2023-11-15
In a pivotal segment of the 2023 WTA • Xianghu Dialogue titled “Win-Win Cooperation: Tourism Links the World”, Mr. LIANG Jianzhang, Co-Founder and Executive Chairman of the Board of Trip.com Group, shared his insights on the “The Uniqueness of Tourism”.
Here are excerpts from his speech:
We often say that travel makes life better, but this could be said about any industry. So, why is tourism unique? This can be analyzed from the perspectives of psychology, economics, sociology, philosophy, and others.
From a psychological standpoint, I reference Maslow’s hierarchy of needs, which categorizes human needs into five (or sometimes eight) levels. From the bottom of the hierarchy upwards, the needs are: physiological, safety, love and belonging, esteem and self-actualization. In this theory, higher needs in the hierarchy begin to emerge when people feel they have sufficiently satisfied the previous need. The pinnacle of this hierarchy, self-actualization, can be further divided into the needs for learning, aesthetics, self-fulfillment, and self-transcendence. Tourism uniquely caters to these higher-level needs through exploration (learning), appreciation of beauty (aesthetics), and the challenges it presents (self-fulfillment). As people’s incomes increase, so does their pursuit of these higher-level needs, making tourism an industry poised for long-term growth due to its alignment with the pursuit of self-actualization.
Economically, in the context of rising automation and artificial intelligence, many industries face transformation. Industries satisfying basic needs, especially those susceptible to automation like automotive and home appliances, are becoming cheaper and less dominant in the economy. In addition, sectors like real estate, less prone to automation, also show signs of growth fatigue. Sectors that can be automated in industries that cater for spiritual needs, such as the gaming industry, will become cheaper despite the increase in demand. However, the tourism industry, which caters to higher-level, non-material needs and is challenging to automate, is neither becoming cheaper nor losing demand. Instead, its economic significance is expected to increase, making it a unique, premium sector. This trend is evident in the global growth of tourism, highlighting its long-term economic importance.
Sociologically, tourism brings substantial positive social effects. It unites people from diverse backgrounds and cultures, fostering understanding, communication, reducing inequality, and promoting peace. This aspect of tourism contributes significantly to its uniqueness, transcending mere economic and psychological benefits.
Philosophically, the highest pursuit of humans is to transcend oneself, seeking the meaning of one’s life, especially in affluent societies. What then is the ultimate purpose and meaning of humanity and life? The answer lies in the long-term prosperity of human civilization through innovation and heritage. This prosperity is not just measured in numbers but also in the expansion across time and space. Human civilization’s long-term prosperity requires continuous innovation, and travel promotes human innovation. For instance, humans developed agriculture after moving out of Africa, and the Age of Discovery significantly broadened human horizons, promoting the modern scientific revolution. If we can travel to space in the future, the expansion of human vision will be immeasurable. From a temporal perspective, travel also promotes heritage by dispersing populations in more places, like “putting eggs in more baskets,” enhancing humanity’s risk resistance.
However, the driving force behind long-term human innovation and heritage is now under threat. Compared to other technologies, travel technology evolves slowly. Rapid advancements in realms like the Metaverse can create spiritual needs at a lower cost, potentially replacing the desire for physical travel. Yet, the authenticity and intrigue of the real universe far surpass virtual experiences. The mission of the tourism industry, therefore, is to ensure that real-world travel experiences triumph over virtual ones, especially in maintaining the exploratory desires of the younger generation. This pursuit of meaning and philosophical mission adds a unique dimension to the tourism industry.
In its commitment to the long-term prosperity of human civilization, Trip.com Group is focusing on innovation and legacy. First, in AI innovation, we are integrating breakthroughs in natural language interaction into services, allowing users to plan trips and solve travel-related issues. Second, in content innovation, we are combining human and big data verification to create authoritative ranking lists, providing reliable data to ensure the best travel experiences for users. Third, in exploring sustainable development, Trip.com Group is committed green growth while boosting local economies. This includes operating boutique homestays in underdeveloped areas, creating family-friendly work environments, especially for women, and launching “low-carbon hotel” standards, as part of our efforts to provide reliable, guaranteed user experiences. Hotels meeting these standards show a 20-30% reduction in electricity and gas usage, and some Trip.com vacation farms with solar panels have cut electricity usage by 30-40%, with investments paying off within 7-8 years.
Conclusion: The Unique Role of the Tourism Industry
The tourism industry satisfies higher-level psychological needs, promises long-term economic growth, fosters human understanding, integration, peace, and inclusive development from a sociological perspective; from a philosophical standpoint, it broadens horizons and promotes innovation, risk dispersion, and cultural inheritance. Trip.com Group’s mission is to provide the best travel experiences in the real world, ensuring that these experiences surpass those offered by virtual realities.