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THE IMPLICATIONS OF GLOBALIZATION ON BEHAVIORAL PATTERNS IN TOURISM
Abstract
Tourist organizations are global corporations operating across national borders. In the tourism sector there is a trend towards globalization fueled by a variety of factors The term "globalization" refers to the fact that companies are increasingly selling products and services on a global market, that is becoming more homogeneous. Behavior patterns of consumers are becoming more and more similar, despite their national characteristics, this trend being analyzed for over two decades. Global consumers are becoming more standardized in their lifestyle, especially, because they are increasingly exposed to international media. There are evidences to suggest that more and more global products appear. These are primarily produced by large multinational companies. But there is a dilemma: whether there is or a not global consumer. Advertising agencies who design campaigns for products sold in several countries are aware of the subtle changes that must be made in advertising messages for products to be accepted at national level. The behavior of the consumer in tourism in relation to nationality has been studied very little. The only clear link established on a global basis is that the individual's income increases, so the income spent on holidays increases. The present scientific paper provides a brief overview of researches conducted in order to investigate the intercultural behavioral patterns in relation to tourism demand, especially in Europe.
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