The Significance Of The Cultural Homogenization Process Tourism Essay

The implication Of The Cultural Homogenization Process Tourism Es theorizeCulture is be in many ways and different authors rent different views astir(predicate) assimilation for example Hofstede (1994) defines culture as the collective programming of the mind, which distinguishes the members of adept group or course of study of people from other. (Cited in harry, 2004) where as Belhassen and Caton (2006) have difined culture as the sum total of learned beliefs, values and usance that serve to direct the consumer behavior of members of a especial(a) society. According to Richard(1994) culture is the blend of values, morals, behavioral norms, cuisine, and language. Therefore in this essay we will fail the process of Cultural homogenisation to worldwide hobbleism and cordial reception labor.Needle (2004) indentified world-wideization as a practice to describe the growing public exposure of cultures to become homogenous which results in advance technology and announceme nt. Products and operate ar becoming more identical beca mapping of the growing list of product any everyplace the globe and also in spite of common ethnic differences Levitt (1984). According to (Scheytt) 2007 the past of globalization can be seen as former(a) as 14th century but most dramatic changes were sight in 1960s. Latter WTO (1999) bought about shift in occupation from countrified to manufacturing because of the industrial revolution. As a result the common restructuring of Western atomic number 63 and America that was well up known by accumulating industrial production of goods and services which is known as Fordism. Baum (2006) distinguishes fordism by mega consumption and production of goods, teddy dash off of hours and with senior high wages. According to Sharpley (2003) the basis for modernity was established by the nineteenth century at the time of industrialization and urbanization of the society. Therefore the routine operators pounced and started provi ding software tours which involved major hotels like Hiltons and Sheraton in us who thereafter took their business to Mexico, Florida and Caribbean which was observed by Holloway (2006).However it was noted by Mlkula (2004) that in early 1970s that the system of pile production and consumption started encountering problems confront because of the fordism management because of the excess production. Likewise the upcoming countries like Taiwan, Korea and Japan go about high price competition from the western economies. This together resulted in high vegetable oil prices by the oil exporting countries which resulted the world economy to calm as the US power weakens which led to static and highly blow up economies as per Baker (2004). As a result Pizam (2005) realized that the oil prices in 1970 were a threat to deep shipping manufacturing which leads to major crisis. However Pizam (2005) noted that in 1980s and 1990s by acquiring the labour from the third world countries allowe d deep sea shipping to be more established which added to progressive stabilization of oil prices and also cutting down of labour cost.Ritzer (1993) defines Mc Donaldization as the process by which the principles of the fast- food for thought eateryargon coming to dominate more sectors of our society. Walton (2009) says that cultural homogenization is called as Mc Donaldization he also added by formula that they consist of intravenous feeding foundation they are efficiency, calculability, predictability and control. The main objective of any company is to go multi earthal to maximize profit through low labour as well as securities industrying advantages says Tribe (1995). Further Youell (1998) says that globalization is in general seen in touristry and hotel industry, where on the other side multinational companies operates global level. For example Star alliance and World alliance.Lucas (2004) added by formula that the circumstance globalization has been repeatedly used to portray that modern technology and converse channels has made world smaller and this consequently is a thought of a global village. According to Sharpley (2003) globalization process is observed globally in the society that indicates that world is becoming a global village. As globalization has a major part and spread all over the world through media, business etc. Mandell and Kohler (1990) points that development technology has a major government agency in compressing time and place, as a result the enterprises are able to do their business on a global scale through internet. He also stated that genuine and developing worlds has allowed for interdependencies among nations due to the facilitation on cultural exchanges. Page and Connell (2006) futher added by saying that tourism helps to post and preserve culture by generating financial support and by instigating community pride. He also adds by saying that the acclivitous of western culture creates a major problem to develop ing nation to to adapt different views, attitudes and behavior etc. for eg tourist places like capital of Nepal and Nepal have seen noticeable westernization oh home culture. Bocock (199378) also points that the present world brands that are made, packed and sold in a particular fashion of that particular cultural values of that country. The organization which uses global marketplaceing techniques endlessly hold back in mind the culture of that comp nonpareilnt where the particular organization is held and consequently products are being manufactured and sold in that particular percentage. A good example which clearly indicates that value of a particular region is shown up by Mc Donalds. The name Donald Mc Donalds is very overmuch famous in Japan than Ronald Mc Donald just because the R lumbering is not used in Japanese language. The menu which served in Mc donalds is totally different which are served in Mc is US or UK .The meal which served in Mc is corn soup and squirt tea flavored milkshakes. Therefore this example says that globalization has caused uniformity but does not always undermine national cultures. Shaw and Williams (2004) also says that marketing plays a vital role to send such information to the local audience. He also adds by saying that the improved technology and vast media images has made so low-cal for the audience to know about the products and their services. Shaw and Williams (2004) says especially in tourism industry internet plays such a vital role that it provides all the information to the people and also helps in promoting particular destinations. According to Schiffman and Kanuk (1991) the supplier use means of communication to convey the message to the consumers and also make the consumers reacts in a desired way.According to Holloway (2006) there was big decline in late 1980s where the global market which more behaved in a individualistic way. As per the increase enquire for consumers and because of the improved tech nology the remove of the consumers increased dramatically. People were not just happy with sun cleanse they were ensureing for more adventure in their holidays. Page and Connell (2006) came out with an in the raw idea of heterogeneousness which allowed the homogenous products to be delivered in that way. Looking at this trend of heterogeneity Thomson (1992) named the above trent as post modernity that came in late 1980s and 1990s. he also add by saying that as the name suggest post modernity, the people will look for more different varieties and also for more individualistic products. Holloway (2006) further added by saying that because of improved technology and also a vast computer address of information through internet consumers have become more learned and therefore they know the place to travel. Walker and Miller (2008) noted that the global market has a tremendous increase in the niche tourism products like ecotourism, heritage tourism etc. Sharpley (2003) examined tha t the difference between the universe and portrayal of reality has declined in post modernity for example Cindrella go in Florida and Lego Land near Windsor. The new ideas what tourism and hospitality industry has bought is the packet boats for maturement tourism, green tourism, gay tourism which allows people from all category to explore the tourist places all over the world.Todays niche market for ageing population is increasing considerably. The trend of changing demographics has lead to observe the international arrivals from this senior group will account for over 16 of global trips says (Smith and Jenner) 1997. The tourism market serves accordingly to the consumers inevitably and wants as the market is segmented on disposable income and travel habits of this mature market. For example specials atomic pile for older people. Toursh and Hargie (2004) that UK firm SAGA has tapped this market totally globally. Similar Swarbrooke and Horner (2004) says that even package holida ys and fly drive holidays are in so much of demand to meet the consumers needs and wants. He also adds by saying that this package holidays allows the consumers to be more flexible. Fly drive packages are those holiday packages which allows the consumers to turn out as u go and select their own accommodation provided by the operators. And this market has not only impacted in that particular region or country but it has been used in the global market in todays world. Swarbrooke and Horner (1996) have also put light on the green consumers which deals with the environment issues very seriously. For example TUI its a leading German tour operator company which provides environment checklist to all the hotels in which they provide services. And another example is of British airways where they try and create an environment awareness of miscellaneous issues related to ecotourism. Swarbrooke and Horner (2004) has examined that more and more consumers are more into the packages than the ear ly counterpart. As this package provides everything for the customers from meal to accommodation and also for all types of customers from two to 3 starts hotels to leisure travelers.As noticed by Holloway(2006) gay and lesbians markets are one of the upcoming markets in hospitality and tourism industry. They are also named as Pink Market. Therefore the importance is given to this category of consumers as well where they take one domestic and two foreign trips per years. Holloways also adds by saying that outlet 4 travel UK is the first call midsection who caters to such markets.Thus in conclusion to this essay we can say that due to such advance technology and communication in hospitality and tourism industry globalization do facilitate the homogenization of consumers needs and wants. As the example shown in the essay about the fast food viewed differently by American and the Korean we can say that the homogenization of culture was also evident, but there were exceptions where con sumers from different cultures perceived things differently. And on the other side due to such advanced technology and mass promotion it is very easy for the consumer to get information and get more educated and sophisticated and gain different experiences which led to cultural heterogeneity as opposed to the concept of globalization and cultural convergence.