Reflection on the various Factors that affect the Tourism, Hospitality, and Sport Industries


Reflectionon the various Factors that affect the Tourism, Hospitality, andSport Industries

Reflectionon the various Factors that affect the Tourism, Hospitality, andSport Industries

Thesurvival of any hospitality, tourism, or sport industry is dependenton the quality of the services it provides. Customer satisfaction isa key component in the success of such industries given that thecustomers are the direct target for the goods or services. Also, itis important to note that the quality of services provided depends onthe type of technology, socio-economic set up of a particular targetpopulation, political atmosphere, and cultural organization.

Withthe current technological advancements around the world, the use oftechnology in these markets has experienced a drastic change inproviding services to their customers. The adoption of suchtechnologies is very important as it directly affects the success ofthe markets.

Thispaper, therefore, reflects on how these markets are affected bytechnology, advertising, socio-economic factors, among other issuesthat will be discussed herein. In addition, the paper gives adetailed analysis of these issues and how the markets, that is,tourism, hospitality, and sports, can attain maximum benefit in theirbusiness of service provision.


Advertisingis defined as an activity or profession that involves the productionof information for the purposes of promoting the sale of commercialproducts or services. The communication is aimed at persuading anaudience, in this case, customers and subscribers, to continue ortake a new action about a product or service being offered[ CITATION Rei09 l 1033 ].Advertising can be used for various purposes such as the announcementof a new product, reassuring customers, to sustain interests inservices,and, most importantly, to boost sales by the service providers. Thehistory of advertising can be traced back to the 16thcentury, with the first one being published in a newspaper. At itsinitial stages, advertisements were in the form of print media[ CITATION Lit08 l 1033 ].

However,with the introduction of the radio communication, many companies haveshifted their attention towards advertising through radio as opposedto newspapers and other forms of print media. The transition inadvertising focus has changed from being product- oriented to beingbrand-oriented, and finally, to customer-oriented[ CITATION Lit08 l 1033 ].

Advertisingin both the sporting and tourism industries have a direct effect onthe growth of the hospitality industry. Major sporting events such asthe Olympics, the World Cup, and the UEFA Champions leagues attractmany people from the different parts of the world. Extensiveadvertising on Television, Radio, Newspapers, and, most recently, onsocial media attract large crowds. The hospitality industry thentakes this opportunity by placing advertisements using the sameforums to accommodate a large number of persons attending theseevents. The same applies to the tourism industry, which also attractspeople from across the world. The hospitality sector, therefore,works to accommodate the tourists accordingly[ CITATION Roh06 l 1033 ].

TheMarket Research

Themarket research has been considered as a critical aspect of marketingas it helps to improve management decisions by providing accurate andrelevant information. The socio-economic structure, politicalclimate, and cultural organization of a particular society areconsidered here. The industries need to have a knowledge of the areathat they intend to operate in not only regarding benefits but alsothe shortcomings[ CITATION Bag11 l 1033 ].

Moreover,the purpose of market research is to identify and asses how thechanging circumstances in the market affect the customer behavior. Itpresents itself in two forms, namely: the qualitative market researchand quantitative market research. The quantitative market researchdeals with data in a numeric form which can be categorized either inorder of ranks or be measured in units. The former is characterizedby research that is geared to explore the customer’s beliefs andviews[ CITATION Sel15 l 1033 ].

Amarket research helps in identification of the potential customers inthe area and whether the service is already provided in thatparticular area. In areas where the company or organization hasalready set-up a shop, and their presence is already felt, a marketresearch is conducted to examine and solve business problems thatarise during the conduct of the business[ CITATION Sel15 l 1033 ].

Thefactors to be considered in conducting a market research for thetourism, hospitality, and sporting markets vary since the servicesprovided are of a different nature. However, the similarity as statedearlier is to ensure that information on the current situation of themarket is availed. As stated earlier, the research conducted assistin managerial decision-making. The decisions are normally premised onthe market planning process, which takes place in four stages namelystrategic development, situation analysis, marketing programdevelopment, and finally, the implementation. It is through a marketresearch that clarification of these areas is made, thus making iteasier for the management to resolve the issues subsequentlystabilizing or boosting the current economic status of the businessor company[ CITATION KoY10 l 1033 ].

Ina market research, definition of the problem or opportunity to beresearched on is of great importance. A research cannot be conductedwithout knowing the problem or opportunity that the industry seeks tosolve. In the instances where the problem or opportunity is notexhaustively defined, a research may lead to incorrect, and in someinstances, contrasting findings and outcomes. Evidently “A problemdefined is half solved”[ CITATION Roh06 l 1033 ].

However,the definition of a problem or opportunity is not an easy task. Inmost business situations, the marketing managers fail in answeringimportant questions that arise. An individual person or a group doesnot make the decisions. Therefore, an agreement between all themembers involved in the research is of great importance. For example,when setting up a hospitality business, the definition of the problemshould reflect on the availability of the opportunities of thatparticular place. Also, other considerations such as whether there isan attraction, whether economic or social factors that attract peopleto the area they intend to set up the business in should beconsidered. The research should also look into the population of thearea to determine the likely successfulness of the hospitalitybusiness[ CITATION Bag11 l 1033 ].

Fourmain areas need to be demystified to determine the validity of amarket research question. To begin with, the management and theresearchers need to frame an initial question and carefully look intothe alternatives. There has to be an agreement by all the teamplayers in the formulation of the initial question. Secondly, afterthe identification of the alternatives in the initial question, thebasis for selecting them should be clear and agreeable to all themembers concerned. The alternatives are considered when it isforeseen that the initial research question will not yield theexpected results or in cases where it is not valid[ CITATION Bag11 l 1033 ].Thirdly, the management team together with the researchers should beable to identify consequences that would be brought about by a wrongdecision regarding definition of the problem. This is to ensure thatthey are aware of the risks involved and therefore strict adherenceto the right market research problem. Lastly, the team should lookinto whether there exists a serious disagreement in regards to theresearch alternatives and their adoption. If it is observed that thenature of the disagreement is too serious to the effect that theoutcome of the final research results will be affected, then thereneeds to be a change in the research alternatives or at times theresearch problem or alternatives as a whole[ CITATION Bag11 l 1033 ].

Asdiscussed earlier, the importance of market research in the tourism,hospitality, and sporting industries assists them in knowing whatservices to deliver to their customers and where the business is bestlikely to thrive by looking into the socio-economic, political, andcultural factors that affect a specific target customer base[ CITATION Gre09 l 1033 ].

TheUse of Technology

Modernday technological advancements have seen different businessesincorporate the use of the latest state-of-the art technology intheir day-to-day running of the business. Failure to adopt thecurrent technological trends would wipe out the business in itsentirety. My focus will, however, be limited to the tourism,hospitality, and sporting markets and their use of technology in anattempt to reach their target customers and to ensure customersatisfaction.

Inthe tourism and hospitality sectors, the focus of the use oftechnology is in advertising and customer service. Social media hasbeen a defining factor in such service-oriented businesses due to itswide use and global acceptability. Approximately 87% of the globaltravelers in 2013 used their mobile devices when traveling [ CITATION Qua10 l 1033 ].The mobile devices wereused to make purchases of hotel space or tourism transportfacilities. The mobile devices were also used in getting reviews,pictures, videos, and comments that were related to a particularhospitality or tourism service provider. They were also used aftercustomers had used the services by sharing pictures and thoughts oftheir experience[ CITATION Qua10 l 1033 ].

Technologicalvisual content used in applications such as Instagram, WhatsApp andPinterest currently form the base of the consumerism society. It isargued that visual content is comprehended faster by the human brainwhen compared to plain text. This, therefore, engages the customerwho either like, share purchase, or follow a particular market. It isimportant to know that such advertisements and sites are to beauthentic because the customers are interested in transparency asopposed to impersonal and robotized contents[ CITATION Qua10 l 1033 ].

Theinternet has been in the forefront of redefining luxury as most ofthe customers, currently, get to know about the new products andservices through the online platforms. It has transformed from beingcustomer-specific to incorporating everyone. Through the internet,customers have been able to know about the services offered in thetourism and hospitality sectors. The more an organization uses anonline platform, the more it gets more customer. This is because thecustomers can compare different service providers, thus, influencinga particular market to be as luxurious as the one that has a bettercustomer base[ CITATION Cla10 l 1033 ].

Thesports industry has been also affected by the use of technology. Mostof the processes in the industry have now been made quicker andeasier. This has, therefore, increased attention to the industry andincreased its revenues. Improvements in the use of technology havemade the sports coverages more extensive. Previously, the viewers hadtoo select between limited numbers of channels to watch differentsporting activities. Technology has allowed viewers to watch thesegames live and in full play. The media channels, which broadcastthese events, can use new technological advancements to share theinformation in a quicker and more accurate manner[ CITATION Cla10 l 1033 ].Another improvement in the sports industry is the use of fantasysports where fan can experience an abstract control of the in whichthey are interested. In terms of the revenues, the sports industryhas made many gains as the advertising and sale of tickets has beenimproved. Tickets can easily be accessed online as opposed to buyingthem physically, which had proved to be changing. Previously, theports fanatics were not able to access these tickets convenientlymaking it an economic hurdle for the companies[ CITATION Kap10 l 1033 ].Regarding theequipment and experience, technology has revolutionized the manner inwhich the companies design wears and their equipment. The increaseduse of technology has provided an opportunity for the athletes toelevate their skills. It has allowed the athletes to view and analyzevideos of themselves in action and point out their areas ofweaknesses and improve accordingly. The quality of entertainmentexperienced by the sports fanatics has been, therefore, improved[ CITATION Sho11 l 1033 ].


Asdiscussed in the paper, the three aspects of marketing, that is,advertising, market research and the use of technology, have a directimpact in the hospitality, tourism, and sports industries. Theeffective incorporation of the systems discussed here is set to havea positive impact on the industries. However,t he effectiveimplementation of these methods will require, largely, an economicsacrifice by a particular industry. Quality and widespreadadvertising are expensive and so are quality market research and theuse of state-of-the-art technologies.


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