AC 1.2 Flashcards
Higher Expectations
People have travelled far more than previous generations and have higher expectations with regard to the quality of the products and services provided by tourism organisations. The UK’s accommodation providers have improved their range of products and services significantly in response to customer expectations, e.g. en-suite rooms, non-smoking rooms, spas, fitness suites, etc.
Wider range of needs
Different types of tourists have different needs, most of them simply want to be satisfied with the products and services provided by the tourism organisation(s) they are using.
Equality/disability
The Equality Act of 2010 gives disabled people right of access to products, facilities and services and ensures that they are treated no less favourably than other customers. This means that the UK’s tourism organisations must take positive steps to remove the barriers that disabled people might face.
The Equality Act 2010 also protects people in the workplace from discrimination on the grounds of age, gender, pregnancy, religion and race to name a few.
Changes in lifestyle
The term lifestyle can denote the interests, opinions and behaviours of an individual, group or culture. Today’s tourists have more disposable income than previous generations and are therefore able to travel further and more frequently. This allows tourists to pursue personal interests such as sport or wildlife.
The UK’s tourism industry needs to be aware of changing lifestyle in order to meet customer needs and expectations. For example, tour operators have had to adapt to younger children joining their grandparents on holidays, meaning they have had to include more activities for the younger children.
Working patterns
Working patterns in the UK have changed considerably over the last 50 years. Flexible working patterns have become more common as there are now more people working part-time and in casual employment. Many people also have a 4-6 weeks’ holiday entitlement. These changes in working patterns enable employees to take more time off to go on day trips, short breaks and/or take two or more holidays per year.
This means that UK tourism organisations, such as accommodation providers, need to provide the required products and services to meet the needs of peoples’ changing work patterns, e.g. short break offers, theatre breaks, all-inclusive holidays.
Technological developments
The development of anything technological that can be used within the UK’s tourism industry.
Since the 1960s, technology has developed hugely with new products such as check in systems at airports that are easier for customers to use, making their overall experience easier.
Some of the most notable recent technological developments include:
the internet
call centres – used by tour operators and travel companies
digital and cable TV – outlets for selling travel products and service
self-check in – saves costs for travel companies and increases convenience for travellers by allowing them to check in their luggage themselves, choose their seat and print boarding passes.
Technological development has also shaped the travel sector of the UK’s tourism industry. Transport for tourism is constantly changing to meet customer demands for safer, faster, cleaner, more comfortable and affordable travel. UK examples of developments in transport technology include:
Ethical Considerations
Ethical tourism means tourism which benefits people and the environment in different destinations.
All tourism has the potential to be more sustainable and could have the following characteristics: economic prosperity, social equality and environmental and cultural protection.
People are now more aware of the negative impacts of tourism and climate change.
As a result of tourists’ greater awareness of ethical tourism, the UK’s tourism organisations have had to respond by implementing sustainable tourism practices. Examples include:
Green Tourism Scheme
Peak District Environmental Quality mark
Environmental awareness
Tourists are increasingly choosing holidays and other tourism activities which have a reduced negative impact on tourism destinations. For example, UK tourists may opt to holiday in the UK as there would be less travel which would mean a reduced carbon footprint. Other tourists might choose leisure activities within a tourism destination which are less likely to damage the environment, e.g. walking, kayaking and birdwatching.
Tourists’ increasing environmental knowledge and understanding has led to tourism organisations offering activities which have little or no negative impact on the local environment. This is reflected in the increase in tour operators offering environmentally friendly holidays.
New Activities
Tourism destinations and organisations are always looking for new activities which might attract more tourists or a new market. The introduction of Zip World in North Wales has met the needs and expectations of tourists who are seeking adventure and more exciting activities. The Brecon Beacons National Park now offers stargazing nights for those interested in astronomy.
