China,
Japan, Hong Kong, Russia, Taiwan, Malaysia,
Philippines
Mikhail
Sholokhov Cruise
97946 Nights
Ports
Arrives
-
Sydney
4 p.m. 28 March
Cairns
8 a.m. 1 April
8 p.m. 1 April
Darwin
8 a.m. 5 April
6 p.m. 5 April
Sandakan
8 a.m. 9 April
4 p.m. 9 April
Kota Kinabalu
9 a.m. 10 April
Midnight 10 April
Labuan Island
8 a.m. 11 April
4 p.m. 11 April
Manila
10 a.m. 13 April
Midnight 13 April
Hong Kong
7 a.m. 16 April
8 p.m. 17 April
Shanghai
8 a.m. 20 April
4 p.m. 21 April
Vladivostok
8 a.m. 24 April
8 p.m. 24 April
Kagoshima
7 a.m. 27 April
7 p.m. 27 April
Keelung
10 a.m. 29 April
9 p.m. 29 April
Cebu
8 a.m. 2 May
5 p.m. 2 May
Madang
8 a.m. 7 May
8 p.m. 7 May
Sydney
7 a.m. 13 May
Typical Daily Plan - It
On board our vessels the only thing possibly crowded is your daily agenda
Figure 1.13
Three component advertisements for an Asia-Pacific cruise: a the route; b the itinerary; c a typical daily plan of activities
6.30am
9.00am 9.15am 9.15am 9.30am
9.30am
10.30am
10.00am
10.00am
10.00am
10.30am
11.30am
10.30am
10.30am
11.30am 11.00am 11.50am 1.30pm 3.00pm 1.00pm
1.30pm
2.00pm
2.00pm
2.00pm
2.15 pm 2.30pm
Early birds fly into the day with an early morning cup of tea 2.30pm
or coffee at the LTDO BAR.
World News Broadcast can be heard through your cabin.
Stroll the Decks with CELINA 3.00pm
SHORE EXCURSIONS OFFICE is open with ANNE
Light exercise class with CRAIG in the NIGHTCLUB.
3.15pm
Beginners welcome.
Activities centre is open with TIM for rhe hiring of 3.30pm
games, cards, books etc.
Adaptors, Pool Towels are available on a refundable
deposit system. 4.00pm
PORT TALK ON RABAUL with GARY in the Music
Saloon. 4.00pm
ASTROLOGY with GERRY in the MUSIC SALOON -
today your rising sign. Learn of the powerful influence that 4.30pm
your rising sign has on your personality and health. GERRY
will provide you with insights into features of your 5.00pm
personality and health which you may not have been aware
of. Charts up to this dale will be handed out. 5.30pm
Morning Movie: COCOON Starring Jessica Tandy Running 5.30pm
Time lbx & 52mins. 6.00pm
DAILY TOTE - CRAIG will be wandering the decks. Can 6.00pm
you guess our daily mileage?
If you miss him he will be at the lnfonnation Desk at 8.OOpm
II.30am.
Water Volleyball • It's as much fun in the wajer as il is out. 8.30pm
Meet DAVID &. TARA poolside,
CASHIERS OFFICE is open with ANNE for the cashing 8.45pm
of traveller's cheques.
Safe Custody Envelopes will be available from ANNE.
CELINA will be singing for your enjoyment.
Navigational Broadcast with DAVID.
BRIDGE PLAYERS - Beginners, Intermediate & Advanced, 9.30pm
Meet JOE in the GARDEN BAR.
Music Saloon closed for rehearsal 9.30pm
Afternoon Movie: SISTER ACT Starring Whoopie Goldberg 10.30pm
Running Time 120 mins.
11.00pm
Come and learn to draw as we explore perspective with
GREG & TR1SH in the NIGHTCLUB.
CASHIERS OFFICE is open wiih ANNE for the cashing
f Travellers Cheques.
Safe Custody Envelopes will also be available.
ACTIVITY CENTRE is open with TIM for the hiring
CHESS Join CELINA for a game out by the Lido Bar.
Ladies. Ladies, Ladies - Island Night is coming up soon so if you would like to participate in an Island dance, meet TARA m the Music Saloon. It's easy and a lot of fun.
WATER AEROBICS - Join in the fun. Beginners welcome meet YOLANDE poolside.
Taped CLASSICAL MUSIC in the GARDEN BAR with LEANNE.
SHORE EXCURSIONS OhFICE will be open with ANNE. When booking your Shore Excursions please bring your completed order form to save delays.
BINGO in ihe MUSIC SALOON with TARA & PAUL. Eyes down at 4.15pm.
YAHTZEE - Join JOY for a friendly game out by the Lido Bar.
500 If you would like to play this card game meet TIM in the Nightclub.
Table Tennis Join CRAIG for a late afternoon game meet outside Garden Bar Starboard side.
Twilight Tnvia in the MUSIC SALOON with TARA.
Evening Deck walkers meet CELINA by the Pool.
World News Broadcast can be heard through your cabin. EQUATOR play your pre dinner favourites in the MUSIC SALOON.
THE PACIFIC TRIO warm up the Music Saloon before tonights cabaret.
Evening Movie in the Video Saloon: BACK TO SCHOOL Starring Rodney Dangefield Running time 92 min.
MR LEE YOUNG IN "CABARET1 Come along to the Music Saloon to be entertained by the very versatile & talented Ut Young. An evening not to be missed.
Nightclub opens for all our "Night owls" till early hours of the morning, with ROSS our DJ.
EQUATOR return with all your dancing favourites.
Late Night Movie: HANGF1RE - Jan Michael Vincent
Late night dancing with THE PACIFIC TRIO.
*The above 'Daily Plan - It'
is an example only and will not necessarily cover all topics shown
therein.
TOURISM
Although these products of the contributory industries are very important, they are not the thing that attracts the customers. As indicated, the tourism product takes the basic commodity and transforms it for the target customers. Just as in Detroit's car-manufacturing industry, various enterprises in the tourism industry in the same place may be marketing different products, because they have identified divergent groups as being likely to provide the best returns for their enterprise.
Balinese beaches and culture, for example, attract a very wide range of visitors: young to old, energetic to inactive, budget to wealthy, adventurous to timid. This is because alternative accommodation and services are provided and because Bali is promoted to the appropriate potential customers. If you were to ask potential customers what Bali would be like, they would probably give answers that varied considerably according to their previous interests and the type of promotion they had been subjected to.
Anyone who has travelled the popular European tourist circuits would have noticed some of the younger travellers sleeping the afternoon away on the deck of a Rhine River cruise while older companions were marvelling at the medieval castles and sheer-sloped vineyards. For some people the tourism product is the companionship and nightlife, whereas for others it is a place's natural and cultural heritage.
Similarly, the tourism product developed and sold to the domestic market may be different from that promoted to the export market. Tourist destinations often rise and fall in popularity and exhibit a life cycle similar to that of a manufactured product - see the graph in Figure 1.14. The tourist destination may stabilise for a short time but it will usually continue to decline as the tourist resource is degraded - for example because of too much tourist activity or because the market becomes too saturated for the original target group.
A dramatic happening such as a hurricane may destroy a place's infrastructure and amenities that are
Time
Reduced
growth
.
Stagnation or stabilisation
ejuvenation
not worth rebuilding, because the resource's attractiveness was declining anyway; the place's tourist industry may therefore decline immediately. Occasionally, however, a catastrophic happening such as the eruption of Washington's Mount St Helens may result in renewed interest in the resource, thereby boosting a place's tourism.
Activity 15
a Choose any tourist location and describe its development history.
b Predict the tourist location's future according to the model in Figure 1.14.
c State why you have made your prediction.
Location and site
The specific tourist destination's location is often fixed by the specific commodity such as Uluru - see the photograph in Figure 1.11 on page 11. The industry has to overcome any access difficulties for both the tourist and the industry's servicing in that place. When a range of possible examples of the basic resource are available for development, the industry will choose the example that combines appropriate accessibility with other characteristics such as remoteness being adequate so that the tourist feels like he/she is far from home and work.
Location is strongly tied to the cost of convenient transport, because the industry has to attract enough of the desired clients in order to make a healthy profit. The travel costs are not based on distance only: it costs as much to fly from Melbourne to a resort in the Papua New Guinea (PNG) highlands - for example Ambua Lodge near Tari - as it does to a European destination. A flight to Fiji or Bali, destinations of a distance similar to PNG's, costs so much less that a tourist can have the flight plus a week's accommodation for less than half the airfare to PNG - see the map in Figure 1.15 on page 17. A tourist resort in the PNG highlands may consequently have to target fewer numbers of very wealthy tourists in order to make a satisfactory profit. This would at least have the benefit of reducing the environmental and social impact otherwise made by hordes of visitors.
Activity 16
a Using the map in Figure 1.15 and an atlas or globe, measure the probable air distances from your nearest capital city to Denpasar, Tari and Nadi.
Figure 1.14 The life cycle of tourist destinations
16
CONFLICTS OVER TOURISM: AND OPTIONS
ISSUES
b Locate and measure air distances to Bangkok, Singapore, Hong Kong, London, Athens, Tokyo, Honolulu, Los Angeles and . Auckland.
c Try to find the return economy airfare, minus travel packages such as those including accommodation or car hire, to each of the places cited in parts a and b.
d Set out a table that compares the approximate (kilometre) distances with the airfares.
e Discuss the information in the table.
The site required for tourist facilities should be located as close as possible to the attraction but not
i
nterfere
with it. Accommodation at Uluru and the Grand Canyon satisfies these
requirements, but many beached-based resorts encroach on the
palm-fringed sands that are the feature that attracts the tourist
-see the photograph in Figure 3-9 on page 71. Until recently it was
common for subsidiary enterprises to locate as close to the
commodity as possible in order to maximise the possibility of
capturing the most customers. The old motel-bar built near the base
of Uluru was a good example of this policy, but the human-built
facility detracted so much from the rock's awesome, natural beauty
that it was removed; the new tourist accommodation was built in a
hollow between the sand dunes several kilometres away -see the
photograph in Figure 1.ll on page 11.
0
500 1000
igure
1.15 Relative air access to
tourist locations near Australia;
inset: A view from Ambua Lodge,
overlooking the Tari basin, Papua New Guinea s
17
TOURISM
The new accommodation site near Uluru allowed a sprawling variety of accommodation to be developed without spoiling the resource that attracts the tourists in the first place. As well as having enough space for development of all the amenities required for the tourist enterprise at that place, a site should provide for ancillary services such as water reticulation and sewage disposal. Choosing a site on which to build the services that provide for tourists is of major concern to any tourist development company. Poorly chosen and developed sites often lead to conflict between the tourism industry and the other people and economic activities in a place.
Investment capital
Tourism as an industry sometimes depends on large-scale investment in huge complexes but is frequently an aggregation of investment in many separate components, including travel, tour agents, specialist tourist activities, accommodation, eating establishments and souvenir shops. The sources of the capital are important, because local capital tends to keep the profit from tourists in the community or nation whereas foreign capital drains away much of the economic benefit. Other industries' competition for the capital also has to be considered, because focusing all investment on tourism when other industries are required for the region's balanced development may be detrimental to the region.
Labour, jobs and skills
One of the main benefits of the tourist industry is the many jobs it creates. All industries require labour with a variety of skills, but whereas industries such as manufacturing employ less people as they adopt new technologies, tourist enterprises are part of a service industry that continues to require many people to serve its customers.
The industry requires a wide range of skills - from unskilled people to highly qualified people, so opportunities exist for training and advancing local people as well as for recruiting labour from elsewhere. For example, Cairns in Queensland draws labour from all over Australia and the world. Training for the industry's various hospitality and travel aspects has recently resulted in a rapid growth in the number and size of training establishments run by the industry, or by schools and colleges, around the world. Countries and regions benefit from having better trained workers as well as from having the income generated by tourism.
In the examples provided in the book, you are asked to consider the importance of the jobs that
tourism generates. You should also take into account any draining of labour from other important industries in the region, such as food production.
Research and planning
It is necessary to conduct a lot of research in order to ensure that all aspects of a specific tourism project are viable and that it will not damage either the tourism resource itself or its social, cultural or biophysical setting. Although having good business sense usually ensures that planning takes the industry's own needs into account, it is often necessary to have government regulation in order to make sure that the interests of the local community and the environment are protected. In Australia, as part of the planning process, feasibility studies are usually undertaken that assess a project's economic potential as well as its likely impact on the local biophysical environment and on the local community's social and cultural life. This is not always the case in poorer countries. Various types of tourist and tourism have various impacts, as indicated in Table 1.6.
Table 1.6 Extent of tourist adaptation to local norms, and the consequent impact, in a non-Western country
T
ype
of tourist Number at any Adaptation to Potential
level
onetime local
ways of of social and
doing things environmental impact
E xplorer Very tew Accepts fully. Minimal
Drifter A constant trickle Adapts fully. Minimal
Elite Occasional Adapts well. Limited
Individual mass A steady flow Seeks Western Quite
amenities. significant
Mass Continuous Expects Western Very substantial
arrivals amenities.
Charter A massive, Demands Great
regular influx Western amenities.
(Source: Adapted from Douglas Pearce, Tourist Development, 1989)
An influx of tourists may have the following effects.
Alteration of demographic structure, for example young people moving from rural villages in order to work in resorts
Alteration of local work patterns, for example to wage labour
Transformation of local values, for example demand for female labour
CONFLICTS OVER TOURISM: AND OPTIONS
ISSUES
Influencing traditional ways of life, for example music
Modification of consumption patterns, for example to imported food and clothes
Bringing extra cash intp the local economy Economic cost-benefit analyses would include
examining expenditure for all the tourism development's aspects, such as attractions, transport, the full spectrum of accommodation, supporting facilities, and infrastructure. This expenditure may result in benefits such as overseas earnings; employment; regional development; a 'multiplier effect' on other industries, and tax revenues. The costs incurred may include investment; 'leakages' away from the place - for example for imported goods and services; wages; profits; promotion; competition with other sectors of the economy, and inflation. These costs and benefits may be registered by tourist enterprises, non-tourist activities and residents, public authorities, and tourists.
Tourist developments and activities may put stress on the local biophysical environment. Potential impacts have to be measured as part of a project's total cost-benefit analysis. Areas requiring investigation include the following.
Permanent environmental change caused by construction
Generation and disposal of residual wastes
Tourist activities' impact
Activity 17
a Choose a local tourism development or site you are familiar with. Some good sources of information are local newspapers, local governments and business organisations.
b Using Table 1.6 on page 18 as a model, state the number and types of- tourists who use or will use the location.
c Suggest the tourists' likely impacts on elements i to iii as follows.
Elements
i The biophysical environment
ii The social-cultural environment
iii The local economy
The market
Production of many manufactured goods often occurs a long way from the marketplace. The goods are delivered to the marketplace or, more commonly, many widely separated marketplaces. The tourism industry's marketplace is necessarily located adjacent to the basic resource, and the tourism product's
consumers have to be brought to it. This means that all tourist activities are concentrated at a series of nodes, or points. It is this geographic process of concentration by the tourism industry that sometimes poses the greatest threat to the surrounding people and environment and that can lead to conflict over how and to what extent a place should be used.
The tourism industry has to carefully identify its potential customers so that it can provide exactly what they want and can use appropriate promotion in order to attract them. The graph in Figure 1.16 on page 20 presents only some of the market information that people who work in the tourism industry have to consider when developing specific types of tourist amenities. Table 1.4 on page 10 presents a different approach to knowing about the types of tourists who are likely to use tourist facilities.
Over the past fifty years, tourism fashions have changed enormously - see the diagram in Figure 1.17 on page 21. During the 1950s, most Australians sought the same type of tourist experience, which could be described as middle priced - such as a family beach holiday in a guesthouse or shack. At that time the budget market was not well served by commercial tourism enterprises such as good-quality caravan parks or camping grounds, therefore poorer people made do with facilities, such as tents, that they provided themselves.
By the 1980s, much more diversity was evident in Australian tourism, and the overseas sector had grown considerably - mostly at the premium end of the market, which provided five-star resorts. At the same time, good-quality cheaper facilities in camping grounds and caravan parks, as well as cheaper motels, were significantly developed. In recent years, the diversity has increased considerably: a very wide range of tourist interests and demands are being catered for in highly specific market areas or niches, such as tours of European art galleries, deep-sea fishing for marlin, white-water rafting, and cycling tours of the Hunter Valley.
Activity 18
Suggest a niche tourism market for your local area and explain why it could be successful.
Publicity, advertising and marketing
Although the meanings of these three words are slightly different, the words all have a similar purpose as well as two main aspects that we have to appraise when studying the tourism industry. The characteristic of marketing most readily acknowledged
19
TOURISM
Figure 1.16 Tourist personality characteristics
by the industry is that of providing information to potential tourists so that they may choose between destinations they will hear about only through publicity.
Equally essential to the process is the way the industry uses advertising in order to create an image of the destination that will appeal to and attract the target customer. An issue that may arise is that an overly enthusiastic creation of inappropriate images of the tourist destination may not match what the tourists find when they arrive, thereby leaving them disappointed and having an adverse effect on the industry's development in that place.
Roles of governments
Given tourism's significance within nations' and local regions' modern economies, it is not surprising that governments - national, state or provincial, and local - spend a lot of money to encourage people to establish and support the running of tourist ventures in their territories. In the examples that follow, you should discover and contemplate the importance of the various roles adopted by governments.
Governments may provide incentives such as relief from rates and taxes. Most commonly, they provide the infrastructure required for an industry to
be efficient, such as the large and very busy international airport at the relatively small northern Queensland city of Cairns. Governments may even legislate or suspend laws to help the tourism industry. An example of this is a proposal for a tourist-resort development associated with the Hinchinbrook Island National Park and Hinchinbrook Channel near Cardwell, Queensland, whereby the state government waived the requirement to publish an Environmental Impact Statement. Not everyone agrees about removal of these checks on the development process, regardless of how profitable the development may be.