This section will now address the final component of Pulau Segayang’s island tourism development framework – the dive and fishing tour operators that the resort works with to market the resort. As Coral Cove Resort caters almost specifically to Singapore’s domestic outbound market, it was then necessary for the resort to seek out marketing support from Singapore’s local tour operators, including niche operators such as dive and fishing operators. The pattern of cooperation between the resort and their partnered dive operators is different from the pattern of cooperation between the resort and fishing operators plus travel agents. This difference in cooperation is described and examined in this section to illuminate the different relationships developed between the resort, the external tour operators and guests. The cooperation between the resort and their partnered dive operators unfortunately did not develop smoothly and the resort had to constantly re-evaluate their relationships with various dive operators (the resort has dealt with two different dive operators thus far) and to change the methods of operating the dive trips to the island. Their differences are based on professional and personal reasons, and it is not necessary to discuss the problems extensively here. What I would like to discuss though is the pattern of cooperation that was established.
The resort initially worked with a single dive operator that holds exclusive rights to bring dive groups to the resort. The resort would handle the transport arrangements from Singapore to Pulau Segayang and back, and provide accommodation plus meals for guests whilst the dive operator would be responsible for introducing guests to the resort and taking guests out on dive trips during the duration of stay at Coral Cove Resort (field observation). Thus, the resort provided the accommodation, dive site and facilities whilst the dive operators brought in their customers to the island and provided specialised dive services. The dive operator acts as the middleman between the resort and guests, and the dive operator pay the resort based on agreed rates according to the number of divers they bring in whilst subsequently charging guests their own rates. This arrangement was necessary as the competition for alternative dive destinations in the region is intense with islands in Malaysia (such as Pulau Tioman, Pulau Aur and Pulau Redang), and other Indonesian islands, such as Sipadan, Manado and Bali), along with numerous sites in Thailand and the Philippines, competing to attract scuba divers as well. As a new destination site, Pulau Segayang lacked the popular image and established reputation associated with other dive destinations and thus needed additional marketing aid to boost its visibility amongst Singapore’s dive market. This cooperative arrangement with the dive operators would then help to advertise the resort and to bring in guests, whilst at the same time providing revenue for the dive operators. Additionally, Pulau Segayang offers an alternative dive destination during the monsoon months which closes off other locations in Malaysia, such as Pulau Tioman, and allows for continual dive operations for the dive operators (per. comm., A. Tan, 10/06/06).
The sport itself is highly technical, requiring the use of a wide range of sophisticated diving, navigation and safety equipments, and a near total dependence on the natural marine environment and its associated natural attractions (Davis et al. 1996). Divers usually undertake dives in a group and with at least one dive master/instructor per eight divers to ensure the divers’ safety, and all divers have to complete a basic course or show certification before being allowed to dive (per. comm., A. Tan, 10/06/06)..
The dive operator accompanies their customers from Singapore to Pulau Segayang, stays at the resort with their customers for the entire trip, is responsible for organising all dives and then follows them back to Singapore again, repeating this pattern on a subsequent trip with a new group of divers. The logistical and technical arrangements in organising a diving group are quite significant and it is with the cooperation of dive operators who are trained with specialised technical knowledge plus are actively involved in the dive market that will help the resort promote itself as a dive destination and provide technical support that the resort previously did not have.
Alternatively, recreational fishermen, or anglers, are able to undertake their activity, fishing, on their own or with a group if they choose so, and are also less dependent on technical equipments. Thus, it was not necessary for Coral Cove Resort to appoint a single fishing operator to market the resort. Instead, a number of fishing operators in Singapore were approached to request for their help in promoting the resort and the fishing opportunities available. Similarly, other leisure guests to the island, recommended by a number of Singapore-based travel agencies that Coral Cove Resort works with, do not need the technical expertise of dive masters/instructors and are able to undertake the journey on their own. In these cases, the fishing operator or travel agent simply takes on the role as promoter, recommending the resort to their
customers and in the process earning a cut with every confirmed sale. These fishing operators and travel agents are usually not required to accompany guests on their trips and thus do not normally participate in the activity alongside with the guests, unlike the dive operators.
In comparison, the role and the relationship of the fishing tour operator with potential guests are far less engaging and interdependent as compared to the relationship between divers and their dive operators. Divers that come with the dive operators then take on the dual role of being paying guests to the resort and as customers to the dive operators. Additionally, the relationship between dive operators and the staff and management of the resort will be also be a lot more interactive with the dive operators physically being on the island with their divers. This should mean that both the resort and the dive operator work together to present a tourism product that is desired and appreciated by the guests. Unfortunately, as the professional relationships between the resort and their dive operators have since broken down, the resort has decided to change its dive operation pattern and to run dive trips in-house instead. It will be interesting to note how the pattern and profile of divers might change, and the subsequent marketing strategy the resort adopts to attract divers. One issue the management will have to consider is the certification of divers – the previous dive operators have been bringing divers who are on their test practical dives to attain their certification, after going through the theory course with the dive operators in Singapore (per. comm., A. Tan, 10/0606). Mr Ng is confident that the dive portion of his tourism product will not be affected by this change and believes that not only will the resort gain from this change but that they will now be in control of providing a total quality experience to potential divers. Thus, the pattern of cooperative
arrangements is still evolving and maturing as the resort discovers through experience what works in their best interest.