Significant Insights on Factors that Drive Tourism in Asia - Literature review Example

Literature Review: Tourism Introduction Over time, a number of literatures have explored different aspects relating to tourism in Asia. Tourists visiting Asia have varied reasons for doing so. Factors motivating tourism in Asia include educational, spiritual and socio- cultural aspects (Hudson & Ritchie 2006; Collins-Kraner & Sagi 2011). In their articles, Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) explore different aspects of tourism in Asia. Hudson & Ritchie (2006) examine how film tourism is used to promote destinations. They explain that through film the promotion of destinations for tourism can attract attention of tourists for various reasons that include; film makers in search for interesting location for filming in such destinations or attracting movie watchers to take tours in destinations featured in films. On the other hand, Collins-Kraner & Sagi (2011), examine cultural, religious and educational aspects that draw tourists from Western countries to tourist destinations in Northern India. Evidently, both articles offer significant insights on factors that drive tourism particularly in Asia. This paper seeks to critically review how Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) have explored issues relating to the driving forces of tourism particularly in Asia. It will compare and contrast the ideas presented in these articles and explore their strengths and weaknesses. Moreover, this paper will illustrate the contributions made by these authors in providing understanding on tourism. Driving forces of tourism One of the similarities evident in Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) is that they have critically examined the driving forces of tourism. They have managed to explore the factors that motivate tourists to visit certain destinations. According to Collins-Kraner & Sagi (2011: 132-133) there are five key factors that motivate tourists. First there are tourists who tour purely for leisure purposes, then there are those who seek an escape from their daily routine of work and hustles of life in what is commonly termed as vacationing. The third category is made of tourists driven by adventure, these try to find out meanings in other societies and widen their scope of knowledge. They are mostly termed as experimental tourists. The fourth types of tourists are the drifters, a form of extreme experimental tourists who are driven by a quest for alternatives in different directions. Lastly is the existential mode of tourism that takes a spiritual perspective of tourism. These tourists are committed to pilgrimage for a spiritual connection with a society other than their own. Such tourists are said to be on a sacred journey (Collins-Kraner and Sagi, 2011: 132). Similarly, Hudson& Ritchie (2006: 389) present five factors that they term as determinants of film tourism, these include; destination marketing, destination’s attributes, film attributes, film commissioning and government efforts as well as location feasibility. However, of the five destination marketing and film attributes stand out in enhancing film tourism. Further, the role of destination marketing organizations (DMO’s) in the promotion of film tourism is central to realization of film tourism. DMO’s are quite influential in the promotion film tourism before during and after the production of a film. Consequently ‘VisitBritain’ one such DMO has been instrumental in wooing Indian film makers to scout for filming locations in Britain in attempts to popularise Britain among Eastern movie watchers for tourism (Hudson and Ritchie,2006: 390). Although Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) have critically examined the driving forces of tourism, they have used different approaches. Collins-Kraner & Sagi (2011) have explored intrinsic or inherent driving forces of tourism whereas Hudson & Ritchie (2006) have explored extrinsic driving forces of tourism. Collins-Kreiner & Sagi (2011) have looked into intrinsic factors such as leisure, spirituality, adventure, knowledge and relaxation as driving forces of tourism. Conversely, Hudson & Ritchie (2006) have explored extrinsic factors such as destination marketing, destination’s attributes, film attributes, film commissioning, government efforts and location feasibility as driving forces of tourism. Beneficiaries of Asia’s Tourism Both Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) have examined the beneficiaries of Asia’s tourism. Collins-Kreiner & Sagi (2011) note that as it is expected to be the norm the Asian economy is the main beneficiary of tourism activities through earnings from foreign exchange. Interestingly though tourists themselves also benefit in a number of ways. For instance, in pursuit of education, pilgrims gain degrees in various fields of study. In addition, they are encouraged by the fact that there is possibility of securing a job after completion of their studies. Testimonials from tourists who converted into the religion of Buddhism also imply benefits that tourists gain from visiting Asia. Tourists have been witnessed to find solace in the Buddhist religion where they have come to be in peace with themselves and gain new perspectives in life which have made them happier (Collins-Kraner and Sagi, 2011: 139). Hudson and Ritchie (2006: 392) on the other hand suggests that, direct beneficiaries of film tourism are not the tourists but the residents in the location where the film was shot. This is supported by the myriad of benefits that ensue the popularization of the tourist destination through film. Such benefits relate to job creation, infrastructural development and fame. Challenges facing tourism Moreover, both Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) have examined the challenges that face tourism particularly in Asian countries. Collins-Kraner & Sagi (2011: 138-139 ) postulate that the main negative aspect that serves to discourage tourism in Asia is the general living standards of the country that foreigner’s term as poor compared to the living standards back at home. Among the concerns noted by tourists visiting Asia include; frequent illness that is made worse by the lack of good health centres, the littering in the streets, frequent power blackouts, congestion and lack of enough living space, food hygiene and the lack of facilities such as telephones, toilets and refrigerators etc. Notwithstanding, tourists driven by spiritual goals do not find these reservations as a determent for their stay in Asia emphasising on the non-material benefits of the Asian environment as their main motivator for touring. On the other hand, Hudson and Ritchie (2006) note that films shot by Bollywood producers in foreign locations such as Britain serve to promote Britain as a tourism destination for Asian tourism. This in the end has a negative influence on Asian tourism as tourists visit Britain rather than touring Asia. Furthermore, there is inadequacy of input by destination marketing organisations in taping the potential of film tourism. This is because they are limited in their coverage of potential tourism destination sites all over the world, the case of Asia aside (Hudson & Ritchie 2006: 393). Another negative impact of film tourism Hudson & Ritchie (2006), is the disparity that may arise between tourists’ expectations of the site as portrayed in a film and the actual state of the site when visited as it may be dissatisfactory. In turn this results in tourists shunning future visitations to the destination. Environmental degeneration due to overcrowding of film tourists in film promoted destinations generally lead to this dissatisfaction which translates to poor performance of the tourism industry at large (Hudson & Ritchie 2006: 394). Despite the fact that both Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) have looked into the challenges that face tourism particularly in Asian countries, they have examined these challenges using different contexts and perspectives. Collins-Kraner & Sagi (2011) have used a more general approach. They have looked into the overall state of challenges facing a country like India and found that issues such as infrastructure, healthcare facilities, congestion and standards of living among many others factors as impediments to the growth of tourism in India. In contrast, Hudson & Ritchie (2006) have used a more specific context and perspective to examine the challenges that face tourism particularly in Asian countries. Hudson & Ritchie (2006) have examined these challenges in relations to film tourism and the use of film as a marketing strategy for promoting tourist destinations. Strengths and Weakness The key strength of the findings depicted in Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) is that they are based on empirical research methods or procedure. Thus they offer evidence-based findings on issues relating to tourism that have been explored. Hudson & Ritchie (2006) used online surveys to collect data and SPSS to analyse their findings. On the other hand, Collins-Kreiner & Sagi (2011) used survey questionnaire and in-depth interviews to establish their findings. The use of interviews in their study offers more in-depth insights on the experiences of tourists who visit India. Nevertheless, the key weakness of findings established by Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) is that they are based on a small sample size. For instance, Collins-Kreiner’s & Sagi’s (2011) study only involved 127 tourists whereas Hudson & Ritchie (2006) involved 140 tourists. As a result, it is questionable whether the sample size used is truly or completely representative of the entire tourist population that is being studies. Conclusion The articles by Hudson & Ritchie (2006) and Collins-Kreiner & Sagi (2011) have provided invaluable insights on the key driving force of tourism, beneficiaries of tourism and challenges facing tourism particularly in Asia. Through the various insights depicted in these articles various stakeholders in the tourism industry can learn what they need to do in order to attract more tourists and overcome challenges that inhibit the growth of tourism. Although, these articles have examined the key driving forces of tourism, beneficiaries of tourism and challenges facing tourism particularly in Asia, they differ in terms of perspectives and context used to examine these issues. Collins-Kraner & Sagi (2011) have explored intrinsic or inherent driving forces of tourism whereas Hudson & Ritchie (2006) have explored extrinsic driving forces. When it comes to examining challenges facing the tourism industry, Collins-Kraner & Sagi (2011) have used a more general or broad approach whereas Hudson & Ritchie (2006) have examined these challenges specifically in relations to film tourism and the use of film as a marketing strategy for promoting tourist destinations. References Collins-Kraner, N & Sagi, K.T 2011, ‘Tourism to India as popular culture: A cultural, educational and religious experience at Dharamsala.’South Asian Popular Culture, vol. 9, no 2, pp. 131-145. Hudson S & Ritchie J R 2006, ‘Promoting Destinations via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives.’Journal of Travel Research vol. 44, no 4, pp. 387 – 397. Read More