Tourism What Are the Many

¶ … Tourism

What are the many and varied categories of tourism and travel? What specific advantage does one form of tourism have over another, and what are the most coveted venues for the business traveler, the leisure traveler, or the adventure traveler? These and other issues pertaining to tourism and travel will be reviewed and critiqued in this paper. Tourism is an enormous business, having a major impact on economies worldwide. For example, global tourism is the largest business sector in the world economy; the "Travel & Tourism" (T&T) industry provides over 230 million jobs and over 10% of the gross domestic product globally, according to www.ecotourism.org. Moreover, tourism is a principal export (foreign exchange earner) for 83% of third world countries, and the "leading export" for one third of the poorest countries on the planet (www.ecotourism.org). In addition, for the 40 poorest countries in the world, tourism is "the second most important source of foreign exchange," right after oil production, according to the ecotourism.com information provided.

Adventure Travel

According to About.com adventure travel is getting out there at some distant venue, in the natural world, and being very physically involved while participating in vigorous activities. Adventure travel can be a hike up a 14,000 mountain in Colorado (and backpacking in rather than renting a car) or it can be "floating over Africa in a hot air balloon" (About.com). Basically adventure travel is just what it sounds like, the persons traveling are active and healthy and ready to be adventuresome and engage in some exciting activity.

Karen Berger writes (www.suite101) that there are three categories to adventure travel: soft adventure; medium adventure, and "hard-core" adventure. To engage in a soft adventure tourist trip one only needs to be "reasonably fit" to be able to walk for several hours, Berger explains. And in some soft adventure venues, "even…sedentary folks" may be able to participate. The examples Berger offers include "day-hiking, cycling, or riding horses over moderate terrain."

As to medium adventure travel tours, they may involve camping out, some "strenuous hiking, learning certain skills" and being able to adapt to cold weather or high altitudes, Berger explains. An example would be a rafting trip on a strong river, sea kayaking, and learning some basic skills. As expected, hard-core adventure trips are far more demanding than the first two mentioned in this paper. Berger asserts that a "high level" of fitness is imperative for this kind of tourism, and guides that lead hard-core adventure travelers to the heights of Mr. Everest, for example -- along with equipment and provisions -- can cost up to $60,000. There is also "risk" involved in this kind of adventure travel -- risk of injury and risk that the challenged one accepted may not be achieved.

Agro tourism

Also referred to as "Agri-Tourism" this aspect of the business entails arriving at a venue that is likely to be a working farm, according to the University of Davis (http://sfp.ucdavis.edu). The traveler typically will be lodged in a facility on or near the agricultural activity, and along with harvesting and later eating the produce from the garden (or farm), the tourist might be treated to horseback riding, fishing, wildlife study (bird watching, for example), or even hunting.

UC Davis reports that some Agi-Tourism packages include educational experiences such as cooking classes, cannery tours, along with entertainment (festivals at harvest time, barn dances) and guided tours of rural and agricultural places.

Ecotourism

The site www.ecotourism.org explains that ecotourism is about uniting "conservation, communities, and sustainable travel." What that means is that when individuals partake of ecotourism (travel) they should follow some simple principles: a) minimize your impact; b) create cultural and environmental awareness "and respect"; c) make sure those involved have a "positive experience" (hosts and visitors); d) financial benefits should be based on the conservation concepts, not exploitation in any form; e) local people should be empowered based on the ecotourism activities and impacts; and f) the activity should "raise sensitivity to host countries' political, environmental and social climate" (www.ecotourism.org).

Some examples of what ecotourism means is a worthy addition to this research. The New York Times features a well-written series of stories on ecotourism destinations, including a trip to the Galapagos (Blake, 2010). In this article the author is being propelled in an inflatable dinghy (with Ernesto, the guide) as she and her companions search for the Floreana mockingbird, a species that "…inspired Darwin's thinking on the origin of species" (Blake, p. 1). Thanks to her guide's bird call, the group did indeed spot a Floreana mockingbird, just one of "…many thrilling encounters on a week of nature scouting" in the Galapagos, which is a chain of 19 islands (of volcanic origin) off the coast of Ecuador about 600 miles, Blake explained.

The most famous visitor to these islands of course was Charles Darwin, who arrived in 1835, but subsequent to that, Blake writes, over the past 20 years, more than 150,000 visitors arrive at the Galapagos for ecotourism adventure. The group that Blake arrived with was ferried to the outer islands in the chain on a 24-cabin catamaran, and among the most interesting sights to see -- for any ecotourism group -- are the giant tortoises.

Another popular ecotourism destination is Belize, according to New York Times' writer Stephen Regenold. He describes a canoe trip down the Macal River in the Chiquibul Forest Reserve in Belize. "…Mountains ascend thousands of feet into the tropical air" and more than 500 species of birds live or migrate through Belize, Regenold explains. On one morning's walk with guide Carlos Quiterio Regenold identified "30 species" including the scarlet macaw, "an intelligent bird that mates for life" and has a life expectancy of 75 years. Later that morning they lunched on an open air deck at the Black Rock Lodge and saw several rare species of birds including a "great black hawk" and a "bat falcon" (Regenold, 2009).

Yet another ecotourism destination is found in England's West County, where Britain's well-known TV chef Hugh Fearnley-Whittingstall hosts organically minded visitors to his restaurant, the River Cottage Canteen (Shukman, 2008). All the food the chef serves is grown on the property he owns. It is along the lines of both ecotourism and agro-tourism, with plenty of hiking trails available as well.

Medical Tourism

This is a category in which people travel to distant places in search of special medical, dental, and surgical care, and while they are in that particular country, they spend time "…touring, vacationing and experiencing the attractions" of the countries they visit (George, et al., 2009, p. 173). According to Babu P. George, the medical industry in India, in particular, "is trying all out to grab its pie from the evolving global demand for affordable healthcare." Other countries that offer medical and health-related services include Mexico, Singapore, Brazil, Costa Rica and Israel, George explains.

The Raksawarin Hot Spring in Thailand is another medical tourism destination, according to Suwicha Komaladat. Presently the Thai government is working with tourism services to help promote this curative venue around the world as "a potential touristic destination."

The Asian health tourism market (Singapore, Thailand, Malaysia and India) is expected to rise to about $4.4 billion by 2012, according to an article in the Malaysian Government News (Bawaba, 2010, p. 1). The Health Minister for Malaysia, Datuk Seri Liow Tiong Lai claims in the article that his country will see $110 million this year from health tourism. The Malaysian government has signed a joint-venture agreement with an Indian firm to build the Narayana International Medical Centre, which will be an attractive destination for foreigners who have health needs such as oncology, cardiology, and orthopaedicss (Bawaba, 2010).

Business Tourism -- "Meetings Tourism"

When business people schedule corporate meetings and conferences in places that require travel, the travelers have an opportunity to play tourists in the evenings or when there are open periods of time on the conference schedule. Of course there are strictly business travelers on virtually every commercial jetliner at any time, but meetings tourism is different, because often the conference or seminal is scheduled at a venue that offers many tourist attractions. For example, Spain is a destination for meetings tourism; in fact according to the Daily Travel & Tourism Newsletter, meetings tourism in Barcelona rose by 28% between 2006 and 2007.

Barcelona, the capital of Catalan, hosted 629,704 delegates in 2007, up from 138,676 in 2006. The number of professional meetings rose in 2007 by 472 over 2006, according to the Travel & Tourism Newsletter. Of the many hotels in Barcelona, meetings tourism helped fill 2,322,371 "overnights" in 2007, which was an increase of 33.5% from 2006.

The meetings that businesses from around the world schedule in Barcelona are attracted to the city thanks to the promotional work of the Barcelona Convention Bureau (BCB) and its coalition of 318 Spanish companies. This coalition of marketing strength brings Congresses, conventions, trade fairs and incentive trips to Barcelona. The thousands of meetings attendees who come to Barcelona annually -- and who play tourists during their free time -- are surveyed by the BCB as to the quality of service they receive. The 2007 BCB survey averaged out to 7.5 out of a possible 10 "with regard to the perception of the services it offers." In the section dedicated to Barcelona's "worldwide image" the 2007 survey reached 8 out of ten from those visitors participating in the survey.

Spain isn't the only attractive meetings tourism destination by any means. There are countries all over the world seeking to attract business travelers that are part of conventions, conferences, seminars and other business-related gatherings. China is also an appealing destination for meetings tourism. The Jiangsu Tourism Company spells out some "useful tips for Meeting Planning in China" (http://tastejiangsu.com).

The old Japanese saying, "The protruding nail gets hammered down" is linked by the travel service to the possibility that some business travelers that are part of a meetings tourism group may commit a "major faux pas" during the business sessions. Hence, the Website explains, one should "be aware of the international rules of etiquette." Part of understanding the rules of etiquette when traveling to China requires conducting "extensive research" around these issues: the foreign operating standards; the economic conditions; and the political environment (Jiangsu.com).

Other cultural suggestions by the Jiangsu Tourism group: a) conservative suits with subdued color ties are most appropriate; b) "bright colors of any kind" are seen as not appropriate; c) women should wear "conservative suits or dresses" and women's blouses should have a "high neckline"; and d) suits and ties are always worn to formal events by males (never tuxedoes).

The Singapore Tourism Board (STB) claims that Singapore is the leading business destination for South East Asia. Recently, the STB unveiled its new "YourSingapore BT MICE Brand" that emphasizes Singapore as the "ideal" destination for meetings, incentives, conventions and exhibitions (MICE). The idea is to attract businesses from all over the world but in particular meetings tourism from the Middle East, Africa, South Asia and India.

Singapore's commitment to leverage the city's "extensive dynamic pro-business environment, global trade and communications networks, strengths in knowledge-based industries" shows through in its recent marketing campaigns (STB). Singapore also offers the meetings visitors "customized fun and rewarding experiences that meet business and leisure needs" (Travel Talk-India). Moreover, the STB offers a City Advantage Guide Smart Phone Application that is designed to help business travelers "tap into a wide spectrum of attractive deals and promotions with ease and convenience" (Travel Talk-India).

Cultural Tourism

Basically cultural tourism refers to travel by individuals who are particularly interested in not just a country, but in the culture that can be found in a particular nation or territory. Frans Schouten (writing in the book, Cultural Tourism: Global and Local Perspectives) explains that globalization has been a two-way street for cultural tourism. On the positive side, it has opened up a kind of revival of cultural activities and traditions at many destinations. Cultural activities such as local crafts, traditions, music, and dance have enjoyed something of a renaissance, Schouten claims (Schouten, 2007, p. 25), as globalization has made it easier for people to move about on the planet.

The negative side of cultural tourism -- resulting from globalization -- according to Schouten is that there can be an "erosion" of the cultural events and traditions because many people from foreign countries will be watching; there is the possibility that cultural events will be "staged for the tourist gaze" and crafts will be produced "…solely for tourists" (Schouten, p. 25). Hence, cultures could be watered down just to please visitors, and that would not be an authentic cultural experience for visitors or local people.

That having been said, Schouten relates two "misconceptions" about cultural tourism that are worth mentioning in this paper. One, there is a misconception that cultural tourism will bring more money from fewer visitors (presumably because those seeking a cultural experience may be in higher incomes). The truth is, cultural tourists "…probably only have slightly different spending patterns from other tourists," Schouten explains on page 26. Indeed, the ATLAS surveys in 2004 reported that spending by "cultural tourists" averaged just slightly more than 10% above what other leisure travelers spend.

The second misconception is that cultural tourism is the "…fastest growing market in global tourism" -- a statement put out by the World Tourism Organization in 2004 that Schouten challenges. In the first place cultural tourism is difficult to define, and it is not "a single market," Schouten goes on. Secondly there is no way to prove that cultural tourism is growing any faster than global leisure tourism, given the blurring of definitions as to what cultural tourism really is.

Meantime Schouten points out there are five "distinct types of cultural tourists"; those are: a) the "purposeful cultural tourist" (this person specifically chooses a destination to experience the cultural dynamics there); b) the "sightseeing cultural tourist" (this person wants to view cultural highlights and probably take pictures; an example would be a sightseeing tourist in China who just wants to visit the Great Wall); c) the "casual cultural tourist" (this person has a shallow base of experience and isn't too interested in culture but while he or she is in the country where there are interesting cultural events he or she might take a look); d) the "incidental cultural tourist" is one who will be "superficially involved" at best; and e) the "serendipitous cultural tourist" is one that did not seek out cultural involvement but while there "…gets really involved and has a deep experience" (Schouten, 26-27).

Leisure Tourism

This form of tourism is self-explanatory: people travel to other parts of the world strictly to relax, experience many interesting things away from home, and, as some people say, to "recharge their batteries." Leisure tourism can be a travel experience to foreign countries or it can be a flight from Boston to San Diego in the winter -- to get warm and hang out at the beach. Typically a cruise vacation would be considered leisure tourism because cruise ships stop at ports and passengers take in the sights, buy souvenirs and spend money on entertainment, food and drink.

LGBT Tourism (Lesbian, Gay, Bisexual and Transvestite)

The book Gay and Lesbian Tourism: The Essential Guide for Marketing is basically a book for marketers from travel companies. It answers the question, why would travel and leisure companies -- including airline companies, entertainment venues, hotels and foreign countries' travel marketing organizations -- market to gay and lesbian people? The answer is obviously because the LGBT community travels a lot, and play tourist often.

There is a lot of good information within the book, including a survey that 6,721 individuals tapping into their travel habits. The median household income was $79,000 and 71% of respondents had a valid passport while 47% had used that passport during the past year. Gay and lesbian travelers took a median of "five overnight trips in the last 12 months" and 23% of the respondents took "more than five leisure trips" (Guaracino, 2007, p. 36).

The respondents who traveled within the year previous to when the survey was taken spent an average of 29 nights away from home -- averaging six nights per trip, Guaracino writes (p. 36). Respondents spent an average of 15 nights in a hotel during the last year. Ninety-two percent of gays and lesbians bought an airline ticket within the last year. Also gay travel on "straight cruises" represents "big business," according to Guaracino (p. 37). One might assume that gays and lesbians would want to cruise on ships designated as gay and lesbian cruises; it's not true, according to Guaracino.

"Gay and lesbian travelers prefer straight cruise vacations and they cruise more than heterosexuals," Guaracino explains on page 37. Of the 4,500 "qualified responses," sixty-five percent of lesbians and gay men who had taken a cruise vacation in the previous year "had traveled on a mainstream (nongay) cruise," according to Guaracino's data. Some 15% of gay travelers on straight cruises said they had been a member of an "organized gay group" the author continued.