travel trends
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BO SVENSSONASSOCIATE PROFESSOR
MID-SWEDEN UNIVERSITY AND ETOUR
Guest lecture
International Master Program
Malaga University 25 April, 2013
TRAVEL TRENDS AND INNOVATION PROCESSES IN THE TOURISM
INDUSTRY
Travel trendsInnovation in tourismResearch and tourism innovationDestination dilemmas
Travel growing forever?
More than 1 billion in 2013
Consequences……people travelling…places they visit
An
Ing
leh
art-W
elze
l Cu
ltura
l Map
of th
e W
orld
: World
Secu
lar - R
atio
nal a
nd
S
elf E
xp
ressio
n V
alu
es a
s a m
ap
of w
orld
cultu
res b
ase
d o
n W
orld
Valu
es
Su
rvey d
ata
. (20
08
)
We are not all the sameHuman choice
Humanconstraint
Communication
Furniture, household apparel, maintenance, Leisure, culture,
entertainment,
Consumption abroad
Food
+Charity
HAPPINESS(according to SOM insitute)
Figure: Change in household consumption 2001-2011
IN 2013 SWEDES WILL TRAVEL TO…1. Gran Canaria
2. Turkey
3. Mallorca
4. Tenerife
5. Egypt
6. Rhodes
7. Cyprus
8. Crete
9. Thailand
10. Fuerteventura
(Source: Ving)
TRAVEL PURPOSE
1. Citybreak 58 %
2. Sun and bath (not charter) 34 %
3. Charter 33 %
4. Cultural trip 20 %
5. Travel with focus on particular hobby 12 %
(Source: Ving)
WHOP’s (Wealthy healthy older people)
• Couples – children have left home• Rapid growth in numbers (Europe & North
America)• Spend more on each trip• Stay longer• More than one destination on each trip• Culture and nature-based activities• Experience and learn new things• Curiosity - discover
SOME REAL, AND SOME POTENTIAL TRENDS Sun and beach + activity Do, learn (lifestyle) Health/training/diet (lifestyle) Authentic experiences – more interaction with ’locals’ ’Soft’ adventures Everything on the internet – smart phones rapidly more important ”Rating” culture strong, together with tips from friends and family Personal security (criminality, diseases, financial) Environment – does not (yet) affect travel decisions, but
expectations at the destination Expectations on corporate social responsibility (CSR) Human rights, equity, democracy (values also on vacation)
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