SWOT Analysis of London Eye as a Tourist Attraction

This report provides a comprehensive SWOT analysis of the London Eye as a tourist attraction, including its strengths, weaknesses, opportunities, and threats. It also discusses potential strategies for future expansion and growth.

Contemporary issues
project

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
London eye.............................................................................................................................3
Why is SWOT a relevant and valid tool for analysing a Tourist attraction?.........................4
SWOT of tourist attraction.....................................................................................................4
To evaluate the possibility for its expansion in the future.....................................................4
CONCLUSION..........................................................................................................................4
REFERENCES...........................................................................................................................4
Books and journals.................................................................................................................4

INTRODUCTION
Tourism can be defined as an activity done by the individuals for getting the pleasure
or business it is also theory and practices of touring where individual travel from one place to
another by the mean of travelling. London is a famous spot for tourism where there are more
than 20 destinations which can be visited by an individual according to data presented by the
UK government more than 20 million people visit London per year which is continuously
increasing but 10% every year (Sigala, 2017). This report is based on the London eye, it is a
tourism destination in London which is a millennium wheel. London eye is situated in South
Bank of the river Thames in London it is Europe tallest observation wheel which attract more
than 3.75 million visitors annually. In this report there will be discussion on the swot analysis
of London eye as well as the key features which can be added within this tourism destination
for increasing the business attracting more and more customers and tourist towards tourist
destination.
MAIN BODY
London eye
The London eye or the millennium wheel is situated in the South Bank of the river
Thames in London. It is the Europe tallest observation wheel and a most attractive tourism
destination within the UK which attract over 3.75 million visitors in an year. This also shows
the appearance of popular culture within the UK and London.it is important part of UK
economy also because it contributes major part in London tourism industry (Geddes, Foster,,
Nixon, Langridge, and Bleakley, 2018). It is a 135 metre tall and of wheel that has diameter
of 120 which is approx. 394 cm. This tourism destination is open for public in 2000 where it
is the world's tallest Ferris wheel. The London eye is used to offer the highest public meeting
point in London until it was suspended by 245 hi observation deck and 72 floor the shirt
which is open for the public in February 2013. It is important destination for whole UK as it
shoes their cultural as well as influence within the London economy.
There are some key features of London eye which are mentioned below:
 It is Europe tourist Ferris wheel which was built in 1999 and open for public in 2000.
 It is a popular destination within the UK attracts 3.75 visitors annually which is also
highest number for any paid attraction.
 It was supposed to be the temporary part of the London as like Eiffel tower or other
tourism destination but it becomes a permanent path of tourism destination for
London because of its popularity as well as unique features.
 There is also mistrial that the London eye has 32 capsules which are numbered from 1
to 12 and 14 to 33, this also actors and mystery for number of visitors that number 13
is missing.

 Twinkling lights is also great feature of the London eye as the eye is light a bit
different colours to make various special occasions remarkable.
Relevancy and validity of SWOT as tool for analysing a Tourist attraction
According to the consideration made by (Sarsby, 2016), SWOT analysis can be
defined as a tool for analysing the internal environment of an organisation or tourism
attraction where the strength weaknesses opportunities and threats can be easily identified for
making an effective business decisions regarding the progress and future growth of firm. He
also stated that SWOT analysis and adequate in a proper tool which can be used by an
business organisation as it identify each and every aspect of internal environment and help
organisation in identification of different strengths and weaknesses for formation of a proper
business strategy and identifying the opportunities and threats for minimising the negative
impact of internal environment.
SWOT of London eye
London is the leading tourism destination within whole UK so it is important to
analyse the strengths weaknesses opportunities and threats of the organisation for identifying
the internal factors and increasing the benefits of tourism destination by eliminating wasteful
activities. This is SWOT analysis of the London eye which is stated below:
Strength
 The major strength of the London eye is that for its popularity. London is a popular
sport within the tourism industry of the London this is because it is the only form to
have 3.75 million visitors in a year. They also pay for visiting the site (Yip,
Schweitzer and Nurmohamed, 2018).
 There is strength of the London, the structure of the London eye is also major strength
of this tourist destination as it is 135 metre which is approx. 443 feet tall and the
diameter of this wheel is 120 metre and it operates on maximum days of the year
strength of that tourism destination.
Weakness
 The major big weakness of the London eye is that maintenance and operational cost.
This is the giant wheel which required the number of maintenance as well as
increased cost of maintenance. The time spent on the maintenance of this giant wheel
will lead to the loss of revenue for the organisation because of closure in operations of
this tourism destination. This maintenance also takes huge costs which also decrease
the revenue of the London eye. It acts as a weakness of the organisation which it has
to keep in mind (Ming and Tao, 2018).
Opportunities

 There are number of possibilities in front of the London eye tourism destination as it
can increase market by providing different kind of services like food clothing as well
as organised some prayers which will promote the organisation and tourism
destination. There is also an opportunity for bringing different type of food items
within the cafeteria of tourism destination for increasing the satisfaction of tourist as
well as revenue of organisation(Ferro and Routledge, 2019).
Threat
 There are various threats which are in front of the London eye. The major threat in
front of the London eye is that changing the trend of tourism industry. From the
current times it is analysed that there is continuously changes in the trend of the
tourism industry as well as behaviour of they are now shifting to word Asia and other
region they are now shifting toward Asia and other region of United Kingdom which
also impacting negatively on tourism of UK as well as the London eye (Nelson,
Talbot and Larson, American Greetings Corp, 2018).
 There is one more thread in front of company that they are number of big bills which
are yah more bigly than the London eye.
To evaluate the possibility for its expansion in the future
It is important for the tourism destination like the London eye to develop effective
plan for their future development and growth opportunities because of changing market trend
as well as behaviour of tourism. Below, there are some suggestions which can be used by the
London eye for increasing their market share within tourism industry.
 It can use different type of food production houses which can attract the customers
towards the organisation because of their tasty and delicious food.
 The tourism destination can also tired with different type of hotels where a proper
accommodation services can be provided to the tourist who came from different
destinations of the world (McGinnis, Glibkowski and Lemmon, 2016).
 There is one more option in front of the London eye that it can tie up with different
service provider and transport units like airlines rail transport and other means of
transport used by the tourist. Where we can offer the free tickets are different type of
discount on the tickets of London eye by purchasing the tickets of different transport
means.
 The London eye can also use to build up a good infrastructure where it can provide
different type of services under the one roof like shopping facilities by attracting
different kind of business units. It can also provide other entertainment means like
building the games for carnival near the area (LI, GUO and Luo, 2010).
 It can also use to build different type of activities for a good amusement park near the
tourist destination where tourist can also take advantages of an amusement park and
increase their satisfaction. This will help the London in future development and
bringing more and more customer toward the tourist destination (Jennings, 2018).

CONCLUSION
It can be concluded from the above mentioned report that it is important for any
tourism destination to grab the opportunities within the tourism industry for attracting number
of customers.it can also use a SWOT analysis which will help organisation in identifying its
strength weaknesses opportunities and threats which will further help in making effective
planning and policy which will decrease the chances of failure and increase the productive
use of resources.it is also n I like that there are number of options available for an
organisation to improve its functioning and remain in competition with in the tourism
industry.

REFERENCES
Books and journals
Ferro, A. and Routledge, A., 2019. Contemporary Bionian Theory and Technique in
Psychoanalysis, edited. American Journal of Psychoanalysis, 79(3), pp.439-441.
Geddes, V., Foster, J.A., Nixon, M., Langridge, M. and Bleakley, C., 2018. LONDON
EYE. The Hardy Society Journal, 14(2), pp.115-121.
Jennings, A., 2018. Structures: from theory to practice. CRC Press.
LI, H., GUO, X. and Luo, Y.F., 2010. Imperfection Sensitivity Analysis of Ferris Wheel
Structures. Structural Engineers, 26(2), pp.24-30.
McGinnis, L.P., Glibkowski, B. and Lemmon, G., 2016. Introducing the Question Wheel, a
Circumplex Model of Communication Developed From Expert Golf
Instructors. International Journal of Sport Communication, 9(2), pp.167-190.
Ming, M., Li, Z. and Tao, S., 2018, July. Researching and Applying of the New Structure
Style for Ferris Wheels. In Proceedings of IASS Annual Symposia (Vol. 2018, No.
21, pp. 1-7). International Association for Shell and Spatial Structures (IASS).
Nelson, G., Talbot, J. and Larson, S., American Greetings Corp, 2018. Ferris wheel greeting
card. U.S. Patent 9,873,280.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Sigala, M., 2017. Collaborative commerce in tourism: implications for research and
industry. Current Issues in Tourism, 20(4), pp.346-355.
Yip, J.A., Schweitzer, M.E. and Nurmohamed, S., 2018. Trash-talking: Competitive incivility
motivates rivalry, performance, and unethical behavior. Organizational Behavior
and Human Decision Processes, 144, pp.125-144.