contemporary travel & tourism industry

Contemporary Travel
& Tourism Industry

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Key milestones in development of travel and tourism industry..................................................3
Elements of travel and tourism industry and interrelationship to create tourist experience........4
LO2..................................................................................................................................................5
Evaluation of different factors that affect tourism behaviour......................................................5
Model of motivation and the way they influence decision making process of individual..........6
LO3..................................................................................................................................................7
Recent and emerging trend in international travel and tourism industry.....................................7
Significance of recent and emerging patterns as well as trends to the development of Tourism
industry internationally................................................................................................................8
LO 4.................................................................................................................................................8
Factors affecting popularity of range of international destinations.............................................8
Analysing factors for varied destinations and their level of significant to a destination’s
popularity.....................................................................................................................................9
Evaluating connection between key drivers of tourist behaviour and popularity of several
tourism experiences & destinations...........................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travelling is the process through which various individuals move between diverse
geographical locations of the world. Tourism is the strategic process through which individuals
or groups of individuals travel to distinct geographical locations for their personal reasons such
as relaxation, adventure, recreation etc., in addition to professional reasons. The travel and
tourism industry has been growing significantly all over the globe and has also been steadily
contributing to the country’s growing economies (Moutinho and Vargas-Sanchez, 2018). There
are numerous travel destinations all across the world which tend to attract millions of tourists a
year, for their scenic beauties, cultural or historical significance, recreational activities etc. This
report thoroughly analyses travel and tourism industry of UK in addition to the various
individual factors that come to influence operations of the UK’s travel and tourism industry.
LO1
Key milestones in development of travel and tourism industry
The various milestones in development of travel and tourism industry can be analyzed withy the
fact that globally paradigms of hospitality industry where travel and tourism industry is one of
the most rapid developing industry with wide paradigms and providing wide development
opportunities for gaining new synergy of innovation. The latest key milestones in development
of travel and tourism industry which has shaped vividly among large levels of cooperative
actions and building up of various companies providing best services to world level consumers
are as follows:
Key historical milestones developments in travel and tourism industry
Over the years of globalisation and development of use of new development strategies
there has been wide rise coming within tourism and hospitality , travel industries where the
companies globally are reaching onto use of digital media marketing, leveraging fundamental
scope of reaching global audience in an instant. This has been successfully shaping global travel
industry within business world, where it can be understood as one of the best factor which has
been widely giving boost to tourism industry. Digital marketing has been shaping the global
trade and tourism sector businesses worldwide, where companies are developing competitive
goals for reaching out to larger customers globally with the use if effective digital media.
3

Historically there has been widely gaining on new synergy of functional efficiency onto which
new goals are framed and globally new paradigms have been set. Personalization:Travel and tourism companies globally are opening up wide options for
personalization in accommodation facilities, living arenas and various promotional practices
highlighting the various rational practices of wide personalization through which customers can
gain satisfaction levels (Köşker,Unur and Gursoy, 2019). Companies provide services where
they can book they stay in facilities as per their choices who wish to keep their privacy intact
while they enjoy holidays. Personalization has also given rise to various competitive promotion
tools where they can actively work on vivid paradigms pertaining onto new rational services
through which wider goals can be formed up.
 Artificial intelligence:Travel and tourism companies are also brining innovative usage of
artificial intelligence among the business services where use of robots with automation has been
building wide scope among world scenario. Globally companies are coming up with the use of
robots where the specialization is also effectively explored to server customers creatively and
widely coming up with innovation among all aspects for gaining on new synergy of innovation.
This has been successful in shaping up vividly travel and tourism industry by bringing on high
progressive structure of operations and keenly focusing new technology pertaining onto potential
factors through which wide customers can be reached with automation. The luxury factor has
been widely becoming one of the major parameter for bringing on more rational technical
upgradation among company levels which further adds onto new synergy of innovation and
faster adaption of technology among operations Nazmfar, Eshghei and Pourmoradian, 2019).
Elements of travel and tourism industry and interrelationship to create tourist experience
The various elements of travel and tourism industry which are the core parameters enabling the
wide focus and strengthening interrelationship to create tourist experience among world industry
can be analyzed as follows:
 Tourist destination :Travel and tourism companies have to focus onto finalizing the best
destinations for the various tour packages for gaining wide attraction among consumer’s market
share where it is one of the core strength developing wide paradigms of innovation and luxury.
Tourist often are widely looking upon best destinations while booking their stay in facilities with
any brand, where interrelationship can be analyzed with the fact that it focuses for gaining new
4

luxury level travel options through which adventure factor is also inbuilt among working
paradigms of company operations (Pencarelli, 2019). Transportation: Travel and tourism have to focus on transportation factor also where
globally companies are coming in partnership with best airlines to provide vast opportunities to
travel in high luxury and also get easy access to all transport parameters. The companies are
vividly exploring vast opportunity to transform their transportation factor by building on
business with best airline companies where they can serve customer as per their choices of
travels for booking their best stay facilities. Transportation is rapidly building up wide
sanctioned place where customers are vitally looking upon best brands which provide
transportation facilities pertaining onto best synergy of innovation for higher goodwill and
continuous profit margins.
 Accommodation:Another key element of travel and tourism is accommodation factor
where hotels and resorts are most important part which are looked upon by consumers while
booking their stay in facilities for holidays and building wide consumer market goodwill
globally. The accommodation factor is gaining wide approach among world paradigms where
customers look upon wide customization factor and higher use of personalization where they can
choose they rooms and logging in facilities s per their demands. Accommodation factor shall be
stressing high focus for gaining large access to best factors of strength which will enhance larger
profits and also potentially build up new metrics for gaining new synergy of innovation.
Interrelationship of these factors for creating wide tourist experience can be understood with the
fact that various customers have strong demand for having wide choices for higher customization
which enables to bring on strong experience and also cherish new synergy of technical
advancement through which goodwill is built (Suryandari, 2020).
Interaction of all these elements such as accommodation factors, tourist facilities and various
marketing techniques can be understood as one of the most important paradigm which displays
an integrally important factor. The strong interrelationship enables to display strong working
conditions, an potentially enhancing new working paradigms within goals onto which wider
development can be strongly established within vision and services governed by working
employees in companies.
5

LO2
Evaluation of different factors that affect tourism behaviour
There are various factors that affect tourism behaviour in order to select particular
destination for enjoying their leisure time and money. There are various reason for tourist to
select particular place such as geographical locations, availability of facilities, psychological
factors and education level of individual. Therefore different factors that affect decision making
process or behaviour of tourist can be illustrated as follows:
Geographical Factors: It includes various physical factors such as availability of resource,
facilities, weather condition or climate of particular area are some of the factors that impact
behaviour of tourist (Brelik, 2018). Therefore it can be stated that people evaluates geographical
location of destination while selecting a particular place for fun and enjoyment.
Social Factors: Taste, preference and interest of people keeps on changing as per changes in
external environment such as development of new technology or better services for satisfaction
of their needs. Each individual belong to different social culture and tradition therefore such
factors has great impact on behaviour of tourist while making right choice regarding destination.
Income level: People also select destination on basis of their actual budget or disposable
income so that they can get best hotels, restaurants or services at reasonable prices for effective
satisfaction of their requirements. Price of accommodation, several facilities plays an important
role in impacting behaviour of tourist.
Use of digital media: It can be stated that due to digitalisation most of the people have started
using social sites such as Facebook, Instragram in order to collect information regarding
particular place, hotel and restaurants so that they can take accurate decision to book specific
rooms. They use search engines and review feedback, comment and likes of previous customer’s
therefore digital media have impact on behaviour of tourists.
Marketing strategies used by firm: It is last factors which affect behaviour of tourist is
marketing strategies that are used by different organisation to induce customers to select specific
hotels, resort for spending their leisure time and money (Rather, 2020). Promotion offer,
personal services are some of the marketing strategies used by tourism organisation to attract
individual to select specific place for better satisfaction of their requirements
6

Model of motivation and the way they influence decision making process of individual
There are two types of motivation factors that influence person to take crucial decision for
selection of specific destination and resort such as intrinsic and extrinsic motivation. Types of
motivation factors can be categorised as follows:
Intrinsic motivation: It is types of internal motivation that induce individual to select
destination for intangible rewards such as fun, leisure and satisfaction of internal needs. It can
be stated that tourism is best way for satisfaction of internal needs that is need of relaxation, self
assurance and travelling. There are various intrinsic motivation factors that affect behaviour and
decision making of traveller such as Attitude of person, its perception regarding particular place,
or belief, values of individual and personality (Horng, Hsu and Tsai, 2018). Therefore interest,
preference of individual motivate is to spend a certain amount of its income to visit a particular
place or destination for optimum utilisation of holidays.
Extrinsic motivation: There are various external factors that motivate person to spend
money or choice particular destination for spending holidays. Traveller before taking decision to
spend their time at specific destination takes review, feedback from their customers so that they
can get best option for optimum utilisation of their capital. Such as Age of tourist as most of the
younger generation likes to visit different destination as compared to older ages (Noor and
Wibisono, 2016). People while taking decision also evaluates social culture, tradition, values and
ethical principle that are followed by specific destination so that they can have more fun and
enjoyment. Various changes in economy, currency value or policies of government are some of
another factor which has influenced decision making of tourist.
LO3
Recent and emerging trend in international travel and tourism industry
There are various changes and development in international travel and tourism industry
due to increasing number of tourist across globe. Tourism and travel industry have generated lot
of employment opportunities and added value in GPD of country that helps in enhancing
lifestyles of different individuals. Due to transformation in technology and economic
development there are several emerging trend in international travel and tourism industry which
can be stated as follows:
7

Free additional facilities: There are various restaurants, resort that are providing free
WIFI, Spa and other additional facilities to customers for satisfaction of their needs in best
possible manner. Internet is used by each and every individual to get information or play games,
watch video for fun and entertainment. Therefore tourism and travel organisation by providing
these services able to make customers happy and satisfied thus motivated it to select specific
organisation in future time.
Eco tourism: Due to increase number of wastage and shortage of various natural
resource government and local communities have became aware of eco and sustainable tourism
so that future generation may also have fun and enjoyment (Higham and et.al., 2016). People are
opting for eco tourism and want more effective utilisation of resources so that no harm can be
caused to other people or animal of destination.
Robots, automation and Artificial intelligence: It is another recent trend and change in
travel and tourism industry as now idea that Robot can also serve people drink is no longer sci-fi
fantasy. It can be stated that automation have provide customers better experienced by making
booking more straightforward than before. There is increasing in number of chat bots which are
used by most of the tourism and travel industry to handle issue, grievance or problem, question
that are asked by customers to undertake accurate decision.
Increasing level of personalisation: These days customers wants more personalised
experienced such as services as per their taste, preference, ideas and demand. Therefore many
travel and tourism organisation are making efforts to enhance experience of individual by
providing them services as per their expectation for smooth operation of business.
Significance of recent and emerging patterns as well as trends to the development of Tourism
industry internationally
Free additional facilities, Eco tourism, Robots, automation, Artificial intelligence and
increasing level of personalisation are considered as trends or patterns in international travel and
tourism environment. They all are playing important role in development of sector globally, due
to all these patterns, development of tourism takes place at high level, because of these things
people like to travel in different nations or regions which supports in sector development even
better. For example, Ecotourism is form of tourism directed to non disturbed natural places in the
age, it is one of the most popular alternative to other trends. It contains several of ethical travel
8

practices, so it obtain widely described as selection of travel to demonstrate respect to local
communities and nature.
Another trend that play vital role to development of industry at global level is artificial
intelligence. It can be said that capability and potential for artificial intelligence to act or perform
tasks that have traditionally needed human cognitive function has made it especially useful and
beneficial for those in industry, because deploying this trend can save money and time of
organization operating under this sector, while potentially reducing human error and permitting
tasks to be performed (Ivanov and Webster. 2019). It gain the attention of more people or
travellers towards the places where robots are used to serve services or products which is quite
beneficial for sector in term of increasing profitability success and growth.
LO 4
Factors affecting popularity of range of international destinations
London and Paris are the most popular destinations in the world; they get affected by
different factors like environment, technology and referencing. For example, environment at
London affect popularity of region in effective and positive manner (Dechezleprêtre and Sato,
2017). This destination with mild winder & temperate summers entertain traveller and gain their
attention rather than before. It is the best thing in London, due to which many people like to
come here. Tourism is in their best form when destination increases of conductive climate. In
context of Paris, the winters are usually cold but not freezing and summers cannot be hot,
although only occasionally. It affect positively on popularity of this destination in effective
manner.
Another factor that influences popularity of Paris and London is technology factor.
Development of digital technology affect efficiently as it helps to spread more information about
both destinations via pictures, videos and other things. In simple words, People who have already
visited these countries, they may post pictures or videos about all the good things on social
media sites.
Along with above factors, social factor also influence popularity of both destinations. For
example, when individual who have already visited London and Paris and shared the experience
with other people, it directly falls on the popularity of both places. It is called mouth promotion
which attracts other people to those places.
9

Analysing factors for varied destinations and their level of significant to a destination’s
popularity
All above factors positively impact on different destinations like London & Paris. For
example, digital technology is one of the most effective and beneficial factors that influence on
London popularity. It has high level of importance to London popularity, as it helps to generate
more awareness about chosen place in all over the world. It influences purchasing and buying
behaviour of other people who are seeking to visit the best destinations.
Environmental factor, impact in regard to Paris positively, but most of the people are not
feeling comfortable in cold environment due to health issues most of are above age of 40.
Climate at destination play essential role it drive travel seekers towards place and give better
experience to them during whole journey. It can be said that undesired changes in environment
such as high snow fall can affect popularity of destination adversely.
Word of mouth promotion is the last factor that has been discussed above and influences
London and Paris both. They all are placing intense degree of importance to destinations
popularity. This factor aids build positive feeling and developing positive thought about London
and its favourite places and that can help building strong connection between travellers and
location. Individual often wonder whether word of mouth is better than marketing; it is more
effective than other forms of marketing.
Evaluating connection between key drivers of tourist behaviour and popularity of several tourism
experiences & destinations
Above drivers of tourism behaviour and experiences and popularity of London and Paris
as tourism destinations are connected with each other because they all affect in development of
tourism sector in systematic and effective manner. For example, free additional facilities or
service is one of the key drivers that create positive image in mind of guest or tourist who visit
London. It helps to give positive experience to people and allow them to visit again which in
return enhance popularity of places even better. People get very happy by getting free additional
service and they get good opinion about the people of London. Due to this, they feel a very good
experience and by telling other people about it, they also attract them towards destinations. But
on the other hand, it impact negatively when services offered by restaurants and hotel are not
good in quality. It out negative affects on mind of travelers and they never visit that place again.
10

CONCLUSION
Based on the findings of the report, tourism and travel industry of the world is a booming
industry whose operations are influenced by various individual factors. This report analyses the
development of the UK’s travel and tourism industry in addition to identifying the various
industry elements that collectively combine together to provide optimum tourism experience.
Then the report evaluates the various factors which come to drive the behaviour of tourists
within UK’s travel and tourism industry. Further the report assesses the current key trends and
patterns that influence operations of the tourism and travel industry of UK. Finally, the report
determines the individual factors that affect the levels of popularity of various global tourism
destinations within travel and tourism industry.
11

REFERENCES
Books and Journals
Brelik, A., 2018, May. GLOBALIZATION IN TOURISM. In Economic Science for Rural
Development Conference Proceedings (No. 47).
Dechezleprêtre, A. and Sato, M., 2017. The impacts of environmental regulations on
competitiveness. Review of Environmental Economics and Policy. 11(2). pp.183-206.
Higham, J. and et.al., 2016. Climate change, tourist air travel and radical emissions
reduction. Journal of Cleaner Production, 111. pp.336-347.
Horng, J. S., Hsu, H. and Tsai, C. Y., 2018. An assessment model of corporate social
responsibility practice in the tourism industry. Journal of Sustainable Tourism, 26(7).
pp.1085-1104.
Ivanov, S. and Webster, C. eds., 2019. Robots, artificial intelligence and service automation in
travel, tourism and hospitality. Emerald Publishing Limited.
Köşker, H., Unur, K. and Gursoy, D., 2019. The effect of basic personality traits on service
orientation and tendency to work in the hospitality and tourism industry. Journal of
Teaching in Travel & Tourism, 19(2), pp.140-162.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Nazmfar, H., Eshghei, A., and Pourmoradian, S., 2019. Analysis of travel and tourism
competitiveness index in middle-east countries. Asia Pacific Journal of Tourism
Research, 24(6), pp.501-513.
Noor, A. and Wibisono, N., 2016, May. Sustainable Holiday Learning: Ethical Standard for
Travel Agent. In Asia Tourism Forum 2016-the 12th Biennial Conference of Hospitality
and Tourism Industry in Asia. Atlantis Press.
Pencarelli, T., 2019. The digital revolution in the travel and tourism industry. Information
Technology & Tourism, pp.1-22.
Rather, R. A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1).
pp.15-32.
Suryandari, N., 2020, March. Digital Revolution and the Development of Tourism Business.
In 2nd International Media Conference 2019 (IMC 2019) (pp. 308-328). Atlantis Press.
12