BBHM 101 : The Contemporary Hospitality & Tourism Industry
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Added on 2021-10-11
BBHM 101 : The Contemporary Hospitality & Tourism Industry
Added on 2021-10-11
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ICHM Assignment 1 BBHM101 The Contemporary Hospitality and Tourism Industry
Tourism in Japan is becoming an increasing contributor to the Japanese economy, with many foreign tourists visiting the country. Up until recently, the government aimed at increasing the number of foreign visitors to Japan to 40 million by 2020 and to 60 million by 2030, with a record high of approximately 30 million visitors in 2018 (Nikkei Asian Review, 2018). In fact, before COVID-19, Japan was experiencing record numbers of people visiting the country (JTB Tourism Reseach & Consulting Co., 2020). Recent data analysis has discovered that China tops foreign expenditure spending in Japan with 1.7 trillion Yen, but Australia tops the list with expenditure per traveller with 249,000 Yen (Baseel, 2020). Domestic tourism has a significant importance to the economy as well as in Japanese culture, with many school groups going to amusement parks and even to different cities and islands like Hokkaido and Okinawa. Due to the efficiency of the transport network in Japan, with high speed rail networks and as well as short term flights to locations is it made possible. Theory states that tourist’s decision to visit are based on 4 options: leisure, VFR (visiting friends and relatives), business and other with Japan being one of the popular destinations to visit based on the cultural mix of tradition and modernity. Leisure is the main reason why people travel, however, business travellers spend more when travelling. Japan offers a wide variety of activities to do for all people. In Tokyo, you can do lots of shopping, or partake in a wide range of themed cafes such as maid, robot and animal cafes, especially in Akihabara. The major cities in Japan also offer amusement parks such as Disneyland and Disneysea in Tokyo and Universal Studios in Osaka. Speaking of Osaka, it is known as Japan’s kitchen, with Dontonbori hosting many different types of cuisine for those who feel adventurous in their eating habits. Those who prefer to spend their time away from the city can bask in the tranquillity of Kyoto and Nara, showing more of the natural and traditional side of Japan, as well as enjoying the wildlife. Push and pull factors are one of the motivational theories associated with tourism and is one of the factors that affect choice. Push factors are what travellers want, whilst pull factors are reasons why travellers want to go to that destination. Oh (2008, pp414) states that “people travel or participate in leisure activities because they are ‘pushed or pulled’ by forces of motivations and destination attributes’. The main reason for travel in the travel plan (appendix 1) is for leisure activities, with the main reason for travelling to Japan from Adelaide being a combination of reasons including relaxation, culture, events and food. These are push factors with tourist choosing their destination being emotional reasons including indulging, bonding or excitement. Pull factors are reasons why the location is attractive to the traveller. The trip to go to Japan was based on the decision being that it is a new country to visit as well as hearing about the activities and the culture associated with the Japanese way of life and experiencing new things. This relates to the push factor motivation theory as we want to enhance relation by travelling to difference places and
experiencing their culture, perhaps having the social prestige of travelling to Japan, as well as seeking relaxation to reduce the stress of everyday life and want to sightsee. There are many pull factors that led to the decision-making process of the travel plan. As a first-time traveller to Japan, there were many places to visit and experience which makes it an attractive place to visit. These include festivals and events like the cherry blossoms and autumn leaves, but also places like TeamLab with their digital exhibition as well as Disneyland which we cannot get in Australia. Although Japan can be expensive at first, easy access with lots of infrastructure compared to competing countries like Thailand or Bali, with it being fairly safe for tourists as well as the convenience of hotels and moving about in Japan make it worthwhile (Budget Your Trip, 2020). As mentioned before, Japan mixes the traditional with the modern, as this is one of the reasons why Japan is such an attractive destination to go to, with many cultural elements to visit and experience such as their seasonal festivals like Nozawa Fire Festival, Hirosaki Cherry Blossom Festival and Fuji Rock festival to name a few (JNTO, 2020). Japan also has many activities that is affordable to travellers, and hence this is another pull factor for heading to Japan, with many locations being free or costing less than $60 such as the Tokyo Metropolitan Museum, Skytree and Tokyo Tower to name a few. Products and services in the hospitality and tourism industry have the following characteristics that distinguishes them from goods; experiential, inseparability, perishability, tangible and intangible, vulnerability and seasonality. A majority of their traditional events are seasonal which means it is affected by the variations of nature and therefore potentially could only have a limited period of time to celebrate it. In Japan, the peak periods are usually between March-April and October-November. Alshuqaiqi and Omar (2019) state that ‘seasonality are natural factors that contribute to the temporary movement of people in the sense that different countries have different climate patterns’. Due to this, it can be said that there are both positive and negatives in regards to the seasonality of Japan’s activities in that visitors can experience something they would not have at home. There are some negatives associated with the seasonality of Japan. Japan’s cherry blossom event is now considered so popular that a lot of guides ask whether travelling during this period is worth the hassle, added expense and endless crowds due to the fact that there are more tourists, lower accommodation with higher prices and the need to plan further in advance (Zuleta, 2020). This might be a deterrentant to travel in this peak time or travel to japan in general considering the over tourism of these events especially in rural areas like Kyoto and Nara and that the overuse of facilities could lead to dissatisfaction by tourists (Alshuqaiqi & Omar, 2019) When travelling to Japan, visitors are encouraged to experience all that Japan has to offer. With this, experiential travel is a form of tourism in which people focus on experiencing the country, city or particular place by connecting to its history, people and culture (Fuggle, 2016). Considering the main reason from travelling from Adelaide to Japan, it’s fair to say that experiential travel is one of the reasons why planning a trip to a different country is made. Japan is known as the country that blends in both the traditional with the modern and is a location which can entertain visitors year-round with different types of activities for all people. Many tourism business offer packages which provide tours to allow tourists to maximise their stay in
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