Driving Forces of Globalization
1. Technological development
Globalization has been facilitated by two technologies. First, the development of transportation technology has reduced the time cost and monetary cost of long distance travel. There are now low-cost carriers (e.g., Spring Airlines in the Mainland, Tiger Airways in Singapore, EasyJet in the UK) offering low fares which enable not-so-wealthy passengers who are willing to accept few in-flight services to travel.
2. Economic drivers
People in western countries enjoy more disposable incomes and annual days of vacation, which enable them to pursue international tourism more frequently.
3. Increased familiarity with own country
Westerners are more experienced and knowledgeable, who have now grown familiar with their own country and similar countries of the West.
C ultural Homogenization
. They aspire to the material standards and values of the tourists but were unable to achieve them. Anthropologists called this the “Demonstration effect” Their change of lifestyles led to the conflict between them with the other generation.
. 2. Homogenization also means that destinations are getting more similar to visitors’ country of origin. People usually choose to visit a place which provides new experience rather than what they can find and see at home.
The following three factors are usually considered the causes of cultural homogenization through tourism.
1 . Demonstration effect-The people in host destination, especially in developing countries, copy the lifestyles of the tourists. Local people see that visitors use advanced digital equipments, wear precious watches and dress in beautiful fashion.
2. Destinations- bringing in western products to satisfy the tourists. Though most tourists wish to look for exotic elements in the other cultures during their tour, they still expect to enjoy the daily amenities that they enjoy at home.
3. Multi-national corporations-have taken the opportunities to extend their services to various places in the world to satisfy the needs of western tourists. McDonald’s, KFC and Starbucks are opened in Beijing, Tokyo, Madrid and Paris as these cities are popular tourist destinations. Similarly, Coca Cola is promoted and sold in major tourist cities all over the world
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