Urban Tourism Field Report

This field report analyzes the impact of overcrowding and seasonality on urban tourism in Cambridge City Center. It explores the awareness of urban tourism, its benefits and limitations, and the relationship between seasonality and overcrowding. The report concludes with recommendations for managing these challenges and promoting sustainable urban tourism.

Field report on Urban tourism

Table of content
TOPIC..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGIES.................................................................................................5
DATA ANALYSIS..........................................................................................................................7
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

TOPIC
Impact of Overcrowding and seasonality on Cambridge town center
INTRODUCTION
Urban tourism is the practice of having the tour and tourism facilities on the city level.
This involves the practices like visiting various architectural places, museums, visiting a
religious location, having a meeting, conference or any event in much suitable and significant
manner. This will help the firm to promote better traveling facilities within an urban or city
areas. This will also support the proper growth measures that are been laid by the organization in
much suitable and significant manner (Li and et.al., 2015). This is required to be maintained in a
positive manner that will support the effective placing of the business activities in much suitable
and significant manner. A good following of the urban tourism measure will support the
improvement in the overall conditions and thus will assist the city management to have a
significant rise in facilities in much suitable and effective way. The urban tourism measures will
involve the proper management of infrastructural, transportation, electricity and other city level
facilities that helps and organization to enhance the quality of urban tourism services that are
been offered to the firm.
A wide range of products and services are been taken in consideration that supports the
suitable placing of the urban transportation and tourism facilities. The biggest reason behind the
exponential success and wide range of products and services in the urban tourism is the ease of
availability of different products and services within the city premise. Other than this, it leads the
suitable growth and development of the peripheral area of an urban region and evolve them as a
tourist spot or hub (Maitland and Newman, 2014). This will support the proper rise in the
operational capacity and growth measures of the organization to a greater extent. Besides this, it
will help a city area or its destination to get placed on the global tourism map. Such measures
will support a good rise in the urban tourism measures and support the proper management of
needs and requirements of tourist or travelers within a city area.
The presented field report will lay emphasis on the issues of overcrowding and
seasonality at the Cambridge City center. The report will lay its focus upon various facilities and
other operations that are been carried out to analyze the impact of urban tourism, the limitations
or restrictions of overcrowding or seasonality measures and the impact that it have on the growth
or development of a city area.
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Rationale
The motive behind carrying out this research activity is to have a good and superficial
analysis of influence laid by overcrowding and seasonality measures within the Cambridge city.
The research and field level reporting will help the firm to enhance the quality of measures that
are been laid by the organization (García-Hernández, de la Calle-Vaquero and Yubero., 2017). It
assists in identifying the limitations to urban tourism and factors affecting the overall operations
and facilities that are been undertaken within the Cambridge city center. Besides this the proper
measures to handle this adverse situations related to overcrowding and seasonality is taken in
consideration. This will help the organization to identify the impact and take suitable measures to
improve the quality of services in much suitable manner.
Aim
“To identify and analyze the impact of overcrowding and seasonality of urban tourism on
Cambridge city center.”
Objectives
 To evaluate and analyze the details of urban tourism.
 To identify the impact laid by overcrowding and seasonality on the urban tourism.
 To analyze the influence of overcrowding and seasonality issues over the urban tourism
practices that takes place at Cambridge city center.
Structure of field report
The field report will cover the effective placing of the introduction related to urban
tourism with the proper aims and objectives. Besides this, an effective literature review covering
the effective details and information's from the various scholars and researchers. This will help
the firm to identify the effective growth rate and operations in much effective and suitable
placing of business operations and activities. This will help the researcher to gain a suitable idea
about the measures that are followed by the firm in much effective and significant manner.
Besides this an effective assessment and evaluation process is been taken in effectiveness that
will support the proper assessment of measures taken for the analyzing the effect of
overcrowding and seasonality in much suitable and effective way.
LITERATURE REVIEW
The proper management of the urban tourism measures will support the effective and
significant growth and development of tourism operations and activities. The urban tourism is
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one of the oldest concept that is been followed by a tourist destination. With the increase in
globalization, there have an effective and significant growth of travel and tourism measures
within the organization. This will help a tourist destination to have a good rise in the placing of
operations and this will impact the overall rise in travel and tourism measures in an urban region.
This will help in improving the quality of products and services that is been offered to their
customers or travelers in much effective manner.
Definition of urban tourism
The urban or city based tourism is the major form of tour service that is been taken in
consideration by a tour service provider within a city. As per the views of Mordue (2017), urban
tourism can be defined as the “ a practice to develop a city as an effective tourist location and
provide all sort of related services to their customers or travelers”. This can be said that the
proper planning of the business operations and tour and travel facilities will support the non
farming dependent tourism industry and generate a decent amount of revenue for their
customers.
Besides this, according to the findings of Rahmani and et.al., (2015), the urban tourism
will look after proper management and development of a location as per the needs and
requirements or market trends in order to cater a vibrant range of customers or travelers. It will
provide the city with a global exposure and guides the management to develop suitable facilities
and services like infrastructure, public and private transportation, electricity, tourist help desks
etc. The providing of a good transportation and infrastructural facility will support the firm to
improve the quality of measures and thus will support the proper management of business
operations and activities that are been taken in consideration by a city tourism management
authority in effective manner.
Scoping of Urban tourism:
A proper scoping is required to be taken in the consideration by the organization that will
support a proper management of tourism activities and operations. According to the findings of
Rabbiosi (2015), with the increment in the globalization activities, many destinations are turning
out to be developing a city or urban location as an effective tourist spot. The ease in reaching the
destination, improved quality of services and growth in infrastructural and other facilities will
help the firm to gain a good share of business and generate an effective revenue.
3

Other than this, according to the assessment of Colantonio, (2017), says that, in the
coming period, the sector of urban tourism is susceptible to see a good growth. It will lead a city
like Cambridge to expand in order to cater and accommodate more and more number of travelers
and tourist. This will help the firm to have a good rise in the capability and effectiveness and
thus will support a proper and much effective growth of a city as a tourist destination.
Contribution of urban tourism
The urban tourism plays a very deep and significant level of operations and activities that
will support the proper rise in the effectiveness of a city as a tourist destination. The following of
the effective measures that will help a tourist destination to enhance the location as a suitable
tourist destination under the urban tourism. As per the views of Papadimitriou, Apostolopoulou
and Kaplanidou (2015), this will support the effective growth of a place as a tourist destination.
This incorporates the effective development of infrastructural and transportation facilities that
will attract the effective placing of operations and action plans to have a significant growth of
tourism. The city areas are more exploring and accessible than the other regions. This quality or
attribute will help the travelers and tourists to have a good reach within the city and develop a
destination as a tourist location. Other than this the research and findings of Jansen-Verbeke
(2017) states that, under the urban tourism, there are further subcategories that are required to be
taken in the consideration. The religious, architectural, educational and other sub categorical
measures are required to be taken in the consideration by the firm that will support the proper
placing of a location or destination like Cambridge in much suitable and significant manner.
Impact of overcrowding and seasonality
As the urban tourism has increased to a greater extent due to globalization measures,
certain issues related to it has also emerged that has impacted the overall performance of the
organization to a greater extent. As per the research and findings of Miller, Merrilees and
Coghlan, (2015), with the passage of time, increase in globalization and conveyance facilities,
the issues like overcrowding and seasonality has increased to a greater extent that has impacted
the quality of products and services. The issues or the drawbacks that are associated with the
effective placing of the travel and tourism measures that are been undertaken in the consideration
by the tourism service provider. The easy means of transportation and global accessibility has
made Cambridge a major tourist destination from an educational hub. This will help the firm to
enhance the quality of operations and thus will support the proper development of operations and
4

action plans related to the development of the tourism measures within the organization. Apart
from this, in accordance with the findings and assessment of Füller and Michel (2014),
seasonality is a period to see the tourism boom during a particular period. This will help the firm
to enhance the overall tourism growth within the area and this lead to effective growth and
development of the organization or tourist destination. This will help the firm to improve the
quality of business operations and action plans in much suitable manner. The city management
and authority to develop a good quality travel and tourism facility that will support the effective
placing of operations and action plans in much suitable manner. The proper assessment and
rectification of these measures is important for the firm in order to have a suitable and effective
growth of the urban tourism at Cambridge city center.
RESEARCH METHODOLOGIES
This is the effective measures that is been taken in consideration in order to have a good
development of the operations and action plans that will support the proper planning of the
business operations and action plans in much suitable and effective manner. The suitable and
effective assessment of the research methods will help the fir to enhance the quality of operations
and action plans that will support the proper planning of assessment process that is been carried
out within the organization to have a good growth and development of the knowledge regarding
the urban tourism (Papadimitriou, Kaplanidou and Apostolopoulou, 2018). Some major
components of research processes that is been carried out at the Cambridge city center is as
follows:
Research type: The proper management of the research process that will help the firm to
enhance the quality of tourism business operations and thus will support that will help in gaining
a good insight and help the organization to enhance the quality of operations and action plans
that were been taken in the consideration. The research typology measures include two sub
types: qualitative and quantitative. For the present report, qualitative research type is been
chosen as it will help the scholar to get the precise idea about the research process that is been
followed by the firm.
Research philosophy: The proper assessment of the research philosophy will help the firm to
gather the suitable and precise data about the measures and action plans that will support the
effective placing of the research and data interpretation process (Carlisle, Johansen and Kunc,
2016). This measure is taken in consideration by the selected organization that will support the
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proper management of tourism business activities. The current report covers the Interpretivism
philosophy of the research process that will support the effective placing of the business
operations and action plan that will support the effective gaining of the idea about the urban
tourism.
Research Approach: A suitable research approach is required to be taken in effective
consideration by the firm that will help the organization to carry out the effective research
processes and operations. A selection of a suitable approach will help the scholar to gain a good
idea about the research process and assessment of different activities in much suitable manner.
The presented research process covers the Deductive research approach that will help the firm to
analyze the effective placing of the urban tourism measures that will support the proper
management of the business activities and operations in much suitable manner.
Data collection: The proper data collection process is required to be taken in the consideration
by the scholar in order to have a good idea of the impact laid by the overcrowding and
seasonality operations on the urban tourism (Maitland and Newman, 2014). A proper data
collection measure will help the firm to carry out the research process in much suitable and
effective manner. For the present research process, Primary form of data collection is been taken
in the consideration. This will involve the proper assessment of the data using the questionnaire
or interview process.
Research design: a proper and clear or precise data is been taken in the consideration by the
organization that will support the effective placing of the business operations and action plans
that will support the proper placing of the operations that will support development of the firm in
much suitable and significant manner. It will also ensure the proper manner in which the data is
been taken in the consideration by the firm. For the present research report, effective descriptive
data design is been chosen that involves the proper presentation of the gained data.
Sampling: A proper sample size is required to be chosen in order to identify the proper extent of
data that is required to be taken in the consideration by the firm (Li and et.al., 2015). For the
current report, the approach of random data sampling including 20 tour operators of Cambridge
city as respondents is been chosen and implemented. This will help the firm to enhance the
quality of measures and knowledge about the impact laid by overcrowding and seasonality is
been analyzed.
6

Data analysis: For the present research project and field report, suitable data analysis measure
including the thematic analysis is been chosen that will help the firm to carry out the proper
presentation and interpretation of the data process that will help the firm to enhance the quality
of data collection and interpretation measures and analyze the impact of overcrowding and
seasonality on the urban tourism.
DATA ANALYSIS
Questionnaire
Name:
Contact Number:
Do you have the awareness about impact of overcrowding and seasonality on urban tourism?
 Yes
 No
Do you find the implementation of the urban tourism measures beneficial for the Cambridge
city centre?
 Yes
 No
Do you find the urban tourism measures to be effective for the development of Cambridge city
centre?
 Yes
 No
Have the urban tourism measures improved the condition of Cambridge city as the tourist firm
from and educational hub?
 Yes
 No
Are you aware of the limitation of urban tourism measures for the Cambridge city centre?
 Yes
 No
What according to you is the major limitation of urban tourism within Cambridge city centre?
 Overcrowding
 Increase in pollution
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 Traffic congestion
 All the above
Do you found urban tourism to be effective for Cambridge city centre?
 Yes
 No
Do you found seasonality and overcrowding to be related to each other?
 Yes
 No
Have this urban tourism and seasonality measure have improved the urban dwelling conditions
within Cambridge town?
 Yes
 No
Do you find seasonality and overcrowding to be beneficial for Cambridge town?
 Yes
 No
Remarks and suggestions
-------------------------------------------------------------------------------------------------------------------
Theme 1: Awareness of employees on Urban tourism
Do you have the awareness about impact of overcrowding and seasonality on urban
tourism? frequency
Yes 18
No 2
8

Representation: On the basis of the data analysis and the interpretation process that is been
carried out within the Cambridge town center to analyze the impact of seasonality and
overcrowding on urban tourism, this is been found that out of 20 tour operators of Cambridge
city participating in the research process as the respondents, 18 were aware about urban tourism
measures, overcrowding and seasonality in much effective manner. On the other hand, remaining
2 respondents were not quite aware about urban tourism measures. Thus, on the basis of the
gained output this can be said that the people in the town are aware about urban tourism.
Theme 2: Benefits of urban tourism for Cambridge town center
Do you find the implementation of the urban tourism measures beneficial for the
Cambridge city centre? frequency
Yes 17
No 3
9
Yes No
0
2
4
6
8
10
12
14
16
18
20
frequency

Representation: As per the research process carried out to identify the influence on the urban
tourism of Cambridge city, this is been found that out of 20 respondents, 17 tour operators or
respondents said that urban tourism measures are beneficial for the development of the
Cambridge city. While, on the other hand, the remaining 3 respondents disagreed to the fact. On
the basis of this finding, the scholar has gained the knowledge that the following of the
appropriate urban tourism measures will prove out to be beneficial for the firm.
Theme 3: Effectiveness of urban tourism for the development of Cambridge town center
Do you find the urban tourism measures to be effective for the development of
Cambridge city centre? frequency
Yes 15
No 5
10
Yes No
0
2
4
6
8
10
12
14
16
18
frequency

Representation: On the basis of the output received in the assessment of the urban tourism on
Cambridge city center, this can be said that out of 20 tour operators, 15 agreed to the fact that the
urban tourism measure is effective for the development of Cambridge city center while on the
other hand, the other 5 respondents denied the fact about its effectiveness. Thus, based on this
evaluation this is said that urban tourism measure is beneficial for the development of Cambridge
town center.
Theme 4: Improvement of city condition using the Cambridge town center
Have the urban tourism measures improved the condition of Cambridge city as the
tourist firm from and educational hub? frequency
Yes 18
No 2
11
Yes No
0
2
4
6
8
10
12
14
16
frequency

Representation: Based on the data assessment process that is been carried out at Cambridge
town center, it is been found that about 20 tour operators from all around the town and city
premises are been chosen to identify the impact of seasonality and overcrowding on the
operations of urban tourism within the city. On the basis of the assessment, this is been found
that among the 20 respondents, 18 respondents agreed to the fact that urban tourism has
improved the condition of Cambridge city from a educational hub to a tourist place. While,
remaining two respondents denied the fact. Thus, this can be interpreted that urban tourism
process is beneficial for the firm.
Theme 5: Awareness about limitation of Urban tourism
Are you aware of the limitation of urban tourism measures for the Cambridge city
centre? frequency
Yes 14
No 6
12
Yes No
0
2
4
6
8
10
12
14
16
18
20
frequency

Representation: based on the research process at Cambridge city center, this can be said that out
of 20 respondents, 14 tour operators were aware about the limitations of urban tourism measures
that are been carried out at the selected place. However, on the other hand, the remaining 6
respondents said that they are not well aware about the restriction of the assessment process
within the organization. Hence, this can be said that the tour operators within the city are awared
to limitation of urban tourism activities.
Theme 6: Major limitation of Urban tourism
What according to you is the major limitation of urban tourism within Cambridge city
centre? frequency
Overcrowding 10
Increase in pollution 2
Traffic congestion 4
All the above 4
13
Yes No
0
2
4
6
8
10
12
14
16
frequency

Representation: depending on the data assessment process that is been carried out at the
organization, this can be said that the out of 20 respondents participating in data assessment
process, about 10 tour operators find overcrowding as the major limitation of urban tourism
while the 2 respondents consider the increase in pollution as the major restriction. 4 respondents
considers the traffic congestion as the major issue of urban tourism while other 4 agreed that all
the above factors are the restrictions resulted by increase in urban tourism.
Theme 7: Effectiveness of Urban tourism on Cambridge city center
Do you found urban tourism to be effective for Cambridge city centre? frequency
Yes 16
No 4
14
Overcrowding
Increase in pollution
Traffic congestion
All the above

Representation: For the assessment of the effectiveness of the urban tourism for the Cambridge
town center, this is been found that among the 20 respondents, 16 tour operators favored the fact
that the urban tourism is effective for the Cambridge town centre while remaining 4 respondents
disagreed to the presented fact.
Theme 8: relation of seasonality and overcrowding
Do you found seasonality and overcrowding to be related to each other? frequency
Yes 18
No 2
15
Yes No
0
2
4
6
8
10
12
14
16
18
frequency

Representation: in the research activity carried out at Cambridge town center, 18 respondents
said that seasonality and overcrowding are interrelated while remaining 2 respondents denied to
the fact.
Theme 9: Improvement of urban dwellings
Have this urban tourism and seasonality measure have improved the urban dwelling
conditions within Cambridge town? frequency
Yes 16
No 4
16
Yes No
0
2
4
6
8
10
12
14
16
18
20
frequency

Representation: Among the 20 respondents at the research process carried out at Cambridge
city, 16 agreed to the fact that urban tourism has improved the urban dwellings and part of the
people within the firm. On the other hand, remaining 4 tour operators disagreed to the fact.
Theme 10: Benefits of seasonality and overcrowding for Cambridge town
Do you find seasonality and overcrowding to be beneficial for Cambridge town? frequency
Yes 14
No 6
17
Yes No
0
2
4
6
8
10
12
14
16
18
frequency

Representation:On the basis of the data assessment process, this can be said that the 14
respondents agreed to the fact that proper management of seasonality and overcrowding is
beneficial for the Cambridge town center while remaining 6 tour operators denied this fact.
CONCLUSION
Based on the data assessment activity this can be said that the proper management of the
seasonality and overcrowding measure will impact the overall growth of the business activities
and operation that will help the Cambridge city center to have a good and effective growth along
with the proper management of the urban tourism measures and other activities that are been
carried out within the firm. This will help the organization to enhance the quality of tourism
measures undertaken to cater needs and demands of travelers and tourists.
18
Yes No
0
2
4
6
8
10
12
14
16
frequency

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García-Hernández, M., de la Calle-Vaquero, M. and Yubero, C., 2017. Cultural heritage and
urban tourism: Historic city centres under pressure. Sustainability. 9(8), p.1346.
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local authorities. In Leisure and Urban Processes (pp. 233-252). Routledge.
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beaten track. Routledge.
Miller, D., Merrilees, B. and Coghlan, A., 2015. Sustainable urban tourism: Understanding and
developing visitor pro-environmental behaviours. Journal of Sustainable Tourism, 23(1).
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Mordue, T., 2017. New urban tourism and new urban citizenship: researching the creation and
management of postmodern urban public space. International Journal of Tourism
Cities. 3(4). pp.399-405.
Papadimitriou, D., Apostolopoulou, A. and Kaplanidou, K., 2015. Destination personality,
affective image, and behavioral intentions in domestic urban tourism. Journal of Travel
Research. 54(3). pp.302-315.
Papadimitriou, D., Kaplanidou, K. and Apostolopoulou, A., 2018. Destination image
components and word-of-mouth intentions in urban tourism: A multigroup
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Rabbiosi, C., 2015. Renewing a historical legacy: Tourism, leisure shopping and urban branding
in Paris. Cities. 42. pp.195-203.
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Rahmani, A., and et.al., 2015. A quantitative approach to estimating carrying capacity in
determining the ecological capability of urban tourism areas (Case study: Eram
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