Understanding the human social organization entails comprehending their culture and how it affects their daily operations. Notably, this concept has been employed in different contexts and applied in promoting the uniqueness of various groups around the globe. The emergence of the notion of cultural diversity has over the years promoted traveling among individuals with the urge to explore the dynamism of human beings in different regions in the world (Altunel and Erkut 2015 p. 214). Considerably, the constant increase in globalization and urbanization has over the years led to the extinction of some of these cultures and even some of the human populations. However, most governments and businesses have implemented a unique strategy that not only help in preserving some of the unique cultures of its people but also supports tourists to relate them to the socioeconomic aspects of the region.
Essentially, tourism and culture were perceived to be two different concepts in the past as several cultural assets were depicted as pieces of the heritage of specific destinations. Moreover, they were used to refer to the standards of living of particular populations and differentiated them from other communities in their locality. On the other hand, the concept of tourism was viewed as a leisure activity and solemnly concentrated on nature and wildlife. Towards the end of the 19th century, the continued interaction between culture and exploration has motivated tourists to learn more about the distinct human values and beliefs (Mowforth and Munt 2015). As such this study will investigate the role of culture and other approaches to culture segments in the hospitality industry .
Culture and Tourism
The constant growth of the tourism industry in the world can be linked with the growing interest in culture as a source of differentiation and identity in the face of the globe. Equally, this has also been stimulated by the increase in the level of cultural capital which has also been stimulated by the rising educational levels among the new generation (Matzler et al. 2016, p. 513). Considerably, the aging populations in the developed countries with enough time and resources have also contributed to the growth of cultural tourism in the world.
The growth in the interaction between both culture and tourism can also be contributed to the development of technology in both communication transport industries. Essentially, the ease in accessing information on the culture from various parts of the world has increased the demand for some tourist destinations. Moreover, the emergence of newly established nations especially in Eastern Europe, have also led to the curiosity for the new cultures developed (Faridi 2018). Due to these emerging developments, many tourism companies have established mechanisms that can help them develop tourism products that promote the cultural values of the local communities.
The collaborative aspects of both culture and tourism have over the last two decades resulted in the success and overall growth of most of the travel and event companies around the globe. Notably, international tourism contributes to an average of 30% of international service exports in the world and has helped in the growth of certain economies rich in distinct cultures including countries like Malaysia and China. Additionally, it accounts for between 3% and 6% of the total GDP of some of the developing countries (Faridi 2018).
Considerably, international organizations such as the European commission advocate for cultural tourism as a method of promoting unity and diversity among different populations in the continent. Undoubtedly, traveling to experience the culture of other individuals around the globe allows both the hosts and tourists to appreciate the existing differences and to encourage cultural ties (Qu, Qu and Chen 2018, p. 648). Understandably, this has contributed to the development of various economic opportunities between different countries among the indigenous people.
The Concept of Cultural Tourism and Segmentation
Many events and tourism companies have developed differing mechanisms of cultural segments in offering different services in the hospitality industry. The divisions are primarily based on the needs of most of their consumers as well as the beliefs and values of the local communities. Considerably, the modern developments have promoted complex aspect in service provision with many institutions putting more emphasis on the needs of their customers and ensuring that all clients enjoy their visits to the different destinations.
In essence, the concept of cultural tourism involves activities that enable individuals to experience the distinct ways of life practiced by other people through gaining first-hand information on the physical environment, customs, traditions and other significant cultural aspects that can help in understanding the organization of the population (Canavan 2016, p.230). Considerably, tourist has different tastes and preferences and it is upon companies in the hotel and events sector to develop products that can suit these demands.
The concept of cultural segmentation has over the years been largely promoted by the growing number of tourist interested in specific aspects of the community. as such, firms in the industry have adopted different cultural segmentation methods that include heritage tourism, cultural tours, traditional and ethnic visits, events and festival, religious and pilgrimage as well as creative culture tourism (Mowforth and Munt 2015). Moreover, other service providers use activity and image-based segmentation approaches depending on the product they offer.
Activity-Based Segmentation
Most of the companies using approach assume that various cultural products have distinctive appeals to different tourists. They, therefore, analyze the behaviors and trends of their clients and thereafter classify them in separate segments. Notably, most of the firms use this method due to its destination specific approach. Additionally, each destination identified under this method has unique cultural products that may appeal differently (Altunel and Erkut 2015 p. 217). Through the use of this method, tourism companies may not only provide a range of products to its customers but also increase their level of competition in the market. To the cultural tourists, these methods help them to identify new tourist destinations that meet their standards.
Heritage Tourism Approach
This segmentation method is new in the tourism industry and has over the years been used to understand human history from the ancient events. Upon inception, the demand for this approach of tourism has been adopted by many firms throughout the 21st century. Additionally, the recent growth of heritage tourism has been promoted by the need to understand many past events and social trends (Matzler et al. 2016, p. 517). Primarily the use of this technique incorporates the participation of other stakeholders such as the media that help in the advertisement and introduction of the identified to the clients. Some of the products promoted in this approach include visit to some of the natural and cultural heritage sites, including historical memorials, architectural sites, arts, libraries, theatres and sharing of memories of some of the famous historical persons (Qu, Qu and Chen 2018, p. 650).
Traditions and Ethnic Approach
Considerably, this approach was designed to help the tourist with the aim of getting first-hand information about the practices of particular people including the beliefs and religious practices of the people. Importantly, this segmentation method is further divided into tribal, village and anthropological tourism that help to further classify the different types of travelers (Canavan 2016, p.232). Undoubtedly, this approach has been implemented in several parts of the globe thus providing a better opportunity for conservation of heritage and culture among small groups. Through traditional tourism, the explorers can learn the basic lifestyles of these individuals and any changes in their traditions.
With these development and unique approaches that help in segmentation tourists, many companies in that industry have over the years developed distinct products that are aimed at ensuring satisfaction of their customers’ needs (Mowforth and Munt 2015). Most of these services are tailored to meet the growing number of needs and preferences of the modern tourists. Most of these firms have globalized their operations to ensure they provide different options to clients depending on the segment identified.
G-Venture Tours
G ventures are one of the most successful tourism companies in the united states that have over the years implemented different mechanisms that could help it increase its customer base. The entity has primarily concentrated on providing quality services to its customer by ensuring that they have a variety of products depending on the different segments they target (G-adventures 2018). Considerably, the business has helped in redefining small group travel for many decades and promoted adventurous activity that not only educates travelers that provide them with unique experiences. The company has over the years promoting various types of travels through offering enough support to its customers to enable them to understand the impact of their visits to both the local community and their personal intellectual growth. Moreover, the institution has divided its products into distinct sections including active, classic, local living, family, marine, rail and private groups. The categorization enables their customers to fully have a rough framework of the mode of their journey and the places they are likely to visit.
Considerably, the G adventures also price its products depending on the geographical location and the period of the visit. This means that clients traveling for longer periods pay a higher but discounted thus promoting longer duration travels. Active tours offered by the business are aimed at attracting tourists that seek adventure in different parts of the globe. Primarily, this product involves participation in physical exercises such as hiking, cycling, painting, swimming and other multi-sporting activities. Essentially, this product promotes heritage approach of tourism where the visitors appreciate the diverse concept of nature away from their homes. The company also offers a unique product called the 18 to thirty-somethings tour that targets the youth between 18 and 30 years (G-adventures 2018). This tourism promotion product is bundled to include extensive traveling in different areas for the purposes of both adventure and exploration. Culturally, individuals between these ages are very active and travel around the world to have a unique experience away from their countries and to study several cultures around the world. Additionally, this product also involves traveling in regions such as Africa, North America, Europe, Asia, Oceania and the Middle East to study the cultures of the people in these areas.
Another cultural product developed by the company that promotes cultural segments is the classical tours. This commodity involves traveling in different parts of the world and studying some of the important values of the various populations. Moreover, it involves visiting religious structures, historical sites and famous traditional villages that are known for maintaining unique beliefs and values (G-adventures 2018). Through this, the company encourages maintenance of traditional methods in among various populations, particularly among the youth. Additionally, this product encourages interaction with the cultural aspects of several populations including the preparation of foods, participating in different festivals and site seeing with the help of a tour guide.
National Geographic journeys offered by the company are also a unique product that not only provides their customers with the opportunity to discover different perspectives of life but also to appreciate other people cultures. Understandably, it offers a unique experience with facilities such as swimming, surfing, and yachting that enable travelers to enjoy the diverse nature of the ecosystem. Furthermore, it enables tourist to visit some of the famous architectures in different parts of the world including, Asia, Europe and North America.
Since the establishment of G-adventures, the company has been successful in establishing different products and redefining the concept of modern tourism. Most of the products and services provided by the institution encourage the maintenance of culture among different populations and to ensure customer satisfaction in the various travels. As such, this has increased the competitive levels and the average income of the institution over the years regardless of the global economic status.
Conclusion
Culture plays a very vital role in promoting the different approaches to cultural tourism and the services offered by most of the providers in the tourism, hospitality and events industries. Many companies including G-adventure have thus established mechanisms that enable them to develop products that incorporate and promote cultural aspects of some of the destinations. To ensure that most of their clients are aware of these services, the entity posts any new regions and populations that may provide a unique travel experience and advice their consumers to subscribe.
References
Altunel, M.C. and Erkut, B., (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), pp.213-221.
Canavan, B., (2016). Tourism culture: Nexus, characteristics, context and sustainability. Tourism Management, 53, pp.229-243.
Faridi, R. (2018). Relationship Between Culture and Tourism is Increasing. Rashid's Blog: An Educational Portal. Available at: https://rashidfaridi.com/2017/03/21/relationship-between-culture-and-tourism-is-increasing/
G-adventures (2018). Adventure Holidays, Travel and Tours - Book Your Trip - G Adventures. Available at: https://www.gadventures.com
Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A. and Bauer, F., (2016). Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions. Tourism Management, 52, pp.507-520.
Mowforth, M. and Munt, I., (2015). Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.
Qu, Y., Qu, H. and Chen, G., (2018). Market segmentation for a leverage revitalization of China’s inbound tourism: the case of US leisure tourists. Current Issues in Tourism, 21(6), pp.646-662.
