Tourism represents the movement of people to a place
that is very different from their usual place of residence and involves activities
that offer pleasure, satisfaction and relaxation. The tourism industry is constituted
of certain consumption and production patterns that differ from those of the
manufacturing industry because of the intangibility (it cannot be seen or
touched before purchase) of the tourism product and, more pertinently, the
tourism experience. The uniqueness of the industry lies in the number of
sectors (accommodation, transportation, attractions, travel organisers,
destination organisers) that constitute it in addition to the polymorphic
existence of different destinations with different natural scenery and social
culture. The aim of this paper is to describe the current profile of the new
tourist or traveller and the response made by tourism-related companies in an
attempt to offer satisfaction, and to understand how Cyprus can adapt to these
changes and what it can offer to new travellers.
At present the
industry is in a transitional stage in both consumption and production
processes. The key issue of concern is the ‘emergence’ of a new modern
consumer, who is educated, experienced and able to choose his/her travel
experience. Tourism destinations must develop all the necessary facilities so
as to attract a satisfactory number of tourists and at the same time fulfil
their expectations. Even if a destination is well-developed the most important
aspect that will generate demand for tourism is the effective distribution of
information to the consumer. As mentioned above, however, the intangibility of
the tourism product (it cannot be touched or seen before purchase) seems to be an
ideal factor in the electronic business environment and innovative companies
have been established online in order to make decision-making and booking even
easier.
Competition in the industry has forced the
modification of tourism production processes so they concentrate on innovative
approaches and enrich the tourism vocabulary with terms such as quality and
value. Furthermore, the three popular Ss of the tourism industry, sun, sea and
sand, have been replaced by a stronger stand-alone S, sustainable tourism.
Thus, the new tourists tend to be satisfied with destinations that enjoy
holistic development for the benefit of the environment and social life. In
addition, they are involved in activities that do not harm or alter the
ecosystem.
Cyprus seems to be an ideal candidate for becoming an
even more popular tourism destination. The aim of the Cyprus Tourism
Organisation (CTO) should be to re-establish Cyprus on the tourism map with
emphasis on the environment and culture. What makes a destination unique is its
social and natural environment, and Cyprus offers magnificent scenery, natural
treasures and a rich history laced with myths, illustrious figures, monuments,
churches and many more important landmarks. The development of the
infrastructure and superstructure of the island should be the baseline for
value for money to attract travellers. Also, the government should
constructively and actively ensure proper and ethical working conditions in the
industry, because tourism-related professions at entry level tend to be poorly
paid and demand long hours. Value is
derived from the service offered in the relevant establishments of the tourism
industry and it is mainly delivered by humans. Thus, priority should be given
to the motivation of hotel employees who have primary contact with tourists.
Web technology is the key to making Cyprus an
attractive destination by presenting its beautiful scenery, coastline and
historical sites. This could be achieved by the use of audiovisuals in
electronic media and sponsored advertisements on social media to expose the
island to more potential visitors. In
addition, the island could offer more winter sun activities, especially to those
whose countries have heavy winters and to retired people, especially Europeans.
Medical tourism would be ideal for the winter months thanks to the development
of centres for physical rehabilitation. Low-cost
carriers are flexible and could easily adapt and expand their network to more
destinations to connect Cyprus with the potential demand.
The above agenda for tourism development is as yet
only theory. The involved stakeholders should take immediate action and
publicise the problems of the tourism industry in order to find solutions.
Undoubtedly, tourism is a social activity whose positive impact can outweigh
any negative impact, provided that the proper strategy is employed. This would make Cyprus an attractive
destination and a prime choice for educated, experienced and inquisitive new
travellers, with multiple benefits for social and economic life.
Dr Sotiroula Liasidou
Lecturer
Cyprus University of Technology
Faculty of Management and Economics – Department of
Hotel and Tourism Management
Article in Accountancy Cyprus Magazine Issue 120
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