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242 fun
fun
Fun refers to the ludic dimension of tourism,
where childlike tourists enjoy contrived `as if '
experiences. Playful activities range from dressing
up as natives to taking a trip to Disney World. Fun
appeals to the child in the adult and is associated
with the postmodern condition �see also postmodernism).
The play paradigm is prominent
in anthropology and can be linked to tourist
motivation.
future
GRAHAM M.S. DANN, UK
The future of the tourism industry from a
medium and long-term point of view will depend
upon the foreseeable evolution of its most
significant magnitudes and upon the characteristics
of the growth model envisaged by tourism for
this time period. Analyses of possible trends
suggest that this industry will maintain significant
growth levels, higher than international economic
rates. Although these will be lower than those in
the past, they will still be above the earlier 4 per
cent average annual growth rate of international
tourism.
As a result of future worldwide economic growth
and the high income elasticity of tourism demand,
which is already on the upswing, there will
be an increased tendency for travel by all
population segments, especially those for whom
this practice has not been economically feasible or
attractive. From a qualitative point of view, the
future of this industry will be characterised by a
move away from the mass tourism model which
started during the 1980s and the 1990s. This
period, which marked the end of the industrial age,
was characterised by the Fordian mass production
model. During this time, the tourist bought a
standardised product which lacked flexibility, had
no distinguishing features, and was developed and
consumed with little regards for the host cultural
and natural heritage �see standardisation).
Future tourism models will be based on the
development of new forms of information
technology and the appearance of a new
consumer. The next tourist generation will be
more experienced, augmented to a new level with
more spontaneity and greater desire to stand apart
and away from the rest. Sociodemographic
changes and shifts in lifestyles will have a decisive
influence on future tourism trends. Environmental
conservation will be a necessity in order to
guarantee success of this industry, especially that
the tourist of tomorrow will have greater desire for
nature and all sorts of opportunities which such
settings can offer. In the meantime, tourism sectors
and their many businesses must get ready and
adapt to the new and emerging product and
market developments, including even adventuresome
space travel, as limited as it might be. More
innovative and flexible models of management
and organisation must be developed, capable of
making full use of different types of information
technology and of offering tourism goods and
services which are much more segmented and
specialised. Such measures will allow tourism to
maintain its lead industry position worldwide and
to even attain a higher socioeconomic and political
magnitude and status worldwide.
Further reading
Edwards, A. and Graham, A. International Tourism
Forecasts to 2010, London: Travel and Tourism
Intelligence.
Poon, A. �1993) Tourism, Technology and Competitive
Strategies, Wallingford: CAB International. �Offers
an analysis of various aspects of a new model
of tourism development.)
EUGENI AGUILO, SPAIN