The Contemporary Travel and Tourism Industry

This document provides an overview of the key milestones, elements, factors, and motivational models in the contemporary travel and tourism industry. It discusses the development of the industry, different elements within the industry, factors affecting tourism behavior, and motivational models and their influences on consumer decision-making process. The document also highlights recent trends and patterns in international travel and tourism industry.

The Contemporary Travel
and Tourism Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key milestones for development of travel and tourism industry...........................................1
P2. Different elements within travel and tourism industry..........................................................2
TASK 2............................................................................................................................................3
P3. Different factors affecting tourism behaviour.......................................................................3
P4. Motivational models as well as their influences on consumer decision making procedure..5
TASK 3............................................................................................................................................7
P5. Recent along with emerging patterns and trends within international travel and tourism
industry........................................................................................................................................7
TASK 4............................................................................................................................................8
P6. Factors affecting popularity of ranges of global destinations................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
In present context, travel and tourism sector in distinct countries is growing with rapid
speed (Backer and King, 2015). It involves set of activities that fulfils and serves demand of
travellers during their visits to distant locations. Travel and tourism is important for improving
economic conditions of a nation as well as to attain growth rapidly. Institutions within the
industry offers various tour related services such as lodging, transportation, food and beverage as
well as activities including entertainment, ethic festivals, recreation and so on. The whole project
is based on UNWTO which is specialised agency for sustaining and accessing tourism globally.
The project covers key milestones for development of travel and tourism sector and different
elements within such industry and their interrelation for creating tourist experience. Further, it
also determines factors that affect behaviour of tourism, motivational methods along with their
influence in decision making procedure of customers. In addition, it also identifies current as
well as emerging trends with patterns in international travel and tourism industry. At last, the
report examines factors that affect popularity of global destinations.
TASK 1
P1. Key milestones for development of travel and tourism industry.
Travel and tourism industry comprises wide services that are offered to travellers in order
to generate huge profit margins. With changes in time, growth and development within such
industry is increasing day to day so that better experiences are provided to key or new
consumers. Travel and tourism sector within United Kingdom and other nations is growing as
well as having wide potentials to generate employment addition to earn large quantity of foreign
exchanges besides giving fillip to economic as well as social development (Bærenholdt, Haldrup
and Urry, 2017). The emergence of such industry took place prior to 19th century and from then it
has achieved more growth as well as in process to become more developed. The key historical or
milestone developments in pertaining industry along with the ways they have shaped the
international travel as well as tourism sector are discussed below:
Prior to 19th century: Earlier, travel was only considered as sense of curiosity to visit
different places and adventure. In the era, the industry has experienced various contributions like
establishment of trade routes, common languages as well as currencies were developed, legal
systems were improved, commercial activities were organised and group tours were organised.
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Before 19th Century, only basic facilities such as accommodation, shopping, food and beverages
along with transportation were only offered to customers by the companies operation in the
industry. In addition, various travel agents are also hired that translate the working systems along
with focuses on developing various attractive packages to grab attention of wide customers that
resulted in shaping the industry for further developments.
Between 1945 to 2000: The era between the years of 1945 to 2000 was said to era of
prosperity wherein first aircraft flight was started, paid vacations were made compulsory for
workers, rise of individual interest, wide expansion of hotel chains, electronic reservation system
was initiated, outbound tourism started and expedia was found. Within the era, travel operators
have changed their focus to develop relationships with multiple organisations pertaining within
the industry with the purpose of expansion (Bellini and Pasquinelli, 2017). In this period,
uncountable as well as additional services like laundry facilities, airline services, luxury
amenities, drop-off services, personalisation facility and luggage forwarding were evolved for
clients so to provides them better experiences. All these contributions has resulted in
enhancement of trip numbers as well as tour packages that provided wide options to customers
while travelling and shaped the industry for upcoming development.
2000 to present: Such period is known as current era wherein Trip Advisor was founded,
space tourism got launched, airline passenger safety was more focused, introduction of Euro
Currency took place, social networking services were launched, diverse new services were
introduced and online booking facilities were provided to customers sitting at distant places. In
addition, in this era, technologies are also used by the industry to deliver whole sum packages
including diverse amenities as per customer convenience that satisfies their needs to fullest. It
also enhanced economic conditions of nations and that of overall world.
Thus, it can be said that the milestone developments have contributed much in
developing travel and tourism sector and are also working for its more developments.
P2. Different elements within travel and tourism industry
Within the travel addition to tourism industry, wide range of elements exists which
attracts travellers as well as caters to their expectations along with needs (Elements of tourism
industry. 2019.). The overview of such elements are as defined:
Travel agents: These are the humans who provides information about numerous travel
destination to people and advise them about available holiday packages that suits their budgets as
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well as tastes and help them to chart the travel plan. The role of travel agents within the industry
are to plan, choose as well as arrange holidays for people. They are also responsible to offer
advices along with opinions regarding places to visit and other local tourist attractions, customs
together with events (Cohen, 2017). Travel agents of UNWTO modifies their packages as per
demands of customers so to make their trips best so to build their experiences.
Accommodation: Accommodation is said to rooms and buildings where individual stays.
The element comprises those which provide accommodation in form of camps, resorts, guest
houses, hotels and resorts to people. The accommodations are either marked individually or by
other in tour packages. As UNWTO works in such industry, the managers of the company have
added few services such as housekeeping, medical, laundry as well as medical facilities. By
providing these services at doorstep of hotel room that is booked by traveller results in creating
tourist experience.
Kinds of transportation: Transportation is said to movement of people or others from
one place to wide places. In addition, transportation plays role of transferring information.
Travellers can opt any form of transportation such as cruise lines, railways, car rentals and
airlines while moving from particular destination to others. By providing all these facilities,
selected entity makes quick arrangement for their travellers so that they can experience all the
surrounded attraction places that can successfully built positive experience among tourists,
All the elements that exists within travel and tourism industry are widely interrelated with
others as well as contributes huge to develop customer experiences (Cornelissen, 2017). For
example, By coordinating with travel agents, tourists can plan best visit by using effective
transportation medium so that they can visit desirable destinations and also can avail
accommodation facilities which makes easy for them to enjoy their trips and build favourable
experiences. Hence, it can be stated that all these elements are interrelated to each other that
collaboratlly builds tourist experience during their travelling duration.
TASK 2
P3. Different factors affecting tourism behaviour.
Tourism behaviour is characterised as the ways within which tourists behave as per their
attitudes they have prior, during as well as after travelling. In context to UNWTO, managers
carefully observes behaviour of tourist while they make purchase of tourism package and uses
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the knowledge while package planning and marketing that can enhance number of visitors
towards tourism services and packages. At present, diverse factors exists that influences tourism
behaviour at great manner (Factors affecting tourism behaviour, 2019). Some are as follows:
Geographical factors: These factors are naturally build on the earth. It comprises
landforms together with ecosystems. Such factor involves climatic conditions, amenities along
with facilities that are available at destinations, marketing as well as advertising that are
conducted by tourism entities that alter tourist decision making. Sudden climate changes or
uncertain rain at specific destination can influence travellers to call off the trip. It results in
negative impacts on tourism behaviour together with economic status of nation. For example,
when tourist have made plans to visit destinations like Tower of London and British Museum of
United Kingdom but customers are unable to find the accommodation that they want can impact
on their behaviours. In addition, such situation can also result in affecting sustainable tourism
within UK and number of visitors may decline for such destination.
Social factors: Facts or experiences impacting individual lifestyle, personality as well as
attitude are termed to social factors. In context to tourism industry, few social factors that can
affect behaviours of travellers are purchasing habits, safety emphasis, health consciousness,
disposable income and their lifestyles. Individual social network or entities like UNWTO that
provide first hand information can result in altering individual's behaviour to visit or not visit
specific destination. For example, historic Museums within UK grabs attention of specific tourist
zone as consumers have various sources from which their gain knowledge about such
destinations along with past data associated with destinations (Ghosh and Siddique, 2017). When
consumer changes their preferences as per the information gained might influence them visit
other popular destinations that results in influencing tourism behaviours as well as visitors
numbers to the locations of country.
Tourism destination: One of the major contributing factor that has more chances to alter
tourism behaviour. It involves various places or areas which are dependent on revenues from
tourism. When a particular destination possesses all the provisions including clean surroundings,
electricity, amenities, water and proper accessibility then it grabs attention of wide tourists. For
example, Warwick Castle is one of the popular destination of UK that provides all the facilities
like fascinating insights, clean surroundings, water and have its own importance within the
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country influences tourist to visit the place more and more. It influences behaviour of travellers
along with helps them to make decisions about destinations in limited duration.
Thus, all the factors pertaining within tourism industry influences tourist behaviour in
positive addition to negative manner. It is very crucial for UNWTO to upgrade its necessities and
develop key areas as per changing time together with travellers requirement in order to deliver
best services that can positively influence tourism behaviour and upgrade visitor number among
the country.
P4. Motivational models as well as their influences on consumer decision making procedure.
Motivation is said to driving force that energise a person to initiate together with sustain a
behaviour. It is a desire which fuels humans to execute or carry forward an action that are based
on their needs with wants. In context to travel and tourism industry, there are wide motivational
forces such as tourist attitude, beliefs, traveller personality and perception, destination and
market variables that has more possibilities to influence decision making procedures of travellers
(Jayne, 2017). In order to mould interest or customers or travellers towards the services offered,
tour operators of UNWTO adopts distinct motivational models along with theories so to increase
their visitor quantity and keeping business active all the time.
Motivational theories
Maslow's Hierarchy theory: Professor Abraham Maslow was the proser of such
motivational theory. As per the views of Maslow, various needs creates internal pressure among
individual which influences their behaviour and decision making. Following such theory, the
tour operator of UNWTO uses following stages that can motivate tourists behaviour and
influences them to make decision during planning trips:
Physiological needs: The basic needs that are mandatory for survival of person. Herein,
the main motive of tour operator of selected entity is to satisfy basic travellers needs including
accommodation, electricity, water, food along with amenities that can influence their decisions to
make appropriate decision for the trip.
Safety needs: The need is associated with sense of well being as well as security. It is
main responsibility of the operator to deliver safe addition to secure travelling to its customers.
The operator to influence traveller decision making, is accountable to provide safe travelling
conditions and protection from accidents.
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Social needs: Sense of belongingness together with acceptance are part of social needs.
Friendships, family addition to intimacy while travelling are key considerations that are kept in
mind by the entity so that they can satisfy travellers social needs and influence them to travel
again with same group through building friendly environment while trips.
Esteem needs: Self respect is key to achieve the need (Jordhus-Lier and Underthun,
2014). Within the need, more focus of tour operator of UNWTO is on delivering luxurious
services so that travellers are satisfied to highest. While travelling when freedom, reputation and
recognition for best tourist are provided then the decision making within them are influenced to
great level.
Self actualisation need: The need for self actualization is represented through desires for
satisfying potentials and abilities. By providing best travel packages as per the budget and
additional services can help UNWTO to fulfil such needs of travellers and they can influence
their decision to visit again by time to time providing them various packages.
Vroom expectancy theory: Victor Vroom was the one who initiated the theory. It
proposes that individual behaviour is as result of conscious choices between various alternatives
having objective to increase pleasure by reducing pains. Managers of UNWTO adopts the theory
to encourage the tour operator so that they can influence decision making among travellers.
Elements of the theory that contributes in such encouragement are as discussed:
Expectancy: The trust that better efforts will show better performances is expectancy.
Managers motivates tour operators through developing belief that if better efforts are made while
delivering tourism facilities to consumers then will achieve success in influencing consumers
decisions.
Instrumentality: Employees feels that if they work better then achieves valid outcomes. In
context to tour operator, when rewards are catered to them as per the work performance then
they motivates tourists to made travelling decision.
Valence: The importance concerned with expected outcome by an individual is termed
as valence (Lloyd, 2014). When tour operator are provided their expected rewards then they
value their workings that helps the entity to influence travellers interest towards trip packages
and make decision accordingly as well as encouraging operator to work more smartly.
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Thus, when both the theories are effectively implied at work place, then it enhances
motivation level of tour operation and encourages them to make implement certain strategies that
can also influence decisions of travellers for particular trip package.
TASK 3
P5. Recent along with emerging patterns and trends within international travel and tourism
industry.
The travel and tourism industry works to provide better experiences for destination places
as well as travelling services to wide consumers at affordable packages (Kozak and Kozak,
2016). The passage of time has resulted in bringing diverse patterns addition to trends within
same industry. Some of the trends and patterns are as identifies:
Existing trends with patterns within travel as well as tourism industry:
Enjoying local experience: in current era, travellers opts to become immersed in local
culture during visiting particular destination. Within the industry, tourists prefers to perform
activities done by local residents and experiences local food. UNWTO are offering solutions to
tourists in which they can select package related to local experience with native place.
Advance booking: In travel and tourism sector, a shift on multi day tours being booked
in advance by travellers. Convenience is considered key selling point by the entity as travellers
do not need to spend much time in planning diverse activities as advance booking options are
provided to them.
Emerging trends and patterns within same industry
Ecological tours: In coming duration, the demand for ecological tour will be increasing.
In such pattern, travellers will get more opportunities to visit pristine, fragile as well as
undisturbed natural areas. It is believed by managers of UNWTO that providing package as per
such trend will be favoured by all age group of visitors.
Artificial intelligence: this pattern is also making its place within such industry as it
increases interaction among companies and travellers without any middle men that will also
enhance service quality and reducing companies costs to hire operators (Long and Morpeth,
2016).
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TASK 4
P6. Factors affecting popularity of ranges of global destinations.
Global destinations are said to places which provide excellent services to customers as
well as limited chances of errors. These are highly experiences together with energetic solution
providers within tourism industry that pride themselves to offer up most services to discerning
customer base. Followings are some factors which affects popularity of global destinations. Few
are as examined:
Costs: Tourists are more conscious about travelling costs. They look for discounts as
well as deals that can make their travelling cheap. For example, during UK's festive season, cost
of bookings and other facilities are increased. For middle class people it becomes impossible for
them to afford costly travelling packages and visit the destinations and it decreases the data about
individuals who visited such places. Hence it impacts on popularity of destinations when visitor
number decreased.
Comprehensive information Online: In present era, tourists prefers to go to the
destinations after collecting and reviewing comprehensive information after the destination. For
Example, by reviewing information from online sites such as TripAdvisor and many more they
makes decisions for the location they will travel. When these sites provide negative reviews then
the popularity of destination decreases and this impacts negatively of international places.
Customers prefers to travel or visit those destinations that have online presence along with good
reviews and informations on social media. At same time, when some positive information are
uploaded by hospitality companies then it attracts wide population and this influences popularity
of global destinations positively.
Reviews from others: The power of reviews is very important among tourists. They trust
others and develop insights about tourism destinations (Tzanelli, 2016). They prefers to take
recommendations from others like family members, social sites and friends to grab knowledge
about such places. For example, when individuals plans to visit destinations like Stonehenge,
before visit they takes recommendations or reviews from other in order to gain information about
place and its surroundings. When they gets reviews such as the place is not so popular, it do not
have clean surroundings and no such experience is gained during other visit then travellers
cancels their visits that directly impacts on popularity of the place in the same industry.
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Closeness of destination: Many visitors have preferences for long distances as well as
geography of location is essential in it. They likes to opt an international destination which is
easily accessible to them and do not needs huge days of travelling. For example, regional
customers of UK focus on travelling to religious places which are close to their residing
locations. When entities emphasis on fulfilling requirement of religions customers and provide
them tour package for the place which is close to their destination will influence popularity of
international destinations in positive manner. However, when there is no organisation which
offers such package then customers will not be able to visit various international destinations and
this is the factor which influences popularity of destinations that are international in negative
manner.
By considering the above information, it is examined that popularity of international
destinations are influenced through various factors.
CONCLUSION
The above discussion concludes that travel and tourism sector in present duration has
gained fastest growth worldwide. From the era of its initiation till the date, there are various
developments made within the industry that has contributed much in overall shaping the travel
industry. Various elements exists within travel and tourism industry such as travel agents,
accommodation and kinds of transportation. Different factors that affects tourism behaviour are
geographical factors, social factors and tourism destination. Motivational theories that are used
by tourism organisation are Maslow's need theory along with Vroom expectancy theory. Factors
that results in affecting global destination popularity are travelling costs and reviews from others.
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REFERENCES
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Jordhus-Lier, D. and Underthun, A. eds., 2014. A hospitable world?: Organising work and
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Online:
Elements of tourism industry. 2019. [Online]. Available through:
<https://www.omicsonline.org/elements-of-the-tourism-industry.php>
Factors affecting tourism behaviour. 2019. [Online]. Available through:
<https://www.tutorialspoint.com/tourism_management/tourism_management_consumer
_behavior.htm>