Impact of Technology and Globalisation on Business and Tourism

This report discusses the impact of technology and social media on the marketing strategies of companies and organisations in the last decade. It also explains the positive and negative impacts of globalisation on a region or country with relevant examples. The report covers the subject of Foundations of Business and Tourism and includes references from various books and journals.

FOUNDATIONS OF
BUSINESS AND
TOURISM

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
1.1 Discuss how developments in technology and social media have impacted on the way
companies and organisations market their products and services in the last ten or fifteen years.
.....................................................................................................................................................3
1.2 Explain how globalisation as a phenomenon has impacted on a region or country with
relevant examples. Also, discuss both positive and negative impacts of the phenomena...........5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing may be defined as the process of exploring the needs of the needs of the
consumer and meet these target by delivering gods and services. In the modern era different
types of tools and techniques has been used by the organisation in order to promote their goods
and services in the market. The most common tools which are used by all the organisation are
social media. Social media may be defined as interactive technologies and different digital
channel which help in sharing ideas, information and other forms of expression by virtual
network(Anderson and Jiang, 2018). Basically these are computer based technology which are
used to collect and share the information among the different members of the society. When
there is no use of social media, at that time it is very complicated for the business organisation to
collect the accurate data and share them among the members of the company. But due to
advancements in technology and social media, this become a powerful source of sharing
information. In the modern time, almost every people is on the social media, so this is being
considered as one of the best opportunities for the business organisation to promote and enhance
their brand on these platforms.
TASK
1.1 Discuss how developments in technology and social media have impacted on the way
companies and organisations market their products and services in the last ten or
fifteen years.
The advent of the internet
The mass adoption of the social media into everyday life and development of technology
is being considered as the biggest event which impact on the business organisation. In 1980s the
computer were more then the typewriters at that time these PC's are used in print
marketing(Auxier and Anderson, 2021). In 1991 the world wide web project was launched by
Tim Berners-Lee and his team. But this is not really successful until the Netscape was released in
1994. It has been seen that in these two years the number of people using the web has been
increased form 16 million to 70 million. But as the technology evolve, the user shift form emails
to search engine such as Yahoo! (1994) and Google (1997), and online sites like Amazon (1994)
and eBay (1995). This is being considered as a goldmine for all the marketers. These tools not

only help the organisation in increasing their sales but also help them in increasing their presence
in the global market. The emails become outbound marketing tool for the company. The search
engine allowed the user to collect the information about the product and services of the company
as according to their comfort zone. Different types of SEO techniques has been used by the
organisation like keyword stuffing, excessive tagging and backlinks in order to increase their
rankings. For example like Razofish company is being considered as one of the most successful
organisation at that time because of its excellent and aggressive marketing tactics. In 2001 a huge
hype has been seen of the internet(Ansari and Khan, 2020). The marketing tactics has been
shifted form dot-com to social media sites. The bubble of dot-com was burst and great emphasis
has been paid to inbound marketing by sharing information, designed and collaboration. After
the introduction of social media platform such as LinkedIn (2002), Myspace (2003), Facebook
(2004) and Twitter (2007) and many more not only help the organisation in marketing their
goods and services in a very effective manner but also help in sharing more and more personal
data online.
In the modern era, almost all the business organisation are in the race of developing a
strong online presence. It has been seen that around 91 % of social media marketer expert
increases the website traffic by developing effective social media campaigns. In the 21 ST
century, the rise in the social media is being considered as biggest variations to the business
world(Naslund and et. al., 2020). As social media is to totally deviated to the consumer nature,
so this demand attention. The phenomenon of the social media is still spreading, as the large age
group people start using these tools. Before 10 to 15 year back, consumer can only purchase the
product by going into the market, no any other options are present in front of them. But due to
the development in the technology, people can purchase the goods and services from different
online platform in a very effective manner. A profound impact has been seen on the business
organisation because of the rise in social media. Industries all across the globe had to factor their
online presence into their strategies. Along with this, the development of social media and
technology also impact the different marketing strategies of the business. As this not only help in
fulfilling the gap between the business and consumer but also help in developing an effective
communication channel which ultimately helps them in building long lasting relationship with
consumers. In addition to this, social media also impacted on the recruiting practices,educational
and personal development opportunities within the organisation.

People who born in between the 1978 and 1994 is being considered as the first generation who
raised on the internet. It has been expected that the age group of this bracket posses the
information It has been seen that around 3.96 billion people using the social media platform in
July 2020 and around 1 million people, everyday join the social media. These social media
platform provide around 3.7 billion active customers all across the globe to the business
organisation. These platform develop different types of opportunities for all the firm, as this help
them in connecting with their potential customers at any time, helps the marketer to be more
focused and informed about their audience, assist them in developing an effective marketing
strategy(Allcott and et. al., 2020). Social media is being considered as the greatest way for all
the organisation to evaluate the competition.
1.2 Explain how globalisation as a phenomenon has impacted on a region or country with
relevant examples. Also, discuss both positive and negative impacts of the
phenomena.
The term globalisation is broader in sense which explains a process of making flow of
products and services between various regions or countries. It is dependent on each other
economies. It relates with an interchange of goods, services, information, cultures, technologies
between various givers and receivers. Therefore, the trading process delivers a significant on the
overall world. Due to globalisation, consumers throughout the world are able to consume the
goods and services (Ahmed, Cary and Le, 2021). There are some places in the world in which all
goods and services are not available to the consumers and hence, due to the globalisation, it
provides an ease. It makes to offer the world with highly modernised commodities to the
consumer which indulge high amount of value and satisfaction. In present times, globalisation
plays an important role and it is essential for everyone. When globalisation do not takes places, it
could deliver a negative impact on the society and world economy. Generally, the several forms
of usual goods such as sugar, oil, tea as well as weapons gets imported and exported throughout
the world. These goods are taken from the places which has higher production towards lower
production places. These activities are done to facilitate consumers the goods which are
demanded by them. Moreover, globalisation provides organisations with a large market share,
increasing number of customer base and immense competition in the whole world. India is a
developing country and has diverse consumers in the nation. Diversity has a strong role in the

globalisation process (Avdeev and et.al.,2019). The country has huge volume of opportunities
that can indulge the market of the globe.
The process of globalisation requires the help of transportation facilities in order to flow
the goods and services from one place to another. This can be done by the ways of transportation
and travelling modes. It may cover aeroplane, ships, railways, cars, trucks, buses and many
more. Through these modes and ways of transportation, commodities can be transferred.
Shipping and cargo are the most common used way of transferring the commodities from one
place to another. This is considered as the most fast and efficient way of flowing goods to next
country. Technological advancement also takes place throughout the world. One of the main
technological tool such as mobile phones, computer systems can be a method of processing
globalisation. These tools provides an ease of transferring information and data anywhere from
the world.
The clear and effective communication evidenced to be a hindrance in the process of
globalisation as there are many languages used by the people throughout the world.
Technological advancement also do not requires people to meet physically. There are many
countries which have different languages and culture but the with the help of technologies, this
barrier is able to be removed (Ibrahiem and Hanafy, 2020). In respect of India, it has its own
diversified culture and have different languages in different states and regions. People use range
of languages to be communicated with each other. In order to remove communication barrier,
there are various techniques used by organisations such as some of the firms employ
communicator that have information about diverse languages so that actual information can be
communicated correctly. Other examples are some of the firms hire software or other tools to
translate the information, while some of the firms recruit employees of the country which is
targeted to explore. By employing local staff will not only benefit the company by understanding
the local language but it also helps in understanding the taste and preferences of the consumers.
There is a diversification in the culture of the several market and people live in. The culture is
consisted with beliefs, values, attitude, tastes and preferences and more. With an aim to target the
market effectively, a business corporation requires to identify the cultural behaviour of the
individual. For instance, India has vast diversified culture and language. Even in the cities and
regions, people use different languages to talk with each other. An organisation that deals
globally needs to acknowledge and exploit range of techniques for advertisement or in business

operations that do not impact negatively on the beliefs and cultural aspects of the local citizen as
it may lead to avoidance of consumers as well as legal circumstances.
The process of globalisation has an immense impact on the economies of several nations.
It indulges a “win-win situation” as the consumers who demands particular form of goods and
buy it then it effects the business sales in positive terms (Salahuddin and et.al., 2019). Some of
the economies are highly based on the globalisation. For example, global pandemic of Covid-19,
many of the nations get disturbed and the flow of goods gets effected negatively. Globalisation
helps in creating job opportunities for the people. For instance, in India, the nation is highly
based on the agriculture production, thus, globalisation helps in creating employment
opportunities for the people.
Globalisation has both positive and negative impacts on the world and its economy. Its
indulges market risks as any other organisation with more efficient commodities can gain the
bigger market share in the minimal period of time (Yin, 2019). It also have a threat to
employment, as if an organisation identifies cheaper area of production or for its business
operations, it may look for the cheaper labour.
CONCLUSION
From the basis of above discussion, it is concluded that technologies are advancing day
by day in the world which helps businesses in numerous ways. Advancement in technologies
helps in the globalisation process as well. Social media is a result of modernised technologies
which is highly used by the organisations in present times. It has different types of exploitation.

REFERENCES
Books and Journals
Ahmed, Z., Cary, M. and Le, H.P., 2021. Accounting asymmetries in the long-run nexus
between globalization and environmental sustainability in the United States: an
aggregated and disaggregated investigation. Environmental Impact Assessment
Review, 86, p.106511.
Allcott, H and et. al., 2020. The welfare effects of social media. American Economic
Review, 110(3), pp.629-76.
Anderson, M. and Jiang, J., 2018. Teens, social media & technology 2018. Pew Research
Center, 31(2018), pp.1673-1689.
Ansari, J.A.N. and Khan, N.A., 2020. Exploring the role of social media in collaborative
learning the new domain of learning. Smart Learning Environments, 7(1), pp.1-16.
Auxier, B. and Anderson, M., 2021. Social media use in 2021. Pew Research Center, 1, pp.1-4.
Avdeev, V.A. and et.al.,2019. The mechanism of legal regulation in the conditions of
globalization and formation of information environment. Regional aspect. Journal of
Environmental Management & Tourism, 10(7 (39)), pp.1517-1521.
Ibrahiem, D.M. and Hanafy, S.A., 2020. Dynamic linkages amongst ecological footprints, fossil
fuel energy consumption and globalization: an empirical analysis. Management of
Environmental Quality: An International Journal.
Naslund, J.A and et. al., 2020. Social media and mental health: benefits, risks, and opportunities
for research and practice. Journal of technology in behavioral science, 5(3), pp.245-257.
Salahuddin, M. and et.al., 2019. The effects of urbanization and globalization on CO2 emissions:
evidence from the Sub-Saharan Africa (SSA) countries. Environmental Science and
Pollution Research, 26(3), pp.2699-2709.
Yin, H., 2019. Bank globalization and financial stability: International evidence. Research in
International Business and Finance, 49, pp.207-224.