Effect of Globalisation on Communication in Tourism Industry

Effect of Globalisation on dialogue in Tourism IndustryGlobalisation and the network nominate changed every typeface of the tourism and unfilled industry from marketing and intercourse carry to concording and hospitality function. Many of the previous strategies employed by the industry no longer are utile because of these new market forces. Organisations within the tourist and empty industry mustiness be attuned to the shift in consumer and business trends related to where they seek selective information and book their travel in order to maintain or grow their businesses. Companies should as well as be aware of how various discourse channel stinkpot be leverage to attract specific regional tourist markets. This paper examines both traditionalistic and innovative confabulation channels print, media, meshing, agencies and booking companies, and word-of-mouth to distinguish between what is impelling and non-effective now and in the near future based on specific trends that are currently influencing the industrys evolution. As the research found volition illustrate, the effectiveness or non-effectiveness of each channel is linked to the travel stage from planning and booking to the savoir-faire 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 savoir-faire 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 certain extent, still able to provide brand promotion, nurture customer relationships, and offer a pry proposition.2 In relation to marketing efforts, traditional channels follow a passive one-to-many communication model, whereby a company stires current and potential customers through the publicise of the same contentedness.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 uninterested consultations, and noise distraction from competing and conflicting messages.4 Addition altogethery, traditional mass media formats of print, television and radio do not offer the new holds for interactivity, flexibility, and accessibility.5In terms of booking travel, these channels may still attract a certain demographic of travellers, but they mediums do not reach the potential audience that might be possible if much 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 monetary resources. These channels can also be ineffective in that they do not general anatomy repeat business or encourage long-term relationships with customers because th ere is an inability to develop specific, customised communications. Print, television and radio tend to be more than expensive trance booking agencies and shops tend to produce higher overhead costs, 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 recognition 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 inspection and repairs once travel has been booked 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 tourer Information Centres or related in person service to get their information.8 While 25 per cen t may utilise the Internet or a mobile 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 part of the experience.There are signs, however, that indicate that technology may enable these communication channels to become more effective in addressing travellers who are seeking unique destination experiences and on-demand information. While basic information, such as specifics on major attractions, hotels, restaurants, and the like, will still be sought, there may be a need to also supply information on unique places, opening and mop up times, special exhibitions, and smaller attractions.10 As travellers become more technologically savvy, the traditional methods may no longer satisfy demand. As one study noteworthyFor example, growth is being realised in handheld devices that combine cell phone voice communication, Inte rnet 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 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 Not only does it provide an inexpensive delivery channel for information, but it also empowers the marketing and communication functions of remote, periphe ral and insular destinations as well as small and medium sized tourism enterprises which become able to communicate straight off 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 can efficaciously mirror the benefits of personal sellin g techniques but with much more flexibility, better memory and little cost.17 This need for customisation comes from the growing shift in the demographics of today and tomorrows traveller. As one research firm noted More attention will need to be given to tailoring propositions to suit the maturement population, those with more time and money to spend on leisure, the childless couples seeking quality 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 across 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 trends, consumer and business demand is also now on an i nstantaneous cycle. Provide the information that they need or they will move onto the competition. Traditional methods cannot adapt to these lead times22, making the Internet and real-time answers via web sites a more effective method. Online travel agents are an excellent 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 last(a) 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 traditional communication method can deliver this type of effecti veness.Despite the effectiveness that the Internet and technology have brought to the travel industry, one aspect that illustrates the advantage of traditional methods comes down to personal service. Unfortunately, technology removes the intimacy of face-to-face communication channels. In response, many organisations utilising technology are providing telephone 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 neighborly Responsibility (CSR). This becomes especially important 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 clientele in developing countries, such as those in Africa, Eastern Europe, and A sia. These channels can help create a tourist trade in less modernised areas through such grassroots tactics as training participatory 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 goal is to attract more foreign tourists, investment in tactics utilising this type of channel might then 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 changing levels of effectiveness in the various travel and leisure communication channels have had the greatest negative impact on smaller, niche travel agencies. They cannot compete with larger online entities that have the r esources 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 applied science 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 Tourism. USAID, 2006, pp. 1-27.Kyriakidis, Alex. Tourism, Hospita lity Leisure 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 Industry for 2007. International golf-club 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 Leisure 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.