Comprehensive Report: Global Travel and Tourism in Service Industry

This report provides a comprehensive analysis of the global travel and tourism industry. It begins with an overview of key historical developments and various elements within the sector, including direct and indirect elements influencing customer experiences. The report then delves into factors that drive tourist behavior, exploring motivational theories, such as Maslow's hierarchy of needs, and how these influence decision-making. It also examines the impact of geographical, social, and cultural factors on travel choices. Finally, the report investigates current patterns and trends in travel and tourism, analyzing factors affecting the popularity of different global destinations. The report emphasizes the importance of understanding customer needs and preferences to improve the travel experience and achieve organizational goals.

GLOBAL TRAVEL AND
TOURISM IN SERVICE
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Key developments and different elements of the travel industry...........................................3
TASK 2............................................................................................................................................6
Factors driving tourist behaviour by using the motivational theories....................................6
TASK 3............................................................................................................................................9
Current pattern and trends in travel and tourism ...................................................................9
TASK 4..........................................................................................................................................11
Factors affecting the current levels of popularity of different global destinations...............11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The sector of travel and Tourism is the faster growing industry in the UK country, which
gives its total contribution in the improvement or betterment of the economy. This sector gains
the attention of large number of customers by using the buildings, gardens, local attractions, etc.,
and make them available the things which they are required and make their travelling more
comfortable. This sector also works with the hospitality industry in order to provide them the
good and best experience during the travelling. The present report is going to discuss about the
key historical development of the travel and tourism sector along with the influencing factor
which impact on their decision making (Blanchard and Higgins-Desbiolles, 2013). Along with
this, the motivation models and how this influence the customer decision making is also been
discussed in the following briefing report. At last, the investigation is to be done on the different
factors which influence the levels of popularity of various global destination is also to be
explained in the report.
TASK 1
Key developments and different elements of the travel industry
Briefing Paper
Developments in travel and tourism sector
In the old time, most of the people visit and spent their free time in the coastal or hilly areas that
provide them a good environment. The major purpose of visiting this country is to get the
peaceful environment. In the medieval age most of the travellers visit a country with the
purpose of journey to do a business or learn something new about a country. As the era changes
people generated interest to visit new places and countries. This work as the milestones to
develop and growth the travel and tourism sector for a country (Scott, Hall and Gössling, 2012).
Different sector that makes up global travel and tourism experiences
there are different types of sector are present in the country which impact on the travel
industry. This travel company include all this sector to provide a better experience to its
customer. Different sector that work as a part of travel industry are service, food, beverage and
transportation etc. For a travel industry it is necessary to provide this services to this customer.

Elements of travel industry and their interrelation
Travel & tourism sector is a challenging industry in which there are many competitors
are present that want to establish themselves in such rapid growth industry. Company which
operate its business in travel industry. They are always ready to adopt new technique to face
different challenges for the growth of their business. In the travel industry there are two type of
elements which impact on the services of company which are as discussed below:
Direct elements
Direct element include those factors which are experienced by customers directly. This
experience include factors during the time of client journey. Like ancillary service,
accommodation etc. This element provide a comfortable journey to a customer. In the case of
travel industry it is good food, better transportation facility which create good hospitality

experience for the customer (Theobald, 2012). This mainly includes transportation and
accommodation which is required in travel and tourism industry. These are very important for
travel and tourism industry which helps in achievement of goal and objectives. All the tourist
should be provided with such facilities so that they experience better travelling in terms of
hotels, buses, trains, motels and so on.
Indirect elements
After the experience of direct elements, customer face or feel indirect element of their
journey which include water supply, electricity and internet facility etc. This services are
provided by the hotel and travel operators. As this also play a role in the satisfaction of a
customer and leave a positive impact on the customer journey. For example- An individual or
customer always want those facilities that are promised to provided by the customer at their
journey time. These types of elements are felt in terms of informational and entertainment. The
traveller should be provided with full information regarding services so that they can decide and
take best decisions. They elements helps in influencing customer along with providing good
experience in terms of music, casino which is most required during travelling.
When the customer are satisfied with these both element at that time customer will
enjoy its journey. As this also help company and customer to become their image with a
positive impact. This good experience will ensure that customer will again visit a particular
destination or country. Therefore, these all above elements or areas should be improved on
regular basis to attract large number of tourist for better experience and availing of products and
services for goal achievement. The main aim of organisation is to earn maximum profits and
gain through providing all relevant products and services to tourists or travellers.
The key historical milestones which has contributed in travel and tourism industry are
described below:
Time Period Development in Travel and Tourism Industry
3000 BC There was travel mode in Egypt business
1500 BC Travelling was done for purpose of religious and leisure time period.
6BC There was cultural and heritage mode in travelling industry.
5 BC It has religious form of business.

Middle ages The main purpose of travelling was due to holiday.
18th Century The cultural and history tourism considered as grand tour in such sector.
19th Century The development in different airlines like American airline, delta and
others.
20th Century With rise in technology, there is online tour operators, international
tourism, and so on.
TASK 2
Factors driving tourist behaviour by using the motivational theories
Factors impacting the tourists behaviour
There are different types of factors which can restrict the travellers to travel to the
specific place or location. This can also affect the travel and tourism sector as this impact on the
behaviour or mood of the customers due to these factors. These factors are named as culture,
political , social factors, etc., which are to be considered by the customers before travelling or
before having any journey. For example – if the environmental or whether of any place is not
good or favourable then the customers have to choose the other location for their travelling.
While on the other hand m, the place which is having the good culture will gain the attention of
more customers so the travellers like to prefer that place more (Connell, 2013). Some of the
factors are given as below -
1. Geographical Factors – These types of factors includes the services, climate condition
and the types of amenities which are to be rendered to the travellers at the time of
travelling or having any journey. The services which provided by the firm are going to
impact the decision-making of the customers for taking the services of the organisation.
For example – when the individual has decide to go Singapore, then they must see the
feedback and reviews of the other visitors who had gone to that place, and if the
environment of that place is not favourable then the individual have to change their
travelling location. This factor affect decision making of tourist as climatic condition of
respective place is good then they plan to visit it. The popularity of tourist destination
also influences travellers to make plan.

2. Social factor – These types of factors define the changing needs and requirements of the
travellers which can have the huge impact on the decisions of the customers in travelling
to the certain locations. The change in the needs of the customers can result in the
progression of the technology and the world (Evans, 2015). Therefore, this is the major
issue which a firm as well as customers have to face in taking the decision for selecting
the appropriate location. For example – the individual as decide to go with the friends to
chill out and to fresh his mind as the one is very disturbed so he want the peace of mind,
but on the other hand, his mother told him to go with her at some religious place which
will better for him to give him the peace, the mood of the individual get fluctuate and
suddenly the visit place was changes so this change in the need of the customers can
impact on the decision making of the customers. This factors also impact decision
making of tourist as per requirements and their wish plan for travelling is made in
different places. In this factors, the user chose those places where there is natural beauty
and influence people.
3. Cultural Factor – This type of factor include the change in culture, language and the
nation by which the people can't be able to interact with the peoples of other nations
during travelling and this impact the decision making of the customers. For example –
The individual who is from the France country want to visit Europe but that time he face
the difficulty in interacting with the local peoples of the Europe as the language used by
the people of Europe was not known by the French people. This thing had impact
negatively inn the decision of visiting the country. There are many traveller who loves to
know about other culture, tradition and language so they decide places accordingly. In
this way, it has impacted decision making process of consumers to visit different places.
Maldives is famous for natural beauty so as per popularity of destination decisions are
made.
Motivational Model – Motivation is the process of encouraging the individuals to work
and perform the task effectively and in better manner so that the goals and objectives of the firm
can be attained easily and in effective time frame (Dasgupta, 2011). In the present report,
Maslow's needs Hierarchy theory has been taken to shoe the concept of motivation, this has been
mentioned below -

 Maslow's need hierarchy theory : Maslow's hierarchy of needs is an important motivation
theory which deals in psychology of individuals as in based on a five tier model that
infuses needs of people. These needs may often be depicted or expressed as various
hierarchical levels in pyramid form. This theory was profound by Professor Alfred
Maslow's. As per the author, people can only be motivated only when their needs are
fulfilled. This theory deals with a number of ways or means which can be considered by
leaders and managers of travel and tourism firms for motivating their employees and also
raising their overall performance level (Falk and et. al, 2012). There are basically five
factors in this theory which have further been explained as under :
1. Physiological needs : Physiological needs refers to basic needs of an individual such as
food, clothing, shelter etc. If these biological needs do not get satisfied then there is a
possibility that no human can function optimally. These needs are considered as most
vital needs of individuals. If individuals are fulfilled with such needs then they make plan
for others things. Here, basic needs are more important than other things which can
impact decision making of consumers.

2. Safety needs : Safety needs deal with providing employees a certain level of safety as
well as security. For examples - health security, monetary insurance, etc. This is also
important needs of life where individual has to be provided with safety and security in
different terms. In case of travel and tourism industry, tourists should be given all such
needs to make better decision for travelling.
3. Love and belongingness : In this the social needs arises, which comprises of feelings as
well as belongingness factor (Greene, 2017). Love or belongingness needs generally are
intangible in nature and can include factors such as well behaved supportive employees,
positive working culture and environment etc. This can also helps in impacting decision
making of tourist. If tour operator behaves in proper and polite manner with customer
then they make decision for travelling to different places.
4. Esteem needs : Esteem needs are considered as confidence, achievement, respect from
other companions etc. Esteem needs can further be classified into two categories esteem
for oneself and desire for reputation or respect from others. These needs are most
important in children as well as in teenagers. The royal and regular consumers should be
provided with rewards and awards which helps them to visit place again and again that
impact their decision making for better outcomes.
5. Self-actualisation : This is highest level of need theory. This needs infuses factors such as
creativity, spontaneity, lack of prejudice and so on. This theory deals with realising
potential of an individual along with personal growth as well as peak experiences. This is
last need of model which is analysing of self potential. The tour operator should analyse
tourist need and accordingly provide them with facilities in terms of song, music and
others. This helps in impacting decision making of tourist in an effective and efficient
manner.
The above mentioned motivation model must be used by the travel and tourism firm in
order to satisfy their clients at each stage (Hall, 2013). This model help the organisation in
examine the needs and requirement of the customers son that they can easily be able to fulfil it.
Along with this, all the above elements are interconnected to each other so the travel and tourism
firm should consider and take even better care of all these to satisfy their customers, and if any
one f the element will get miss then this will going to impact the goodwill and image of the
organisation of the travel and tourism sector, which provide the services to their customers.

TASK 3
Current pattern and trends in travel and tourism
Travel and tourism industry is growing with a rapid pace in the market (Radojevic,
Stanisic and Stanic, 2015). This is because there are many changes in the demand of customer
that match with the trend of customer of global tourism industry. Some of different types of
trends are discussed below:
Increase in the number last minute booking: In this dynamic world, the need and
preference of the customer are change in a frequent way. This is the reason due to which
customer book their ticket at the last moment. Before a decade customer book their ticket several
day before the time of travelling due to lack of information technology. But in present scenario
most of customers book their ticket through online method. There are several companies which
provide various offers for attracting the clients to book their tickets at the end movement. For
example: Their are many customer who want to visit British country but they are unable to get
ticket as many individual want to visit British country and empire (Long, 2013). In such case
customer purchase the ticket at last moment which increase the cost but ensure the confirmation
of ticket. This can helps travel and tourism industry to earn maximum profits as last minute
booking charges high cost which is beneficial for hotel and airline agencies. There are number of
tourist who visit different which helps in influencing other for making decision. For example, if
some person has visited Singapore then they can influence other for visiting it. In this way,
increment in last minute booking assist industry to earn maximum gains and profits.
Various purpose of tours- Most of people in this world start to visit different countries
with the purpose of getting education. As business houses are growing rapidly most customer
also visit other countries for expanding and exploring various business opportunities. Like
United Kingdom is a developed country people visit this type of location with a hope to learn
something new. For example- In London there are large number of Museum and historical places
which provide a depth knowledge of history. The natural bio-diversity of this customer also
attract a lot of customer to gain knowledge about another country plants. There are different
types of people who visit different places for sake of pleasure, holiday, leisure and education. If
there is increment of number of tourist then there is large number of booking of tickets and hotel
which ultimately provide benefits to travel and tourism industry. The popularity of tourist
destination easily influence other for visiting that place and gain experience and knowledge.

In today era most of the school and specifically college provide educational visit of
another country to increase the knowledge of their students. This international visit also help
educational institute to develop new methods of teaching (McWha and et. al, 2016). Most of
business union are developing new ways by visiting international or other country. This help
them to gain knowledge about the way of business that are done and operate in other country.
Culture and history: Each country has its own culture and a brief history which lead to
generate various trend in global and tourism industry. People want to explore new areas of a
particular country. With this there are more interesting facts which enrich the history of a
country. In present scenario most of the customer visit a place with a specific purpose. Like
British nation has the hostory of more than 1000 years (Pomering, Noble and Johnson, 2011).
Specifically in London large number of people are living which belong to a different culture and
also a nation. So in this case most of the customer visit London with a purpose gaining
knowledge about the British culture. This attract clients to become aware about vivid value and
culture of the British peoples. There are different users who loves to know culture and history of
other countries and places which leads to increase employment in tourist guide that helps travel
industry to earn high profits and gain in an effective and efficient manner. Therefore, as per need
and requirement they decide to visit those place and enhance their knowledge and learn
something new. In this behaviour of tourist and tour destination is interrelated with each others.
These trend and pattern of customer to visit a country is helping travel and tourism sector
to gain more number of customer for its business. It also result that most of the customer are
aware to learn new and interesting facts about a particular country. Apart from this other factors
some other factor are also present which impact on a customer mind to plan a trip such as to
explore new areas, to visit a new country, history and way of communication. Like London
which is the most popular among all the world as a rich British nation (Minca and Oakes, 2012).
It is very famous for its culture, building and architecture due to which people want to visit this
place. It also help the travel sector to increase and surplus its profits with a desired growth.
TASK 4
Factors affecting the current levels of popularity of different global destinations
There are different factors which can affect the demand of various destination from world
wide. In these, London is one of the best example. People love to visit this destination because,

here they can get chance to visit and enjoy like cultural, historical and natural places. Some of
the major factors, that have made the London very much popular is given below :-
1. Economical Factor : This is the factor which are concerned with financial conditions of
nation and people. As, London is a developed nation, and it have all the type of basic
facilities for their guests. They have proper transportation and accommodation services
whose cost is very low.
2. Social Factor : This is concerned with culture of nation (Moutinho and Vargas-Sanchez,
2018). London is a nation which is very much rich in cultural property and they have
ample number of cultural places which tourist can visit and enjoy.
3. Political Factors : This the factor which included the policies, rules and regulations of
the nation and ruling government of that nation. As, London is well developed nation and
is very peaceful nation, therefore the political conditions of the nation is very much stable
which help people to come and enjoy their vacations. Along with this, they are very strict
for their rules, if the find any guest as cul-prate in any illegal activity, then they use to
impose huge punishment for them.
Along with all these factors, there are several different factors which use to affect the
popularity of a destination (Ormond, 2014). These include transportation facilities, environment
and peace of the nation. The country which are good at these factors are very much popular as
tourist destination. Where as, if any country is not good in any of these, then they are not able to
attract good gentry of tourist towards them.
CONCLUSION
From the above mentioned report, it has been concluded that travel and tourism sector
industries are providing the better services to their customers, thus the development of this sector
is to be done by the other firms so that they can be able to satisfy the needs and demands of the
customers. There are various firm in different sectors which help the travel and tourism firm in
enhancing their growth such as the firm of food and beverages, accommodation, etc. the
motivation model is also had been explained in order to motivate the employees of the firm.
There are direct and indirect factors which are interrelated for providing the satisfaction to the
customers. At last the factors which impact the decision making of the customers has also been
explained in the report.