Analysis of International Travel and Tourism Industry for UNWTO

This report, prepared for the UNWTO, provides a comprehensive analysis of the international travel and tourism industry. It begins by discussing the milestones in the industry's development and how these have shaped its current form. The report then identifies the different elements of the industry and explores how they interrelate to create the tourist experience, focusing on aspects like attractions, accommodations, and transport. The report also examines the factors that influence tourist behavior, including geographical, social, and educational factors, as well as models of motivation that impact consumer decisions. Furthermore, the report identifies recent and emerging patterns and trends in the international travel and tourism industry, concluding with an examination of factors affecting the popularity of various global destinations. The report utilizes various sources to support the analysis and provides a well-rounded view of the industry's current state and future prospects.

International Travel and
Tourism management

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY ............................................................................................................................3
PART 1.......................................................................................................................................3
P1 Discuss the milestones in the development of the travel and tourism industry and how
they have shaped the travel and tourism industry..................................................................3
P2 identify the different elements of the travel and tourism industry and explore how they
interrelate to create the tourist experience.............................................................................4
PART 2.......................................................................................................................................5
P3 Determine the different factors that affect tourism behaviour.........................................5
P4 Explain models of motivation and how they influence the consumer decision...............6
PART 3.......................................................................................................................................7
P5 Identify recent and emerging patterns and trends in the international travel and tourism
industry..................................................................................................................................7
PART 4.......................................................................................................................................8
P6 Examine the factors affecting the popularity of a range of global destinations...............8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................11

INTRODUCTION
Tourism means movement of a person or it means a person who is far away from their
place of residence. Travel and tourism means when a person spend some of their income and
occur some expenditure. Although it is not necessary all the time but most of the time travel
include the expense (McKercher, 2015). The UNWTO, recommend the three basic tourism
for the country; domestic tourism; where all the activities related to tourism are done in the
resident country. Outbound tourism; resident go outside the country and the last one is
inbound tourism; where a non-resident visitor visit the country. This industry make up with
nine component; transport, accommodation, transport, attractions, travel agent, tour
operators, ancillary services, trade associations and event management. In this assignment, a
report is prepared for UNWTO, regarding development and different elements which gives
the experience of tourism and travel industry, evaluating the factor which driving for tourist
behaviour, current pattern and trends and different level of popularity related factors which
affect the different global destination.
MAIN BODY
PART 1
P1 Discuss the milestones in the development of the travel and tourism industry and how they
have shaped the travel and tourism industry
Travel and tourism industry has faced the various milestone to develop the industry in
the UK. Generally there are three milestone or can say the history of the development of the
travel and tourism industry are:
Before 1945: in the ancient time or before 16th century people are living and based on
the agriculture life which was stationery (Milova, Piskovets and Chernyshenko, 2017) . So
they move seldom from one town or rural community. In the beginning of the 18th century, in
the period of industrial revolution, people are starting moving from one rural area to another
in the work of urban and factory development. But only the richer elite class people are
enjoying the travel sector.
1945-1979: In 1945, it can be concluded that this year was the main year of the
development of the travel and tourism industry. In the mid of 1950, only in UK, the tour
operators are started their journey and include more business related activities in their work to

influence the customers more. And after 1950, the package service are started to expand the
tour and travel industry.
1980 to current: by the 1980, most of the airlines started the services like,
arrangement of the holidays, medical services, hiring car and many more services which are
necessary for the travel. In 1990, in UK most of the big companies started their business
(Schroeder and Pennington-Gray, 2015). And after 2000, tourism and travel industry become
the main source of earning in the UK, air travel improve their business more rapidly and
railways started new offers and services for the ones who are inbound customers or outbound
customers. This industry are now help the global economic development in the twenty first
century. It improve the education related to history and also enhance and support the other
business of the industry.
The structure and shape of the travel and tourism industry are defined in five sectors
mainly which is given by Leiper’s; Departing travel, traveller generating region, transit route
region, tourist destination region and in last returning travels. These five are the mains shape
of the travel and tourism industry as they differentiate the travel industry according to their
nature. The first element is related to the tourist, next three related to geographical and
organizational sector and the last one related to the self-explanatory.
P2 identify the different elements of the travel and tourism industry and explore how they
interrelate to create the tourist experience
There are various elements which are included in the travel and tourism industry as
insurance, recreational, banking services, accommodations, your guides, packaging agent,
ticket agent and many more services which attract the tourist and increase their experience
which increase the profitability of the tourist and travel industry (Du, Lew and Ng, 2016).
The main principle of the attraction is the location which help to invite more footfall. It may
be the museum, heritage building, a beautiful location with lakes and mountains, or even an
educational centre and many more attractive location. In the UK market, there are various
more attraction places like market area, monuments and travellers shops.
When it comes to element of the travel and tourism industry, the first element is
tourist; as they are the first and most important element of the industry without tourist this
industry can’t gain the success and benefits to the global level. Second element is
geographical location; location is the second most important element. As the location must be
attractive, assessable and easy to locate by the customers. This sector include three main

region which are; traveller generating region (TGR) means here the market breed fir tourism.
It means tourist try to collect the information from the market or industry and do all their
work by their own. This related to the demand aspect of the travel and tourism industry.
Second region is tourist destination region (TDR) this is also known as the sharp end of
tourism, the pull force of the destination activities start the whole tourism system. The
management and planning techniques are used in this sector (Holden, 2016). The last region
is transit route region (TRR) here the travel are used the destination in between the travelling,
this is used for the short period of time. This is the short period of time which is used to get
the destination. And now the third main element is travel industry; as they are responsible for
managing and organizing the whole industry in a right manner which help the customers to
get the best experience while traveling.
These elements are interrelate to each other and give the best experience to the
customers. The tourist, agency and the destination these three element are interrelated as only
a single element can’t get the best enjoyable movement during the travel. So all the element
are important and necessary to create the customers experience.
PART 2
P3 Determine the different factors that affect tourism behaviour
There are various factors which may affect the tourism behaviour and also tourist
behaviour. And this topic is the most researched topic for the tourism. As because tourist are
the main element of the travel and tourism industry so it is very important to check and
analysed that factor which may affect the tourism and tourist behaviour.
 Geographical factors: Factors like climatic condition, geographical factors, amenities,
advertisement and marketing are the factors which may affect the tourism behaviour
as these factors can alter the decision of the tourist and also affect the growth of the
business (Timothy, 2018). Geographical factors are mostly affected with the location
of the area as the tourist visit to see the location so location must be impressive and
attractive to increase the more footprint of the tourist.
 Social factors: This factors include the person’s own created network like friends,
social media and family. Which may alter the decision of the tourist and change the
tourism behaviour. Social factors are mostly affected by tourist as by their own or
with some other influencers which are comes under their personal network.

 Place of origin: This include the tourist behaviour as where they come from and what
are their culture and atmosphere to work, think and react. North American have their
different culture, Japanese and Korean tourist mostly visit the places in the group
either with family or friends. UK tourist visits alone mostly they love to explore the
places.
 Tourism destination: Where the tourist visit and what are their destination is the
important aspect (Timothy and Boyd, 2015). As if their final destination have all the
facilities related to accommodation, electricity, water and clean surroundings than
these factor must affect the tourist behaviour which indirectly affect the tourism
industry behaviour.
 Education of tourist: education is another factor which may affect the tourism
industry. As it create the wider range of choices, curiosity and the knowledge of the
places which they have. This will increase the interest of the tourist and majorly affect
the tourism behaviour.
There are many factors which may affect the tourism behaviour by different
environmental factors which may impact on the tourist decision. Research said that a tourist
may affect with the environment, interpersonal communication with friends and families,
advertisements, television, broachers and internet. So tourism industry often relay on the
publicity for making the communication in order to approach with the tourist in their place.
P4 Explain models of motivation and how they influence the consumer decision
There are various models of motivation which may affect the consumer decision
while making the decision regarding the travel and tourism.
Cognitive View: It is the theory basically based on the prospective of problem’s
solver thinking. It is the emotional or reasoning process, which may be based on the explicit
and tacit assumption or may be rational or irrational process (Baldigara and Mamula, 2015).
The most important factor is that the customer may pursuit of information until a satisfactory
solution is found. And once the solution is found, the process of collecting the information is
terminated. There are four steps first one is to pre-defined goal, next step is to action plan.
Third step is to implement the plan and controlling it while the fourth step is to attainment or
failure goal of the action plan.

The consumer’ physiological comes into the action while the action plan is identified,
this may be combined with the attitude, personality and depends on the consumer’s mind.
This perception will motivate the consumer to make the decision regarding the travel and
tourism industry.
Hierarchy of need: In this model it is said that the satisfying self-actualization need
must be completed by the customers in regards to getting the information from the products.
The main aim to this model is to satisfying the basic need of customers including
physiological, safety, social and esteem needs (Khoshkam, Marzuki and Al-Mulali, 2016).
Cognitive learning help the Maslow hierarchy of need for the customers.
Passive view: This theory believe in manipulating the decision of the self-serving
interest and increase the promotional efforts of the marketers. This model is true in certain
extent but at the same time this model forgot or does not recognize that the customers play
the same role in making the decision regarding the purchase. Here the customer doesn’t do
any pre-purchase research and evaluation before buying the products and enjoying the
services. In B2C where the customers are absolutely unaware about the products and services
which are they are going to buy. This can be done in tourism industry as they the local sellers
and marketers can easily manipulate the tourists. And in B2B this theory is debatable as the
business person is complete their research before buying the products from the other sellers.
Here the marketers generally use marketing mix, to change the decision of the customers by
using different techniques they influence the buyer to buy the products.
PART 3
P5 Identify recent and emerging patterns and trends in the international travel and tourism
industry
In the travel and toruism industry, there are various trends which are chnage
according to the nature and need of the environemnt (Gravari-Barbas and Guinand, 2017).
These patteren and trends help the torism and travel industry to grown more in the
international markets. From the recent pandemic covid-19, the most impacted industry is
travel and toruism. The trends for the international travel are discussed below:
 Safety and hygine trends: after the outbreak of the covid-19, to maintain the standard
of hygine and safety is very important and also in trends. Either in airline, hotel,
restaurent, or bars all are needed to be mainatin the clean and safety related to the
covid-19.

 Increased the emphasis on Leisure: after restricting the travel in all over the work and
because of lockdown there are many industry which are work from home or on video
call. But the tourism industry impact very badly so in result to focus on towards
leisure customers.
 Contactless payment: This has been a staple when it comes to technology in tourism,
so it become the trend here to pay in googlepay, applypay or by ant debit & credit
card. Allowing the contactless payment, increse the customers sfatry and reduce the
friction (Tussyadiah and Pesonen, 2016). This step improve the check-in and
checkout facility more easily.
 Voice serach and voice control: Various smart speakers and well mobile assistant like
siri, google assistant and many more gadgets are now usable by the customers. Travel
industry must able to manage their site by voice search so that customers can book
their tickets by voice search. Hotels rooms may provide the soft and adance
specakers which can attract the customers and give them information from outside.
 Solo travel: Enjoying the solo trips is no longer unsusal and many toursits are
enjoying the solo trip by there on. Most of the poeple are love their own company and
don'ty want any distraction from the nay companion. This trends are grow more and
more in the recent development and trends.
 Personalisation: People are more intersted in getting the personalised experience from
the travel industry. Marketing tourism is the one who done this job as they research
and make their services according to the need of customers. The more closely an
experience can be tailored by the client desire and expectation. So that they like the
services provided to them and they use the same services again and again.
PART 4
P6 Examine the factors affecting the popularity of a range of global destinations
To decide the place of destination in the global countries is quite exciting and difficult
at the same time (McKercher, 2015). There are cvarious factors which may affect the
popularity of the global destination in the customers. These factors are discussed below:
 Environmental factors: It means a good climate and beautiful nature and scenery, for
the tourist it is important to examine the factors related to environment. This may
atract the tourist and make them comfortable with the amazing culture and views.

This incraese the popularity at the global level as people are intersted in visiting the
global countries after the recent pandemic they faces.
 Socio-economic factors: It means to make the proper assessibility as all the global
tourist places must ahve the proper assessibilty of the transport and all other basic
servives to visit that places (Ateljevic and Page, 2017). Accomodation is provided to
them with the good catering services to provide the good feeling to the customers.
Amenities, means providing the other factor which may be influence the decision of
the customers to plan their global destination. This may include the servies like
roping, skkiping, fishing, and safari adventure. And many emergency facilities are
must be avaialble for the customers.
 Historical and cultural factors: Many tourist are visit the places which are filled with
the historical and cultural fcators. As they like to analysis the history and to know the
story about that particular historical places. Like Tajmahal in india, great wall of
china, Stonehenge in england and many more. This momuments and hostorical places
are the reason to increase the highlight of the global destination an d affect majorly to
the travel and tourism industry.
 Other factors: most of the time there are many more factors which may affect the
decision of the tourist at so unexpected places. Like many religious areas, perosnal
interest to visit the place. New maxico gain the popularity in tourism industry as many
tourist are attract with there view and culture. Hot-water spring, ghost town and many
more services are there, where the tourist are intersted to visit the place.
These area and factors may affect the decision of the tourists and make the global
reserach destinations popular in the market over the tourists.
CONCLUSION
From the above assignment it is concluded that travel and tourism industry is
important for growing the economy at global level. Travel industry are developed after 1980
and get the success at the global level in twenty first century. There are various component
which gives the shape to the industry and help them to grow by their own. Also the different
element of this industry include tourist, geographical, personal, educational and personal
factors are the elements which affect the behaviour of the tourist and tourism. Models are
there which help the customers to make the decision regarding the purchase (Okumus and
et.al., 2018). Various pattern and trends affect the tourism industry at high and help in

making the decision to increase the travel industry at international level (Tussyadiah and
Pesonen, 2016). Furthermore the factors which affect the popularity of the industry to the
global range which make the industry at high and get the success as this industry not only
help their own but also help in grow to others small industry and increase the global level of
the country.

REFERENCES
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