California Tourism: Contemporary Issues and Future Prospects

This report provides a comprehensive analysis of contemporary tourism issues in California. It begins with an introduction to the state, highlighting its economic and cultural significance. The report then delves into the tourist market potential, identifying emerging segments like couples and emphasizing the state's popularity among domestic and international visitors. It examines the development of transport infrastructure, acknowledging both its strengths and weaknesses, including traffic congestion and the need for improved public transit. The report also assesses accommodation development, noting the influence of online travel agents, digital guest experiences, and the trend toward sustainability. Furthermore, it addresses crisis and risk management, focusing on climate change, water scarcity, pollution, and natural disasters like fires and earthquakes. The role of social media in marketing California as a tourist destination is also explored, highlighting its impact on visitor perception and promotion. Finally, the report discusses visitor experience development, mentioning the positive experiences of celebrities like Jennifer Aniston and Drake. Overall, the report provides a detailed overview of the challenges and opportunities facing the California tourism industry.

Running Head: Marketing
0
Contemporary hotel and tourism issues
California
2/9/2020

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Contents
Introduction......................................................................................................................................2
Tourist market potential...................................................................................................................2
Transport development....................................................................................................................3
Accommodation development.........................................................................................................4
Crisis and risk management.............................................................................................................5
Social media influence.....................................................................................................................5
Visitor experience development......................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

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Introduction
California is in the western U.S. state which is 900 miles nearly to the Pacific. The country
California has admitted to the union to September 9, 1850. The total area covered in California is
163696 sq. m. the economy of the country is the largest sub nation in the world. The culture of
California is popular culture, information, communication, innovation and entertainment. The
largest city in California is Los Angeles. The capital of California is Sacramento and before
statehood, it is known as the California Republic. The country California is famous for several
things such as grape state, golden state, land of milk and honey, etc. (Cook, 2015).
The report will clearly explain the California destination and will also evaluate the issues related
to contemporary tourism in this place (Sarkar, et al., 2017). The report will examine the tourist
market potential, the development of transport, the development of accommodation in the
country, etc. The California destination also has many crises and risk management which will be
evaluated in this report. The marketing of this place is major influenced by social media as it has
become the major attractive thing for the people. The experience of the contemporary visitors
will also be identified in this report so that issues related to tourism and hotel can also be
evaluated. The market of California will be analyzed so that accommodation issues in
contemporary tourism can be ascertained (Dunn and Kregor, 2014).
Tourist market potential
The emerging and the new market segment in California are the new couples or the married
honeymoon couples which are appropriate for the California destination as there are many top
romantic gateways and couples like to spend their time at such places only. There are around 50
million travelers who have visited California annually as the country is famous for its hospitality
and leisure and recorded the highest ranking in that. It was elated from the statistical data of the
tourist that there are around 7.5 million international visitors who have come to the destination of
California and around 42.5 million are the domestic visitors (Guttentag, 2015). The couples are
emerging tourist market segment as most prosperous places in the US. Couples want to explore
the new things together so they roam to new places so this targeted market segment enriches

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many benefits. The couples also roam to California to build romance and affection as it cuts
down the stress and work by traveling together.
There are several romantic places in California through which the new couples or the married
couples get attracted majorly such as Park winters, Solage, Hyatt Carmel Highlands, Chaminade
Resort and Spa, etc. (Belarmino, et al., 2019). There are the romantic gateways for the couples
such as Big Sur, San Francisco, Malibu Beach, Napa Valley, Yosemite national park, Coronado
Island, etc. The new couples get attracted to this destination as the weather is mild and the
beaches over there are gorgeous. The mountains and peaks are also beautiful and on Pacific
Coast Highways the new couples can go for an amazingly long drive. The new couple is also the
emerging market segment for this destination as they could experience the couple massage over
there, taste the wine at a vineyard, see a live Hollywood concert and most important book the
gateways (Yusof, et al., 2017).
Transport development
The major issue which the tourist gets in California is related to the transportation system only as
it is very dynamic and complex. California is famous for car culture but there are much other
transport also such as roads, rails, air and sea transport. In much largest population state of the
California, computer rail network, light rail, etc. are there. There are many ports in California
where the shipment of freight is done (Aragon-Correa, et al., 2015). There are many numbers of
airports in California where people can go from small general aviation to the big hubs. California
also has some worst roads as there is severe traffic congestion which creates a major issue in the
hospitality sector.
There is an extensive system used in California through which the terrain is connected and they
were patrolled by the California Highway Patrol. Another biggest issue in California is that the
highways are non-toll roads so the development of such highways is not done in an effective
way. The bus transit service is available but only for the specific country and city which is
another issue in tourism as people do not find any bus travel transit for some nonspecific areas
(Lamberton and Stephen, 2016). The major air travel in California is San Francisco International
Airport which is the major hub for the international traffic and one of the busiest airports also so

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tourist gets faded with the traffic at the airport only. There are many seaports and harbors in
California and there is much traffic of container cargo.
The transportation of California is getting exurbs and suburbs due to the development of many
infrastructures. Another major issue for the tourism people is that traffic safety as due to the
population growth the more traffic has been increased. Due to the expended of the freeway
network, the issue in California has raised. Due to vehicle transportation, many greenhouse gases
are emissions are happening and it does not only affects the climate but threatening the carbon
neutrality (Minca and Ong, 2015). Other issues that the tourism faces due to transportation are
crisis in gasoline tax revenues, public transit finance, transport infrastructure, etc. are the major
factors but still there are many developments has done lead to growth in the tourism market.
Accommodation development
There are certain development has done due to the new trends in accommodation. In the country
California, there are many online travel agents who are providing the services to any new
couples or to any other new tourists which help in making them the tour to the different
destinations of the country. The new trend of digitalized guest experienced has done which helps
in attracting many tourists and helps in reshaping the hospitality industry. The global tourism has
boomed up due to the best hotel services also. California is the first largest country in providing
the best services in hotels. They also have good accommodations in giving the best asset
management practices (Martens, 2016). They not only provide the best hotels but also give cars
and other services to attract customers more. Sustainability is the new trend that helps in
enhancing the growth in the tourism sector.
The updated technology influences the development of California. The people can easily book
their tickets, book the hotels and can find out the places where to roam and which things are
famous in California though the technology. They can even do the messages and do direct
communicating to ask any query. The people are also very specific towards health and food so
the major concern which the tourist put is on the security and prevention of health. The hotel
development is the biggest accommodation for tourist in California (McEvoy, 2014). In the hotel
of California, there are not only the proper housekeeping facilities but there is the hospital,

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saloon and many other services which attract the tourist. They don’t have to go outside for any
services as everything’s what the customers’ needs reside in the hotel only (Pan, et al., 2016).
Crisis and risk management
There are many potential crises that have been seen in California such as the major crisis is
related to climate change which has put the economy of California into the risk of collapse. The
major crisis in the country is related to the water as the state truly runs out of the water so the
major concern has to be put on water. The pollution is increasing in California due to the high
vehicles used (Melton, et al., 2016). The major carbon has enhanced through the vehicles only
due to the increasing population in the country. Another major crisis is related to the fires,
blackouts as it has killed or dead many trees through which the country is going through the lack
of oxygen.
The utilities of California has led to the financial crisis and exposed the risk related to the
wildfire. California is becoming an unlivable country due to the increasing population and this is
the risk which has been seen divesting drought and many deadly fires. There are frequent fires
happens in California due to the climate change stamp (Tang, et al., 2015). The flames of fire are
high which is very risky but due to the climate crisis stroke, it happens in California. The risk in
California is related to the earthquake as there is greater earthquakes strike in the country so the
tourist also took some less interest in roaming such apices. The biggest crisis in California relates
to the wildfire crisis, climate risk, increasing population, changing climate and biggest risk in the
country relates to the earthquake which happens more often (Martens, 2016).
Social media influence
In a destination like California, where the people are advanced in technology and use the internet
at the priority, social media plays the most essential role. Social media not only influences the
people in visiting California but also gives them the best tour packages at the lower rates. Social
media has shown a great impact on California marketing as it did not attract many tourists
towards this destination but also creates the awareness among the people regards many places
(Ahmad, et al., 2016). Much traffic has gathered in California through special media marketing
which influences the people towards posting the good pictures and by making good videos only.

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There are many potential visitors which get attracted to this place and have become the actual
visitors just by social media impact.
The social online community is very large which not only attract domestic customers but also
attracts international visitors. It changes the perception of the people and influences them to
think towards the things by promoting them. Social media is the best way to promote certain
destinations (Rao, 2014). The people get attracted by just watching the good pictures only so by
posting the picture of one celebrity there are millions of people who just copy them and visit
such paces.
The people get to know about such beautiful places and there are certain packages also on social
media which give the big offers to the customers and make them possible for the visitors to visit
such places (Carr, et al., 2016). Social media helps in connecting several people through different
areas so this is the best marketing way to spread awareness about the places and to make the
destination best for the tourist. To target the audience also social media is the best way of
marketing so building the relationship with the visitors or the tourist, it is the best way to attract
and influence them.
Visitor experience development
Jennifer Aniston: She lives in California only and gives the best experience that she not only
loves this destination as she lives or born over there but because she has some good vibes over
there. There are many beaches as well as mountains where people can feel the fresh air (Karner,
2016). Whenever she gets stressed she used to go over Golden Gate Bridge, Disneyland and to
the Yosemite national park as these are the famous places over there. She used to love
agriculture too and California leads in agricultural production so she has acres of farmland where
she used to produce the agricultural products too.
Drake: He has also been going through with the wonderful experience as there are many bars and
casinos where live singings have been done and he loves live singing. He used to go over there
and enjoy the music with the wine (Famiglietti, 2014). There are several new wines are produced
with good taste so it’s a good experience with the new wines. Drake also loves photography so
he has visited the golden gate bridge and does the photography over the bridge. There are several

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majestic peaks and wildlife and have quality meats so he has just loved the quality food and
climate.
Conclusion
From the above report, it is concluded that California is one of the attractive places in the US due
to its share of the national parks. The climate, culture and food in California are also attractive so
people used to go there to have the best wines and have quality meat. California is the grape state
so there are several types of wines that are produced over there. For the couple, it has the most
famous tourist place as there are many romantic places with several beaches and majestic
mountains. In California the development has been done in the transportation system as there
were many uses and rail has developed. The hotel accommodation facility is the best in
California which attracts the customers to prevail the best services. There are several crisis and
risk have identified in the California which relates to the earthquake, wildlife fire, climate
change, etc. the social media has the great influence in attracting the many tourists by building
the connection and influencing the tourist. The experience of two visits to the California
destination has also explained in this report and they have stated that it’s been a wonderful
experience to visit such a beautiful place.
The new couple is an emerging market segment for California destination as they could
experience the couple massage over there, taste the wine at a vineyard, see a live Hollywood
concert and most important book the gateways. California is famous for car culture but there are
much other transport also such as roads, rails, air and sea transport. The hotel development is the
biggest accommodation for tourist in California. In the hotel of California, there are not only the
proper housekeeping facilities but there is the hospital, saloon and many other services which
attract the tourist. The biggest crisis in California relates to the wildfire crisis, climate risk,
increasing population, changing climate and biggest risk in the country relates to the earthquake
which happens more often. The social online community is very large which not only attract
domestic customers but also attracts international visitors. Social media helps in connecting
several people through different areas so this is the best marketing way to spread awareness
about the places and to make the destination best for the tourist.

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