Exploring the Phenomenon of Over-Tourism in Today's Travel Industry

The assignment content, titled 'Overbooked: The Exploding Business of Travel and Tourism,' is a compilation of various research studies and publications related to the travel and tourism industry. The collection includes articles on topics such as network analysis of tourism research, supporting innovation for tourism development, strategic management for travel and tourism, and more. It also covers key issues in tourism mobilities, information and communications technology (ICT) and market segmentation, internet marketing in tourism, global tourism, and future research directions in tourism marketing. The content includes a range of publications from academic journals, books, and online sources, providing a comprehensive overview of the rapidly evolving field of travel and tourism.

CONTEMPORARY ISSUES
IN TRAVEL AND TOURISM

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................................................1
TASK 1...........................................................................................................................................................................1
1.1Analysing issues driving changes in travel and tourism sector ...........................................................................1
1.2Analysis of different types of current issues........................................................................................................2
TASK 2...........................................................................................................................................................................3
2.1Evaluating current trends influencing the changes in travel and tourism sector..................................................3
2.2 Analysis of current trend using appropriate techniques......................................................................................3
TASK 3...........................................................................................................................................................................3
3.1Analysing how international Airlines Group businesses could respond the changes..........................................3
3.2 Developing the strategies for the travel and tourism business in order to respond the changes.........................5
3.3 Justifying the strategies for travel and tourism business to respond the changes...............................................6
TASK 4...........................................................................................................................................................................7
4.1 Analysing the impacts of issues and trends that drive change in the travel and tourism sector..........................7
4.2Discussing consequences of businesses failing to respond market change with respect to Myla travel and
Thomas Cook ...........................................................................................................................................................8
CONCLUSION...............................................................................................................................................................9
REFERENCES................................................................................................................................................................1

INTRODUCTION
Travel and tourism industry plays an important role in development of global economy.
Furthermore, it support in economic growth by creating opportunities for businesses and related
to employment. One of the major focuses of this industry is to carry out unique and innovative
services for attracting large number of tourists. Present report is based on Thomas Cook which is
a UK based tour operator in UK and it offers different types of facilities to their customers.
Further, this report provides understanding of current issues which is driving change in the travel
and tourism sector (Becker, 2016). It also covers the key issues faced by travel and tourism
along with their potential impact.
TASK 1
1.1Analysing issues driving changes in travel and tourism sector
In travel and tourism sector, there are different types of businesses which perform their
functions in an effective manner. Further, this is the fastest growing sector and contributes major
part in GDP for development of economy. There are different types of issues which are faced by
this sector and these changes are described below as :
Requirement of increase in security-It is considered as an important contemporary issue that has
resulted in various changes in travel and tourism industry (Benckendorff and Zehrer, 2013). At
the time of providing services to the tourists, Thomas Cook is required to ensure security of their
clients. There is an increase in terrorism along with the activities of theft which creates challenge
for those who are travelling. Thus, due to this kind of problems tour operator has to increase the
level of security so that the traveller does not face any type of problems.
Rise and fall of inflation- Thomas Cook is facing different types of issues because of unstable
economic conditions of UK. Recession and other financial crisis are some reasons which results
in affecting the overall demand of workers in the entire sector. Apart from this, people are not
able to travel because their f purchasing power is low (Carlisle and et.al., 2013).
Increase in environmental awareness- The stated tour operator aimed to protect environment
due to increase number of travellers and tourist. Businesses are now being forced by pressure
groups and other parties to take care of the environment under which they are carrying out their
business practises. For this, they are required to provide knowledge and information to their

customers so that they can contribute in protecting the environment (Evans, Stonehouse and
Campbell, 2012). Furthermore, there is increase in the level of pollution due to increases number
of flights and travellers in the country.
Advancement in technology- Due to the increase in the level of technology, Thomas Cook needs
to make certain changes in its technology in order to stay competitive in the market place. Social
media and different types of search engines provide facilities to people to explore about
destinations and help in planning their vacations. This can be used by Thomas Cook and
different hotels in order to carry out marketing and promotion of their services and products.
Thus, technological advancement has high level of impact on the overall operations and business
practises of businesses in travel and tourism sector (Falk and et.al, 2012).
These are certain aspects due to which the changes are introduced in the sector of travel
and tourism. The tour operators have to face difficulties to incorporate the changes in the firm.
1.2Analysis of different types of current issues
In the present scenario, different types of issues are faced which are analysed through
appropriate methods as well as resources. This includes gap between the demand and supply of
labour, changing need and demand of customers, changing laws related to tourism etc (Hannam
and et.al., 2014).
Environmental issues- Due to increase in the number of visitors has resulted in affecting
environment and lives of people in local community in negative sense. t. Further, there are
several issues which are witnessed that are changes in climate, pollution and resource depletion
etc (Moriarty, Jones and Rowley, 2008). This is considered as the major issue which is related to
the environment.
Security issue-If there is increase in number of tourists then the chances of terrorism and theft
also rises and such activities has direct impact on brand image of a destination. Even after
providing high level of security, the activities of terrorism is also increasing. Because of this,
people change thier decision with regards to selecting a destination of travel and tourism.
Economic conditions- Due to the decrease in UK economy the jobs of people are also cut down
by Thomas Cook. Furthermore, the rate of employment had got down this sector (Pesonen,

2013). Thus, the expenses on maintenance cannot be bear by the local authorities which lead to
deterioration of place.
Positive impact
Thomas Cook has made improvement in the environmental conditions and encouraged
green tourism among the people. This is helpful for welfare of society as well as citizens of the
destinations. Further, to be aware regarding the terrorism and theft it will help the authority to
provide appropriate level of security to tourists. Thus, it will help in attracting large number of
tourists so that economic conditions will also be improved (So and Morrsion. 2004).
Negative impact
During fluctuations in economy, Thomas Cook’s activities and operations gets affected
directly. Further, they are required to terminate contract of employment with their employees. In
hotels, there is less staff for serving people which has negatively affected the minds of visitors.
Thus, all of these factors negatively affect the destination and also creates obstacles in terms of
attracting more and more tourist (Theobald, 2005.).
TASK 2
2.1Evaluating current trends influencing the changes in travel and tourism sector
Covered in PPT
2.2 Analysis of current trend using appropriate techniques
Covered in PPT
TASK 3
3.1Analysing how international Airlines Group businesses could respond the changes
In order to analyse the response the changes in the international airlines group in travel
and tourism sector towards the changes in Thomas Cook have been selected. Thomas Coo is
considered as one of the famous tour operator which provides services to the travellers and give
offers and deals of the visitors destination in the world. There is one of the best method which is
used for examining the internal and external environment of the travel and tourism industry is by
conducting SWOT and PESTLE analysis (Tsiotsou and Ratten, 2010). With the help of these two
techniques that it helps to interpret the occurrence which identify the environment. With the help
of SWOT analysis of Thomas Cook assists in identifying the strengths and weaknesses for the

improvement and to succeed in the weak areas. Investigation of the different opportunities along
with the threats that supports and prepare for the challenges (Urry and Larsen, 2011).
Strengths
 This is one of the oldest travel company in UK
 Tour company engaged in the hotel as well as travel agency markets.
 They have all customized and flexible features which are available for the the purpose of
designing the holiday packages as per the requirement of customers. They almost covered 100 destination and provide services to 7 million people (Williams,
and Baláž, 2013).
Weaknesses
 They are persisting long term debt for the purpose of making susceptible in the
fluctuations of market. There is limited market share due the growth in the level of competition.
Opportunities
 It provide facilities such as online booking of the combined tour packages to the
customers.
 There is increase in the financial turnaround which is possible with the saving of costs. The tour operator can make enhancement in their activities through global concern
which leads to increase in the profitability (Wachowiak, 2016).
Threats
 There are some of the major competitor such as Thompson and Cox and Kings.
 Difficulties are faced by the company due to the changes in the regulation of the
government.
PESTLE Analysis
Political factors- In political factors, there are some of the government policies and regulation
which can affects the functioning of Thomas Cook in an effective manner. It have impact on the

travel agency in a particular state in which political stability does not affects the company. There
are some of the policies are framed by the Thomas Cook get affected due to policies of taxation
on the tourism sector.
Economic factors-Rates of exchanges plays a significant role in the international market of
Thomas Cook. There are inappropriate changes in the rate of foreign exchange will have impact
on the business of Thomas Cook. The rate of inflation and deflation in one of the country can
have effects on the economic sector of other countries by the industry of travel and tourism
(Cohen, Higham, Stefan and Peeter, 2014).
Socio-cultural factors- . Economy of UK is the strongest in Europe where there is increase in
the disposable income of the people and they can made expenditure in the tourism as high level
of expectation from the travel and tourism industry. There is increase in the demand of tourism
and people prefers go out once outside the country.
Technological factors- Technological factors includes the use of internet and to purchase online
is developing in UK. It is considered as opportunity for the people so that they can make their
plans as per their requirement and needs. The main objective of Thomas Cook is to be the top of
the online service provider and it can be possible with the help of using advanced technology.
3.2 Developing the strategies for the travel and tourism business in order to respond the changes
There are certain strategies which are adopted by Thomas Cook in order to respond the
changes and provide facilities for the enhancement in the activities of business in an appropriate
manner. The travel and tourism sector of UK using some of the different promotional activities
along the marketing strategies and make use of new products and services in the business. Thus,
it will raise their business and performance of Thomas Cook for the purpose of attracting large
number of customers (Sharpley and Telfer, 2014).
Through marketing mix and different strategies of marketing can be adopted by Thomas
Cook in order to overcome different issues and enhancement in the travel and tourism industry.
This can be done by providing different types of facilities such as customized holiday packages
that are on the basis of adventures, sports, cultural holidays and heritage. This provides facilities
to the tourists so that they can choose appropriate option as per their requirement. There is also
reduction in the taxes by the government and duties in travel and tourism sector which will
decreases the prices of the products which are offered by the tour operators. Furthermore, there

are different types of promotional activities are also adopted by the management of tour
operators in order to attracts large number of customer such as social media, magazines,
newspapers and journals (Reisinger, 2015). Through this various number of tools of marketing
Thomas Cook attracts customers by conveying their services to the people which will helps in
the enhancement of their customer base. One of the major focus of the Thomas Cook is to
provide entertainment activities such as hosting concerts for the customers and different services
in night life of the country which attracts the customers. Moreover, this will assists tourists to
stay for a long period of time at a destination so that it increases the level of profitability of the
firm. Apart from this, these activities are helpful for them as they can provide advertisement on
the different websites which are mostly used by the customers. Thus, it can be stated that there is
an appropriate connection between the Thomas Cook and London tourism as they provide
number of services along with the monetary benefits so that Thomas Cook can offers food and
accommodation services to the customers and they are willing to generate high level of profit for
he firm (Williams and Lew, 2014). Further, London tourism also provides facilities regarding the
management of different resources for the entertainment of the travellers at the time of tour.
Along with this, they also promote Thomas Cook to the people and so that people can enjoy
services of the company. Thus, Thomas cook different types of services to customers which are
helpful for attracting large number of visitors.
3.3 Justifying the strategies for travel and tourism business to respond the changes
There are some of the strategies which are selected for the implementation in Thomas
Cook for their business of tourism and it helps the industry for making changes and improvement
in the services for the visitors. There are different places at Greenwich for the destination of
tourists such as perfect evenings, palaces and museums. There is implementation of the
appropriate strategies of marketing which will satisfy the customers in an effective manner. They
also offers customized holiday packages and different services to the tourists which will helps I
satisfying the needs and requirement of customers as per their choice (Becker, 2016).
Furthermore, customized products includes different types of services by the travel agents which
assists them to earn high level of profit in context of providing services to the customers
according to their requirement.
In addition to this, with the help of using marketing programmes and appropriate use of
techniques of promotional will aware people regarding the different destination in the world.

There is decrease in the taxes and duties which are charged by the government will have impact
on the people who are mostly price conscious and for those people who can not afford high
prices for the purpose of travelling and tourism. Thus , with the help of this strategies the
business of the travel and tourism sector for the purpose of enhancement in service which
increases the profitability of the firm. Some of the changes in the conditions of market and also
as per the requirement of customers which increases the business of travel and tourism industry
in the Greenwich City. Thus, with the help of these strategies there are some of the modification
can be made by the tour operators which helps in managing the services which are provided by
the business as per the requirement of customers (Carlisle and et.al., 2013).
Furthermore, the stated tour operators provides appropriate services to customers as per
the requirement of customers and using different promotional activities which helps them to
attracting large number of customers for the destination. Thus, it can be stated that different
strategies of marketing helps the firm in order to attract large number of customers.
TASK 4
4.1 Analysing the impacts of issues and trends that drive change in the travel and tourism sector
It can be stated that the strategies adopted by a Myla Travel, Thomas Cook and The Travel
Network Group, has direct impact on the destination. This means at the time of selecting a
particular business strategy, one need to be very careful. The potential impact is mentioned
below as:
 Development of product and service- This can be termed as a very effective strategy
which can be used by the selected business enterprise in order to achieve higher growth
rate. Furthermore, it will have a direct and positive impact on destination as well as on
Myla Travel, Thomas Cook and The Travel Network Group, which are operating within
that destination (Hannam and et.al., 2014). The development of new product and services
within tourism will assist in making customers aware of different alternatives to choose
from. This will also play a very important role in terms of attracting more and more
travelers and tourist for the destination.
 Development of new market- It is another key strategy which can be used by businesses
in destination with an objective to enhance the volume of sales and profits. As per this
strategy, Myla Travel, Thomas Cook and The Travel Network Group, can enter new and

some potential market with same products/services related to tourism. This will help in
finding out new customer base and enhance the overall market share.
As per the current trend in tourism, businesses has started focusing more on the use of digital
marketing tools such as Facebook and Twitter. Companies in the selected destination can start
using modern marketing tools with an objective to create more and more awareness among
people in the market. This will have a positive and direct impact on overall operations and
activities of organization. On the other side of this, it can be argued that at present the major
issues faced by businesses here are related with changing need and demand of people such as
travellers and tourists. The current issue in travel and tourism has affected all the companies out
there in negative sense (Moriarty, Jones and Rowley, 2008).
4.2Discussing consequences of businesses failing to respond market change with respect to Myla
travel and Thomas Cook
It can be expressed that if businesses such as Myla Travel, Thomas Cook and The Travel
Network Group, completely gets failed to respond to market change all activities will be affected
in negative sense. In the modern era, change management and responding quickly to changes has
become very essential for overall success of companies. Furthermore, it is required by brands
such as Myla Travel, Thomas Cook and The Travel Network Group, to carry out changes in their
overall operations and business practises at regular intervals (Pesonen, 2013). According to the
provided case scenario, company such as Thomas Cook is planning to cut down 2500 jobs in UK
and this is one of the major threats to the entire travel and tourism sector of the country.
According to the article published in dailymail, Thomas Cook is required to carry out certain
changes in its overall business structure and also required to lower down its entire operational
cost. The crises occurred in market and unrest in some famous destination can be termed as the
key reason why the sales, profits of Myla Travel, Thomas Cook and The Travel Network Group
are declining. If the companies failed to respond to these changes then it will face obstacles in
terms of increasing demand and profits of the services offered. Furthermore, challenges can be
also observed in context of getting competitive advantage over other market players.

CONCLUSION
From the above carried out research report, it can be concluded that the travel and
tourism sector is one of the leading and most potential sector in the world. Furthermore, the
sector is facing high growth rate and wide range of issues. For example the issues are related to
environmental protection as nowadays the business practices and activities of tourism are
affecting environment in negative sense. On the other side of this, the issues faced by travel and
tourism sector are also related to security and changing economic conditions. It is required by
government and other development authorities to develop effective strategies which can be used
in order to overcome the issue. From the above carried out research report it can be concluded
that reputation and its brand name, quality and expertise in tour packages etc. are some key
strength of Thompson's which has helped the brand in long term growth and development. On
the other hand, increasing competition in the travel and tourism industry can be termed as the
key threat which has been faced by Thompson's. The selected business needs to introduce new
and innovative services which can help in attracting more number of travelers and tourist. Along
with this, the business also needs to carry out improvement in technology with an objective to
sustain in highly competitive marketplace.

REFERENCES
Books and journals
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Benckendorff, P. and Zehrer, A., 2013. A network analysis of tourism research. Annals of
Tourism Research. 43. pp.121-149.
Carlisle, S. and et.al., 2013. Supporting innovation for tourism development through multi-
stakeholder approaches: Experiences from Africa. Tourism Management. 35. pp.59-69.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Falk, J.H. and et.al, 2012. Travel and learning: A neglected tourism research area. Annals of
Tourism Research,39(2). pp.908-927.
Hannam, K. and et.al., 2014. Developments and key issues in tourism mobilities. Annals of
Tourism Research. 44. pp.171-185.
Moriarty, J., Jones, R. and Rowley, J., 2008. Marketing in small hotels: a qualitative study.
Marketing Intelligence & Planning. 26(3). pp.293 – 315.
Pesonen, A. J., 2013. Information and communications technology and market segmentation in
tourism: a review. Tourism Review. 68(2). pp.14 – 30.
So, A. S. and Morrsion, M. A. 2004. Internet Marketing in Tourism in Asia: An Evaluation of
the Performance of East Asian National Tourism Organization Websites. Journal of
Hospitality & Leisure Marketing. 11(4). pp.93-118.
Theobald, W. F., 2005. Global tourism. Routledge.
Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism marketing. Marketing
Intelligence & Planning. 28(4). pp.533 – 544.
Urry, J. and Larsen, J., 2011. The Tourist Gaze 3.0. London: SAGE Publications.
Williams, A. M. and Baláž, V., 2013. Tourism, risk tolerance and competences: Travel
organization and tourism hazards. Tourism Management. 35. pp. 209-221.
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Wachowiak, H. ed., 2016. Tourism and borders: contemporary issues, policies and international
research. Routledge.
Cohen, S.A., Higham, J.E., Stefan, G. and Peeters, P., 2014. Understanding and governing
sustainable tourism mobility: Psychological and behavioural approaches (Vol. 43).
Routledge.
Sharpley, R. and Telfer, D.J. Eds., 2014. Tourism and development: concepts and issues (Vol.
63). Channel View Publications.
Reisinger, Y., 2015. Transformational tourism: Host perspectives. CABI.
Robinson, P., Fallon, P., Cameron, H. and Crotts, J.C. Eds., 2016. Operations management in
the travel industry. CABI.
Williams, S. and Lew, A.A., 2014. Tourism geography: critical understandings of place, space
and experience. Routledge.
Online
Euromonitor international. 2014. [Online]. Available through
<http://www.euromonitor.com/travel-and-tourism-in-the-united-kingdom/report>.
[Accessed on 6th February 2017].
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