ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

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Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2, ISSN: 1842-4856 employment was 96,500, accounting for 5.3% of total employment in Scotland. Tourism is very seasonal and many resorts rely on the summer season to be profitable. For instance, in 2002, the summer quarter provided 6.4% of GDP and 142,000 people were employed, whereas the winter figures were about half these values, with 3.3% of GDP and an employment level of 66,000. The high level of arrivals in the summer, relative to those in other quarters is relevant to crisis analysis because events such as FMD or September 11 can have particularly significant effects on the profitability of the sector during this period. The first case of foot and mouth disease (FMD) occurred in the north of England in February 2001 and tourism demand in Scotland was mainly affected from the spring onwards. Recovery was subsequently forestalled by the events of September 11. The analysis of the effects of the two crises on tourism demand focuses on three of the most significant international tourism markets of Scotland, the USA, Germany and France, which accounted for 24.4%, 8.6% and 7.9% of international tourist arrivals, respectively, in 2002. At first sight, it might appear that FMD and the September 11 events resulted in considerable downturns in US, French and German tourism demand in Scotland. FMD occurred in the first quarter of 2001, followed by the US events in the third quarter. As the main effects of FMD were felt in the second and third quarters of the year, it is useful to compare tourist demand in the second and third quarters of 2001 with demand in the same quarters of preceding years. For instance, the numbers of arrivals from France experienced a 65% downturn in the second quarter and a 53% downturn in the third quarter of 2001, compared with the same quarters of the preceding five years, and receipts experienced decreases of 78% and 39% over the same periods. Comparison of total international arrivals in the fourth quarter of 2001, following the events of September 11, with arrivals in the fourth quarter of 2000 showed a fall of 22%, while receipts decreased by 16%. Since tourism demand had previously been showing an upward trend over time, the decreases were even greater than these figures indicate. Conclusions Past research on tourism crises has highlighted the need for crisis management frameworks and, as an integral part of them, effective communications strategies directed towards both potential tourists and the mass media. However, the issue that has challenged policy makers is the content of the messages that should be communicated. Tourists from different countries respond differently to tourism crises and the messages that should be communicated to them should differ accordingly. More information about their responses to different types of crisis is required if crisis communications are to be formulated and targeted effectively. It is in this context that quantitative approaches can complement past contributions to the literature and provide additional guidance for effective policy making. The information about the different degrees of responses by the different nationalities to the crises is particularly useful for communications and marketing policy. In Scotland, this is mainly the responsibility of the national tourism organisation, VisitScotland. In the case of France, tourists responded particularly adversely to the FMD crisis that affected rural areas and activities, both in terms of the numbers who arrived and the associated receipts. Policy makers could, as an immediate response to crises that affect rural areas, place even greater emphasis on providing information about the rural areas and activities that are unaffected. A longer term strategy could aim to attract more tourists from France to urban areas, emphasizing the range of activities and attractions within them. German tourists were also affected significantly by both the FMD and the September 11 crises but differ from French tourists in that many travel longer distances to arrive and may place greater reliance on air travel. In this respect, VisitScotland's policy of publicising the availability of cheap airfares is appropriate and could be targeted more strongly towards the German market. In addition to communicating the 208
Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2, ISSN: 1842-4856 message that many rural areas and activities are unaffected by the crisis, over the long run greater attempts could be made to decrease the sensitivity of German tourists to adverse events by strengthening their friendship and business ties with Scotland. The results for the USA indicate that VisitScotland's strategies of emphasizing the culturalties between Scotland and the USA were successful in maintaining the values of receipts from the USA during the crises. Such strategies included not only the obvious ones of increasing the level of advertising of Scotland within the USA but also the less obvious one of contacting clan societies in the USA and encouraging their members to visit Scotland. Hence, although the numbers of tourist arrivals fell, many of those who did arrive stayed for a significant period of time and engaged in a relatively high level of expenditure. Clearly, both the US visits to friends and relatives and business tourism markets are important for Scotland in times of crises and should be maintained. Strategies for strengthening these markets in France and Germany could be considered. Other strategies that have been put in place include those of planning for multiple events by means of scenario planning and forecasting. REFERENCES • Alderighi, M. and Cento, A. (2004). European airlines conduct after September 11. Journal of Air Transport Management, 10, 97-107. • Argenti, P. (2002). Crisis communication - lesson from 9/11. Harvard Business Review, 12. • Beirman, D. (2003) Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Wallingford: CAB International. • Blake, A. and Sinclair, M.T. (2003). Tourism crisis management: response to September 11. Annals of Tourism Research, 30(4), 813-832. • Blake, A., Sinclair, M.T. and Sugiyarto, G. (2003). Quantifying the impact of foot and mouth disease on tourism and the UK economy. Tourism Economics, 9(4), 449-465. • Fallon, F. (2004). After the Lombok riots, is sustainable tourism achievable? Journal of Travel and Tourism Marketing, 15(2/3), 139-158. • Floyd, M.F., Gibson, H., Pennington-Gray, L. and Thapa, B. (2004). The effect of risk perceptions on intentions to travel in the aftermath of September 11, 2001. Journal of Travel and Tourism Marketing, 15(2/3), 19-38. • Glaesser, D. (2004). Crisis Management in the Tourism Industry. Oxford: Butterworth- Heinemann. • Goodrich, J.N. (2002). September 11, 2001 attack on America: a record of the immediate impacts and reactions in the USA travel and tourism industry. Tourism Management, 23, 573- 580. • Henderson, J.C. (2003). Terrorism and tourism: Managing the consequences of the Bali bombings. Journal of Travel and Tourism Marketing, 15(1), 41-58. • Hitchcock, M. (2001). Tourism and total crisis in Indonesia: the case of Bali. Asia Pacific Business Review, 8(2), 101-120. • Israeli, A.A. and Reichal, A. (2003). Hospitality crisis management practices: the Israeli case. International Journal of Hospitality Management, 22, 353-372. • Lovelock, B. (2003). New Zealand travel agent practice in the provision of advice for travel to risky destinations. Journal of Travel and Tourism Marketing, 15(4), 259-280. • McKercher, B. and Hui, E.L.L. (2004). Terrorism, economic uncertainty and outbound travel from Hong Kong. Journal of Travel and Tourism Marketing, 15(2/3), 99-116. 209
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