Contemporary Issues in Travel and Tourism - Sample Solution

Questions: Task 1 1.1 Analyse issues currently driving change in the travel and tourism sector for a local tourist destination ,geographical region ,country or countries of your choice. 1.2 Analyse different current issues using appropriate methods and resources for a local tourist destination, geographical region, country or countries of your choice (Japan) Task 2 2.1 Evaluate current trends influencing change in the travel land tourism sector of a tourist destination or country of your choice. 2.2 Analyse a current trend using appropriate techniques and resources for a tourist destination or country. Task 3 3.1 Analyse how travel and tourism businesses could respond to change. 3.2 Develop strategies on how selected travel and tourism businesses could respond to change. 3.3 Justify strategies for how selected travel and tourism businesses could respond to change. Task 4 4.1 Analyse the impacts of issues and trends that drive change in the travel and tourism sector. 4.2 Discuss the likely conse quences of businesses failing to respond to market changes. Answers: Introduction Travel and tour could be interchanged, and tourism is explained as the movement from one place to the other place along with the aim to recreate oneself and services provision for this movement (Gregory and Goodall 1988). In this way tourism can be considered in the service industry having various tangible as well as intangible parts. The tangible parts include the hospitality and transport system services. The transport services cover up the road, rail, road and water; where else hospitality services cover up the food and beverages, accommodation, banking, tours, insurance, and safety (Tom and Hagen 1999). The tangible services cover up the escape, rest, adventure, relaxation and various other experiences (Tom and Hagen 1999). Its noted that tourism started as the travel for the adventure as well as leisure in various areas and presently it has come under the broad venture through different persons. Tourism and travel in Japan has given positive performance in the year 2013 (Alison 2000). Through the economic recovery in the country has helped in improving the confidence of the consumers and has even tried to motivate to enhance the recreational and leisure activities (Millie 1997). In context of the tourism and trips has flown towards the inbound and domestic growth in experience, where else the outbound flow of tourism has reduced in 2013 (Millie 1997). Through the increasing demand in inbound and domestic tourist, registration of the hotels ahs enhanced in the average and occupancy room rates; where else its noted that players of air transportation has made the profits through enhancing the load factor and the revenue of the unit. This report will try to outline the environment of Japan in which travel and tourism industry operates their activities (Graham 1999). This report will also try to deliver the overview of the significance and impact of this industry. It even conside rs the various forces, which try to shape this industry along with issues that impact the tourism industry management (Graham 1999). Task 1 1.1 Analyzes issues currently driving change in the travel and tourism sector for a local tourist destination, geographical region, country or countries of your choice. Tourism is the global leading economic activity; simultaneously its also one of the most valuable trades in the world (Graham 1999). The economic activity is also impacted through various risk factors, which leads towards the unreliability in the world of business. International events like the instability of politics also impact the negativity of trade (Brian 2003). Individuals that are moving from one place to the other as the tourist, has become serious threat into the security of the world (Brian 2003). Its noted that terrorists are trying to maculate as the tourist in order complete their mission, and its impact is so severe that if this is considered as valuable income source for particular country then it can be fixed. Its noted that tourism is severely impacted through the issues related to health in Japan, where the cases of swine flu has tried to hinder the travel and simultaneously impacted the income which comes through the travel (Brian 2003). Japan also faces the climat e changes, which has also impacted its free travel requirements and has changed the pattern, movement as well as position of most of the attractive scenes. This has also impacted over the enhanced spending in order to promote the continuity of tourism industry and has even prevented the degradation of the environment. Tourism is referred as the limelight globally, due to its scope. The jobs that are created through this sector also impact the entire sector along with economy (Alan and Lickorish 1988). It has even impacted the transport, issues related to culture, agriculture, telecommunication, manufacturing and various other organizations (Alan and Lickorish 1988). Japan has less attractive statistics, however, its noted that total visitors come from the markets of West that has tried to enhance over the time, but still its low. Its considered as the contributing factor in exploring the one, who could easily communicate the English in effective way (Alan and Lickorish 1988). In Japan, the insufficient services of foreign language ranks the complaint through the travelers that comes from the United States or from Europe, who often face trouble, mainly in the areas of transportation, system complexity and very less signs given in English (John 1996). Even the menus in the restaurants and hotels hav e food pictures, but there was it lack in explanation in English, which reduce the tourism. Traditionally, its noted that Japan is mono-ethnic as well as a monolingual country, in which Japanese are given the highest priority in their identity of their culture; therefore they have the tendency to reject the people who comes from different cultures (Martinez 1990). These prejudices might leave the negative effects on the tourism (Douglas 1999). Various observers has also argued that Japan mainly give attention towards increasing their own culture instead of given attention towards other cultures (Martinez 1990). But now if the Japan wants to understand their goal of increasing the tourism, its expected that they should improve their citizen awareness of intercultural and should also try to highlight the problems of the intercultural communication (Douglas 1999). Tourist having the various languages or having the different cultural backgrounds depicts the variation in their own expectations towards the experiences of travelers (Bruce 2002). Its required that the programs should try to set up to address the interest and requirements of the foreign tourist (Bruce 2002). In 2020 Olympic, Japan is offered with good opportunity to easily promote their tourism and try to attract the tourist. Japan should try to set up brand of tourist by offering them satisfactory services and better environment (Bruce 2002). 1.2 Analyze different current issues using appropriate methods and resources for a local tourist destination, geographical region, country or countries of your choice (Japan) There are many studies conducted on the qualitative forecasting demand in the field of tourism and that too is limited. Along with the aspects of methodology, qualitative methods receive the less attention as these are only standard applications. On the other side, approaches of qualitative need not need the dependency of the historic facts, as it depends over the opinions of pooled experts (Pigram and Jenkins 2003). Therefore, all these methods are mainly used within the studies that lack in previous data that is apparent. For instance, a currently set up destination, along with tour operator wouldnt hold the historically available data. If there is any political or economic instability in the regions of Japan, last data wouldnt be of any use in the stable environment (Pigram and Jenkins 2003). In other context, the qualitative methods offers reasonable better forecasts for the short period as there is similarity of the experts with the ongoing changes taking place in this field. Its noted that qualitative methods actually work when the scope of forecasting is actually limited (Pigram and Jenkins 2003). The basic issues with the qualitative methods is exploring the experts in the relevant field and then agreeing over the similar forecast. Pigram and Jenkins (2003) tries to categorize the different traditional approaches in two major parts, which are: inquiries through survey about the visitors in the areas that are generated by the tourism, and the other one is analysis about the regional and national vacations survey (Pigram and Jenkins 2003). However, it is noted that this technique is quite less expensive and it also dont require the experience in the field of tourism. The next approach focuses over the inquiries about the visitors in the areas that are generated through the tourism like airports, resorts, tour operators and railway stations (Pigram and Jenkins 2003). This approach also depends over the measurement of the groups that has non-experts but still they require the opinions of the experts in their final forecasting. In context of the Japan travel bureau, they make use of this technique in order to forecast about the traveling trends of the Japan for the purpose of outbound travels (Reynolds 1992). This s urvey even stress over the money and time; where else there are many who trust the first technique; in order to analyze their data through less money and within lesser time by the use of secondary data. Task 2 2.1 Evaluate current trends influencing change in the travel and tourism sector of a tourist destination or country of your choice. Growth in economy has enhanced the competition, provided ease to the restrictions in travel, along with aggressive strategies of promotion, which was adopted by NTOs, which has contributed in the growth in the year 1996 (Atsuko 1999). Its noted in most of the countries within the Asia pacific region has increase the tourist arrival rate. Even Japan has experienced the decline in arrival arte in the year 1995 due to enhancement in cost, lack of appeal, along with strong currency, which has rebounded in the year 1996 with the increase in 22% in arrival rate. The reeducation in the arrival was attributed through the increase in cost of the countries vacations. Japan which is the largest market of South Korea is accounted to around 40% of the overall visitors and has reduced to around 8.4% (Atsuko 1999). Trends related to Outbound Travel- The regions of Asia Pacific receive around 74% of the total visitors. It shows the dramatic enhancement through the help of 69% of the record in the year 1985 (Salah 2000). Its noted that increase in domestic travel cost in few countries, decrease in airfares, increase in affluence, increase in business travel along with packages offered by competitors has increase the travelers in Asia from the foreign destinations (Salah 2000). Its noted that intraregional travel that is characterized through the continuous short haul trips has increased through the increase in rate of travel. Japan is also so far considered as the largest tourist has tried to generate the regional market by the help of other emerging markets like, Singapore, China, South Korea, Taiwan, and Hong Kong, which has generated the new global travelers (Lisa 2000). Improvement in demand for the travel has supported in creating the new opportunities of market in the area of dive travel, ecotourism, adventure travel, meetings, arts, incentives, entertainment, and cruises (Twan 2003). Marketer in tourism industry mainly focuses towards attracting the high market through differentiation in their offered products and through customizing the needs of an individual (Twan 2003). Since the regions of Asia-Pacific include the rich culture, preferences, lifestyle, innovation and strategies of creative marketing has helped in designing the sources of markets for the visitors. Future perspective- The region of Asia Pacific has tried to build the status of rapidly increasing region and has forecasting the region that has long term prospects for health (Smith 2004). Its expected that Japan will continue to be as a principal visitors market. Japan will also witness growth through rise in disposable income and desire of tourist to travel (Smith 2004). 2.2 Analyze a current trend using appropriate techniques and resources for a tourist destination or country. Along with the econometric models as well as time series, the various new methods of quantitative forecasting predominantly are artificial intelligence (Michael 1988). This technique emerged in the literatures of forecasting of tourism. Its noted that artificial intelligence has rapidly grown in the area of research across different disciplines in the present years (Stephen and Buhalis 1999). Traditionally, its noted that artificial intelligence make use of this technique that was derived through the rule 15 that is based on the system of logic programming, while the present interest is focused over the methods of precise heuristic, fuzzy logic, support of the vector machine, and network of artificial neural (Michael 1988). The key benefits of techniques of artificial intelligence are that it doesnt need additional data like of probability as well as distribution. These techniques could be applied in case of tourism forecasting (Stephen and Buhalis 1999). Task 3 3.1 Analyze how travel and tourism businesses could respond to change. There are different factors like political unrest, terrorism, as well as health that could deter in case of tourist when they travel to any destination, where the factors are actually presented (Rugg 1973). The technological development like the internet holds the high impacts over the industry of travel and tourism. Its noted that customers could conduct the research about the destinations and do their online bookings through the help of Travelocity or either through Expedia, or either directly from the destination support services or providers of accommodation (Papatheodorou 2001). Providers of travel and tourism has tried to respond towards the development in technology so that small sized companies could have their own websites, capability of doing online booking that could include the online debit as well as credit card payments all over the world (Papatheodorou 2001). Its also noted that the recession holds the high impact over the environment of business travel along with various business travelers that has reduced the employees who are trying to introduce the cheap ways in attending the web conferences or telephone meetings that both save the money and the time of the travelers (Morrison 1989). Its noted that there are many business travelers that try to seek the airline budget as well as accommodations for offering the high value along with few facilities (Wang 2004). Therefore, its required that there are many accommodation providers and flights that are trying to compete with the travelers (Kulendran and Witt 2003). In the recent years there are many budget flights like Ryan Air and easyJet, who has tap into various changes like enhancement in internet bookings along with growth in the self packaging. 3.2 Develop strategies on how selected travel and tourism businesses could respond to change. The 21st century is the time in which there are many countries who has tried to compete in order to charm, having around 16 million travelers in Japan from all over the world, and the number of visitors in Japan is around 5 million that is also balanced (World Tourism Organization 1999). For the purpose of increasing the present figure of the global visitors by the year 2010, it is required in the case of Japan that they should include their governments in order to exert their efforts in fulfilling their set goals. In order to do, certain strategies need to be formulated and implemented (World Tourism Organization 1999). Travel and tourism sector can try to comprehend through their strategies for building tourism (Um and Crompton 1991). They should adopt the strategy of know oneself, in which they can try to analyze or identify the own charm of Japan, so that Japanese could learn to accept their land and feel pride for their society (Um and Crompton 1991). The industry should learn from the knowledge of other people, and should try to examine the experiences from the other countries (Scot 2006). They can even try to build the nation by offering the habitats and better place for the visitors. The tourism industry can also try to develop the system in which agencies and the ministers should be concern, and this can also include the Cabinet Secretariat by placing their efforts under the government initiatives. The tourism sector should try to develop the organic system through the participation of the regions that could also include both private and public sectors to work with cooperation, establishing the business in overseas market, and foreign institutes could be concern with others (Amelung, Nichol and Viner 2007). Its important that Japanese should give the warm welcome to the global tourists. Japanese tourism should try to strengthen the cooperation between the private sector, government as well as regions through boosting their brand. This can help in boosting the brand of Japan and this needs the effective transmission by the help of cooperation from private sector, government along with local government (Gossling 2002). Its important that Japan should commit towards presenting Japan as charm to the global tourist. The tourism sector of Japan can also make use of diverse media (Becken and Hay 2007). They can build the websites in order to target the foreign tourist in the starting stage of development, private sector and government who should work with coordination (Becken and Hay 2007). The websites should also require containing the information about the tourism and this information should be updated on daily basis. The website should be in both Japanese and English (Scot 2006). 3.3 Justify strategies for how selected travel and tourism businesses could respond to change. If Japan is trying to increase their ability for transmitting the brand of Japan, this transmission could be carried out with strategies (Gossling and Hal 2006). In order to have such type of undertaking, it will be required to begin through conducting the survey and through analyzing the image board of Japan and then through finally building the strategy of transmission and exploring the activities of transmission in effective way in context of the public relation strategies (Gossling and Hal 2006). In order to bring changes in the travel and tourism, its expected that Japan should try to develop the environment in which global visitors could freely move around (Stern 2006). In order to bring changes, it is required that Japan should try to clarify their task from the view point of global visitors and tackle these issues quickly (Law, Goh and Pine 2004). Japan should also try to strengthen their global competitiveness in their tourism industry. Its important that tourism should be positioned as one of the leading industry of Japan. In order to bring out the developments, the tourism business of Japan should be viewed as the major industry and the one, whose global competiveness could be enhanced. At last, it would be required to ease the regulations to the highest strength according to market functions, is that business included into the brainstorm of the ideas could compete with the available services (Law 2001). It would be even desirable for offering variety of services in order to meet the requirements of the global visitors all over the broad range of choices and prices (Law and Au 1999). Task 4 4.1 Analyze the impacts of issues and trends that drive change in the travel and tourism sector. The issues and the trends which play all over the travel and the tourism sector of Japan are given below: 1. Impact of economy and tourism leakage- This has set to become the most important issue in the beginning of 21st century (McKercher and Du Cros 2002). The government of Japan is try to increase that the impact of economy through storing the earnings at the domestic level and after that within the entire region. This can even run up against the enhancement in advancement in international multinational groups that will try to spend more money in the form of distribution, franchisee, fees of management and other types of earnings (McKercher and Du Cros 2002). Its noted that local research, universities along with regional groupings like the Social Commission of Asia is focusing intensively on this major subject.2. Globalization impact- In relation to the above, but other issues are the consumer and environment protection, and of regulations, currency changes and the policies of aviation (Richards and Raymond 2000). While the practices of the liberalization of the bureaucratic trade wi ll most likely to continue, along with region of PATA NTOs will come under pressure to depict that they are actually not dedicated through the outside power by not imparting more than what they actually deserve.3. High liberalization on visas- Its noted that the there is a high liberalization on the visas, opportunities of investment and the border control formalities (Richards and Wilson 2006). There are many regions such as Economic Cooperation of Asia Pacific that holds the issues over their own agenda in viewing the recognition, which has key impediments towards the flow of goods and people. Through step by step, all these barriers will come down when the country try to adjust with the realities (Richards and Wilson 2006). However, it is noted that its important for ensuring that these countries need to be encouraged towards making the changes.4. Increase in social issues- The tough work for any industry depends on convincing all constitutes, which is not there in industry (Rich ards and Wilson 2007). In Japan, its noted that luxury hotels are still embarrass within the midst of the nearby poverty. Either the ostentation need to be replaced through the modesty to work harder for explaining the reason to pay to the housekeepers as the same what is charged to the guest (Richards and Wilson 2007). Its also noted that non-government organizations try to blame the travel and the tourism for abetting the issues related to child prostitution, even the tourism industry of Japan is working to combat this issue.5. Problem of employment- With the increase in the tourism industry, it ahs achieve the high respect and recognition, and its also trying to attract more with the fair share of the qualified people that are trying to seek to view the word and are trying to enjoy the sights that they exposed through the internet (Law and Au 1999). Its noted that evens the mobility enhances the internet web sites that permit the people to explore the work in various parts of the world (Law and Au 1999). There will be high demand for the people having the skills of language and the ability to work within various cultures.6. Issues of environment- Its noted that travel and tourism industry has received the message that through the strong ethics of environment is the heart of its survival in global market. Airlines, hotels, along with tour operators are trying to respond towards the calls of the industry in order to protect the viability for long term (Ward and Beal 2000). The main issues with travel and tourism will be the environmental affects that is created through the polluting the industries (Lathiras and Siriopoulos 1998). 4.2 Discuss the likely consequences of businesses failing to respond to market changes. Its true that tourism is the global leading activity of economy, and its also considered valuable in trade, but at the same time this activity is impacted through the risk factors, and this can even lead to failure of businesses (Swarbrooke and Horner 2004). The risk involved into it has result into the unreliability in the world of business. Businesses have failed due to the international events like political instability that has impacted the trade in negative way (Leon, Schiffman and Pearson 2007). People that move from one country into the other country as the tourist has become serious threat into the security of the world. Businesses have also failed due to increase in terrorism that maculated the tourist. This impact could be felt in such a way that it has become valuable source of income (Palmer, Montao and Ses 2006). Tourism business is also impacted through the health issues going in the country, which reduce the travel in the country and most of the people avoid visiting s uch places (Palmer, Montao and Ses 2006). Conclusion Tourism is considered as the international harp in the economy of the country. Through the ideas of tourism, experiences and culture are actually hared. Therefore, there is a requirement for improving the sectors through every way. Promotion of cooperation need to be encouraged through all ways for the purpose of increasing the tourist spending power and this can be done through conducting the continuous research. Its noted that there is a problem in the sector that need to be mitigated. The issues could be resolved through the process of decision making who have tried to knowledge the industry and through the procedural knowledge. The knowledge wealth could be actually derived through the lying experiences and through the developed knowledge by viewing the behavior of customers and through market competitors. Through the increase in changes in the environment still the tourism is trying to achieve the momentum. Its noted that people are moving fast in order to view the attraction of places before it get disappear. With the tourist interest to room around these places before it get change provides them with a reason about why the issues of contemporary in the needs of tourist should be considered. References Gregory, A. and Goodall, B. 1988. Tourist Images: Marketing Considerations. Marketing in the Tourist Industry. Beckenham, Kent: Croom Helm. Tom, B. and Hagen, L. 1999. Response to Seasonality: Experiences of Peripheral Destinations. International Journal of Tourism Research, 1, pp. 299-312. Alison, C. 2000. 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