Dominate Actors and opportunities of Tourism Industry in Iran

Transcription

1 Dominate Actors and opportunities of Tourism Industry in Iran 1 Seyed Salman Fatemi, 2 Zeinab Seyed Saleki, 3 Seyed Mehdi Fatemi 1 Doctor of business administration, Multimedia University of Malaysia,salmanfatemi@gmail.com 2 Master of business administration, Multimedia University of Malaysia,sana_saleky@yahoo.com 3 Doctor of business administration, Multimedia University of Malaysia,mehdi_fatemi_drh@yahoo.com Abstract- One of the most important industries in the world is tourism. It is the largest and one of the most profitable industries in comparison with other industries. Based on potential of tourism attractions, Iran is ranked as one of the 10 top attractive countries in the world but Iran was place 114 th ranking of the countries in terms of attracting tourists (World Economic Forum, 2011), tourism receipts is ranked as 77 th, and the number of international tourists arrivals ranked as place 70 th (UNWTO, 2009). This evidence shows that Iran s tourist industry is not working with full capacity and it's necessary to consider tourism industry more seriously. This research aims to understand the structure, opportunities, and strengths (positive points) of Iran s tourism industry to promote and attract international tourism. The data were collected from travel agency managers, Iran Cultural Heritage Handcrafts, Tourism Organization, Iran organization of plan and budget managers and international travelers and tourists who wish travel abroad and Iran by using open end interview. The data analyzed by using NVIVO software. From the viewpoints of respondents, finding came to a new conceptual model. Key words: Tourism; Tourism industry; Tourist attractions 1. INTRODUCTION Nowadays, Tourism industry is considered as one of the most profitable and intensively developing branches of the world economy in the area of services. This is confirmed by the fact that the share of tourism is about 10% of the world's gross national income. Development of tourism plays an important role in social and physical activities. World Tourism Organization (UNWTO) announced that tourism industry grows up and it will get about 25% of worlds gross national income (UNWTO, 2009). According to UNWTO (2009) economic importance of tourism and travel, increasing the vast number of passengers continues 25 million people between the years 1950 to 1.18 billion in UNWTO (2009) forecasted that the numbers of tourist arrivals continue to growth and on 2020 will 15

2 be 1.6 billion passengers a year. In the view of tourism potential and opportunities to contribute to the attractiveness of country for the tourists, according to UNWTO (2009), Iran is ranked as one of the 10 top countries in the world in term of tourism attractions but its tourism receipts industry is ranked 77th and the number of international tourists arrivals who have traveled to Iran, was ranked as place 70th (UNWTO, 2009), this evidence shows that in current time Iran s tourist industry is not working with full capacity. Iran is a four season country whole of a year, tourists can travel from hottest place in the world to a very cold place by just a 45 minutes flight (Karimi, 2009). Iran has more than 7000 years of continuous civilization and cultural heritage background that ranked as the first country with longest historical civilization which is exist (Hajipour, 2007). According to UNESCO report in 2007, Iran stand between top five oldest countries with ancient cultural and historical background in the world, on the other hand, Iran stand as one of the top ten countries with highest potential for attraction of international tourists at world ranking (UNWTO, 2009), but Iran stands in place 70th as tourists arrivals and 77th as the revenues generated by tourism (UNWTO, 2009). The issues is Why Iran s tourism industry with highest potentials in tourism industry, is not working with full capacity? Why international tourists don t travel to Iran? What are the opportunities and strengths (positive points) of Iran s tourism industry to promote international tourism? In this regards, this research aims to understand the structure and opportunities, and strengths (positive points) of Iran s tourism industry to promote international tourism. This research contain the knowledge and information regarding the tourists who visited Iran from different countries and their experience in Iran, the causes of them to travel Iran and understanding the factors that motivating them to travel. Also, this research will give a big picture about Iran opportunities in context of tourism industry that lead Iran to promote international tourism in more effective way and gain the benefit of this industry to improve economy condition. This research can apply to the other countries that face with same issues; this research gives them a reasonable method to improve the positive factors regarding international tourism promotion. 2 LITERATURE REVIEW 2.1 Tourism Industry For the first time in 1937 the words of tourist and tourism formally used to record by the United Nation, but the industry goes back many years before this date. UK among European countries that was first brought on the industry, and industrialization was introduced tourism culture among the people in the West Countries. As the invention of railroad industry grew into an international industry, thus tourism industry in Europe first and then expanded to other continents. Today, tourism development as a world filled profitable industry and one of the main objectives of planners, administrators and officials of the ruling governments in most countries. According to World Travel and Tourism Council, the numbers of tourist arrivals in 2010 was 1 billion and 18 million tourists, Income from international tourism $ 1.5 trillion. UNWTO forecasted that 1.6 billion annual tourists will arrival at 2020 and the annual incomes from tourist received will be over 2 trillion us dollars Classification of Tourism Classification of tourism is the important tool to understand the capacity of the country according to get the competitive advantages by focusing in some types of them. According to World Tourism 16

3 Organization (UNWTO) in 1993 defined the word of tourism as the following: "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." United Nations In 1994 classified three forms of tourism in its Recommendations on Tourism Statistics: Domestic tourism, which involving residents of a given country traveling only within this country. Inbound tourism, involving non-residents of a given country that traveling within this country. Outbound tourism, which involving residents of a country traveling to the other countries In June 1991, the International conference held by organizing the World Tourism Organization and government of Canada about the travel and tourism statistics in Ottawa. Their defining words, phrases and their classification decisions were taken which are as below: Tourism, is the things or acts that the person who travelled doing in a place outside of his/her normal environment, the traveling take long not more than a year and its purpose is to fun, business or other activities. Traveler or tourist (overnight visitor) is someone who spent at least a night in public or private residence at the site visit. Same day visitor or one day tourist is someone who is staying in a place but not for the night. Based on the above classification, the governments must focus their forces to promote international tourism by making their strategies base on their capacity to attract travelers. 2.2 Structure of Tourism Industry Structure of tourism industry is important to be known in order to Promote International Tourism. Tourism industry is the compilation activities, services, and various industries; therefore, it is includes certain basic elements that can be grouped under two broad categories which are important to promote international tourism in the country (Elliott, 1997): Tourism Resources Tourism resources are including natural resources, cultural resources and resources which are human based that they can make the various types of tourism. By increasing the types of tourism resource the capacity of tourism industry to attract travelers will be increase which it may promote international tourism. As the result tourism resources is important to consider by the government to attract travelers and promoting international tourism in the country Infrastructure Infrastructures are covering all the construction and infrastructure of one country and mainly include communication systems, health systems, transport and its components (such as highways, roads, railways, airports, ports, and etc.), restaurants, shopping centres, entertainment centres, hotels, park campus, resorts, etc. to promote international tourism and as result promoting tourism industry it is important to consider by the government to improve and developing their infrastructures on the country to gat sustainable advantages. 17

4 2.3 Promoting International Tourism as a Way of Developing Economy Country's tourism industry come as a part of various activities in all economic sectors such as, social, cultural with non-direct interaction or direct (Ghaffari, 2009). therefore, developing tourism industry will the cause of developing the other industries such as agricultural sectors by increasing demand for consumer, industries and handicrafts and construction sector by increasing investment in the development of accommodation facilities, roads and airports, increasing demand for service utilization of traditional and modern facilities, catering services, transport services and communications, financial services and educational and cultural services, etc. (Mathieson, 1982). This industry's positive results found that non-direct Government to expand and creating the appropriate infrastructure to promote this industry. Creating the better infrastructure such as roads, electricity, telephone, and public transport networks. In addition to facilitating, promoting tourism has been led economic boom conditions of employment and quality of life for local residents in many countries (France, 1997). On the other hand, flourishing tourism industry led to the rich culture, the environment due to the awakening of the people's natural heritage and increases the value of information and social awareness (France, 1997). Tourism is the largest generator of wealth and employment in the world. Tourism is the economic engine for developed and developing economies worldwide. According to World Travel and Tourism Council statistics report in 2010, the tourism industry constitutes 10.7 per cent of global GDP, supports 200 million jobs worldwide and 8 percent of total employment in the world. In the last three years, some 8.5 million jobs have been created as a result of growth in tourism. By 2020, the tourism economy contribution is estimated to grow to 12 percent of global GDP, and will support 250 million jobs, 9 percent of total employment (World Travel and Tourism Council). 2.4 Dominant Actors in Infrastructure of Tourism Industry to Promote International Tourism Figure 1 presents the conditions and prognosis which are important to develop tourism industry and also, it present influential component on developing tourism industry. Governments have to consider this conditions and components which are influence on tourism system to promoting international tourism. Table1 presents two basic groups of factors which are important to develop tourism industry. The first group is exterior factors which are Influences on the tourist market such as social conditions, economy conditions, technology, and etc., which are show in table1. On the other hand the second one is interior factors which are connected with the tourist market (Alejziak, 1999) Media Information and advertising in national and international segments. Using media such as television, radio, telephone, mail, conference facilities, cultural and artistic exhibitions festivals in the country inside or outside of the publications that have interesting pictures, festivals and international conferences, and,etc., are the important action to motivate tourists and attracting them (Elliott, 1997). Using modern methods and techniques in advertising to introduce tourist attractions and tourism in the country make the necessary fields in embassies abroad to provide the right attraction for fans traveling to abroad (Ghaffari and Molaei, 2009) Transportation Transportation such as expansion of transportation, activation of airports, ports, rail road s network, highways, and transport systems. If the definition of the tourism product is available, it is 18

5 including transportation of people through air, road and rail and sea, or if possible through a river or other water ways travel. Certainly it is important in field of tourism industry to easy enter to a country or a region, and the number of locations of various ways of transport. Development, particularly construction of roads, highways, new environmental programs in the conflict is growing evidence that new roads just to combustion in cars comfortable and just a short distance to the passing cars and is accelerating (Laimer and Juergen, 2009). Fig. 1. Forces of change in the tourist system (Cooper and Fletscher, 1993) According to (David, C. 1999) the major dominants actors in tourism industry are as following: Environmental management and Security issues Managers must improve security for people and tourists in the country. Modify and increasing the security of country in rural area as the increasing security in the other area. Managing environment in all filed such as social security, disaster management, green management for the environment, preventing the terrorist attack, etc. One of the main factors causing the decline of tourism in each country is the lack of security in that country. In other words, spread insecurity in the lives and financial dimensions, and high interest rates tend tourists, will decrease exponentially (Harrison, 1995) Governments Coordinating organizations related to tourism affairs, increased investment in private and public sectors, Rules and regulation such as online visa, foreign policy, etc. Employing and employment people in the services and tourism sectors. 19

6 2.4.5 Education Developing, modifying and improving tools to special hospitality to provide facilities for tourists such as hotels, restaurants, exhibition, etc., and making the unique journey for them. Training people who are working in the area of tourism and service segment and also, developing educational method, increasing the subjects in the area of hospitality and tourism, developing the methods in the service sectors in field of tourism and hospitality. Table 1: The exterior factors and the tourism development (Alejziak, 1999) 20

7 2.4.6 Communication To develop tourism industry based on promoting international tourism, it is important to communicate and coordinating of organizations which are related to tourism affairs. Association with or participation in management, planning, marketing and supply of money to companies that are working in the tourism field, the open way for cooperation or partnership between both public and private sector. The term of coordinating organizations related to tourism affairs is including of service providers, government and community interaction with the target of tourism attractions. Thus, it is the combination of tourism activities, services, policies, guidelines, regulations, standards and products to fulfill the needs of a tourist trip (Karimi, 2009). 2.5 Strengths and Opportunities of Iran s Tourism Industry Ancientness and Reputation of Iran Iran has more than 7,000 year s history with the seven faces of civilization; many historical evidences and texts and some educational school books in different countries talking about Iran history and civilization, also the word of "Persia" means greatness and magnificence this evidence shows the potential of Iran to attracts tourists by its reputation Attractions and Eco-Tourism Iran is a for seasons country whole of the year with such, natural sights, geographical phenomena, some unique islands, some mineral hot waters, sulphuric fountains, winter resorts, seas, seashores and lakes, difference weather conditions, ski resort, difference ecological jungles, mountains, historical and artistic monuments, natural museums, that can make Iran s ecology unique for the tourists Religions and Faiths Various religions in Iran such as Mithraism religion, Zoroastrian, Christian, Jewish, Islam, Sufism and the Persian Sufi that all of them are regulations monotheism with their holy places that exist in Iran can be motivate tourists to visit Iran The Low Expenses in Iran Comparing to the other Countries Devaluating of Iran s currency compared to the global exchanges rate is the cause of decreasing cost of traveling/living in Iran. Thus it give a great chances to Iran for attracting tourists as they prefer to visit from less expensive countries to pay less for their accommodation, food, amusement etc Arts and Cultural Attractions Arts and Culture of the countries is the most important factor to promote international tourism and attracting international travelers. For a better understanding of Iran and its people first need an understanding of the culture of Iran. Iranian arts date back to thousands of years ago with numerous phases of evolution. The unique aesthetics of Iran is evident from the Achaemenid ( B.C.E.). There are different languages spoken in different parts of Iran. Iranian literature dates back to thousands of years ago and it has been often dubbed as a most worthy language to serve as a conduit for poetry (Houshmand, 2006). Iranian traditional and historical music goes back about 1700 years ago. It is a high potential opportunities to attract cultural tourist by conducting concerts, music festivals, and so on (Andreu and Claver and Quer, 2010). Iranian architecture or Persian architecture is the architecture of Iran that has a continuous history 21

8 from at least 5000 BCE to the present. Dietary diversity and traditional dishes to suit different tastes, Iran has a colourful cuisine and a great variety of sweets with an enriched and long history of experience and practice, which is attracting for the tourists. Iranians celebrate; festivals and traditional days can be attractive for the tourists and considering as the potential factor to promote international tourism in Iran. The most important and famous traditional days in Iran are; Fire Festival, Autumn Festival, Iranian New Year, Nature Day, Water Festival, Winter Feast, Fire Day and etc. 3 RESEARCH METHODOLOGY This research is a qualitative research and use the Descriptive/ Explanatory through contain analysis. The research method and its findings are phenomenological, conceptual and constructive theory in field of tourism industry in context of Iran, Which eventually is bound to lead to the development of tourism industry in Iran. The strategy of this research is qualitative method by using case study in the area of tourism industry in context of Iran. Data collection is based on secondary data ( journals, websites, company documents and published data..) with considering availability of it and also use primary data with considering on primary sources - direct observations, the researcher s own experience, interviews with travelers and managers, discussions and feedback from participants of Iran s governmental organizations, privet agency and international travelers, this means my study focus on the data which exist in net, library, fiscal and virtual library and data bases, also all published data considered. Interview sessions and discussions recorded via tape-recorder or video-recorder. According to Baum (1993) in tourism industry there are three human dimensions: Government managers, Traveling agencies and tourists. Based on Baum (1993) definition the select participants were from key personnel within the tourism industry s relevant including a travel agency managers, Iran Cultural Heritage Handcrafts and Tourism Organization, Iran organization of plan and budget managers and international travelers and tourists who wish travel abroad and Iran. To conduct open end interview for this research the questions are based on the relevant fact on the objectives of the research. The open ended interview is including ten questions which should be descriptive and conceptual to conducts the open ended interviews in both groups First Group The define group of people for open ended interviews were five managers in travel agencies managers, and five managers in Iran Cultural Heritage Handcrafts and Tourism Organization managers, who manage travel agencies within the Iran, North America, Europe, the Balkans region, Asia pacific and the Middle East Second Group The second groups of people that data were gathered from were ten people who were traveling abroad (Tourist & Travelers). Descriptive and conceptual question were used which were include ten questions with random sample method. Main aim was to make sure that we would get inputs from all international travelers and Iran visitors within the North America, Europe and the Asia pacific where will happen to be traveling Iran. To analyze the data which are coming from the conducting open ended interview we used the NVIVO software. 22

9 4 RESULT AND DISCUSSIONS As it shown in bellow based on the literature the structure of tourism industry evolve two dimensions; firstly is tourism resources and the second is the tourism infrastructure, understanding the positive points (strengths and opportunities) which are the cultural, nature and human based activities are making and improving the tourism sources, on the other hands the major dominate actors (Media, Education, Government, etc) are the major players on tourism infrastructures. After the result the following Conceptual map came up by author: Tourism Industry Positive Points Tourism Sources Tourism Infrastructures Major Dominate Actors Fig. 2. Conceptual map. 5 REFERENCES Alejziak, B. W. 1999, "Tourism in the face of 21st century s challenges", Institute of Tourism Academy of Physical Education, Krakow, Poland Andreu, R. and Claver, E. and Quer, D. (2010), "Entry of Spanish tourism firms into new businesses", International Journal of Contemporary Hospitality Management, Vol. 22 No. 1, 2010, p Baum, T. (1993), "Human Resource Issues in International Tourism", Butterworth-Heinemann, Oxford. Cooper, C. and Fletscher, J. & Gilbert, D. (1993), "Tourism: Principles & Practice", Pitman Publishing, Surrey 1993, p Elliott, J. (1997), "Tourism: Politics and Public Sector Management", London: Routledge, p France, L. (1997), "The Earthscan Reader in Sustainable Tourism", Earthscan Publications, London, pp Ghaffari, H. and Molaei, M. A. (2009) "Tourism in Iran: Challenges and Solutions", P Hajipour. A. H. (2007), "The First Cultural Congress & Natural Heritage", Tehran, Iran. Harrison, D. (1995), "Tourism and the less Developed Countries", Halsted Press, New York. Houshmand, Z. (2006), "Iran", in Literature from the "Axis of Evil" (a Words Without Borders anthology), ISBN , PP.1-3. Karimi, G. (2009), "Tourism development in the 24 essential public programs", p Laimer, P. and Juergen, W. (2009), "Portfolio Analysis as a Strategic Tool for Tourism Policy", Tourism Review, p Mathieson, A. and G. Wall (1982), "Tourism: Economic, Physical and Social Impacts", Harlow: Longman. "Recommendations on Tourism Statistics". Statistical Papers. M (New York: United Nations) (83): Retrieved 12 July

10 "The Travel & Tourism Competitiveness Report 2011". The World Economic Forum. "UNWTO technical manual: Collection of Tourism Expenditure Statistics" (PDF). World Tourism Organization p Retrieved "UNWTO World Tourism Barometer June 2009". UNWTO World Tourism Barometer (World Tourism Organization) 7 (2). June Retrieved 3 August "Progress and Priorities. Jun 2006". World Travel & Tourism Council. 24