Globalisation of tourism demand, global distribution systems and marketing

Abstract

Within the framework of this contribution, globalisation covers all three aspects with an emphasis on long-haul demand. To analyse the globalisation of the market, we must examine four major aspects. In the first section we will attempt to demonstrate globalisation in tourism. A number of data are illustrative in this respect. Furthermore, we will examine what the future might hold for this phenomenon. Globalisation cannot be explained only in terms of traditional factors such as aviation and air fares, tour operating, exchange rates, etc. Can we find a further explanation of globalisation in a number of macro-economic or social trends and specific trends in tourism demand? Both sets of trends have an impact on globalisation. This is the subject of the second section. Globalisation cannot be dealt with without reference to the role of the rapid evolution of information technology – computer reservation systems, specific reservationthe third section. Globalisation (and global distribution systems, the Internet included) is confronting most destinations with management and marketing questions. What is the impact of it on marketing strategy? What is the impact of it on the distribution channels? These very difficult and complex questions are the topic of the fourth and last section.