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Sustainable Edutainment in the Tourism System
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Sustainable Edutainment in the Tourism System


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This presentation deals with the need for edutainment based attractions in the tourism system to be sensitively managed in order to achieve a viable sustainability. A case study is given of Albreda / …

This presentation deals with the need for edutainment based attractions in the tourism system to be sensitively managed in order to achieve a viable sustainability. A case study is given of Albreda / Juffureh in The Gambia.

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  • 1. Responsible Edutainment in the Tourism System Stuart Moss –
  • 2. In this session • Entertainment and the entertainment industry • Edutainment • Case Study: Albreda & Juffureh, The Gambia
  • 3. What is entertainment? • ‘that which affords interest or amusement’ (OED, 2008) • ‘an activity that is diverting and that holds the attention’ (Wordnet, 2008) • ‘amusement or diversion provided especially by performers’ (Merriam-Webster, 2008)
  • 4. Entertainment ‘Anything that can engage or captivate an audience’ (Moss, 2009)
  • 5. Emotions ‘A reaction involving certain physiological changes, such as an accelerated or retarded pulse rate, the diminished or increased activities of certain glands, or a change in body temperature, which stimulate the individual, or some component part of the body, to further activity’ (MSN Encarta, 2008).
  • 6. The entertainment industry ‘The collection of bodies that exist globally, which provide products (both tangible and intangible) that have a primary purpose of engaging or captivating an audience’. (Moss, 2009, p.4)
  • 7. The entertainment industry Media Live Events Visitor Attractions
  • 8. The entertainment industry • 18 unique sectors, which are as follows: – Staged Story and Variety; – music; – bars, pubs and clubs; – cinema and film; – broadcast media; – audio-visual media; – the internet; – gaming – printed media; – commercial gambling; – spectator sports; – thrillertainment; – edutainment; – sellertainment; – culturtainment; – spiritual entertainment; – health entertainment; – and adult entertainment Worth around US$1 trillion annually (Vogel, 2007).
  • 9. Edutainment ‘Entertainment that is designed to promote knowledge and learning’ (Moss, 2009)
  • 10. (Moss, 2009)
  • 11. Leiper’s Tourism System Model, source: Mason (2003, p.11).
  • 12. The Gambia
  • 13. The Gambia • Republic of the Gambia since 1965 • Median population age 18 • Average life expectancy age 54 • 1% of adults have AIDS or are HIV+ • 90% of population are Muslims • GDP - 180th in global index of 229 countries • Main industries – Peanuts, fish, animal skins, tourism (CIA, 2010)
  • 14. Tourism in The Gambia • Since late 1960s • Mainly UK, Germany, Holland and Scandinavian countries • Winter destination • Well maintained airport • Concentrated on coast • No planning permission needed for foreign investors
  • 15. Irresponsible Tourism • Sex tourism • ‘Bumsters’ • Throwing gifts to children from moving vehicles • Giving sweets to children • Disrespecting Islamic cultural norms • Photographing people without permission
  • 16. Albreda / Juffureh
  • 17. Albreda / Juffureh • UNESCO word heritage site • Historical connections to slavery • 1,805 residents (World- Gazetteer, 2010)
  • 18. Problems • Persistent mass begging • Pick pocketing • Over-zealous traders • Tourists bringing ‘sweets’ • Tourists inappropriately dressed
  • 19. Solutions • Locals ‘educated’ • Tourists ‘educated’ • Locals given official tour-guide jobs • Formal ‘craft’ markets established • Tour operators charged a ‘tourist tax’ of 50 Dalasi per head (1.85US$) • Official ‘donation points’ • School children stage organised performances
  • 20. The unmanaged tourist…. The unmanaged tourist was walking through the jungle, when he came across a set of tracks…. ‘I wonder which animal made these tracks’ thought the unmanaged tourist as he stood over them….
  • 21. Seconds later he was killed by an express train. Thank you Gracias Any Questions?
  • 22. References • CIA. (2010) World factbook: The Gambia. [Internet] URL available from:< factbook/geos/ga.html> Accessed 31st October, 2010. • Mason, P. (2003) Tourism impacts, planning and management. Oxford, Butterworth-Heinemann. • Moss, S. (ed) (2009) The entertainment industry: an introduction. Wallingford, CABI. • Vogel, H. (2007) Entertainment industry economics. 7th ed. • World Gazetteer. (2010) Gambia: largest cities and towns and statistics of their population. [Internet] URL available from: <http://world- x=&men=gcis&lng=en&des=wg&srt=npan&col=abcdefghinoq&msz=1500&g eo=-88> Accessed 31st October, 2010.