Foundation of Business and Tourism: Technology, Globalisation Impact

This report provides a comprehensive analysis of the tourism industry, focusing on the influence of technology and globalisation on the UK market. It explores how technology, including digital marketing, social media, and AI, has transformed marketing strategies, customer engagement, and business operations. The report also examines the positive and negative impacts of globalisation, such as increased travel, cultural exchange, and economic growth, while also addressing challenges like terrorism and cultural erosion. It highlights the importance of adapting to technological advancements and leveraging social media to reach a wider audience. The report discusses the impact of globalisation on the UK economy, employment, and tourism trends, making it a valuable resource for understanding the evolving landscape of the tourism sector.

Foundation of Business and
tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
SECTION - A..................................................................................................................................3
SECTION - B..................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Tourism industry is one of the best performing business at national as well as
international level. Tourism industry in UK contributes a lot in the growth of country's economy.
The main push behind this rapid growth is the adaptation of information technology in the
management and operations of business (Blut, and Wang, 2020.). Although, the effect of tourism
business exhibits both positive and negative effects on Globalisation. This report deals with the
impact of developments in the technology and the progress of social media in the changing ways
to market the product. Along the increase of globalisation has influenced the country and the
business of tourism.
SECTION - A
Impact of technology and social media to market tourism
Without a doubt technology and social makes a beneficial combination for the tourism
business. These factors affects the way of travelling by helping in deciding which destination to
choose. Technology has transformed this modern life and has changed the way of doing things.
Tourism industry is one of the sector which has experienced greater forms of changes which are
brought by technology. Technology has contributed a lot towards the success of tourism business
while exhibiting some flaws forming an evidence just on papers. Tourism business along with
the use of technology and social media have a good chance of producing high level return
values. The first experience of the customers and tourists regarding the tourism business is by
visiting the website of the company (Delpechitre, Black, and Farrish, 2019). This process
Illustration 1: Effect of tourism and gloablisation on envirnmental degeradation

includes going through the uploaded pictures and reading the reviews from the past guests of the
organisation. Technology has transformed the process to market the ideas of tourism business
by making it more personalised. It helps in creating ecosystems which is more integrated and
targeted especially for the marketers and not limiting to the connection between brands and
people to be transformed. The advancements of new technology in the area of marketing the
products and services has penetrate the infrastructure and the systems on which companies are
built while delivering the high value for procurement. Customers of a tourism business can be
present in any corner of the world and technology helps in grasping the information and
understand different modes of entertaining the needs of tourists and travellers. Internet helps in
connecting with a large audience of people as all the global population of the internet users are
connected.
The number of users on
internet is increasing every day. This gives the major advantage to the tourism business to
market their brand on a large scale and gaining the attention of large range of population.
Technology is used a tool less as a transmitting device and more a tool for better
communication. Digital advertising can offer instant connection to the customers as the problems
and queries of customers can be resolved with the help of social media chat rooms. It helps in
more awareness of sales and promotions by uploading new feeds on website and other platforms
(Brock, 2019). The advertisement based on technology for the marketing purpose of the tourism
is based on the specific needs and requirements which help the organisations to find a solution in
more faster way than before. The technology like Artificial intelligence and Virtual reality has
helped the tourism companies to let the potential customers have a trailer of what they will

actually experience. VR helps in offering the marketing the product of tourism with given
something like a real experience. AI has helped in forming more connections with the target
audience. There are many applications developed which have helped in enhancing the interaction
with the customers on online platforms. It will therefore help in bringing in more customer
information and help the company to find solution of the problems faced by tourists. This way of
marketing helps in building more reputation for the tourism business and attracting more and
more customers towards the organisation.
Social media has a big hand in transforming the landscape of the business. It is
considered as one of the most important aspect in terms of digital marketing which helps the
tourism companies to reach out to million of potential customers present at any corner in the
world. Social media has affected the business of tourism by bringing in new marketing
strategies. It influences the way in which people research before going on a trip and a vacation.
People are influenced in sharing their travel experience with their friends and family on the
social media platforms. People trust the tourism business based on the reviews coming from
other tourists and thus there is an impact of social media on decision making process (Leung,
2019). Developing customer relations is an important aspect of tourism business where social
media helps in reaching to the customers directly. Social sharing is a necessary factor which will
affect the tourism businesses. Social media creates a platform where people usually from
younger population share their memories and experiences for the recent travel to showcase for a
vast number of audience. This process is a way of marketing the business without even the
involvement of the company itself. Tourism businesses must find out the powerful way to attract
new tourists by encouraging them to share the real experiences from the trip on the online
platforms rather than just a simple advertisement. Being social is the key to become popular
these days. It helps in increasing the visibility of tourism business by actively contacting the
customers and listening as well as answering them with their questions.

Providing the customer with the option of services on online channels is the best way to making
the voice of the business heard by people. The businesses in tourism industry are based on
seasons sometimes. Therefore, it is important for the companies to become more relevant with
regards of timing. Digital marketing agencies provide very advanced and updated campaigns
while considering the latest trends to advertise the new service. Some of the few famous social
media platforms have their own audience where the most shared topic on all these channels is
travelling and tourism. The recommendations features of Facebook enables in sharing the
experiences which are usually used for travelling purposes to gather information about the ways
tourists are defining their travel business. Instagram is used to create a great platform for tourism
businesses and engaging with current and future customers. It helps in getting attention of
people, mainly Millennials as they are highly active on this platform. Whereas the platforms are
more popular among the Gen Z people. These young bloods are always looking to find a
destination to have a trip with their friends and more eager to share it on social media. Such
things can help in doing free publicity for the tourism business.
SECTION - B
Impact of globalisation on UK and tourism
Globalisation is the process by which the world is becoming interconnected with the help
of exchanging trade and culture. The reasons for globalisation is the usually to gain large areas
of customer. Globalisation of tourism industry comes with its pros and cons. Globalisation and
tourism are very dependent subjects to each other. With the help of globalisation, people coming
from different cultural background and holding a different values and believes can exchange

their ideas and mindsets with each other. It can be on the basis of political, environmental,
technological, cultural as well as cultural setting (Xiang, 2018.). Such exchange of thoughts have
helped in gaining massive level of knowledge within the people of the world. People have a
better understanding of the lives of other people regardless of their language, religion and the
differences in culture b y having the foundation of tourism. One factor which affects the growth
of tourism and businesses is the involvement of politics when operating in different territories.
The misunderstandings of the political regulations can develop some barriers which will hinder
the process of globalisation from past few years. The good thing about globalisation is that the
people from different communities are now exiting from being racial, tribal and some political
cocoons and more into embracing the power of humanity. Most of the people are having the
feeling of realisation about the great potentials they hold which helps in pulling together as many
people rather than having the feeling of antagonising one another from imaginary conflicts. This
trend ion the market has helped in the process of globalisation as well as tourism. The power of
globalisation has lead to many countries present all around the globe to be working on the ideas
to open their borders for international investors. It has forced the neighbouring countries to
create trade blocks in the motive of enhancing free flow of goods and services in that area (Li,
Robinson, and Oriade, 2017). The impact of social media has made it easy for the travellers and
tourists to gain the information related to different destinations and markets. It further helps in
the growth of globalisation and other tourism industries. The idea of vacation rentals has
increased in the past few years across the world so as the accommodate the growing numbers of
international visitors. The economy of UK have changed tremendously in the past few years.
The country has a huge working population where companies working traditionally are now
looking for the ways to outsource cheap forms of labour coming fro other parts of the country.
This process has lead to bring in continuous forms to enhance the flow of money in between the
citizens of different countries. The growth of tourism has lead to open many options for cheaper
business in the region (Magno, and Cassia, 2018). Globalisation of tourism helps in creating a
wide range of employment opportunities which can help the middle and lower class regions of
the country to grow. The demographic shifts present due to the globalisation effects the tourism
industry a lot. More employment rates more is the number of travellers produced by UK. There
are many different sites in UK which attracts the interest of tourist especially from Asian

countries. This is because they have many resources to travel along with the availability of paid
leaves.
Globalisation has created a easier approach to travel the world. The availability of
cheaper and economic flights along the openings of interpreting companies and offices there is
the accessibility of international credit cards across the entire globe. Changing the currencies
have become easy and more convenient than ever before when compared to the history. All this
has has helped tourism into achieving more increased global mobility. Globalisation has made it
very easy for the individual keen to travel and discuss the hidden travel destinations. This helps
in learning related to the different cultures before making any decisions related to the travel
decisions. There are more elderly people coming from the developed countries in today's world
because of the increased circulation of information. The non working population of the country
is ready to make the international trips. The negative effects of globalisation includes the
increase of terrorism. The major terror groups present in the world are able to send their
messages on terrorism in a much more easy way and is more quick with the help of social media
(Pop, and et.al., 2021). The death rate from the terrorism has gained a rise as because of the
globalisation, it becomes easy for the criminals to move freely across different countries. This
impacts the tourism in a major way. Another bas influence of globalisation on tourism business
is that the richness of given culture shapes the number of visitors to be attracted. However, the
globalisation has wide spread across the continents which is leading to more people loosing

their cultural values and adapting to the traditions of other countries. This is killing the tourism
business.
CONCLUSION
It can be concluded that the the use of technology as well as social media has a major influence
in tourism sector. It helps in attracting more customer in this modern world when compared to
the traditional methods of marketing. It can be evaluated that the globalisation has some intense
effects on tourism which are both good and bad.
Blut, M. and Wang, C., 2020.1625198061
Illustration 2: Economic contribution of the travel and tourism industry in UK in 2017

REFERENCES
Books and Journals
Blut, M. and Wang, C., 2020. Technology readiness: a meta-analysis of conceptualizations of
the construct and its impact on technology usage. Journal of the Academy of Marketing
Science. 48(4). pp.649-669.
Brock, K.U., 2019. The evolution of marketing technology. Handbook of advances in marketing
in an era of disruptions: Essays in honour of Jagdish N. Sheth. pp.343-59.
Delpechitre, D., Black, H.G. and Farrish, J., 2019. The dark side of technology: examining the
impact of technology overload on salespeople. Journal of Business & Industrial
Marketing.
Leung, X.Y., 2019. Technology-enabled service evolution in tourism: a perspective article.
Tourism Review.
Li, S.C., Robinson, P. and Oriade, A., 2017. Destination marketing: The use of technology since
the millennium. Journal of destination marketing & management. 6(2). pp.95-102.
Magno, F. and Cassia, F., 2018. The impact of social media influencers in tourism. Anatolia.
29(2). pp.288-290.
Pop, and et.al., 2021. The impact of social media influencers on travel decisions: The role of
trust in consumer decision journey. Current Issues in Tourism. pp.1-21.
Xiang, Z., 2018. From digitization to the age of acceleration: On information technology and
tourism. Tourism management perspectives. 25. pp.147-150.
Online
Economic contribution of travel and tourism industry in the United Kingdom in 2017, by sector,
2020. [Online]. Available through
:<https://www.statista.com/statistics/298260/economic-impact-of-the-travel-and-
tourism-industry-in-the-united-kingdom/>
The effects of tourism and globalisation over environmental degradation in developed countries,
2019. [Online]. Available through: <https://link.springer.com/article/10.1007/s11356-
019-07372-4>