Fundamentals of Caribbean Tourism The Ultimate CAPE Tourism Reader - Nodrm

THE FUNDAMENTALS OF CARIBBEAN TOURISM-THE ULTIMATE CAPE® UNIT ONE
READER
The Fundamentals of Caribbean Tourism addresses all the major themes of Unit ONE CAPE ©
Tourism. It has a sample Internal Assessment to provide guidance to students and teachers as they
conduct their research. This book is filled with relevant examples to help students understand the
fundamentals of the tourism industry.
The CAPE © Tourism Unit Two book entitled Caribbean Tourism Product Development, Marketing
and Entrepreneurship captures all the relevant content, examples and activities necessary to
successfully complete the syllabus. It has a sample research project that should provide adequate
guidance for every candidate.
For enquiries and assistance with the teaching of the CAPE© Tourism syllabus you may contact Jody
at 18765310823 or via email at jodytitusmaxwell@gmail.com. She has conducted several successful
seminars in high schools across Jamaica; she is approachable and always willing to help.
Acknowledgement
With a little push and motivation we all can make a giant leap forward. I extend the heartiest gratitude
to the students of Clarendon College and my colleagues who encouraged and supported me along the
way. I must also thank my friends who are my personal cheerleaders, boosting my confidence always.
To my husband and children, thank you for loving me unconditionally as I invested time to complete
this textbook.
Jody Titus-Maxwell
Contents
What are the fundamentals of Caribbean Tourism? ...................................2
Module One: Concepts and Issues...............................................................4
The interdisciplinary nature of Tourism.......................................................5
The link between Sociology and Tourism ....................................................5
Tourism and Economics ...............................................................................6
Tourism and Anthropology ..........................................................................8
Tourism and Geography...............................................................................9
Classification of Tourism and Tourists .......................................................10
Push and Pull Factors of Tourism...............................................................11
Global and Caribbean Overview ................................................................15
Contribution to the Global Economy .........................................................16
The Historical perspective on the emergence of tourism in the Caribbean

....................................................................................................................24 Emergence of Tourism in
the Dutch, French, Spanish and English speaking Caribbean.
..................................................................................................29
Contribution of Tourism to The Caribbean Economy ................................38

Tourism Impacts.........................................................................................41
Challenges facing the Caribbean’s tourism industry..................................50
The Tourism System...................................................................................52
The structure of the Tourism Industry at the National Level.....................54
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Linkages in Tourism....................................................................................58
The Importance of Inter-sectoral linkages.................................................59
Issues Affecting Tourism ............................................................................59
Strategies to Manage Tourism Issues ........................................................65
Module 2: Linkages with key Sectors.........................................................68
The Eight Sectors of Tourism .....................................................................71
Sector 1: Accommodation..........................................................................72
Sector 2: Food and Beverage .....................................................................82
Sector 3: Adventure and Recreation..........................................................91
Sector 4: Transportation ............................................................................96
Sector 5: Attractions ...............................................................................107
Sector 6: Travel Trade/Intermediaries .....................................................119
Sector 7: Events and Conferences............................................................127
Sector 8: Tourism Services .......................................................................132
The Role of the Government in Creating linkages ...................................139
Economic Impact of Linkages...................................................................148
The Multiplier Effect ................................................................................153
Community Based Tourism ......................................................................155
Strategies to Minimise the Negative Economic Impact ...........................157
Advantages and Disadvantages Of Linkages............................................161
Opportunities and Challenges of Inter-Sectoral Linkages........................162
Module 3: Sustainable Tourism ...............................................................167
Benefits of Community Participation.......................................................171
Measuring and Monitoring for Sustainable Tourism ...............................173
Policy, Planning and Management Guidelines.........................................183
Management Guidelines and Action .......................................................184
Barriers to implementation......................................................................188
The Unit One Outline ...............................................................................194
tourism Interview Question......................................................................195
Executive Summary..................................................................................200
Profile of the Business..............................................................................202
Profile of Visitors......................................................................................203
Formal Sustainability................................................................................205
Methodology............................................................................................206
Identification and description of inter-sectoral linkages..........................208
Assessment of Impacts.............................................................................211
Recommendations...................................................................................215

MODULE ONE CONCEPTS AND ISSUES
What are the fundamentals of Caribbean Tourism?
The Caribbean is one of the most diverse regions in the world culturally,
politically and socially. Economically, we are not quite there yet.
Recognising this, in the last 50 years, the governments have sought to
diversify the former plantation economies to focus on other industries such as
tourism. For some territories tourism has been a viable industry, fulfilling its
main objectivepositive economic growth. Many tourism products have
become outdated and have changing needs of uncompetitive.
not been able to respond to the tourists or have simply become
One can contend that the fundamentals of Caribbean tourism should be one
that allows the industry to adapt to political, technological, social and
economic changes of the region as well as the host country. For this to be
achieved Caribbean governments and other stakeholders must readily invest
in market research. A research led industry will respond better to economic
shocks as the trends and patterns will be understood and a problem solving
approach would have been adopted. The CAPE® syllabus opens the
discourse at the right level when students are planning career paths, which
upon completion will allow them to appreciate Fundamentals of Caribbean
Tourism namely;
1. Caribbean young people should be educated about the diverse career paths
and entrepreneurial ventures that can be pursued in the tourism industry.
2. The link between tourism should be strengthened and other industries

through collaborative planning between public and private sector groups.
3. All tourism ventures whether small or medium should commission market

research to increase their competitiveness
4. Caribbean governments while being competitive must promote the

Caribbean as a region as well as their individual destination.

5. Each country should support niche markets
6. Alternative/non-traditional forms of tourism must be given priority by
Caribbean government.
Module One: Concepts and Issues

Tourism: Is an industry/business that caters to the recreational or leisurely
needs of people within a country as well as visitors. Tourism is travel for
recreation, leisure, religious, family or business purposes usually for a limited
duration.
Tourism is a social, cultural and economic phenomenon which entails the

movement of people to countries or places outside their usual environment
for personal or business/professional purposes. These people are called
visitors (which may be either tourists or excursionists; residents or non-
residents) and tourism has to do with their activities, some of which involve
tourism expenditure. (United Nations World TourismOrganisationUNWTO).
The interdisciplinary nature of Tourism
The link between Sociology and Tourism

Sociology is the science of society, social institutions and social relations. It
aims to provide critical analyses of human social activity, the structure and
function of society.
Tourism marketing organizations rely on sociologist to understand the social
impact that travel experiences make on the individual, the family or group
and society as a whole. By extension it will help them to understand the
social factors that motivate people to travel. When they go back home, they
will have positive news to go back and share or may have negative news. The
most important link between sociology and tourism is the ability of both
locals and tourist to coexist in an environment of respect and tolerance.
Sociologists recognise that a country's indigenous population may resent
visitors especially in large numbers. Most tourists can afford a higher level of
service, better quality goods than the average resident in the Caribbean.
Tourism has affected the social structure and functions of many people in the
Caribbean.
Discover that travel patterns change with changing life characteristics and
social class. People will travel more or less depending on an event day or
activities. It is your duty to become familiar with the concept of social
tourism and the importance to various countries.
Tourism and Economics
The tourism industry hires millions of people directly and indirectly. Multiple
types of occupations are necessary for the industry to function. It provides
both permanent and seasonal employment. The Caribbean tourism industry
has seen heavy imports of labour as well as goods. This is largely due to the
fact that enough Caribbean citizens are not trained in languages, others
contend that hotel owners have discriminatory employment practices and so
hire workers from overseas due to ingrained prejudices against local workers.
1. generates foreign exchange. 2. Creates linkages between industries.

3. Boasts a country's economic growth overtime.
4. Creates employment directly and indirectly.
Tourism and Economics
5. Provides tax revenue for government.
6. Boast small and medium entrepreneurship.
7. Provides funds to close the debt gap as it aids with a

country's balance of payment.
8. Results in the multiplier effect.
Tourism generates significant income for developed, underdeveloped and

developing countries. However, much economic leakage takes place as many
tourist entities are owned and operated by foreigners who remit funds to their
country of origin, which is usually a developed country. Tourism provides
significant foreign exchange that is used to purchase essential goods and
services. It allows significant business linkages between the primary,
secondary and tertiary sectors.
Tourism and Anthropology

Anthropology is the study of past and present culture, cultural elements and
cultural characteristics of a society. For tourism to be successful, its
stakeholders must understand what the tourist enjoy eating, how they dress,
their language, their values, norms and attitudes so that they can suitably
cater to their needs.
1. Puts emphasis on earning from a country's cultural resources-dancers,

musicians, museums, artefacts, art work 2.Concerned with how tourism
changes a culture and may compromise the authenticity of a culture. For
example the
etc. language.
Tourism and Anthropology
3. Informs marketers how to package and sell products and services to tourist
after understanding what cultural messages might appeal to them.
4. helps us to understand our visitors.
5. Shows the importance of cultural preservation.
Understanding how tourist feel about their host country is critical in cases
where xenophobia (fear of another culture) exists. It is also important to
understand the culture of potential employees. Tourism is a global business
and so the specific cultural identities of employees should be acknowledged
to ensure that they are respected and remain motivated.
Tourism and Geography

The tourism industry is dependent of the natural resources as well as the
human resources of a country. The environment of a destination is the
tourism product, it is one of the main motivation for travel.
1. Helps a government to
identify the natural 2. Regulate the use and attractions that would
management of resources.
appeal to tourists
Tourism and Geography

3. Helps government to 4. Informs government regulate the impact of policy about the
protection

visitors on the environment.
of the environment in tourists areas.
Geography is important as it can identify resources such as caves that tourist

find interesting, even more important geography is important to tourism
planning, helping countries with carrying capacity limits as well as
environmental impact assessment.
Classification of Tourism and Tourists

Tourist: Most of the time Caribbean people think of tourists they visualize a
foreigner who is Caucasian, this idea however, is a limited view and may
affect a business potential earning in the industry. According to the World
Tourism Organisation “tourists are people traveling to and staying in places
outside their usual environment for not more than one consecutive year for
leisure, business or other purpose”.
So if you visit your grandma for a week in the Easter, away from home,
maybe in a different parish or province within the same country you may be
classified as a tourist as well. Read the following classification of tourists and
identify which one you have been.
Domestic Tourism: when people engage in leisure activities within their
own country. Example Mandeville to Kingston.
Regional Tourism: When people engage in leisure or entertainment within a
particular region. Jamaica to Barbados.
International Tourism: When people travel from one country to the next
leisure that is outside their region. For e.g. traveling from Trinidad and
Tobago to Dubai. Inbound: Non Resident or Foreigner visits a given
country. Outbound: When resident of a given country leaves that country to
visit another one.
Push and Pull Factors of Tourism
Pull factors speak to characteristics of the host country/

destination that influence people to visit that particular
location.
Push factors speak to favourable or unfavourable
situations in home country that influences a tourist’s need
or want to visit a destination. Push and Pull factors are also known as Push

and Pull
Motivation.
Push motivation is considered as the personal driver
which allures an individual to travel under one’s reasons
such as escape from the daily routine, a need to spend
quality time with the family, or the lust for adventure
(Dann, 1977; Chon, 1989). Push motivation is the cause of
the travel decision-making which will satisfy the internal
motives of the travelers (Niemelä, 2010).
Examples of Push Factors
The study of international tourists travelling to Thailand
including the top three tourist nationalities from its survey
(United States of America, United Kingdom, and Australia)
revealed that getting experience in foreign land is the most important push
motivation among international
tourists followed by:
• 1. learn new culture
• 2. relax in foreign land
• 3. want to learn new things
• 4. escape from same daily life, enjoy activities, and adventure
Pull Factors/ Pull Motivation
Pull motivation is stimulated by the destination forces
including attractions of scenery, historical sites, recreation
facilities, cultural attractions, etc. (Sirakaya, Sheppard, &
McLellan, 1997; Kanagaraj&Bindu, 2013).
Pull motivation is the factor that attracts tourists to select
the destination site. Furthermore, a tourist’s view of a
particular destination can be perceived as pull motivation
(Niemelä, 2010) Examples of Push Factors based on research conducted in

Thailand
· To relax in foreign land

· To get experience in foreign land
· To have enjoyable ti me with my travel
companion(s)

· To learn new culture
· To see how people of different cultures live · To satisfy the desire to be
somewhere else · To sightsee touristic spots
· To exchange custom and traditions
· To visit a place that my friends have been to · To meet new friends
· To escape from same daily life
· To participate in new activities
· To increase my social status
· To find thrills and excitement
Pull Factors specific to the Caribbean

• There are many special events in the Caribbean for example Sumfest,
Dream weekend
• The image of Trinidad Festival is wonderful
• Caribbean food is diverse and delicious.
• In Jamaica, people are very friendly and courteous

• Participating in the Crop Over Festival will provide a unique experience for
tourists
• Participating in the Bacchanal Jamaica is affordable for tourists.

• Many options Outdoor activities at Chukka cove, mystic mountains and
hotels.
• In the Caribbean, the service is very good.
• The festivals in the Caribbean are well-established
• The culture, arts, and traditions of the Caribbean are eclectic.
• Caribbean has offerings that are suitable for entire family
• Most Caribbean countries are safe destinations
Global and Caribbean Overview
Jayawardena (2001) proclaims that a “properly planned,
developed and controlled tourist industry will positively affect the society
and economy”. Travel and tourism encompassing transport, accommodation,
catering, recreation and services for travelers-is the world’s largest industry.
During the last 50 years annual tourist arrivals worldwide have increased 27
folds. International tourism is going through a phase of radical change; this
may be a result of rapid technological, economic, ecological and moral
transformation worldwide in addition to the enormous quantitative growth.
Global and Caribbean overview of the tourism sector
Contribution to the Global Economy
According to the World Bank in 2016 government tourism
receipts reflected 1.393 billion US dollars was generated
worldwide from tourism in 2016. That is an increase of
approximately 500 billion since 2006.
• According to www.statista.com the tourism industry contributed 7.6 trillion

US dollars directly, indirectly and inductively.
• Tourism sectors including accommodation, transportation, entertainment

and attractions contributed 2.3 trillion dollars directly.
• France, the United States, England and Canada continue to be world leaders
in leaders.
Tourism Earnings from select Caribbean countries

Country Earnings in
millions (2016)
Antigua and Barbuda 693
Cuba 3,069
Dominican Republic 6,723
Grenada 510
Haiti 511
Jamaica 2,539
Trinidad and Tobago 708
Countries for Comparison Earnings in
Millions in
1995 and 2016
*Venezuela 996 (1995)
546 (2016) *United Arab Emirates 632 (1995)

19,496
Source: World Bank (2016) World Tourism Organisation, Yearbook of Tourism Statistics and data
files. http://data.worldbank.org retrieved 08/10/2017
Analysis of Caribbean earnings
First observation is that of Grenada and Haiti. Although
Haiti has a larger land space than Grenada, the earnings
are equal. Haiti’s poor tourism earnings are linked to
political instability, poor infrastructure and a damaged
natural environment. The image of the destination is
marked by international examples of critical poverty as a
well a series of hurricanes in the last decade.
Jamaica, Cuba and Dominican Republic are the largest
earners in the Caribbean. In these countries the
governments are the main promoters of the destination and work closely with
tourism businesses and interest
groups. They deliberately spend money to promote the
destination, forge deals with airlines and invest heavily in
education and infrastructure. Each year there arrivals and
earnings have been increasing.
Why include Venezuela and the Arab Emirates?
Venezuela’s tourism earnings have plummeted due to
political instability. The government is unstable and there
is much political unrest and violence in the country.
Poverty has also increased. This negative image has
turned off visitors. While the Arab Emirates has increased
their tourism earnings ten folds. This is due to the
country’s prosperity and large investments in airports,
hotels, attractions and restaurants.
Tourism Earnings per region
Region Earnings in millions (2016)
Caribbean and Small States 10,486
North America 263, 431
European Union 438, 943
Latin America and Caribbean 96,473
East Asia and Pacific 353,642
Middle East and North Africa 92,000
North America, Europe and East Asia and Pacific are the
largest tourism earners. They have a larger land mass and
as such have more opportunity to earn. They also have
stable governments with diverse tourism offerings in
accommodation, restaurants, attractions and shopping. Caribbean, Latin
America and Africa are the losers in
tourism. In the case of the Caribbean limited land space

naturally limits the number of visitors that the region can
accommodate.
Tourism Arrivals
Country/World Number of Arrivals (2016)
World 1.245 billion
Antigua and Barbuda 265 thousand
The Bahamas 1.482 million
Barbados 632 thousand
Cayman Islands 385 thousand
Cuba 3.968 million
Dominican Republic 5.959 million
Grenada 156 thousand Jamaica 1.182 million
Trinidad and Tobago 410 thousand
Although it is an obvious observation it won’t hurt to
stress that the number of tourism arrivals are linked to
the tourism earnings. Again Jamaica, Cuba and Dominican
Republic are the highest earners. Another important data
alert! Jamaica’s arrivals jumped to 4.3 million in 2017.
Employment Generation
According to the International Recommendations for
Tourism Statistics (2008) “employment in the tourism
industries refers to all the jobs (or person engaged) in
both tourism characteristic activities and non-tourism characteristic activities
in all establishments in tourism
industries”
Direct Tourism employment
• Front office roles in hotels
• Restaurant workers
• Travel agents
• Tourism information offices
• Aircraft workers-pilots, air hostesses, air traffic controllers etc
• Cruise lines
• Resort or shopping outlets Indirect employment
• Restaurant suppliers
• Construction workers/companies
• Aircraft manufacturers
• Handicraft producers
• Marketing agencies
• Accounting services
The Historical perspective on the emergence of tourism in the Caribbean

Post World War II Era (1950s-1960s)
Economic Improvement: In the years after World War II, the countries of
North America and Europe were enjoying a post war economic boom, which
meant higher incomes and longer holidays for the working population. Prior
to this only the wealthiest individuals from North America and Europe could
afford to cruise across the Atlantic to escape harsh winters.
Technological Advancement: Greater spending power coincided with the

development of
aircrafts/airlines that offer regular and
services to the public.
commercial
open airline
Innovation in Business: Many shipping companies saw the demand for

vacation and travel and turned their lines/cargo ships into cruise ships. This
gave holiday makers additional reliable sources of transportation.
Rise of Travel Agents: Travel agents collaborated with airlines and hotels to
offer package holidays, this made traveling much easier and often more
affordable. As holidays became relatively cheap due to the increasing income
of Europeans and North Americans the tourist industry in the Caribbean and
the world started to thrive.
The Late 20thCentury
In the late 20th century the ageing populations of Europe and North America
were in need of warmer climates during the winter months. Retired people
had the time to take holidays and most Western Europeans had funds from
their pensions and investment schemes to take holidays. Continued
development and competition in the airline industry made flights affordable
for the average person from a metropolis.

The Prohibition Era where there was a ban on consumption of alcohol in the
1920s led to many Americans flocking Cuba and Bahamas to freely indulge
in drinking and gambling. This resulted in the development of tourism
infrastructure such as hotels. Many members of the American based Italian
mafia also invested in hotels and casino in Cuba, this foreign led investment-
although with funded with proceeds of crime-jump started tourism in Cuba.
Cuban tourism though, was prematurely interrupted by the trade embargo

placed on them in 1961, which resulted in other Caribbean territories such as
Bahamas and Jamaica gaining their visitors
The Significance of Tourism in Caribbean History
Incentives to investors : Caribbean governments saw it fit to tap into the

industry by offering incentives to companies which were usually North
American owned. They were given tax holidays for the first few years of
business , import duties were significantly lowered or dropped altogether on
building materials, furniture and food. Some local businesses were given
grant to build tourist facilities.
Job Opportunities for locals : Locals could get jobs in the industry although
they were rarely recruited in upper level managerial positions. With increased
hotel construction and infrastructural improvement, the construction industry
saw marked increase. Outside the hotels there was extra work for people who
worked on new airports and the roads. It also diversified the job markets,
people no longer had to resort to cutting cane or picking cotton.
Arts : Because of the tourist insatiable appetite for local culture, art, cuisine,
music and dress, the creative and performing arts industry thrived as a result.
Business linkages created : Boom in the service trade, increased distribution

contracts for beverage companies, transportation and tour operators
increased.
Social investment with money earned from the industry: Government had
increased revenue to build and expand schools and clinics. This increased the
standard f living of most Caribbean territories.

Factors that influence the development of tourism in a host country
(Destination)
1. Accessibility of the country via air or sea. Ideally airports need to be

modern with trusted security systems and personnel. They also need to be
able to accommodate large airplanes, in the case of cruise ships, seaports and
berthing areas should be accessible, clean and safe (Buckle-Scott,
DavisMorrison, Jaimungaisingh, & Lunt, 2013).
2. Education and training of locals to meet the demands of the industry. This
will provide a wellqualified highly trained staff to man tourist facilities. This
is especially important since the industry is based on service being performed
on demand. How well the staff is trained is linked to the overall quality of a
tourist product (BuckleScott, Davis-Morrison, Jaimungaisingh, & Lunt,
2013).
3. Investment in Infrastructure: such as roads, bridges, utilities, amenities and

beautification will attract new and renewed business.
4. The level of safety and security: There should be an acceptable level of

crime in the society. Tourist by large are realistic so they don’t expect to
encounter a crime free society anywhere but it should be at a level where they
are never discouraged to revisit the destination (Buckle-Scott, Davis-
Morrison, Jaimungaisingh, & Lunt, 2013).
5. Marketing and promotion of products and services in the home country of

tourist may positively influence tourist to visit a destination.
6. Competitive pricing of products and services

7. Diversifying the tourism offering focusing on all types of tourist.
Emergence of Tourism in the Dutch, French, Spanish and English

speaking Caribbean.
The Dutch: Suriname
Suriname was one of the first to develop nature tourism in the world when
the country became famous for its bird watching tourism. Suriname has a vast
rain forest with intriguing cultural diversity was a major attraction. Political
unrest in the 1980s was a major blow to the industry. Tourism development is
led and organised by private funding sector organizations with limited input
and
from government. This happens to be the opposite situation in many other

Caribbean countries. The tourism industry emerged when people from
Netherlands visited relatives in Suriname. This connection existed as
Suriname was a colony of the Netherlands for 300 years (Roessingh, Bras, &
Berendse, 2005).
Geographically Suriname is quite different from other Caribbean countries in

that it does not have recreational beaches blanketed by white sand beaches or
tranquil blue sea. The coastal areas are swampy and inaccessible by cruise
ships. This deficit has not eliminated Suriname from the lucrative tourism
industry. She has been able to capitalize-although to a limited degree- on her
rainforests and proves to be a relevant option as ecotourism is a thriving
segment in the market (Roessingh, Bras, & Berendse, 2005).
The viability of Suriname’s tourism market is threatened by the following
factors:
1. Expensive airfares due to the monopoly of two airlines. This does not
make the destination competitive as tourists seek the most affordable, value
for money options.
2. Visa restrictions! Can you imagine that? The process is lengthy and
tedious. People would rather visit Jamaica or Trinidad or even neighbouring
South American countries that are more accessible.
3. Tourism services are poor, lacking necessary governmental support.

Government's failure to find and organise tourism marketing does not aid its
development.
4. Political unrest in the 1980s interrupted the momentum, setting the

industry back even further. This is compounded by the lack of corporation
between public and private sector with bickering about who should be
responsible for funding and administration (Roessingh, Bras, & Berendse,
2005).

The Spanish- Dominican Republic
Tourism development in the Dominican Republic started relatively late when

compared to its competing destination. In the 1960s the government saw
tourism as an opportunity to generate employment and boost economic
development. The Dominican Republic is a third world country, whose main
industry has long been the cultivation of sugarcane, tobacco plantations,
coffee beans, and fruits (Roessingh, Bras, & Berendse, 2005).
Tourism created new possibilities for growth and development. But at the
same time sacrifices had to be made. The Dominican government had to
make significant land and financial changes to develop this new industry at
the expense of other sectors in the economy, their budgets were significantly
reduced to fund tourism development and expansion (Roessingh, Bras, &
Berendse, 2005).
Puerto Plata zone (the 60-kilometer stretch of northern coastal land from
Maimón to Cabarete) was the first area to be developed. Going back in the
history of this region, the first tourist activities took place as early as the
1940s. Many Cuban and Spanish cruise ships would make a stopover in the
port of Puerto Plata.
In order to attract foreign investors for the northern coastal tourist zone (the
Puerto Plata zone), the Dominican government invested over $76 million
between 1974 and 1982, to develop the infrastructure such as beaches, ports,
roadways and utilities. The construction of the international airport Gregorio
Luperón in 1979/1980 was one of the most important actions the government
took to develop the Puerto Plata creating a reliable means of transport for
international tourists (Roessingh, Bras, & Berendse, 2005).
The French- Guadeloupe
Guadeloupe formally relied on the growth and exportation of sugarcane, later

on banana with the decline sugar prices on the world market. Other crops that
proved to be viable alternatives to sugarcane are eggplants, flowers, vanilla
beans, coffee and cacao. Rum production and exportation is also an important
part of the economy. Tourism however, is not the main economic industry in
Guadeloupe followed by agriculture and service industry.
As a territory of France, Guadeloupe receives many large subsidies and
imports from its mother country that contribute to the island’s economy.
French and American tourists make up the largest segment in the tourist
market. They are attracted to the beautiful beaches and cultural experiences.
Cruise tourism is a growing market in Guadeloupe.
The English-Jamaica
Similar to other Caribbean Islands, Jamaica’s prime economic focus was the
cultivation of sugar cane and the manufacturing of sugar. Secondary to this
was the production of coffee and cocoa and banana. Jamaica’s tourism
industry unlike other Caribbean territories started quite early. In 1888 the
Constant Spring Hotel was built, with 100 rooms. The government saw the
increase demand for accommodations in Jamaica and so the Jamaica Hotels
Law was passed in 1890 to encourage hotel construction. According to the
Jamaica Tourist Board the government plays a central role in the
development and formalization of the industry;
“The next important milestone came in 1922 when the Government

established the Tourist Trade Development Board, present day Jamaica
Tourist Board was merged with the Tourist Trade Development Board in
1926. A small annual grant was spent in disseminating information about the
Island’s facilities and making arrangements with hotel and shipping
companies. Perhaps encouraged by this development, Montego Bay took its
first steps in the field which today is the town’s main focus. The Ethel hart,
the Staffordshire and the Casa Blanca hotels were opened in the next few
years, and the fame of Doctor’s Cave Beach began to spread.”(Jamaica
Tourist Board)
The government saw tourism as an economic strategy to diversify the

developing economy and took the following steps to organize the industry;
1. Impose a duty on passengers transported by ship and air to finance

promotional activities for the destination.
2. Full-time staff was increased, sales offices were opened in New York,
Miami, Chicago, and London and the promotion of Jamaica was stepped up.

3. A full-time Director of Tourism was appointed in 1963 and given a budget
of J$1,000,000. The Jamaica Hotel and Tourist Association (JHTA),
responsible for tackling the common problems of hotels and to represent the
interests of hoteliers to the tourist board and to the Jamaican government was
also established in 1961. This was the beginning of Jamaica’s intensive and
sophisticated promotional efforts.
Jamaica experienced a decline in tourism after World War II when there was
a ban on pleasure traveling. The destination also faced fierce competition
from other destinations in the Caribbean with similar offering. In the 1970s
the rise in airfare and what some called ‘anti-American, Pro-communist’
stance of the government deterred American tourists. This was compounded
with social and political unrest which saw many tourists opting for Bahamas
and Barbados.
Jamaica however has recovered significantly, the warmth and friendly nature
of the people, coupled with a change to a pro- American government that
encouraged investments as well and revitalized the activities of the Tourist
Board.
Table showing a summary of the reasons for emergence of tourism in the

Caribbean
Factors
The decline of sugar, banana and other produce The ban on the consumption
of alcohol in the United States in the 1920s resulted in tourist visiting the
Caribbean to smuggle rum as well as to consume alcohol.
Countries
Jamaica, Dominican Republic and Guadeloupe
Bahamas and Cuba The decline of oil Aruba

refineries
Visits from relatives from The entire Caribbean the mother countries in
Europe
Activity

1. Identify the common motives in the Caribbean for developing tourism.
2. What role have the governments played in establishing the industry?
3. What have destinations done to separate themselves from Their

Competitors?
Contribution of Tourism to the Caribbean Economy According to the
UNWTO economic impact of tourism is measured in terms of its effect on:
1. Income
2. Employment
3. Investment and development
4. Balance of Payment
Tourism employs millions of people directly and indirectly, multiple types of
professionals, skilled and unskilled individuals are
industry. It
meaningfully engaged
provides permanent
in the tourism and seasonal
employment throughout the world. It is also a catalyst for entrepreneurial and

self-employed ventures. Tourism as an industry generates revenue for the
government as well as private sector entities. The following economic
considerations should be made when looking at tourism’s link to the
economy;
1. While tourism is seen as the prime foreign exchange earner, it should be

noted that significant economic leakage takes place especially in the
Caribbean where tourist entities are often owned and operated by foreigners
who remit funds to their homeland. This poses a challenge for the supposed
multiplier effect of tourism that is said to generate up to five times income
from an initial spend.
2. Foreign exchange provided is used to purchase essential goods and service

international loans of developing countries such as Jamaica. However,
significant amount of these funds are used to purchase imported goods, it is
therefore critical that local farmers and other economic sectors make every
effort to create linkages with the tourism industry.
3. Tourism has had and continues to have significant commercial potential
where significant linkages have been created with other sectors such as
agriculture to service restaurants, the auxiliary sector such as banking to
provide foreign exchange for tourist and ATM and credit card facilities and
the list is endless.
4. It has led to increased infrastructural development in tourist hub. This

arguably has led to the uneven spending where most government revenue has
been spent on roads, beautification, and water supply and sewage treatment.
Tourism Impacts
For the purpose of study the impact of tourism should be categorized in three
categories; 1. Socio-cultural 2. Economic and 3.Environmental. It is often to
note that these factors often overlap.
The Economic Impact of Tourism

1. Foreign Exchange World Travel and
Earnings: According to the Tourism Council the direct contribution of

Travel and Tourism in 2014 was JMD128.3 billion in Jamaica with
projections to rise to JMD 136 billion in 2017 representing 8.1 % of the GDP.
Although these figures are quoted in Jamaica dollars it must be noted that
tourism generates foreign exchange which is later converted in Jamaican
dollars or if not converted is used to pay foreign debts and used to pay for
imports.
2. Employment: Provides employment in several key sectors of

transportation, agriculture, entertainment, construction, distribution and
general services.
3. Provides government revenue: Tourism businesses have to seek licenses

and permits which generates income for the government, landing fees for
aircraft and berthing fees for cruise liners, taxes on goods purchased by
tourists, departure and head taxes on visitors, and import duties on goods
brought in for tourist industry.
4. Rise in the value of Real Estate: The price of land in tourist areas is
significantly higher at times far out of the reach of the local residents. For
example in the September 25, 2016 Sunday Gleaner Classifieds an
advertisement for 3/4 acre of land in Runaway Bay was being sold for US 90
thousand dollars. The price will continue to rise as the government spends in
the area to improve and advance infrastructure. Even the price of rent is often
times quoted in USD. For someone who already owns property they may gain
as they can tap into the rental market, for those who do not plan to and only
want to be residents will encounter rising property tax values.
5. Economic Linkage: Tourism opens the doors for a connection with

primary, secondary and tertiary sectors. Agriculture, manufacturing,
transportation, entertainment are well linked for example in a tourist area.
This has allowed businesses to expand and to create new businesses
Environmental Impact of Tourism
The Caribbean’s tourism products are inextricably linked to the environment.

The industry is depended on the beaches, the forests, the mountains, the
rivers, land and sea. Sustainable Tourism is a concept that seeks to promote
responsible use of the environment as well as preserving the cultural heritage
of the tourist destination. It seeks to cause minimal damage and alteration of
the environment and culture. Tourist arrivals in Jamaica for 2014 were over 2
million, which is almost equal to the country’s population. Although they did
not all arrive at once they may have made the country exceed its carrying
capacity. There had to be added pressure on water and food supply.
Additional waste was generated. With that said it is important to show how
the environment is often at risk due to tourist activities. The following was
adopted from Lunt et al (2012).
The following table illustrates the environmental impact of tourism

Resources Use
Forest Nature tours, products and Souvenirs
Land
Beaches and Wetland

Construction of resorts
hotels,
courses
and golf
Location for
hotels and resort areas, recreation and leisure, sand mining for
Examples of misuse, overuse or abuse

Rare species of flora and fauna removed by tourists, removal of trees to
create nature trails, which may lead to soil erosion
Removal of land from agricultural use can disrupt ecosystems. Possibility
that heavy use of chemicals in preparation and maintenance of golf courses
pollutes soil and water supply. Increase in production requirement solid waste
increases for land-fill sites

Hotel construction too close to beaches and on wetlands can increase risks of
beach erosion and loss of natural flood defences. construction of hotels
Sea Marine-based
sports,
desalinated
water to supplement
potable water supplies,
dumping area for hotel sewage
Landscapes and natural features

Nature tours Dredging to create harbours disrupts natural ecosystems.
Use of wetlands removes natural habitats
Divers and swimmers breaking off coral
Anchors damaging coral reef
Hotels and pleasure craft dumping waste and sewage, polluting water and
disrupting ecosystems. Cruise ships washing out tanks at sea cause pollution
Hotel and resort construction reduces aesthetic appeal of views Road and
path construction removes natural vegetation
Increases run-off and likelihood of soil erosion
Source: (Buckle-Scott, Davis-Morrison, Jaimungaisingh, & Lunt, 2013)

The Socio-cultural Impacts
Because the tourism industry is service oriented, its success is linked to the
type and nature of relationships that exist between tourists, service providers
and citizens of the country. These interactions ideally ought to be positive
pleased. and meaningful leaving the visitor feeling
However conflict and tension often arise between tourist and visitors when;
1. When tourist enjoy privileges that locals are often denied because of their
lowered economic status. For example the best beaches in Montego Bay and
Ochi Rios are lined with all –inclusive hotels that are often inaccessible to
locals because of the cost to stay. Even beaches that are not ‘captured’ often
attract a fee for example Dunn’s River falls although they are operated by the
Urban Development Corporation which is a government run company.
2. Tourists are often seen as gullible and unaware and so they are often
exploited by locals who will charge them extra for goods and services
because they are unaware of the actual cost.
3. Residents can be offensive and harassing, often making racial comments

saying “look pon dah white man deh” “white people raw” among other
baseless and ignorant comments. They may also offer poor service to tourist.
4. Visitors may show lack of respect and disregard local culture and customs,
which may enrage some residents.
5. Visitors do not interact with residents in their communities, they remain

isolated in hotels. This may make locals feel belittled. It also means that
many will not get an opportunity to tap into the industry as their businesses
are not being patronized by tourist.
6. Some tourists have been able to influence the speech, dress and
mannerisms of locals. This may offend people who are passionate about their
local culture.
Positive Socio-cultural Impact
1. Two-way cultural exchange: When tourist interact with locals over a

period of time they grow to understand and appreciate the culture, often
developing long lasting relationships, adopting and expressing elements of
local culture (Buckle-Scott, Davis-Morrison, Jaimungaisingh, & Lunt, 2013).
2. Revitalisation of local arts and crafts: Craftspeople will be able to earn

from their skills and talents and the demand for sculptures, paintings, pottery
and photography increase with the influx of visitors (Buckle-Scott, Davis-
Morrison, Jaimungaisingh, & Lunt, 2013).
Commodification or commericalisation of culture: When cultural elements

are altered from their original state to meet the needs and taste of tourist. This
is also expressed as watering down of culture to appeal or popularize it with
tourist (Buckle-Scott, Davis-Morrison, Jaimungaisingh, & Lunt, 2013). For
example, slowing down of folk music to entertain tourists.
Theoretical Perspective: Doxey’s Irritation Index (Irridex) Model

This is a framework for studying the impact of tourism on the local
communities. It asserts that residence go through four phases of reactions as
the impacts of tourism becomes more pronounced and their perception
changes with experience. See the table below outlining the model;
IRRITATION INDEX
EUPHORIA
APATHY
ANNOYANCE
ANTOGANISM population blame tourists for all the negative impacts tourism has brought to the
destination; host population expresses their anger towards tourists
RELATIONSHIP
The destination only has a few
visitors; locals are happy that tourists are interested in their destination; good informal relationships
between locals and tourists
As the destination develops tourist numbers increase; relationship is more formal and business like;
visitors are taken for granted and only seen as a source of income
Destination has developed to the saturation point; rapid development of tourism attractions,facilities
and services; locals become frustrated with the tourism industry; tourism Development at tourism
destination is only producing negative impacts, host
Activity
1. Draw four emoji to represent each stage of irritation.

2. At what stage of irritation is your country? Justify your response with
examples.
Challenges facing the Caribbean’s tourism industry 1. Inadequate training

and education by both the public and private sectors. The Caribbean Tourism
Organisation (CTO) and the Caribbean Hotel Organisation have delivered
programmes in tourism education and training to address this issue. The
Caribbean Examination council has also given tourism much attention by
making it a topic of study for CSEC Social Studies and a discipline at the
CAPE level.
2. Caribbean Local and regional organizations suffer from a lack of human

and financial resources to establish a sustained and affordable organization
that supports Caribbean countries. The European Union has provided some
funding to the CTO to offset cost.
3. Lack of adequate team work and collaboration between tourism

organizations and government agencies.
4. More emphasis needed on community based tourism. This must be a

priority to ensure sustainability especially as it relates to communities.
generating income for the local
Public and Private critical areas

sector must address the following
· Destination marketing.
· Products Promotion.
· Customer service.
· Guest safety and security.
· Improved salaries for tourism workers to reduce
migration of trained professionals.

Success of the Tourism industry depends on
1. Teamwork between private and public sector

2. Communication and a united effort by all stakeholders
3. Understanding the main needs of the main segments of visitors.

The Tourism System
According to Leiper (1979) a tourism system has three components; The
Traveler Generating Region (TGR), The Transit Route (TR) and The Tourist
Destination region (TDR).
TGR Transit Route (TR) TDR
The Tourism system is a set of inter-related organizations each having

specific functions to accomplish a set goal of high service quality to the
tourist.
Traveler Generating Region: Places where trips begin represent the

generating market/ supply / target market for tourism. This is where the push
or motivation to travel exists.
Transit Route: Intermediate zone, it does not simply represent the short
period of travel to reach the destination, but also includes intermediate places
that may be visited en route.
Tourism Destination Region : This is where the tourist will end up. The
place the tourist is visiting that is the central decision to make the trip.
The structure of the Tourism Industry at the National Level

Ministry of Tourism
Tourist Board. For eg. Jamaica Tourist Board
Tourism Investment or prioduct development company for eg. TPD.CO

A private national organisation for eg. Jamaica Hotel and Tourist
Organisation
The structure of international organizations

United Nations World Tourism Organisation
Funding and research Supervision and policy
Caribbean Tourism Organisation
Market research Technical Support
Local Hotel and Tourism Organisationa
Advise the government, lobby and pressureBranding and Promotion government for support
United Nations World Tourism Organisation
1. Collects data on tourism arrivals.

2. Provides funding for research and projects in tourisms.
3. Identify trends and patterns in the tourism industry.
4. Gives technical advice to countries to help with their product development.
5. Drafting international policies relating to tourism, especially sustainable
tourism.
Caribbean Tourism Organisation

1. Provide quality. technical support to improve service
2. Organise meetings and conferences with tourism stakeholders.

3. Funds regional marketing campaigns for the 24 destinations that are
members
4. Provides training and certification in quality service (Hospitality Assured)
Local Hotel Tourism Organisations
1. Branding and promotion of tourism facilities and services

2. Advice the government on policies that might affect tourism earnings and
arrivals.
3. Collaborate with local organisations to reduce tourism harassment.
Pyramid of Tourism Segmentation Model

ECOTOURIST
SPECIAL INTEREST TOURIST For eg. CULTURE/HERITAGE TOURIST, ADVENTURE TOURIST, LOCAL/COMMUNITY BASED TOURISM
SUN-LUST TOURIST
All-INCLUSIVE TOURIST
CRUISE PASSENGER
This model ranks tourism products based on the spending power or revenue
generated from the tourist. Based on research eco-tourists and special interest
tourist spend more than all-inclusive, sun-lust and cruise passenger (Mass
Tourist) tourist (Jawardena, 2007). More businesses are able to benefit from
their spending since they are not in a fixed location. Local entrepreneurs also
have a greater opportunity to tap into the market as these tourist will likely to
encounter their goods and service offering as they explore. It is critical to
note that tourist may transition from one segment to the next, moving either
up or down within a visit or on new visits (Jawardena, 2007). Based on the
value of spend Caribbean tourism entrepreneurs should be keen to diversify
their product offering to target eco-tourists and special events tourists and to
develop a niche market around them.
Linkages in Tourism
Areas of Linkages
AGRICULTURE
ANCILLARY SERVICES MANUFACTURING
Tourism
TRANSPOTATION LOCAL
COMMUNITIES
CONSTRUCTION
FISHERIES
The Importance of Inter-sectoral linkages

1. It aids the development of the economy in general as each sector will
experience increased profitability as they supply the industry with goods and
services.
2. Provides social improvement as more people are employed with increased
investments in tourism related ventures.
3. Reduction of imports and more reliance on local products and services.
4. Improved perception of tourism industry as it will provide more locals with
the opportunity to tap into this viable market.
Issues Affecting Tourism

Safety and Security (Crime): Concerns over the safety of air travel have
resulted in very sharp declines in the number of airline passengers and many
airlines are retrenching fleets and staff. Airlines are reporting 30%40% falls
in US air passenger numbers. In addition to this local crime rates have been a
concern for tourist, especially if the country has been placed on a crime watch
list.
The main weaknesses are concerns over harassment and personal safety and
the lack of consistent high standards and value for money in the EP1
(European Plan) sector. Much of the travel trade has given up on the
Jamaican EP product, expressing the view that Jamaica is an allinclusive
destination so why sell EP products and run the risk of tourists experiencing
harassment. Furthermore the commissions received by the travel trade are
higher for all-inclusive hotels.
High crime rates may deter tourist and even members of the Diaspora from
visiting the country. In addition, concerns over safety and security have
undermined the range and quality of entertainment on offer to local people.
To address these concerns the government has attempted to address these
concerns. For e.g. the rehabilitation of the Reynolds Pier in Ochi Rios to
upgrade its attractiveness as a cruise pier with the improvement of visitor
reception facilities to enhance security and safety.
1 Hotels where the quoted rate is strictly for accommodation and does not include meals. This is unlike
all-inclusive hotels where both accommodations and meals are provided.
Epidemics and health risks (HIV/AIDS): “Sun Sand Sex and Sea” is often
used to put emphasis on the motivation for tourism in the Caribbean. Many
come to have illicit sexual exchanges with local women and men. The tourist
areas are known for their infamous “Renta Dread”. Although prostitution is
illegal in Jamaica, the market for sex trade is viable. This has put locals as
well as tourist at risk of contracting HIV/AIDS. With the increase of
epidemics such as Ebola, Chikingunya, Zika, Hand Foot and Mouth Disease,
tourist destinations have to be vigilant in identifying carriers of viruses and
bacteria to transfer to the local populaces.
Rapid Technological change: The upgrading of domestic airports will be far

less of a priority when the planned road network improvements are complete.
Further, changing technology is also making it possible to use existing
facilities more effectively.
At the individual business level, information communication technology or
ICT is the main driver of change, requiring better management for tourism
operations to harness their potential. ICT provides up-todate, manage client
data and the ability to search and select a wide range of products and
experiences.
People can check in at airports at kiosks, buy tickets online, make hotel
reservations and rent cars. This has independence in the travel community.
Nevertheless, the internet is becoming a hugely important, comparatively low
cost, marketing tool. It is particularly suited to the needs of the small business
that cannot afford to pay huge sums for marketing and has a limited
workforce. The internet calls for the following response from the tourism
industry and those responsible for marketing it:
It will be important that all businesses establish attractive and informative

websites that can use the multi-media capability of the internet to its full. All
websites should have a response facility to respond to requests. The sites
should either have booking and secure payment facilities, or refer the user to
another site with these facilities; These developments will prove challenging
for small businesses and those with limited exposure to internet technology.
Support will be required by the industry in managing the new technology
Natural Resources: From the viewpoint of using natural resources – air, sea,
marine life, land, water, flora, fauna – tourism has drawn exceptionally upon
the beaches, sea and marine life. Inland, tourism has used some natural assets
such as the rivers significantly but impacted little upon fauna and flora. The
industry’s major environmental impact has been the generation of waste, both
solid and water borne.
Risk and disaster management: Disasters whether manmade or natural are
unpredictable it is therefore difficult for organizations to cope. Tourism
industry is highly volatile and unstable, its demand can be disrupted by a
multiplicity of factors. Although most disasters are short lived, they can
create chaos for tourist facilities, having a disaster management plan is
therefore imperative, which will make them more adaptable to change.
Changing consumer tastes and preferences : Tourists are discovering new

places, technology and lifestyle changes. Therefore the profitability of
tourism organizations is increasingly being linked to the ability to:
· Innovate
· Manage and adapt to change crises · Manage, recruit and retain high
resources
· Develop competitive business quality human
ventures by understanding the economic, social, political and managerial

challenges of operating tourism enterprise.
· React to public policy and influence its formulation and implementation

particularly the growing concerns over regulation and its cost to business.
· Think creatively and globally, with an ability to apply international best

practices.
Airlift and access: The accessibility of a destination by sea or by air will

affect the overall quality of the product. Most Caribbean destinations are
accessible via air and by sea, however some airports are somewhat outdated
and may need to improve their air-traffic controlling system to accommodate
more modern airlines.
Political: The government’s tourism policy should encourage tourist to visit

as well as entrepreneurs to invest. Some governments through their tourist
board market and promote the destination, additionally they sponsor tourist
related activities such as events and attractions. In addition to this they offer
tax incentives to tourism businesses. Some locals believe that the
government’s policies favour foreign investments.
Strategies to Manage Tourism Issues

1. Education and Awareness Campaign: for example the “NuHDuttyUp
Jamaica” environment awareness campaign. They run television and bill
board ads to encourage Jamaicans to dispose their garbage properly.
2. Public Relations
3. Use of Information communication technologies.
4. Implementation of sustainable tourism practices.
5. Development of risk and disaster management plans.

MODULE TWO
LINKAGES
WITH
KEY SECTORS
Module 2: Linkages with key Sectors
Tourism Linkages: Tourism industry is dependent on other sectors to
function effectively and to fulfill its main objective which is to generate
income for the host country. A linkage speaks to connection and interrelation
between separate industries. For example if you go to a hotel you will see the
guests being served Red Stripe Beer™, the hotel does not manufacture this
beer however, they need it to fulfill the needs of the customers. Therefore
linkages are natural part of the day to day business in the tourism industry.
Governments have made strengthening the linkages a priority. In Jamaica for

example the tourism linkages initiative has now been expanded to include
five new networks: Gastronomy; Sports and Entertainment; Health and
Wellness; Shopping; and Knowledge.Minister of Tourism, Hon. Edmund
Bartlett shared that the decision to expand the networks was strategic as they
will have a fundamental role to play in helping the tourism sector achieve its
growth targets. Bartlett expressed the intention “to attract five million visitors
by 2021; generate $5 billion in tourism earnings, increase the total direct jobs
to 125,000 and add 15,000 new hotel rooms, then we must put in place the
framework to foster the growth of this sector. So, the networks being
introduced today will aid in transforming the sector, deepen linkages and
achieve significant growth”. The statement of the minister expresses the main
objective of inter-sectoral linkages.
Tourism Leakage: refers to the amount spent on importing goods and

services to meet the needs of tourists, in addition to money that is repatriated
to the country of the foreign operators of tourism facilities. In the Caribbean
many tourism enterprises are owned and operated by foreigners who remit
these funds to their country of origin. This limits the multiplier effect of
tourism, since the most significant earnings are not reinvested in the local
economy. Essentially this is problematic economically since the government
and the people of the country endure significant losses, especially in cases
where these foreign operators were given a decade of tax exemption.
Tourism leakage represents any situation in which the earnings or potential

earnings of the tourism industry is not retained in the country when the tourist
spend their money. Essentially to counter the losses of tourism leakage the
government has aimed to reduce importation of foreign goods by helping
farmers to direct marketing and crop production for the industry. Additionally
the government has aimed to increase training of locals to limit the need for
foreign workers. An even more important strategy is to diversify the tourism
offerings to focus on eco-tourism, special events, sports tourism, health
tourism, culture tourism and gastronomy.
Inadequate linkages have been identified as a cause for economic leakage in

the tourism industry. When tourist industry source workers from overseas,
when the source goods and services from overseas and not through industries
that are established in their country it results in leakage(Jordan & Lewis,
2008). Education entities must link closer to tourism facilities and train their
students in accordance with the demands of the industry to prevent such
leakages. Government must mandate and support local producers and service
providers to strengthen linkages with the industry.
The Eight Sectors of Tourism

Accommodation
Food and Beverage Adventure Tourism and
Recreation
Transportation Events
and
Connferences
Attractions
Tourism Services Travel
trade/
Intermediar ies
Sector 1: Accommodation
Hotels provide a base for business, travel, meetings and conferences and
these are also lucrative, high yielding business (they attract high profit
margins due to expenditure by business travelers and delegates) with rooms
being hired for meetings and functions being provided along with
entertainment.
a. Hotel as a product
Hotels have been conceptualized by researchers as a product. The diagram

below determines how the product is constructed, portrayed and sold by
customers.
Facilities (bedroom, restaurant, meeting rooms, sports facilities)
Location of the establishment (accessibility)

Service level depends upon grade of establishment and price
The accommodation
Sector
Image (How customers, view Priceit through advertising
and marketing media
Ability to differentiate the product to different customers and incentives to encourage key clients
(priority club
memebership, rewards)
Source: (Page, 2011)

Characteristics of tourist accommodation
Seasonality - periods of demand are typically buoyant in the peak season (i.e.
the summer season) with a drop in the low season, usually winter (except for
accommodations located in ski resorts)
Occupancy levels -demand for rooms is spread across seasons, but more
precisely according to weeks and days. Accommodations seek to sell its
room, they are perishable product that cannot be store or sold at a later stage.
Location : This often determines the appeal and accessibility of properties.

Typically, a distance decay principle exists in accommodation with greater
access to attractions and facilities. Similar micro-locational factors also
operate at airports, with the most accessible and prestigious properties in easy
reach of the airport. Different grading systems exist, which may be statutory
or voluntary, using a star rating to denote the quality of the establishment.

Properties can range from complex business ventures at the luxury end of the
market through the basic hostel accommodation. Accommodation has a high
capital asset value relative to the prices changed to customers, with yield per
client relatively modest in relation to cost structures.
Accommodation has a fixed cost to service and owners/managers seek to

optimize occupancy levels to cover costs. Accommodation provision is
subject to numerous regulatory codes and laws in terms of the fixed plant (i.e.
health and safety legislation) as well as specialist laws governing food safety
where food and beverage services, housekeeping services and concierge
and portering staff. In some cases, unskilled individuals are employed in
menial roles, but skilled individuals are needed to operate and manage each
department.
Classification of Hotels According to Theme
Spa Hotel: hotels that offer health and therapeutic treatments to relieve stress
and strains. The whole ethos is to pamper the guests, while others such as
health spas seek to address health and nutritional issues
Boutique hotel: a category of new hotel sector which have been described as
townhouses or small style-led properties that are fashion conscious and are
modeled on the concept of a 1960s clothing boutique, based on unique
products and goods. Such properties defy conventional five star ratings; they
attract consumers seeking a unique experience.
Heritage Hotel: In this hotel a guest is graciously welcomed, offered rooms

that tell their own history, serve traditional cuisine and are entertained by folk
artists. These hotels put their best effort to give their guests a glimpse of the
region.
Ecotels: These are environmentally friendly hotels. These hotels use eco-
friendly items in the rooms.
Classification of hotels according to size
Small Hotels : hotels with fewer than fifty rooms. Mega Hotels: are hotels
with more than one thousand (1000) rooms.

Chain Hotels : hotels which are a part of a hotel chain and these kinds of
ownership usually impose certain minimum standards, rules, policies and
procedures to restrict affiliate activities. In general the more centralized the
organization, the stronger the control over the property. With medium service
and amenities required for comfortable stay with offerings food and
beverage, housekeeping and food production.
Classification according to ratings
Hotel star rating system seeks to assess hotel quality and systematical rank
establishment so that customers know what to expect at the time of booking.
Star ratings systems are intended to serve as guidelines for guests who are
making hotel reservations and can be quite helpful, it’s important to realize
that these are loose ratings and there is actually no standardized star rating
system in place. The star rating is issued by Hotels and Restaurant Approval
and Classification Committee (HRACC). Conferred by national
organizations, national consumers’ travel organizations.
Five Star Rating: Luxurious hotels, offering the highest degree of personal
service. Elegance and style abound, the quality of linens, stereo, internet,
Jacuzzi, tubs and cable television. There are multiple restaurants on site with
extensive gourmet menus and room-service (concierge) is also available 24/7.
Mid-Range Service
Four star rating: Formal, large hotels, with top-notch service. There will
usually be other hotels of the same caliber clustered nearby, as well as
shopping, dining and entertainment. They provide above average service,
beautifully furnished rooms, restaurant, and room service.
Budget Hotel
Two to One Star Rating: These hotels provide clean, comfortable, safe,
inexpensive rooms and meet appeal primarily to budget minded travelers who
want a room with minimum services and amenities required for comfortable
stay, without unnecessarily paying additional cost for services.
Ownership
Franchise ownership: is privately owned, but the owner pays an upfront fee
to purchase the franchise along with ongoing royalties
Privately owned: may have investors or others with financial interest in the
hotel but the ownership structure is in one person or company’s name.
Leased hotels: are owned by an individual or company, but normally lease

the physical building.
Managed Hotel: Is also privately owned, but has signed an agreement with
another hotel brand to run the hotelon a contractual basis.
Trends and Patterns in the Accommodation sector
1. Internationalisation of many hotel and

accommodation chains (e.g. represented in the 3-5 star category)
2. Greater product differentiation and the use of brands by larger operations

(and multiple brands by some hotel companies) (Page, 2011).
3. The growth of the non-serviced sector

internationally with serviced apartments and selfcatering providing greater
flexibility and
individuality for tourists.
4. New ownership models (e.g. franchising and management contracting joint

ventures) as well as the rise of investment portfolio in the self-catering
market has become popular.
5. The growing importance of second homes in domestic and international

settings as greater affluence has created new opportunities for developers and
investors (Page, 2011).
6. Increasing use of technology, such as the worldwide web for marketing

and purchasing by consumers which has reduced the time horizon for
booking. It has also created new tools for the discerning consumer to track
the rating of accommodation by consumers.
7. The expansion of niche and novelty forms of accommodation for eg. Ice
hotels, eco-lodges, tree houses, capsule hotels, outer space experiences,
underwater hotels, light houses, historic buildings, plastic surgery/medical
tourism venues (luxury hospitals)
8. A perception that some sectors of the market for accommodation are being
displaced (e.g. AirBnB) by budget brands and change in the hostel
accommodation.
9. Recruiting and retaining good staff remains an issue for global

accommodation sector in a business where there is high level of staff to guest
interaction not only determine the level of the guest’s satisfaction with the
accommodation product, but can impact upon the image of the product and
the level of repeat visit.
10. A more discerning consumer, seeking more for less accommodation

products in the low to mid-range.
11.A demand for luxury accommodation experiences by some customers, for
which they will pay a premium (e.g. being pampered with chocolate, flowers
and champagne in a top-of-the range hotel suite)
Environmental Issues affecting hotel sector
1. Energy consumption
2. Transport
3. Waste
4. Purchasing
5. Health
Sector 2: Food and Beverage

Types of Businesses in the Food and Beverage Sector
Food and beverage sector in the hospitality industry is usually the first
service encounter that tourists will have. It starts on the plane where people
are usually offered a drink, meal and snack depending on the class airfare that
they reserved. This sector importantly represents major linkages with
agriculture-source of raw material, education to train skilled and semi-skilled
workers and manufacturing for processed goods.
Food and Beverage (F&B) sector consists of “establishments primarily
engaged in preparing meals, snacks and beverages to customer order, for
immediate consumption on and off the premises” (Government of Canada,
2012)
Types of Restaurants
Quick Service Restaurants (Fast Food Restaurant): This occupies a large

market share in the Caribbean. Major Quick Service Restaurant franchises
such as KFC, Burger King, Wendy’s Popeye’s can be found in both rural and
urban areas. This has enhanced the tourism product as many tourists are
already familiar with those international franchises and may be attracted to
locations that already have familiar brands. Importantly locally founded
franchises such as Juici Patties, Tastee’s, Mother’s Patties and Island Grill
have been able to maintain a strong presence in both the local tourist and
international tourist markets alike.
Some quick service restaurants have tried to escape the “unhealthy” identity
they have been associated with over the years by offering meals with lower
cholesterol. This is an important trend as many tourists have specific diets
that are on the healthier side. Island Grill for example has a meal by the name
of “Go-lite” which is a salad with a service of Jerk chicken. Regardless of
their attempt to rebrand and reimage they still maintain their core operating
structure- “food that is prepared quickly and generally consumed quickly”
Features and Offerings in the Quick Service Restaurants
· Drive Through Options (Drive-Thru)

· Location with shopping area like a mall or a plaza · High Traffic areas
such as major road ways, main
street or commuter routes

· Stand locations.
Full Service Restaurants
These restaurants are flexible, they will adjust menu according to the demand
in the market. Customer needs, wants and expectations are usually higher for
a full service restaurant. Although the menu is varied, it generally reflects the
image of the restaurant or customers’ desired experience (Westcot, 2012).
Fine Dining Restaurants
These are characterized by highly trained chefs, preparing gourmet, signature

meals, using the finest ingredients, olives, wine, prime cuts etc. Meals are
brought to the table by well experienced and groomed servers with advanced
knowledge of food and beverage. The décor is usually upscale and breath-
taking, tables lined with high quality linen, fine china, crystal stemware and
silverplated cutlery. The average bill is usually high. Most allinclusive hotels
have fine dining options for guests that may be a part of their package or
comes with an additional cost.
Family/Casual restaurants
These restaurants are usually opened for all three meals. They offer
affordable menu items to suit a variety of customer tastes. The restaurant
layout can accommodate a large group of people. Family restaurants usually
have a flexible menu allowing cross-utilization (Fries can be used as both an
appetizer and as a side). Some fast food chains can be classified as family
restaurants)
Ethnic Restaurants
These typically reflect the owner’s cultural identity. OPA! is a Greek

Restaurant in Kingston for example. These restaurants are popular with many
markets, especially with culture tourists with an affinity for ethnic cuisine and
love to explore new culinary options. Gastronomy has been identified as a
sector for significant growth in the Caribbean and so it is expected that ethnic
restaurants will attract adventurous foodies.
Importantly tourists want to indulge in what is ethnically familiar. The

growth of the sector also importantly reflects the acceptance of foreign
cultural elements and it promotes cultural diversity.
Upscale Casual Restaurant
Emerged in the 1970’s as the values evolved and young professionals wanted
to experience a fun social evening at a restaurant with high quality offerings
(usually at a high cost) in contrast to the perceived uptight and strict decorum
of fine dining at the time. These restaurants are typically dinner houses. The
two closest examples in the Caribbean are Usain Bolt’s Tracks and Records
and Cuddy’s in New Kingston.
Catering
This is referred to as food served by catering companies at banquets and

special events at a diverse set of venues. At a catered event, customers
typically eat at the same time, as opposed to restaurant customers who are
served individually or in small groups.
Catering Businesses include
· Catering companies
· Conference Centre
· Conference Hotels
· Wedding Venues
· Food Festivals
An important and newly anticipated catering event is Diner En Blanc. This is

an all-white upscale event that has been classified by ordinary members of
the society as being “bougie” (Upper Class) and an offensive display of
wealth and grandeur in public. Patrons are expected to set up their own table
with items representing the sophistication of event. The venue is only
revealed hours before and patrons are usually shuttled to the venue. This
event attracts local, regional and international tourists who are intrigued by
the novelty and flare of the event. Market research has suggested that
increased events boost tourism and it enhances the tourism offering of the
destination.
Institutions
These run under a predetermined contract, the sector usually includes;
· Hospitals
· University, Colleges and other educational institutions

· Corporate staff cafeterias
· Cruise ships
· Airports & other transportation terminals and operations
Bars
The bar industry comprise of regular bars, wine bars and pubs. All businesses
selling alcohol usually need a license to sell and serve alcoholic beverage.
Bars can be like boutique hotels, the bartenders and mixologists are central to
the image and reputation of the establishment. Unique experiences are
important as bars are popular entertainment ventures in the Caribbean as a
whole especially those with a plantation cane producing economy.
Floyd’s Pelican Bar located in Negril about a mile from Treasure Beach in
Jamaica was awarded the best bar in the world. This bar offers a unique
hideaway experience and is loved by both locals and tourists alike. This is
evidence can Caribbean bars can be competitive especially when they aim to
offer authentic experiences to their patrons.
Coffee Shops
A coffee shop, coffee house or café is an establishment which primarily

serves hot coffee, café latte, cappuccino, espresso, tea and other hot
beverages. Some serve ice coffee and ice tea along with light snacks, muffins
and pastries. Coffee houses range from small owner operated to large
multinational corporations such as Star Bucks.
Trends and Issues
1. Manufacturers and producers shifting to natural ingredients from artificial

colours to natural ingredients
2. Heightened food safety awareness among tourists has led to a higher

standard of service and an effort for businesses to seek formal certification of
standards such as the HAACP.
3. Growing appreciation of ethnic cuisine, people are more willing to try

indigenous meals in host country especially with increasing ethnic restaurants
in their home country.
4. Increased training and demand for food industry workers.

Sector 3: Adventure and Recreation Eco-Tourism Facilities
According to Weaver (2001) Eco tourism is a form of tourism centred on
learning experiences which are based on respect for the natural environment
and cultural associates and ensures the well- being of local community while
being environmentally and sustainable. Preferably, eco-tourist socio-
culturally
facilities should enhance the natural and cultural resources in the destination
as a viable economic activity.
Criteria for Eco-Tourist Facility
· They should be based on natural and or cultural environment with limited

manipulation and disturbance.
· Facility should provide information on the Flora and Fauna to tourists in

written and or oral forms of communication.
· The facility should generate economic and or social value to the host
community directly or indirectly for example through employment and
entrepreneurship opportunities.
· Facility must have an established carrying capacity on an environmental

impact assessment
· Should have established best practices to conserve existing ecological,
cultural and social balances within the project and associated areas.
Recreation Parks
These provide a variety of athletic, leisure, arts and crafts activities for all
ages and special population. There has been a thrust in recent decades to
improve, upgrade and maintain Popular recreation parks especially in urban
areas.
recreational parks are Devon House, Emancipation Park and Hope Gardens.
They are public facilities that provide well needed green spaces in the
corporate area. Importantly as recreation parks they have onsite facilities such
as restaurants and snack shops, ABM banking and shopping facilities and car
park.
The Categorisation of Hope Primary Elements
· Leisure Interest Activities · Guided walks

· Exhibitions
· Wedding (Ceremony,
pictures and reception) · Self-guided trails

· Events and Festivals
Gardens as a Leisure Product Additional elements
· Accessibility
· Car parking
· Sign posting
· Foreign language
· Leaflets
· Plant label
· Nursery
Physical Features
· Children’s play area · Design

· Planting
· Garden features · Garden Building · Chinese Garden · Water features
Social features
· Welcome
· Friendliness
· Helpfulness
· Ability to respond to
queries
· Ambience
· Health and Safety
considerations
Fishing Facilities

This is where fisherfolk sell and store fish. In the Caribbean fishing facilities
usually have restaurants that specialize in a variety of seafood for e.g.
Hellshire Beach in St. Catherine, Old Harbour Bay Beach in St. Catherine,
Little Ochi in Manchester in Jamaica and Castara in Tobago. Some tourists
are attracted to the scenery and the restaurant offerings. Fishing villages
usually have lively bars that play music all day into the night. In addition to
this accommodations are usually closely located.
Marine facilities
Are similar to national parks, they are primarily for the conservation of nature
and are used by the community for a range of recreational activities. These
facilities usually have boat launches, marinas, mooring buoys, dry dock
storage and boating channels. Marine facilities in Jamaica according to the
Tourism Master Plan requires much investment such as upgrading the
provision of sewerage and the extension of hook up facilities to hotels and
businesses. Importantly it identified the improvements in the quality of water
off the beach, with proper waste collection and disposal in squatter
communities and building sediments traps on the rivers. This is intended to
contribute to tourism revenue to enable the marine parks to function
effectively. Marine parks are considered to be national assets; efforts are
being made to make them closer to becoming selfsustainable. Marine parks
are faced with many of the same problems as national parks including
overuse and pollution. Certain areas, also known as green zones or “no-take
zones” prohibit extractive activities such as fishing and mining.
Jamaica’s Tourism Master Plan recommends that revenue from beach

licenses should be used to maintain marine parks, however, some parks may
not see improvement since funds may be misdirected or some fees may not
be paid by the relevant persons.
Golf
This is a sport that is played both competitively and leisurely. Golf courses in
the Caribbean are common features of the resort areas. Many tourists flock to
the Caribbean to play golf as a part of their vacation itinerary. According to
the Tourism Master Plan an estimated 8 million American golfers take three
trips a year. The average golfer is from a high income household, earning
over $50, 000 used per annum. Caribbean countries need to create more
competitive offerings to the golfing community to attract them by offering a
combination of excellent food and accommodation, beaches and relaxation
with the ability to sample a variety of different types of courses. Event
marketing should also be targeted at persons interested in golf.
Tennis
Tennis enthusiasts are attracted to destinations that offer training and
competition especially during winter months.
Yacht Charter Service
Caribbean countries such as Jamaica, Barbados wants to position themselves

as a yacht destination through the holding of international regattas. This may
cost a country such as Jamaica US $10 million dollars (Commonwealth
Secretariat, 2002). They aim to target the yachting & sailing market segments
in the US and Europe as well as Canadian long-stay visitors. They, however,
need to develop ports and piers that are able to accommodate the largest
luxury yacht.
Off Road Tours
Demand for tours have been growing rapidly. This has attracted all-inclusives
and additional tour operators to the tours market. This has resulted in a
decline in profitability. Creating niche experiences will restore profitability to
the sector. Stush in the Bush™ is a good example of a niche experience. All-
inclusives and multinationals have been able to monopolise some markets
such as Dominican Republic. These are large companies who are able to do
their own marketing with wellestablished networks with overseas tour
operators, cruise lines and accommodations. Improving the quality, variety,
novelty and overall appeal of circuits, trails and scenic routes will increase
demand.

The Mini Coopers in the picture above are a part of a unique tour experience
called Minitours© that is an arm of the Island Routes Tour Company.
Minitours© offers customized tours and authentic experiences to local and
international tourists with a personal guide. As seen in the picture above they
stop at local businesses and places, to get a first-hand experience of life in
Jamaica. This is an innovative niche tourism experience.
Trends and Issues in Recreation and Adventure
1. Public adventure and recreation facilities are not adequately being

maintained. Waste disposal, street cleaning, and the upkeep facilities are
inconsistent. This often damages their image and reputation.
2. Development plans have

recreation and adventure
incorporated
facilities in commercial areas, adjacent to visitor reception, shopping areas
and entertainment.
3. It is believed that revitalizing investment and product development in

attractions, entertainment, sports and recreation facilities is vital in improving
the product and attractiveness of resorts
4. Government should provide incentives to entrepreneurs

adventure to
who invest in recreation and
boost their competitiveness, increasing their confidence in business.
Sector 4: Transportation
The manner of the transport tourists consider when planning to travel may be
the main motivation or deterrent for a holiday. Additionally it may determine
the setting of a holiday, and this is the case with cruise or coach tour.
The movement of people, often in large volumes, requires specific

managerial skills and an understanding of logistics-particularly of how the
transport system works, what people need and how it different elements are
managed.
For the transport sector, managing the supply of transport so it meets demand
and operates in an efficient, timely and convenient manner is an underlying
feature for transporting tourists.
Policy issues in tourist transport
Much of the transportation is provided by private sector investments and with

it their desire to earn. Governments develop policies and regulatory
framework that sometimes constrain, and manage transport provision. In a
highly regulated environment, the government may operate its own airline (a
‘flag carrier’ former Air Jamaica for example), to promote tourism
development in a country.In a highly deregulated environment, the
government may adopt hands off approach, wanting competition and the
market to determine what services are provided.

Many governments have privatized some sectors to allow experienced
business people to manage public services. Government also have
responsibility for the provision of infrastructure given the high capital cost of
airports, ports and railways, roads, bridges and waterways (Buckle-Scott,
Davis-Morrison, Jaimungaisingh, & Lunt, 2013).
In recent years, government have tried to share these high capital costs by
encouraging private sector high capital costs by encouraging private sector 25
years so they recover the cost plus a profit, then the asset returns to the state.
This happens to be the case of High Way 2000 (P.J. Patterson High Way) and
the North South High Way.
Land based Tourism
The dominant mode of travel for many domestic tourist trips. Land-
based tourism takes the form of –cars, bus and coach
The car hire business can be divided into three distinct segments:
1. Airport rentals, which often command a 15 per cent premium charge over
and above other rentals due to the charges imposed by airport authorities.
These are based on the principle that this a captive market which is able to
pay the price demanded. This may be the case for corporate travel, where
such prices have been discounted on the basis of volume business and leisure
travelers pay premium prices
2. Replacement vehicles for corporate and individuals whose cars are off the
road being repaired and serviced.
Bus Travel
1. Schedule services (Lines). These services transport passengers at specified

times, often based on a timetable, over specified routes. They involve the
picking up and setting down of passengers at established stops. Such services
are provided under a license for a prescribed period for which the service is
offered. Timetables, tariffs and the vehicles to be used are also specified and
particular conditions are attached to the service provided for e.g. Knutsford
Express
2. Shuttle services: These consist of trips transporting groups of tourists or
individuals from the same point of departure to the same destination. Later
the traveler will be transported back to the original departure point and the
service usually involves accommodation for the group at the destination. The
service must comply with the conditions of an itinerary and length of stay,
and no passengers are carried on the last outward or first inward journey.
Occasional services: These include a range of different services such as
1. Closed-door tours (one vehicle is used throughout the journey for the same
group and the tour returns to the original point of departure), often referred to
as ‘continental coach holidays’ or ‘continental coach tours’.
2. Services with the return trip unladed (not carrying load)
3. All other services (e.g. day excursions, private hire, tours airport shuttles,
urban excursions such as hop on/hop off all day ticketed tours).
Rail Travel
Globally, railways are a major mode of moving tourists and leisure trippers
around countries and between countries. In the USA, rail travel has the
smallest proportion of passengers carried on any mode of transport, since car
dominates followed by air travel and coach. In Europe rail travel has a 6.5 per
cent share of passenger trips, higher than air travel, although passenger cars
account for nearly 85 per cent of trips followed by bus and coach travel
(Westcot, 2012). Rail travel is no longer popular in the Caribbean. Attempts
to revamp this proved unsuccessful in Jamaica. Rail travel is not a popular
means of transport in the tourism industry.

Rail Travel Trends and Issues
• the use of dedicated rail corridors which connect major gateways (airports
and ports) of a country to the final destination, or as a model of transit to the
tourist accommodation in the nearby city
• The use of rapid transit and metros to travel within urban areas
• Improved marketing used to raise awareness of new services, better

ticketing options such as etickets, e-commerce, frequent traveler schemes and
greater attention to service quality issues as well as addressing safety issues
for passengers traveling alone.
Water-based Transport- cruises
Prior to the development of rail and air travel, seabased travel was of major
importance in crossing water (e.g. ferries), for pleasure on inland waterways
(e.g. canal boats) or as a mode of tourist travel (e.g. cruising). The US market
dominates the world cruise line passenger volumes. The US market has been
growing at 7 percent per annum while Europe has shown signs of 12 percent
growth per annum in recent years.
Three companies dominate the cruise market:
1. Carnival –which has an annual turnover of US$13.2 billion and 97 ships,

with an additional 10 ships on order
2. Royal Caribbean Cruises- with an annual turnover of US$5.8 billion a year

and 38 ships, and four for delivery.
3. Star Cruises- 20 ships (18 for cruises) and a US$3.76 billion turnover a
year
Cruise Ship facts
Many cruise ships now cost in excess of US$300 million-many over US$400
million-Able to
accommodate 2000-3000 passengers. Worldwide cruise ship business is
worth over US$16 billion, with the main market being North America. Whilst
much of the cruise business is focused on the Caribbean followed by Europe,
the Far East has entered the market together with Australasian/Pacific island
cruises.The cruise line industry has been dominated by product innovations to
attract a growing variety of passengers and the rise of luxury brands again in
the market, akin to super yachts, are signaling a revival in cruising for the
rich, characterized the heydays of the 1920s and 1930s.
The Marley’s have tapped into the cruise ship market with their “WELCOME
TO JAMROCK LOVE CRUISE ONE”. The ship sails from Ft. Lauderdale to
Montego Bay and Ochi Rios, Jamaica for a five night cruise on board Royal
Caribbean (chartered). This tour is authentic as it has performances from top
Reggae and Dancehall artistes such as Freddie McGregor, Luciano, Taurus
Riley, Sizzla, Jah Cure and Busy Signal with live bands
Ferries
According to caribya.com ferries provide an inexpensive short-cruise like

experience, offering movies, snacks, drinks and opportunities to stop at
several islands along the way. Ferries are a mode of transportation for island
to island travel where destinations are close enough to make this cost
effective and practical for example Anguilla to St. Martin and St. Maarten.
Ferries offer the opportunity to experience the culture of several islands for
an affordable cost. There are many ferry companies in the Caribbean,
especially in the Smaller Antilles.
Trends and Issues in Air transport
1. The needs to accommodate larger aircraft, 600 seat aircrafts are likely to be
introduced on long-haul routes.
2. The need to embrace technological change such as new navigation systems

so that the capacity at individual airports can be increased to cope with
demand.
3. A need to speed up the passenger flows at airports, including the removal

of bottlenecks and delays with baggage handling, by introducing new
technology and smart technology to track travelers and their personal
belongings
4. Addressing security issues at airports which are seen as one of the weakest
links as well as enhancing safety matters for travelers.
Opportunities should be provided for travelers to reduce stress, anxiety and
uncertainty associated with air travel. For the airport sector, various issues
affect how the traveler perceives the terminal including:
· Speed of check- in
· Efficiency of passport control and customs clearance

· Luggage retrieval
· Availability of shops, duty-free and associated services
· A spacious and relaxed environment to wait prior to boarding the aircraft
5. A lobby group for the aviation sector - the Air Transport Action Group
(ATAG) has used a list of factors to explain this growth. These include:
· Falling real cost of air travel
· Increased international trade and economic activity, which necessitates

travel
· Rising disposable incomes
· Political stability
· Greater leisure time and tourism promotion
Sector 5: Attractions Definitions
These are facilities where the main purpose is sightseeing. The attraction
must be a permanent established excursion destination, a primary purpose of
which to is to allow access for entertainment, interest or education; rather
than being primarily a retail outlet or a venue for sporting, theatrical or film
performances (Visit Scotland 2004: 8). It must be open to the public, without
prior booking, for published periods each year, and should be capable of
attracting tourist as well as local residents. In addition, the attraction must be
a single business, under a single management, so that it is capable of
answering the economic questions on revenue and employment. (Visit
Scotland 2004: 8)
What limitations have you identified in the definition?
According to Pearce (1991: 46) “A tourist attraction is a named site with

specific human or natural feature which is the focus of the visitor and
management”
Man Made Attractions
These are infrastructures constructed with a view to attract view to attract

visitors. Experiences are determined by the product that is offered. For
example Devon House, Bob Marley Museum etc.
Natural Attractions
Usually refer to geographic features such as

mountains, rivers, waterfalls, volcanoes and beaches that occur naturally
without the intervention of man. Built structures in and around natural
attractions used to manage access to these structures may be present. Natural
attractions may be managed (Fort Clarence Beach, YS Falls, Green Grotto
Cave) or left in a natural state (Blue Mountains).
Events as Attractions
These are temporary infrastructures constructed with a view to attract view to

attract patrons to participate in activities to entertain, training, networking
inter alia. Experiences are determined by the product that is offered. For
example Bacchanal in Jamaica, Dream Weekend and Carnival in Trinidad.
Visitor attractions- product considerations
Visitor Attractions offer both products and

experiences. Kotler’s (1994) view is that products consist of three levels ;
core product; tangible product and augmented product. Swarbrooke (2002)
argued that it may be applied to a visitor attraction setting.
Swarbrooke’s(2002) interpretation of a visitor attraction as a product
1. The core product is the central component and comprises the main benefits
that will be identified by the visitor as the motivation for visiting.
2. Tangible aspect: whatever the visitor can purchase for e.g. souvenirs at the
attraction
3. Augmented: additional services a visitor receives and makes up the total
product.
Characteristics of Devon House as an Attraction

Yale (1997) states that the success of a tourist attraction lies in four
critical areas
1. Accessibility
2. Opening hours
3. On-site amenities, such as parking, visitor centre, signs and labels, shops,
guides, refreshments, toilets, litter bins, seating and disabled provisions
4. Off-site amenities, such as signposting, local accommodation and local

services
The visitor experiences at attractions: Key influences
Swarbrooke (2002) identified four key factors that influence the success of
attractions
1. The organization and its resources
2. The product
3. The market
4. The management of the attraction
The visitor experiences at attractions
Swarbrooke (2002) asserts that a range of elements affect the visitor

experience on site beyond the core focus of the attraction. These elements
include;
a. The tangible elements of the product such as retail outlets, cafes, toilet
facilities and site cleanliness)
b. The Service delivery element including the appearance, attitudes,

behaviour and competence of staff, the expectation, behaviour and attitude of
the visitor and a number of factors that are largely outside the control of
either the attraction or visitor .
The management of the attraction-Swarbrooke (2002)

experienced professional managers
Adequate attention to market research
Realization that marketing is not just about brochures and adverts
Long term strategic view
Accepting the importance of word-of-mouth
Planned marketing strategy with proper financing
Staff training
Types of Attractions
(i) Museum; Bob Marley Museum in Kingston
(ii) galleries; Gallery West in Montego Bay
(iii) national parks; Emancipation Park (iv) cultural attractions; Accompong
Maroon Village
(v) heritage/historical sites; Blue Mountain
(vi) sporting; Sabina Park
The importance of Visitor Attractions as pull factors
They are catalyst for growth in the tourism industry and increase spending
in a locality which did not historically have a highly developed tourism
sector.
Diversifies a countries tourism offering, attracting a wide cross section of

visitors thereby increasing earning potential.
It can encourage regular and repeat visits; this is more cost effective than
seeking new visitors.
It provides a vital element for visitors’ enjoyment and experience
They are the motivators for trips and holidays to any particular destination.
Provides a vital nucleus for visitor spending in destinations.
When they are linked to regeneration strategies for example Devon House,
the Bob Marley Museum and the National Gallery are a part the Jamaica
Heritage Tour. This provides opportunity to create a new image and help
reposition the city as a place to visit.
Operational Issues at Attractions
1. Lack of knowledge and awareness of some attractions; attractions that fail

to advertise on social media will face low visitor arrival as they are not
actively promoting their facility. Although they may offer a great experience,
they remain virtually unknown and may later have to shut down due to low
earnings.
2. Poor maintenance: many facilities fail to capture return visits because their
facility is not at an acceptable standard of sanitation, some amenities may be
out of service, damaged and in bad need of repairs, critical lifesaving items
might be missing as well. Not only will this result in a decline of visitors, it
will also affect licensing and issuance of permits by government tourism
agencies and other civil organizations such as the fire brigade and police.
3. Risk Management: This involves the provisions and procedures to deal

with fires, chemical spills, stampedes, illness, safety equipment and general
safety and security. Attractions pose may unforeseen risks to visitors and
employees alike. A visitor might slip on a mossy rock while climbing a water
fall. The management team of these facilities must have a procedure to
respond to injury such as an evacuation plan, CPR and First Aid training for
employees, quick access to emergency equipment such as fire extinguishers,
clearly labelled assembly areas. If risk is not well managed the reputation of
the facility may be damaged indefinitely.
4. Exceeding carrying capacity may result in the delivery of poor quality

service, stampedes, damage to the facility and a diminished visitor
experience.
Visitor Management Strategies

Measures designed to influence visitor behaviour, in order to lessen impacts,
seek to change users’ attitudes and behaviour, in order to mitigate impacts,
even out the distribution of visits between heavily and lightly used sites
(Page, 2011).
1. Carry Capacity: The amount of visitors an attraction can comfortably

accommodate at any given time without causing harm to the environment or
without creating management problems.
In order to prevent attractions from exceeding their carrying capacity a

study must be conducted to determine what should be the carrying capacity.
Measures are also taken to ration use of the facility by controlling tourist
numbers; this often requires advanced reservations, different pricing
strategies and queuing.
Codes of Conduct: The behaviour of some tourists requires monitoring and

so guidelines have been created by attractions facilities to keep behaviour at
acceptable levels. For example in Venice the Tourist Code of Conduct
outlines what is acceptable and unacceptable behavior (Page, 2011). For
example;
1. Tourists should keep to the right in the streets to help reduce congestion
and to improve the flow of people
2. Lying down in public places is prohibited

3. Sitting or lingering on the street, or eating picnic lunches
4. Throwing litter on the floor
5. Swimming in the canals or in the St. Marks Bay area
6. Riding bicycles or other vehicles in the city
7. Performing unsafe or bothersome activities.
8. Undressing in public places

9. Walking about the city shirtless or in bathing costumes.
10.ANY BREACH OF THESE RULES WILL RECEIVE a 50 EUROS

FINE.
Sector 6: Travel Trade/Intermediaries
• Travel agencies
• Tour operators
• Tour Wholesalers
The travel services sector is multifaceted; it involves relationships between

multiple suppliers, tourism products, and destination marketing
organizations, tour operators, and travel agents, among many others. Travel
services comprise businesses and functions that assist with planning and
reserving components of the visitor experience (Government of Canada,
2014).
A travel agency is a business that operates as the intermediary between the

travel industry (supplier) and the traveler (purchaser). Part of the role of the
travel agency is to market prepackaged travel tours and holidays to potential
travelers. The agency can further function as a broker between the traveler
and hotels, car rentals, and tour companies
A travel agent provides personal, usually face-to face travel consultation for
a traveler who is researching and planning to purchase packages and
experiences through an agency. Travel agents can specialize in certain types
of travel including specific destinations; eco-tourism adventures; culture
festivals, historical tours, educational trips, family vacation, honeymoons or
culinary tours (Westcot, 2012).
New trends however, see the traveler researching and booking everything
they need online without consulting a travel agent. As technology and the
internet are increasingly being used to market destinations, on social media
platforms such as facebook, twitter, instagram and snapchat people can now
choose to book tours with a particular agency or agent, or they can be fully
independent travelers (FITs), creating their own itineraries.
Online Travel Agents (OTAs)
Increasing numbers of Fully Independent Travelers are turning to online

travel agents (OTAs), companies that combine accommodations and
transportation options and allow users to choose one or many components of
their trip based on price or other incentives. Examples of OTAs include
Booking.com, Expedia.ca,
Hotwire.com, and Tripadvisor. OTAs are gaining popularity with the
travelling public; in several locations around the Caribbean businesses
proudly display their TripAdvisor sticker. OTAs are convenient because they
take the business to the traveler on their smart devices, with websites and
tools that are east and friendly to use.
Trends and Issues with Online Travel Agencies and Ecommerce
Although OTAs can provide lower-cost travel options to travelers and the
freedom to plan and reserve when they choose, they have posed challenges
for the tourism industry and travel services infrastructure. As evidenced by
the merger of Expedia and Travelocity, the majority of popular OTA sites are
owned by just a few companies, causing some concern over lack of
competition between brands.
Being excluded from listings can decrease the marketing reach of the product
to potential travelers, which is a challenge when many service providers in
the tourism industry are small or medium-sized businesses with budgets to
match.
Governments are trying to intervene as they realize that OTAs are barriers to
collecting full tax revenues on accommodations and transportations sold in
their jurisdictions. OTAs frequently charge taxes on the retail price of the
products; however, they purchase these products at a discount, submitting
only the portion collected on the lesser amount to the government
(Associated Press, 2014).Some believes this practice cheats the destination
that at the end incurs costs to provide the tourism experience. These countries
depend on tax revenue to pay for infrastructure related to the visitor
experience. So they buy an airline ticket wholesale at $100, they resell it to
you at $300. They collect 10% tax on $300 ($30). They however only give
the government 10% of $100 ($10) and pocket the $20 plus their mark up of
$200.
A tour operatorpackages all or most of the components of an offered trip

such as accommodation, car rental and attractions and then sells them to the
traveler. These packages can also be sold through retail outlets or travel
agencies (CATO, 2014; Goeldner& Ritchie, 2003). Tour operators work
closely with hotels, transportation providers, and attractions in order to
purchase large volumes of each component and package these at a better rate
than the traveler could if purchasing individually. Tour operators generally
sell to the leisure market.
Tour operators may be inbound, outbound, or receptive:
• Inbound tour operators bring travelers into a country as a group or through

individual tour packages (e.g., a package from China to visit Canada).
• Outbound tour operators work within a country to take travelers to other

countries (e.g., a package from Canada to the United Kingdom).
• Receptive tour operators (RTOs) are not travel agents, and they do not
operate the tours. They represent the various products of tourism suppliers to
tour operators in other markets in a business-to-business (B2B)
relationship. Receptive tour operators are key to selling packages to overseas

markets (Destination BC, 2014) and creating awareness around possible
product.
The Internet
As discussed earlier, online travel agencies have revolutionized the sector in a

short span of time. Online travel bookings and marketing accounts for
roughly onethird of all global e-commerce, and according to many these
continue to rattle the sector. Recent beneficial technologic improvements
include the following (Orfutt, 2013):
• Live and automated inventory management, ensuring operators and

travelers alike are working with accurate information when planning and
booking.
• A pollution and weather detection chip that would help tour operators,
transportation providers, and visitors anticipate, and plan for changes in
conditions
• Personalized information presented to visitors to help them narrow their

choices in the trip planning process, ensuring users are not overwhelmed with

information, and making the most of limited screen size on mobile devices
and tablets
• Social technologies and on-the-go information sharing, allowing users to
plan at the last minute as they travel
• Virtual assistant holograms and tablets carrying information that can replace
humans during the travel experience (for instance, at airport arrivals and
visitor centres)
The Role of the travel trade in the Tourism industry

1. To promote tourist facilities, destinations, products and services.
2. Supply tourism products and services in packages that are affordable and
suitable to the needs of the customer.
3. Support tourism businesses with marketing strategy, direct marketing and

direct selling.
Sector 7: Events and Conferences

Special Events: This is a one time or infrequently occurring event outside
the normal programs or activities of sponsoring or organizing body. To the
customer of guest, a special event is an opportunity for leisure, social or
cultural experience outside the normal range of choices or beyond everyday
experience. For example;
· Carifuna Settlement Day in Belize

· Sumfest in Jamaica
· Carnival in Trindad and Tobago
Meeting and Conferences
These are formal gatherings in which many people meet in order to talk about
ideas or problems related to a particular topic (such as medicine or business)
usually for several days.
Types of Conferences
· Annual and Biennial Conference

· Symposium
· Seminar
· Colloquium · Workshop · Roundtable
Conventions
Quite similar to conferences, they are usually a gathering of people with a

common interest, practice or profession. Also defined as a meeting or formal
assembly, as of representatives or delegates for discussion of and action or
particular matters of common concern. Most Caribbean youths are aware of
religious conventions where parish branches of the same denomination gather
in a large venue like a stadium for common worship and instructions.
Trade Show or Trade Fair
Is an exhibition organized so that companies in a specific industry can

products and showcase and demonstrate their latest
services; meet industry partners and customers; study activities of rivals and
examine recent market trends and opportunities.
Cricket
Cricket is a major recreational activity that captivates a wide cross section of

the Caribbean population. Cricket is a traditional sport in the majority of the
commonwealth countries namely England, Australia, India, Bangladesh, New
Zealand and South Africa and the English Speaking Caribbean. Cricket
matches are played internationally, regionally and locally and has a
significant fan base. Spectators (tourists) have been traveling to the
Caribbean for decades for cricket matches.
The 20/20 version of the game has been revolutionary and has reignited
interest in cricket globally. The Caribbean Premier League T20 (CPL T20)
which is staged during the summer months throughout the Caribbean has
boosted regional and international tourism. Many cricket fans travel to
venues to support their team.
Test cricket which is usually played for 3-5 days between two teams created
opportunities for tourism entrepreneurship. Fans have to pay for
accommodations, they need restaurants and transportation and this is the
essentials of sports tourism. Sporting activities create a reliance on hospitality
services in the country where the matches were being played create
opportunities for people to earn from tourism.
Many spectators who visit for cricket, made repeat visits for other leisure
activities as many may have used time to go on tours and to explore the host
country of the matches.
Carnival
Trinidad and Tobago, Barbados and Jamaica have viable carnival cultures;
however, Carnival is most closely associated with Trinidad & Tobago, along
with their indigenous steel bands. Carnival attracts tourist from all over the
world to revel in the sun to intoxicating music. This has increased demand for
hotels and other accommodations, restaurants and transportation. Importantly
it generates revenue for the entertainment industry, musicians, singers,
emcees, dancers and custom designers. Ordinary citizens can capitalize on
these events by selling items that revelers will need. Many citizens keep
profit driven “sessions” or parties before and after the carnival with the
increased presence of international, regional and local tourists.
Cultural and Sporting Events Trends and Issues
1. Caribbean countries are trying to increase earnings in tourism through

event and sports tourism to increase arrivals during off peak seasons. They
have tried to capitalize on sports tourism market with international track
meets. For example the Jamaica International Invitational Track and Field
Meet. Events such as Boys and Girls Championship Track and Field Meet
also attract international regional and national tourists.
2. It is a general view among business that more can be done to improve the
Caribbean’s share of sport and event tourism which is a multi-billion dollar
industry. More market research is needed to organize events to appeal to
international patrons.
3. There is much focus on food festivals and gastronomy. More diversity

would be refreshing and importantly more competitive.
4. Events are sometimes priced above the local income brackets to either
exclude the local market or simply to maximize earnings. Interestingly the
local market is very viable as proven by events such as Igloo, Dream
Weekend, Sandz and Mugz. Creating events that caters to the income of both
locals and international tourists should be a priority in the industry.
Sector 8: Tourism Services

According to the World Tourism Organisation tourism
related services include services provided by hotels, restaurants (including

catering) travel agencies and tour operator services, tour guide services etc.
(United Nations World Tourism Organisations).
Reservation Services
These are companies that offer services to help tourists to find restaurants,
hotels and other tourism related services suitable to the desires as well as to
their budget. With the increase relevance of technology, the most effective
reservation services may be found online. Open Table ™ is an example of a
reservation service. It offers dinner reservation in less than a minute.
Customers pick the city where they would like to dine and the number of
people they plan to dine with. They will then be given a list of available
restaurants as well as available times for them to select. Customer will choose
time, enter information and table will be reserved on arrival.
Another good example is Leisurelink™ that offers reservation services for ski
resorts, convention and visitors’ bureau, attractions. They act as
intermediaries between tourist and the supplier of the tourism service
(Leisure Link).
Professional Associations
These associations represent and support members who offer similar or

related services locally, regionally and internationally. Essentially they
represent interests of members, foster their economic and professional growth
while contributing to community development and the sustainability of the
tourism industry.
Tourism Suppliers
These are airlines, cruise lines, tour operators, hoteliers, car rental companies,
passenger rail lines, theme parks, destination management companies and
travel insurance providers that deliver travel experiences and often times sell
services in bulk to tourism intermediaries who sell retail to tourist
Retail Operations-Duty Free Shipping.

In the tourism retail operations industry properties must ask themselves three
critical questions;
1. What attracts visitors to a location in my tourist destination?

2. What types of visitors are drawn to the community?
3. What retail products and services complement local attractions and appeal
to the types of visitors that come to the destination.
Retailers that sell tourist often develop a niche as they do not solely cater to
local residents. Duty Free Shopping is competitive due the economic rewards
associated with the tourist market. Retail outlets are usually located close to
the arrival and departure sections of airports, piers where cruise ships dock as
well as in close proximity to hotels.
Most all inclusive hotels offer retail shopping, this has caused much
resentment among craft vendors who contend that they are not getting a fair
share of the market. To address this, the former Minister of Tourism in
Jamaica Wykham McNeil has attempted to develop items that are unique
which will be sold exclusively by the vendors (Television Jamaica, Interview
2014).
Successful retail operators often offer a wide variety of retail services beyond
souvenirs and fast food. Research done by the University of Wisconsin
suggests that economically viable resort tons will offer retailing options in;
Antiques Candles Dolls Art Gallery Cards Golf/Sport/Outdoor

equipment
Baskets Jewelry Heritage/Ethnic Gifts Bird Houses Christmas Items
Liquor/wine Perfumes Photography Care Toys Teddy Bears
Skin &Health
This list is not complete as many more items can be added. It is essential for
related businesses to develop visitor profile so that they will be able to cope
with changing demands for products and services. In Dominican Republic
research has found that local retail companies lack knowledge and
understanding of the needs and expectations of tourists. As such they are not
competitive when compared to multinational corporations that already have
established networks in the tourist supply countries.
Educators/ Consultants
They provide important training and use their industry knowledge and
expertise to guide companies and institutions in their tourism offerings.
Tourism is very complex and multi-faceted; many businesses rely on
specialists/consultants who have done vast market research to provide
technical advice to tourism enterprises. A major tourism development
consulting firm is Solimar International which specializes in sustainable
tourism and offers consulting services in the following areas;
· Tourism Assessment and Strategic Planning · Destination management

· Policy
· Visitor Enterprise Development
· Tourism Enterprise Development
· Training
· Protected Area Tourism Management.
Countries such as Cuba understand the importance of tourism education and
educators as such it has built 19 hospitality schools in the year 2000. These
schools have employed 1000 professors and issued some 200, 000 certificates
(Jayawardena 2002).
Marketing and Advertising Agencies
Marketing is a promotional activity. It is what companies do, especially

through the quality of services they offer to promote their business.
Regardless of how good tourist services are, it is necessary to boost
awareness through strategic marketing. Marketing agencies develop ideas and
concepts for tourism suppliers to increase their sales and help them to reach
their target market while strengthening brand loyalty in the market place.
Most tourist destinations in the Caribbean depend on international visitors, it

is therefore vital to have an international marketing structure. Marketing
agencies use both traditional and non-traditional channels to market tourism
services and facilities. Marketing agencies usually represent national and
regional tourist boards, hotels, airlines, airports, cruise companies and travel
companies. Marketing agencies offer public relations, tourism trend
watching, destination branding, e-commerce, social media marketing, events,
celebrity and media endorsements are major strategies used to increase
revenue, stimulate tourism and obtain high return on investments.
Government Tourist Department (See module one and following pages)
The Role of the Government in Creating Linkages This section sets out
measures that would help the industry fulfill its potential. The government
role in creating linkages involve a structure of incentives that attracts and
retain investments, remove obstacles and delays in setting up and operating
tourism businesses tocreate the right frameworks that are needed for faster
growth.
Specifically, it addresses the incentive regime, which tourism interests argue

should be broadened to include non-accommodation sectors; easing and
accelerating the approval process; human resource development and
improving the efficiency of the tourism agencies.
Concessions
A concession according to the Oxford Dictionary means a reduction in price
for a certain person or category.
As it relates to tourism there is a reduction in the rate of taxation on import

duties under the Hotels (Incentives) Act in Jamaica;
1. Hotel Enterprises: Hotels with a minimum of ten bedrooms, facilities for

meals and accommodations for transient and tourist guest qualify for up to 10
years of duty concession.
2. Convention type hotels: Having an aggregate of 350 bedrooms and

facilities for holding conference up to 15 years concession on imported duties
3. Resort Cottages: Qualify for up to 7 years and import duty concessions on

imported building materials and furnishings. A recognized resort cottage
must have at least ten furnished bedrooms, furnished living room, bathroom
facilities and facilities for the preparation and consumption of meals, situated
in the same area and owned by the same person.
Incentives
These are actions of the government that motivate or encourage tourism

stakeholders to create linkages. The aim to incentives is to reduce corporate
taxation somewhat by providing tax relief to all attractions. This would still
leave Jamaica’s tax regime competitive against other Caribbean countries and
the
accommodation sector better off than other tourism sub-sectors that pay the
full rate of GCT. Heritage projects would be exempt from GCT (Master Plan
2002). It is hoped that these facilities will be encouraged to purchase mainly
from local suppliers of goods and services.
Based on a proposal in Jamaica’s 2002 Tourism Master Plan it is eligible

tourism industries (JTB licensed, hotels, non-hotel accommodation,
attractions, entertainment and sports, leisure complexes and other sectors
such as transport) would be given an annual duty free allowance against
validated foreign exchange receipts from tourism in the previous year.
An improved investment climate that results in a shorter and more transparent

development approval process, a change from discretionary to transparent
award of incentives and altering the burden of taxation from the current mix
of indirect and import taxes to one based mainly on indirect taxes, helping to
reduce the cost of investment and operations (Jamaica’s Master Plan, 2002).
Incentives to create international linkages : In addition, there is a small

group of specialist travel agents that has a client base amongst the proportion
of the US market that prefers small, intimate and/or hotels offering a different
and unique experience. This small group of travel agents should be targeted,
supported and provided with incentives to promote appropriate small hotels
in Jamaica (Jamaica’s Tourist Master Plan, 2002).
The major weaknesses in the tax based incentives currently given to
hotels are:
(i) An incentive regime which is at the discretion of the Minister, provides

exemptions prior to investment without sufficient follow up and monitoring,
the list is biased and inflexible, further adding time to the investment process
(Jamaica’s Tourism Master Plan, 2002);
(ii) A tax regime that combines indirect taxation with external tariffs. Many
competitor countries have majored on a single type of tax. Slow and
cumbersome customs procedures hinder investment and
operational efficiency whilst customs duty leads to higher operating costs
(Jamaica’s Tourist Master Plan, 2002)
Policies
The main objectives of a government’s tourism policies are to develop the

industry; earn significant foreign exchange and achieve sustainability. The
following express Jamaica’s tourism policy:
Growth based on a sustainable market position through development of

Jamaica's natural, cultural, historic and built heritage, in line with market
trends.
Enhancing the visitor experience through improving resorts and increasing

the types and quality of attractions.
Community based development, enhancing the role of local communities in

the tourism industry, to increase local support and enhance sustainability.
Making tourism a more inclusive industry, by ensuring that the benefits of

tourism are
distributed widely throughout the society.
Environmental sustainability: The industry must contribute to the

preservation of the natural environment.
Processes

The government has a regulatory process of approval; these are deemed to be
tedious and overbearing. Agencies take a long time to review applications
made by business approval. Many businesses had to wait on multi-agencies
in multiple locations to assess and review applications. Since March 2018
major improvements have been made in business processes with online
registration of businesses, online filing of tax and general improvement in the
availability of information about tourism.
It is important that the development approval process is shortened to attract

investors. Some approvals are based on the discretion, will, opinion or feeling
of the Minister of Tourism. This is a big turn off as one cannot depend on the
subjective approval of one person. Clear guidelines for establishing business
must be established.
The delay and setbacks have been identified by Coopers & Lybrand (1996) as
the strongest barrier to investment (Jamaica’s Tourism Master Plan). As such
the following recommendations were implemented;
1. JAMPRO has created a one-stop-shop to make the approval process more

concise and less tedious.
2. Improve the speed and efficiency of the approval process by imposing

deadlines on the designated person(s) or organization responsible for
processing applications.
Example of the various agencies involved in the approval process for tourism offerings in
Jamaica. (Commonwealth Secretariat, 2002)
Government Tourism Organization or Agency Jamaica Promotion

Corporation (JAMPRO) Function
Investor targeting, profiling of investment criteria, putting together propositions to meet criteria,
investor approach and negotiation, partnering with Jamaican investors, investor facilitation services
including approvals and licenses and incentives.
Jamaica Tourism Board (JTB):

Jamaica Vacations Limited
Marketing support to investors to develop markets, regulated the industry by processing licenses and
permits for tourism offerings.
(JAMVAC)
Opening gateways to and from target markets.
Urban Development Corporation (UDC)
Providing sites and property development services and/or serving as a joint venture partner.
Designated Financial Institutions (DFIs)
Tourism Product
Development Company (TPDCo):
National Investment Bank of Jamaica (NIBJ) and others to take the role of lead finance institution and
help raise finance from other institutions. This may involve ownership of the property resting with the
financial institution.
Training and product development services, including language training.
Partnership
To improve and maximize the earnings of the tourism industry partnerships

have been made among central and local governments and private sectors,
public private and community partnerships. The industry should aim to be
inclusive, consulting all major stakeholders before projects are taken on.
Ideally resorts areas and tourism offerings develop effectively with
partnerships among government ministries and a range of private sector
industries. The government plays an important role in creating linkages
among these stakeholder based on how it deploys resources, draft legislation
and craft policies. Importantly allowing cost sharing for project
development, combined marketing, sponsorship and training.
Examples of Partnerships in Jamaica
1. The Jamaica Hotel and Tourist Association (JHTA) and the Rural
Agricultural Development Authority (RADA).
2. Ministry of Tourism and Campari Group

3. Ministry of Tourism and local entrepreneurs at “Christmas in July” trade
show. The Ministry has reported that entrepreneurs earned a total of $15
million JMD in 2018 based on business deals made at the show.
4. Jamaica Tourist Board and Reggae Sumfest.
Economic Impact of Linkages

The Concept of Impacts: It is the expectation that if linkages are created and
strengthened then the country will maximize the economic and social benefits
of tourism, which is to earn foreign exchange, create jobs, increase
entrepreneurship, improved infrastructure and social amenities.
Who is impacted All stakeholders within the industry and the country may
be impacted positively or negatively by linkages. These stakeholders are the
government, individuals, businesses and communities.
Types of economic impactsinvestment, revenue, foreign exchange, income,

jobs, employment, infrastructural development, increase in Gross Domestic
Product (GDP).
Environmental Resource Protection
Most Caribbean countries have designated environmental protection agency.

The tourism industry is highly dependent on the natural environment. If this
is damaged dramatically then the industry will seize to be profitable.
According to Jamaica’s Tourism Master Plan “the environment is the
product” and the industry must contribute to the preservation of the natural
habitat (Jamaica’s Tourism Master Plan, 2002)
To preserve the environment resort areas should ensure that the principles of
carrying capacity are enforced, therefore focusing on low density (small to
medium size) accommodations. Most resorts have already exceeded their
carrying capacity; this has lessened the quality of fresh air, increased garbage
pile up and traffic congestion.
To address this investment is needed in environment management measures.

There also needs to be a private public partnership between resorts and local
municipal councils to regulate areas to raise funds to build effective
infrastructure. For example overhead bridges to control pedestrian traffic
street cleaning, reliable and adequate garbage receptacles, with regular
collection schedules.
Prior to the development or upgrading on any tourist facility provisions

should be made for an environmental impact assessment study.
Investments should adequately fund designs that improve water quality and
coral cover including pumping sewage to sea; beyond the reefs and building
sediment traps. It is estimated that to implement effective environmental
protection measures it will cost US $8 million dollars (Jamaica’s Master
Plan, 2002). To what extent is this worth the investment?
Another important measure is to encourage accommodations and attraction

providers to set up selfregulating systems which would utilize peer pressure
to encourage conformity (Jamaica’s Master Plan, 2002). By extension when
non-compliance is reported tourist operations should be stopped until the
operator complies.
Spreading Benefits to Local Communities
1. Festivals and events are important ways of involving local communities.

Tourist boards select festivals and events for sponsorship usually after
consulting with local cultural development agencies.
2. For tourism to be self-sustaining, local communities should be educated

about the opportunities that exist in the industry especially to diversify and
promote niche businesses. Local communities can identify and define their
assets, whether human or physical, develop and present their own products.
This will lead to increased entrepreneurial activities.
3. Airbnb™ has created opportunities for local communities globally to offer

experiences to international and local tourists. Developing local tourism
experiences is responding to the changing needs and demands of tourist who
desire greater involvement with local communities and many are conscious
of the economic, social and environmental impact of their visit.
4. Employing members of communities in and around tourist facilities

increases productivity and attendance. This also involves giving community
members the opportunity to sell their products at the tourist facilities, for
example at the Appleton Rum Tour a proper infrastructure is provided for
community members to sell their products.
5. Improving infrastructure in tourist areas has led to increase in property

value and home equity, improved social amenities and utilities.
The Multiplier Effect

The Multiplier Effect refers to the increase in final income arising from any
new injection of spending. The injection of new income leads to more
spending, which creates more income and so on. If you were to notice a
resort area, you will see restaurants entertainment centres, bars, beauty
salons, pharmacies, factories and farms thriving in the geographic area.
Tourism facilities and ventures generates income and entrepreneurship in the
secondary (manufacturing) and primary (agriculture and raw material)
sectors.
A study commissioned by the Jamaica Hotel and Tourism Association

(JHTA) entitled ‘Tourism as a driver of Jamaica’s economic development’
found that tourism drives 15 per cent of all construction, 10 per cent of the
finances and banking sector, 20 per cent of manufacturing, and 21 per cent of
utilities (Jamaica Observer , 2013)
Tourism Expenditure and the Multiplier Effect
Spending money on services and amenities creates further wealth or

positive effect in the area. For example, tourism in an area will create jobs in
an area, therefore the employees of tourism will have some extra money to
spend on other services, and therefore improving these other services in that
area, allowing further employment in that area.
Tourism expenditure not only supports the tourist directly but helps
indirectly to support many other businesses. In this way, money may be said
to be used several times and to spend in various sectors of the economy.
Entrepreneurial ventures and the multiplier effect
When a tourist facility such as a hotel is set up, other businesses such as
restaurants, attractions, entertainment and craft markets will set up in and
around the initial site of investment. These entrepreneurial ventures are
import multipliers
Community Based Tourism

For sustainable development, local communities must play a major role in
defining, developing and managing the tourism experience so that they take
ownership of the industry and are committed to providing the visitor
experience on which the success of the industry depends. Planning should be
bottom-up, not top down;
• Community Based Tourism
The major initiatives envisaged to make local communities the basis of the
planning and implementation of tourism development are:
1. Encouraging local Parish Development Committees (PDCs), community

based organisations (CBOs), nongovernmental organisations (NGOs) and
heritage and cultural groups to participate in the resort boards. Establishing
parish level sub-committees of the resort boards and empowering them to
take the lead role in tourism planning and development. There would be
specific budgets managed by TPDCo on which the subcommittees could
draw (Tourism Master Plan, 2002);
2. Giving priority to ventures sponsored by or involving the community

through the Heritage & Community Support Unit at TPDCo described earlier
with funding to assist in the design, feasibility and financing of community
based projects. For example the Maroon Festival in Accompong of Carifuna
Settlement Day in Belize.
3. Improving the interface between the visitor and communities by involving

community organisations in anti-harassment, including managing the resort
patrols, and in public education on tourism.
4 . There is a shift occurring worldwide in the tourism industry led by tourists

and host communities, often termed a shift from traditional to new tourism.
The visitor is seeking greater authentic contact with the host community and
is aware of the effect he/she may have on the environment.
5. Communities are increasingly unwilling to be the passive recipients of the
growth of the industry and the effect it has on their lives. Governments have
recognised that tourism is not just a cash cow to provide foreign exchange
and jobs, but a genuine vehicle for social and economic uplifting. Jamaica
must lead the Caribbean in this shift, as it has done in innovating new tourism
products in the past. The Master Plan is intended to serve as a vehicle for
enabling this shift to occur.
• Launching a programme to ensure that all existing and new attractions,

scenic routes and circuits and themed trails provide opportunities for local
people to sell goods and services to visitors. This would include appropriate
provision in the environmental impact assessment criteria for all tourism
projects;
Strategies to Minimise the Negative Economic Impact Raise Awareness

among economic stakeholders: Farmer, stakeholders, manufacturers,
educational institutions and consultants should be able to capitalize on the
economic benefits of the tourism knowledge, opportunities industry. Tourism
trends, and projects should be
promoted and advertised widely so that people are made aware and then will
be able to capitalize on them. For example farmers should be educated
through the agriculture ministry of which crops to plant and supply the
industry. Students of hospitality and tourism should know which area they
should focus on thereby knowing which program they should invest in for
their education. For example training in a second language as well as which
particular area of expertise that is in demand globally.
Mechanism for consultation : Consultations should take place

internationally with organization such as the United Nations World Tourism
Organisation, regionally with the Caricom Secretariat and nationally with
governmental agencies. The most important consultation of them all should
be among national agencies with local communities. Polices regulations and
research should be made readily available for use. When people are
adequately consulted they will be well informed, understand the process and
will minimize resentment for the industry. It will also result in increased
value and performance in the industry.
Local Participation: (See community based tourism)
Working with micro-enterprise : Several tourism studies have highly

disadvantageous position that microenterprises occupy in the industry. This is
largely due to the uncompetitive position, as well as limited knowledge and
understanding of tourism market, little or no market research or market
planning. With these disadvantages in mind the government has tried to
improve their productivity through;

1. The provision of low interest loans and grants to improve their
competitiveness.
2. Assist them to network with market researchers and tourism and travel
intermediaries to understand the demand of spending visitors to be better able
to suit their needs.
3. Help them to market and distribute their products and services by
organizing trade shows and conferences.
4. Help them to refine and create niche experiences, events and product to
make them more competitive.
Public Private Partnerships
The combined skills, expertise, resources and networks can be utilized for the
development of tourism products and services. For example when major
projects are being undertaken, the owners of private tourist facilities can
collaborate with tourist boards to finance them. This helps in the creation of
an inclusive tourism industry. A very successful linkage exists between
RADA (Agriculture agencies) and some hotels. Agriculture ministry provides
technical support, marketing, production training and information to farmers;
liaise with farmer and hotelier so that they can maintain a viable business
link.
Advantages and Disadvantages of Linkages.

Advantages:
Job Creation
Employment
Income
Improved Standard of Living Infrastructural Improvement
Disadvantages
Overdependence/fragility Environmental damage Undermines culture Seasonality
Wage Divide
leakage
Repatriation of profits
How would you mitigate three disadvantages associated with the tourism
industry?
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Opportunities and Challenges of Inter-Sectoral Linkages
Opportunities
1. Use of local supplies to reduce leakage: As discussed throughout this
module that import substitution is critical to Jamaica’s tourism development
as well as the economy as a whole. Through linkages with the manufacturing,
agriculture, fisheries and entertainment sector the industry will not have to
import goods and services. This will lead to a reduction in overall operation
costs, retaining income in the country for locals as well as government
revenue when they are taxed.
2. Create Partnerships: The reality is that tourism entities will be more
successful when they cooperate with government organizations,
nongovernment organizations and other private sector organizations.
3. Create economies of Scale: this is the idea that when goods and services
are produced on a larger scale with less input costs, the idea is that as a
company or industry grows, they will have an increased chance to reduce
production costs. Another explanation is that as firms in related fields of
business cluster together, their cost of production may decline significantly.
Imagine a resort area, hotels, restaurants and attractions are usually in close
proximity, they are trying to attract the same customers. Farmers usually can
make one trip to supply all three businesses; as such they will incur one
transportation cost. Farmers will sell the produce at a cheaper cost because
their operation cost is greatly reduced. Therefore inter-sectoral linkages
create economies of scale since the connection between businesses has
reduced the cost of operation/production. Based
the following opportunities
on the example associated with economies of scale can be identified;
a. Greater specialization and division of labour
b. Cluster of similar businesses for example hotels attracts more suppliers
and customers than a single firm could achieve alone.
c. Cost sharing of activities so when the Tourist Board links with small and
medium sized businesses and put them in their marketing the destination this
reduces the cost of advertisement for the business.
Challenges
1. Diseconomies of Scale: This occurs when production is less than
proportion to inputs. This can be cause from inefficient managerial or labour
policies. So for example the delay experienced by businesses to get
government approval. This is a tourism service offered by the government
that results in lost to tourist operators.
2. If tourist entities become completely dependent on

local sectors they may be affected by internal
shocks such as droughts which drive up the cost of goods as well as the

supply.

MODULE THREE
SUSTAINABLE
TOURISM
Module 3: Sustainable Tourism Sustainable Tourism
Visitors come for the environment, uniqueness of flora and fauna, local
culture and heritage. The idea is to preserve resources for the future
generation so the natural beauty of the environment is maintained.
Sustainable Tourism is an industry committed to making a low impact on the

environment and local culture while helping to generate employment
(income) for the local people and community.
According to the UNWTO sustainable tourism is tourism that takes full

account of its current and future economic, social and environmental impacts,
addressing the needs of visitors, the industry, the physical environment and
host communities.
Core concepts of Sustainable Tourism

Make optimal use of environmental resources.
Sustaibale Tourism
Respects the socio-cultural activities of host countries Ensures viable long-
term economic operations
Principles:
· Limits- Limitations or hindrances to achieving full sustainable

development. In Jamaica a major economic hindrance has been the low
salaries of local tourism workers in comparison to foreign workers in the
same industry and tourism facility.
· Equity- The current and future generation should be able to access and
benefit equally from resources. Equity is about fairness and social justice. It
is believed that the benefits and burdens of tourism should be spread evenly
across communities, classes and
policy should facilitate
generations. Tourism
the growth and development of multiple stakeholders. There are two types of
Equity:
(i) Inter-generational equity: This is equity between present and future

generation. The future generation should not inherit a degraded environment
that is justified by wealth creation. The high consumption of current
resources may create scarcity, increasing the cost for future generations.
Current generations should anticipate the needs of the future generation and
make policies to secure their needs. (www.uow.edu.au )
(ii) Intra-generational www.uow.edu.au this is equity: according to
concerned with equity between people of the same generation. According to

the same source the emphasis is on the distribution of resources and justice.
So our generation is concerned with equal rights to our beaches for people of
the same generation. It is believed in some countries such as Jamaica, that
only the rich or tourists have access to the best beaches in Jamaica.
While lower income groups have to use fishing beaches or have to pay to
access them at high prices, especially if you consider that a family of 4 may
have to pay up to $3600JMD (30USD) to enter a beach such as Frenchman’s
Cove. The family is also restricted to only purchase food on sale on the
property, which can cost an average to $8000 JMD (65 USD) to feed a family
of four. That is more than what minimum wage workers earn for the week in
Jamaica.
This does not reflect equity and according to the standards of sustainable
tourism that is not acceptable. This poses a risk to the environment as when
people do not have equal access to the beach they will use unsuitable areas
for recreational swimming. This may cause marine life contamination and
pose a risk to life and good health.
· Futurity/Long term planning- Demand for tourism is ever increasing. There

is a need to improve, expand and upgrade/enhance the industry to suit to
everchanging demands of the different types of tourists. In order to do this,
plans (specifically long term plans) have to be made. Planning for the future
will help tourism business and the overall industry to anticipate or better deal
with change. Changes, which are inevitable and important to the evolution of
the tourism industry.
· Proactive Planning- There is a need to adopt this type of planning

procedure whereby, addressing environmental and social challenges before
they go out of hand is top priority.
Benefits of Community Participation Nature of community participation
1. Help to set limits to the use of community resources such as parks and
roadways and land.
2. Included in marketing concepts. They need to have a say in what ways
they want their community to be branded and marketed by tourist operators
and the government.
3. Participates in safety and security planning.
4. Be made aware of the demands of the industry for goods and services,
skills, talents and abilities.
5. Liaise with government officials to control the price of land, land tenure
and property tax.
Benefits of community participation
1. Opportunities for community members to be trained and employed.

2. Opportunities for community members to engage in entrepreneurship.
3. Economic diversification: This addresses the fact that everyone has
different financial and human capital. As such they will have the opportunity
to earn in multiple ways.
4. Positive feelings of worth and esteem among members when they are
consulted. This will lead to higher levels of acceptance of the tourist industry.
5. Development and maintenance of infrastructure and social amenities.

6. Increased home equity and property value
Measuring and Monitoring for Sustainable Tourism Codes of Conduct-

These are a set of guidelines that aim
to influence the attitudes and behaviour of the tourism industry including that
of the tourist. Codes indicate a commitment to protect the natural
environment and relevant cultures and a responsibility to take action to
achieve this, through sound environmental and social planning.
Weaknesses or Disadvantages of Codes of Conduct include that they are

voluntary, meaning you can choose not to adhere to the codes of conduct and
it is your own will to which you adhere. There is no policing or enforcement
so that each member regulates itself. Ecolabels: is a voluntary method of
environmental performance certification and labeling that is practiced around
the world.
Certification Schemes - These are methods of compliance based on set

criteria and administered by an impartial third party. The schemes are
standardized (the same) and therefore are used in the same way in every
country. When an organisation, operation and management have gone
through the process of certification by having its properties and sites accessed
by the certifying body, it is said to be certified. Certification schemes include:
Green Globe, Blue Flag and Hospitality Assured. Many of these schemes are
usedby tourism and hospitality organisations as a marketing scheme to help
customers make decisions about tools they wish to use.
Green Globe Certification: Global certification for sustainable tourism.

Membership is reserved for companies and organizations who are committed
to making positive contributions to people and planet. Certifies sustainable
management and operations of conference centres, hotels and resorts,
attractions, transportation, travel industry and golf courses (Green Globe,
2016).
Benefits of Green Globe Certification
1. Save money while they are saving the planet from pollution and waste.
2. Attract greater business from more people interested in making the best
travel and conference.
Blue Flag: Operated under the auspices of the foundation for environmental
Education and headquartered in Copenhagen, Denmark. In order to qualify
for this prestigious award, a series of stringent environmental, educational,
safety related and access-related criteria must be met and maintained (Blue
Flag, 2016). Blue Flag certification is given to specific to beaches and marine
facilities.
Blue flag Programme Component
1. Education: Blue flag programme aims to connect the public with their
surroundings and encouraged to learn more about their environment.
2. Information: Visitors should be provided with information about the site

that they are visiting. This allows people to easily navigate the indigenous
flora and fauna.
3. Monitoring: Stringent criteria and regular spot checks help to ensure the
compliance of the flag sites, which are also subjected to comprehensive
audits.
4. Management: appropriate local organisations such as NEPA are selected to

implement and enforce the necessary criteria and thereby ensure consistency
of the standards
5. Safety: safety measures must be in place at all times, to ensure the staff,
public and environment remains safe.
Blue Flag Beaches in Jamaica are;
Bluefields in Westmoreland
Errol Flynn Marinas in Portland
Ochi Rios Bay Beach- St. Ann
Hospitality Assured Certification
This seeks to actively encourage tourism and hospitality businesses in the

region to put in place a service quality framework that meets the requirements
for the European Foundation for Quality Management Excellence Model. It
was created to improve the quality of service as well as to promote a culture
of quality and service excellence and continuous improvement in the
Caribbean.
Benefits of Hospitality Assured

1. Improve leadership and management skills
2. Improve staff morale and motivate employees.
3. Reduce staff turnover and identify operators as quality employers
4. Increase market share and prove you are the best in the industry.
Indicators: These are used to assist destinations in accessing the extent to
which they are moving towards greater levels of sustainable tourism
development. They are usually quantitative rather than qualitative
measurements, The Association of Caribbean States (ACS), the World
Tourism Organisation (WTO) and the Caribbean Tourism Organisation
(CTO) have all developed indicatorsets to assist their member countries in
measuring their sustainability levels.
Indicators may be categorised in social, cultural, economic or environmental

groups. Social indicators are concerned with how people (tourists, locals etc.)
are reacting to tourism and the social conflicts that may arise as a result of
this. For example; feelings of resentment towards tourists and/or the
exclusivity of luxury tourism to local people. The level of harassment of
tourist is also considered. How will this hinder or help sustainable tourism?
Cultural indicators; examine how culture changes to accommodate tourist

lifestyle. The introduction of ecotourism, niche cultural tourism offerings and
most importantly the merging or importation of European culture and
lifestyle into local culture and heritage are existing examples of cultural
indicators at work.
Economic Indicators; view employment and how the local community

benefits economically from sustainable tourism or tourism in general. Are
locals being looked over for jobs? Do urban areas and tourist destinations
monopolise the benefits/profits?
Carrying Capacity Studies - (i)-Tourism Carrying Capacity according to the

World Tourism Organisation refers to the maximum number of people or
tourism activity that can be accommodated in or at a destination or site, be it:
beach, attraction, village or town, without causing serious damage to the
physical environment or experiencing a decline in the quality of the visitor
experience.
-(ii)- Carrying Capacity has at least three dimensions or types:

Environmental Carrying Capacity (ECC)
Carrying Capacity (PCC): The maximum or Physical number of
tourists that an area is actually able to support.

PCC per day = area (in metres squared) * visitors per metres * daily duration
This will give an understanding of the maximum numbers that can fit on the
site at any given time and still allow people to be able to move.
Socio-cultural Carrying Capacity: the extent to which presence of tourist

affect recreational activities and use of recreational facilities such as beaches,
the extent to which tourist affect or change the local relationships and cultural
norms.
Economic Carrying Capacity : relates to the level of acceptable change

within the local economy of a tourist destination. The extent to which tourism
activities creates jobs or results in job loss, create businesses or end
businesses, increased cost of goods and services compared to increased
income, does inflation or deflation occur?
Why is carrying capacity of importance to tourist stakeholders?
1) Unchecked social carrying capacity can lead to a decline in host/resident

acceptance of tourism. If the social carrying capacity or the tolerance of the
resident population is breached through overcrowding of the beaches or
public spaces, then this will lead to resentment or even hostility towards
stakeholders to ensure that adequate measures are put in place to reduce
overcrowding, congestion and price inflation.
2) Unchecked environmental carrying capacity can diminish a destination`s

attractiveness. Environmental carrying capacity recognizes that there are
physical limits to increasing tourist numbers and tourism development. At
some point, reduced environmental quality occurs due to overuse of
environmental resources resulting in adverse impacts such as pollution, loss
of flora and fauna among others. Waste generated can be disposed in an
appropriate manner without causing damage to the environment.

3) Because tourism depends on the natural resources for its viability, it is
important that policymakers ensure that there is adequate planning,
legislation, enforcement and monitoring of a destination`s resources so that it
remains attractive long in the future.
Policy, Planning and Management Guidelines Need for pro-active

tourism planning:
Policy; There should be policies put in place by the government to limit the
damage to the environment as well as the retention of cultural authenticity.
Polices have no effect without enforcement. Government should provide
funding to environment protection agencies to prosecute and sanction non-
compliant tourist operators. Government should adopt a policy of
environment education and cultural education to boost understanding of the
importance of sustainable tourism.
Legislation: Laws should be drafted and updated to punish those who

endanger the environment. There should also be strict enforcement of
environmental laws. Adequate personnel should be hired and remunerated to
ensure that legislation is properly properly
enforced.
Environmental impacts assessment: This will help to determine the

sustainability of tourism development and the potential risks may be avoided.
Stakeholder involvement in planning : This can come in the format of

public private partnerships (PPP), that is, between government or public
bodies and private companies, working together to protect the environment
and the tourism product at large. Communities, organizations and institutions
must also be consulted during the development of businesses and after the
business is in operation
Management Guidelines and Action

Using resources sustainably; this is done by implementing
energy conservation technology as well as specific conservation techniques.

Sandals International Resort collaboration with Panasonic provides a good
example of using resources sustainably in the Eco-Village Resort in Jamaica.
In this hotel they have installed solar panels atop the cottage roofs to
maximise the harnessing of solar energy. These panels power appliances such
as inverter air conditioners, LED lights and flat panel TV sets. Guests can
operate these using tablets and smart phones (Panasonic Newsroom Global,
2011).
Tourist facilities may use resources sustainably in the following matter;
1. Recycling the paper, plastic and organic wastes.

2. Collecting rain water for cleaning and watering plants.
3. Planting trees to create green space to reduce the effect of global warming.
4. Encourage guest to use towels and other washable items
conscientiouslywith the view of water conservation in mind.
Reducing over consumption and waste; this is difficult to do since

everyone has a different attitude towards conservation. This can be done by
management when they prepare meals for guest by paying keen attention to
the number of guests. Additionally they can encourage guests through notices
about the importance of conservation. They can install flow limit taps/pipes
or napkins made from recycled paper.
Maintaining diversity: important to have a balanced environment by

maintaining the presence of indigenous flora and fauna. This requires action
to maintain as much greenery as possible on hotel sites. The environment
thrives on diversity, reducing the risk of indigenous extinction.
Integrating tourism into planning; tourist arrivals for a given year in

successful destination can almost equal the country’s population. This means
that there will be increased dependency on resources. So increased
investment in water catchment facilities; proper housing solutions for hotel
workers; traffic control policies to adjust in tourist areas during peak seasons
are important factors to consider in tourism planning.
Supporting local economies-purchasing local produce; it is always

important to remember that sustainable tourism is not only concerned with
the environment, it is equally concerned about the socio-economic impact
tourism has on the environment. Sourcing majority of goods and services
from the local economy before seeking overseas supplier is important to the
upkeep of the destination and the happiness of its citizens.
Involving the local communities: In some destinations like Dominican

Republic, locals have been eliminated to some degree from tourism
entrepreneurial activities by large multinational companies. This has limited
their prospects with a majority having to rely on medium to low income jobs.
It is therefore important for the communities to participate in the following
ways;
1. Consulting stakeholders and the public

2. Training staff from in and around the communities.
3. Marketing tourism responsibly-marketing organisations in an effort to gain
customers have damaged the reputation of local businesses by telling tourists
they are dangerous and exploitative. This should not be allowed to happen.
4. Undertaking research; local communities should develop a positive attitude
to research. Local organisation can share the cost of market research. This
help provide important business guidance.
Barriers to implementation
Political Will- This is the ability to implement the
appropriate policy that is most suitable for development. Sometimes the

government, in fear of losing support from the public and private sector, do
not put much emphasis on the enforcement of policies and legislation related
to sustainable tourism. Not wanting to upset their supporters, they will often
too, stop the development of certain tourist products/facilities although it
threatens the environment and culture of a particular area.
Absence of relevant legislation Sometimes laws have not been drafted to

protect the environment so there is no means to limit inappropriate use of the
environment. Many laws are out-dated and have lost their sting. The
legislative arm of the government often has a backlog of legislations to
pass.Others have not focused on the legislative framework for the industry as
they have prioritized in the economic aspect. Legislation need to be drafted
and enforced to protect resource, otherwise the environment`s survival will
be at the will of the consciousness and enlightenment of people which thus
far has proven lacking.

Costs - The processes involved in sustainable tourism can be expensive. In
protecting the environment sometimes special `environmentally friendly`
material may be more costly than those that causes harm. To implement
sustainable measures of tourism cost millions of US dollars. Many companies
and governments want to cut costs as much as possible, therefore this poses a
major barrier as without apt funding, street cleaning, good worker quality,
proper garbage collection and sewage treatment will not be effective.
Lack of enforcement - Laws and policies may be present but violators may
not be punished or reprimanded due to lack of funding or effort to put in
proper regulation, inclusive of suitable facilities and equipment such as
vehicles, or to pay adequate numbers of individuals to regulate and monitor
the industry. The law as it relates to the environment has more bark than bite.
Hence many tourist facilities and interests violate environmental laws without
being sanctioned. Therefore there is continued degradation of the
environment.
Lack of interest or awareness of stakeholders - Many people cannot

appreciate the connection between their business`s success and survival and
sustainable tourism development. They do not train employees to practice
sustainable measures, nor do they educate guests on the importance of
conservative energy usage. While some cannot appreciate said connection,
others simply do not understand the essence or importance of exercising
sustainable measures in their business or even daily lives which revolve
around the environment and its use/advantages to us.
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http://data.worldbank.org retrieved 08/10/2017

THE UNIT ONE
SBA OUTLINE
The Unit One Outline
Step One: Deciding Where to visit. The Caribbean is a tourist hotspot in
Jamaica, every parish has a relevant tourist facility that will allow you to
study a tourist operation. Below are a few places. Get a notepad and Google
the contact number and email addresses of the places you would like to visit.
Make sure you speak with someone who is in charge for example the
manager, the managing director or the owner.
1. Giddy House, Port Royal

2. Plumb Point Lighthouse
3. Trident Hotel
4. Rockfort Spa
5. Seville Heritage Park
6. Dunn’s River
7. Cardiff Hall Great House
8. Sam Sharpe Square
9. Rose Hall
10.Devon House
11.Port Royal-Giddy House
12.Stush in the Bush
13.Mystic Mountain
14.Bob Marley Museum
15.Apple Valley Park
16.Dolphin Cove
17.Summerset Falls
Step Two: Write a letter to seek permission to conduct the research. Your
letter must state the purpose of your visit, date you wish the visit, with whom
you wish to conduct interviews, focus groups or surveys, the number of
candidates that will be visiting. You may also kindly request a discount to use
the visit the facility for example if it is a restaurant you may ask for a 10%

discount on meals for your candidates.
Step Three : Create a questionnaire, an interview schedule and or an

observation schedule. Ensure that you know what information you need to
acquire, that way you will know what to ask and observe. Always do some
preliminary research on the place prior to going there.
TOURISM INTERVIEW QUESTION

The following questions are related to the ownership and
description of the business.
1) What type of business unit is this? (provide a brief
description of the business)
2) Give a brief outline of the management structure? 3) Who is the owner/s of
the business?
4) What type of visitors or users do you cater to?
5) Who is your target market?
6) Are you reaching your target market?
7) Who are your most frequent customers/visitors?
8) Which type of visitors do you generate the most income
from? (for e.g. school groups, European tourists or
American tourist)
The following questions are related to the sustainability
of the business.
9) Which type of visitors would you like to see an increase
from?
10) What plans to you have in place to attract your ideal
clientele?
11) How long has the business been in operation?
12) Has the business expanded since? 13) Has this expansion generate more
income or seen
return on its expansion?
14) What type of employees does the business demand?
15) Does the business require any more employees?
16) Would additional training enhance the performance
of employees?
17) What plans do you have for the business for the next
ten (10) years?

18) How have you been able to sustain the business
despite trying economic times?
19) What time of the year do you attract the most
visitors/when is your peak season?
20) Do you require more workers?
21) How do you sustain the business?
22) Where and how do you advertise the business?
23) How do you save on energy? The following questions are related to inter-
sectoral
linkages with other industries or sectors.
24) Are you dependent on any other sector to operate
your business?
25) Do you find these linkages mutually beneficial?
26) What can be done to maximize or improve
sectoral/industry linkages?
The following questions are related to social and
economic impact of the business
27) What social contribution has the business made to
the society?
28) What positive contributions has the business had
directly/indirectly on the environment?
29) What negative effects may have resulted from the
operation of the business? The following questions are related to
recommendations
for the business
30) What are some popular recommendations or
feedbacks you have received from your clients?
31. Are you in a position to apply these recommendations?
SBA OUTLINE
Executive Summary
This is a concise or condensed version of the research project. Ideally it
should not exceed 150 words.
The following paragraph/sentence breakdown represents the major areas

should be addressed;
Paragraph A

Sentence 1-2: Comment on the state of Jamaica’s tourism. You may offer
statistics or comment on its viability Sentence 3-4: State the tourism sector
that the business falls under and comment on the state of the sector or offer
some facts.
Paragraph B
Sentence 5-6: State the location of the business and how long it has been in
operation. Sentence 7-8: Provide a brief description of the products and
services offered by the business.
Paragraph C
Sentence 9: Comment on its viability, mention if you think the business has
been sustainable and will be sustainable Sentence 10: State the objective of
conducting the research at the site. Explain why site was selected. Ideally
comment on the relevance of research in the industry as a tool to assess
productivity and identify best practices that can be replicated. You may even
comment on how important it is to you as a buddy tourism entrepreneur,
manager or entertainment coordinator for example.
Concluding paragraph
Ideally comment on the relevance of research in the industry as a tool to

assess productivity and identify best practices that can be replicated. You
may even comment on how important it is to you as a budding tourism
entrepreneur, manager or entertainment coordinator for example
“ The core objective of this research is to identify the productive strategies

to apply best practices in future tourism businesses as well as to enhance an
appreciation of the tourism industry and its offerings”
“To gain first-hand experience of a successful tourist facility and to make

pragmatic recommendations to enhance its sustainability”
Profile of the Business

Introductory paragraph
Make it interesting by describing a particular feature that appealed to you.
For example;
“ Looking over the picturesque hills of the 15 acre Zionite farm of Stush in
the Bush, the crisp air will caress your lungs as the succulent greens freshly
picked from the garden will nourish your body”
Sentence 2-3
When the business was established and by whom, how long it has been in
operation. If secondary data exist on its historical origins, please include. Its
location and position in the parish (is it number one in the parish, is it a niche
product for example)
Sentence 4
Type of ownership. This requires a definition, literally according

to…….Please name the owner(s), parent company or government that owns
it. For example Jewels Resort is owned by Sagicor Real Estate X Fund.
Sentence 5-7: detailed description of the facility, for example how many
rooms, landspace and proximity to other businesses. Detailed explanation of
what services and products being offered.
Profile of Visitors
power
Spending Investment Power
This can give idea of the location of the target market
and the stage in their life cycle

Place ofAgeorigin
Socio-economic background, may comment on how it is linked to the success

and
growth of the
business
Gender Interests
This will be
related to your analysis of the business’ niche offering
Profile of Visitors
1. Millennials, baby boomers, Generation X
2. Local tourists; urban or rural 3. International tourists: traditional markets –

USA, UK, CANADA or modern marketsJAPAN, CHINA, AFRICA,
GERMANY.
4. Teenagers
5. Business clients
6. Adventure tourists
7. Culture Tourists
8. Education interests: school groups, researchers.
Formal Sustainability
This speaks to deliberate efforts to secure a return on investment, generation
of profits that will guarantee long term operations, maintenance and upgrade
of the facility.
use ofSolar renewable energy

energy
Wind energy
This is in keeping with sustainable tourism

principles
This will result in the multiplier effect
hire local Use of local people products
Government license and

permits up to date
Efficient use of
land and labour
Compliance Qualificati important for on of staff

health and safety of customers
Green Spaces Proper garbage disposal

Work of Charity
Methodology
Sentence One: State the importance of conducting research in the tourism
industry.
Sentence Two: Define quantitative or qualitative and identify the specific

technique associated with each method.
Sentence Three: Justify the method and explain why it is useful.
Sentence Four: Explain limitations of the research by stating what you were
not able to achieve, this may limited number of participants, and questions
may be misinterpreted, inadequate time to observe to draw reliable
conclusions. Any obstacle that affects the quality of your research is
considered a limitation.
Problems encountered may speak to challenges, you may have had to visit the
site multiple times, you did not get the opportunity to interview a key
participant, may have been expensive to travel to the site and participants
may have been uncooperative.
Possible Qualitative Justification.
1. Focus Group: a quick means of gathering thoughts, impressions and

perceptions.
2. Allows for the examination of participants’ reactions to each other.
3. An efficient way to collect information that has much significance and
range.
4. In-depth interviews- provides a peaceful atmosphere for data collection
5. Ideal for collecting sensitive information.
6. Participant observation- Allows for the observation of natural behaviour.
7. The researcher has the opportunity to view and participate in the various
activities-scheduled and unscheduled.

Possible Quantitative Justification
1. Allow for complete anonymity

2. Can be inexpensive to administer
3. Easy to compare and analyse the information gathered
4. Non-participant observation
5. The researcher is objective and neutral
6. Allows for careful analysis of all aspects of the phenomenon.
Identification and description of inter-sectoral linkages

Below is an example of how you should complete this
component. Please note that the candidate identified as
well as described the linkage.
Jamaica Great House has developed linkages with
several businesses, three of which would include:
· Construction: Restoration programmes are
implemented by the Jamaica Great House
Development Limited that oversees the
redevelopment of the property. Extensive repairs
were carried out whereby the area was upgraded to
improve its lawns, walls, board and the house itself
was repainted. The Jamaica Great House Development Company, which
became operational
in February 2002, is now responsible for the Devon
House re-development project. Intended to further
highlight the historical relevance of the House and
continue its preservation and renovation, the re
development project includes landscaping,
historical restoration and the establishment of new
business ventures intended to help increase the
property's self-sustainability. (Tortello, 2002)
· Food and Beverages: Jamaica Great House
accommodates various retails outlets and
proprietorships that cater to visitors by providing
delicacies for consumption for example, the Devon
House I-Scream. There are also bakeries, a
confectionary, restaurants, bars (Rum Roast and

Royals) and cafes (What’s on Café). · Transportation: Tour and
transportation operators
example: Attractions link, have previously included
Jamaica Great House in their `day tour of Kingston`
where they offer tourists the opportunity to visit
some of Kingston`s main attractions and sites.
Jamaica Great House also has fairly eight routes
accessible by JUTC buses and other vehicles due to
its location (right on the main). The site is also a
part of the Heritage tour of Kingston.
Assessment of Impacts
Negative Environmental Impact
Increased water consumption
Noise
Pollution Pressure on existing sewage treatment overflows during peak

tourist times poor air quaity as a result of emmisions
Beach Erosion
Loss of aesthetic appeal
Positive Environmental impacts
1. Preservation of green spaces.

2. Educate tourists in environmental preservation.
3. Lobby the government to preserve the environment.
4. Presence of recycling.
Negative Social Impacts
1. Locals may feel that tourists have taken over there space and have access
to the best.
2. May lead to the increase in goods and services in and around the tourist
areas, so the cost of rent may be high.
3. It may lead to an increase in crimes such as prostitution and scamming.
4. Cultural dilution where tourism workers communicate use slangs and
expressions that are most familiar to tourists.
5. Locals may feel that they are not treated well at tourist facilities.
Positive Social Impacts
1. Provides employment opportunities for people in the community or

neighbouring community.
2. The business has a vibrant outreach programme.
3. Promotion and Preservation of culture, specifically the creative and
performing arts by encouraging tourists and locals to participate.
Recommendations
This should aim to improve or rectify a challenge or a negative social or

environmental impact you have identified. It may also seek to improve the
business operations to maximize profits and improve the business
sustainability. Below are two examples of recommendations based on site
visit.
Example 1
Recycling to improve waste management: Gloria’s distributes a lot of

plastic bottles, bags, cups and straws. There was no evidence of recycling;
plastic materials are known to have adverse effects on the environment
especially when they are not biodegradable. With this in mind one
recommends that Gloria’s recycle the bottles by collaborating with a local
recycling facility in Kingston. They will provide well marked rubbish bins.
Gloria’s is dependent on the marine life for consistent supply of seafood.
Plastic material threatens marine life and so recycling will reduce risk to the
seafood population.
Example 2
Make the menu offering suitable for multiple income brackets: Although
they mainly try to attract overseas clients, they should create an affordable
menu offering for the school group that they are catering to. This is essential
as all customers are relevant and want to feel welcomed. If the prices are
reasonable this can increase the earnings of the museum as the school
groups will spend more at the facility instead of leaving to buy food outside.


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THE FUNDAMENTALS OF CARIBBEAN TOURISM-THE ULTIMATE CAPE® UNIT ONE

The Historical perspective on the emergence of tourism in the Caribbean

Contribution of Tourism to The Caribbean Economy ................................38

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2. The link between tourism should be strengthened and other industries

3. All tourism ventures whether small or medium should commission market

4. Caribbean governments while being competitive must promote the

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Module One: Concepts and Issues

Tourism is a social, cultural and economic phenomenon which entails the

The interdisciplinary nature of Tourism

The link between Sociology and Tourism

Tourism and Economics

1. generates foreign exchange. 2. Creates linkages between industries.

7. Provides funds to close the debt gap as it aids with a

8. Results in the multiplier effect.

Tourism generates significant income for developed, underdeveloped and

Tourism and Anthropology

1. Puts emphasis on earning from a country's cultural resources-dancers,

Tourism and Anthropology

5. Shows the importance of cultural preservation.

Tourism and Geography

Tourism and Geography

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Geography is important as it can identify resources such as caves that tourist

Classification of Tourism and Tourists

Push and Pull Factors of Tourism

Pull factors speak to characteristics of the host country/

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(Niemelä, 2010) Examples of Push Factors based on research conducted in

· To relax in foreign land

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Pull Factors specific to the Caribbean

• In Jamaica, people are very friendly and courteous

• Participating in the Bacchanal Jamaica is affordable for tourists.

• According to www.statista.com the tourism industry contributed 7.6 trillion

• Tourism sectors including accommodation, transportation, entertainment

Tourism Earnings from select Caribbean countries

546 (2016) *United Arab Emirates 632 (1995)

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The Historical perspective on the emergence of tourism in the Caribbean

Technological Advancement: Greater spending power coincided with the

Innovation in Business: Many shipping companies saw the demand for

The Late 20thCentury

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Cuban tourism though, was prematurely interrupted by the trade embargo

The Significance of Tourism in Caribbean History

Incentives to investors : Caribbean governments saw it fit to tap into the

Business linkages created : Boom in the service trade, increased distribution

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1. Accessibility of the country via air or sea. Ideally airports need to be

3. Investment in Infrastructure: such as roads, bridges, utilities, amenities and

4. The level of safety and security: There should be an acceptable level of

5. Marketing and promotion of products and services in the home country of

6. Competitive pricing of products and services

Emergence of Tourism in the Dutch, French, Spanish and English

from government. This happens to be the opposite situation in many other

Geographically Suriname is quite different from other Caribbean countries in

3. Tourism services are poor, lacking necessary governmental support.

4. Political unrest in the 1980s interrupted the momentum, setting the

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Tourism development in the Dominican Republic started relatively late when

The French- Guadeloupe

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