Effect of Globalisation on Communication in Tourism Industry

Effect of Globalisation on talk in touristry applicationGlobalisation and the net graze clear changed every aspect of the bendism and vacuous industriousness from merchandising and talk conduct to booking and hospitality services. Many of the previous strategies employed by the exertion no dur fitting atomic number 18 good because of these new market forces. Organisations within the tourist and leisure constancy must be attuned to the shift in consumer and business trends related to where they seek training and book their travel in influence to maintain or grow their businesses. Companies should also be aw be of how various confabulation transmit advise be leverage to attract specific regional tourist markets. This paper examines both traditional and mod communication channels print, media, Internet, agencies and booking companies, and word-of-mouth to distinguish between what is effective and non-effective now and in the practiced future based on specific tre nds that are currently influencing the industrys evolution. As the investigate found will illustrate, the effectiveness or non-effectiveness of each channel is linked to the travel stage from prep and booking to the reference experience and journey home.Traditional communication channels within the travel industry have centred on booking agencies an shops, print media and advertising, marketing collateral, and television and radio. When it comes to the destination experience, word-of-mouth, travel kiosks, and tourist centres are other traditional channels that seem to work well.1 These channels were and, to a sure extent, politic up to(p) to provide brand promotion, nurture customer relationships, and brook a value proposition.2 In relation to marketing efforts, traditional channels follow a passive unrivalled-to-many communication model, whereby a company reaches current and potential difference customers through the broadcasting of the same message.3 However, in terms of todays marketing strategies, there are a number of reasons why this channel is not effective uncustomised message to every consumer, wasted exposures to dulled audiences, and noise distraction from competing and conflicting messages.4 Additionally, traditional mass media formats of print, television and radio do not offer the new demands for interactivity, flexibility, and accessibility.5In terms of booking travel, these channels whitethorn still attract a certain demographic of travellers, but they mediums do not reach the potential audience that might be affirmable if to a greater extent than(prenominal) innovative channels were utilised. This is because of a movement related to consumer preferences from the High Street to the Internet.6 In addition, these channels could also be considered ineffective based on their inability to maximise m 1tary resources. These channels burn also be ineffective in that they do not build repeat business or encourage long-term relationships with customers because there is an inability to develop specific, customised communications. Print, television and radio tend to be more valuable while booking agencies and shops tend to produce higher overhead comprises, making these more expensive than some of the newer methods of communication that rely on technology to reach more people while minimising the cost of using these channels. The traditional methods of communication tend to be more fragmented, reducing the level of brand actualisation and equity that could be achieved through some of the more innovative channels.7One aspect where traditional communication channels may still be effective is with destination guides and services once travel has been book and the trip has commenced. For example, it is estimated that 60-70 per cent of visitors to the UK will still use travel books and guides while 10-20 per cent will still seek Tourist Information Centres or related in person service to get their information.8 piece 25 per cent may utilise the Internet or a lively device while others will use a combination of traditional and technology communication channels to find information about their destination while travelling,9 traditional channels seem to be more effective during this crash of the experience.There are signs, however, that indicate that technology may enable these communication channels to compel more effective in addressing travellers who are seeking comical destination experiences and on-demand information. While basic information, much(prenominal) as specifics on major attractions, hotels, restaurants, and the like, will still be sought, there may be a unavoidableness to also supply information on unique places, opening and closing times, special exhibitions, and smaller attractions.10 As travellers become more technologically savvy, the traditional methods may no longer satisfy demand. As ace study notedFor example, growth is being realised in handheld devices that combine c ell predict voice communication, Internet access and global positioning enabling visitors en route to a destination to access product information and make bookings to put together itineraries and to relate their position quickly to nearby services (theatre, restaurants, attractions, events, etc.11Those destination service organisations currently focused on traditional communication channels may want to start strategising on how to incorporate new channels into their offering to retain their customer base. more(prenominal) than other industries, tourism is an information-intensive industry that consists of numerous producers that need to work together to serve their clientele.12 As such, it was one of the first industries to widely adopt13 some of the emerging communication channels, such as the Internet, which has increased the interactivity between consumers and suppliers.14 non only does it provide an inexpensive delivery channel for information, but it also empowers the market ing and communication functions of remote, computer peripheral and insular destinations as well as small and medium sized tourism enterprises which become able to communicate directly with their prospective customers and differentiate their product according to their needs.15 Traditional communication channels could not provide the geographic reach that a channel like the Internet has now been able to do in creating an infrastructure that enables information convergence.One niche where the Internet has been particularly effective as a channel for the tourist and leisure industry is marketing communications and advertising by creating a narrowcast.16 In terms of addressability, those utilising this channel can also provide unique experiences for the consumer. Customisation of information and the ability to create unique sales propositions make newer communication channels, such as the Internet and database management, more effective than its traditional predecessors. The Internet ca n effectively mirror the benefits of personal selling techniques but with much more flexibility, better reposition and less cost.17 This need for customisation comes from the emergence shift in the demographics of today and tomorrows traveller. As one search firm noted More attention will need to be given to orient propositions to suit the ageing population, those with more time and money to spend on leisure, the childless couples seeking attribute time, or the emerging traveller nations of China and Central Europe.18 Strategies now must address multi-generational needs, wants and desires.19 The introduction of mobile handsets and high-tech communication channels has helped the industry develop and leverage customer relationships and to interact with more customers crosswise more channels than ever before.20 The ability to achieve this also creates effective cross-selling opportunities that might not have been possible using traditional channels.21Related to these demographic t rends, consumer and business demand is also now on an instantaneous cycle. Provide the information that they need or they will move onto the competition. Traditional methods cannot adapt to these winding times22, making the Internet and real-time answers via web sites a more effective method. Online travel agents are an dainty example of just how effective the Internet is as a communication channel. As one research firm explained, The global reach of the worldwide web brings the massive network of suppliers, such as airlines, hotels and tour operators, within the reach of millions of customers.23 Unlike a traditional travel agency, online channels provide 24/7 access, real-time updates, and the ability for multiple brands and travel products to be offered simultaneously for the lowest price, reducing the time that the consumer or business has to spend searching for their travel needs.24 There is also a degree of transparency in pricing that has never been possible.25 No traditiona l communication method can deliver this type of effectiveness. contempt the effectiveness that the Internet and technology have brought to the travel industry, one aspect that illustrates the advantage of traditional methods comes cut back to personal service. Unfortunately, technology removes the intimacy of face-to-face communication channels. In response, many organisations utilising technology are providing knell support so that customers still feel that connection.26An interesting aspect of business that is becoming a growing part of the tourist industry is environmentally based and involves Corporate Social Responsibility (CSR). This becomes especially authorised in new and emerging economies.27 In looking at other aspects of the travel and leisure industry that utilise communication channels, the use of local community groups, community leaders, and media organisations28 are two channels that work effectively to help develop a sustainable tourist foxiness in developing co untries, such as those in Africa, Eastern Europe, and Asia. These channels can help create a tourist trade in less modernised areas through such grassroots tactics as training democratic workshops community, group, and individual meetings local radio school newsletters and local events.29 In these areas, more advanced channels, such as the Internet, may not be effective except for attracting travellers from Westernised cultures that rely on this technology to find information. If the remnant is to attract more foreign tourists, investment in tactics utilising this type of channel might therefore become an effective mechanism for a sustainable tourist and leisure industry. The Internet could then become an important way to put local tourism micro-enterprises into direct contact with the global market of travellers.30The ever-changing levels of effectiveness in the various travel and leisure communication channels have had the greatest banish impact on smaller, niche travel agencie s. They cannot compete with larger online entities that have the resources to participate in the newer, more effective channels created through technological advancements and the globalisation efforts of travel and hospitality firms. Other aspects of the travel and leisure industry can look to utilise both traditional and emerging communication channels for effective coverage and interaction with their customers by enhancing their marketing and promotional efforts while expanding the capabilities of their service offering. The tourist and leisure industry will need to continue utilising a multi-pronged approach through the power of multiple communication channels to serve all its customers.WORKS CITEDBuhalis, Dimitrios. Information Technology as a strategic Tool for Tourism and Hospitality Management in the New Millennium. Tourism Review, No. 2, 1996, pp. 34-36).Grenna, Lucia Hilbruner, Roberta Santi, Emanuele Scuppa, Gianmarco and Vereczi, Gabor. Communication and Sustainable Touri sm. USAID, 2006, pp. 1-27.Kyriakidis, Alex. Tourism, Hospitality void Executive Report. Deloitte Touche UK, 2003, pp. 1-26.Liu, Zhenhua. Internet Tourism Marketing Potential and Constraints. Hotel Online. 2000. http//www.geocities.com/luke1980nz/intermet_tourism_marketing_full.htm?20071.Raleigh, Lori. Top Ten Issues in the Hospitality persistence for 2007. International Society of Hospitality Consultants. November 2006. http//www.hotel-online.com/News/PR2006_4th/Nov06_ISHC.html.Wright, Tom. Customer Contact Services. VisitBritain. October 2004, pp. 1-33.Footnotes1 Wright, Customer Contact Services, VisitBritain (2004), 6.2 Kyriakidis, Tourism, Hospitality empty Executive Report. Deloitte Touche UK (2003), 1.3 Liu, Internet Tourism Marketing Potential and Constraints. Hotel Online. (2006), 3.4 Ibid, 3.5 Ibid, 4-5.6 Kyriakidis, Deloitte Touche UK, 4.7 Ibid, 4.8 Wright, VisitBritain, 3.9 Ibid, 3.10 Ibid, 8.11 Ibid, 8.12 Liu, Hotel Online, 7.13 Ibid, 7.14 Buhalis, Information Technology as a Strategic Tool. Tourism Review. (1996), 35.15 Ibid, 36.16 Liu, Hotel Online, 3.17 Ibid, 4.18 Kyriakidis, Deloitte Touche UK, 1.19 Raleigh, Top Ten Issues in the Hospitality Industry for 2007. International Society of Hospitality Consultants. (2006), 6.20 Kyriakidis, Deloitte Touche UK, 1.21 Ibid, 5.22 Ibid, 1.23 Ibid, 4.24 Ibid, 4.25 Ibid, 5.26 Ibid, 7.27 Grenna et al. Communication and Sustainable Tourism. USAID (2006), 7.28 Ibid, 7.29 Ibid, 7.30 Ibid, 8.