Tourism Report: STEEP Analysis, Future Scenario, and Recommendations

This report delves into the realm of cultural tourism, employing the STEEP (Social, Technological, Environmental, Economic, and Political) analysis framework to evaluate its multifaceted impacts. The report examines the influence of technology, economic policies, and other factors on the growth and sustainability of cultural tourism. It presents a future scenario for cultural tourism, highlighting its potential expansion and the increasing importance of cultural sites. A critical assessment of the current state of cultural tourism is provided, emphasizing the need for policies to protect cultural heritage. Finally, the report offers recommendations for enhancing cultural tourism within a specific context (Australia), focusing on government investments, the preservation of cultural identities, and the utilization of technology for promotion. The report also includes a tourism system model and references to support the analysis.

TOURISM
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Table of Contents
STEEP ANALYSIS.........................................................................................................................3
SCENARIO......................................................................................................................................3
Critical Assessment................................................................................................................4
Recommendation....................................................................................................................4
REFERENCES................................................................................................................................6
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Cultural Tourism
STEEP ANALYSIS
The STEEP analysis refers to social, technological, environmental, economical and
political impact on a particular industry. The STEEP analysis helps in getting to know the impact
of external environment on the overall growth of the industry. This will enable proper as well as
effective decision making as to what exactly is required to be done for the industry in longer run
(Látková & Vogt, 2012).
Technological
Rapid growth of technology is a very important need of our society, but at the same time
preserving the culture and increasing tourism for that is essential as well to spread the culture
around the world. Technology can be used for enhancing cultural tourism; this includes making
applications and websites for promoting culture and attracting tourist from around the world. It
can also be used for branding or advertising bound the various cultural monuments and heritage
sites that the country or specific region possess.
Economical
It refers to the economy of the region or the country. If a country wants to promote its
culture and heritage around the world, it will have to make sure that strong economic policy is
made and proper budget is allocated for the same. If a country is not capable enough to allocate
economic resources in development, maintenance and promotion of cultural tourism then it is
destined to decline going forward. Therefore, it is an important factor for growth of cultural
tourism (Sinclair-Maragh, Gursoy, & Vieregge, 2015).
SCENARIO
Cultural tourism in next 10 years
The future of cultural tourism can be quite bright; if there will be proper implementation
of right kind of policies from the side of authorities in this regard. As per the report of WTO,
around 40% of the global travelling is being done for the purpose of cultural tourism. It is also
expected that cultural tourism is going to grow at the rate of 15% going forward. It is also
expected that corporate will give this sector priority and will make necessary investments in
various ancillary services related to cultural tourism like hotels, transportations etc (Pham, 2012).
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Critical Assessment
Cultural Tourism is a part of the tourism industry that prevails in a particular region. It
includes tourism in urban areas, particularly historic or large cities and their cultural facilities
such as museums and theatres. It can also include tourism in rural areas showcasing the traditions
of indigenous cultural communities (i.e. festivals, rituals), and their values and lifestyle. There is
a growing trend of cultural tourism around the world; people are travelling miles to notice the
culture of a particular country or a region. They want to know the lifestyle, culture and other
heritage that the country has and how the same is different from other parts of the world?
Cultural tourism is also a tourism that attracts serious visitors. Tourists who come for exploring
the culture of a state would spend a substantially higher time than normal tourists. As we are
moving towards the generation of technology and artificial intelligence, culture and its colours
are becoming equally scarce. There is a need to bring cultural destinations back to front and
make it a prominent part of the tourism industry (Wearing & McGehee, 2013).
There are various countries around the world which is known for its cultural heritage and
therefore are getting global recognition for the same leading to large numbers of visitors within
those countries. Some of the countries which can be called as culturally more prominent as well
as diverse, these includes some of the countries in Asia like India, Nepal, Bhutan along with
some in Europe like Italy Scotland and Britain etc. Though every country has its ancient culture
but there are some countries with cultural and heritage abundance which always attracts cultural
tourism. There is a growing need to make sure that right kind of policies as well as procedure are
being made by the authorities of these countries. This will enable proper and effective growth in
tourism and will promote and spread culture of these countries in different parts of the world
(Tscheu & Buhalis, 2016).
Recommendation
In order to make cultural tourism more attractive within Australia, there are plenty of
steps that government can take. This will ensure not only effective as well as efficient growth for
future but will also create employment within the sector in longer run. Government should bring
necessary investments in the core area of cultural tourism through effective persuasion of
corporate in this regard. It is also essential that cultural destinations should keep their unique
identities as well as authenticity as these are some of the primary factors that attract tourists
towards a particular destination.
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The government can bring a separate initiative to promote cultural tourism, it can be
brought through a proper advertising campaign stating attractive pictures of the culture that
prevails in the country and how the same is worth exploring. It can help in attracting a large
number of people for the same, this is because if the efforts are from the side is government
itself, it is going to be more appreciated and at the same time more people will be interested to
visit these cultural places (Veal, 2017). Therefore, the role of respective governments of different
nations including Australia is quite important in promoting cultural tourism on a global scale.
There is a need for careful as well as effective planning that aims to meet the demands and
preferences of visitors. This will enable the sector to grow as well as prosper in more appropriate
manner going forward.
Technology can be used to promote cultural tourism, like making a separate website for
the same by government and making access to heritage sites easier by providing online tickets
and branding the whole industry effectively over period of time. There are various other online
services through which cultural tourism can be promoted like offering discounts on tickets and
stays by the businesses, a complete package can be offered to customers or tourist which will
include cultural visits as well as visit of modern places, this will attract even those people who
are not so keen in exploring cultural sites (Nicoletta & Servidio, 2012).
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TOURISM SYSTEM MODEL
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REFERENCES
Books and Journals
Látková, P., & Vogt, C. A. (2012). Residents’ attitudes toward existing and future tourism
development in rural communities. Journal of Travel Research, 51(1), 50-67.
Nicoletta, R., & Servidio, R. (2012). Tourists' opinions and their selection of tourism destination
images: An affective and motivational evaluation. Tourism Management Perspectives,
4, 19-27.
Pham, L. (2012). Tourism impacts and support for tourism development in Ha Long Bay,
Vietnam: An examination of residents’ perceptions.
Sinclair-Maragh, G., Gursoy, D., & Vieregge, M. (2015). Residents׳ perceptions toward tourism
development: A factor-cluster approach. Journal of Destination Marketing &
Management, 4(1), 36-45.
Tscheu, F., & Buhalis, D. (2016). Augmented reality at cultural heritage sites. In Information
and Communication Technologies in Tourism 2016 (pp. 607-619). Springer, Cham.
Veal, A. J. (2017). Research methods for leisure and tourism. Pearson UK.
Wearing, S., & McGehee, N. G. (2013). Volunteer tourism: A review. Tourism Management, 38,
120-130.
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