Mass Tourism: Examining Factors, Impacts, and Recommendations

TOURISM MANAGEMENT

Table of Contents
TASK 1.........................................................................................................................................2
EXAMINE THE FACTORS THAT HAVE CONTRIBUTED TO MASS TOURISM.............................2
TASK 2.........................................................................................................................................4
THE NEGATIVE IMPACT OF MASS TOURISM ON A HOST COMMUNITY FROM A SOCIAL
AND CULTURAL PERSPECTIVE................................................................................................4
TASK 3.......................................................................................................................................10
POSSIBLE RECOMMENDATIONS TO PREVENT OR LIMIT THE NEGATIVE IMPACTS OF MASS
TOURISM FROM A SOCIAL AND CULTURAL PERSPECTIVE...................................................10
REFERENCES.............................................................................................................................13
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TASK 1
EXAMINE THE FACTORS THAT HAVE CONTRIBUTED TO MASS
TOURISM
Mass tourism has been considered as one of the most facilitating element of the tourism
industry where the multinational organization have been developing and shaping the needs
at the global level. The definition of mass tourism could be stated as the act of visiting a
destination site for a leisure purpose by the huge amount of individuals at the same time.
The development and growth of the mass tourism are parallel to the enhancement and
development of the technology (Ghimire, 2013). There are various elements which possess
a substantial role in contributing towards the mass tourism. These elements are
transportation, population, supply and demand, globalization, disposable income, and
airlines-low cost carriers.
It has been evident from the current statistics regarding the tourism industry that a huge
development has been observed in the mass tourism. Still, there are various factors which
are affecting the mass tourism at huge level (Mason, 2015). The elements of mass tourism
are discussed in details for attaining the better understanding of the mass tourism. The
prime element is the transportation which plays a major role in the mass tourism. It is
necessary to build the transportation facility more accessible, affordable, and also safer for
the tourists. The tourists indulge to visit a destination site where the transportation facility
is quite favourable to them.
In addition to this, globalization also plays a major role in the mass transportation. The
major influence of globalization in the mass tourism could be observed through five
different areas such as global mobility and ease of travel, terrorism, safety and security,
building awareness of the new destinations, population and demographic trends, and
poverty (Aramberri, 2010). The global mobility and ease of travel could be observed through
the advanced transportation. There are different transport modes such as aircraft, trains,
cruise, etc. could be utilized for the tourism. It further helps in smooth functioning of the
tourism activities. Further, the globalization also helps in building awareness among the
people about the new destination site which is a positive outcome for the industry. The
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attractive marketing at globalized platforms builds attraction among the people regarding
the destination sites (Vainikka, 2013). The terrorism has affected the mass tourism at the
huge level as the prime concern of the tourist is safety and security In the recent time, the
risk of terrorist attacks have been increased which influenced the functioning of the tourism
industry at the huge level.
The tourism industry has been developing huge revenue and profitability in the market such
that the tourism organizations could develop substantial disposable income through the
tourism functions which would benefit them at the huge level. There are various areas in
which the disposable income could be utilized at huge level (Kozak and Martin, 2012). Also,
the travelling in the mass tourism has been easy due to the airlines of the low-cost carriers.
It encourages and motivates the people to visit the destination site. In addition to this, the
demand and supply of the products and services in the tourism industry has been met
effectively due to the low-cost airline.
It has been evident from the aforementioned information that the mass tourism has been
influential in the travel and tourism industry at the huge level. The elements of the mass
tourism possess certain contribution in their development and growth. The mass tourism is
one of the prime aspects of the travel and tourism industry and it has both advantage and
disadvantage in the industry which influences the people at large scale. It is necessary to
take strict actions regarding the mass tourism in order to make it effective. The major
destination sites where the mass tourism is highly used should consider on certain areas for
attaining effectiveness (Weaver, 2014). There are various consequences which might occur
due to the mass tourism like the local population get affected due to the operations of the
mass tourism. It is essential to handle and overcome every kind of consequences regarding
the mass tourism in order to encourage healthy travel and tourism operations in the
industry.
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TASK 2
THE NEGATIVE IMPACT OF MASS TOURISM ON A HOST COMMUNITY
FROM A SOCIAL AND CULTURAL PERSPECTIVE
The trend of mass tourism has been increased in the industry due to the introduction of the
package holiday. The mass tourism is conducted at large scale and generally focuses on the
destination sites which are highly popular but pay low concern towards the local people.
The development of the mass tourism results in both positive and negative effect. These
effects could be observed in form of social and cultural perspectives effectively.
The major advantage of the mass tourism has been attained by various countries such as the
Middle East, Southeast Asia, Southern Europe, Africa, and Central America. The countries
have availed the benefits of tourism at multiple levels due to different aspects. It has been
observed that the tourism industry develop employment opportunities in the different
sector. In addition to this, there are various organizations in the travel and tourism industry
that are using the multiplier effect for attaining effectiveness in their operations (Rusu,
2011). Still, there are several negative effects due to the mass tourism is observed on the
local people. The rapid development of the travel and tourism industry has been increasing
the social and cultural effects at the huge level.
SOCIAL AND CULTURAL EFFECTS
The influence of tourism on the culture is observed due to the volume and kind of tourism.
It has been observed that the mass tourism is helpful in reviving the arts and culture of the
local community along with their tradition. Still, the influence of mass tourism on the local
community is majorly negative (Choi and Turk, 2011). The high number of tourists at the
destination sites has been developing tension among the local community. The tourists
could offend the codes of behaviour, tradition, and culture in different manners which
influenced the tourism operations at large level. The social and cultural effects of the
tourism could be observed as per the changes in the lifestyle of the local residents due to
the tourist. The relationship between the tourists and local residents has been relying on
three areas such as perception, attitudes, and interactions.
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The major issues and challenges which are observed by the local resident due to the mass
tourism are both social and cultural elements. The social challenges are architectural
pollution, noise pollution, staged authenticity, less concern towards the needs of the local
residents, poor sanitation, overcrowding while the cultural issues could be observed when
the customs and traditions are lost along with the religious and moral values (Mowforth and
Munt, 2015). The mass tourism in the destination sites results in such challenges among the
local residents. The local residents are majorly influenced by the travel and tourism
operations when they are conducted at the huge level and it started affecting their personal
beliefs and values.
CASE STUDY: BENIDORM
Costa Blanca is one of the most famous and beautiful stretches of 200km near the coast of
Spain. In the initial days, it is used by the village for fishing during the 1950s but when the
era of package holiday developed in the 1960s then a huge influence is observed on the
area as the transformation of the areas through building high-rise restaurants and hotels,
shops, holiday apartments, shops, and cafes (i Baidal, et al. 2013). The major attraction of
the destination site is the clear blue water, stunning weather, white sand beaches, and
range of several leisure services. There are around millions of tourists who are attracted to
these aspects which encourage tourism operations at large scale in the destination site.
Figure – Impact of Mass Tourism in Benidorm (Source -
https://maxwatsongeography.wordpress.com/section-d/globalisation-and-migration/
the-impact-of-mass-tourism/)
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There are various benefits for the local resident which could be attained through the
development of mass tourism such as employment. In addition to this, the development of
infrastructure in the destination site has resulted in several benefits and impartments. The
multiplier effect possesses a huge influence on the arrival of the tourists, development of
employment opportunities in tourism as well as other areas such as construction, the
spending the money, etc.
However, the number of visitors and tourists is huger during the period of May to October
in a small region near the Mediterranean Coast (Rico-Amoros, et al. 2013). It is observed
that the pressure on the tourism operations has been increased due to the availability of
limited resources. The certain challenges are described in detail below:
 The disposal or products of the wastage is 45,000,000 kg in every year.
 The holiday homes are increased in the destination sites as compared to the hotels
as they are occupied by the tourist for the smaller period of time. Also, the land
occupied by the holiday homes is higher than the hotels.
 The demand for water is high as the tourists in the destination site use double
amount of water per week as compared to the local residents.
 The urbanisation has been increased which results in the development of hotels
and services that further affect the local ecosystem.
 The vehicles in the destination site have been developing pollution at the huge
level.
It has been evident from the tourism statistics that Benidorm possesses a huge popularity
among the tourist and known as the modern holiday resort in the Mediterranean region
(Hoppen, et al. 2014). The destination site possesses a population of around 70 thousand
but the population in the destination site has been increasing during the peak time like
summer season by half a million.
The development of the destination site in Benidorm has been started during 1954 when
the mayor develops an ambitious and prosperous plan for the urban development. The
project attains huge growth during 1960 as the British tourists make it popular (Ivars-Baidal,
et al. 2013). In the current scenario, the tourism season in the Benidorm has been
conducting all over the years like it not revolve only around sand, sun, and sea but the
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nightlife of the city comprises of clubs and bars which especially attract the people who are
the teenager. It also results in a transform in the small steeply village into the advanced
vivacious urban arc of skyscraper apartment blocks and hotels.
In addition to this, it has been observed that the travel and tourism operations and
functioning in the Benidorm have influenced the life of local residents at the huge level. It
could be understood through different aspects of the tradition and culture of the local
residents is influenced due to the mass tourism as the tourist offends the local people. In
addition to this, the sanitation requirements in the destination site are also influenced by
the mass tourism.
The travel and tourism industry is widely expanded and there are various changes and
trends in the industry that influence the tourists as well as local residents at the huge level.
There are certain theories and models which could be utilized for developing better
understanding and decisions regarding the mass tourism. The major theories and models
are Demonstration effect, Doxey’s Irredex, and Butlers Resort Life Cycle Model. These
theories and models are explained in details as follows:
DEMONSTRATION EFFECT
It is known as the effects on the attitude and behaviour of the individuals due to the
observations of certain actions of other people and consequences. In the current scenario,
the demonstration effect could be observed on the local residents of the Benidorm that are
influenced by the mass tourism at the huge level such that their functioning has been
affected (Monterrubio and Mendoza-Ontiveros, 2014). It has been evident that observing
the behaviour of the tourists lead to change the behaviour and attitude of the local
residents. These conditions influence the local people at huge level due to the visitors and
their possessions. It will have both positive and negative effect of the positive effect on the
local residents could be observed by encouraging them to apply the productive kind of
attitude and behaviour. Still, it is disruptive in nature as the local resident becomes resentful
as they could not obtain the products and lifestyle that are showcased by the tourists.
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In addition to this, the demonstration effect may be helpful in encouraging the young
generation of the local community to migrate from one region to other in order to acquire
the demonstrated lifestyle similar to urban areas.
DOXEY’S IRREDEX
The focus of Doxey’s Irridex Index Model is on suggesting the local communities to pass
through the sequence of opinions and reactions regarding the impacts of evolving travel and
tourism industry in the certain area. It will become more pronounced and also enhance
their perception on the basis of their experience (Kwon and Vogt, 2010). This model is also
helpful in justifying the attitude and behaviour of the local residents regarding several
growth stages of the tourist destinations. In addition to this, the model helps in assessing
the relationship as well as the interaction between the host and guest (Bimonte and Punzo,
2016). Moreover, the functioning of the model is no based on the empirical research but it
majorly works on the conjecture. The major limitation of this model is that the assumption
that is made regarding the homogeneity which characterises the community. The
assumption in the model is that the whole community has become hostile to the tourism
industry but there are certain communities who are heterogeneous and also there are
several communities who possess different opinion and reactions.
Figure - Doxey’s Irridex Index Model (Source – Babu, and Munjal, 2015)
For instance, the entrepreneurs in the business welcome any kind of development and
growth in the travel and tourism industry just like the unemployed individuals. In addition to
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this, the model postulate that when a community felt common with an identity then it is
highly to make a constructive response regarding the types and levels of tourism they
wished to host effectively. Still, it developed a telling factor in the development of tourism
which is unbridled development. The stages are parallel to the product applicable life cycle
and further, they are complemented by the growing effects on the local community because
the tourism nature in the region has become growing towards the mass tourism i.e.
reciprocal to the community opinion and reactions regarding the progression stages that
provides the appeal of the tourist area and minimize the viability of the tourist destinations.
STAGES MEANING
EUPHORIA Little planning is done and the visitors are
welcome
APATHY The visitors and tourists are considered as
granted and the interaction with them
becomes highly formal
ANNOYANCE The saturation is attained and the local
residents possess misgiving. The planners try
to manage by developing the infrastructure
instead of limited development
ANTAGONISM Open expression of planning and irritation
could be remedial but the promotion is
helpful in counterbalancing the reputation of
the hotel or resort
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TASK 3
POSSIBLE RECOMMENDATIONS TO PREVENT OR LIMIT THE NEGATIVE
IMPACTS OF MASS TOURISM FROM A SOCIAL AND CULTURAL
PERSPECTIVE
Mass tourism is one of the great applications of the travel and tourism industry but it has
result several negative impacts in terms of social and cultural perspectives respectively. The
prime focus of travel and tourism operations is to fulfil the desired objectives of the tourists
and also help the local community to acquire substantial benefits. The negative impacts of
the mass tourism needs are identified effectively through suitable theories and models. In
addition to this, the social and cultural perspective due to the negative impacts of the mass
tourism could be handled or overcome through the suitable recommendations (McGehee,
2012). The major recommendations for overcoming the negative impacts of the mass
tourism on the social and cultural perspectives are described below.
GOVERNMENT INTERVENTION
The government of the country could develop suitable bodies or authorities in order to
conduct effective and appropriate tourism operations in the destination sites. These bodies
or authorities could effectively monitor and control the operations and functioning of
tourism through appropriate tools and techniques (Bramwell, 2011). In addition, suitable
policies and acts could be applied for sustainable tourism operations.
PRESERVATION OF LOCAL CULTURES
The local culture and tradition of the destination site are the also considered as the major
attraction point which should be preserved by the appropriate authority. In addition to this,
the cultural and traditional monuments, as well as artefacts, should be provided with
substantial security in order to avoid any kind of malfunction or dishonour to the beliefs and
opinions of the local residents (Csapo, 2012).
CONTROLLED TOURISM POLICIES
It is the responsibility of the travel and tourism department of the country to design
appropriate policies and guidelines in order to conduct the healthy travel and tourism
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operations which would be benefitting the local communities’ at large scale. In addition to
this, the development of the potential policies and guidelines are helpful for the local
residents in acquiring required services and benefits through the tourism operations
(Murphy, 2013). Also, the tourist will not be conducting any misbehave due to it.
STRATEGIES FOR WASTE AND POLLUTION PROBLEMS
There are various kinds of travel and tourism operations which are conducted in the
destination sites in order to fulfil the needs of the tourists as well as the local residents.
There are huge chances of increase in the wastage and pollution content in the eco-system
of the destination site by the travel and tourism operations such that the authorities and
officials of the travel and tourism department of the country should develop strategies like
recycling technology or re-utilize the waste for reducing any kind of damage to the
environment.
TOURISM MANAGEMENT PROGRAMMES
The effectiveness of tourism management programs could be observed on the efficiency
and adequate functioning of the travel and tourism operations in the destination sites (Choi
and Turk, 2011). There are various programmes of the tourism management such as event
management, marketing and promotion, research, effective planning and management, etc.
which will ensure that the functioning of the tourism industry has been conducting
effectively.
ADOPTION OF ECO-TOURISM
The eco-tourism adoption in the travel and tourism operations is helpful in attaining
effectiveness and high efficiency (Marzouki, et al. 2012). The major reason for adopting the
eco-tourism functioning in the operations is to attain sustainability and also effectively
utilize the natural resources appropriately.
BALANCING DEMAND AND SUPPLY
The effective functioning of the travel and tourism industry could be attained by maintaining
a proper balance between the supply and demand of the resources effectively (Albalate and
Bel, 2010). There are various kinds of the demand in the travel and tourism industry which
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could be fulfilled with help of the suppliers effectively. A healthy communication will play a
major role in maintaining the balance between the supply and demands.
It has been evaluated from the aforementioned report that the substantial measures
regarding the negative impacts of the mass tourism should be managed in order to conduct
healthy tourism operations (Batterberry, et al. 2010). In addition, the needs and
requirement of the local communities should be considered along with the tourism
operations in order to avoid any kind of disruption in the functioning of the tourism
industry.
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