Jackwinder Singh Uppal

Change refers to a fundamental longterm shift and is a key force in the continuing process of reshaping and reordering of the global society we live in. Change is manifest in every aspect of our lives. By understanding the forces that create and propel change, destinations are able to innovate and adapt their products and services to tomorrow·s market place.

In tourism, examples of change include the shift from mass tourism to more individual forms of tourism and the shift from sea to air travel for intercontinental travel. If destinations fail to recognize change and its implications they are more likely to continue to sell yesterday·s products and services in today·s market often leading to a decline in popularity, demand and income of the nature predicted by Butler (1980) and Prideaux (2002, 2004).

€ Trends

Disasters and crisis € Chance or random events € Innovation € New technology € Nature, and € Policy which describes the responses made to the previous agents of change.

patterns of consumer demand and preferences for leisure. € An increased emphasis on a range of security issues following terrorist attacks and natural disasters. € Rising crude oil prices. € New regional and political structures and agreements that made cross border travel easier, promoted world peace and encouraged travel beyond national borders.
€ Changing

A lack of prolonged multinational conflicts. € Technology including web-based marketing and distribution. € Reduction in international tensions since the collapse of the USSR. € Increasing global wealth and a globalizing economy. € Increasing ease of long distance transport. € Increasing personal wealth in many countries, and € Transformation of travel from a luxury to a consumer good.

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