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Tourism education supply has faced a rapid growth over the past three decades (Micheal Morgan, 2004). It is a global phenomenon (Joseph& Joseph, 2000) and the reason behind is to guarantee qualified and well trained employees on the tourism employment market as demands keep on growing (M.S, Mohd Zahari, 2004). Both the government and the private sector play an important role in the provision of tourism education; at secondary and tertiary level. In Mauritius, tourism education undergoes a ‘pyramid-type program system’; meaning that tourism curricula is available a secondary programme, diploma, undergraduate and postgraduate programmes (Tertiary Education Commission, 2010).

Tourism education has been criticized for producing a tourism workforce regardless of the quality. Quality workforce is of great influence as it plays a key role in organizations meeting customers’ expectations and satisfaction (Evans & Lindsay, 1999; Zeithaml et al., 1990). As students embark on tourism education programmes, it is expected that they come out with high quality knowledge, skills and the ability to meet the needs of the industry (Goeldner and Ritchie, 2006; Harris and Zhao, 2004; Kok, 2000). Szambowski et al (2002) put forward that significant emphasis should be placed on students gaining practical experience outside the classroom learning environment.

However, increase in offers for tourism education has raised an alarm about graduates having difficulties in finding a tourism job in the coming decades. But still, the industry needs the services of qualified and committed workforce to impact positively on customer’s satisfaction of experience.

To meet the industry demand, work experience has been added to tourism curricula to equip students with the technical, operational and professional skills under the form of internship. Bullock, Gould and Hejmadi (2009, p. 482) cited that internships “have enhanced their understanding of their own life choices, enabled the acquisition of transferable skills and provided a tangible link between theory and application”. It is the tool that gives students the opportunity to examine career possibilities in a realistic and ‘real world’ environment and to explore a possible fit with a particular enterprise (Kapoor, 2000; Waryszak, 1999).

Several researches were carried out in accordance to work experience and its importance in the tourism and hospitality perspective. It is essential according to Getz (1994) to investigate how work experience changes attitude and perception of students towards tourism and hospitality careers. Demonte & Vaden (1987) stated that the factor that had the greatest influence on students’ decision for a tourism career was work experience. Further findings supposed that it may discourage students to enter the industry, instead of them looking forward to pursue a tourism career (Busby, 2003; Boud, Solomon & Symes, 2001).

Tourism as an employer

There has been a rapid ascendancy of tourism to the world’s largest industry since the whole world continues to travel in a robust manner. Tourism as a sector has grown more rapidly than the total employment in the world economy (WTO, 2005; WTTC, 2005a). It is a service oriented industry, based on a labor intensive production system, meaning that employees play a major role in the delivery of products and services that influence the overall tourism experience (Chellen & Nunkoo).

Statistics depict out that world tourism employment is estimated at 258.6 million year to date, which is approximately 8,3% of total employment and it is forecasted to increase by a percentage of 2.3% per annum, to reach a figure of 323.9 million by 2021. These jobs include both direct and indirect employment (Justin Matthew Pang, 2010).

Direct employment refers to the jobs helping in the creation of the business itself while indirect jobs refer to businesses producing goods and services that assist in supplying visitors and travelers directly (Justin Matthew Pang, 2010). Direct employment in the tourism industry is 99 million to date and it is forecasted to increase to 120 million by 2021 (WTTC, 2007). In Mauritius, for the year 2011, total tourism employment is figured at 28 039 (Survey of employment and Earnings in large Establishments). Beside such statistics, Li (2007) put forward that there will be a shortage of talent in the industry but this goes in contradiction to what Evans (1993) and Busby (1994) mentioned. They both put forward that the trend on increasing application for tourism related courses will accordingly, result in a surplus of graduates on the tourism labor market.

Tourism has proved to be a major employer and contributor to the world economy. But still, the tourism industry is being criticized for creating low skilled and low paid jobs with low satisfaction, high level of staff turnover, waste of trained personnel and limited scope for promotion (Kusluvan and Kusluvan, 2000; Chellen and Nunkoo, 2010; Richardson, 2008; Richardson 2009; Roney and A-ztin, 2007). Such critics give rise to one of the major challenge of the industry which is to attract and retain qualified and motivated staff.

Employers across the world, whether large or small, face the same challenge; attracting and retaining people with the right skills and personal attitudes and attributes to deliver a quality experience to tourists. It is a sensible issue for the industry as the tourism sector depends much on people (Baum, 1999). One of the reasons why there is such a need for people is because of the nature of its guest services and also its late adoption of technology and newfangled management process (Bull, 1995). This global phenomenon of attracting and retaining qualified workforce was once an isolated case for some markets but it has made its way through, to the whole world industry.

Although there is much literature about tourism, there is very few addressing students’ attitude and perception to further a career in the industry (Roney and A-ztin, 2007). Now that the phenomenon is widely spread, the need to investigate on the issue is becoming more and more important for the whole tourism universe. According to Chellen and Nunkoo (2010), this would be helpful to get a clear view of the status of tourism jobs in the human resources planning process for the tourism sector. While working on tourism and hospitality workforce development programs, knowing tourism job status is deemed bringing more accuracy for the preparation of inline strategies. Human Resource plans focuses on the employment needs of large international tourism organization, especially in hospitality, neglecting how students perceive tourism as an employer. It is necessary for tourism and hospitality providers to attend to one of their most precious assets, namely, their human resource, if they want to be competitive on the marketplace. In fact it has been argued that without employees having a positive attitude towards their work, there is minimal chance for the organization to achieve customer satisfaction and loyalty, thus an advantage over competitors (Rosentbluth, 1991; Zeithaml & Bitner, 1996).

Various researchers have been questioning the reluctance of many students to embark themselves in a career in the tourism and hospitality industry. They started to investigate in secondary and tertiary institutions, where the potential new recruits are found. Students from secondary schools were those who were the least exposed to experience in the tourism industry. Ross (1994) conducted a research in a secondary school in Australia and results showed that they had high level of interest in working at management level the tourism industry. Further researches were carried out at tertiary level as well as vocational institutions. Barron and Maxwell (1993) studied the perception of new and continuing students at Scottish higher education institutions and found that while students recognized the career opportunities attached to the tourism and hospitality industry, the majority could not foresee a long-term career in the industry. This is further confirmed by Johns and McKechnie, (1995) who stated that 50% of students choose careers out of the industry upon completion of their studies. Richardson (2008) research on Australian students revealed that more than 50% of tourism and hospitality undergraduate students were already contemplating careers outside the industry. According to Richardson (2009) the students look for job in more remunerative sectors upon graduation. Bloome (2006) cited that many students who embark on a tourism and hospitality curriculum do not join the tourism and hospitality industry upon graduation. Students complained not having the opportunity to develop managerial skills in tourism jobs according to Purcell & Quinn (1995) while Casado (1992) investigated the basic expectations of students in the tourism and hospitality sector, and found their expectation to be fairly realistic before graduation. Students failing to integrate the industry for work result in wastage of trained and experienced personnel and above all, high staff turnover (Doherty, Guerrier, Jamieson, Lashley & Lockwood, 2001; Jenkins, 2001; Pavesic & Brimer, 1990; Zacerreli, 1985).

According to Kusluvan (2001), it is important to understand the attitude of students in order to gain an insight as to why many of them are disinclined to join the line or choose to leave the industry after a relatively short period. In order to understand this, Kusluvan (2003), states that it is important to see the perspectives of students who are currently pursuing a tourism and hospitality curriculum and those who have graduated. For the purpose of this research, only those ongoing a tourism curriculum will be questioned.

Students’ opinion about jobs in the tourism sector get them to be reluctant in majoring a career in the tourism industry. Gu et al (2007) conducted a research in China and the students claimed that career development in the tourism and hospitality industry was not sufficiently promising. Furthermore, according to a research in China (Jiang and Tribe, 2009), students classified tourism job a short-lived profession. They were not committed to develop a career in the field where the nature of the tourism job itself, clearly affects their decision. Unlikely, there are actually, six million people employed in the tourism and hospitality industry in China. The statistics for tourism job in the country is forecasted to rise by one million in the next ten years.

Students’ commitment to tourism jobs is what determines the prosperity of the sector on a worldwide avenue. As per Roney and A-ztin (2007), students’ commitment is one of the major factors that shape the image of the tourism industry positively. Through exposure to the industry, tourism and hospitality students become considerably less interested in selecting tourism and hospitality as their first choice for a career (Kusluvan & Kusluvan, 2000; Getz, 1994). Students compare their expected career goals to the offer of the tourism industry, and as they notice the negative gap between those two, their interest for the industry deteriorates. Their images of the industry include poor treatment of staff, little or no training given, and effort outweighing rewards. For students who choose tourism education as first choice and having a clear view of what they will be facing in reality, their attitude towards working in the industry are positive (Lu and Adler, 2009). Those who embark on a tourism education trek without realistic knowledge of the career opportunities and working conditions, claim that they would have not done so if they had a proper career guidance and orientation right from the start at secondary level (Roney & A-ztin, 2007). Hence according to Kusluvan and Kusluvan, proper measures like efficient career guidance and orientation, written exam supplemented by interviews, psychometric tests like personality and service orientation tests, should be adopted to reduce uncertainties of future tourism students about tourism job.

Most research pertaining to students’ perception and attitude towards the tourism industry end up stating that tourism students or fresh graduates had a negative image of the sector as an employer. Kusluvan & Kusluvan certified his works by evidence that students have an unfavorable evaluation towards different dimensions of working in the tourism industry. According to Getz (1994), the percentage of people who considered the hospitality attractive decreased from 43% to 29% over the periods 1978 – 1992. This represents a nearly half percentage decrease in the statistics. Most hospitality graduates have been found to believe that a number of extrinsic factors, such as poor working conditions, high pressure, long working hours, and a lack of motivation, training programs, and career opportunities, may contribute to poor employment aspirations, high turnover rates, and the wastage of educational investment (e.g., Kang and Gould, 2002; Jenkins, 2001). This should be a cause for concern since attitudes are considered to be effective predictors of intention and behavior (Ajzen and Fishbein, 1980), and negative attitude would make students less willing to look for tourism jobs.

Several books and journals have been published on tourism, but very few were to address the issue of tourism students’ perception towards the tourism and hospitality industry in Mauritius. To enlighten the situation in Mauritius, this paper seeks to identify the factors influencing students’ perception and attitude towards furthering a career in the tourism sector in Mauritius. Though there is a lack of such literature pertaining to developing countries, the paper will try to adapt the research to the country which is a developing one and as well the fastest growing region in global tourism (Chellen & Nunkoo).

This paper aims at studying the attitude and perception of tourism undergraduate students towards a career in the tourism industry in Mauritius. To further understand how attitude and perception helps to predict one’s intention to integrate the industry, this paper will make use of the Theory of planned behaviour (Ajzen, 1991), which predicts behaviour by intention. Then, to strictly measure the students’ attitude and perception, an instrument of 9 dimensions adapted from that developed and tested by Kusluvan & Kusluvan (2000) will be used. The 9 dimensions are classified as nature of work, social status, industry person congeniality, physical working condition, pay and fringe benefits, co-workers, promotion opportunity, managers and commitment. Two likely studies have been carried out in Mauritius by Chellen and Nunkoo (2010) and a University of Mauritius tourism graduate (2011). However this paper, in addition to the 9 dimensions of Kusluvan and Kusluvan (2000), bring up the issue of work experience for differentiation, as a tool capable of shaping students’ attitude and perception towards a career in the industry upon graduation.

The main objectives of writing the report are to do a case study on how the universal studio is able to attract the local and tourist into investing into the place. The report would cover why universal studio is able to do so and their unique features attracting the both tourist and local into investing it. How they are better than their competitors (escape theme park) or how are they in a way inferior to their competitor using the swot analysis. How is there a raise in the tourism in Singapore due to the universal studio.

Understanding how universal studio is being established and their importance in bringing revenue to Singapore market and helping in the raise of tourism.

The report would be based on my first hand observation in how the universal studio works and came to it success on my first hand observation, making a visit to the universal studio trip myself and feel in the perspective of the tourist and local why is the place worth going and investing in by going there. Approaching my friends who had been there for their reviews regarding universal studio and how do they feel about the place for a better understanding other than my own bias view or doing a survey on how they people feel about universal studio. Interview my friend who is working there to have a clearer picture of universal studio and what they does their daily routines contains of maintaining the flow of the people every day.

What is a universal studio?

Universal studio is a theme park built to raise tourism in Singapore. The theme park is located at Sentosa within Resort World Sentosa. Genting group was the one bidding to build a second integrated resort in Singapore. On 19 April 2007, the start of building the Resort World Sentosa ( RWS ) was commence. After few years of construction and the park was then opened to public at 18 March 2010 recently. The universal studio brings about lots of wonderful attractions bringing 24 movies – themed rides and attractions experiencing new rides and shows based on blockbuster hits. It is both locally and tourist enticing place for Singapore to build upon.

History of Universal studio

Genting group was the investor that came to bid successfully upon building integrated resorts in Singapore located at Sentosa. Commence of building the RWS and universal studio starts on 19 April 2007. The park was finally opened on 18 March 2010 upon three years of construction. The park was opened for sneak preview during the Chinese New Year period to promote and let the people know about the place and great place to spend for the special occasion.

Sneak preview week started on 14 to 21 February 2010 from 5pm to 9pm every night. The park was opened for sightseeing purposes as none of the rides is operational which serves the purposes of promoting and tempt the people to see how great and wonderful the place was to be spread around anticipating the official open of universal studio and invest upon the place. Visitors have to pay 10 dollars only to goes in the visit the long awaited universal studio. Also, team members are allowed to bring their families to visit the park before the public are allowed to do so.

After the official opening, some of the attractions would be opening later at a different timing due to unfinished construction and safety of the people. The largest roller coaster has been hailed due to the safety and problems they encountered when the ride is opened.

Achievements of universal studio

Universal studio has brought about some attractions and rides which is available in other countries and brought it back to Singapore for the locals. Local people are able to enjoy the attraction which can be found in other countries locally. Each ticket would cost about 62 dollars for weekdays and 72 dollars for weekend for adult pass. With such a costly ticket it will certainly bring more income for Singapore. The place consists of 30 restaurants inclusive of food push carts and 20 unique retail stores located all over the park. 7 zones of movie themed world and 22 attractions have been designed.

Not only are they able to access the Universal studio, they are able to venture into the sentosa island which also serves the purpose for tourist attraction. It has brought the best movie – themed attractions packed within the seven zones to life. Attracting locally and tourist into the dazzled place packed with fantasy for and both children and adults where they have been wishing for.

It has brought about entertainment to people and turning moments to lasting memories of people who visited there. There would be themed hotels available to cater the needs of people and their choice of preference. It has successfully brought Singapore a unique theme park which is the only one found in Singapore.

Aims of Universal Studio

It has successfully brought Singapore a unique theme park attracting lots of tourist and locals to visit it. Their aims for market are to bring tourism and economical of Singapore to a greater heights. It is to maintain quality service and entertainment to those who visited it for lasting memories. Hoping they would be back to visit the place again on their next trip back to Singapore.

What is so unique about Universal studio?

The unique points about universal studio is the 7 zones of movie themed world which has brought movies characters alive giving visitors memorable visit and trip making to money paid worthwhile.

The 7 zones of themed world consist of The Lost World, Far Far Away, Madagascar, Ancient Egypt, Sci – Fi City, Hollywood and New York. All these places are built upon the movies themed and blockbuster hits. The place constructed is based on the movies featuring characters appearances, shopping and dining areas bringing the movie to life.

Firstly, The Lost World is divided into two areas Jurassic Park and Waterworld. Featuring both two movie blockbuster hits which are popular among the people. The Lost World helps people to get to know more about dinosaurs and seeing the movies coming alive before their eyes. There are rides featuring the perspective of dinosaurs and how it is like to be surrounded with dinosaurs. Rides which consist of the bird eye view of the place, and some thrilling river raft ride ensuring us to be soaking wet at the of the ride. Waterworld is a water based attractions where we can get to see stunts, amazing explosion live in the water show.

Far Far Away land is a movie themed place inspired by dreamwork animations mainly featuring Shrek and the rich fairy tales life. Knowing the characters that living within the fairy tale walls coming to life. Shrek house was being build and there is Shrek 4D featuring a short and realistic movie where we can actually feel the action right from the seat in their short fairy tale adventure. Junior roller coaster is available to for riding too.

Madagascar is also one of the dreamwork animation inspired theme zones where it features the dense tropical filled with wonderful characters of Madagascar in the movies. There is a merry go round where we can ride it to be feel like surrounding the Madagascar character and once again be like a child. Unfortunately not all the rides is opened there which will bring people to goes back next time when it is opened so as not to miss any wonderful attractions there.

Ancient Egypt is a place featuring ancient pyramids and archaeologist site appearing in movies like the mummy similar to it. Roller coaster is the most exciting rides in the universal studio aside from the huge roller coaster which is not functioning till further notice. It allows us to feel the fire and actually knowing more of ancient pyramids.

Sci – Fi City is a place featuring the modern place of people where future place would look like base on our high technology nowadays. It is also where the two major roller coasters situated at. It is just basically for sightseeing purposes since most of the attractions are closed due to safety issues.

Hollywood is a themed place which features the Hollywood boulevard where dynamic architecture, palm trees and walk of the fame. It features shows like where universal monsters in a rock and roll musical performances bring joy to visitors. It is also the place where most of the shopping can be done. Many iconic Hollywood boulevard.

New York is a place where the sidewalks and classic landmarks are being featured. There are facade set of movie scenes for real time movie productions. Where there are attractions that showed us how the movie is being produced and how tedious the actual filming would be bringing a spectacular effect for the movie screen.

Thus, all the 7 zones and attractions made up of universal studio make it uniquely special and the only theme park found in Singapore.

Difficulties faced

Due to the technical problems, some might feel that the park is not up to expectations. The major rides are not operational till further notice might be turning some visitors down into visiting the place for the time being. Not all attractions are opened which states coming soon. Thus, some might want to wait for awhile when everything is working to make the trip and money worthwhile instead, paying 5 dollars for after hours to go in for some sightseeing. Furthermore, the ticket might not be available on the spot as there is limited admission visitors need to book in advance through internet. Some might not want to go about the fuss booking the ticket and stuffs.

Strategies ( SWOT )
SWOT Analysis

Strengths

USS is located in the City State of Singapore – easily accessible and at the crossroad of major air traffic flow that can direct a huge potential market to the Studio.

It has a very strong appeal to visitors and tourists, as Universal Studio is already a well-known Branding internationally.

The individual attractions, shows and rides within USS are really world-class and offer unparalleled fun and enjoyment to the visitor

USS is an important component within a newly-developed Integrated Resort in the Leisure Island of Sentosa, that include casino, conventions and meetings, hotel and F&B. Each area can draw on each other to generate more business and increases revenue which could eventually contribute to Singapore’s growing economy.

Weaknesses

USS needs to keep improving and creating new attractions, rides, performances etc to bring repeat visitors back and sustain visitorship numbers.

USS is highly dependent on tourists’ visitors to sustain its daily visitors.

The admission charge is relatively high and will be a major set-back to visitors.

Visitor numbers are currently high every day, so there is a need for advanced bookings of up to a week to ensure getting admission tickets for a preferred visit date. However last-minute plan to visit USS may result to tickets being sold out and thus people wanting to go would be disappointed.

USS requires high operating and maintenance costs and will take many years for the investor to recover its total investment.

Opportunities

1. The regional market potential is huge for USS. Strong economic growth in the region will lead to better spending. This will result to more tourists arrivals at Singapore, and USS.

2. The Singapore Tourism Board has set high target for tourism visitorship targeting to hit 15 million visitors by 2015. USS is thus able to capture a huge amount of this number as it is a major tourist destination for these visitors to visit.

Threats

Economic downturns and recession when it happens, will negatively affect USS in a big way, since traveling and spending will drop due to such poor economic condition.

New players and neighbouring countries will try to copy the success of the Integrated Resort concept and develop their casinos, theme-parks, hotels. All these will present a threat to USS as visitors are drawn away from it.

Competitor ( Escape theme park )

Escape theme park is an outdoor park located at Downtown East, Pasir Ris. It is not a theme park where fairy tales came alive like universal studio. But a normal park consisting of families and thrills rides catering for all ages. But the park is only available on Saturday, Sunday, primary and secondary and public holidays unlike Universal studio which opens daily. It is catered more for locals as the going to the place is a bit troublesome due to have to change bus going down there. Many tourists might not know how to get there. But universal studio is much simpler due to the monorail services. Also, the operation days falls on weekends and public holidays which make lesser tourist visiting it as they are not able to go in the theme park during weekdays as weekends might be packed and there might be a lot of queues for the rides.

Surveys results

Due to the rejection of my email to conduct my interview for universal studio, i decided to conduct a survey on universal studio to ask them about their views to have non – bias and a clearer perception of the theme park. Knowing how it actually attract the people there and why universal studio is able to bring a greater heights in both tourism and economically. There are a total of 6 questions being asked where.

Firstly, do you think that it is worth the money going to Universal studio? The objective of this question asked is to see the result if how many people think that a costly admission ticket of universal studio is worth taking a trip down to. Thus, if many agree with it, it means to say that universal studio has successfully captured the attention of people thinking of going there and the admission ticket is valued for money, and worth the price for going there to visit.

Through the survey, i have concluded that a majority of the people do feel that it is worth the money going down to the Universal Studio Singapore. Whereas on the other hand, some find that it may not be worth it.

Secondly, if money is not a factor would you visit universal studio for once? The objective of the question is to assume if the admission ticket is affordable for everyone, are they willing to spend their time visiting the place for at least once.

The survey result obtained is most people would certainly go to the place if money is not an issue to them.

Thirdly, what do you think of the service of universal studio? The objective of the question is to ask about the service they provided is it was satisfying to bring a good reputation to the tourist and locals to make them visit the place again.

Majority of the people voted for average. Which means that the service provided have rooms for improvements thus, bringing greater income for Singapore.

Fourthly, for those who had visited universal studio what is your comment about? The objective of the question is to ask those people who had visited there to talk about their view of it and impression of Universal studio have left for them.

Some of the people had great reviews about universal studio and said that they would visit the place again. Due to their great ambience and atmosphere it had created, it is worth the trip down the place. There is several different themes all found n one place.

But some said that it was not really up to standards, as not all rides are operational. Thus, it became a disappointment to them as they are not able to ride all when the admission ticket is costly. Thus, they should have the responsible to ensure all rides are operational before opening.

There is also a comparison between Singapore universal studio and other countries. Singapore one was small as compared to others hence little rides s available. But the effort is still there for making the only several themed theme park found in Singapore.

Fifth, for those who did not go Universal studio before what are your views about the place? The objectives of asking the question is asking about what impression does Universal studio brings them. To test if they would ever wanted to visit it.

Most of them have said that the impression that the universal studio brought was expensive and glamorous. It is a fun and exciting place to go but definitely a price to pay. It is a place where cartoons and fairytale came alive, a different theme park found in Singapore. It seems to be made a tourist attraction and point. But the price is still a bit high and has to consider as there might be crowds whereby one could not be able to finish all the rides in one day as the park stops operating at 7. But more choose to go there once after it is fully operational to make the money paid worthwhile.

Lastly, how would rate universal studio? The objective of the question is to ask if after all Universal Studio is worth the money and time to go.

A lot had chosen that it is average and it depends if they want to go a not due to money factor and facilities of the park. Coming up next is up to expectations and worth going. Thus, most people are likely to go if the facilities are all open bring a greater income for Singapore and tourism rate. Full facilities are more appealing to people than current facilities. This means that there might be more people and income after the facilities are fully open.

This survey had served its purpose of surveying the response they thought of universal studio. With the survey results being positive, it means that Singapore is success in building universal studio. Thus, with a positive response it means that people are attracted to it investing in the place which serves the purpose of tourist attraction point and contributing to economy sector of Singapore is a great success.

Conclusion

Based on my first hand observation of the universal studio, USS has been successful in appealing to the general public as well as tourists. It has been contributing a significant amount of revenue towards Singapore’s economy through the tourism sector since its first launch. It basically appeals to a wide market segment and thus that is one of the reasons for its success. I personally find that through such world-renowned tourists’ attractions, Singapore’s economy will be impacted in a positive way for many years to come.

ABSTRACT

Tourism is viewed worldwide as a strategy to bring in foreign currency through the show casing of local goods, works of arts and cultures ranging from food to dressing. This also obtains in Africa and Cameroon in particular. Tourism is seen as a major source of income for the government and offers employment opportunities to thousands of its citizens. Cameroon is described as “Africa in miniature”

probably because of its rich touristic potentials.

This paper will therefore focus on the development of touristic potentials in Cameroon, public perception of tourism, the management of revenue from tourism and the overall economic gains it provides to the country.
Introduction

Cameroon is a Central African nation on the Gulf of Guinea, bordered by Nigeria, Chad, the Central African Republic, the Republic of Congo, Equatorial Guinea, and Gabon. Cameroon’s estimated 250 ethnic groups form five large regional-cultural groups: western highlanders (or grassfielders), including the Bamileke, Bamoun, and many smaller entities in the northwest (est. 38% of population); coastal tropical forest peoples, including the Bassa, Douala, and many smaller entities in the Southwest (12%); southern tropical forest peoples, including the Ewondo, Bulu, and Fang (all Beti subgroups), Maka and Pygmies (officially called Bakas) (18%); predominantly Islamic peoples of the northern semi-arid regions (the Sahel) and central highlands, including the Fulani, also known as Peuhl in French (14%); and the “Kirdi”, non-Islamic or recently Islamic peoples of the northern desert and central highlands (18%).

The people concentrated in the Southwest and Northwest regions–around Buea and Bamenda–use standard English and “pidgin,” as well as their local languages. In the three northern regions– Adamawa, North, and Far North–French and Fulfulde, the language of the Fulani, are widely spoken. Elsewhere, French is the principal language, although pidgin and some local languages such as Ewondo, the dialect of a Beti clan from the Yaounde area, also is widely spoken. Although Yaounde is Cameroon’s administrative capital, Douala is the largest and the economic capital with the main seaport, and main industrial and commercial centers.

The western highlands are amongst the most fertile regions in Cameroon and have a relatively healthy environment in higher altitudes. This region is densely populated and has intensive agriculture, commerce, cohesive communities, and historical emigration pressures. From here, the Bantu migrations into eastern, southern, and central Africa are believed to have originated about 2,000 years ago. Bamileke people from this area have in recent years migrated to towns elsewhere in Cameroon, such as the coastal regions, where they form much of the business community. About 20,000 non-Africans, including more than 6,000 French and 2,400 U. S. citizens, reside in Cameroon.

HISTORY

The earliest inhabitants of Cameroon were probably the Bakas (Pygmies). They still inhabit the forests of the South and East regions. During the late 1770s and early 1800s, the Fulani, a pastoral Islamic people of the western Sahel, conquered most of what is now northern Cameroon, subjugating or displacing its largely non-Muslim inhabitants.

Although the Portuguese arrived on Cameroon’s coast in the 1500s, malaria prevented significant European settlement and conquest of the interior until the late 1870s, when large supplies of the malaria suppressant, quinine, became available. The early European presence in Cameroon was primarily devoted to coastal trade and the acquisition of slaves. The northern part of Cameroon was an important part of the Muslim slave trade network. The slave trade was largely suppressed by the mid-19th century. Christian missions established a presence in the late 19th century and continue to play a role in Cameroonian life. Beginning in 1884, all of present-day Cameroon and parts of several of its neighbors became the German colony of Kamerun, with a capital first at Buea and later at Yaounde. After World War I, this colony was partitioned between Britain and France under a June 28, 1919 League of Nations mandate. France gained the larger geographical share, transferred outlying regions to neighboring French colonies, and ruled the rest from Yaounde. Britain’s territory–a strip bordering Nigeria from the sea to Lake Chad, with an equal population–was ruled from Lagos.

In 1955, the outlawed Union of the Peoples of Cameroon (UPC), based largely among the Bamileke and Bassa ethnic groups, began an armed struggle for independence in French Cameroon. This rebellion continued, with diminishing intensity, even after independence. Estimates of deaths from this conflict vary from tens of thousands to hundreds of thousands.

French Cameroon achieved independence in 1960 as the Republic of Cameroon. The following year the largely Muslim northern two-thirds of British Cameroon voted to join Nigeria; the largely Christian southern third voted to join with the Republic of Cameroon to form the Federal Republic of Cameroon. The formerly French and British regions each maintained substantial autonomy. Ahmadou Ahidjo, a French-educated Fulani, was chosen President of the federation in 1961. Ahidjo, relying on a pervasive internal security apparatus, outlawed all political parties but his own in 1966. He successfully suppressed the UPC rebellion, capturing the last important rebel leader in 1970. In 1972, a new constitution replaced the federation with a unitary state.

Ahidjo resigned as President in 1982 and was constitutionally succeeded by his Prime Minister, Paul Biya, a career official from the Bulu-Beti ethnic group. Ahidjo later regretted his choice of successors, but his supporters failed to overthrow Biya in a 1984 coup attempt. Biya won single-candidate elections in 1984 and 1988 and flawed multiparty elections in 1992, 1997, and 2004. His Cameroon People’s Democratic Movement (CPDM) party holds a sizeable majority in the legislature following 2007 elections–153 deputies out of a total of 180.

ECONOMY

Cameroon is endowed with an abundance of natural resources, including in the agricultural, mining, forestry, oil and gas sectors. Cameroon is the commercial and economic leader in the CEMAC sub-region, although regional trade, especially with Nigeria, remains under-realized.

Cameroon’s economy is highly dependent on commodity exports, and swings in world prices strongly affect its growth. Cameroon’s economic development has been impeded by economic mismanagement, pervasive corruption, and a challenging business environment (for local and foreign investors). Cameroon remains one of the lowest-ranked economies on the World Bank’s annual Doing Business and similar surveys and regularly ranks among the most corrupt countries in the world. Over the last 3 years, GDP growth has averaged around 2%-3%, which is roughly on par with population growth but not enough to significantly reduce high poverty levels. Despite boasting a higher GDP per capita than either Senegal or Ghana, Cameroon lags behind these two countries in important socio-economic indicators, including health and education. The government has professed a determination to foster urgent economic growth and job creation, and there is a decided uptick in interest in the mining sector and infrastructure development.

For a quarter-century following independence, Cameroon was one of the most prosperous countries in Africa. The drop in commodity prices for its principal exports–oil, cocoa, coffee, and cotton–in the mid-1980s, combined with an overvalued currency and economic mismanagement, led to a decade-long recession. Real per capita gross domestic product (GDP) fell by more than 60% from 1986 to 1994. The current account and fiscal deficits widened, and foreign debt grew. The government embarked upon a series of economic reform programs supported by the World Bank and International Monetary Fund (IMF) beginning in the late 1980s. Many of these measures have been painful, including the government’s slashing of civil service salaries by 50% in 1993. The CFA franc–the common currency of Cameroon and 13 other African states–was devalued by 50% in January 1994. The conjunction of these two events meant an overall drop in purchasing power of nearly 65%. The government failed to meet the conditions of the first four IMF programs. A 3-year Poverty Reduction and Growth Facility (PRGF) approved by the IMF in October 2005 ended in 2008. Cameroon has not negotiated any new IMF program but is continuing cooperation with the Fund under Article IV consultations. In 2009, the IMF disbursed $144 million to Cameroon under its Exogenous Shocks Facility to help with the effects of the global economic crisis.

Official statistics for 2009 had inflation at 5.3%, indicating a weakening of Cameroonians’ spending power. Public frustration over rising prices was partly to blame for an outbreak of social unrest and

violence in many Cameroonian cities in February 2008. In March 2008, the government announced a reduction in food import tariffs and other measures designed to reduce the cost of basic commodities. The global economic crisis has seriously impacted Cameroon’s oil, cotton, timber, and rubber sectors, depressing exports, growth, and overall consumption.

The government has made halting progress on its privatization program. The National Water Utility Corporation (SNEC) was split into two entities. CAMWATER–to handle infrastructure–remains in government hands, and a reformed SNEC is now owned by a consortium led by Moroccan Water Utility. Plans to privatize the national air company CAMAIR and national telecom CAMTEL, however, have repeatedly faltered because of political sensitivities and concerns about corruption. CAMAIR was declared officially defunct and ceased to operate in May 2008; its replacement, CAMAIR-CO, has announced its intention to commence flights in early 2012. CAMTEL remains under the control of the Ministry of Posts and Telecommunications.

The European Union is Cameroon’s main trading bloc, accounting for 36.6% of total imports and 66.1% of exports. France is Cameroon’s main trading partner, but the United States is the leading investor in Cameroon (largely through the Chad-Cameroon pipeline and energy provider AES Sonel). According to press reports, China recently became the number one importer of

Cameroonian exports, especially unprocessed timber.

The map of Cameroon
Cameroon Geography

The climate of Cameroon is mainly tropical along the coast but it is hot in the north. The land of the country is diverse, starting form the coastal plain to mountains, plateau to plains. Volcanic activity from Lake Nyos and Lake Monoun volcanoes often take place.

The natural resources of this country are iron ore, timber, bauxite, hydropower and petroleum. The agricultural products of Cameroon are coffee, bananas, cocoa, cotton, oilseed, grains, livestock, rubber and root starches. Geography of Cameroon reveals that deforestation, poaching, overfishing, overgrazing are becoming environmental issues currently.

In Cameroon the southern part has got two dry seasons from November to March and June to August. The climate of the northern part is comparatively comfortable. The temperature varies from 23 degree to 26 degree C. This central plateau receives 150 cm to 60 cm rainfall a year. The dry season of this region continues from October to March.

Tourism in Cameroon

Tourism in Cameroon is a growing but relatively minor industry. Since the 1970s, the government of Cameroon has cultivated the industry by creating a ministry of tourism, encouraging investment by airlines, hotels, and travel agencies. Many hotels, restaurants and guesthouses have grown over the years to offer good accommodation facilities to the tourists, as such more cameroonians are being employed.

”All of Africa in a single Country”. This is a slogan of inspiration for all those who visit Cameroon and especially for expserts in Cameroon’s Ministry of Tourism. This country offers all major characteristics that can be found in other countries in Africa: a highly diverse cultural background found in more than 200 ethnic groups, an exceptional geological, ecological and botanic potential, wildlife in its natural form and varied climatic conditions. This is the main reason why tourism is ranked 10th top priority of the President and his collaborators. The objective is to make Cameroon a leading tourist destination. The number of tourists coming to Cameroon increased from 200 000 in 2001 to about 300 000 in 2003 and this figure has steadily increased over the years. The objective in 2003 was to attain 500 000 visitors.

Cameroon has more than 200 ethnic groups with over 233 languages spoken and a diversity of cultural activities. There are also ecotourist potentials that can be developed from North to south and from East to West thanks to the highly contrasting landscape. Mountaineering and tourism on mountains can also be practiced on the mountain ranges that are found all over the country. Safari

can also be practiced by visiting the multitude of National parks which contain a diversity of mammals, birds and other beasts. Henceforth a safari could be a visit to Waza to watch animals, then back to the Northern parks like that of Bouba Ndjidah, or Korup in the south and the Dja national patrimony to admire the riches of nature.

The some what median position of Cameroon in Africa makes it really summarize a good number of characteristics of the continent, causing some people refer to it as ‘Africa in miniature’. From the green dense south dominated by the Equatorial forest, there is a gradual change towards a low green savannah and steppe towards the north. The Western section of the country is dominated by a high relief, also dominated by savannah meanwhile the littoral section of the country has an extensive coastline marked by grayish yellow fine sands. There are also interesting aspects of the landscape marked by attractive sites, traditions and people. All these have led to different types of tourism which are practiced through out the year depending on the seasons.

Cameroon has a good site for sea and beach loving visitors, with about 400 km of the Atlantic coast stretching along part of the country. Kribi and Limbe towns are the highest points of attraction for tourism on the coast. From these coasts, tourists can also carry out inland tourism to other destinations. In Kribi, there is an excellent beach of white sand extending over a large area with coconut trees from time to time appearing on the scenery. The contact between the Ocean and the sea is also an extraordinary site to see. Another wonder of Kribi is found in the south where a number of cascades of about 30 m high have given rise to waterfalls, the most spectacular being the Lobe fall which issues out directly into the Atlantic Ocean. A little bit above this area are fishing villages; Ebounja and Ebodje in which the activity is believed to be carried out miraculously. From Lobe, further visits on boats and canoes will take you to the discovery of the Pygmies of the equatorial Forest.

The Limbe region is close to Douala and has a splendid site marked by the mount Cameroon which dominates the Atlantic region of Cameroon. The road linking the coast to Douala passes along magnificient plantations of rubber, palms and bananas. The geology of the coastal area is generally characterized by a large expanse of grey sand. Also thanks to the geographic situation Cameroon, there is a high diversity of most fauna and flora species found in Africa, with some that can only be found in Cameroon. There are presently nine national parks serving as a safe haven for wildlife in its natural state. This are areas of safari in which visitors can observe, take photos and feel the presence of animals in nature. The Waza National Park is the most popular in Cameroon and one of the most spectacular in francophone black Africa. It is located in the Far North Region and is a

paradise for lions and numerous mammals like giraffes, elephants, cheetahs, leopards etc as well as a great colony of diverse bird species.

The Bouba Ndjidah National park is a territory for rhinoceros. There are equally lions, elephants, buffaloes amongst others found here. The Benue National Park is at the heart of the northern region and it is a region with the largest antelopes, hippopotamus, hyenas, panthers, buffaloes etc. The Faro National park has a large number of animals amongst which are: buffaloes, rhinoceros, elephants, giraffes etc. The Kalamaloue National Park has elephants, crocodiles and a multitude of birds. The Mozogo Gokoro National park is of high botanical interest, and therefore a good site for research. The Korup national park located in the southern part of the country and has one of the oldest and most beautiful tropical forests in the world. Besides National parks, Cameroon also has a good number of reserves and sanctuaries such as that of Dja and Campo which are great gorilla sanctuaries.

Cameroon is also endowed with a rich cultural diversity manifested by a rich and diverse folklore, arts, habitats and ways of life. Every region has a particular folklore and music. In the south there is the Bafia dance, Bekutsi, assiko and others that are very much loved by poets and visitors to the region. In the West, there is the Bamaleke dance, dominated by masked people dancing in very attractive and picturesque costumes. The north is a whole country of fantasia, marked by decorated horsemen in painted costumes, carrying and blowing long trumpets.

Handicrafts and arts are made through out the country but the West and Northern parts of the country are leaders in the sector. Bafoussam, Foumban and Bamenda are towns that are noted for their masks, decorated costumes, chairs created in the form of thrones, pipes, sculptures and statues. In Maroua, there is an attractive multicolored market of decorated table cloths, locally tanned leather sleepers, bags and wallets of crocodile, snake or iguana skins, bracelets, hand-made carpets and decorative objects in general. There is also a rich historical patrimony in this region marked by monuments and antiquities as well as very ancient traditional palaces.

Cameroon also has abundant potentials for ecotourism; four sites can be visited in this respect like: the Dja reserve, the Korup National Park, the Limbe botanical garden and the Ebodje village. The Limbe botanical garden was created in 1892 by a German horticulturalist in a bid to cultivate certain crops which were not adapted to the climate of Cameroon. Limbe is situated in the South West, beside the Atlantic Ocean. Several small tracks were created in this garden to facilitate easy access by visitors who come there to admire the natural wonders and biodiversity of the site. A

jungle village was created at the centre of the garden for cultural manifestations. It is also a centre for international research on biodiversity. Ebodje is a fishing village also located at the borders of the Atlantic Ocean some 50 km from Kribi. Its beautiful beaches are a good site for lovers who can take on excursions in boats organized by fishermen. Ebodje is also a regional site for the protection of marine turtles. The Dja reserve is a world Heritage site declared y UNESCO since 1987. It is located in the south and has the richest natural fauna and flora biodiversity. It has over 1500 animal species amongst which are elephants, gorillas and chimpanzees, more than 107 mammals and a large biodiversity of birds estimated at over 320 bird species. The Korup National park falls amongst one of the oldest Tropical rainforests in the world. Fauna riches in this park can be explained by the fact that this area was not totally cleared off during the last ice age. Its fauna is comprised of more than 400 bird species, 140 fish species, numerous mammals and primates. More than 400 flora species have been identified in this area, with numerous medicinal plants. In terms of ecotourism, the presence of 250 fossilized dinosaur footprints at Manangia (Mayo Rey) are also be an attraction, not forgetting the mount Cameroon with its impressive height of 4070m. It is an active volcano, having a number of small rivers crisscrossing its slopes, some falling as rapids or waterfalls. To the north, the Mount Mandara and the sunny landscapes of the Kapsiki present beautiful sceneries. This area is inhabited by isolated human groups of people who are animists and live totally preserved from the influence of modern civilizations. An example is the Koma people on the Mount Atlantika. Within the confines of the boundary from the South west coasts of the Atlantic towards the interior, there is a vast expanse of forest vegetation that is cut across in several areas by rivers. There are equally towns and especially villages isolated in some areas; having traditions that have long existed and keep on passing from generation to generation. Some of these villages are good camping sites. The north has distinct vegetation from the south; there is a visible change from dense forests in the south to a savannah landscape in the north. This begins with a vast expanse of lowland prairies on the Adamawa plateau (grazing zone) towards the north between Maroua and Kousseri on immense dry plains which tend to be dominated by a Sahel steppe vegetation.

Culturally, annual traditional festivals are often organized in different areas of the country; these are opportunities of seeing different traditional dances and costumes. Examples are: the ‘Ngondo’ of the coastal people, funerals of the Western people, the ‘Ngoun’ of the Bamoun People which has become very popular and the Nyem-Nyem festival in the Adamawa. Big towns like Yaounde and Douala with their immense infrastructure of hotels, banks, conference halls and hotels are favorable sites for international conferences and business.

There are also several possibilities of carrying out leisure activities like golf clubs, night clubs, bars,

theatre halls and swimming pools. There are more than 50 travel agencies that are specialized in organizing tours and taking tourists to different locations; ensuring their security, nice stay and safe return.

Cameroon also has three international airports that regularly serve international flights. There are equally internal flights to the nine secondary airports found in different locations. There is equally a good road network that links the major towns and provincial capitals as well as principal tourist sites in the country. A railway line runs from the south to the north, moving from Douala to Yaounde and finally to Ngaoundere. Cameroon is an ideal tourist destination in Africa and has a good record of security. The population is very welcoming to strangers and has much to offer in terms of culture, arts and behaviors. A visit to Cameroon could be equated to visiting the whole African Continent in summary. It is therefore not wrong to refer to this country as ‘Africa in miniature’.

Pic 1: Tourist climbing mt, Cameroon South West Region

Pic 2: elephants in Waza Park in the Far North Region

Pic 3: Palace of the Sultan of the Foumban people in the Western Region

Foumban or Fumban is a city in Cameroon, lying north east of Bafoussam. It has a population of 83,522 (at the 2005 Census). It is a major town for the Bamoun people and is home to a museum of traditional arts and culture. There is also a market and a craft centre, while Foumban Royal Palace contains a museum with information on Ibrahim Njoya who invented a new religion and the Shumom alphabet.

Pic 4: A Bamun artisan in Foumban

Though touristy, Foumban is one of Cameroon’s major attractions and an important centre of traditional African art. Its jewel is the Palais Royal, seat of power for the Bamoun people. The ruler of the Bamoun is known as the sultan, and the Bamoun can trace the lineage of their sultan back to 1394.

The palace, completed in 1917, resembles a medieval chateau. It houses the Sultan’s Museum, which contains a multitude of royal gowns, arms, musical instruments, statues, jewellery, masks and colourful bead-covered thrones carved in the shapes of the men who sat on them.

A few hundred metres south of the palace is the Musee des Arts et des Traditions Bamoun. This extensive collection has exhibits on Bamoun history and art, including cooking implements, musical instruments, pipes, statues, masks, gongs and an ornately carved xylophone. The road that connects the two museums is the Rue des Artisans, home to sculptors, basket makers, weavers and embroiderers, and one of the best places in Central Africa to buy wood carvings. The table below show the number of tourists arrival in cameroon since 2000.

YEAR
NUMBER OF TOURISTS ARRIVALS

2000

277000

2001

221000

2002

226000

2003

300000

2004

190000

2005

176000

2006

/

2007

/

2008

/

2009

/

2010

572.73

Table 1: Number of tourists arrivals in Cameroon per year since 2000

(source: African statistical year book, 2009).

THE ECONOMIC IMPORTANCE OF TOURISM IN CAMEROON

The economic impact of the tourism industry is usually assessed at the macroconomic level and can be measured in several different ways. While tourism generates a significant amount of foreign exchange earnings that also contribute to the economic growth of developed countries, such ingredient of growth has not been effectively harnessed in Africa. According to the World Tourism Organization (WTO, 2005) estimates, 766 million tourists who traveled world-wide in 2004 generated about $626 billion (excluding transport). During the same year, Africa received nearly 5% of the global arrivals (or 33 million tourists), an increase over the 2000 level (28.2 million) of 18% (Dieke, 2004). Similar increases in receipts were also registered, as reflected by the rise in the regionaˆYs market share increase from 4.1% in 2000 to 4.5% in 2005.

The contribution of tourism to economic growth and development is reflected in the form of exports since it represents 40 percent of all exports of services, making it one of the largest categories of international trade (UNWTO, 2006). In 20005, the tourism sector accounted for 3 % to 10% of the GDP of developing countries (UNWTO, 2005). Consequently, it is not surprising to imagine that tourism can be a viable export-oriented economic growth strategy for bringing jobs and development to the people and help in the reduction of abject poverty.

Despite its increasing importance in African economies, however, tourism has attracted relatively little attention in the empirical literature on economic development. Studies examining cross-country rates of growth and development have largely focused on the contributions of exports from the agricultural and manufacturing sectors, rather than those of the service industry. Even those that explicitly examine the tourism sector in developing nations are primarily concerned with estimating and forecasting tourism demand and income generation via the multiplier process (Sinclair, 1999; Bezmen, 2006).

In a recent study of the economic growth performance of Greece, Dritsakis (2004) shows that tourism has a long-run economic growth effect. Using SpainaˆYs economic data, Balaguer and Cantavella-Jorda (2002) confirm the validity of tourism-led growth hypothesis for long-run economic performance. Oh (2005) for Korea, Tosun (1999), and Guduz and Hatemi (2005) for Turkey have also found empirical support for the tourism-led growth hypothesis. Similarly, employing the convergence approach based on Barro and Sala-i-Martin (1992a) type analysis, Proenca and Soukiazis (2005) examine the impact of tourism on the per capita income growth of Portuguese regions and draw the conclusion that tourism can be considered as an alternative solution for enhancing regional growth in Portugal, if the supply characteristics of this sector are improved. While Cunado and Garcia (2006) also find some evidence of conditional convergence toward the African regional average (for Benin, Cameroon, Cape Verde, Djibouti, Egypt, Ghana, Kenya, Mali, Uganda, and Zimbabwe) and the U.S. (for Cape Verde, Egypt, Mauritius, Seychelles, and Tunisia), the coverage given to the contribution of tourism has been scant. Comparing the relative growth performance of 14 “tourism countries” within a sample of 143 countries, Brau, Lanza, and Pigliaru (2003) document that tourism countries grow faster than all the other sub-groups (OECD, Oil Exporting, LDC, Small). Many developing countries have thus started to consider tourism as an important and integral part of their economic growth and development strategies as it serves as a source of scarce financial resources, job creation, foreign exchange earnings, and technical assistance (Sinclair, 1998; Dieke, 2004).

The spending of international tourists positively impacts the economic growth of African countries. a 10 percent increase in the spending of international tourists leads to a 0.4 percent 13 increase in

the GDP per capita income. According to the World Tourism Organization (WTO), Sub-Saharan Africa offers a considerable potential, not only for seaside tourism, but also for environmental and ecotourism, cultural tourism, sports tourism, and discovery tourism. However, this potential remains largely untapped.

In economic impact of Tourism, Daniel J. Stynes gives an adequate illilustration of how tourism impacts an economy. He explains as follows: A simple tourism impact scenario illustrates. Let’s say a region attracts an additional 100 tourists, each spending $100 per day. That’s $10,000 in new spending per day in the area. If sustained over a 100 day season, the region would accumulate a million dollars in new sales. The million dollars in spending would be distributed to lodging, restaurant, amusement and retail trade sectors in proportion to how the visitor spends the $100. Perhaps 30% of the million dollars would leak out of the region immediately to cover the costs of goods purchased by tourists that are not made in the local area (only the retail margins for such items should normally be included as direct sales effects). The remaining $700,000 in direct sales might yield $350,000 in income within tourism industries and support 20 direct tourism jobs. Tourism industries are labor and income intensive, translating a high proportion of sales into income and corresponding jobs. The tourism industry, in turn, buys goods and services from other businesses in the area, and pays out most of the $350,000 in income as wages and salaries to its employees. This creates secondary economic effects in the region. The study might use a sales multiplier of 2.0 to indicate that each dollar of direct sales generates another dollar in secondary sales in this region. Through multiplier effects, the $700,000 in direct sales produces $1.4 million in total sales. These secondary sales create additional income and employment, resulting in a total impact on the region of $1.4 million in sales, $650,000 in income and 35 jobs. While hypothetical, the numbers used here are fairly typical of what one might find in a tourism economic impact study. A more complete study might identify which sectors receive the direct and secondary effects and possibly identify differences in spending

and impacts of distinct subgroups of tourists (market segments). One can also estimate the tax effects of this spending by applying local tax rates to the appropriate changes in sales or income. Instead of focusing on visitor spending, one could also est

Why is tourism selected as a development tool by so many developing nations? Use examples to support you ideas.

Internationally, tourism is being used as a tool for development; this essay examines the power of tourism i.e. how and why tourism can influence a country’s development in terms of the four main motives; these are economical, political, socio-cultural and environmental factors. To assess the development level of a country, the four main motives are used; and on a broader scale, they are the reasons why many developing nations select tourism for development.

The overall aim of most governments to pursue tourism as a development tool is for economical reasons. There have been many successful examples in developed countries, for example under the Finnish ‘Travel 2000’ scheme, tourism has become dominant in Finland; (Finnish Tourist Board, 1993: 4 as cited in Burns & Holden, 1995): ‘The Finnish economy is in dire need of foreign exchange revenues to narrow and eventually stabilise the yawning current account deficit. This can only be achieved through a successful economy policy and broadly based, competitive trade in exports. The tourist industry can and must do its share towards this end.’

The aim of tourism is to encourage tourist to spend more in the country, such a way aggregate demand will increase; as well as increasing employment rate in the tourism sector. Tourism tends to generate multiplier effect for the economy; tutor2u define the term as ‘an initial change in AD can have a greater final impact on equilibrium national income. This is known as the multiplier effect and it comes about because injections of demand into the circular flow of income stimulate further rounds of spending.’

In terms of balance of payment, tourism can counteract any difference in between manufactured imports and exports. Tourism is an obvious source for earning hard currencies such as dollars, sterling, francs and marks (Burns & Holden, 1995). As a consequence of inflow of money into the economy, standard of living and the quality of life of population will be raised; new employment and education opportunities will also be improved. Elliott (1997, p6) described ‘Tourism can be a source for peace and better international understanding between different peoples by bringing them more closely together economically and socially and building up friendships.’

Following the economical reasons, the socio-cultural motives come into act. Because of the injection into the economy, population in the country are able to increase their standard of living, and improve on the quality of life. Aggregate demand of the economy will increase, and the population would improve on their tastes and preferences.

Many tourists go holidays for cultural and sightseeing purposes, therefore culture and heritage tourism can play a big part in tourism development. Tourism encourages civic involvement and pride and also encourages cultural exchange between host population and the tourists, and lead to cultural vibrancy. Demand may lead population to learn new skills and languages, as to the injection into the economy, tourism funds would have contributed to schools to increase education level of the country. Tourism has such great power in order to generate so much positive effects in the host countries, and that it is not a one-off benefit, it often generates multiplier effect in many aspects.

For example Uzbekistan proclaimed its independence in 1991, in famous regions such as Samarqand, Buhara and Horezm, the traditional of handcrafting wood carving, hammered copper work, handmade silk and carpets, and also preservation and maintenance of architectural and historical monuments were being significantly promoted by tourists. Uzbekistan became promoted of its culture and traditions, making local people being proud of their way of living (Mirbabayev & Shagazatova).

Ryu (n.d.) explained that “Governments can and do exert political pressure through tourism and use it as a promotional vehicle to convey a positive image or as a sanction against unfriendly countries.”

Governments are involved in Tourism development often because of the importance of Tourism and also because of the problems Tourism might generate. Tourism creates problems for the host country and it will be explained more in-depth later on. Governments play an important in Tourism development; they are responsible for providing essential services and basic infrastructure. Elliott (1997) says ‘it is only governments which have the power to provide the political stability, security and the legal and financial framework which tourism requires.’ When governments pursue tourism, the benefits include the changing of image or perception, and tourism has to power to create a national identity.

In 1973, the Ministry of Tourism’sBalikbayan Program was launched in the Philippine; tourism rose has contributed to the economical growth, the number of tourists visiting the Philippines rose to one million by 1980 from less than 200,000 in previous years. A big portion of the tourist group was composed of Filipino balikbayans (returnees) under the program (philippinecountry.com 2006).

However, historically political effects on tourism have always been seen negatively influenced, tourism has had effects on military groups, revolutions, civil wars, terrorisms and created political instability.

Governments would always invest a large amount into environmental projects and both natural environment and man-made are included. Tourism has the potential to generate positive impacts on environment by contributing to environmental protection and conservation. Governments may see it as a way to raise awareness of environmental values and tourism is often being used as a protection tool for natural areas. Host community may be encouraged into beautification of the environment and revitalisation, so there might be less litter and better air quality to some extent.

There are factors that affect the above motives; the level or the stage of overall development of the country; if the country is still poorly developed they may not have the enough resources needed to develop them further. An example would be to compare the East Europe with the West Europe; Eastern Europe is still to a lesser extent distinguished from the Western Europe because of the cultural, economical, religious and historical reasons.

The type of governance or political structure of the country is also a factor that would affect motives for development. Strict legislations could lead to limitation of developing; type of governance for example there are democracy governments, monarchy governments, oligarchy, and constitutional monarchy (stutzfamily.com). The reason for the limitation on tourism development is because for example, if the country has a theocracy government, where the country is rule by religious elite, for instance Israel, will have some restricted rules which limited the level for development of tourism in the country.

Economic structure of the country affects the motives by the level of GDP it has; poorer countries may not be able to afford the cost for development.

The term ‘how’ then comes into act, how do the developing nations develop tourism to be able to receive the benefits? There are different types of tourism development, for example enclave development, this is being referred as ‘When tourists remain for their entire stay on the same cruise ship or in the same resort, because it provides everything they need, not much opportunity is left for local people to profit from tourism’ (Rudolph 2000). Enclave development often focus on being ‘all inclusive’ under one roof, a typical example of this would be Disneyland; Disneyland has created significantly benefits for host countries in America, Japan and even the recent project in Hong Kong. Another successful example is the Sandals resorts in the Caribbean; it is advertised as the resort for couples, this also has a great effect on the nation’s economy.

Another type of development is regeneration schemes; the indigenous community is able to receive direct benefits. Regeneration schemes tend to be built in physically inseparable site location from existing community. China has adopted its regeneration scheme in 1988; the new central business district of Shanghai Lujiazui was being redeveloped, this centre now being used as the financial and trade zone in the area, and became more interacted with foreign expertises such as the Paris-based Institute d’Amenagement et d’Urbanisme de la Region Ile de France (IAURIF) which provide assistance to the Municipal Government in Shanghai (Chen 2007?).

London Dockland regeneration project also poses a big impact in British economy development. The new developments have attracted over 1.5 million visitors a year (Boniface & Cooper 2001). Dockland now has improved accessibility, transports in London were improved; London City Airport now designed to meet business executives’ needs, also the Dockland Light Railway (DLR) has a quicker transit system serving to the new Dockland developments. The Jubilee line of London Underground had an extension connecting Canary Wharf and Waterloo station (Boniface & Cooper 2001). All these developments have made travelling easier for residents and tourists.

Unit or establishment level development is another typical type of development some countries generally use; this is base on developing profit making accommodation such as hotels and campsites, and attractions such as building dry-ski slope and theme park. This type of development tend to involve much with the community, other types of businesses include restaurants and bars, host country could try to be innovative for example building themed eateries and diners; building retail outlets is also common.

There are many issues and constraints that hinder development of tourism; lack of resources is one of the major problems for many countries. A nation’s wealth and status are determined by its natural resources in the world economic system, resources they have determine its political influence on development. Most of the poorer countries do not have a choice in making development option, when tourism is the only option they could take. Because of the lack of resources they have in the country, where the only opportunity is to develop on the natural resources they currently have.

Many developed nations are less depends on natural resources for wealth, as they have greater reliance on infrastructural capital for production; these are production that is gathered or found beyond natural resources. This mode of production often leads to capitalism, where the resources are controlled by private power. Also industrial revolution may occur; this is a major change that has effect on almost every aspect of a country such as the economy, culture. Both capitalism and industrial revolution were started from Britain in the 18th to 19th centuries. However, some poorer or less developed countries many see a resource curse, when referring to the abundance of natural resources tend to have less economic growth than those who do not have these resources (answers.com). Some resources can be easily obtained but they could actually hurt the prospects of a national economy by fostering political corruption, a typical example would be oil.

To conclude, tourism plays a big part in a country’s development, however it is still all about sustainable development; it is important to maintain the resources you have in order to gain more. Tourism not only brings advantages to host countries, but it also brings costs to the country, therefore it is important balance the two.

Referencing

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Boniface, B. & Cooper, C. (2001) Worldwide destinations: the geography of travel and tourism. 4th ed., Oxford, Butterworth-Heinnemann.

BURNS, P. & HOLDEN, A. (1995) Tourism: a new perspective. Hertfordshire, Prentice Hall Inc.

Chen, Y. (2007?) Regeneration and Sustainable Development in China’s Transformation [online] last accessed on 17 Nov 2008 at: http://www.enhr2007rotterdam.nl/documents/W19_paper_Chen.pdf

ELLIOTT, J. (1997) Tourism politics and public sector management. London, Routledge.

Mirbabayev, B. & Shagazatova, M. [no date] The economic and social impact of tourism [online] last accessed on 13 Nov 2008 at: http://www.grips.ac.jp/alumni/UzbekistanTourism(2).pdf

Philippinecountry.com (2006) Philippine History – Marcos Administration [online] last accessed on 13 Nov 2008 at: http://www.philippinecountry.com/philippine_history/marcos_time.html

Rudolph, E (2000) Negative impacts; enclave tourism and other effects [online] last accessed on 16 Nov 2008 at: http://www.oceansatlas.org/servlet/CDSServlet?status=ND0xOTY2NiZjdG5faW5mb192aWV3X3NpemU9Y3RuX2luZm9fdmlld19mdWxsJjY9ZW4mMzM9KiYzNz1rb3M~

Ryu, S. [no date] Political instability and its effects on Tourism [online] last accessed on 13 Nov 2008 at: http://www.authorstream.com/presentation/Obama-59041-Sarah-Ryu-Political-instability-effects-Tourism-Abstract-paper-examine-Introduction-as-Travel-Places-Nature-ppt-powerpoint/

Stutzfamily.com [no date] Types of government [online] last accessed on 15 Nov 2008 at: http://www.stutzfamily.com/mrstutz/WorldAffairs/typesofgovt.html

Tutor2u.com [no date] the multiplier [online] last accessed on 9 Nov 2008 at: http://tutor2u.net/economics/content/topics/macroeconomy/multiplier.htm

This thesis analyzed the matter of tourism as a career from the perceptions and policies of key stakeholders on Curacao. Tourism is the considered the largest contributor to the Curacao economy and to support the growth of the industry, in demand of skilled labor. Research on perceptions of tourism as a career has been concentrated in developed countries (Ernawati & Pearce, 2003). Forasmuch this thesis answers to gaps in the literature by examining shortages of skilled labor in a developing country like Curacao that affirms tourism as the main industry to the economy. Key stakeholders involved in this matter have been identified: the government, the industry and the educators. A qualitative approach has been employed to collect data from these stakeholders by conducting face-to-face interviews with key informants from the relevant government ministries. Therefore key industry bodies and educators in the tourism sector were approached.

As denoted in the first chapter, the research objective of this thesis is to investigate what key tourism stakeholders in Curacao have been doing in promoting tourism as a career, to determine the current measures and future plans of the Curacao government policy in attracting more students to choose tourism as their career. Moreover, to explore the industry bodies policy and tourism employers perceptions of the current situation they face in terms of the quality and quantity of tourism graduates and to explore their efforts in promoting tourism as an attractive career option on Curacao. Furthermore, to explore tourism educators policy and perceptions of the quality of their graduates and educators relationships with other organizations in the promotion of tourism as an attractive career option on Curacao and develop a framework to explain the relationships among these stakeholders with respect to tourism as a career in Curacao. This thesis has accomplished these objectives by clarifying the promotional activities undertaken by the stakeholders, relationships among them, and by pointing out the gaps that still exist. Students perception of careers in tourism and factors leading to these perceptions have not been identified due to the qualitative approach that has been conducted, but is strongly suggested for further research on this topic.

5.2 Conclusion

The main research question addressed by this thesis was: how do key stakeholders policies in Curacao promote and perceive tourism as a career? Different stakeholders have different perceptions with respect to tourism as a career. This thesis found that there were various types of promotional activities undertaken by the stakeholders at different degrees. It was also suggested that there were different types of promotion, namely, promotion of tourism programs and tourism careers. Both were suggested by the stakeholders to encourage students to choose tourism as their career after graduation. This section of the conclusion addresses each of the four research questions that relate to each of the stakeholders: the government, industry and educators.

Sub question 1: How does the government policy help by promoting careers in tourism to the students on Curacao?

The government has segmented efforts in promoting tourism as a career, driven by different areas of responsibility held by each ministry. The Ministry of Education, which belongs to the education environment promotes tourism programs at the secondary schools, which they also perceive as promoting tourism careers by bringing students to the tourism career path through knowledge and skills training in tourism. The ministry contends that they promote tourism careers through the promotion of tourism programs.

The Ministry of Labor which belongs to both the education and tourism environments by overseeing human resource development in Curacao, also promotes tourism programs rather than careers. The Ministry of Tourism which governs the tourism environment promotes tourism as a career, however the reach is limited. Tourism career seminars reach only secondary school students The Ministry of Tourism plans to expand its efforts and promote tourism careers to students at secondary schools by collaborating with more of the industry bodies in Curacao. The industry and educators believe that current policies by the government in promoting tourism as a career are inadequate and the outcome is not apparent in addressing the skilled labor shortage issue in Curacao. What is suggested as lacking in the policies is a clear career path to the students on how to get to careers in tourism. The conflicting views amongst the stakeholders imply that effective two-way communication is missing from the government-industry/educators relationships. This situation may result in tourism human resource in Curacao is being ‘administered’ (managed from the top down without input from other stakeholders) rather than ‘developed’ (through consultation and participatory management).

Sub question 2: What is does the industry policy do to promote careers in tourism to the students on Curacao?

The promotional activities undertaken by the industry are limited and they believe educators are better promoters of tourism careers. Nevertheless, there is evidence of some promotion, either by the industry to promote careers in their own sectors/organizations like the newspaper and website advertisement regarding vacancies in Tourism Curacao, or a larger scale promotion in the case of the hotel association’s cooperation with the Ministry of Education in publishing newspaper articles about career opportunities in tourism. This industry-government relationship also implies that a lack of financial resources is an issue for the industry to conduct more aggressive promotion of tourism careers, hence calls for support from the government. Industry bodies argue that they lack the resources but not the willingness to promote tourism as a career.

Other stakeholders, the government and educators , believe that the industry offers low salaries which make careers in tourism appear unattractive to students. The industry was also said to not recognize graduates academic qualifications and insists that they start from low level positions. As a result the graduates of tourism, according to some stakeholders, decide to choose other sectors that provide them with better remuneration that is compatible with their academic qualifications.

Sub question 3: To what extent do tourism educators policy promote careers in tourism to students studying tourism at universities and secondary schools on Curacao?

The educators play an active role in promoting tourism careers by conducting internal promotion like providing careers opportunities through lectures, invited speakers and career fairs, as well as external promotion by visiting the industry and developing student placement in the industry through practical training. Educators have direct contact with students at the higher learning institutions throughout the period of tourism programs, and are also a trusted source of information for students regarding career advice. Hence, the educators role is very important to shape students career expectations and decisions before they enter the labor market. The role of educators as effective promoters of tourism is also recognized by the industry bodies.

This thesis confirms that a shortage of skilled workers in tourism in Curacao is an issue that the country struggles to address. Such a situation, if allowed to persist, will hamper the country’s objective to develop skilled workers for services sectors including tourism as stipulated in the Strategic Tourism Master Plan for the island of Curacao. The investigation of the key stakeholders policy perceptions found that each stakeholder has to make some improvements in the way they promote tourism to students. The government initiatives are segmented due to different responsibilities. However, there is lack of activities targeted at students at tertiary institutions who are the potential source of tomorrow’s workforce in the tourism industry. The lack of attractiveness of tourism jobs offered by the hotel and travel agent sectors affects graduates interest in choosing them as their career. Educators, although playing an active role in educating and promoting tourism to their students, needs help from the industry to provide students with skills that the industry needs.

What is needed now is for the above stakeholders to address the above issues associated with them. Concerted efforts including more integrated forums and stronger collaboration amongst the stakeholders are the essence of the recommendations made by this thesis to ensure a more successful promotion of tourism as a graduate career. Stakeholders should promote tourism the students by providing them with the necessary information on career opportunities, the skills they need to excel in the industry, as well as positions and wages that are compatible with their qualifications. Only by doing this, tourism stakeholders in Curacao could ensure that students will have positive perceptions of tourism as a career, which will be translated into practice through higher participation of tourism graduates in tourism in the future.

5.3 Recommendation

This thesis has supplied insights on the relationships amongst key tourism stakeholders in promoting tourism as a career in Curacao. From the findings, various strengths of relationships and gaps have also been identified.

Recommendations for the Government: As examined, in promoting tourism as a graduate career the government seems to have fragmented efforts, considering the various responsibilities of the different government agencies. In promoting tourism programs the Ministry of Education and Ministry of Labor are participating. By promoting tourism programs is one way to promote tourism careers. Nevertheless, to students already in tourism programs there may also be a need to promote career opportunities, particularly to students in the last year of their program. The Ministry of Tourism could take a principle role in promoting tourism careers in this manner in partnership with a different industry bodies. The research interview with the official from the Ministry of Tourism pointed out that such initiatives must continue to be executed. This is imperative to complement the efforts by other ministries in promoting tourism programs to interest students into the tourism industry. All relevant ministries could work on a more integrated and consistent approach in promoting both tourism programs and tourism careers to students and by this means be able to guarantee a more competent promotion of tourism careers to students and a more consistent message is supplied to the students.

This thesis also found that different forums have been established at the Ministry of Tourism, the Ministry of Education and also at the representatives of the industry bodies in Curacao, but not on a consistent basis. The focus of a forum at the Ministry of Education is on the tourism curriculum development while a forum at the Ministry of Tourism focuses at the broader issue of human resources development in tourism. Therefore, it is suggested that that these forums need to be combined and integrated so that all relevant stakeholders will be better informed and acquainted on policies to promote tourism as a career, and the matters reviewed would accommodate the interests of all stakeholders environments of tourism and education. By being integrated and combined approaches to curriculum development and human resource development could benefit; independent government forums could be combined and liked or could collaborate. The educators are not involved in this council, at this moment. Therefore it is imperative that, the council gets them on board to get a view of tourism education issues. Human resource management in tourism in Curacao will be stakeholder informed rather than stakeholders influenced, only with the involvement from all these key stakeholders. Accordingly by strengthening the involvement of the key stakeholders to discuss an integrated strategy to promote both tourism programs and careers in Curacao is an area that is of high importance for the Ministry of Tourism to consider.

In this thesis, the industry and educators are of opinion that current policies to promote tourism as a career in Curacao are not of consistent basis and need revision to increase students interest to elect careers in tourism. They advised that the students need clear directions on the career path in tourism on a consisted basis. To reach more students studying at all levels of the education system the Ministry of Tourism has indicated its plan to keep up promotional activities for tourism careers. With this implementation the Ministry of Tourism alone, will face a challenging task to ensure the reach of its promotional program to all students in Curacao. Also, the industry bodies have indicated their enthusiasm to provide collaboration by their expertise and members all over the island, but they require financial assistance from the government to fund these efforts. For that reason, collaborating with more industry bodies the Ministry of Tourism should take advantage to help promote tourism careers and collaborate with them for the necessary resources to ensure a broad reach of the promotion of tourism careers. The Ministry of Tourism could for instance develop a national careers website that provides information about careers in tourism where tourism and hospitality employers can advertise their vacancies and training institutions advertise their practical training opportunities. The Ministry could also produce more newspaper articles and supplements related to careers in tourism in addition.

Recommendations for the Industry : In this research, the industry bodies are of opinion that the educators are better promoters of tourism careers. Notwithstanding, they are determined to give a helping hand. By demonstrating their readiness to cooperate with the government in conducting promotional activities through their members all over Curacao and by this means make available the necessary financial support.

It is essential to recognize that promotion alone will not guarantee increase of students interests by the industry bodies. Students lack of interest to work in the hotel and travel agent sectors are a result of the negative perceptions of having to start from low positions as identified by this thesis. This is a matter of high importance that the hoteliers and travel agencies need to be perceptive of and address rapidly. Industry bodies point out that the quality of students did not meet their expectations but they must also comprehend that quality candidates would preferably work for employers who appreciate and recognize their qualifications. Quality job candidates who can add value to private sector organizations are attracted by decent pay. Future promotions should focus on not just promoting tourism as a career as mentioned above, but as a decent rewarding career. By creating awareness about opportunities and attractive benefits that students will enjoy by choosing tourism can be achieved by informing the student on why tourism should be their top career choice. The government should be able to administer the funds for more promotional activities to take place on a consistent basis, but it is only the industry that can make tourism jobs more attractive with appealing benefits and improvement of career opportunities. Even though offering better compensation to graduates may entail higher operational costs, the industry must come up with ways to make better use of skilled workers if they want to add value to their businesses and achieve higher returns and profit.

Also conflicting perceptions were found in this thesis in terms of the relevance of the tourism curriculum to the industry’s needs between the industry and the educators. The educators perceived curricula at the Intercontinental University of the Caribbean and secondary schools as relevant but doubts about to what extent these curricula are benchmarked with international institutions are questioned by the industry bodies . The main concerns by the industry bodies is the lack of English, Dutch and Spanish competence and the work attitude of graduates at the workplace. Even though these concerns should be addressed by the educators while students are at the educational institutions, the industry can also collaborate to the development of better quality graduates by providing language training programs at the workplace during the practical training period that students spend at their organizations. Also the industry can communicate more clearly the qualities required that they expect from graduates to other stakeholders through the forums and advise areas of competencies they expect from graduates in all positions to be equipped with. This information will support the government and the educators to revise or adapt their policies and training focus accordingly, and bring about graduates that comply with the requirements of the industry. Students can be better aware about what is important and what is not in terms of competencies they need to have to a career in tourism, only with such initiatives.

Recommendations for the Educators: In this thesis the educators have played an important role in means of educating and training students and stimulate them to choose tourism as a career. Teachers being a trusted reference for students at secondary schools and classified by the interviews as one of the most important sources of information in terms of careers in tourism, should carry on providing career information and motivate students regarding the potential and opportunities in this industry. The supply of tourism career information to students by the lecturers should proceed, they provide tourism students at secondary schools with the latest news and opportunities accessible to them in the industry. Accordingly teachers should gather on a consistent basis the most up to date information on the actual trends and changes in the industry as well as career opportunities in tourism so that these can be passed on to the students.

Without a doubt educators are part of the key stakeholders that can have a immense influence on students career options by having direct contact with students throughout their tourism programs. These also function as career preparatory programs. Nevertheless still lacking in terms of the promotion by the educators is the general absence of career centers at secondary schools to provide students with information about careers in tourism and other sectors. From the interviews with the educators in secondary schools, the institutions have a dean that provides information on careers in tourism. Due to the fact that students make more use of external resources like internet and newspapers to find information about careers in tourism perhaps also suggests the lack of information they could access at secondary schools. Although the existing current efforts by educators are useful and favorable to students, a career centre could assist educators to promote tourism careers to students more effectively. This intention can be supported by the government and the industry through providing adequate career information materials, publications and job opportunity advertisements which will assist students in gathering information about job opportunities in tourism while at secondary schools or universities.

Also there are areas for further improvement that the educators can look at in tourism curriculum. It has been indicated by the Industry players investigated in this thesis their preference towards institutions that taught their students in English, with the perception that it provides the students with language and communication skills that are needed in the industry. By nature tourism is an industry that deals with people from various backgrounds. Therefore, language skills, particularly English is essential in the context of Curacao tourism. Tourism programs at secondary schools, therefore, could be taught in English to provide students with the language and communication skills that they would need the most when working in the industry. At least, tourism programs should offer a course titled “English for Business and Tourism” if they do not already do so to provide students with the basic communication skills they need to work in the industry.

APPENDIX A: Interview Questions

Dear Sir/Madam,

My name is Nadine Libier and I am a Bachelor in Business Administration student at the Inter-Continental University of the Caribbean. As a part of this Bachelor program, I am undertaking this research project to investigate stakeholders’ perceptions of tourism as a career in Curacao. These stakeholders include educators, industry bodies/employers and the government.

The government/industry/educators are key stakeholders in this study. Therefore I am inviting you to be a key respondent to this study. This letter is a follow- up to our e-mail exchange in September 2012 when we discussed the interview. The interview will take approximately 30 minutes. I will gladly send you a copy of the interview questions in advance if you wish.

The data collected from this interview will be used for my research project and will be put into a written thesis. You will have the right to check and verify the interview notes and have an opportunity to withdraw from this study within three weeks after the interview.

If you need further information about the project, do not hesitate to contact me by telephone at 540 0896, by e-mail [email protected]

Thank you

Nadine Libier (Signed)

Interview Questions – Government’s Perceptions

The questions below are for the officials from the relevant government agencies. The objective is to obtain some insight into their perspectives with regard to the current policy in promoting tourism as a career to students and their perspectives regarding to what extent other stakeholders implement the policy.

Section A = Policy

In your sector what are the main tourism human resources issues faced?

What policies relate to developing human resources in tourism?

How do you implement these policies? How do you keep track of the implementation? Do you encounter problems in implementing the policy?

How often is the policy evaluated and revised?

What are the role(s) of the industry and the educators in the development and implementation of this policy?

Do you think the current policy is adequate to address issues influencing graduates interest to choose tourism as a career?

Section B = Students

What measures were undertaken by you to promote tourism as a career to tourism graduates?

Has this been effective? If yes, to what extent is it effective? If no, why is it not effective?

What are your plans to further promote tourism as a career to the tourism graduates in the future?

Section C = Education

Is there a forum for your organization and educators to meet and elaborate on issues about attracting graduates to choose tourism as a career? If yes, how often is it being done?

To what extent do you think that the educators have implemented your policy regarding the development of human resources in tourism?

Section D = Employers

Is there a forum for your agency and the industry to meet and elaborate on issues regarding tourism training tourism human resource development? If yes, how often is it being done?

To what range do you think the industry has applied the policies set up by the government to employ graduates or stimulate graduates to choose tourism as a career?

Interview Questions – Industry Bodies/Employer’s Perceptions

The questions below are for the senior officials from the employers and industry bodies. This interview attempts to comprehend how their activities relate to the activities of other stakeholders in regard to the promotion of tourism as a career. The objective is to obtain insight into their perspectives regarding the quality of the graduate supply to the industry especially from the educational institutes.

Section A = Industry

What are the key human resources issues your sector or organization face?

Section B = Students

What is your overall perception of tourism graduates from universities and secondary tourism schools?

What experience and qualification level should tourism graduates have?

Do you think university and secondary school graduates have a positive view of careers in tourism?

What has been done in your sector/organization to promote tourism careers to the graduates?

Many researches done in the past advised that issues like unsociable working hours, low pay, and lack of promotion opportunities have a negative impact on how tourism graduates perceive a career in tourism. Do you agree with these perceptions with regard to your sector/organization and how do you act in response to these perceptions?

Section C = Education

What is your perception of the quality of tourism education/courses at universities and secondary schools in Curacao?

How do you think the actual tourism programs in Curacao could be enhanced?

Would you like a greater role in developing tourism curriculums at universities and secondary schools?

Is there a forum for the industry and the universities/secondary schools to meet and elaborate on the curriculum? If yes, how frequent is it being done?

Section D = Government

Is there a forum for the industry and government to meet and elaborate on issues regarding tourism training and tourism human resource development? If yes, what and how frequent is it being done?

To what range do you think the industry is putting into action the policies set up by the government to employ graduates/encourage graduates to elect tourism as a career?

What is your perception of the current policies and activities by the government, with regard to stimulate graduates to elect tourism as a career? Is it appropriate? If no, what else can be done?

Interview Questions – Educators Perceptions

The questions below are for the directors of tourism management program in both universities and secondary schools. The objective is to obtain insight into their perspectives with regard to their tourism management program, and how their activities relate to the activities of other stakeholders with regard to the promotion of tourism as a career.

Section A = Education

Who is the creator of the Tourism Management curriculum that you are using?

What is the focus of the curriculum in general and what are the key elements?

Could you describe the practical training element in your program (if there is one).

Do you think that the curriculum is applicable to the requirements of employers?

Section B = Students

To what extent do you think that your program prepares students to meet the industries requirements?

Are there ways that students can gain information regarding career opportunities in tourism when they are in universities or in secondary schools?

How does your program promote tourism as a career to your students?

Section C = Employers

To what extent has the industry been included in the development of your tourism curriculum?

Is there a forum for the universities/secondary schools and industry to meet and elaborate on the tourism curriculum? How often is it being done?

What do you think could be done by the industry to enhance the quality of tourism careers?

Section D = Government

Is there a forum for the universities and secondary schools and the government to meet and elaborate tourism education? If yes, what and how often is it done?

To what extent do you feel that the universities and secondary schools are applying the policies set up by the government in stimulating students to elect tourism as a career?

What is your perception of the current policies and activities by the government to encourage students to elect tourism as a career? Is it adequate? If not, what is required to be done?

To see the world has been a childhood dream of mine since an early age. Although nothing will change my passion for my home country, I also have a great passion for seeing and experiencing the home countries of other people. I believe that the people of the world who are fortunate enough to have the ability to travel should make an effort to visit foreign countries. The benefits that spring from world travel are numerous. By traveling and interacting with people from other cultures one can help those other people understand where they come from. Experiencing another person’s home country may help one better appreciate their own. I often wonder if people in the Middle East could hate Americans as much as they do if they had actually met one before they attacked the U.S., or if it would be so easy for people to ignore the human rights violations in Africa if they personally had an African friend. On a trip to the Dominican Republic I established several friendships with the Dominican people. Not only do I feel like I helped them understand American culture, I also feel like I was able to learn more about their culture. I now have a personal connection with the Dominican Republic, and would care more if something good or bad happened there than I would otherwise. Because it may not be feasible for me to visit every country in the world, I am making an effort to visit every continent at some point in my life. So in the spirit of travel soon begins my journey to Western Europe.

Upon graduating in the spring of 2011, I will celebrate by kicking off my traveling dream by visiting several places across Western Europe. The list includes Portugal, Spain, France, Germany, England, Scotland, and Ireland. I will loop my travel and spend the entire summer going between the regions, spending roughly 2 weeks in each. The purpose of this report is to focus on the first stop, Portugal.

Area History and Customs:

Compared to the United States, Portugal has a very long history as a country and this is reflected in everything from its historic architecture to its unique cultural traditions. Geographically, Portugal is a rather small country, slightly smaller than the size of Indiana (CIA World Factbook, 2010). Portugal’s long history spans over 11 defined “periods” ranging from the age of crusades and monarchy, to periods of empire and discovery, and even times of dictatorship and democracy (History of Portugal, 2004). One of these historical periods of achievement that Portugal may be most famous for is the Age of Discovery. Portuguese explorers such as Vasco de Gama and Magellan set forth on their explorations from Portugal. It was during this time that Portugal expanded its empire, settling locations in Brazil, Africa, and India and securing trade in the Indian Ocean (Eyewitness Portugal, 48). Portugal has experienced rule under a variety of foreign influences including the Moors, the Romans, and the Spanish; and residual influences from these forces upon Portugal have taken form in everything from their architecture to their religion and cultural practices.

Present day Portuguese people are generally mild-mannered, easy-going, and polite (Eyewitness Portugal, 15). When traveling to Portugal I should expect to find a normally friendly and relaxed people, whom dress formally and conservatively, yet enjoy fun, laughing, and general merry-making (Eyewitness Portugal 15). A few more cultural points of note regarding the Portuguese are religion, language, and entertainment. The Portuguese are overwhelmingly Catholic, and religion is deeply embedded in the Portuguese lifestyle, especially in the north (Eyewitness Portugal, 16). The Portuguese also take great pride in their language, and although it may seem similar to Spanish, it would be insulting to suggest that in front of a Portuguese person (Eyewitness Portugal, 16). Lastly, the Portuguese are generally very enthusiastic about football (soccer) and fado (a musical style), both of which they enjoy watching and playing in their leisure time (Eyewitness Portugal 17).

Although these generalizations may prove true most of the time, I will not let them tint my expectations of Portuguese people, and during my travels I hope to find my own definitions and descriptions of the average Portuguese person. As I have learned growing up in America, there are stereotypes and generalizations about Americans, and there are also distinct differences between Americans from different regions and states, but stereotypes are never 100% true, and as I visit different regions and cities in Portugal I will be sure to keep this in mind.

Travel Motivations:

As I stated earlier, my travel motivations stem from a love of world travel, a passion for learning more about world cultures, and a desire to make connections with individuals across the globe. During my stay in Portugal I hope to:

1) Learn more about Portugal’s history and development as a country; visit some of Portugal’s historical landmarks, parks, museums, castles, and more

2) Learn more about Portuguese culture and entertainment; listen to the unique “Fado” style of music

3) Experience Portuguese culture in both the urban and the rural settings; visit two of Portugal’s largest and most famous cities (Porto and Lisbon – The Capital)

4) Interact with the people of Portugal at every opportunity, including from shops, hostels, and restaurants

5) Have the opportunity to teach someone I meet about America, represent the United States of America well (not be an “Ugly-American” tourist)

Hopefully at the end of my entire trip I will not only have a greater understanding and appreciation for Portuguese culture, but also that of the six other locations I visit. I want to make my experience as immersive as possible and will make efforts to interact, learn, and explore everything each country, city, and town has to offer at every stop and every turn.

http://portugal.travelguia.net/wp-content/uploads/2008/08/aveiro.jpg http://farm4.static.flickr.com/3208/2601723748_3f28b9361a_o.jpg hotel rooms

Overview of Tourism Development:

Throughout my research of Portugal, mainly of the cities and towns I will be staying in, I found that the area was well-equipped and prepared to accommodate and serve tourists. There were plenty of hotels, hostels, restaurants, and activities to do; most of which were directed towards a tourism crowd. According to Wikipedia (2010), “Portugal attracts many tourists each year. In 2006, the country was visited by 12.8 million tourists. Tourism is playing an increasingly important role in Portugal’s economy contributing with about 5% of the Gross Domestic Product (GDP).” Because of the heavy role tourism plays in the economy, I can generally expect to be accommodated most places I travel within Portugal, and have planned out my trip in such a way that I will already know where I am staying each night.

Although Portugal is one of the safest countries in the world, ranking #13 on the Global Peace Index (2010), there are still some precautions travelers should take when visiting Portugal , or any other country for that matter. As the SafeTravel Website describes, “Portugal is generally a safe country with a low crime rate, although you have to be more careful in the larger cities, especially Lisbon, which has many pickpockets. But you should watch out for the traffic, especially on the IP5 and the N125 (the main route to the touristy Algarve), which have frequently proved deadly (2010).” I will not be driving in any of my travels through Portugal, and rather I will spend most of my travel time on mass transit or walking. However, when walking, especially when crossing streets, I should be aware that road safety is a concern and look before I cross. To minimize the probability of being targeted by a pickpocket I have budgeted out my money ahead of time for all activities. Rather than carry my wallet around with me everywhere and risk losing bank cards and drivers licenses, I will carry cash with me and keep it spread out in various pockets. I will also avoid pulling out large sums of cash in public places and be sure I have what I need for activities food, and shopping, before leaving the hostel.

Currency/Visa Requirements:

Portugal, as a member of the European Union, uses the Euro as its form of currency. As of 27 July 2011, the current exchange rate for Euros to American Dollars is 1 Euro = 1.2982 United States Dollars. Although a passport is required for United States citizens to visit Portugal, a visa is not required for tourist stays of less than 90 days (Visa Requirements, 2010).

Itinerary:
Summer Overview

Country

Arrival Time

Departure Time

United States

May 23, 2011

Portugal

May 24, 2011

June 5, 2011

Spain

June 5, 2011

June 20, 2011

France

June 20, 2011

July 4, 2011

Germany

July 4, 2011

July 18, 2011

England

July 18, 2011

August 1, 2011

Scotland

August 1, 2011

August 15, 2011

Ireland

August 15, 2011

August 29, 2011

United States

August 30, 2011

C:Documents and SettingsGarrettMy DocumentsMy PicturesPortuga lTrip Planningwesterneurope map2.JPG

Portugal Daily Itinerary

Day 1: May 23, 2011 – Travel Day { Richmond ,Newark , Portugal }

1500

Arrive at RIC

1715

Flight Departs

Continental Airlines (Flight CO2505)

$217.40 USD (Round-Trip)

$108.70 USD (For this flight)

1842

Flight lands in EWR

1900

Dinner in EWR

Burger King

$8.50 USD

2026

Flight Departs EWR

Air Portugal (Flight TAP114)

629.28 a‚¬ ($813.10 USD) One-Way

Day 2: May 24, 2011 – Arrival in Porto, Portugal

0621

Flight Lands in Porto

Air Portugal (Flight TAP114)

0630

Security/ Customs

Porto Airport

0800

Depart Airport

Metro: To Trindade Station

Andante Tour Pass (3 days)

{Unlimited use of metro, bus, and suburban train}

0820

Arrive Trindade Station

Walk to Accommodation

0825

Arrive at Accommodation

“The Spot” Hostel

Rua Goncalo Cristovao No12; Porto, Portugal

20 a‚¬ per night (2 nights)

$51.00 USD

0830

Drop off Luggage at

(in Luggage Storage Room)

“The Spot” Hostel

Rua Goncalo Cristovao No12; Porto, Portugal

Check-in

not until 1400

0845

Breakfast at Local Cafe

Budget: 7.50 a‚¬

0930

Walk Around City

Sightseeing Operation, Relax and Enjoy sights and soundsaˆ¦

1030

Visit Igreja de Sao Francisco

(Church of Saint Francis)

UNESCO World Heritage Site

3.50 a‚¬

($4.50 USD)

1115

Leave Igreja de Sao Francisco

Continue walking westward down by river, passing historic Alfandega Nova, then head north towards Jardim da Cordoaria (Park).

1230

After enjoying walk and park, get lunch at a local cafe/restaurant

Budget: 10.50 a‚¬

1330/1400

Walk back to “The Spot”

Check into room, take nap (Recover from jet lag), shower

1630

Take metro from Trindade to Matosinhos Sul Station

From Matosinhos Sul walk to beach

1700

Walk down beach to see the Forte de Sao Francisco Xavier do Queijo (Castle of the Cheese)

After enjoying castle view and walk back to the beach and relax

1900

Head to Buhle restaurant near beach for dinner

Budget: 20.00 a‚¬ ($25.00 USD)

2030

Head back to beach to watch sunset

{Sunset time: 2054}

2100

Take metro back to Trindade Station and “The Spot” then to Sao Bento Station in Ribeira district

21452300

Visit Restaurante O Fado for some traditional “Portugal Blues” music and/or Ryan’s Irish Pub for some Guinness

Budget: 7 a‚¬

($9.00 USD)

2300-2330

Take metro back to Trindade Station and “The Spot” ; go to sleep

Day 3: May 25, 2011 Porto, Portugal

0800

Wake Up

0830

Complimentary Breakfast

0930

Walk to AntoA„io Fernandes (Grocery Store)

Buy lunch and dinner items

Budget: 12 a‚¬

($15.00 USD)

1015

Walk back to “The Spot”

Drop off groceries, pack lunch to have on-the-go

1030

Take Metro to Casa de Musica

“House of Music” concert hall

1100

Tour Casa de Musica

Cost: 3 a‚¬ ($4.00 USD)(Source: Lonely Planet Book – Portugal)

1300

Leave Casa de Musica

Walk to Monumento aos Herois da Guerra Peninsular (Park)

1330

Eat Lunch in Park

1400

Take metro to Sao Bento Station, walk around/tour the cathedral district; sights may include:

(Sao Bento Station, The Fernandine Walls, Santa Clara Church, Terreiro da Se)

1630

Walk to Ponte Dom Luis (Bridge) for view over Douro river and city

1715-1730

Head back to Sao Bento Station; Take metro and walk back to “The Spot”

1800-1930

Prepare dinner in kitchen and eat dinner

2200

Head to “Hot Five Jazz and Blues Club” to enjoy some local music

Budget: 7 a‚¬ ($9.00 USD)

0000

Be Back at “The Spot” and get some sleep

Day 4: May 26, 2011 Travel to Aveiro, Portugal

0900

Wake Up, Eat Breakfast, Prepare to Leave

1000

Take Metro from Trindad Station to Campanha Station; board train at Campanha Train Station

1052

Train Departs Campanha Station heads for Aveiro

Price: 9.50 a‚¬ ($12.30 USD)

1130

Train arrives in Aveiro eat lunch at local restaurant

Budget: 7.00 a‚¬ ($9.00 USD)

1300

Check into “BiniBag Guest House” (Hostel)

Price 2 Nights: 32 a‚¬ ($ 41. 30 USD)

1400

Walk to tourism info. center

“Rent” Bike, ride around town

Price: 1a‚¬ {returned when bike is}

1600

Return Bike, Walk to small park near canal

1700

Walk to “Carrefour”

(Grocery Store)

Buy food for 2 dinners , 2 lunches

Budget: 35 a‚¬ ($45.20 USD)

1740

Walk back to BiniBag House, Cook Dinner

Eat then relax on rooftop of BiniBag Hostel

1930

Open Night: explore, read a book, shop, nightlife, or sleep

Budget: 20 a‚¬ ($25.80 USD)

Day 5: May 27, 2011 Aveiro Lagoons, Museums, and Cathedrals

0900

Wake Up,

Complimentary Breakfast at BiniBag Hostel

(Pack Lunch to have today)

1030

Boat tour of Lagoon

Information and Pricing at Tourist Center

Cost: Unknown (Budget: 10 a‚¬)

1300

Lunch (packed)

Eat wherever, preferably near canals/outdoors

1330

Head to Museum of Aveira

Tour the museum

Price: –

1600

After Leaving the museum stop by Se Cathedral de Aveiro and Igreja de Sao Joao Evangelista

Two historical cathedrals in the area, worth checking out

1800

Head Back to BiniBag Hostel and Cook Dinner

Eat/Relax on Rooftop

1930

Open Night: explore, read a book, shop, nightlife, or sleep

Budget: 20 a‚¬ ($25.80 USD)

Day 6: May 28, 2011 Depart Aveiro, Head for Coimbra

0900

Wake Up

Complimentary Breakfast at Binibag Hostel

Pack up prepare to leave

1130

Depart Aveiro via Train

26 minute train ride

Price: 9.50 a‚¬ ($ 12.30 USD)

1200

Arrive in Coimbra

Get Snack at a local restaurant

Budget: 5 a‚¬ ($ 6.50)

1300

Check into Grande Hostel de Coimbra

Drop off luggage

Price (3 nights): 45 a‚¬ ($58.14USD)

1400

Head to Antonio o Dinis Santos (Grocery)

2 breakfasts, 2 lunches, 2 dinners

Budget: 35 a‚¬ ($45.22 USD)

1530

Walk to Museu da Ciencia da Universidade de Coimbra

Science Museum affiliated with nearby university

Price: 3 a‚¬ (3.87 USD)

1800

Leave Museum, head to Democratica (restaurant) for dinner; cheap popular spot with local students [Not open on Sunday]

Budget: 10 a‚¬ ($12.92 USD)

2000

Walk down historic Rua da Sofia (one of the city’s main thoroughfares) classified as a national monument

Day 7: May 29, 2011 Kayaking Trip

0830

Wake Up, cook and eat breakfast, prepare for kayaking trip

1000

Get picked up for kayaking trip on Rio Mondego

Company: “O Pioneiro do Mondego”

(Pack lunch to have with me)

Price: 20 a‚¬

1600

Return from kayaking trip, head back to Hostel to shower , change, and cook dinner

2300

Go to “aCapella” (local student-run bar featuring live Fado music every night)

Budget: 10 a‚¬ ($12.92 USD)

0100

Back to Hostel and sleep

Day 8: May 30, 2011 Exploring the city of Coimbra

0930

Wake up, cook/eat breakfast

1000

Spend day walking around historic district, pack lunch,

Total Cost/Budget 10a‚¬ ($ 12.92 USD)

1000-1900

Sights and stops will include:

– Se Velha de Coimbra (Old Cathedral of Coimbra) {3 a‚¬};

-Largo da Portagem (Plaza with shopping and cafes) {5 a‚¬ budget};

– Jardim Botanico (Botanical Gardens) {free}; eat packed lunch here

-Igreja e Mosteiro de Santa Cruz (Church and Monastery of Santa Cruz),{free, can pay 1 a‚¬ to see cloister}

-Jardim de Manga (Manga Garden), small park with interesting fountain {free}

-Patio da Inquisicao, (Headquarters of Portuguese Inquisition) dungeons and torturing occurred here {free}

1930

Head back to Hostel, Prepare and eat dinner

2100

Day 9: May 31, 2011 Last Day in Coimbra, Travel to Fatima

0930

Wakeup, Prepare and eat Breakfast

1000

Walk around Praca do Comercio (commercial square); shop eat small brunch at local cafe

Budget: 12 a‚¬

1430

Head to Train Station, Catch Train leaving at 1519 for Fatima

Price: 10 a‚¬ ($12.92 USD)

1611

Arrive in Fatima, Check into Luna Fatima Plaza (Hotel)

Price: 15 a‚¬ (1 Night)

1700

Walk to MiniMercado Eva (Grocery), Buy Breakfast and Lunch items

Budget: 15 a‚¬ ($ 19.40 USD)

1900

Eat Dinner at “Restaurante a Grehla”(Traditional Portuguese grill)

Budget: 12 a‚¬ ($15.50 USD)

2000

Go see Capela das Aparicoes (Chapel of Apparitions) {Apparent Location of Appearance of Virgin Mary}

Price: Free

2200

Free night, explore, possibly go to Lerias bar, read, sleep

Budget: 5 a‚¬ ($ 6.50 USD)

Day 10: June 1, 2011 Ourem Castle and travel to Lisbon

0900

Wake up, eat breakfast

1000

Head to Ourem via taxi or bus

Budget: 15a‚¬

1030

Tour Castle at Ourem, eat packed lunch, explore surrounding area

Price/Budget: 5 a‚¬

1400

Head back to Fatima, prepare to catch 1755 Train to Lisbon

Train Price a‰? 10 a‚¬

2039

Arrive in Lisbon (Entrecampos Station), take metro to Baixa/Chiada Station

3-Day Lisboa Card(Free Public Transport and State Museum Entry)

Price: 35 a‚¬ ($45.22 USD)

2100

Check into Smile Hostel

Price: (3 nights) 48 a‚¬ ($ 62 USD)

2200

Eat cheap dinner at local restaurant/cafe

Budget: 7 a‚¬ ($ 9 USD)

2300

Explore area for interesting nightlife

Budget: 15 a‚¬ ($19.38 USD)

Day 11: June 2, 2011 First Full Day in Lisbon (Historic sites in the Alfama Area))

0900

Wake up, eat breakfast at a local cafe

Budget: 4 a‚¬ ($5.17 USD)

1000

Walk to Supermercado Chen” (grocery store) buy groceries for rest of stay

Budget: 40 a‚¬ ($51.68 USD)

1130

Walk to and explore St. George’s Castle

Price 5 a‚¬ (30% Discount w/ Lisboa Card) {3.50 a‚¬}

1230

Lunch, then visit Museu Militar (Portuguese Military Museum)

Price: 3 a‚¬ (20% Discount w/ Card) {2.40 a‚¬}

1500

Visit Sao Vicente de Fora (Church of St. Vincent – Lisbon’s Patron Saint)

Price: Free

1600

Wander around “Feira da Ladra” (Thieves Market) check out this famous market

Budget: 3 a‚¬

1700

Visit Se Cathedral de Lisboa (The city’s cathedral), visit cloister

Free, Pay 2.50 a‚¬ for cloister

1800

Walk back to hostel, pass by Church of Santo Antonio, cook and prepare dinner

2000

Walk to waterfront, view sunset at a‰? 2056

2100-2300

Checkout local nightlife, try to see some live fado music

Budget: 7 a‚¬

Day 12: June 3, 2011 Second Day in Lisbon

0900

Wake up, eat breakfast

1000

Rent a “GoCar”, drive around city on self-guided tour

Pick up is near Hostel

1200

Visit Belem Tower

(also eat lunch)

Historic fortress and monument to Portugal’s age of discovery

Free with Lisboa card

1300

Visit Palacio da Ajuda (historic palace turned museum)

Free with Lisboa card

1600

Walk around Belem, visit anything that tickles my fancy

Budget: 10a‚¬, try to take advantage of Lisboa Card

1900

Head back to Hostel and Eat Dinner

2100-

Open night, do whatever

Budget: 15 a‚¬

Day 13: June 4, 2011 Last Day in Lisbon (and Portugal)

0930

Wake up, eat breakfast

Budget for daily activities: 20 a‚¬

1030

Head to the beach, spend most of the day at/around the beach relaxing /soaking last bit of Portuguese sun

1500

Head to any Historical locations of note that I may have seen on GoCar tour but didn’t explore on foot

1900

Dinner at Local Restaurant

Budget: 15-20 a‚¬

2100-

Enjoy last bit of Portuguese night life

Budget: 10-18 a‚¬

Day 14: June 5, 2011 Depart Portugal, Head for Spain

0900

Wake Up, Breakfast, Pack, Check out of Hostel

1030

Catch Bus from Lisbon to Madrid (arrives in Madrid 2030)

Price: 45 a‚¬

Total Cost of Vacation [Portugal]
Item
Price (a‚¬)
Price ($ USD)

Travel

(Airlines, Metro, Busesaˆ¦)

892.54

1153.25

Dining

258.58

334.11

Hotel

180.00

232.58

Events

137.90

178.18

Misc. Activities / Shopping

170.00

219.66

Total

1639.02

2117.78

Disneyland Resort Paris (formerly known as Euro Disney) is the fourth of the Walt Disney theme parks, built to follow the success of Disneyland in California, Walt Disney World in Florida, and Tokyo Disneyland in Japan. It is located in central France, making it accessible by a two-hour plane flight to more than 300 million people. Disneyland Paris is a holiday and recreation resort in Marne-la-Vallee, a new town in the eastern suburbs of Paris, France. The complex is located 32 kilometers (20 mi) from the centre of Paris and lies for the most part on the territory of the commune of Chessy, Seine-et-Marne. After Tokyo Disneyland opened to great success in 1983, the executives of the Walt Disney Company began plans for a European extension. The company considered many possible locations, but soon chose Marne-la-Vallee, a French town, as the site. Disney CEO Michael Eisner signed the first contract with the French government in 1985, and construction on Euro Disney began in 1988. The information center Espace Euro Disney opened in 1990, keeping the public informed about the ongoing work. The park opened in April 1992, and although 500,000 visitors were expected, only 50,000 came. For the first three years, the park reported large financial losses. Attendance was poor, employees reported high dissatisfaction and the French press grew more appalled at the presence of an America-centric park in their country. In 1994, the park was renamed “Disneyland Resort Paris” in order to dissociate it from the negative press surrounding “Euro Disney.” In 1995, Space Mountain was added to the park’s attractions, and the park turned it’s first-ever profit. The park is still dubiously profitable. Even with much of its debt written off, the company reports billion-dollar deficits: specifically, $2 billion in 2007. However, in 2008, the park was the most-visited attraction in Europe and reports more than 15 million visitors every year receiving more visitors than the Louvre and the Eiffel Tower combined (Christian Sylt, The Independent, 2008).

Why was Euro Disney performing poorly during its first year of operation? Recommend and propose strategies and suggestions to improve the situation?

Michael Eisner, CEO of the Walt Disney World Company, once said, “Fantasy is very hard work.” Eisner was referring to the intensive labor that goes on behind-the-scenes within the Disney Company to create the magic and fantasy which have become synonymous with the Disney brand. From the founder’s humble beginnings (Walter Elias Disney) creating animated cartoons in the 1920’s, to the multi- facetted corporation Disney has developed into, hard work has always been the key ingredient to the success of this entertainment empire. However, hard work does not always lead to success, especially when international expansion occurs. On April 12, 1992, Disney officially opened Euro Disney, a $4 billion USD, and 4,400 acre resort located in Marne- la-Vallee, France. Despite over 7 years of planning and countless hours of research, Euro Disney quickly developed in one of the most costly mistakes in company history. In the first 2 years of operation, Euro Disney lost close to $1.03 billion USD and was forecasted to lose approximately $1 million USD a day for the foreseeable future (Lyn Burgoyne, Euro Disneyland Venture, 2001). The main reason why Euro Disney performed poorly during its first year of operation was due to several factors such as European recession, Cultural differences and Marketing.

Just as Euro Disney opened, Europe was in the middle of an economic slump. Disney felt that they could overcome this issue however; High interest rates and the devaluation of several currencies against the Franc caused Europeans to have little spending power at that time. That results in a reduction in disposable income among the French population. Many of the other countries in Europe were experiencing a similar downward slope during the period.

Disney did not anticipate the huge differences between themselves as consumers and the Europeans especially the French. The entire resort was designed along the same guidelines as the original Disneyland (Rohese Taylor, Disneyland Paris Case Study, 2000). Much of the reasoning behind this strategic approach can be attributed to the success Disney had with the opening of Tokyo Disneyland. According to (Marty Sklar, Vice Chairman and Principle Creative Executive of Walt Disney Imagineering), “The Japanese told us from the beginning, ‘Don’t Japanese us.’ What that meant was, ‘we came here for Disney. We came here for America. Don’t give us Japan, we know Japan.” Disney determined that the Europeans would want the same as the Japanese an Americanized Disneyland. However, the general sentiment among the French was one of indignation at what some called ‘cultural imperialism’. Therefore, Euro Disney was not accepted among the European culture.

Euro Disney was marketed incorrectly to both the consumers and the media. The views of the French were not considered when marketing strategies were created. The resort was marketed in the American-style of “aˆ¦bigness and extravagance”. Instead, Euro Disney should have concentrated on the emotional aspect, marketing that guest would have a unique, extraordinary experience they would not forget (Lyn Burgoyne, Walt Disney Company’s Euro Disneyland Venture, 2001).

To improve the situation, there is a need for Disney to take control of the management decisions and analyzing issues and problems based on their own practice and not to use some team to analyze the problem and have it presented that is way outside the management. Thus, there is also the imperative need to understand and execute appropriate plan of actions that will bridge the gap of culture difference such as knowing what are the characteristics and attitudes of the European people in terms of the nature of business considering what will work on both sides and achieve good marketing strategies that would have connection to promotion and advertising process.

The fact that marketing issues was present, it may be proper for Disney to consider strategies that will cater to resolving such issues and probably focus on useful market tactics. The Euro Disney should implement marketing mix strategies which are the price, product, place and promotion. Promotional discounts for families on weekends will fit in to the European culture and planning more ways on how to make business better despite of business conflicts will cater to resolving those issues. Furthermore regarding the environment and location factors, Disney can choose such locations that have strong sales magnet, something that sales and profits are manageable and that possibly, Disney can opt for transfer of Euro-Disney location considering that all aspects of costs and expenses have to be minimal and does not overspend the resources and the need for a justifiable budget is important as high risks within the management and its process may be evident any time. Moreover, Disney can implement and apply flexible labor systems that will be adaptable to the situation, and is accepted by the French laborers and thus, the need also to cut down costs and manage risks and small changes properly to have balance of business.

Question 2

To what degree do you consider that these factors were a) foreseeable and b) controllable by either Euro Disney or the parent company, Disney?

The factors that played into the unsuccessful first year for Euro Disney could easily be foreseen by either euro Disney or the parent company. The same goes to the factor that Euro Disney and its parent company is controllable. It is evident that French has develop a sense of hostility towards the plans as it was stated in the case study, that they did not want American imperialism invading their country and culture. The worse thing is that Euro Disney worked in the arrogant nature of the American thinking. In this I mean, they expected the Europeans to act as Americans and thrive over this newly designed theme park, thus making things a lot worse. (John Graham, International Marketing, 2002) stated that Paris theater director Arianne Mnouchkin became famous for her description of Euro Disney as a “Cultural Chernobyl.” In the case study, it was also stated that in the fall of 1989, during a visit to Paris, French columnist pelted Michael Eisner with eggs. The joke going around that time was, “For Euro Disney to adapt properly to France, all seven of Snow White’s dwarfs should be named Grumpy.”

The French was disappointed during the early advertising because the advertisements focus more on the size and glitz rather than the types of rides and attractions (Phillip Cateora, 2002). Everyone knows advertisements play a major part that influences the society today and affects our everyday life. Nowadays it seems that the only way to avoid any form of advertising is to isolate oneself and live in a cave but not all advertising is negative and bad. It is found almost everywhere such as just by walking on the street, driving a car or watching TV. (Ference, 2004) reports “Every surface that could possibly have an ad slapped on it such as clothing, buses, taxis, myriad walls and billboards, even the snow you ski on now hawks something.”

Every advertiser or company must do more than just make a product, give it an attractive price and offer it to the consumer, communicate and promote it to their current and future customers, they have to advertise it. Therefore, the ability to foresee that the advertising was getting a negative response was obvious and this could have been somewhat controlled by Euro Disney or the parent company. Advertising bombards us everywhere but it is not without control and regulation by the government, businesses and citizens. This opens one of the major issues in advertising, “the question of law and ethics”. Advertising should be carefully controlled. Society needs to make sure that people are not taken in by misleading advertisements in which Euro Disney make a huge mistake emphasizing the glitz and size instead of different rides and attractions. This can be controllable if Euro Disney followed principles such as telling the truth, showing the truth in which the product should look exactly the same way as the consumers will purchase it. The general impression should as well be truthful because “Advertising is judged not by what it says, but what the consumers thinks it says” (Roman & Mass, 2003, p. 200-202).

Other important factors that managers could have foreseen included the approaching European recession, the Gulf War in 1991 and increased interest rates. External factors that affected business also included the devaluation of other currencies against the franc and competitions that drew the attention of European tourists. These competitions were the world’s fair in Seville and the 1992 Olympics, which was held in Barcelona (Phillip Cateora and John Graham, p. 615). It was apparent that the managers of Euro Disney and Disney separated themselves from their counterparts with many levels and departments. These include the government, banks and other parties that were involved. Some of the Disney managers admitted that they were arrogant and that their attitudes were forceful and controlling. It was as if all would agree to do it the way they suggested, then everything would be just fine and everyone would be happy (Phillip Cateora and John Graham, p. 614).

Question 3

Evaluate the cross-cultural marketing skills of Disney.

The origins of cross-cultural analysis in the 19th century world of colonialism was strongly grounded in the concept of cultural revolution, which claimed that all societies progress through an identical series of distinct evolutionary stages. Culture consists of language, ideas, beliefs, customs, taboos, codes, institutions, tools, techniques, and works of art, rituals, ceremonies and symbols. It has played a crucial role in human evolution, allowing human beings to adapt the environment to their own purposes rather than depend solely on natural selection to achieve adaptive success. Every human society has its own particular culture, or socio cultural system (Encyclopedia Britannica). Cross-cultural marketing is international marketing on a personal level. It means considering cultural differences when planning marketing campaigns and media, realizing the need for a balance between localization and globalization and most importantly, implementing strategies that respect differences while seeking to unify brand messages.

The problem with Euro Disney was that they did not utilize the cross-cultural marketing skills. Based on the case study, Disney executives were told that the French did not eat breakfast so that the meal was downsized but surprisingly the French do eat breakfast. 2,500 breakfasts were served in a restaurant that only held 350 people. They also discovered that the French did not just want croissants and coffee, they wanted bacon and eggs (Phillip Cateora and John Graham, p. 615). This showed that the cross-cultural skills were not employed such as the misinterpreted of data and wrong information retrieved during the environmental scanning of the elements of the European culture. The managers should have known that Europeans were more energetic and will certainly covered more of the Euro Disney theme park and rides than those in the western hemisphere. In contrast to Disney’s American parks where visitors typically stay at least three days, Euro Disney is at most a two day visit. The European vacations were not examined so the theme park did not see the profits and success as hoped. Americans take short breaks but they take them more often. However, Europeans take one month holiday.

The American managers were naA?ve that they thought the Europeans would change their one month tradition and adopt the Americans shorter yet more frequent time off but that did not happen. The French schedule remained the same as they would close the office and factory during the entire month of August. These factors should have been considered. Cross-cultural marketing would have been extremely useful but the parent company’s executives were being quite ethnocentric and it cost a great price (Phillip Cateora and John Graham, p. 615). Needless to say, their cross-cultural skills were unsatisfactory; in fact nonexistent is more appropriate to say. Had they had any skills of this sort, the beginning would have been a success and not such a failed start.

As we now understand, the Europeans have to be “attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated, and appreciated. Just because a culture is different does not make it wrong. Euro Disney marketers should understand how their own American-style cultures influence their assumptions of another culture (John L. Graham, The Global Environment of Global Markets).

Question 4

Do you think the new theme park would have encountered the same problems if a location in Spain had been selected? Discuss

Spain, a country located in south-western Europe, bordering the North Atlantic Ocean and the Mediterranean Sea, between Portugal and France covers a total area of 505,957 sq km. Spain has 4,964 km of coastline. Besides five other places of sovereignty on and off the coast of Morocco, Spain consists of 17 administrative regions, 15 of which are on mainland Spain. Spain occupies four-fifths of the Iberian Peninsula and is a land of immense geographical diversity. It offers the tourist a great deal. Spain’s coastline has long since been a magnet for visitors but in recent years more and more people are spending holiday time, exploring beautiful and cultural Spain, away from the sea and sand. Spain has everything from lush, green forests and mountain ranges, through to endless arid plains and long, sandy beaches (Idealspain, 2010).

Since the 1960’s and the invention of the package holiday, Spain has always been a top tourist destination. There are few areas of Spain that have not seen the effect of tourism. Spain has adapted to cater for tourists and every area offers something different. Northern Spain offers a different type of holiday with lush green forests, un-spoilt nature reserves and clean rivers. This part of Spain has adapted to offer nature holidays and activity holidays, based on the rivers or within the nature reserves. Hotels tend to be more individual and have rural locations. Beach holidays have always been popular in Spain with the attraction of the wonderful climate, clean beaches and ample hotel facilities (Idealspain, 2010).

If the location selected by Disney is in Spain, it would have been met with less criticism and is believed the cultural differences will play a huge role in its success. As I mentioned earlier, Spain is also one of the top tourist’s attraction countries in Europe. Disney would still have to learn the customs and the culture of Spain and incorporate them into the development, implementation and operation of a new theme park. The work habits of the Americans is totally different from Spain in which the Spain’s main concern is focus on life and family first whereas the Americans focus more on themselves and individuality, not the group. This suggests that if Disney theme park is in Spain at least the Spanish which gives top priorities to the families will often bring them to the theme park. (Tom Strong, Spanish Cultural Commentator) gives his view of the differences between Spain and the U.S.A. “In the U.S.A., a newborn baby gets a social security number. In Spain, the newborn gets added to the Libro de Familia. In Spain, it is not at all uncommon for children to stay at home until age 30 whereas in the U.S.A. they would be tagged with the word ‘loser’.

International marketing is all about culture and what we are able to do in marketing to a particular foreign product such as Disneyland to market its theme park is shaped by the cultural variables of the country as well as the great importance to understanding the Spanish culture. The geographical conditions of Spain provide sunshine all year round and milder winter temperatures. The advantages are that it may attract potential customers form the northern Africa and the Middle East because of its wonderful climate. In terms of its purchasing power, total population and it’s density it won’t lose to the French counterpart. The (Central Intelligence Agency World Factbook, 2010) stated that the Spain purchasing power for the year 2009 is $1.367 trillion and its French counterparts is $2.113 trillion and the GDP for Spain is $33,700 whereas the French is $32,800. As a member of the European Union, travel to the southern state already a tourist center in the Union, will yet provide more reason for the launch of Euro Disney. The entry ticket should cover the cost of the Spanish sunshine, sympathy and service, unlike the rest of Europe.

Question 5

If you were the business development manager, what would be the major consideration you would go through before selecting a location for the next Disneyworld? From your discussion select a location you think will be the next Disneyland site.

As a business development manager, I will have to take into consideration about some in depth knowledge and analysis about a country’s background before selecting the location for the next Disneyworld. There are many factors in the macro-environment that will affect the decisions of the managers of Disney. Tax changes, new laws, trade barriers, demographic change and government policy changes are all examples of macro change that will help Disneyworld to know more about the foreign market conditions and the external forces. To help analyze these factors I will categorize them using the PESTEL model.

Political factors may refer to the government policy such as the degree of intervention in the economy. What goods and services does a government want to provide? To what extent does it believe in subsidizing firms? What are its priorities in terms of business support? Political decisions can impact on many vital areas for business such as the education of the workforce, the health of the nation and the quality of the infrastructure of the economy such as the road and rail system (Aguilar, F.J., Scanning the business environment, 1967).

Economic factors include interest rates, taxation changes, economic growth, inflation and exchange rates. As we all know a shift in economic can have a major impact on a firm’s behavior. For instance higher interest rates may deter investment because it costs more to borrow a strong currency may make exporting more difficult because it may raise the price in terms of foreign currency inflation may provoke higher wage demands from employees (Aguilar, F.J., Scanning the business environment, 1967).

Social factors are changes in social trends which can impact on the demand for products and the availability and willingness of individuals to work. In the UK, for example, the population has been ageing. This has increased the costs for firms who are committed to pension payments for their employees because their staffs are living longer. The ageing population also has impact on demand for example; demand for sheltered accommodation and medicines have increased whereas demand for toys is falling (Aguilar, F.J., Scanning the business environment, 1967).

Environmental factors include the weather and climate change. Changes in temperature can impact on tourism industry such as Disneyland. With major climate changes occurring due to global warming and with greater environmental awareness this external factor is becoming a significant issue for firms to consider. The growing desire to protect the environment is having an impact on many industries such as the travel and transportation industries for example, more taxes being placed on air travel and the success of hybrid cars and the general move towards more environmentally friendly products and processes is affecting demand patterns and creating business opportunities (Aguilar, F.J., Scanning the business environment, 1967).

After the extensive analysis of these major external forces, I would think the next Disneyland site should be in Canada. I think it should be top in priority because Canada is rich in history, landscapes and its aboriginal cultures. Canada is a country with much diversity as it has mountains, national park and alpine forest. According to the Nation Brand Index (Anholt and GfK Roper research agencies, 2008) that measures the world’s perception of 50 nations by interviewing 20,000 adults from 20 countries, the friendliest nation in the world is Canada. Canada has hosted several high-profile international sporting events, including the 1976 Summer Olympics in Montreal, the 1988 Winter Olympics in Calgary, and the 2007 FIFA U-20 World Cup. Canada is the host nation for the 2010 Winter Olympics in Vancouver and Whistler, British Columbia (The Vancouver Organizing Committee for the 2010 Olympic and Paralympics Winter Games, 2009) which we can see is obvious that it is a place for major tourists attraction which can bring advantages for Disneyland.. This scientific approach to friendliness may seem a bit formal, but indeed, the Canadians are really quite hospitable, kind people and are truly worthy of honors. Many Europeans and Americans travel to this country as it is less expensive if compared to the rest of Europe. The Europeans are most likely to head there during august, the people from the United States usually head up during spring break, and many companies offer trips to Canada as incentives, bonuses and conferences. Visitors from central and South America also visited Canada.

There is an influx of expatriates moving to Canada as many want to go there to escape the Asian life and as well to pursue “The American Dream”. Having stated all of this, it is still very important to that the tunnel vision of ethnocentrism be avoided. Although there are advantages and reasons supporting why Disney can do well with its current operation style because they are neighboring countries, Canada’s culture, beliefs and morals still vary. Like other countries, Canada is not considered to be a country of “workaholics” as the United States is stereotyped to be. The family or group is still top priority versus the American’s view of individual accomplishment being the top goal. It is important to learn from the mistakes that were made when Euro Disney was started. Having offices and managers from the country will be detrimental. Incorporating Canada’s culture and examining the tourists’ activities, practices and trends will be crucial to the making or breaking of a Disney in Canada.

Conclusion

Euro Disney has greatly enhanced their product since the troubled beginnings in 1992. During this period, many key lessons were learned about the relationship between culture and product offering. These lessons learned became the basis for future development in the European market. Today, the Disneyland Paris Resort is marginally profitable and is experiencing high, yet stagnant, attendance rates. It would be presumptuous to label the resort a success, especially since its net total loss is still over $700 million. However, changes in the marketing and design of the resort have led to profitability and gradual acceptance among the European citizens. In order to increase profitability and attendance, three factors must be achieved: product marketing must be increased, the current marketing strategy must be enhanced and ethnocentric obstacles must be overcome. There exists long-term optimism for the future of Euro Disney due to the strong foundation it has developed over its 10 years of existence, the strong financial backing of the investors, and its plans for future development within the European culture. With proper strategic planning and a relentless pursuit to continue to learn and adapt to the European culture, Disneyland Paris will be a successful resort.

Bibliography

Aguilar, F.J. (1967), Scanning the business environment. New York: Macmillan.

Cateora, Phillip & Graham, John (2002), International Marketing: Eleventh Edition. New York: McGraw-Hill.

[Online] CIA – The World Fact book (2010). https://www.cia.gov/library/publications/the-world-factbook/geos/fr.html, Accessed on February 18, 2010.

[Online] CIA – The World Fact book (2010). https://www.cia.gov/library/publications/the-world-factbook/geos/sp.html, Accessed on February 19, 2010.

Della Cava, Marco (October 10, 1999), “Theme parks are staking bigger claims in Europe.”

Prada, Paulo & Orwall, Bruce (2002), “Mickey’s Bosses Learn From Past Mistakes in Opening

New Park in France.” Dow Jones Interactive Business.

Schneider, Mike (2001), “Theme Parks Adapt to Nations Cultures; Disney, Other Firms Look Outside North America for New Markets.” Dow Jones Interactive Business.

[Online] Idealguides Ltd Group of Companies (2010). http://www.idealspain.com/Pages/Information/GeographyHeading.htm, Accessed on February 20, 2010.

[Online] Sylt, Christian (2008), Magic results: Euro Disney plans new hotels. http://www.independent.co.uk/news/business/news/magic-results-euro-disney-plans-new-hotels-899529.html, Accessed on February 21, 2010.

[Online] La-Vallee, Marne and Chu, Jeff (2002), Happily Ever After? http://www.time.com/time/magazine/article/0,9171,901020325-218398,00.html, Accessed on February 21, 2010.

1. Introduction

Considering its largely acknowledged economic and social effects, tourism represents a sector of great interest to many countries’ development strategies (Zanina, 2011), (Egan 2003). The positive impact of tourism development is usually addressed in connection with the balance of payments, regional development, diversification of the economy, income levels, state revenue, employment opportunities (Pearce, 1991). The tourist life cycle, the local tourist strategies and policies, the use of information and communication technologies in promotion campaigns, etc. have an important influence in this context (Quian, 2010), (Hu, 1996).

As far as regional development is concerned, tourism is seen as a driver able to turn to good account the less developed regions’ potential and, thus, to contribute to a more balanced distribution of economic activities over time and space as well as to the co-ordination of various policies in an inter-sectorial perspective (Nijkamp, 1999), (Constantin and Mitrut, 2008). It can also bring about encouraging responses to the question of regional competitiveness, based on the positive influence on regional employment and income. As a result of the indirect and induced effects, tourism generates jobs not only in its own sector, but also in connected sectors such as financial services, retailing, telecommunications, etc. However, the regional multipliers record significant variations, depending on the characteristics of each region, locality, project, etc. so that careful analyses are recommended in order to promote those projects able to generate the most important benefits to the region.

Highly beneficial are the coastal, mountainous, urban and historic regions as well as those with exquisite natural resources. On the other hand, regions with different profile such as rural regions promoting green tourism, leisure and nature activities, the remote ones or undergoing industrial restructuring can also benefit from tourism growth (OECD, 1999)

A focus on the factors that influence tourism development is also required in this respect, considering that, depending on the regional profile in terms of tourist attractions and economic situation, they might have a different significance within the corresponding strategies (Aghdaie and Momeni, 2011; Fletcher and Cooper, 1996).

Thus, Crutch and Ritchie (2005) quoted by Koufodontis et al. (2007) place a special emphasis on the physical, economic and social factors embedded in the so-called “region’s image”. Among them, the supporting factors and resources such as infrastructure, accessibility, facilitating resources (human, knowledge and financial capital), hospitality, and factors political will seem to play a special role.

Only infrastructure alone, to mention one of them, is a multifaceted factor, with manifold implications. It is considered a component of the regional tourist product, comprising basic devices, buildings and service institutions of a major importance for economy and society. The main defining elements relating to a certain destination refer to accommodation facilities, gastronomy facilities, transport to destination, services for active leisure (e.g. ski resorts, sailing schools, golf clubs, etc.), retail network, other services (e.g. information, equipment rental companies, etc.) (Panasiuk, 2007).

From a broader perspective, the Travel and Tourism Competitiveness Report prepared by the World Economic Forum (2011) has developed a complex, overall competitiveness index made of three main subindexes, namely regulatory framework, business environment and infrastructure and human, cultural and natural resources. Again, if reference is made to the business environment and infrastructure component, the corresponding subindex takes into consideration the following pillars: air transport infrastructure, ground transport infrastructure, tourism infrastructure, information and communication technical infrastructure, price competitiveness in travel and tourism industry.

Consequently, the regional policy measures meant to improve the frame conditions for tourism development at regional and local level play a key role: they should constitute a coherent ‘package’, including economic, legal, institutional, infrastructure, cultural and social elements. The aim of the package must be the definition of a regional profile, stressing and taking advantage of specific feature of each local area (Funck and Kowalski, 1997).

Based on these overall considerations our paper aims to discuss the tourism development factors proposing Romania as a relevant case study from two complementary perspectives: on the one hand, it displays an uneven regional development, which requires appropriate solutions in terms of regional strategies and policies; on the other hand the less developed regions have an important tourist potential, which might and should be turned to good account in order to reduce the gap separating them from the developed ones. Though, despite this potential the results are far behind the expectations, so that the study of the factors that still need a special consideration is highly required.

In line with the results provided by the World Tourism Organization via the country ranking in terms of Travel and Tourism Competitiveness Index (Blanke and Chiesa, 2011), which indicate the weak infrastructure as one of the major obstacles for the development of the tourism in Romania, we have proposed and tested a model able to quantify and shed light on the regional disparities in this respect.

Accordingly, the paper is organized as follows. First, a review on the tourism development in Romania is provided, emphasizing the disparities between its eight NUTS 2 regions. Second, a couple of econometric models are elaborated and tested in order to evaluate the impact of infrastructure on tourism activity, revealing the specific bottlenecks at regional level. Third, various solutions for tourism support, focusing on those able to surmount the infrastructure hurdle are discussed.

2. General discussion on tourism development in Romania

The evaluation of Romania’s tourist patrimony relies on a comprehensive activity of tourist zoning that was first developed in 1975-1977 and then periodically updated. Considering tourism as a system at national scale it has aimed at establishing a model for evaluating, constructing a hierarchy and proposing the most suitable ways of turning the tourist patrimony to good account. Multiple criteria have been used in order to delimit the tourist zones and to propose the priority actions in each specific case. As a result, a wide range of tourist zones have been identified, some of them of a particular importance to the European and world’s natural and cultural heritage.

Thus, the natural patrimony includes the Delta of Danube as biosphere reservation, the Romanian shore of the Black Sea, the Romanian Carpathians, North Oltenia, Banat area, the Danube Valley, and so on. The most representative areas for the cultural heritage are North Moldova (with monasteries and churches declared world’s heritage by UNESCO), the medieval core of Brasov and Sibiu cities in Transylvania, the medieval fortress of Sighisoara – also in Transylvania (the only one still inhabited in Europe), Bucharest and its surroundings, the Greek, Dacian and Roman archaeological sites in Dobrogea and Transylvania, the Neolithic archaeological sites in Moldova – most of them located in extremely attractive areas from natural beauty viewpoint as well.

More recently, the Spatial Planning of the National Territory has structured the zones of a major tourist potential into two categories, namely: (1) zones of a highly valuable and complex tourist potential (24% of the national territory), which includes national parks and biosphere reservations, protected national areas, cultural patrimony of national and international interest, museums and memorial houses, spa resources [i] ; (2) zones of a high tourist potential (34% of the national territory), with natural and cultural patrimony resources of especially national interest.

An important characteristic of Romania’s natural and cultural-historic patrimony is its relatively well-balanced territorial distribution that has a particular significance especially for the lagging regions, with other economic activities less developed.

Based on its potential contribution to the general economic recovery, competitiveness and reduction of interregional disparities tourism is approached by all significant actors – population included – as one of the priority sectors of the Romanian economy. All governments after 1990 have included tourism development in their strategies, this interest being reflected by its privatization prior to other sectors [ii] . Though, the results recorded in the last fifteen years are far below the expectations: the rate of tourism growth is under the economic growth rate and the contribution of tourism to GDP is pretty low (2.3% in 2005 and approx. 2.0% in 2009 according to the methodology of the National Institute of Statistics [iii] .).

According to the Travel and Tourism Competitiveness Index launched by the World Economic Forum in March 2007 Romania was ranked the 76th among 124 countries in 2006, with a score of 3.91 on a scale from 1 to 7. In 2011 the overall rank of Romania is 63, with a score of 4.17. With its three pillars referring to travel and tourism regulatory framework, business environment and infrastructure and human, cultural and natural resources, the index reveals relatively good results in terms of policy rules and regulations, price competitiveness in travel and tourism industry, human resources (education and training, workforce wellness), natural and cultural resources and quite poor results in terms of environmental regulation, air transport infrastructure, ICT infrastructure, availability of qualified labour. As a result, about Travel and Tourism Competitiveness Index Romania is behind almost all former or current EU candidate countries such as Estonia (score 4.88 and rank 28), Czech Republic (4.77 and 35) , Slovakia (4.68 and 37), Hungary (4.54 and 40), Slovenia (4.64 and 44), Bulgaria (4.39 and 54), Poland 4.38 and 63), etc. and, respectively, Croatia (4.61 and 38), Turkey (4.37 and 52) (Source: The Travel & Tourism Competitiveness Report 2011, World Economic Forum, Geneva, 2011).

3. Some comments on the number of departures and arrivals of international tourists in Romania

Romanian tourism has seen important changes during the transition from planned economy to market economy. Table 1 presents a series of indicators calculated in order to characterize arrivals and departures of tourists in Romania during the period 1990 to 2010, and also during the political cycles in this period. Statistical indicators are computed on the total number of tourists and transport categories.

Table 1. The dynamic of the arrivals and departures of tourists for Romania (%)

Indicator
Index/rhythm
Time period for the indicator

1990-2010

1990-1992

1993-1996

1997-2000

2001-2004

2005-2010

Arrivals of tourists in Romania

Total

Index change

114.8

98.0

90.0

102.2

133.7

128.4

The average annual rate of change

0.7

-1.0

-3.5

0.7

10.2

5.1

Road transport

Index change

161.0

131.5

94.5

98.9

149.1

133.4

The average annual rate of change

2.4

14.7

-1.9

-0.4

14.2

5.9

Railway transport

Index change

9.5

48.0

49.0

110.6

64.7

72.8

The average annual rate of change

-11.1

-30.7

-21.2

3.4

-13.5

-6.2

Air transport

Index change

448.0

113.7

147.2

122.9

100.0

132.1

The average annual rate of change

7.8

6.6

13.8

7.1

0.0

5.7

Ship transport

Index change

63.6

57.4

110.3

82.5

137.8

82.4

The average annual rate of change

-2.2

-24.2

3.3

-6.2

11.3

-3.8

Tourists departures from Romania

Total

Index change

96.7

96.7

53.4

102.3

108.8

152.7

The average annual rate of change

-0.2

-1.7

-18.9

0.8

2.9

8.8

Road transport

Index change

98.6

114.4

46.5

107.6

118.2

137.9

The average annual rate of change

-0.1

6.9

-22.5

2.5

5.7

6.6

Railway transport

Index change

7.8

44.1

74.3

69.0

34.6

87.8

The average annual rate of change

-12.0

-33.6

-9.4

-11.6

-29.8

-2.6

Air transport

Index change

911.3

57.4

184.1

132.1

127.0

274.1

The average annual rate of change

11.7

-24.3

22.6

9.7

8.3

22.3

Ship transport

Index change

16.8

24.8

144.0

82.7

38.3

51.4

The average annual rate of change

-8.5

-50.2

12.9

-6.1

-27.3

-12.5

Figure 1. The ratio between the number of arrivals and departures of tourists in Romania during 1990 – 2010

During the period 1990 – 2010 the two indicators, departures and arrivals of tourists have evolved quite different. Over the period 1990 – 2010 the number of arrivals of tourists in Romania recorded an increase of 14.8% with an average annual rate of 0.7%. For the same period, departures of tourists fell by 3.3% with an average annual rate of -0.2%. Figure 1 shows the evolution of ration between the annual number of arrivals and departures of tourists for Romania in the period 1990 to 2010. The values aˆ‹aˆ‹of this ratio for the entire period are subunit which shows that throughout the analyzed period, the annual number of tourist arrivals in Romania was lower than the number of tourists’ departures from Romania.

During the analyzed period, the data series of the number of departures and arrivals of foreign tourists in Romania are non-stationary, and they are integrated of order 1. Table 2 presents the results of applying the ADF (Dickey and Fuller, 1979) and Philips-Peron (Philips and Peron, 1988) tests used to determine the properties of stationarity and to determine the order of integration of the two data sets.

Table 2. Unit root tests

Variables
Dickey-Fuller
Philips-Perron

L

trend

trend

1

Yes

Yes

0

No

No

3

Yes

Yes

2

Yes

Yes

The null hypothesis H0 is non-stationarity of the variable. For each case the statistics value is specified and statistical probability of a type I error in given between brackets.

Here, N_DEP_T means the number of departures during a time period and N_ARRIV_T designates the number of tourist arrivals during the same period.

The two tests indicate non-stationarity of the data series of the number of departures and arrivals of foreign tourists in Romania. These series are non-stationary in levels but are stationary in first difference which shows that the two series are I(1). Furthermore, arrivals are stationary around a deterministic trend, while departures don’t have this property. These properties are confirmed by applying two statistical tests: ADF and PP.

In the following we mention some of the most plausible explanation of these evolutions. Firstly, political changes in 1989 caused an increase in the number of Romanian tourists who went abroad in the first years that followed. Secondly, the accession to the European Union caused a considerable increase in the number of Romanian tourists who went abroad, this being an immediate consequence of the free movement within the European Union. The largest growth of Romanian tourists who went abroad occurred in the 2005-2010 period of time. During this period the average annual growth rate was 8.8%, this growth being the immediate result of the accession to EU starting on January 1, 2007. The number of Romanian tourists who went abroad in the first three years of accession was 23.8%, 46.78% and 31.6% higher compared with 2006.

Thirdly, the evolution of the number of Romanian tourists went abroad was caused by an increase in the average wage in the economy. During the period 1990 – 2010 the average annual growth rate of the average wage in the economy was 0.82%. The most significant increase occurred in the periods 2001 – 2004 and 2005 – 2010 for which the annual average increases were 7.85% and 11.37%. Table 3 presents the results of the Granger test applied to determine if there is a Granger causal relationship between the number of departures and the evolution of the average wage in the economy (N_NAW). The results confirm that the evolution of the average wage in the economy Granger causally determined the number of Romanian tourists who went abroad. By applying this statistical test we also established that there is no Granger causality between the number of tourists’ departures and arrivals.

Table 3. Granger causality analysis between the number of departures, number of arrivals, and average net wage in the economy.

Hypothesis

F statistics

Decision

N_DEP_T does not Granger Cause N_NAW

0.09994

N_NAW does not Granger Cause N_DEP_T

5.68426

N_DEP_T does not Granger Cause N_ARRIV_T

0.32140

There is no causal relationship between variables

N_ARRIV_T does not Granger Cause N_DEP_T

0.57462

4. Features of regional tourism development

One of the main reasons of this unsatisfactory overall image is the insufficiency and bad state of both general and tourism-specific infrastructure, unable to meet the requirements of a modern, internationally competitive tourism. Other disfavouring factors in the last fifteen years have envisaged the rigidity of tourism administrative structures, the social instability, the poverty which the majority of population is confronted with, the deficient supply of food, fuel and other goods absolutely necessary to a proper tourism, the low managerial competence and tourism personnel’s behaviour, the image of Romania abroad, various environmental damages.

Some of these drawbacks have been partially alleviated as a result of including tourism development as one of the priorities of the National Development Plan since 1999 (when the first plan was launched) and, consequently, of supporting it via national budget as well as EU pre-accession instruments (e.g. Phare).

The investment and management efforts in tourism made it possible to stop the decrease in the total activity volume of this sector recorded between 1990 and 2000 and an upward trend has been recorded starting from 2001. Table 4 shows the average annual rates of three important economic indicators used to characterize the tourism activity at national level and each of the eight development regions: accommodation capacity (AC), staying over night (SON) and arrivals (A). The annual average rates are calculated for 1990 – 2010 period of time, and the electoral cycles of this period: 1990-1996, 1997 – 2000, 2001 – 2004 and 2005 to 2010.

Table 4. The evolution of the main indicators of tourism between 1990 and 2010

Region
Accommodation
Capacity (AC)
(number of beds) 2010
Staying over night (SON)
2009
Arrivals (A)
2009
Indicator
Average annual growth rate
1990-2010
1990-1996
1997-2000
2001-2004
2005-2010

North-East

21279

1509550

1509550

AC

-0.80

-4.62

-2.42

0.41

2.60

SON

-4.45

-10.88

-6.43

4.96

1.38

A

-4.77

-11.05

-3.15

1.94

1.26

South-East

13687

4423728

4423728

AC

-0.86

-3.13

0.20

-0.30

0.58

SON

-3.65

-9.43

-4.59

4.45

1.09

A

-5.92

-10.79

-3.66

-1.23

-3.68

South

22625

1674366

1674366

AC

-0.86

-2.13

-1.88

1.80

0.30

SON

-4.32

-9.95

-6.08

1.79

0.76

A

-4.73

-10.19

-6.59

0.44

-1.89

South-West

16410

1441604

1441604

AC

-2.34

-7.05

-3.68

-3.12

2.26

SON

-5.27

-11.09

-8.98

2.24

2.31

A

-5.29

-12.69

-1.84

-1.90

-2.60

West

23257

1676496

1676496

AC

-0.56

-2.73

-0.85

-1.88

1.78

SON

-4.48

-12.46

3.32

-0.33

1.82

A

-4.58

-12.05

3.13

0.10

-2.24

North-West

26103

2098589

2098589

AC

-0.54

-1.55

-1.18

-0.83

0.06

SON

-3.72

-10.36

-3.32

5.40

-0.03

A

-4.38

-12.56

0.16

1.61

-2.16

Centre

42029

2665298

2665298

AC

-0.26

-3.15

-1.61

-0.27

3.45

SON

-3.23

-7.74

-3.97

5.64

0.11

A

-4.46

-10.14

-5.36

0.94

-1.07

Bucharest-Ilfov

23120

1835779

1835779

AC

2.99

-5.35

-3.84

7.49

15.55

SON

-0.65

-8.67

-10.23

14.37

4.46

A

-2.59

-11.97

-10.67

12.00

5.51

Romania

188510

17325410

17325410

AC

-0.61

-3.20

-0.83

-0.30

1.92

SON

-3.59

-9.86

-4.94

4.97

1.42

A

-4.85

-11.20

-3.46

0.69

-1.46

Data source: NIS TEMPO 2011 and the authors processing of data; for SON and A the rhythms are calculated for the period 1990 to 2009.

We highlighted the following aspects of the evolution of the considered indicators on national level and for the eight development regions on the 1990-201 period:

the average annual growth rate of the accommodation capacity of 2.99%, was recorded only in the Bucharest – Ilfov region, in all other regions it have declined between -0.26% annual average in the Central region and -2.34% in the South – West region; at national level the decline was -0.61% on average each year;

in all developing regions there has been an annual average decrease in the number of overnight stays over the whole period 1990 – 2009. The annual average decrease of this index value among regions ranged between -5.27% in South-West and -0.65% in the Bucharest-Ilfov region. Nationally there was a decrease in the annual average number of overnight stays of -3.59%;

the number of arrivals over the 1990-2010 period decreased every year with an average of -4.85%. The annual average rate for the eight regions ranged from -5.92% in the South – East region to 2.59% in the Bucharest – Ilfov region;

the most significant decrease for the three indicators in most regions were recorded during the first two election cycles between 1990 to 2000. Since the period 2001 – 2004 there is a noticeable stabilization and a relative increase of values aˆ‹aˆ‹for the three indicators both at national and regional level.

This tendency is correlated with the overall evolution of the Romanian economy, which has recorded an important economic growth during 2000-2008 period (annual growth rates were above 5%). During the 2001 – 2004 period the annual average GDP growth was 6.0% and for the period 2005 to 2010 it was 3.9%. The economic growth rate during 2005 – 2010 has been reduced significantly due to economic crisis that affected the Romanian economy in 2009 and 2010. In the period following the political changes of 1989 a reduction of the values aˆ‹aˆ‹of above mentioned three indicators has been recorded at both national and regional levels because of the following reasons:

the number of employees in the economy has significantly decreased and thus the number of employees who requested a ticket for rest and treatment by union decreased. In the planned economy era unions distributed a considerable number of tickets for rest and treatment to its members. Many times the employee’s right to such a ticket turns into an obligation to accept it. Under these conditions a large number of spa resorts have completely closed their accommodation capacities;

a significant number of Romanians have preferred spending the holiday in other countries, mostly in Greece and Turkey;

public road infrastructure and railways has not developed to the level required by Romanian and foreign tourists. The average annual increase in length of public roads during 1990 – 2010 was only 0.62%, and the length of railways was reduced on average by -0.25% annually.

The accommodation capacity in use increased by 8.39% at national level as a result of the major increase in Bucharest-Ilfov region. Most of the other regions recorded smaller or bigger increases and only in the South region the accommodation capacity in use decreased. This is a result of the restructuring and modernization of the tourism capacity inherited from the communist period. The progress is visible in term of increase in the share of higher quality standard capacities (3-5 star capacities), especially after 2000 (Baleanu et. al., 2008) (Olteanu, 2011).

As far as the distribution by region of the accommodation capacity is concerned, an important disequilibrium can be easily noticed between the South-East region and the rest of the country, which is explained by the high concentration in the Black Sea area (Secara, 2010). However, the use of the accommodation capacity in this area is characterized by a big seasonality.

The number of arrivals and staying over night has recorded different evolutions: the number of arrivals increased whereas the number of staying over night decreased, especially in the seashore area. These figures not only reflect the increase of the weekend tourism but also the increase in the number of tourists who chose as seashore destinations other countries such as Bulgaria, Turkey, and Greece (Olteanu, 2011).

The index of using the accommodation capacity has a slightly increasing overall trend, as a result of combining important decreases (especially in the Black Sea area and Bucharest), but it has a relatively low overall level: only approximately one third of the accommodation capacity is used (Table 5).

Table 5. The index of using the accommodation capacity in function in 2007 compared with 2000 (percentage)

Region
2000
2008

North-East

31.7

29.3

South-East

44.8

42.5

South

28.9

32.8

South-West

42.6

41.2

West

36.3

35.1

North-West

29.9

32.7

Centre

28.0

30.0

Bucharest-Ilfov

36.3

24.6

Romania

35.2

36.0

Source: Territorial Statistical Yearbook of Romania, 2009

Romanian tourism in general is still confronted with the outdated and insufficient infrastructure, unable to offer proper access to architecture monuments, archaeological sites, to meet the demand of parking lots, information points for cultural sites, belvedere points for defence walls, medieval fortresses, churches, monasteries, camping lots for pilgrims, etc. Also the connected facilities – hotels, motels, restaurants, gas stations, car rental firms – are still behind the demand. The transportation infrastructure is particularly weak in all its forms – road, rail, naval and air, with an emphasis on road infrastructure: the highways are almost inexistent while the modernized roads are insufficient and concentrated especially around the Capital city (Table 6).

Table 6. The density of public roads and modernized public roads (Km/100sq Km) in 2008

Region
PR/100kmp
MPR /100kmp

North-East

36.6

9.34

South-East

30.7

6.64

South

36.5

11.79

South-West

36.5

12.56

West

32.1

9.17

North-West

35.4

8.39

Centre

31.4

8.17

Bucharest-Ilfov

48.9

36.37

Source: Territorial Statistical Yearbook of Romania, 2010

In almost all regions the public roads have a low density, whereas the modernized public roads represent less than one third out of total. The exception is the Bucharest-Ilfov region, where the density is higher than in the rest of Romania and the modernized public roads represent approximately 60% of the total length at country level. For comparison, in 1998, the density of public roads was 165.45 in Denmark, 64.75 in Germany, 51.29 in Sweden (referinta????).

The importance of public roads is explained by the fact that a big share of tourist activity in Romania is supported by road transportation. Thus, according to NIS da

The public sector in tourism and hospitality industry plays important role in the development of small businesses. This sector is highly important in micro sector development of the industry. The services of public sector of the tourism and hospitality industry include strategic directions that are important for the overall coherent development of the industry (Teo, 2003).

The private sector of the tourism and hospitality industry plays important role in the active and passive development of the industry. This sector plays important role for transforming money from one country to the other. This sector is highly important for the economic development of tourism and hospitality industry (Teo, 2003).

The third sector of tourism and hospitality industry is voluntary tourism which refers to paid activities such as formal businesses (Teo, 2003). This sector play role in terms of local communities such as difficulties regarding resident involvement.

1.2 Evaluate a range of different tourism and hospitality sectors and the organization that operate within them

The tourism and hospitality industry is very broad industry which also includes service sectors such as restaurants, logging, event management, theme parks, transportations and other additional fields. The tourism and hospitality industry accounts for several billions across the world which depends on the disposal income of customers to facilitate them in leisure time. On the other hand, hospitality sector of the tourism and hospitality industry such as hotel, restaurant and other groups may also be included.

On the whole, the tourism and hospitality industry can be divided into eight major segments. These are:

Accommodation

Events and Conferences

Adventure Tourism and Recreation

Tourism Services

Attractions

Transportation

Food and Beverage

Travel Trade

Analyze stakeholders roles within tourism and hospitality industry

The individuals, organizations or groups that have interest or stake in an organization are termed as stakeholders. Practices of organizations can have long lasting impact on the interests of stakeholders. Therefore, it is very important to analyze the interests of stakeholders. In tourism and hospitality industry, the organizations or individuals who have put capital or efforts in the establishment or development of the industry can be referred to stakeholders of the industry. In addition to this, different stakeholders in private and public sector organizations in tourism and hospitality industry can exist (Belinda, 2008). Businesses in tourism, government and communities can have stake in the tourism and hospitality industry. Tourists cannot be considered as actual stakeholders of the tourism and hospitality industry because they do not make significant money through this industry. On the other hand, they can influence the practices of the tourism and hospitality industry because they are involved in the industry from different aspects. Some of the stakeholders of the tourism and hospitality industry are as follows:

Government:

The most important stakeholder of the tourism and hospitality industry is government because policies and regulations of the tourism and hospitality industry are shaped by the government. In context of overall tourism and hospitality industry, government influences the practices of organizations in following respects (Belinda, 2008):

By consultation with the private sector and other communities, it plans the policies of the tourism industry

It ensures that the organizations in tourism and hospitality industry follow the planned policies and regulations

It provides support in financial terms and guidance to the companies in tourism and hospitality industry

It ensures that stability and law and order situation of the country for attracting tourists

Industrialists:

Industrialists are also very important stakeholders of the tourism and hospitality industry. Industrialists include travel agencies, organizations in the industry, and transport agencies. The organizations in the tourism and hospitality industry include hotels, restaurants, and shopping centers. The practices of all these organizations can affect the operations of the tourism and hospitality industry, as a whole. Industrialists can have following interests in the tourism and hospitality industry:

To make investment in the tourism and hospitality industry

To market their products and services in different organizations in tourism and hospitality industry such as hotels, restaurants and shopping centers

To influence the companies for promoting their products and services

Customers/tourists:

Customers or tourists are also important stakeholders in the tourism and hospitality industry. This group of stakeholders demands value, quality and high customer care. These are the major source of money for the organizations operating in the tourism and hospitality industry (Belinda, 2008).

Employees:

Employees are the internal stakeholders of the tourism and hospitality industry. They have high level interest in the internal policies of the tourism and hospitality industry. They demand quality work environment, job security, compensation and truthful communication in the organizations (Belinda, 2008).

Local Communities:

In tourism and hospitality industry, local communities are important stakeholders. This is because they attract tourists and impact on their intentions of visiting a particular place. They can have stake in the tourism and hospitality industry in terms of job security, environment protection, promotion of local products and services and promotion of local culture and values.

1.4 Analyze the nature of changes to the structure of tourism industry over last 15 years?

Over the last fifteen years, several changes have occurred in the tourism and hospitality industry. These changes may include

change in oil prices which led to changes in charges of fuel in airlines

Increased capacity of aviation on different routes which attract tourists to the tourism and hospitality industry

low international airfares and cheap packages of travel with discounts which attract tourists towards the tourism and hospitality industry

Trends in consumer demographics which change the behavior of customers for tourism

law and order situation in different countries

Terrorism factor which reduces the tourism in certain countries

On the whole, trends in demographics of customers impact the consumer behavior in the tourism and hospitality industry. It is important for the organizations in the tourism and hospitality industry to make important steps regarding strategic management relevant to these changes. Organizations should make relevant policies to attract customers.

Task Two: Marketing Report
2.1 Analyse issues around sustainability and sustainable development in tourism and apply management strategies accordingly

The sustainable issues in the tourism and hospitality industry refer to the environment protection. It is important for the organizations to apply certain policies regarding these issues to resolve the problems and disagreements. In the global context, the sustainability issues are very important. Organizations need to develop relevant strategies regarding the sustainable development. On the long term basis, organizations need to develop local as well as global strategies for attracting customers and ensuring sustainable development. This is because of integration of sustainable issues across the world. There are many issues in local context which may impact the sustainability in global aspects. Therefore, organizations should integrate their local and global strategies for ensuring sustainability in global tourism and hospitality industry.

2.2 Evaluate certain ways in which tourism can be managed in a sustainable way with reference to given examples

There are three major ways through which sustainability issues in global tourism and hospitality industry. These are:

Resource based tradition: In this method limitations to growth in hospitality industry are evaluated in resource context

Activity based tradition: This refers to the transformation of hospitality industry on dynamic activities

Community based tradition: This refers to the integration of resources and activities in the hospitality industry

2.3 Apply principles of corporate social responsibility to a chosen tourism business

The corporate social responsibility refers to the commitment of the business to ethical and economic development. In tourism and hospitality industry, corporate social responsibility issues are highly important. These issues relate to the health and safety conditions. Moreover, commitment towards employees, customers and shareholders are also included in this context (Bhattacharya, 2011). The Savoy Hotel needs to be commitment towards environment in broad sense to fulfill its responsibility towards society. On the whole, Savoy Hotel needs to show its responsibility towards following sectors:

Workplace

Community

Marketplace

Environment

Task Three: Market Research
3.1 Apply PESTLE analysis to describe the main trends in global tourism industry

A business tool that evaluates the different factors of external environment of an organization is termed as PESTEL analysis. This tool analyzes the political, environmental, social, technological, legal and economic perspectives of the environment in which organizations operate. In perspective of tourism and hospitality industry, this tool determines that whether the industry is suitable or not for investment (Miriam, 2011). The PESTEL analysis of global tourism and hospitality industry is as follows:

Political Factors

Political factors refer to the extent to which government impacts the operations of the organizations in the tourism and hospitality industry. The important political factors such as health protection laws, tax rates, law and order situation and political stability can influence the operations of the organizations in the tourism and hospitality industry. In the global context, political situation in the Middle East can impact the tourism. Moreover, in countries like Afghanistan and Pakistan, where terrorism threats are high, tourism and hospitality industry is declining.

Economic Factors

Economic factors cal also the operations of the tourism and hospitality industry. These factors can influence the revenues and expenses of the organizations operating in the tourism and hospitality industry. The prices of products, raw materials and inflation can impact the industry. Rates of interest and exchange rates can also influence the industry. Financial downturn in the world decreased the purchasing power of the customers and tourists. In this way, overall revenues of the tourism and hospitality industry were impacted in that financial crisis.

Social Factors

Social factors may have long lasting impact on the practices of organizations in the tourism and hospitality industry. Health conscious behavior of customers may impact their purchasing behavior in the hotels and restaurant segment of the tourism and hospitality industry (Butler, 2004). Culture and religious practices of people in a particular country may also impact the practices of organizations in tourism and hospitality industry.

Technological Factors

Technological practices impact the demand and supply factors in the tourism and hospitality industry. Technological efficiency in the tourism and hospitality industry may enhance the demand. If the food technology is efficient in the tourism and hospitality industry, organizations in the restaurants and hotels can have high demand from customers. Organizations can prepare food quickly to meet the demand. Technology may also impact the relationship of organizations in tourism and hospitality industry with the customers. Efficient technologies can impact customer relationship management in the tourism and hospitality industry.

Environmental Issues

There are several environmental factors which influence the practices of organizations in tourism and hospitality industry. Packaging decisions are the major considerations in the tourism and hospitality industry. The practices of organizations in the tourism and hospitality industry which cause pollution may impact the image of the organizations in global context. Global warming, climatic conditions in different regions can also influence the practices of organizations in tourism and hospitality industry.

Legal Issues

There are many legal issues which impact the policies of tourism and hospitality industry. Rules and regulations regarding food practices can impact the organizations in restaurant sector of the tourism and hospitality industry. Laws regarding operating business in a foreign country can also impact the operations of the tourism and hospitality industry.

3.2 Distinguish between the elements of macro and micro environment

The macro environment of an organization is a broad environment which aims at the investigation of major issues. This environment is basically refers to PESTEL environment analysis that allows the researchers to focus at the factors which impact a business in external and broad environment context. These factors may include economic, social, technological, political, environmental and legal factors. These factors impact the organization in different contexts. It is very important for the organizations to adapt to these factors in an effective manner. The results of PESTEL analysis allow the organization to see the factors where its strengths can be capitalized.

Micro environment refers to a small environment which aims at investigation of a research problem in a small perspective. This environment refers to new patterns of organizations. This environment may include internal and small external environment of an organization. Internal environment may include employees and management. On the other hand, external environment may include suppliers, customers, and competitors. Both types of environment are highly important for the organizations to see their effectiveness for the operations of the business.

3.3 Analyze the effects of macro and micro environmental factors on tourism organization

Political factors: Improvement in the trade barriers and opening of new tourism avenues can enhance the scope of Sovay Hotel for tourism (McKercher, 1993)

Economic factors: Low bargaining power of customers and clients reduce the tourism revenues of Sovay Hotel

Environmental factors: high concerns of environment such as pollution influence the Sovay Hotel to mold its practices in environment friendly mode

Legal factors: Laws and regulations in tourism industry impact the Sovay Hotel to mold its practices according to laws

Social factors: behaviors of customers towards healthy food impacts the policies of Sovay Hotel to offer healthy food to customers

Technological factors: improvement in technologies and transportation influence the Sovay Hotel to reframe its practices for attracting customers and tourists

4. Task Four: Sustainability & Corporate Social Responsibility
4.1 Evaluate the stages of market research process
Defining the Problem or Need:

The first stage of the market research process is defining the problem or need. Before conducting the market research, the organizations in the tourism and hospitality industry need to identify the main problem or need of the research. They need to conduct investigation to discuss the need of conducting research and define the problems of the organizations. This stage defines the problems or issues that prevail in the organizations and hinder its performance. In order to find the solution of the problems, research is conducted.

Deciding the researcher

After defining the problem or need of the research in the organization, the next stage is to decide about the researcher who will conduct the research to resolve the prevailing issues. This stage refers to the formulation of analytical framework or methodology for conducting the research. The researcher creates case studies of the organization to make exact framework for the research.

Deciding the methodology

After defining problem and researcher, the next step is to decide about the methodology of the research. This stage refers to the exploration of different methodologies and frameworks for conducting research. These frameworks may include interview, survey or secondary data. It is very important to decide appropriate methodology relevant to the need of the market research. Relevant methodology aims at finding exact solution of the prevailing problems of the organizations (Baker, 2000). There can be qualitative or qualitative methodology for conducting the research. In qualitative methods, discussions are conducted with the relevant members for finding the solution of the prevailing problems. Qualitative methodology refers to the investigation of the problems in theoretical manner. On the other hand, quantitative methodology aims at finding the solution f research problems in quantitative terms. This methodology aims at investigating the research problems in numeric terms. Survey is the best tool for conducting quantitative research. There is another methodology which is used to conduct market research. This methodology is mix f qualitative and quantitative methodologies. Many researchers suggest that mixed methodology is effective for finding the justified and logical answers of research questions.

Data Collection Process

After deciding the research methodology and researcher, the next stage is the data collection process. At this stage, research design is produced for the research. This stage defines the appropriate framework through which research is planned. Aims and objectives of the research are defined at this stage of market research (Saunders et al., 2009). This stage defines that what type of data is to be included in the research. Basically, there are two types of data i.e. primary and secondary. Primary data is the data which does not exists in the earlier records. This type of data is collected for the first time. This data is the most fresh and recent data. Researchers need this data to find the solution of problems. The advantages of this type of data are low biasness, relevance and logical results of research problems. On the other hand, secondary data is the data which exists in the earlier records. This type of data exists in the books, articles and other data bases. Researchers include this data in the research to investigate the issues in theoretical terms. In order to investigate the research problem through secondary data, researchers study existing theories and models regarding the problem. This data is easy to collect. There are specific tools for collecting primary and secondary data. In order to collect primary data, survey, interview, focus group discussions or observations are used. On the other hand, secondary data can be collected through books, articles, newspapers and reports. Whatever the data is, the important consideration is to adopt relevant data tool which can investigate the research problem in effective manner.

Data Analysis

After collection of data, the next stage is to analyze data to find the answers if research questions in an effective manner. At this stage, data analysis techniques are discussed and decided. Data analysis must be relevant to the aims and objectives and research methodology. If data analysis technique is irrelevant to research methodology, justified and logical answers of research question cannot be obtained. Before analyzing data, it is important to present data in tables and appropriate transcripts so that reader can get deep insight of the research. Data analysis must be very effective so that relevant individuals can get benefits from the research findings. If analysis is not appropriate, management cannot get benefit from the market research to decide the solution of problems prevailing in the organizations.

Conclusion and Presenting the Report

The last stage of market research process is presentation of data and conclusion. This stage is highly important for the researchers as well as for management who are responsible for deriving answers of research questions. It is very important for the researchers to present the findings in an effective manner so that management can take decisions regarding the prevailing problems in the organization. The researcher needs to communicate the findings of the research in an effective manner. In market research, management does not take interest in the details of the research process but takes high interest in the findings and conclusion. This is because management has to take decisions regarding prevailing organizational problems. Therefore, if findings are not presented logically and effectively, management’s effectiveness in decision making is impact. It is very important for the researcher to present logical and justified recommendations regarding the research problems so that management can take help in decision making.

4.2 Provide a justified proposal for a suitable market research plan for a given organization

For the Savoy Hotel, following research plan is proposed in the following stages:

Aim and Objectives

Data Collection

Data Analysis

Results and Conclusion

Recommendations

In analyzing services provided by Savoy hotel elegant decor services with stylish Italian architecture for key attraction has been provided. The Florence atmosphere with classic marble and mosaic bathrooms with enjoyable and exhilarating experience attracts customers all around.

4.3 Understand the difference between qualitative and quantitative research and evaluate when each might be appropriate

Qualitative research is basically exploratory research which aims at obtaining reasons, motivations and opinions regarding the research questions. This type of research is conducted through development of hypothesis in quantitative terms (Saunders et al., 2009). This research is used to discover the thoughts, trends and opinions regarding a particular research problem. Qualitative research methods investigate a particular problem in theoretical terms; there are different methods which are used to conduct qualitative research. These methods may include semi structured interviews, observations and focus group discussions. In order to conduct qualitative research, small research sample is selected from the entire population.

On the other hand, quantitative research codifies the research problem through numerical data which can be converted into appropriate statistics. This research method is applied in market research to identify the attitudes, behaviors, opinions and suggestions in quantitative terms. The aim of this type of research is to generalize the results on a large sample (Russ and Preskill, 2001). Quantitative research is used to uncover the aims and objectives of the research in quantitative terms. There are several methods through which quantitative research can be conducted. These methods may include surveys, face to face interviews, website interceptors and online polls.

This type of research focuses on quantities and numeric for finding the solution of research problems. On the basis of statistics and numeric analysis, quantitative research finds the answers of research questions. On the other hand, qualitative research focuses on qualities such as behaviors and attitudes in real manner. The results of qualitative research are presented theoretically rather than numerically (Russ and Preskill, 2001). Quantitative research is applied at the scenarios where aim is to generalize the result on a large population. On the other hand, qualitative research methods are applied on the scenarios where aim is to discover problem in an organizational setting and find solution of problems.

4.4 Evaluate different research methodologies based upon a given scenario

There are different types of research methodologies which are implemented on particular scenarios. Each research methodology focuses on particular aims and objectives (Saunders et al., 2009). Some of the research methodologies are as follows:

Quaitative research

This is first type of qualitative research methodology which refers to investigation of the research problem in theoretical terms. This type of research methodology aims at investigation of research problem in words. In social sciences, qualitative research is conducted. This type of research is conducted in a natural setting so that researchers can get deep insight of the research problem.

Quantitative research

The second type of research methodology is quantitative research which is used to determine the relationship between different factors. The nature of relationship is quantitative.

Mixed research

Mixed methodology refers to mix of qualitative and quantitative methods. This type of research methodology is recommended by the researchers for finding logical and justified answers of research questions.

Action research

This research model refers to studying a particular problem and accomplishing its aims at the same time (Saunders et al., 2009).

Conclusion & Recommendation
Explain each of the 7PS and apply them to a chosen organization
Product:

The Sovay hotel offers services to customers with hotel, restaurants and accommodation service that manage business activities in effective manner.

Hotels

Restaurants

Spas

Amigo

BocconiRistorante

Browns Hotel

Browns

Lincontro

Charles hotel

Augustine

HIX Mayfair

Hotel De Russie

Verdura Golf and Spa

Verdura Golf and Spa

Verdura Golf & Spa Resort

Rocco Forte hotel

Parioli

The Balmoral

Villa Kennedy

Rocco Forte Hotel

Hotel Astoria

Astoria

Gusto

Rocco Forte hotel

Price:

The price of room, suites and halls varies with consumer demand.

The Edwardian Elegance Suite package

785 ?

Every ones an original winter offer

300?

Savoy festive package

395?

Savoy Splendor

295?

Savoy Suite Treat

775?

Sundays at the Savoy package

250?

Bed & breakfast package

305?

Cabaret Theatre package

540?

Impression package

495?

The Savoy element package

825?

Top hat theatre package

465?

The variance in prices in accordance with consumer demand present effective ways of accommodation, theatre package, dinner manage global event and meeting solution.

Placement:

The strategies regarding placement are as follows:

Savoy family Suite

One king and two twin beds

Junior Suite

One king bed

Deluxe Junior Suite

One king bed

Savoy Suite

One king or one queen bed

River view junior suite

One king bed

Edwardian Suite

One Queen bed

Art Deco Suite

One king bed

Art Deco two bedroom suite

One king bed

River view deluxe suite

One king bed

Personality Suite

One king bed

Personality Art Deco Suite

One king bed

Promotion:

24 hour Butler service, tea and coffee service, Audio i-pod service, unpacking service of arrival, fresh flower, daily news paper , magazine selection, leather desk manage to gather effective promotion services. In perspective of consumer demand dining , meetings and activities were offered. Global event and meeting solutions relevant to prestigious revenue services, divine dances with family oriented , personal or signature packages entertain customers.

Fairmont Gold

Guests, honor bar, relaxing comfort , continental breakfast services were offered

Family travel

Mayan, Hawaiian culture with resort, games and museum attractions were offered

Fairmont Golf

Luxury, lodging and property facility for elegant accommodation

Fairmont gift cards

Award winning restaurants, denomination and currency spas

Celebration life

Favorable places for positive celebration of life experience

Physical Evidence:

The services of hotel and restaurants in Canada, United states, Asia, Europe, Mexico, Caribbean and Bermuda, Middle East and Africa in different regions attracts customers. In areas like Dubai, Jakarta, Moscow, Riyadh ,Baku ,Austin and Amman attracts customers all over region.

People:

On website (http://www.fairmont.com/explore/family/) in different languages like English, France, Denmark, Arabic and Chinese were offered. Login and search offers were presented in accordance with family travel, restaurants and bars.

Process:

Facilities were offered with appropriate customer needs and advancement. Most of people all over region gain information through web portals as featured offers like celebrations, culture, discovery, family, food and wine, green and internet were offered.

Evaluate the four segmentation criteria and be able to recommend a suitable market segment for a given organization

Savoy hotel is famous for excitement and glamorous sparkling services to customers all over region. People of every cast, sect and culture had been offered with excellent services of like guest services including babysitting, bell staff, check inout, housekeeping and pet policy. Business service offered includes CD burning, DVD playing, High speed internet access, Microsoft application and VAT refunding service. Similarly Butler services for in-suite check-in and orientation, drink on arrival, complimentary pressing, wake -up call system, dressing service, travelling consultant and personal shopping to entertain services were offered. Wedding planning and event management system for private rooms, Banqueting rooms and high class customer services to entertain customers were offered. Special promotion offers with customer needs and wants for promotion and money compensation for presenting positive image were offered. Dinning, meeting and photo entertainment facility that improves customer attraction manage to gather user attention. Signature offers SANTA Monica, Bab AL Bahr, Fairmont Le Chateau Frontenac and Jasper park lodging service to attract target audience manage to attract customers. SPA and bathing offers to attract customer and made them treatment oriented for perfect customer association with user demand. The differentiation strategy to entertain customers all over region manages to attract customers all over region. The management of hotel and restaur

The Caribbean is known for its beautiful islands and breath-taking shores. There are numerous sites in this region of thousands of diverse islands. To list a few reasons as to why it’s a huge attraction to tourists from all over the world, then the coral reefs, colorful fruits, golf courses, sailboats and the wonderful sunsets at the beach are just the tip of the ice burg. It’s the perfect place to relax with the family and a Caribbean holiday is the best place if anyone is seeking for a little adventure. The Caribbean seems to have everything for a great vacation from horse riding to hiking, wildlife tourism and much more. Everything from exploring the beautiful waterfalls, going kayaking upriver and even canoeing gives the Caribbean the top most position in tourism category. The Caribbean has both extinct and live volcanoes. It gives a definite adrenaline rush for tourists seeking it. Its tropical rainforests consists of rare and exotic animal species. It is by all means, absolutely beautiful. The Caribbean region consists of thousands of islands and to name a few that are of great tourist’s interest and as stated in “http://wiki.answers.com/Q/What_are_the_names_of_the_Caribbean_islands”: “Anguilla UK, Antigua & Barbuda, Aruba ~ Netherlands, Bahamas, Barbados, British Virgin Islands, Cayman Islands, Cuba, Dominica, Grenada, Guadeloupe ~ France, Hispaniola, Jamaica, Martinique ~ France, Montserrat ~ UK, Netherland Antilles, Puerto Rico ~ US, St. Barthelemy, St. Kitts & Nevis, St. Lucia, St. Martin, St. Vincent & Grenadines, Trinidad & Tobago, Turks & Caicos ~ UK and US Virgin Island.”

It’s not only about the adventures but the Caribbean features cites of its rich heritage and unique architecture. If we were to take a look into the most popular tourist attraction in the Caribbean then this would definitely include the Barbados; a small island also called as little England during the British era. It is called so, because it still contains a part of the thriving British legacy, cricket, Anglo Saxon activity and high tea.

We have Antigua & Barbuda that has more than 356 beaches (representing one for every year). This too is another popular tourist attraction. Then there is Guyana which is a one of the independent members in the Caribbean. It is also known for its beaches and countless rivers and lakes. The best side to it is that gold deposits and diamonds can be found at the river bottoms and hillsides. This place is popular for yachting and sailing.

Another beautiful island is ST Lucida. This island is known for its mountains that are covered with forests and the wildlife in it. Such other marvelous sites in the Caribbean’s are St Martin, Trinidad, Cuba, Jamaica, Cayman Islands and much more.

Situated in the Caribbean Sea is the Roatan Honduras Island that has brought the economy a constant dramatic increase due to the scuba diving fans. This place offers its visitors everything, ranging from marine wildlife to scuba lessons and even certification. It is know for its coral which is very diverse and can be seen easily. Here, tourism is well developed, hotels are well equipped and the resorts are numerous. This place is even called the “Caribbean’s best kept secret”. It is no doubt one of the most beautiful sites and experiences to have.

According to Gmelch, George (Behind the Smile: the Working Lives of Caribbean Tourism. Bloomington, IN: Indiana UP, 2003), the Caribbean governments welcome tourists with warm hearts because they realized that the Caribbean economy is completely dependant on tourism, also being referred to as “the engine of their growth”. Economic development in the Caribbean has benefited merchants, farmers, fishermen and many more. According to Pattullo, Polly. (Last Resorts: the Cost of Tourism in the Caribbean. London: Cassell, 1996), “Tourism is a huge contributor to the economies of all Caribbean countries and the biggest contributor to many of them such as Antigua and Barbuda, Bahamas and the Virgin Islands”

Yolande Wilson MBA ’08 In “the Caribbean Tourism Fueled by Hotel Development: The Good and the Bad”, explains that the success of Caribbean tourism is probably because people have the thoughts of aqua blue waters, warm sand beaches and luxury images on their minds. It is these precise thoughts that play a large role in the tourism business in the Caribbean. This puts all the focus on the tourism companies, services industries and real estate development. Tourism in the Caribbean is as early as 1862 where Jamaica had health spas and cruises that ran to the island but now, the tourism industries in the Caribbean estimates an anticipated contribution of over 18.7 billion dollars by 2011.

Another author named C. James Hospedales wrote about the importance of tourism to Caribbean development in (Healthy Tourism in the Caribbean) Saturday, 22nd September 2007. He explained that 25 billion dollars were the gross output in the Caribbean tourism with more than 12 million tourists arriving for stay in the Caribbean and more than 6 million cruise ships. Hotels were completely booked and tourism became very important to the Caribbean economy. Tourism in the Caribbean is even compared to oil in the Middle East. They have also made it a motto “Caribbean development through quality tourism” which made it clear that the economy will be completely dependant on tourism for the coming years.

With the arrival of the internet on 1995 which made it possible to spread the word of all the good and bad news. It was an effective tool in informing the world about this ravishing country. There was also the European tour operators whom made it easy for the tourists to get to the Caribbean from the European countries. However, with the success of increasing arrivals of tourists that helped boost the country’s economy, it also brought in the possibility of diseases being imported from different parts of the world. Yet this did not stop the Caribbean tourism organization from making sure that such issues along with injuries are minimized to its lowest. Their vision was that the Caribbean “to be the safest, happiest, and healthiest of comparable destinations in the world”

It’s obvious that tourism has affected the economy of the Caribbean region. These effects are mainly due to the travel and tourism industries. Through Paul McDaniel’s point of view, an eHow contributing writer in “The effects of Tourism in the Caribbean”, the economy was affected both positively and negatively. From these effects, we’d notice that it includes the Caribbean’s utmost and complete reliance on tourism and travel industries. But because, most of these tourism companies are never usually based in a particular Caribbean island, much of the money made does not stay on the Caribbean. This may also appear as a disadvantage for the Caribbean. However, without the competing companies, the economy could also be highly affected.

However, David Jessop wrote about “Grasping the full economic impact of Caribbean tourism” Sunday | September 23, 2007 and questioned if the governments truly understood the importance of tourism, which in his words is “the industry that now underwrites the regional economy”. He provided reports that were produced over the last 2 years that explained the positive impact tourism had on the economy. These reports were based on the studies produced, supported and encouraged by the Caribbean tourism organization and Caribbean hotel association. It was a clear demonstration to the government that tourism has become the dominant force in the Caribbean. In these reports, the Caribbean tourism is expected to get over 56.1 billion dollars economically with about 15% increase in tourism employment from 2007 to 2017. Basically these earnings are expected to grow over 3 percent per year. Therefore, from these readings it’s pretty clear that the Caribbean region is economically dependent on the tourism industry. However, if these industries do not remain competitive, then the economic boost could come to an end.

The problems that face the Caribbean tourism industry are those of globalization as well as interdependence. Therefore the beauty and nature of the country will not be enough to make the region’s case. It requires the government to play a role in supporting it to the fullest. Whether it’s decreasing the taxes, providing public health education or even changing the policies to fit the country’s increasing economy.

In a pacific islands report written by Sir Ronald Sanders in the “Benefits of Caribbean tourism must be shared”, he wrote about another problem that could affect the tourism industry in the Caribbean which is surprisingly the racial division notion in the island. This existing problem causes constant discomfort among many hotel owners that are expatriates, managers and the citizens yet they dare not deal with it. These problems are being left depressed like the racial division between the ownership on one side and the workers on the other. This problem is expected to worsen in the future if not dealt with now. Given the growing size of tourists coming into the country every year, it would keep requiring a large size of financial investments for the resorts and hotels in the Caribbean. These investments are primarily funded by the white expatriates that own tourism companies and can build or own resorts and any other tourism aspects in the business. This may seem as a problem because the profits in this case are sent abroad. The country does not benefit and the balance is disturbed.

In an abstract written by Harry G. Matthews, 6 May 2009 “Radicals and third world tourism: A Caribbean focus”, he talks about the metropolitan tourism in third world countries that have brought to question the tourist industries in a more political and social way. He talks about how it could affect the country and in this case, the Caribbean. He believes that tourism is an intrusion which is of metropolitan type, developed by the white people into the world of non-white. He also believes that these are merely fantasies sold to the tourists, causing the rise of cultures in countries like the Caribbean. Therefore the solution lies with the government of these countries where they are trying to bring forth an increase in sophistication. However, it is uncertain of how this action would actually take place.

A critique; Tom Womeldorff analyzes the Caribbean tourism in an interesting way in “Caribbean tourism: A Critical analysis” 10/14/2009. He writes about the western mentality of escaping to tropical islands with exotic animals, plants and warm sunsets. This fantasy is offered by the Caribbean tourism resorts and travel agencies that aim to fulfill the western dream. And recently, the market has included the catering of tourists whom want to experience the exotic island to the fullest. These tourism agencies are expanding to provide whatever desires that could have tourist dollars following it. Therefore these tourist industries carefully construct the hotels and resorts to meet the conceptions and needs of tourists. This perception to perfection however comes with a cost. Although it provides as a source of income to the Caribbean people, it has made them completely commoditized because it requires that they put all their focus in the tourism programme, to make every thing possible.

In “The state and tourism: a Caribbean perspective” by Hilton McDavid, Diaram Ramajeesingh, the abstract mentions an important something to think about and it’s how the tourism industries are now the center of attention. This is because the country is now tourism dependant. But does the government do what it takes to make sure that the social and environmental needs are taken care off? In this journal, the writers believe that the government have to work harder in order to shape the tourism industries in a way that every sector in the Caribbean benefits.

The Stabroek staff | February 5, 2010 in Business “the Caribbean tourism industry” raise an important question “Will the 2009 nightmare push regional tourist destinations towards diversification”. It is true that the Caribbean got caught up in the economic crisis that took away jobs, homes, savings and much more. The Caribbean people were beginning to wonder if they have to shift towards diversification for their economic incomes. The number of tourists drastically changed and Caribbean development bank activities showed a significant decline. “Sharply declining tourist arrivals” according to the CDB with other investments, “the main transmission channels of the crisis to regional economies.”

However it appears that the Caribbean has settled down from all the economic problems and found its comfort zone where it’s reassured that the tourists will keep coming in. the CDG even reports that the growth is expected to return and is likely to become the same by 2011.

Although the whole economy of the country, people’s jobs and welfare cannot wait till the crises associated with the whole world is recovered, diversification for a better economy should be considered.

In “Caribbean tourism looking toward an improvement in 2010” by Linda Hutchinson-Jafar, Jan 28, 2010, after the economic crises that effected the country’s economy due to the decline in tourists rate, the Caribbean tourism industry began improving despite criminal and tax problems in some of the islands.

And the earthquake that hit Haiti did not affect the island’s economy much. Chastanet said, during and annual event in the Caribbean “We will probably end the year 5.6 percent down but we’re looking for a strong rebound in 2010”

And a hotel owner Rene Seepersadsingh “The economic situation globally impacted negatively on Tobago. Hotels reported as much as a 40 percent decline in stayover, particularly from the British and the German markets”

As for Jamaica, it was seeing a 4% increase in arrivals while the other islands were reporting a decline in 2009. This is probably because it was running ads on television across North America, tempting them to join the warm summers. They were very successful with their ads as Barlett who works at the airlines said “For this winter season now beginning, we have a record 1 million (airline) seats which is the largest number we ever had”.

The unusual part is that Jamaica continues to attract tourists even though it is categorized as one of the most violent countries in the world. The murder and crimes rates were 1,680 last year alone. Barlett believes that “It’s a contradiction. The most iconic attraction in Jamaica is the people. It belies the crime statistics”

Finally the most spoke about topic in the Caribbean tourism is “HARPOONING CARIBBEAN TOURISM: SWALLOWING A DEAD RAT” by Sir Ronald Sanders

Sunday, March 14, 2010. The new attractions that require full support by the Caribbean governments are the whale watching activities. There was an international meeting held in Martinique from February 18 to 21 on what they call “Sustainable Blue tourism in the Caribbean”, specifically urging the Caribbean government to not only support this attraction but to protect the marine wildlife and mammal population by providing sustainable jobs to the fishermen. This new attraction is bound too boost the economy situation and the exotic fantasies keep getting better.

Thus the Caribbean keeps finding ways to attract tourists and its economy although highly dependant on tourism yet, very rich.