Contemporary Travel and Tourism

This report provides a comprehensive analysis of the contemporary travel and tourism industry, focusing on the UNWTO's role and emerging trends. It examines factors affecting tourism behavior, motivational theories, and the popularity of global destinations.

The Contemporary Travel
and Tourism Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1. Discussing key milestones in development of UNWTO and they shaped in travel and
tourism....................................................................................................................................3
P2. Identifying different elements of UNWTO and exploring their interrelation to create
tourist experience....................................................................................................................3
LO2..................................................................................................................................................5
P3. Determining different factors affecting tourism behaviour..............................................5
P4. Models of motivation and their influence in consumer decision making process...........6
LO3..................................................................................................................................................9
P5. Identifying recent and emerging patterns and trends in UNWTO...................................9
LO4..................................................................................................................................................9
P6. Examining factors affecting popularity of a range of global destinations.......................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Online...................................................................................................................................12

INTRODUCTION
The term tourism comprises activities of persons who roam and travel from one place to
another for a specific time period (Boniface, Cooper and Cooper, 2016). People mainly travel for
the purpose of business or spending their holidays. Thus, in the following report, UNWTO the
world tourism organisation has been taken into consideration. It is an agency of United Nations
i.e. responsible for sustainable and accessible tourism universally. It is one of the leading
organisation of UK that promotes tourism in terms of economic growth and development of a
particular country.
Thus, in the following report key milestones of UNWTO that shaped travel and tourism
has been discussed along with different elements has been discussed. The factors that affect the
tourism behaviour and decision making process along with their interrelationship in order to
create customers experience is illustrated. This report also highlights on factors that affect the
decision of customers with help of motivational theory. Further, report will determine the core
trends and pattern in travel and tourism sector investigating the components which influence the
level of popularity of distinct global destinations.
LO1
P1. Discussing key milestones in development of UNWTO and they shaped in travel and
tourism.
The term tourism is defined as social, cultural and economic phenomenon that changes
the movement of people from one place to another outside the environment they usually remain
in (Bu, 2018). the people that moves or navigates from one region to another are known as
tourists or visitors.
Historical development of Tourism
There have been opinions about beginning of tourism activities in world.
A tourism in ancient period (4000 BC to 1100)
The invention and development of trade began about 4000BC and it has been marked as
begning of modern era of travel. Those were the first who strted grasping money and making it
in use of business transaction.
Origins of tourism

Historically, travelling was basically termed as ability to travel for those who are reserved
as the upper class. Thus, young men of Europe were encouraged in order to travel on a grand
tour through 17th century. Later some were encouraged the practice of religious pilgrimage. Thus,
word tourism was first appeared in 14th century.
Tourism became business
Thomas cook designed first travel agency company to help Britons in order to improve
their life by participating into temperance movement. He run the package that was first
commercial packaged tour that includes railway tickets and guide in printed manner.
 Early roads- another milestone in this industry was transportation. Earlier they used to
travel on foot or by walking. They also used animals like camel, elephant donkey for
travelling that increased the cost of the trip. Thus, by the time of the Roman roads it
comprised the networks of 50,000 miles.
 Water travel- this means travelling by boat on holidays for the purpose of seeing things
that are meant as tourist destination. Earlier sea vessels varied between dug out tree boot
to complex Roman galleys. Therefore, mainly upper class often travelled around
Mediterranean basin.
 Rail travels- rail travels means way of wheeled vehicles running on tracks by means of
conveyance of passengers and goods. It was commonly known as train transport. It was
first built in England and carried passengers later years. They were not sure about
passengers will travel in rail transport, but they were proved as wrong. Passengers
travelling in train were happy as they has to pay low fares in order to travel that was very
much low than any other,. Thus, they started using this transport and later it was built in
United states.
Hospitality Customer service, restaurants and hotels are involved in this industry. It is the most
leading industry in the whole world.
Infrastructure- this includes taxis or public transport. This also plays vital role in attracting huge
volume of customers. People mainly attract to those brand where infrastructure facility is
excellent because they can pay high price for good facilities.

P2. Identifying different elements of UNWTO and exploring their interrelation to create tourist
experience.
There are certain elements of UNWTO and they act as the fundamental attractions of
tourism which are discussed as per below context-
Travel agents- this are connected because company sells services or holidays for the operators
and they will further put together the whole package. They are the private retailer that provides
travel service to public on behalf of the company. The services provided by them must be
attractive so that high volume of customers gets engaged towards it. This travel agents act as a
fundamental attraction of tourism.
 Tour operators- they are the one who puts holidays together that includes the things like
accommodation, flights etc. they mention all the services in a particular Boucher (Bubeck
and et.al., 2018). They further sell these package to customers with the help of travel
agents.
 Tourist information office- this type of office is found in all areas where travel and
tourism exist. They offer advice to the people in order to the perfect place for them to
visit. They also offer timetable advice about the transpots top visit a particular
destination.
 Online travel service- this type of companies takes the booking of the tourists online.
This service also includes travel insurance and sites to compare price of the services
offers so that customers feel easy to compare and choose accordingly. Online travel
services play very important role in tourism industry and act as a fundamental attraction
experience for tourism.
 Transportation- As customers reached the selected destination they can use various
methods to travel different places. This includes cable cars, coaches, buses and bikes.
Thus, all type of information regarding transport is found online that makes the holiday
trip of the customers or visitors easy.
 Catering- this includes various types of foods and drinks that is included in the trip of
holiday and packages. This services could be from hotels, restaurant or small food vans.
The services offered by them must be attractive and tasty so that it helps in attracting
large number of customers.

 Accommodation- in this field of tourism industry and attraction of customers,
accommodation plays vital role. Thus, many changes have been taken place recently in
this sector. In this type campaign, holiday villages, flat houses have become popular.
People mainly visit to such hotels that are top class and provide luxurious facilities
(Hamilton and Webster, 2015). Thus, UNWTO has to maintain this sector that will
facilitate the experience and behaviour of tourist visiting there.
Among these factors, hospitality is also an important element that pulls the customers
towards tourism industry that has been promoted by UNWTO. If tourism industry under
UNWTO of UK provides all these elements in luxurious way, it will hinder visitor's experience
that later leads in achieving high profitability and economic growth.
Catering may ruin entire holiday trip. People are very much fond of food while travelling. So
cited company must maintain this service so that customers may easily get attracted towards
them.
LO2
P3. Determining different factors affecting tourism behaviour
The term tourism is defined as travelling from one place to another in terms of business
or leisure. It is also termed as domestic or international tourism that has both implications of
incoming and out going on country's economy (Lee, 2014). Thus, factors that affect behaviour of
tourism are discussed as per below context-
 Global economy- This is the main and important factor that affects tourism behaviour.
Thus, travel is seen as luxury and people who earn less and have lack of income are
worried of spending money that later affects their budgets. Travel and tourism industry
mainly suffered when world struggled in terms of economy. Hence, according to the
World Travel and Tourism Council, the global economy was down nearly 5%w. Thus, it
affects the consumers decision making process as they have shortage of income.
 Internet and social media- The growth of use of internet and social media has changed
and influenced the behaviour of customers rapidly. They have instant access towards
reviews and opinions regarding the travel spots and accommodation around the whole
world. People are now very much fond of Facebook and many other social media sites.
Thus, they get to learn everything and anything they want to learn about the tourism

industry and guides the decision making process of them. Thus, websites of various
tourism industry promoted by UNWTO also play an important role of factors that may
affect the consumers mind of making decisions. Thus, if online reviews of dependent is
not consistent with the claims of tourism industry then travellers are likely in order to
make different selection.
 Personal budgets- Bad economy may not affect behaviour of tourist or visitors that
much as personal budget does. People nowadays are more conscious about their personal
budget and travel accordingly. It is a plan of finance that allocates personal income of
future towards expenses, savings and repayment of debt. Thus, while creating personal
budget, the spending that has been done in past and present capital are taken into
consideration. Therefore, the behaviour of tourism mainly depends on the personal
budget so UNWTO has to mark reasonable prices for the services provided by them in
order to attract large number of visitors towards the stated place.
P4. Models of motivation and their influence in consumer decision making process.
The term motivation is referred to as a need that requires satisfaction. It is an inner state
that activates the behaviour of an individual and directs it accordingly in order to achieve
targeted goals (Perdomo, 2016). This also helps in increasing ones willingness to exert efforts
towards particular goals or incentives. Thus, theory of motivation has been discussed as per the
following context-

Illustration 1: Motivation theory
(Source: Motivation theories, 2012)
CONTENT THEORY
This theory mainly looks for the factors that are inside individual. It is also named as
need theories that is associated with a view that concentrates on determining the importance that
motivates the individual.
Maslow's Hierarchy of Needs-
This theory condenses five basic categories that includes psychological needs, safety
needs, love and belonging needs, self esteem needs, self actualization needs. In this theory, the
lowest, unsatisfied needs becomes most powerful and significant. It is explained in shape of
pyramid. Physiological needs- Physiological needs includes basic needs that are required by
individual in order to survive. This basic needs include air, water and food. It has been
analysed that body and mind of individual stops and may not work properly if there is
lack of these needs.

 Safety and security- If physiological needs are fulfilled by UNWTO, then requirements of
safety and security arises by tourism. This refers to the desire of a person regarding
protection. This includes personal security, financial security, health and well being etc. Belongings and love- After customers get satisfied from physiological and security needs,
this comes into existence. This claims that people need to be respected among their
group. Thus, it also includes give and take relationship between the member groups. Self esteem needs- this mainly means to being valued, respected and appreciated by
others. People involved must be felt useful and necessary so that it will motivate them to
meet certain objectives.
 Self actualisation- this requirement is placed at the top of pyramid as shows potentially
target motivation. This helps people in becoming what they really want to.
Alderfer's ERG theory
This theory is distinguished between three major needs that includes existence needs,
relatedness needs and growth needs (Riley, 2014). In this theory, it has been used to describe the
importance of these needs of individuals towards the company. Existence needs- It includes physiological and physical safety needs means requirements
of basic desires. Relatedness needs- This contains the social and self esteem needs of Maslow's. People in
this requires public fame and recognition.
 Growth needs- It includes self development, personal growth and advancement together
forms this. Thus, self actualisation and esteem needs are involved in this type of needs.
McClelland's needs theory-
It has been argued in this theory that if people strongly needs achievement, they can
themselves become the best leader. The main aim of this is to focus on satisfying the existing
needs rather than developing new one. It states that the needs that has to be achieved, the power
and affiliation that significantly influence the individuals' behaviour.
Hezberg's Two factor theory-
This states that there are some factors that are known as motivating factors that create
satisfaction towards job and also factors and are separated which means hygiene causes
dissatisfaction (Stoyanov, 2017). If hygiene factors like salary, working conditions, work

environment safety and security are not met than this can create dissatisfaction towards
individuals. Motivation factors increase satisfaction that creates motivation in order to achieve
above average performance and efforts.
Process theory
This theory explores about the behaviour that is caused, sustained or stopped by the
motivational factors. This implies that the choice of individual is mainly based on preferences,
reward factors and sense of accomplishment.
Skinner's reinforcement theory
This theory focuses on human motivation that is based on principles of causality and
knowledge. It has been said in this that behaviour of a person is formed due to its consequences.
It is also referred to as operating condition or law of effect. It notes that there will be continuity
in persons behaviour with frequency of certain level that is based on pleasant and unpleasant
results.
Vrooms expectancy theory
This explains about the aims of people in order to choose from the actions that are
available (Daley, 2016). It defines motivation as a process where choices are governed among
voluntary behaviour having alternative forms. Here, motivation is formed in terms of basic belief
that decisions will have desired outcomes.
Adam's equity theory
It has been stated in this theory that treating every person equally makes them motivated.
Thus, they must receive fair rewards for their efforts and costs into a particular process or work.
It is also based on social exchange theory.
Locke's goal setting theory
It is an integrative model exactly like expectancy theory. It has been stated under this
theory that the key determinants of motivation is to set specific, challenging and performance
goals that describes the future and drives behaviour of an individual.
LO3
P5. Identifying recent and emerging patterns and trends in UNWTO.
The recent and emerging trends in UNWTO has been discussed as below context-S

 Millennials- this are the largest and official generation in history. This is the reason they
have secured their status in tourism as leaders. They help UNWTO in exploring the
recent trends in market and are not shy in getting things exactly as they want. They feel
comfortable in booking their trips and tours online with the help of unlimited research
(Vellas, 2016). They have convenient options available to them on internet. This is one of
the emerging trends in tourism industry. Active and adventure trips- This trend is the second most leading industry which leads in
driving global tourism industry. It includes African safari, swimming with the whale
sharks and hiking with Swiss Alps. Thus, there is a rising interest among customers of
tourism industry that is promoted by UNWTO for a more customised experience and
interest is falling mainly in hard adventure. Female solo travel- Today, female travellers are bold. Thus, 80% of decisions are made
by women regarding travel and tourism destination whether they may be a married, single
or divorced. Here, women are leading its way in travel and UNWTO is noticing them.
Women or females plan their holiday and where to stay. Company must not ignore this
trends in market as it can benefit more by providing securities to women's and millennials
and will lead in achieving profits and economy of a particular country will reach the
boost.
 Food tourism- Food tourism is also an emerging trend among the travellers everywhere
and it has been noticed by tourism. Thus, this type of tourism includes farm tours and
classic food markets etc. The experiences of food help in knowing the culture of the
country they are going to travel to.
Examples of popular places
 England's changing demographic structure may also assist resorts in the future. Seaside
resorts makes it the most trending place right now.
 UK’s demographic picture also contributes to the popularity of linking family reunions
with leisure where family gatherings and leisure holidays are trending.
 Health tourism, such as spa breaks, for instance, will in addition to being driven by an
older generation of health conscious people

LO4
P6. Examining factors affecting popularity of a range of global destinations.
Thus factors that affect popularity of global destinations has been discussed below with
help of PESTLE analysis. Political factors- political factors have direct impact on tourism industry. This includes
government regimes or terrorism that has direct effect on tourism industry (Popov and et.
al., 2016). Thus, environment with turmoil free that can be flourished but environment of
conflict and terror cannot be flourished. This tourism has become as the earner of foreign
currency but Brexit is affecting the revenues of UNWTO.
 Economic factors- This has remained as a major factor that is faced in high tourism
sector globally. Further, the recent recession has proved that visitors of the hotel will cut
willingly their travel expenses. Economic condition of a particular country affects the
tourism industry to a great extent.
Illustration 2: PESTLE
analysis
(Source: What is a PESTLE analysis?, 2010)
 Social factors- This also has great impact on tourism industry. The taste and preferences
of visitors are changing continuously. Thus, trends of ride sharing is rising more than
personal taxis or cabs. Therefore, taste and preference of customer plays an important
role in achieving high level success in tourism industry.

 Technological factors- This also has affected tourism industry to a large extent. It plays
significant role in life of the people (Vellas, 2016). Trends of booking online and taking
tickets online have been emerged. It has also helped in bridging the gaps between
different parts of the world so company has to update its technology so that it can attract
large number of visitors by giving true and updated information with help of updating its
official websites. Environmental- Changing weather conditions has a great impact on tourism industry.
Tourists skip the areas where it is too hot. So, industry has to ensure that the environment
besides them are cleaner and greener so that it can attract high volume of visitors towards
it.
 Legal- In tourism industry, the regulatory environment is very complex (Baker, 2014).
There are also various laws that mainly influences this sector. Thus, to operate in several
nations, company has to ensure that they are familiar with all the laws in domestic areas.
Thus, they must make people aware of the branches as people love and feels happy to
visit the tourism industry having branches in domestic areas.
Seaside resorts offer more attractions as there is a vital connection between sun and seaside
which is not simply an attraction. Thus, in England there are different seaside resorts that may
provide unique experiences from destination will be the best for intergenerational family
holidays.
Family gathering and leisure holidays is possible with limited budget. Thus, customers wants to
maximise leisure time that have attempted in order to capitalise family occasions and also in
turning reunions into leisure oriented trips.
Spa breaks growing in popularity- this has driven by blurring distinctions between leisure and
work heightening consumer desire for breaks and treats and also by rising perceptions of time
pressure.
CONCLUSION
From the above report, it has been concluded that tourism sector plays an important role
in generating revenue and growing the economy of a particular company. Thus, emerging and
recent trends has discussed that helps in analysing the trends that increased the scope and
development of tourism industry. In addition to this, the factors affecting the popularity of range

of global destinations has been described with help of Pestle analysis that later decreses the
customers' engagement and company faces huge loss.

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