CHAPTER ONE

INTRODUCTION

This chapter provides an introduction to the research study titled Stakeholders’ Roles in Tourism Development the case of some touristic attractions in Bamenda Municipality Mezam Division in the North West Region of Cameroon. The chapter starts by introducing a picture of the industry at the large scale level.

It then narrows the research focus down to a country level by drawing attention to tourism in Cameroon and particularly Bamenda before it introduces a more extensive discussion of the nature of the research problem while providing research objectives, questions, scope and delimitation of the study, significance, operational definition of terms physical and human background.

1.1 Background of the Study

Tourism is one of the world’s biggest industries accounting for 9% of global GDP and supports huge advantages to increase incomes from the growing number of arrivals especially in developing countries (WTTC, 2011). It is argued that greater recognition needs to be given to the wide range of ways that stakeholders engage in the development process.

Researchers in favor of tourism development contend that tourism has certain advantages as a pathway to development based on consistently high levels of growth since 1950s and posit of that tourism redistributes wealth, utilizes ‘free’ natural resources, existing attractions and infrastructure for low start-up costs. (Telfer & Sharppley, 2008). As early as 1960s concerns over the negative consequences of unplanned tourism growth due to rapid expansion of resorts on the Spanish ‘costas’ (Barke et al, 1996) led to increasing criticism and calls for its development to be controlled or restricted (Mishan, 1969; Young 1973).

Subsequently, attention turned to specific environmental, political, socio-cultural and economic consequences of tourism development with debates and analysis of tourism’s consequences from theoretical research to apocalyptic journalism (Sharpley, 2010) with most frequent criticism directed to mass tourism (Poon, 1993).

Traditional power holders, such as governments, are often hesitant to go beyond the categories of non-participation or tokenism, in the belief that the general public is usually ignorant or apathetic. But, in contrast, local residents are increasingly expecting what they consider to be real participation Therefore; governments have got an important role in tourism development.

National governments play an important role in tourism development. They plan tourism activities at national levels. Planning at national levels require appropriate policies being designed and implemented. National governments’ roles include but not limited to developing and maintaining infrastructures such as roads, railways and ports; promoting destinations to local and international tourists; and ensuring safety and security of tourists.

In 2016 the UK government made an announcement of $40 million investment to deliver new tourism outside London and ease travel around Britain, which is aimed at helping local and international visitors to explore the wealth of tourism opportunities across the country. Local governments with specific competence in tourism matters also play an important role in tourism development.

Councils promote local tourist attractions, provide infrastructure and services to support tourism and manage the impact of tourism. They are also in a better position to understand the unique characteristics of a destination and can create an authentic experience for the people who want to visit it.

Tourism establishments and enterprises play a variety of roles in tourism development. For example, airlines, trains, and buses transport tourists from one place to another, restaurants provide them with food and drinks, and hotels provide accommodation. Tour operators, travel agencies, and tourist information centers also fall in to this category.

In fact travelling abroad is almost impossible without tourism organization. Local people are also very important in tourism development. They may have legitimate concern and may resist any tourism development. Therefore, they need to be involved in the decision-making process where appropriate. Local people with their distinct values and culture can add to any tourist destinations. Tourists may also benefit from local people in many different ways.

Tourists, including business travelers, and visitors to tourism destinations, sites and attractions are perhaps the most important stakeholders. Tourists visit attractions; spend money; and may promote the attractions through word of mouth and social media if their experience is positive. If the experience is not positive, tourists may not return to the attractions again, and may even spread negative word of mouth.

Tourism has been the fastest growing sector in UK in employment terms since 2010 (Visit Britain, 2017). Same author reveals that tourism support almost 3.8 million jobs, which is around 11% of the total UK employees. These figures demonstrate how important tourism employees and professionals are. Other stakeholders of the tourism sector that planners should consider include institutions engaged in financing tourism projects, trade unions of employees and professionals working in tourism, tourism educational centers, and other tourism specialist organizations since they play a variety of roles in tourism development.

There are a number of stakeholders in tourism development who tourism planners must consider. However, it is worth mentioning that all the stakeholders may have equal power and interest in a particular tourism project. It is therefore important for planners to identify who the most important stakeholders in tourism development are so that they can devise. Tourism is succeeding in the Westerns world and some African countries because all these are put into practice effectively and efficiently.

To better understand tourism development there is a need to involve stakeholders for a linkage between stakeholders’ perspectives and how tourism development is being undertaken. Thus a clear understanding of stakeholders’ inclusion, support, attitudes and interest is an essential precursor to planning and management of tourism development to make it sustainable. Researchers recommend involving stakeholders throughout the entire development planning and management process and suggest that their involvement must be fair, efficient, provide knowledge, wisdom and stability (Sussking & Cruikshank; Gunn, 1994).

Researchers comparing residents, entrepreneurs, tourists and government officials have reported divergent views and found significant differences between these groups in their perceptions of impacts (Pizam, 1978; Puczko & Rats, 2000; Murphy, 1983). Although to understand stakeholder perspectives is a complex and involves a lot of work, one approach that may help reduce conflict is in the appropriate identification of stakeholders (Hunder & Haider, 2001; Reid et al, 2002; Yusel et al., 1999).

Researchers have recommended that tourism developers and planners consider interests of all stakeholder views and interests in the long-term by “drawing on the knowledge and insight of stakeholders” (Sautter & Leisen 1999), in their study of tourism development found that as agreement across stakeholder interests increased, so did their likelihood collaboration.

Despite the fact that tourism is one of the rapid increasing industries in the globe today Cameroon faces numerous problems and challenges in this industry, such as unemployment, persistence poverty, bribery and corruption just to name a few. Tourism began making headlines in the 1970s and 80s. Before then, the government of Cameroon has been seriously paying attention to its political, social and economic ambition.

During the 1990, the country was seriously undergoing economic crises that affected the country, economically and not leaving out the tourism sector. In 2010, Cameroon was designated as a tourist destination thanks to the fact that it crossed the 500,000 tourists mark. The crucial role of tourism in the country’s development is further captured in Cameroon’s development vision where tourism is expected to contribute about 13% of the country’s revenue by 2035 (Cameroon Vision 2035). For such targets to be met, touristic potentials in all forms need to be developed.

This includes the active participation of key stakeholders such as the government, investors or entrepreneurs, the local residents and the tourists themselves for promotion of tourism development. Multiple stakeholder participation, collaboration and perspective in tourism development will gain a better ground for sustainability. It is therefore a tool for sustainable tourism.

Although the concept has gained importance, there is still limited information regarding its contribution to development in the context of the Northwest Region in general and Bamenda Municipality in particular. It has been noticed that tourism can act as an effective tool to enhance development especially in developing countries such as in the case of Cameroon and Africa in general. Tourism can be beneficiary when stakeholders are involved in the decision making process, but this is not the case in Cameroon.

The participation of stakeholders in tourism planning approaches has not been fully absorbed in the context of developing countries like Cameroon. Research questions such as who can help in the process and in what stage will it become a reality.

Tourism can be profitable and sustainable as a development tool in the aspect that it will enhance visitor’s satisfaction, improved economy and business success (Frechtling 1987) community and area integrations, more jobs opportunities and greater natural parks, shopping centers, hotels and restaurants can be improved. This should be a motivational force for all stakeholders in tourism to plan and developed the needed objectives in the strategy to carry them out.

The North West Region of Cameroon is endowed with lots of touristic potentials which attract both national and international tourists. Bamenda Municipality has rich touristic potentials (natural and man-made). The extent to which these attractions contribute to tourism development through stakeholders’ roles for its sustainability is the focus of this study.

Previous research efforts have largely focused on an examination of touristic potentials in the Northwest region (Ndenecho, 2005; Ambe, 2009). Furthermore researchers have equally identified the challenges of tourism development (Jamieson, 2009; Kimengsi, 2014). Most of these studies did not lay emphasis on the link between multiple stakeholders in tourism development, especially within the context of Bamenda Municipality. Bamenda Municipality is blessed with rich touristic attractions such as traditional arts and crafts, historical buildings (the Mankon Fon’s palace), museums, festivals like the Mankon annual dance, sacred institutions such as ritual ceremonies like ceremonies of Fon, chiefs and notables, traditional worships and masquerade display, beautiful hotels, restaurants etc.

These attractions can contribute to tourism development through income generation, employment and infrastructural development, particularly in the Cameroon context where tourism represents a significant potential for development and North West Region in particular.

1.2 Problem Statement of the Study

As mentioned earlier, tourism is one of the major sectors in many countries, including Cameroon, with the highest growth potential. It is the world’s largest employer and one among the major sources of substantial foreign exchange earnings (Blank, 1991; Richards,2003; Mwandosya, 2007). It is through this observation that many people believe that the industry is well placed as one of the major means through which development of local communities can be achieved (Scheyvens, 2002; Beeton, 2006).

One approach to enhance this development through tourism is to involve stakeholders and ensure that their potential role is tapped and maintained through active participation in the industry (Beeton, 2006). It is imperative to note that involvement and participation of these stakeholders is central to the development of the industry not only because tourism has had a close connection with the local communities, particularly as hosts and guides (Scheyvens, 2002), but also because “the destinations of tourists are communities and it is in the community that tourism happens” (Blank, 1989).

This study identifies a gap in literature as it recognizes the need for in-depth qualitative understanding of tourism development from a stakeholder perspective.  Qualitative approach provides for an in-depth understanding as it probes responses to research questions. Beyond the creation of touristic attractions in Bamenda Municipality in Mezam Division, they appear to be a lack of stakeholders’ actions especially governmental action in tourism development, why because tourism growth in this area is very slow due to stakeholders’ conflicting interests.

Entrepreneurs or investors are not given opportunities to show case their talents. Local residence in many cases are not welcome in the decision making process, since there are considered as ignorant about what is going on, because the tourism planners or developers to not want them to take part in the benefits.

This study is investigating stakeholders’ roles at each stage of the tourism development process. Despite the abundant of touristic attractions found in Bamenda Municipality, it is still faced with numerous problems which thus slow down the development of tourism. (Simon; 2003) which some of the problems can be summarized below:

1. Unemployment.
2. Civil Wars.
3. Cyber-crimes.
4. High level of corruption and bribery.
5. Lack of good infrastructures such as roads, in sufficient infrastructures in term of maintenance of natural resources and facilities such as good drinkable water, electricity and how to manage pollutions for the development of a successful tourism sector.
6. Persistent poverty yet to be eradicated.
7. Safety and security, tourism information services are also lacking, thus making it difficult to provide the standards of facilities and services which tourism requires.
8. Lack of knowledge and awareness of tourism planning.
9. limited knowledge of promotional skills. Insufficient professionals, the absent of weak publicity promotions and the limited technological services.
10. Insufficient tourism investment, especially in the developing countries, it is very difficult to gain access to reasonable financing in tourism projects.

The tourism authority of the area should work hand in glove with the councils so that its’ mission will be achieved. While this aspiration may stem from the potential contribution tourism can make to development, there is a need to understand if the area is committed to this aspiration.

Bamenda Municipality aspiration is to be the destination of choice coupled with research emphasis on the significance of stakeholder involvement in tourism development (Getz & Timur, 2005; Gunn, 1994; Gursoy et al, 2002; Hall, 2007) enabled this study to identify a gap in literature.    

1.3 Research Questions

In other to achieve this systematically, the study specifically addresses the following research questions:

1.3.1 Main research question

To what extend can stakeholder’s roles affect tourism development in touristic attractions in Bamenda municipality?

1.3.2 Specific research questions

1. Who should be considered stakeholders in tourism development?
2. What are their appropriate roles in tourism development?
3. How can these roles impacts tourism development?