The Significance Of The Cultural Homogenization Process Tourism Essay

The Significance Of The Cultural Homogenization Process Tourism proveCulture is defined in many ways and different authors have different views ab unwrap culture for example Hofstede (1994) defines culture as the collective com cast offer programing of the mind, which distinguishes the members of iodine group or category of commonwealth from another. (Cited in Needle, 2004) where as Belhassen and Caton (2006) have difined culture as the sum total of learned beliefs, values and customs duty that serve to direct the consumer behavior of members of a particular society. According to Richard(1994) culture is the blend of values, morals, behavioral norms, cuisine, and language. Therefore in this essay we will analyze the growth of Cultural homogenisation to global term of enlistmentism and hospitality industry.Needle (2004) indentified globalization as a practice to describe the growing dispersion of cultures to become homogenous which results in advance technology and announcement . Products and services are decorous more than than identical because of the growing list of product all over the globe and in addition in spite of plebeian ethnical differences Levitt (1984). According to (Scheytt) 2007 the past of globalization can be seen as azoic as 14th century further most dramatic changes were defendd in 1960s. Latter WTO (1999) bought about shift in occupation from agricultural to manufacturing because of the industrial revolution. As a result the common restructuring of Western Europe and America that was salutary enduren by accumulating industrial production of goods and services which is known as Fordism. Baum (2006) distinguishes fordism by mega consumption and production of goods, miscue down of hours and with high wages. According to Sharpley (2003) the basis for modernity was established by the 19th century at the time of industrialization and urbanization of the society. Therefore the tour operators pounced and started providing package to urs which involved major hotels like Hiltons and Sheraton in us who in that respectafter took their business to Mexico, Florida and Caribbean which was observed by Holloway (2006).However it was noted by Mlkula (2004) that in earlier 1970s that the system of mass production and consumption started encountering problems faced because of the fordism management because of the excess production. Likewise the upcoming countries like Taiwan, Korea and Japan faced high value competition from the occidental economies. This together resulted in high oil prices by the oil exporting countries which resulted the human beings economy to stabilize as the US agent weakens which led to static and highly inflated economies as per Baker (2004). As a result Pizam (2005) realized that the oil prices in 1970 were a threat to productive shipping industry which leads to major crisis. However Pizam (2005) noted that in 1980s and 1990s by getting the labour from the third world countries allowed deep ocean 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 restaurantare coming to dominate more sectors of our society. Walton (2009) says that cultural homogenization is called as Mc Donaldization he also added by manifestation that they consist of foursome foundation they are efficiency, calculability, predictability and control. The main objective of any company is to go multinational to maximize profit through and through low labour as well as marketplaceing advantages says Tribe (1995). Further Youell (1998) says that globalization is mostly seen in tourism and hotel industry, where on the other side multinational companies operates global level. For example principal sum alliance and World alliance.Lucas (2004) added by saying that the term globalization has been repeatedly used to portray that modern techno logy and communication channels has made world smaller and this consequently is a concept of a global village. According to Sharpley (2003) globalization process is observed internationally 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 cultivation technology has a major role 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 developed 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 support and preserve culture by generating financial support and by instigating community pride. He also adds by saying that the emerging of western culture creates a major problem to developing nation to to adapt different views, attitudes and behavior etc. for eg tourist places like Kathmandu and Nepal have seen noted westernization oh home culture. Bocock (199378) also points that the present world brands that are made, packed and interchange in a particular fashion of that particular cultural values of that country. The formation which uses global marketing techniques always keep in mind the culture of that region where the particular organization is held and accordingly products are being manufactured and sold in that particular region. 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 much famous in Japan than Ronald Mc Donald just because the R sound 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 green tea leaf flavored milkshakes. Therefore this example says that globalization has ca used uniformity but does not always undermine national cultures. Shaw and Williams (2004) also says that marketing plays a vital role to charge such information to the local audience. He also adds by saying that the ameliorate technology and vast media images has made so easy 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 demand for consumers and because of the improved technology the demand of the consumers increased dramatically. People were not jus t happy with sun bathing they were looking for more adventure in their holidays. Page and Connell (2006) came out with an new idea of heterogeneity which allowed the homogenous products to be delivered in that way. Looking at this trend of heterogeneity Thomson (1992) named the above trent as venture 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 source of information through internet consumers have become more knowledgeable and therefore they know the place to travel. Walker and Miller (2008) noted that the global market has a big increase in the niche tourism products like ecotourism, heritage tourism etc. Sharpley (2003) examined that the difference between the reality and portrayal of reality has declined in post modernity for example Cindrella castle in Florida and Lego Land near Windsor. The new ideas what tourism and hospitality industry has bought is the packages for ageing 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 needs and wants as the market is segmented on disposable income and travel habits of this mature market. For example specials deal 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 holidays and navigate drive holidays are in so much of demand to meet the consumers needs and wants. He also adds by saying that thi s package holidays allows the consumers to be more flexible. Fly drive packages are those holiday packages which allows the consumers to pay as u go and select their own accommodation provided by the operators. And this market has not but 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 various issues related to ecotourism. Swarbrooke and Horner (2004) has examined that more and more consumers are more into the packages than the early counterpart. As this package provides everything for the customers from meal to accommodation and also for all types of customers f rom two to three 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 inject one domestic and two foreign trips per years. Holloways also adds by saying that outlet 4 travel UK is the first call centre who caters to such markets. thereof 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 consumers from different cultures perceived things differently. And on the other side due to such groundbreaking technology and mas s 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.