Urban vs Rural Tourism Perceptions: Ankang, China Case Study

This assignment involves a comprehensive study on the perceptions of place, modernity, and tourism impacts among rural and urban residents of Ankang, China. It utilizes a likelihood ratio analysis to examine the differences between these two groups. The research is based on six academic papers focusing on various aspects of tourism, including its impacts on different types of communities.

Urban Tourism Field
Report

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Background of research.........................................................................................................1
1.3 Introduction of Cambridge....................................................................................................2
1.4 Research aims........................................................................................................................2
1.5 Research objectives...............................................................................................................2
1.6 Research questions................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction...........................................................................................................................3
2.2 Urban tourism........................................................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................5
3.1 Type of methodology............................................................................................................5
3.2 Research Design....................................................................................................................5
3.3 Research approach................................................................................................................6
3.4 Data sampling........................................................................................................................6
3.5 Ethical consideration.............................................................................................................6
3.6 Sources of data......................................................................................................................6
CHAPTER 4: DATA ANALYSIS..................................................................................................7
4.1 Data analysis.........................................................................................................................7
4.2 Data and relation variables....................................................................................................9
CHAPTER 5: CONCLUSION AND RECOMMEDATION........................................................16
5.1 Conclusion...........................................................................................................................16
5.2 Recommendations...............................................................................................................16
REFERENCES..............................................................................................................................18

TITLE: To ascertain the possibilities of urban tourism on Cambridge city
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Urban tourism is known as one of the most common and significant feature of tourism
sector in any country, mainly in UK. All this is due to its historical and other significant
background. In tourism industry, urban tourism is growing on a fast speed and all this is
grabbing the attention of protecting natural environment at the same time secure the enjoyment
of visitors with various destinations.
Most important and popular issues relate with urban tourism with main aim of tourist's
experience in Cambridge, United Kingdom is all given in this report. One of the main purpose of
this report is to identify and explain the major features of urban tourist spot, examine the various
components of urban tourism offer to visitors, discuss the marketing attributes of urban tourism
and various issues and concepts related with the concept of urban tourism (Cui and Ryan, 2011).
Further, this research is concentrating the main possibilities of Urban travel and tourism
and the urban areas which attract large number of tourist every year. Ratio of urban tourism is
increasing at a fast speed and the main purpose of this research is to search out the possibilities
which are making the urban areas adequate for urban tourism. Cambridge city is chosen for this
research.
1.2 Background of research
Concept of urban tourism is a wider one so it is very essential for an individual to first
understand what is meant by urbanization. Mainly, urbanization refers to the proportion of
individuals increasing in cities as compare to rural areas. Urbanization take place due to these
proportions. A research revealed that 14% of people were living in urban areas in 1900 and this
rate increase to 47% by 2000 and there is a prediction that this rate will be 61% in the future.
Any place surrounded with living attract large number of people to visit and study the place,
culture adopted by that place, its lifestyle, clothing and food all attract individuals (Frenzel and
Koens, 2012). Various megacities such as Tokyo, New york, Mexico city and Sao polo will be
face a huge crowd of individuals over 10 million in recent years. Number of people living in
megacities will be approx 3 to 5 million from 2002 to 2020.
One of the main features of urban cities which attract large number of individuals is their
fiscal and monetary benefits. Further, wide connectivity of road for transport exist enhance the
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comfort level of individuals. These cities have a proper economic base which make the survival
of people better with various resources. In addition to this, adequate human resource and proper
infrastructure is also available with urban areas and all these can be utilise or use in a proper
manner in routine progress of cities. Mainly the workforce consists most of the individuals
belong from the rural areas but however urban areas are said well equipped with human
resources. Urban areas increase the possibilities of mutual relationships such as legal, political,
economical and social, all this serve various benefits to individuals (González, 2011).
1.3 Introduction of Cambridge
Cambridge is well known and one of the most famous city in UK and it have various
tourist destinations. A research revealed that tourism is one of the major sector for Cambridge
and various areas of its surroundings. Cambridge alone generated 35 million for its local
economy and 6500 people do work under this. Over 4.1 million individuals visited Cambridge
in 2008 and this number of tourist will be increased in coming few years. Most popular places in
Cambridge include, Cambridge University, Granta Punting Company, Fitzwillian Museum,
Cambridge city areas, bars, clubs, theatre, cinemas, nature reserves, parks, music venues and
many more.
1.4 Research aims
Aim of this research is “To ascertain the possibilities of urban tourism on Cambridge
city”.
1.5 Research objectives
Main objectives of this research are as follows:
 To develop a mechanisms for Cambridge city to adequately attend the huge crowd of
visitors or tourists.
 To discuss the features of travellers to urban places.
 To identify and examine the nature of particular element of visitor products offered by
urban places (Liburd and Edwards, 2010).
 To critically discuss marketing features of urban sites.
1.6 Research questions
Q1) What is the mechanism for Cambridge city to adequately attend huge crowd of tourists or
visitors?
Q2) What are the major features of travellers to urban places?
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Q3) What is the nature of particular element of visitor products offered by urban places?
Q4) What are the marketing features of urban sites?
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
With support of this aspect of research, investigator carry out research in appropriate
manner. One of the main feature of this is that with this researcher gather huge amount of data
related with the topic of research. All this support in carry out research in effective manner and at
the same time help in draw valid conclusion. In this investigator collect information about the
viewpoints of various writers related with research topic. Books, journals and different articles
are use by researcher in this.
As per the view point of Mowforth and Munt, 2015, Tourists are excited for
development and advancement in tourist destinations. This help in attract them from miles. This
is the main reason behind popularity of urban tourism all around the world. Not only travellers
form foreign but concept of urban tourism is also enjoy by local individual as this provide them
different platforms to enhance their learning. Various visitors move to spend their time in sites
like Cambridge cities as their offer them various comforts and as the same time provide an
opportunity to enhance their knowledge abut culture of city, country and state.
2.2 Urban tourism
When tourism related activities take place in urban areas then this is known as urban
tourism. In all cases all activities related with this are not only for leisure but some take place
with the purpose of education, tour, business and many more. This type of tourism is depend on
the number of travellers arrive on various tourist destination in some specific sites or places.
Research provide the information that 898 millions visitors are travelling all around the globe.
Increase number of tourist provide various economic benefits to a country. This increase the
profits of country and at the same time support the development of various other tourist sites and
infrastructure. On the basis of Murphy, 2013, it has been stated that Development of sites create
huge amount of employment opportunities for local people. Urban tourism attract large number
of tourist for their various specific purposes.
Cambridge city has various tourist destination which attract large number of individual
every year. Main attractions are Fitzwillian Museum, Cambridge University Library, Newnham
College and many more. All these attractions are situated in urban sites. All these sites consists
various archaeological, anthropological and historical elements. Further various education sites
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are there where various leader from all around the world learn how to control and monitor the
opportunities.
One of the main feature of Cambridge city is that it is able to attract large number of
travellers form all around the world. For example, various universities and education styles
attract large number of students every year. Further there is a Cam river with lots of river
exercise such as punting, ploughing and many more. There is a Fitzwiliam museum with some
archaeological and anthropological features. Individual who are interested historical places visit
the library of University of Cambridge. In that they all get huge information about the truth of
various monuments all around the globe which us written by various researchers and famous
writers. According to Neirotti, 2012, Travellers with leisure spending can visit the places where
they can use Cam river with their potential. In addition to this, they can go with walking in
various field and at the same can enjoy Eagle pub. All these places require five to eight days to to
complete the trip. Urban tourism consists lot of services offer to travellers for their food,
transport, living and water. Offer facilities to visitors require to be up to the standards as this
increase the convenient of travellers. All this require huge amount of funds. All this indicate
there there should be fair and effective mechanism for Cambridge city to develop a urban
tourism site as this will not disturb the natural resources nor disturb the educational resources.
One of the main benefit of tourism is that it generate huge amount of profits for the country and
this is the main reason why government of every nation also provide funds for development of
various tourist destinations. Different theories are there that affect the working of tourism which
are as follows:
 Maslow hierarchy theory of motivation: As per this theory, every tourist destination is
developed as per the resources a nation have. After a specific period, saturation for
resources get over and they start to demand more resources. This is universal phase of
every tourist destination all around the world. For example, today US is popular as it has
a super power but it was not the same in past. Country has its own resources with its
limits and country search new process of developing their nations basis of economic.
Soon, country reach to the phase of save and invest where country start trading and deal
with foreign exchanges and reserves. All this encourage import and export. All these are
the stages of motivation, here a destination cross its basic period, where it has limited
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resources to fulfil the basic requirements of individual. After that it move towards esteem
and then self actualisation needs.
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CHAPTER 3: RESEARCH METHODOLOGY
This is known as one of the most significant and important part of research as this
consists a systematic plan for perform the various activities related with research topic in an
effective manner. It is one of the most important part of research (Nunkoo and Ramkissoon,
2010). One of the main feature of this is that it help researcher in maintain efficiency throughout
research. Number of methods and tools are there which use by an investigator to carry out
actions related with research. Researcher develop designs to execute research in a systematic
manner. One of the main benefit of this is that it support researcher in do proper analysis of data
collected through various sources. It is very important for researcher to choose right
methodology for research as this direct and support researcher in carry out all activities in
adequate manner. Some major element of this section of research is given under the following
points:
3.1 Type of methodology
In this context, researcher remain liable to analyse the nature of research as this help in
use various methods and tools in an effective manner for the main purpose of research.
Quantitative and qualitative are the two most popular methods of research. In case of quantitative
research, investigator collect and analyse the data in numerical terms or in figures. In case of
qualitative research, data is collected and analysed in terms of quality. For draw valid
conclusion, it is very essential for researcher to collect relevant, proper and accurate. This
research is concerned with ascertain the possibilities of urban tourism on Cambridge city.
Qualitative research method is used under this research in order to achieve better outcomes
(Pillay and Rogerson, 2013).
3.2 Research Design
Mainly this is the blueprint of research which highlights different activities of research
that required to be carried out in an effective manner. This support researcher in draw valid
conclusion about the study. Various type of research designs are there which can be used by
researcher for carry out research such as experimental, descriptive and exploratory research
design. Descriptive research design focus on detailed study on the information available related
with the topic of research. Under exploratory research design, researcher analyse new facts and
figures which help in carry out research and provide various useful information related with
questions of research. In experimental research design, investigator measure mathematical
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information with help of various theories and models (Quinn, 2010). Descriptive research deign
is used under present study as this help researcher in collect huge amount of data which enhance
effectiveness of research activities.
3.3 Research approach
This aspect of research indicate various tools and techniques which support researcher in
carry out research activities in an effective manner. It is very essential for researcher to choose
an appropriate research approach. Inductive and deductive are the two major approach of
research. Deductive research approach help researcher in formulate new theories and models that
are further implemented as per the assumptions in this result is based on figures that concerned
with operations related with research. In case of inductive research, research relies on present
numerical facts and on observation patterns that are implemented in case of urban tourism.
Inductive research approach is taken under this research.
3.4 Data sampling
This section of research is related with choose the sample for carry out research.
Researcher can choose the sample with help of two sampling methods that are probabilistic and
non probabilistic. Under probabilistic sampling method, sample for research is choose on random
basis in this every sample of research have an equal opportunity to get selected for the research.
On the other hand or in non probabilistic sampling method, investigator choose sample of
research as per own convenience (Rogerson and Rogerson, 2011). Non probabilistic sampling
method is used in this research for choose the sample for research.
3.5 Ethical consideration
This is known as one of the most significant and important element of any kind of
research. One of the main advantage of this is that it support researcher in carry out research in
right manner. A researcher faced different type of problems during carry out research and the
major problems faced by a researcher are time and cost. Further, researcher is the one who
remain liable to keep the personal data of respondents confidential. Whole research should be
carried out in an ethical manner and a researcher can not ask any type of personal question from
population. Further, various principles related with the research should be follow by researcher
during research.
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3.6 Sources of data
This aspect of research highlights the method choose by researcher for collect the data
related with the topic of research. Mainly there are two major method of collect data known as
primary and secondary. Primary data provide an opportunity to researcher to collect fresh and up
to date data related with the topic of research which support in draw valid conclusion. In case of
secondary research, investigator collect or take help of already available information. Major
advantage of this is that it save both time and cost of researcher (Smith, 2010). Mix of primary
and secondary method is used under this research for collect information.
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CHAPTER 4: DATA ANALYSIS
4.1 Data analysis
This is known as one of the most significant part of research as this support researcher in
analyse the collected information in a systematic manner to achieve better outcomes. Themes are
developed by researcher based on question of research. Sample of 30 respondents is taken under
this report for gather useful information related with main topic of research. Questionnaire is
given as follows:
Questionnaire
Name:
Gender:
Age:
Occupation:
Email id:
Contact no.:
Q1) Does individuals like to visit urban areas as compare to rural areas?
 Yes
 No
Q2) How many times you have been on a urban holiday before?
 Once
 Twice
 Three times
 Four times
 Five times
Q3) How did you travel to the urban places that you visit?
 Private care
 Hire vehicle
 Tour bus
 Motorbike
 Other
Q4) What is the type of your tour group?
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 Tour group
 Family
 Friends
 Spouse
Q5) What remain the main purpose of your urban visit?
 Recreation
 On holiday
 Business
 Part of tour package
 Other
Q6) How did you hear about the urban tourism before you visit?
 Word of mouth
 Recommendation
 Brochure
 Tourist information centre
 Other
Q7) Do you have any issues related with finding information about urban accommodation?
 Yes
 No
Q8) What is the main feature of urban tourism in Cambridge city that attract you to visit?
 Various tourist destinations
 Services provided by tour enterprises
Q9) Did you face any issue while travelling to urban areas?
 Yes
 No
Q10) Any recommendation related with travel in urban areas.
4.2 Data and relation variables
Theme 1: Individuals like to visit urban areas
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Q1) Does individuals like to visit urban areas
as compare to rural areas?
Frequency
Yes 25
No 5
Yes No
0
5
10
15
20
25
30
Interpretation: From the above given graph, it can be summarised that 25 out of 30
respondents give their views in the favour that individuals like to visit or go to urban areas as
compare to rural places. As per the view points of these individuals services offered in urban
areas are more effective as compare to the services provided in rural destinations. Further,
lifestyle, culture and habits of people living in urban areas attract more individual. Rest 5
respondents said that there is nothing like urban areas encourage more number of individuals to
attract.
Theme 2: An individual on urban holiday
Q2) How many times you have been on a
urban holiday before?
Frequency
Once 7
Twice 7
Three times 8
12

Four times 2
Five times 6
Once Twice Three times Four times Five times
0
1
2
3
4
5
6
7
8
9
Interpretation: From the given graph, it can be summarised that 7 out of 30 respondents
said that they visit urban place once and other 7 said that they visit urban place two times.
Further eight individual conclude that they they visit urban places 3 times.
Theme 3: Mode of travel to urban places
Q3) How did you travel to the urban places
that you visit?
Frequency
Private care 10
Hire vehicle 5
Tour bus 6
Motorbike 4
Other 5
13

Private care Hire vehicle Tour bus Motorbike Other
0
2
4
6
8
10
12
Interpretation: From the above given picture, it can be summarised that 10 out of 30
respondents said that they use their own personal car to visit urban areas. After that 6 individual
said that they go with tour bus for travelling. In addition to this, 4 respondents also said that they
go with their motorbike to visit destinations. There was some individuals who use hire vehicle
for the purpose of their travelling.
Theme 4: Type of tour group
Q4) What is the type of your tour group? Frequency
Tour group 2
Family 8
Friends 10
Spouse 10
14

Tour group Family Friends Spouse
0
2
4
6
8
10
12
Interpretation: From the above given graph, it can be summarised that 10 out of 30
respondents said that they go with their friends to visit urban places. Further there was 10 other
individual who said that they go with their spouse to visit these type of places. Further, 8 out of
all respondents give their views in the favour that that they go to visit urban places with their
family members and rest 2 conclude that they go to visit urban places with tour groups.
Theme 5: Purpose of visit urban areas
Q5) What remain the main purpose of your
urban visit?
Frequency
Recreation 5
On holiday 15
Business 5
Part of tour package 3
Other 2
15

Recreation
On holiday
Business
Part of tour package
Other
0
2
4
6
8
10
12
14
16
Interpretation: From the given picture, it can be summarised that 50% respondents give
their views in the favour that they go to visit urban places on holiday. There were some
individuals who said that they go to visit urban places for the purpose of recreation. Further,
other 5 individuals said that they for urban tourism for their business purpose or to attend
meetings and seminars. In addition to this 3 respondents concluded that they they go to urban
places as a part of their tour package. Rest respondents go to urban places with some other
reason or purpose.
Theme 6: Method from which you get information about urban tourism
Q6) How did you hear about the urban tourism
before you visit?
Frequency
Word of mouth 5
Recommendation 4
Brochure 8
Tourist information centre 9
Other 4
16

Word of mouth
Recommendation
Brochure
Tourist information centre
Other
0
1
2
3
4
5
6
7
8
9
10
Interpretation: From the given graph, it can be summarised that 9 out of 30 respondents
given their views in the favour that they get information about the urban visit from tourist
information centre. Further 8 respondents give their views that they get known about urban
tourism from brochure. Rest 5 said that they get with word of mouth.
Theme 7: Issues in find accommodation in urban areas
Q7) Do you have any issues related with
finding information about urban
accommodation?
Frequency
Yes 4
No 26
17

Yes No
0
5
10
15
20
25
30
18

Interpretation: From the above given image, it can be summarised that when respondents
were asked that do they face any obstacle in find information related with urban accommodation
then 26 out of 30 respondents said no. They said that they find information easily with so many
sources. Rest 4 respondents said that they do find problems with find information about urban
accommodation.
Theme 8: Feature of tourism in Cambridge city
Q8) What is the main feature of urban tourism
in Cambridge city that attract you to visit?
Frequency
Various tourist destinations 15
Services provided by tour enterprises 15
Various tourist destinations
Services provided by tour enterprises
0
2
4
6
8
10
12
14
16
Interpretation: From the above given graph, it can be concluded that 50% respondents
said that various tourist destinations in Cambridge is the major feature which attract them to visit
that city. They said that various tourist destination with various unique features encourage them
to visit. Further other 50% respondents said that services offer by tour enterprises is the main
feature which attract them to visit Cambridge city.
Theme 9: Issue while travelling in urban areas
Q9) Did you face any issue while travelling to
urban areas?
Frequency
Yes 10
19

No 20
20

Yes No
0
5
10
15
20
25
Interpretation: From the above given image, it can be summarised that 10 out of 30
respondents said that they face issues and obstacles while travelling to urban areas. Rest 20
respondents said that they do not find any issues during travelling to urban areas. They said that
they get effective transport, communication and food services in urban areas. All this add a
positive note in their travel experience and also encourage them to travel again.
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