Abstract
Over the years, the globalisation of tourism has seen new players entering in the competition arena. The competition in the industry is high with offers of many products and travel experiences. The buyer decision is mostly influenced by the experience needed in a specific moment of the life. Audiences can be grouped in bubbles formed by niches of customers with same needs and intentions. The audience in the bubbles is temporary and the movement from a bubble to another depends by the needs at a specific stage of their life. In the last decade, we have observed an increase in the demand from people wishing to learn a foreign language, as a result there has been a corresponding increase in demand for holidays which include intensive language courses. A new profile of tourist is nowadays active and the tourism industry has seen the entrance of strong competitors that can offer a leisure product with a surplus: the language learning. The paper gives an overview of the dynamics of the sector and how it contributes to the growth of the global tourism industry.
Highlights
New Players and New Customer Profiles in Global TourismGlobalisation has affected all sectors and the spill over of boundaries has brought new needs for everybody
In recent decades the world has seen an increase in the movement of people who travel around the world for leisure. This increase in numbers in the travel and tourism industry is related to globalisation and technological advancement (Brondoni, 2016) and affects several industries
Even if the “traditional” communication channels have their impact in the decision process, digital marketing begins of crucial importance for companies in the sector due to the change of the travellers’ profile in the recent years
Summary
Globalisation has affected all sectors and the spill over of boundaries has brought new needs for everybody. Pupils can improve their languages skills with extra curricula activities, mostly related to attending courses in specialized English schools in their home countries and with online learning tools. Another way to learn a foreign language is the attending intensive language courses (‘full immersion’) in those countries in which the language of interest is spoken, where the process of learning speeds up due to the constant use of the language. Around the concept of ‘full immersion’, in the last decade companies found the potential for the development of the market and covered the scarcity of offer with new products that join the travel and education industry. A new profile of tourist has been created and the tourism industry has seen the entrance of strong competitors that can offer the same leisure product with a surplus: the language learning
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