Listed below are some examples of how the culture has altered in a number of cou

Question

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday packages ( travel combinations of hotel/flight/car) and tours.

ACTIVITY/TASK

List of some key socio-cultural issues/trends:

Divorce rates have steadily increased, creating a greater diversity of family groups

          Increased multiculturalism (in many countries) has created more sub-cultures and more lifestyle diversity

          Increased technology means that people are more connected electronically (primarily through mobile phones and the internet)

          The family home is often considered an investment and people need to be more self-reliant for their retirement funding

          There has been an increase in stay-at-home entertainment activities (eg. Playstation games, home theaters, home PC’s and internet access)

          There is a greater concern for the natural environment

          The threat of terrorism has impacted some people’s choice of travel destinations

          More people believe in life-long education and undertake short study courses for their own self-improvement

QUESTIONS (copy questions and then answer)

    In what other ways has culture/lifestyle changed?

    Highlight how these changes might affect an organization that markets holiday packages and tours.

       Do you think that these trends provide opportunities or threats for firms? Why?

Explanation / Answer

Ans1 : Besides the factors given above, the life has increasingly become volatile and uncertain, given the fast changing business and social environment that makes everyone vulnerable to changes, both in terms of personal relationships and career. Another factor is the scarcity of time that one is faced with at all times, trying to fit in several roles at a time balancing career, family, health, relationship and so on. Digitisation has helped the people to be in touch , but it has also taken toll on real relationships that are fast replaced by virtual ones as on Facebook or Twitter where you have many friends but physically you have few when you need some desperately. Another point is the global nature of business that has increased travel throughout globe than ever before.

Ans2: The increased connectivity and reach through technology can be put to good use in contacting the potential buyers of services at more interactive efficient and cost effective way. The diversity of groups offer both challenges and opportunities for travel related services where it can be used as competitive advantage ifb the service levels conform to their requirements. Tours and travel services can be pitched as a way to offer a soothing break and a learning experience to the burnt out souls that work day and night, trying to create a balance in life. For families, these tours can be a reunion while for patients it can offer medical / wellness tourism options. For business travellers, special packages to suit specific needs can be created globally, while relatively safer destinations can be marketed for those who are afraid to go to terrorism hit places. Creating target specific packages suiting diverse needs can make substantial differentiation in business growth.

Ans3: increasing outdoor recreational activities, global movement of workforce, connectivity and information of global destinations through technology, ease of electronic transactions, high disposable income, particularly in customers from developing countries and ease of global travel are some of the factors that create opportunities for the industry. On the other hand growing safety concerns, scarcity of time, recession hit businesses and job losses and abundance of alternative methods of entertainment and recreation are some of the threats that need to be addressed by the industry.

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