world. This harbour was tentatively considered to cater for bulk and break bulk cargo transportation. Coming under the new development project the ‘Nagenahira Nawodaya’ great improvement and vast development is expected to take effect in this famous port.

Development of the Hambanthota Port. Hambantota region is considered to be an under develop area both economically and socially. The construction of a sea port in that region will greatly enhance the improvement and the development of that area. the presence of a port in that area will certainly make it an industrial region. Unlike development an also functioning port, this newly constructed port can be streamlined to serve it expected goal. It has to be properly planned and executed. It is to be a commercial harbour will definitely of a more convenient and cost effective access to and from the Southeast region for goods and cargo from the West coast. It will also reduce the congestion in the Colombo harbour.

Development of Port in Oluvil. In the process of developing the Eastern Region under the Nagenahira Nawodaya’ programme it has been decided to build a port at Oluvil. If so constructed it will be the Southern link in the developing chain of coastal harbours. This harbour will be another commercial harbour and basin for fishing crafts.

Port of kankasanthurai and point pedro. This is one of the most Tsunami devastated ports in Sri Lanka. It needed urgent rehabilitation and improvement. This improvement includes the repair of the breakwaters, roads and pears. Wrecked and dredging have to be removed from the harbour basin. The Sri Lanka port Authority has carried out urgent and temporary repair to enable it to function without our interruption. The government of India has aided for the removal wracks and for the construction of a new pear. Very vital sections of the harbour are beyond use. The Sri Lanka port Authority while renovating the harbour, have decided to study the feasibility of developing Point Pedro in to a Sri Lanka port Authority regional port.

COOPERATIVE VALUES OF SRI LANKA PORT DEVELOPMENT AUTORITY

The SLPA is one of the major contributors to the economy of Sri lanka. As a key revenue earning and service providing agency, the role of SLPA is directly to the excellence of its delivery service. In this regard the value system of the authority is the basis for the success of its operational relationship with the stakeholders. These values could be categorized under the following.

Dependability

Timeliness & Accuracy

Accountability for Achievement

Team Spirit

Commitment

Reward & Recognition

Performance with integrity

It will be the responsibility of the chairman / chief Executive Officer, The managing Director and Other Senior management staff to inculcate the above values at all levels of the Authority.

Hambantota is planned to undertake initially general cargo such as cement, steel, fertilizer, timber, bunkering services, port related industries, coal, RO-RO facilities, off shore services such as ship Chandling, supply of water & fuel, crew changes, ship building and ship repair facilities etc.

Contract for the construction of phase 1 was awarded to Chinese Joint venture Construction Company at the total cost of US$ 360m and the port will be operational in year 2010

SERVICES RENDERED BY OUR PORTS TODAY

8. Sri Lanka has a number of commercial ports and a National Shipping Fleet to provide services for the Maritime Transport Industry. The governments also encourage and develop multi country consolidation and entrpot trade on a large scale.

a. Container Operations. Development of JCT and QEQ facilities enhance the productivity in container handling and off dock facilities such as inland container depots to ease the congestion within the ports.

b. Ancillary Services. Ancillary services including ship building, ship repair, ship chandelling, salvage and towage, bunkering services, ship chandelling and off shore supplies, cruise shipping marinas and ship management are available.

c. Tariff Concessions. Tariff concessions including lowest Transshipment rates in the region, restoring Transshipment rates irrespective of the mode, attractive rebates of up to 20% of the stevedorage, free storage (of 21 days) for transshipment etc.

d. multi country consolidations and enterpot cargo. A separate warehouse has been provided specially for this purpose at the port access road. Special tariff concessions have been given to this multi country consolidation operation that use warehouse within the port.

e. Information systems. Computerized systems for planning and control of container handling operations, data interchange between the shipping agents, inquiries available from the personal computers and port users and one stop documentation centre.

f. transportation systems. Coordinated port facilities with inland transport and distribution systems in terms of control the ship traffic.

g. infrastructure facilities. Connecting road, rail, and barge facilities.

I. Other services. Handling of dry and liquid cargo, bulk and break bulk cargo, car carriages and passenger liners.

J. port security. Sri Lanka ports authority complies with the relevant requirements of the international ship and port facility security code, contributing to the enhancement of maritime safety and security.

MANAGEMENT OF PORT DEVELOPMENT

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9. To gain the status of regional mega hub port in the south Asian region sri lanka will have to compete with Singapore, Port Kelang, dubai and Aden.in this attempt we will be forced to use all possible resources. Therefore following are the salient points which required when developing port service in Sri Lanka:

When developing ports according to the national plan. A comprehensive study should be need of each individual port. These should be combination of medium term and long term planning. While the existing ports are improved by the introduction of modern facilities. The recourses should be constructed according to the international standards.

Complete and viable is that which includes all necessary facilities such as transshipping, cargo shipping, fire fighting and rescue service and the like.

Planning of new ports should leave space in their for any future improvements. Any future development of existing ports should have the possibility of absorbing any new introduction.

The organizational structure of any new port should be flexible enough to adapt to business environment changes.

The planning section of management service department should be responsible for the following task:

Traffic trend and performance statistics.

Forecasting of future traffic shipping and cargo.

The evaluation of new trends in ships and cargo handling.

The analysis of requirements, water , load equipments and storage.

The preparations plan for the future.

Preparation of future traffic demands.

Forecasting of traffic is an art which need a lot of understanding and experience. This may require the assistance of out side agents, but yet these reports should be checked mathematically and tactically before implementation. In arriving at this dicisions they should have considered the following targets:

National economic targets.

Have past trends clearly explained and the need for continuation of these trends be questioned.

Have the port records being studied well.

Will the change of each industry have any effect of the future traffic?

The building of new ports.

SUMMARY

16. In the two years following the end of a brutal war, Sri Lanka’s economic growth is projected to exceed six percent, according to the World Bank’s first annual assessment of regional economies. The interim period requires improvements to existing facilities to bridge the gap between growing demand and shortfalls in facilities, so as to ensure that customers are not lost to competing rival ports. Such losses would have disasters impact on the future of the Ports in Sri Lanka. So it is very vital to initiate actions for renew and expand existing ports in the aspect of Developing Sri Lankan ports as the leading Maritime and Aviation center in the South Asian Region with the most competitive and user friendly ports and airports to provide high quality ports, shipping and aviation services. But it should within the broad national strategy; the development of each individual port must be comprehensively planned. The development of a port consists of a combination of medium-term and long-term planning of new facilities plus-in the case of existing ports-a programme of short-term action to improve the management With New technologies, which can spur changes and will improve the operations. For example, the development of a container terminal can be accompanied by the introduction of modern data-processing methods to improve the quality of the information necessary for managers to control the flow of containers.

RECCOMANDATIONS

Developing Sri Lankan ports as the leading Maritime centers in the South Asian Region with the most competitive and user friendly ports, following policy decisions has to follow when projecting new ports or expansion of existing ports

To consolidate the position of the Colombo Port as an International hub port for container operations and as a logistics center in the South Asian region.

To develop a competitive marketing strategy in order to establish the port of Colombo as an International hub-port.

c. To develop the port of Galle as a regional port as well as an alternate commercial cargo handling port to the port of Colombo and to develop this port to attract rich tourists and passenger carrier ships.

To develop Trincomalee port as an ecologically sensitive, leisure and light commercial port.

To develop the port in Kankasanturai, Oluvil and point-pedro as regional commercial ports.

To build and establish the Hambantota port initially as a service providing industrial port, and in the long term develop it to be a commercial port for more convenient and cost effective access to and from the Southeast region for goods and cargo from the West coast. Then it will also reduce the congestion in the Colombo harbour.

To maintain a high level of productivity and service excellence by enhancing knowledge, skills and creativity and inculcating positive attitudes to all port employees, through systematic Human Resource Development programmers.

To develop a strategic development plan for all sea port of Sri lanka.

Abstract

Since the last ten years the market has seen an extensive growth in the contemporary cruise industry and there has been an increase in customer research on the innovative naval design ideas, lengths of the cruising ships, including splendid destinations on the global scale, including on-board and on-shore activities, as these are the plans that can help the people in getting the vacations they want.

OBJECTIVES

This paper will attempt to explore “Cruise Market Timesharing” along with important market predispositions, and important and valuable markets for the cruising business. The paper will also explore the competitive nature of the cruising industry along with the major competitors in the cruising industry also taking into account the leading business strategy.

INTRODUCTION
Development of Cruise Industry
Cruise industry symbolizes a small part of the vacation business environment which itself is a very small portion of the leisure business. The cruise industry is attributed by extraordinary value proposition, great demand, favorable guest demographics, high guest fulfillment rate and positive supply vs. demand balance. The business has seen a large development over time and it is anticipated to grow more in the following years. Though, “in 2009, the development in business has turned down, but it is anticipated to lift up again as the global economy improves progressively from the recession. Seeing the development potential in cruise industry, the number of competitors has raised and the existing competitors will be growing their capabilities in the following years.” (Middlemiss & McNulty, 2007)

The cruise industry has its roots dating back to the 1970s and this is the era that has been seen an enormous growth in the North American industry. It has been seen that there has been an increase of popularization that is considered as a key factor in the tourism sector with an increase in the cruising business becoming an important economic factor.

Cruise industry is an important example of the globalization having many destinations all around the world, the customers of cruising industry belong to various countries as well as the employees of the cruising industries are from various continents. In addition to this an important fact is that in the past there was an increased level of detachment from the rest of the societies and the countries that are now reduced along with an increase in an economic, legal, ecological and social implication. A crisis-resistant industry with a varied offer of airlift choices and ports that are more modernized have made people choose cruising as an option for having vacations as there is an increase in the consumers knowing the fact that cruising is more relaxing, eventful and an adventurous choice for more than a million consumers coming in to cruise from global destinations.

Cruising is now considered as a dynamic business that has been known for an increase in the products that it has offered with a development in potential markets. As observed there has been an average 8.5% increase in the annual growth in cruising industry since the last 20 years, with an addition of almost 90 million passengers since the 80s. the reports have suggested that more than 60% of the current customers have been generated in the last ten years . since that time there has been no slowing down as there were more than 13 and 13.5 million passengers between 2008 and 2009 as compared to 13 million in the year of 2007, and these increases are also being observed in the coming years.

An important part to be considered in the case of cruising industry is the capacity and since the last ten years and more there has been an increase in the capacity of cruise industry. The history has it that there were only 40 cruise ships in 1980s, with an addition of 80 vessels in the 1990s, with a 40% increase between the years of 2000 and 2005. These years these fleets have joined newly designed ships that have caused a 25% increase in the cruise ships.

Recently there has been an increased investment in newer and more innovative ships that have a capacity of more than 3,000 passengers. These ships promise to offer lower shipping and cruising rates thereby helping in developing a better economy of scale . Some of the activities that are offered by these ships include multi-story shopping centers, cafes, restaurants, art galleries. Thereby these ships offer more than just the cruising experience to the customers.

In the case of cruising ships it has been seen that there is a fleet that has a capacity to carry more than hundred cruise ships having the capacity of carrying more than millions of passengers. These ships travel and cruise through many geographical locations on the global scale that can cover more than 500 destinations worldwide. Of these, these days, Caribbean cruises are the most popular ones, than the Mediterranean cruises and European cruise ships that have reached destinations that include Barcelona, Athens and the Greek Islands, Amsterdam, the Scandinavia Fjords, Helsinki, and San Petersburg.

However, the North America is the main market for cruise trade. Though the area signifies the most mature marketplace of cruise business, with mainstream of travelers originating from the United States, it is still immature with large potential. Therefore, business players are working to raise their ship capabilities and lower berth capabilities to fulfill the increasing need of the business. “Europe is the 2nd largest marketplace after North America, symbolizing the fastest developing marketplace. The European cruise business continues to boost its share of the international cruise marketplace, with United Kingdom being the biggest shareholder in the European marketplace.” (Anonymous, 2006)
The major strengths of the cruise line market are its extreme desirability among customers. Cruises attract to the US citizens desire of adventure. The 2nd strength is that cruise lines industry has demonstrated a great capability to modify their product to fulfill famous social trends and extend into untapped marketplaces. The current trend to present a large range of entertainments and the current fame of “Theme Cruises” has been a worthwhile asset. The presenting of different priced cruises is also sign of the industry’s capability to change and as a consequence expand their marketplace. The spreading out into foreign marketplace is further proof of this strength (Mancini, 2003). The cruise line market has shown the capability to not only discover new marketplaces, but to take over them as well. And the final benefit is that the cruise line business operates at 100 percent capacity.
The international cruise business is now looking towards Asia as a key development engine. The Asian cruise industry is increasing at a good growth pace. With the increasing middle class group and the growing interest of individuals in cruising businesses, this area gives ample development potential for the players. Being among the top ideal destination for passengers, the Australian and Singapore cruise market can witness large development in upcoming years.

With an increase in the business of the cruising industry there has been an increase in the demand of better organizational structures and better planning and strategic structures that can increase competition on the global scale. These competitions are based on the potential markets that are being focused and that have been able to generate higher revenues with an addition of the markets from North America and Britain.

Safety and Security
Recently it has been found that the number of tourists worldwide who hire cruise vacations stands at approximately 13.4 million, symbolizing around 1.8 percent of the total global travel market, as anticipated by the World Tourism Organization. Roger Cartwright and Carolyn Baird, 2007 also mentioned that the far from being disheartened at this existing level of market portion, the business fully identifies the opportunities ahead as players expand into modern forms of cruises (containing the niche budget option); set their objectives on various demographic groups; and, head for new waters. (Cartwright & Baird, 2007)

Within one year there are more than 13 million passengers who enjoy the cruising each year and the main aim behind these cruises is to ensure the safety and enjoyment of the cruising customers. The help of extra protection provided by law enforcement agencies, FBI and U.S. Coast Guard, ensures the safety of the customers. In order to maximize the protection of the customers there are numerous codes that are to be followed by the cruise lines. CLIA policies have been recently approved that ensure an increased level of security. On an annual basis an examination known as Control Verification Certificate examination is conducted by the U.S. Coast Guard.

An important part of the cruising industry is a Security Committee that is composed of security officers. These security officers are responsible for meeting the law enforcement and intelligence agencies in order to discuss the issues that relate to ship security and intelligence assessments.

Competition in Cruise Industry
Currently the cruise line business has been undergoing a period of huge development over the last 10 years. By some calculations, the cruise market in US alone has earned over $32 billion during 2005. Such income makes sure that the cruise business remains one of the very competitive across all marketplaces. Even smaller marketplaces have been experiencing a boost in cruise business operations. The Canadian marketplace has seen some ports increased over ninety cruise ship callings on a yearly basis and this is a large amount of traffic for a conventional smaller market. Therefore, the competitive profile for the business has boosted in terms of market share and competitive contention. (Dickinson &Vladimir, 2007)

These days it has been seen that the cruise shipping volume is smaller as there are barriers associated with the entrance and exits along with higher costs of selling and purchasing the cruise ships. In addition to this there are higher investments needed in the managing cruise lines as there are influences of these purchases on the multiple strategies related to organizational and management of these cruise lines.

Important actors that have been identified in the case of increased and changing bargaining power and capability of the cruise industries in order to gain advantages of better economies include the size of the market that is effective in two different ways;

a) There are a lesser shipbuilders and technology developers in the cruising industry that are able to accept the prices that are offered to them;

b) There are a large number of suppliers and equipment thereby there is a great choice of bargain;

Thereby there are a lesser number of companies left that are more vary of the potential threats that are faced by the companies for the clientele in order to provide the customers with options as improved vacation strategies, sightseeing vacations, including thematic parks. There are many opportunities that have caused planning diverse strategies that can help the specialization in specific areas of business. Newly designed strategies have also helped in the development of better cruising products that help to serve massive consumer markets. There has been a great change in the marketing strategy along with a great change in the brand image that has caused an improvement in the commercial environment.

DISCUSSION

The cruise industry has been seen to be threatened by such events as Achille Lauro hijack in 1985, the Iraq and Kosovo wars, and September 11 attacks, and these include the process of restructuration and merging in the cruising sector. Among the cruising companies, Renaissance Cruises was among the first ones to file for bankruptcy in 2001, after this American Classic Voyages and ten well-known brand names, a result of which there was a cease in operations thereby leaving the market open for the largest cruise companies that include Carnival Corporation, Royal Caribbean Cruise Limited and Star Cruises.

The Carnival Corporation, having a headquartered in Miami and London is considered as a leader in the cruising industry. This is the company that has over 12 cruise brands in North America, Europe and Australia operating more than 89 cruise ships, along with more than 65,000 shipboard employees and 170,000 guests all around the world.

It has been seen that the corporate offices of some of some of the cruise companies are located in the United States and Europe as the clients of these organizations. The companies have their fleets registered in the countries as Panama, Bermuda, Liberia, and Bahamas.

Some of the main revenues that are generated in this case are from the passengers and by the help of maintaining the clients that helps in the financial stability. On the other hand, it has been seen that the cruise fares play important roles in the commercial relations of the cruise industry.

These days there is an increase in the number of items and services provided by the cruising ships for the customers. For instance as compared to the older days there is an increased number of spa and personal care services, shipboard stores and boutiques, photography departments and art auctions at prices that have been the cause of an increased competition. Some of these services are offered by the concessionaires and subcontractors. Other than these there are some Cruise companies that have started to introduce varied practices in order to build the customer base that makes them spend more money. These services include cybercafes, satellite telephone services, restaurants and bars, and diverse revenue-generating schemes in passengers’ cabins that include the interactive multimedia and TV, minibars.

One of the main aims that are linked with cruising includes relaxing and having a vacation whereas there is one class of consumers that are more into enjoying all kinds of services that are being provided along with enjoying all the destinations. Thereby there has been an increase in the kind of activities that are being offered at the cruise ships that include gambling, videogames, adventure sports, computers, culinary workshops, and virtual reality centers, theme nights and so on.

On the other hand it has been seen that passengers on the cruise ships are also encouraged to participate in an increasing number of onshore activities. The marketing campaigns of these activities on the ships began in the 1980s and since that time there has been an increase in the number of excursion tours and port lecturers, contracted with local concessionaires and tour operators so that later on it can be sold to passengers onboard.

Cruising may last for several hours as the time increase when there is anchoring and the ship is docked. These dockings also provide different themes and a number of activities that include sightseeing, as there are sites that include natural, ecological and bio spherical locations. Along with these the destinations include wildlife viewing; adventure sports excursions, adventure tours, along with diverse environments that include natural environments; and historical places and cultural tours, museums and monumental heritages.

It has been seen that these days the cruise industry has been able to maintain good relationships with the land-based tourism industry. In addition to this the bargaining power has also increased in the recent years and these have impacts on the services and these bargaining powers have also provided additional income from selling of such products and services.

It has been estimated that there is an additional income associated with an arrangement of the On-shore excursions and visits to ports for many cruise companies. Thereby as a service it has been seen that passengers are provided with a map from which the passengers can select their destinations. These maps also include service shops that are associated with the cruise shops along with commercial establishments in a specific area..

In the year of 1990, it was seen that there were changes in these strategies provided to the passengers as there was an introduction of the concept of “Private Island”. This concept was developed by Norwegian Cruise Lines and was later on adopted by other companies that were providing the cruising services in the Caribbean waters. These strategies have been the cause of additional incomes for these companies. Newer cruise companies have an additional control over some shops.

Other than onboard revenue, there are many alternative ways by the help of which cruise industries are making money having better economic results as there has been an increase in the economies of scale and there has been an improved in the management systems. Economic scales have also shown changes in the case of cruising industries as there has been an increase in the port-related activities with an increase in the port based activities. Thereby ports are now the source of an increased incomes even since the 9/11 attacks, as there has been a redesigning of the cruise routes as these routes are now closer to United States. These changes in routes have now caused a great change in the market trends in the case of Caribbean cities that have offered a reduction in the port charges.

One of the most important facts in this case illustrates the fact that cruise companies are now playing important roles in an economic development along with a port facilities and infrastructures.

Future Trends

Within a short time, there has been an increase in the potential growth of cruise industry with an increase in the capability to move ships and fleets with an increase in the cruising demands. There has been an increase in the fuel price in the face of economic crisis, an increase in the terrorism, along with an increase in the political instability have been some of the most important challenges that are being faced by the cruise industries.

Since the last ten years, cruise companies have ordered new and improved ships on the daily basis. On the other hand, the new ships that have been ordered are the ones that the new ships have added additional 20 billion dollars with an addition of 85,480 berths in the cruising market. It has been estimated that until 2012 there will be an addition of 4.2 million passengers.

On the other hand, cruising companies including Royal Caribbean International have been ordering more innovative and luxurious ships that have additional capacities that also include Genesis-class vessels, and these have the cost of around $1.65 billion. On the other hand it has been seen that these new ships have an additional capacity of 5,400 passengers and 2,100 crewmembers. However one of the main changes that have taken place is that there are slower economic changes that have caused reconsideration in the business having a control over the costs and a reduction in the costs.

But there have been some studies carried out by the financial analysts and they have argued that there will be no effects of these economic changes on the passengers. There have been many arrangements made by these companies with additional fleets that are equipped with more innovative services and technologies. These services promise better services to the passengers as there has been an increase in the innovative ships that can offer better services and better environments to the passengers.

Many cruise executives are convinced that the current economic situation has an advantage on the cruise companies.

CONCLUSION

It has been seen that the cruise companies is now a more competitive market business. There has been an increase in the development of the cruise business with an increase in the business competition with latest and more innovative ships and improved technology. With this there is an addition of many clients and customers that have become more demanding with increased demands of 24 hour entertainment. There is an increase in the strains that are being faced.

There is a need to increase the clients as these clients are the only source of profits as there is a need to market share and sales volume. Thereby there is a need of new clientele that can help the cruise industry to compete with greater and better challenges. These days it has been seen that the companies are now competing for new Asian markets , Middle East, Amazon and Brazil, Greenland and the Antarctic regions, as it has been realized that there are regions that offer better prospects for profits.

1.0 Introduction

This chapter is an introductory chapter. It intend to discuss on background of the study, highlight the problem statement, depict research objectives and questions and explain significance of the study, provide outline of the study and sum up a conclusion of this chapter.

1.1 Background of the Study

Before year 1997, the insurance companies in Malaysia are operating as private company complied by the Insurance Act 1963. Yet, followed by the enactment of Insurance Act 1996 which started into force on 1st January 1997, all the insurance companies are converted to public company which licensed by the Ministry of Finance under the Companies Act 1965 (Bank Negara Malaysia [BNM], 2005). The growth of the insurance industry is closely related to the domestic economy of Malaysia.

Based on the financial performance, the revenue of insurance industry in Malaysia is increasing gradually year by year. It had shown that an increase of RM 1,110,806 or 7.87% in the income of insurance industry in Malaysia in year 2010 as compared to year 2009. Income of RM 14,114,618 and RM 15,225,424 are recorded respectively for year 2009 and 2010 (Malaysia Insurance Institute, 2010). Meanwhile, the number of registered agents is also growing up year by year. There was a growth from 116,008 agents in year 2009 to 122,399 agents in year 2010, which was increased by 6,391 agents (BNM, 2010).

Motivation is the part of commitment and results in achieving the organizational objectives at the appropriate way. Job satisfaction of employees can be motivated by different motivation factors (Balachandar, Panchanatham & Subramanian, 2010). According to Tripathi (2001) most of the companies usually motivate their employees by offering economic reward, recognition, promotion, job security, training and authority.

When customer comes to buy insurance, very few people contact an insurance company directly, the insurance agent play the role to solicit and sell insurance policies to the general public. No doubt, the revenue of insurance industry is very much depending on the sales gained by the insurance agents. Hence, motivation plays a great role to encourage insurance agents to work professionally in delivering their services to customers. Insurance agents will feel satisfied with their job when companies apply the motivation factors correctly on them. Insurance companies motivate their insurance agents by giving rewards such as extra bonus or company trip to appreciate their effort in getting sales for the insurance company.

1.3 Problem Statement

Nowadays, more people want to become insurance agents, which led to the increased of challenges. The statistical report of Bank Negara Malaysia stated that the number of registered insurance agents had increased 5.51% from 2009 to 2010 (BNM, 2010). Normally, insurance agents do not have any basic salary but their pay is based on commission. Insurance agents try to retain and increase their target productivity in order to satisfy their jobs, save their jobs and increase their well-being because the wages of insurance agent depends on a commission basis (Christopher, 2007). According to Bakos (2008) insurance agents retain in the company is highly influenced by commission as remuneration. If the commission to the insurance agents is low, it will de-motivate them and leads to resignation.

Past studies showed that motivation and job satisfaction have direct relationship to influence employee retention and performance among various types of organization (Goleman, 1998). According to Cravens, Ingram, LaForge and Young (2010) giving a right tool of training and development can motivate insurance agents more successful in selling life insurance products. Training and development can improve the job skills and knowledge of insurance agents at each level. Therefore, employees should be given more opportunities for advancement to motivate them in order to enhance their job satisfaction level (Feinstein, 2000). Besides, Tripathi (2001) stated that employees can be motivated by job security, recognition, promotion and training to enhance job satisfaction.

There are several past researchers Hassan (2010), Salleh, Dzulkifli, Abdullah and Ariffin (2011), Golshan, Kaswuri, Aghashahi, Amin and Ismail (2011) studies on the relationship between motivation factors and job satisfaction among nurses, state Government employees and Gen-Y administrative and diplomatic officers in Malaysia but lack of studies on insurance agents in Malaysia. The objective of this research is to investigate the relationship between motivation factors and job satisfaction among insurance agents in Malaysia.

1.4 Research Questions and Objectives
1.4.1 General Objective

The major objective of this research is to identify and determine the motivation factors that influence job satisfaction of insurance agents in Malaysia.

1.4.2 General Question

What are the motivation factors that influence job satisfaction of insurance agents in Malaysia?

1.4.3 Specific Objectives

To investigate whether commission pay influence insurance agents’ job satisfaction in Malaysia.

To investigate whether job security influence insurance agents’ job satisfaction in Malaysia.

To investigate whether opportunities for advancement and development influence insurance agents’ job satisfaction in Malaysia.

To investigate whether work itself influence insurance agents’ job satisfaction in Malaysia.

1.4.4 Research Questions

Will commission pay influence insurance agents’ job satisfaction in Malaysia?

Will job security influence insurance agents’ job satisfaction in Malaysia?

Will opportunities for advancement and development influence insurance agents’ job satisfaction in Malaysia?

Will work itself influence insurance agents’ job satisfaction in Malaysia?

1.5 Significance of the Study

This research is tending to contribute to the individual and companies. To through this research, the insurance companies will know the importance of the insurance agents’ job satisfaction and knowing the level of job satisfaction of insurance agents. Meanwhile, individual can also gain a better understanding on motivation factors that can lead them to job satisfaction.

The second aim of this research is to narrow the gap with regards to understanding job satisfaction of insurance agents by studying the motivation factors that influence insurance agents’ job satisfaction. Insurance companies will get to know more about the motivation factors that influence the insurance agents’ job satisfaction by offer some rewards system to satisfy insurance agents. This enables them to build long-term profitability and retain continuous growth in their businesses to gain competitive advantages in the insurance industry.

This research will also expose a new knowledge to the public who has interest on the job of an insurance agent. It assists the public on raising knowledge and awareness of motivation factors that influence the job satisfaction of the insurance agents.

1.6 Outline of the Study

Chapter two shows the related literature review that provides the foundation for developing the theoretical framework to proceed with further investigation and hypotheses testing.

Chapter three presents the research methodology used to test the research questions. It includes research design, population, sample and sampling procedures, data collection method, variables and measurement, and data analysis techniques.

Chapter four is the description of the data analysis. It presents the overall result and findings from the data collection. Statistical Package for Social Science (SPSS) is used to generate results in this research.

Chapter five is summaries the research finding and also discusses the major finding. Besides, it also discusses the limitation of the study as well as provides the recommendation for future researchers.

1.7 Conclusion

This chapter is about the overview of this study stated on the above. This study aims to determine the motivation factors affecting toward insurance agents’ job satisfaction so as to contribute for insurance companies and the public. In the following chapter two, it will provide the literature review of this study.

Tourism takes place in the environment, which is made up of both human and natural features. The human environment comprises economic, social and cultural factors and processes. The natural environment is made up of plants and animals in their habitat. It is possible to make a distinction between the human environment and the natural environment and this is particularly useful when discussing the impacts of tourism. However, it is important to note that, in a real setting, the human environment and the natural environment are interwoven and human activity is both affected by and has effects on the natural environment.

The main tourist destinations and generators of the world in terms of visitor numbers and income generation

International travel, prior to the 1960s, was still largely the preserve of a wealthy minority who had the time as well as money to afford long distance sea or air travel. Major changes in the second half of the twentieth century led to the rapid and massive growth of the phenomenon known as modern tourism. For example, these changes contributed to the Pacific Region/South East Asia becoming the fastest growing area for international tourism in the last 30 years. In 1975, South East Asia and the Pacific Region accounted for only 4 percent of international tourist arrivals, but by 1995 the share of world arrivals had increased to almost 15 percent (Pearce, 1995) and by 2006 to 20 percent (WTO, 2007). It should be noted that this change has occurred at a time when tourist numbers were growing globally.

Determination of tourism destination trends and future trends

Not only have people’s motivations and expectations of holidays changed, but geography plays a major part. Where tourism experiences can be obtained is itself subject to variations in demand and, hence, supply. For instance, in the 1970s it was not sufficient just to get a suntan, but where one got it was vital (Prosser, 1994). In the early 1960s, in Britain getting a suntan in Brighton or Blackpool was sufficient, by the early 1970s to achieve the desired status the tan had to be brought back to Britain from Benidorm and by the 1980s it had to have been obtained in Belize. In Australia, Bondi Beach would have been good enough for most sun-seekers in the 1970s, but, by the 1980s, to really enhance one’s status it was necessary to get the tan in Bali! However, the reference to Bali emphasizes the unpredictability of tourism.

Visitor numbers and receipts of tourism destinations

The increase in the share of international tourist arrivals in the Pacific Region, therefore, indicates a very significant increase in actual tourists between 1975 and 2006. There were approximately 78 million visitor arrivals in the Pacific Region/South East Asia in 1995 (Pearce, 1995). This compares with approximately 100 million in the combined area of North and South America and 305 million in Europe in 1995 (Pearce, 1995). With approximately 55 percent of international arrivals, Europe remained, in the early part of the twenty-first century, the single most important region for international travel arrivals (WTO, 2007). In fact, Europe had five countries in the top ten tourism destinations in 2006. France, Spain, Italy, the United Kingdom and Germany, with France and Spain’s combined totals accounting for 14 per cent of total international arrivals (WTO, 2007).

Demonstration of creative thinking for tourism

In the last 15 years or so of the twentieth century, changing attitudes also contributed to a re-evaluation of the nature of the tourist experience. Accompanying the growing realization that tourism takes place in finite geographical space, was the notion that it consumes environmental resources (McKercher, 1993). Increasingly, tourists became concerned about the effects their activities were having on the environment (Fennell, 1999). This led to the growth of what some consider as more environment-friendly forms of tourism, such as ecotourism (Wearing and Neil, 1999). Additionally, some tourists sought experiences that would give them more contact with the population in the destination region and potentially contribute more to the local economy.

2.1. Cultural, social and physical features of tourist destinations

It has indicated that although tourism impacts tend to be multi-faceted, it is conventional to subdivide them under the following headings: economic, socio-cultural and environmental. It is also conventional to present tourism impacts as either positive or negative. This assignment has indicated that such categorization depends upon the value position of the observer. As impacts tend to be multi-faceted, often having a combination of economic, social and environmental dimensions, it may be not that straightforward to classify impacts at one particular tourism destination under the heading of either solely ‘positive’ or ‘negative’. It is quite likely that there is a combination of impacts of tourism in relation to a destination and some of these impacts may be viewed as positive, while others are seen as negative. All factors discussed there are important in relation to socio-cultural impacts. Clearly, a key influence is ‘who is involved’ and the ‘activities engaged in’ will be significant. Of particular importance, in relation to socio-cultural impacts of tourism, is the nature of both visitors and host populations.

2.2. Comparison of the features of top contrasting tourist destinations

In addition to this data, is the projection that jobs in tourism are likely to increase steadily during the early part of this century, unlike jobs in other economic sectors. These macro-level figures, however, hide the unbalanced nature of global tourism. One continent alone, South East Asia, was the single most important tourist destination with over half of all international visitor arrivals in the early part of the twenty-first century and most international arrivals of tourists in Asia were visits from the European countries.

2.3. Comparison and contrast between the features of one developing and one leading tourist destination

However, the public sector in many developed countries has what may appear at face value to be contradictory roles. Governments may not only attempt to regulate tourism, but they also have a role in marketing tourism (Mason and Mowforth, 1995; Seaton and Bennett, 1996). Marketing is usually associated with promoting tourism, hence not controlling or regulating it. However, there are examples when marketing is used as a controlling measure. Such an example is that employed by the government agency, English Heritage and the NGO and the National Trust of England. These organizations work together in the marketing and management of two prehistoric sites in England. Stonehenge is the most visited prehistoric stone circle site in the United Kingdom

2.4. Identification of cultural, social and physical features

One of the more significant socio-cultural impacts of tourism is referred to as the ‘demonstration’ effect. This depends on there being visible differences between tourists and hosts. Such a situation arises in many developing countries. In the demonstration effect, it is theorized, that simply observing to action adopted by an agency, such as a government body. Public policy is, therefore, what governments decide to do or not to do (Dye, 1992). However, it is important to note that planning is not just a process conducted by the government. Private sector organizations, (in tourism this would include, for example, tour operators and airlines), prepare careful plans and usually have a number of policies through which they operation these plans.

3.1. Evaluation of the appeal of a current leading tourist destination

Some of the more beneficial impacts of tourism on society include the following: the creation of employment; the revitalization of poor or non-industrialized regions; the rebirth of local arts and crafts and traditional cultural activities; the revival of social and cultural life of the local population; the renewal of local architectural traditions; and the promotion of the need to conserve areas of outstanding beauty which have aesthetic and cultural value (Mason, 1995). In developing countries, in particular, tourism can encourage greater social mobility through changes in employment from traditional agriculture to service industries and may result in higher wages and better job prospects.

3.2. The effect of the characteristics of a tourist destination

It is clear that the resources for tourism, particularly the natural and semi-natural environmental features, but also man-made components of the environment that have become attractions, are actually finite. This has led to calls to make these resources in particular, but also the field of tourism generally, more sustainable. With reference to specific destinations, a complete halt to tourism development may be considered desirable by some members of the community, and in a number of cases this may be a majority view, but it is unlikely that tourism growth will be stopped.

3.3. Evaluation and justification for the current leading and developing tourist destinations

The fact that tourism impacts are multi-faceted contributes to them being difficult to plan for and manage. There are a number of different organizations, groups, and individuals that have an important role to play in tourism planning and management. These key players, in the form of tourists, host community members, industry members, government representatives, and to a lesser extent the media and voluntary organizations, are involved in the day-to-day problems of tourism. In most democratic countries, at least, these individuals, groups, and organizations are in a position to play an active part in tourism planning and management.

4.1. The issues that affect the popularity of tourist destinations

The future of tourism in Bali is far from clear after the terrorist bombings at Kuta in October 2002 and the second bombings in almost the same area in October 2005. Bali has become heavily dependent on tourism and what happens after these events may indicate whether the island, in the longer term has become economically over-dependent on tourism.

Similar issues to those of Bali in its early stages of tourism development can be found in the Himalayan country, Nepal. As in Bali, tourism was relatively unimportant until the second half of the twentieth century, but more recently has come to be very significant to the economy of Nepal. Nepal, the fourth poorest country in the world, is a landlocked Himalayan kingdom relying on access to imports via India. Throughout the period of European global exploration, dating from about 1400 until as recently as the 1950s, Nepal was almost inaccessible and hence it holds attractions for significant numbers of potential tourists. Tourism began in the early 1960s but took off in the 1970s.

4.2. The potential for responsible tourism to enhance the host community at worldwide tourist destinations

International visitors generally demand easy access to facilities, and these need to be of a relatively high standard, particularly toilets and washing facilities. International visitors also demand good signage, clear notice boards, good maps and sufficiently well-serviced campsites. International visitor numbers are likely to increase significantly in the next 10-15 years, while domestic visitors will remain almost constant. Hence the pressure will be to improve and increase facilities for the international visitor, but this is likely to be opposed by domestic visitors.

4.3. Methods to control issues affecting popularity of tourist destination

Visitor management has been used by a number of different agencies and organizations, at different scales and in a variety of locations. In some countries, it has become a major tool in an attempting to control visitor flows. In the United Kingdom, for example, a government task force produced a tourism report that had visitor management as a key strategy. This report, maintaining the Balance, from the UK Ministry of Environment/Department of Employment and published in 1991, focused on the relationship between the environment and the visitor and suggested that there are three main ways of managing visitors. These are as follows:

controlling the number of visitors either by limiting numbers to match capacity, or spreading the number throughout the year, rather than having them concentrated in time in a focused ‘tourist season’;
modifying visitor behavior;
Adapting the resource in ways to enable it to cope with the volume of visitors, and hence become less damaged.

In relation to the first of these three methods, that of controlling the numbers of visitors, the report suggested that the initial task is to determine the carrying capacity.

4.4. Managing and organizing activities to enhance potential for responsible tourism

Managing visitors is one of the important ways of managing the impacts of tourism, particularly impacts on the environment, but in addition managing socio-cultural and economic impacts. Visitor management has been viewed in the past 25 years or so as a significant way to attempt to reduce the negative impacts of tourism. Often, this has been through attempts to divert tourists from areas with large volumes of tourists, the so-called ‘honey pots’. Another approach has been to minimize the negative impacts at popular site by ‘hardening’ (e.g. resurfacing paths and footpaths), or by schemes such as ‘park and ride’ which keep cars out of the immediate environment of a popular attraction.

Conclusion:

Impacts in terms of visitor numbers were geographically patchy, as Southeast Asia and urban areas appear to have been far less affected during the summer of 2001 than rural areas, and may even have benefited from the restrictions on access to rural areas. The government made reassuring promises that it would not close down the countryside and therefore negatively affect leisure and tourism pursuits.

1. Background (270)

China has become one of the world’s most important tourist destinations since China adopted its ‘open door’ policy in 1978. And the self-financed international leisure travel has been made possible since the early-1990s. Chinese outbound travel grows fast after that and jumped to 31 million by 2005 (Breakey, Ding & Lee 2008). The current growth and future predictions of outbound travel from China had impacts on global travel for numerous countries, including Australia. Whilst North Queensland (QLD) region has been one of the fastest growing tourist destinations for both domestic and international travel markets and the industry environment has been recognized as a dynamic business system subject to the influences of global circumstances, government and business priorities, changing communities and market trends. In recent years, international marketing has become an important issue in tourism industry. The Tourism White Paper, which was released by Australia Government in 2003, emphasized the importance of international marketing. To ensure an effective and successful international campaign to attract international tourists, governments have invested significantly in international marketing. Funding for the improving the international marketing has averaged around $92 million per annum for Australian Tourist Commission over the past 5 years, and the Australian Government commits significant additional funds to tourism through the Department of Industry, Tourism and Resources regional development and business assistance programs (Tourism White Paper 2003, p: 4). In response to this travelling potential of China and the increasing competition of the tourism industry, this marketing plan developed to improve international marketing strategies and effectiveness, increase North Queensland’s international competitiveness as a tourism destination and increase Chinese visitation across North Queensland.

2. Goal Setting _ Mission (47)

This strategy is developed as a destination marketing plan aiming at attracting Chinese tourists to North Queensland. The plan is a market segment strategy that delivers on the vision and actions and provides marketing advice to tourism bodies across South East Asia.

3. Marketing Audit (1374)
3.1 North Queensland Tourism Audit

In tourism industry, the comparative strengths or weaknesses for destination are the products, services and amenities available to the tourism visitor. It is therefore necessary to consider what range of products and services are currently available to visitors within the North Queensland region so that gaps can be identified and strategies developed to fill these gaps. The tourism audit process has been undertaken using a combination of sources including data of Tourism Research Australia as well as searches of tourism literature.

3.1.1 Accommodation Profile

There is a wide range of accommodation available in the North Queensland including hotels, motels, backpacker/hostel, luxury, resorts and apartment accommodation, self-catering, caravan parks and camping grounds. Smits (2004) reported that almost 25% of all accommodation establishments in Australia are in Queensland and around 17% of Queensland’s stock is held within Tropical North Queensland, with no less than 78% of this is located in either Cairns or Port Douglas. There are over 10,000 available guest rooms in North Queensland which vary from serviced apartments and short-term hire residential villas, as well as a limited complement of luxury resorts and several new luxury resorts currently under development.

Serviced apartments and holiday flats and units are continued increase in room supply; however, the boost in available hotel rooms was not met by growth in room nights sold, which remained stable in 2007. Consequently, the room occupancy was declined by 3 percentage point in the year 2007. While the room occupancy for serviced apartments was falling, those kind of apartments were the only form of accommodation in Tropical North Queensland to have strong growth in room nights sold, with an increase of more than 5 percent. The average daily room rate for the Tropical North Queensland region remains above the Queensland average, ranging from $109.25 to $172.04. However, the occupancy rates of Tropical North Queensland in 2007 were below the rates of rest in Queensland.

3.1.2 Transport and Tours

Like the accommodation, there are a number of varying and different types of transport and tour can be utilised through the North Queensland, which include coach, coach, varying water-based options and aviation. Major access to the area for international tourists is aviation services. The international seats to cairns downs 21 percent on last year with 9 percent average annual decline from 2004 to 2009. In the year 1985, the Cairns Airport has developed as an international airport based on the tourism attractions of Tropical North Queensland, which is the second most visited destination by international holiday visitors to Australia (Prideaux 1999). However, until now no direct international services are available between mainland China and North Queensland. Chinese visitors are presently required to either transfer flights at Hong Kong or transfer upon arrival to Sydney, with several hours of undesirable backtracking.

Getting about Tropical North Queensland is easy, with varying mode of transport including rental cars, bus services, taxis, limousines, aircraft, boats and trains. Bus shuttle services are regularly available to pick up and set down travellers at most hotels and accommodation establishments. Besides, private transfer buses are offered in many hotels and motels. The Limousine Fleets is unique in North Queensland, with excellent service and sight seeing. Major Car Rental companies are represented at the airport and many additional rental companies have offices in Cairns and other major towns around North Queensland.

3.1.3 Attractions and Natural Resources

Attractions and Natural Resources are an integral part of the tourism product for any destination, including North Queensland. There is a diverse range available for the tourist spread throughout the North Queensland, including the Cassowary Coast, the Tablelands, Cairns and surrounds, Port Douglas, Mossman, Daintree National Park, Cape Tribulation, and, of course, excursions to the Great Barrier Reef and World Heritage listed rainforests. These attractions provide a blend of activities such as the opportunity to relax and to do heaps of activities in spectacular natural settings as well, which encourage tourists to increase their length of stay or act as a motivation in drawing visitors to the region. The attractions are mainly based around the attributes including: World Heritage reef and leading reef experiences, Tropical splendour and climate, World Heritage rainforests, national parks and wildlife, Savannah, Tablelands/highlands, Islands, Luxury resorts and service, Local tropical cuisine, Aboriginal and Torres Strait Island, which will be discussed later in this report.

3.1.4 Summary of Activities

Following the audit of the tourism assets in North Queensland, it is identified that the region provides the following activities:

3.1.5 Visitor Information Centres

Visitor Information Centres (VIC’s) is an important issue in the contemporary tourism industry which plays a significant role in the dissemination of information to visitors travelling within the local area. A key goal of tourism marketing is to encourage visitation by tourists to local operators, including accommodations, tours and attractions and to facilitate longers stays within the region. Fesenmaier (1994) stated that the tourist information center acts as one of the most important communication channels with which to modify travellers’ behaviour and to educate travellers about the benefits of visiting the state, and consequently attracts them to increase the number of days spent in the regions as well as the level of visitor expenditures. There are a number of significant VIC’s in major tourism areas throughout North Queensland such as Cairns, Cairns Beaches & Palm Cove, Port Douglas & Daintree, The Cairns Highlands, The Reef & Tropical Islands, The Tropical Gulf Savannah, Mission Beach & The Great Green Way, Cooktown & Cape York Peninsula, and Australia’s Tropical Rainforest that have large visitor volume.

3.2 China Outbound Tourism Overview
3.2.1 China: Outbound Tourism Trend and Visitors to North Queensland

According to the research conducted by Graff and Hu (2008), with more than 13 billion people, at least 159 million people have an enough income level to afford travel abroad. China registered 28.85 million outbound travellers in 2004, 34 million in 2006 and 41 million in 2007 (CNTA 2007). According to the statistical analysis of Tourism Research Australia (2008), China is Australia’s fourth largest inbound market, with 356,428 visitors from China traveling Australia in 2008. Main purpose of Chinese visitors traveling Australia is holiday, visiting friends or relatives, business and education. In fact, China is forecast to be Australia’s largest source market by 2017 (DITR 2006), with almost one million expected arrivals by 2015 (TA 2006) and over two and a half million predicted for 2025 (DITR 2006). The top five destinations for Chinese passengers in 2001 were Asia, Europe, Americas, Oceania and Africa. Among them, there were 56,000 Chinese visitors traveled to North Queensland, accounting for 7% of international visitors to the region (Tropical North Queensland Regional Update 2007). New Zealand, Japan, UK, USA, China and Europe account for 86 percent of international visitors to North Queensland. In contrast to the decline in Japanese visitors to North Queensland, there was a significant increase in visitors from China traveling North Queensland, up 30 percent trend, from 2006 to 2007.

3.2.2 The New Holiday System from 2008

The School vacations take place around winter, 4 weeks in February, and in summer, July and August. From May 2008, new public holidays were introduced. Following the list of new holiday system from 2008:

3.3 International Promotion

Tourism Tropical North Queensland (TTNQ) and Tourism Queensland (TQ), in partnership with the local tourism industry, are currently responsible and undertake marketing activities for Tropical North Queensland (TNQ). Tourism Australia (TA) is seen as the key players in international marketing, it is important that TQ, TTNQ and tourism operators contribute to the promotion of the destination in Chinese tourism market. The international marketing activities are focused on the major agencies in Beijing, Shanghai and Guangzhou and marketing aspects including the development of a unique brand based on nature and wildlife; advertising on television and print, online campaigns, television programme and film such as The Australia. The media in China is not fully privatised and is usually controlled by government. All legal television, radios and new agencies are owned by state and controlled by government. The internet usage has been booming in the past decade. The internet content is under a high degree of censorship and restriction from government. The main internet portals in China are sina.com, sohu.com, 163.com, online.sh.cn, tom.com and 21cn.com.

4. SWOT Analysis (534)

The following situational (SWOT) analysis is a summary of the perceived Strengths, Weaknesses, Opportunities and Threats of the North Queensland. McDonald (2002) argued that a SWOT analysis is a useful way to organize the major findings since as provides an opportunity to impartially assess the competing business environment. It is important to clearly identify these elements since they formulate the platform for the marketing strategies to be achieved based on equipped with the region’s capabilities relating to the market.

Key Discussions in SWOT

North Queensland has diverse landscape and unique World Heritage Areas including the strengths of a sense of security, sightseeing opportunities, beautiful beaches, and opportunities to visit the Reef, adventure opportunities, the option of seclusion, rainforests, and untouched natural environment. Moreover, internationally recognized icon the Great Barrier Reef, world Heritage listed, enjoys a strong reputation in China and excellent word-of-mouth, which is important factor in Chinese decision-making.

International Competitors:

Regarding with Chinese target market, the major competitors of Australia are European Union and America, which representing western culture like Australia. The official count of Chinese traveling to Europe from the China National Tourism Administration (CNTA) was 1.8 million in 2005, comparing only 0.25 million for Australia in the same year. USA is always the list of top ten destinations for Chinese, with the advent of a bilateral agreement signed between the US and China in 2007.

Chinese visitors traveling to America can be mainly attributed to multi-culture society, diverse civilization as well as its good price of luxuries. However, the growing Chinese community in Australia, due to the increase of immigrants and international students, provides the opportunity for Visiting Friends and Relatives travel and helps to ensure Chinese visitors feel at ease in Australia.

America is considered one of the favorite destinations for Chinese, regarded as its diversity culture and exciting nightlife as “Ever Bright City”. Graff and Hu (2008) pointed out in their report that Chinese visitors gain positive experience in Hawaii from such things as access to casino’s, to luxury goods and to its exciting nightlife. Compared with America, Chinese people thought Australia as a destination with less exciting things. However, Australia is regarded as more safety than America and the positive image continues to grow.

National Competitors:

Sydney Opera House, the Great Barriers Reef, and the beaches of the Gold Coast are registered as the main attractions of Australia. Consequently, the Gold Coast is regarded as the main national competitors of North Queensland, considering its similarity of destinations with beaches, and both of them are thought as coastal tourism, which providing tourists with beaches, diving and surfing. Gold Coast offers Australia best theme parks, such as Dream World, Sea World and Movie World. In contrast, North Queensland has its strengths, offering more combinations of nature and wildlife.

Opportunity:

The aviation development of Cairns international airport increases the access, which means more opportunities.

Threaten:

America’s weakened currency against the dollar attracts more Chinese tourists, considering its lower price of the inclusive package as well as the good price of products shopping in America.

The New holiday systems, which changed two long-haul holidays into short break, encourage Chinese people traveling closely to their home instead of outbound tourism.

5. Planning Assumptions (177)

Whilst there are some external factors that beyond control, in this report a number of points have been identified disclosing any assumptions made. These are listed as following:

There are no significant political conflict between China and Australia government. It is the fact that there has been a gradual liberalization of the travel market. However, the Chinese government still maintains a high degree of power in term of controlling over outbound travel by its citizens.
The economic environment is favorable in China, no serious financial crisis in recent years.
Australia is seen as a ‘safe’ destination to travel to by Chinese tourists.
There is no significant increase of Chinese dollar exchange rate against Australian dollar.
The comfortable climate, stable politics, clean water and unique tropical resources are not changed duo to undesirable reasons such as climate change.
The importance of the Chinese outbound travel market and the continued growth forecasts has not changed, with increasing attention focused on the characteristics and travel behavior of outbound Chinese tourists by government and academia.

6. Strategy Formulation (1656)
Market Evaluation/Market Research

Since Australia was the first western country to be granted Approved Destination Status (ADS) in 1999, the visitor numbers have been continued increase, consequently China entering the Top Five visitor source markets in 2004. Commonly travellers can be segmented by the two main purposes of travel which are official, business and leisure travel and three main markets including Seniors, Families and Young People (Du & Dai 2005).

6.1 Leisure travel
6.1.1 Seniors

The Seniors’ market accounts for about 15 percentage of the total population of China and growing in number. Since the retirement age of China is 60 for men, 55 for women, which is fairly early, seniors are still healthy and have time to travel, with good savings levels to finance their travel. This market segmentation is likely to traveling on inclusive packages and during the off-peak seasons due to their limited English and appreciated tour guides. Cooperation with travel agency in China is very important when marketing targeted in this segments.

Travel Agency in China

According to the survey conducted by Du and Dai (2005), more than 80 percent of Chinese outbound tourists travel Australia on inclusive packages during their long-haul holidays. By 2006, there had been more than 15300 travel agencies in China, among which 672 are permitted to handle outbound travel (CNTA 2007).

Key issues:

TNQ has been packaged with a number of different destinations including the Gold Coast, Brisbane, Sydney, Northern Territory and Melbourne. Based on the analysis above, North Queensland needs to continue to develop its packages and marketing to the Chinese travel agencies, considering the feature of Seniors’ market that they prefer traveling in group and are usually organized by travel agency.

Besides, this age of Chinese is more likely to watching television program. It will be great if a television program or advertisement relating to North Queensland is announced during the period of their TV time, 8 to 10 o’clock in the evening. Recalling in the year of 2003, there was a television program, Triumph in the Skies, contributes to the good reputation of Australia, especially Adelaide because of its nature beauty in the program. (http://en.wikipedia.org/wiki/Triumph_in_the_Skies)

Furthermore, the Seniors’ market always subsidized or suggested by their children who want their parents to see the world. Achieving recognitions of their children is also helpful in attracting Seniors to North Queensland.

Product: The Seniors group is usually interested in sightseeing, shopping (gifts for friends), meals, services, and amenities related to their home country. The product developed should concentrate on these aspects aiming at increasing satisfaction with North Queensland holiday; moreover, these factors should be promoted among marketing in Seniors.

Pricing: The good price of package is vital in Senios’ market decision-making of destination. Since the major competitors within this group are Europe and North American, the price of the package tour would better lower than Europe and North American’s.

Promotion: Key Brand/Positioning Message: 1) Gateway to one of the seven wonders and World Heritage-listed rainforest; 2) North Queensland offers a range of nature-based and soft-adventure holiday options, providing life-enhancing tropical moments; 3) Good price comparing to Europe and North America.

Marketing Methods: Campaigns, Television Programs, Advertisement Promotion through travel agencies in China

6.1.2 Families

Families’ market is the group with some high income families traveling abroad annually, or even twice a year. Du and Dai (2005) reported that family travel is growing and Southeast Asia such as Japan is a popular destination for family travel because of the good prices, close to home and convenient for shopping. The opportunity of North Queensland to this target market is to lifting the profile for shopping of luxury and business tourism combined to the key brand of North Queensland, considering the features of this target market. The new holiday system mentioned above should be taken into account since traveling with families during the holiday is considered a popular choice for spending time together and an educational experience for child as well.

Shopping is one of the highlights of traveling abroad, since the prices of luxury of commodities are usually at least 20 to 30 per cent higher in the mainland compared to Hong Kong or Europe due to the high import tariffs and consumption taxes. Chinese consumers are generally price conscious and pretty likely to seek the lowest price when they consuming luxury goods. Graff and Hu (2008) pointed out that Europe is considered one of the favorite destinations for Chinese, regarded as a multi-culture society and diverse civilization, and of course its good price of luxuries contributing to the popularity among groups with high income. Shopping of luxury goods is an important aspect of Families’ market, especially the females. Since the price and variety of luxury price is hard to compete with Europe, the cooperation with Hong Kong makes the goal possible. North Queensland can promote the campaign of traveling package including North Queensland and Hong Kong. Firstly, most Chinese have to transfer from Hong Kong or Sydney, because there are not direct accesses from mainland China. If they are permitted to shopping for several days during their transfer, the inconvenience of lack of direct access is properly declined and more important, it increases the desirability of traveling North Queensland. While the males from Families group usually are successful business men, boosting the number of business events and providing business opportunities and views ill increase the pull factors of North Queensland, regarding to the males of Families’ group.

Key Brand/Positioning Message: 1) Gateway to one of the seven wonders and World Heritage-listed rainforest; 2) North Queensland offers a range of nature-based and soft-adventure holiday options, providing life-enhancing tropical moments; 3) Luxury Shopping and Business events, opportunities and views.

6.1.3 Young People:

The youth market, aged 25 to 35, is also on the rise. This segment may include students who go overseas during their summer holidays, honeymoon couples and others who travel overseers during their long-haul holidays. According to the research which conducted by Du and Dai (2005) analyses that this kind of group usually prefers adventure tourism and enjoys Free Independent Travel.

Queensland offers significant opportunities for adventure tourism development and is Strategy has been developed. Queensland Adventure Tourism Action Plan 2008-2010 has been proposed aims to provide industry stakeholders, government and Tourism Queensland with a clear direction for the future development and marketing of the adventure tourism segment over the year 2008 to 2010. The product of adventure tourism in North Queensland is variety including Aviation (scenic/joy flights), Ballooning, Bungy Jumping, Scuba Diving and many more.

By the late-1980s, Australia had become the number one honeymoon destinations in Japan and the position still remains until now (Australia-Japan Research Centre, 1992). And now China is forecast to be Australia’s largest source market by 2017 (DITR, 2006), the honeymoon tourism will be an great opportunity for North Queensland, considering its good reputation among the youth which recognized it as pure, natural and unpolluted destination.

Since the word-of-mouth and social media are considered an important information source for the youth, they should be seen as the major sources when promoting North Queensland. Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the process of destination selection, such as Murphy, Mascardo and Benckendorff (2007). The information from friends, relatives or other travelers will influence and determine consumer behavior. So it is important to increase the visitors’ satisfaction with North Queensland holiday. On the other hand, the promotion of traveler’s good experience can lift the perceptions of the North Queensland and aims to attract more visitors. The popular social media in Chinese young people include MSN, KaiXin, Tianya and Sohu, where are considered as important channels to marketing North Queensland and dissemination of information.

Butler was the first to characterize the evolution of the tourist industry by the concept of the lifecycle product and it is the most-widely cited conceptual framework for comprehending the dynamics of tourist destinations (Butler, 1980). The destination life cycle theories bring on many important functions, such as adopt the homologous measure to prolong its life cycle possibly, predict the destination future development trend, and provide farsighted basic to managers to establish marking strategies etc. Although, the destination life cycle Butler’s model is a very simple one, being based on a concept that the product life cycle curve that has long been used by economists and marketers to describe the behavior of the market in purchasing consumer goods such as televisions and cars. Moreover, his model has intuitive appeal in that anyone who has traveled extensively or who has participated in the field of tourism studies will probably agree that some kind of life cycle dynamic is indeed evident across a broad array of destination (Weaver, 2000). In other word, the model is to elaborate on the previous point, the Butler sequence is a comprehensive, integrated model that allow for the simultaneous incorporation of all facets of the tourism experience (Butler, 1980). Contrast, several authors are disagreeing with the Butler’s model. According to Leiper defined as ‘the destination life cycle theory does not explain fluctuations in visitor number and is useless for predicting them’Leiper (2004, pp.133)

The Butler’s destination life cycle theory (Butler, 1980) for instance as Wat Sai floating market, the canal which is the Thailand’s major tourist attractions in the early stages of tourism promotion. This floating market is the tourist attractions all must to visit, in addition to the Emerald Buddha and Grand Palace. Wat Sai floating market and has grown to saturation due to the lack of good management with growth of the region with Thai tourists travel to the densely. No control and organize the activities. Pollution problems are different as the many attractions of this and begin to decline until a new management plan in the latter. The road system is replaced. Wat Sai is the floating market in the degradation. On the other hand, the theory of destination life cycle cannot be a perfect tool. The reasons are include that difficult confirmation of the conversation order, and the different life cycle relies on difference geography. From the aspect of the marketing, the theory does not take into account the niche market and ignores the segmentation of the markets.

The Butler’s model, ‘the theory is based on a feral metaphor. But the tourist destination is not living things, and interpreting them via a life cycle metaphor is potentially misleading, possibly leading to confusion and error’ Leiper (2004, pp.133). As mention the case example before that the dismissed in Butler’s model that the numbers of visitor arrivals are fluctuation, unpredictable in the number. Also the trigger factors that originate from beyond the destination, and in an unintentional way, can be described as external-unintentional actions. They are cyclones, global warming, political chaos, global recession, Asian economic crisis etc. In such situations there may be relatively little that the destination can do to influence these events. However, they may be aware of them in advance in some case, perhaps taking some adaptive strategies.

REFERENCES

Butler, R.W., 1980. ‘The concept of a tourist area cycle of evolution: Implications for management of resource ‘Canadian Geographer’. 24 (1), pp. 5-12.

Leiper, N., 2004. Tourism Management. 3rd ed. French Forest NSW: Pearson Education Australia.

Weaver,B,D., 2000. The Exploratory War-distorted Destination Life Cycle. International journal of tourism research. 2, pp.151-161.

B)
A tourist attraction system is a systematic arrangement of three elements. What are the functions of these and how do they influence each other? Discuss with reference to a tourist attraction of your own choice.

Leiper’s (1990a) definition of an attraction, adapted from MacCannell (1976) and Gunn (1988a) stands apart from those of other authors by implicitly identifying an attraction as a system consisting of three elements: a tourist or human element; a nucleus or central element; and a marker or informative element. A tourist attraction system comes into existence when the three elements are connected. Moreover, Leiper (2004, pp.308) defined as ‘a principle of system theory is the hierarchy: every system has its subsystems and superiors. Because tourism without attractions is inconceivable, a key principle emerges. Every whole tourism systems must have at least one attraction subsystem. Every tourist trip requires at least one attraction comprising a tourist, a nucleus, and information received by the about the nucleus’

The first component of Leiper’s (1990) attraction system is the human element. The tourists are the people who travel away from the home to another place for a short-term period of at least one night, to the extent that their behavior involves a search for leisure experiences from interactions with features or characteristics of places they choose to visit (Inskeep, 1993; Leiper, 2004; Ritchie & Goeldner, 1994). For example, the domestic Thai tourist from the southern of Thailand, they are spent their leisure which came to Bangkok for visit the Emerald Buddha and the Grand Palace, that can defined as they are the tourist attraction. They are group of 15 people and they are taken the shutter bus to visit Bangkok with 8 hours. Then they stayed one night at the hotel in Bangkok to visit the Bangkok Nightlife.

Leiper (1990) defines the nucleus or central element of a tourist attraction as any feature of a place that a traveler contemplates visiting. This is where the tourist experience is manufactured and consumed. It is where the tourism resource, both of the Emerald Buddha and the Grand Palace can be a central element of a tourist attraction in this instance

Markers are items of information, about any phenomenon that is a potential nuclear element in a tourist attraction (Leiper, 1990). They may be divided into markers that are detached from the nucleus or those that are contiguous. In each case the markers may either consciously or unconsciously function as part of the attraction system. Examples of conscious generating markers for tourist attraction are the Emerald Buddha and the Grand Palace.

Leipers (1990) tourist attraction system has provided insight into the nature of the Emerald Buddha and the Grand Palace as a tourist attraction in Thailand. While space limitations have not allowed an in depth examination of the characteristics of the Emerald Buddha and the Grand Palace that make it a strong tourist attraction, the theory based attraction system has enabled a more methodical examination of this topic than has occurred to date. The insights gained by using this type of framework have considerable potential in the management tourism. By understanding how a particular travel, in this case destination, functions within an attraction framework it is possible to consciously manage this system to meet specified tourism goals and objectives.