Influencing International Tourists Assignment

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Analysis of factors influencinginternational tourists for selectingUK as their holiday destinations1
EXECUTIVE SUMMARYUK as a destination place is getting popular worldwide and it is supporting in attractinglarge number of tourists from outside the nation. The main reason behind carrying out this study“To analyse the factors influencing international tourists for selecting UK as their holidaydestinations”. Every year large number of tourists are attracted towards UK which is around 16.8million and their first priority is London rather than other countries. Tourists perceive London asappropriate destination place which is value for money and can satisfy their need in most efficientmanner. Tourism has supported in development of every sector in London and in turn has acted asdevelopment tool for the economy. Further, the marketing along with branding strategies providesbase in promoting the destination places. In short UK is selling its image to the tourists in positivemanner which is above expectations of the customers and has supported in enhancing overalldemand of the tourism services. Investment of government is maximized by working in partnershipwith with range of organizations which involves both private and public companies. On the otherhand, the key highlights of the current marketing campaigns being designed involves differentactivities through which places of attraction can be promoted easily.The present research being carried out is exploratory in nature where main motive is toexplore new ideas and thoughts which are beneficial for the research. Further, inductive approachhas been chosen where specific country UK has been chosen as one of the destination place. Datahas been collected from both primary and secondary so as to conduct research in effective manner.Primary information has been gathered with the help of well designed questionnaire in order toassess the factors which influences customers to choose UK as destination place. On the other hand,for collection of secondary information various books, journals and online articles have beenreferred which are associated with the present topic. Apart from this sample size of 50 touristsarriving London from outside the nation has been considered as by obtaining information from themit is possible to know overall image of UK as destination place. It can be concluded from theprimary and secondary data analysis that majority of tourists that visit UK belong to age group of35 to 45 years. There has been increase in foreign tourists to UK as in the past, the nation hasattracted people from all over the world for various purposes. Education is one of the main area thathas resulted into huge increase in foreign population. Increasing population in emerging nations inaddition to level improvement in education at UK are the major forces that people are sendingapplications for enrolment in various courses.2
TABLE OF CONTENTSCHAPTER 1: INTRODUCTION........................................................................................................41.1 Background of the study...........................................................................................................41.2 Rationale of the study.............................................................................................................51.3 Research aims and objectives.................................................................................................71.4 Analysis and framework...........................................................................................................81.5 Potential significance of the study............................................................................................91.6 Structure of the dissertation......................................................................................................9CHAPTER 2: LITERATURE REVIEW............................................................................................112.1 Introduction..............................................................................................................................112.2 Factors considered by tourists while choosing their holiday destinations..............................122.2 Marketing and branding strategies adopted by UK for attracting tourists...............................152.4 Reasons behind considering UK as holiday destination by international tourists...................19CHAPTER 3: RESEARCH METHODOLOGY................................................................................253.1 Introduction..............................................................................................................................253.2 Research design.......................................................................................................................253.3 Research type...........................................................................................................................253.4 Research philosophy................................................................................................................263.5 Research approach..................................................................................................................263.7 Data collection........................................................................................................................283.8 Data analysis..........................................................................................................................283.9 Reliability and validity............................................................................................................293.10 Ethical consideration.............................................................................................................303.11 Research limitations..............................................................................................................30CHAPTER 4: DATA ANALYSIS......................................................................................................314.1 Introduction.............................................................................................................................314.2 Data analysis: Questionnaire...................................................................................................31CHAPTER 5: CONCLUSION AND RECOMMENDATION...........................................................445.1 Introduction.............................................................................................................................445.2 Conclusion..............................................................................................................................445.3 Recommendations....................................................................................................................49REFERENCES...................................................................................................................................52APPENDIX.......................................................................................................................................563
CHAPTER 1: INTRODUCTION1.1 Background of the studyIn the era of modernization people prefer to travel from one to another as it directly providesthem remarkable experience. Further, the rapid growth in travel and tourism sector is supportingcompanies to satisfy need of its target market in efficient manner. People living in the society havestarted to explore new places and demand for different destination places have increased in shortperiod of time (Goeldner and Ritchie, 2006). UK as a destination place is becoming popular day byday and various factors are present that influences tourist to visit UK and in turn this satisfies theirneed in every possible manner.London is considered as one of the world's leading tourism destination and due to this reasonlarge number of tourists are easily attracted towards this place. Further, demand for everydestination is increasing at faster pace in the market and it is also supporting in development ofeconomy of London. It has been found that UK has attracted around 15.3 million internationaltourists in the year 2011. Apart from this majority of the visitors prefer to spend large amount onpurchasing tourism services offered by travel and tourism companies operating in London. On theother hand government of the country has also started to take initiative to promote London asdestination place and due to this reason entire country is getting positive response from the touristsliving in other nations. Places of attraction in London involves London Eye which is a giant Ferriswheel located on the edge of River Thames (Kaynak and Uysal, 2012). Apart from this other placesto visit are Buckingham palace, Tower of London etc. All these places posses power to attract largenumber of customers and is beneficial for the economy of country.Further, it is well known fact that to promote any destination place or any other locationmarketing is necessarily required as through this customers can be easily towards different places.Promotion is done with the help of different media source such as advertisement, social media andother effective sources which has wide coverage and in turn assist in satisfying need of tourists inmost efficient manner (Laws, 2011). Before selecting any destination place majority of the touristsconsider its unique quality and it is assessed well in advance whether destination place selected arevalue for money or not. Apart from this proper maintenance of the destination places attracts themtowards the place as it is expected by every tourist amount spend for seeing it can be utilized inappropriate manner. On the other hand, taste and overall requirement of every tourist differs fromone another due to which effective marketing strategies are undertaken so that every individual mayknow about the place in appropriate manner and can take decision whether to purchase tourismservice or not (Bowen and Clarke, 2009). It is linked with overall development of the nation anddue to this basic reason every tourism organization and other private bodies are working hard to4
promote UK as destination place in front of the people arriving from outside London.Apart from this effective marketing along with branding strategies have been developedthrough which London as a destination place is promoted in front of international tourists who arearriving from other countries. This directly provides a base in development of the economy and inturn acts as development tool. Due to rise in level of competition in the tourism sector more effortsare applied so that destination places can be promoted by highlighting all the key benefits which canbe rendered to the travellers (Andersson and Ekman, 2009). Promotion with the help of tourismboards and other associations is effective in nature as their main stress is on building positive brandimage of the destination places in front of tourists who are arriving from outside the countries.Moreover, attractive schemes such as discount and other type of benefits are given to travellerswith the aim to satisfy their need in most efficient manner. In short, it is a source of attraction andbefore taking decision in relation with any destination place it is ensured by travellers whether it isvalue for money or not. Concept of destination marketing has significantly increased in the presentera so that more development is possible by promoting different places in front of customers.On the other hand effective sources have been undertaken so as to market destination placeswith the help of appropriate media source such as print, electronic etc. More focus on advertisementis providing favourable results and is supporting in improvement of the economic condition ofUnited Kingdom. Further, it is well known fact that due to rise in demand for destination places incountry like London tourism industry is benefited and in turn more employment opportunities areprovided to the people living in the country (Carvão, 2010). The tourist board being developed inLondon holds the responsibility of promoting and marketing of all the destination places. Further,time to time it is ensured that all the places are properly maintained and are capable enough tosatisfy need and requirement of target market in most efficient manner. Promotion is basically doneat the time of seasons and on other occasions through which demand for destination place directlyincreases and in turn acts as development tool for the entire economy. Country like UK is directlyselling its brand image in front of travellers through different sources which are effective and coverslarge part of the market. Further, it is well known fact that need and overall requirement of everytourist varies from one another and due to this reason larger efforts have to be applied in marketingof destination place.1.2 Rationale of the studyUK as a destination place is getting popular worldwide and it is supporting in attractinglarge number of tourists from outside the nation. The main reason behind carrying out this study“To analyse the factors influencing international tourists for selecting UK as their holidaydestinations”. Every year large number of tourists are attracted towards UK which is around 16.85
million and their first priority is London rather than other countries. Tourists perceive London asappropriate destination place which is value for money and can satisfy their need in most efficientmanner (Bolan and Williams, 2008). Economy of UK is growing at faster pace and this can beregarded as one of the major reason due to which customers prefer to choose UK as one of the placeat the time of spending their holiday etc. Moreover, it also depends on the type of marketing andpromotional strategies designed by government of the country to promote places. The value oftourism to the economy of UK can be known with the help of statistics as it is £126.9bn GDP 9.0%of UK GDP. Further, London as a place is regarded as eight largest international tourism destinationranked by the visitors numbers. Overall tourism industry of UK employs around 3.1 million peopleand is regarded as one of the fastest growing sector in terms of employment (UK tourism statistics.,2014). Tourism has supported in development of every sector in London and in turn has acted asdevelopment tool for the economy. Further, the marketing along with branding strategies providesbase in promoting the destination places. In short UK is selling its image to the tourists in positivemanner which is above expectations of the customers and has supported in enhancing overalldemand of the tourism services.Marketing of tourism places in UK is done in different manner where uniqueness of all theplaces are highlighted in front of the customers so that they can easily take appropriate decisionswhether to choose London as tourism place or not. Overseas visitors have spent £21.01 billion inthe UK in 2013. The strong growth noticed in the tourism sector was supported by increasingnumber of Chinese visitors arriving UK to visit different places. The rise in level of growth year onyear came from different countries (Hutchinson, 2015). It is leading to rise in inflow of moreforeign currency and is allowing government of UK to undertake different activities for thedevelopment of the economy and is overall acting as development tool. At present travellers arebeing able to plan their holidays in effective manner with the help of internet sources and this is alsosupporting government of UK to promote different places of attraction so that more customers mayprefer to visit. Media is considered as one of the most effective medium to make people awareabout destination places in London. It is well known fact that media reaches masses and is aneffective tool of promotion. In the present era safety and security is one of the major concern asbefore planning holidays travellers ensures that whether the destination place selected is safe to visitor not such as any unfavourable practice such as terrorist attack is present or not (Hankinson,2007).Apart from this before selecting any place purchasing power of visitor plays most crucialrole as it is ensured by every traveller in advance whether the place selected is under budget or not.Various websites have been developed by government where main stress is on providing accurate6
and up to date information regarding the tourism destination places and in turn travellers can easilytake purchase decision which is fruitful for the economy of London. Government of the countryhas taken every possible action of the safety of people living in the society and it can be regarded asone of the main reason behind growing demand for destination places in London (Hudson andRitchie, 2006). Their is no doubt that different destination places are present worldwide and itsselection depends on large number of factors. Further, due to variation in need and requirement ofevery tourist demand for every place is influenced. The websites named visit Britain focuses mainlyon building image of the country and enhancing the aspiration of travellers. Further, main stress ison turning aspirations into bookings. With the help of websites and other sources people visitors areencouraged to explore the whole of Britain and this directly adds value to UK tourism industry andthe economy of UK. At present different marketing campaigns have been designed whichencourages travellers to visit London through brand building and tactical marketing campaigns(Iwashita, 2008). Apart from this various agencies are working for the betterment of nation and theyare motivated to explore the nation so that more development within the nation is possible.Investment of government is maximized by working in partnership with with range oforganizations which involves both private and public companies. On the other hand, the keyhighlights of the current marketing campaigns being designed involves different activities throughwhich places of attraction can be promoted easily (Kerr, 2006). Apart from this the purchasingpower of people living in every country is increasing at faster pace and due to this basic reason theyprefer to spend more funds in purchasing tourism services. Due to rise in demand for services it hasbecome necessary for every tourism organization to develop services keeping in view overallexpectations of the target market. Visitors from every country such as India, South korea etc prefersto visit London and it is their first choice. On the other hand higher efforts are applied by ministryof UK and other agencies to promote destination places and all the key benefits which customerscan obtain are shown with the help of advertisements etc. Different ways of promoting destinationplaces are present in the market and through this right information is being shared with travellerswith the objective to attract them towards the destination places. Therefore, it is beneficial for theentire nation and can be regarded as one of the basic reason behind rise in development rate of UK'seconomy (Richardson, 2004).1.3 Research aims and objectivesThe main aim behind carrying out this study is “To analyse the factors influencinginternational tourists for selecting UK as their holiday destinations”. Further, in order to accomplishthis aim various objectives have been developed which are shown below:To identify factors considered by tourists while choosing their holiday destinations7
To identify marketing and branding strategies adopted by UK for attracting touristsTo assess reasons behind considering UK as holiday destination by international tourists.To recommend ways through which the country can promote itself within internationaltourism industry.Research questionsFollowing are the research questions being developed on the basis of objectives of the studyas this provides proper guidelines in accomplishing the aim of the research which is significant forthe research.What are the factors considered by tourists while choosing their holiday destinations?What are the marketing and branding strategies employed by UK for attracting visitors?What are the reasons behind selection of UK as holiday destination by international tourists?So these are some of the research questions designed which are directly associated with theobjectives of the research.1.4 Analysis and frameworkThe present research being carried out is exploratory in nature where main motive is toexplore new ideas and thoughts which are beneficial for the research. Through this design it ispossible to know the factors influencing international tourists for selecting UK as holidaydestination. No doubt large number of factors are present on the basis of which travellers decidewhich destination place to choose and they take decision regarding purchase of services(Sreedharan., 2007). Further, inductive approach has been chosen where specific country UK hasbeen chosen as one of the destination place. In this type of approach results move from specific togeneral and it can be regarded as one of the basic reason behind selection of this approach.Interpretivism as a philosophy has been undertaken through which it is possible for researcher tointerpret elements of the research and it assist in integrating human interest into the study.Data has been collected from both primary and secondary so as to conduct research ineffective manner (Kumar, 2002). Primary information has been gathered with the help of welldesigned questionnaire in order to assess the factors which influences customers to choose UK asdestination place. On the other hand, for collection of secondary information various books,journals and online articles have been referred which are associated with the present topic. Apartfrom this sample size of 50 tourists arriving London from outside the nation has been considered asby obtaining information from them it is possible to know overall image of UK as destination place.Further, technique of purposive sampling has been employed where main focus is on fulfilling mainpurpose of the study. Data has been analysed qualitatively where different themes have been formedand it represents the overall response provided by the travellers from whom information has been8
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