RECOMMENDATIONS PAPER

Transcription

1 BAHAMIAN RESIDENTS GENERAL PUBLIC SURVEY NEW PROVIDENCE, GRAND BAHAMA, EXUMA, ABACO, ELEUTHERA, ANDROS 2005 RECOMMENDATIONS PAPER BY MINISTRY OF TOURISM

2 2 THERE ARE A NUMBER OF GREAT INITIATIVES THAT WERE BIRTHED BY RESULTS OF THE BAHAMIAN RESIDENTS GENERAL PUBLIC SURVEY OR THE RECOMMENDATIONS: TOURISM TASK FORCE ON EDUCATION FAMILY ISLAND TOURISM TASK FORCE ON EDUCATION PRODUCT SERVICE TASK FORCE (to implement conference issues and recommendations.) NATIONAL TOURISM CONFERENCE (utilizes survey results.) TOURISM AWARENESS CAMPAIGN CAREERS WEBSITE (to be launched.)

3 The openness to the media where Ministry of Tourism invites the media to be a part and where Ministry of Tourism helps the media to understand what tourism does, has had a positive impact. Survey results this year indicate higher positive ratings of advertising, promotions and overall Bahamas experience. 3 WE NEED TO IMPROVE OUR TOURISM PRODUCT The Minister of Tourism, the Honourable Obie Wilchcombe, has on a number of occasions emphasized the importance of high quality tourism product to the success of tourism in The Bahamas. Recently the Minister has admonished that we must not let the product slip Most respondents in the 2005 Bahamian residents Survey indicated for the third year in a row and agreed with the Minister of Tourism that the quality of the tourism product needs great improvement (N.P. 71% strongly agreed/agreed, G.B. 89% strongly agreed/agreed and the F.I. 77% strongly agreed/agreed). We need to demonstrate the Bahamianization of the tourism industry. Bahamian residents did not feel sufficient effort is being made to ensure that Bahamians are trained to take positions held by foreigners or expatriates in the tourism industry. They also thought that not enough Bahamian food, music and other products or services. Tourism industry employees tended to have a more positive view toward the tourism industry.

4 4 One of the reasons that tourism is not attracting the best and the brightest is because the salaries/pay are perceived as being low. There are many high paying jobs that the best and brightest should be educated about. High school and college graduates were said to perceive tourism jobs as not as prestigious and at the bottom of the ladder. It was strongly agreed or agreed by almost two thirds of the respondents that costs such as wages, electricity, telephone and so on are higher in The Bahamas than in most parts of the region including the U.S.A. and Canada. Bahamians recognize that costs in The Bahamas are high and should be involved in attempts to reduce costs. The study of attitude is not an easy subject however this study effectively demonstrated that with the use of a Likert Scale, measurement of attitude is possible. ATTITUDES About three-quarters (N.P. = 72%) (G.B. = 78%) (F.I. = 76%) would work in the tourism industry if they had a choice. The main reasons for choosing to work in tourism include like meeting people/interact/hospitable/be an ambassador/ entertain and good money/salary (N.P. = 65%) (G.B. = 35%) (F.I. = 48%). In New Providence (18%) and the Family Islands (19%), the number one reason for not choosing to work in tourism was don't like meeting/ dealing with people/ not people's person. In Grand Bahama, it was the industry is unstable/ volatile/ too many variables/ seasonal (23%). Slightly more than one third of the residents in New Providence (35%), 56% of those in Grand Bahama and 30% of the residents in the Family Islands said tourism was not a first choice for high school and college graduates. In New Providence (33%) and Grand Bahama (38%), the main reason given why tourism was not a first choice was not enough money/ low salaries (35%) and in the Family Islands lack of knowledge/ exposure (26%) were the top reasons.

5 5 The majority (N.P.=89%, G.B. = 88%, F.I.=85%) of the residents did NOT feel that Bahamians are developing a negative attitude toward the large number of visitors. Three quarters (N.P.=75%, G.B. = 76%, F.I.=71%) stated that, in order to assist the tourism industry, all Bahamians speak the two languages English and Spanish. Although in Grand Bahama 52% of the residents felt that black visitors are treated differently than white visitors, only 38% in New Providence and 34% in the Family Islands felt the same way. Of those that said blacks were treated differently, the overwhelming majority (N.P.=90%, G.B. = 99%, F.I.=98%) further stated the blacks were treated worse than whites. The main reason given why they thought blacks were treated worse was blacks don't spend at all/ as much as white/ whites tip more (N.P.=21%, G.B. = 23%, F.I.=32%). Areas where attitudes were similar: 1. Most tourists are satisfied with their Bahamas experiences N.P. 69% agreed, G.B. 68% agreed and F.I. 56% agreed. 2. The only jobs tourism has created for Bahamians are jobs at the bottom of the ladder N.P. 45% disagreed, G.B. 53% disagreed and F.I. 47% disagreed. 3. Tourists are given their money s worth while visiting the Islands of the Bahamas N.P. 74% strongly agreed/agreed, G.B. 53% strongly agreed/agreed and the F.I. 71% strongly agreed/agreed. 4. Tourism does not affect me personally N.P. 23% strongly agreed/agreed, G.B. 17% strongly agreed/agreed and F.I. 20% strongly agreed/agreed. 5. Only Bahamian art, straw and craft goods should the sold to tourists N.P. 53% strongly agreed/agreed, G.B. 29% strongly agreed/agreed and F.I. 46% strongly agreed/agreed. 6. Just because tourism is the main industry does not mean that Bahamians should be willing to go the extra mile to please tourists N.P. 70% strongly disagreed/disagreed, G.B. 80% strongly disagreed/disagreed and in the F.I. 73% strongly disagreed/ disagreed.

6 6 7. The 15% gratuity should be eliminated N.P. 65% strongly disagreed/disagreed, G.B. 60% strongly disagreed/disagreed and in the F.I. 69% strongly disagreed/disagreed. 8. The Islands of The Bahamas Advertisements make me feel good about my country N.P. 81% strongly agreed/agreed, G.B. 83% strongly agreed/agreed and in the F.I. 73% strongly agreed/agreed. 9. Jobs in tourism are not considered very prestigious N.P. 36% strongly agreed/agreed, G.B. 50% strongly agreed/agreed and in the F.I. 29% strongly agreed/agreed. 10. Many parents do not think it is a good idea for their children to have a career in tourism N.P. 34% strongly agreed/agreed, G.B. 31% strongly agreed/agreed and in the F.I. 21%. 11. The salaries and benefits in tourism industry are not on par with the private sector N.P. 46% strongly agreed/agreed, G.B. 51% strongly agreed/agreed and in the F.I. 30% strongly agreed/agreed. 12. There is little job security in the tourism sector N.P. 50% strongly agreed/agreed, G.B. 48% strongly agreed/agreed and in the Family Islands 41% strongly agreed/agreed. 13. Tourism has taken all our best beaches and land N.P. 53% strongly agreed/agreed, G.B. 34% strongly agreed/agreed and in the F.I. 52% strongly agreed/agreed. 14. The Quality of the Tourism product needs improvement N.P. 71% strongly agreed/agreed, G.B. 89% strongly agreed/agreed and in the F.I. 77% strongly agreed/agreed. 15. Bahamians do not give other Bahamians good service or value for money N.P. 68% strongly agreed/agreed, G.B. 76% strongly agreed/agreed and in the F.I. 59% strongly agreed/agreed. 16. Standard of service in the Islands of The Bahamas needs improvement N.P. 81% strongly agreed/agreed, G.B. 92% strongly agreed/agreed and in the F.I. 83% strongly agreed/agreed. 17. Tourism will have to be the main industry for at least the next thirty years N.P. 64% strongly agreed/agreed, G.B. 71% strongly agreed/ agreed and in F.I. 68% strongly agreed/ agreed.

7 TOP 5 MEDIA BY ISLAND LOCAL & INTERNATIONAL New Providence Grand Bahama Family Islands Television: ZNS (NEWS) ZNS (NEWS) ZNS (NEWS) LIFETIME ZNS 13 CNN CNN CBS ZNS 13 TNT NBC ZNS (OTHER) TBN ABC ABC Radio: 100 JAMZ 100 JAMZ ZNS 1540 AM FM (ABACO) JOY FM LOVE 97 COOL 96 ZNS 1240 AM ZNS 1240 AM ZNS 100 JAMZ Newspapers: Guardian Freeport News The Punch Tribune Miami Herald Tribune The Punch The Punch Guardian Miami Herald Tribune Miami Herald Source Guardian Abaconian Magazines: None None None Ebony Ebony Ebony Jet Jet Island Scenes Oprah Buy and Sell Jet Time Oprah Oprah 7

8 8 GENERAL RECOMMENDATIONS The image of the tourism industry appears to be improving in some areas and this fact should play an important part in the National Tourism Conference. The new Tourism Awareness campaign advertisement s story line, e.g. Tourism is Everyone s Business, appeared to have some impact as more residents in 2005 said that their job is related to tourism and tourism affects them personally. S.M.A.R.T. programmes should be encouraged as more residents in 2005 said that the standard of services in The Islands of The Bahamas needs improvement. More tourism workers felt that tourists are given their money s worth while visiting The Islands of The Bahamas. Tourism workers should be exposed as frequently as possible to the Exit Survey results, particularly visitor complaints. Older Bahamians (50+ years) tend to have more positive views toward the tourism industry. These gems could train and educate the young Bahamians. Television, radio and newspapers appear to be the best media to use to inform Bahamians about the tourism industry. A Tourism Channel on cable is recommended for use in hotels as well as resident homes. Although the elimination of the 15% gratuity was not recommended by the majority of Bahamians surveyed, there is a need for further study that would attempt to bridge the gap between the views of Bahamians and the views of the tourists as noted in the Tourist Exit Surveys. A study of the automatic 15% gratuity and its relationship to the quality of service delivered should be conducted. All Ministry of Tourism advertisements should continue to be placed periodically on television and radio so Bahamians would have a clear appreciation of how The Islands of The Bahamas are promoted.

9 9 Training, educating in schools, workshops and an annual careers fair where parents are invited along with students and where the best and the brightest are carefully selected are recommendations to attract the best and the brightest. Emphasis should be placed on prestigious, high salaried career opportunities in the tourism industry. Continued tourism education for all Bahamians is very highly recommended. Bahamians should be made aware of the direct economic impact of tourism to each individual rather than just for the country overall. Tourism industry and non-industry employees should be shown how tourism affects them personally. Bahamians should be informed about the different culture, lifestyles and idiosyncrasies of tourists. PEOPLE NICHE almost half (N.P. = 46%, G.B. = 46% and O.I. = 46%) said boasting about the people/friendly people/warm people and hospitality would convince someone to visit The Bahamas. The Bahamian General Public Survey should continue to be conducted on an annual basis as a household survey. The questionnaire should be changed slightly in 2006 to accommodate new topical issues. The Bahamahost questions need only be tested every five years. The survey should also track career choice movements by asking for present and last job. The Ministry of Tourism and industry partners should offer scholarships to tourism students and employees. Drugs and crime are among the things seen happening in The Islands of The Bahamas that are a result of tourism. This is the case for all the destinations and has been mentioned in New Providence since We need to measure the correlation between tourism and drugs/crime to determine if there is a relationship.