Global Travel and Tourism: Patterns and Trends Report

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GLOBAL TRAVEL AND TOURISM
PATTERN AND TRENDS
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Contents
LIST OF FIGURES........................................................................................................................3
INTRODUCTION...........................................................................................................................4
LO1................................................................................................................................................5
P1...............................................................................................................................................5
P2...............................................................................................................................................6
M2..............................................................................................................................................7
LO2................................................................................................................................................8
P3...............................................................................................................................................8
P4...............................................................................................................................................9
M2............................................................................................................................................11
LO3..............................................................................................................................................12
P5.............................................................................................................................................12
M3............................................................................................................................................13
LO4..............................................................................................................................................14
P6.............................................................................................................................................14
M4............................................................................................................................................16
CONCLUSION.............................................................................................................................17
REFERENCES............................................................................................................................18
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LIST OF FIGURES
Figure 1: Maslow's Hierarchy of Needs.........................................................................................9
Figure 2: Alderfer's ERG Theory.................................................................................................10
Figure 3: Places to Visit in India..................................................................................................14
Figure 4: Statue of Liberty, New York..........................................................................................15
Figure 5: Lake Geneva, Switzerland...........................................................................................16
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INTRODUCTION
Tourism is an activity which is done by traveling to different places for leisure. It can be referred
as an act performed by the tourists when they visit places for spending the time to gain
pleasure, relaxation, etc. (Smith, 2014) Global tourism is a term developed for the act of tourism
being performed globally.
In this report, an overview of the development of the travel and tourism industry has been given
where milestones of development and different elements of the travel and tourism industry have
been provided. Through this report, various factors affecting tourism behavior and popularity of
tourist destinations have also been examined. This report also examines the recent and
emerging patterns in international tourism and their impact on the development of the travel and
tourism industry.
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LO1.
P1.
Tourism can be defined as the set of activities that are performed by individuals for gaining a
traveling experience. Tourism allows individuals to stay apart from their usual environment for
gaining pleasure, leisure, relaxation, etc. The industry of tourism has been evolving over the
years. Global tourism allowed tourists to visit destinations across the globe and gain a relishing
experience (Mason, 2015).
In the early years of evolution of tourism, traveling for the purpose of leisure was considered as
a luxury and could be afforded by the upper classes of people. In the 17th Century, Roman men
were motivated to take the “European Tour” so that they can learn about different cultures, art,
literature, etc. During the world wars, travel was considered as leisure and could only be
afforded by the privileged (Ma and Hassink, 2013).
In the year 1758, Cox and Kings were found which is considered as the first travel agency which
would provide a packaged tour. The year 1945 held huge importance in the development of the
travel and tourism industry (Brouder and Eriksson, 2013). Hotels and accommodation providers
were seen to develop their facilities and an increase in the transportation area was also noted.
Though leisure traveling was still reserved by the privileged class, the practice of visiting
religious pilgrimage had grown.
Later in 1952, various commercial flights were introduced due to the increase in the popularity of
air travel. In the year 1969, the development of the tourism act was done to ensure high quality
and safe travel to be provided to the customers. With the rise in air travel, global destinations
could also be easily accessed through tourists worldwide (Brouder et al., 2016). Later it was
recognized that the travel and tourism industry has been impacting the growth of the country
rapidly, after which the support was provided for raising the experience level of the customers.
Lately, with the rise in the use of technology and the increase in the traveling demands of the
customers, the travel and tourism industry has been benefiting the economies of the globe
positively.
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P2.
There are various elements of the travel and tourism industry which together create a relishing
experience for the customers. These elements of the travel and tourism industry have been
interrelated with each other for the creation of tourist experience. These elements can be
described as follows:
 Accommodation
Accommodation refers to the lodging and boarding of the tourists in hotels/resorts for
rest during the tour. It includes the place where the tourists stay while on tour
(Swarbrooke and Horner, 2012). Accommodation is one of the major elements of
tourism and is strongly interrelated with the other elements as it is the basic need which
has to be fulfilled for the tourist to rest after visiting destinations.
 Transportation and Travel services
Transportation and travel services in tourism involve the traveling form the home
destination to the tourist destination and the local travel that is involved during the visit to
a different tourist destination. They are strongly interrelated with the other elements of
tourism as the ease in the traveling experience of the tourist would add on to his positive
experience (Boniface et al., 2016).
 Food and Beverages
Food and beverages include all the food services that are provided to the tourist during
the travel. It plays an important role in the tourism industry as it is important to provide
the tourist with the food in which he is comfortable and he can explore various tastes
and cuisines (Mak et al., 2012). It is interrelated with the other elements as it would be
adding on the experience gained by the tourist.
 Entertainment
Entertainment is the most essential element of tourism as gaining it is the main purpose
for which the tourist is visiting the destination. It has to be ensured that the entertainment
provides satisfaction and amusement to the tourist (Murphy, 2012). It includes visiting
various destination, sightseeing, attending events, etc. It has a strong relationship with
the other elements of tourism as it is the main goal of the tour.
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M2.
The various elements of the travel and tourism industry result in the tourism experience gained
by tourists. The tour operators combine all the elements of tourism to provide a seamless
experience to the customers. Tour operators can be defined as individuals or organizations that
provide tour packages to the customers (Archer and Syratt, 2012). Tour operators combine all
the necessary elements that are required for the tour and create a benefits package to the
customers.
The main purpose of the tour operator is to inter-relate all the elements of tourism so that the
time and money of the tourists can be saved. Working as an intermediary between the tourist
destinations and the tourists, the tour operators ensure that the tourist receives a high-quality
experience. The tour operator ensures that the accommodation provided to the tourists is
comfortable and safe. He also ensures that the transportation of the tour is managed in a way
so that the time and cost of the tourist in minimized and they6 can visit more destinations at a
lower cost (Xu et al., 2013).
Providing entertainment is the basic purpose of the tour and thus the tour operators ensure that
the tourist receives the experience that he has been promised and match up to his expectations.
Tour operators create customized tour packages for their customers so that they can receive
what they are looking for and gain a relishing experience. Food and beverages are also an
essential element of the tourism industry (Maunier and Camelis, 2013). Food culture varies from
destination to destination and mostly the tourists like to explore various different cuisines so that
they can learn more about the culture and food habits.
It is essential for the tour operator to combine all the elements of tourism as they together
provide experience to the tourists. Managing all the elements effectively helps the tourist in
gaining an everlasting experience. Though the experience gained from one element of tourism
doesn’t majorly impact others but a strong interrelation is significant between them so that
together they can result in high-quality services.
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LO2.
P3.
While determining a tourist destination, there are various factors that are taken into
consideration by the tourist. These factors hold a major impact on the tourism behavior of
tourists. Some of such factors are as follows:
 Tourist Budget
Tourist budget is one of the most important factors that have an impact on tourist
behavior. A high budget allows tourists to reach out to destinations that are costly. Also,
a high budget permits the tourist to visit a higher number of destinations in a single tour
(Vengesayi, 2013). Another major impact that budget holds on tourist behavior is the
type of accommodation and travel services he wants to take.
 Global Economy
The global economy also affects the tourist behavior in deciding the destination location.
Depending upon the economy of the home country, the estimations of the tourist
behavior can be made. Countries with struggling economies are unable to produce high
tourists than developed ones.
 Accessibility
Accessibility plays a vital role in determining tourist behaviors. Destinations that are
easily accessible and cost-efficient to travel are more preferred by the tourists. Tourists
also prefer destinations where the internet can be easily used (Di Pietro et al., 2012).
 Safety Measures
Safety measures that are taken by the destination country also have a major impact on
tourist behavior (Murphy, 2012). Countries that have established effective laws and
regulations for the safety of the tourists and work for their benefit are highly preferred by
the tourists.
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P4.
There are various motivational theories that can be used to motivate the consumers and
influence them in their decision making regarding tourism. Following are certain motivational
theories that can be applied:
 Maslow’s Hierarchy of Need
Through this model, the most basic needs and growth needs of the tourists can be
fulfilled which would result in motivated individuals (Šimková and Holzner, 2014). This
model provides 5 needs of the tourists, on fulfilling of which would provide them a
relishing experience. The first and most basic needs are the physiological needs which
would be fulfilled by providing proper accommodation, food and beverage facilities, etc.
The second need is the safety needs which would be fulfilled through securing the
tourists from various laws and regulations of the destination country. The third need is
the belongingness needs which would be fulfilled through providing the tourists friendly
atmosphere. The fourth need is the esteem need which could be attained through
providing respect and independence. The last need is the self-actualization need which
could be provided through providing the tourists with a seamless experience.
Figure 1: Maslow's Hierarchy of Needs
[Source: Šimková and Holzner, 2014]
 Alderfer’s ERG Theory
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The ERG Theory of motivation also initiates in developing motivation among the tourists
by fulfilling three needs that are Existence, Relatedness, and Growth. The existence
needs cover the fulfillment of the basic needs of the tourists which include proper travel
and transportation, accommodation, etc. The relatedness needs refer to interacting with
the tourists and developing a friendly bond with them (Šimková, 2014). The growth
needs include providing a relishing experience to the customers so that their satisfaction
level is increased they feel motivated for exploring more places.
Figure 2: Alderfer's ERG Theory
[Source: Šimková, 2014]
 Herzberg’s Two-Factor Theory
The motivation theory by Herzberg can also lead to motivating the tourists through the
fulfillment of two basic factors that are Motivating factors and Hygiene Factors. Through
the fulfillment of the hygiene factors, the needs of providing proper accommodation,
good traveling conditions, welcoming destination culture, etc. would be provided to the
tourists (Šimková and Holzner, 2014). Through the motivator factors, recognition of
various different cultures, gaining extraordinary experience, etc. would be provided to
the tourists.
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M2.
There are various factors which hold a major impact on tourist behavior and also affect tourist
decision making. The most important factor is the pricing of tourism. Determining the total cost
of the tour is essential for tourists. This affects the decision-making process as the budget
prepared by the tourist shall be according to the tourist destination decided by the individual
(Mason, 2015). In a low budget, the tourist can plan for the destination which would be
affordable according to their budgets.
Another major factor holding an impact on the decision making o the tourists is the economy of
the destination. If the economy of the destination country is developed, the tourists would be
incurring higher costs. However, developed economies are also stable and thus would be
secured for the tourists to visit (Maunier and Camelis, 2013). Similarly, a destination with a
fluctuating economy might be affordable for the tourist but won't be as secure as the developed
ones.
Accessibility also holds a major impact on the decision making of the tourists. Tourists prefer to
visit a location which would be easily accessible through travel routes. For visiting the tourist
destination, the tourists should have easy traveling routes (Di Pietro et al., 2012). Also, the
place which is being visited must fulfill the basic amenities of the internet, safety, etc.
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LO3.
P5.
The global tourism industry has been developing rapidly over the years and growth has been
noted at an increasing rate. According to a report generated by the World Tourism Organization
(UNWTO), the tourist arrivals are forecasted to rise up to 1.8 million internationally by the year
2030. However, there are various emerging trends in international tourism which have been
utilized by various tour operators to provide a high-quality experience to the tourists.
As an emerging trend, a rise in the cruise holidays has been seen in the tourists (Lukovic,
2013). The cruise passenger’s numbers have been rapidly increasing and many cruises have
been introduced in the market. Destinations like France, Austria, Budapest, etc. have been
gaining popularity due to the rise in the cruise holidays. Numerous cruise ships have been
introduced in the past few years.
Another common trend which has been noted in international tourism is the shift in the location
requirements of the tourists. It has been found the interest of tourists has been shifting from the
commonly visited tourist destinations to the uncommon and unexplored tourist destinations.
Destinations like India, Vietnam, etc. have been providing a good experience to the tourists at a
lower cost (Giaoutzi, 2017). Despite visiting the famous destinations of the globe, the tourists
have been shifting their preferences towards the unexplored locations.
Responsible tourism in another emerging trend in the tourism industry where the quality of
tourism is increased keeping in reference to the sustainable development of the location. Tourist
destinations like Indonesia, Chile, Germany, etc. have adopted the concept of responsible
tourism through which they sustain their natural habitat along with accommodating tourists and
providing them high-quality experience (Leslie, 2012).
The use of information technology is also found to be an emerging trend in the travel and
tourism industry. Tourists have been visiting places where they can receive easy access to the
internet so that they can stay updated with the world while being on the tour. Instead of visiting
the tour operators manually, tourists have been using the internet to visualize the various tourist
destinations available to them and make booking accordingly (Benckendorff et al., 2019). With
the advancement in the technology, customization of the tourist package is also being made
available online so that the tourists can easily plan a tour in their preferred location and receive
the type of tourism services required by them.
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