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.

1. Responsible Edutainment in the
Tourism System
Stuart Moss – s.moss@leedsmet.ac.uk
www.entertainmentplanet.eu

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).

7. 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)

8. The entertainment industry
Media Live Events
Visitor Attractions

9. 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).

10. Edutainment
‘Entertainment that is designed to promote
knowledge and learning’
(Moss, 2009)

11. (Moss, 2009)

16. Leiper’s Tourism System Model, source: Mason (2003, p.11).

17. The Gambia

18. 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)

19. 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

20. Irresponsible Tourism
• Sex tourism
• ‘Bumsters’
• Throwing gifts to children from moving
vehicles
• Giving sweets to children
• Disrespecting Islamic cultural norms
• Photographing people without permission

22. Albreda / Juffureh

24. Albreda / Juffureh
• UNESCO word
heritage site
• Historical
connections to
slavery
• 1,805 residents
(World-
Gazetteer, 2010)

26. Problems
• Persistent mass begging
• Pick pocketing
• Over-zealous traders
• Tourists bringing ‘sweets’
• Tourists inappropriately dressed

27. 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

33. 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….

34. Seconds later he
was killed by an
express train.
Thank you
Gracias
Any Questions?

35. References
• CIA. (2010) World factbook: The Gambia. [Internet] URL available
from:<https://www.cia.gov/library/publications/the-world-
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-
gazetteer.com/wg.php?
x=&men=gcis&lng=en&des=wg&srt=npan&col=abcdefghinoq&msz=1500&g
eo=-88> Accessed 31st
October, 2010.