THE MAIN DEVELOPMENT IN INTERNATIONAL TOURISM SINCE 1950 (13).docx

**THE MAIN DEVELOPMENT IN INTERNATIONAL TOURISM SINCE 1950** Long before the invention of the wheel, travel occurred for a variety of reasons. In the beginning, it was simple. As seasons changed and animals migrated, people travelled to survive. Because these early travellers moved on foot, they we...

**THE MAIN DEVELOPMENT IN INTERNATIONAL TOURISM SINCE 1950** Long before the invention of the wheel, travel occurred for a variety of reasons. In the beginning, it was simple. As seasons changed and animals migrated, people travelled to survive. Because these early travellers moved on foot, they were confined to fairly small geographic areas. Travel may have remained a localized experience, but people by nature are curious. It is easy to imagine these early travellers climbing a mountain or crossing a river to satisfy their own sense of adventure and curiosity as they sought a glimpse of the unknown. **The Empire Era** The point at which simple travel evolved into the more complex activities of tourism is hard to identify. However, tourism as an industry probably began to develop during the Empire Era, which stretched from the time of the Egyptians to the Greeks and finally came to an end with the fall of the Roman Empire. During this time, people began traveling in large numbers for governmental, commercial, educational, and religious purposes out of both necessity and pleasure. **The Middle Ages and the Renaissance Era** Travel almost disappeared during the Middle Ages (5th--14th centuries a.d.). As the dominance of the Roman Empire crumbled, travel became dangerous and sporadic. The feudal system that eventually replaced Roman rule resulted in many different autonomous domains. This breakdown in a previously organized and controlled society resulted in the fragmentation of transportation systems, currencies, and languages, making travel a difficult and sometimes dangerous experience. **The Grand Tour Era (1613--1785)**, which marked the height of luxurious travel and tourism activities, originated with the wealthy English and soon spread and became fashionable among other individuals who had time and money. Travel, and the knowledge provided by these travels, became a status symbol representing the ultimate in social and educational experiences. Grand Tour participants travelled throughout Europe, seeking to experience the cultures of the "civilized world" and acquire knowledge through the arts and sciences of the countries they visited. Their travels took them to a variety of locations in France, Switzerland, Italy, and Germany for extended periods of time, often stretching over many years. **The Mobility Era** (1800-1944) Growing economic prosperity and the advent of leisure time as well as the availability of affordable travel ushered in a new era in the history of tourism. People who were no longer tied to the daily chores of farm life began to search for new ways to spend their precious leisure time away from their jobs in offices, stores, and factories. The Mobility Era was characterized by increased travel to new and familiar locations, both near and far. Tourism industry activities began to increase as new roads, stagecoaches, passenger trains, and sailing ships became common sights in the early 1800s. **Thomas Cook (1808--1892)** can be credited with finally bringing travel to the general public by introducing the tour package. In 1841, he organized the first tour for a group of 570 people to attend a temperance rally in Leicester, England. For the price of a shilling (12 pence), his customers boarded a chartered train for the trip from Loughborough, complete with a picnic lunch and brass band. The immediate success of his first venture and the demand for more assistance in making travel arrangements led Cook into the full-time business of providing travel services. The next major steps in the Mobility Era were the introduction of automobiles and air travel. Although automobile technology was pioneered in Britain, France, and Germany, it was Henry Ford's mass production of the Model T in 1914 that brought individual freedom to travel, opening new horizons for millions of people **The Modern Era** The means of mobility and an interest in seeing new places were not enough. The seeds of mass tourism were planted during the first half of the 20th century when industrialists such as George Westinghouse created the paid vacation, believing that annual breaks from work for employees would increase productivity. The working and middle classes in industrialized countries thus were given the financial means and the time to satisfy their newfound wanderlust. Following the end of World War II in 1945, several additional factors helped encourage the growth of tourism. Cars were again being produced in large numbers; gas was no longer rationed; and prosperity began to return to industrialized countries. As American families travelled around the country in cars, the motel business began to boom. Also, in the 1950s, hotels and motels expanded quickly through the newly adopted franchising development model. The introduction of jet travel in the 1950s and its growing popularity in the 1960s further accelerated growth in both domestic and international travel. To grease the gears of the tourism industry even further, in 1950, the credit card was born in the form of the Diners Club card. Credit cards provided travellers with purchasing power anywhere in the world without the risk of carrying cash and the hassle of currency exchange. In fact, credit cards are now the preferred form of international buying power because travellers can charge their purchases in the local currency. Time, money, safety, and the desire to travel combined to usher in an unparalleled period of tourism growth that continues today. The 20th-century phenomenon that came to be known as mass tourism now includes two different groups of travelers.15 These groups are classified as organization mass tourists who buy packaged tours and follow an itinerary prepared and organized by tour operators. The second group is classified as individual mass tourists. These travellers visit popular attractions independently but use tourism services that are promoted through the mass media. In addition, many travellers are now seeking more than just going to a destination to be able to say "been there, done that." They have a desire to become truly immersed in all the destination has to offer and when able to, give back through educational and volunteer programs. Well into the 21st century, the tourism industry has proven to be full of opportunities and challenges. Widespread Internet access, opening of previously closed international borders, and increased wealth and mobility of citizens in increasingly industrialized countries such as China and India are opening new venues for travellers and providing millions more potential tourists. Even countries such as Vietnam and Cuba that were once off limits to U.S. travellers are experiencing explosive tourism growth. However, the future is not completely rosy for tourism. Terrorism, political and economic instability, and health scares have discouraged travel. Increased security efforts have also meant increased hassles and time constraints for travellers at airports, borders, and attractions. **The main tourism generating and receiving areas.** There are numerous factors influencing demand from the tourist generating area. These are in terms of **economic determinants, social determinants** and **political determinants.** "An individual may be motivated to travel, the ability to do so will depend on a number of factors related to both the individual and the supply environment". (R.KMalhotra 1997) To begin with, **economic determinant** includes personal income. Distribution of income and value of currency. Personal income is the availability of the finance. This is the most evident influencing tourism demand. Incomes and expenditures are closely linked and as a result of that when price increases, demand decreases and income increases, demand decreases and income increases, the price remain the same, then demand increases. Distribution of income within a tourist generating region is likely to affect tourism demand and supply. For example, twisted income distribution in India where there are relatively few wealthy and many poor households, is likely to limit the proportion of people who can afford to travel internationally. This people can be famous film stars who go on a holiday. Furthermore, exchange rates have a far accomplishment influence on tourism demand from generating area and international tourism. It is highly vulnerable to exchange rate variations that vary the cost of a holiday significantly. "It is widely acknowledged that both domestic and international tourism make an 'economic contribution' to a destination, that tourism has positive and negative 'economic impacts' and that it brings 'benefits and costs' to a destination".( Dwyer L, Forsyth P, and Dwyer ,W.2010). Economical options are often preferred while dealing with cost of travel as more money is needed at the cost of product. Before an individual decides to travel or gets a reason to travel the very first thing to be considered is the money. This will enhance the success of the journey. For example, people will want to enjoy to their optimal level, therefore will chose luxury products which comes at a higher cost. these higher costs are often conversed through competitive prices as supply is high, and sometimes exchange rates supports and as a result tourist from Australia, New Zealand, America get more on their dollar value which simply means the Fiji dollar diminishes, and they have more money to spend in Fiji if Fiji becomes their tourist destination region. Thus, it leads to a change in tourism demand and supply. Similarly, **social element** also influences tourism demand. This includes demographic variable. For example, the age structure, a 60 years old man would prefer a very discreet area where he can be alone by himself from all the noise and when compared to a 15 years old kid who want to enjoy his holiday with lots of fun and will want to have a blast. Thus, there is a gap which often applies on the type of travel product people chose and the behaviour and the surrounding nature of an individual have a major impact on the demand. The impact of education level can also be a determined of both employment natures and income earning potential for this type of practice. The stage in the family life cycle has a bearing on the availability of time and disposable income available for tourism. Holiday entitlements leads increase in the demand since holidays are being paid and every individual wants to relax and have some time off from their daily life. There are other factor such as home ownership, occupation, ethnic group, crisis, and threats such as terrorism, epidemic diseases and natural disasters such as the tsunami which hit Japan recently and it leads to decrease in tourism demand since people will now try to restructure their houses and use the money which has been saved for a holiday. Additionally, **political elements** such as government tax policies and controls on tourist spending influence the tourism demand and supply. There are approaches taken by government to influence demand to a great extent. For example, exchange control, currency export, prohibition, taxation, visa regulations and many more. Many governments have used tourism as a source of tax revenue because when tourist comes to Fiji they are given the tourist price and not the local price and in this way certain percentage of tax being paid goes to government as tax revenue. Subsequently, the demand at a tourist destination is influenced by economic and political factors. The dominant among these are the "price" of the tourism product and services and its quality. In today's world every individual is going for cheaper products since the cost of living is very high. In a tourism industry the suppliers have to be very well with the of price their goods but due to price competition and oligopoly companies operating in countries it is required to stay in the price limit. According to Burkart&Medik, 1981, tourism suppliers, such as in the accommodation and transport sectors may well price their goods and services independently, but a close watch on the behaviour of their competitors is clearly necessary. Thus, when there is a lot of competition the price goes down and the customers benefit. In order to control the price of goods and services, the government intervenes in between and gives a fixed price for these companies to operate. Equally as demand increases it influence the supply level of the tourism industry. This factor is known as the Geographic factor. These factors are mainly seasonality and attraction. Tourism demand goes up and down throughout the year. "This temporal peaking pattern is called seasonality". (Norbert Vanhove 2005)". The supply is influenced as the seasonal pattern affects the occupancy rate of accommodation. For example, during the peak season, the accommodation is almost full meaning that there is not enough to cater for that season which results in the rise of price. On the other hand, since tourism supply is perishable at off peak season business is lost. In tourism regions, seasonality leads to seasonal employment, and the correlative seasonal unemployment causes welfare problems. **[Activity]** Identify one of the eras in the history of tourism development, tell how you think it contribute to the existence of any particular product or service in the industry to date. Prepare a presentation to a group of community tourism stakeholder on a destination/area of your choice. Explain to them how anyone of the eras has influence the development of tourism in the area. Also, explain how one of the elements has contribute negatively or positively to the success or failure of the destination/area.