(PDF) A Case Study on UK Consumer

"HOW DOES
DESTINATION IMAGE
INFLUENCE
DESTINATION CHOICE?"
THE CASE STUDY OF UK
CONSUMERS

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
Background.................................................................................................................................4
Research Aim..............................................................................................................................4
Research Objectives - more focus o............................................................................................4
Research Questions.....................................................................................................................5
Rationale of the study..................................................................................................................5
Significance of the study.............................................................................................................5
Problem statement.......................................................................................................................6
Structure of the study .................................................................................................................6
CHAPTER-2 LITERATURE REVIEW..........................................................................................8
Introduction.................................................................................................................................8
Meaning and concept of customer choice and decision making.................................................8
Destination image......................................................................................................................10
Components of destination image.............................................................................................12
Attributes of destination image.................................................................................................12
Tourist satisfaction....................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................14
3.1 Introduction.........................................................................................................................14
Research approach....................................................................................................................14
Research philosophy.................................................................................................................15
Research Design........................................................................................................................15
Sampling...................................................................................................................................17
Ethical consideration.................................................................................................................17
Research Limitation..................................................................................................................18
CHAPTER 4: DATA COLLECTION AND ANALYSIS............................................................19
4.1 Introduction.........................................................................................................................19
CHAPTER 5: CONCLUSION & RECOMMENDATION ..........................................................33
5.1 Conclusion ..........................................................................................................................33
5.2 Recommendation.................................................................................................................35

REFERENCES.............................................................................................................................39

TOPIC: “How Does Destination Image Influence Destination Choice?" - A Case Study on
UK Consumers.
CHAPTER 1: INTRODUCTION
Background
Visitors are attracted from different images from the tourist places and different creative
images of destination places. Because it comprises historical sites, natural resources, ecology,
tourism facilities and local delicacies for particular place. UK consumers are more about its
culture and nature. Destination image is the long term productive sources that affect the long
term goals.
In the travel and tourism sector, tourists play a very crucial role in order to earn
profitability ration by offering best tour packages plan and packages to travellers. It is very
important for tourism organisation to deliver effective services to visitors by understand their
travel requirement (Gast and Ledford, 2014). Customers are the king of market and whole
profitability of travel and tourism organisation is largely depends upon the customer satisfaction.
Thus, corporation identifies perception, choice and requirements of tourist and deliver services
accordingly to task performance. In order to influence visitor’s choice and decisions, internet and
technologies plays a very significant role. By use of technologies such as internet, social media,
company web page, customers can easily collect information regarding tourist place, cost of
tourism services, features, customer reviews, etc.
In order to influence choice of tourist regarding destination, popularity and image of the
destination plays a very important. The balance between what is expected and what is being
delivered is essential in promoting the location.
Research Aim
To explore the way in which place image influences destination choice” - A case study of UK
consumers.
Research Objectives -
 To investigate and comprehend the behaviour of UK consumers regarding travel
decisions
 To identify various sources through which consumers of UK gather information about
destination image
4

 To analyse the influence and factors of destination image on destination choice
Research Questions
 What is the behaviour of UK consumer before making travel decision for particular
destination?
 What are the sources through which UK consumers perceived particular destination?
 How does destination image influence and factors of destination choice for travellers of
UK?
Rationale of the study
In the present research, main aim of scholar is to identify impact of destination image on
perception and choice of customers. At the time of selecting research topic, there are various
factors that influence mind and choice of researcher. Here, scholar desires to identify factors that
influence choice and decision of customer regarding travel and tourism services. One of the main
reason for choosing this research topic is that scholar requires to identify impact of destination
image on the target choice of travellers (Chen and et.al., 2016). Another one reason of selecting
this topic is researcher huge interest in deriving customer choice and perception in the travel and
tourism sector. Researcher actually desires to acknowledge that how image and popularity of
destination can affect choice and decision of the customer.
Significance of the study
This research study is based on deriving influence of finish image on the destination
choice in travel and tourism sector in the UK. With help of this research study, scholar gets detail
knowledge and understanding about the ways in which finish image affect destination choice in
the travel and tourism sector. This study will provide knowledge on factors and components that
can affect customer choice regarding travel and tourism sector (Zhang and et.al., 2014).
Organisation of travel and tourism sector can easily make the good performance management ijn
order to get the customer attraction. There are various factors that affect choice and decision of
customers in the travel and tourism sector so with help of this study, researcher can easily collect
information regarding the same.
5

Problem statement
With help of this study, researcher will able to understand various factors that influence
customer living in the United Kingdom to make destination a choice. Due to lack of research
tools and proper resources, Researcher could fail to gathered efficient sources and ineffective
challenging purpose goals. Moreover, it takes time to bring new factor goals. On the other hand,
another reason due to which company can reduce its behavioural goals and better transforming
results that is shortage of problems and ineffective proper specific information (Chen and et.al.,
2016). Overall, study also impact on the overall outcomes but due to improper understanding and
applying improper methods of research might be the reason of reducing the goals and purpose of
results.
Structure of the study
Chapter 1: Introduction: This is the first chapter of research under which researcher
explains about the brief view of the topic and give in-depth knowledge as well (Lee and Bai,
2016). Besides, it also helps to understand the basic concept of upcoming study that will
represents its long term effects. In present study focus of scholar will be deriving how destination
images influence UK consumer to select the choice of destination places to visits. Besides, it also
gives the short overview or summary of UK customers in order to make study successful and
effective. Present study defines about the brief introduction about the importance of
attractiveness in order to upgrade the following customers towards the destination process.
Overall, introduction helps to connect the further study in order to full fill the long term
challenging goals.
Chapter 2: Literature Review: This is another chapter of the research process that
connects to previous one and takes study further towards goals. Literature review is the most
necessary and important part of the research that will represent the secondary research which has
been based on the previous data which is already has been exits somewhere. Moreover, literature
review generally based on the aim and objectives of the research (Xu, Chan and Pratt, 2018).
That generates new information sources which is helpful to make study more effective and
challenging. Such as present secondary research has been based on destination image that will be
showing the importance of images through which customer attracts. This chapter of research will
help to understand the topic and would also be helpful to make the best effective process goals.
6

Apart from this, it helps to take the long term challenge and before generating new goals it helps
to make research objective full fill.
Chapter 3: RESEARCH METHODOLOGY: This is another chapter of dissertation
which is more important and necessary to conduct in order to full fill. Research methodology is
the crucial process to fulfil the research goals into more effective manner. This chapter helps to
define the importance different research tool that would be more beneficial for research
(Ramseook-Munhurrun, Seebaluck and Naidoo, 2015). On the other hand, aim of research
methodology is to implement all research tools or approaches in order to get the best possible
outcomes. This present study methodology is helpful to take new further opportunity and goals.
Further, in this chapter author helps to define the best
Chapter 4: DATA COLLECTION & ANALYSIS: This is another chapter or stage of research
which is most necessary for measuring final outcome results. This will also help to control the
long term charges and best possible action plan. This data collection or a process charging
method is more fruitful and leading for getting new sources goals. This chapter will show the
data of respondents that will be showing the positive and negative (Ramseook-Munhurrun,
Seebaluck and Naidoo, 2015). Data process includes collection of information which can be
interpreted or analysed to frame answers to frame answers.
Chapter 5: CONCLUSION & RECOMMENDATION: This is the final or another
step of research in which it controls the best possible action plan. Further, in this next process of
dissertation will help to conclude the overall study summary which has been done in the report.
Overall, this chapter of dissertation helps to express the better understanding level that makes the
Better goals' performance objectives. Conclusion part will summarise the overall study has been
done by researcher on the other hand recommendation process will help to introduce some new
skills and objective goals (Ramseook-Munhurrun, Seebaluck and Naidoo, 2015).
7

CHAPTER-2 LITERATURE REVIEW
Introduction
Literature review is one of the most significant chapter in the entire dissertation by which
researcher is able to collect reviews, opinion and statement regarding several subjects. It is one
of the most important parts by which scholar collect secondary information. This chapter
includes summary of information from various books, articles, newspaper, magazines, etc. With
help of this chapter, researcher can get detail knowledge and understanding about the aim of
study. In the absence of this chapter, researcher cannot accomplish research study in effective
and efficient manner. This chapter provides complete understanding about subject and study. In
the current study, main aim of scholar is to explore the way in which destination image
influences destination choice.
Meaning and concept of customer choice and decision making
According to the view of Álvarez, Martín and Casielles, (2007) customers are the king of
market and entire profitability and market share is depending upon the customer satisfaction.
There are various factors that can affect the decision making of customers. At the time of
purchasing product and services, there are various elements that affect decision and choice of
customers. In the opinion of Anwar and Sohail, (2004) personal preferences is one of the factors
that can affect customer decision. At the personal level, consumer behaviour is influenced by
various shades of likes, dislikes, priorities, morals and value. Every customer has their own
choice, preferences, requirement, desires, etc. regarding product and services. While they
purchase something from organisation then their personal beliefs, choice likes, dislikes,
requirements, etc. affect their decision. A customer can obtain information from several sources
such as personal source, commercial sources, public sources, experiential source, etc.
In the contradicting view Doolin, Burgess and Cooper, (2002) stated that individual
perception is another factor that can affect decision making and choice of customer in the travel
and tourism sector. Individual factors include gender, age, family, life cycle stage, personality,
self-concept and lifestyle. Another significant factor is psychological factor which derives
perceptions, motivation, learning, beliefs, attitude, etc. The level of motivation also affects the
purchasing behaviour of customers. According to the view of Frew, (2000) each person have
some physiological need and social needs. It is very important for organisation to understand the
8

requirement of customer by deriving their social needs, basic needs, etc. Marketer can change
beliefs, attitude of customers with special campaigns and advertising techniques.
Various sources through which customer gather information about destination
As per the Chen et.al., (2016) to make the consumer buy product or services is to provide
information about the product. The decision to purchase the product largely depend on the
information they are provided. So, the information can be provided to the customers by way of
the internet and social media. There are many websites on internet which gives complete and up
to date information about the particular destination. Hence, the attention on the posted contents
on the websites should be given specially to ensure themselves that they can meet all the
requirements of the customised about the destination that the consumer selects. Accordingly,
they have to adjust the contents as per the needs and wants of the customer’s on the websites.
Hence, proper management about the destination has to be done so that it attracts large number
of customers. There are some models or concepts of consumer that helps company to adopt
better satisfaction approach such as Engel Kollet or Blackwell (EKB) model, that defines the
customer purchase decision has been based on five step process. Customer can easily attract
through advertisement, media, TV or through company sites. These are the sources through
customer get attracted towards the company services. Further, this model helps UK travel agency
to be more focused on the steps through which it helps to continue the process and better
objective performance goals. Overall, variable influencing the decision processes of an
individual, culture, group and family. Situational influences, such as consumers financial, all
those stages or elements help to make customer happy and satisfied. As per the author Kano is
another customer satisfaction model that helps to connect the company with their potential
customers. Kano model of customer satisfaction helps to retain old customers by increasing the
customer faith.
According to Zhang and et.al., (2014) The tourist destination management has to take
into attention how tourist behave and accordingly choose the particular destination for particular
tourist. The marketing destination point is also important which increases the tourist at the place.
To study the tourist behaviour marketing helps the management to get the clear view of what the
tourists are looking for and can manage it accordingly with the help of that. Customers lookout is
the initial priority for the tourist service (Zhang and et.al., 2018). Even promotion of the
9

destination can be done via television or internet. Hence, travel agencies also help the tourist to
gather or collect information about the selected destination.
According to Zhang and et.al., (2018) As today's generation is very much depended on
the social sites, so the information about the destination can be published on those sites which
can be easily reached to the customers. Hence, these sites help the customers to decide the place
they want to travel. As people or the users of the social sites love to share videos and photos
taken of the holiday, this attracts the customers to the particular destination.
According to Lee and Bai, (2016) to run some social activities, contents or campaigns
company requires to adopt quality content and better features to make destination image more
attractive. The service to the customers and their satisfaction process has been done by the social
media, so up to date clarifications must be posted against the customer’s problems or confusions.
As per the Papadimitriou, Apostolopoulou and Kaplanidou, (2015) offering should be unique
which makes the customers feel special at the destination. People fair price for the service, so it
should make clear that the services offered to them are of fair price and basically there should be
a clear information about the price on the website of the particular destination so that it becomes
easy for the customers to compare between the different destinations. According to Llodrà-Riera
and et.al., (2015) tourist will love to visit the local places of the destination, so thinking local will
help them to enjoy the hidden spots of the particular place.
Destination image
According to the view of Jobber and Ellis-Chadwick, (2012) destination image is a set of
beliefs, impression and idea Destination image is the overall objective knowledge, prejudice,
impressions, emotional thoughts and imaginations and individual have concerning a particular
place. In the contradicting view Kotler, and Armstrong, (2010) stated that destination images can
also be considered as sum of the emotional aspects like belief, experience, recollections,
impression and idea that a person has for a particular destination. It directs influence on travel
behaviour and hence it performs an important role in the selections. There are given some other
travel situations or models that help to attract customer focus towards the package. Different
offering prices or features make tour situations different.
According to Lee and Bai, (2016) effort has been given to analyse and present the
complex nature of the tourism destination image. As per the Ramseook-Munhurrun, Seebaluck
and Naidoo, (2015) the main purpose of the tourist during travel is to explore the cultures of
10

whole world. So the social sites can give the tourist complete information about the place and the
culture in deeply so that they can enjoy the place accordingly. It becomes important to know the
destination image for taking the decision of destination marketing. There must be a positive
image of the destination which leads to higher satisfaction of the customer and it also leads to the
positive intention of the customers that they will visit again in the future. According to Llodrà-
Riera and et.al, (2015) at the time of choosing the destination the customer keeps all the
perspectives about the different destinations in mind. Thus, the image has the important role in
making the customers purchase the particular tourist destination. Image is the belief that the
person has about the place, which drives their buying behaviour.
According to Sun, Ryan and Pan, (2015) the variations about the destinations is highly
proposed with the help of images which makes the customers feel easy to compare between
different destination. It has been said that the image of the particular destination must be so clear
and attractive that it makes the vision of the place in minds of the customers without visiting that
place
Destination image is must be creative and attractive for customers. It is the most
prominent promotional tool through which client get attracted towards the destination place. This
must includes some digital or 3D effects. Destination image can be the most motivated tool for
tourism sector through they attract number of visitors according to author. Besides, number of
tourism and recreation researchers have investigated the reasons for which they attract towards
the betterment. Tourism destination image consists four major representatives goals that analysed
new development. Such as currently TDI is defined mainly as the mental and total impressions
perceptions held by tourists pertaining to a destination. According to Flick, (2015) destination
image is the tool of branding and marketing of tourist industry. Results indicate that destination
image are the foundation of successful marketing strategies and that in times ever-increasing
competitiveness, image is one of the few points of differentiation from other tourists' destination.
Destination images should made up with new characteristics by different tools and social
technology. As per the author strategic image management can also helpful to design productive
marketing programs for creating and enhancing tourism destination images overall, it helps to
control the best productive or challenging marketing tools that help to promote destination
image. Cognitive image is the direct tool that helps to connect the best and performing goals.
That affects the business objective and makes the attractive goals and makes the best sources.
11

Components of destination image
According to Flick, (2015) destination image comprise two components of image, the
components were organic images and induced images. Organic images are of those pictures
which formed by itself by an individual person on the basis of experience. On the other side,
induced images created through information which comes from external sources that includes
advertising and promotions. This also helps to control the long term goal objectives in order to
build-up the new attractiveness in terms of UK visitor’s attraction as suggested by Zhang and
et.al., (2018). Besides, destination images are only encompassing only cognitive image
components that refers on the basis of beliefs, impressions, ideas, perceptions and knowledge
that people hold on objects.
As per the Sun, Ryan and Pan, (2015) total overview of UK customer is based on
different attributes and overall image through which they attract towards the place. However,
attractive and effective component deals with how a person would react about particular object.
Attributes of destination image
According to Gast and Ledford, (2014) it is clear that, destination image is based on some
set of different features or characteristics which helps to make customer attraction little better
and effective. Such as natural attractions, scenery, climate, tourist sites and costs or price levels,
entertainment package, museums, etc. All these different attributes helps to denote as an attribute
of destination image. On the other hand, there are so many factors that influence destination
images according to Lee and Bai, (2016). As per the Chew and Jahari, (2014) there are two
aspects that affect destination image that is stimulus factors and personal factors. Besides,
classified image further divides into five sections such as covert induced, overt induced, organic
and visit the destination. Tourist is the biggest trend in UK tourists and all around the world.
Most of them are having one purpose of discovering the natural resources and the biodiversity of
the world. There are different attributes of UK that helps to attract more number of places and
number of target areas such as Big Ben, River Thames, Stonehenge and London Eye. They all
are the most attractive places in United Kingdom which might be arrange different attributes and
goals in order to meet the needs pf best forming results.
According Papadimitriou, Apostolopoulou and Kaplanidou, (2015), personal factors are
those factors that directly affect the formation of image, as per Lee and Bai, (2016) they further
divided personal factors into two sections socio demographic characteristics and psychological
12

characteristics factors. Socio factors include age, gender, level of education, family, income,
marital status or country of origin. Furthermore, psychological factors include experiences,
satisfaction, mental happiness, lifestyle, needs and wants.
Tourist satisfaction
Chew and Jahari, (2014) this term is become the most productive and prime variable in
order to sustain the tourism industry profitability goals. This would help to control the best
approaching goals and effective method performance. On the other hand, due to lack of security
and customer safety precautions, country failed to attract number of new visitors at the place.
This gives negative impact on the tourist satisfaction process. This would help to control the best
approachable tool and technique through which work can be fulfilled accordingly. Moreover,
tourist perception of customers is always been based on health and safety precautions. It is
necessary to keep the best source full leading resourceful matter of fact. On the other hand, UK
customer are always concern about the health issues that related to terror attacks etc. touristy
companies requires adopting the best possible strategies and goals in order to keep the customer
goals effectively. Apart from that, it also helps to keep the best approachable target market
opportunities. Overall, customer satisfaction is very much necessary for companies that help
them to motivate into further level (Llodrà-Riera and et.al, 2015). Customer satisfaction is the
agenda of the company for which they plan productive or attractive packages plan. Customer
satisfaction recognised by the quality of services that has been provided by the company. This
would help to control the best possible action plan in order to keep the profit ratio maintain. But
sometimes, tourist agencies fails to full fill the needs of all visitors that might be given negative
impact on the customer behaviour. Apart from that, some times, government or places charge
huge amount of capital from visitors. Which gives negative impact on them towards the
satisfaction.
In order to keep the best possible action plan that needs to be fulfilled by the company. In
tourism sector, customer satisfaction is must keep the profit situation stable of the company. As
per the expectations of customer, company needs to develop some new ideas or creativity into
their packages that affect the business objectives into more specific manner. Overall, apart from
that it also helps to clear the new more working effectiveness (Chew and Jahari, 2014). The main
purpose of the tourism company is to make visitors happy and satisfied by offering different
services such as accommodation, transportation, food & beverages etc. overall, it also helps to
13

keep customer more satisfied and happy. Due to lack of customer services might be affect the
destination popularity and ratio of travellers. It has been critically analysed that, country
government needs to give good cultural, or friendly environment to travellers. Otherwise, they
will not come to visit again to that place.
14

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is the specific procedures or techniques used to identify, select the
process and analyse information about a topic for a particular level of time period. Methodology
section is the most crucial and necessary part of the research that helps to collect different
sources of information and data which is partially important for the research results. Besides, it
also helps to control the best performing channel of distribution goals. This helps to keep the
long term goals and better task performance goals (Herrero, San Martín and del Río Peña, 2015).
Further, in these segments' researcher will explain the different methods or process through
which research data will be taken into action. Such as research philosophy, data collection, data
analysis, research approach etc.
Research approach
Research approaches is most valuable part in overall research process. It is the kind of
planning process or procedure that helps to collect data through different sources and analysis the
final outcome results. Generally, research approach has been based on research problem. There
are two types of research approach that is used by different scholars such as inductive and
deductive. Present study has been based on inductive research approach. Inductive research will
not involve formulation of hypothesis. It is based on questions and aims and objectives of
research. Basically, inductive approach follow the same structure that is observation/Tests
Pattern and theory (Ramseook-Munhurrun, Seebaluck and Naidoo, 2015). On the other hand,
deductive approach generally started or based on hypothesis. In Deductive approach researcher
follows another structure that is theory hypothesis that also helps to keep the best approachable
results and best productive technique goals. This also helps to keep the best productive goals and
better technical facts.
Research approach consist information based on the facts and results that will be helpful
for the research outcomes.
15

Research philosophy
Illustration 1: Research Onion
Source: (Smith, 2017)
Research philosophy is the vast term that could help researcher to make the attractive
outcome results as per the set aims and objectives. Term philosophy is the tool for researcher to
understand the issues and topics into deeper manner (Pike and Page, 2014). Philosophy can be of
two types positivism research and interpretivism. Interpretivism is the term which is also known
as interpretivist to interpret the data into more specific manner and associated with the
philosophical position of idealism and is used to group diverse approaches. On the other hand,
positivism is another tool or technique that affects the overall research outcome results. Overall,
positivism research is difficult in a precise and succinct manner. This term explains the facts and
figures about the study growth (Komppula and Laukkanen, 2016). Present study will be based on
Interpretivism approach that helps to define the deeper study goals.
Research Design
Research design is another crucial term in research methodology process. Some authors
consider research design as the choice between qualitative and quantitative research methods.
Research design can be adopted by researcher in form of two choices qualitative and quantitative
16

research methods. Besides, on the basis of other argue basis these choices has been divided into
term data analysis and data collection. This also helps to take the best source full channel and
best productive resources (Stylos and et.al., 2017). In other term research design is the process in
which scholar design a plan through they able to answer the research questions thoroughly. In
order to achieve the best resourceful leading goals and make them more effective and productive,
present study based on descriptive research design tool that enables the researcher to describe
study into efficient manner. Research design plays an important role to identify the best research
design goals.
Data Collection
Data collection is the set structured procedure that is very important to collect data into
systematic manner. Data collection helps researcher to gathered different information and data
that will be more productive for research objectives (Cohen, Prayag and Moital, 2014).
Researcher can also helpful to make the best performing goals and best productive challenging
resourceful ideas. Moreover, data collection technique is the most crucial part in the preservable
without which researcher could not find out the best information related to their strategies.
Present study will be adopting both primary and secondary data technique for further research. In
primary method scholar will be taken questionnaire method to collect the information of UK. On
the other side, secondary data has been used by internet, books and journals. Both methods are
equally important and effective for the purpose of research goals and aims (Björk and
Kauppinen-Räisänen, 2016). Data collection method is another necessary for collecting data as
according to research needs. Both methods can help full to make good presentable effects on the
nature of fact. Moreover, it brings new productive challenging goals that affect the overall
system and make effective result outcomes. In present study for collecting primary source or
data, researcher adopt questionnaire method in order to build-up the or helps to provided to
enough knowledge or goals. Online questionnaire will have been done with the help of Survey
Monkey in order to participate efficiently or in effective manner. On the other hand, secondary
sources will be analysed through various company sites, such as Thomas Cook, Virgin
Holidays, Visit Britain.
Present research has been based on both primary and secondary data collection technique.
Primary data has been collected from questionnaire survey of customers. Apart from that,
secondary data has been followed by literature review.
17

Sampling
Sampling is the term which determined as a principle to choose specific members of
population to be included in the study (Kladou and Mavragani, 2015). Because, of many
populations to be included in the study. With the help of some techniques' researcher can easily
find out the best technique to interpret the collected data properly. In present study in order to
collect data through 150 responses by using simple random sampling method, all selected
respondents are of different types and channels to make differently and collectively. On the basis
of 150 respondent method of sampling would helpful to colectomy reliable or fact data. Besides,
it helps to collect the new information technique and helps to make the best dealing performing
goals (Prayag and et.al., 2017). As per the survey populations size is large, investigator will
access to the participants through social media such as Facebook. In order to motivate people
more oriented goals. According to sources all participants gives enough data to be used to
accomplish research or objectives. Present study has been taken simple random sampling to take
customers randomly for the questionnaire survey. Random sampling is the best approach in
which member of the subset has an equal probability to participate in the study. That helps
researcher to collect all necessary or required data fro the result findings.
Data analysis
In order to interpret the collected data research will be going to use thematic analysis
method that helps to investigator to present the collected information. Data analysis shows the
actual results and process goals. Data analysis plays a most important role in the research
process. Data analysis is more crucial to identify the research aims and objectiveness research
will be uses thematic analysis in order to analyses the collected data. Besides, further data will be
form of table, charts, graphs etc.
Ethical consideration
Ethical consideration can be mentioned one of the necessary part in research that ensure
the safety and security of data information. The main purpose of ethical consideration is that to
motivate researcher to follow the right path rather than to make some unethical situations.
However, investigator should also need to protect itself from unethical needs such as long term
sources and goals. Anonymity of individual and organisation participating in the research has to
be ensured. Ethical consideration is another most valuable source or methods to converting the
18

research output into ethical manner. Besides, in order tom accomplish research outputs more
ethically. Researcher needs to accomplish long term goals and best leading charges. In order to
build up the long term source channel, with the help of these sources or participants, it helps to
make ethical outcomes and information.
Research Limitation
Research limitations are always present in every kind of research, it is important for the
researcher to striving to minimize the range of scope of limitations throughput the research
process. It is always better to try minimum research goals and also make them all happy and
satisfied properly.
19

CHAPTER 4: DATA COLLECTION AND ANALYSIS
4.1 Introduction
It is another stage of research that helps to contribute facts and results into the research. It
is the most required process to deal with long term goals and techniques. Overall, it required to
make study more reliable and productive (Kladou and Mavragani, 2015). Overall, it helps to
control the most challenging and long term goal objective target performance for the output of
research objectives. This present chapter of dissertation will helpful to describe primary research
method in order to conduct a survey with 150 respondents.
Theme 1: Customer belongs to
1. What is your gender? Frequency
Male 80
Female 70
Interpretation: On the basis of this above table, numbers of respondents are male who majorly
travel for their business tool. As per the above analysis process, it has been followed that, 80
respondents are male and 70. Besides, respondents are female 80 are of the organisation goals. It
also helps to keep the best opportunity goals and better objective performance.
Theme 2 Approaches of UK destination places
2. How did you approach UK destination places? Frequency
By Websites 35
By company 40
By destination images 40
None of them 35
Interpretation: On the basis of this above table or discussion, as per the 150 respondent 35
customers stated that they attracted from the UK websites where they seen all required
information or data. Other, 40 percent of the respondents stated that they get help from the travel
agencies, according to them agencies are the best sources to communicate direct with the
customers. As per the 40 other respondents were stated that UK destination images always
20

helped to make select the best place to visits UK destinations. Attractive destination images are
more profitable to make the best ideological goals. Apart from that, according to 35 customers
they don't know the answer from where they get attracted to go on holidays. To approach the
destination the tourists needs to depends over factors as destination images, company, website
etc. without this factor it is not possible to gather the information about the image of destination.
Thus, destination image helps to identify the scenario of location so that visitors can make proper
selection, tour companies works as to make the tour packages for customer so that their tour can
be arrange in better manner, website helps to provide each little information about the place so
customer can have easy access for all the products in market. In addition to it, most of the
visitors said that they approach to the tour destination with help of company and website
information. From the basis of above whole interpretation it can be assumed that tour destination
plays effective role in terms to enhance the brand image of the place.
Theme 3 Customers hear about the information of UK tourist destinations
3. Where did you hear about the UK tourists destination? Frequency
The internet 35
Media 25
Travel agency 25
Books and guides 30
Friends and relatives 35
Interpretation: As per the analysis of this above table, it has been interpreted that according to
all 150 respondents, they suggested that through different sources they hear about the destination
images. Besides, as per the 35 respondents they stated that internet is the source through they
hear about the new images or information regarding UK places. Besides, according to 25 of them
are get approached by media through social sites etc. Reason behind, social media is the more
effective source to collect all necessary information about any location. Overall, this would help
to make the best leading resourceful idealogical goals. As per the view of 30 respondents out of
150 suggested that they hear all information from books and magazines. Rest of the people
21

suggested that they informed by their friends and relatives. So that, they get hurt by the name of
better services.
In order to get the information about the destination image the visitors are totally relay
over the facilities as internet, media, travel agency, books and guides, friends and relatives. This
all are dependent variables for the tourist to get the all relevant information about it. Internet
provides each little information about the place so that tourist can have easy accessible
information about the place, Media helps to aware customer about the destination so that they
can able to make their proper selection, travel agency helps to build the tour package for the
customer so that they can enjoy their moment, books and guides helps the traveller to get
information in depth manner with route so that they can reach to their destination easily. From
the above dependent variables, it has been identified that internet, friends and relatives they hear
about the destination image from them, with help of it they can able to make their proper section
about the place.
The hearing about the places can influence the mind of the customer in both negative and
positive aspects. Herein, internet and hearing from customer plays major role in terms to
deciding the choice about the place. Hence, it can be concluded that to attract the tourist about
tour destination the internet facilities plays the one of crucial role to it. From the above report it
can be concluded that to attract the customer in terms to destination image internet plays the
crucial role.
Theme 4 Number of visits to the destination of UK
4. Is this your first visit place to the destination ? Frequency
No 70
Yes 80
Interpretation : In the above thematic approach it can be concluded that Destination image plays
crucial role in terms to attract customers. Thus, travel and tourism is one of the largest tourism
industry. From the above chart it has depicted that 80 respondents are there who has planned to
Visit UK for the first time and 70 has already visited this place earlier. In order to make it
effective it is essential to manage the destination place well and hygiene so that maximum
number of customer can get attracted towards it. Thus, attempt has been made to analyse and
22

interpret the output of measuring respondent first visit to UK. It will be helpful in terms to have
idea about the Destination image of UK. There are number of customers who have visited the
destination for the first time. The number of visits depends over the place and attractive features
of the travel package. The facilities provides to tourist plays major role in terms to deciding the
choice about the place. So, the package and facilities are dependent variable to choice and
preference of customer. From this outcome, it can be concluded that choice and section of the
customer depends over the package and facilities provides by tour guiders.
Theme 5 Reasons to visit UK destination places
5. What are the main reasons to visit UK destination places ? Frequency
Rest and relaxation 20
Visiting relatives and friends 15
Fun 15
Health 30
Business reasons 30
others 40
Interpretation- From above thematic approach, it can be interpreted that there are number of
reason to Visit UK, 150 respondents are there out of it 20 visitors said it is best place to have rest
and relaxation. Thus, 15 respondents said they wish to visit UK to visit their relative and friends,
15 said that visits UK to have fun. In addition to this, it can be seen that visitors has different
perception to visit in UK. Thus, 30 said they visit UK for their health relates problems, there are
30 respondent that uses to visit UK for reason of their business and other 40 has not specified
any particular reason. Thus, it has shown that there are differed perceptions of customer to visit
any place. In this, it can be said that effective and favourable destination choice leads to highest
level of customer’s satisfaction. Hence, it supports to allow management to concentrate on major
influencing factors that can lead to retention of customers. There are number of dependent
variables to the customer that influence to visit UK destination as are Rest and relaxation,
Visiting relatives and friends, fun, health and business reason. Thus, many traveller visits UK to
enjoy their leisure moment, most of them travel due to visits their friends and relatives and other
are for fun, health and business reason. In this way, it can be said that the there is no specific
reason to visit UK destination. There are number of variables due to which customers thinks to
23

visit UK. From the above interpretation it can be concluded that customer uses to visit UK
destination on the basis of their needs and wants.
Theme 6 : Most of respondent choose tour operators for visit any particular destination.
6. Was your trip to this tourist destination organized by a travel
agency/another organizers ? Frequency
Yes 85
No 65
Interpretation- In the tourism context, satisfaction with travel experience contributes loyalty
with regard to destination. In this, there are a total number of 150 respondents. Under this, 85
respondents said they have planned their UK visit by any tour agency. In addition to this, service
quality, customer satisfaction, economic loyalty and services can be analysed with service and
value added chains. On the other hand, remaining 65 respondents said that they have not planned
destination with help of tour operators. Hence, it can be said that travel destination is helpful in
terms to planning and marketing travel activities effectively. Thus, it can be said that demand of
customer is need to be analysed so that tour operation can provide better services to them. In this
way, service quality is need to be improved so that customer can perform their business function
in well and expertise manner. The tour operators are independent variables as the customer
reaches to them to organise travel package for them. In this, tour agencies provide the best
package to customer along with facilities so that they can able to visit UK in effective manner. In
addition to it, it can be concluded from above outcomes that travel agencies plays crucial role in
terms to frame effective travel package to customers.
Theme 7: Most of visitors are attracted towards destination image of UK.
7. How much UK destination images is attractive for customers ? Frequency
Very low 45
Very high 80
I don't know 25
24

Interpretation- As per the above chart it can be concluded that destination image plays crucial
role in terms to gather attraction of customers. Under it can be said that effective quality of hotels
and accommodation, cultural, natural attractions all are having significant impact over
influencing satisfaction of customers. In this, total number of respondent are 150. Out of it, 45
said destination image is attractive in low manner to respondents, 80 said that they are attracted
towards the destination image as in UK there are number of historical views which attracts the
tourist attention. Thud, other 25 has not any specific view about it. In this way, it can be said that
destination image plays crucial role in terms to managing overall efficiencies and effectiveness
in terms to improve function of an enterprise. In this, it can be said that destination image plays
greater role so that economic growth of tourist industry can be expanded. It is need to be main in
order to have economic expansion of the country. The many of visitors who usually gets attracts
with the destination image of UK. It is well attractive places that define the beauty of the nature.
The views of the destination are dependent factors that help to influence customer's choice. From
the basis of above outcomes it can be concluded that destination choice is dependent variable as
it is based on image of destination. In this term, it can be said that there are number of visitors
from which customer's get attracts with the location and views of place.
Theme 8: Most of respondents plan to visit during long interval.
8. How often do you plan to come UK ? Frequency
Every few years 55
Once a year 40
More than 4 times a year 30
Don't know 25
Interpretation- Based on the above chart it can be concluded that tourist destination image have
both negative as well positive impact on customer’s satisfaction. There are number of factors as
are destination value, loyalty, image etc. In this way, it can be said that strong motivation leads
25

to have enhancement in economic growth of particular destination. In this, there are total number
of 150 respondents. Out of which, 55 said that very few respondents planned to visit UK in few
years. In this, 40 respondent visits to UK once in year as they are attracted towards destination
image as there are number of factors which helps to generates destination image most Portugal.
Thus, 30 respondent uses to visit UK 4 times in a year as they are much influence by the
destination image of UK, to maintain this ratio it is crucial to provide great hospitality services to
visitor so that they can able to perform their business function in well and effective manner. The
visit to particular destination depends over the number of the factors as are location, hotels,
travel package and various others that aid to provide satisfactory services to customers. In this, it
can be said that the good and attractive destination image influence the mind of customer and
therefore, he uses to visit the place very often. From the basis of above interpretation it can be
concluded that destination image is that factors that works as to influence the mind of an
individual to visit the place often.
Theme 9 Yes, it is crucial to make destination place more attractive.
9. Is necessary for UK to make its destination places more attractive ? Frequency
Yes 55
No 60
Don't Know 35
Interpretation- With help of above diagram it can be concluded that destination plays major role
in terms to attracting the customers. Hence, natural element of place is need to be maintained so
that it can help to enhance nation branding. Thus it will be inclusive of elements like
infrastructure, shopping facilities, historical prominence, attitudes of local residence as well as
local authorities towards tourist. In this way, there are total number of respondents are 150. In
this, 55 respondents said that it is essential to maintain image of destination in eyes of customers.
Thus, 60 respondents said destination image plays no role in relation to enhance the brand image
of market in the eyes of customers. In this, other 35 said that they are not assuring of it. In this, it
can be said that it is one of crucial aspect to make the tourist destination more attractive so that
26

number of the tourist will come to visit the place. Thus, place and view of the place plays major
role in terms to attracting the customers. From the basis of above outcomes it can be reflected
that destination place is one of most crucial aspect in terms to attract the customers. The legal
authorities are bound to maintain the hygiene of the place so it can attract the number of the
visitors.
Theme 10 Majority of respondents are not sure about it.
10. How Much do you satisfied with the services of UK destination ? Frequency
Strongly satisfied 25
Dissatisfied 30
Neutral 40
Don't know 55
Interpretation: From the above graph it can be interpreted that 25 respondents are highly
satisfied with the services of UK destination and 30 people are not at all satisfied they think
some of the services were fake and not customer -oriented. 55 respondents didn't reply about the
destinations and 40 were neutral because they couldn't differentiate among various services
offered to them. Respondents who enjoyed destination would like to visit UK again to create
enjoyable moments. In addition to it, services, facilities all are dependent variables that attract
the choice of customer at time of selecting travel package. The good and effective facilities
always attract the customer's to travel and visit the place. In this, it can be said that many of the
customers come to UK to enjoy their leisure moments. From the above outcomes it can be stated
that major of the candidates has no respondent towards the choice of place. From the basis of
above outcome it can be concluded that the destination effective packages and facilities palsy
essential role in terms to attracting the mindset of the customers.
Theme 11: Most of Respondent uses to travel UK.
11. Where are your travel destinations mainly Frequency
UK 65
Europe 30
China 15
Others 40
27

Interpretation: Above graph illustrates that majority of respondents like to travel UK while 30
respondents usually opt for Europe. UK offers good services and reasonable packages as
compared to other places. They have a life dream of visiting destination places like castles,
evening theatres etc. On the other hand, 15 people are in favour of China because they like trend
of that country. While, 40 respondents like to visit in several other countries and enjoy culture,
delicacies and living standards of particular nation. 65 people like to explore about customer
service and culture of UK. It is mainly visited by high and business class. In this, numbers of the
places are there in which visitor can travel to enjoy their leisure moments. The destination places
are the variables factors that help to attract the visitors. The china, Europe and other places are
also good to travel but in UK there are many historical places that work as to attract the
customer's and it influence the mind of customer to visit the place. From the above outcomes it
can be concluded that UK is the major source of attracting visitors.
Theme 12 Popularity of destination is major source for attracting visitors.
12. What are your motivation to visit UK destination places ? Frequency
Climate 20
Destination images 35
Popularity 65
Others 30
Interpretation: It can be interpreted that UK is mostly visited by tourists but 65 respondents
make a trip due to its popularity and fame. Internet has become popular and many people make
research on net about its packages, customer services and if business class visit then in order to
expand its business then special hotels are booked by them. It is a developed country businesses
are developed there. 20 respondents like only one factor i.e. climate while 35 people thinks that
destination images can be considered as important factor to visit UK. People who are from hot
28

places like to make a visit there and enjoy its climate. Others think that there are various other
factors which can be considered for motivation for tourists to visit UK. Here are number of
dependent variable that helps to attract the customer about the image of destination. In this, there
are factors as are climate, destination, popularity and other. This all are the elements that aids to
attract the customer and it enhance the brand image of the firm. In addition to it, climate helps to
attract the visitors in terms to analysing the beauty about the place, designation can be attractive
if if there is historical places and views, the popularity of the place works as to influence the
mind of customers so that they can visit to the place effectively. From the above report it can be
concluded that destination popularity of the destination palsy the one of essential role that helps
to attract the customers.
Theme 13: Reasons for which you preferred to choose UK destination places.
The number of factor are there which are impacting destination image and it influence the
satisfaction of customer. Thus, impact is amplified through the higher level of GDP growth.
There are many tour operator who work as to provide great accommodation and food services to
Visitors. In UK, there are number of Historical place which attracts tourist and it helps to
maintain the reliability and validity of place. In addition to this, UK has well round nation brand
and it has ranked in top eleven due to its attractive features.
Thus, nation brand has made with its six dimension as are tourism, culture, immigration
investment, export and governance and people. Moreover, it can be said that UK is leading
Vibrant city life, rich in historical blinding and monuments. This all great source that are
attracting customer on large manner. Thus, it can be said that this are great source which needs to
be maintain in order to maintaining destination image that helps to influence visitors.
Theme 14 Suggestions points do you have to develop UK as a tourist destination.
UK can be developed in better way if relations between tourists and private sector are
developed. Services could be improved by developing hotels, accommodation facilities,
environment and maintaining standards. Tourism packages should involve some discount so
more customers are attracted from all over the world. Proper training should be provided to
tourist employees as customers are on vacation and it needs great patience to provide better
service and satisfy them. Beaches must be kept cleaner and prices of accommodation should be
29

kept accordingly. Most importantly, security of tourists should be the primary factor else there
would be shortage in tourists and tourism level will decrease.
30

CHAPTER 5: CONCLUSION & RECOMMENDATION
5.1 Conclusion
On the basis of above discussion of above research it has been concluded that, due to
high technology and advanced services tourist industry requires adopting the best possible action
plan for enhancement of tourist attraction. UK is one of the largest attractive place in the world
which is known for its long lasting performance goals. UK city has more than 130 historic sites,
buildings and museums (Mussalam and Tajeddini, 2016). Research has been identified the
enhancement level of UK destination places to discover the best sources to increase the attraction
level of UK customers. The impression that tourist have of a place reflects how they see its
development and their experiences there. It has been concluded from the overall research that
tourism sector needs to make their destination more attractive and beautiful in order to get the
attraction of visitors. This section presents the answers' ton the research question. That what is
the behaviour of UK consumer before making travel decision for particular destination. So that
study concluded that, on the basis of promotional activities done by the company or tourist
agencies. Also, researcher has been concluded that, behaviour of UK Consumers are more
generic and rational about choosing destination location for holidays (Sun, Zhang and Ryan,
2015). Besides, besides, consumer also checking the environment, climate or other safety
precautions before making the list of destination images.
It has been found out from the study that maximum number of respondent said that
internet and friends relatives are the two source through which they hear about the UK tourist
destination places. It has been concluded that, mouth publicity and internet are the leading
marketing source for the tourism development
However, next question of the research also concluded that, sources through which UK
consumers perceived particular destination. So as per the questionnaire survey most of the
candidates stated that they get informed by either relatives, friends or from the companies of
tourism sector. Besides, some other respondents commented that, they get the information
perceived from the destination images of UK. Overall, this has been concluded that, to make the
long term goals and helps to sustain the long term productive goals. With the help of research
another question has been answered that how does destination image influence and factors of
destination choice for travellers of UK (Connell and Page, 2019). So with the help of secondary
tool researcher concluded that, people of UK consumers get attracted from unique features or
31

attractive places which they saw in the books and magazines. Overall, it helps to contain the long
term goals and best performance target opportunity to make them better productivity level. Study
helps to make the better productivity goals (Sun, Ryan and Pan, 2015).
Researcher successfully achieved the research aims and objectives In order to collected
huge information and data to identify the actual situation of UK customers in terms of
destination images. With the help of cognitive perceptual affective components enabled to
uncover the coverall evaluations from the destination images (Niu and et.al., 2016). In order to
conduct overall research, it is cleared that, with the helps of some new strategies and goals
people get attracted towards the long term goals in order to keep the customer attraction more
effective. Furthermore, to analysed the customer needs and satisfaction approach scholar also
adopt some customer satisfaction models in the study to make research objectives clear and
productive.
It has been concluded about the used two models of customer satisfaction in the study.
those model help to understand the needs and wants of customers in terms of choosing holiday
destination places. It has been concluded that, model is more productive and effective for
research goals (Connell and Page, 2019).
Main purpose to identify the influencing level of customer on the behaviour of customer
are neds to be identifies. With the help of all data or information researcher can better research
the goals and adopt the best possible results to make all things clear. Overall, study also studied
about the destination images and their attributes which helps to discover the interest of visitors
towards the UK destinations such as social features, cultural features or physical features. It
helps visitors to identify the actual environment of the place before visit that place (Sun, Ryan
and Pan, 2015).
Moreover, Research concluded the finding that new environmental goals and better
objective performance goals to make the all things clear and attractive. It has been concluded
that, all things and best possible action plan is required to discover the new findings and goals
towards the best resourceful results. Research has also talked about cognitive or perceptual
learning helped researcher to underrated the situation in more specific manner (Connell and
Page, 2019). Overall, it helps to make the best and resourceful planning to understand the actual
needs of visitors towards the destination needs. The scope of this present study is to influence
UK customers towards the mistiness UK sites.
32

It was noted that, UK people are more strict towards their discipline manner Which
concluded that, visitors might be facing some flexibility issues. Overall, generating power and
goals would help to take care the needs of buyers to sustain the interest level. Due to political
instability of the country might be affect the profitably ration of tourism sector. Moreover,
finding showed that, there is a strong relationship between evaluation and the demographic
characteristic of the UK target groups. Besides, government also needs to require to take some
innovative steps to influence national, local or international tourist visitors (Niu and et.al.,
2016).
The main purpose of the research is to make the good impact on the visitors by influence
them through effective, productive or attractive images of destination places of the country.
Besides, it also helps to control the long term goals of the study as well. Overall study explained
about the importance of social features or advanced technology through companies can make
more profit by customers. By making images more attractive and presentable people get to
excited to know more about or would plan to visit UK (Prayag and et.al., 2017).
Overall, study also expressed the focus on the behaviour goals that makes the best
approachable target market opportunities for the researcher. Present study also focused on the
methods taken by the researcher to concluded the same methods and technique in order to fulfil
the research aims and objectives. Study also showed the importance of customer preference
towards the objectives of the company important to be taken by the goals and makes the new
level of things and target performance level. This supposed to be an action plan in order to keep
the all target fulfilled and challenging.
Second findings covered the perception of the UK regarding the best charges sources
(Prayag and et.al., 2017). Besides, overall study indicated and holistic approach dimensions of
the destination image is giving high impact on the customer perceptions. It also has been
concluded that destination images is the most critical and managing successful business goals.
Overall, it also helps to require long term goals and best performing goals. Overall, it makes the
best charges and performing goals that helps to keep the best task target market opportunities. It
has been also discussed in the study that destination image is the most required in order to
upgrade the full challenging goals. Besides, it also helps to control the best target marketing
approachable goals (Mussalam and Tajeddini, 2016).
33

5.2 Recommendation
From the basis of findings and conclusion, it has been suggested that to full fill the
traveller marketing goals. UK needs to make some changes and make more efforts towards the
development process of destination places in terms of nature, beauty, and services as well. The
results of this study is to give some insight information of back paper tourists for planners and
marketers (Stylos and et.al., 2017). It is necessary for UK to adopt the best charging and
implementing goals that helps to connect the best sources or performance goals. Government of
UK required to make some policy measures in public and private sectors. Such as physical
improvement of tourist destination, safet protection, development should also be taken
consideration so that UK could attract more number of tourist ratio and profitability. Another
method or approach through UK can improve their customer attraction that is to improve
customer loyalty towards the new effective manner in order to sustain new matter of fact. This
also helps to keep the positive environment and long term that helps to keep the new promotional
goals (Ramseook-Munhurrun, Seebaluck and Naidoo, 2015). Besides, other recommended
strategy must be adopted by the company level in order to select the best possible action plan in
order to meet the business objectives and the customer level of performance. The success of
tourism makes it a key contribution to England and economic and social well-being. Tourism is
the most attractive and productive sector that helps to contribute large income to the country
economic growth. The success of tourism makes it a key contributor to England economic and
social well-being (Stylos and et.al., 2017). These also helps to connect the long lasting channel
or making good impact on the behaviour of customer. Government needs to take action to ensure
the low terror attacks and low miss happening tools in the organisational term. The Best
productive leading resourceful idea makes the best performance level and makes the good
leading behavioural goals. Another most specific concern from the side of customers are to get
the best accommodation, travel costs and from destination. Besides, eating and drinking,
shopping, entertainment goals. Moreover, it takes time to specify the goals and best target
marketing opportunity. Destination image is the source for companies to take the customer
interest towards the country visit. Moreover, it helps to make the all over the target market goals
will more helpful for me to take the best productive strategies for the company as well. Country
try to make more recreational destination images and locations for UK customers to get good
34

feedback and response in return (Björk and Kauppinen-Räisänen, 2016). This also helps to keep
the charges awake and long term. Besides, study focused on the fact that to make the UK
destination images more beautiful and attractive. So that, large number of people would get
attracted towards the nation. Moreover, it keeps the growth into more liable way. Moreover, to
achieve the satisfaction level of UK customers company needs to make changes as per the
current trends and needs of tourism sector (Mussalam and Tajeddini, 2016).
On the basis of above report there are some recommendations to maintain destination image and
its impact on influencing power of visitors. With help of suggestion there can be improvement in
lacking areas and image of destination can be sustained for longer period. It has been discussed
in below context as are-
1. The UK should adopt effective marketing tactics to keep major focus over tourism
perspective and it helps to influence customer the customer to attract toward destination
image.
2. In this, UK should adopt effective media marketing strategies so it can help to cover large
number of audience in market. They should provide attractive images of destination
which aids to influence visitors to visit UK.
3. It is responsibility of UK legal authorities to maintain natural and culture heritage s it are
the main source of maintaining destination image.
4. Under it, tour operator should understand the factor as pull and push that supports to
understanding the need and wants of visitors. In this, push factors refer as to associates
with need and wants if visitors by knowing about demand for rest or relaxation. On the
other hand pull factor assists to have understanding about attributes and features of
destination image.
5. The nation branding should be maintain by maintaining natural beauty, culture heritage ,
building and monuments. This are source of maintain nation wide branding and it helps
to attract the customer in order to enhance image of tourist place.
6. In this, tour operator of UK Should provide extra free sights that helps to attract tourist
and proper rest and relation services are needed to be managed to enjoy their leisure
moments.
35

7. There are number of factors other than natural beauty as are political stability, cultural
diversity, development of economical situation that assists visitor to feel comfortable at
the time of holidays in UK.
8. The brand awareness is essential in terms to enhancement in destination image in the eyes
of customer. It should be maintain by the core authorities of UK. Thus, brand image will
be inclusive of various attractive factors as are infrastructure, shopping facilities,
historical prominence, attitudes of local residence as well as local authorities towards
tourist.
9. In this, Tourist comes to visit in terms to enjoy their leisure moment and to have rest and
relaxation from their occupied life. Thus, tour guide of UK need to be provide effective
training so that they can provide effective helps to visitors at any time they want to have
it.
36

REFERENCES
Books and Journals
Álvarez, L. S., Martín, A. M. D. and Casielles, R. V., 2007. Relationship marketing and
information and communication technologies: Analysis of retail travel agencies. Journal of
Travel Research. 45(4). pp.453-463.
Anwar, S. A. and Sohail, M. S., 2004. Festival tourism in the United Arab Emirates: First-time
versus repeat visitor perceptions. Journal of Vacation Marketing. 10(2). pp.161-170.
Björk, P. and Kauppinen-Räisänen, H., 2016. Local food: a source for destination
attraction. International Journal of Contemporary Hospitality Management. 28(1). pp.177-
194.
Chen, C. C. and et.al., 2016. Tourism between divided nations: An examination of stereotyping
on destination image. Tourism Management, 55, pp.25-36.
Chew, E. Y. T. and Jahari, S. A., 2014. Destination image as a mediator between perceived risks
and revisit intention: A case of post-disaster Japan. Tourism Management. 40. pp.382-393.
Cohen, S. A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts,
influences and opportunities. Current issues in Tourism. 17(10). pp.872-909.
Connell, J. and Page, S. J., 2019. Case study: Destination readiness for dementia-friendly visitor
experiences: A scoping study. Tourism Management. 70. pp.29-41.
Doolin, B., Burgess, L. and Cooper, J., 2002. Evaluating the use of the Web for tourism
marketing: a case study from New Zealand. Tourism management. 23(5). pp.557-561.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Frew, A. J., 2000. Information and communications technology research in the travel and tourism
domain: Perspective and direction. Journal of Travel Research.39(2). pp.136-145.
Gast, D. L. and Ledford, J. R., 2014. Single case research methodology: Applications in special
37

education and behavioral sciences. Routledge.
Herrero, Á., San Martín, H. and del Río Peña, A., 2015. Influence of country and city images on
students’ perception of host universities and their satisfaction with the assigned destination
for their exchange programmes. Place Branding and Public Diplomacy. 11(3). pp.190-203.
Hudson, S. and et.al., 2015. The effects of social media on emotions, brand relationship quality,
and word of mouth: An empirical study of music festival attendees. Tourism
Management. 47. pp.68-76.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th).
McGraw-Hill Higher Education.
Kladou, S. and Mavragani, E., 2015. Assessing destination image: An online marketing approach
and the case of TripAdvisor. Journal of Destination Marketing & Management. 4(3).
pp.187-193.
Komppula, R. and Laukkanen, T., 2016. Comparing perceived images with projected images-A
case study on Finnish ski destinations. European Journal of Tourism Research. 12. p.41.
Kotler, P. and Armstrong, G., 2010. Principles of marketing. Pearson Education.
Lee, S. and Bai, B., 2016. Influence of popular culture on special interest tourists' destination
image. Tourism Management 52. pp.161-169.
Llodrà-Riera, I. and et.al., 2015. A multidimensional analysis of the information sources
construct and its relevance for destination image formation. Tourism management. 48.
pp.319-328.
Mussalam, G. Q. and Tajeddini, K., 2016. Tourism in Switzerland: How perceptions of place
attributes for short and long holiday can influence destination choice. Journal of
Hospitality and Tourism Management. 26. pp.18-26.
Niu, Y. and et.al., 2016. How do destination management organization-led postings facilitate
word-of-mouth communications in online tourist communities? A content analysis of
China’s 5A-class tourist resort websites. Journal of Travel & Tourism Marketing. 33(7).
pp.929-948.
38

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.
Pike, S. and Page, S. J., 2014. Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management. 41. pp.202-227.
Prayag, G. and et.al., 2017. Understanding the relationships between tourists’ emotional
experiences, perceived overall image, satisfaction, and intention to recommend. Journal of
Travel Research. 56(1). pp.41-54.
Ramseook-Munhurrun, P., Seebaluck, V. N. and Naidoo, P., 2015. Examining the structural
relationships of destination image, perceived value, tourist satisfaction and loyalty: case of
Mauritius. Procedia-Social and Behavioral Sciences. 175. pp.252-259.
Ramseook-Munhurrun, P., Seebaluck, V. N. and Naidoo, P., 2015. Examining the structural
relationships of destination image, perceived value, tourist satisfaction and loyalty: case of
Mauritius. Procedia-Social and Behavioral Sciences. 175. pp.252-259.
Stylos, N. and et.al., 2016. Destination images, holistic images and personal normative beliefs:
Predictors of intention to revisit a destination. Tourism Management. 53. pp.40-60.
Stylos, N. and et.al., 2017. Linking the dots among destination images, place attachment, and
revisit intentions: A study among British and Russian tourists. Tourism Management. 60.
pp.15-29.
Smith, 2017. Research Onion. [Online]. Available through:
<https://www.allProjecthelp.co.uk/blog/research-onion-made-easy-to-understand-and-
follow/>.
Sun, M., Ryan, C. and Pan, S., 2015. Using Chinese travel blogs to examine perceived
destination image: The case of New Zealand. Journal of Travel Research. 54(4). pp.543-
555.
Sun, M., Ryan, C. and Pan, S., 2015. Using Chinese travel blogs to examine perceived
destination image: The case of New Zealand. Journal of Travel Research. 54(4). pp.543-
555.
39

Sun, M., Zhang, X. and Ryan, C., 2015. Perceiving tourist destination landscapes through
Chinese eyes: The case of South Island, New Zealand. Tourism Management. 46. pp.582-
595.
Xu, J., Chan, T. L. and Pratt, S., 2018. Destination Image of Taiwan from the perspective of
Hong Kong residents: Revisiting structural relationships between destination image
attributes and behavioral intention. International Journal of Hospitality & Tourism
Administration. 19(3). pp.289-310.
Zhang, H., Fu, X., Cai, L. A. and Lu, L., 2014. Destination image and tourist loyalty: A meta-
analysis. Tourism management. 40. pp.213-223.
Zhang, J. and et.al., 2018. How country image affects tourists’ destination evaluations: A
moderated mediation approach. Journal of Hospitality & Tourism Research. 42(6). pp.904-
930.
40

APPENDIX
Questionnaire
Name:
Occupation:
1. What is your gender?
 Male
 Female
2. How did you approach UK destination places?
 By Websites
 By company
 By destination images
 None of them
3. Where did you hear about the UK tourists destination?
 The internet
 Media
 Travel agency
 Books and guides
 Friends and relatives
4. Is this your first visit place to the destination?
 No
 Yes
41

5. What are the main reasons to visit UK destination places?
 Rest and relaxation
 Visiting relatives and friends
 Fun
 Health
 Business reasons
 others
6. Was your trip to this tourist destination organized by a travel agency/other organizers?
 Yes
 No
7. How much UK destination images is attractive for customers?
 Very low
 Very high
 I don't know
8. How often do you plan to come UK ?
 Every few years
 Once a year
 More than 4 times a year
 Don't know
9. Is necessary for UK to make its destination places more attractive?
 Yes
 No
 Don't Know
10. How Much do you satisfied with the services of UK destination?
42

 Strongly satisfied
 Dissatisfied
 Neutral
 Don't know
11. Where are your travel destinations mainly
 UK
 Europe
 China
 Others
12. What is your motivation to visit UK destination places?
 Climate
 Destination images
 Popularity
 Others
13. What are the reasons for which you preferred to choose UK destination places ?
14. Which suggestions points do you have to develop UK as a tourist destination?
43