Tourism Master Essay - Research Paper Example

A Perception Study of the Tourism Product in Ambleside, Lake District Introduction: The World Tourism Organization defines tourism as that which "comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes (2005)." Ambleside, a town in Cumbria in north-west England with a population of about 3,000, is situated at the head of Windermere, England's largest lake. The town is located within the Lake District National Park, in the Westmorland area (Wikipedia, 2006). Given the scenic location of the place, it is bound to arouse the passions of naturalists, scientists, poets (Wordsworth was one of them) and of tourists; it has been attracting visitors who love the mountainside and the lakeside frehness and enjoy the sports-activities the place naturally seem to promote. In Great Britain, and indeed all over the world, the spurt of tourism industry has spear-headed economic activity. Tourism has helped create jobs and consequent earnings, in large as well as small communities; it is a major industry by itself in many places. The impact is hardly restricted to the economics of the Lake District area. Tourism often impacts broad areas beyond those commonly associated with tourism too. However, the impact of tourism to a community or a place is not always well understood (Kreag, 2001). The Ambleside residents' problems present a typical case in the study. Understanding the potential consequences of tourism and how they can integrate this industry into their community proactively, shall make way for progress of the community as a whole, including its leaders and as well as residents. To have an in-depth understanding of the Ambleside scenario and the perceptions of its residents, it is imperative to study some salient features that govern the tourism industry while first having a vivid picture of the background. This dissertation envisages to analyse the basis of Amblesider's perceptions of socio-cultural impacts of tourism under the posits of the Social Exchange Theory (Ap 1992), Irridex of Irritation (Doxey 1975), and the Tourist Product Life Cycle (Butler 1980) ; so as to develop suitable research methodology and instruments that will direct and inform the research process. Background: "For a tourism-based economy to sustain itself in local communities, the residents must be willing partners in the process. Their attitudes toward tourism and perceptions of its impact on community life must be continually assessed". (Allen et al. 1988) The truth of this statement is well understood while studying the plight of Ambleside residents for whom tourism is twin phenomenon, which while helping them sustain a living, has also contributed to the deterioration of its quality. The town of Ambleside, and the four smaller wards of Troutbeck, Rydal, Langdale and Grasmere which lie separately from each other in the beautiful surrounding valleys. At the centre of the problem is the inadequacy of the infrastructure which has been overwhelmed by the sudden spurt in tourism and various aspects in which it has impacted the hitherto rustic area of the Lakeside area. The foremost problem in the above is Roadway system. The Ambleside Relief Road Council cites a national survey (1994) estimate which states that, 17 million recreational visit days were spent in the Park. 89% of visitors arrive by car. The high amount of traffic flow almost 19,000 vehicles per day at peak season (ARRC 1996), requires near perfect road conditions. Constant efforts are necessary, to avert accidents due to speeding traffic; according to Councillor Kevan Wilkinson, county council spokesman for highways and transport, though it may cause disruption, "major resurfacing work is important and necessary." Despite the efforts Cumbria County Council (CCC), has admitted that in the previous year of 2004, "more than 300 young people under the age of 16 were killed or injured on Cumbria's roads (2005)." Ambleside, situated at the heart of the Lake District, the highway A591, passes through the town centre with the entire traffic mulling through its narrow streets. Originally designed to accommodate much lesser than this huge traffic, it is worsened by the increase in A593 (the Coniston/Langdale road) traffic trying to enter route A591; the roadways are in urgent need of alternatives and modifications. (ARRC, 1996) Thus the efficiency of emergency services stands challenged and, public transport schedules are frequently chaotic thereby contributing to pollution levels brought about by crawling or standing traffic spewing toxic automobile gas into the surroundings. (ARRC, 1996) Delays in traffic routes are commonplace peaking on busy weekends (1 hour). The ARRC has come out with an alternate, which is a Relief Road, which it has painstakingly and deliberately differentiated from 'By-pass', because of the latter's negative connotations of a express highway that allows speedy vehicles, to pass by, uninterruptedly. Having carefully studied the various options or choices of the routes for such a relief road, it has eliminated the routes marked 'Blue', 'Yellow', 'Brown', etc, as unsuitable due to various reasons. It has also stated unequivocally, that "the 'orange' route has fewest drawbacks, and this is the one which we support. This is the route which was approved by the National Park Planning Authority in 1973, and which was supported by the signatories to the Petition to Parliament. However, we would also consider the 'black' route to be acceptable." (1997) The Public Transport system is another cause of compliant for the local residents. Buses are the only form of public transport in the Lakes area with the service varying widely between villages; is often designed to meet the needs of visitors rather than residents. While frequent bus services connect Grasmere, Rydal and Ambleside in the summer, it is reduced drastically during off-season. Consequently, the bus service is unpopular with residents, and cars are the most widely used as all-purpose transport. Similar is the case in other parts such as Troutbeck etc. The bus fares are also strongly criticised by residents as it is not affordable for the majority of residents, for use on a daily basis (Lakes Parish Plan, 2005). The Cumbria Tourist Board, in an article in the Westmoreland Gazette in June 1998, has stated that the areas 500 million a year tourism industry is almost entirely dependent on car borne visitors and proposals to limit car transport are therefore a direct threat to these businesses and the economy of the area. Tim Heslop, cabinet spokesman for transport and infrastructure, has admitted to this and states in the future vision and plan for 2006-2011 of the CCC, "are to provide an integrated transport network that supports a dynamic, diverse and sustainable local economy. We aim to do this by improving access to jobs and services with highway improvements in all areas of the county.." (CCC, 2005) The increase in tourism has directly affected the housing needs of the residents. As the Lakes Parish Plan (2005) puts it "it is particularly acute in the Lakes Parish where housing stock is under additional pressure from second homes, holiday homes and incoming retirees." The area being within an area which has been accorded National Park status has led to strict planning regulations, and hence land availability is being limited is at a premium. The direct impact being, soaring house prices, expensive rents and limited job prospects; this has resulted in a curious anomaly of events, resulting in the exodus of large numbers of the youth, often replaced by incoming retired people; end result, an increasingly ageing population. Another angle to this is that many residents are averse to the visual quality of their village being degraded and is often made apparent when communities object to planning applications for affordable housing schemes.(Lakes Parish Plan, 2005) Increased tourism has also led to law and order problems, such as tourists getting drunk, and disturbing the peace and tranquil of the environment and the latest laws in Great Britain, permitting pubs to be open for longer hours, have not helped matters either. Ruth Lythe in an article in 'The Westmorland Gazette' dated 9th Dec 2005, says that "Whitney Formby, of Easedale Road, said that boisterous crowds of young people returning to the nearby youth hostels already woke her up at night...South Lakeland District Council's licensing committee had received several objections to the new licence from local residents who feared that the sight of drinkers on the pavement outside the restaurant would be detrimental to the character of the village and would set a bad example to children at the nearby school." Other problems include the urgent need to upgrade to more efficient disposal and recycling facilities which has been made acute by littering tourists, which well threatens to destroy the very ecology that has been the cause of its tourism. And lastly, requirement of an increase in effective public amenities like Public Toilets, Public Health Services and Prevention of Nuisance like Dog fouling, are issues that have been brought to the fore. All the above have clearly brought the state of the hosts (in this case the residents of Ambleside), factors influencing resident perceptions of impacts, the transport impacts of tourism etc. Tourism - Fundamental Theories: "Tourism is a goose that not only lays a golden egg, but also fouls its own nest." (Hawkins, 1982) Tourism is mostly influenced by the environment because it attracts demand; environment is also reversely impacted by the production of tourist services. Such visible and subtle interactions of tourism and the environment have been considered by many researchers including Green and Hunter (1992). In the myriad world of theory and conceptual models linked with the examination of resident reactions to tourism, a few are briefly discussed here viz: Butler's (1980) Destination lifecycle model, Doxey's (1975) Irridex model and, the social exchange theory described by Ap (1992). It was Butler (1980) who first characterized the evolution of the tourist industry, after Vernon (1966), with the concept of the lifecycle product, for the international product cycle theory. Butler's (1980) tourist area life-cycle model identifies a number of phases in the evolution of tourism at a destination (exploration, involvement, development, consolidation, stagnation and decline or rejuvenation). These stages parallel the more generally applicable product life cycle and they are, implicitly, accompanied by increasingly adverse effects on the local community as the nature of tourism in the area becomes progressively mass-tourism oriented.(Faulkner &.Tideswell, 1997) The following table shows Doxey's Irridex Model of Host Irritation in the Tourism Development Cycle (1975/1976) Social Relationships Power Relationships Euphoria Visitors & investors welcome Little planning or formalised control Greater potential for influence to be exerted by locals (opportunity not often taken) Apathy Visitors taken for granted More formal relationships between hosts & guests Marketing the prime focus of plans Tourism industry lobby grows in power Annoyance Residents misgivings about tourism Range of saturation points apporoached Planners attempt to control by increasing infrastructure rather then limiting growth. Local protest groups develop to challenge institutionalised tourism power Antagonism Irritations openly expressed Residents perceive tourists as the cause of the problems Remedial planning fighting against pressures of increased promotion to offset declining reputation of destination. Power struggle between interests groups However, it may be said that the most valuable contribution to the growth of a theoretical analysis of variations in the response to tourism within communities, is found in Ap's (1992) concept of social exchange theory. In short, this construct views the relationship between residents and guests in terms of a trade-off between costs and benefits on both sides, the consequent result for either party depending on the final overall balance between costs and benefits. Herein, there shall be a significant influence of the degree of involvement in the tourism industry, of individuals on the resolution of this trade-off, by virtue of its influence on the extent to which benefits are perceived to outweigh costs (Faulkner &.Tideswell, 1997). Contrary to the general assumption that - as the distance of residential areas from concentrations of tourist activity increases, the disruption caused by tourism declines and tourism is regarded more favourably (Brougham & Butler, 1981; Pizam, 1978; Sheldon & Var, 1984; Teo, 1994), a Columbian study by Belisle & Hoy (1980) proved the opposite relationship to be true; apparently due to the peculiarity of that setting in which those living closest to the centre of tourist activity, were also more dependent upon that industry. Residential proximity was thus compounded with involvement in this latter case. Research findings can sometimes be inclusive if not applied precisely and correctly to the present case under study. In order to avoid such occurrence, the peculiarities of Ambleside and the Lake District Ecology and environment should be borne in mind, before starting the research. A synthesis of two or three concepts or theories can also be arrived upon, which shall take into account the all the aspects of impacts viz: the Economic Impact, the Socio-Cultural Impact and the Environmental Impact, with adequate sensitivity and care taken to address the destination community attitude, can be arrived at. This can then be the basis of methodology on which the research is carried out. In this context, the Intrinsic and Extrinsic Dimension Model arrived at, as a synthesis of all the above mentioned theories and researches, adopted by Faulkner & Tideswell (1997), is found worthy of consideration by this researcher. Seen alongside is a graphic representation of the model. Fig 2. Factors affecting resident reactions to tourism As explained in the research study, it can be understood that in short, the above mentioned "figure suggests that negative impacts of tourism will be accentuated in destinations at a mature stage of tourism development, and where there is a high tourist ratio, an emphasis on international tourism and high seasonality. If we ignore the variable impact of the intrinsic dimension, therefore, we might expect a generally negative community reaction to this set of circumstances. On the other hand, destinations at an early stage of tourism development with a low tourist ratio, domestic visitor orientation and low seasonality might be expected to elicit a more positive community response" (Faulkner & Tideswell, 1997). Conclusion: "We cannot afford to lose our Tourist Information Centres when so many of our local communities depend on tourism to help them keep afloat". The local MP Tim Farron, expressed his concern about the closure of Tourist Information Centres, while publishing the Audit Commission report on the Lake District National Park Authority. Indeed, this stands testimony to the fact that tourism has become indispensable to the Ambleside community. More research however, has to be undertaken based on suitable research models, to ascertain the perceptions of the residents of Ambleside, Great lake Area. Only then can a mutually beneficial relationship be nurtured between the host and the tourist guests of Ambleside. As Richard Sharpley has stated in his 'Tourism, Tourists and Society' (2003), it is not to ignore tourism; because tourism, is about people. Tourism is above all a social phenomenon, and an understanding of the social processes involved is of fundamental importance because it impacts the lives of human beings; because it impacts the balance of our eco-systems; and because it has the potential to bring about an awareness oriented world which shall be responsible enough to ensure that this earth does not perish because of its own indifference. Bibliography Allen, L.R., P.T. Long, R.R. Perdue, and S. Dieselbach (1988). "The impact of tourism development on resident's perception of community life". Journal of Travel Research 27(1): 16-21. Ap, J. (1992), Residents' perceptions on tourism impacts. Annals of Tourism Research 19 (4), 665-90. AMBLESIDE RELIEF ROAD CAMPAIGN (1996) 'An Introduction' & '-a reasoned case' http://www.ambleside.co.uk/arrc/arrcmain.html http://www.amblesideonline.co.uk/arrc/arcintro.html Belisle, F.J. and Hoy D. R. 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In Travel and Tourism Research Associations Sixth Annual Conference Proceedings (pp. 195-98). San Diego, September. Faulkner, Bill &. Carmen Tideswell, (1997). "A Framework for Monitoring Community Impacts of Tourism". Centre for Tourism and Hotel Management Research.Griffith University, Australia. Green, H. Hunter, C. and Moore, B. (1990): Assessing the environmental impact of tourism development, Tourism Management, Junio, pp. 111-122. Hawkins, D.E. (Ed.). 1982. Social and Economic Impact of Tourism on Asian Pacific Region. Tokyo:Asian Productivity Organization, p. iii. Kreag, Glenn (2001). 'Impacts Tourism'. Minnesota Sea Grant, University ofMinnesota. www.seagrant.umn.edu last accessed on Jan 11th , 2006. Lakes Parish Plan (2005). Oct-2005. www.amblesideonline.co.uk/ parish/pdf2005/lakesparishplan.pdf last accessed on Jan 11th , 2006. Pizam, A. (1978) Tourist Impacts: The social costs to the destination community as perceived by its residents. Journal of Travel Research 16 (4), 8-12. Sharpley, Richard (2003). 'Tourism, Tourists and Society'. 3rd Revised Edition, Elm Publications. Sheldon, P.J. and Var, T. (1984) Resident attitudes to tourism in North Wales. Tourism Management 5 (1), 40-47. Teo, P. (1994), Assessing socio-cultural impacts: The case of Singapore. Tourism Management 15 (2), 126-36. The Westmoreland Gazette (1998) http://www.thewestmorlandgazette.co.uk The Westmorland Gazette 9th Dec 2005, Ruth Lythe "Villagers not impressed with new Late hours". http://www.thewestmorlandgazette.co.uk/news/lakes/display.var.659140.0.villagers_not_impressed_with_new_late_hours.php Tim Farron, (2005). Oct '05 Press Releases. PR059: Tim Farron expresses "extreme concern" over closure of Tourist Information Offices. http://www.timfarron.co.uk/37.html Vernon, R. (1966): AInternational investment and international trade in the product cycle, Quarterly Journal of Economics, V.80 (2), pp. 190-207. 20 Wikepedia Wikipedia, the free encyclopedia, http://en.wikipedia.org/wiki/Ambleside last accessed on 11th Jan 2006. Wordsworth, William (1770-1850), 'THE DAFFODILS' The Grasmere Journal - Thursday 15 April 1802. www.visitcumbria.com last accessed on 11th Jan 2006. World Tourism Organisation http://www.world-tourism.org/ Read More