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I. AN INTRODUCTION TO TOURISM

TOURISM – MYTHS AND REALITIES (1)

In 2006 the World Travel and Tourism Council (WTTC) demonstrated the tremendous scale of the world’s tourism sector (WTTC, 2006):

The travel and tourism industry’s percentage of world gross domestic product was 10,3%.

The world travel and tourism sector had a turnover of US$ 6477,2 billion.

The world travel and tourism industry supported 234 million jobs (8,7% of total world employment).

TOURISM – MYTHS AND REALITIES (2)

Tourism is major force in the economy of the world, an activity of global importance and significance.

Tourism had been remarkable in its resistance to adverse economic and political conditions.

New vocabulary:

“safety” “security”“risk

management”

“crisis” “recovery”

TOURISM – MYTHS AND REALITIES (3)

International organisations support tourism for its contribution to world peace, its ability to delver on the Millennium Development Goals an in particular poverty alleviation, the benefits of the intermingling of peoples and cultures, the economic advantages that can ensue, and the fact that tourism is a relatively “clean” industry.

TOURISM – MYTHS AND REALITIES (4)

Technology increasingly pervades the tourism sector.

Tourism is ideally placed to take advantages of developments in information technology, from the use of

the Internet to book travel and seek information about destinations, through the use of mobile telephone technology to revolutionise the way the tourism

invormation can be delivered direct to the user in situ at the destination.

TOURISM – MYTHS AND REALITIES (5)

MYTH

The majority of tourism in the world is international.

Most tourism journeys in the world are by air as tourists jet-set from country to

country.

Tourism is only about leisure holidays.

REALITY

Tourism in the world is predominantly domestic (people travelling in their own country). Domestic tourism accounts for

about 80% of tourist trips.

The majority of trips are by surface transport (mainly the car).

Tourism include all types of purpose od visit, including business, conference and

education.

TOURISM – MYTHS AND REALITIES (6)

MYTH

Employment int tourism means substantial travel and the chance to

learn languages.

Large multinational companies such as hotel chains and airlines dominate

tourism.

Tourism is straightforward sector demanting little research or planning.

REALITY

Most employment in tourism is in the hospitality sector and involves little

travel.

The vast majority of tourism enterprises in every destination are SMEs.

Tourism is a complex multi-sectoral industry demanding high-level planning

underpinned by research to succeed.

• Tourism activity is a relatively new development and only recently has been considered worthy of serious business endeavour or academic study

• Tourism sector is of sufficient economic importance and its impact upon economies, enviroments and societies is significant enough for the subject of tourism to deserve academic consideration

THE SUBJECT OF TOURISM (1)

• The subject area itself remains bedevilled by conceptual weakness and fuzziness

• The subject encompasses a number of diverse industrial sectors and academic subjects

• Tourism suffer from an image problem in academic circles

THE SUBJECT OF TOURISM (2)

CENTRE OF TOURISM STUDIES

LEIPER’S MODEL

1. TOURISTS

• actor in this system

2. GEOGRAPHICAL ELEMENTS

• traveller-generating region

• tourist destination region

• transit route region

3. THE TOURISM SECTOR

• range of businesses and organisations involved in delivering the tourism product

BASIC ELEMENTS OF LEIPER’S MODEL

TDR1

TDR2TGR

GEOGRAPHICAL ELEMENTS IN A TOURISM SYSTEM WITH TWO DESTINATION

TR 1 TR2

TR3

TGR: Traveller-

generating region

TR: Transit route

TDR: Tourist

destination region

• The word “tourist” first appeared in the English language in the early 1800’s

DEFINITIONS OF TOURISM

• International Conference on Travel and Tourism Statistics – a converence

called to tidy up definitions, terminology and measurement issues

DEMAND-SIDE DEFINITIONS

• UNSTAT approved the adoption of tourism satellite accounts as the

method of measuring the economic sector of tourism

SUPPLY-SIDE DEFINITIONS

• Tourism arises out of a movement of people to, and their stay in, various places, or destinations

DEMAND-SIDE DEFINITIONS OF TOURISM (1)

The activities of persons travelling to and staying in places outside their usual enviroment for not more than one consecutive year for leisure, business and

other purposes (WTO i UNSTAT, 1994.)

• Two elements in tourism:

DEMAND-SIDE DEFINITIONS OF TOURISM (2)

JOURNEY TO THE DESTINATION

STAY (INCLUDING ACTIVITIES) AT

THE DESTINATION

.• The journey and stay take place outside

environment or normal place of residence

.

• Movement to destinations is temporary and short term

.

• Destinations are visited for purposes other than taking up permanent residence or employment in the places visited

• Tests include the following:

DEMAND-SIDE DEFINITIONS OF TOURISM (3)

Minimum length of stay

• One night

Maximum length of stay

• One year

Strict purpose of visit categories

SUPPLY-SIDE DEFINITIONS OF TOURISM (1)

The tourist industry consists of all those firms, organisations and facilities which are intended to

serve the specific needs and wants of tourists. (Leiper, 1979.)

• The tourism satellite account (TSA) is the agreed approach to defining the tourism sector:

SUPPLY-SIDE DEFINITIONS OF TOURISM (2)

PROVIDES INFORMATION ON THE ECONOMIC IMPACT OF TOURISM, INCLUDING CONTRIBUTION TO GROSS DOMESTIC PRODUCT, INVESTMENT, TAX REVENUES,

TOURISM CONSUMPTION AND THE IMPACT ON A NATION’S BALANCE OF PAYMENTS

PROVIDES INFORMATION ON TOURISM EMPLOYMENT AND ITS CHARACTERISTICSALLOWS TOURISM TO BE COMPARED WITH

OTHER ECONOMIC SECTORS

• International Standard Industrial Classification, ISIC (P = part involvement with tourism; T = totally dedicated to tourism)

UNWTO SUPPLY-SIDE DEFINITION OF TOURISM (1)

ISIC divisions Business activity

Example

Construction T • Hotels, recreational facilities, transport facilities, resort residence

Wholesale and retail P

T

• Motor vehicle sales, sales of motor vehicle fuels, retail food sales, retail sales of textiles• Retail sales of travel accessories, souvenir sales, etc.

UNWTO SUPPLY-SIDE DEFINITION OF TOURISM (2)

ISIC divisions Business activity

Example

Hotels and restaurants

PT

• Fast food restaurants, food• Hotels, camping sites

Transport, storageand communications

P

T

• Transport via railways, chauffeured vehicles, inland water transport• Inter-urban rail, airlines, special rail tour service, long-distance bus service, cruise ships

Financial intermediation

P

T

• Exchange of currencies, life insurance, credit cards• Travel insurance

UNWTO SUPPLY-SIDE DEFINITION OF TOURISM (3)

ISIC divisions Business activity

Example

Real estate, renting and business activity

P

T

• Buying or selling of leased property, letting or owning of leased property• Rental of ski equipment, letting of owned tourism property

Public administration P

T

• Translation services, customs administration, fishing regulation, foreign affairs, border guards• Tourism administration, information bureaux, visa issuance, regulation of private transport

UNWTO SUPPLY-SIDE DEFINITION OF TOURISM (4)

ISIC divisions Business activity

Example

Education P

T

Adult education, driving schools, flying schools, boating instuctionHotel schools, tourism education programmes, recreation and park service schools, tourist instruction

Other community P

T

Swimming, scuba instruction, flying instruction, boating instruction, motion picture entertainmentVisitor bureaux, travel clubs, travel unions

Extra-territorialorganisatins

PT

OECD, World Bank, IMF, ASEANInternational tourism bodies

Latin translation means “to be free”

Defining leisure is more problematic

than defining tourism

INTERRELATIONSHIPS AND CLASSIFICATIONS

• Most of tourism throughout the world is a leisure activity

Time

Attitude of mind to create

periods when other obligation are at minimum

Leisure

LEASURE, RECREATION AND TOURISM

Heteregeneous group with different

personalities

Group with different demographics

Group with different experiences

TOURISTS (1)

DOMESTIC TOURISTS

INTERNATIONAL TOURISTS

TOURISTS (2)

Refers to travel by residents within their country of

residence

Travel outside the country of residence

Problem: more difficult to measure than international

tourism

Problem: currency, language and visa

implications

Classification by “purpose of visit category”:

LEISURE AND RECREATION

Holiday tourism

Sports tourism

Cultural tourism

Visiting friends and relatives (VFR)

OTHER TOURISM PURPOSES

Study tourism

Health tourism

BUSINESS AND PROFESSIONAL

Meetings

Conferences

Missions

Incentive tourism

Business tourism

TOURISTS (3)

Mass tourism “Alternative”

tourism

TOURISTS (4)

Has a major impact upon the destination because of the sheer

scale of the industry and the nature of the consumer

Have a much reduced impact upon the destination, not only

because of the type of consumer involved but also because they

will shun the travel trade and stay in local pensions or with families

AIRLINE PRICING AND PURPOSE OF VISIT CATEGORIES

Free to travel at most timesPrice sensitive

Able to plan in advance

Travel times limitedPrice insensitive

Not always able to plan in advance

Leisure and recreation

Other tourism purposes

Business and professional

Unconstrained

Highly

constrained

Variable Levels of measurement

1. Age • Collect by single years• It may be convenient to summarise by age cohorts

2. Sex • Male/female• Age-sex cohorts may also be useful

3. Education Basic four-part classification may be most useful:a) Elementaryb) Secondary

c) Post – secondaryd) Non-university and University

• It may be useful in other circumstances to distinguish between completion of secondary or post-secondary

programmes and partial work (drop-out before completion)

SOCIO-ECONOMIC CHARACTERISTIC (1)

Variable Levels of measurements

4. Occupationalstatus

Categories can include:a) Employed full-timeb) Employed part-time

c) Retired (some reference to former occupation may be desired)

d) Homemakere) Student

f) Unemployed

5. Occupation • Best determined through an open-ended question• Codes refer to the type of industry in which the traveller is

employed

6. Annual income • especially sensitive subject, some of the concern over reporting income can be reduced by using income categories• Household income is often the most relevant measure of

income

SOCIO-ECONOMIC CHARACTERISTIC (2)

Variable Levels of measurement

7. Family composition

This can be an especially important variableOne possible classification is:

a) Single individual living aloneb) Husband-wife family

c) No children under 18 yearsd) No children at home or no children at all

e) Adult children or other adult relatives living at homef) With children undre 18 yearsg) With no other adult relatives

h) With other relativesi) Single-parent families

j) Male headk) Female head

l) All other families

SOCIO-ECONOMIC CHARACTERISTIC (3)

Variable Levels of measurement

8. Party composition This is closely related to the previous variable for many travelling partiesLevels include:

a) One person aloneb) One family with children

c) Two families with childrend) Organised group

e) One couplef) Two or more couples

g) Group of friends (unorganised group)h) Other

SOCIO-ECONOMIC CHARACTERISTIC (4)

Variable Levels of measurement

1. Season or trip period

Calendar quarters:a) January to March

b) April to Junec) July to September

d) October to December• If the trip overlaps two or more quarters, the following

convention is often used: for household surveys, used the quarter in which the trip ends; for exits or re-entry surveys

use the date of the survey

2. Trip duration • Both days and nights are used as the unit of measurement• Number of nights is usually one less then the number of

days• Actual number of days or nights up to one week is often

collected

TRIP VARIABLE (1)

Variable Levels of measurement

3. Trip distance • This should be based, in part, on the threshold distance required for definition of a trip

• Narrow ranges for lowest levels are desirable to permit aggregating or exclusion of dataPossible classification would be:

a) 25 – 49 milesb) 50 – 99 miles

c) 100 – 499 milesd) 500 – 999 miles

e) 1000 – 1499 milesf) More than 1500 miles (2400 km)

• Metric conversion is usually necessery for international comparisons

TRIP VARIABLE (2)

Variable Levels of measurement

4. Purpose of trip Classification include:a) Conventions or other business meetings

b) Buying, selling, installation, or other businessc) Recreation/vacationd) Touring/sightseeing

e) Attending cultural/sporting eventsf) Participating in cultural/sporting events

g) Visiting friends or relativesh) Other family or personal matters

i) Shoppingj) Study tourk) Health/rest

Many trips involve more than one purpose, so it may be useful to specify “primary” purpose

TRIP VARIABLE (3)

Variable Levels of measurement

5. Mode of transportation

a) Private automobileb) Rental automobilec) Bus/motor coach

d) Traine) Scheduled airlinef) Chartered airline

g) Privatnim avionomh) Boat/ship (additional categories for ferries, cruise ships,

private boats may be added as necessary)• Some trips involve multiple modes – such as a combination

of scheduled airline and rental car• These combinations may be specified or a primary mode

may be requested

TRIP VARIABLE (4)

Variable Levels of measurement

6. Expenditures a) Transportation (broken down by mode, if desired)b) Accommodation (including camping fees, but not park

entrance fees)c) Food and beverages (restaurant meals may be separated

from food purchased at a store)d) Convention or registration fees

e) Admission fees and other entertainment, including park admissions, licence fees for hunting and fishing

f) Souvenirsg) Other purchases

TRIP VARIABLE (5)

Variable Levels of measurement

7. Type of accommodation

a) Hotels and innsb) Motels and motor inns

c) Resortsd) Campgrounds

e) Hostelsf) Commercial cottagesg) Institutional camps

h) Private cottagesi) Bed and breakfast/tourist home

j) Homes of friends or relativesk) Other

• toclassification could be based on size of accommodation, price, public versus private ownership, function (e.g. fishing

camp, ski resort), type of location (e.g. airport strip, downtown), availability of liquor and so on.

TRIP VARIABLE (6)