Dissertation on British Leisure Tourists

DISSERTATION
(A critical analysis of how climate and accommodation facilities affect the
preferences and choices of British leisure tourists in choosing domestic
tourism destinations)
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ACKNOWLEDGEMENT
I would like to give my genuine thanks to my mentor who motivated me and guided my
through the dissertation. Due to his support in the overall study I am able to complete this
research more effectively. They raise my confidence level by answering about all my issues
faced by throughout the dissertation. Special thanks to all my family members as without their
support it would not have been a successful research.
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ABSTRACT
Domestic tourism remains to be the biggest component of the tourist spendings within
UK. In 2015, British resident has chosen domestic destination for the overnight trips which was
recorded of 102.7 million in England with totaling to 300 million staying nights away from home
with an average spending of £191 per trip and average spending by British resident per night was
£65 making total expenditure of £19.6 billion by British people within the UK as a domestic
tourism. The different factors such as rising prosperity, falling travel cost, financial crises,
information and technology trends, population and social change has led the significant impact
on choosing tourist destination The presence of technological factors has huge impact on the
decision regarding selection of a particular destination to a significant level In the present thesis
on analyzing climate as well as accommodation facilities in affecting the preference of British
tourist towards UK domestic tourist destinations sample size is 25 respondents. This includes
British tourist. Further the collection is done through primary and secondary information. Along
with this inductive approach and positivism philosophy is being used.
It can be concluded that domestic tourism is suitable in comparison with international
tourism. This is due to the reason that it is cost effective as when the people visit local places less
amount of money is required. Moreover the individual feel secure when they visit the local place
in comparison with international tourism destination. This presents that there is greater
preference of British tourist towards visiting domestic tourism destination. Along with this it is
recommended to the tourism businesses to offer higher quality accommodation facilities so that
visitors can be attracted to a greater extent. Such needs to be improved as it determines the
preferences of the British tourist to a greater extent.
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TABLE OF CONTENTS
CHAPTER- 1 INTRODUCTION ...................................................................................................4
1.1 Research Background............................................................................................................4
1.2 Research Aims and Objectives..............................................................................................4
1.3 Structure of the study.............................................................................................................5
CHAPTER- 2 LITERATURE REVIEW ........................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Factors involved while making selection of tourist destination............................................7
2.3 Number of visit by UK tourist within the UK by area as well as purpose of visit................8
2.4 Reasons why domestic tourist destination of UK are more popular among UK residents....9
2.5 Rising demand for UK domestic tourism in comparison with past ....................................10
2.6 Conclusion...........................................................................................................................11
Chapter- 3 Research Methodology................................................................................................12
3.1 Introduction..........................................................................................................................12
3.2 Mixed methods....................................................................................................................12
3.4 Quantitative research method..............................................................................................12
3.5 Questionnaire design............................................................................................................12
3.6 Sampling..............................................................................................................................13
3.7 Data collection.....................................................................................................................13
3.8 Data analysis .......................................................................................................................14
3.9 Qualitative research method................................................................................................15
3.10 Validity and reliability ......................................................................................................15
3.11 Summary of research methods and data collection...........................................................15
CHAPTER -4 ANALYSIS AND DISCUSSION .........................................................................17
4.1 Introduction..........................................................................................................................17
4.2 Demographic characteristics of respondents ......................................................................17
4.3 Objectives one......................................................................................................................17
4.4 Objectives two.....................................................................................................................24
4.5 Objectives three...................................................................................................................29
4.6 Objectives four.....................................................................................................................31
4.7 Conclusion ..........................................................................................................................33
CHAPTER- 5 Conclusion and Recommendation .........................................................................34
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5.1 Introduction..........................................................................................................................34
5.2 Consequences of research findings......................................................................................34
5.3 Recommendation.................................................................................................................35
5.4 Limitations of the study.......................................................................................................35
CHAPTER- 6 EVALUATION......................................................................................................36
6.1 Project success.....................................................................................................................36
6.2 Skills learnt..........................................................................................................................36
6.3 Difficulties encountered ......................................................................................................36
6.4 Lesson learnt........................................................................................................................36
6.5 Future assignments..............................................................................................................37
REFERENCES..............................................................................................................................38
APPENDIX....................................................................................................................................40
Appendix 1 QUESTIONNAIRE...............................................................................................40
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CHAPTER- 1 INTRODUCTION
1.1 Research Background
The United Kingdom is regarded as the world's biggest destination of tourism with
36.115 million visiting in the year 2015. Domestic tourism remains to be the biggest component
of the tourist spendings within UK. The busiest period for the domestic travel with UK is in case
of bank holidays and summer months with August is the busiest (Taylor and Ortiz, 2009). UK
tourism industry is growing rapidly day by day, holding a significant role in terms of
employment opportunity as well as supporting UK economic with the contribution of £126.9bn
(9.0%) on the UK GDP. In 2015, British resident has chosen domestic destination for the
overnight trips which was recorded of 102.7 million in England with totaling to 300 million
staying nights away from home with an average spending of £191 per trip and average spending
by British resident per night was £65 making total expenditure of £19.6 billion by British people
within the UK as a domestic tourism. It is being assessed that domestic tourism expenditure will
be increased by 2017 with impressive grow with £108billion that’s 25.3% of total tourist
expenditure (Agnew and Palutikof, 2006). The trends towards ‘staycation’ has been beneficial to
the domestic market with financial pressured British consumer are opting more for domestic
holiday then traveling abroad.
Rationale
In the present report the research issue is the reasons become of which the British people
prefer domestic tourism. British people are more likely to go on holidays nowadays whether as a
domestic tourist or as an international tourist in different destination within the UK and abroad
destination. The main purpose of this research is to explore British people preference on
domestic tourism. In this research it will be explored about the more preference that British
people prefer to travel and the factors that influence them to choose their destination and the
different destination that is well famous among the British people for their holidays.
1.2 Research Aims and Objectives
The main aim of this research is: A critical analysis of how climate and accommodation
facilities affect the preferences and choices of British leisure tourists in choosing domestic
tourism destinations.
 To identify the factors involved while choosing tourist destinations.
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 To identify the reasons why domestic tourist destination of UK are more popular among
UK residents.
 To identify the rising demand for UK domestic tourism in comparison with past. To find the number of visit by UK tourist within the UK by area and purpose of the visit
Research questions Why British people prefer domestic tourism?
Analysis and framework
The methods for this research involves primary data that will be structured questionnaire
with the UK resident based on the model question distributed to them and mainly quantitative
questionnaire will be used to get reliable information from the responded. As per the objectives
only first two will be used via primary and secondary data collection method to generalized the
information (Cooper, 2008). Whereas for remaining two objectives secondary data are mainly
focused to get realistic information and to generalized the information, different online resources
via journal, articles, UK tourism survey sites, British tourism site, Office of national statistics
and UK tourism statistics will be used for the research of literature review. The sample sized will
be will be 60 and more local British tourist and resident. The more sample is used the more
specific information can be collected to generalized the research topic.
1.3 Structure of the study
While carrying out the investigation there is greater significance for the researcher to
make analysis of chronological order of the various chapters. There is interconnection among the
all the chapters in the present dissertation. Thus completion of one results in starting the another
one. The structure of present thesis is as below: Chapter-1 Introduction: It is considered as an important chapter of any investigation
wherein the researcher can make determination of the overview of the research topic. The
particular section is comprised research aim as well as objectives based upon which
entire study is being carried out. Chapter- 2 Literature review: It is considered as the next chapter of the thesis that takes
place after developing suitable objective of the investigation. Under this presentation of
past studies is done that are being carried out on same subject. Moreover various
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academic journals, online reference material as well as books are reviewed so as to
accomplish the particular section. Chapter- 3 Research methodology: It is another essential chapter that clearly reflects the
various methodologies that are being employed for collection of information and its
analysis. Based upon suitable selection of data collection and analysis tool the researcher
gains ability to develop findings regarding the same. Chapter- 4: Data analysis: After making selection of primary as well as secondary tool
the entire data gathered through selected respondents is assessed in the particular chapter
of report. It includes assessing the outcomes by the means of developing varied
inferences and themes.
 Chapter-5 Conclusion and Recommendation: It is regarded as the last chapter of the
study that is comprised of various conclusion that has been gained from the findings of
investigation. Along with this there are several recommendations suggested regarding the
phenomenon under subject matter.
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