According to social scientists Nyoman Sudiarta and Wayan Suardana, the product of tourism starts from the second a tourist lands at the airport of their travel destination and ends the when they land back in their country. There are many elements with which one can gauge or analyze a tourist destination. Some frameworks (such as the ones concocted by tourism academics J.R. Brent Ritchie and Geoffrey Crouch) are dense and complicated. These frameworks go as far as considering the area’s climate and history. In contrast, others dwell on more controllable factors such as accommodation, services, and the attractions found in destinations. This simple framework is known as the 4 A’s of tourism, and it was coined in 1993 by Christopher Cooper and his colleagues. This blog summarizes the 4 A’s with the intention of helping you improve your destination.
The 4 A’s of Tourism
The 4 A’s are four components of a destination that the tourism marketer should ensure the existence of and maximization in order to provide visitors with the best experience. They are Attraction, Accessibility, Amenity, and Ancillary Services.
Since Christopher Cooper and his colleagues gave birth to the concept, there have been new versions of the concept that revolve around 5 A’s, 6 A’s, and even eight. In this blog, we will focus on the original four with the added dimension of accommodation towards the end.
Attractions: The Main Component of the 4 A’s of Tourism
Attractions are the activities and/or landmarks that travelers can explore or engage with in a destination. Whether it’s a cave that is reached through a hike. A museum that can be explored, or even a famous tree or statue that can be visited. The attraction component of tourism is generally what a person’s mind goes to when thinking of tourism. It is the bread and butter of the destination.
Attractions can be divided into three categories: Natural attractions, cultural attractions, and special-interest attractions.
These are attractions that revolve around the local people’s way of life and/or historical objects and landmarks. A museum can be a cultural attraction if it revolves around the country and its cultures, traditions and history. On the other hand, other museums can be special-interest attractions.
Attractions that revolve around natural landmarks such as forests, hills, beaches, or caves are termed natural attractions. Some categorize non-natural attractions as artificial attractions, and these are usually man-made buildings and landmarks.
Special Interest Attractions
These are attractions revolving around a special-interest group’s activities or lifestyle. Examples include religious attractions, art and entertainment attractions, and health and wellness attractions.
Access or accessibility is the ease with which one can reach a destination. This can mean three separate things:
1) The logistical operation of arriving at the location, whether there are flights are buses that frequently travel to said location.
2) Whether individuals are readily granted access to attractions. i.e., some places have a maximum capacity, especially since the pandemic. While other attractions may be off-limit, to begin with, for example, Mecca is off-limits to non-Muslims.
3) Accessibility to individuals regardless of physical or intellectual limitations.
Accommodation (Not Included in Cooper’s 4 A’s of Tourism)
Although travelers will ideally be spending all their time away from their accommodation, having a comfortable and alluring room or suite to come back to at the end of a long day out touring (or shopping) is absolutely essential.
Accommodation entails the living space the traveler will be occupying, whether that be a lodge, guesthouse, suite, or motel room. Accommodation also entails the accessibility to food and drinks.
Accommodations can be divided into two categories: primary and secondary. Primary accommodations are higher-end places such as hotels and resorts, while secondary accommodations include hostels, motels, and other budget options.
Apart from ensuring hygienic room standards and comfortable furniture, lighting and interior design play a huge role in the perceived quality of accommodation.
Furthermore, the availability of food with accommodation packages is a big deal. For the German traveler, for example, an extensive morning buffet where they can get multiple helpings is an absolute must.
Once you have all of the ambient conditions for your accommodation settled, it’s best to upload some pictures of it online. This can be done through social media, your website, and Google locations. Search Engine Optimization (or SEO) is absolutely pivotal at this stage. It is what will get your accommodations images in front of potential travelers when they search terms related to your business on Google (or any other search engine).
For more on SEO in tourism, click on the previous link to read our blog on the matter.
Google My Business is a free portal where business owners can register their business details, equipping their website and Google maps location a bigger chance of appearing in front of more users.
Services that aim to improve traveler satisfaction by providing more value to the said traveler are known as ancillary services. Things such as giving travelers with car rental options, direct transfer services, or even the possibility of opting for custom tours are all ancillary services. They are not essential to the core tourism product, but they enhance the traveler’s experience while they are in your hospitality.
This component is essential for destinations and attractions that aim to attract high-quality tourists, such as Arab travelers. Amenities are essentially add-ons to an attraction/destination and facilitate a better tourist experience. Amenities include everything from good asphalt roads, and clean environments, to good internet connectivity, the availability of fast access digital services such as smartphone hotel check-ins, and the reservation and payment for shopping goods before arriving at a seller’s location.
Gulf Reps and the Arab Traveler
Gulf Reps is the leading travel and tourism representation company in the Middle East, with over 60 years of regional and industry experience. Specializing in directing the Arab traveler segment to your region or destination, we have served clients on six continents, delivering transformative results to everyone from hoteliers to tourism boards.
Our mix of world-class marketing expertise, PR specialists, unparalleled connections and relationships, plus our eclectic mix of marketing channels makes working with Gulf Reps the only sure way to drive Middle Eastern tourists to your destination.
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