Global Travel and Tourism Pattern and Trends: A Comprehensive Analysis

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The Contemporary Travel and Tourism Industry
Assignment number and title:
Global Travel and Tourism Pattern and Trends
Name of the Student
Name of the University
Author’s Note
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Table of Contents
Introduction....................................................................................................................................3
LO1................................................................................................................................................3
P1 Historical Development for the travel and Tourism Industry and how it has shaped the
travel and Tourism industry........................................................................................................3
P2 Identifying the different elements of the travel and tourism industry and explore how they
interrelate to create the tourist experience.................................................................................4
LO2................................................................................................................................................6
P3 Determining the different factors that affect tourism behaviour............................................6
P4 Explain models of motivation and how they influence the consumer decision-making
process.......................................................................................................................................7
LO3..............................................................................................................................................10
P5 Identify recent and emerging patterns and trends in the international travel and tourism
industry.....................................................................................................................................10
LO4..............................................................................................................................................11
P6 Examine the factors affecting the popularity of a range of global destinations..................11
Conclusion...................................................................................................................................13
Reference List..............................................................................................................................15
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Introduction
Globalisation has lead to the popularity of tourism which was found to be one of most leisure
activity accepted globally. The organisation for tourism have defined the tourist as those people
who are involved in travelling away from his usual environment for less than one year for the
purpose of leisure or business. In the current situation, the total worth of travel and Tourism
amounts to 7.6 trillion USD recorded at the end of 2014 (Intrepidtravel.com 2019). The travel
and tourism industry was found to be one of the largest and fastest evolving industries globally.
Amongst all the countries, China records the largest expenditure on global tourism. This is
followed by the countries the United States and Germany. It was observed that tourism plays a
very important role in improving the economic condition of the country. It creates jobs and acts
as a crucial source of welfare. According to WTTC, the travel and Tourism department has been
found to create as many as 7 million jobs worldwide. Besides, the sector was found to develop a
much faster rate than other, the rate of growth observed is about 4.6% every year.
The aim of the assignment is to make a presentation to an audience of destination
representatives in which outline and discuss the historic development of travel and tourism
industry is made, being a a consultant working for the UNWTO.
LO1
P1 Historical Development for the travel and Tourism Industry and how it has
shaped the travel and Tourism industry
At the very beginning, the purpose of travelling was very simple. With the change in the
weather, human being used to migrate similarly to animals and birds (Pearsonhighered.com
2018). In the early stages, human used to travel on foot and was restricted to a lesser
geographic area. Later with the emergence of the civilization of Egyptians, Romans and
Mediterranean the travel developed into tourism. In the early traveller, the main purpose of
travelling was curiosity as well as the idea to discover various trade routes. People like Mayans
resided on the coast of Gulf, which is known to be Mexico today were known to travel long
distances because of the same reason. During the empire era, several dynasties like Egyptians,
Shang dynasty, Greeks, Romans used to travel in order to centralize their government location.
Further, the Shang Dynasty was known to make travels for the discoveries 0f newer channel for
trade. In the 18th century, Thomas Cook organized a group tour in England. This was followed
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by the 19th century where the Wright Brother succeeded in the discovery of flight. In 1919, the
first airline carrying a passenger in between London and Paris was launched. In between the
era 1613 to 1785, several tours and travel activities were organized by the English which later
became famous amongst other individuals. This era was known to be the Grand Tour Era. The
travels included a variety of locations like France, Switzerland, Germany, and Italy. In between
1800 to 1944 various tourism activities increased in number with the construction of newer
roads, as well as an increase in trains, stagecoaches and ships.
In the modern era, at the very beginning of the 20th century, tourism has started. During this time
industrialist, George Westinghouse used to provide his employee with paid holidays during the
annual breaks in order to increase the productivity of the employees. After World War II, the
discovery of cars led to farther popularity of tourism. With the increase in the wealth and
industrialization of certain countries, the tourists were encouraged to visit for business as well as
leisure. Terrorism with economic and political disturbances had negatively impacted tourism.
However, with the increase in security, a surge in tourism was once again observed. With the
continued growth in the travel and tourism industry, an increase in the number of international
travellers is found around the world (Boniface, Cooper and Cooper 2016). The main interest of
the tourism industry is to understand what the tourist needs or does once he visits a place. This
curiosity has led to the development of hospital management. Increase in the tourism of a
country leads to an increase in the income so that the local economy of the country improved as
a result of which the country can able to afford the services and the goods that are required by
the tourists (Benur and Bramwell 2015). This results in an increase in the exports of the country
and increases the opportunities for employment of the country. The hospitality services of the
country with the increase in tourism have also evolved Services including transport, cruise
ships, airline including facilities for hotels and resorts have also improved. Further, an
improvement in the entertainment services like casinos, shopping malls parks was developed.
This added in the income that added to the local economy.
P2 Identifying the different elements of the travel and tourism industry and
explore how they interrelate to create the tourist experience
The different elements of the Travel and Tourism industry include the following factors-
 Accessibility- The accessibility of a certain place or country is defined by the availability
of transportations to reach the place. This transportation should be regular and
comfortable modes which include transportation through cars, railways and also airline.
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This availability of transportation to reach a place for the visit allows more tourists to visit
the place.
 Accommodation- The next important factor that needs to be considered for the tourist
to visit a place is its availability of accommodation. A place which has proper food and
shelter which is also affordable starting from the deluxe hotels to the normal budget
hotels is important.
 Attraction- The availability of the tourist’s attraction in a certain place is a very important
factor that attracts more travellers. The attraction can be the natural attractions of the
place; it can be famous for fashions and goods.
 Other elements- Under the other elements the factors that are vital for the growth of the
tourism industry of a certain place includes pleasing weather of the place, scenic
attraction of the locality, Historical and cultural richness of the place, safety and security
of the locality, guide and escort availabilities, medical facilities, electricity and water
availability and communication system.
The weather plays an important role in attracting tourist to the place. Good weather can create
good or bad experiences for a place. For example, tourists coming from the countries having
extreme climates condition, to the places which are sunny and with the beach. Further, the
beached of these places have spas and resorts for the relaxation of the tourists. In Europe,
there are several countries like Italy, Spain that have beautiful resorts. In some countries like
India have hill stations which are very famous amongst the travellers. The scenic attraction of a
place is another important factor that attracts more tourists. Some of the countries are famous
for its glaciers peaks, or coastal sea beaches, forest or deserts. Many tourists are found to
travel to the Alps in Switzerland and to enjoy the southern slopes in Italy.
The historic and cultural importance of the country also attracts tourists. For examples countries
like Egypt famous for the pyramids or Agra in India are known to the learning tower for the
tourists. Many tourists are attracted to London because of its enriched historical and cultural
monuments. The Ajanta and Ellora cave, which is famous for their ancient painting and
architecture in the walls of the caves, is visited by many tourists globally (Allameh et al. 2015).
The various activities and amenities which are available in the place attract tourist. Activities like
yacht surfing, swimming; boating, sea-bathing, climbing, trekking are some of the activities that
entertain the tourists. While accommodation is considered at a place of tourist attract factors
like electricity, cleanliness, safety and security, availability of various options for food and
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beverages, having a good number of food service and catering services play a very important
role in maintaining the quality of tourism that will provide the tourists good experiences.
LO2
P3 Determining the different factors that affect tourism behaviour
The factors that affect the behaviour of tourism includes the following factors-
Economic factor
Economic factor plays an important role in the industry for tourism in global as well as in the
local industry. Any fluctuation in the global or in the local economy can hit the demand and the
supply of goods and finance in tourism of the place. A favourable economic condition of a
certain place also helps in meeting the demands of the tourists and thereby increases the
income of the local people. It was observed that during the recession there was a fall in the
number of tourists visiting the countries; also there was a decrease in the tourism service as
well as a decrease in the expenditures. In order to reduce the extra costs, tourism services were
found to get affected. However, in the current situation, the economic conditions globally have
improved which have created a huge demand in the tourism industry (Chavarria and Phakdee-
auksorn 2017). Countries like China, India, Malaysia, Canada and Mexico have observed an
increase in the economic activity which has resulted in to increase in the tourism services.
However, the countries need to maintain their consistency by meeting the demand of the tourist
in the sectors of accessibility, amenities and other services. Hence a high economic condition
enables attracting more tourists.
Geopolitical Factor
The geographical and political condition of the country plays an important factor in meeting the
demands and requirement of tourism. Instability in the political condition of the country leads to
the can negatively affect the tourism sector. During the aftermath of the 9/11 attack, the tourism,
activity radically reduced. This was due to the increase in the insecurity of the political situation
of the country. Further, the tourism activity in the Islamic countries was found to reduce during
the political unrest (Goldman and Neubauer-Shani 2017). Also, countries like Egypt, even
though is famous for the historical and cultural richness, however, the presence of ISIS activities
led to a negative impact in the tourism sector. This affected the economic condition of Egypt, as
tourism plays an important role in contributing to the economic growth of the country. Tourism
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flourishes only in the countries where the environment is safe and tourist can enjoy their
vacation peacefully (Eid and El-Gohary 2015).
Technological Factor
Technology is another vital factor affecting tourism behaviour. In spite of the country is not
endowed with natural beauty or any historical attraction an increase in the technological factor
can lead to an increase in the tourism of the place. For example in some metro cities like Dubai,
have evolved and have become an ultimate destination for the tourist for its malls and boutique
shops available (Kim et al. 2017). Further, the city has seven-star hotels and entertainment
centres have been attracting several tourists. The use of technology has helped in the increase
in the accessibility of places with lesser cost and time (Jin, Lee and Lee 2015). Further, with the
help of technology, a decrease in the marketing activities for the hotels and airlines has
attracted more tourists around the world. With the decrease in travelling cost and
accommodation prices, travelling has become more affordable for tourists. Additionally, travel
blogs and social networks displaying privileges and information related to a certain tourist
destination have helped the travellers in planning tours.
Cultural Factors
The countries that are famous for their cultural activities are also a mode of attracting tourists.
Many tourists opt for religious tours with their families in places like Mecca or Palestine which
are known to be holy cities (Ahn and McKercher 2015). In addition to the religious tours, there
are countries which are famous for its Buddhism or Hindu cultures like for example in Asian
countries tourists’ visits during various festivals. Places like India, Malaysia, and China are
some of the countries which are a religious tourist attraction. The culture of a country reflects its
tradition and way of living. The tourist visits these places in order to experience the different
cultures of the people of different countries.
P4 Explain models of motivation and how they influence the consumer decision-
making process
The factor that motivates the tourist and helps in the decision-making varies depending upon
the emotional factor of the tourist. Many researchers have tried to predict the consumer
behaviour based on the attitude and experiences of the tourists that controls the purchasing and
searching of the tourism services. Motivation is a need or a state of the requirement that pushes
an individual to act in a certain manner which brings them satisfaction. This is a force that drives
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the psychological and physiological requirement that at times are not by the person himself.
There are two models that drive the motivation and decision making of the tourist is Maslow’s
Hierarchy of Needs (Lee and Hanna 2015) and Tourist Behavior for Vacation Model by
Moutinho.
Maslow’s Hierarchy of Needs are based on the human motivation states five levels that
categories human needs on the basis of their importance. The hierarchy is illustrated with the
help of a diagram-
Figure 1: Maslow's Hierarchy of Needs
(Source: Lee and Hanna 2015)
The operators of the tourism industry understand the factor that motivates the tourists and help
in influencing the decision making of the individual. This motivation has found to influence the
decision-making ability of the individual and also governs the place, duration and type for
choosing a particular location for travel. The operator of the tourism needs to understand these
factors so that they are well-equipped in handling the demand of the tourist and increase the
appeal for the consumers.
The second model quantifies tourism which is specific in motivation and decision-making
process. This model was given by Moutinho in 1993 (Griffiths 2018). According to Moutinho,
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Self
Actuali
sation-
moralit
y
self-esteem, confidence,
respect by others,
acheivement.
Friendship, family, love and belonging, sexual
intimacy
security, employment, resource, health, family and property
breathing, food, homeostasis, sleep and water.

people can travel due to various reasons, and few of the reason most of the tourist may not be
aware of. As per the observation of Moutinho, the decision made by the tourist are based on the
motivation related to images and experiences, knowledge and reports obtained from the
technological platforms like social media and advice given by friends. In addition, it is also
observed that the decisions of the customers are also governed by the conscious and
unconscious memories of the individual. The model states that there are three stages in which
the tourism decision making is based on.
Figure 2: Vacation Tourist Behaviour Model adapted from Moutinho (1987)
(Source: Griffiths 2018)
This model highlights on the complex process which presents the unique aspect as compared to
the other types of decisions of purchases made by the tourists and the decision is accepted as
investments that have no tangible returns and the expenditure is based on the plan that has
been prepared within a period of time. Unlike purchasing any other types of product in case of
tourism, the investor does not expect any economic return (Momondo.com 2018). The only
factors that the purchaser expects are intangible satisfaction. This satisfaction of the investment
includes relaxation and an underlying factor of meeting the expectation and desires related to
the vacation.
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Motivation+Cognitio
n+Learning
Pre-
decision
and
decision
process
Post-
Purchase
Evaluation
Future
Decision
Making

LO3
P5 Identify recent and emerging patterns and trends in the international travel
and tourism industry
On the basis of the economic, political and social changes, a change in global tourism has
reflected certain trends (Dergiades, Mavragani and Pan 2018). They are as follows:
Growth in the travel industry
The current trend of the travel industry shows a growth rate of 4 to 5% while the only United
States shows a rate of growth of 1-2% in the tourism sector. In the year 2020, the tourism
industry is expected to be the largest industry. According to the World Travel and Tourism
Council, the total profitability accounted by the tourism industry is about 10% of the total GDP
globally (Intrepidtravel.com 2019). This has lead to increased employment of the people of
around 230 million.
Time Poverty which affects the travel segment
Americans are found to face time constraints where they are not able to have enough time to
perform activities they want. Americans were found to work a number of hours than any other
countries. As a result of which they are not able to invest time for tourism. Further, there are
some countries where the organisation does not provide any provision of paid leaves
(Responsibletravel.com 2019).
Negative consumer responses toward travelling
The consumers are found to have a negative outlook towards investment in travelling. This is
due to the recession and an increase in the expenditure in daily life (Tsai 2016). The
consumer's outlook on the economy is very low which is reflected by the Expectation Index.
Further, due to the less amount of available free time for the consumers, there is an increasing
amount of competition which is observed.
Increase in the fuel cost that affects travelling
With the increase in the price of the fuel, there is an excessive rise in the fare of the airline
industry. If anyone airline fails to sustain the price of the fuel, it will affect 200,000 to 300,000
passengers and this will result in the loss of 30,000 to 75,000 jobs of the individuals (Glaesser
et al. 2017).
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Increase in the traveller frustration
With the increase in the price fare in the airline industry, it is observed that there is an increase
in trip avoidance by the tourist. According to the Travel Industry Association (TIA), there is
around 41 million cancel of trips among the travel due to the surge in the price of the tickets.
This has resulted in a loss of 26 billion USD globally (Graham 2018). Further, there was a tourist
who believed that the quality of the airline has deteriorated and many of the consumers have a
view that the condition is not going to improve in the coming days. In addition, an increase in the
delay and cancellation of the airlines, inefficient security systems have led to a decrease in the
revenue of the airline industry. According to the Airline Quality Rating study, it is observed that
there is an increase in the complaints from the consumer up to 60% than the last year
(Intrepidtravel.com 2018).
The decrease in Business travel
With the advent of advanced technologies on telecommunication, webinar and Skype calls, a
business meeting is usually done online across the countries as well as globally. This has led to
a decrease in expenditure on travel by companies. It was observed due to the decrease in
business travel including the hotels, car rental (Longdom.org 2017).
LO4
P6 Examine the factors affecting the popularity of a range of global destinations
The factors that help in maintaining the tourist attraction for a particular destination includes the
importance of the destination in terms of the natural value of the place, cultural aspects of the
destination. It also depends upon the historical significance or the natural aspect which have
offered leisure or amusement to the tourist. On the basis of the various categories below is
some of the tourist attraction that has maintained its tourist attraction over time globally.
Machu Picchu is one such destination located in Peru is known to be visited worldwide. The
Citadel; of Machu Picchu was opened to the world by the famous anthropologist Hiram
Bingham. The archaeologist had promoted the place to the National Geographic Society in
order to study the archaeological importance of the place (Worldatlas.com 2017). The
destination shows that it has been inhabited by people many years ago. The site has intricate
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urban planning that connects all the other parts of the city with Machu Picchu. The place is
known to be built by the descendants of Tahuantinsuyo. The site is the symbol of immense
archaeological importance. The place is considered to be an attraction for the tourists because
of its cultural and historical significance. The Citadel consists of various complex monuments
and caves that are intertwined with the environment. Further, the Citadel of Mocha Picchu is
located at the top of the mountain within the tropical forest. The mountain has terraces which
reflect the presence of civilization and agriculture in the mountains. The region was observed to
have intricate water irrigation and water retention in the steep slopes. Additionally, the region is
known to be the centre for religious and astronomic observation. Because of all these reasons is
being considered as one of the Seven Wonders of the World which promotes tourism. Tourists
from all over the world come to observe the Inca legacy every year.
July August September October November December
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
149,185 141,680 127,556 124,345 117,545 109,456
Total Tcikets Sold in Machu Picchu in
2018
Figure 3: Total tickets sold at Machu Picchu in 2018
(Source: Adiosadventure.com 2019)
Roman Colosseum which is also known to the Flavian Amphitheatre attracts as many as 6
million people globally. The building was constructed 2000 years ago during the Roman Empire.
At the end of the year 80 of the rule of Emperor Titus, the Colosseum became the most famous
amphitheatre which measures around 188 meters in length, 156 in width and 57 meters in
height. The building was built with travertine and brick concretes. The site attracts the tourist
due to its structural as well as the historical aspect (Colosseum.net 2019). The structure was
known to be the gift of the-then emperor to his people. It reflects the power and majesty of the
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