Chairman’s Thoughts These are just two examples of a large number of solicitations from “guide” publishers targeting tourism businesses across the world. Many people quite innocently complete and return the form, even signing and dating it automatically, in the belief that they are simply providing information for a free entry. What they are in fact doing is committing themselves to hundreds, even thousands of Euro which will go straight into the bank accounts of a relatively small number of international crooks.
nd so we come to the end of yet another year full of challenges. 2005 will be remembered by many in the industry for the tragedy of the tsunami in Asia, the effects of hurricanes notably in New Orleans, Mexico, Cuba and the Caribbean and the manmade horrors in Bali, Egypt, India, Iraq, Israel, Jordan, Turkey and here in the UK.
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Is this the norm? Perhaps the industry is now in a period when we have to factor in such events – after all terrorism isn’t new and neither are hurricanes – it’s just the scale and the speed of reporting that has increased in recent years.
Dark tourism No, this is not about our successful meetings in Lancaster and London on “cashing in on tragedy” but a dark side to the industry that needs to be brought out into the light. Recognise anything like these? “You are registered under the following event (eg) The Business Travel Show London. Return this form with your company brochure and help us to keep the Show Guide up to date. Your existing free entry.... is published even if you do not place a binding order as below.” “We are presently compiling commercial information for the xxxx Guide. Filling in this form will give you the opportunity to be published in the Guide and CD-Rom....”
The contracts are disguised as requests for information. If you read the document you will realise that you are agreeing to pay for three years or, in some cases longer if it’s a “rolling” agreement which has to be cancelled by you. The small print is there but these people play on the fact that people are busy. Another trick is that they will send invoices to companies which look totally plausible – and many accounts departments will pay these without question. Also, you may receive an invoice for “compulsory insurance” relating to a stand at an exhibition abroad (which you are signed up for, or have attended the previous year). Again, the innocent will simply pay thinking that it comes quite legitimately from either the exhibition organiser or someone connected with the venue. These forms or invoices will clearly say which exhibition it relates to, the dates and they even print the organiser’s name so that you really get sucked into believing that this is something you have to agree to or pay. All of these scams originate outside of the UK: Austria, the Czech Republic, Germany, Spain and Switzerland are common homes and seeing an overseas address should be the first hint that you should treat the document with suspicion.
notices, letters threatening legal action in court and in some cases weekly (or more frequently) telephone calls from a “debt collector.” At least one such person is English but based abroad, and comes across very plausibly until you actually try and track down the “debt collecting agency” by using the website address or the telephone number on their stationery. Every follow up stresses that you have entered into a legally binding agreement and many people either pay up or settle “out of court” with a reduced amount – just to get rid of them.
C H A I R M A N ’ S PAG E
David Curtis-Brignell FTS
We could publish a list of the current suspect publications and companies here but they have been known to threaten legal action against people who do. So instead, I want to point you to a very informative website – www.stopecg.org Here you’ll find more background and details of the various scams currently in existence. Alternatively, if you think you have a suspect form or a demand for payment that isn’t on their list, I’m quite happy for you to fax it through to me for a personal view on its authenticity. Only by ensuring that no-one around the world pays will these people call it a day, but this is a huge and fragmented industry. It’s a big job to get this message across to the hundreds of thousands of tourism businesses not just in Europe, but beyond. But it’s worth a start.
Wishing you a happy and fraud free 2006.
Very little is being done to stop them and it’s estimated that even if only 10% of recipients of the bogus bills pay up, the income runs into millions of pounds every year. They work because we are all busy. Secondly because if you do sign and return the form, you start a chain of events that initially involves receiving invoices, reminders, final The Tourism Society Journal - Quarter I 2006 Issue 126
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2 0 0 6 C A L E N DA R ry a u
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11th Prospects 2006 The Sofitel St James Hotel, London 24th World Tourism Organisation (UNWTO) Joint Tourism Society / BCCB event with DCMS BCCB, London 24th Tourism Society Yorkshire Event The Copthorne Hotel, Newcastle
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1st Audience, Access and Conservation Plans – Working with the Heritage Lottery Fund The Hatton, London Tbc Film Tourism Tourism Society Cumbria Tbc Aviation & Consumer Confidence London
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rch a M 2nd Annual BTTF Q & A Discussion Joint Tourism Society event with UKInbound NEC, Birmingham
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Tbc Flagship Debate: The Olympic Tourism Strategy London
Tbc The New 8th Generation of Careers in Travel & Children’s Tourism Industry Museums University of North West Westminster, London Tbc Church Tourism London
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15/16th Annual AGM & Conference East Midlands Future event topics: ■ Climate change ■ Cruising ■ Licensing,
smoking & gambling laws
■ Rural Tourism ■ Training & Skills
Tbc Exporting Tourism Skills Worldwide Joint Tourism Society / UKTI event London
For more information: www.tourismsociety.org or contact Lydia Harrison on: 020 7488 2789 or email: lydia@tourismsociety.org
More Money Laundering Points professional scepticism applied to the transaction, most will be legitimate but clearly a lax approach could give rise to unnecessary exposure under the Proceeds of Crimes Act (POCA) 2002. The reason for my highlighting the UK bureaux de change and money transfer agents industry is that in 2002 one in six suspicious activity reports made to National Criminal Investigation Service (NCIS) originated from these money service businesses. This figure helps to explain why HMRC took overall control of this sector after the implementation of the POCA 2002. t first glance you may not think that the Money Laundering Regulations have anything to do with the tourism industry but evidence tells us that it is a key sector where money launderers are active.
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Of particular resonance to the tourism sector is the move by HM Revenue & Customs (HMRC) who have taken over a controlling brief of the UK bureaux de change and money transfer agents industry. These outlets were traditionally used to convert low denomination notes into larger denominations, more often than not in a different currency. These were then transported both within the UK and out of the country. The problems of spending a £50 note in the street is well known but serious and organised criminals need higher value notes. In particular the £500 note is a much sought after ‘high value’ note that can be used in the transportation of funds between countries. I have been told, of a group of Colombian drug trafficker who were believed to have laundered some £47 million through a London bureau de change owned by other members of the group. Travel agents are used to move funds to destinations in South America, routing it via the USA or Europe. So the lesson is that all electronic transfers require a measure of
It is well known now that, at the risk of stating the obvious, criminals frequently launder cash through legitimate and quasi-legitimate businesses. These businesses are often directly owned or part-owned by the criminals or by their close associates, although in many cases legitimate businessmen may also be fooled into providing the means for laundering criminal proceeds. A typical business has a high cash turnover, since this makes it easier for criminally acquired cash to be fed in. Fitting the bill are businesses such as restaurants, nightclubs, taxi firms and car sales or repair companies. No article on the tourism industry and money laundering can avoid references to gambling. Perhaps the obvious thought is of the bookmakers, attractive in its simplicity as well as being relatively risk free. High stakes are placed at very low odds, and to the criminal the end result of having clean money makes the costs of overall losses acceptable. Fruit Machines in arcades or clubs are also convenient ways of converting sums of money that come out clean. Gangs of tourists can bring in funds from overseas countries and go to chosen arcades depositing the appropriate funds in the fruit machines, simple and effective transfer. There is no need to
pass bundles of notes in brown envelopes in dark parks at night. Clubs too can be very useful in turning criminal proceeds through quasi-legitimate businesses. It does not need to be sophisticated casino style gambling which some assume is the prime and favoured method from the film industry’s portrayal in 1930’s gangster style movies. Whatever is known and published of these activities will only come to prove how adaptable the criminal classes are. They will always try to keep one step ahead of the authorities to maintain the momentum of their “business” activities. The social problems created say by drug dealing on our average high street corner is only the start of the need to money launder the funds to maintain their activities and their standard of living.
B U S I N E S S TO U R I S M
Peter Silk MTS
But the need to convert the cash proceeds into legitimate looking laundered or clean funds make the tourism industry a key target for criminals and those of us within the industry need to have our wits about us all the time. Peter Silk FCA is a Chartered Accountant and Tourism & Hospitality SIG Committee Member, ICEAW
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TOURISM TRENDSPOTTER
Mobile Phones: You Won’t Leave Home Without Them Kevin Millington MTS Eight trends to follow Text messaging has become a worldwide phenomenon, with 100 billion SMS text messages being sent each month in 2005. Texting has become immensely popular, as it is a relatively inexpensive way to communicate with other people. For international travellers this is particularly important, as overseas calls are usually expensive. Texting is expected to continue to grow in popularity, particularly in the US where it has yet to take off – only one in four mobile phone users in the US uses text messaging services.
Market penetration In less than 25 years since US firm Ameritech offered the first commercial cellular service in 1983, mobile phones have become an integral part of our everyday lives. Today, more than 1.8 billion people worldwide use a mobile phone, with 2.6 billion users expected by 2009. In Sweden, mobile ownership levels have reached 88%, higher than in any other country. The next highest in terms of mobile phone penetration are Great Britain (78%) and then Japan (74%). In most markets, ownership of mobile phones is most common amongst young people. Penetration levels jump to 96% for 18-24 year olds in Sweden, and 88% for the same age group in Germany. However in China and the US, phone penetration is highest amongst the older 25-34 age group. The fact that most of the largest tourist-generating countries are also the most significant users of mobile phones clearly indicates the importance of these handsets within the tourism sector. More than just a phone Whilst the internet has had a huge impact on the way we plan and purchase our holidays, the mobile phone is starting to forge ahead of it in terms of its usefulness to travellers, in particular providing a broader range of services much more conveniently. Mobile phones are starting to evolve from communication tools to integrated communication devices, media terminals, credit cards, and remote controls, and the traveller is likely to be the consumer who will benefit the most from this evolution. The world’s most advanced mobile market – Japan – is a good place to spot emerging trends and developments. 3G (broadband-like internet access) phones have only recently been introduced into the market in the UK, however they were launched in Japan back in 2001, so clearly they have a few years head start.
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m-Commerce is the term used for making purchases using a mobile phone. In Japan, 30 million handsets with contactless chips are being used to pay for items in seven million shops. By simply waving their phones near to a sensor terminal, consumers are charged for the items they are purchasing via their mobile phone bills. Whilst this technology is not yet available in Europe, it is moving closer, with the European Commission recently issuing guidelines that are likely to extend the range of goods and services that can be purchased using a mobile phone. These changes could greatly open the market to m-commerce, especially as recent strides have been made by the mobile phone industry in resolving technical problems that have hindered the use of m-commerce across different networks. Moblogging (short for mobile blogging) is the term that is being used for the taking of pictures on a mobile phone and posting them to internet sites. Pictures are sent to sites with very little text, or none at all, and are being used for spontaneously documenting informal events. Soon, the process of loading photos from the camera to the web will be simplified using “one-click posting” which will mean that it will be possible to post photos to a web site as soon as they are taken. This will provide travellers with a fast, efficient and easy way to document their travels and keep friends and family updated regarding their whereabouts. Built in cameras on mobile phones are becoming a standard feature (40% of all phones purchased in 2005 will have camera technology), and they are also improving in quality. Some phones now offer in excess of two-megapixel definition, which brings them closer to what is offered by digital cameras. In-flight mobile phone calls will soon be possible on some airlines. A consortium formed by European aircraft manufacturer Airbus has developed a facility that allows mobile phones to be used on flights. Assuming that it clears regulatory checks, the first two airlines to launch the service are likely to be BMI and TAP Air Portugal. However, in-flight mobile phone calls may be opposed by some travellers, and the segregation of “mobile” and “non-mobile” passengers might be implemented on some flights, as smokers and nonsmokers used to be. Some train operators are already taking this approach.
Walking tours or “cell phone tours” as they have become known in the US, are becoming increasingly popular in many American cities, with providers often using hometown celebrities as narrators. Visitors access the commentary by calling a number with their mobile phone, then enter their credit card details (typical price for a US city tour is about £4). They are then instructed on where to walk, and are informed about what they see as they move around the city. This method of information provision will increasingly be used in the future at visitor attractions such as historic buildings and museums.
Push-To-Talk (PTT) is a two-way communication service that works like a “walkie talkie”. A normal cell phone call is full-duplex, which means that both parties can hear each other at the same time. PTT is half-duplex, meaning communication can only travel in one direction at any given moment. To control which person can speak and be heard, PTT requires the person speaking to press a button while talking and then release it when they are finished. The listener then presses their button to respond. This way the system knows which direction the signal should be traveling in. PTT enabled phones are starting to emerge on the market and their advantage for travellers is a lower call price, and the ability to speak instantly to a travelling companion or someone back home. Mobile TV is what has become known as the “killer application” for mobile phones, as it is believed that once this is available on handsets it will prove to be hugely popular with the consumer. The typical screen resolution on a mobile phone is now sufficient for TV, and battery technology has advanced so much that powering it is not likely to be a problem. For the traveller this will provide the perfect way to keep abreast of news and sports coverage whilst away from home.
Forecasts ■ Mobile phone technology will advance rapidly over the
■ Video-on-demand will become the way in which we
next 10 years, with 3G phones offering high-speed information access, similar to the way broadband has revolutionised Internet access. By around 2010, 3G phones will be superseded by 4G phones, which will provide even faster information transfer (up to 100Mb per second). This will vastly improve the quality of both voice and video calls. Video calls are available on 3G phones, however the quality is generally poor, and connectivity problems can occur.
watch TV in the future, with the archaic system whereby we watch TV programmes when the broadcasters schedule them being consigned to the past. Video-ondemand will be one of the most exciting aspects of mobile phone development over the next decade, offering a significant range of opportunities for information providers who are ready and prepared to offer video footage for mobile phone users.
Opportunities ■ Destinations and visitor attractions should embrace the opportunities offered by the mobile phone, either to provide information once the visitor is at the destination, or to attract them to the destination itself. Walking audio guides are ideal ways to add value to an attraction, providing the visitor with an enriched experience. Video guides are also excellent marketing tools for promoting destinations.
■ Podcasts are rapidly growing in popularity, and are a great way to inform about destinations or attractions. With the launch of the new Apple iPod with video capabilities, there will be a new opening for videopodcasts, which are ideally suited to the tourist industry. As other manufacturers, including mobile phone
producers, try to keep up with Apple, they will also develop portable devices with video capabilities.
■ Producers of tourism goods and services should keep abreast of mobile phone developments. Technological advances tend to offer a vast range of opportunities for marketing and promotion. As with the Internet, those companies that embrace it first are likely to be the ones that will benefit the most. Kevin Millington MTS is a Director of Acorn Consulting Ltd, specialising in tourism development, economic impact and forecasting. www.acorntourism.co.uk
TOURISM TRENDSPOTTER
Podcasting is a new phenomenon, and is the term used to describe broadcast style internet downloads that can be transferred to MP3 players. For example, the BBC produces a Today programme podcast that contains the highlights of each day’s Today programme. The facility to store MP3 files on mobiles is becoming more common and storage capacities are rising. There is a rapidly expanding number of travel related podcasts available for download from the internet (for free or for a fee) that range from destination guides to travel experiences. In addition to audio information, books or guides in text format will also make an appearance in the next few years. In Japan, mobile phone users are already starting to download novels on their mobile phones. This is a concept that is likely to expand into information provision for cities, towns and attractions.
S P E C I A L F E AT U R E
The Olympics: Our Crucial Next Steps Mandy Lane MTS en Robinson is right to remind us all that we must act soon if tourism is to benefit from the London Olympics in 2012 (Tourism Issue 125).
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The next seven years are going to fly by, but no Olympics Tourism Strategy can deliver what we need unless our planning and our every action focus on the one crucial element: the quality of the visitor experience. This has to be at the centre of everything we do. We can indeed analyse the needs of competitors, officials, sponsors and the media from previous games. (And make no mistake, Beijing is set to raise the standard even higher.) The estimated 25 –30,000 journalists are especially important. What they think of their London experience will influence audiences all over the world.
But what about the spectators? We mustn’t fall into the trap of lumping them together as one group with one set of needs. Families, the elderly, young singles, visitors with disabilities, single parent families, ethnic minorities and competitors’ friends and families will arrive in London – from home and abroad. With the inevitable demand distortion that Ken identified, it is vital that the needs of every Olympic visitor group are considered. They must enjoy the best possible visitor experience. If they go home disgruntled our tourism industry will take years to recover. Quality is crucial We need to deliver top quality experiences for every single step of their visit.
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We all know how hard it is to define quality. Quality is noticeable most when it’s missing. When visitors meet poor quality service, poor quality amenities and poor quality information, they may not make a fuss. They probably don’t even complain. They just never come back. We cannot afford to let this happen in 2012. Yes we have the bed stock, but what about its quality? London currently has some of the best accommodation in the world - and some of the worst. And the gap between the two is widening. Demand for beds often outstrips supply in London so there has rarely been much momentum for change among accommodation providers. Sydney’s Home Stay scheme worked well but we can learn from the UK’s Greenwich scheme. In the five-year lead up to the Millennium events, Greenwich helped willing locals open their homes as B&Bs. Thanks to a successful European funding bid (SRB), the London Tourist Board (now Visit London), working with Greenwich Community College successfully combined practical training for newcomers with the wherewithal to deliver top quality service. The Greenwich initiative recognised that opening doors for visitors isn’t enough. Accommodation providers need to provide standards of quality that can be both recognised and assessed before booking, and noticeably experienced during every guests visit. Accessibility And what about visitors with disabilities? The 1999 Tomorrow’s Tourism had four pages devoted to accessibility issues. The current Tomorrow’s Tourism Today has none. It is wrong to think that the Disability Discrimination Act creates an inclusive approach and deals with all the challenges. It does not. Yet winning the Olympics bid means we also host the Paralympics. To ignore the special needs of visitors with disabilities is a serious omission, especially as most disability initiatives also benefit the ever-growing ageing population. The 2003 report Improving Accessibility for the Benefit of the London Visitor Economy listed over 80 action points. We need to make sure that we instigate every single one of them.
Education We will need up to 70,000 volunteers to help visitors during the Games. Many of these 2012 volunteers are now still children. What are we doing to prepare them for the crucial roles they will take? This education process must begin with primary school children, sixteen is too late an age to start. Let’s learn from Hong Kong’s Young Ambassador Scheme that brings tourism and hospitality into the junior school classrooms. We can use the Olympics to change young people’s perception of careers in tourism and hospitality. Universities and colleges will be a major source of volunteers. We need to start planning how to help students deliver quality service whether their work in the hospitality industry is a student stop gap or their chosen career. We can learn from the training scheme East Midlands Tourism is currently pioneering in Nottinghamshire. Students are being trained in customer service and regional product knowledge to create a more available and skilled workforce that can act as worthy ambassadors for the region. If similar initiatives for London 2012 are already in the pipeline, they must be publicised. The world needs to know that our visitors matter. If we want our legacy of the London Olympics to be an improved, successful and sustainable tourism industry, we have an enormous task ahead of us and these should be our priorities. Here’s my wish list: ■ The quality of the visitor experience to be at the heart of all we do. ■ A Visitors’ Charter please, not an Olympics Charter. Concentrating on visitors gives our work a life after 2012 ■ Use the Olympics to change perceptions of the hospitality and tourism industry. Work with primary schools now. ■ Integrate accessibility under the banner of quality – after all, accessibility is a quality issue. If we focus everything we do around the quality of every visitor’s London experience then we will all be winners. Mandy Lane MTS is a Director for LiveTourism
What Really Makes Us Tick? Understanding Travel Motivation Tom Buncle FTS
Not much to go on for the hungry destination marketeers. So how can these destination-makers read our minds and deliver what will chill us, thrill us and send us home satisfied? How can they interpret this vague emotional expression and provide the antidote that we can’t even articulate ourselves? Of course consumer research is a start; but an intuitive understanding of the underlying socio-psychological trends that shape our attitudes and influence our behaviour is also essential. The impact of these trends amongst affluent western Europeans is perhaps most marked with regard to developing countries, for whom they offer the greatest potential. They also have implications for domestic & European short break destinations. So what, currently, are the main trends that influence our attitudes towards “getting away”? And how can they help destinations provide the right antidote that is “somewhere different”? Underlying trends “Western” travellers’ desires, and consequently their behaviour, have changed substantially over the last 10-15 years. “Tourists” have become “travellers”. They have migrated from “destination-collectors” to “experience-seekers”. They are no longer as motivated by visiting the “must-see” sites, such as the Coliseum, the Red Fort or the Temple of Dawn; or by ticking off the “Big 5” in Africa. Rather they want to immerse themselves in the ambience of the country they are visiting; they want to experience the cultural life of the people - they want to understand
what makes them tick, how they think, behave and enjoy themselves rather than be passive observers of a canned culture. They want to meet with local people as equals and gain an insight into their way of life, whether a traditional tribal group or a city taxi driver. This is impossible to any meaningful extent between western tourists and residents of developing countries because the wealth gap, cultural mores and frequent historical baggage usually inhibit such an open relationship from developing between tourist and service-provider. Nevertheless people are increasingly seeking “genuine” exchanges, and want to avoid patronising, intrusive or exploitative contact, with people in the host destination. The “model” in many visitors’ minds might be characterised by the German tourist who chats over a pint with a trawler skipper in a pub in the west of Ireland. There are 3 major drivers for this type of tourist, which offers the best prospects for developing countries to attract. These drivers are related to mindset, far more than to economics or demography. They are the desire to: ■ discover the undiscovered; ■ experience the authentic; ■ recharge the batteries of the soul - whether through relaxation, physical activity or learning something new. This does not mean that the same visitor might not want to relax on a beach, enjoy city nightlife or take in a man-made attraction while they’re there. It’s just that these are not the primary motivators of a visit for the majority of travellers to developing countries. Destinations that understand what truly motivates an interest in their type of country, rather than merely observing what people outwardly enjoy when they’re there, will be ahead of the game. Undiscovered destinations Yearning for undiscovered destinations owes more to a pioneering spirit and the self-
satisfaction of going somewhere different than it does to the snob value of being the first around the dinner party table to have been there. However, a second wave of destination-fashion-conscious travellers often follows the pioneers at a safe distance, once a sufficiently comfortable infrastructure has been developed. The downside of the demand for newer destinations is, of course, that they will not always be undiscovered and they have to plan for life beyond this appeal. With fewer and fewer destinations left to discover in today’s increasinglytravelled world, the dilemma for these destinations is how to retain their attractiveness without losing the very core of their appeal.
INFOCUS
“I just need to get away – somewhere different”. Who hasn’t felt like this? But what do “getting away” and “somewhere different” really mean? Are we really only expressing a desire to escape from something – the stress and frenetic pace of our working lives – or do we have a clear idea of what we want to escape to?
So how do they retain their “virgin appeal” as travellers discover them? “New” destinations need to ensure that, as they open up, they protect (like Ladakh, Bhutan, Galapagos Islands) what they have in order to sustain their appeal and avoid becoming victim to the destination fashionistas who move on after the destination loses its “cool” image. For developing destinations this usually means balancing a ruthless approach to conserving the natural and cultural environment, while encouraging sustainable economic development. More established destinations, however, will find the solution in product innovation, themed marketing and imaginative event-staging, which continually present, and re-present, the destination in a different light to different segments. Unique events, staged infrequently, and ideally rooted in the community, have a cache and imbue the destination with a unique appeal that can only be “discovered” at that particular time. The opportunities that this offers for European destinations to attract repeat business, particularly offseason short breaks, are obvious. Authentic experiences The quest for undiscovered destinations is underpinned by a The Tourism Society Journal - Quarter I 2006 Issue 126
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desire for authenticity. This is all to do with a “sense of place”. The more local produce, local building materials, vernacular architecture and the more local people are employed in frontline services, the greater the distinctiveness and “sense of place”. And the greater the “sense of place” the more chance a destination has of inspiring loyalty and repeat visits. Ironically, developing countries may have an edge over developed countries in terms of distinctiveness, as globalisation and digital technology accelerate the erosion of local distinctiveness and encourage cultural homogeneity in developed nations.
bewildering array of choices in our everyday lives. “Bells and whistles” have masked the core functionality of many products and made our busy lives more stressful: try buying a mobile phone that just makes phone calls. All too often choice has been a substitute for quality: has the plethora of satellite TV channels increased programme quality? The flip side of the digital age is that we are seldom “off”. No wonder too then, that we are increasingly seeking personal time and space and that this is becoming more important as a factor in our choice of holiday. Spiritual regeneration
40% of Britain’s High Streets are now clones of each other, according to the New Economics Foundation. This has been the trade-off for our demand for everyday convenience, efficiency and speed. For every action there isn’t always an exact reaction. Standardisation has led to a thirst for the local distinctiveness and authenticity that previous generations took for granted. Farmers’ markets, real ale, delis, specialist shops, restaurants increasingly offering “home cooking” all testify to demand for greater local flavour. Even supermarkets are increasingly identifying the source of their produce – down to the farm, and sometimes even the farmer’s name. UK membership of the “Slow Food” movement grew by over 900% between 1999 and 2004. No wonder then that this desire for authenticity is also expressed in travel behaviour. Travellers’ demands for a sense of place are expressed through a desire to experience indigenous culture, local produce and festivals and events rooted in the local community, as well as the built and natural environment. Once a destination’s cultural memory is lost it can only rely on its built and natural environment to provide a sense of place. Any loss of local distinctiveness also means losing competitiveness. Part of this desire for authenticity is also about simplicity. We face a 10
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often remote from modern civilisation and people, and the opportunity to feel at one with nature. For some it means “wellness spas”, yoga, ayurvedic treatment and alternative therapies. “Well-being” is one of the fastest growing products both at home and on holiday. For others it involves a challenge. There has been a boom in participation in active sports, with scuba diving and golf as the world’s fastest growing sports. As people change from passive sightseers to active participants seeking experiences, the demand will grow for challenging, but safe, adventure. People want an exciting story to tell when they get home, but they won’t sign up unless they have a reasonable guarantee of safety. Great white shark cage diving, white water rafting, onfoot safaris, are all examples of activities that fit the bill: a frisson of danger, a calculable risk, and an adventure that grows with the telling. And people are staying younger longer, 60 is the new 40. For younger travellers it might be extreme sports, many of which didn’t exist ten years ago, such as kite surfing, canyoning, sky surfing, surf kayaking.
Recharging the soul’s batteries is about finding personal time and space to let the soul breathe again, both on a solitary basis and with a partner. It is about busy metropolitan executives seeking an antidote to the stress of their frenetic life. It can be pure relaxation but, for the experience-seeking traveller, it is more likely to involve some sort of activity, but above all personal time and space in which to chill out. Recharging the soul’s batteries takes many different forms, but common factors tend to be an unspoilt landscape, a tranquil environment,
And for others “meaningful travel” that leaves a social or environmental legacy is replacing fundraising adventures for charity. Building schools in Africa and tagging turtles in Costa Rica are increasingly becoming perceived as offering greater “life-changing experiences”, for both the participant and the host community, than sponsored bicycle rides through Vietnam or trekking the Inca Trail. Space, nature and freedom are the watchwords, often with a sense of worthy self-improvement, not organised entertainment. Beyond face value Being able to see beyond visitors’ response to a destination’s physical assets and recognise the “experiential desire” that motivated the visit is key. This can be difficult for emerging
Delivering authentic experiences and opportunities for soul regeneration are easier for destinations to control, if they truly understand consumer motivation. The message for new destinations is therefore: conserve what you have; dig deep to understand visitors’ real motivation, not just their observable response; and ensure that all development is imbued with the “sense of place” that is unique to the destination. Changing the way we do business Trend spotting is about identifying changes in consumer behaviour that might achieve sufficient critical mass to change the way a significant number of people think, that will alter the way we do business. The emergence of a new trend does not automatically suggest the death of established behaviour patterns. But, in a growing market, emerging trends can be difficult to spot because all sectors might be growing. An upward growth curve can mask the seeds of imminent decline. Trend spotting is therefore as essential in fair as in foul weather. Consumer power More independent travel, an explosion of cheap short breaks to unpronounceable cities on no-frills airlines, a boom in regional departures (e.g. 33 international destinations on no-frills carriers from Liverpool alone): the internet has empowered consumers to make better-informed purchasing decisions, through greater choice, better product accessibility and more
transparent pricing. Many commentators have predicted the death of the brand and the sovereignty of price-driven marketing as a result. This is at best premature and, at worst, a misunderstanding of consumer motivation. How low does a price have to be for consumers to go somewhere they’re not interested in? It does however mean that product differentiation and value for money will become even more important. Commoditisation of travel? - price vs. brand loyalty: At the 2005 WTTC Summit the chairman and CEO of US market research company Yesawich, Pepperdine, Brown and Russell (YPBR) said that for the first time his company’s research monitors were detecting a “reversal in the thought process” in which consumers were showing a greater willingness to buy a brand they may not be familiar with, simply because the price was right. For many years about 2/3 respondents to a question on YPBR’s website considered it risky to buy an unfamiliar brand; today only 1/3 consider it risky. Traditional airline and hotel brands risk becoming commoditised in the eyes of a much broader segment of travellers than either hotels or airlines have so far cared to admit. The burgeoning of low-cost flights, coupled with the growth in UK budget hotels that followed hard on their heels, has perhaps changed the consumer’s mentality forever towards travel costs. Why is it necessary to pay the prices that prevailed before when these airlines and hotels can not only offer a good service at a fraction of the cost but also still remain profitable – and therefore, it would appear, sustainable?
purchasing model, particularly for short breaks – whereby the place or desired experience is decided on first, and the price sought next – is being reversed in many cases. This does not mean that destination brands are unimportant. In order to be considered as a possible impulse purchase the destination must be perceived as attractive in the first place. But if it is not pricecompetitive with other equally attractive destinations at the right time, it will remain, for the lastminute impulsive short-breaker at least, on the shelf. Most of this lastminute, impulse-purchase short break business is driven by the nofrills airlines– hence the enthusiasm by European destinations to provide incentives to these airlines that has caught the European Commission’s eye. Accommodating impulsepurchasers will become increasingly important for destinations, particularly cities, as people increasingly take shorter holidays, but more of them.
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tourism destinations with little previous exposure to tourism to fully comprehend. For instance, it’s not hard to understand why tourists’ desire to see gorillas might be interpreted at face value by the construction of a small zoo, whereas the appeal really lies in the sense of adventure inherent in the trek, culminating in the goal of seeing gorillas in their natural habitat. The experience loses its appeal if it becomes too accessible. To really understand consumers’ underlying motivation, research needs to probe almost to a level of personal discomfort.
Long haul developing destinations will remain largely immune to this trend, as they require greater planning and will still attract people for longer holidays. But, even then, an increasing number of long haul cities such as Cape Town can expect to follow the example of New York and Dubai and provide competition to Paris and Prague as accessible and affordable long-weekend/short break destinations.
Clearly this does not mean that brands are dead, but that they will have to offer real value, be more distinctive, and perhaps more transparent, about their real benefits. Impulse-purchasing vs. planning The internet has not changed peoples’ desires. But it has changed the way they can fulfil them, and the speed – and therefore frequency – with which they do so. The traditional
Internet booking will grow faster than looking The major use of the internet for travel has so far been for information rather than reservations (c. 33% information vs. 16% booking in the UK). However WTO predicts that bookings via the The Tourism Society Journal - Quarter I 2006 Issue 126
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internet will grow at a faster rate than on-line searching for pure information. 20% of Thomas Cook’s (UK) business is already booked online. But phones are still important in making an on-line booking: 45% of customers in a recent study commissioned by BT wanted to talk to a phone agent while they completed an on-line transaction. So, as with brochures, the internet may not dispense with call centres as quickly as some businesses had hoped. Long haul tour operators selling developing destinations will again be more immune to this trend. Their products are more complex, less well known and their price components are generally less transparent, thus enabling tour operators to deliver added value in organising packages to developing destinations. The hybrid consumer People have always had eclectic tastes. They have never been as monolithic as many brand owners
would have had us believe. It’s just that the internet, no frills airlines, and a boom in new products (such as adventure activities) have made it possible for people to indulge in a wide range of types of travel and experience, as well as making their behaviour more evident. Flying on a no-frills airline to stay in a 4-star hotel, eating a gourmet dinner one day and newspaper-wrapped fish & chips the next, are not mutually exclusive. But it does undermine the model of brand loyalty upon which many traditional brand owners have based their marketing. The long view Local distinctiveness, product innovation, imaginative marketing, price transparency, value for money, easy-to-book. These might provide the recipe for destinations to improve their competitiveness over the next few years. But what after that? What will stimulate travellers once undiscovered destinations are
discovered and developing destinations are developed? How close will we get to the nightmare scenario of a cloned world, where “getting away” no longer means somewhere different, but going somewhere like home, only warmer? Perhaps an even bigger question on the horizon is one that we have not yet dared contemplate: will today’s teenagers be as active, curious and hungry for new experiences as their parents in 10 – 15 years’ time? Will they even consider travel as an exciting activity, or will their needs be fulfilled closer to home? Will virtual reality games provide the stimulation and escape that they need in a homogenised world where local distinctiveness is replaced by the comfortably familiar? Are today’s adventurers breeding tomorrow’s sybarites who will prefer technology to travel? This is one for the soothsayers, not trend spotters. Tom Buncle FTS is the Managing Director for Yellow Railroad
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www.travmedia.com 12
The Tourism Society Journal - Quarter I 2006 Issue 126
Revisiting the Disaster Zone he maxims of the Pacific Asia Travel Association (PATA) are to “Protect, Promote and Position” the Pacific Asia region. Never could these have been more severely tested than in the short and long term aftermath of the tsunami. It was also a massive challenge for PATA’s charitable arm, the PATA Foundation. The Foundation has funded hundreds of tourism related projects in over 40 countries in the region over the past 20 years, focusing on environmental principles, training, wildlife and culture. As with other organisations and agencies, it had never faced problems of these dimensions.
much business as possible to the area. The resources of PATA’s Press Office and Strategic Information Centre, both based in Bangkok, were mobilised to promote these messages with a dedicated website, regular email updates, newsletters and extensive media coverage.
Within hours of the disaster PATA had to make fundamental decisions as to how it should respond. As the leading voice of Asia Pacific tourism, the pressure “to be seen to be doing something” was great. PATA rapidly assessed its strengths and how to play to them. We are not an aid agency, so that work was best left to the specialists, and substantial contributions to major agencies were quickly made. PATA’s strengths include a wide distribution network through members and the worldwide Chapters, contacts very much at the sharp end of the disaster, access to the media and one of the best information and intelligence operations in the business. Two key messages quickly emerged – that the vast majority of Asia, including many parts of tsunami affected areas were open for business and that one of the most effective recovery tools would be to maintain as
Focus on the longer term
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The Foundation had to react as rapidly. A Tsunami Recovery Fund was established in a couple of days and donations poured in. However, in many ways, as others found, collecting money was the easy part, spending it effectively was another issue altogether.
Having made donations to agencies handling the immediate humanitarian recovery, the Foundation decided to focus on the longer term and to use its experience of tourism development projects to look ahead to future needs. Traditionally the Foundation has focused on those who would probably not get assistance elsewhere, and we stuck to that principle. We also believe that the human side is vital, taking a broad view of issues such as training, education and health. Long term recovery will need well educated and healthy people. It should be no surprise that the biggest catastrophe in history has raised some of the biggest controversies. In such a dramatic situation it is inevitable that both visible and latent issues will not only surface but also be magnified by the size of the disaster and the
consequential media interest. These range from the rivalry of aid agencies, bureaucracy and inefficiency to theft and corruption. The recovery process has also been a catalyst for other complex and deepseated issues, some political, others social and economic. When all around you has been wiped out, should we be surprised if arguments as to land ownership burst out? Naturally, we all want to see the affected areas restored to better than before standards, but according to whose values? How many times have we heard environmentalists argue about principles and priorities? All very well in the safe surroundings of a conference, but how long can we expect the displaced to wait whilst these debates continue? In a Panglossian world, the extent of the tragedy would put all differences to one side in order to work for the common good. In many ways on a macro level this happened, as the world’s sympathy and goodwill came together as never before to alleviate the suffering. Converting this into practical help is more complex. All of these are real and important issues that have to be addressed and, perhaps, one positive aspect of recovery may be that they will, and certainly should, be.
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Ti m R o b i n s o n
PATA felt that the only route round these issues was to get on with doing what we know best, sticking to both our principles and experience. Here in the UK we had an enormous piece of good luck. Very early in January, by a fortunate set of coincidences, we found ourselves in touch with Dave Simmons, the instigator of Travel Aid 50 – over fifty travel companies donating 50p per booking to the tsunami recovery. Dave’s great fund raising idea and PATA’s knowledge of the region, its people and problems made for a perfect combination. Fortunately, Travel Aid 50’s vision of how it wanted to spend its money also coincided very closely with PATA’s goals.
Criteria The criteria for the projects were: a connection with tsunami relief, long L-R Tim Robinson (PATA)and Dave Simmons (founder of Travel Aid 50)outside the Thal Aramba pre school The Tourism Society Journal - Quarter I 2006 Issue 126
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term value, identifiable aims and a sound project plan, especially showing a tight grip on finances and monitoring. We all expected to be inundated by deserving projects. In fact PATA was, but a disappointing number simply did not convince us of their merit. Speculative plans, opportunistic schemes, consultancies dressed up as charities and a complete lack of planning were a few of the problems. We were able to combat this by going straight to the heart of the issues and making direct contact with people on site, who were well informed, completely trustworthy and often already “hands on”. We also had to cope with the expectations of donors, many of whom were understandably insistent that they should know where their money was going, rather than just contributing to a big anonymous pot. Timing was also an issue. Pressure mounted very quickly for results to be seen from donations as the media covered the ongoing tragedy and stories emerged of aid money not getting through. Fortunately, our various networks came up trumps, the most convincing projects emerged from Sri Lanka. The PATA Chapter there is very strong and
well organised and keyed into excellent recovery programmes.
So, what has been achieved? At the Welipatanwila School of some 400 pupils in southwest Sri Lanka, situated in a tourism development area, we are completely refurbishing key areas such as the library, laboratories, playing field, computer rooms, water supply and toilets. Many of the local families were very badly hit by the tsunami and we hope that the school will be a source of well educated and trained staff for the new tourism businesses of the future. In Thal Aramba, just up the coast, we are building a brand new pre-school in the grounds of a monastery, next to one of the temporary relief camps. This will enable parents to leave their children in safe hands, be cared for and educated, whilst they concentrate on rebuilding their lives, homes and businesses. At the end of April a group from PATA UK and Travel Aid 50 had the privilege of visiting these two projects. It is difficult to find words to express the emotions felt on meeting the children and parents, teachers and staff who
are all dedicated to making these ventures a success. Nobody was left in any doubt that the funds were going to the most worthwhile and deserving of causes – you only had to look at the children’s faces! Thanks to the generosity of staff at Kuoni we have been able to fund the construction of a new maternity centre at Ambalantota. The foundation stone was laid in early September and about 50% of the work has been completed. Thanks to the same donation, the General Hospital at Tangalle is also undergoing major refurbishment to provide vital medical facilities to the local area. In the devastated coastal village of Polhena a fantastic new community centre is being built. Not only will this be a focal point for the villagers, but also a source of future employment and income, as it will provide an outlet for local food, with cookery demonstrations, and craft products. Five projects, all in line with our criteria and all under way, already providing employment and directly contributing to recovery, with great prospects for the future, not to mention all the other tsunami projects funded by the PATA Foundation. Every penny collected has gone wholly on the projects. Of course one cannot ignore the big issues surrounding the recovery and, of course many things could undoubtedly have been done better. PATA will contribute to those debates and help find the answers. In the meantime, with more than a little help from - and many thanks - to our friends, and by maximising the resources available to us, we hope that in five small areas of Sri Lanka life will be a little better. The message that the tsunami areas need your business remains as valid now as it was a year ago. For more information about the PATA Foundation, visit www.pata.org, or for Travel Aid 50, visit www.travelaid50.co.uk Tim Robinson is the Chairman, PATA UK Chapter and Vice Chairman, PATA Foundation
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David Browne MTS ew people would think of Ethiopia as their first choice of vacation destination. The country has come out of years of conflict with neighbouring Eritrea, and like so many other African countries has a crisis of poverty. Ethiopia sees tourism as a way of moving from a culture of dependency.
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As a practical step towards this goal, a degree course in Tourism Management was started two years ago at the university in Gondar, the former royal capital in the foothills of the Simien mountains, some 500 km (310 miles) north of Addis Ababa. 300 students are enrolled on the course, one third of them mature students, many of whom already work in hotels or as guides. Tourism in Ethiopia is at present suited only to the most adventurous or those travelling out of necessity on business. Ethiopia issues about 180,000 tourist visas each year, but many of these visitors are there for business travel or work with non-governmental organisations and international development aid projects. But the country has a wealth of history, culture and wildlife assets that have yet to be seen by the rest of the world, and Gondar university is therefore appealing to the global travel trade for help and support for its course in Tourism Management. British market researcher Lorna Tee has volunteered her services to give a series of lectures to the Ethiopian students, to help them better understand the needs and expectations of visitors from Europe and the rest of the developed world. Lorna runs a market research agency in the south of England, which specialises in travel and tourism. "I recently visited Ethiopia and saw huge potential for that country to develop its tourism industry, and provide locals with vital employment. I was there purely as a tourist
and found it an amazing place. It has a UNESCO World Heritage site at Lalibela, a town with impressive rock-hewn churches which are very ancient but still in use as places of worship, and the country as a whole has an abundance of wildlife and tribal culture. However, the lack of infrastructure and the low standards of service are a real problem and are likely to deter many first-time visitors from returning" she said. Lorna feels strongly that, although improving the infrastructure will require major investment, and is therefore likely to be a slow process, there are things which can be done now. 'It's not just a matter of financial investment," she said. "It's a question of seeing what needs to be done. There is little understanding of what a foreign visitor would expect in the way of service. And this situation can be changed at relatively little cost. This is why an education and training initiative is so significant.� Lorna's visit to Ethiopia was organised by a one-man tour operator based in Gondar. Talking to him about the gap between what visitors wanted and the service that hotels, in particular, provided, she gathered that he was studying part-time on Gondar University's Tourism Management course.
Discussions with the university since then have resulted in Lorna offering to prepare and deliver a series of lectures, and she is now also looking for donations of books and teaching materials that would be of practical help in training the students at Gondar. "They have little in the way of teaching resources for their fledgling degree course. 300 students currently share just 70 text books," said Lorna. "I am taking more out with me (some donated by generous members of the Tourism Society, including Millennium Copthorne Hotels), when I fly out to start my lectures�.
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Help Sought for Ethiopean Tourism Students
Lorna is appealing to the travel trade to check their offices and store rooms for anything that would help these students. "Any copies of tourism textbooks, whatever their dates or condition, and any customer care training materials manuals / videos / cds would be welcomed with open arms. Can I ask you to please scan your bookshelves, and see if there is anything you could let these students have?" Donations of books and other teaching media would be gratefully welcomed by the head of the tourism management department, Dr Mohit Kukreti, at the University of Gondar, Gondar, Ethiopia. David Browne MTS is a freelance writer
Dear Sue, I would like to thank The Tourism Society for their immense help regarding collecting teaching resources for Ethiopia. Despite a few reservations about the lateness at which I asked for help, the response was amazing and I am happy to be taking lots of books and resources out to Gondar University with me, none of which would have been possible without the help of the Tourism Society members. I know that Gondar University lecturers and students alike will be very grateful as their library will now contain some (up to date) books! I know many of your members are keen to know how the lectures go and I will make sure that I write to you upon my return with an update and some pictures of the donations being handed over. Thank you once again. Best wishes, Lorna Tee The Tourism Society Journal - Quarter I 2006 Issue 126
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Environmental Standards Mark Jakobsen MTS NetRegs (www.netregs.gov.uk). This is a website providing small and medium-sized enterprises (SMEs) with free, plain language guidance on their legal environmental obligations. Its aim is to help businesses stay within the law and improve their efficiency.
ompliance with environmental laws and environmentally responsible practice is not only good for the environment, it also makes sound business sense. The tourism industry is an extremely competitive marketplace. A business’s survival can depend on creating and maintaining a quality service and an impeccable reputation. Consumer attitudes are turning increasingly towards sustainable tourism and customers are increasingly receptive to any environmental efforts that their hotel or restaurant is making. At the same time, energy and waste disposal costs are rising. Improving environmental efficiency contributes to a positive image for your business and an improved bottom line.
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NetRegs recently commissioned a UK-wide survey into the environmental behaviour of small and medium sized businesses. The good news is that 72% of hotels and restaurants surveyed say that they have taken practical measures to reduce their environmental impact. Our top tips to help businesses in the tourism industry to improve their environmental performance are:
The tourism industry has a good environmental record but it can be improved. It is responsible for over 200 pollution incidents a year, about 5 of which cause serious environmental damage. In 2004 there were 6 prosecutions that led to fines of over £10K. Most of these convictions were due to illegal discharges causing pollution of rivers. We believe that working with industry towards better environmental management is the way forward to reduce these incidents.
■ Tip One: Discharges to Water ■ Most hotels and restaurants do not need special licences for using the sewers. Premises that are not connected to main drainage will have septic tanks or small treatment plants that need regular attention and maintenance. The Agency has produced a pollution prevention guideline leaflet to provide advice for these businesses. Also, British Water is preparing a Code of Practice on the maintenance of package sewage treatment plants.
Hotels and catering facilities produce 6% of all commercial and industrial waste in England and Wales. Less than a third of this is recovered, re-used or recycled. This is a poor performance compared to the average for industry and commerce, and wastes both money and resources.
■ Tip Two: Storage and Handling of Materials ■ Carefully supervise deliveries of materials to your premises. Clearly label refillable containers with their contents and storage capacity to reduce the risk of overfill and spillage.
The Environment Agency, along with the Environment & Heritage Service (Northern Ireland) and the Scottish Environment Protection Agency (SEPA), has a regulatory duty to protect the environment and human health in the UK. We understand the difficulties that small businesses in the industry experience trying to keep on top of environmental legislation. Many small businesses still have a low awareness of their environmental obligations, and nearly half would welcome more information and advice on environmental issues. In response to these difficulties we have developed
■ Tip Three: Resource Efficiency ■ Considerable savings can be achieved if a full programme of waste minimisation practices is implemented. This would include energy efficiency programmes and other waste minimisation practices such as recycling, water efficiencies, and reduction of packaging. Ask customers to participate in your environmental
New Member Benefit
programme by asking them to do something positive to help. ■ Tip Four: Storage and Disposal of Waste ■ You have a ‘Duty of Care’ to ensure the safe and proper disposal or recovery of the waste you produce and to keep a record of all waste received or transferred. You are responsible for this waste even after you have passed it on to another party. ■ Tip Five: New Regulation ■ Keep up to date with new legislation on the NetRegs website. An example is the Waste Electrical and Electronic Equipment Directive (known as the WEEE Directive) which will change the way you dispose of electrical goods such as televisions or white goods. We have jointly produced a DVD called ‘Pollution Prevention Pays’ which has additional advice and information on many of these topics. This is available free and can be ordered from the Environment Agency website. It is important that you establish your environmental responsibilities. Legislation is constantly changing so it is vital that small businesses make the effort to keep abreast of everything. Overall, the environmental awareness and performance of the industry is improving. It is encouraging that so many businesses have taken steps to reduce the impact they have on the environment. We urge all businesses to continue to make the effort and keep things moving in the right direction.
@ Links:
Environment Agency: www.environment-agency.gov.uk NetRegs: www.netregs.gov.uk SEPA: www.sepa.org.uk Environment & Heritage Service (Northern Ireland): www.ehsni.gov.uk British Water: www.britishwater.co.uk
Dale Carnegie Training are offering 20% off selected courses allowing you to save a minimum off £220. For more information please visit the members only section of the website.
www.tourismsociety.org 16
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Ray Youell MTS and Roz Wornell t is commonly accepted that delivering high quality tourism products and services is a key requirement of meeting visitors’ needs in rural areas. One approach to achieving this aim is to implement the concept and practice of integrated quality management (IQM) in rural tourist destinations. IQM has only recently been applied to the tourism industry, initially through a series of projects sponsored by the European Commission focusing on rural, urban and coastal tourism.
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What is IQM? All tourism stakeholders are aware that tourism operates in an increasingly competitive market place and destinations are increasingly reliant on the provision of quality services, products and experiences. The measurement, therefore, of customer perceptions of quality has become increasingly important to tourism policymakers and has resulted in an emphasis being put on the introduction and take up by tourism businesses of nationally - recognised quality accreditation schemes. However, there are inherent difficulties, particularly in rural tourism destinations, in advocating and implementing systems of uniform quality standards across a product range whose very diversity is often one of its main attractions. Despite its prominent place in national strategies (see, for example, Department of Culture, Media & Sport 1999, Wales Tourist Board 2000) quality issues do not feature significantly in the tourism literature. Nonetheless, the recent upsurge in interest in sustainable tourism issues has called for an integrated approach to the way in which tourism is managed and developed within destinations. The series of projects initiated by the European Commission and referred to previously, was set up with the specific aim of investigating and developing strategic guidelines, based on practical experience, intended to improve integrated quality management in tourism destinations. The projects used the European Commission’s definition of IQM that encompassed:
“…an approach to managing a tourism destination which focuses on an ongoing process of improving visitor satisfaction, while seeking to improve the local economy, the environment and the quality of life of the local community” IQM can, therefore, be seen as a quest for both internal and external quality within a destination, where internal quality can be defined as the quality and value visitors experience from initial information prior to departure right through to ‘after sales service’, and where external quality can be understood as the development of a sustainable form of tourism through a responsible use of services, environment, heritage and culture. It is this need to develop the internal and external quality of destinations that lies at the heart of IQM policies, whose key elements focus on: Improving the quality of provision for visitors, thereby satisfying their needs and exceeding their expectations, encouraging them to return to the area and to recommend that others do so; The involvement of local communities and tourism enterprises in the management of the destination and its development (see Figure 1). The principles of IQM take into account the whole of a destination’s
tourism system. It is an initiative that relies heavily on community involvement and participation and allows a form of integrated dialogue to develop between potential visitors and tourism stakeholders at local and regional levels, thereby influencing sustainable economic and cultural development initiatives. Nonetheless, despite the rhetoric of sustainable tourism policies, and indeed IQM policy documents, they remain to all intents and purposes just that – policy documents. There remains the need to bridge the gap between theory and practice in implementing sustainable tourism. It is to this end that staff from the Institute of Rural Sciences (IRS) at the University of Wales Aberystwyth (UWA) have undertaken, in funding partnership with Objective 1 and Tourism Partnership Mid Wales, a project researching and implementing IQM principles and initiatives in the rural county of Ceredigion – the Ceredigion Tourism Quality Initiative (CTQI).
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Developing Quality Rural Tourism in Ceredigion, Mid Wales
The Ceredigion Tourism Quality Initiative (CTQI) Ceredigion is an extremely rural area where the largest town (Aberystwyth) contains less than 15,000 residents, the majority of the county’s inhabitants being dispersed over more than 150 small towns, villages and
Figure 1 The process of IQM, illustrating the 3 key stakeholders (community, visitors and tourism enterprises) and the beneficial outcomes of the process; satisfied customers, improved performance, increased income & employment and community benefit without conflict.
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rural settlements. The challenge of community regeneration and combating the effects of continued decline in the agricultural sector are very real issues within Ceredigion, and the challenge of creating sustainable communities through the use of tourism is one that has been accepted by tourism managers within the county. However, rural communities in particular increasingly focus on tourism as a means of achieving economic growth in response to failure in attracting new industry and as a result of the decline of the resource-based industries. Sustainable tourism though, is not a short cut to economic prosperity and the often product-centric search for economies of scale in tourism should give way to a search for economies of scope in order to maximise expenditure rather than numbers of tourists. It is this search for the maximisation of tourist spend that leads tourism theorists and policy makers towards the quest for tourism quality initiatives, aimed at increasing the experiential value of the visit for both guest and host. CTQI, by addressing and encouraging businesses to implement the principles of IQM within their businesses, aims to help tourism managers within the county to create, and maintain, a sustainable tourism destination offering a high quality tourism product. With this in mind, CTQI has four main spheres of influence:
1 Market research Visitor surveys Business surveys Community audits Focus groups. 2 Influencing the public sector National (Wales Tourist Board) Regional (Tourism Partnership – Mid Wales) Local (Ceredigion County Council). 3 Influencing the private sector Tourism businesses Events organisers Non-tourism businesses. 4 Influencing stakeholders Welsh Development Agency Countryside Council for Wales Forestry Commission Arena Network and many others. Within these four spheres, the role of project is to: ■ Provide tourism advisory support
to SMEs; ■ Introduce best practice in
sustainable tourism; ■ Dissemination of research –
■ ■ ■ ■
local, regional, national, international; Assess community needs in relation to tourism; Assess community opportunities for tourism; Develop community action plans for tourism; Source and encourage take up of training and development;
■ Improve basic services within
communities ■ Provide marketing advice and
support; ■ Support the use of ICT in marketing and sales; ■ Identify and exploit new markets. Although CTQI still has over a year of funding remaining, indicative results from the visitor surveys indicate that satisfaction with the quality of the tourism product on offer within Ceredigion is improving substantially (see Figure 2).
Conclusion It remains to be evaluated over the coming years in Ceredigion whether such a methodology as IQM is able to effectively close, and keep closed, gaps in quality provision that have been identified through the market research element of the project. It would seem, nonetheless, that however elusive true sustainable tourism development remains, the introduction of IQM into rural tourism destinations can allow for a workable community and state approach to sustainability issues that is both visitorand resident-focused, whilst working towards exceeding visitor expectations of touristic quality, and the growth of the economic, environmental, cultural and social viability of communities through sustainable tourism initiatives. Ray Youell MTS and Roz Warnell are lecturers at the University of Wales, Aberystwyth.
Figure 2 Satisfaction with the quality of accommodation Ceredigion Visitor Survey 2004
Satisfaction with the quality of information on Ceredigion Ceredigion Visitor Survey 2004
Satisfaction with the quality of service received Ceredigion Visitor Survey 2004
Information taken from the Ceredigion Visitor Satisfaction Survey 2004, where a rating of 1 is equivalent to ‘very poor’ whilst a rating of 5 is equivalent to ‘excellent’.
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8th September 2005 Bar Convent, York Annabelle Jenkinson MTS better value for money than the more conventional dry land holidays. And at the other end you have the 20-30’s cruise for non-stop partying. What’s more, the range of destinations is just as varied as the different types of people you get onboard these days, from sunseeker destinations of the Mediterranean and the Caribbean to the fjords of Norway or the scenic Scottish Isles.
he event kicked off with a welcome from Mandy Hildred from the Bar Convent York, the host for the evening, followed by presentations from Edwina Lonsdale, Managing Director of Mundy Cruising on cruising and Jeremy Brinkworth MTS, Head of Business Tourism at VisitBritain, on Cruise UK and it’s actions and initiatives.
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Edwina Lonsdale started the proceedings with an insight into cruising, stating than in the UK more people take cruising holidays than go skiing, in fact more that 1 in 20 people choose to cruise. There is no such thing as a typical cruise or cruiser The demography of the cruising market is changing. Previously associated with the older generation, today it is very different with the empty-nesters (who probably are the first to come to mind when thinking of the traditional cruisers) who seek solace and relaxation once abroad. Then you have the family groups that are finding these holidays can offer
More than just relaxation Because of this diversification the onboard experience now offers an extensive range of activities and entertainment to keep up with a more demanding customer. Fitness facilities are provided for those who want to keep in shape, health and beauty and spa treatments serve sheer selfindulgence and well being, along with self-improvement and life coaching. On the larger vessels you can expect to find ice rinks, rock climbing walls and even basketball! Multiple restaurants offer a choice between formal, casual and haute cuisine dining. After dinner the ship really comes to life, celebrity speakers share their motivational stories, or alternatively you can dance the night away in a nightclub, take in a show, or try your luck in the casino. This might be why 60% of all first time cruisers book again. Or could it be the sociability of meeting like-minded people that creates a great atmosphere but more importantly a sense of security? In such a complex market, the retailer is key: With the variety or customers wanting to go and the variety of products available, in-depth knowledge of customers and the market are essential. Tour operators need to be asking, “what does the consumer want to buy”, not what do I need to sell.
The platform was then turned over to Jeremy Brinkworth on the topic of Cruise UK What is Cruise UK? With passenger numbers increasing each year, VisitBritain created the Cruise UK initiative, which aims to increase the number of visitors taking a cruise to the UK and acts as the first point of contact for developing the cruise industry to Britain’s ports. It’s aim is to increase Britain’s share of this growing market.
M E E T I N G R E P O RT S
Cruising: A Market That Cannot Be Defined
In 2004, British ports (including Northern Ireland) were visited by 42 different cruise lines and 76 different ships. 312,000 shore excursions were made in 2004 in the UK, with Scotland and the South of England being high priority for cruising. This is due to increase over the coming years, due to increased interest in UK-based itineraries from foreign cruise companies and tour operators. In order to maximise this Cruise UK have established a set of objectives: ■ To encourage greater use of the
UK as a cruise destination, and position Britain on the map for cruising ■ To encourage diverse partners in
the promotion of the UK as a cruise destination. ■ Influence cruise lines to come
here and then encourage passengers to tour onshore, promoting more tourism in the surrounding regions. ■ Develop a more unique and
inspirational portfolio itineraries and land options
of
■ Target cruise line agents. ■ Obtain political representation
Annabelle Jenkinson MTS is the Business Development Manager for Au Marketing Services
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The Tourism Society Meets the Media 27th September 2005 Bonnington Hotel, London Alison Cryer MTS y second “Meet the media event” this month and yet a completely different format. I had not read my invitation properly and was expecting to network once more with, what one of the panellists referred to as a “Whinge of travel writers”. Instead we listened intently while four revered members of the media shared their advice with the PR world on how to get maximum positive media coverage.
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Henry Hemmings, MD Travmedia and sponsor of the evening introduced the panel: Ed Grenby, Editor, Sunday Times Magazine, Claire Gervat,freelance writer, Alison Rice, broadcaster & media consultant and Anthony Lambert, freelance writer. He prepared the audience to receive a list of do’s or rather don’ts on how to get the strongest results for their brands. The panel were informative, brutally honest and entertaining. They also stayed on to meet with their audience, comprising over 100 public relations professionals from across the industry. After 20 years in the tourism and PR industry it was reassuring albeit disappointing to hear that within the ever shifting world of freelancers there is “no one answer” to what effective PR is any more than “a Golden tip” for reaching the broadcast media. The freelance writers concurred that they look for at least one feature from press information/releases, preferably more and in particular for something that hasn’t been done before. Editors and the broadcast
media agreed they are looking for a unique angle to jump out at them. Events, festivals, film locations and anniversaries are all of great interest while special packages are more appropriate to the staff writers handling the last minute offers column. The Swiss, French and German media newsletters were cited as excellent examples of a useful communications tool. A unanimous cry came for press releases only to be sent if they are of interest to the recipient and relevant to the type and range of publications they write for. Emphasis was made on being truthful, brief and to the point, with clear “manned” contact details and no puns. PRs should not expect an answer to a press release. If it is interesting it will be filed or even used. Above all don’t send photos or try following up. If emailing an attachment summarise the salient points in the email and indeed one panellist pointed out if that can be done……is the attachment needed? It was recommended that the post is still used for events take taking place far enough ahead. A note was made that longhaul angles are easier to sell to freelance writers and travel magazines than the nationals. The crucial difference given between written and broadcast media is the comparatively low number of strictly travel programmes. Therefore different aspects, events or news items must be well researched. Networks work 24/7 and the PR world should do the same if that is their target media. A recommendation to use specialists was made to put forward your story or to get your message through for example someone like Alison Rice or Simon Calder. Emails are fine, a chat over coffee or a meal were acceptable to most panellists but don’t invite Ed anywhere! Generally speaking we were told that gone are the days of the “free lunch”. Events should have a purpose include relevant speeches and enough hosts to circulate.
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Some excellent tips on media interview techniques were given from having plenty of nuggets of information at hand, asking as many questions beforehand as possible and practising out loud to not disappearing into the sofa by wearing the same colour outfit! Most of the media prefer up to 3 months advance notice for press trips, especially freelancers who need to get commissions, but others like Ed will take short notice if the story is right. A reminder not to mix written and broadcast media on the same press trip is not to be ignored. A preference was expressed for individual trips, although the group press trip still has its appeal as long as there is no obligatory meeting with local officials. Avoid September and October as Claire observed these are always very busy months for press trips. Interestingly, many media would like to meet your clients or colleagues over dinner when travelling on their own – they like the company (except for Ed!) but above all gain greater insight into the destination or product they are testing. Another good tip from Alison - try recommending a good freelance to an editor who cannot send a staff writer to win their life long support. There were mixed feelings about the usefulness of press packs – up-to-date, factual and informative was considered imperative, while for Anthony fine good quality brochures and guide books were useful. In summary there is no one “solution”. The media are “lazy, stupid and difficult”, Ed’s words not mine. They all want highly targeted, well researched, new material that is only relevant to them and their readers, listeners or viewers arriving at the right time for their deadlines. They are looking for ideas not places. They are not greedy or ungrateful to quote Ed again, but like elephants they never forget. They won’t say thank you but would like the PR to acknowledge their work. Above all we should all be flexible, not call them – they’ll call us if we’ve got it right! Alison Cryer MTS is the Managing Director of Representation Plus (UK) Ltd.
17th October 2005 Kensington Close Hotel, London Roger Withers FTS he approach of Hallow’een was a mere coincidence when the Tourism Society met at the Kensington Close Hotel on October 17th to discuss Dark Tourism. This was the second time this subject had featured at a TS meeting, and the success of the Lancaster meeting had encouraged the organisers to repeat the subject in London. About 40 members and guests heard presentations from John Lennon of Glasgow Caledonian University and Ria Dunkley, a PhD student at the University of Wales Institute, Cardiff. Tony Seaton from the University of London, regrettably, had had an accident that prevented him from coming, but, as the Chairman said, this was just another unfortunate coincidence!
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Dark tourism is not a new style of tourism. Thomas Cook took his first group to the site of the Battle of Waterloo just 40 years after the event. However, for many people visits to the Pyramids and the Taj Mahal are considered heritage tourism rather than anything more sinister. John Lennon focused on the ethics of Dark Tourism, and was keen to ensure that tourism got history right, and did not distort history or make history fit the needs of tourism. He identified case studies at Auschwitz Birkenau and at the Lety camp where
Roma people had suffered. John discussed the challenges that are brought about by ongoing changes to buildings and sites, and the need to present an appropriate experience for the visitor. He had noted changes in attitude by various groups of visitors over the years, and felt that attitudes changed, or were influenced by the media and films such as Schindler’s List. He also questioned the role of political correctness and local attitudes in the difference between the high profile of Auschwitz and the almost ignored status of Lety. He felt that there was often a selective approach to memorial and interpretation at many sites. Ria took her subject rather differently, starting by justifying why she uses the term “thanotourism”, as opposed to the more accepted “dark tourism”, stating the need to separate it from stigma. It also brings in an aspect of sociology allowing her to define the motivations behind tourists visiting the sites. Being an outline for her PhD thesis her presentation was more from an academic than a commercial standpoint. This was in line with the audience, which was highly geared towards academia, and both Ria and the
Chairman regretted the absence of any practitioners from the commercial sector. This is probably due to the fact that the commercial sectors links this subject more with heritage or educational tourism. Visits to sites such as the ones highlighted were often only part of a tour, and not always the primary motivator. It was accepted that most tourists have varied motivations and interests when they visit sites that could be considered part of Dark Tourism.
M E E T I N G R E P O RT S
Dark Tourism: Cashing in on Tragedy
Several interesting points and questions were raised in the general discussion, from ‘are Thanatourists deviants?’ to ‘ is tourism the custodian of history?’ Certainly, if practitioner members involved with commercial attractions like the London Dungeon had been present, they would have been able to broaden this discussion, and link the academic discussion to the experiences of the commercial sector. However, this meeting successfully highlighted one of the original objectives of the Tourism Society, which was to discuss the broader aspects of tourism outside the pressures of commercial influences. Roger Withers FTS The Tourism Partnership
L-R: Brian Human FTS (Chair), John Lennon & Ria Dunkley MTS) The Tourism Society Journal - Quarter I 2006 Issue 126
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Destination Management Organisation: Are We Being Served? 27th October 2005 Stone Cross Manor Hotel, Kendal Jan Nicholson MTS ourism Society Cumbria hosted its 3rd meeting of the year at the Stone Cross Manor Hotel, Kendal, in South Cumbria. Over 20 Society members and guests were welcomed by Charles Thornton MTS of Eden District Council, to a presentation exploring the role of Destination Management Organisations and their relationship with the tourism industry. The event was chaired by Lord Inglewood who has held various senior government appointments during a distinguished career including that of Under Secretary of State for the Department of National Heritage.
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Ian Stephens, Chief Executive of the Cumbria Tourist Board answered the question “Are we being served?” by saying that for Cumbria the answer was definitely ‘yes’. He was able to convince us of the merits of a Destination Management System and how they were being developed and applied in Cumbria. He also went on to say that what really mattered was not the theory behind it but the fact that it did work on the ground and worked well. Ian also explained the mission statement of the Cumbria Tourist Board and explained the strategy which was to contribute to halting the economic decline of Cumbria by improving tourism products, services, marketing and communication even
though public funding is in decline. A new area of growth was to be business tourism and a website had been set up www.lakedistrictconferences.info. Since its inception the DMS for Cumbria had produced £5 million in bookings through the Go Lakes and 15 other websites. A monthly e-letter was distributed to 33,000 users and an online photographic library had been developed. Anthony Climpson OBE FTS (Destination Manager for the New Forest District Council) suggested that tourism happens locally, destinations make up the regions and the regions then make up the nations and so everyone is a piece of that jigsaw. The strategy for the New Forest had started as “ Living with the enemy”, it then moved onto “ Making new friends” and is now “Our future together”. Anthony would like to see a Brand Map for the whole of the UK to identify where the destination brands are and then resource and structure to fit. He went on to explain that the greatest asset of a destination is its environment. This naturally has a significant impact on people when making decisions on visiting the area. Anthony also felt it was crucial to engage young people in tourism to give it local flavour and to add value to the product.
Phil Reddy of the North West Regional Development Agency spoke about the importance of festivals and events to attract tourists and entice them to stay for longer. He mentioned the Hadrian’s Wall project which had been very successful and touched on other projects such as Festivals, Business and the Gem programme. Phil felt that information accessibility to the visitor was important as they wanted recommendations, their main reason for buying the Lonely Planet Guide. The final speaker of the evening was Paul Murphy MTS - Head of Tourism for Cheshire County Council. Paul had been the conference cocoordinator for the Tourism Management Institute Council – Forging Effective Partnerships which had been held in June 2005 in Cheshire. He gave his own personal views and explained the set up in Cheshire where they were focused on destination marketing, rural development, tourism for all and garden products. He felt that we were being serviced by the Destination Management Organisations but only at a practical level. Following the presentations Lord Inglewood chaired a question and answer session which raised issues including concern over the apparent under investment in the national collection and analysis of tourism statistics and the effectiveness of DMOs’ relationships with the local tourism industry especially small private sector operators in the accommodation and hospitality sectors. The networking which followed saw debate continuing in an informal atmosphere with buffet and drinks laid on for everyone to enjoy.
L-R: Ian Stephens ( Cumbria Tourist Board ) Phil Reddy FTS ( North West Regional Development Agency ) Lord Inglewood, Paul Murphy MTS ( Cheshire County Council ) Anthony Climpson OBE FTS ( New Forest District Council )
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Jan Nicholson MTS is a Tourism Management Student at the University of Central Lancashire.
31st October 2005 The Berners Hotel, London Malcolm Wood FTS The advocates versus the heretics There seemed little likelihood of any consensus being achieved given the line-up of the four speakers to argue how well the RDAs are working for tourism. Views on this probably vary widely throughout England too as a reflection of how differently each RDA has defined its role in tourism.
The contestants So, a consensus was never going to be an outcome from a meeting chaired with consummate ease by Bernard Donoghue MTS, Head of Press and Public Affairs at VisitBritain. What the audience had not bargained for was the degree of animosity heaped upon the RDA heavyweights by the two speakers representing the lower weights in the division in the shape of the local authorities and sub regional interests. They had been badly bruised by the heavyweights but they were not going to take it lying down! The first of the contestants in the RDA corner was Huw Jarvis from the South West of England RDA who also has a coordinating role among the RDAs. His tag partner was Richard Dickinson, Chief Executive of newly-established East Midlands Tourism, an agency of EMDA. Both opponents had clearly been training together secretly in the North West. One of these was Peter Hampson the longserving Director of the British Resorts Association and his sparring partner was Roger Platt, Head of Tourism for Tameside (one of ten districts of Marketing Manchester that includes Ashton-under-Lyne, Hyde and the late Harold Shipman).
All change for destination management Both Peter Hampson and Roger Platt were forthright in criticising many of the RDAs for riding roughshod over the existing local authority structures in their desire to create new destination management organisations (DMOs). These new bodies varied enormously in size and scope in different regions that had produced a very inconsistent network. They had so supplanted the traditional local authority role
that Peter Hampson claimed some authorities were withdrawing from tourism altogether (corroborated by one or two members after the meeting). Roger Platt cited the NWDA where the two existing regional tourist boards had been replaced by as many as five tourist boards for which the set up costs could only be described as massive. Roger conceded that the region now had a much stronger strategic framework and that NWDA had been successful in fostering and funding major strategic projects. It was at the bottom end of the chain where Peter Hampson believed so much of successful destination management was being performed by his members such as event management, tourist information provision and facilitating conferences. These essentially local functions were not being addressed by the RDAs nor by the assorted DMOs. Both contestants were concerned that RDAs and their DMOs had yet to build a strong enough relationship with the smaller end of the market and that overall they had failed to generate enough private sector funding and support. This was a very fundamental weakness in the event of current levels of government funding for RDAs proving unsustainable in the longer term.
These objectives gave RDAs the scope, coupled with the resources, to achieve a far stronger and broader platform for tourism than the regional tourist boards could only have dreamed of with their meagre resources. Huw Jarvis went on to highlight the focus of each RDA, from technology in Yorkshire, to championing local businesses in the West Midlands, to investing in skills in his own region of the South West. This underlined that each RDA is really only accountable on a regional level and this has spawned enormous diversity given the acknowledged lack of a national framework for tourism.
M E E T I N G R E P O RT S
Regional Development Agencies: How are They Working for Tourism?
Richard Dickinson MTS gave a detailed account of how his region has set out its stall to make the East Midlands far more of a force in tourism from its relatively low base. EMT’s two core priorities were marketing and quality improvement and their delivery partners were the five counties that were almost all relatively new creations. The learning curve was proving a steep one but a tourism budget of £14 million over the next three years could move the East Midlands well up the league table provided it achieves a challenging return on investment target of 13 to 1. Targets like this underline that RDA’s are essentially competing against each other, the consequences of which are entirely different structures and priorities around the country.
The RDA strategy By contrast the RDA advocates were more measured in championing their cause as should be expected of such strategic bodies. Both Huw Jarvis and Richard Dickinson held back from claiming any real knockout achievements as yet; a defensible position at least for East Midlands Tourism that has only been fully operational for just over a year. As both speakers underlined, determining how well RDAs were working for tourism was more difficult than ever to measure because an RDA was not just focused on increasing visitor numbers and spend. The statutory RDA objectives encompassed sustainable economic development; business efficiency; employment generation as well as skills development.
The open verdict The contest was a lively one with plenty of heat and rather less light on what RDA’s have measurably achieved so far in tourism. The audience would have been more enthused if they had heard more about RDAs big wins so far and rather less about their strategy and game plans. The overriding question that would take far more than fifteen rounds to adjudicate on is whether at least as much, or even more, would have been achieved for tourism in England if the same budgets had been available to the existing regional structures. We must await the judges’ scorecards on this one!
Malcolm Wood FTS runs Malcolm Wood Associates The Tourism Society Journal - Quarter I 2006 Issue 126
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Down Under is all in the Air John Alwyn-Jones FTS s we close off on this very exciting and challenging year, the Australian aviation industry is hitting the headlines down under, with Qantas CEO Geoff Dixon making it clear to employees and everyone else in the business that things have to change and who blames him!
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He is heading up one of the world’s most profitable airlines in one of its highest cost markets and while Qantas employees do not like an assault on their rights and benefits, the fact is that the CEO’s responsibility is to maximise profit and shareholder return. This also comes at a time of some very extensive reaction by workers throughout Australia to significant new workplace reform currently being tabled by the Australian Government. So, it appears that Qantas has made it clear the day has come when all those traditional airline staff benefits and costs have to be chopped with Mr Dixon also threatening to locate all engineering maintenance work offshore with the loss of thousands of jobs. While Qantas was formerly the Government owned flag carrier it is not any longer and some people have a challenge getting their heads around that. Despite the cost reductions every effort should be made to maintain the positive image of the company, including the airline’s enviable safety record. Low Cost Carriers (LCC) are making a big impact here as they have in Europe and the US with Qantas recently announcing that it will be launching an international LCC Jetstar International, which is based
on its successful domestic model Jetstar, but operating on the international routes that Qantas could not make profitable previously with its main line carrier associated high cost base. The detail of delivery of the product is not clear but it appears it will be two class and based on significantly lower costs. The effect of fares is not yet known, but they are anticipated to be lower. The challenge for Qantas will be ensuring that this new carrier does not erode any traffic or profits from its traditionally profitable routes. Emirates and Singapore Airlines have also been knocking on the door, saying they want greater rights to Australia including Qantas’ most profitable route across the Pacific, which attracts 15% of its profits. The Australian Government has delayed the announcement on the rights on the Pacific until early next year and who knows which way it will go. Qantas has also announced that it is launching a business class only service, potentially non stop between Sydney London and Sydney - New York utilising the new Boeing 777 200LR, with business class only seats and extra fuel tanks. Airbus not wanting to miss out, have flown their A380 down here this week on a sales trip, doing a cross harbour fly by, also attending the celebrations of Qantas 85th birthday in Brisbane. In early December, Qantas will also be announcing what is anticipated to be its largest ever multi billion dollar order for 75 new aircraft.
To add more flavour to the airline soup pot down under, domestic LCC Virgin Blue is reinventing itself this week, by moving away from its ”budget” carrier status, renaming itself as a "new world carrier" and unveiling its long-awaited plans to establish its own frequent-flyer scheme. In its serious challenge to Qantas' dominance of the high-yielding domestic business traveller market, Virgin Blue has announced that it has teamed up with Emirates, Virgin Atlantic and others to be announced including it is thought in the future United Airlines, establishing its own Frequent Flyer programme, titled Velocity. Virgin Blue CEO Brett Godfrey says that the Velocity programme has cost up to $12 million to launch, mostly in advertising costs and will require passengers to clock up less miles while guaranteeing they can get a FF seat on every flight. Through this and other activity, Virgin Blue is determined to make some serious inroads in the highly profitable business and government traveller segment. While the big boys are fighting it out, UK based operator Paul Stoddart is also shortly launching his domestic business class only OzJet service between some major Australian cities. The aviation pundits cannot see how OzJet can succeed for a range of reasons, including in particular Qantas’ domination of this lucrative business market, greater corporate clout and established contracts, the Qantas’ frequent flyer programme, much greater service frequency and Virgin Blue’s determination to gain a bigger share of the business market, but also because OzJet is using some 737 200’s which could be described as elderly, but Mr Stoddart reassures have been effectively rebuilt. In today’s unpredictable business world, who knows which way this will go. Over the coming months we will all be watching Australian aviation very closely to see who will be the ultimate winners and whether the customer will emerge as a winner!! In the meantime, let’s all hope for a peaceful, healthy and prosperous 2006!
John Alwyn-Jones FTS, Managing Director of Celticaconsult.
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THE TOURISM SOCIETY Scotland -
Wales -
Charles Thornton MTS
Steve Plummer MTS
Julie Russell MTS
During 2005 a variety of interesting and thought provoking meetings have been held. These have been well attended by people not just from Cumbria but also from many other parts of the UK. Topics under the spotlight have included tourism and national parks, improving quality within tourism and Destination Management Organisations.
The Tourism Society Scotland has had a very successful year. We have held a variety of events across Scotland such as:
Summer of 2005 was dominated by the European Cultural Tourism
Plans for next year include meetings on the benefits film tourism can bring to regional economies and examining how we can make sustainable tourism work better in the community. As always a warm welcome is extended to members and guests at all our meetings whether living in Cumbria or further afield.
Charles Thornton MTS Meetings Co-ordinator Tourism Society Cumbria
■ Technology: New Routes to Market (Aberdeen) ■ Tourism in a Glass: Whisky as a stimulant for tourism in Scotland (Dalmuir) ■ Human Capital / Outdoor Capital: Skills for Future Success in Tourism (Lochaber) ■ RIP ATB? A discussion on the Tourism Network Scotland Project and its practical implications for local tourism development (Edinburgh) We have an exciting schedule of events for next year planned, whilst continuing to promote the interests of tourism across Scotland and playing a role in the development of the industry at local and government levels.
Steve Plummer MTS
Network’s (ECTN) 2nd annual conference in Cardiff from 6-8 July, as featured in Tourism Journal issue 124. An additional print run of the journal was commissioned for the conference, providing an opportunity to raise the profile of the Tourism Society amongst delegates attending the conference. Mark Jakobsen represented the Tourism Society at the conference and signed up some new members, whilst sampling the cultural delights of South East Wales. The Tourism Society AGM in Greenwich was a hard act to follow, but we tried to match it and I think Mark was suitably impressed by the contemporary Welsh entertainment provided during the gala dinner at the National Museum and Gallery of Wales. For further information see www.cultural-tourism.net
N E T WO R K N E W S
Cumbria -
An initial steering group has been established adopting the Tourism Society guidelines for regional networks as agreed at the AGM. For the interim it has been agreed that treasury and reporting responsibilities rest in the hands of the Tourism Society Board members from Wales, with John Walsh-Heron as Chairman and Julie Russell as Deputy Chair for Tourism Society Wales.
Julie Russell MTS
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BOOK REVIEWS
Book Reviews Title: Tourism SME's, Destination Tourism SME's, Service Quality &Competitiveness Service Quality & Destination
Author: Dimitrios Diamantis
Publisher: Thomson, 2004
ISBN: 1-84480-047-8
Pages: 359pp
ISBN: 0 85199 620 5
Pages: 292pp
An exploration of the role of SME's in the tourism industry across the world at both a large countrywide scale through to micro examples at the local level. The 22 chapters have been written by 32 experts (with biographies) from across the globe following an international Tourism Research conference held in Cardiff in 2002. The book begins with a concise summary to each chapter: with each chapter structured in a similar, accessible, way: Introduction, context, conclusion and authoritative bibliography all supported with case study exemplification. It is likely that any potential reader will focus upon the chapters which have direct relevance to their interests or role within the industry, ranging from rural destinations, business tourism, accommodation and tourism enterprises. In many cases theory is applied well to day-to-day situations in an accessible style. The book is supported well with current data, but lacks illustration and mapping to support the text and make the articles more applied. The book explores the problems in defining the concept of tourism destinations in an effective way, by highlighting the fragmented approach often involved in the development and promotion of tourism in host areas. Darren Leftwich, MTS - Head of Sport, Travel & Tourism, Enfield College
Title: Destination Free Time and Leisure Tourism SME's, Competitiveness participation: International Service Quality & Perspectives
Author: G. Cushman, A.J Veal and J. Zuzanek (eds)
Publisher: CABI Publishing
The debate as to value of ‘leisure’, both to individual well-being and economies of communities and countries, seems to be increasingly favouring the ‘leisure’ proponents. In Britain, Tony Blair recently referred to the importance of leisure and its contribution both to ‘culturally-driven urban renewal’ and ‘the government agenda’. So, the arrival of this volume could not have come at a more opportune moment. The book consists of 18 chapters. The tone is set in the first chapter, a chapter which provides a firm foundation for exploration through a conceptual discussion of key themes surrounding ‘leisure’, and its value and ‘significant contribution to the quality of life to individuals and communities’ (p.2). The book then embarks on a further 16 chapters which explore leisure participation in a number of countries across the globe, but which predominately concentrates on the economically developed countries, and with a strong focus on Europe. One thing which is nice about this book is its desire to work within certain parameters, achieved by setting a clear brief to contributors. This has then formed a strong foundation for analysis, and has provided the opportunity to particularly evaluate the leisure ‘issue’ in a number of contributions from, for example, such diverse areas as America and Poland. The book does also contain a number of hidden ‘gems’, for example Jung’s particularly insightful description of the changes in leisure participation in postcommunist Poland. It is suffice to say that the importance of leisure to communities should be undoubted, yet surely the age-old problem with leisure is getting the message across. This book goes some way towards unravelling the mystery of leisure at this time, and is one that would be an extremely important addition to both University LRCs, or at leisure or recreation facilities. Steve Burns MTS - Senior Lecturer in Tourism and Leisure, Liverpool John Moores University
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Book Reviews Destination Shopping Tourism, Competitiveness Retailing and Leisure
Author: Dallen J. Timothy
Publisher: Channel View Publications 2005
ISBN: 1-873150-59-8
Pages: 187pp
There cannot be a consultant working in our sector who has not been asked, at some time or another, to help a client increase the level of tourist spending in their attraction, facility or destination. The integration of shopping into almost every type of holiday is so well established that the publication of an introductory academic text to the subject is long overdue. Not only will Timothy’s work act as a useful source document for FE and HE tourism students but it will also provide valuable background information to professionals working across the tourism sector but lacking a retail background.
BOOK REVIEWS
Title: Tourism SME's, Service Quality &
Timothy’s text provides a structured approach to the topic of tourism and retailing, using Butler’s distinction of ‘shopping tourism’ on the one hand and ‘tourist shopping’ on the other as a construct for reviewing the impacts of shopping and retailing on the tourist experience and on the way that different destinations try to meet tourist retail demands and shopping aspirations. Based on a thorough literature review, this book should be read by all newcomers to the subject. Key themes covered include: what tourists buy (an insightful consideration of souvenirs); shopping venues and contexts and management issues. In each case, concepts are thoughtfully introduced, case studies presented and some general conclusions reached. There are some problems with the book - the use of dated information in some sections is frustrating at the least – surely Timothy could have found a more up-todate list of outlet malls in the UK than a 1996 publication! A further omission is the lack of any consideration of the link between product and destination branding – recent work by New Zealand’s Department of Trade & Enterprise and Tourism New Zealand provides a useful example of where the sector is going and should be considered in any new edition of the book. Dr Simon Woodward FTS - Director, PLB Consulting Ltd
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The Tourism Society Journal - Quarter V 2005 Issue 126
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MEMBERSHIP NEWS MEMBERSHIP
UPGRADES Keith Hawkswell FTS, Director, Development Directions Ltd, 71 Codicote Road, Welwyn, Hertfordshire AL6 9TY Tel: 01438 718478 Fax: 01438 718477 E-mail: keith@developmentdirections.co.uk
WELCOME NEW MEMBERS Osama Al-Nouri MTS, Consultant, Trans Asia, PO Box 7853, Damascus Syria Tel: +963 94 711 600 Fax: +963 11 612 4525 E-mail: osama.alnouri@gmail.com www.trans-asia.org Nick Booker MTS, Director, Attract Marketing Ltd, Leonard House, 13 Silver Street, Tamworth, Staffordshire B79 7NH Tel: 01827 65814 Fax: 01827 65867 E-mail: nick@attractmarketing.co.uk www.attractmarketing.co.uk Jacky Brookes MTS, Director, Jacky Brookes Associates Ltd, 50 King Court, London W6 0RN Tel: 0208 846 9123 E-mail: jacky@jackybrookesassociates.com Keith Brown MTS, Vice President – Marketing, Hilton UK & Ireland, Maple Court, Reeds Crescent, Watford WD24 4QQ Tel: 0207 856 8000 Fax: 0207 856 8400 E-mail: keith.brown@hilton.co.uk www.hilton.co.uk Paul Buchanan MTS, Director, PBA Solutions, 7 Field Grove, Busby, Glasgow G76 8SN Tel: 0141 644 5290 Mobile: 07899 875 622 Fax: 0141 644 0435 E-mail: pbaconsult@aol.com
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James Chilton MTS, Planner (Recreation & Tourism), Brady Shipman Martin, Blocks Richview Office Park, Clonskeagm, Dublin Ireland Tel: + 353 1 208 1900 Fax: + 353 1 208 1911 E-mail: jchilton@bsmconsult.ie
Ian Harrower MTS, Director, Tourism in Perspective, 5 Park Road, Seaford, East Sussex BN25 2PG Mobile: 07871 433 978 E-mail: ian@harrower.wanadoo.co.uk
Stephen Dobson MTS, General Factotum, Unusual Hotels of the World, Park Cottages, 248 Almners Road, Chertsey, Surrey KT16 0BL Tel: 01932 873 602 Fax: 0207 067 8402 E-mail: steve@uhotw.com www.unusualhotelsoftheworld.com
Katherine Haynes MTS, Marketing and Communications Executive, Millennium and Copthorne Hotels, Corporate Head Office, Scarsdale Place, Kensington, London W8 5SR Tel: 020 7872 2477 Fax: 020 7872 2475 E-mail: katherine.haynes@mill-cop.com www.millenniumhotels.com
Reginald Easy MTS, Principal Consultant, Quest Management Solutions Ltd, 16 Southridge Road, Crowborough, East Sussex TN6 1LT Tel: 01892 665 336 Fax: 01892 652 843 E-mail: regeasy@btconnect.com Andrew Elliot MTS, Tourism Development Assistant, The Mersey Partnership, 12 Princes Parade, Liverpool, Merseyside, L3 1BG Tel: 0151 227 2727 Fax: 0151 227 2325 E-mail: andrew.elliot@merseyside.org.uk www.merseyside.org.uk Sue Emmerson MTS, Isle of Wight Council, Tourism Services, Westridge Centre, Brading Road, Ryde Isle of Wight PO33 1QS Tel: 01983 821 000 Chris Foy MTS, Strategic Partnerships Manager, VisitBritain, Thames Tower, Blacks Road, Hammersmith, W6 9EL Tel: 020 8563 3032 E-mail: chris.foy@visitbritain.org Jennifer Fraser MTS, 79 Donbank Terrace, Woodside, Aberdeen AB24 2SD E-mail: jennifraser@yahoo.co.uk
Janet Butler MTS, Marketing Consultant, The Working Solution, Flat 2 45 Hamley Road, London N4 3DW Tel: 020 7272 3942 E-mail: janet@theworkingsolution.com www.theworkingsolution.com
Alistair Gronbach MTS, Head of Marketing – UK & Ireland, VisitScotland, Ocean Point One, 94 Ocean Drive, Edinburgh EH6 6JH Tel: 0131 472 2317 Fax: 0131 472 2009 E-mail: alistair.gronbach@visitscotland.com www.visitscotland.com
Andy Charlton MTS, Blue Badge Guide, 17 Balliol Road, London, W10 6LX Tel: 020 8964 3258 E-mail: andy@charlton28.freeserve.co.uk
Humphrey Harrison MTS, Managing Director, Horizon Strategies Ltd, 39 Flower Lane, Mill Hill, London NW7 2JN Tel: 020 8959 6588 Fax: 020 8959 7994 E-mail: humphrey@worldwidehorizon.com www.worldwidehorizon.com
The Tourism Society Journal - Quarter I 2006 Issue 126
Kurt Janson MTS, Policy Director, Tourism Alliance, Centre Point, 103 New Oxford Street, London WC1A 1DU Tel: 020 7395 8246 Fax: 020 7395 8179 E-mail: kurt.janson@tourismalliance.com www.tourismalliance.com Catherine Knight MTS, Visitor Development Officer, Hammersmith & Fulham Council, 3rd Floor, Apex Court, Woodger Road, London W12 8NW Tel: 0208 735 4171 E-mail: catherine.knight@lbhf.gov.uk www.lbhf.gov.uk Lynn MacAvoy MTS , Subscription Administrator, Romeike Ltd, Romeike House, 290-296 Green Lanes, London N13 5TP Tel: 0870 736 0020 Fax: 0208 886 6509 E-mail: lynn.macavoy@romeike.com Alan Machin MTS, Senior Lecturer, Leeds Metropolitan University, Tourism, Hospitality and Events School, Calverley Street, Leeds, LS1 3HE Tel: 0113 283 3489 Fax: 0113 283 3111 E-mail: a.machin@leedsmet.ac.uk www.leedsmet.ac.uk Sarah Myers MTS, Tourist Guide, 9 Saltwood Grove, London SE17 2HL Mobile: 07834 361603 E-mail: sarah@londonatlarge.co.uk Sue Ockwell MTS, Managing Director, The Travel PR Co Ltd, 133a St Margaret’s Road, Twickenham, Middlesex TW1 1RG Tel: 020 8891 4440 Fax: 020 8891 6033 E-mail: s.ockwell@travelpr.co.uk www.travelpr.co.uk
WELCOME NEW MEMBERS
Roger Pride MTS, Director of Marketing, Wales Tourist Board, Brunel House, 2 Fitzalan Road, Cardiff CF24 0UY Tel: 02920 475 233 Fax: 02920 475 321 E-mail: roger.pride@tourism.wales.gov.uk www.visitwales.com Janet Reuben MTS, Consultant, 14 Woodchurch Road, London NW6 3PN Tel: 0207 624 4874 E-mail: jvreuben@yahoo.co.uk Victoria Russell MTS, Director, VR Management Consultancy Ltd, Orwell, Forrest Street, Airdrie ML6 7BD Mobile: 07976 566 315 E-mail: info@vrmanagement.co.uk www.vrmanagement.co.uk Muhammad Saleem MTS, Travel Agent, Sun Travellers, 34 Nishtan Park, Lawrence Colony, Gari Shahu, Lamore Pakistan Tel: 0300 407 5112 E-mail: saleemgi5@hotmail.com
Nirmala Singh MTS, Marketing Manager, Canadian Tourism Commission, 62-65 Trafalgar Square, London WC2N 5DS Tel: 0207 389 9983 Fax: 0207 389 9988 www.travelcanada.ca Susan Spibey MTS, Director of Marketing, SJS Intermational, Church House, 38a Brigde Street, Golborne, Warrington WA3 3QB Tel: 0870 043 3874 Fax: 0870 043 3875 E-mail: susan@sjsinternational.com www.sjsinternational.com Eva Staltmane MTS, Director, Latvian Tourism Bureau, 72 Queensborough Terrace, London W2 3SH Tel: 020 722 98271 Fax: 020 7727 7397 E-mail: london@latviatourism.lv www.latviatourism.lv Paul Thomson MTS, Area Team Leader, Hampshire County Council, Queen Elizabeth County Park, Gravel Hill, Horndean, Waterlooville, Hampshire PO8 0QE Tel: 02392 595 040 Fax: 02392 592 409 E-mail: paul.thomson@hants.gov.uk
STUDENTS Bath Spa University Lucy Mitchell Suzanne Styles Birmingham College of Food, Tourism & Creative Studies Nadja von Dahlen Shanty Devi Sheila Lam Laura Wright
MEMBERSHIP
Paul Price MTS, Lecturer T & T, Newcastle College, School of Beauty, Sport and Tourism, Sandyford Campus, Sandyford Road, Newcastle-upon-Tyne NE1 8QE Tel: 0191 200 4634 E-mail: paul.price@ncl-coll.ac.uk
University of Brighton Sharon Court Lancaster University Jan Nicholson Southampton Solent Katherine Benton University of Westminster Zory Radnay
Anthony Walker MTS, Taxi Driver, Flat 2/1, 3 Wardlaw Drive, Rutherglen, Glasgow G73 3DD Tel: 0141 647 8925 E-mail: tony19570802@aol.com
C h ri s B e a u m o n t Chris Beaumont, who died in August, had been a director at TRI Hospitality Consulting since 1996. He also gave a great deal of his own time to the hospitality industry, and was a Trustee of the Springboard Charitable Trust. Colleauge Paul Dukes said “Our industry has lost a great friend and ambassador and many of us have benefited from his patience, generosity and good humour.�
Chris was a graduate of Battersea College (now the University of Surrey) and had a long and successful career in Strand Hotels, most notably where he managed the Cumberland Hotel, followed by 20 years in senior executive positions at Forte plc. At Forte, his career included an extensive period as a Director for the Hotels Company in the UK and internationally, the creation of a conference service, and the management of its health clubs.
The Tourism Society Journal - Quarter I 2006 Issue 126
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The Tourism Society Prize Crossword C RO S S WO R D
sponsored by
** Prize: £25 Book Vouchers ** Congratulations to Peter Robinson MTS of University of Derby College for winning last editions crosssword ACROSS
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Name: Email: 1.Only one entry per person 2. Competition is open to Society Members Only 3. The Secretariat and members of the Secretariat’s family and friends are not eligible to enter 4. Only fully completed crosswords may be submitted for the prize 5. The Tourism Society retains the right to change or cancel the prize at their discretion 6. Entries must be received by 17:30 on the closing day for the competition. Any crosswords received after this date will not qualify for entry.
An area in Mid Wales Creator of the first cellular service Tim ____; Vice Chairman of PATA Maker of the iPod ______ Quality Management An exercise developed to help control of the body and mind Stephen Spielberg film Persecuted international gypsies Australia’s national airline Attraction that started life as a fortress in Agra Act of making dirty money clean
Location of the ECTN conference 2 Free online guidance to SME’s on environmental obligations 3 _____ school in south west Sri Lanka 4 _____Prevention Pays 6 Popular cruising destination 7 Accommodation initiative for Olympics 9 Slot machines 10 The Press 13. _____ St James; Location of Prospects 2006 15. United Airlines frequent flyer programme 17. Sponsor of the Meet the Media Event 18. Ancient Capital of Ethiopia 20. Boxing Day disaster
All answers can be found in this journal To enter all you need to do is send us your completed crossword to:
Tourism Books from CABI Publishing www.cabi-publishing.org/bookshop
Tourism Society Crossword The Tourism Society, 1 Queen Victoria Terrace, Sovereign Court, London E1W 3HA Fax: 020 7488 9148 e-mail: admin@tourismsociety.org The closing date for entries is Monday 6nd February 2006. The winning entry will be picked randomly and the winner will be notified by Monday 13th February. Don’t forget to fill in your contact details! The winner will be announced in the next edition.