The impact on globalization in hospitality industry - Essay Example

What is the impact of global marketing with regard to positioning and branding? The complexity of globalization is presented here as the positive and negative effects, implication to local government’s tourism policies and marketing strategies of the hospitality industry. Globalization has encouraged all kinds of people from all over the world to visit places of interest, to make business, study or to take a leisure vacation. As such, it is not rare to find different races of people gather in a place.

What is the implication of this? This eliminates discrimination, brings cultural interaction and makes them understand each other. A friendly environment is created regardless of the color of skin. This gives an opportunity to managers of the hospitality industry to prepare a marketing plan that would suit to the individual culture and preferences of guests for a more profitable tourism. It makes managers understand different cultures. (scribd.com) Purposes of travel of people have increased the market base for the whole industry, as now, people travel not only for holidays, but for other reasons too.

In India, statistics show an annual 13% growth rate in tourism. In 2006, tourists’ number is 4 million as compared to 2.06 million in 2002. (India tourism, statistics and figure 2004) Tourists’ arrival in China is 21 million in 2009. From this figure, a large number of tourists come from Asia, followed by travelers from Europe, and then visitors from America. Asian visitors go to China for sightseeing and leisure as the first priority, meeting business second reason, to work as third and, visiting relatives as last purpose. . (China National Tourist Office) As visitors come in to a tourist destination, they spend money that causes a multiplier effect in the economy.

It has contributed to the GDP of countries; China, for instance has a total of approximately 5,201 hotels, a growth of nearly 20% since 1996. This represents a total of