How Tourism Has Mass Increased and Solutions with Which It Can Be Controlled

This study discusses the issue of mass tourism in the Great Wall of China and evaluates solutions to mitigate this issue. Learn about the reasons behind increased mass tourism, its impact on the destination, and solutions to control it.

Running Head: How tourism has mass increased and solutions with which it can be controlled
HOW TOURISM HAS MASS INCREASED AND SOLUTIONS
WITH WHICH IT CAN BE CONTROLLED

2
How tourism has mass increased and solutions with which it can be controlled
Table of Contents
Introduction................................................................................................................................3
Mass tourism..............................................................................................................................3
Reasons behind increased mass tourism....................................................................................3
Impact of mass tourism on the destination.................................................................................4
Solutions to control mass tourism..............................................................................................4
Conclusion..................................................................................................................................5
Reference list..............................................................................................................................6

3
How tourism has mass increased and solutions with which it can be controlled
Introduction
Different popular tourism sites are affected by mass tourism, which is impacting on
the attractiveness of the place. The Great Wall of China (GWOC) is a heritage site, which
attracts near about 10 million tourists every year. This wall is 8851.8 kilometers long and few
sections need restoration. Due to this huge pressure of tourism, this heritage site has faced
many problems such as environmental pollution, erosion of the wall and others. Tourism
gives enormous stress on local land use, which often leads to soil erosion. This factor has
impacted the wall of china and the length of this wall has decreased due to human activity.
Moreover, loss in natural habitat around the wall can be seen in recent years, which has
increased the threat. In this study, a brief discussion about the issue of mass tourism in the
GWOC has been discussed. Moreover, solutions to the issues are evaluated to mitigate this
issue
Mass tourism
Mast tourism can be considered as a form of tourism that is opposite to sustainable
tourism. Martínez‐Garcia, Raya & Majó (2017) have mentioned that it refers to the tourism in
which thousands of people go to the same destination at the same time. This kind of tourism
has become a popular trend as this is sold as a package deal at a cheaper cost. Mass tourism is
also called over-tourism. It has been noticed in popular destinations and it is affecting
surrounding environments as well. For example, the surrounding places of the GWOC are
being affected by over-tourism.
Reasons behind increased mass tourism
Improving communication systems is one of the main reasons for mass tourism.
According to Ivanov (2017), the transportation systems of countries have been developed and
it is influencing people to participate in mass tourism. It has become easier to travel to China
to visit the GWOC and this is the reason behind increased mass tourism in this destination.
On the other hand, this segment of tourism is increasing day by day because of the more
disposable income of people of the globe. Many countries have successfully enhanced
employment opportunities and it has allowed the countrymen to improve the standards of
their living. They have become able to spend their income on tourism. However, Harrison
(2016) has mentioned that some people are focusing on mass tourism as they are trying to
travel within the minimum cost and this form of tourism is relatively cheaper. Lack of
awareness about the impact of this form of tourism on the environment is another reason
for increasing over-tourism. People are thinking about their own enjoyment of this tourism.
As opined by Joppe (2018), it is important for the government to aware people about the
negative impacts of over-tourism and support from the tourism sector is required in this
regard.
Tour operators have become one of the main reasons for increasing mass-tourism.
For their own benefit, they are designing package deals and attracting people towards this
kind of deals. Jansen-Verbeke (2016) has mentioned that tour operators are including food,
accommodation and transport costs within the package deal to gather more people towards
mass tourism. Additionally, they are arranging passports and visas for their clients to help
them to visit abroad destinations like the GWOC. There are many organizations that are
arranging travel shows for television viewers. Additionally, different social media pages
and groups have been formed to encourage people to conduct tours. Through social media,
people are sharing pictures of their tour to the GWOC and sharing their experience with
people from all over the world. This fact is working as a motivator for mass tourism. For
example, many people are getting interested in visiting the GWOC at the same time.
Previously, people used to take stress about visiting abroad. However, the tour
operating agencies have eradicated the stress of visiting abroad. In terms of tourism to the
GWOC, tour operators include travel reps to this spot. These representatives assist tourists in

4
How tourism has mass increased and solutions with which it can be controlled
every action they take during the tour period. As mentioned by McCartney (2019), this aspect
is encouraging many people to visit this destination without anxiety. On the other hand,
budget airlines are helping people with a middle and small income to afford foreign tours
and it is another reason behind the increasing rate of mass-tourism. At present, more people
are able to afford flight journeys and due to this reason, more visitors from all over the world
are visiting the GWOC every year.
Impact of mass tourism on the destination
Mass tourism has several negative impacts on the GWOC. Ivanov (2017) have
mentioned that a certain part of this wall is covered by Graffiti and damage has been caused
in this part, which cannot be repaired in any way. As this wall is stretching through a total of
11 provinces of this country, it has become impossible to make conversation management.
On the other hand, Harrison (2016) has mentioned that tourists are visiting in large groups
and leaving garbage on this wall. For example, empty bottles of whiskey and gin can be
easily found on this wall. Besides, other garbage is being piled up regularly by the swiping
staff members. The government of this country is trying its best to protect this World heritage
by managing mass-tourism. Reportedly, big campaign groups are making tents on it and they
are leaving garbage of their breakfast and lunch. Many people have written their names on
the wall, which is not acceptable.
Solutions to control mass tourism
Different solutions can be applied for controlling mass tourism in a proper way and
restore the heritage site of the GWOC.
Responsible tourism: This can be defined as tourism, which creates better places to
live in and to visit. This solution can help to make this destination beneficial for local people
by creating jobs and conserving natural habitat. Moreover, Milano, Cheer & Novelli (2018)
stated that responsible tourism helps to reduce negative impacts such as waste generation,
overuse of resources like water and damage to heritage. Moreover, managing the tourist
number by increasing taxes and restricting capacity can help to reduce the pressure on the
site. However, for bringing this change of responsible tourism, it is essential to increase the
capacity of the management (Mihalic, 2016). They need to monitor more closely and frame
strategies after analyzing the results.
De-marketing: There are different techniques to manage down the number of
tourists. As stated by Mathew & Sreejesh (2017), the capacity of accommodation can be
reduced by refusing licenses to a few hotels and dormitories, which accommodates tourists.
Reducing facilities can decrease interest among tourists to visit this site. Moreover, Lee,
Bonn, Reid & Kim (2017) contradicted that ceasing marketing activities to over visited sites
is another technique to reduce tourism pressure. The government of China can promote other
destinations more intensely rather than the GWOC. Pricing is an essential technique, which
can also be used for reducing demand. Charges of entry in the GWOC and other taxes can be
increased to decrease tourist pressure in this destination.
Decreasing demand in peak seasons: Generally tourists from all over the world visit
the GWOC during the summer season. During the months of April to May, this destination
faces a major rush of tourists. As opined by Martínez‐Garcia, Raya & Majó (2017), tourists
generally want to visit a tourism destination at the same time that is during their holidays.
This results in concentrating the number of tourists into just a short span of time. This aspect
results in over-tourism and this can be controlled by spreading the tourist arrivals over a
wider period of time. Different techniques like seasonal pricing strategy can be applied to
attract tourists during the shoulder seasons. Reducing the price of visits during shoulder
seasons can help to decrease congestion of tourists during peak months.
Managing carrying capacity: this is an important factor that refers to the maximum
number of visitors in a tourist spot, which can be accommodated by sustaining the heritage

5
How tourism has mass increased and solutions with which it can be controlled
and environment (Joppe, 2018). It can be seen that there is no significant management of the
carrying capacity of the GWOC. This has impacted the sustainability of this destination site,
by decreasing the quality. The government of China needs to manage the carrying capacity
by fixing the number of tourists that can accommodate in a season. Setting an arbitrary
number will not provide the expected results. Management teams need to conduct adequate
research for fixing the number, which can help to improve the condition of the site.
Conclusion
It can be concluded from the above discussion that mass tourism has impacted the
quality of the GWOC that can reduce its attractiveness in the near future. Tourism in this
destination is now causing more harm than good. Improved communication and
transportation, intense marketing and adequate presence of tour operators is the reason behind
mass tourism in this destination. Different solutions like de-marketing, determination of
carrying capacity, promoting the destination during shoulder seasons can help to reduce this
issue. However, close monitoring is essential by the management teams for framing strategies
and improving the condition of this popular tourist destination of china.

6
How tourism has mass increased and solutions with which it can be controlled
Reference list
Harrison, D. (2016). Looking East but learning from the West? Mass tourism and emerging
nations. Asian Journal of Tourism Research, 1(2), 1-36. Retrieved
from:https://eprints.mdx.ac.uk/22707/1/2016%20Looking%20East%20but
%20learning%20from%20the%20West_%20%20AJTR%201%20%282%29%201-
36.pdf
Ivanov, S. (2017). 15 Mass Tourism in Bulgaria: The Force Awakens. Mass Tourism in a
Small World, 168. Retrieved
from:http://www.academia.edu/download/53405274/Stan_FINAL_5th_June.pdf
Jansen-Verbeke, M. (2016). An Explorative Note on Tourism Development along Former
War Front Lines. Almatourism-Journal of Tourism, Culture, and Territorial
Development, 7(5), 1-25. Retrieved from:
https://almatourism.unibo.it/article/viewFile/6379/6215
Joppe, M. (2018). Tourism Management Perspectives. Tourism Management, 25, 201-204.
Retrieved
from:https://www.academia.edu/download/56019187/Joppe_Tourism_policy_and_go
vernance_TMP.pdf
Lee, H. Y., Bonn, M. A., Reid, E. L., & Kim, W. G. (2017). Differences in tourist ethical
judgment and responsible tourism intention: An ethical scenario approach. Tourism
Management, 60, 298-307. Retrieved
from:https://www.sciencedirect.com/science/article/pii/S0261517716302497
Martínez‐Garcia, E., Raya, J. M., & Majó, J. (2017). Differences in residents' attitudes
towards tourism among mass tourism destinations. International Journal of Tourism
Research, 19(5), 535-545. Retrieved
from:https://dugi-doc.udg.edu/bitstream/handle/10256/14089/AM-
DifferencesResidents.pdf?sequence=3
Mathew, P. V., & Sreejesh, S. (2017). Impact of responsible tourism on destination
sustainability and quality of life of community in tourism destinations. Journal of
Hospitality and Tourism Management, 31, 83-89. Retrieved from:
http://orangerhino.ir/wp-content/uploads/2018/02/Responsible-Tourism.pdf
McCartney, G. (2019). Taxing tourists to manage mass tourism: a case study of Macao.
Current Issues in Tourism, 1-5. Retrieved from:
https://www.tandfonline.com/doi/abs/10.1080/13683500.2019.1633282
Mihalic, T. (2016). Sustainable-responsible tourism discourse–Towards
‘responsustable’tourism. Journal of Cleaner Production, 111, 461-470. Retrieved
from: https://www.sciencedirect.com/science/article/pii/S0959652614013596
Milano, C., Cheer, J. M., & Novelli, M. (2018). Overtourism: a growing global problem. The
Conversation, 18. Retrieved from:
https://www.researchgate.net/profile/Claudio_Milano3/publication/326573468_Overt
ourism_a_growing_global_problem/links/5b570f2a45851507a7c4e29a/Overtourism-
a-growing-global-problem.pdf