CREATIVE AND ARCHITECTURAL DESIGN AS A

FOCAL POINT
IN PROMOTING TOURISM

INTRODUCTION
Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines
tourists as people who "travel to and stay in places outside their usual environment for more than twenty-
four (24) hours and not more than one consecutive year for leisure, business and other purposes not related
to the exercise of an activity remunerated from within the place visited". Tourism has become a popular
global leisure activity.
Tourism is vital for many countries, such as the U.A.E, Egypt, Greece and Thailand, and many island
nations, such as The Bahamas, Fiji, Maldives and the Seychelles, due to the large intake of money for
businesses with their goods and services and the opportunity for employment in the service industries
associated with tourism. These service industries include transportation services, such as airlines, cruise
ships and taxis, hospitality services, such as accommodations, including hotels and resorts, and
entertainment venues, such as amusement parks, casinos, shopping malls, various music venues and the
theater.

DEFINITION
Theobald (1994) suggested that etymologically, the word "tour" is derived from the Latin 'tornare' and the
Greek 'tornos,' meaning 'a lathe or circle; the movement around a central point or axis.' This meaning
changed in modern English to represent 'one's turn.' The suffix -ism is defined as 'an action or process;
typical behavior or quality' whereas the suffix -ist denotes one that performs a given action. When the word
tour and the suffixes -ism and -ist are combined, they suggest the action of movement around a circle. One
can argue that a circle represents a starting point, which ultimately returns back to its beginning. Therefore,
like a circle, a tour represents a journey that is a round trip, i.e., the act of leaving and then returning to the
original starting point, and therefore, one who takes such a journey can be called a tourist.

The terms tourism and travel are sometimes used interchangeably. In this context, travel has a
similar definition to tourism, but implies a more purposeful journey. The terms tourism and
tourist are sometimes used pejoratively, to imply a shallow interest in the cultures or locations
visited by tourists.

TOURISM DEVELOPMENTS

There should be an upmarket trend in the tourism over the last few decades, especially in Europe, where
international travel for short breaks is common. Tourists have high levels of disposable income, considerable
leisure time, are well educated, and have sophisticated tastes. There is now a demand for a better quality
products, which has resulted in a fragmenting of the mass market for beach vacations; people want more
specialized versions, quieter resorts, family-oriented holidays or niche market-targeted destination hotels.

The developments in technology and transport infrastructure, such as jumbo jets, low-cost airlines and more
accessible airports have made many types of tourism more affordable. WHO estimates that up to 500,000
people are on planes at any time. There have also been changes in lifestyle, such as retiree-age people who
sustain year round tourism. This is facilitated by internet sales of tourism products. Some sites have now
started to offer dynamic packaging, in which an inclusive price is quoted for a tailor-made package
requested by the customer upon impulse.
There have been a few setbacks in tourism, such as the September 11 attacks and terrorist threats to tourist
destinations, such as in Bali and several European cities. Also, on December 26, 2004, a tsunami, caused by
the 2004 Indian Ocean earthquake, hit the Asian countries on the Indian Ocean, including the Maldives.
Thousands of lives were lost and many tourists died. This, together with the vast clean-up operation in place,
has stopped or severely hampered tourism to the area.

The terms tourism and travel are sometimes used interchangeably. In this context, travel has a similar
definition to tourism, but implies a more purposeful journey. The terms tourism and tourist are sometimes
used pejoratively, to imply a shallow interest in the cultures or locations visited by tourists.

Tourism Development Overview

Advantages and Disadvantages of Tourism Development

The pros and cons of tourism development are varied. Tourism provides income and diversification to rural
communities. Most of the Money generated from outside visitors stay within the local economy.

In addition to gains from direct sales to visitors, many indirect benefits are realized from tourism. Visitors
contribute to the tax revenues collected and can influence the quality of life by financing community
facilities such as swimming pools, golf courses, restaurants, and shopping facilities. Community events
intended for tourists, also attract local residents. Many potential industries prefer locations that provide high
quality services and recreational resources. If the community is a pleasant place, the visitors may become a
permanent resident.

Tourism offers other indirect benefits. For example, the need to provide services to tourists creates new jobs
in the community. Although they may not be high paying employment opportunities, these jobs satisfy the
need of students and dual-earning families for part-time or seasonal employment.

On the other hand, developing and maintaining the tourist industry in a community requires added costs and
puts pressure on public services. The cost of surveys, impact analysis, promotions, insurance, fund raising,
and operations are some points to consider.
CREATIVE AND ARCHITECTURAL DESIGN OF TOURIST CENTER

Managing Resources Requires Planning

Advanced planning maximizes the advantages and minimizes the disadvantages of developing tourism.

Steps in Planning and Developing Tourism

Many communities can develop tourism into a major industry using these techniques:
• Understand the potential for tourism development
• Inform and educate the community to create support
• Secure investments for public and private sources
• Manage natural, human, and financial resources
• Build an image for the community

Where to Start

Leaders must first assess the potential for tourism in the community. What businesses serve travelers and
how much additional revenue will it generate? Are these enough services to satisfy the potential demands?
What are the goals and objectives of the community? Talk about tourism with other members of the
community. Tourism requires support, and one way to gain support is by informing and educating the
citizenry. Introduce the idea to the Chamber of Commerce, at civic clubs, at city council, or at other
community organization meetings. The community and its leaders can broaden support for tourism by
securing financial commitments from public and private sources.

Existing Resources
Managing natural, human and financial resources is an important component of tourism development. Most
communities have existing resources and attractions that can draw visitors, such as:
What Does Your Community Have to Offer?

Conduct an inventory of the things that your community has to offer to tourists. Describe each type of
attraction in terms of quality and quantity. Separate them by "core elements" (primary reasons tourist are
attracted) and "secondary elements" (supporting resources; those that contribute positively to the tourists'
travel experience). Look ahead at the resources that might be enhanced or used more fully.

Surveys and Models

Surveys and models are used in the process of tourism planning to determine:
• Community attitudes toward tourism
• Recreational use value and demand
• Tourism patterns
• Travel costs
• Economic impacts

Types of survey methods include telephone interviews, questionnaires, and mall interviews.

Telephone interview are low in cost, and provide a quick turn-around. In order to simplify the responses, the
interviewer offers a minimum number of choices to each question in the survey. The interviewer also sends
a letter before the call is made to state the date and time of the survey and ask the customer's cooperation.

Questionnaires can be used to identify the different types of tourists, or market segments. The surveyor lists
responses that can be checked off by the visitor. This type of response is easy to tabulate. The survey may
include questions that ask:

• Where does the visitor live?

Face-to-face interviews are useful if visual aids are necessary, for instance, in evaluating what promotional
materials are pleasing to the consumer. These interviews are conducted at a central location, such as in a
shopping mall.
Developing a Marketing Plan

An important step in tourism planning is determining target market segments. Experts begin by defining the
market areas that will draw the most visitors. They then divide the market into trip length categories. Finally,
they define the clientele that will be attracted to the community. Use the chart below as a guide:

When the expert has determined the market segments, leaders of the community are ready to make a written
marketing plan. This plan helps them to see the best combination of marketing strategies, prices, places and
promotions to use. Which characteristics are unique to the community? Using the plan, the leaders are able
to develop a theme that ties the community's businesses and services together.

It is important to involve all facets of the community in the decision making process. Remember that
everyone and everything the visitor has contact with projects and promotes something about the community.

Keep your promotional messages short and targeted to the community theme. Use your theme to promote
your community:
• on brochures, billboards, posters
• on t-shirts, hats, stickers, coupons
• at demonstrations, contests, the library
• for public announcements on television, radio or community calendars