THE IMPORTANCE OF SPECIFIC ATTRACTIONS IN THE TOURISM DESTINATION
Introduction
Tourism industry as a form of economic development has been particularly influenced by the issues of attractions in tourism destination. Regarding with the issues, this paper examines the importance of specific attraction in the tourism destination. According to (Fidgen in Burns, 1995) attraction powers the tourist industry. Activities associated with attraction are varied and include : gambling to sight-seeing, relaxing on the beach to intense mountain climbing, and learning at a museum to art appreciation. There are the elements within the destination’s environment which, individually and combined, serve as the primary motivation for tourist visits.
Attraction as one of tourism product in a certain tourist destination has characteristics that make it different from other products. (Medlik and Middleton in Burns, 1995) use the following definition : “As far as the tourist is concerned, the product covers the complete experience from the time he leaves home to the time he returns to it”. The tourist experience is one approach to a product definition, highlighting its intangibility. It is of course our experience as tourists that will decide how we evaluate and remember our holiday, what we say to our friends about the destination and the quality of the services such as the airline, hotel, food, local agent, tour and so on. Based on the experience above, we have an idea weather to return to that destination again.
There are four categories of attraction in a tourism destination such as : 1) Natural attractions are landscapes, seascapes, beaches, and climate. 2) Built attractions can be historic townscapes, newly built resorts, industrial heritage sites and theme parks. 3) Cultural attractions can comprise theaters, museums and presentations of history and folklore. 4) Social attractions are defined as opportunities to meet with or encounter the resident of destinations, and experience their way of life ( Witt and Moutinho in Burns 1995).
The strategy how to attract the attention of tourist can be created as a result of investigating the relationships among the various attractions. For example, it is possible that factor or cluster analyses of community attractions may lead to marketing and advertising strategies that establish a contextual factor. The contextual factor may indicate the interrelationship between certain attractions that result in influencing a visitor’s trip decision. Context is defined as the interrelated conditions that generate destination appeal. According to (Butts in Burns, 1995) context can influence travel decisions. The results of factor analyzing mobile’s attractions could allow for the creation of contextual factors among specific attractions that may prompt these attractions to collaborate marketing promotions.
Total Tourism Product
Bali essentially an international tourist destination refers to a ‘total tourism product’ (Middleton in Burns, 1995) consisting of : 1) destination attraction, 2) destination facilities, 3) accessibility of the destination, 4) images of the destination and 5) price to the consumer. Bali has complete tourist attractions. Among four categories, Bali dominated by built and culture attraction that is the reason why Bali recognized as “ a cultural tourism”. Destination facilities such as hotel, bar, restaurant, super market, public phone and others available in this island. So visitors not too worry to experience one of the tourist attraction which is located a way from the resort. Accessibility of the destination in Bali can reach via air, sea and land transport. Bali has an International airport, some harbors , land transport normally handled by local agent and some taxi companies which is still need a standard behavior among taxi drivers to prevent giving the first time visitor a nightmarish image of this island. Images of the destination : Bali has an international reputation as the best island destination. Image is a key part in determining tourist choice. The inclusion of image is product destination introduces another key differential between the tourism product and other products; there is no change to sample the tourism product before you buy. The potential tourist does not enjoy the luxury of a ‘test drive’. The closest the tourist may have come to sampling a particular ‘product’ before deciding to purchase it is by having visited the destination before. But the 2002 Bali bombing was a major blow to the tourism industry in Indonesia and Bali particularly. A series of travel warnings were issued by a number of countries. This impact the image of destination automatically, and to bring the rate of tourism in Bali decreased about 31%. Subsequently, a bombing continued occurred each year ; the 2003 Marriot hotel Jakarta bombing, the 2004 Australian Embassy bombing in Jakarta and by 2005 a second bombing in Bali. An outbreak of bird flu throughout the country has affected the numbers of foreign visitors as well. A great effort has done by the Government of Indonesia trough the “Bali recovery program” and the result tourist start coming to this island again even still under estimate. Price to consumer : if we compare pricing in Bali than some other countries like hotel, food, drink, souvenir still a lot cheaper. That is the reason why Australian tourists regularly to stay at Kuta – Bali for the whole of their holiday.
How to Run Tourist Attraction
Tourist attraction as a part of tourist production must be managed professionally. There are five components how to run tourist attraction as follows : 1) product, 2) business plans 3) marketing, 4) customer service and professional development 5) sustainability and innovation.
• Product : Must be different from others, describe services and facilities. How does the attraction contribute to and grow tourism for the local. What experiences can offer to set the attraction a part from competitors.
• Business Plan : Describe the key features of the business plan, for example goals, strategies, and outcomes. Financial viability. Risk management relates to all parts of the attraction including risk to the visiting public, specific business related risk and occupational Health and Safety. Involvement at local or state/national level and contribution to the tourism industry.
• Marketing : Who will be the target of markets and why. Describe marketing strategies started from sales, advertising, public relations, word-of-mouth and e-marketing where appropriate. How to use distinctive difference to attract the target markets supported by market research and the result achieved.
• Customer Service and Professional Development : State the number of people working in the business. How to achieve and maintain quality customer service throughout organization. How to identify and provide for people with specific needs ( include language, physical, intellectual and other special needs).
• Sustainability and Innovation : Describe commitment to environmental sustainability. How this business benefits and respects the local community values and culture. What innovations have taken place during the qualifying period to improve the nature of the visitor experience and minimize possible impact on the environment?
Conclusion
Attraction powers the tourism industry in a destination. Attraction is a part of the total tourism product playing an important rule in the tourism destination including Bali. Bali has complete attractions, such as natural attraction, built attraction, culture attraction and social attraction. Among the four categories, Bali are dominated by built and culture attractions that is why Bali well-known as a cultural tourism destination based on Hindu religion. Bali as an international tourist destination should manage a total tourism product accordingly. Attractions, facilities, accessibility, images and pricing as priority toward international standard. There are five components should master in running tourist attractions such as product, business plans, marketing, customer service and professional development, sustainability and innovation. By learning the above concept and strategies hope to meet the need of all tourism components. Bali toward sustainable tourism development is not comfortable to the mass tourism any more but must be persistent to the quality tourism based on the carrying capacity of this island.
Sources :
1. Burns Peter M. 1995. Tourism A New Perspective, United State Prentice Hall
2. http//en.wikipedia.org/wiki/Tourism_in_Indonesia printed 11/22/2008
3. www.boonah.qld.gov.au/bus Dev/doc/category tourist attractions printed 11/22/2008
4. Salazar John P. et al., 2001 Visitor Sharing Among County Attractions and Hotels Journal of Hospitality & Leisure Marketing, Vol. 8(1/2) The Haworth Press
