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Tourism Mega Trends in Asia Pacific

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TA: Travel Agent Transformation. LCC: Low-cost Carriers. ED: Emerging ... Trend 3: Online travel bookings and demand for information technology keep rising ... – PowerPoint PPT presentation

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Title: Tourism Mega Trends in Asia Pacific


1
Tourism Mega Trends in Asia Pacific
  • Professor Haiyan Song
  • Chair Professor and Associate Director
  • School of Hotel and Tourism Management
  • The Hong Kong Polytechnic University

2
Introduction
  • A Joint research project between UNWTO and Hong
    Kong Polytechnic University
  • Media content analysis of travel trade magazines
    TravelWeekly TTG Asia (2005)
  • 766 articles analyzed and 529 articles
    categorized into four sub-regions North-east
    Asia, South-east Asia, South Asia and Oceania
  • Use both the qualitative text analysis software
    ATLAS.ti and the statistical software BiPlot to
    identify tourism trends in Asia-Pacific

3
Methods
  • Qualitative analysis provides a holistic
    conceptual framework that expresses relationships
    between codes (through ATLAS.tis Network View)
  • Codes are associated with quotations that are
    composed of sentence(s) and paragraph(s). This
    results in a richer content analysis by reading
    beyond keywords
  • Visual presentation of commonalities and
    differences among subregional trends by
    conducting correspondence analysis (CA)

4
Methods
  • Check trends that had been previously identified
    and used them as a basis to further identify
    other trends
  • UNWTO (2005) Tourism Highlights 2005 identified
    the following trends
  • (1) rapid development and growth of e-commerce
    and e-marketing,
  • (2) fast track travel the facilitation and
    speeding up of the travel process, and
  • (3) everyone is chasing Asian tourists
  • Read the whole texts, created free quotations and
    coded them at the same time (Using ATLAS.ti)

5
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6
Methods
  • Check trends that had been previously identified
    and used them as a basis to further identify
    other trends
  • UNWTO (2005) Tourism Highlights 2005 identified
    the following trends
  • (1) rapid development and growth of e-commerce
    and e-marketing,
  • (2) fast track travel the facilitation and
    speeding up of the travel process, and
  • (3) everyone chasing Asian tourists
  • Read the whole texts, created free quotations and
    coded them at the same time
  • 82 codes were first created and 72 of them were
    later combined into 18 code families (Using
    ATLAS.ti)

7
Methods Codes Families
AI Aviation Industry HI Hotel Industry PI Political Influence/Exchange Rate
AO Activity Oriented HR Human Resources PO Polarization
BT Business Travel IF India Fever RTO Regional Tourism Organization
CC Competition/Cooperation IM Image/Rebranding SE Social-Environmental Consciousness
CF China Fever IN Infrastructure SH Safety Health
DN Demographic Niche Market IR Intra-regional Travel SW Shrinking World
ED Emerging Destination LCC Low-cost Carriers TA Travel Agent Transformation
EE Experience Economy MA Marketing TC Timely Communication
ET E-Travel MD Multi-destination travel
8
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9
Trend 1 Travel becomes more activity-interest
based rather than destination based
  • More and more travellers are deciding what
    activities they want to partake first and then
    choose the destination that offers them
  • It is therefore important for the NTOs to
    associate their destinations with unique
    activities/offerings to induce inbound tourists
  • Other niche activities to be considered include
    wellness and medical tourism
  • Spa tourism
  • Cruise travel is another growth market
  • School children have been travelling overseas for
    the purpose of education
  • Volunteer tourism is another emerging trend
  • Development of integrated resorts in the region
    is gathering pace

10
Trend 2 Chasing Chinese Tourists
  • Continuous economic growth in China has generated
    tremendous volumes of domestic, inbound and
    outbound tourism activities.
  • In 2005, China was expected to have 40 million
    outbound travellers, an increase of 38 percent
    over 2004.
  • World Tourism Organization (WTO) predicted that
    by 2013, China will become the worlds number
    four tourist-generating country
  • A booming economy is a result of an influx of
    foreign direct investment (FDI), which leads to
    an increase in business travel.
  • In 2005, China attracted nearly 4 million
    business travellers and most of them headed to
    Beijing and Shanghai.
  • With the 2008 Beijing Olympics and 2010 World
    Expo on the way, business travel to these two
    cities is expected to increase steadily

11
Trend 3 Online travel bookings and demand for
information technology keep rising
  • The increase of online bookings and improvement
    of information technology will force travel
    agents to transform themselves into travel
    consultants
  • Low-cost carries have helped to speed up this
    transformation by fueling online bookings
  • By 2007, all airlines are required by
    International Air Transport Association (ITA) to
    issue e-tickets only
  • Coexistence of online bookings will not replace
    personal touch and services

12
Trend 4 Low-cost carriers one of the King
makers of the booming tourism
  • Low airfares supposedly encourage more travels
  • LCCs and rising fuel prices (fuel surcharges
    discourage long-haul travel) boost intra-regional
    (short-haul) travel
  • LCCs expansion will shift to north and southwest
    of the region from South-east Asia
  • Monitor the trend of exchange rates, as they are
    reported to be more sensitive to visitors than
    fuel surcharges when making travel decisions
  • Open skies and lagging infrastructure development
    cause the skies to be more crowded, especially in
    southern China and India

13
Trend 5 Asia Becomes a convention hub
  • As Asia continues to be the major recipient of
    FDI and increase of many multinational
    corporations in the region, business travel
    within and to Asia has and will continue to grow
    at a rapid pace
  • Asia will also be the most sought after location
    for conventions
  • Corporations in mainland China begin to realise
    the importance of meeting, incentive, convention
    and exhibition (MICE) market, which will have
    tremendous growth potential

14
Trend 6 Competition and cooperation become
fierce and imperative among destinations
  • China and India are the two major tourists
    generating countries and other destinations are
    endeavouring to tap these two markets
  • Fierce competition also creates more cooperation
  • e.g., Joint Singapore Indonesia promotion
  • Brunei twinned with Singapore
  • Hong Kong is strengthening its alliance with
    Thailand, Malaysia and Singapore
  • Regional consolidation results in coordinated
    marketing drives
  • ASEAN countries are promoting their destination
    as a whole
  • Countries of the Greater Mekong Sub-region (GMS)
    are also coordinating their joint effort in
    tourism infrastructure development
  • India works with Sri Lanka to boost tourism in
    South Asia
  • Middle East equally call for join promotion of
    the Arabian destination

15
Trend 7 Polarization of tourists tastes and
spending
  • At one end are visitors seeking for
    comfort/luxury travel products, at the other are
    people looking for thrills/budget travel
  • Caused by the vaporization of middle class
  • Majority of countries/cities in Asia are
    targeting high-end and high yield markets
    signifying a shift of focus from quantity to
    quality

16
Trend 8 Consolidated social-environmental
awareness and consciousness
  • One country that needs to pay special attention
    to this issue is China, where economic
    development has and continuous to put a heavy
    burden on its ecological environment
  • Other regions and countries also need to pay much
    attention to this issue
  • Hong Kong (air pollution), Indonesia (haze)
  • Vietnam (overdevelopment in Camranh Bay and
    Halong Bay) and Cambodia (commercialization of
  • Siem Reap)
  • Indonesia was commended for its success in
    restoring coral reefs around Pemuteran in north
    Bali that revived the local communities and
    Seouls rejuvenation of Cheong Cheon (Stream)
  • Possible Establishment of an international
    reference of quality management and environmental
    management for the tourism industry

17
Trend 9 Seniors and women will travel more
  • The empty nesters are becoming the target market
    for many countries/regions
  • Japan, Hong Kong, Mainland China, Taiwan, Korea
    are strong drivers of this market
  • Thailand, Taiwan are both planning and building
    nursery villas to attract retirees from Japan and
    other countries/regions
  • NTOs and other stakeholders of the tourism
    industry need to monitor closely the social
    trends of certain markets
  • Japan does not encourage long-haul travel for
    retired couples
  • Family travel is another important segment that
    Hong Kong, Brunei, the Philippines, Singapore,
    Thailand and Australia are eagerly targeting
  • The Philippines and Singapore are targeting the
    middle-aged and young professional female
    travelers
  • The most favorable activities for women travelers
    are shopping, visiting natural and scenic
    attractions, rest and relaxation, gourmet cuisine
    sampling and visiting historic and cultural
    attractions

18
Trend 10 Safety and health concerns require
timely communication to mitigate negative impacts
on a destination
  • The threat of pandemic outbreaks such as bird flu
    calls for a coordinated effort among NTOs and
    other government agencies
  • Timely and accurate communication is even more
    important that outbreak itself
  • Diabetes is another health concern that will have
    a serious impact on tourism
  • Action-oriented activities like soft adventure
    tourism and sport tourism is likely to become
    more popular

19
Thank You!
  • hmsong_at_polyu.edu.hk
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