As we have studied, the rapid growth in the global middle classes has created high levels of disposable income in the fast growing economies of South East Asia and South America. With increased wealth comes and increase in leisure time and the desire to travel and explore the world. Subsequently, the global tourism industry is booming and aeroplane orders from China, India and the Middle East are flooding in to manufacturers such as Airbus. However, there is still a considerable proportion of the global population who are not yet wealthy and so the lure of sport, which can be inexpensive, is strong. This optional unit will use the 4P's as a lens to study the consumption of our rural and urban landscape, carrying capacities and sustainability in the face of a huge wave of global travelers and consumers.
Synthesis Thinking - What connections can you spot between the growth of the middle class in China and their booming tourism market? Can you see any evidence of the individual components (leisure, sport & tourism) in this video?
