Understanding the Tourism Environment

This report by Desklib discusses theories related to tourist typologies, motivations, and characteristics, changing distribution channels in the air transport sector, and the influence of the public sector on tourism with a specific focus on how government agencies impact British Airways. The report also covers factors and trends that drive changes in the airline industry and the current trends in the industry.

Understanding the
Tourism Environment
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Theories related to tourist typologies, motivations and characteristics that can be applied to the
purchase of both a tour operator escorted tour of northern Italian Cities and an independently
organised driving trip around the Italian lakes............................................................................3
TASK 2............................................................................................................................................3
Analysing the changing distribution channels within the air transport sector.............................3
Factors and trends that drives changes........................................................................................4
TASK 3............................................................................................................................................6
The influence of the public sector on tourism with a specific focus on how government
agencies........................................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
The concept of Tourism is refers to as a business or pleasure that attracts different customers
in a form of traveller that are provided with entertainment, tours and accommodations. Tourism
is not one which is done only at local or at national level but now a days people are more
preferring an international tourism which provides them great pleasure and happiness. On the
other hand the business of tourism also provides great assistance in the development of economy
(Dimitriou, 2017). This boosts employment opportunity and helps in the generation of foreign
income. The present report talks about some theories of tourists or tourism for both tour operator
and an independent trip. Different changing channels of distribution in context to transport
sector, the trends or factors that drives changes in airline sector in being mentioned. Further, the
influence of public sector upon tourism and the impact of government agencies is being
discussed with context to British Airways.
TASK 1
Theories related to tourist typologies, motivations and characteristics that can be applied to the
purchase of both a tour operator escorted tour of northern Italian Cities and an
independently organised driving trip around the Italian lakes
Covered in PPT
TASK 2
Analysing the changing distribution channels within the air transport sector
The airline industry is one which offers travel and cargo services to people and companies in
order to have moment from one place to other. The employees or the owners of air transportation
business is required to possess high understanding for the distribution channels that are available
to them as well as those are changing with the time. The major distribution channels comprises o
offline and the online channel. The distribution channel within the air transportation business
shows different ways in order to sell or buy air services in market. The changing distribution
channel in air transportation sector are mentioned below:
 Strategic Partnership: Initially the air transportation was conducted through selling by
travel agencies, tour operators, destination organization managements, affiliation
networking’s and by associations or trade bodies. These are some ways of increasing air
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transportation sales. This allows a direct booking through destination marketing
organisations after when the tour operating company places their ads on DMO sites
(GarcíaVillaverde and et. al., 2017).
 Offline Channel: This includes services through dealing with or conducting a cross sales
business with different related businesses such as with restaurants, stores, hotels or cafes
which could be turned into a profitable distribution channel for all the businesses. The
tour operators can also collect traveller’s information or it can be done by hotels so that
will be beneficial in booking their tickets when they reaches to destination. Under offline
channel of distribution the customers are also attracted by conducting different trade
events like world travel market where more visitors can be catered towards the services
of tour operators and other associated businesses.
 Online Channel: The online channels includes use of digital technology through
computers or mobile phones. By online channels a visitor or traveller can be able to pre
book their visit or stays that can provide continence to them as well as an assurance of
their confirmation. This includes developing a personal website by tour operators or
hotels that allows a facility of early booking, listing of business on google, online
marketplace in travel OTAs, reviewing the networks such as trust pilots or trip advisors,
providing social media presence such as on Facebook, Instagram, Tik Tok, Twitter, etc.
The change from strategic partnerships or offline channel to the online distribution
channel has enhanced the business of tourism industry and especially after the Pandemic
this online channel has proven to be the best method of sustaining business in market
(Kim, Park and Choi, 2017).
Factors and trends that drives changes
The different factors that drive changes within the business of airline industry are
mentioned below:
 Higher living standards: The rise within country’s GDP as well as the consequently, in
customer’s disposable income & living standards results into the development in demand
for air travel industry for both business as well as leisure purposes. Though the living
standards of customers is one of the highly essential component of the amount of
enplaned travellers, it is essential only to a point. In most of the countries the per capita
income is good that allows customers to use more of flight services. More than the
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developed economies, the greater living standards drives to the growth within air traffic
for developing economies as their prediction to spend could grow at a higher pace, &
their markets have not reached the state of maturity yet. The increased living standards or
the per capita income enhances the business of air industry and more use of flight
services with comfort. This is also highly linked with the concept of globalization, in
which the average distance travelled results to enhance as people use to have long-haul
holidays & do business in different countries that now have highly favourable political as
well as social environments for British Airways (Lu and et. al., 2021).
 Demographics: The most recent studies made by International Air Transport Association
has mentioned that working age population develops higher trips than its traditional &
new rival firms. As the consequence, the countries analysing a shift within demographic
trends in context to working-age population are able to experience higher sustainable
growth in the air traffic of British Airways.
 Cost of Travel: The cost of travel is an important concept in the price paid by the visitors
in respect to buy an air flight ticket. As the flights tickets were at low cost so a large
amount of people are competent to buy flight tickets for their journey this results into an
increase within the traffic in airline industry as well as for British Airways. In the past
few years, the unit cost per travel has experienced a downtrend, due to enhancements
within the efficiency of airline services & enhanced competition. This improvement has
been also supported by the decrease in the prices of crude oil in year 2014 that resulted
into the low cost prices for flight tickets by British Airways. Though, there is a great
opportunity for such costs to be lower in future time has also provided flights tickets at
lower cost (McNally and Maroun, 2018).
 Market forces: Initially the international airline industry has experienced a high impact
that resulted into the market forces of supply as well as demand. Also, the change within
demand is one of the highly essential factors that has hampered to the airline industry.
The starting variable which could shift the demand within industry is income. The market
forces which are associated with British Airways is customer’s purchasing power, market
condition, cost of raw material or employee’s wages, market competition and many
others that drives changes within the airline industry as well as in British Airways (Özel
and Kozak, 2017).
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The current trends within the airline industry as well as in British Airways are mentioned below:
 Increase Flexibility: The biggest airline trend in year 2021 is concerned with flexible
changing & into the cancellation policies. Airlines such as British Airways changed fees
early due to the pandemic. Travelers could feel highly confident while making booking
for their travel & knows that they would not be charged with money if their plans got
change. Numerous airlines within the industry have eliminated change charges & are
offered cash refunds if travellers are required to cancel their plans even at last minute.
 Contactless Technology: Another top airline trend is related to making the whole
customer experience right from check-in to the shopping to entertainment in flights are
touchless one due to pandemic guidelines. This highly contactless experience allows the
consumer’s smartphone for easy payment options, check-in as well as selecting in flight
enjoyment. It could also check for the symptoms of COVID. For instance, the Etihad is
the one airport to make trial of contactless screening in respect to COVID-19 symptoms.
This helps in monitoring temperature, passengers’ heart rate as well as the respiratory
health for symptoms of illness. It also utilises the voice recognition so that travellers does
not have to touch different screens (Pencarelli, 2020).
 Keep Travelers Informed: From travel barriers to the cancellation of flight cancellations,
airlines are required to keep their visitors informed as well as this has was not only an air
industry trend due to COVID in year 2021 but is categorized as a mandatory norm.
Based on to the International Air Transport Association, the travel barriers has tightened
in the past few months for numerous countries. The border closures or quarantine norms
could force travellers to modify their travel plans. In certain cases, the travellers has
booked flights as well as accommodations only to look out days prior to their journey that
they could not fly from the UK to Mexico or in different countries as planned due to a
connecting flights.
TASK 3
The influence of the public sector on tourism with a specific focus on how government agencies
The “Organisation for Economic Co-operation and Development” (OECD) is a
governmental association within which the UK government compares as well as exchanges the
policy experiences by identifying the good practices in respect to the emerging challenges &
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promoting the decisions or the recommendations in order to develop much better policies for
their better lives. The association generally promotes the sustainable economic development of
tourism or destination industry. The tourism is an essential economic sector for different
countries across the world as well as the governments are enhancing active & innovative policies
so can promote the sustainable & the inclusive tourism or destination development. The linkages
among tourism & different policies are many & policy decisions has to be consider as the trade-
offs or complementarities. Different countries categorizes an integrated government approach to
public sector tourism or destination business as an important determination of an influence
government framework. Such integrated approaches enhances the policy coherence as well as the
effectiveness of public actions in tourism & destination. Governments at all levels has a
significance role to perform in the offering of the tourism & destination product as well as they
are to perform in close partnership with the private industry and other businesses. In respect to
sustain the destination & tourism growth as well as the associated profits the government is
ensuring that the appropriate policies as well as the delivery structures are in appropriate manner
(Provotorina and et. al., 2021).
Different countries like UK now has adopted the multi-year policies or the plans to
enhance the sector of tourism as well as destination and to provide a strategic proper direction
along the high focus towards the governmental policies with respect to substantial as well as
national level. Other than the tourism industry depend Amit has hampered a global economic and
different economy was even results into the session. The OECD macroeconomic estimations in
respect to every month has measured different trends in destination and airline business which
shows a loss of output in the annual countries GDP growth. In case the shutdown of travel and
destination services will be continued then there will be a use decline mint in GDP growth which
will result into negative consequences for tourism and destination business recovery.
In respect to the influence of government policies which are Highly Effective there is an
significance industrial civil society governmental approach for the development of a monitoring
execution of different faces. Creation of multi actor system within the public sector as well as
civil society has a greater vertical and horizontal coordination between the government bodies
and the different destination or tourism businesses. This was needs for consideration that needs
to be accepted in a form of good governance by the public firms both at substantial as well as at
at Central level. Defective government policies which are made by the UK Government industry
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to influence travel in destination business include a clear mentioning of functions and roles
which are need to be played by government in different level for tourism the engagement of civil
society as well as the tourism industry as well as destination industry within the decision making
process of different policies is also related with this full stop adoption of effective mechanism in
respect to engagement has influenced the businesses such as in having contracts tourism
Strategies for joint committee is that ensures the appropriate techniques as well as resources in
order to monitor and implement full stop the government is also influenced different solutions in
order to enhance multilevel policy as well as coordination that can reflect tourism and destination
business abiding by the law and regulatory frameworks (Raj and Griffin, 2020).
It is essential for public sector as well as the tourism and destination businesses to have
their clear mandatories korma properly mentioned objectives, hi political support and effective
leadership that it can be helpful in regulation of proper governmental policies.
The essential role of government in respect to influence the business includes
development of cohesive as well as effective tourism policy along with destination policy that
are important but on the other hand the government has experienced various challenges during
development of such policies. This is because of the fragmented nature within the tourism
industry Nation industry that involves the engagement of different Central Government ministers
as well as various government levels so that can undertake different roles effectively in respect to
political social and technological and environmental Trends that can influence the tourism and
destination business. The government has involved itself for the influence in tourism and
destination industry through a variety of capacities such as marketing promotion maintaining
higher security, regulating the market of airline, planning, controlling, managing and regulating
the tourism for destination businesses by like national parks, through providing development
funds so that can be used in the creation of rows as well as different essential Infrastructures.
Along with this the UK Government in respect to travel and tourism industry has added a
different level that provides full potential for growth in respect to tourism and destination with
central government. This is categorised as a most significant role which is being played by the
government and public sector for tourism as well as destination business at substantial level
(Tsai, 2017).
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CONCLUSION
From the above report it can be concluded that a tourism and travel business has contributed
to the large extent in the development of economy as well as holds a great share in market. There
are different characteristics that motivates the total sector for its development. With apologies
related to tourism define the theory that can be executed in the purchase of tour operator as well
as in the independent organisation of trips. With the distribution channels involve a change from
strategic partnership to offline and then to online channels within the air transportation sector.
This change has become a trained after the happening of pandemic which has influence the travel
business as a less contribute to the growth and sustainability of tourism. The influence of public
sector upon the tourism in context to government agencies is being critically done by OECD
association that provides greater measures for the development of tourism and destination
industry.
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REFERENCES
Books and Journals
Dimitriou, C.K., 2017. The quest for a practical approach to morality and the tourism industry.
Journal of Hospitality and Tourism Management, 31, pp.45-51.
Domínguez Vila, T., Alén González, E. and Darcy, S., 2018. Website accessibility in the tourism
industry: an analysis of official national tourism organization websites around the
world. Disability and rehabilitation, 40(24), pp.2895-2906.
Dunets, A.N. and Zhogova, I.G., 2018. Significant changes of tourism industry in the altai-sayan
mountainous region. Journal of Environmental Management & Tourism, 9(4 (28)),
pp.868-878.
García-Villaverde and et. al., 2017. Determinants of radical innovation in clustered firms of the
hospitality and tourism industry. International Journal of Hospitality Management, 61,
pp.45-58.
Kim, N., Park, J. and Choi, J.J., 2017. Perceptual differences in core competencies between
tourism industry practitioners and students using Analytic Hierarchy Process (AHP).
Journal of hospitality, leisure, sport & tourism education, 20, pp.76-86.
Lu and et. al., 2021. The potential of virtual tourism in the recovery of tourism industry during
the COVID-19 pandemic. Current Issues in Tourism, pp.1-17.
McNally, M.A. and Maroun, W., 2018. It is not always bad news: Illustrating the potential of
integrated reporting using a case study in the eco-tourism industry. Accounting,
Auditing & Accountability Journal.
Özel, Ç.H. and Kozak, N., 2017. An exploratory study of resident perceptions toward the tourism
industry in Cappadocia: a Social Exchange Theory approach. Asia Pacific Journal of
Tourism Research, 22(3), pp.284-300.
Pencarelli, T., 2020. The digital revolution in the travel and tourism industry. Information
Technology & Tourism, 22(3), pp.455-476.
Provotorina and et. al., 2021. Development of the Hotel Business as a Component of the
Regional Tourism Industry. In Proceedings of the XIII International Scientific
Conference on Architecture and Construction 2020 (pp. 20-32). Springer, Singapore.
Raj, R. and Griffin, K.A., 2020. Reflecting on the impact of COVID-19 on religious tourism and
pilgrimage.(Special Issue: The impact of COVID-19 on religious tourism and
pilgrimage.). International Journal of Religious Tourism and Pilgrimage, pp.1-8.
Tsai, Y.H., 2017. Travel agency managers' perceptions of tourism industry employability.
Journal of hospitality, leisure, sport & tourism education, 20, pp.122-133.
Vajirakachorn, T. and Chongwatpol, J., 2017. Application of business intelligence in the tourism
industry: A case study of a local food festival in Thailand. Tourism Management
Perspectives, 23, pp.75-86.
Zorpas and et. al., 2021. Steps forward to adopt a circular economy strategy by the tourism
industry.
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