Managing interactions in the tourism industry – a strategic tool for success

Abstract

Purpose – This conceptual paper aims to examine how the concept of host and guest interaction could help remedy the socio-economic impacts as created by tourism in Jamaica. The paper identifies that tourism development in Jamaica has created a range of negative social impacts, which include changes in attitude, aspirations and lifestyles of young people, who may come from poor backgrounds but are increasingly exposed to the consumerist lifestyles of wealthy visitors and the so-called role models in the society, “the Dons”. Design/methodology/approach – A qualitative approach was employed as the focus for this study. The survey of residents, and tourists in Ocho Rios and Negril in Jamaica were primary sources of data for this paper. Findings – The tourism industry in Jamaica has seen a great diversification in recent years. The industry now ranges from conventional tourism (sun, sand, sea and sex) to cruise tourism, moderate community based tourism, heritage and cultural tourism, and more recently nature-tourism. However, social factors remain a deterrent. It is apparent that relying on the concept and principles of host and guest interaction presents a strategic option for success and if one is to understand the impact of tourism on the residents, the inter-action between the various elements in the system must be understood. Originality/value – The attitudes of Jamaicans are important in determining the level of host and guest interaction and the level of success in the industry. Attitude is the fulcrum from which quality service is delivered; as such, the people must be in tune with the industry at all levels in order to achieve a sustainable tourism industry.