Analysis of Current Issues in Tourism

This assignment involves analyzing current issues in the travel and tourism domain, including research papers on topics such as sustainable tourism, tourist behavior, and impact of technology. The provided references include articles from reputable journals and books from publishers like Routledge and CABI. The assignment requires a critical examination of these sources to identify key trends and developments in the industry.

Contemporary issues in Travel
& Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Analyse issues which are currently driving change in tourism sector..............................1
1.2 Analysis of various issues by using appropriate methods and techniques.......................2
TASK 2............................................................................................................................................3
2.1 Evaluation of current trends influencing in tourism sector..............................................3
2.2 Analysis of current trends using appropriate methods.....................................................5
TASK 3............................................................................................................................................5
3.1 Analyse response towards change in travel and tourism sector.......................................5
3.2 Strategies development in relation to response to changes by selected business entity...6
3.3 Justify the strategies which are using in response to modification..................................7
TASK 4............................................................................................................................................8
4.1 Analysing on impacts of issues and trends that drive changes in travel and tourism sector.9
4.2 Consequences of businesses failing in response to market change..................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Sustainability of an organisation plays an important role when it comes to make profit for
a longer period of time (Becker, 2016). Here, contemporary issues are there that stay present in
external and internal environment which may create problem for a firm. Therefore, it is very
much required for an organisation to locate all the tools and techniques that may aid them in
removing all the risk factors. Titan Travel, Trailfinders, Whitbread Plc has been taken under this
report in different tasks. It is must for this company to locate all the contemporary issues which
are present at marketplace so that it won't hamper the situation of organisation. Hospitality sector
is consist with high profit margins at the moment along with high risks and various issues.
Evaluation of current trends, method, responses of different business entities after adopting
change has been discussed under this assessment.
TASK 1
1.1 Analyse issues which are currently driving change in tourism sector
The travel and tourism firms like Titan Travel are one of the most important and fastest
growing sector in the world. Each year large number of people visit from one place to another in
order to spend their valuable time or holidays. There are many issues concerned with the growth
of travel and tourism industry which are evaluated below as:
Increased environmental awareness: Human resource is the most important department
of any business organisation as they are providing the most valuable resources which result sin
overall growth and development of firms. This factor consist of various department such as
airline industry, banking, retail and stakeholder analysis. Here, Titan Travel are mainly focused
on achieving better and effective outcomes by which profit level of firms can be maximised.
Health Issues: This is the main issues faced by the traveller due to overloading they
mostly avoid to visit those places which are crowded and large number of visitors are travelling
there (Cohen and Cohen, 2015).
Advancements in technology: It is the responsibility of the visitors to check the
economic conditions of those areas where they are planning to visit. This will majorly effect on
expenditure of travellers which they are spending by visiting to new places.
Current national and international legislation: This is the compulsory tax which is
imposed by government and this is beneficial in order to maximise the revenues. This is having
the implications on the established business of the nation. There are different taxes which are
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imposed by the regulatory body such as aviation, service, transport and luxury taxes. Thus it
depends upon the industry in which areas they are running their business operations and what
kind of taxes have to be paid by them.
Rising cost of fuel: This sector is mainly focused towards gasoline and fuel. The tour
operators should ensure that there is enough fuel in the vehicle so they will not face any type of
difficulty in their trip. This is the most important factor for clients as they will enjoy their
journey and will happily end their trip.
Low cost cruise: This is the most vital factor as they are having direct effect on the
travellers. This can have both positive and negative effect on the environment. Example: If the
economic conditions of the environment are not good then this can be the biggest disadvantage
for the country as they will be having very few number of visitors who would be travelling from
one location to another (Cohen and et. al., 2014).
All the above discussed issues should be kept in mind so that operations of Titan Travel
will run smoothly and they will enhance their overall sales and profitability ratios. Thus
travellers should also analyse all the circumstances before they are planning for any trip.
1.2 Analysis of various issues by using appropriate methods and techniques
At current time, it can be stated as United Kingdom's hospitality sector has helped
country in raising its economical conditions. Actions, activities, strategies are being planned by
different companies under this sector in order to grab attention of foreign and domestic visitors
in huger number. Along with this, there are ample number of issues that stay present while
making a proper plan or developing strategy which directly put negative impact on both
profitability and productivity at the same time. It is must for organisation to keep on utilising
tools, methods and techniques in order to measure all the risk factors that are present and which
may create issues for the company. As it was given in a news channel that percentage of terrorist
attack has been enhanced as compared to previous years. This can be stated as one of the major
issue for Titan Travel and can reduce profit margins at the same time. This scenario has reduced
numbers of visitors and also have decreased popularity of UK as it had in previous years.
Therefore, it is required for Titan travel and for government of United Kingdom as well to take
initiatives in order to pull up the interest of foreign visitors again. Some of major issues are given
below:
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BREXIT: When UK was a part of European Union it was located that travel and tourism
firm used to develop packages according to the law which was being followed by Europe. But, it
has been located that when Brexit took place all the rules and regulations of United Kingdom got
changed and was going through a fresh phase at the moment. This scenario directly impacted on
the packages of Titan travel & tourism company as they had to make changes accordingly which
have given them less opportunities of raising their profit (Connell, 2013).
Terrorism and counter-terrorism: This can considered as one of main problem which is
being faced by every single nation in all over world. There are ample number of instances which
took place where Muslim community people or Talibanes have attacked London and other
famous places of UK which directly affected number of visitors in much effective and
appropriate manner. Unrest in middle east which terrorism in Syria has also impacted on travel
and tourism sector of United Kingdom.
Severe weather: It has been analysed that United Kingdom's weather stay cold most of
the time and snow storm and other natural calamities can take place. Therefore, this factor can
also be considered as one of main issue that can create hampering situations of Titan travel
organisation. Number of visitors gets low when anything like avalanche, heavy hail storm or
cyclone takes place which may decrease the oxygen level in the environment.
Hence, it is mandatory for Titan travel to take initiatives in order to reduce all the issues
that are being faced by this organisation. With the help of this, firm can expect high profit
margins (Dickinson and et. al., 2014).
TASK 2
2.1 Evaluation of current trends influencing in tourism sector
It has been analysed that trends which are being followed by consumers and are present
in the market do not stay stable. That means it consist with rapid changing nature. Therefore, it is
required for firms under travel and tourism sector to keep on analysing market trends and make
changes accordingly if it is required. As hospitality sector of united Kingdom is rapidly helping
in improving economical conditions it is because of current trends which are being adopted by
travel and tourism companies and other firms like hotels and restaurants in a rapid manner which
has helped UK in raising in much effective and appropriate manner. According to Deloitte, in the
year of 2010 tourism has been the fastest growing sector in the UK in employment terms. United
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Kingdom and including Britain is forecast to have a tourism industry worth over £257 billion by
2025. purpose stays their in a visitors mind when he/she is moving from one place to another. Adventure tourism: Various adventures trips are present in United Kingdom which can
be stated as an eye catching factor and also which should be kept in mind by travel and
tourism firms while developing a package. An example can be taken under this is of
Africa which is famous for its jungles and catches eyes of consumers who likes to visit
jungles and other places (Hall and Page, 2014). Sports tourism: There are various sports activities are being conducted by different
companies and by government as well which helps a country in raising its capabilities it
much effective and appropriate manner. Along with this, it is must for travel and tourism
firms to offer clients with ample number of discounts when they visit to attend a sports
ceremonial activity and so on. It has calculated in the year of 2012, that when Olympics
and Paralympics took place it raised almost economy of UK up to 9.9% and has helped
firms of both domestic and international firms to generate high revenue at the same time.
 Dark Tourism: It has been analysed that there are ample number of places that stays
connected with death and sufferings. People are there who likes to visit these place high
in numbers.
(Source: 2017 inbound tourism forecast, 2017)
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Illustration 1: 2017 inbound tourism forecast, 2017

Inbound tourism has helped organisation in raising economy of United Kingdom and
British countries high in numbers in much effective and appropriate manner. Along with this, it
has been located that visitors numbers are increasing. As compared to 2016 in bound tourism
positively impacted on economical conditions of UK and which was raised up to 39.7% that is
till July, 2017.
2.2 Analysis of current trends using appropriate methods
Covered in Poster
TASK 3
3.1 Analyse response towards change in travel and tourism sector
There are various hotels and restaurants are present in United Kingdom that have
introduced unique products and services in an appropriate manner according to needs and wants
of citizens of this nation (Hannam, Butler and Paris, 2014). Here, Whitbread Plc is one of famous
organisation which has its own branches of coffee shop and restaurants. Almost 50,000 workers
they have which are rapidly helping company in raising its reputation among clients and visitors
and in front of society as well. Along with this, firm also deals in two different sector which
named as Premier Inn & Restaurants and Costa. Therefore, it has been located that any sort of
alterations can put impact on business operations. Changes can be in both external and internal
environment which needs to be considered by an organisation in an appropriate manner. SWOT/
PEST analysis are part of external and internal element which has been done underneath of this
company:
SWOT Analysis:
Strength: Premier Inn have almost 750 hotels in all over the world which delivers high
quality accommodation to clients and visitors. Away from this, Costa Coffee has a good brand
value in all over world around 3,401 stores are there in almost 31 countries. This has helped
them in developing a strong customer base which is continuously aiding them in improvising
their profitability and productivity at the same time.
Weakness: Firm do not take initiatives which in regards to reducing cost of products and
services that they are offering which directly puts impact on customer base (Hartmann, 2014).
Opportunities: Opening hotels, restaurants, coffee shops at a much potential place where
doing business is easy and can targets consumers in high numbers can be stated as an opportunity
which aid organisation in creating a good position at marketplace in short period of time.
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Threat: Economical crises, change in requirements of consumers, rise in competitive
level can be considered as major threat for this organisation.
PEST analysis:
Political: One of main factor that mostly puts impact on an organisation in both positive
and negative manner. Alterations in laws and regulations can be stated as gets changes from time
to time which needs to be taken care by a company in much effective and appropriate manner
(Kim and Ritchie, 2014).
Economical: Recession can be considered as a factor under this which directly impacted
on different sectors and organisations that raised prices of goods and services that they were
selling.
Social: Choices, demand, changes in their lifestyle and preferences are some factors
which are being stated as some elements which needs to be kept in mind by an organisation and
take initiatives if any sort of changes in an appropriate manner.
Technological: This is one of major factor which needs to be considered by an
organisation in a proper manner. Updated technology, may aid company in hitting their targets in
much effective ways.
3.2 Strategies development in relation to response to changes by selected business entity
Whitbread's main aim is to deliver appropriate hospitality and leisure services to
consumers that may aid organisation in improving profitability and productivity at the same time.
Marketing Mix of two divisions under this has been done beneath:
Marketing Mix Strategy of Premier Inn & Restaurants:
Product: Travelling, luxury services, food are some sort of services according to needs
and wants of consumers which is helping organisation in developing its reputation.
Price: Affordable prices of products and services has helped this firm in grabbing
attention of consumers high in numbers (Luh Sin, Oakes and Mostafanezhad, 2015).
Place: In almost 30 countries this firm is doing business with almost 42000 rooms and
along with quality accommodation has helped organisation in gaining competitive advantages.
Promotion: Different sorts of vouchers, discounts has been given to consumers by this
restaurant which aided in grabbing good position at marketplace of UK.
Marketing Mix of Costa Coffee:
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Product: Costa mainly offers roasted coffee products which directly attract ample
number of coffee lovers towards it and some other goods like chocolate, special drinks with ice
blended, etc. are being sold with moderate rates.
Price: Prices of products stays low which directly catches eyes of mostly of youngsters
and of others as well.
Place: In UK and in other countries as well it has thousands of stores and mostly target
places which are highly populated in order to sell products as much as they can.
Promotion: Costa do not take much initiatives under this department which reduces
customer base along with this consumers also do not get any information of changes if this
organisation has made in products and services (Mariani and et. al., 2014).
Two strategies:
Product Development: Under this stage, company develop new and innovative products
by modifying their existing one. With the help of this strategy company invite larger customers
towards its products and services which contribute in capturing larger market share form its rival.
Market Development: In this, Whitbread produce their products in new market with the
purpose of attaining better success. This will aid in increasing the brand image in front of
customers. This can be considered as growth strategy which may aid in improving product's
quality in new market.
3.3 Justify the strategies which are using in response to modification
Strategies which are being taken under by Whitbread Plc may aid organisation in
attaining goals and objectives right on time and in effective manner as well. Market & product
development are schemes and apart from this, marketing mix strategy may aid Premier Inn &
Restaurants, and Costa coffee in grabbing attention of consumers (McKercher, 2016). Some of
marketing strategies under this are given below:
Product life cycle: It has been analysed that new product consists with a number of
stages. Like after complete manufacturing of final products, it gets introduced at marketplace
with the aim of growth or expansion of business. Then goods gets mature in the market where
consumers gets to know about different things and then after that decline of that individual good
takes place.
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Marketing mix: This can be considered as another marketing approach that can be taken
under in use by Costa Coffee in order to deliver products and services as per needs and
requirements of customers. This includes 4 P's and these are mentioned beneath:
Product: Both Premier Inn and Costa Coffee consists with distinctive products like
accommodations, seminar halls, meeting rooms, free Wi-Fi, Hot chocolate, Special drinks, tea,
Cold drinks like cold coffee and ice blends, sandwiches and other supplementary foods and
many more which is helping them in keeping up brand image high and where a customer can go
through different products and select the best one according to the needs of them.
Price: Mostly, it has been analysed that Costa Coffee and Premier Inn have adopted
premium pricing policy which is helping them in delivering quality products and services.
Promotion: It is being found that, Both of these firms mostly have adopted BTL
Promotions in which they promote products door to door. They believe that mouth publicity is
the best publicity.
Place: Costa Coffee is having around thousands of stores in all over UK which is aiding
them in attaining goals and objectives in short period of time.
Changes to business practices: It has been analysed that, adopting new and updated
technology will help both of the firm in grabbing good position at marketplace in short period of
time. It is also required for companies to keep on adopting updated tools of technology through
which many benefits can be gained by them.
Brand development: It is also an effective strategy which include plan to attain long
goals and objectives in appropriate period of time. It is evaluated by successful brand which
consist entire products and services. In context of Premier Inn & Restaurants, and Costa coffee,
hey also use this strategy to determine customers needs and wants towards company products
and services.
These above discussed marketing strategies which can be taken under in use by
Whitbread Plc in order to grab a good position at marketplace. On the other hand, if they will not
adopt them in an appropriate manner then it is may be possible that reputation of firm gets
decrease.
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TASK 4
4.1 Analysing on impacts of issues and trends that drive changes in travel and tourism sector
Trailfinders is one of biggest firm of United Kingdom which has helped country to grow
in much faster way. It has been located that Trailfinders needs to make alterations in their
products and services in order to grab good position at marketplace for a longer period of time.
Management report has been developed underneath:
Impact of trends on customers: Lifestyle of customers- Living lifestyle of consumers are rapidly changing at this point
which needs to be considered in an appropriate manner (Oviedo-García, 2016).
 Technology- Trailfinders have developed their own application which has helped
organisation in gaining good position at marketplace because managers and employees of
this company can directly stay connected with them.
Methods that can be used to expand its business are:
 Mergers- This is one of main element which needs to be considered in an appropriate
manner. This action is being taken under in order to improve availability of resources and
of appropriate funds as well at the same time (Standing, Tang-Taye and Boyer, 2014).
4.2 Consequences of businesses failing in response to market change
Tourism section is totally based and rely on all the requirements and interest of
consumers that may aid Trailfinders in grabbing good position at marketplace of United
Kingdom. Failure into this may lead organisation to face various problems and some of these are
given below:
Fail in Profitability: Trailfinders should keep on improvising products and services and
should make alterations in them. This needs to be taken care in an appropriate manner. Failure
into this may lead organisation to face various sort of losses (Reisinger, 2015).
Negative Image: Reduction in adopting changing process may decrease interest of
consumers high in number which should be kept in mind in an appropriate manner by
Trailfinders.
CONCLUSION
In last, it is being summarised that changes in marketing strategies and other things may
lead organisation in creating high profit and generating heavy revenue in much effective and
appropriate manner. Adopting changes which are being made by government and by other
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business entities may aid organisation in hitting their targets. Marketing mix, PEST & SWOT are
some sort of strategies that should be considered by firms when it comes to expanding or running
business in a successful manner.
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REFERENCES
Books and Journals
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Cohen, E. and Cohen, S. A., 2015. A mobilities approach to tourism from emerging world
regions. Current Issues in Tourism. 18(1). pp.11-43.
Cohen, S. A. and et. al., 2014. Understanding and governing sustainable tourism mobility:
Psychological and behavioural approaches (Vol. 43). Routledge.
Connell, J., 2013. Contemporary medical tourism: Conceptualisation, culture and
commodification. Tourism Management. 34. pp.1-13.
Dickinson, J. E. and et. al., 2014. Tourism and the smartphone app: Capabilities, emerging
practice and scope in the travel domain. Current Issues in Tourism. 17(1). pp.84-101.
Hall, C. M. and Page, S. J., 2014. The geography of tourism and recreation: Environment, place
and space. Routledge.
Hannam, K., Butler, G. and Paris, C. M., 2014. Developments and key issues in tourism
mobilities. Annals of Tourism Research. 44. pp.171-185.
Hartmann, R., 2014. Dark tourism, thanatourism, and dissonance in heritage tourism
management: new directions in contemporary tourism research. Journal of Heritage
Tourism. 9(2). pp.166-182.
Kim, J. H. and Ritchie, J. B., 2014. Cross-cultural validation of a memorable tourism experience
scale (MTES). Journal of Travel Research. 53(3). pp.323-335.
Luh Sin, H., Oakes, T. and Mostafanezhad, M., 2015. Traveling for a cause: Critical
examinations of volunteer tourism and social justice. Tourist studies. 15(2). pp.119-131.
Mariani, M. M. and et. al., 2014. Managing change in tourism destinations: Key issues and
current trends. Journal of Destination Marketing & Management. 2(4). pp.269-272.
McKercher, B., 2016. Towards a taxonomy of tourism products. Tourism Management. 54.
pp.196-208.
Baker, D. M. A., 2014. The effects of terrorism on the travel and tourism industry.
International Journal of Religious Tourism and Pilgrimage. 2(1). p.9.
Oviedo-García, M. Á., 2016. Tourism research quality: Reviewing and assessing
interdisciplinarity. Tourism Management. 52. pp.586-592.
Reisinger, Y., 2015. Transformational tourism: Host perspectives. CABI.
Standing, C., Tang-Taye, J. P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing. 31(1).
pp.82-113.
Timothy, D. J., 2014. Contemporary cultural heritage and tourism: Development issues and
emerging trends. Public Archaeology. 13(1-3). pp.30-47.
Wachowiak, H. ed., 2016. Tourism and borders: contemporary issues, policies and international
research. Routledge.
Werthner, H. and et. al., 2015. Future research issues in IT and tourism. Information Technology
& Tourism. 15(1). pp.1-15.
Williams, S. and Lew, A. A., 2014. Tourism geography: critical understandings of place, space
and experience. Routledge.
Online:
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Current Issues in Travel and Tourism. 2017. [Online]. Available through:
<http://www.tandfonline.com/doi/abs/10.1080/21568316.2012.748688>. [Accessed on
5th October 2017].
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