Contemporary Issues in Travel and Tourism

This report examines contemporary issues and trends impacting the travel and tourism sector, focusing on Brazil and the airline company EasyJet. It analyzes factors driving change, evaluates current trends, and develops strategies for EasyJet to respond to these changes, using SWOT and PESTLE analysis. The report also discusses the potential consequences of failing to adapt.

CONTEMPORARY ISSUES
IN TRAVEL AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analysis of issues currently driving change in travel and tourism sector in Brazil..............1
1.2 Analysis of different issues using appropriate methods and resources.................................2
TASK 2............................................................................................................................................3
2.1 Evaluation of current trends influencing change in the travel and tourism sector................3
2.2 Analysis of current trends using appropriate techniques and resources...............................4
TASK 3............................................................................................................................................5
3.1 Analysis of how travel and tourism sector can respond to change.......................................5
3.2 Developing of strategies on how travel and tourism sector can respond to change..............6
3.3 Justification of strategies for how Easy-jet can respond to change......................................6
TASK 4............................................................................................................................................7
4.1 Analysis of impact of issues and trends that drives changes in travel and tourism sector....7
4.2 Likely consequences of business following to meet the changes.........................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Travel and tourism is one of the most emerging sector that has undertaken changes at
very large scale. There are various contemporary issues and emerging trends that has been going
in travel and tourism sector (Novelli, 2015). Present study will lay focus on travel and tourism
trends going in Brazil. Tourist destination like Brazil has various famous and popular places to
visit that includes Rio de Janeiro, Salvador capital of Bahamian state. Also, study will lay keen
emphasis on Airline company Easy-jet. It is a British low cost carrier headquartered in London.
It operates domestic and international scheduled service on over 820 routes in more than 30
countries. Report will highlight issues currently driving change in the travel and tourism sector.
It will also lay emphasis on current trends em-phasing change on travel and tourism sector. Study
also focuses on analyse the impacts of issues and trends that drive change in the travel
and tourism sector.
TASK 1
1.1 Analysis of issues currently driving change in travel and tourism sector in Brazil
Tourist destinations like Brazil are facing several issues that are driving changes in this
sector. It is one of the major concerns of the tourist department. Tourism sector in Brazil are
facing several challenges in terms of security and threats for the travellers. They have also
engaged in standardizing global products which is one of the key issue faced by Brazil tourism.
Also, change in political conditions is becoming major challenge for tourism industry of Brazil.
This factor has hindered their growth aspects. Issues driving changes can include the following:
Low cost airline: Brazil tourism destination also provides low cost airline services to
their clients in order to attract more consumers. Increase in price of fuel is becoming one of the
major challenge for tourism sector. It makes travellers think about twice to visit any tourist
destination. Tourism industry in Brazil has faced decline due to rise in price of fuel (Smith,
2015). This has ultimately resulted in decrease in the gross domestic income of region because of
high increase in cost of fuel.
Technology: Travel and tourism sector in Brazil is making use of advancing technology
like promoting their goods and services through social media channels. With the advancing
technology like internet and mobile phones, tourism industry in Brazil has faced major
challenges. It is because by being connected with other people like family, friends and relatives
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through phone, passengers do not prefer to travel. They do not think of travelling across the
globe and save money by this.
Change in lifestyle: Tourism industry in destination like Brazil is also one of their major
concern. Like for example for attracting travellers towards their place, tourism industry needs to
analyse their current trends which includes a lot of cost.
Terrorism: Tourism destination like Brazil is also affected by terrorism. Because of it
more tourist think twice before visiting the destination The environmental factors like pollution,
change in climatic conditions such as occurring of flood, unstoppable rains and many more
aspects has also hindered the growth of tourism sector in Brazil. It is becoming one of the major
challenge for travel and tourism industry working over there. This is one of the reason for
emerging changes in this sector. Country needs to lay emphasis on this (Novelli, 2015).
1.2 Analysis of different issues using appropriate methods and resources
Travel and tourism industry in Brazil is at boom period. It creates high rate of income and
employment opportunities for diverse ranged of people. But these industries also face different
issues that may include the following:
Globalization: It is also one of the measure issue faced by tourism destination like Brazil.
Because of globalization more people visit this place, which leads to increase in profit and
revenue. With the rise in tourism industry, the economic income of the region has also been
increased. It has lead to operational growth of travel and tourism sector in Brazil (Pearce and
Butler, 2016). Ecotourism is also one of the major issue that has been faced by this industry. In
this responsibility has been given to tourist to travel responsibly. Also, the tourism sector of
travel and tourism industry needs to lay keen emphasis on social life of people travelling to their
place. If the sector is not engaged in understanding the attitude and belief of travellers, then this
can hurt their sentiments which can lay negative impact on the travel and tourism sector in
Brazil.
Loss of culture: Sometimes cultural value of the tourists place gets degraded if most of
the construction are been done on the archaeological structure. Tourism industries in Brazil
needs to lay keen emphasis on culture and value demands of individual travellers who are
coming to their place for visiting (Smith, 2015). Following cultural aspects by the tourism sector
will lay a positive impact in the mind of travellers. This will support them in increasing their
profit as well as revenue.
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Environmental effects: Tourism sector in Brazil also have a positive impact on the
environment. It is because, they are engaged in creating employment opportunities for most of
the varied regions. Also, various other issues like accommodation, transportation facilities, food
and beverages is becoming one of the challenge that is been faced by travel and tourism sector in
the region. Laying emphasis on this can attract more of the global travellers towards them. This
can enhance the profitability of tourism sector.
TASK 2
2.1 Evaluation of current trends influencing change in the travel and tourism sector
Travel and tourism sector in Brazil is involved in following the current trends that has
helped them in increasing the efficiency and operational productivity of business. These trends
can include the following:
Medical tourism: Medical Tourism is where people who live in one country travel to
another country to receive medical, dental and surgical care while at the same time receiving
equal to or greater care than they would have in their own country Brazil tourism sector has been
engaged in using medical tourism to attract and retain their travellers.
Adventure tourism: It is a type of tourism which provides travellers to explore various
niche areas and make there travelling experience mesmerised. They have make an appropriate
use of digitalisation. To retain customers various techniques like doing booking for a destination
through online booking app has increased their consumer base (Pearce and Butler, 2016).
Sex tourism: This type of tourism is where people are interested in travelling because of
sex and specially with prostitutes. They feel that sex makes there travelling experience better.
Also, making consumers aware through social media websites like Facebook, Instagram and
Twitter has supported travel and tourism sector of Brazil to explore wider range of consumers.
Rural tourism: Rural tourism focuses on actively participating in a rural lifestyle. It can
be a variant of ecotourism. Many villages can facilitate this tourism as it becomes there source of
earning. It has also been analysed that the travellers are more comfortable by booking the flights
and air ticket with the help of online services. It is one of the major current trend that has been
followed by travel and tourism sector in Brazil.
Dark tourism and extreme tourism: These are also the type of tourism which are been
followed by tourist destination. In this cultural aspects are been followed by tourism industry to
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promote company. It is also one of the unique trend that has been followed by travel and tourism
sector in Brazil. The main purpose this tourism is the exploration of food. Travel and tourism
sector is engaged in offering wide variety of food and beverages to their customers. It has made
consumers aware about the food offered in their region. Also, travel and tourism sector in Brazil
is engaged in making use of ecotourism to lay positive impact.
2.2 Analysis of current trends using appropriate techniques and resources
Travel and tourism sector in Brazil has been following various current tends to enhance
their quality of services. These trends include the following:
Trends like sex, grey and adventure tourism lays keen impact on the tourist industries
operating in Brazil. These type of adventure activities attract most of the travellers. It is one of
the major current trend that has been undertaken by the travel and tourism sector in Brazil. They
have been engaged in providing the best services to their travellers in order to make their journey
more amazing and mesmerising. This has helped them in attracting more travellers and tourists
towards them. Also, extra services are been provided by tour operators in Brazil to their
passengers. Like for example wash-room facilities is given in every airline company of the
region.
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Illustration 1: Increase in income through
travel and tourism sector
Source: (Emerging trends in travel
and tourism, 2017)

Travel and tourism sector in Brazil is also engaged in enhancing their quality of services by
improving their infrastructure facilities. Adventure tourism makes the travelling experience of
people more mesmerising. They tend to provide their travellers with safe and secure
infrastructure. Like for example the infrastructure is built with unique designs and art in order to
attract more consumers. This has supported them in increasing their profitability and revenue. 52
% of tour operators provides fully facilitated infrastructure facilities to their travellers (Sönmez,
2013).
Brazil travel and tourism is involved in following this recent trend of adventurous trip. In
these travellers are been offered with the various adventures to like water sport activity,
paragliding, tracking so that they can make their trip more mesmerising and memorable. This
trend followed by travel and tourism sector has attracted large range of travellers or passengers.
It has supported them in increasing their economic growth. It has been analysed that 47 to 53%
of travellers in Brazil wants to opt for the adventurous trip (Sönmez, 2013).
In this trend 43% of travellers or tourist of Brazil has spent their holiday by staying in
local areas of the region. It is one of the most emerging trends followed by travel and tourism
sector. It has increased the economic income of the tourism sector. More employment
opportunities are created because of this.
TASK 3
3.1 Analysis of how travel and tourism sector can respond to change
Easy-jet can respond to change in various ways. The airline industry can think of the
strategies in order to establish modifications. This can be explained through various models like
PESTLE and Swot analysis. During the time of change or company undertaking wider changes
must be engage in having effective communication with their employees so that they can get
stick to firm during the time of alterations (Smith, 2015). This can create employee loyalty in
Easy Jet. Also, company must engage in changing strategies with change in consumer trends and
preference. Travel and tourism sector like Easy-jet can involve in hiring and recruiting staff that
are self efficient and easily adjust to changing environment.
Airline industry have responded to changes in positive manner. They have been engaged
in providing extra benefits to their travellers. Like for example loyalty development program like
giving discount on the travel package and airline services has supported firm in creating
consumer loyalty. This has provided assistance to firm in easily adopting to the changes. Also,
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firm is involved in following the recent trends like designing the services according to the needs
and demands of customers has supported them in adjusting to changes. Also, Easy-jet is involved
in giving extra facilities like making the flight tickets booked from the online platform.
The travel and tourism sector has been engaged in promoting their brand through social
media channels (Cooper and Hall, 2017). They have responded to changes by analysing the
trends followed by the competitors. This has supported them in gaining competitive advantage.
When implementing changes they make consumer as well as their employees aware about the
same, in order to enhance their productivity. Negotiation for establishing alterations are also
been done by them, so that modifications are been easily implemented. This has helped and
supported Easy-jet airline company in growing and establishing their market.
3.2 Developing of strategies on how travel and tourism sector can respond to change
Travel and tourism sector such as Easy-Jet can respond to change by developing various
strategies. They can engage in making use of model like SWOT analysis to adopt changes easily.
SWOT analysis can support company in knowing about their strength, weakness, opportunities
and threats that may help them in establishing their enterprise in changing trends. It includes the
following:
Strength: Strength of the firm is internal factor that can support them in adopting to
changes. During the time of changes the company can lay focus on their human resources so that
they can create employment loyalty. Also, doing negotiation with stakeholders can assist firm in
gaining competitive advantage during the time of changes. Firm must make sure that in travel
and tourism sector companies strategic goals matches with their employees (Connell, 2013).
Weakness: It is also one of the internal factor that can affect working of Easy-jet during
the time of changes. Not providing training and development to workers while implementing
alterations can act as weakness of the firm. Not following recent trends like providing
adventurous trips and fully facilitated infrastructure during the time of boarding can make them
lose their travellers. This can hamper growth of Easy-jet.
Opportunities: Easy-jet can engage in creating opportunities by doing market research
about the competitors' product. They must also involve in enhancing the quality of their services
so that firm can gain competitive advantage. This will support them in increasing their growth
aspects. Also, it may help firm in responding to change and following the recent trends.
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Threat: Easy-jet can face threats if they are not engaged in making use of advancing
techniques. Like for example firm is not making utilization of online app and giving travellers
advantage of doing booking through it can act as threat for the company (Smith, 2015).
3.3 Justification of strategies for how Easy-jet can respond to change
Strategies can be developed by travel and tourist sector like Easy-Jet. Making strategies
for changes can support firm in overcoming challenges, this can help them in establishing their
brand image. For this they can make use of model like PEST analysis. It includes the following:
Political factor: It includes laws, policies and procedures implemented by the
government which needs to be followed by travel and tourism sector. This can lay negative and
positive impact on their growth. There are various acts like safety act, consumer protection that
needs to be followed by Easy-jet (Moutinho, 2011). Like for example imposing of high taxes on
booking of flight tickets can make travellers travel through train instead of air transport. Also,
not following it can make their image in negative in front of government of that region.
Economic factor: These factors includes inflation rate, fiscal policy, labour rate. Changes
in policies related to it can lay great impact on the working of Easy-jet. Like for example rise in
rate of labour can increase the operational cost of firm. For this they need to make severe
strategies. It includes involving in market analysis so that company have an idea about economic
condition of any region where they are expanding.
Social factor: Easy-jet must be engaged in designing products according to the needs,
demands and taste preference of their travellers. It will support them in adopting and responding
to change. Also, adhering to values, beliefs and thoughts of passengers can help firm in gaining
competitive advantage and adopting to changes. Also, it can create their good image in mind of
consumers.
Technological factor: Company can involve in making use of advancing technology so
that they can gain advantage of it. Travellers will only prefer easy-Jet when they make use of
new techniques instead of traditional one.
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TASK 4
4.1 Analysis of impact of issues and trends that drives changes in travel and tourism sector
Travel and tourism sector like easy-jet has been impacted by several issues and trends
because of which the firm has undergone various changes. This can be explained by porters five
forces.
Risk of entry by potential competitors:- Tourism industry can get impacted by entry of
potential competitors. Climate change can also affect entry of competitors. It is one of the major
issue that has been faced by airline company Easy-jet. Rising temperature, flood, continuous
rain, can hamper the work of travel and tourism sector. It can decrease their profitability and also
high risk is involved while travelling when climate changes is occurring in any of the region.
Drastic changes in climate can result in crash of air crafts and can even lead to death.
Rivalry among current competitors: Easy-jet decision making process can get impacted
by the current competitors. Company must have the keen report of weather of the destination
where they are going to travel. Also, firm can make travellers also aware about this. Company in
order to overcome this can bring changes in time of travelling.
Bargaining power of buyers: It means that buyers can bargain in so much extent that can
reduce the profit of Easy-jet. Travel and tourism sector like Easy-jet company is also engaged in
making use of products that is available whole around the globe. It has laid a huge impact on
travel and tourism industry as the uniqueness related to goods and services has been diminished
by the firm. For this they must make use of those products which are been demanded by the
customers. They can make suitable strategies related to these changes.
Bargaining power of suppliers: Suppliers bargaining power means increasing cost of
labour or raw material. By adhering to the key changes in environment Easy-jet needs to re-
design their organisational structure. Firm needs to make their employees understand about the
changes. These alterations can hamper their growth and productivity. It needs to be addressed
first to establish their share in the market (Cooper and Hall, 2017).
Threat of substitute product: Easy-jet company can also get affected because of
substitute products. Also, going with the emerging trends like solo female travellers, adventurous
trips, food tourism can establish a unique image of them in the market. This can help them in
enhancing their efficiency as well as profitability. Also, making consumers aware through social
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media websites like Facebook, Instagram and Twitter has supported travel and tourism sector of
Brazil to explore wider range of consumers
4.2 Likely consequences of business following to meet the changes
If changes and alterations are not been properly addressed by Easy-jet company than this
can hamper their profitability and reduce their operational efficiency. Also, they can lose their
consumer base and also affectivity related to the business can be reduced. Company must make
changes according to the needs and demands of their clients so as to gain competitive advantage.
It can help them in establishing a unique image in the market. Also, not adhering to changes and
alteration in severe consequences can make them close their firm. They can occur a huge loss
because of it. To avoid loss industry should be involve in making necessary changes. It can help
the Easy-Jet airline company in growing. They must also engage in making use of advancing
technology so that industry is able to attract more customers. If Easy-Jet is not engaged in
adopting the changing environment and making use of advancing technologies than it can lose its
consumer base. Growth of the firm can be hinder because of it. Also, not adjusting to
environmental changes can make competitors take there place and profit and revenue of firm can
be decreased.
CONCLUSION
From, the above study it has been summarised that travel and tourism has faced severe
changes in their sector. They have engaged in making use of emerging trends that has helped
them in enhancing their revenue as well as profitability. Also by this they were able to create
more employment opportunities. Changes like advancing in technology has supported them in
attracting more customers. From changes in climate firm has suffered severe loss. Also, travel
and tourism sector has improved infrastructure facilities to gain advantage.
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REFERENCES
Books and Journals
Novelli, M. ed., 2015. Niche tourism: contemporary issues, trends and cases. Routledge.
Sönmez, S.F., 2013. Tourism, terrorism, and political instability. Annals of Tourism
Research.25(2). pp.416-456.
Pearce, D.G. and Butler, R. eds., 2016. Contemporary issues in tourism development (Vol. 6).
Psychology Press.
Buhalis, D. and Laws, E. eds., 2011. Tourism distribution channels: Practices, issues and
transformations. Cengage Learning EMEA.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Connell, J., 2013. Contemporary medical tourism: Conceptualisation, culture and
commodification. Tourism Management.34. pp.1-13.
Cooper, C. and Hall, C.M., 2017. Contemporary tourism. Routledge.
Spenceley, A., 2012. Responsible tourism: Critical issues for conservation and development.
Routledge.
Smith, M.K., 2015. Issues in cultural tourism studies. Routledge.
Online
Emerging trends in travel and tourism. 2017. [Online]. Available through
<https://www.smartsheet.com/request-for-proposal>.
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