Social and Cultural Environment and The

Tourism Industry

Overview• Definition of culture and society.• Demographic and Social Issues in Australia.• Types of market opportunities within the society.• Cultural Tourism • Threats to Tourism Industry• Unemployment and Effects of tourism Industry.• Bibliography

Definition of Culture and society

• Tourism comprises of the activities of persons traveling to and staying place outside their usual environment for not more than one consecutive year for leisure, business and other purpose.

Demographic and Social Issues in Australia

• Ageing population

• Changing Family Structures

• Changing demand for experiences that offer value for money.

Opportunities for Tourism Industry

Niche Markets for tourism: • Baby Boomers Market • LGBT Tourism (Gay, Lesbian, Bisexual and

Transgender)• International Students

Baby Boomers

• 50 - 79 Years old• 40% of Australians and New Zealanders

who are taking an overseas holiday in the region are Baby Boomers.

• Senior Market fall and baby boomers replacing them.

Baby Boomer Traveling Habits• Spend average AUD$200 - AUD$300 per person per day on holidays.• Main activities that baby boomers are interested in is to immerse

themselves culture of a destination, shopping, dining at restaurants experiencing the culture’s food and wine, visiting historical places.

• Generally Baby boomers are more do not like taking risks compared to

younger generations, and less tolerant of crowds and stress. • There top 5 preferred destinations are UK, New Zealand, USA, Canada and

France.

Distribution of Baby Boomers

• Two-thirds of Australian Baby Boomers booking via a travel agent when traveling overseas to a Pacific Asian destination.

• 18% Book directly for Airlines.• 17% Book directly for accommodation.• 10% using online booking companies. • Regional Areas are where Baby boomers live because of:

- low cost living and housing- large number of services for the aged compared with remote areas e.g. specialist health care.

LGBT Tourism• 10% of International tourist were gay and lesbian.• Growing market, more acceptance towards sexual

and gender minorities.

Household Demographics• House hold income 30% of the LGBT people earn over

$100 000.• Marital Status is 61% committed in relationships but

few have kids.

LGBT Tourism Traveling Habits These figures based on US LGBT Market.• 2 out of 5 Have traveled internationally in last 3 years.• 37% traveled to Europe, 13% Australia, 9 % Asia.• 53% spent $5 000 + per person on holiday in past year.• 77% stayed in paid accommodation• 82% spent 5 plus nights in Hotels.• 73 % rented cars, 18% of these people had 15 plus days

of car rental.• Gay men travel farther like to (Europe, Australia and

India). Lesbians more likely to the (Caribbean/ Mexico)• 67% belonged to frequent flyer programs.

LGBT Tourism

Main reason to choose vacation destination are:• Recommended by friends• Unique attractions• Reputation for gay friendliness• Availability of online information is important

in getting necessary information to this audience to plan a trip.

• 45% of overseas visitors came to Australia for educational purposes.

• 73% of overseas student are aged below 25 years old.

• Top 5 nationalities contributing to Australia’s enrolments are: China, India, Republic of Korea, Thailand and Malaysia.

International Student Market

Cultural Tourism• Travel directed toward experiencing the arts and

heritage of destinations.• International and domestic cultural visitors are defined as visitors

who …- attend the theatre, concerts or performing arts programs- visit performing arts centers — Sydney Opera House, Melbourne Concert Hall- go to art or craft galleries/workshops or studios- attend festivals or fairs or cultural events- visit Indigenous art/craft and cultural displays- visit heritage buildings, sites of monuments

Four Key Markets For Cultural Tourism

Cultural Visitors’ motivations

Demographic of Cultural Tourist• Cultural visitors make up 60 per cent of all inbound

visitors to Australia.• Country of Residence: 45% from Asia, 16% from

continental Europe, 15% from New Zealand.• 35% were below the age of 30 year old.• 55% were female• Most were Students, teachers and lecturers.• Main purpose of visit were for holiday and visiting

friends and relatives.• Duration of stay is mainly 1-7 nights• Expenditure is on average $2 230 during their stay in

Australia.

Threats

• Loss of Indigenous groups • Domestic and world economy in recession.• Decrease in Unemployment in australia• Access is reduced as a result of decrease

demand to travel • Significant drop in tourism investment• The global financial crisis produce a more

sustain downturn with deeper impact than expected

Indigenous Group• Loss culture identity -perceived need of

tourism (particularly from international market)

• effect on indigenous individual quality of life-tourist need a experience in different lifestyle

• Losing indigenous group destination appeal - by people destroy the destination

Unemployment and the effect on the tourism industry

• Hotel & Other Accommodation• Restaurant & Cafe• Bars, Night club• Travel agencies and Tour operator• Museums & other culture Activities• Sport &other recreation activities

Impact on staffing levels

Effect of unemployed

•people conserve their cash to cover the essentials of life, food, shelter and family necessities. •Certain to be a trend of travelers spending less on travel•Significant growth in domestic travel or short international travel as people choose to stay closer to home

Bibliography• Foo, L. Cultural Tourism in Australia. www.tra.australia

.com/content/documents/Occasional%20Papers/OP27.pdf [accessed 29/02/2009]

• Ianneillo, J. Baby Boomers – A Lucrative Market for the Pacific Asia Region http://www.roymorgan.com/resources/papers/babyboomers/ [Accessed 29/02/2009]

• ABS. International students in Australia. http://www.abs.gov.au/ausstats/abs@.nsf/latestproducts/E0FE4ACEF9C8A65ACA25732C00207596?opendocument [Accessed 29/02/2009]

• Gonzalez, J.Q Guide.com Travel essentials for gay men. www.qguide.com/sales/QGuide-GayMarketResearch-Feb2008.pdf [Accessed 29/02/2009]

• LGBT tourism http http://en.wikipedia.org/wiki/LGBT_tourism [Accessed 29/02/2009]

• Population Projections: Our ageing population ://www.abs.gov.au/Ausstats/ABS@.nsf/2f762f95845417aeca25706c00834efa/a2cd8d204f84e882ca2570ec001117a1!OpenDocument [Accessed 29/02/2009]