INTERNATIONAL TRENDS IN THE HOSPITALITY AND TOURISM INDUSTRY AND THEIR IMPACT ON THE NEW ASIA GENERATION Y TRAVELER IN SHUNDE, FOSHAN, GUANGDONG, CHINA

摘要

Trends are based on relevant long term social and economic development and historic landmark events. They predict probable future developments. They greatly assist in strategic planning and provide insights for contingency planning. There have been convergent ideas about Hospitality and Tourism trends. The emergence of a "global lifestyle" influenced by global trade, television, internet, technology, and travel and tourism growth has affected tourism development and planning. The 21st Century heralds in a "Golden Age of Tourism". Travel has been democratized. The "new class" society values tourism as a key value. This new society is better educated, professional, and relatively young. People are valuing leisure and the quality of life. The past five decades have shown tremendous growth for the New Asia with China having the world's fastest growing tourism market. In 2004 China's international inbound tourism was 109 million visitors. This accounted for 27% of Asia Pacific's international arrivals. Receipts have increased to USD $ 257Bn in 2004. China's domestic tourism was 1.1 Bn. It is projected that China will become the world's top destination in 2020 with projected growth of 130 mn international arrivals. The projected outbound market of 100 mn by 2020 will be the world's 4th largest. There is a shift in markets from the "Baby Boomers" to the "Generation X" to the "Generation Y" consumers. This generation has different values and demands on tourism. They are looking for "life-enriching experiences", customization, personalized service, stress-free arrangements, convenience, quality and trade offs between hospitality factors. These consumers will affect the New Asia Hospitality and Tourism Industry. What is the travel desires of the Chinese Generation Y Traveler? How does the Chinese Traveler fit this model? This research paper surveyed the young travelers in Daliang, Shunde. In a research done in Shunde, Guangdong, in January 2006, it showed that the Generation Y prefers the following types of holidays: 84% Weekend Escape, 83% Resorts/Spas, 65% Sports and Recreation, 51% Medical Tourism, 41% Learning Holidays, 32% New Age Spiritualism. The following factors were important to them in planning their holidays: Quality Experience 97% , Personalization 95% , Convenience 94%, FIT (Free Independent Travel) 93%, Stress Free 86%, Customization 85%, and Life Searching 24% ,. The results have great implication for the travel agents, destinations and hotels wishing to attract this segment of the population. The Generation Y is a new growing nouveau riche generation of travelers with very different travel tastes and demands.