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Island tourism: issues, problems — and some answers
Reports
zone managers must recognize and deal with the complexity of this heavily used area. This can most commonly be effective when the different sectoral groups work together. Cooperation rather than conflict has to be the approach, and this will require compromises to be accepted. In particular planners could play a more proactive role in coastal development, but they also need to break out of their landbased view of the coast. Planners, it must be said, are not the only ones constrained by their past. However, since it is through the planning process that tourism is encouraged or inhibited, it is the local authorities which have the power to bring about integration of tourism, recreation and the high-quality environment which all say they want, but have great difficulty achieving especially when there are other proper pressures to encourage port and industrial development. Several speakers argued that there was now a need to get away from designations and to concentrate more on activities. Once offshore, this may be the only practicable way forward. The development of coastal fora which bring together the many interested parties is progressing and is likely to provide a way forward which allows each interested party to retain its role but nevertheless encourages constructive debate. Three final comments. First, the
audiences at these meetings were commonly distinct, with only a small core of organizations or individuals present at most of them. This means that coastal zone issues are still largely being considered sectorally rather than in a fully integrated way. Nevertheless progress is being made, as the later meetings show. Second, there appears to have been a growing realization that less emphasis should be placed on facilities and more on activities. Management of the coastal waters will depend more and more on dealing with uses which change daily as well as in the longer term. Finally, tourism was often poorly represented, and frequently was an implicit partner rather than the potentially driving force which it could be. Ultimately, if we are to have safer and more attractive beaches and coasts, and to improve the coastal economy, the key message seems to be: Cooperate in understanding the coastal zone and in identifying ways in which its natural and human features can be safeguarded to protect the health, well-being and employment of its inhabitants, users and visitors.
Department
Vincent May of Conservation Studies Bournemouth University Fern Barr0 w Poole BH12 5BB, UK
Island tourism: issues, problemsand someanswers The island of Bermuda was the venue for the Second Island Tourism international Forum, 16-19 May 1993. Sponsored by four major airlines, members of the Bermuda Hotel Association and, amongst others, financial institutions, the convener, Michael Contin of the Centre for Tourism Research and Innovation, Bermuda College, was able to gather together an impressive array of delegates drawn from government, commerce, the tourism and hospitality industry and the universities. Chris Ryan, from the Nottingham Business School, reports on the conference.
The forum began with hosted by the Bermudian Tourism, the Honourable Woolridge. This set the conference in many ways
TOURISM
a reception Minister of C.V. ‘Jim’ tone of the - a friendly,
MANAGEMENT
October
generally informal affair, but with serious discussion being conducted by informed and significant players in the tourism industry. The keynote address was by David
1993
Edgell, Acting Under Secretary for Travel and Tourism from the US Department of Commerce. Concentrating on what he termed the nine shadows looming over international tourism, one point that did emerge was that the USA was, itself, becoming increasingly determined to attract tourists as a means of offsetting a Balance of Payments deficit. This raised a theme for much of the conference -with the number of competitors increasing even while there was a slow-down in the immediate short term of tourism demand from the traditional tourist-generating countries, what specific features did islands possess that would permit them to remain competitive? Were there new market trends, and could islands respond to these? Equally, as ‘Jim’ Woolridge was to argue in the light of his experience of Bermuda, islands had to recognize that there was a limit to the numbers of tourists that they could attract while maintaining the social and physical environments. Change for the sake of seeking new markets might bring unlooked-for costs. The forum also kept returning to two specific features of importance in the Caribbean. These items attracted front-page headlines in the local press, and television reporting. Both Diana Orban (Orban Associates, New York) and Robert Sturges (President, Carnicon Management Associates, Miami) argued that cruise lines and casinos represented real opportunities for islands to extend their tourism activities. Orban argued that cruise line passengers do undertake repeat visits to the islands they first visit as passengers and, if islands currently get only low spend per cruise line passenger, then that is in part due to poor marketing and service being provided by the islands concerned. Sturges argued that both cruises and casinos represent opportunities for islands, and that with the changing attitudes towards gambling in the American market he would not be surprised if, in 10 years, Disney introduced gambling ventures. Such comments did not go unchallenged. James Rizzo, from the Ministry of tourism in Malta, spoke passionately about the social problems
405
ReportslBooks
that Malta had experienced in the past from its decisions to permit casino gambling, while also implying, from the history of changing ownership, that casinos were not always a paying proposition for the sponsoring companies. Representatives from the Caribbean islands spoke of how the cruise line companies so packaged their clients that the opportunities for tourist spend on their islands were in fact very limited. Indeed, it emerged that Bermuda had probably one of the tightest policies towards cruise ships, not permitting the companies to provide their clients with picnic meals while on the island, and also levying a landing fee of $60 per passenger. Geographical isolation might here be a factor which, of course, does not exist for the more closely packed islands of the Caribbean. Another issue that exercised the forum was the relationship between private and public sectors. The experience of Gibraltar, as explained by its Minister of Tourism, the Honourable James Pilcher, with its ‘privatization’ of its tourism ministry evoked a considerable amount of comment, with some concern being expressed about how controls over development might be exercised. The need for careful site development was clearly indicated with a number of interesting case studies. Bert Winterbottom from LDR International, Columbia, gave an excellent
case study using the work undertaken in Bermuda at the old naval dockyards - a site which was subsequently visited by delegates. Larry Helber from Honolulu gave additional examples when discussing the changes and upgrading of tourist accommodation on the island of Bali. In a sense these examples were concerned with the physical, tangible components of quality in the tourism product. Susan Dowler from the Ontario Tourism Education Council and Judy King (President, Quality Management Services, Denton, Texas) spoke of the importance of staff programmes which emphasized total quality. (Your reviewer noted the influence of the work of Parasuraman et al,’ amongst others, in Judy King’s presentation!) This theme was in fact also taken up by the Premier of Bermuda, Sir John Swan, in his endof-forum speech, when he referred to the importance of the employee. The importance of marketing research in identifying customer needs was referred to on more than one occasion. Specific presentations on this matter came from Gregory Cory (Senior Vice President, Economic Research Associates, San Francisco), Chris Ryan (Nottingham Business School) and Gary Phillips (Director of Tourism, Bermuda). The role of events, heritage and festivals as generating demand for tourism was the subject of papers by Don Getz (University of Calgary) and Sharr Steele Pro-
haska (President, Cultural and Heritage Tourism Associates). The job of identifying the themes and summarizing the discussions within seminar groupings fell to two able academics, Don Hawkins from The George Washington University, Maryland, and Peter Murphy, University of Victoria, British Columbia. It is suspected that Don Hawkins and Michael Conlin will have their hands full in writing up the forum deliberations, and the interpretation of a Delphi study that had been undertaken prior to the forum. The proceedings of the conference, and, at the moment, summary sheets of the Delphi Study, are available from Michael Conlin, Dean, Faculty of Hotel and Business Administration, Bermuda College, PO Box DV356, Devonshire DV BX, Bermuda. At the time of writing (May 1993) a price has not yet been determined, so those who are interested might wish to fax to enquire. The number is +809 236 8888.
Department
Chris Ryan of Management Systems Massey University New Zealand
Note A. Parasuraman, V.A. Zeithaml and L. Berry, ‘SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, Vol 64, No 1, 1986, pp 12-37.
Books Takingwing en
masse
ET TRANSPORT AlhIEN - DE L’ESSOR A LA MATU\RITc
TOURISME
by Albert Miroux
Les Presses ITA, Paris, 199 7,293 pages, FF180
Given the mutual interdependence of air transport and many forms of tourism it is surprising that relatively few
406
books have dealt with this subject. Any new book that throws light on this interdependence is therefore welcome. Albert Miroux, who worked for many years in Air France, sets out in the early chapters to trace the development of mass air travel in the period after the Second World War to the end of the 1970s. He claims that in the early days air tourism was begun by the desire of Americans to visit Europe and was stimulated by the
introduction of Tourist and later Economy class fares on scheduled services. The introduction of jet services in the 1970s also had an impact. The approach is anecdotal and descriptive rather than analytical and events are seen very much through French eyes. The key factor which stimulated air travel for leisure purposes was the continued and rapid decline in the real cost of air travel throughout this period. This is referred to briefly but without any real analytical attempt to establish the linkages between real air fares and the expansion of tourism by air.
TOURISM
MANAGEMENT
October
1993
zone managers must recognize and deal with the complexity of this heavily used area. This can most commonly be effective when the different sectoral groups work together. Cooperation rather than conflict has to be the approach, and this will require compromises to be accepted. In particular planners could play a more proactive role in coastal development, but they also need to break out of their landbased view of the coast. Planners, it must be said, are not the only ones constrained by their past. However, since it is through the planning process that tourism is encouraged or inhibited, it is the local authorities which have the power to bring about integration of tourism, recreation and the high-quality environment which all say they want, but have great difficulty achieving especially when there are other proper pressures to encourage port and industrial development. Several speakers argued that there was now a need to get away from designations and to concentrate more on activities. Once offshore, this may be the only practicable way forward. The development of coastal fora which bring together the many interested parties is progressing and is likely to provide a way forward which allows each interested party to retain its role but nevertheless encourages constructive debate. Three final comments. First, the
audiences at these meetings were commonly distinct, with only a small core of organizations or individuals present at most of them. This means that coastal zone issues are still largely being considered sectorally rather than in a fully integrated way. Nevertheless progress is being made, as the later meetings show. Second, there appears to have been a growing realization that less emphasis should be placed on facilities and more on activities. Management of the coastal waters will depend more and more on dealing with uses which change daily as well as in the longer term. Finally, tourism was often poorly represented, and frequently was an implicit partner rather than the potentially driving force which it could be. Ultimately, if we are to have safer and more attractive beaches and coasts, and to improve the coastal economy, the key message seems to be: Cooperate in understanding the coastal zone and in identifying ways in which its natural and human features can be safeguarded to protect the health, well-being and employment of its inhabitants, users and visitors.
Department
Vincent May of Conservation Studies Bournemouth University Fern Barr0 w Poole BH12 5BB, UK
Island tourism: issues, problemsand someanswers The island of Bermuda was the venue for the Second Island Tourism international Forum, 16-19 May 1993. Sponsored by four major airlines, members of the Bermuda Hotel Association and, amongst others, financial institutions, the convener, Michael Contin of the Centre for Tourism Research and Innovation, Bermuda College, was able to gather together an impressive array of delegates drawn from government, commerce, the tourism and hospitality industry and the universities. Chris Ryan, from the Nottingham Business School, reports on the conference.
The forum began with hosted by the Bermudian Tourism, the Honourable Woolridge. This set the conference in many ways
TOURISM
a reception Minister of C.V. ‘Jim’ tone of the - a friendly,
MANAGEMENT
October
generally informal affair, but with serious discussion being conducted by informed and significant players in the tourism industry. The keynote address was by David
1993
Edgell, Acting Under Secretary for Travel and Tourism from the US Department of Commerce. Concentrating on what he termed the nine shadows looming over international tourism, one point that did emerge was that the USA was, itself, becoming increasingly determined to attract tourists as a means of offsetting a Balance of Payments deficit. This raised a theme for much of the conference -with the number of competitors increasing even while there was a slow-down in the immediate short term of tourism demand from the traditional tourist-generating countries, what specific features did islands possess that would permit them to remain competitive? Were there new market trends, and could islands respond to these? Equally, as ‘Jim’ Woolridge was to argue in the light of his experience of Bermuda, islands had to recognize that there was a limit to the numbers of tourists that they could attract while maintaining the social and physical environments. Change for the sake of seeking new markets might bring unlooked-for costs. The forum also kept returning to two specific features of importance in the Caribbean. These items attracted front-page headlines in the local press, and television reporting. Both Diana Orban (Orban Associates, New York) and Robert Sturges (President, Carnicon Management Associates, Miami) argued that cruise lines and casinos represented real opportunities for islands to extend their tourism activities. Orban argued that cruise line passengers do undertake repeat visits to the islands they first visit as passengers and, if islands currently get only low spend per cruise line passenger, then that is in part due to poor marketing and service being provided by the islands concerned. Sturges argued that both cruises and casinos represent opportunities for islands, and that with the changing attitudes towards gambling in the American market he would not be surprised if, in 10 years, Disney introduced gambling ventures. Such comments did not go unchallenged. James Rizzo, from the Ministry of tourism in Malta, spoke passionately about the social problems
405
ReportslBooks
that Malta had experienced in the past from its decisions to permit casino gambling, while also implying, from the history of changing ownership, that casinos were not always a paying proposition for the sponsoring companies. Representatives from the Caribbean islands spoke of how the cruise line companies so packaged their clients that the opportunities for tourist spend on their islands were in fact very limited. Indeed, it emerged that Bermuda had probably one of the tightest policies towards cruise ships, not permitting the companies to provide their clients with picnic meals while on the island, and also levying a landing fee of $60 per passenger. Geographical isolation might here be a factor which, of course, does not exist for the more closely packed islands of the Caribbean. Another issue that exercised the forum was the relationship between private and public sectors. The experience of Gibraltar, as explained by its Minister of Tourism, the Honourable James Pilcher, with its ‘privatization’ of its tourism ministry evoked a considerable amount of comment, with some concern being expressed about how controls over development might be exercised. The need for careful site development was clearly indicated with a number of interesting case studies. Bert Winterbottom from LDR International, Columbia, gave an excellent
case study using the work undertaken in Bermuda at the old naval dockyards - a site which was subsequently visited by delegates. Larry Helber from Honolulu gave additional examples when discussing the changes and upgrading of tourist accommodation on the island of Bali. In a sense these examples were concerned with the physical, tangible components of quality in the tourism product. Susan Dowler from the Ontario Tourism Education Council and Judy King (President, Quality Management Services, Denton, Texas) spoke of the importance of staff programmes which emphasized total quality. (Your reviewer noted the influence of the work of Parasuraman et al,’ amongst others, in Judy King’s presentation!) This theme was in fact also taken up by the Premier of Bermuda, Sir John Swan, in his endof-forum speech, when he referred to the importance of the employee. The importance of marketing research in identifying customer needs was referred to on more than one occasion. Specific presentations on this matter came from Gregory Cory (Senior Vice President, Economic Research Associates, San Francisco), Chris Ryan (Nottingham Business School) and Gary Phillips (Director of Tourism, Bermuda). The role of events, heritage and festivals as generating demand for tourism was the subject of papers by Don Getz (University of Calgary) and Sharr Steele Pro-
haska (President, Cultural and Heritage Tourism Associates). The job of identifying the themes and summarizing the discussions within seminar groupings fell to two able academics, Don Hawkins from The George Washington University, Maryland, and Peter Murphy, University of Victoria, British Columbia. It is suspected that Don Hawkins and Michael Conlin will have their hands full in writing up the forum deliberations, and the interpretation of a Delphi study that had been undertaken prior to the forum. The proceedings of the conference, and, at the moment, summary sheets of the Delphi Study, are available from Michael Conlin, Dean, Faculty of Hotel and Business Administration, Bermuda College, PO Box DV356, Devonshire DV BX, Bermuda. At the time of writing (May 1993) a price has not yet been determined, so those who are interested might wish to fax to enquire. The number is +809 236 8888.
Department
Chris Ryan of Management Systems Massey University New Zealand
Note A. Parasuraman, V.A. Zeithaml and L. Berry, ‘SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, Vol 64, No 1, 1986, pp 12-37.
Books Takingwing en
masse
ET TRANSPORT AlhIEN - DE L’ESSOR A LA MATU\RITc
TOURISME
by Albert Miroux
Les Presses ITA, Paris, 199 7,293 pages, FF180
Given the mutual interdependence of air transport and many forms of tourism it is surprising that relatively few
406
books have dealt with this subject. Any new book that throws light on this interdependence is therefore welcome. Albert Miroux, who worked for many years in Air France, sets out in the early chapters to trace the development of mass air travel in the period after the Second World War to the end of the 1970s. He claims that in the early days air tourism was begun by the desire of Americans to visit Europe and was stimulated by the
introduction of Tourist and later Economy class fares on scheduled services. The introduction of jet services in the 1970s also had an impact. The approach is anecdotal and descriptive rather than analytical and events are seen very much through French eyes. The key factor which stimulated air travel for leisure purposes was the continued and rapid decline in the real cost of air travel throughout this period. This is referred to briefly but without any real analytical attempt to establish the linkages between real air fares and the expansion of tourism by air.
TOURISM
MANAGEMENT
October
1993