Tourist Attraction Survey: London Eye

This assignment delves into a survey of tourist attractions in London, specifically targeting the London Eye. It outlines a research plan that includes designing a questionnaire, employing random sampling to gather data from 40 respondents, utilizing thematic analysis to interpret results, and adhering to strict ethical guidelines throughout the process.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................2
Background of the study.............................................................................................................2
Aim and objectives......................................................................................................................3
Research questions......................................................................................................................3
Rationale.....................................................................................................................................3
Significance of the study.............................................................................................................3
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................5
Research philosophy...................................................................................................................5
Research design...........................................................................................................................5
Data collection............................................................................................................................5
Sampling.....................................................................................................................................6
Data analyses...............................................................................................................................6
DATA ANALYSIS AND INTERPRETATION.............................................................................7
ACTION PLAN...............................................................................................................................9
REFERENCES..............................................................................................................................11
APPENDIX....................................................................................................................................12
Questionnaire............................................................................................................................12

INTRODUCTION
Background of the study
Tourism is one of the great industry that contributes well in the economy development of
nation. London is popular tourism destination, approx. 30 million visitors come to this location
from different countries every year (The London Eye Is a Top 10 Tourist Attraction, 2015).
Revenue generated by the tourism industry is approximately 10% of gross value-added income
of the city. London eye is one of the popular destination from the perspective of travellers, now it
has become the iconic sight of London. Purpose of the study is to evaluate the top tourist
attraction from the perspective of recent immigrates (15 London Eye Facts You Didn't
Know,2015).
Aim and objectives
Aim:
“To evaluate the Top London tourist attraction from the perspective of recent immigrates; Study
on London eye”.
Objective:
 To examine top tourist attraction of London; the London Eye.
 To evaluate the consumer's feedback on London eye as tourist destination.
 To suggest ways to attract more visitors towards the London eye.
Research questions
 Is London eye tourist attraction really the best capital has to offer?
 Are customers giving positive feedback for the London eye?
Rationale
London eye is the iconic sight which is the massive ferries wheel. Many tourists are
getting attracted towards the location. The rationale of the study is to evaluate the perception of
visitors for London eye and suggest ways to attract of them towards the destination.
Significance of the study
This study will be helpful for the authorities those who are working for increasing
number of tourists in the London. It will help in attracting the visitors towards the location that
would help in increasing the economy of the nation (Luu, 2017). Furthermore, study will be
beneficial for other scholar because by this way they will get idea of conducting other studies on
the same subject. This will help the tour operators in gathering information about point of views

and perception of travellers and they will be able to design their travel packages accordingly.
Furthermore, it will be beneficial for the government of the nation because they will identify
their loop falls and will improve their facilities so that economic development can take place by
attracting more visitors towards the destination (The London Eye Is a Top 10 Tourist Attraction,
2015).
LITERATURE REVIEW
Top tourist attraction of London
London eye is the tallest ferries wheel which has become the iconic sight in Europe,
visitors are taking huge interest to come here frequently. Knowles, (2016) has stated that
Buckingham palace, British museum, tower bridge, big ben is tourist attraction point of London.
According to Munnar and Jacobsen, (2014) every year approx. 6 million passengers come to this
location just to enjoy this destination. Author has stated that London eye has earned the profit of
£25m last year. It is the place that is attracting children, old, youngsters all age group population.
Impact of tourism
As per the view of Knowles and Burrows, (2017) tourism is the sector which contributes
well in the economy development of the nation. Authors has stated that amount of money that is
spending by the visitor has been increased dramatically in the London. It is accounted that
business of hotels, restaurants and others have been enhanced by 35% as compare to 2010.
According to Leavy, 2015 adult travellers are ready to spend £15.00 for getting ticket of London
eye. Seniors those who are above 60 ages, they are coming here frequently to enjoy this
destination. Author has stated that in the year 2015 323000 international visitors come to this
location, £411 million was spent by them (The London Eye Is a Top 10 Tourist Attraction, 2015).
That impacts positive in the development of the nation because due to this employment
opportunities are increasing and government also paying interest in the development of London
as tourist destination. Munnar and Jacobsen, (2014) stated that tourism helps in spreading culture
of the nation across the world. By this way culture of the country know by other people. This
gives international recognition to the religion and tradition of the destination.
Consumer's feedback on London eye as tourist destination
As per the view of Gray and Timothy and Ron, (2013) consumers are liking London eye
very much, this location mesmerize them and they plan frequently to come here. Author has
stated that people give start ranking to London eye as tourist destination. According to Graham

and Peleg, (2017) people are facing the issue that they are unable to get sufficient information on
website about the tourist destination. It makes them little negative towards the London because
then they plan to go to any other destination. On other hand Van Leeuwen, (2014) has stated that
travellers are planning to come in the London eye location but due to poor arrangement and lack
of security issues they think that it is not appropriate place for them. They are not that much
satisfying with the services of this place (The London Eye Is a Top 10 Tourist Attraction, 2015).
As per the view of Gray and Timothy and Ron, (2013) people are not satisfied with London eye,
it is because climate of the destination gets changed frequently. In such place it is very difficult
to survive for immigrants. Apart from this policy of the government of London is quit tough.
That impacts on the mind of travellers and they change their opinion to come to this place.
Illustration 1: London eye tourist destination
Source: (The London Eye Is A Top 10 Tourist Attraction, 2015)
RESEARCH METHODOLOGY
Research methodology is the method that helps in conducting the research in effective
manner.
Research philosophy
It is the belief that helps the researcher in gathering in depth information about the
subject matter. In the present research scholar has taken support of interpretivism philosophy. It
is appropriate tool that assists in emphasize on quantifiable information and providing alternative

solutions so that researcher can suggest ways to attract tourists towards the London eye (Takhar-
Lail and Ghorbani, 2015).
Research design
In the present study investigator has taken support of descriptive research design.
Scholar has involved the customers for gathering the information on their perception about the
London eye location as tourist destination.
Data collection
Primary and secondary are tow type of data collection methods. In the current study
scholar has gathered information from primary sources. Individual has prepared the
questionnaire and collect the information about tourist attraction in London (The London Eye Is a
Top 10 Tourist Attraction, 2015). Primary research has supported in developing understanding
about the topic which has supported the scholar in preparing questions that are relevant this study
and can support in getting realistic information. There are many previous studies that have been
conducted on the same topic that supported the investigator in gathering in-depth information
about subject matter (Saldanha and et.al, 2016). In this study scholar will take support of
questionnaire because by this way individual will be able to present its results in effective
manner. Questionnaire will support in gathering realistic detail about the topic. 15 questions will
be asked from respondents.
Sampling
Sampling is the essential part of research project, in this tool scholar has to select samples
from universe those who can give accurate information about subject matter and can help the
researcher in reaching to the final results. Selection of respondents impact on the overall study to
great extent. Random sampling is considered as one of the effective tool because oit is far away
from biasses so scholar ca get accurate data about subject matter. Random sampling method has
been chosen for the research topic and for that researcher has chosen 40 customers as
respondents for collecting the information so that optimistic results can be come out. 40
participants will be involved in this researches project. Questionnaire will send through email to
all respondents. All question will be open ended and close ended.
Data analyses
In the present investigation researcher has taken support of thematic analyses and with
the help of graphs and charts individual has presented the results (Takhar-Lail and Ghorbani,

2015). Thematic analysis is considered as most suitable type of data analysis tool that aids the
researcher in presenting the information in effective manner. By this way individual can draw
valid conclusion and can meet with the objectives.
Ethical consideration
Researcher will follow ethical aspect for conducting this investigation. Scholar will not
given financial beneficial to any participant. There will not be any information which is not true,
scholar will not put any psychological stress on involved persons for sharing their views during
this research. Scholar will maintain confidentiality and will not commercially use these data
(Saldanha and et.al, 2016). Furthermore, investigator will read each articles from internet or
books and develop understanding about subject matter. After gathering all necessary detail about
the topic individual will write the project in his own words that will help in avoiding plagiarism
issue.

ACTION PLAN
Activity Week1 Week2 Week3 Week
4
Week5 Week6 Week7 Week
8
Week9
Research
Proposal
Literature
Reading
formulate
aim and
objectives
Drafting of
literature
review
Collect
data
Data
analyses
Developme
nt of
research
approach
Drafting
research
methodolog
y
Develop
questionnai
re
Arranging
interview

Conducting
interview
Accumulati
ng the data
Drafting
Findings
Analyzing
data

REFERENCES
Books and Journals
Knowles, C. and Burrows, R., 2017. Reimagining Chinese London. The SAGE Handbook of the
21st Century City. pp.87.
Knowles, C., 2016. Young Chinese Migrants in London.Accessed Septmeber. 5. pp.2016.
Luu, L.B., 2017. Immigrants and the Industries of London, 1500–1700. Routledge.
Saldanha, G. and et.al., 2016. Research Methodologies in Translation Studies.
Takhar-Lail, A. and Ghorbani, A., 2015. Market Research Methodologies: Multi-Method and
Qualitative.
Timothy, D. J. and Ron, A. S., 2013. Understanding heritage cuisines and tourism: Identity,
image, authenticity, and change.
Van Leeuwen, T., 2014. Critical discourse analysis and multimodality. Contemporary critical
discourse studies (). Bloomsbury: Bloomsbury Publishing. pp.281-295.
Online
The London Eye Is A Top 10 Tourist Attraction, 2015. [Online]. Available
through<https://www.cntraveler.com/stories/2015-08-10/london-eye-things-you-didnt-
know-tourist-attraction>

APPENDIX
Questionnaire
1. How recently have to visited London Eye?
 Before one week
 Before one month
 Before One year
2. How much have you spent in London eye?
 Between £25-£45
 between £45-£55
 between £55-£75
 More than £75
3. Please indicate your level of satisfaction from your most recent visit to The London Eye? (on
a scale of 1-7 with 1 being very dissatisfied and 7 being very satisfied)
1 2 3 4 5 6 7
4. Please rate the following things in terms of your satisfaction from your most recent visit. (on
a scale of 1-7 with 1 being very dissatisfied and 7 being very satisfied)
 information available on website 1 2 3 4 5 6 7
 Security 1 2 3 4 5 6 7
 customer inquiries 1 2 3 4 5 6 7
5. Amount of money that is spent visiting the London Eye has increased dramatically.
 Definitely
 Maybe
 Maybe Not
 Definitely Not
6. Do you like the London eye as tourist destination?
 Yes
 No
7. Have you got positive feedback for London Eye from relatives or friends?
 Yes
 No

 Moderate
8. Do you think that immigrates are getting proper care in tourist destinations?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
9. Are you satisfied with the travel facilities for immigrates in London Eye?
 Highly satisfied
 Satisfied
 Not satisfied
 Can't say
10. What thing to look at first before planning to going to any other destination?
 Political background of the location
 Security and transportation facility of the place
 Attraction point of the place
 others
11. What is the issue that created problem for you while visiting the place?
 Lack of information available on website
 Security issue
 No customer inquiry department
12. Amount of money that is spending by the visitor has been increased dramatically in the
London
 Yes
 No
13. Will you suggest other travellers to go to Long Eye?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
14. Does hospitality facilities provided at London eye are appropriate as per standards
 Strongly agree

 Agree
 Neutral
 Disagree
 Strongly disagree
15.An increase in ticket price will still make London eye an attractive tourist destination in
London?
Definitely
Maybe
Maybe not
Definitely Not
16. London eye needs additional features for sustainable attraction in terms of tourism
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
17. Promotional activities of London Eye are quite effective?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
18. Do you think that improving security for recent immigrates can support in attracting more
visitors towards London Eye?
 Yes
 No
19. Do you think that climate condition influence the mind of visitors?

 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
20. Does government takes action to attract more visitors towards London Eye?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree