Life is all about trial and error (Part I)

We have all been in situations where we might doubt our decisions. Be it at home, at work or even while making our political decisions, we worry.

It’s human nature to be doubtful, to be fearful, to have regrets or simply just to worry and hope that things would work out for the best. After all, as they say, life is all about trial and error and we have to try to know it.

The tourism industry since its inception has had its highs and lows. Some destinations have had to learn the hard way to be ranked as the so-called top destinations of the world or fall into some of the more fashionable contemporary categories such as “green destinations” or “sustainable destinations” and what have you.

It has not been an easy ride to achieve these titles. Some destinations have had to combat seasons, external cultural influences, over population, environmental damage, and weak economies to stand where they are today.

Like any product that is marketed and sold to the public, it has a life cycle and so is the case with the tourism industry. Products have a limited life expectancy and every product has its own life cycle. Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller. Products also require different marketing, financing, manufacturing, purchasing, and human resource strategies in each stage of its cycle.

At this point, we might raise a few eyebrows, thinking why on earth are we treating our destinations, which are our homelands like a bar of soap or a lavish dinner set that is advertised on TV?

 

The truth of the matter is that the representation of a destination (the product) creates a certain image of a place before anyone would even dare to set their feet on it. Certain expectations of a place are created for us and we tend to use those as our “guidelines” from the information dished out to us.

Take for example the mobile phone industry. In essence a mobile phone only has a few basic functions but to boost sales and to keep the industry going, the manufacturers have to be creative by introducing new features and functions. Otherwise, most of us would hold onto the same phone for years till its final demise, never dreaming of a replacement.

With the rapid advances in technology, different media are used to market destinations. These play a huge role in influencing the outsiders’ perception of each destination. Therefore the representation of the “world” whether socially or politically, is really beyond our control, as media created external influences making it difficult to be “neutral” or have zero expectations.

Historically, “world tourism” saw raising new trends in the mid 19^th century with the elite travelling to their peripheral areas such as the Caribbean. The tourism season centred around the winter months mostly, from which the tourist could escape to warmer climes in search of sunshine and warmth. The tourists were wealthy with plenty of time for lengthy sea voyages to their destinations. A Caribbean holiday would therefore be the prerogative of the wealthy with plenty of time in their hands. It could take weeks, or even months.

Ideally tourism was welcomed for the economic benefits it was believed to bring. This is somewhat true, though tourism contributes less to the long-term economy than is commonly perceived.  

Tourism requires substantial investment in infrastructure. Western-style amenities are vital as tourist attractions. These amenities include: airports (large international airports to handle newer airplanes), roads, electricity and telecommunication. Some destinations have had to borrow money from foreign governments to develop these amenities for tourism to take off. Paying off those loans, and the cost of maintaining the expensive new infrastructure, have often stretched some local governments and their taxpayers to the limit.

(to be continued next week)

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