Globalisation of the tourism industry: Future trends and challenges for South Africa

Abstract

The pressure of globalisation is having a major impact on tourism destinations throughout the world. The implications for destination marketers are profound and the response will require a new strategic focus and approach. This paper focuses on the changing global tourism environment, with particular emphasis on the key trends and developments that are likely to occur in the early part of the twenty first century. The paper concludes with an outline of the key factors that need to be addressed to ensure competitive success for developing tourism destinations such as South Africa.

Global Tourism Management. Mass, Experience and Sensations Tourism

“…Global tourism can thus be seen in terms converging world tastes, product preferences and lifestyles. The second basic element is the existence of similar tourism practices around the world including distribution systems, marketing practices, product development, and so forth (Vanhove, 1996;Heath, 2001).…”

“…For instance, dramatically increasing competition by fostering entry into the industry, increasing the complexity of doing business in different countries and thus requiring knowledge focused on dynamic relationships. In this sense, managers of both private and public tourism organisations must interact with a complex global environment, using specific skills to respond to opportunities or address problems such as 'overcrowding of tourist attractions, overuse and destruction of natural resources, resident-host conflicts, loss of cultural heritage, increased crime and prostitution, inflation and escalating land costs, and a host of other political, sociocultural, economic and environmental problems that may be brought about or exacerbated by tourism development' (Moutinho, 2000;Heath, 2001).…”

“…In the current tourist market, various paradoxes in tourism behaviour are emerging side by side: greater risktaking and greater security, greater sameness and greater diversity. The same individuals may shop at a budget discount store, in a famous department store or dine at an exclusive upmarket restaurant (Heath, 2001).…”

“…The global landscapes of tourism growth also impose tourism management with a global approach, requiring organisations to manage change. In the mid-19th and early decades of the 20th century "transport developments were key-drivers of tourism change, major technological advances and the development of a larger tourism marketplace have become the global drivers of change in the tourism industry since the mid-nineties" (Heath, 2001).…”

“…The sensations tourist's priority is a specific tourism task, whereas the destinations, hotels and so forth, are less important. The personal profile of this type of tourist is defined as "an older age group, well-travelled, educated, discerning, demanding, environmentally aware and prepared to pay a premium for high quality products and services" (Heath, 2001).…”