Analysis of Global Travel and Tourism Trends and Patterns (TTM301)

Desklib provides past papers and solved assignments for students. This report analyzes global travel and tourism trends.

Global Travel and Tourism Pattern and Trends
1

Table of Contents
Introduction..............................................................................................................................3
LO1 and LO2............................................................................................................................4
LO3 and LO4..........................................................................................................................11
Conclusion.............................................................................................................................14
Reference List........................................................................................................................15
2

Introduction
Tourism is state of art where travelling from places to places is performed in sense of own
interests and purposes. The trends and patterns within the travel and tourism industry is said
to be capricious, as the same is dependent upon the interest and behaviours of tourists that
are actually the target customers of the particular industry. The study will provide various
aspects of travel and tourism industry in global context that shall help to identify and analyse
the contemporary issues in tourism subjected to international population (Wachowiak, 2016).
3

LO1 and LO2
P1 Discuss key milestones in the development of the travel and tourism industry and
how they have shaped the travel and tourism industry
With the course of time, there have been immense amounts of developments within the
travel and tourism sector of the UK. Nomads and tribes wandering from places to places in
the search food and shelter to the introduction of diversified technological systems and
deployment of innovative strategies in hospitality organisations is the development that has
been witnessed so far. Moreover, the financial crisis that was witnessed all across the globe
had little adverse effects upon the development of travel and tourism industry within the
nation. UK is considered the major tourist destinations all across the globe and within the
same, hospitality industry had witnessed diversified changes until date (Cohen and Cohen,
2018).
In the ancient times, the major reason for travelling from places to places included aspects of
survival such as food and shelter. However, in the middle of medieval period, people all
across the globe started to travel in search of cultures and other religious aspects. This
development of travel and tourism trends is majorly due to the fact of increasing demands to
explore new things that appear with the course of time (Cooper et al., 2018). Since the era of
industrialisation began, a new business emerged where people started to travel places with
the sole purposes to relax, explore new things and other aspects alike.
Some of the significant milestones in the development of travel and tourism industry are
listed below:
 In the year 1995, the United Nation World Tourism (UNWTO) distributed the broad
aspects of tourism into three major activities such as Domestic, Inbound, and
Outbound tourism (Seetaram et al., 2016). Since then, tourism started to be
witnessed as an activity that can be executed within the local boundaries of a nation
as well as outside the national parameters. Tourism since then has become an equal
and open opportunity for home as well as non-residential populations all across the
globe.
 With the course of time, tourism was not considered as single mode of business
rather became a collection of businesses such as accommodation, food and
beverage, recreation and entertainment, transportation, and others. Tourism become
a largest part of economy for nations that included larger number of attractive
4

destinations where people all across the globe came to witness in larger groups
(Gupta, 2017).
 Tourism was considered earlier as a leisure activity that can be practised and
witnessed by only royal families within the Great Britain. However, after the formation
of UNWTO, the national legislation amended that every national citizen has the right
to visit places for respective purposes irrespective of caste, religion, race and other
discriminatory offenses (Bin et al., 2016).
 In the year 1758, Cox and Kings become the first set of entrepreneurship that turned
the tourism into a most profitable area of business through the introduction of their
own travel agency for the British Armed Forces (Dahiya and Batra, 2016). No sooner
than that, Thomas Cook introduced a tourism as a leisure business where the main
source of economy was through the people that had the endeavour to travel and
explore new things that are out there all across the globe (Birkeland, 2017).
P2 Identify the different elements of the travel and tourism industry and explore how
they interrelate to create the tourist experience
Travel and tourism industry within the national premises of UK is divided broadly into seven
major elements that are discussed as follows:
Accommodation
The particular component of travel and tourism organisation within the national premises
includes hospitality services of catering and lodging. Accommodation is that element of
tourism, which develops high expectancy of revenues in the businesses of the same. There
are numerous organisations within the hospitality industry of UK, which provides
accommodation services along with food and beverages services to the customers (Boniface
et al., 2016). The particular element plays a vital role in creating effective tour experiences
for the target customers by providing them with rooms and other accommodation services
within the destinations that they seek to travel.
Transportation
It is another significant element within the travel and tourism industry, which completes the
tourism experience of customers from home nation to tourist destinations. Four modes of
transportation are namely transportation through air, road, rails, and sea.
Destinations
5

The particular element of tourism is the major among the other elements of same, as its
absence exiles the purpose of tourism in modern era. Places that are exclusive in terms of
culture, heritage, scenic beauties and other are included and are often regarded as the
prominent part of tourism (Leslie, 2016). Tourism is created through the places that includes
attractive features and through this the commencement of tour experience begins.
Travel agencies
These are business organisations that promote the rich culture of tourism within the market
of their respective operations. The significance of travel agents is to provide its target
customers with all the information that can be used to attract the same for booking their
services for respective purpose of tour and travel. Therefore, it can be said that the presence
of travel agents is significant for creating effective tour experiences for the travellers all
across the globe.
Ancillary services
These are the services that include systems, which stores and shares information regarding
the value of tourism of specific destinations. Social media networks are currently being
widely used to gather and share effective information associated with every detail of
destinations that are widely famous all across the globe. The sole of ancillary services is to
provide guidance to the travellers in foreign lands that come for exploring respective tourist
destinations (Hjalager et al., 2016).
Tour operators
The presence of the particular element in the travel and tourism industry is to provide
collective packages to the customers that seek to travel to tourist destinations. The services
that are offered by the particular business body are accommodations, transportation,
brochures and spot discounts on travel bookings made by the customers in the particular
business field.
Trade associations
These are legal elements within the national premises of the UK, which supervises and
authorises the activities of the above-mentioned tourism elements. The sole purpose of
particular element in the travel and tourism industry is to ensure that every business in the
particular industry are following all the necessary legislations and none of customer’s
aspects are ever able to be violated.
P3 Determine the different factors that affect tourism behaviour
6

The travel and tourism industry within the national premises of UK is surrounded with various
factors among which following are the major ones:
Economy of the nation
Travel and tourism activities are dependent upon the economic conditions of the nation. UK
is the fifth largest economical nation all across the globe that depicts that economy of the
nation returns great value to most of the organisations that operate in the hospitality sector
of this nation. As the economy of the nation is high, it is obvious that the travel and tourism
organisations offer great and high quality services to the national populations as well as
those that come from other regions all across the globe.
Environment of the destination
Tourism and its corresponding implications are seem not to be sustainable within the regions
that are prone to environmental vulnerabilities. The regions that are projected great climatic
and weather changes in a negative way, none of the travel and tour organisations shall not
be able to project their business activities within the same (Sabiote-Ortiz et al., 2016). This is
due to fact of unsecure environments for the tourists as well as great losses in financial and
non-financial resources can show up if the same is practised.
Heritage and cultural significance of destination
Among the various forms of tourism, heritage and cultural tourism are the forms that are
valuable for the populations that like to travel as well as for the organisations that have high
scope of profitability to incur within their respective businesses. A destination that is rich in
culture as well as heritage attracts more number of tourists from all across the globe than
compared to other forms of tourism practised within the national premises of UK (Chen et al.,
2015).
Technology
With the course of time, advanced technologies and innovative strategies are becoming a
core participant of hospitality industry of UK. Technologies such as social media platforms,
CRM systems and others are been positively employed within the organisational premises,
so that they are able to satisfy their target consumer groups with high quality services at
destinations that are likely to be wandered by the same. Moreover, the future of tourism in
the UK is bright, as continuous improvement of technology shall reduce the utilisations of
labour force within the travel and tourism industry.
Individual purposes of travelling
7

The reason of travelling is not constant for each of type of customers within the travel and
tourism industry. Every type of customers within the particular business has their own
purposes to travel. These purposes are the core principles that distribute the large target
consumer groups within the UK into diversified categories of tourists through which the
organisations are able to understand their specific needs and preferences (Yang and Cai,
2016). The particular aspect certainly shapes the behaviours of tourism as well as decision-
making perspectives of the organisations that operate in the hospitality industry of UK.
P4 Explain models of motivation and how they influence the consumer decision-
making process
In order to the extent of motivation, that shapes the decision-making aspects within the
consumers while undertaking decisions associated with the travel and tourism packages and
alike, it is better to employ models of motivation. Motivations is said to categorised into major
theories such as process theory and content theory that are further divided into elemental
models. Two of the prominent models that can be employed for understanding the level of
motivations within the target customer groups within the travel and tourism industry is
Maslow’s hierarchy of needs model and Herzberg’s two factor model.
Maslow’s Hierarchy of needs
Figure 1: Maslow’s Hierarchy of needs
8

(Source: created by the learner)
The particular model is the five-stage model that can be used to understand the extent the
decision-making consumer’s behaviours with the help of motivation. There hierarchy
includes biological and psychological, safety, love, esteem and self-actualisation needs. The
particular model can be employed to shape the marketing procedures of the travel and
tourism organisations with the better understanding of decision-making attribute of target
consumers (Griffiths, 2018). Motivation when implemented through this model, allows the
business professionals to understand the psychology and sociological aspects of consumers
with which they shall be able to motivate a large base of target customers groups towards
their service offerings.
Customer decisions can be shaped with the help of specific needs that are arranged in
hierarchical order. Tourism and the choice of its corresponding services can be effective by
first employing the aspects to understand the biological and psychological needs and then
moving on to the social needs. Interest toward the offers projected by the travel and tourism
organisation on selected destinations and seasons of tourism can be developed by hiring the
cognitive principles of motivation within the target customer groups. A customer can be
motivated to invest a sustainable amount of financial resources employing the principles to
understand first their interests and behaviours and then projecting to influence upon their
decisions upon available offers of tourism (Peter, 2017).
Herzberg’s two-factor model
Figure 2: Herzberg’s two-factor model
(Source: created by the learner)
The particular model of model is employed in scenarios where motivation plays an integral
role to understand the extent of satisfaction experienced by an individual. Within the tourism
9

industry of the UK, organisations can employ the particular model of motivation to
understand the customer satisfaction upon the service deliveries that are projected to the
consumers at the time of tourism in selected destinations and seasons. Benefits, add-ons,
incentives, discounts and other alike can be provided to the customers at the time of tourism
on specific conditions in order to attain high expectancy of customer retention within the
tourism environment of the UK (Chan et al., 2015). These aspects play an integral role to
motivate people during their individual customer journeys due to which they can reconsider
to opt for the same services in their next journey. This is because they have found the
services of the selected tour organisation convenient enough for fulfilling their needs and
preferences regarding the tourism activities that they have experienced.
Hygiene is yet another factor that largely shape the decision making process of customers in
terms of services equipped at the time of their individual journeys at destinations that they
have wished for. The travel and tourism organisation can motivate and manipulate
customers for incurring benefits in their business by displaying their contributions to health
and safety needs within the service deliveries (Yeboah and Abdulai, 2016). This shall allow
the organisation to expect high results of customer retention through the particular procedure
of motivation.
10

LO3 and LO4
P5 Identify recent and emerging patterns and trends in the international travel and
tourism industry
Trends and patterns in travel and tourism industry that belongs within international
parameters signifies the changes and advancements that have been witnessed so far in
terms of economy, technology, cultures and other aspects of changes. In order to
understand the recent shifts in patterns and trends of travel and tourism business within
international boundaries, shifts are divided into two timeframes:
Recent Patterns and Trends
 There has been an increase in the consumer base as well as within their
corresponding behaviours regarding last minute bookings. Most of the people within
the international parameters are not planning ahead about their travel and tourism
activities rather they are so focused in their daily activities that they are booking
tickets, accommodation services and others alike a minute ago before they need to
set aisle (Glaesser et al., 2017). The particular trend is obvious to increase the rate of
profitability in business of travel and tour operators however, is limited to some extent
due to unplanned and unfulfilled planning of resources and its corresponding
executions.
 People in a global context are found not to visit the same destinations that they have
witnessed earlier in their respective timeframes. Most of the populations are finding
new destinations and planning for the same to visit, which is reducing the
significance of the particular destinations. This may result in reducing the capabilities
of the travel and tourism, as the particular shift may decline the importance of tour
operators in some way possible.
 With the course of time, most of the high profiled travel and tours operators existing
within the international boundaries are preferring to promote only educational and
ecological tourism in the continents that are rich in context to flora and fauna.
Students, professors, institutional members, and wildlife lovers are increasingly seem
to be become target customer groups for various travel ad tour operators in large
quantities. National government in most of the countries are funding in large amounts
in order make the young generations more cautious about environment within which
they exists and the particular shift is considered as the best means for corporate
social responsibility to the participating bodies.
11

 One among the various trends is yet constant where people are more fascinated
about adventure tourism the way people were used to be in previous generations.
Paragliding, scuba diving and other adventurous activities alike are seem to attract
tourists from all across the globe in increased numbers, as it used to attract at time of
their discoveries.
 In the current scenario, there have been 4-5% of growth in tourism economy within
the global context due to these changing trends and patterns in international travel
and tour experiences (Li et al., 2015). With the course of time, Travel and tourism
industry shall become one among the most widely preferred businesses, as the same
projects high returns upon investments done in smaller quantities.
Emerging Patterns and Trends
 Increased economy and probability of high profits shall remain constant within the
travel and tourism sectors in an international context, as the most of the global
populations are adhering strong sense to travel to new destinations. The changes in
global population’s demands are reshaping the consumer segments for most of travel
and tour operators all across the globe in a positive way.
 With the increased rate of tourism at convincing destinations may result or rather
may led to “Over-tourism” since projected target customer base for one particular
travel and tour operators in specific destination is found going beyond the expected
rate of audience (Lee and Bai, 2016). This shall negatively influence the business of
the same as well as shall also hamper the cultural and rich heritage of places in
terms of overpopulation, exploitation of resources and other downbeat commotion
alike.
P6 Examine the factors affecting the popularity of a range of global destinations
Destinations in global context are subjected to range of factors that determines their
popularity among international populations. Some of the major factors are described below:
 Good infrastructure within the destinations that are prone to customer attraction is the
significant factor that decides popularity of the same. Places that are well equipped
and backed with high quality accommodation services and other hospitality services
alike is seem to attract more customers, as the same is responsible for higher level of
tourist’s satisfaction.
 Economy of a particular nation is responsible to influence the level of tourism within
the destinations that exists in national premises. A country having good economic
12