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The aim of this paper is to investigate whether tourism awareness can be created through introducing tourism as a subject in high schools in South Africa. It also explores if studying tourism as a high-school subject has an influence on the travel patterns of students and their parents, and if it stimulates students to pursue a career in the tourism industry.

The study is exploratory in nature. Based on a literature review, a questionnaire was developed and administered to 250 students with tourism as a high-school subject (research group), 250 students without tourism as a high-school subject (control group), 250 parents whose children have tourism as a high-school subject (research group) and 250 parents (control group) whose children do not have tourism as a high-school subject in South Africa.

Data revealed that introducing tourism as a high-school subject created tourism awareness among students. The travel patterns of those parents whose children studied tourism were also influenced. Results also indicated that students who studied tourism at high-school level are likely to pursue a career in the tourism industry.

The study was conducted on learners who had been exposed to the tourism curriculum for only a year-and-a-half and therefore did not measure the full impact of the three-year curriculum. The study was also conducted in only one of the nine provinces of South Africa and the demographic location of the learners could have had an influence on the findings. More advanced statistical analysis could have been performed to increase the value of the study. The Bartlett Tests of Sphericity and Kaiser-Meyer-Olkin overall measure could also have been reported. The study can be replicated in other countries, where tourism is currently being offered as a school subject to measure the effectiveness of the tourism curriculum as an awareness tool. The influence of children on their parents' travel patterns should also be further studied as it can assist in strategic development, planning and marketing of tourism attractions.

Introducing tourism as a high-school subject in other developing countries can be considered as a way of creating tourism awareness, and to stimulate the domestic tourism market and the tourism industry as a whole. If tourism can be introduced as a subject at a younger age students will be able to influence their parents' travel patterns and are likely to pursue a career in the tourism industry.

This study is one of the first to measure the effectiveness of a tourism curriculum as a tourism awareness tool. It also adds to a limited body of knowledge on how children influence their parents' travel patterns. Last, it shows the effect that tourism awareness has on students in their decision to pursue a career in the tourism industry in South Africa.

Perhaps more than any other country, the island nation of Singapore offers a bridge among cultures. Using data from multinational cohorts of international tourists studying in Singapore, this chapter reveals the travel patterns and preferences of Indian students whose tourist behaviors are less well understood. This chapter aims to identify their key motives using Pearce and Lee’s travel career pattern model. It also aims to identify the destination-based factors that attract Indian students in Singapore. The findings suggest that the students’ travel motives are linked to kinship and collectivism, and they are most concerned about price and safety when choosing destinations. This chapter reveals core motives and how the students can be welcomed in the next steps of their travel trajectory.

The interests of outbound Chinese tourist behaviors have been of much recent research interest, yet the youth segment has received relatively little attention. By surveying young Chinese in Macao this chapter provides some glimpses into their aspirations and planning for future travel. The definition of “young” in this chapter is people aged between 18 and 35 years which is adapted from the Pacific Asia Travel Association in its “Young Tourism Professional” program. The impetus lies in the potential malleability of preferred destinations for this new generation of Chinese tourists since the precedents of the past and the limitations of language and group control over travel have weakened in the last 10 years.

The purpose of this paper is to review the relevant literature on travel motivation and provides a scenario‐based discussion on the applications of travel motivation theories in the industry practice. The paper offers an invaluable practical interpretation of travel motivation and related management issues.

A comprehensive literature review on travel motivation is conducted to acknowledge the major theories. Two scenarios are presented and discussed by linking two motivation conceptual schemes, Maslow's hierarchy of needs theory and Plog's allocentrism/psychocentrism model, to practical issues in travel management.

The literature review discloses that travel motivation theories have evolved over time. By linking theories to industry practice, the paper advocates that travel managers be more conscious of travelers' internal psychological needs when designing travel services/products.

This paper offers a good understanding of travel motivation by discussing theoretical applications in real‐world situations.

The purpose of the study is to compare features of career development and fandom in frequent festival attendance in the context of Finnish music festivals.

The study uses a mixed methods research approach and employs two theoretical frameworks: theories of career development and fandom.

In frequent festival attendance, both festival career development and festival fandom are most clearly present in motivation development and social dimensions.

Strategically, frequent festivalgoers should be considered as crucial stakeholders, who might mobilize the co-creation of a sense of community or festival brand.

Music-related fandom has been previously investigated in relation to artists and specific musical genres, but not so much in relation to music festivals in general. Career studies, on the other hand, concentrate heavily on sports events. There is a scarcity of research scrutinizing both career development and fandom in the festival context within the same study, and festival attendance as part of music tourism is an under-researched area.

The final chapter of this volume seeks to interpret and explain key dimensions of Asian outbound tourism. Initially the challenge of employing culturally sensitive theoretical lenses is tackled. Cautious and at times sceptical assessments of the mobilities paradigm, critical pragamatism and specific micro approaches are offered. A selection of key lenses for future study is made. Major forces affecting Asian outbound tourism such as the digital world and low-cost air carriers are reviewed. The strategic issues facing destination managers and communities are highlighted. Managing the adjustments for mutual well-being between tourists and the communities they visit are stressed and extracted from the chapters in this book.

This paper aims to explain and resolve the paradoxical situation in China regarding how it is difficult to get an offer of employment in China while people are unwilling to pursue or embark on a career in the Meetings, Incentives, Conventions and Exhibitions (MICE) industry. Therefore, the MICE industry career path should be carefully explored.

The paper used semi-structured interviews with more than 30 representative managers from key MICE companies, a social community perspective and conceptions of the social world combined with the traditional career-ladder model.

The study’s key findings are: a general career path exists in the MICE industry in China; there are three main types of career paths and two different kinds of promotion mechanisms, which vary according to the type of ownership, scale or other characteristics of companies; and a feedback mechanism, linking social-world events and social community characteristics, affects individual employees and their career paths in the MICE industry, leading to promotion in or retreat from the industry. Typically, the mechanism fits high-level employees better than the freshmen, which leads to high turnover in the MICE labor market.

This paper provides a better understanding of MICE industry and facilitates people’s employment choices.

This paper provide a new social community perspective for exploring the MICE career path; there are also significant practical implications for MICE elites, which present a new framework for future research and industry applications.