Isles of Scilly tourism - The Isles of Scilly-setting the context

Chapter 3: The Isles of Scilly-setting the context

3.2 Isles of Scilly tourism

The literature review, in Chapter 2, considered, in great detail, the process and importance of destination image formation. This section discusses influences on organic destination image in relation to the Isles of Scilly, considering sources such as film, TV and literature. As this

research intends to ascertain whether image based segmentation is achievable, this section considers the diverse product base of the Isles of Scilly and, discusses explicitly, why such a product base lends itself to this study. Firstly, however, the context of tourism, in the Isles of Scilly, will be briefly outlined.

3.2.1 The context of tourism

Accounting for at least 70% of economic activity (Council of the Isles of Scilly, 2012, cited in Grydehøj and Hayward, 2014) and £60 million per annum (Council of The Isles of Scilly, 2004) tourism makes a significant contribution to the economy and spreads employment benefit (Getz and Carlsen, 2005). It is estimated that the Isles of Scilly attracts 90,000-100,000 visitors per annum with an increasing number of cruise liners, and thousands of visiting yachts each year (AONB, 2010). A high dependence on the domestic market is evident however, with 98%

of visitors originating from the UK (Islands Partnership, 2015).

Key tourism data were examined to conceptualise the islands’ tourism industry. As data sets, documenting visitor arrivals and transportation statistics, can be useful data sources for tourism research projects (Finn, Walton and Elliott-White, 2000), management data, recording visitor arrivals between 2000 and 2013, were examined. This included airport, ferry and cruise passenger arrivals data made available by the Council of the Isles of Scilly (Council of the Isles

of Scilly Economic Development Office, 2013), and cruise ship arrivals data (Phillips, 2013) documented in Table 3.2

Data Details Source

Airport Arrivals  Arrivals to St Marys’ airport

 Monthly data Ferry Passengers  Scillonian III passengers

 Annual data

 2008-2012

Ferry Day Passengers  Scillonian III day visitors

 Annual data

 2000-2012

Cruise Ships  Visiting cruise ships

 Annual data

 2004 and 2015

(Phillips, 2013) Cruise Ship Passengers  Cruise ship passengers to visit St

Mary’s

 Annual data

 2000 and 2012

Table 3.2 Management data sources

Volume of visitor arrivals

Figure 3.2 documents arrivals data between 2008 and 2012. From this figure it can be seen that a high of 130,344 arrivals were recorded in 2011, while a low of 110,044 arrivals were documented in 2012. A continual decline in air travel was evident, among these data, where numbers fell from 64,197 passengers in 2008 to 50,308 in 2012. Growth in the islands’ cruise industry was apparent, where the number of cruise passengers increased from 3,777 in 2008 to 7,948 in 2012. Nevertheless, as demonstrated in Figure 3.3, this form of transport only accounted for 5% of visits to the islands overall between 2008 and 2012. These arrivals data evidence the small scale nature of the tourism industry in the Isles of Scilly, despite its significant contribution to the economy.

90 Figure 3.2 Arrivals by transport type

Figure 3.3 Proportion of arrivals by transport type between 2008 and 2012

Travel by air, as the only year around mode of transport, accounts for the highest number of arrivals to St Mary’s between 2008 and 2012. Historical arrivals data, however, evidence a significant decline in the volume of air arrivals. Figure 3.4 illustrates a decline of 36.3% in air arrivals between 2002, when air arrivals peaked at 73,114, and 2013 where they fell to 46,598.

Although historic data were not available for all modes of transport, figures for the yearly

64197 61333 58539 58308 50308

Passengers to arrive on St Mary's

Year

Proportion of arrivals by transport type between 2008-2012

Air Sea Cruise Sea Day Trip

number of day visits, made by those travelling by sea, demonstrate a similar trend of decline, as represented in Figure 3.5 These data identified a decline in demand for the Isles of Scilly, as a destination, suggesting that the islands have struggled to remain competitive during this period.

Figure 3.4 Graph identifying decline in arrivals at St Mary’s airport

Figure 3.5 Volume of day visitors travelling to the islands by sea by year

45000 50000 55000 60000 65000 70000 75000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Visitor Numbers

Year

St Mary's Airport visitor arrivals by year

Total air arrivals Linear (Total air arrivals)

10000 12000 14000 16000 18000 20000 22000 24000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Number of day visitors to St Mary's

Year

Volume of day visitors by year

Day visitors by sea Linear (Day visitors by sea)

A number of factors may have led to such decline. Increased use of the internet, throughout the tourism research and purchase process (Hyde, 2008; Jacobsen and Munar, 2012), may have put the Isles of Scilly at a disadvantage. Buhalis (2000) identified that, by taking advantage of the internet, destinations are able to enhance their competitiveness. Yet, for organisations and destinations with limited resources, online marketing is still a relatively new concept (El-Gohary, 2012). Consequently, a small tourism destination, such as the Isles of Scilly, may have struggled to keep up with competitors, particularly when remote and peripheral destinations often lack the necessary expertise and resources to undertake comprehensive marketing campaigns (Buhalis, 2000).Additionally, the impact of the 2008 recession on UK tourism spend has been documented (Webber, Buccellato and White, 2010).

Although Smeral (2010) identified that the impact on domestic tourism, was less significant than that felt by the long-haul market, given the peripherality and relative expense of the Isles of Scilly, it is possible that the islands are viewed as an alternative to long haul destinations, rather than as a domestic destination. Bornhorst et al. (2010) identified that location and accessibility were factors crucial in determining the success of destinations. Change to the islands’ air transport network, most notably the loss of the helicopter service (Hargreaves, 2013), may have impacted visitor arrivals between 2012 and 2013 due to the perception of inaccessibility.

Despite the evident decline, in arrivals overall, analysis of these data recognise the cruise industry as a growing market segment. Figure 3.6 and Figure 3.7 both illustrate growth in the islands’ popularity as a cruise destination. Between 2005 and 2012 a 71.4% increase was identified in the number of ships visiting the Isles of Scilly (Figure 3.6). Furthermore, the number of passengers visiting St Mary’s increased by 198.7% (Figure 3.7). These data reflect wider industry trends as the global cruise market has seen consistent growth during this period, reporting a projected annual growth rate of 6.55% between 1990 to 2019 (Cruise Market Watch, 2015). The increasing popularity of cruising and cruise ports within the British Isles is also evident (Wild and Dearing, 2000; Gibson and Bentley, 2007; Busby and O'Neill,

2013) and the emergence of the UK as a niche cruise destination has been noted (Dowling, 2006). Despite the increase in cruise tourism, to the Isles of Scilly, the volume of passengers, and ships, still remains relatively small. These data again reflect the small scale of tourism on the islands’ as they accommodate only the smaller passenger ships.

Figure 3.6 Number of cruise ships visiting the Isles of Scilly since 2002

Figure 3.7 Cruise passengers visiting St Mary’s since 2002

10 15 20 25 30 35 40 45

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Number of ships

Year

Number of cruise ships

Number of Cruise Ships Linear (Number of Cruise Ships)

1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000

2005 2006 2007 2008 2009 2010 2011 2012

Number of passengers

Year

Cruise passengers visiting St Mary's by year

Cruise Passengers Linear (Cruise Passengers)

94 Seasonality of visitor arrivals

Despite the economic significance of this industry, tourism in the Isles of Scilly is seasonal, as with other cold water British islands. Williams et al. (1989, p. 23) note how the pattern of seasonality for the Isles of Scilly is distinctive and “even more sharply differentiated than in nearby Cornwall”. Through arrivals data the seasonal nature of tourism, in the Isles of Scilly, can be ascertained. Figure 3.8 identifies the extent, to which, seasonality is felt within the islands, drawing comparison between visitor arrivals by air in 2002, at their highest, and 2013, at their lowest. This graph illustrates how, despite an overall decline in volume, a seasonal trend is prevalent. Baum and Hagen (1999) identify that seasonal demand for tourism in peripheral locations is caused, primarily, by climatic factors, which make such destinations unattractive to traditional markets out of season. These monthly arrivals data reflect such suggestions, identifying the main tourism season to be in operation from May until September, during the summer season, where arrivals are substantially higher than the winter months.

These data identify how, historically, a peak has been seen in tourist arrivals during July and August. This is indicative of the popularity of the Isles of Scilly as a summer holiday destination during institutional holidays (Butler, 2001). The summer months offer the best weather for a traditional holiday (Butler, 2001), which could in part contribute to higher demand during this period.

There is, however, evidence of a shoulder period at the beginning of the season, to include March and April, and the end of the season, to include September and October, where arrivals, although higher than the winter months, are significantly lower than during the busiest period.

Interestingly, the decline in visitor arrivals seen between 2002 and 2013 is less pronounced during the shoulder periods of March and October, suggesting the success of initiatives including the Walk Scilly Festival, in March, and the promotion of winter breaks, established in order to extend the season into the shoulder periods (Wilcox, 2004). Decline is most significant in June and September, suggesting a gap in product offer during this time. Unreliable or

difficult access to peripheral island destinations further contributes to their seasonality, reducing tourist demand considerably during winter months (Baum and Hagen, 1999). Such trends are evident in the case of the Isles of Scilly where, during the winter months, arrivals remain low.

Figure 3.8 Monthly arrivals to St Mary’s airport in 2002 -2013

Tourism provides many benefits for the islands in addition to direct visitor spend, where tourism supports a number of shops, services and entertainment that would be unsustainable by the resident population. The visitor market is largely made up of repeat visitors who account for 65-75% of tourists, the majority of whom are over 45 years old (Wilcox, 2004). A visitor survey conducted in 2007 identified that 64% of visitors chose Scilly as their main holiday with 48% staying 5-7 days, 9% for 8-10 days and 25% for 11 days or more (Island Marketing, 2007). Attractions identified within this survey included walking, inter-Island boat trips, eating out, wildlife or bird-watching, arts and crafts, and water sports, demonstrating diversity within the islands’ product offer.

Jan Feb

March April May June July Aug Sept Oct Nov Dec Arrivals in 2002 1414 2064 4649 6939 9966 8869 9595 11397 8628 5523 1902 2168 Arrivals in 2013 1465 1865 2969 3842 5984 4568 6480 7188 3897 3298 1355 1674

0 2000 4000 6000 8000 10000 12000

Number of arrivals to St Mary's Airport

Month

Comparison of monthly visitor arrivals in 2002 and 2013

Arrivals in 2002 Arrivals in 2013

96 3.2.2 Factors influencing destination image formation

Chapter 2 identified that tourism destination image represents a simplification of all associations and information connected with place (Kotler et al., 1993). Furthermore, the consensus that image is comprised of the ideas or conceptions held about a destination was discussed (Embacher and Buttle, 1989). As image is created from cognitive and affective aspects (Bigné et al., 2001), its subjectivity has been recognised (Beerli et al., 2002). This subjectivity is largely attributed to the variety of information sources an individual can be exposed to in relation to a particular place (Ateljevic, 2000). This section, however, is

concerned with organic image (Gunn, 1972) formed through the accumulation of knowledge (Ateljevic, 2000).

In relation to the Isles of Scilly there are a number of organic information sources (Table 3.3), to which, a tourist may have been exposed before their visit. Grydehøj and Hayward (2014, p.

14) identify how “the British media has played a major role in attracting tourists to Scilly, most significantly in the 1960s, when UK Prime Minister Harold Wilson had a predilection for going on holiday to Scilly and holding press conferences on the islands”. They also note the

significance of the BBC2 documentary TV series an Island Parish (2007) in highlighting the islands’ beauty.

Media Source Details

TV Prince Caspian and the Voyage of the Dawn Treader (1990)

BBC television series in 6 episodes. The island scenes were filmed on Bryher and Tresco in the Isles of Scilly.

Bill Oddie Goes Wild: Scilly Isles (2001)

Documentary, series 2: episode 1 was filmed on the Isles of Scilly

Time Team: Special - The Wreck of the Colossus (2002)

Channel 4 documentary filmed on St Mary's, Isles of Scilly.

British Isles: A Natural History. (2004) BBC documentary series of 8 episodes with parts filmed on the Isles of Scilly.

Seven Natural Wonders (2005) Isles of Scilly were filmed as one of the wonders of South West England Coast: Cornwall and the Isles of

Scilly (2006)

BBC Television documentary, series 2: episode 4 saw parts filmed in the Isles of Scilly

An Island Parish (2007) A documentary about the parish of the Isles of Scilly.

Coast: Devon and Cornwall (2011) BBC Television documentary, series 6: episode 2 with Nicholas Crane, Neil Oliver and Alice Roberts. Locations included the Isles of Scilly, Cornish Tin Mines and Wind Farms.

The Hungry Sailors (2013) Series 2 feature the Isles of Scilly, in episodes 6 to 10. St Mary's & St Agnes also feature in episode 18, Tresco & Bryher in episode 19 and St Martin's in episode 20.

Country file (2014) BBC Documentary filmed on St Mary's, Tresco, Bryher and St Agnes in the Isles of Scilly.

Film When the Whales came (1988)



 Film adaption of Michael Morpurgo’s Children’s’, book ‘Why the Whales Came’.

Archipelago (2010)

  Documenting a family holiday to Tresco,

directed by Joanna Hogg.

Fiction  The Eastern Beacon (1965)  Author: Mary Ray.

Death on the Scillies (1968)  Author: H. C. Davis The Happy Year (1977)  Author: Margery Hicks The Riddle of Samson (1978)  Author: Andrew Garve

Hell Bay (1980) Author: Sam Llewellyn

Why the Whales Came (1985) Author: Michael Morpurgo Arthur, High King of Britain (1994) Author: Michael Morpurgo The Wreck of the Zanzibar (1995) Author: Michael Morpurgo The Blue Cloak (1995) Author: Barbara Simpson A Fatal Dimension (1998) Author: Jack Gayton The Sea garden (1999) Author: Sam Llewellyn The Priestess of Ennor: A Celtic

journey (2001)

Author: Margot Mille The Sleeping Sword (2002) Author: Michael Morpurgo The Outlaws of Ennor (2003) Author: Michael Jecks Somewhere More Simple (2007) Author: Marion Molteno

Narwhal (2008) Author: Margaret Gill

Lyonnesse: The Well Between the Worlds (2009)

Author: Sam Llewellyn Gimble Porth and the Grand Opening

(2009)

Author: Simon Millichip and Maggie Morgan Lyonesse: Dark Solstice (2010) Author: Sam Llewellyn

The alone alternative (2014) Author: Linda MacDonald Death at Bishop Rock (2014) Author: Hugh Trevor Table 3.3 Organic image sources referring to the Isles of Scilly

It has been recognised that the intrigue with islands and the island image, has both informed and been informed by literature, the arts and popular culture (Royle, 2001). Parlow (2007) suggests that the Isles of Scilly have long exercised the imagination of storytellers and historians due to their mystery, romance and beauty. Literature often employs real life locations as settings for its narratives (Busby and Laviolette, 2006) and the Isles of Scilly has been used to this end, providing settings for a number of books. Sam Llewellyn chose the Isles of Scilly as the setting for his novel, Hell Bay (1984), while children’s Author Michael Morpurgo set both The Wreck of the Zanzibar, first published in 1995, and Why the Whales Came, first published in 1985, on the islands. Real island settings allow the reader to form a greater understanding of place, community, and their way of life, heightening the readers’ sense of place and contributing to their image formation. Myths and Legends, of which there are a number relating to the Isles of Scilly, are also influential in destination image formation.

Baldacchino (2005) argues that the popularity of islands, within literature, stems from their ability to lend themselves to fantasy and mythology. A number of authors have identified legends relating to the Isles of Scilly where the islands are said to be “the undersea land of Atlantis” (Parlow, 2007, p. 1), the lost islands of Lyonnesse (Thomas, 1985; Parlow, 2007) and associated with the death of King Arthur (Bowley, 1968). Thomas (1985, p. 265) comments on Tennyson’s portray of Lyonnesse:

“As for the notion of Lyonnesse, though there can be no suggestion that Tennyson invented this, he found it, enriched it, altered its direction and provided the Isles of Scilly with a completely new literary dimension”.

That a number of organic sources, relating to the Isles of Scilly, are identifiable (previously illustrated in Table 3.3) makes them an interesting and relevant case study for this research.

99 3.2.3 Segmentation and niche tourism

This research aims to ascertain the feasibility, of image based segmentation, in distinguishing between tourists visiting island destinations. Leisen (2001) has commented on the value of such a study, suggesting that segmentation based upon visitor perception, or more specifically, destination image, could be useful in identifying a multitude of visitor profiles. The

aforementioned literature review revealed the success of typologies, used in segmentation, that focused on either a particular destination (Wickens, 2002), activity (Phillips and Brunt, 2013), or type of tourism (Mehmetoglu, 2005). Furthermore, the ability of tourist behaviour (Frochot, 2005; Park and Yoon, 2009; Almeida et al., 2014) and motivation (Boorstin, 1971;

Cohen, 1972; Hsieh et al., 1992; Rao et al., 1992; Lang and O'leary, 1997; McKercher, 2002;

McKercher et al., 2002; Dolnicar and Leisch, 2003; Beh and Bruyere, 2007; Spencer and Holecek, 2007; Park and Yoon, 2009; Phillips and Brunt, 2013) to segment tourists was well documented. Behaviour and motivation has not only proven to be influential in segmentation, but also in the formation of destination image (Mayo and Jarvis, 1981; Um and Crompton, 1990; Stabler, 1995), which suggests these variables could be fundamental in image based segmentation. This highlights the importance of market niches as motivation to visit a specific destination. Participation, in niche tourism, could be key in differentiating between groups in image based segmentation. To fully realise the potential of image-based segmentation it may be crucial that a range of motivations and activities cause tourists to travel to the destination.

This discussion seeks to exhibit the varied product offered, and niche markets catered to, by the Isles of Scilly, in order to demonstrate their value as a case study location.

The Isles of Scilly have a diverse product offer yet almost all activities and attractions involve direct engagement with the natural environment. Coccossis (2002) comments how islands have long been recognised as destinations for tourism as well as principal attractions in their own right. This is certainly true in the case of the Isles of Scilly, where both the landscape and

100

seascape are integral to the islands appeal as a tourism destination. Shifting trends are identifiable, in modern tourism, where non-traditional and remote destinations have gained popularity, due to tourist desires to explore (Cracolici and Nijkamp, 2009). Uninhabited islands in particular provide a setting which satisfies human desires of escapism (Ramsay, 1972). The Isles of Scilly cater to this trend with both inhabited and uninhabited islands to explore. It has been identified that “the Islands possess a diversity of scenery that belies their small scale.

Panoramas of sea and sky are punctuated by lenses of low-lying land. The archipelago combines rugged granite cliffs and headlands, sparkling sandy bays, hidden coves, shifting dunes and saline lagoons” (AONB, 2010, p. 17). The islands also boast beautiful beaches with turquoise water and fine sand (Visit Isles of Scilly, 2015a).

There is a significant effort to protect and conserve the natural environment. The entirety of the Isles of Scilly is an Area of Outstanding Natural Beauty (AONB), a non-statutory marine park and all coastlines are heritage coasts. The islands are also a Special Area of Conservation (SAC), Special Protection Area (SPA), RAMSAR site and host a further 26 Sites of Special Scientific Interest (SSSIs) (Bamber, 2011). These designations, conservation and protection efforts give rise to three forms of niche tourism; ornithology or wildlife tourism, archaeology and botany.

The first niche to discuss is that of wildlife tourism, with a specific focus on ornithology as “the Scillies attract an unparalleled number of rare birds” (Chapman, 2007, p. 92), but also host a number of species breeding on the islands include puffins, Manx shearwaters and storm petrels. Birdwatching is now recognisable as a significant niche, taking birdwatchers to marginal destinations, contributing to their emergence as niche tourism destinations (Connell, 2009). As such many islands have gained popularity through birdwatching, including those of the Torres Strait, the Isles of Scilly, Fair Isle and more distant groups including the Chatham Islands, the Faroes and the Falkland Islands (Connell, 2009). It has been noted that “the Scillies

In document The Island Image: A Means of Segmentation (Page 108-123)