Elements Of Tourism And Travel Industry And Factors Driving Tourist Behaviour

Scenario 1

Tourism and travel are the major activities and important fields of hospitality management, travel management and tour management. The study defines how the industry evolved with time, developed different elements and provide significance of different global destinations based on popularity.

1.0 Learning Outcome 1: the development of the travel and tourism industry and how different elements provide a tourism experience

• The Empire phase:this time is significantly supported BC to the 5th century where humans started joining in different commercialised, governmental, religious and academic purposes. Furthermore, in the empire’s generation, the population are being evaluated with money for easy, secure and low time to travel extensively using language, usual currencies and also managing non-public protection (Baggio 2019).
• The middle age:tourism was nearly abandoned during the time of middle age. The industry becomes risky including less popularity of currencies, a decline in transportation and security, and less information on common languages.
• The renaissance era:until the 14th century, the historical journey of travel and tourism encompasses the re-opening of business activities, and trade directions to evaluate traders’ associations and improve the interest in trade, pleasure and travel to different destinations.
• The grand tour phase:until 1785 A.D, the industry expanded with an inclusive trend of luxurious status symbolisation, wealthy English and experienced the civilised existence in the travel for humanities and science along with research in enterprise motives (Kaur 2017).
• The mobility era:in the mobility era since 1944, the development of the travel and tourism industry is inclusively dependent on the development of rules, speeds of travelling, steamships, rail Roads and tourism with different excursion programs. There were interventions of aircraft and vehicles for freedom of journey.
• The modern Era:from 1945 to the present day, various factors influenced the tourism industry related to global journey inclusion where thousands of human beings have been delivered. Additionally, the jet travels shortened at different times, cost and security, increasing the improvement of mass tourism. However, Burke (2018), nowadays, the shape of travel and tourism define rapid developments for people who are investing their money in the industry and spending their vacations through various locations.

Identifying different elements of the industry and how they interrelate each other for tourist experience

The future of tourism is based on the rapid and extensive implementation of the attractive models for destinations to become smart. Tourism and travel industry mostly attract visitors and cater to their needs and expectations following different elements. These elements include tourist destinations, transportation, accommodation, travel brokers, tourist attractions and also travel related services that interact better with tourists and provide them excellent tourist experience.

The application of 6A model in tourism and travel industry can be considered on the basic of smart elements such as smart attractions, smart accessibility, smart ancillary services, smart amenities, smart activities along with smart available packages. This facilitates the destinations competitiveness.

• Tourist attractions: it is one of the exciting factors in tourist destinations focus on people to share interests in visiting. Tourist attractions mainly used for entertainment and learning. In the model, attractions have four variables including artificial tourism, cultural tourism, special events and natural landscapes. Each of the variables can make it easier for visitors for accessing tourism activities in that place.
• Smart accessibility:tourism activities have the basic element accessibility for their visitors both in arrival and movement within different regions. Accessibility has mainly two categories related to physical and digital in providing public transport, traffic management, geolocation system, public safety, internet, digital mobility and websites.
• Smart amenities:it can be defined as non-marketed qualities of a place which make it an attractive related to natural and build amenities.  As per the views of Camilleri (2018), Cultivated landscapes, wildlife and flora, historical sites, recreational areas, social and cultural traditions can have direct and conclusive influence on tourism and make them many days to be the motivators for regional migration, foundation for regional quality of life as well as tourism demand structure.
• Smart ancillary:some smart properties related to banking, using payment integrated systems specific for tourists, postal services supporting tourism websites and mobile applications, medical services, hospitals along with a culture by creation of strategies to evaluate visitors’ immersion in the history respectfully.
• Smart activities:it can be based on activities available at destinations. Smart activities can be related to travel planning, timetable, event ticket reservations, air activity, adventure recreation, conferences, educational region which citizens of destinations and tourism.
• Smart available packages:Smart available packages offer inclusive price with accommodation features. Smart available packages in different destinations can be brought into several ways such as efficient management of transport services, avoiding traffic jams, using public transport, multilingual application for services for tourists also designing chip- based smart tourist cards for various discounts in public transport, tourist bus and also shopping malls (Kumar, and Dhir 2020).

Tourist attractions are very much important in the tourism and hospitality industry related to providing economic benefits of tourism and promoting the local culture, environment and heritage. Tourist attractions also result in increased environmental preservation to match the tourist expectations when visiting a particular destination in according to the features of chosen destinations. It can relate with smart amenities of the destination to increase connectivity, roads, safe drinking water, emergency services to attract people to the destination and contribute to the maximum experience of the trip (Huang 2020). Tourist attractions are interrelated with smart amenities of a destination creating smart services and conveniences, public works and other utilities. On the other hand, smart accessibility of a destination can be based on airport transfer, public transportation, vehicles, adapted restrooms in public places. It relates with smart ancillary of the destination to facilitate primary amenities in tourism sectors related to car parks operators, parking facilities, luggage storage during transportation at an additional charge. Smart ancillary services help the economy with a better travel and tourism experience into relating with smart accessibility. Smart activities also can be related to smart available packages where tourist destinations must develop the destination according to technological infrastructure development, tourism product development, combining strategy with different brands and constantly interacting with innovation. Smart available packages are the results offer inclusive facilities with the smart activities. For example, a tourist destination related to air activity can provide smart available packages for avoiding traffic jams and different loyalty tourist cards for offers and regular offs. According to Seyfi, Hall, and Rasoolimanesh (2020), the relation between smart ancillary and smart accessibility can have example of a destination which is full of smart accessibilities such as traffic management, public safety must be considered for supporting smart ancillaries such as emergency medical services, payment integrated systems for tourists along with mobile application and its usage for booking and cancelling. Lastly, smart amenities with tourist attractions can be used for building non-marketed qualities. Tourist attractions can be based on different cultural facts, artificial landscapes, specific events where tourists are mostly influenced by cultivated landscapes, cultural tradition of the destination as well as recreational influences as motivators.

Learning Outcome 1: The Development of the Travel and Tourism Industry and How Different Elements Provide a Tourism Experience

The 6A model and its elements mainly explained different roles in promotion of tourism destinations including different activities, amenities, ancillaries, attractions, availability and accessibility. Tourist attractions interact with different availability of services, smart amenities and accessibility which often result in increased environmental preservation along with helping tourists to understand natural beauty, cultural facts and traditional tourist attractions. Tourist accessibility in providing excellent tourist experiences can evaluate vehicles, public transportation and airport transfer in relation to smart amenities. Both the factors in tourism can help tourists to understand, navigate and interact when implementing accessibility measures. As opined by Guachalla, and Gledhill (2019), tourist amenities can provide excellent tourist experiences by providing them emergency services, public restrooms, safe drinking water and postal facilities. Lastly, the inter-relation between Smart available packages related to the multilingual application of services for tourists, various discounts can relate with smart activities with reservations, ticket bookings and adventure recreation of the tourist destination related to customisable tourist packages, accommodation, transportation and including smart activities related to hiking, physical activities, water sports for tourists. As per Kazandzhieva, and Filipova (2019), the elements of 6A model can create memorable experiences for tourists allowing them bestselling deals and services.

2.0 Learning Outcome 2: Explain the factors driving tourist behaviour

Tourist behaviour is based on the context of consumer behaviour and granted to be intangible to predict or indicate the future of the tourism industry. For example, tourists may plan their destinations directly with providers such as hotels or room service bookings or indirectly through a tourist service intermediary such as a travel agency (Ionescu et al. 2019). There are various factors affecting generating countries and destinations such as,

Tourism generating countries or those where tourist starts and ends the specific tour. In such generating region there are different factors to affect the behaviour of consumers along with tourists’ experiences. Tourism generating region mostly influenced by economic, political, social, technological and natural factors creating variation in tourism demand and inflows.

• Income in the countryof tourists plays essential role as a significant determinant of tourism demand. International tourism requires money to get to the desired destination or a place to stay.
• Priceis another determinant of tourism generating region to measure wide range of products that tourists mostly pay while travelling.
• Exchange ratescan influence the demand to travel generating regions and influence tourists to make decision on their travel destinations. Tourist must be aware of the changes in exchange rates and relative prices to choose the budget friendly options whether to take a trip abroad or explore their homeland (Onder, and Marchiori 2017).
• Trade opennesscan be particularly useful when a generating region’s economy greatly driving by international business. In tourism generating countries tourists get attracted for international business with different opportunities for export and import.

A tourist destination region is referred to the region where tourist mostly stay temporarily.

• Country attractiveness must meet the expectations to remain in the memory of a tourist’s experience.
• Repeated visits to tourist destinations can be related to innovation perception, growth in destination’s economy and technological advancements.
• In the most tourist destinations, seasonality effectively works into consideration the uniqueness. However, according to Sofronov(2018), seasonality is important in assessing customer satisfaction, providing loyal products and making experiential loyalty over consumers.
• Culture of a tourist destination affects tourism including education of the local population, scope for leisure related activities which increase the chance of tourism attractiveness.

The interrelationship between popularity and the key drivers and of different destinations can be related to different factors related to generating countries and destinations,

• Generating countries:tourism generating countries impacts on decision making of customers get influenced by product development, marketing, and by tourist brands. also trade openness of the host country. The ease of travel developed the overcome of different barriers from frustrations, fear and expense and allowed people to ‘one-stop shopping’ in travel bookings (Huang Yin, Goh, and Law 2019). as per the United Nations Department of economic and social welfare, the population of the world is expected to reach 9.7 billion by 2050 (United Nations, 2015). It can increase the overall engagement in the global development of tourism in the urban and urbanisation trend. Additionally, retaining and hiring staff in a tourism generating countries can make increased income sources, free trade agreements and attract the decisions of culturally diverse travellers
• Destinations:in tourism and marketing, values can largely influence the consumer behaviours and attributes to choose a destination according to global tourism demand, heightened security checks, chance of terrorist events. However, Globalisation has different impacts on global mobility and ease of travel particularly based on modern aircraft, trains, cruise ships and other modes of transport allowing people to travel cheaply and quickly in different destinations. Also, the global recession during the COVID-19 pandemic resulted in a safety in the number of affected countries. Based on both the security and safety, tourist destinations get eliminated from travellers based on their wish list. In addition to this, greater awareness to visit cultures, and sites and helps leisure activities around the world. This has an impact on new forms of communication in new destinations for cultural homogenization, shaping the new world and meeting people from other nations (Verkerk 2022).

The theory of planned behaviour (TPB): in connection with motivation in consumer behaviour, the theory of planned behaviour (TPB) was developed to describe the behaviours of individuals in the purchase process. To the theory, individuals in tourism behave rationally and are motivated to choose reasonably between different options in destinations (Antoniadis, Spinthiropoulos, and Kontsas 2020). The model for the field of tourism is interconnected with behavioural, control beliefs and normative beliefs of tourists.

The application of the model predicts the possibility of human behaviours by identifying their intentions including tourist travel intentions, attitudes and beliefs to revisit a destination. For example, Sustainable tourism has become one of the most concerned tourisms for satisfying unmet needs of present tourists of the host destinations and protect opportunities of the future. The application of TPB in sustainable tourism can into relates with intentions of tourists which are viewed as behavioural plans in predicting the intention of sustainable tourists from different countries. Consumer trends in 2020 considers various consumers behaviour and segments related to single use plastics, developing green goals of the destinations, conventional marketing perspectives as well as allows the environment clean. On the other hand, the application can be available for medical tourism where tourist behaviours can be measured for shaping health policy of a country. Medical tourism has purposeful travelling to a foreign country in order to improving the quality of lives of tourists and a patient’s appearance. The application can influence the intentions of medical tourists for gaining knowledge, engaging behaviour for choosing specific destinations and also focus on availability of emergency services, resources, access to emerging technology and also developed health infrastructure.

Learning Outcome 2: Explain the Factors Driving Tourist Behaviour

 

Figure 2: The theory of planned behaviour (TPB)

(Source: Syaifudin, Hendarmawan, and Novianti 2020)

The self-congruency theory: the self-congruency theory can be applied to making greater possibilities to let the tourists feel motivated and visit different destinations. According to ?engel et al. (2020), the model proposes application in tourism and makes tourist expectations towards different functional attributes of a destination. The model also develops the perceived performance outcome of different destinations to motivate customers to travel to them.

The application of the theory in tourism industry can discover how self-congruence establish the relationships amongst destination image, tourist and their self-congruence. For example, by applying self-congruity theory, customer trends can be measured where tourists may prefer for visiting a destination only after meeting the congruent image of tourists. For example, tourist’s concept about historical regions must include numbers of museums or historic festivals, local food and also heritage of the region. Matching with the destinations image, tourists can easily make travel decisions and their behaviour towards the chosen destination and meet the satisfaction levels with excellent tourism experiences.

The WTO forecasts growing recognition of tourism contributions to affect world economic growth, employment, focused marketing and promotion efforts and better infrastructure to enhance the tourist value of destinations. The behaviour of tourists has also been developed through different manifestations by principles, the process of planning, purchase and decision making. However, there are some places left with visa problems, flight problems, and bad transportation which are potential barriers to the population of different destinations. On the other hand, Ionescu et al. (2019), key drivers of tourist behaviour such as high transportation and hotel fares can decrease the number of tourists and affect the tourism industry negatively. On the other hand, another driver, the tourist transit region is made up of the infrastructure of transport, rail, road, sea or air involving a large number of transport operators and catering establishments to manage popularity of tourism destinations. For instance, the tourist destination can be based different cities by finding many components of tourism by attracting tourist information centres and enhance the tourist value of destinations and experiences.

3.0 Learning Outcome 3: Determine current patterns and key trends in travel and tourism

Tourism defines innovation is disrupted by new trends to help the business to stay competitive and meet customer needs with new requirements.

• According to Hussain, and Haley (2022), Covid related tourism trends can increase consumer actions based on removing the coronal pandemic and associated shifts in consumer behaviour. Safety and hygiene tourism trends have been paramount with increased socially distanced seating, cleaning and enforcing masks to keep customers safe.
• Increased emphasis on leisure encouraged employees through an emerging trend to switch focus on leisure customers and change marketing messages and distribution channels with package deals.
• Shift from international to local: The emerging trend of travel and tourism now focuses on local customers with a core marketing strategy resulting in gym facilities, restaurants, free Wi-Fi and prioritised accommodations to attract more domestic tourists.
• Contactless payments are another trend for hotel stays, meals, transportation and other services to avoid handling cash (Hong 2018).

International travel and tourism contributing about 3.6% of the world’s GDP and employing nearly 77,000,000 people worldwide (Current global tourism, 2021). The industry represents 12% of the total exports of the world and manages wellness and health, cultural tourism, eco-tourism holidays, spiritualism, and coastal tourism with cruise tourist interests. Given the above factors, the industry represents different patterns related to safety and hygiene tourism trends, voice search and voice control to seek assistance like Siri, Bixby or Google assistant with more concerned tourism consumer, virtual Reality disrupting the technological advancements where customers can experience restaurant interiors, Hotel interiors and most outdoor Tourist attractions.

• Safety and hygiene tourism trendsare related to increasing awareness through cleaning, socially distanced accommodations and seating and enforcing masks in some settings. The threat of Covid 19 evaluated the demand for hygiene in the new marketing message for hotels and bring more reluctant policies to travel and visit tourism.
• Increased leisureencourages employees to change current approaches to customers. Depending on the travel and tourism industry, leisure package deals can appeal for different demographics related to families, groups of friends, couples to provide inspirations and generating sales.
• Shift from international to localcan influence many tourists in the industry by highlighting different kinds of facilities such as gym, free Wi-Fi, hotel rooms for remote work as well as attached restaurants to prioritise domestic appeal to local tourists (Syaifudin, Hendarmawan, and Novianti 2020).
• Digitalised Guest experiencescan increasingly improve the services to control many aspects of guest cycle and experiences. Digital trends through contactless services can be based on use of technology assistant options such as contactless payments, mobile check-in, biometrics and voice control applications.
• Preventive medicine and self-care trendscan take a large piece in the hospitality and tourism venues with the use of beauty and relaxation to spa offering, demand for health diagnostic technologies, emotional balance, stress management, bespoke treatment plans in improving well-being of tourists.
• Personalisation can be one of the major trends to days to personally greet guests in travel and tourism industry. Personalised email marketing, online communications, use of artificial intelligence, can automatically tailor the offers and promotions of the tourism company and manage better customer relationships. Personalisation also optimises revenue of the industry by maintaining reputation and networks appropriately.
• Experience economy and essentialismprovide the results from extreme personalisation and unique experiences. Tourism industry must make positive impact on the world by looking after local communities, social charities, adventurous holidays and relaxation treats as well as fulfilling niche demands.
• Sustainabilityin tourism can have natural extension of eliminating unnecessary pepper consumption, avoiding disposable plastics and reaching ethical and environmental considerations in the industry (Gillovic, and McIntosh 2020).
• Lastly the use of technologiesrelated to 360° views of restaurant ambience, use of virtual and augmented reality and making the content more accessible for customers can easily impact on customer buying packages, decision making, virtual tours, digital environment for consumers in picturing themselves through interactive tourist information maps.

4.0 Learning Outcome 4: Investigate the factors affecting the current levels of popularity of different global destinations

Global tourist destinations are mainly to be explored in the travel business.

• Environment at the destination has a major influence on the running of the tourism industry boosting a conducive climate. For example, in the summer months, individuals make holidays to hill stations.
• Economy: economy mainly said evolving tourism progress. For example, an emerging economy with political stability can be identified for most of the travel destinations and people can afford to spend money on leisure (Xing, and Dangerfield2018). For example, most South Asian countries.
• Cultural importance: cultural importance mainly gets preference by evaluating historical significance that tourists certainly like to visit monuments, ancient architecture, antique paintings and also sculptures, weapons and other allied heritage of a destination. For example, the pyramids of Gaza, the Acropolis in Greece, and the Taj Mahal in India are mainly famous for their cultural significance.
• Religious importance of Destination: destinations which get religious importance and workshops can evoke blessings of the peak at particular periods in a year. For example Bethlehem, Mecca or Kashi.
• Technology: also experienced tourists evolve with advanced internet boosts to cope with tourism businesses and manage the quality of services and amenities (Gillovic, and McIntosh 2020). The popular attractions at the destination must be accomplished by technological advancements, various platforms of the internet, and their visibility.

The travel and tourism industry requires an understanding of consumer behaviour and influences tourist destinations and tourism for customers to pick travel destinations. Also, the industry plays a great role correlated with the economic growth of the global economy. Tourism is deeply affected by different factors such as culture, security, developed infrastructure of the country, natural beautification, visa facilities, the attitude amongst the people of the nation, safety measures, tourist number, education, world population, price level and income level of different regions in the world. Another factor can be based on different languages and cultures which can impact on tourism industry positively and negatively to develop economic factors. In 2020, due to bad quarantine and the coronavirus spread into the world forged close all the sectors of world economies and restricted travel and tourism through international countries. On the other hand Singh et al. (2021), the government plays a more important role in earning value in the tourism and travel industry. In 2020 due to the pandemic, China has been mostly restricted and ordered people to stay in their homes to escape from the virus pandemic. On the flipside, tourism links with increased revenue and generating new employment in different countries based on improving socio-economic conditions, the popularity of different destinations and affecting safety in the world. Another example can be based on historical significance of Egyptian pyramids to attract and assist tourists about 14.7 million visitors every year for symmetrical structures and beautiful significance of ancient World. On the other hand, South East Asia related to Myanmar, Malaysia, Philippines, Thailand, Bali are popular for economic advantages related to low prices, perfect beaches, good air connections and also plastic resigns to attract travellers from different countries. Another key driver can be based on environmental advancements that Norway is best known for breath-taking scenery, significance of ecotourism as well as drastic landscapes containing incredible variety of unspoiled vegetation and landscape. Mecca has religious importance as the birthplace of the Islamic prophet Mohammed. Tourist visit Mecca where the destination brings their cultural, economic and social knowledge with other Muslim and non-Muslim tourists.

The effects of globalisation created a wide range of destinations, the popularity in different regions and developed infrastructure and required technology to welcome ample numbers of tourists in different regions. Globalisation is also interlinked with advancements in technology in most hospitality organisations and tourist spots to improve their product and services and gain an edge over the competition. According to McKercher, and Prideaux (2020), globalisation also created relations with the tourism industry and seasonal employment with high tourist activities. During the peak seasons, the industry employs lots of jobs available and eliminates poverty issues in emerging economies. On the other hand, Dinu (2018), the connection between different cultures can impact the price of travel. Competitive pricing in different popular destinations increased the number of travellers for an affordable price and increased the importance of different cultures, and religions and adapted multi-diverse facilities.

Conclusion 

The study defines the how the industry includes different key milestones, different elements, different factors to affect tourism behaviour. Applying models of motivation can improve decision-making process and influence the consumer. Also, the travel and tourism industry focused on different attributes and factors which can affect the tourism industry positively or negatively. Based on different barriers, the study recommends tight security, safety measures and availability of hotels and accommodation, and transport in different regions with easy visas and facilities.

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