Travel and Tourism Industry of the United Kingdom
Tourism is considered among the major industries of the world. According to The World Travel and Tourism Council, tourism alone accounts for more than 10% of the global economic output and provides for 1 out of every 10 jobs worldwide (WTTC, 2017). One cannot doubt the impact tourism has on the economies of destination areas. Hence it is obvious that the development of tourism facilities as well as recreational prospects would positively contribute to the national balance of payments. Furthermore, tourism appears to be far more effective in creating employment opportunities and income as compared to other industries. This report intends to identify and investigate the potentiality of the tourism industry in the UK. The paper will study the key historical and current developments in UK tourism as well as the different types of tourism existing. The paper will also investigate the factors to consider while developing a new tourist destination and seek answers to why a tourist visits a particular destination. Last but not least, the significant organizations involved in the ‘Tourism Supply Chain’ in the private, public, and voluntary sectors of the U.K. travel and tourism industry.
Historical and Current Development
Historically till the 16th century, people of the agricultural community rarely travelled from their locality. During the 18th century, the rich 'elite' class indulged in leisureliness and travel, whereas the workers stayed put. With the advent of industrialization, leisure time gradually decreased. Before the 1950s, tourism as an industry was neither consistent nor established (Lickorish, Jenkins, 1997). Hotels, travel agents, transport as well as tour operators, worked in isolation. Hotels focused primarily on selling bed nights while the railways and airlines were busy selling seats. Travel agents went about selling travel and holiday packages. Majority of the international travel was limited to the rich and the elite.
The mid-1950s saw the emergence of tour operators, especially in the UK, which transformed the industry from solo business-related activities to a more comprehensive, integrated one (Lickorish, Jenkins, 1997). Hotels began to provide shopping arcades, and secretarial centers in addition to accommodation as a value service and extracting maximum from their guests. Airlines began to provide a host of services to their clients such as insurance, transportation services as well as accommodation booking.
Since 1950, multiple factors like an increase in paid holidays, enhancement of package tours, and greater options in air transport together in combination offer a plethora of opportunities for the holiday market. The 1980s witnessed several airlines providing end-to-end travel services which included holiday packages, medical services, car hire/rental, etc.
The tourism business is expected to contribute significantly towards the global economic expansion in the twenty-first century. It facilitates cultural trade and understanding and contributes to the growth and development of local economies as well as communities. The variety of special interest holidays that are on offer across the world such as game hunting in Africa, skiing in the Alps, or even helicopter rides over the Alps have enhanced interest among travelers who look beyond mass tourism and seek adventure and niche experiences.
There exist two main types of tourism namely mass tourism and special interest tourism. There is also a third type of tourism called niche tourism, but many club it together with special interest tourism.
Mass tourism
Mass tourism involves thousands of people visiting the same destination quite regularly around the same period of the year. It has become most popular since it is the most cost-effective holiday option and is usually marketed as a package deal.
Special Interest Tourism
Special interest tourism as the name suggests refers to special interest groups and individuals that cater to satisfy a particular interest or need. Special interest tourism has gained popularity in niche markets over the years. Special interest tourism has become a major contributor to the development of tourism as it brings with it a plethora of exciting niche options and has expanded its range. The main categories of special interest are as follows:
Factors influencing Tourist Attraction
Tourist attractions are considered to be the principal constituent of the tourism market and a key element of the tourism system since they arouse interest in traveling to a particular location and satisfy the visitors. The reason a tourist is attracted to a particular destination is dependent on his or her travel plans and is apparent in their travel behavior. Travel behavior refers to how tourists behave according to their attitudes before, during, and after traveling. Knowledge regarding travel behavior can assist in marketing and in product planning and development which can increase the number of visitors to tourism products such as resorts. It is crucial to analyze the travel behavior and especially the motive behind the travel plan as it would provide vital inputs for product development, help improvise marketing strategies, and augment service deliverables. Thus, travel behavior has a significant role to play in tourism since the development of concepts, the industry as well as the economy, all demand research, and analysis. Cooper and Hall believe that multiple factors influence tourism and establish its relative distribution (Cooper and Hall, 2008).
Demand for tourism - The demand for tourism may be defined based on the geographic, economic, psychological as well as political perspective of the author. From the geographical perspective, tourism demand may be defined as the total of people who travel or intend to travel availing tourist facilities and services to faraway locations (Cooper and Hall, 2008). Individuals popularly known as “tourists” create tourism demands for a specific location known as a "tourism destination". The volume of demand varies with time and often with seasons (Hall, 2000).
Push Pull factors – While considering the travel motives, one usually uses the concepts of Push and Pull factors. (Dann, 1996) There may be external factors that might influence tourists and pull them towards a certain motive and consequent decision. Prominent tourist locations usually attempt to attract prospective tourists and this pull factor could prompt an individual to form a motive to travel and further get motivated to visit this particular location. Initially, the pull factors stir up a desire which then creates a feeling of inadequacy if this desire is not met.
Besides the various pull factors, there could be urges arising from the inner self that push a person towards a particular direction - the push factors. Push factors are generally associated with a lack which if not fulfilled could lead to loads of stress and anxiety. For example, lack of rest due to over-exertion could create a need for a break and hence the travel motive.
Tourist Motivations and Typologies - Need, desire, motive as well as inspiration are the propellants of human behavior and play an integral part in the dynamics of tourism. Travel motivations are a fundamental part of travel behavior subjected to intensive research and incorporated into tourism-related marketing strategies (George, 2004). The desire to glimpse the unseen as well as explore the unknown compels tourists to travel to newer locations (Venkatesh, 2006). Gartner is of the view that motivation triggers the decision-making process and it happens when a specific need or desire is not fulfilled at home. Motivations come to the forefront when a tourist wishes to satisfy a need or desire and it becomes the prime factor in his travel-related decisions and the barometer for satisfaction. Hence, it is essential for people associated with tourism, be it tourism operators or tourism policy-makers, to have a better understanding of the ways the motivating factors could influence a tourist’s preference of destinations.
Factors influencing tourist motivation - There could be multiple reasons for the involvement in tourism as diverse people could be involved for varied reasons. Nevertheless, the more popular reasons for traveling away from home would be for holidays, leisure or recreational trips, visiting friends or relatives, business or professional meetings, medical treatments, and religious pilgrimages. The different kinds of motivations of prospective tourists have a direct bearing on their choice of the type of holidays they wish to undertake. Crompton proposed his theories of travel motives mainly on two premises: the desire to take a break and escape from the daily stress as well as the quest for exploring the new and the unknown (Crompton, 1979). Additionally, motivations could vary from individual to individual based on various attributes such as age, gender, culture, occupation as well as basic nature which largely influence their needs and desires and the subsequent choices they make. (Gnoth, 1997) A different source of travel motives is the specific desires one may want to experience. It is about specialized themes that are more or less well-defined. It may be about tangible matters, such as a specific interest such as adventure or religious trip, or a cultural interest like going to a musical concert of renowned bands or sports events.
Developing a new Tourist Destination
It isn’t a difficult task to attract tourists if one has abundant resources, a great accommodation facility, potent and persuasive marketing techniques, a plethora of supplementary sectors in support, and last but not least, stable government support. The challenge lies in the absence of a majority of the above factors and all one needs is some attractive natural resources, awesome scenic beauty, goodwill as well as a sense of pride to present our country’s beautiful resources to the visitors. Developing a tourist destination calls for the administration to meaningfully connect with the locals to ensure their cooperation and participation and frequently monitor the plan (Hall, 2000). While planning for a tourist destination, it is crucial to consider the following six ‘A’ factors which embody the fundamental requirements essential for a flourishing tourism. Formulating an ideal combination of these factors is the crux of tourism planning:
Attractions: A tourist attraction is essentially a location that attracts tourists primarily for its cultural appeal, historical connotation, natural or artificial splendor, or amusement opportunities (Godfrey & Clarke, 2000). A few such examples would be historically significant places, monuments, zoos, museums and botanical gardens, and architectural marvels. This also requires suitable steps to be taken toward the preservation of these attractions by curtailing the excesses, actively monitoring and managing tourist activities as well as taking initiatives for sustainable growth (Swarbrooke, 1997).
Access: Transportation is required for the physical movement of tourists from their place of origin to the tourism destination. Across the globe, air transport is the preferred mode of travel for international tourists. In the UK, it is the roads and private motor vehicles which are used significantly. A robust ground-tour sector, be it day or extended coach tours, is essential to cater to the needs of tourists who aren’t comfortable traveling by themselves.
Accommodation: All tourist destinations are required to have accommodation facilities nearby else the visitors will have no place to sleep. Although this is a basic infrastructural requirement, it requires substantial investment which can be made only if it is economically viable. Several parts of Australia have exceptional attractions and are easily accessible but are lacking in proper accommodation facilities for tourists. Off late there has been a sprouting of accommodation varying from basic camps to back-packing facilities to sprawling resorts. Nevertheless, accommodation infrastructure development would largely depend upon constructing the right kind of facilities to meet the requirements of a flourishing tourism market.
Activities: Places of attraction are usually supported by a host of activities. A beach attraction would probably have activities such as wind-surfing, body-surfing, surfboarding, and various kinds of water rides, whereas a tree-top walk attraction could boast several trails through the adjacent forest area for exploring the fauna, bird-watching, and other trekking activities.
Amenities: Amenities refer to the associated services needed by the visitors since they are far away from home. These would include public toilets, signage, shopping centers, restaurants and cafes, communications facilities as well as emergency services. Since several of the amenities are government services provided by local, state, and national agencies, a high level of co-operation is necessary, especially in cases where tourist services compete with the requirements of local people. Amenities should focus on and align with the requirements for organizing tours and expeditions. It should also ensure a stable supply of different services delivered by national and local state enterprises.
Assemblage: It is essential to establish strategic tie-ups with all stakeholders engaged in the creation of tourism destinations such as those involved in tourism supply, those that create a platform for the tour operators as well as those involved in destination management (Ibragimov&Xurramov, 2015). Assemblage requires the establishment of vertical as well as horizontal relationship between all the organizations which are directly or indirectly engaged in the creation of tourism products and services and includes tour-operators as well as marketing companies.
UK Tourism Industry
The UK tourism industry is a dynamic affiliation of public and private sector organizations including small- to medium-size firms; international private organizations, along Destination Management Organizations at the state and regional levels. Some charitable institutions are involved in the tourism and travel sector in the UK.
Private sector organizations: Private sector of the UK travel and tourism industry involves business organizations owned by individuals or groups of people. Most travel and tourism businesses belong to the private sector. The main objective of private sector organizations is to make a profit. Tourism is said to be the world's largest employer, and in the UK 10% of the employment is in the tourism sector. All UK airlines are privately owned. British Airways is the world’s most renowned private-sector airline company.
Some other examples of Private sector organisations in the UK travel and tourism industry are:
1.) Thomas Cook
2.) Alton Towers
3.) Holiday inn
4.) Virgin Trains
6.) London Eye
(Public, Private and Voluntary sector, 2017)
Public sector organizations: Public sector Organizations are run/owned by the government for profit. The position of the government is an essential and multipart side of the travel and tourism industry, involving policies. State involvement in the trade is a fairly recent practice for central government.
In general, the state recognizes that the duties of the public sector must cover such matters as health, safety, fair trading and consumer interests, and infrastructure in transport such as roads, railways, and ports. These are all matters of direct concern to the resident population. There is a mixed record in the provision of leisure facilities, environmental protection, and conservation which includes responsibility for the unique cultural heritage, an important part of Europe's visitor attractions (Lickorish, Jenkins, 1997).
Public sector organizations are funded by the national and local governments. The public sector aims to educate, inform, and provide a service to its customers. DCMS (Department of culture, media and sport) ("Public, Private and Voluntary sector", 2017).
Some examples of Public sector organizations are:
1.) Museums
2.) Visitor information Centres
3.) National gallery
4.) Regional development organizations
Voluntary sector organizations: Voluntary sector organizations are often charities or trusts. A charity is "an institution for helping those in need". A charity is value-driven with moral leaders instead of shareholders as profit is not the driving force (Chesterman, 1979). They are funded mainly through their members, entrance fees to attractions, fundraising, and donations. Voluntary sector organizations aim to preserve, protect and promote their cause. They are usually staffed by a mixture of paid managers, workers, and volunteers. They depend primarily on shared values as the basis for mobilizing human and financial resources (Thomas, et al., 1992). People contribute their time, money, and other resources to a voluntary organisation because they believe in what it is doing.
Some examples of Voluntary sector organizations are:
1.) The National trust
2.) Tourism concern
3.) Friends of Williamson's
4.) The Sealed knot
("Public, Private and Voluntary sector", 2017)
Conclusion
The United Kingdom tourism industry specifically emerged from 1950s, with the rise of tour operators and transformed the industry from solo business related activities to a more comprehensive and combined. Numerous factors like escalation in paid holidays, enhancement of package tours, and greater options in air transport together in combination offer a plethora of opportunities for the holiday market. Currently, the tourism industry is anticipated to add extensive value addition towards global economic expansion in the twenty-first century. It enables cultural trade and understanding and adds to the development of local economies. Mass tourism has thousands of people visiting the same destination quite regularly around the same period of the year. Special interest tourism refers to special interest groups and individuals that cater to satisfy a particular interest or need. The reason a tourist is attracted to a particular destination is predicted by their travel behavior. It is crucial to analyze the travel behavior and especially the motive behind the travel plan as it would provide vital inputs for product development, help improvise marketing strategies, and augment service deliverables. Developing a tourist destination calls for the administration to build a rapport with the locals to secure their cooperation along with considering the six ‘A’ factors which represent the fundamental requirements essential for flourishing tourism. Keeping all these factors in mind will help create a robust tourist destination that will be successful in attracting loads of tourists from all over the world.
References
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Cooper, C. and Hall, C. (2008). Contemporary tourism: an international approach. London: Butterworth-Heinemann.
Crompton, J. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), pp.408-424.
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Hall, C. (2000). Tourism planning: policies, processes, and relationships. United Kingdom: Prentice Hall.
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Lickorish, L. and Jenkins, C. (1997). An Introduction to Tourism. Routledge.
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Thomas, A., Wuyts, M., McIntosh., M. & Hewitt, T., 1992. Non-Governmental Organisations and the Limits to Empowerment. In: Development Policy and Public Action. Oxford: Oxford University Press,.
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