Contemporary Issues in Travel and Tourism Revision — WJEC-CBAC A-Level

    Explain the role of technology in transforming tourism. Analyse the impact of social media on travel decisions. Evaluate the potential of emerging technologies

    Exam Tips

    Common Mistakes

    Key Marking Points

    Contemporary Issues in Travel and Tourism

    WJEC-CBAC
    A-Level

    This subtopic examines how digital innovation has revolutionised travel and tourism, from online booking platforms to smart destination management. It critically analyses the pervasive influence of social media on consumer decision-making, including the role of influencers and user-generated content. Furthermore, it evaluates the transformative potential of emerging technologies such as artificial intelligence, virtual reality, and blockchain, considering both opportunities and ethical challenges for the industry.

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    Objectives
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    Exam Tips
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    Pitfalls
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    Key Terms
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    Mark Points

    Subtopics in this area

    Technology and innovation
    Globalisation and tourism
    Future of travel and tourism
    Current issues and trends

    Topic Overview

    Contemporary Issues in Travel and Tourism explores the dynamic challenges and opportunities facing the global travel industry today. This topic covers a range of pressing issues such as overtourism, sustainability, the impact of technology, geopolitical instability, and changing consumer behaviour. Students analyse how these issues affect destinations, businesses, and travellers, and evaluate the responses of industry stakeholders. Understanding contemporary issues is crucial for anyone pursuing a career in travel and tourism, as it equips them with the knowledge to adapt to an ever-evolving landscape.

    This topic sits within the WJEC-CBAC A-Level Travel and Tourism syllabus as a key component of the 'Contemporary Issues' unit. It builds on foundational knowledge of the travel and tourism industry, including its structure, scale, and stakeholders. By examining real-world case studies and current trends, students develop critical thinking and analytical skills. They learn to assess the effectiveness of strategies such as sustainable tourism initiatives, digital marketing, and crisis management. This topic also encourages students to consider ethical implications and the balance between economic growth and environmental preservation.

    Mastering contemporary issues is essential for achieving high marks in the A-Level exam, as questions often require students to apply their knowledge to unfamiliar scenarios. Students must be able to discuss issues from multiple perspectives, including those of tourists, local communities, businesses, and governments. The ability to use specific examples, such as the impact of COVID-19 on international travel or the rise of 'flight shaming', demonstrates a deep understanding. Ultimately, this topic prepares students to become informed professionals who can contribute to a more sustainable and resilient travel industry.

    Key Concepts

    Core ideas you must understand for this topic

    • →Overtourism: The phenomenon where too many tourists visit a destination, causing negative impacts on the environment, local culture, and quality of life for residents. Examples include Venice and Barcelona.
    • →Sustainable tourism: Tourism that meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It involves economic, social, and environmental sustainability.
    • →Technological disruption: Innovations such as online booking platforms, AI, and virtual reality that are transforming how travel is planned, experienced, and managed. For instance, the rise of Airbnb has disrupted traditional accommodation sectors.
    • →Geopolitical factors: Events like Brexit, terrorism, and political instability that affect travel patterns, consumer confidence, and government policies. The 2017 US travel ban is a key example.
    • →Changing consumer behaviour: Trends such as experiential travel, eco-consciousness, and the demand for personalisation. Millennials and Gen Z are driving shifts towards authentic and sustainable experiences.

    What You Need to Demonstrate

    Key skills and knowledge for this topic

    • Award credit for clearly explaining with relevant examples how technology has altered key tourism functions such as distribution, marketing, and customer service.
    • Credit analysis that demonstrates a nuanced understanding of social media's dual role in both empowering consumers and creating new pressures for businesses, with reference to real-world case studies.
    • For higher marks, expect evaluation that goes beyond describing emerging technologies; look for balanced arguments weighing potential benefits (e.g., personalisation, sustainability) against limitations (e.g., data privacy, digital divide).
    • Award credit for accurately defining globalisation with reference to tourism, such as the removal of barriers to travel and the homogenisation of tourist experiences.
    • Credit should be given for analysing at least two positive and two negative effects of globalisation on tourism development, like increased accessibility versus cultural erosion.
    • For evaluation of MNCs, expect balanced arguments considering economic benefits (job creation, foreign investment) against criticisms (leakage, standardisation).
    • Marks are available for using relevant, up-to-date examples to demonstrate the role of multinational corporations in shaping global tourism patterns.
    • Award credit for identifying and justifying at least two credible future trends (e.g., space tourism, hyper-local trips) with reference to data or expert forecasts.

    Marking Points

    Key points examiners look for in your answers

    • Award credit for clearly explaining with relevant examples how technology has altered key tourism functions such as distribution, marketing, and customer service.
    • Credit analysis that demonstrates a nuanced understanding of social media's dual role in both empowering consumers and creating new pressures for businesses, with reference to real-world case studies.
    • For higher marks, expect evaluation that goes beyond describing emerging technologies; look for balanced arguments weighing potential benefits (e.g., personalisation, sustainability) against limitations (e.g., data privacy, digital divide).
    • Award credit for accurately defining globalisation with reference to tourism, such as the removal of barriers to travel and the homogenisation of tourist experiences.
    • Credit should be given for analysing at least two positive and two negative effects of globalisation on tourism development, like increased accessibility versus cultural erosion.
    • For evaluation of MNCs, expect balanced arguments considering economic benefits (job creation, foreign investment) against criticisms (leakage, standardisation).
    • Marks are available for using relevant, up-to-date examples to demonstrate the role of multinational corporations in shaping global tourism patterns.
    • Award credit for identifying and justifying at least two credible future trends (e.g., space tourism, hyper-local trips) with reference to data or expert forecasts.
    • Annunciate credit for accurate explanation of physical climate impacts (e.g., coral bleaching, rising sea levels) and the resulting socio-economic consequences for tourism.
    • Award credit for a balanced evaluation that weighs benefits and limitations of sustainable strategies, such as carbon offsetting, community-based tourism, and regulatory changes.
    • Expect evidence of critical analysis, such as comparing differing stakeholder perspectives on climate adaptation measures.
    • Award credit for precise identification of at least three distinct current trends with industry-specific examples
    • Mark for detailed analysis linking a trend to measurable impacts (e.g., economic leakage, environmental degradation)
    • Credit evaluation that weighs the strengths and weaknesses of industry responses with supporting evidence
    • Reward recognition of interdependencies between issues (e.g., how technology both exacerbates and alleviates overtourism)
    • Give credit for original insights that go beyond textbook definitions and reference recent case studies

    Examiner Tips

    Expert advice for maximising your marks

    • 💡Always anchor your analysis in concrete examples from the travel sector; generic business examples will not access top marks.
    • 💡Use a structured framework like SWOT or PESTLE when evaluating emerging technologies to ensure a balanced and critical response.
    • 💡In essay-style questions, explicitly link social media trends back to consumer behaviour theories (e.g., decision-making models, motivation theories) to demonstrate higher-order thinking.
    • 💡Use specific case studies of MNCs (e.g., TUI, Marriott) to illustrate points on globalisation's effects and demonstrate application.
    • 💡Structure evaluation using frameworks like PESTLE or SWOT to show systematic analysis of the impacts of globalisation.
    • 💡Ensure definitions are precise and contextualised within travel and tourism, linking globalisation to current industry trends.
    • 💡Balance your response by considering both the opportunities and challenges posed by globalisation, and always support arguments with evidence.
    • 💡Structure written responses using the PEEL (Point, Evidence, Explanation, Link) format to demonstrate analytical depth.
    • 💡When evaluating sustainability strategies, explicitly address the triple bottom line—economic, social, and environmental outcomes—to show holistic thinking.
    • 💡Incorporate up-to-date, named case studies (e.g., Venice's tourism tax, Costa Rica's Certification for Sustainable Tourism) to substantiate arguments.
    • 💡For trend prediction questions, link drivers such as generational shift, climate anxiety, or digital nomadism to specific tourism developments.
    • 💡Build a portfolio of contemporary case studies (e.g., Barcelona's overtourism measures, airline digital health passes) to reference in essays
    • 💡Practice structuring evaluation paragraphs that present both sides before reaching a justified conclusion
    • 💡Use command words explicitly in your writing: 'A key impact is...' and 'This is significant because...'
    • 💡Stay informed via trade publications (e.g., TTG, Travel Weekly) to cite real-time developments
    • 💡When evaluating, always consider long-term sustainability versus short-term profit motives
    • 💡Use specific, up-to-date examples to illustrate your points. For instance, reference the 2020 COVID-19 pandemic's impact on cruise lines like Carnival or the recovery of domestic tourism in New Zealand. This shows you are engaging with current affairs.
    • 💡Evaluate rather than describe. When discussing issues like overtourism, don't just list causes and effects; assess the success of solutions such as visitor caps in Dubrovnik or the 'Visit Norway' campaign. Use phrases like 'on the one hand... on the other hand'.
    • 💡Link contemporary issues to key stakeholders. For example, explain how Brexit affects not just UK outbound tourists but also EU airlines, Spanish hotels, and travel insurance companies. This demonstrates a holistic understanding.

    Common Mistakes

    Pitfalls to avoid in your exam answers

    • Students often describe technology in isolation without linking it to specific tourism operations or customer experiences.
    • A common error is to treat social media as a homogenous platform, failing to differentiate between Instagram, TikTok, TripAdvisor, etc., and their distinct impacts.
    • When evaluating emerging technologies, learners sometimes overstate short-term adoptability or ignore practical barriers such as cost, regulation, and user acceptance.
    • Confusing globalisation with internationalisation; failing to distinguish between globalisation as a process and its manifestations in tourism.
    • Overlooking the negative sociocultural impacts of globalisation on host communities, such as loss of authenticity.
    • Describing MNCs without evaluating their power or influence, or only focusing on economic aspects while ignoring environmental/social responsibilities.
    • Using outdated or generic examples that do not reflect contemporary MNC strategies in travel and tourism.
    • Misinterpreting short-term fads as long-term trends without providing supporting evidence or data.
    • Failing to distinguish between climate change mitigation and adaptation when evaluating sustainable responses.
    • Overlooking the economic dependencies of developing nations on high-emission tourism sectors, leading to simplistic prescriptions.
    • Describing strategies without evaluating their effectiveness or feasibility in specific contexts.
    • Describing trends without analysing their underlying causes or future implications
    • Failing to differentiate between global trends and localised issues
    • Assuming all impacts are negative without considering positive outcomes for some stakeholders
    • Providing generic responses without applying them to specific contexts or destinations
    • Confusing industry response with government policy, ignoring the role of private sector initiatives
    • Misconception: Overtourism is only a problem in famous cities like Paris or London. Correction: Overtourism also affects rural areas, national parks, and small islands, such as Machu Picchu in Peru or the Galápagos Islands.
    • Misconception: Sustainable tourism means simply reducing carbon emissions. Correction: It also includes protecting local cultures, supporting local economies, and ensuring fair wages for workers. For example, community-based tourism in Kenya empowers local people.
    • Misconception: Technology always benefits the travel industry. Correction: While technology improves efficiency, it can also lead to job losses (e.g., automated check-ins) and data privacy concerns. The 2018 Marriott data breach is a cautionary tale.

    Frequently Asked Questions

    Common questions students ask about this topic

    Before You Start

    Prior knowledge that will help with this topic

    • •Understanding the structure of the UK travel and tourism industry, including public, private, and voluntary sectors.
    • •Knowledge of the different types of tourism (e.g., domestic, inbound, outbound) and their economic significance.
    • •Familiarity with basic concepts of supply and demand in tourism, such as seasonality and price elasticity.

    Key Terminology

    Essential terms to know

    • Technologies: AI, big data, IoT, blockchain, VR/AR
    • Social media: user-generated content, influencer marketing
    • Innovation: smart destinations, contactless travel, personalisation
    • Globalisation: increased mobility, standardisation, cultural exchange
    • Effects: homogenisation, local culture erosion, economic dependency
    • MNCs: hotel chains, tour operators, airlines
    • Technological disruption in travel
    • Carbon footprint of tourism
    • Destination vulnerability and resilience
    • Sustainable tourism certification
    • Regenerative tourism models
    • Sustainable tourism development
    • Digital transformation in travel
    • Geopolitical instability and safety
    • Changing traveller demographics
    • Overtourism and capacity management
    • Health and hygiene protocols

    Ready to test yourself?

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