Analyzing The Impact Of Silk Highway On Australian Tourism Industry: An Essay.

1. Formulate and justify key recommendations related to the marketing and management of tourism related industries to ensure Australia will be successful and competitive in the future
2. Explain the political, socio-cultural and economic factors that influence the emerging global tourism markets
3. Describe the relationships between tourism and the content areas under study (e.g. commodity culture, visual culture, media culture, etc.).
4. Demonstrate research, deduction and problem solving skills to predict the future direction of tourism and hospitality.

Changing Preferences and the Need for Adaptation in Tourism Industry

The tourism industry just like the other famous industries of the world is experiencing a change within its framework because of the changing preferences as well as the needs of the customers for whom the services offered by them are mainly designed (Page and Hall 2014). These new emerging themes or the integration of the required changes is causing a change not only in the nature of the tourism services that are being provided by the concerned industry but at the same time they have caused a changed a drastic change in the entire industry itself (Page and Hall 2014). One of the most important changes or the most important emerging theme which is noticed in the tourism industry is the wide popularity that the silk highway has gained in the present times and this in turn has lead to the increasing popularity of the eastern tourist destinations in the present times (Horner and Swarbrooke 2016). This report will analyze the emergence of the silk highway and the other eastern tourist destinations in the light of the tourism industry of the nation of Australia.

The status quo of the world has changed in a significant over the last few years and it is seen that although the nations like the United States of America, the United Kingdom, Australia and others hold the maximum amount of power and economic growth in the present times yet it is likely that in the future this particular balance will shift (Sharpley and Telfer 2015). This is likely to create new business opportunities not only in the import and the export market but at the same in the tourism industry as well. Even in the present times it is see that the silk highway and the other famous tourism destinations of the eastern nations like India, China and others are gaining a significant amount of prominence and this has affected the tourism industry in a significant manner (Sharpley and Telfer 2015). In short within the next few decades it is likely that the nations like India, China and others are likely to emerge as the new powerhouses of the world not only in terms of the business world but at the same time in term of the tourism industry as well (Wan and Bramwell 2015). As per a report UNWTO (2018) more than 59 million tourists from the different parts of the world visited the diverse nations of Asia and this accounted for than 30% of the entire tourism activity of the world itself. This particular statistic clearly indicates the popularity that the eastern nations are gaining in the tourism industry.

Shift of Balance in World Power and its Impact on Tourism

There are various key drivers of this particular change within the tourism industry which is adversely affecting the tourism industry of the nations like Australia and others. The primary reason for this change that the tourism industry is experiencing at the current moment is the rich cultural heritage of the diverse Asian nations like India, China and others (Smith 2015). The urge to experience the traditional cultural landscape of the Asian nations is one of the major gratification factors that encourage the tourists from the American and the other First World Nations to undertake tourism travels in these nations (Smith 2015). In addition to this, the Asian nations are the home to some of the most famous heritage sites like Taj Mahal and others which once gain encourage the tourists to visit these nations (Gretzel et al. 2015). Furthermore, the climatic of these nations is another factor which inspires the tourists to undertake travels and visits to these nations (Gretzel et al. 2015). It is pertinent to note that the tourists often undertake travels to these nations for health purposes as well because of the suitable climate offered by these nations which are in complete contrast to the ones that they normally experience in their own parent nation (Gretzel et al. 2015).

The tourism industry of the nation of Australia in order to mitigate the adverse effects of this particular emerging trend within the tourism industry will have to use diverse kinds of strategies or tactics that are likely to help it in a significant manner. One of the best measures that the tourism organizations of the nation of Australia can use is to enter into collaboration with the tourism industries of the Asian nations which will enable to provide tourism related services to the tourists in a much more effective manner (Cohen and Cohen 2015). Furthermore, this will at the same time ensure that the concerned tourism organizations of the nation of Australia are being able to earn a steady flow of revenue (Cohen and Cohen 2015). In addition to this, the tourism organizations of the nation of Australia at the same time can take the help of the process of effective promotion for the mitigation of the threat posed by this particular emerging trend (Cornelissen 2017). This is likely to require the Australian tourism organizations to advertise in an effective manner not only the tourism services provided by them but at the same time the beauty as well as the diversity of the various tourism destinations of their own nation (Cornelissen 2017). The organizations are also likely to gain in a significant manner by emphasizing the historical, social and other kinds of values that the various tourism destinations of the nation hold. Moreover, providing cost effective tourism services to the tourists is also likely to help the tourism industry and also the diverse organizations of the concerned nation in a significant manner. The organizations at the same time can provide various kinds of combo offers to the tourists where in they will get cost effective tourism packages to the tourists.

Factors Driving the Change in Tourism Industry

The tourism industry of any nation is directly dependent on the political system which is being followed within the framework of that particular nation and as a matter of fact one of prerequisites of the tourism industry is a safe and congenial political environment wherein the people can undertake tourism activities in an effective manner (Baum et al. 2016). Furthermore, the policies as well as the frameworks developed by the national government also has a direct impact on the tourism industry and to a large extent influences the tourism industry of any nation. In addition to these, it is also seen that the economy of a particular nation depends to a large extent on the strategies which are being followed by the national government for the process of governance (Smith 2015). This is one of the main reasons why many experts are of the viewpoint that the tourism industry of a particular nation should work in synchronicity with the national government of the concerned nation. This is important since by working in close association both the entities would be able to gain mutual benefits from their association and are likely to come up with better strategies that can mitigate the adverse effects of the new emerging trends or themes within the tourism industry (Smith 2015). The social trend which is being followed by the people of a particular nation is once again directly related to the political as well as the economic framework of the concerned nation and determines to a large extent the behavioral patterns that would be followed by the people of the concerned nation. If the particular example of the Australian nation and the emerging trend under discussion here is taken into effective consideration it would reveal the fact that the Australian nation by providing stable economic as well as political conditions to its citizens actually encourages them to undertake diverse kinds of tourism activities and this particular fact in turn has contributed in a significant manner towards the growth of the concerned industry in the nation (Cohen and Cohen 2015). Furthermore, at the same time for the effective mitigation of the trend under discussion here once again the tourism industry would have to work in conjugation with the national government to offer the kind of services to the tourisms which will encourage them to undertake tourism activities in Australia itself (Baum et al. 2016).

There is a direct correlation between the tourism industry of the nation under discussion here and the content areas like media culture, commodity culture, visual culture and other entities (Cornelissen 2017). For example, it is seen that the tourism industry is directly dependent on the manner in which the concerned nation and the tourism destinations of the nation are being represented by the media of the nation (Cornelissen 2017). In addition to these, the commodity culture or the kind of products or services that the customers consume also determines to a large extent the success or the failure of the tourism industry (Page and Hall 2014). For example, if the commodity culture within a particular nation is such that the people like consume new products or services then it is likely that the citizens would at the same time like to visit new tourist destinations of the concerned nation (Page and Hall 2014). Furthermore, the visual culture of a particular nation at the same determines to a large extent the kind of visually aesthetic destinations the tourists would opt for. Thus, the tourism organizations of Australia will have to take into effective consideration these factors for the mitigation of the adverse effects of the concerned emerging theme.

The emerging trend under discussion here clearly indicates the future direction that the tourism industry is likely to follow. For example, as per the trend under discussion here it is likely that in the future times the diverse tourism destinations of the Asian nations like India, China and others are likely to gain a significant amount of prominence and this is likely to adversely affect the tourism industries of the various nations like Australia and others (Baum et al. 2016).

Conclusion

To conclude, the new emerging trends within the tourism industry have not only forced the concerned industry to undergo a significant amount of change but at the same time are adversely affecting the tourism industries of the various nations like Australia and others. Furthermore, these emerging themes clearly indicate that in the future times the nations of India, China and others and the tourism destinations like the silk highways and others will gain unprecedented prominence in the future times. Thus, it can be said that to overcome the adverse effects of these emerging themes the tourism industries of the nations like Australia and others will have to develop effective strategies which will enable them to attract more customers to the services offered by them.

References

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Smith, M.K., 2015. Issues in cultural tourism studies. Routledge.

Wan, Y.K.P. and Bramwell, B., 2015. Political economy and the emergence of a hybrid mode of governance of tourism planning. Tourism Management, 50, pp.316-327.