Contemporary Issues in Travel and Tourism: A Business Report

This report provides an in-depth analysis of contemporary issues in the travel and tourism sector, particularly within the context of New Zealand. It begins with an introduction to the industry's growth and the impact of factors such as rising disposable income and globalization. The report then identifies and examines key issues, including medical tourism and eco-tourism, evaluating their challenges and opportunities. It critically analyzes these issues, highlighting infrastructural limitations, global competition, and sustainability concerns. The report proposes a business model implication using the triple bottom line approach to address these issues, focusing on economic, social, and environmental perspectives to achieve sustainable growth and development in the tourism sector. The report concludes with a discussion on future directions for global sustainable tourism in New Zealand.

CONTEMPORARY
ISSUES IN TRAVEL
AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Contemporary tourism issues faced by tourism sector...........................................................1
Critical examination of issues................................................................................................3
Business model implication....................................................................................................5
Respond to changing global demand in the economy............................................................7
Future directions for Global sustainable tourism in New-Zealand........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDICES...............................................................................................................................12
Industry analysis of travel and tourism sector......................................................................12
Changing perspectives in travel and tourism sector.............................................................13

INTRODUCTION
Travel and tourism sector is growing vastly in the global economy. Developing nations
and liberal policies of the economy are creating positive impact on the growth of the industry.
Rising standards of living and increasing disposable income of the individuals are the crucial
factors which are significantly contributing on the growth of consumer demand for travel and
tourism activities (Liu, Tzeng and Lee, 2012). Every country is developing effective and well
defined policies for attracting wide range of travellers within the nation. This has helped in
enhancing the economic positions of the country and has contributed in high growth measures
for the businesses as well.
Demand for international tourism is continuously rising in the economy. Impact of global
factors and business integration plays a significant role for enhancing organizational growth in
the sector (Pastras and Bramwell, 2013). The presents study will carry out an in-depth theoretical
analysis of the subject and attain extensive knowledge about theories, practices and strategies
adopted by the companies which has effectively contributed in developing the industry. The
report will analyse the contemporary issues and changing market condition in the sector. It will
implement a range of models and tools to ascertain the issues and evaluate its contribution in
industrial growth. It aims to build the understanding about the development of travel and
tourism, its impact and different level of integration for services which makes the industry
profitable and helps in overall growth of the country.
Contemporary tourism issues faced by tourism sector
New Zealand is a growing and established country of the world. Tourism has significant
contribution in economic development of the country. The internal and external analysis of the
country analysed that tourism opportunities in New Zealand is high and significant. Foreign
travellers visit the nation for leisure travels, holidays, natural tourism and relaxation. In addition,
the scope of job opportunities and education has also developed within the nation. However,
Kilkenny, (2010) analysed that New Zealand has wide scope for enhancing the industry growth
through medical and eco-tourism practises. These contemporary practices have the strength to
develop a significant impact on the industrial growth of the county. However, Lee and Chang,
(2012) analysed certain critical challenges that may restrict the growth of these factors in the
country.
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Medical tourism concept
Medical tourism is the type of tourism wherein people travel from one country to another
with an aim to obtain the medical treatment in the specific country (Cortes-Jimenez and Pulina,
2010). In this context, there are number of factors identified which lead to increase the popularity
of medical tourism. The factors consist availability of specialized and professional individual
within country and cost effective medical treatment etc.
Medical tourism is being consider as one of the most emerging form of tourism in New
Zealand. It has created an effective impact on business growth and demand. The impact of the
same is well observed on the domestic business growth and country infrastructure (Spencer,
2012). New Zealand has a well advanced medical profession with highly skilled doctors and
surgeons, often training in the US, Australia or Europe. The regulatory body assessing the
medical services is Joint Commission International (JCI). Many tourism companies has
developed facilities for medical tourism and treatment within the nation. Hospitals are offering
packages, travelling measures, accommodation and after care services affectively (Liu, Tzeng
and Lee, 2012). However the major issue faced by the company is rising global competition
within the market. New-Zealand is comparatively new market player for medical tourism
services. Consumers choose well established and developed countries for the treatments and
health well being. Country's such as USA, Malaysia, India, Thailand, UK, Canada etc has
developed a well established health based system in the market (Pastras and Bramwell, 2013).
This has created low and ineffective impact on the demand of county's medical services.
Moreover the trust and relationship with professionals of New-Zealand is low.
Eco tourism
According to Jackson (2012), ecotourism can be regarded as the responsible travel to the
natural areas from the visitors so that environment can be preserved safely and effectively. It also
involves the well-being of the local people and giving protection to the society. New Zealand
holds a very long lasting reputation for eco-tourism. The country has maintained a very clean and
green environment. Tourism in the country is largely shaped through the uniqueness of the
environment and culture (Dodds and Graci, 2012). It is a major contributor in generation of
revenue for the economy. The integrated actions of government has also helped the country in
developing new destinations for enhancing eco-tourism within the nation (Peeters, 2014).
However, lack of strategic growth approach and impact of integrated business practices has
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challenged the growth issue. Strategic development of the country and adoption of well
developed measure for the business will help the nation in delivering effective and positive
results for business growth and development. Hence, the issue highlighted for Eco-tourism in the
country is lack of sustainability within the country (Peeters, 2014). The demand for sustainable
tourism practices has helped the country in continuous innovation and development.
Critical examination of issues
Tourism industry is one of the significant contributor for economic growth and
development of the country. Well developed measures and strategies are adopted by the business
units in order to strengthen the country's economy in this widely competitive market (Simon,
2014). The natural resources and policies of the country has helped the industry to attract large
tourists within the nation. The two issues analysed for the present study related to medical
tourism and eco tourism. Th prospects of the both the selected measures is high and well
developed for the economy.
ISSUE 1 Global factors
There are several issues identified which are related with the given form of tourism. One
of the significant issue which government of New Zealand is facing with respect to the given
tourism is related with lack of infrastructural facilities. In order to promote the given type of
tourism, country will require high tech medical equipments and tools (Cuccia and Rizzo, 2011).
But, from the conducted analysis it is assessed that government of New Zealand is facing
significant problem with regard to the same. This is because of unavailability of sufficient funds
with the government. Here, with an aim to purchase the high technology medical equipment
government will require necessary funds. If government lacks in providing the same at that time
it becomes very difficult for the nation with respect to make the promotion of given type of
tourism in an effective way.
Besides this, unavailability of sufficient number of professionals with an aim to support
the respective tourism is being regarded as another most critical issue which is being faced by the
country. In order to promote the medical tourism of the country, government should raise the
team of professional individual who can provide medical support to the patients. If given thing
will be found as absent at that time in the given situation it will become difficult for the nation
with regard to attract large number of travellers in an effective way (Dann and Liebman
Parrinello, 2011). Furthermore, the New Zealand medical tourism is facing tough competition
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from the countries such as India and China which also offer such type of tourism. In this context,
it is identified that the cost of getting medical services in India and China is much cheaper than
other country. This thing may create problem for the medical tourism of New Zealand. This has
resulted in reducing the competitiveness and growth of the country.
ISSUE 2 Sustainability
Sustainability plays a crucial and significant role in tourism planning and development.
Researches revealed that issue of recycling has also taken a new interest in the country in the last
2 years (Morosan, 2013). Many hotels have established sustainable practices but usually the
recycling bins are not provided in the guest rooms. While on the other side eco-tourism
operations and initiatives from the community are very common in the country. There are very
few restaurants which are totally committed towards organic tariffs. The organic produce is
widely available but at a very high price and sometimes the quality is also very poor. Another
issue faced.
New Zealand has been identified as a poor performer in industrial and agriculture waste
management and recycling. Industries are being forced to comply with the new waste
management regulations. However there is a need that travellers should become more
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responsible and liable towards the destinations that they are visiting. It is evident that different
government makes efforts to improve the environmental conditions (Scranton and Davidson,
2007). Government of New Zealand has shown great efforts in this context and the authorities
are concerned about the eco-tourism. Protection of the environment and preservation of the
cultural identity is very important as it will promote the eco-tourism at wide level. This will be a
joint effort from the side of government as well as people. Another most great aspect of eco-
tourism in the country is the wide growth in the number of volunteer projects. These projects are
highly focused on the sustainability of the tourism.
Business model implication
On the basis of the above analysis it can be effectively determined that prospects for
tourism is high and effective within the country. In order to deal with the issue of promotion and
sustainability, country need to effectively develop and enhance its operations in order to attain
high and effective business growth (Willis, 2011). Application of triple bottom line (TBL)
approach will help the country in addressing the issue in a well defined manner. The impact of
the proposed model will be efficient on integration of business practices and promotion of
country's activities as well.
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Triple bottom line approach is a ell defined and integrated means of sustainability,
growth and promotion of the company. The present issues faced by the business may effectively
be addressed by effective implementation of the mentioned model. Urry and Larsen, 2011
defined sustainable development as “Development that meets the needs of the present without
compromising the ability of future generations to meet their own needs.” TBL helps in
effectively attaining sustainable business growth in the economy.
Economic perspective of the approach must focus on the factors associated with cost and
resources within the country (Veal, 2014). A well developed and defined measures of tourism
development must be adopted by the country by integrating business activities and processes
efficiently in order to attain valuable and profitable results for the country. Medical tourism
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Illustration 1: Triple Bottom line approach
(Source: Uriely, 2009)

practices will be developed and enhanced while enhancing revenue aspect for the business.
Social perspectives focuses on people aspects for the country. Tourism industry delivers
customised and valuable services to the consumers by employing efficient and trained employees
(Mayor and Tol, 2012). Moreover, focusing on this aspect will help the country in developing
and enhancing effective promotional measures for the New-Zealand. It will help in developing
both the issues by approaching human elements in a strategic manner. Lastly environmental
aspect is crucial and significant for tourism in New-Zealand. It will help the country in ensuring
tourism development and growth within the economy. Hence the business unit must also focus
on this aspect by developing legal and regulatory actions for environmental health, developing
policies for promoting awareness amount tourists etc (Middleton and et.al., 2009.). Hence it will
help the business grow and develop within the economy. It will help the country in developing
internal business integration which will create a valuable impact on business development.
Global competitive factors will be addressed as it will help in promoting the nation in the
economy. In addition to this it will help the country in attaining effective and well defined
sustainability for the business.
Respond to changing global demand in the economy
In order to effectively develop tourism within a nation, well integrated business practices
has to be incorporated by the countries for enhancing strategic development of the country
(Middleton and et.al., 2009). The SWOT analysis of the country will help in analysing the
strength and weaknesses of New Zealand for enhancing economic development of the nation in
this widely competitive era.
SWOT analysis of New Zealand
In order to get the detailed information about the cited country, assistance is being taken
from the tool such as SWOT analysis. The detailed explanation of the same is depicted in below:
Strength
 Presence of very low population.
 The nation has good quality of oil and
other reserves.
 New Zealand exports its food to the
other country which can be consider as
one of the mean of earning money for
Weakness
 New Zealand is geographically isolated
which mean that firm may face major
difficulty if it wants to establish the
global supply chain network.
 There is a very little manufacturing
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the nation. happens within country.
Opportunity
 To raise the production of renewable
generation.
 To make money by importing food to
other nation.
Threat
 New Zealand have the threat from the
continuing contamination of soil and
waterways.
 Shortages of liquid energy may lead to
cause impact upon the transportation of
nation.
Future directions for Global sustainable tourism in New-Zealand
In New-Zealand, the advanced country is catering towards the development of the
economy. It became imperative to develop the sustainable tourism in the country with the
adopting of certain measures. With some objectives such as optimal use of resources available,
maintaining the sociocultural authenticity of the host country along with the maintenance of
competency with economic operations New-Zealand tourism can be grown sustainably.
According to Mayor and Tol (2012) with the aim to optimal utilize the resources, for
new-zealand it is required that it promote the country's offering through enhancing its business
networking that is connecting with the organisation working in different parts of the world
operating in different domains.
In the opinion of Lee and Chang (2012) as stated that globalisation can be lucratively
utilized by New-Zealand with respect to the promotion of medical tourism around the world by
connecting through digital platform. In this process by drafting aims and objectives, the medical
tourism can be escalated.
New-Zealand is having the rich natural resources and heritage offerings. In this context
by collaborating with international organisation working in the similar area such as preservation
and enhancement environment assets, new-Zealand will be able to bring improvements in the
eco-tourism of the country.
According to Kilkenny (2010) Sustainable tourism is an integrated process which is
practised with the involvement of all the components such as government, tourism industries and
countrymen. Hence, New-Zealand will be able to bring sustainable tourism in the country by
bringing awareness among the people about the preservation and protection of the nations assets
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in different ways. There are several measures adopting which the message can be reached to
large stream of people. Increasing the awareness about the contribution of sustainable tourism in
the country in economic, social and political means will enable the increment in contribution of
countrymen towards sustainable tourism development in England. Further along with the
involvement of countrymen, it is imperative to have the important participation of government
and other related organisation in bringing sustainable tourism in the country. Few measures that
can be adopted are governments steps to reducing the taxes and tariffs in medical facilities
provided to outsiders and liberalizing the laws and regulations for the visitors to promote medical
tourism. Further, with imposing laws with respect to the enhancement environmental stability
along with charges and punishments laid for damage and destruction of resources of the country
will promote the eco-tourism. Adopting the above measures will contribute significantly in
promotion of medical and eco-tourism.
CONCLUSION
The case study prepared to elucidate the existence of medical tourism and eco-tourism in
New-zealand. From the above analysis it has been inferred that, there is significant gap in the
existing tourism condition and the potential growth. There are many factors which inhibits the
growth are low development of infrastructure, lack of professional excellence in medical sector,
less awareness about the development of eco tourism. This gap can be filled by adopting certain
measures such as enabling effective promotion, inculcating integrated business approach in
tourism development, increasing awareness about the preservation and protection of nation's
assets.
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