What is the perfect tourist destination?
The next factor that makes the perfect tourism destination is the attraction itself. If the tourist is seen as the centre of the tourism industry, then the tourist attraction is what keeps him in that centre.
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Located within the destination, the attraction must have the capacity to sustain substantial crowd visit over a considerable period.
A wide range of natural conditions, landmarks, cultural practices, and events form what we consider as tourist attractions. The tourist site could be located in the open air, forests, waterside, craft centre or a museum, amusement parks.
In our part of the world ownership of the attraction could be the source of conflict. If the site belongs to the community, for instance, there should be a clear system of how other members of the community participate as well as how the place is managed.
Above all, how revenue is shared must be fair and communicated to all involved. In the case where a few interests monopolise resources lead to the exclusion of others.
The ideal tourist site must have a well-designed signage leading to the venue. One cannot assume that because it is an attraction everyone can walk to it. Remember, many of the visitors are from far and may not even understand a word in the language.
The signage should not only be sited close to the attraction but at specific distances and at different approaches from neighbouring towns.
The attraction must have a receptive or reception area. Here guests are received, briefed, registered or exposed to literature and audio-visual materials with information about the attractions.
As mentioned earlier, it helps that the site must have some hospitality facilities such as a restaurant, café, or even a hotel.
Personnel who manage the attraction are also crucial in shaping the experience of visitors. Site guides must be well trained, knowledgeable and well-mannered.
It doesn’t help if an attraction is fantastic but the tour guide is limited in interpreting what it stands for.
The perfect tourist destination creates and markets a range of merchandise based on the theme of the attraction or the character of the destination or its people. Here, I am speaking specifically of the souvenir market.
As much as possible the items should be made out of local materials which portray native themes. These art or craft items allow locals to earn a living while giving visitors an opportunity to carry away mementos from the trip.
A tourist destination has two types of visitors, namely, first timers and repeat visitors. It is always great to manage to attract repeat visits. But it requires that the attraction must do more than just exist.
It therefore stands to reason from the foregoing that attractions should not be ‘stagnant.’ There should always be a conscious effort by destination authorities to diversify the attraction base.
This is done by creating entirely new products to attract new tourists and or adding to existing ones to encourage periodic repeat visits.
The perfect tourist destination must invest in events. Events could take advantage of an anniversary, a communal celebration, festival or a new addition or any special occasion that will activate the essence of the attraction and what it means for public participation.
Information in the tourism industry is crucial for all stakeholders. The perfect tourist destination must have a range of information hubs about the attraction.
What is the attraction about? Which activities can be done around the area? How can one get there? The answers must be found at bars, restaurants, gift shops, bus terminals within the destination.
Hotels in the area for instance must display flyers and posters about the destination as well as other attractions.
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The availability of information also implies marketing and other online activities. The destination must sell itself beyond its area so people are aware and attracted to visit. That is also the sure way to beat other destinations to the competition.
Finally, the perfect destination depends on people, people, and people. The human capital within the destination must work in synergy to ensure a destination that really caters to the needs and interests of tourists. This is based on their skills as well as their attitude towards the destination.
The importance of people is much about the school children who do not harass tourists as it is about the taxi driver who provides the right tourist information.
It is about a people shaping their identity within their environment and articulating creatively it to the rest of the world.
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kofiakpabli@yahoo.com
The writer is a Communication and Tourism Specialist. Books he has authored include ‘Romancing Ghanaland- the Beauty of Ten Regions’, Tickling the Ghanaian-Encounters with Contemporary Culture & ‘Harmattan- a Cultural Profile of Northern Ghana.’