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Amanda

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Medal No.1Medal No.2Medal No.3Medal No.4
21#
Posted: 5-20-2009 07:19 | All replies by this member
____________________________________________________________
The Move to Branding of Destinations
New Realities
• Destinations will have the ability to identify and
differentiate themselves more effectively.
• The value in creating unique brands will increase
dramatically.
New Horizons
• Destinations cannot be modified like other
consumer products when it is found the existing
brand is viewed negatively.
• The expertise for destination brand creation is
hard to find—and costly.

Political
New Realities
• The tourism planning and development process
will be increasingly constrained and slowed by the
need for meaningful public involvement and
input.
• It will be more difficult for individual operators
to proceed with nonconforming developments—
sometimes at the risk of inhibiting innovation.
New Horizons
• Implementation of approved development plans
will be easier as “surprises” will be minimized and
as broader agreement results from public
involvement.
• The formulation of “resident-responsive visions”
of local or regional tourism will provide more
commitment to tourism and greater coherency
in the tourism product and experience provided
by a destination.

Environmental
New Realities
• Virtually all future tourism development will be
constrained by the need for environmental
sensitivity.
• The noneconomic costs of tourism will need to
be factored into development decisions. The costs
of development, using nontraditional accounting
frameworks, will increase, thus forcing higher
prices on the travel experience.
New Horizons
• Conservation, preservation, and restoration present
new themes for the design of tourism experiences.
Regions that are presently undeveloped or in a
natural state have a unique opportunity to provide
an attractive experience to visitors.
• Emphasis on the quality of the tourism
experience will reduce growth in the number of
travelers but enhance net financial and nonfinancial
impacts on tourism destinations.
____________________________________________________________
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Amanda

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Medal No.1Medal No.2Medal No.3Medal No.4
22#
Posted: 5-20-2009 07:20 | All replies by this member
__________________________________________________________
Technology
New Realities
• The rapid evolution of technology makes the
investment in hardware, software, and training
more than many tourism firms can afford.
• Much of the human resource base of the tourism
industry is ill-equipped and thus ill-disposed toward
the widespread adoption of technology. At least
passive resistance may be encountered at all levels.
• Introducing technology without losing the warmth
of the human experience will be difficult. Choosing
the appropriate balance of high tech and high
touch will require insight and good judgment.
New Horizons
• Certain sectors of tourism are finding technology
to be a cost-effective means for marketing to
small niche markets; other larger sectors are
proving highly successful in utilizing technology
to actually close sales.
• Because of the present low level of penetration
of technology on tourism, there is much
potential for significant gains on performance
and productivity both in terms of facility design
and service delivery.
• Education and training levels will have to increase
if managers and staff are to select and implement
technology-based improvements in an effective
manner.

The Knowledge-Based Society
New Realities
• Modem technology is increasingly attempting to
provide alternatives to physical travel. Teleconferencing
is finally gaining wider acceptance;
virtual interface technology purports to provide
the travel experience without travel.
• Knowledge-based employees tend to work in
sanitized, controlled environments. As such, they
may shun travel experiences that are physically
challenging, moderately uncomfortable, or
culturally threatening.
New Horizons
• Travelers will increasingly want to truly
experience and understand a destination. As a
result, they will be interested in spending more
time in a region and interfacing with residents
in more meaningful ways.
• Travelers of the future will be increasingly
receptive to technologies and services that
facilitate travel while reducing costs and
minimizing the need for menial and/or
demeaning labor.
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Amanda

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Medal No.1Medal No.2Medal No.3Medal No.4
23#
Posted: 5-20-2009 07:21 | All replies by this member
______________________________________________________________
Demographic Shifts
New Realities
• The aging of travelers from traditional tourismgenerating
countries will cause demands for new
experiences and new facilities. As a consequence,
existing tourism plants may become economically
obsolete.
• Increasingly diverse lifestyles will make market
segmentation increasingly important. However,
the tailoring of “designer vacations” will make it
harder to standardize the tourism product, and
thus to control costs.
New Horizons
• For the next twenty years, residents of developed
nations in the 45–65 age category will increase
substantially. These individuals will have the time,
the discretionary income, and the desire to travel.
• Firms that can read, anticipate, and respond to
the specific needs and desires of high-quality
niche or special-interest markets in innovative
ways will have great opportunities for success.

Changing Value Systems
New Realities
• Leisure and vacation travel could be viewed as
frivolous, wasteful, and harmful in a world where
economies are stagnant, renewable resources are
declining, and toxic emissions threaten the health
of the planet.
• The developing mood to “look inward” may lead
to greater economic protectionism (at the macro
level) and more home- and family-oriented uses
of leisure time (at the micro level). Both would
reduce the demand for travel.
New Horizons
• An increased emphasis on special-interest
tourism—such as cultural, educational, and
professional development travel—may greatly
strengthen and enrich the meaning of the travel
experience.
• An increased emphasis on human relationships
may encourage new forms of tourism in which
contact between hosts and guests is less
superficial, leading to more intensive and
enduring relationships.
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Amanda

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Medal No.1Medal No.2Medal No.3Medal No.4
24#
Posted: 5-20-2009 07:22 | All replies by this member
__________________________________________________________
Cultural Diversity in a Homogeneous World
New Realities
• The power and success of global brand names
and franchises will increasingly put pressure on
small, independent travel and tourism operators.
• The integrity of truly unique and interesting
cultural events and attractions will be threatened
as they attempt to respond to visitor demands
with respect to access and frequency.
New Horizons
• Traditional cultural events and activities that no
longer are economically feasible may be
preserved through tourism.
• Increasing acceptance of the value of other
cultures will greatly broaden the range of
facilities, events, and attractions that are of
potential interest to tourists.

Addressing the •Nor th…South GapŽ
New Realities
• The disparity in the wealth and well-being that
exists between developing world residents and
developed-world tourists frequently creates
unhealthy tensions between hosts and guests as
well as distortions of local lifestyles.
• The tourism infrastructure in developing
countries (in both quantitative and qualitative
terms) is in many cases totally inadequate at the
present time.
New Horizons
• The relatively low level of visitation to many
developing countries provides an alternative to
take the pressure off heavily visited sites in
traditional tourism destinations.
• Many developing countries have extremely
rich cultures and histories that have not been
experienced by many segments of the traditional
tourism markets.

Pressures for Mass Migration
New Realities
• Certain “tourists” may be using temporary access
to countries as a means for illegal immigration.
• Systems to control legal entry for tourism may
become unwieldy and highly annoying to visitors.
New Horizons
• The number of countries that represent viable
tourism markets is steadily growing.
• Technology is increasingly enhancing the ability
to speedily control visitor arrival and departure.
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Amanda

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Medal No.1Medal No.2Medal No.3Medal No.4
25#
Posted: 5-20-2009 07:23 | All replies by this member
_________________________________________________________
Quest for Stability and Security
New Realities
• Increasing levels of crime in tourist destinations is
a major deterrent to both leisure and conference
travel.
• Aging populations, underfunded medical systems,
and the growth of AIDS have heightened
concerns about the cost, availability, and safety of
health care services when traveling.
New Horizons
• Organized travel and/or receptive visitor services
that shelter and protect the traveler from crime
will be welcomed; destinations that eliminate or
control crime will be preferred.
• Firms that offer specialized products and services
that protect the health of the traveler and/or
facilitate access to reliable and reassuring
medical services while in foreign environments
will have a strong competitive edge.

Changes in Nature and Structure of Leisure Time
New Realities
• In many countries, individuals are preferring to
take increased productivity and higher wages
rather than increased leisure time.
• Leisure time is increasingly competing against a
broad range of consumer and leisure products
for household discretionary income.
• Many people who have much leisure time have
little income.
New Horizons
• In other countries, individuals are preferring to
take increased productivity and increased leisure
time rather than increased wages.
• Increasing flexibility in work patterns is providing
increased leisure time for many.
• Trend toward earlier retirement is creating a
significant market segment possessing both time
and money.
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