The research team Thomas Bieger, Pietro Beritelli and Christian Laesser, based at the Institute for Systemic Management and Public Governance (IMP-HSG) at the University of St.Gallen, present a comprehensive reorganisation of tourism theory in the book “The End of Tourism?”. Their work reflects the challenges facing traditional tourism.
A paradigm shift in the understanding of tourism
- The merging of work and leisure, and modern lifestyles with multiple locations:
New living and working models such as home office and “workation” are blurring the boundaries between home and work. People live in patchwork relationships and international family relationships. They have several places of residence. Many trips, such as visiting friends and family abroad, are therefore no longer tourism in the strict sense. This complicates the traditional definition of tourism, which is based on leaving one's usual environment. - Digital platforms as new players:
Companies such as Airbnb, Booking.com and Uber are increasingly shaping the tourism offering and challenging traditional structures. This raises the fundamental question of whether tourism can still be managed using traditional instruments. - Unclear destination boundaries:
The diversity of travel motives and flows means that destinations can no longer be clearly defined. Travellers often consume services across traditional destination boundaries. The question arises as to whether the traditional, often geographically oriented structure of tourism organisations is still effective. - “Overtourism” and travel that harms the environment:
In view of the climate crisis, infrastructure overload and housing shortages, tourism is viewed critically in many regions. The question arises as to whether tourism promotion still makes sense at all in countries with strong population growth and increasing leisure requirements and whether location promotion as a whole should not be scrutinised.
Switzerland caught between tradition and innovation
The researchers see both opportunities and challenges for Switzerland as a traditional tourism destination and business location with strong population growth. Traditional tourism theory is not only scrutinised. The authors also lay the foundations for a new theory of tourism. Examples include:
- The understanding of the ordinary living environment as a network of sometimes widely separated places.
- The expansion of the tourism system model with the weighting platforms.
- The explanation of tourism demand as the result of a system of partial decisions, travel biography and social environment.
- The reorganisation of tourism offers with the aim of ensuring not only quality but also productivity. Consolidation of businesses and the use of robotics offer prospects for increasing productivity and making tourism activities more attractive.
- Thinking flexibly and demand-orientated beyond political and geographical borders.
- To gain a better understanding of the consequences of tourism for nature and society. “Gentrification”, the displacement of less value-adding activities or less affluent residents and customers, is a constant process that is reshaping cities and spaces. New concepts of tourism and location promotion are also needed for social sustainability.
Conclusion
Tourism is at a turning point. Traditional concepts are being challenged by new realities of life, technological developments and social debates. For Switzerland, this means reacting flexibly to changes and pursuing innovative approaches in order to continue to play a leading role in global tourism.
The end of tourism? Tourism theory rethought (in German). Publisher: Haupt, 1st requirement.
Authors: Thomas Bieger, Christian Laesser, Pietro Beritelli. ISBN: 9783825263690.
Image: aletscharena.ch
