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1
Future
of
Tourism
TLEP2150
Dr.
H.
Choo
Tourism, Leisure, and Event Planning: TLEP2150 BGSU
Learning
[email protected]
• Describe
the
emerging
trends
that
will
affect
a
future
tourism
[email protected]
decisions.
• Describe
how
emerging
market
segments
will
affect
the
future
of
the
tourism.
– Tourism
service
suppliers
• Describe
how
technology
will
affect
the
future
of
tourism.
The
Shape
of
Coming
Tourism
Markets
• Increase
in
mass
markets
(“One
size
fits
all.”)
due
to
new
affluence
of
developing
countries
• Need
for
specialized
service
offerings
for
niche
segments
to
[email protected]
the
[email protected]
travelers
from
industrialized
countries
• Demographic
shiTs
– Increasing
size
of
mature
traveler
segment
due
to
aging
of
Baby
Boomers
(BB)
in
all
industrialized
[email protected]
– ShiT
in
the
countries
visited
as
homelands:
Away
from
Western
Europe
and
to
Asia
and
Central
and
South
America
and
Eastern
Europe
Countries
of
origin
for
US
Immigrants
[email protected][email protected]
2050
• Percent of world population with
disabilities likely to grow
– According
to
the
Society
for
Accessible
Travel
and
Hospitality,
about
70
%
of
adults
with
[email protected]
travel
at
least
once
a
year.
– increasing
size
of
the
mature
traveler
segment,
accessible
travel
will
become
more
and
more
of
an
issue.
Avis:
Avis
Access
in
its
top
100
markets
• A
variety
of
specially
equipped
cars
and
vans
Microtel
Inns
and
Suites
• Opening
Doors
:
Training
program
to
enhance
service
to
those
w/
[email protected]
Travelers
w/[email protected]
2
Business,
Professional,
&
Conference
Travel
• [email protected]
trends
support
increase
and
decrease
in
B,
P,
&
C
travel.
• Best
guess
is
that
people
will
[email protected]
desire
to
meet
so
B,
P,
&
C
travel
will
increase
even
though
may
have
access
to
many
[email protected]
advances.
• The
most
popular
types
of
conferences
in
future
will
not
be
business-­‐related
but
focus
on
personal
lifestyles
and
interests.
[email protected]
Future
Tourists’
Needs
I
• Microsegmenta-on
– Making
markets
more
specific
• Mass
Customiza-on
=
[email protected]
– Fulfilling
unique
needs
of
individual
buyers
• Ritz-­‐Carlton:
Guest
preference
in
hotel
database
– Hypo-­‐allergenic
pillow,
Complimentary
peanut
bufer
cookies
• Internet
tourism
site
– Travelocity
– Amazon
[email protected]
Future
Tourists’
Needs
II
• Database
Marke-ng
(Data
Mining)
– Travelocity
• Transporta-on
Transforma-ons
– Air
travel
changes
– Auto
travel
will
[email protected]
be
#1,
but
more
efficient
– More
ferry
traffic
– High
speed
(maglev)
trains
will
become
more
common
• Compe--ve
Coopera-on
&
Consolida-on
– Greater
brand
[email protected]
and
[email protected]
synergies
– Alliances
of
airlines:
Strategic
alliance
– Increase
in
[email protected]
of
many
guest
support
[email protected],
such
as
food
service,
laundry,
janitorial
[email protected]
Future
Tourists’
Needs
III
• Travel
agents’
changing
roles
• Service
enhancement
– Amplifying
guests’
experiences
– Safety
and
Security
strides
– Keeping
the
human
touch
• The
Green
Fron-er
– Mandatory
recycling,
water,
and
energy
[email protected]
and
use
of
environmentally
friendly
building
products
and
supplies
Technological
Advances
I
• Maximizing
[email protected]
efficiencies
– Lowering
overhead
(fewer
staff
needed!)
– Central
[email protected]
System
– Hilton:
Self
check-­‐in
system
• Amplifying
guest
experiences
– Hotel
check-­‐in
at
airline
baggage
claim
area
• Bag-­‐>
Guest’s
room
– In-­‐room
[email protected]
detectors
• Room
[email protected],
temperature
control
• No
more
“
Do
Not
Disturb”
signs
Technological
Advances
II
• Environment
Friendly
(Go
Green!)
– New
energy
technologies:
Solar,
wind
and
thermal
energy
– Smart
rooms:
sense
and
adjust
climate
[email protected]
– Green
hotels:
recycled
materials
• [email protected][email protected]
– Superjumbo
jet
(A380/555
seats),
Jet
train
3
• Green
hotels
Technological
Advances
III
• The
Internet
– The
role
of
travel
agents?
– Tourist
[email protected]
search
behaviors
– [email protected]
sources?
• Electronic
Word-­‐of-­‐Mouth
(eWOM)
• Consumer
generated
Medium(CGM)
– Virtual
Experiences
• Can
we
keep
a
human
touch??
Emerging
Tourism
Market
1
• Adventure
Tourism
– Trip
or
travel
with
the
specific
purpose
of
[email protected][email protected]@on
to
explore
a
new
experience,
oTen
involving
perceived
risk
or
controlled
danger
associated
with
personal
challenges,
in
a
natural
environment
or
[email protected]
outdoor
serng
– Focuses
on
experiencing,
not
sightseeing
– Hiking,
camping,
sailing,
skiing,
etc.
• Extreme
Tourism
– Above
average
challenge
and
risk
– Rock
climbing,
sky
diving,
etc.
Emerging
Tourism
Market
2
• Medical
tourism:
People
traveling
across
borders
for
healthcare
needs
and
[email protected]
(Connell,
2008).
– Annual
revenues
in
2004
was
$40
billion
and
will
increase
to
$
100
billion
(Globally)
by
2012.
– Major
medical-­‐tourist
[email protected]@ons
in
Asia:
Thailand,
Singapore,
India,
Malaysia,
Taiwan,
and
S.
Korea
– Major
market:
Europe
+
North
America
• Long
[email protected]
in
UK
• Insurance
unaffordable
leading
to
semi
insured
or
uninsured
[email protected]
in
the
US
• Private
hospitals
are
very
expensive.
• For
senior
[email protected]
markets:
A
significant
amount
of
money
will
be
cut
from
Medicare
and
medical
tourism
can
fulfill
this
needs.
Surveys
about
medical
tourism
by
US
[email protected]
(Medical
Tourism
[email protected],
2009
&
2010)
• 70%
of
respondents
rated
the
quality
of
medical
services
as
excellent.
• 63%
of
respondents
felt
that
their
overall
medical
experience
was
befer
than
it
would
have
been
in
the
USA
• 71%
of
respondents
said
that
language
barriers,
or
[email protected]
problems,
were
not
encountered.
• 93%
of
the
respondents
felt
safe
overseas.
• 86%
of
respondents
said
that
they
would
travel
again
overseas
for
medical
care.
• 93%
of
respondents
said
that
they
would
recommend
others
to
travel
overseas
for
medical
care.
• 58%
of
respondents
did
not
have
health
insurance
when
they
travelled
overseas,
while
42%
did.
• 81%
of
respondents
answered
that
hospital
[email protected]
played
a
role
in
their
choice
• [email protected]
and
Real
Estate
Tourism
– Seeking
to
combine
pleasure
with
accomplishment
– Travelers
take
@me
to
experiences
possible
new
careers
(e.g.,
mini-­‐internship)
– Travelers
take
@me
to
gain
in-­‐depth
knowledge
and
[email protected]
about
the
are
from
scheduled
[email protected]
with
local
experts
while
searching
out
[email protected]
investment
[email protected]
• [email protected]
Tourism
• Volunteer
Tourism
• Space
Travel
– Someday
in
the
not
too
distant
future
Emerging
Tourism
Market
3
4
Global
security
and
safety
• Crisis
and
threat
– 9/11
– Bali
bombing
– 2004
tsunami
– Katrina,
New
Orleans
(2005)
• WTTC
(World
Travel
and
Tourism
Council)
– Travel
and
Tourism
Security
[email protected]
Plan
(2003)
12/10/14
1
Sustainable
Tourism
TLEP
2150
Dr.
H.
Choo
Tourism, Leisure, and Event Planning BGSU
Butler’s
Des3na3on
life
cycle
Explora3on
stage
Involvement
stage
Development
stage
Consolida3on
stage
Stagna3on/Decline
stage
Des5na5on
Life
Cycle
(Butler,
1981)
Sustainable
Tourism
hHp://www.sustainabletourism.net/cs_des5na5on.html
• Sustainable
development:
development
that
meets
the
needs
of
the
present
WO/
compromising
the
ability
of
future
genera5ons
to
meet
their
own
needs.
• Sustainable
tourism
is
aHemp5ng
to
make
a
low
impact
on
the
environment
and
local
culture,
while
helping
to
generate
future
employment
for
local
people.
12/10/14
2
Cases
for
ST
• Travel
Green
Wisconsin
– a
voluntary
program
that
reviews,
cer5fies
and
recognizes
tourism
businesses
that
have
made
a
commitment
to
con5nuously
improve
their
opera5ons
in
order
to
reduce
their
environmental
and
social
impact.
– set
up
by
the
Wisconsin
Environmental
Ini5a5ve
(WEI)
and
the
sustainable
tourism
ad-­‐hoc
commiHee
made
up
of
local
businesses,
NGO's
and
government
agencies
– aims
to
develop
a
voluntary
environmental
cer5fica5on
program
for
the
Wisconsin
tourism
industry.
– helps
businesses
evaluate
their
opera5ons,
set
goals
and
take
specific
ac5ons
towards
environmental,
social
and
economic
sustainability.
Sustainable
Tourism
(ST)
• Environmental
Sustainability
• Economical
Sustainability
• Sociocultural
Sustainability
Sustainability
• Environmental
(Ecological)
Sustainability
– Development
is
compa5ble
with
the
maintenance
of
essen5al
ecological
processes,
biological
diversity
and
biological
resources.
– Protects
natural
resources
– Designs
appropriate
buildings
– Minimizes
waste
and
energy
use
Economic
Sustainability
Environmental
Sustainability
Sociocultural
Sustainability
Sustainability
• Economic
Sustainability
– Development
is
economically
efficient
and
that
resources
are
managed
so
that
they
can
support
future
genera5ons.
– Local
consump5on
– Local
businesses
Economic
Sustainability
Environmental
Sustainability
Sociocultural
Sustainability
Waikki
Beach,
Hawaii
Local
Business
Sustainability
• Sociocultural
Sustainability
– Development
increases
people’s
control
over
their
lives
and
it
is
compa5ble
with
the
culture
and
values
of
people
– Involves
and
employs
the
local
community
– Enhances
the
local
culture
– Distributes
benefits
widely
Economic
Sustainability
Environmental
Sustainability
Sociocultural
Sustainability
12/10/14
3
The
implementa5on
of
ST
• Emphasis
on
Quality
– Quality
of
the
visitors
experience
– Quality
of
life
for
host
communi5es
• Con5nuity
of
resources
for
future
genera5ons
• Balance
of
costs
and
benefits
among
host
communi5es,
industry,
and
the
natural
environment
and
visitors
1  Future  of  Tourism  TLEP2150  Dr.  H.docx

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