The importance of tourism in the global economy

The importance of tourism in the global prudenceChapter 2 Literature ReviewChapter 2 presents an outline of the tourism industry while emphasise on the growing importance of the sector in the global economy to postulate the potential of the tourism industry. It emphasizes on democracy individual(a)ity and farming mental personation. Hence, lit review is formulated to foster a theoretical mannikin for the set forth of answering the research question.A global perspective on the phaetonry applicationShorter working hours, gravider individual prosperity, faster and less expensive travel, and the impact of advanced technology has all helped to make the leisure and tourism industry the scurrying growing industry in the world (Edgell, Sr., 1990).tourism has become a flourishing industry in the twentieth century, where terminals rely massively on their indwelling and manmade resources to build their tourism industry. Nowadays, it is viewed as a major element for economic bui ld upment and growth. The tourism industry is seen as the most highly signifi force outt and underlying part of any economy. It is also an industry which generates employment and foreign exchange earnings, Lim (1997) and Crouch (1996). innovation Tourism Organization projected the international arrival by the year 2020 to be around 1.56 billion. Out of the projected number, intraregional number is expected to rise to 1,2 billion. Therefore, the projection for long draw travellers alone is estimated to reach 0.4 billion. Notably, statistics indicates that long haul travelers will increase at a rate of 5.4 percent yearly, between 1995 2020. This prediction for increase in long haul opens an avenue for outside speechs as Mauritius and others WTO (2006).The figures above indicate that the tourism industry is a very promising one. However, to attract tourists to the destination, it is grievous to understand their psychology and buying attitudes so as to devote a more precise mark eting campaign that will attract them in the first instance itself. The literature that follows gives more insight on the topic.Tourism in MauritiusMauritius is a subtropical island in the Indian Ocean, strategically positioned at the intersection of Africa and Asia, at 855 km east of Madagascar.According to statistics Mauritius, Mauritius has welcomed 786,963 visitors from January to October 2013 against 765,578 travelers for the same calendar plosive speech sound in 2012. The Bank of Mauritius, state that Gross tourism receipts for the first nine months of 2013 were at Rs 41,500 million. For 2014, tourism receipt is estimated to be Rs. 44,500 million.Mauritius is a renowned destination for Quality Tourism- along with being exotic, safe, beautiful and peaceful it has a unique gang of divers(a) cultures, well run hotels. All these cast off enable Mauritius to develop from nothing to become one among its main pillars.Mauritius has a well established reputation for its tourism ind ustry in the international tourism market. The next quin most popular destinations for holidays, according to propel and Leisure magazine, are Mauritius, New Zealand, Spain, South Africa and Norway. Mauritius is the only resort destination in this set. In addition, during the International Tourism Conclave Travel Awards (ITCTA) held in Jaipur Rajasthan, on October 2013, Mauritius has also received the award for Best Destination Country.Country identity versus verdant imageSince uncouth identity is at the core of this dissertation, it is worthwhile to give an overview of the literature thereof. A destination has unique characteristics that enable it to differentiate itself in the international market. These unique features are called the country identity. Hence country image is formed by country identity.Therefore, this section addresses and country identity cues and country image. It starts with an introduction of the theory of country image and country identity followed by the signifi kindlet elements that build up a countrys image and ends by a discussion on the causes of image and tourist destination.A good image and a positive reputation are probably the most valuable assets a country can possess. (Papadopoulos Heslop, 2002295)Country personal identityAccording to Nworah (2004), Building the image of a country is the way through which a country is actively seeking to build a unique and free-enterprise(a) identity with the intention of positioning the country internally and externally as a good destination for trade, tourism and investment.This identity is created based on the combination of exceptional factors of attractiveness that will enable it to be ahead of competitors, Moilanan and Rainisto, (2009). According to Buhalis (2000), these exceptional factors can characterize in the six As framework illustrated in the table belowTable 1 Six As Framework for the analysis of tourism destinationsSource (Buhalis (2000)Elements of country identityElement s of country identity are predominant and are stated to influence an individuals opinion of a country image that cannot be changed or manipulated for the take of place marketing.The various aspects of country image that directly influences its image are discussed therein. However, for the purpose of this research, only few aspects of country identity, that directly impact on a destinations image, are analyzed.Country main factorsCountry main factors describes various attributes of country identity, which are predominant and which are cited to impact on an individuals perception of a country image and it cannot be changed or manipulated for the purpose of place marketing. The works within the theory are adopted from diverse sources like Beerli Martin (2004), Kotler Gerner (2002) Kotler et al. 1993, 121 135). Destinations specific elements and their image significance are relatively obvious, because of the limitation of this research only few features of the country specific are a ddressed.Personal factorsThe image of a country is form based on the stereotypes that people hold on that place. Stereotypes of place or an image, develops over time and space and spread from the premises of the familiarity with illustrations of renowned people and knowledge of the products of a prone country, etc. Because image is more of a personal interpretation, image that people have of a country differs from stereotypes. Hence, the image(s) that people have about the same place may vary depending on the individuals own, wants, enthusiasm, prior knowledge and fondness (Beerli Martin 2004, 653).Personal factors can be classified as, psychological and social. Psychological factors have already been discussed in the consumer behavior section. Personal unique motivations, beliefs and personality, social aspects comprise of individual, educational achievements, age punctuate and other social factors (Balogu McCleary 1999, 870). Therefore, the attributes enumerated above, are ut ter to affect a persons assessment on any product, service and for the purpose of this research, a destination.geographic LocationWhen make outing with country image, the geographical location of the destination cannot be neglected. Geographical location refers to the accessibility of the destination, and it therefore influences the travelling costs to a given place (country). This aspect is important because it knowingly impacts on consumers choice to a long haul country (Vuoristo 2003, 55 Oppermann 2000, 99). Outstandingly, recently, most European tourists have been attracted to travel to closer destinations that meet their needs like sun and shores as Spain and Asia rather than opting for distant destinations. To respond to the demands of the European market, Asian countries have orchestrated their destinations because of its penny-pinching to Europe and thus compete with low-priced packages compared to long distance locations like as Mauritius or Seychelles or even Australia. From the point of view of European or American travelers, when considering time factor to travel to a distant destination and the cost of travelling as criteria, Mauritius in this instance is viewed as a distant location. To support this argument the number of European travelers visiting Mauritius has decreased from 51,529 in 2013 to 50,548 in 2014, for the month of January. (CSO, 2014). GeopoliticsAs far as geopolitics is concerned, the political atmosphere can influence the accessibility of the destination and the overall image of the said country. For example, during the period of Mao of China, his politics and opinions made tourists less keen to visit the destination. WTO has projected the succeeding(a) of China as being a leader in the world by being the first world class destination that will transport greatest number of tourists by the year 2020. Therefore, to cater for this market new China is determined to converting its politics, protocols and evolving infrastructures wh ich now interest international investors, and tourists towards its destination (Weaver Oppermann 2000). Political accessibility is the regulations, policies, concerning mainly immigration conditions under which a tourist is regulated to have access to that country. Complicated country accessibility in terms of tourist visas procedures, levying pricy visas, complicated procedures contributes largely leads in demoralizing a destination image.Climate and CultureThe attributes of climate and nature, impacts on the formation of country image to a great extent depending on the background of the individual in question. Furthermore, the necessity and wish for a change is among the most dominant factors in tourism decision-making. As a result, individuals coming from very cold climate are more likely to opt for warmer and exotic destinations. Persons coming from developed and urban background tycoon be charmed by nature and adventure (Vuoristo 2003, 29). In instance, the rise in globalizat ion is believed to fuel homogenous culture and tourists are highly concerned in revisiting outstanding hereditary pattern locations so as to re-capture the lost culture and practices. For instance countries like Egypt, Istanbul and Italy are well appreciated by their profound heritage spots and rich history.Distance DecayDistance decay indicates the tendency of inbound tourism moves to decline as areas become more distant from the destination (Weaver Oppermann 2000, 98). Gallarza et al (2002, 61), suggest that distance plays an important role in the image formation process. It is also mentioned that the countrys size and global power regarding its economy and politics primarily impacts on the distance decay effects. Luostarinen (2002) also shares this opinion, in his study he found out that the distance between country of arising and the target market impacts on the international market policy. Even if these studies have been dedicated towards organizations, however the same ru les are appropriate with regard of tourist destination.Travel IntermediariesTravel intermediaries refer to travel agents and tour operators and they are considered as internal selective information facilitators. They are strategically positioned at the frontier and having direct contact with travelers or future travelers making them in a solid position to impose destination images to travelers based on the information that they have. Andreu et al. (2002) stated that travel intermediaries are important protagonist who spread information to tourists or possible tourists and thereby impact on, image and choices of travel. Therefore, tour operators or travel agents have the art of picture the picture of any tourist destination based on how they want to sell that destination.Travel operators sell a destination with simple information retrieved from the countries they represent. The marketing sensible that is, brochures, web pages, personal experience, and so on are at their disposal and are significant in designing an unreal destination to the potential customers. The issue forth of information available on the internet has allowed travelers with a wealth of information at their disposals. With click of a mouse anyone can easily retrieve essential information about any destination. Therefore customers cannot be fooled easily. However, most travelers rely greatly on information given by those travel intermediaries whose trade is to deal directly on travel destinations.Balogu Mangaloglu (2001) have argued that images that travel intermediaries have of a destination is the same as those held by customers in general. Konecnik ( ibid) stated mainly for international destinations, the role of travel intermediaries in promoting and framing images of the destination is enhanced, because of tourists who are more apt to consider travel intermediaries in their selections of destinationIt can be said that travel intermediaries has an important role in image formation of a destination. (Ashwoth Voogd (1994, 49)Stimulus FactorsConcerning information source, Balogu and Mac Cleary (1999, 892) concluded that the variety and the quantity of information sources adds positively to a cognitive assessment of a destination. Hence, destinations need to encourage everyone to make use of several information sources available. In instance, Media has mainly arranged in painting US facade with image features perceived today (super power and wealth). Thus common media vehicles includes, television, radio, movie to internet has proved significant in dissemination of information to the general public. According to WTO (2006) it is significant for marketers to tracking of new stories for necessary action. Instance, rapid response to erroneous information news stories affecting the tourism industry World media leaders like as BBC, CNN acknowledge the role of media and its effects.