How Significant is any of Cultural homogenisation to the development of the global tourism and/or hospitality industry?

How Signifi female genitaliat is any of Cultural homogenisation to the development of the global tourism and/or cordial reception industry?The main aim of this essay is to explore the role of ethnic homogenization to the development of the global cordial reception and tourism industry in the credenza of products and consumer behaviour in the different contexts. This essay will start by walk around the common character of consumers demand and consumption following cover some signalize deal of perspectives on consumers demand and, more especially consumers attitude. Consumers attitude is habitually view as a by- product of homogenization (Reisinger, 2009). obtain and expenditure have many circumstances the resulting consumer mentalities wield a thoughtful impact upon economic activities. Simultaneously, the wide-reaching media also can influence lot spending desire. In the globalization viewpoint, the perception of cultural homogenization can be exaggerated (Pieterse, 2009), after all, the global, the national and the local characteristics of social space interlink in different combinations. Indeed, a further dimension into the geographical spectrum, cultural homogenisation could increase cultural pluralism (Scholte, 2002).Cultural homogenization comp rescinds the appearance of customer approaches, the uprising of local culture, the opposition of elite culture and the impact of modern technology. The key point is to remember that, although a variety of firms have successfully placed themselves globally. But their products and services abide to be consumed by different pile in different ways. (Asgary Walle, 2002). It is the view of (Demooij, 2004) that in reinvigorated global consumers has become increasingly similar in their value and behaviour patterns despite their national cultural characteristics. Global consumers ar increasingly eating the same food wearing same brands and watching same TV programs. Another point in favour of (Demooij, 2004) is that the modern piece has experienced significant cultural destruction. A high overflow of consumerism has apparently forced cultural levelling from corner to corner in the gentleman via a multitude of global agents such as Coca-Cola, Nike, MTV, Microsoft and McDonalds (Saee, 2004).It can be argued that the process of cultural homogenization and Heterogenization fade simultaneously at difference levels. The homogenization of the consumption patterns occurs at the supranational level whereas the efforts to maintain cultural uniqueness and distinctness occur more at the regional and local level. Homogenization and globalization have a tendency to be the area of elite, because the affluent and plenty who are wealthy can influence to pay for the products available in global markets. Wealthy, tumesce cultured and well travelled individuals from diverse backgrounds can easily interact with the fashionable environment by help of the modern technology especially the internet. Peop le from different backgrounds are now able to interact globally as never before. Internet makes the world smaller, more openingible and increases the level of cultural homogeneity. Although the internet does not allow people to fully understand other places and lifestyles, alone it does allow people to access more information than in previous pitying history. (Asgary, and Walle, 2002) (Reisinger, 2009).The understanding of the world becoming smaller with a growing sensitivity to cultural differences is a start up of the general cultural turn, which involves a wider self-reflexivity of modernity. Modernization has been advancing like a steamroller a fundamental dispute is whether cultural homogenization actually equals or is a fairy story or flashy public speaking. Paul Thomson (1996) criticize it as a globalization rhetoric or global aloney their key program lines is that before 1914 the world economy was more internationalized than at present. The unquestioned cultural hegemo ny of the west is past. New patterns, fashions, confluences and mixtures are taking shape. Growing relationship between the BRIC (Brazil, Russia, India, and China) and tam-tam (China, India, and Middle East) are increasingly changing all fact of global trends. An example is the Korean wave in East Asia -the popularity of Korean soap Operas, movies and unison which has already peaked. At the same time growing global interconnectedness directing towards cultural standardization and uniformization as in the sweep of consumerism, an example is the McDonaldization, a short version of this momentum. (Sturges, 2005) (Yeniyurt and Townsend, 2003)The opinion of (Ritzier, 2004) is McDonaldization affects not only the restaurants business but also education, works, leisure, the family and virtually everywhere .it has shown every indication of an unavoidable process, sweeping through and through the challenging tradition of the world. McDonalds is a global icon of fast food and a symbol of c heap and convenient food. One objection to this argument is that it is not true worldwide. Many countries namely, In Russia, Argentina, as in china people pay high prices for this American ambience visit (Asgary Walle, 2002). It might be tell that though McDonaldization process increases the level of cultural homogeneity but put forth a dominating impact upon many other countries societies. However, there is an argument that there is no such thing as a global consumer one cannot distinguish among European, American, or Asian consumers because of the differences in their lifestyles across continents as well as the local regional and national level. For example, although there are clear differences between the EU countries, there is also a fundamental disparity in their value systems and lifestyles (Wierengn at all, 1996). A high level of consumption generally believed to be a symbol of the good life. Also global consumer culture detects that people are strongly believe in the unlim ited ability and achievements of science and modern technology (Scholte, 2002) (Pieterse, 2009).Tourism is one of the worlds largest multinational economics activities .it involves the greatest flows of goods, services, and people on the surface of the earth, and it is therefore the most visible expression of globalization, Although the role and share of tourism in international trade is rising significantly the fast speared of information technology has improved the efficiency of the industry operation as well as the quality of services provided to customers .it has also generated increased demand for new travel services (Reisinger, 2009).The development of sophisticated websites has allowed for the direct dissemination of travel information to potential clients. The internet has made travel products globally accessible at much lower cast. As a result customer demand has become more technology and internet -driven. From the post -modernist investigation (Williams, 2002) argues th at tourism and hospitality organizations have to forget traditional selling theory and market segmentation, instead, they should provide variety, and updating offering, so that people can consume as their wish without theatrical role to a standardized expectation. Example of globalization in the accommodation sectors have included hotel corporation and chain creation, joint venture, franchising, management contracts, and consortia of independent hotels major international hotel groups included intercontinental Hotels (The united Kingdom) Accor (France) and cendant, Marriott, and star wood hotels and resorts (united states )these hotel groups are involved in various countries worldwide (Inter Science Wiley.Com, 2007). For example, Marriott international managing 1300 hotels of different brand world wide with the access to 40 new markets (Scholte (2002) (Reisinger, 2009). globalisation in the retail sector includes partnerships, integration, and franchising Tour operators and travel agencies entered into partnerships and or integrated with hotels, charter airlines, retail diffusion and cruise companies. American express developed a range of products in various sectors of the industry. Numerous studies suggest that a global tourist does not exist (Reisinger, 2009). Very different people live in the different countries of the world they have different culture and behaviour patterns. For example, Asian consumers cannot be clustered in to one group because Japanese differ from, similarly there are differences among European consumers German consumes differ from French. Because there are these cultural differences among consumers from different countries, the marketing mix also changes to suit the national characteristics.According to Scholte (2002) Globalization is the process of incorporating people into a single world. The world is becoming a global village. Todays, Globalization is not just about modernization or westernization. It is about an amplification of worldwide economic, socio-cultural, political and environmental relations. These relations link distant places in a such a way that what is happening locally is determined by what is happening globally (Saee,2004). Accesses to the knowledge and the knowledge itself have become the important factors find the standard of living, beyond the labour and capital of production. Knowledge generates new ides, turns them into commercial products and services, and increases revenues and incomes of those who know how to use it. Unfortunately, not all nations and economics can benefit until now from globalization developments in new information technology, and access to knowledge (Houlihan, 1994).Cultural homogenisation is perceived by some as discriminatory and moving against human rights. Critics of globalization claim that globalization brings An increased polarization of the world in favour of the stronger economics Poorer countries become dependent on activities in major economics such a s United States. The gap dividing rich and poor nation is rapidly increasing. Rich and powerful nations have capital and technology, poor and power slight nations do no have access to capital and information technology (Saee,2004). Some behaviour that the process of globalization has led to a culture heterogenization. heterogeneity is developed through an increasing emphasis on local cultural elements such as languages, religion tradition food, shared history, or the role of family. However, the method acting of cultural heterogenisation is restricted, global foreign brands, theme parks, films, and television programs have different meaning and impact in the world. The western cloths, soft drinks, cigarettes, liquor, films and books that flooded eastern and primordial European countries significantly differed from the ethnic clothing and foods and thus were not always popular on the local markets (Pieterse, 2009).Hybridization is an answer to the cultural differentials of ethnic a nd patriot polices because it takes as its point of departure precisely. Hybridization reflects a post-modern sensibility of cutnmix, contravention. It represent in Foucaults term, a resurrection of subjugated knowledge. It also goes under various aliases such as syncretism, realization, message Global localization and local globalization make, first, an empirical case that processes of globalization, past and present, can be adequately described as process of hybridization. Terrorist consequent in Bali, The war in Iraq, the economic crisis, and the corporate scandal such as Enron, Leman Brothers, has made people anxious about security and survival. Evidence quoted by the impacts of war and terrorism is significant. Between October and no.ember 2002, visitors to bali dropped by 60 percent. in the UK holiday booking were down 20 percent In February 2003 on the previous year, as a consequence British Airways intended to discard 13000 jobs by March 2004 (Mullins, 2004).To conclude, the tourism and hospitality industry is people based, this is an industry run by people and for people. The real potential for the tourism and hospitality companies lies in their people. Cultural homogenization process has opened new opportunities for developments in hospitality industry and has facilitated growth in tourism through developments in technology and products. (Peric, 2005). (Demooij, 2004) argued that in global consumers has become increasingly similar in their values and behaviour patterns. (Demooij, 2004) beliefs can be support that but (Hatch Schultz, 2003)) argue that there is no such thing as a global consumer (Reisinge, 2009) argues are similar to(Richardson,2004) that a global tourist does not exist, different people live in the different countries of the world they have different culture and behaviour patterns. Richardson, (2004) is certainly correct when he says that consumers behaviour assembly on different contexts.The opinion of (Ritzier, 2004) is McDona ldization affects virtually everywhere and has shown every indication of an unavoidable process. It is a global icon and symbol of cheap, convenient food but (Asgary Walle, 2002) argued that, this could be in the United States but not true worldwide. There is no doubt that the process of cultural homogenization has been strengthened by the rise of the internet and other information technologies, companies such as Yahoo , Microsoft , Google , and Motorola have become more important cultural icons like McDonalds and Coca -cola. Finally it can be said that global market is shrinking through globalization and fact that multinational companies are becoming commonplace due to the fundamental reason. Businesses are coming face to face with a multicultural workforce structure in order to obtain competitive advantage. (Dana et al.2008) (Pieterse, 2009) (Reisinger, 2009) (Oliver, 1999)BibliographyAsgary, N. and Walle, H.(2002) The Cultural Impact of Globalisation economical Activity and Soc ial Change Emerald Group Publishing Ltd. Vol. 9 Issue 3 p58-75, 18p.Dana, L.A., Merz, M.A., and Yi, He. (2008) A categorization approach to analyzing the global consumer culture debate.Vol.25 issues 2, p166-182.online Available athttp//web.ebscohost.com/ehost/ detail?vid=11hid=101sid=5c2cc1e6-8b45-4bbc-8e09-202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3ddb=buhAN=32929622 Accessed on second January 2010De Mooij, M. (2004), The future is predictable for international marketers converging incomes lead to diverging consumer behaviour, International Marketing Review, Vol. 17 No. 2,pp. 103-13.Hatch, J.M. Schultz, M. (2003) Bringing the corporation into corporate branding.Vol.37issue7/8,p10411064.OnlineAvailableathttp//web.ebscohost.com/ehost/detail?vid=9hid=101sid=5c2cc1e68b454bbc8e09202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3ddb=buhAN=10701191Accessed on 2nd January 2010Houlihan, B. (1994) Homogenization, Americanization, and Creolization of Sport Variet ies of Globalization. Vo. 11 issue 4, p-356-375. OnlineAvailable at http//web.ebscohost.com/ehost/detail?vid=15hid=101sid=5c2cc1e6-8b45-4bbc-8e09-202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3ddb=rstAN=16683062Accessed on 2nd January 2010Inter Science Wiley.Com (2007) The World Economyonline Available at http//www3.interscience.wiley.com/journal/120174061/abstract?CRETRY=1SRETRY=0 Accessed on 5th January 2010.Mullins, L.J. (1996), Management and Organizational Behaviour, collierLondon.Oliver, C. (1999) Two ways to look at learning regions in the context of globalization Online Available at http//search.ebscohost.com/login.aspx?direct=truedb= eoahAN=4377847 site=ehost-liveAccessed 26th Nov 2009 Peric, V. (2005).Tourism and globalization in the proceedings of the 6th international conference of the faculty of Management koper, congress centre Bernardin, solvenia, 25(3) 24-26.Pieterse, J.N.(2009).Globalization and culture global mlange 2ed USA Rowman Littlefield Publi shers Inc.Reisinger, Y. (2009). International Tourism Cultures and Behavior. Oxford Butterworth-Heinemann.Richardson, J.B. (2004) Can consumers be predicted or are they unmanageable?Vol.16,Issue3, p160-166, p7. International Journal of Hospitality ManagementOnline.AvailableatAccessed 20 Nov 2009Ritzer, G.(2004) The McDonaldization of Society Revised New Century Edition.Calfornia Pince Forge PressSaee, J. (2004). Managing organizations in a global economy An intercultural perspective. Australia Thomson.Scholte,A.J.(2002)WhatIsGlobalization?TheDefinitionalIssueAgainonlineAvailableatAccessed on 20 December 2009.Sturges, P.(2005) Understanding cultures, and IFLAs Freedom of Access to Information and Freedom of Expression (FAIFE) core activity. Vol 61 issue 2 p296-305. OnlineAvailable atThe homogenizing and particularizing approaches Vol. 49. Issue 4. P353361onlineAvailableatAccessed 20 Nov 2009Williams, A. (2002) Understanding the Hospitality Consumer, Oxford Butterworth Heinemann.Yeniy urt, S. and Townsend,J.D.(2003) Does culture explainacceptance of new products ina country?. Vol. 20, issue 4, p-377. .OnlineAvailableat http//web.ebscohost.com/ehost/detail?vid=13hid=101sid=5c2cc1e6-8b45-4bbc-8e09-202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3ddb=buhAN=12108430 Accessed on 2nd January 2010