Stakeholder perspective in Tourism Marketing

Prasanna Perera Marketing and Management Consultant, Chartered Marketer, Cim U.K.

With Sri Lanka set to record 1 mn tourist arrivals in 2012, the need for tourism marketing is now even more critical. However, do we take a stakeholder perspective in marketing tourism? Are all stakeholders tuned into service the visitors expected into the country in the next few years.

The tourism industry alone could not develop tourism in Sri Lanka. Every single Sri Lankan must appreciate the value of tourism to the country and their own future. How many Sri Lankans outside the industry are bothered about tourism and the foreign exchange earnings it brings? Unless all Sri Lankans rise up in one voice, the real benefits of tourism will not be reaped by the country.

Take for example the general public of Sri Lanka, how many of them show courtesy to tourists and genuinely help them? They may show indifference, since they have not been briefed of their role. However, if they are educated, then the response will be totally different. Another stakeholder group would be regulatory bodies. Have these regulatory bodies understood their role clearly? They are not only regulators but valuable partners to boost the industry.

Suppliers of products and services to the tourism industry are also a key stakeholder group.

Whatever they supply, they must understand the intricacy of punctual operations and excellent services.

Employees of establishments in travel and tourism have a crucial role to play in developing tourism. Are these employees going through motions or are they really passionate about the industry? These employees are really brand ambassadors of the country and the attitudes and behaviour will send a strong positive or negative message to the tourists.

To develop tourism, an understanding of visitor cultures and norms is essential.

How many Sri Lankans truly understand the cultures of visitors to the country. Without this understanding, it is really difficult to create memorable experiences.

It is interesting to find out how many Sri Lankans can speak foreign languages and even speak English fluently. Language acumen is essential to develop tourism in Sri Lanka.

One major problem that tourists encounter in Sri Lanka, is the attitude of Sri Lankans to maximize returns from tourists.

This short term thinking is detrimental to growth of the industry in the long run.

Do we want tourists to visit Sri Lanka once or several times? The answer is obvious, but actions taken are not consistent. Sri Lankans need to also understand to maintain the “privacy” of the guest. Complaints are blessings in disguise. Confidentiality cannot be compromised at all.

Many countries in their pursuit of developing tourism, do not identify their stakeholders accurately. Without a “holistic” stakeholder view and strategy, the anticipated long term growth cannot be achieved.

In conclusion, Sri Lanka needs to take a “stakeholder view” towards tourism development. All stakeholders must unite and be committed towards it.