told them everything they already knew and had been working to bring about. A further problem was the continued centralization of govern- ment in Poland, making it difficult for regional initiatives to proceed.
If Poland's small towns were finding it tricky to make a living, what could they learn from others? Professor A.F.M. Delamarre of The Nether- lands compared the differences in tourism management in Dordrecht and Devin in Bulgaria; Paul Barrett of the Wales Tourist Board described tourism planning in the medieval wal- led town of Conwy and suggested aspects that might be copied in Rydzy- na; consultant Raymond Bar-On (Israel) discussed the importance of seasonality with special emphasis on Jerusalem and Jan W. te Kloeze of Wageningen Agriculture University in The Netherlands highlighted museum attendance as part of a study on cultu- ral tourism in The Netherlands.
H. Potajewa from Minsk gave an impassioned account of the difficulty
of developing tourism in Belarus (principally, it seemed, because the authorities were reluctant to give up their communist habits and encourage any form of enterprise), while J. Fens- ke described the more ordered proces- ses at work in Friedrichstadt, Ger- many.
Quite how much the Poles would be able, or might want, to learn from this seemed debatable. Indeed, a number of papers - both foreign and Polish - seemed to have strayed rather wildly from the theme of the conference.
However, a joint study carried out by the Academy of Physical Education in Poznan and the University of Wage- ningen into leisure habits of residents of Kornik (a small town) and Poznan had provoked the interest of the Kor- nik authorities and it was hoped that they would be able to act on its find- ings to produce better facilities for residents.
In the final session the floor was opened after the summing up to allow delegates to make suggestions. The
Reports~Books lack of concrete results was bewailed (a consequence, I suspect, of not adhering strictly enough to the theme) as was the dearth of money. Neverthe- less, some practical suggestions were forthcoming. Raymond Bar-On advo- cated inviting tour operators to future meetings so they could explain how tourists might be organized to come to small towns and he also proposed that town twinning be explored. Professor Delamarre advised delegates not to wait too long for banks to come up with funding but urged them to start their own banks as had been success- fully done in The Netherlands by va- rious farming and women's groups.
In the end, at least contacts had been established between a number of diverse delegates and - as every con- feree knows - that is what it's all about.
Frances Brown Edenbridge, UK
Book reviews
Tourism: Principles and Practice C Cooper, J Fletcher, D Gilbert and S Wanhill
Pitman London (1993) £19.95
This is an ambitious project - to write a definitive tourism text at a time when specialist texts are mushrooming and undermining the market for general assessments of tourism. The editors claim that at 'masters degree and undergraduate level we have been unable to recommend a tourism text which adequately covers the content of major areas of our course structure.
Therefore this book has been written to fulfil a specific need - a comprehen- sive text to support students and Faculty who are involved in the study of tourism at advanced level, not just in the UK, but also in other English- speaking countries through the world' (p. vii). However, this attempt to write a book which can be everything to everyone means that, inevitably, it is highly generalized. Whilst it may be
quite suitable for first-year under- graduates, it is far too superficial for masters courses, beyond being a pre- liminary pre-course familiarization text. My own feeling is that no one text is ever going to be a suitable foundation for a subject as diverse as tourism studies, but it is easy to see why the authors feel the time is ripe for a new book.
The first impression the reader gets when looking at the contents is that this is still a specialist text, based on the four key elements of tourism: de- mand, the destination, the tourism industry and government organiza- tions and marketing. To claim it is a holistic approach to the subject im- plies that the chapters adopt a com- mon approach based on a specific view of tourism (eg the systems approach).
While some of the chapters endorse such an approach based on the innova- tive study by Leiper (1990), a number of chapters are thematic and descrip- tive. Herein lies a major weakness -
with nine contributors, it has proved impossible to achieve this holistic view, though it does move towards doing so in some instances. One annoying feature is the constant use of 'we' in the introductory sections of each chapter. The use of case studies follows the style in many marketing texts, which use short exhibits. As exhibits they work well, but as case studies they are too short in most instances.
Looking at each chapter in turn, one is guided through the book with an introduction to each theme by a couple of pages written by Chris Cooper. This is particularly useful for those students who want to dip into specific sections without reading the entire text. Each chapter is also accompanied by references and furth- er reading. In Chapter 1, ' A n intro- duction to tourism', many of the intro- ductory concepts which are usually considered in early lectures on tourism courses are discussed (eg how do we
Tourism Management 1994 Volume 15 Number 3 235
Books
classify tourists, what is a tourism sys- tem and how do researchers examine the tourism phenomenon?). The only shortcoming is the couple of errors in the bibliography (what is the title of Archer and Cooper, forthcoming?, and the place of publication of Leiper 1990 is Palmerston North not Auck- land). Apart from these oversights it is a useful chapter. Chapter 2 is an intro- duction to the Demand for Tourism section and Chapter 3 focuses on 'Concepts and definitions of demand for tourism', being a brief discussion of economic concepts of demand.
Chapter 4, 'Consumer behaviour and tourism demand', is based on the ex- cellent work published by the author, D. Gilbert, in Progress in Tourism, Recreation and Hospitality Manage- ment. The discussion is clear, informa- tive and well argued, being grounded in research studies. This is a good synthesis for students which can be followed up by reading the author's more detailed research. Chapter 5, 'Determinants of tourism demand', is an interesting assessment of the fac- tors which determine different forms of tourism demand. The discussion of the lifestyle concept is particularly useful in view of its widespread occurrence in the literature. One has to decide whether the use of dated and virtually redundant economic de- velopment and demographic transi- tion models really have a place in this type of book, since they are normally used in human geography to illustrate how simplistic these approaches are to the analysis of complex patterns and processes of economic and societal development. Chapter 6, 'Measuring the demand for tourism', is based on a sound range of studies, particularly the seminal study of tourism statistics by the author, J. Latham (1989). In Chapter 7, 'Patterns of demand', many of the statistical sources discus- sed in Chapter 6 are examined to illustrate some of the principal pat- terns of world tourism, though some of the tables could have been sacri- ficed for a proper conclusion.
Chapter 8, 'Introduction', leads into Part 2 of the book - the tourist des- tination - and Chapter 9 then assesses 'Patterns and characteristics of the supply of tourism'. This contains a
good discussion of many of the con- cepts associated with tourism supply and destinations, particularly the re- sort cycle. Unfortunately, case study 9.4 is not referred to anywhere in the chapter. Chapter 10, 'Carrying capac- ity and the sociocultural and environ- mental impacts of tourism', proves to be too ambitious in scope and fails to deal with the topic in any detail. It also shows that this is not the area of specialism of the author, J. Fletcher.
For example, environmental impact assessment (EIA) is discussed without any reference to its development in North America and the emergence of environmental legislation. Its applica- tion to tourism-related projects in Europe and the UK (eg the Channel Tunnel) is overlooked and there is no reference to the HMSO 'Blue Book' which sets out the situation where an EIA is required as part of any de- velopment. In contrast, the same au- thor is on more familiar territory in Chapter 11, 'The economic impact of tourism', where he reviews the metho- dologies used to evaluate the econo- mic impacts of tourism including mul- tiplier analysis, input-output analysis and their policy implications. This is followed by a good bibliography.
Chapter 12, 'Tourism planning and development', is largely based around a limited number of sources and really says nothing new. I wonder what the reference (p 140) to WTO (1980) re- fers to?
Chapter 13, 'Introduction', leads the reader into the third theme the tourism industry and government organizations. Chapter 14, 'Govern- ment organisations', is a useful discus- sion of public policy at different spa- tial scales in relation to tourism and the agencies responsible for its promo- tion, development and strategic plan- ning. The use of public policy mea- sures to control the supply and de- mand for tourism is particularly opportune in view of the present in- terest in visitor management and the role of the public sector in such activi- ties. Chapter 15, 'Accommodation', is also a good well-rounded analysis of a vast subject. The discussion of quality management issues in hotels is both timely and useful. Chapter 16, 'Trans- portation', is probably the weakest
chapter in the whole book though this is a common problem in most tourism textbooks and a good reason for hav- ing specialist books on such topics. I was surprised that a systems approach was not applied to this topic. As a result, the chapter is a descriptive account of modes of transport. Even then, the authors do not make exten- sive use of the authoritative transport studies from Travel and Tourism Analyst or refer to them in the bib- liography. Chapter 17, 'Interme- diaries', considers the important role that such agents play in the formation of goods and services which are then sold to tourists through distribution channels. The concept of integration is, quite rightly, reviewed together with a range of issues related to the distribution of services. One dis- appointing feature of this chapter is the limited bibliography. Chapter 18, 'Attractions', adopts an interesting approach to the topic by focusing on a range of concepts, considering tourism and leisure resources as attractions and the impacts associated with visitor pressure. The analysis of visitor man- agement is also helpful.
Chapter 19, 'Introduction', leads into the last section of the book based on marketing. Chapters 20 'Marketing for tourism - the historical roots', 21, 'Marketing management', 22, 'Market- ing planning' and 23, 'Marketing mix', all written by D. Gilbert, are sound chapters. They are written for the tourism marketing audience, introduc- ing many of the basic concepts of marketing and their application to tourism. Each chapter contains a use- ful range of references and will be essential reading for most introduc- tory tourism courses with an emphasis on marketing. The last chapter, 'The future of tourism', is an attempt to look into a crystal ball and examine a range of factors and issues which are likely to shape the future growth, management and operation of tour- ism. For example, sustainable de- velopment, human resource manage- ment and 'new tourism' are reviewed.
The book concludes with a compen- dium of tourism texts and journals, but one wonders whether the listing will be of value to students in the 1990s, since 13 of the books listed are
236 Tourism Management 1994 Volume 15 Number 3
now out of print and may not be available in libraries which have only recently begun a tourism collection.
It is clear that the book is ambitious in scope and extent but the incon- sistency in the quality of contributions is one immediate problem for stu- dents. Whilst I have tentatively re- commended it to first-year students in Canterbury, U K in 1993/94, I would not plan a course around it as it is very generalized. Furthermore, since I had great trouble in trying to get copies of the book from the publisher, this may limit the book's adoption when other publishers can get books onto the shelves much quicker. If the size of the book had been increased and the topics were considered in more detail, I might give it a stronger endorse- ment. Perhaps that is something to think about for a second edition. The book is likely to be widely used in the UK, though this will ultimately de- pend on the willingness of students to spend nearly £20 on one book. De- spite my reservations, the main edi- tor(s) of the book are to be congratu- lated on their achievement in bringing together a diverse range of contribu- tors, each of whom approaches tour- ism from their own disciplinary and individual perspective. Coordinating these diverse interests is a challenge for any editor(s) and the result is a reasonably harmonious book, even though the quality of contributions is inevitably variable.
Stephen J Page Department of Management Systems Massey University Albany Private Bag 102-904 North Shore MSC Auckland New Zealand
T o u r i s m 2 0 0 0 - A S t r a t e g y for W a l e s R Elwyn Owen
Wales Tourist Board Cardiff (1993) 152 pp £10.00
The final report of the Wales Tourist Board's Tourism 2000 has now been published. It is divided into four main sections and 17 chapters. There are also three annexes. The report is de- scribed as a guide to the way in which
tourism will be developed and mar- keted. This final report is the result of a lengthy period of consultation and review. The strategy outlined in the report is intended to guide tourism in Wales to the year 2000 and to build on the current strategy which expired in 1993.
Part I is titled 'Setting the Scene'.
The first two chapters introduce the strategy and set the policy context.
The second chapter is particularly valuable as it describes in some detail the various governmental, private sec- tor, statutory and other partners with- in Wales or elsewhere in Britain. The role of the European Community is also discussed.
Chapters 3, 4 and 5 are concerned with the details of tourism in Wales.
The size and structure of tourism, the size and basic characteristics of the markets, and a future outlook are provided. In terms of forecasts the report is moderately optimistic. 'The prospects are good for modest growth during the lifetime of Tourism 2000 strategy - particularly in overseas tourism.'
The final chapter in Part I describes the assets, constraints and opportuni- ties for Welsh tourism. This chapter concludes with the thought that Wales has many assets and that most of the constraints can be overcome. The uni- que culture, heritage, language, peo- ple and music are what differentiate Wales from other destinations and provide the basis of its appeal to tour- ists around the world.
Part II, titled ' A Strategy for Sus- tainable Tourism', develops three themes that lie at the very heart of the strategy: (a) sustainable development, (b) a more broadly based and quality- conscious industry, and (c) part- nerships. Each of these themes is im- portant in any consideration of the future of tourism in any country and it is one of the real strengths of this plan that these ideas form the foundation upon which the strategy is built.
The mission statement that leads off Chapter 7 is important because it posi- tions the Wales Tourist Board's phi- losophy of tourism management.
There is also a warning that: 'the concept of sustainable tourism may be used simply as an ill-defined label to
Books win respect'. Sustainable tourism, if endorsed as a management principle, must be seen to be adhered to. Other- wise the credibility of the concept and of the agency espousing it are dam- aged. Objectives are discussed under three dimensions: (a) economic, (b) environmental, and (c) community.
The policy principles are summed up in the statement: 'The Tourism 2000 strategy must be asset led, market related and aimed at achieving sus- tainable development'.
Chapter 8 describes the vision of tourism by 2000 in terms of targets, priorities, character and standards. In terms of domestic tourism the report targets an average annual rate of growth of 1.5% in the number of trips taken in Wales by British people to the year 2000 and 5% average annual growth rate in domestic tourism re- venue, expressed at current prices, over the same period. The revenue growth is expected to be slightly ahead of inflation. In terms of overseas tour- ists the average annual growth rates are set at 7% and 14% respectively.
Chapter 9 explores the partnership approach that will be fostered in order to achieve the objectives that have been set out. The role of the Board is outlined and there is a brief descrip- tion of a framework for refining its partnerships with other agencies.
Part III, 'Policies and Proposals', directs attention to the strategic priori- ties as a guide to the actions of the Board and as policy advice to the many partners involved. Chapter 10 outlines the principles that apply to the relationship needed between in- dustry, the environment and the com- munity. Chapter 11 provides a de- tailed outlook for the many types of accommodation that presently exist and that will be needed to meet the objectives of the strategy. Activities and related services and facilities are the focus of Chapter 12, while Chapter 13 examines the need for infrastruc- ture services and covers topics such as roads, public transport, information provision, amenities and services, and signposting. The very important sub- ject of customer care and its related aspects of management and training is covered in Chapter 14. This part of the report outlines the actions that will be
Tourism Management 1994 Volume 15 Number 3 237