Consumer Experience and Destination Loyalty

This report investigates the impact of consumer experience and destination loyalty on the tourism industry, specifically focusing on London. It analyzes the relationship between tourist satisfaction and destination loyalty, the importance of consumer experience for profit generation, and the factors influencing destination loyalty and customer experience. The report utilizes a descriptive research design with an inductive approach and quantitative research strategy, drawing on both primary and secondary data sources.

To evaluate the effectiveness of
consumer experience and
destination loyalty in tourist site

ABSTRACT
Tourism sector is considered as the main source of income and therefore tourism
contribution is a source to economic development. Customer experience is the crucial part of
growth of tourism and travel industry because, travellers are the assets of the country. Tourism
industry of United Kingdom is worth 257 billion pound and has managed 10 % increase in gross
domestic product. Further, it is identified that tourism industry is supporting 3.8 million jobs
which owns 11 % of total population of UK. In 2016, 37.3 million inbound visitors in UK, which
denotes increase of 3 % in comparison to 2015. Further, the total contribution of inbound tourist
is 22.2 billion pounds (UK tourism industry gathers to sell destination Britain to world, 2019).
The significance of study is proven by the tittle which is focused on customer expectation which
is crucial part of managing improvement and sustainability in products and services. The study
helped in evaluating various factors which helps and influences views of travellers over tourist
location. The scope of study was wide because it outlined variety of terms which are interlinked
with one concept which is tourism industry and its contribution and loyalty of travellers to
particular tourist site. The tourist travel to other regions with specific purpose like for spending
leisure time with friends' and family or for holidays, education trip or business outcomes.
However, every travelling purpose is concerned with different need where focus of tourist is on
getting services according to their plan. In the present research, inductive approach has been
used which involve to formulate hypotheses which starts with research questions, aim and
objectives that assists to achieve aim and objectives.

TABLE OF CONTENTS
RESEARCH TOPIC........................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of study ...................................................................................................................1
Aim..............................................................................................................................................3
Research Objectives.....................................................................................................................3
Research Questions......................................................................................................................3
Rationale of study........................................................................................................................3
Significance of study....................................................................................................................4
Scope of study..............................................................................................................................4
Structure of Dissertation..............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Introduction..................................................................................................................................7
Relationship between tourist satisfaction and destination loyalty...............................................7
Importance of consumer experience for raising profit of the tourist site...................................10
Derive importance of destination loyalty for raising revenues of the tourist site......................13
Factors that influence destination loyalty and customer experience.........................................16
.......................................................................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................21
Research design.........................................................................................................................21
Research approach.....................................................................................................................22
Research strategy.......................................................................................................................22
Research philosophy..................................................................................................................23

Methods of data collection: .......................................................................................................23
Data analysis..............................................................................................................................24
Ethical consideration..................................................................................................................25
Reliability and validity...............................................................................................................25
Limitations of the study.............................................................................................................26
CHAPTER 4: DATA ANALYSIS................................................................................................27
CHAPTER 5: FINDINGS AND DISCUSSION.............................................................................1
CHAPTER 6: CONCLUSION AND RECOMMENDATION.......................................................5
6.1 Conclusion.............................................................................................................................5
6.2 Recommendation...................................................................................................................7
REFERENCES................................................................................................................................9

TABLE OF FIGURES
Figure 1 Growth of tourism sector as per managing consumer satisfaction..................................11
Figure 2 UK Tourism growth in 2018...........................................................................................17
Figure 3 Consumer experience issues............................................................................................18
Figure 4: Research onion...............................................................................................................21
Figure 5: consumer experience......................................................................................................27
Figure 6: factors that drive experience of customers towards tourism..........................................28
Figure 7: Tourism services............................................................................................................31
Figure 8: Consumer experience.....................................................................................................33

RESEARCH TITLE
To evaluate the effectiveness of consumer experience and destination loyalty of tourist site
of London.
Aim
“To evaluate the effectiveness of consumer experience and destination loyalty in tourist
site: A case study on London”
Research Objectives
 To assess relationship between tourist satisfaction and destination loyalty
 To analyse reasons behind importance of consumer experience for raising profit of tourist
destination that is London
 To derive importance of destination loyalty for raising revenues of the tourist sites of
London
 To outline factors that influence destination loyalty and customer experience
Research Questions
 Is there any relationship between tourist satisfaction and destination loyalty?
 Explain the importance of consumer experience in increasing profit of the London?
 Why destination loyalty is important for raising revenues of the tourist sites of London?
 What are the factors that influence destination loyalty and customer experience?
CHAPTER 1: INTRODUCTION
Background of study
Travel and tourism industry have created boon in economic development of countries.
The industry emerged is a boom for economic development, job creation, improvement in
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standard of living, etc. It is the most valuable approach of flaunting beauty of domestic countries
to travellers in own unique way (Allameh and et.al., 2015). Customer experience is the crucial
part of growth of tourism and travel industry because, travellers are the assets of the country.
Managing customer experience is essential part for every business where it important for the
organisation to focus providing positive experience and response to visitors. There are various
techniques incorporated by business for determining experience of customer towards services,
like pre and post service feedback. It is follow-up technique which helps the company in
demonstrating individual interest over tourism services.
The present study is based on and attitude of domestic people, accommodation,
hospitality and transport. The study is specifically focused on London which is a popular tourist
destination with iconic tourist attraction like Big Ben which is London Iconic National
timepiece, Tower of London which is a Medieval castle housing the crown, Coca-Cola London
Eye which is riverside observation wheel, etc. London is considered as most popular tourist
destination across the globe with 30 million tourist every year.
Analysis of travel trends helped in determining that consumer behaviour is the most
preferable way of analysing tourist expectation from travelling country or particular tourist site.
Tourist services and travellers experience is based on few common concepts that is technology,
behaviour of tourism, attitude, perception, loyalty, trust and expectation (Jiang Ramkissoon and
Mavondo, 2016). Analysis of tourist behaviour is necessary for determining individual
destination loyalty in particular tourist site. Determination of tourist interest in particular
destination helps the industry in country in deriving potentials of improvement and key strengths
of business which needs to be stable in order to promote growth of travel and tourism industry.
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Meeting expectation of travellers is the best of attaining loyalty of visitor in modern era.
Apart from this, travel and tourism organisation make use of various technological tools for
meeting expectation of travellers (Cantallops and Salvi, 2014). Destination satisfaction play a
crucial role in managing consumer experience and destination loyalty in tourist site. Destination
satisfaction is attained by meeting all needs and requirements of travellers like, hospitality,
transportation, entertainment, etc. Therefore, it can be said that tourist and travel industry of UK
is attaining growth by coordinating trust towards destination which aid in gaining loyalty of
travellers (Jung, Chung and Leue, 2015). Thus, the study will derive significant relationship of
dependent and depicts various of travel trends, economy and loyalty of travellers (Rahman,
2014). The analysis and interlink of different aspect will aid in addressing objectives and
question of research.
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Illustration 1: Trends of tourism industry
(Source: Britain's visitor economy facts, 2016)

Rationale of study
The reason behind choosing this topic is to explore importance of customer experience
which is depicted from individual’s loyalty towards tourist destination. The topic is chosen for
academic purpose and will help in deriving various growth factors of economy like economic
contribution, tourist attraction, need of changes and facts which needs to be considered for
improving travel and tourism services (Leong and et.al., 2015). Further, the research is for
personal interest as it will help in accumulating various facts which needs to abided in order to
improve customer satisfaction in travel business. It will help the intellectual in outlining
improvement and innovation which can be incorporated to boost customer experience.
Apart from this, the purpose of choosing this topic for research is to accumulate wide range
facts with regard to contribution of different tourist sites of London for managing increase in
revenues and contribution in gross domestic product (Su, Hsu and Swanson, 2017).
Significance of study
The significance of study is proven by the tittle which is focused on customer expectation
which is crucial part of managing improvement and sustainability in products and services. The
study will help in evaluating various factors and their influence on views of travellers over
tourist location. It will help in clearing about changing tourism trends and customer expectation
which is necessary part of tourism industry. Moreover, the research is important because it will
help in exploring economic improvement by evaluating tourism contribution to London. The
study will be beneficial for intellectual because the individual will be exploring various factors
which drives growth of industry.
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Scope of study
The scope of study is wide because it is based on variety of terms which are interlinked
with one concept which is tourism industry and its contribution in gaining loyalty of travellers
towards particular tourist site. The keywords of study will be consumer behaviour, technology,
tourist attraction, tourist site, visitors, economic development, revenue, gross domestic products,
etc. (Sirakaya-Turk, Ekinci and Martin, 2015). The study will help in outlining various pros and
cons of the study which are effective and efficient for deriving needs of improvement and with
regard to tourism trends. In addition, it will help in deriving things and situation which impacts
customer expectation towards tourist attractions of London and make traveller loyal towards one
specific tourist site. The study will help in learning about growth of UK economy which is
experienced by tourism industry.
Structure of Dissertation
Chapter 1 Introduction: The chapter is based on gaining insights over chosen research
topic. The chapter is based on different headings from where it is easy to derive criteria of
managing smooth flow of dissertation. Aim and objectives of dissertation helps in outlining
aspects which needs to be addressed in study. Further, rationale and significance assisted in
deriving reasons of choosing particular topic of research.
Chapter 2: Literature review: It is outline of views of different scholar where the focus
of intellectual is on accumulating relevant research information. The literature review is outlined
with the help of themes which are formulated on the basis of research objectives and questions.
The information in this chapter is based on secondary research which will be gathered from
books, journals, online books, article, governmental publication, etc. The accumulation of
information from different areas and source will help in developing understanding over all the
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aspect of research. Thus, it can be said that chapter will assist in comparative analysis where
information will be argued and justified which will promote critical understanding over
effectiveness of consumer experience and destination loyalty in tourist site.
Chapter 3: Research methodology: In this part of chapter the researcher derives use of
research tools which are used in entire study. Justification of research tools helps in gaining
understanding over different research methods and appropriateness of particular research tool. In
this research philosophy, approach and design suggest procedure and flow of study. On the other
hand, use of sampling tool will be justified by outlining appropriateness of chosen sampling tool.
Chapter 4: Data Analysis: In this chapter of dissertation collected information is
analysed to draw findings. It is type of interpretation of collected facts and figures. It is
evaluation stage where researcher will make use of thematic analysis for interpretation of
information. This is the most important chapter which aid in justifying research aim and
objectives. Interpretation is done on basis of comparison of different arguments made by scholar
in their study, the arguments promotes comparison which helps in specifying outcomes of study.
Chapter 5: Findings and Discussion: In this chapter of researcher aim at comparing
data analysis with literature review. This is done in descriptive form where over all findings' and
argument are discussed and justified in relation to aim and objectives of study. The chapter is
completely based on already accumulated facts and findings which are discussed to form
understanding over research questions and aim.
Chapter 6: Conclusion and recommendation: This is the last chapter of dissertation
where focus of scholar is on summarizing outlined facts in entire research. The conclusion is
outlined in descriptive form which enables summary of over analysis, review, findings and
discussion. Thus, it can be said that it is summary of overall findings on the basis of which final
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recommendations are made to suggest improvement in managing effectiveness of consumer
experience and destination loyalty in tourist site.
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CHAPTER 2: LITERATURE REVIEW
Introduction
This is review of different secondary sources which will helps in evaluating effectiveness
of consumer experience and destination loyalty in tourist site. The chapter is based on critical
arguments which will be summarized on the basis of themes. The first theme is based on the
relationship among destination loyalty and tourist satisfaction. However, second theme of study
sheds light on consumer experience which is basis of increase profits and revenue from tourism
site. It is evident that increasing tourism at particular attraction notes may result into incline in
revenue and popularity for such tourist destination.
On the other hand, third theme of review will be deriving importance of destination
loyalty for raising revenues of the tourist sites of London. With regard to this, it can be said that
it is necessary for the tourism people of tourism industry to ensure destination satisfaction of
travellers for managing repetition in their visit which is directly proportional to increase in
revenue of industry. Lastly, the review will be based on factors that influence loyalty towards
London and customer experience. This in turn helps in taking significant measures which make
customer experience better.
Relationship between tourist satisfaction and destination loyalty
According to Cohen, Prayag and Moital, 2014, for ensuring growth and destination
loyalty satisfied customer base is highly required. The tourist travel to other regions with specific
purpose like for spending leisure time with friends' and family or for holidays, education trip or
business outcomes. However, every travelling purpose is concerned with different need where
focus of tourist is on getting services according to their plan. The services according to
convenience of travellers is the main factors that having significant impact customer satisfaction
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and their loyalty (Ganiyu, 2017). It is important to gain trust of travellers because it is crucial
factor which helps service provider in attaining destination satisfaction which is necessity for
increasing travel. As per the views of Zhang and et.al., 2014, it is identified that customer
satisfaction is essential part of every industry and has relationship with buying preferences and
loyalty of shoppers. It is important for the industries across the globe to have understanding over
consumers buying preferences because it is basic term which helps in formulation individual
perception towards products and service. Controlling customer buying perception play vital role
in attaining individual loyalty and satisfaction. For example, TUI travel and tourist company of
UK which focuses on market research before planning any change in services. Assessment of
traveller needs help the firm in gaining their loyalty. Moreover, it helps in designing travel
packages as per the needs and requirements of travellers. The response of travellers to company
denotes destination satisfaction and traveller’s loyalty to region as well to company.
However, Newsome and et.al., (2019) says that London is the place which is full of
natural beauty and adventures that have ability to attract large number of tourists towards it. The
number of visitors in any specific destination depends upon the new discoveries that the tourists
experience at the destination visited by them. Further, the level of satisfaction gained by tourists
from any specific destination depends upon the loyalty of destination and attractiveness of the
places visited by them. London has a huge amount of destination full of natural beauty and more
attractive places. In addition, Holden (2016) have view on the destination loyalty and tourist’s
satisfaction that the satisfaction level of the tourists visited in the various locations of London
can be improved with the help of maintaining destination loyalty. Showing actual image of
destination, showing them the actual beauty of destination, gaining customer or tourist
satisfaction is a proper way of gaining destination loyalty. In order to generate the loyalty of
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destination, a tourist company should show the actual image of destination at the time of
advertising about the visits. It will help in developing a curiosity in the mind of customers. In
addition, by showing the same view to them the tourism company would be able to show
destination and provide tourist’s with high satisfaction level. In this regard, the destination
loyalty would be developed.
According to Zhou, Chan. and Song, (2017) , there are two major attributes available that
shows the relationship between tourist satisfaction and the destination loyalty. First attribute says
that an attractive image of the tourist places has significant impact on customer decision making
and their satisfaction level as well. On the other hand, as per another attribute, the satisfaction
level and the destination loyalty depend upon the experience gained by the visitors from various
hospitality services provided to them at a specific destination such as type of weather, natural
environment, culture of the place, etc. Further Aragon-Correa, Martin-Tapia and de la Torre-
Ruiz (2015) says that London is full of beautiful destinations with attractive scenery. In addition,
there are also a range of hotels that provides the best hospitality services to their customers. In
this order, the visitors of London have appropriate resources that can help in providing
destination loyalty to its visitors.
Park, Kim and Kwon, (2017) sought ascertained that, Consumer satisfaction is the post
consumption analysis over the services which have been facilitated among the consumers.
Therefore, these will help in analysing the satisfaction rating of buyers which in turn associated
with the services offered by the organisation. Moreover, it affects the brand value of the
organisation as well as market reputation of these organisation which have been inadequate and
inappropriate with relation to make increment in the gaols and revenue of the firm. Troiville and
Ringle, (2018) determines that, consumer satisfaction plays main role in formulating the
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strategies as well as bringing improvements in the hospitality services. It will be a key term and
techniques which will help the business in better survival as well as in better future growth. In
respect with making effective decision which ensures adequate returns to the firm is significantly
influenced from the choice of destination as well as consumption of services offered by a tourism
business. There have been influences of several factors such as experiencing the cross-culture
operations, perceptions, perceived quality, value and satisfaction of buyers associated with the
business activities. For example: Carnival Corporate Plc have been engaged in the operations
which is aimed at bringing the adequate travelling satisfaction to the consumers by offering them
better services and quality of offerings which will be creating the wealth to the society. Along
with this, it encourages destination loyalty among the travellers towards location as well as
organisational services.
Prayag, Hassibi and Nunkoo, (2018) introduced that, the impacts of Consumer Loyalty
Index (CLI) will help the tourism industries respect with inclination of the perception of a
personal recommendation as well as reviews regarding the destination. Thus, the best experience
of an individual associated with a particular location will help in managing strong relationship as
well as bringing the strong attitude towards the operations. They will be attracted towards a
location on which they have spent their quality time which makes them feel loyal towards that
place for visiting again. Meesala and Paul, (2018) demonstrated that, Measurement of loyalty
will be adequate and effective in terms of making drastic implementation and challenges in the
operational growth of the entity. Moreover, in this case it can be said that repetition of a plan will
require several things such as pleasant location, adventurous features as well as cost effective
hospitality which will be most adequate and attractive among buyers to have better operational
experiences.
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Nasabi, (2017) demonstrated that, quantification of loyalty impacts of generating the
adequate number of buyers to organisation which will have impacts on rising market demands
and satisfaction among the buyers. Most of the buyers are interested in experiencing the
adventurous trip to make it memorable for attaining future goals. From transportation to room
services it is required that the consumer must have proper services in terms of best in quality and
as per meeting their satisfactory level. Along with this, as per analysing their requirements and
cost efficiency of the buyers which will be attentive and adequate to have effective ascertainment
of the information. As suggested by Wang and Foosiri, (2018), the composition of consumer
loyalty index which will be helpful in summarizing the various indicators and specific analysis
over business phenomenon. The design of the operations will be effective in simply expressing
the variations in a set of values which are required to be measured and attentive as per having
effective operational determination.
In accordance with Kesa, (2018), to measure the tourist loyalty index there will be
implication of various impacts and expression which will be attainable and effective to have
adequate operational control and measurement of operational practices. However, there will be
consideration on the expectation, perceived quality, global image of the destination, intention to
recommend as well as intention to repeat the visit are the prime concerns which will help in
identifying the consumer loyalty index. Thus, it will be more effective as if the buyers will
reflect their interest in the location. This in turn contributes in the goal attainment of firm
pertaining to customer satisfaction as well as loyalty and thereby profit maximization. Prastiyani,
Paramita and Fathoni, (2016) assessed that better analysis of consumer preferences makes
attainment of both qualitative goals easier. Hence. the discussion with regard to increase in
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revenue and factors which leads to destination satisfaction it is clear that there is relationship
between tourist satisfaction and destination loyalty.
Importance of consumer experience for raising profit of tourist destination that is London
As per the views of Putri, Hastari and Pudyaningsih, (2017), it is necessary to take reviews
or feedbacks from the consumers regarding their experience in the tour services which are
beneficial to the industries to analyse the level of services being offered by the organisation
among them. Therefore, this is recognized as the simplest techniques for better demonstration of
brand management as well as operational control over the activities. However, these techniques
will be effective as it will have impacts on managing firm’s operations. There will be better
competitive advantages as professionals will easily articulate the differences in the service
techniques offered by other rivalries than the organisation. Thus, on the basis of such
determination, on which identifying the issues and operational techniques will be effective in
formation of strategies effectively. Reframing the function of industries will be effective in
relation with retaining the adequate gains and have effective profitable advantages. Chaniago,
(2017) stated that, to analyse the consumer review which can done through ascertaining the
consumer backup of the organisation as well as level of sales have been made by them in the
entire business process. For example: Easy Group have been functioning as the best travel and
tourism business in UK which have aimed at bringing the best travelling services among the
consumers. The contribution of such firms will prove to be beneficial in terms of retaining
adequate profitability pertaining to the tourism sites. Thus, it places direct impact on raising
GDP, revenue as well as capital generation of SME’s stated in such location.
Font, Garay and Jones (2016) has view the theory of improving the level of customer
satisfaction in order to generate maximum amount of profits from the business is also applicable
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on the tourism business industry. In order to gain maximum amount of customer satisfaction, it is
the most important task of a tourism industry to improve the quality of customer experience as it
would help the business in maintaining the customers with the business and developing customer
loyalty with them through which company would become able to improve its profitability.
Further, the quality of customer experience majorly depends upon the destination visited by
them. As, London contains several attractive destinations which provides visitors with
memorable experience. Therefore, London can be termed as the best place to be chosen for
improving the quality of customer experience and improving customer satisfaction of tourists. In
this way by providing better customer experience in the visit of London, the tourist company
would be able to improve the level of customer satisfaction and maximise their profits as well.
Sarli and et.al., (2014) identified that, post service feedback strategy helps business in
making improvement in existing operational practices and new offerings. Moreover, such
strategy provides with clear framework in relation to deficiencies take place in existing services.
This helps the firm in raising profits by meeting customer expectation. Thus, with the influences
of such details will be effective with respect to improve the customer satisfaction. There will be
high number of satisfied buyers to the organisation which will be adequate in respect to meet
their requirement as well as retaining them for the longer period. On the other side, positive
relationship takes place between consumer satisfaction and sales revenue of the firm. Thus, a
travelling industry will retain appropriate amount of gains at the time of season or events.
Patanduk, (2016) demonstrated that, analysis of the consumer’s desires is important for
managing innovative changes in the offering of the business. Thus, it has been presented that
there will be effective raise and increment in the operational goals of the business which will
create beneficiary improvements.
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OLCAY and ÖZEKİCİ, (2015) investigated that, analysing the consumer feedback is
measurable in respect with analysing business requirement which will be adequate and attainable
to meet the operational gaols at the right time. Collecting opinion of buyers will be effective in
analysing the loopholes and weaknesses of the buyers. Thus, emphasis needs to be placed by
businesses in relation to following best medium for communicating with the consumers to
analyse their experience personally. This approach is effective with respect to bring drastic
changes in the operational performance effectually. Artha and Suryanatha, (2016) stated that, for
wealth creation appropriate management of services is highly required which in turn influences
buyers.
Figure 1 Growth of tourism sector as per managing consumer satisfaction
(Source: Britain's visitor economy facts, 2016)
As stated by Park, Kim and Kwon, (2017), in respect with the consumer loyalty towards the
operations of the firm it can be said that, developing adequate reputation and operations control
is the main goal of business. However, this will help in gaining the effective amount of revenue
which will be effective in retaining the qualified gains to the business operations. There can be
various expenses which are associated with facilitating the operational services among
consumers. Cost relevant with transportation, hospitality services, food and beverages, tickets
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expenses etc are required to be managed and monitored by the professionals which are in terms
of attaining the operational goals and managing the performance of entity to have better control
over profitability. As per the views of Troiville and Ringle, (2018), increasing consumer
satisfaction is effective in term of having higher revenue through the operations. It is essential for
the organisation to have higher revenue than the expenses therefore which will enable them in
facilitating the most satisfactory services among the consumers which will be cost effective and
attractive to them. The collaboration with other hotels and industries will help in distribution of
the money properly.
According to van Es and Reijnders, 2016, UK is known for one of the largest tourism
industry and travellers because of its iconic tourist attraction like, London eye which is known as
observation wheel and is located on riverside. Further, there is Big Ben which national timepiece
also located on riverside. Buckingham palace is a home of British Queens and has ancient
artefacts and promotes cultural and heritage tourism. Tourism industry of United Kingdom is
worth 257 billion pound and has managed 10 % increase in gross domestic products. Further, it
is identified that tourism industry is supporting 3.8 million jobs which owns 11 % of total
population of UK. In 2016, 37.3 million inbound visitors in UK. Further, the total contribution of
inbound tourist is 22.2 billion pounds.
In 2015, there was tremendous increase in inbound visitors by 77 % whose overall
spending’s were worth 15.1 billion pound. Likewise, 92 % of business, visits, 63 % of holiday
visits and 85 % of friends and family visits in London repetitive (Kim, 2014). The repetitive
visitors of tourist depict customer loyalty and positive experience from articular tourism site.
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Figure 2: Tourism trends of London 2015
(Source: London Tourism Report 2015 – 2016, 2016)
Visitor volume in London is recorded high in 2015 with 31.5 million visitors’ bookings
overnight. Further, it is been identified that London is key attractive destination for visitors of
UK with more than 51 % overseas visit. As per National Statistics of international passenger
survey, there are 11.9 billion-pound sources of contribution where 3.1 billion pounds was of
domestic day visitors. The attraction are key tourist spots for the local as well as overseas
travellers which denotes increasing contribution to tourism industry London. Customer
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expectation from London are met due to initiatives of industry and destination like urban
tourism, sustainable tourism.
Figure 3: Overall overnight tourism visits and expenditure in London (2010–15)
(Source: London Tourism Report 2015 – 2016, 2016)
According to Prayag, Hassibi and Nunkoo, (2018), ascertainment of consumer emotions,
needs and expectation will be adequate in terms of meeting their satisfactory level which will be
attentive as per analysing the requirements on the right time. For better development, tour
operating organisation must seek for the cost-efficient as well as best quality sources.
Identification of such analysis will be helpful in meeting the satisfactory level of the buyers as
well as raising the revenue of organisation. Implication of technical improvements will be
attentive and adequate in terms of reaching to the operational goals at the right time. Meesala and
Paul, (2018) analysed that, consumers are price sensitive as well as they are about to utilise all
the services on which they have paid costs. Therefore, the services they have paid for required to
be up to their expectations. Thus, every industry is concerned about facilitating the expected
returns to the investors so, in the same manner there will be effective increment in the
profitability as well as level of services which were offered by organisation.
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Nasabi, (2017) ascertained that, analysing requirements and delivering the quality services
as per consumer expectation assists in creating wealth to the industry. For meeting aim regarding
customer satisfaction and profit maximization focus should be placed on undertaking advanced
technologies. In generating effective solutions and managing the operations of business, there
will be requirement of making reforms in operational management. Wang and Foosiri, (2018)
stated that while considering activities and operations of firm there can be effective revenue
generations which in turn will be useful for making qualitative operational changes. It will be
beneficiary to the small-scale entrepreneurs to have adequate profitability and revenue
generation which in turn will be useful for having better economy. Various tourism sites such as
heritages, natural attractions as well as infrastructure facilities will have effective amount of
monetary collection which will result in better maintenance of such places as well as generate
wealth to the individual which are associated with them.
Derive importance of destination loyalty for raising revenues of the tourist site
Kesa, (2018) introduced that, impact of destination loyalty will have positive impact in
terms of raising the revenue and capital of organisation. Therefore, a consumer who has best
memorable experience through one location which will attract them to revisits the site. Along
with this, chances of taking same services again will be effective in relation with raising level of
revenue to business. It will have impacts on relationship of business with the suppliers and
consumers. Thus, such ascertainment will help in creating profitable gains to industry. Prastiyani,
Paramita and Fathoni, (2016) determined that, operational raise in efficiency and growth of the
business will be indicative to analyse current market trend and preferences of buyers with respect
to destinations and services. However, managing the operational records and analysing the
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operational goals will be effective and attentive with respect to manage the operations and
meeting the goals at the right time.
Boley, McGehee and Hammett (2017) ascertained that destination loyalty can be
generated by providing a higher level of satisfaction and providing a quality of customer
satisfaction to the tourists. With the help of improving the level of customer satisfaction, the
tourism company would be able to sustain customers with the tourism company and attract more
visitors towards it as well. Therefore, it can be seen that the destination loyalty ultimately has
power to increase the revenue of tourism companies. The destination loyalty is consisting of
quality of hospitality services provided to them along with beauty of place chosen to be visited.
In addition, the customers can also be satisfied by providing them a service to visit each
attractive places of the London. It would help the company in providing a maximum amount of
satisfaction to the customers and increase the amount of revenue generated by the company as
well. In addition, Hassan (2016) analysed that in order to increase the power of generating
revenues from company, the tourism company can provide luxurious services to its tourists along
with charging the most economical value from them. The list of luxurious services can include
attractive dining facility, arranging a range of adventurous activities during the tour, providing
them luxurious rooms in hotel, etc. can help in increasing the quality of experience gained by
them during the visit and improve the customer satisfaction as well. In this regard, the company
would become able to generate maximum amount of loyalty of destination and by improving the
sustainability of customers, the company would also become able to increase the amount of
revenue generated by them.
Putri, Hastari and Pudyaningsih, (2017) ought to analyse that, destination loyalty will have
impact on raising chances of having higher revisit intentions of travellers. It is required that the
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business must promote revisit of the tourist to same location as per offering them the cost-
efficient plan as well as changes in trip services such as London. Thus, bringing innovative
changes in the entire process will create effective operational control on the management of
operations accordingly. Chaniago, (2017) argued that, offering innovation in tourism services is
not only effective in terms of bringing higher consumers gathering and effective revenue
generation. Along with this, it is necessary that the business must be able to create a healthy
relationship among the potential consumers. This in turn places positive impact on customer
satisfaction and thereby ensures destination loyalty.
Sarli and et.al., (2014) demonstrated that, it is required that a tourist organisation need to be
focused on making effective operational plan. This will enable firm to meet the targeted aim in a
prominent way. Building connection with potential clients will have positive impact on
motivating them towards profitable gains and revisits which denotes destination loyalty of
travellers. Charges levied by professionals on the offered services will have positive impacts in
raising revenue and gains of the firm. It can be said that duties and roles of the professionals
encourage them in relation to meeting operational targets effectually. The operating expenses of
firm which are relevant with transportation services are comparatively higher. Thus, making
strategies to transport large number of consumers to one location will become cost effective to
them. Patanduk, (2016) acknowledged that, tour industries have to be concerned regarding the
service quality, consumer satisfaction, loyalty and economic succession which will be attentive
and adequate with respect to generate higher profits to industry. Therefore, there have been
implication of various theories which are required to be implicated in the process that have been
helpful for industries such as the expectation- disconfirmation model, equity theory, norm
theory, theory of comparison standard and performance model.
21

Zaman and et.al., (2016) has a view that the loyalty of customers can be gained by
continuously providing them the best quality of services. In this regard, a tourism company is
required to formulate effective plans and procedures for conducting a tour to an attractive place
such as London. They can plan to provide different types of services to different types of
customers. Such as, for visitors of old age, they can plan to conduct a visit to places on London
having natural beauty. In addition, for visitors belonging to teenage or adultery age, the company
can plan to organise a range of adventures activities during the tour. It will help in developing
destination loyalty and increasing the revenues of customers by improving customer satisfaction
level as well.
It has been analysed by OLCAY and ÖZEKİCİ, (2015) that, improving consumer turnover
in an organisation provides people loyalty towards destination for which they will redesign
industrial policies as well as plans relevant with the operating tours at various location. Thus,
analysing the political, social, cultural as well as economical variation in such locations will be
helpful in terms of bringing the satisfactory services among the buyers and attaining traveller’s
loyalty towards tourist destination. Prastiyani, Paramita and Fathoni, (2016) have ascertained
that, in the context of destination loyalty and effective management measures pertaining to
operational control and delivery of quality services need to be taken. Destination may be served
as a motivating technique with respect to improve and encourage professionals for raising
revenue of business. During festive season and time of any event there are higher chances of
gathering the large number of travellers which impacts revenue and profitability tourist
destination.
Wang and Foosiri, (2018) demonstrated that, increasing revenue of the tourism destination
will be effective with respect to make adequate in the profitable gains. There are various
22

industries which are associated with the tourism sector such as travelling industries, hotels as
well as various businesses. Therefore, raise in destination loyalty will have positive impacts on
increasing their motives for the business. Kozak, Rita and Bigné, (2018) stated that, there have
been various stages in the evolution of the tourism practices and experiences which will be
adequate in meeting the gaols and managing the operational practices in the right manner. It is
required that, to make a consumer loyal towards the services and the destination for travelling
there will proper satisfaction regarding travelling services. Usually, high quality services create
distinct image in the mind of customers and then turn into loyalty. In respect with this there is
need of improving the travelling experiences among the travellers which will be effective for
enhancing the operational and profit motives of the firm.
Isa, Chin and Mohammad, (2018) suggested that, making an evolutionary change in the
tourism industry will be effective and adequate with respect to uplift the level of operations. It
encourages the traveller to re-visits a location again and experience the services of that particular
location again and again. Thus, motivating them for the services will be adequate and effective
with respect to reach the operational goals at the right time. Yi and et.al., (2017) investigated
that, it is necessary for government that they must introduce revolutionary ideas as well as
reform the policies, laws and regulations which will help in raising the tourism sector.
Developing SME’s in hospitality industries will bring capabilities to retain the higher earnings
and gains to the consumers. Therefore, increasing the efficiency of these sectors probably
effective in terms of raising the GDP level of country (Alcántara-Pilar and et.al., 2018). Thus, it
will directly contribute the national economy with respect to have appropriate currency value in
the international market. Tourism sector will the main source for generating the appropriate
23

amount of revenue which will be entertaining with respect to make adequate operational gains
and retaining favourable amount of revenue for the operational practices.
For example, in UK there have been repetitions of visitors which stated the statistical
outcomes as 77% of tourists headed back to UK to revisit locations in 2015 which have
generated 15.1 billion pounds to UK economy. Thus, in this case the repeating visitors are higher
in the number which has stayed in UK for longer period of time. Among them there were 92% of
repeated business visitors in the same year, 85% of family and friends as well as 63% for holiday
visits (Thanh and Kirova, 2018). Thus, in relation with this, it will help the UK government for
retaining the adequate earning as well as raises the UK economy in same aspects.
Importance of destination loyalty for raising revenues of the tourist sites of London
Dash and Samantaray, (2018) introduced that, there have been various factors that will affect
destination loyalty among consumers. In effect with this, it is necessary that tour operators must
be concerned regarding the satisfactory level of clients and approaches which assists ion making
their tour experience memorable. As per author hospitality services offering by the providers to
travellers need to be appealing which in turn result into loyal destination. It includes effective
catering, room and accommodation facilities which will make the trip memorable. It has been
stated by Ray, Das and Kumar, (2017), to overcome such obstacles there must be effective
planning and influences of profitable suppliers of such services. However, analysing the wants
and demands of tourists will be beneficial in managing the operations of firm.
As per the views of Milman and Tasci, (2018), there have been various factors which will
affect the destination image in UK environment. There are two personal factors which have been
affecting the decision making of tourists in deciding locations for tours and trips such as Socio-
demographics and Psychological factors. However, considering the age, economic class, locality,
24

occupation and country of origin have impacts on this destination image. Fu, Kang and Tasci,
(2017) stated that, in respect with comparing the operational practices and governance which will
be effective with reference to meet the operational level and circumstances to regulate the
operational practices in the right way. The differences in the culture and society from where a
person belongs has to be considered by the professionals of various location which in turn will
have impacts on selecting a destination for visits (Buonincontri, Marasco and Ramkissoon,
2017). Thus, lifestyle, personality, motivation and past experiences are the main factors which in
turn considered by tourists while making selection of a location for tours.
Figure 4 UK Tourism growth in 2018
(Source: UK braced for record number of tourists in 2018, 2018)
25

Kozak, Rita and Bigné, (2018) demonstrated that, the raise in the level of tourists in the UK
on which there are large number of re-visitors to the locations. In relation with analysing the
statistics of 2017 on which London has 55% of re-visitors account on which 32% are of visitors
for England, 9% for Scotland and 2% for wales. Thus, in aspect with this, it must be considered
by the UK government to plan and develop soothing tourism policies. In capital state, there have
been large number of visitors which is due to popularity, economy and hospitality services at
such location is more attractive than others. Therefore, it affects the destination loyalty in the
positive manner. In accordance with Isa, Chin and Mohammad, (2018), there will be raise in the
number of tourists and visitors from overseas locations in UK which expected to bring 41.7
billion of revenue to UK economy in 2018. Moreover, this will have positive impacts on raising
the level of economy in UK which will be effective and governing in terms of meeting the
operations level. Similarly, there will be growth of 26.9 billion pounds in 2019 as estimated
revenue from visitors in UK. For example, Big Ben is one of the iconic clocktower in England
with local visit of 75,000 residents of the UK annually (Yi and et.al., 2017). A record-breaking
413,000 visitors passes through the doors of Buckingham Palace during Summer Opening.
Further, 15% growth found in the number of visitors as compared to the last year operations.
Thus, by offering quality and innovative services to the customers travel firms can capitalize
such opportunity. It includes Accommodation facilities, transportation services, entertainment,
amusements, historical places as well as cost convenience for the travellers for enjoying their
stay at such location.
Alcántara-Pilar and et.al., (2018) ought to analyse that, implications of various techniques
will be assistive in respect to perceive the security as well as bringing the local transportation and
tourist destinations. These are common factors which influence individual loyalty and destination
26

satisfaction. There can be several issues and obstacles which has to be faced by travellers such
as improper and poor mode of local transportation, un-understandable laws and regulations as
well as obstacles relevant with the quality and diversity. Thanh and Kirova, (2018) determined
that, addressing the issues and obstacles which were being experienced by tourists in different
locations are relevant with the culture, language and economical standard at a particular location.
Thus, mitigating such information will be adequate in terms of bringing satisfaction among them
and conveyancing for re-visiting a destination.
Figure 5 Consumer experience issues
(Source: Customer value-based experience design in tourism, 2018)
Dash and Samantaray, (2018) analysed that, in respect with inviting the large number of
tourists at the location on which there will be necessity for developing the location. It is required
that the government must make effective plans and operations which will help in attracting
visitors. Developing the mode of transportation will have impact on raising the number of
tourists as well as retaining appropriate amount of revenue into economy. Therefore, improved
infrastructural facilities will be adequate for increasing the destination loyalty among the
27

consumers. Ray, Das and Kumar, (2017) determined that, analysing the impacts of changes in
the tourism level in an economy occurs due to preferences of the buyers.
Milman and Tasci, (2018) represented, the personal motives and encouragement of the
consumers will be effective in terms of attracting them for the new location. The cost of
accommodation and hospitality services which have been offered in a location are required to be
cost effective and affordable for the buyers. Along with this, taking feedback from the tourists
will be effective in creating the unique identity of the location in international market. Fu, Kang
and Tasci, (2017) presented that, to be effective in tourism sector on which industries has to
conduct survey and analysis on the growth of market. It includes taking feedbacks, analysing the
financial stability and growth of business in the UK market. Along with this taking paper-based
observation as well as social media survey will be effective in respect with making adequate
operational analysis over the current trends and fashion in the tourism sector.
In accordance with Buonincontri, Marasco and Ramkissoon, (2017), experience quality of
the services is required to be effective among the consumers. It consists of various features
which need to be considered by the professionals such as environment, service providers,
learning, entertainment, functional benefits, trusts, loyalty, advocacy and satisfaction of the
buyers relevant with their tours. Therefore, such factors will have effective benefits in relation
with developing the tourism sector in UK. Analysing the past consumption activities in the
country on which ascertaining the revenue derived from each sub sectors such as restaurant
business, transportation, hospitality as well as through the currency exchange market will have
positive impact on raising the consumer satisfaction. Kozak, Rita and Bigné, (2018) argued that,
comparison of an economy with other nations will create the destination image in the new
28

location. Managing deliveries as per analysing the satisfactory level of buyers will be adequate
and manageable with respect to attain the goals at the right time.
As per the views of Yi and et.al., (2017), in analysing the impacts of consumer experiences
in the tourist’s destination which will be adequate and effective with respect to make appropriate
analysis over the capital market. Concerning the securities of individual is the prime requirement
which will be adequate with effect to improve such industries. There can be adequate analysis
over the data base which will be assistive in making drastic development in the tourism sector.
There have been various other factors which will be best in respect with uplifting the level
of travellers visiting in UK. Impacts of sports events, cultural festivals, education tours as well as
climate changes affect the decision making of travellers which will be effective in respect with
improving the number of tourists visiting the location. However, in UK, main attractions include
heritages which make major contribution to the economy by generating more revenues. Along
with this Cricket as a national game attracts more viewers and thereby increases opportunities for
hospitality industries in such locations. Moreover, it has been estimated by economists in the UK
that travel and tourism sector will be effective in 2025 which will bring the revenue of 257
billion pounds in the national economy. Thus, in the upcoming time period, the rate of GDP will
reach to the 10%. Along with this there will be effective economic growth which will result in
better employment facilities.
Thus, in accordance with review of different secondary sources it has been identified that
there is a relationship between destination loyalty and tourist satisfaction. The relationship is
evident by the level of satisfaction of tourists from any specific destination depends upon the
loyalty of destination and number of time tourist visited the same location. Satisfaction from
destination is attained by meeting buying preferences, hospitality needs and safe travelling
environment of location. However, from theme 2 it is identified that consumer experience is
important for raising profit of tourist destination. The improved satisfaction of consumer leads
29

to repetitive visit to one location or destination which is directly related to increase in tourism
contribution. The theme specially outlines about raise in profits from London tourism like in
2015, there was tremendous increase in inbound visitors by 77 % whose overall spending’s were
worth 15.1 billion pound. Likewise, 92 % of business, visits, 63 % of holiday visits and 85 % of
repetitive friends and family visits in London. On the other hand, the research outlined
importance of destination loyalty for increasing revenues for visitor’s attraction London. The
was specific to different tourist attractions like Big Ben which national timepiece located on
riverside. Buckingham palace which is a home of British Queens and has ancient artefacts and
promotes cultural and heritage tourism. Hence, it can be said that study helped in outlining
different aspect of tourism which is customer satisfaction, tourist loyalty and importance of these
aspect in increasing profits of tourist site.
30

CHAPTER 3: RESEARCH METHODOLOGY
In dissertation, research methodology is one of the important part that help to find
appropriate ways to conduct the research in better way by using different tools and techniques.
Research methodology describes broad philosophical underpinning in selected research methods
that consider qualitative or quantitative or mixture of both. With this regard, it is essential to
describe appropriate idea and views to conduct detailed research with using framework and
analysis report (Riddick and Russell, 2014). Theoretical framework that are used to consider
discussion with supervisor also plan to tackle research questions. It includes following elements
to accomplish aim and objectives. Following are different elements of research methodology can
be used that assists to find desired results in present study:
Figure 6: Research onion
(Source: Hunter, Chung and Koo, 2015)
31

Research design
Research design assists to find and enable researcher effectively to answer the research
questions with evidence. In this section, light can be shed to collect data. Hence, researcher
justify their choice of data, collection of methods and so on. It refers as overall strategy that
choose to integrate different components of the study. There are two types of research designs
such as exploratory and conclusive descriptive. Exploratory research design used when
researcher want to get general insights about a particular situation. It includes different methods
such as descriptive and casual. Furthermore, conclusive design assists to verify insights and
helps in selecting course of action. In the present study, descriptive research design used which
helps to identify in-depth information from analysis of data and information with well-structured
resources (Hunter, Chung and Koo, 2015). In the present study, descriptive research design has
been used that helps to find in-depth information towards present aim and objectives. It is
suitable for present research because it helped in describing specific elements, causes and
phenomena of consumer experience and destination loyalty in tourist site.
In this report descriptive research design has been chosen that help to find out
information in depth. Exploratory research design is not appropriate for finding results and useful
in order to gather depth information.
Research approach
Research approach is a plan and procedure which consist steps of broad assumptions with
detailed methods of data collection, analysis and interpretation. It is based on nature of research
problem that are being addressed with using data analysis and reasoning. There are three kinds of
research approaches such as inductive, deductive and abductive. Inductive research approach
based on observation, pattern and theory. Deductive research approach considers formulation of
32

set of hypotheses for dissertation which need to confirmed and rejected during research process.
In this approach, theories are formulated, hypotheses are prepared with proper observation and
then researcher test which confirms whether the test are correct or not, thus it helps to identify he
exact results that helps to generate the best results and helps to attain the aims and objectives in
better way. In the present research, inductive approach has been used which involve to formulate
hypotheses which starts with research questions, aim and objectives that assists to achieve aim
and objectives (Maitland and Newman, 2014). Furthermore, it also helped in making general
data to specific so that researcher able to meet the aim and objectives.
Deductive research approach is less effective than inductive, so for that reason researcher
will use inductive research approach which help to achieve better outcomes.
Research strategy
Research strategy contains step by step plan of actions that gives direction to thoughts and
efforts that enable to conduct research in systematic manner. It also helps to schedule and
produce quality of research that results detailed reporting. Present study uses inductive approach
and it is based on four themes that is relationship between tourist satisfaction and destination
loyalty, importance of consumer experience for raising profit of the tourist site and two more.
This helped in accomplishing purpose and implement change within the enterprise of travel and
tourism sector. Role of researcher also help to focus on maintain change and the challenges that
are face within the enterprise. It helps to consider successful process of diagnosing, planning and
taking appropriate actions within the strategy (Figueroa-Domecq, Pritchard and Villacé-
Molinero, 2015). There are two strategies such as qualitative and quantitative. In the present
research, quantitative research strategy has been used that assists to find relevant information that
contain desired level of results at workplace of research. This is because, it is suitable to conduct
33

research to identify consumer experience in the selected tourist site. Therefore, quantitative
research strategy assists to find appropriate functioning that made effective analysis.
Inductive approach is used by researcher in current study which is useful and appropriate
for better results.
Research philosophy
Research philosophy is a belief about particular way in which data gathered, analysed and
used. In this aspect of study, it can be stated that research encompasses various philosophies in
the approach. It is the process of transforming things that believe to know about appropriate
functioning. Therefore, it can be stated that there are two kinds of philosophies such as
interpretivism and positivism. In the present study, researcher used interpretivism research
philosophy that intend with subjective interpretation into reality that can be fully understood with
acknowledgement. Interpretivism research philosophy associated with idealism and used to grow
positive performances at workplace. This is because, it is suitable to identify consumer
experience and their loyalty towards selected tourism site. As a result, it can be stated that it is
very important for researcher to act socially and focus on multiple method that reflect on issue
(Shoval and Ahas, 2016).
Positivism is less effective than interpretivism, in this study researcher used
interpretivism which is suitable for interpretation.
Methods of data collection:
In order to collect data, primary and secondary two types of data collected that assists to
classifying data in many ways. Primary data are those that are collected by researcher own for
accomplish specific purpose. In the present research, to know about consumer responses primary
data are useful information to assess first-hand information and relevant content. With the help
of internet, past research using articles and books, researcher used those in literature review so
34

that the aim and objectives are meet. Researcher gathers different types of data that helps in
appropriate functioning at workplace of research.
Furthermore, secondary data is important consideration that assists to look upon previous
authors views. This types of data are already published in articles and books and the researcher
uses this information to identify the gap and meet the defined objectives as well. Census are also
being used to analyse with seek confirmation from different customers. In the present research
both types of data collection methods are used that assists to obtain relevant information for
conducting present study in better and systematic way. From the collection of primary data, there
are several benefits to researcher as they collect data specific to particular problem and issue in
study (Buhalis and Amaranggana, 2015). The entire research is based on secondary information
which is collected via different sources like, media, newspaper, magazines, articles, etc. The
sources helped the scholar in making valid arguments and determining factors which affects
destination satisfaction and tourist loyalty over London which is considered as iconic tourist
destination across globe.
There is no doubt about quality of the data that are collected by researcher. It may be
possible to obtain additional data during study. However, there are several disadvantages for
using primary data such as it takes lot of time to collect the data and it is also not cost effective,
and researcher has to ensure that data collected is meet the high standard. Moreover, there are
several advantages for using secondary data such as data already collected so that no hassles of
data collection. It is less expensive so that researcher not personally responsible for the quality of
data.
As a result, it can be stated that secondary information is more useful and important for the
whole research study. However, there are several disadvantages also exists that create negative
35

impact on results and outcomes. For example, researcher cannot decide what is collected when
specific data required for something (Veal, 2017). Moreover, there are several disadvantages of
secondary data that obtaining additional data are not possible.
Secondary data collection method is used in entire research which help to collect data or
information from different sources.
Data analysis
Data analysis is one of the important elements of research methodology that assists to
focus on critical assessment and interpretation of figure and numbers. In the present study, it is
the process of inspecting, cleansing, trans and modelling data with goals to discover useful
information, supporting decision making. It contains multiple facts and approaches which
encompasses diverse techniques in variety of names. Today's time, it plays major role for making
decisions and helps to accomplish effective operations. In the present research, effectiveness of
customer experience can be successfully measure with considering different themes. Thematic
analysis is used to make sense of seemingly and qualitative information in systematic manner to
gain more knowledge for tourist destination that is London, from different consumer experience.
Hence, it is effective to find consumer experience with thematic data analysis.
Ethical consideration
In relation with conducting the study over the facts there have been use of various
secondary sources to analysed and interpreted the findings. Thus, with regard to this, the ethic
which are to be followed by the researcher in a study were helpful in making appropriate
operational control and management of firm’s operations in the best and effective manner
(Fletcher, 2017). All the sources and information which were being used in the study have been
references with authentic sources.
36

Scholars have considered the reliability of the data which have been used by them in the
study have the positive impacts in terms of making valid findings for the outcomes. Considering
the ethics will help the researchers in making drastic analysis over the reasons behind the
research project (Shrivastava, Shah and Navaid, 2018). Moreover, there have been use of
authentic and adequate information which will be effective in making appropriate operational
changes in the operations. Therefore, in this study, there have been analysis over the tourism
sector and the contribution of such industries in the UK economy.
Thus, the dependency of nation for economic growth on which their direct impacts on the
GDP level, Inflation are as well as exchange rates that are to be considered and managed by the
professionals to have adequate administration of the operations (Clandinin, Cave and Berendonk,
2017). However, the changes in current tourism market have been ascertained to have effective
study over the facts.
Reliability and validity
In connection with the reliability of the information that has been used by researcher in the
study which are required to be appropriate and adequate for drafting the reasons behind
operations Researcher uses various sources of information which will also creates impact on
managing the operations in effective manner and makes adequate analysis over the data base to
gather best data for conducting the research in better way (Broady-Preston, 2018). The entire
study is based on considering the secondary sources of information. Therefore, gathering such
details from reliable sources will be effective as per defining valid conclusion. The use of
authentic data will be adequate in respect with making drastic changes in the operational
practices.
37

Reliability of information is proved by researchers on the basis of adequacy and effectiveness
in respect with making accurate analysis over the outcomes (Gopinath, Johansen and Derelöv,
2018). Thus, such information will be effective in terms of making validate observation on the
study. Transparency of the data that have been used in the study have brought the clear
examination of the facts. There can be use of several techniques and which will be adequate in
measuring ability of the tourism sector in the market.
Limitations of the study
There have been various obstacles and problems which were being faced by the researchers
in the completion of the study (Fletcher, 2017). Thus, issues which were being faced by scholars
were mainly relevant with the time limits that are to be meet by them in completing the work.
The methods which have been selected for the study were being adequate and effective with
respect to draft a valid conclusion and recommendations to the research study (Shrivastava Shah
and Navaid, 2018). Along with this, it can be said that, if they were allotted with appropriate
time frame on which they could have become able to survey more sources and analyse them to
present the effective reasons to the issues. Along with thus, there can be various limitations and
issues which are required to be monitored and examined with effects to have adequate analysis
over the data base.
38

CHAPTER 4: DATA ANALYSIS
Theme 1: Assess the impact of tourism destination on consumer experience
Figure 7: consumer experience
(Source: Souiden, Ladhari and Chiadmi, 2017)
Tourism is term that can be seen as developmental tool and it can address issues of
poverty, employment and community and regional development to address the issues of poverty,
employment, community and regional development. As per the view of Leung, Dickinger and
Nixon, (2017) stated that tourism is one of crucial term that helps to contributes to development
of national economy. Thus, destination and their stakeholders are responsible for ensuring the
growth that it is to be well managed and benefits are to be maximised so that negativity
externalities can be minimised. In accordance with secondary study it has been identified that
customer experience from London tourism is influenced by industry initiative which are focused
on promoting sustainable tourism activities. The focus of city is not just to attract travellers but is
39

focused on creating remarkable experience of every individual. For managing this tourist
attraction in London has its own policies and procedure (Buhalis and Amaranggana, 2015). For
example, Terms and conditions of London Eye are focused on safety of travellers where for
safety of visitors in 4D cinema experience suitable clothing, eye glasses, etc.
According to the view of Leung and Dickinger, (2017) stated that Tourism is one of
economic sector and its works as to offer the significant contribution to the labour market and it
also helps to creates the occupation opportunities. The tourism can positively contribute to the
maintenance of natural environment by creating, protecting and maintaining national parks and
other protected areas so that customers can get attracted towards the destination. Thus, it can be
stated that the positive impact of tourism destination will leads to enhance or to make better
tourism image so that the things can be done in both effective and efficient mode. According to
the view of Kim, (2017) stated that effective management requires the sound understanding of
tourism impact and its measurement, monitoring and communication is essential in order to
enhance the brand image of the tourism destination. Thus, Folgado-Fernández and et.al., (2017)
stated that the job creation is paramount to any discussion about the positive economic effects
and the main aim is to do work in effectively mode. There are number of the unexpected and
unforeseeable events as terrorism, political upheaval and impactful weather conditions and
natural disaster can cause heaven on region.
Theme 2: Analyse importance of consumer experience for raising profit of London tourism
40

Figure 8: factors that drive experience of customers towards tourism
(Source: Souiden, Ladhari and Chiadmi, 2017)
The customer’s loyalty will be one of key area of business research as it helps to
improvise the image of destination and creates valuable insights into process of building
customer loyalty. As per the view of Souiden, Ladhari and Chiadmi, (2017) stated that customer
aim to maintain the better relation with the particular service provider so that all things can be
conducted in better mode. Thus, tourism destination will be considered as one of effective a
sustain competitive business in the tourism industry because all this factor put their major impact
over choice of destination, consumption of product and services within tourism industry.
According to view of Gkritzali, Gritzalis and Stavrou, (2018) stated that tourism has becomes the
one of crucial sector that can highly affects over development of country economy. It has been
identified through the secondary research that consumer experience is a driving factor that
benefited company by raising profit and revenues. Consumer experience is the most effective
element in tourism. As per the A Tourism Vision for London, (2017), London is one of the best
tourist destination and loyal consumer and positive customer experience not only result in
making the consumers happy but also lead to additional revenue. Visitors who experience
41

London's diversity and richness of London market the tourism destination to others. It has been
analysed that the city is the driving tourist destination for the growth of UK. For example; UK
tourism destination industry generates 9% of National GDP that contributes £127 billion in gross
value added to the economy. The reason behind the growth is because, consumers are an
important aspect of industry's marketing activity as they promote the business by utilising word
of mouth as they refer the London destination to their friends and family. The customer services
are one of the integral parts of tourism and it is helpful in order to create and maintain the things
in better mode because tourism destination helps to build better brand image and profitability can
be generated in huge context. Loyalty of traveller to one tourism destination is based on
experience which is based on factors like, safety, security, hospitality, entertainment and
transportation.
Theme 3: Influence of positive destination image of London on travellers
Tourism is one of crucial element that works as driving force for regional economic
development and it contributes to employment so that each thing can be done in systematic
mode. As per the views of Papadimitriou, Kaplanidou and Apostolopoulou, (2018) stated more
favourable destination image helps to build positive influence over the perceived quality and
satisfaction in terms to customer. With the help of understanding the determinants of customer
loyalty it will allow to management to put their concentration over the major influencing factors
that a lead to put the major customer retention. Image of tourist destination that is London is an
essential element that set positive image or negative image on the travellers. As per the article of
London tourism report, it has been identified that 82% of visitors really enjoyed the event they
attended. According to the view of Loi and et. al., (2017) it can be stated that destination image
is the set of beliefs, impression and ideas so that people can get attach to the give place. Thus,
42

Hugo and Miller, (2017) stated that comprehensive perception of destination is formed by
processing and assimilating information and this all derived from diverse source at varied
periods. According to the view of Gannon and et. al., (2017) stated that London tourism
destination will be helpful in order to develop high level of customer satisfaction and loyalty in
terms to deliver the premiere service quality to all the customers.
It has been analysed through a secondary research that the enhancement and portrayal of
positive tourism image perception and expectation are critical in attracting travellers to the city.
Various factors influence destination image of London such as information sourcing and London
tourism destination website contains all the specific information such as, places to visit, food that
drive the experience of visitors, etc. are included and various other elements also attract
travellers towards the city. London builds up a positive image for the tourism that can be seen
through its position in the tourism sector in overall UK. The impact of destination image directly
linked with the decision-making of tourists (Adhikari and Bhattacharya, 2016). The secondary
examined that the influence of destination image and overall satisfaction towards behavioural
intention of traveller to London. This is the dimension of hotel quality, natural and cultural
attraction that influence overall satisfaction. In addition, overall image of London has positive
effect on behavioural intention. Travellers with low sensed risk of the natural disaster had an
inclination for the greater positive destination image of London. The city project positive
destination image that influence and give a sense of secure visiting plan to the travellers.
Thus, it can be stated that the satisfaction of tourist will be influenced by price and
perceived value of commodities available in market. As per the view of Hsu, Lin and Lee, (2017)
it can be stated that price is the factors that can work as that tourist destination is the good
indicator of customer intention to revisit the place. Hence, positive destination image would
43

result in greater level of satisfaction and behavioural intention on the customers. In addition to it,
it can be stated that the satisfaction of tourist can be measured by the number of aspects as
positive satisfaction, expectation and performance. The loyalty of destination relates directly
with behaviour of visitor immediately after the completion of the trip. Thus, it can be stated that
tourism manager works as to use these attributes to stimulate the positive perception of
destination.
Therefore, it is very crucial to make understanding in terms to potential customers by
undertaking the effective strategies that will use to modify the image of tourist destination in
market. Therefore, consumer experience tourism provides the tourist the experience in relation to
the product, operation and historical significance. In addition to it, Leung and Dickinger, (2017)
Kim, (2017) stated that the bond between consumer and brand enhanced the brand image of
tourist destination. Marketing orientation is term that helps to bring the innovative ideas and this
all helps to creates long lasting, mutually benefited relationship with the most essential assets
that are customers.
The better and effective quality is the link that highlights the image of destination and
this all indicates variables such as analysis, tactics, strategy and actions. As per the view of
Folgado-Fernández and et.al., (2017) stated that tourist satisfaction will be considered as one of
the most prime variables in order to sustain business for the long time and it also affects the
choice of destination. This, it is crucial to determine the destination image at the time of taking
strategic marketing decision so that all things can be done in the systematic mode.
According to the view of Souiden, Ladhari and Chiadmi, (2017) stated that customer satisfaction
will be considered as one of the most essential objectives to develop the product loyalty so that
each thing can done in expertise and systematic mode. In contrary to Gkritzali, Gritzalis and
44

Stavrou, (2018) states that customer satisfaction will be determined with the factors like feelings,
attitudes a person has about the product. In addition to this, Papadimitriou, Kaplanidou and
Apostolopoulou, (2018) stated that the higher level of customer satisfaction enhance loyalty
towards customers. On the tourism the thing as gentrification and other cultural factors and this
all impacting the destination at huge context. According to the view of Loi and et. al., (2017) it
can be stated that customer service will be an integral part of delivering the better tourism
marketing which can assist in achieving destination satisfaction and loyalty. Thus, it can be
stated that Tourism has potential to enhance public appreciation of the environment and it also
spread awareness of environmental problems so that each thing can be done in better so that
tourist can get attracted towards image of destination.
Theme 4: Potential impact of attracting consumers for offered tourism services of London
The tourist destination comprises the set of resources and attractions in which business
organisation and institutionalist are working together in terms to offer the visitor the attractive
image in order to attract the potential customers with the help of product and services in the
market. As per the view of Hugo and Miller, (2017) it can be stated that by understanding the
diversity of perception, level of satisfaction and images plays pivotal role in order to enhance the
understanding and prediction of tourism demand and its effect on local tourism destination.
Tourism is one of the economical phenomena and it is also inclusive of the number of the factors
as are social, political, cultural and environmental aspects. In this, term it can be said that socio
cultural effects if tourism are difficult to measure and it must be analysed in order to enhance the
attraction of the visitors this kind of things helps to influence the customers.
According to London & Partners there are various techniques developed, follow and
utilize to attract the international audience and convenience them to choose London through
45

sports such as; Olympic and Paralympic Games attracting more first time visitors through
various marketing techniques such as TV advertisements that contains cultural heritage and other
destinations information are effective in influencing consumers to visit the place (van Es and
Reijnders, 2016). This mainly affect the revenue and profit of the city and at the big term
contribute to the country's GDP. It also has been seen in the London tourism vision that by 2025,
London is projected to attract over 40 million overnight visitors a year, 30 % more than 2016 and
31.2 million overseas and domestic visitors.
Figure 9: Tourism services
(Source: Gannon and et.al., 2017)
As per the view of Gannon and et.al., (2017) it can be stated that tourism destination can
works as to support the economic development of the local community and economy of the
country. Thus, it can be highlighted that tourism destination will helps to bring long terms
revenue and it also provides job opportunities to individuals. Thus, the one of the beneficial
aspects of growing the better and competitive advantage within the country. As per the view of
Hsu, Lin and Lee, (2017) stated that managing the tourism destination is one of the crucial parts
in relation to controlling the tourism environmental impacts. This is the term that helps to
46

determines pattern of tourism and develop the tourism in the country. According to the view of
Leung, Dickinger and Nixon, (2017) it can be stated that strategic tourism planning is the term
that helps to bring stakeholders together and provide them to developing the professional in the
field of destination management.
Theme 5: Impact of tourism over loyalty of travellers for revisiting
Tourism has developed into the dynamic and fast-growing sector and it helps to creates the
interdisciplinary field of study and research. Thus, it can be stated that the massive growth of
tourism destination can be possible with the better selection of commodities and products avail in
market. As per the view of Leung and Dickinger, (2017) it can be stated that, quality of tourism
products and services given in tourism destination depends entirely on perceived quality of
services and it works as to build greater advantage to economy. Thus, consumer satisfaction over
tourist destination is assessed with help of analysing features of tourism. In addition to this,
Souiden, Ladhari and Chiadmi, (2017) it can be stated that the overall destination image will aids
to constitute cognitive, affective and co-native aspects. It is comprising of the number of the
attributes as that can influence customer satisfaction.
It has been identified through the above secondary research that there is a structural
relationship between image of destination place and visitor’s satisfaction. London destination
image compromise of various attributes that influence consumer satisfaction including places
such as; Buckingham palace, Tower of London, palace of Westminster, etc. and the promotional
strategy is also effective that create positive perception of the destination that is London. The
element including in London Tourism influence visitors and enhance the satisfaction of the
travellers that promote revisiting.
47

Thus, Gkritzali, Gritzalis and Stavrou, (2018) stated that the positive destination image
will influence the tourist subjective perception, destination choice and behaviour of person in the
grater aspect. According to the view of Souiden, Ladhari and Chiadmi, (2017) it can be stated
that higher incomes may give tourist the greater access to environmental image. Thus, the one of
the greater advantages of having tourism development is to result in more amount of
employment opportunities. In contrary to Papadimitriou, Kaplanidou and Apostolopoulou,
(2018) stated that the better and effective tourism helps to creates opportunities and develops
new amenities and recreational facilities and all this develop the better and effective competitive
advantage in the field of travel and tourism. Thus, economic diversity helps to reduce the
influence the negative impacts to the host community.
As per the view of Loi and et.al., (2017) it can be stated that the goals of the developing
the tourism industry is maximising the positive impacts and minimising the negative impacts on
the working of the tourism industry. The better and effective tourism working will lead to gain
the competitive advantage in market. In addition to this, it can be stated that it is essential to
understand the tourism businesses that works include the significant number of the low paying
jobs and this all leads to create the negative working on the enterprise. Thus, it can be stated that
tourism is the sector that works as to contribute to economic, environmental and social growth of
the country and promote loyalty of travellers which is determined by revisits. At the same
situation it can works as to adversely affect the growth of the enterprise. According to the view
of Hugo and Miller, (2017) it can be stated that the inbound tourism helps to generate the
revenue and this helps to build the greater advantage in the travel and tourism industry. The
tourism will work as to change the local community structure, family, relationship and collective
traditional lifestyles.
48

Theme 6: Impact of consumer experience for encouraging destination loyalty.
Identity of a location and images in the world which have big impacts on the consumer
decisions making. Buyers will analyse security, convenience of the location where they are
organising the trip. In accordance with Buonincontri and et.al., (2017), the social identity of the
location as per the crime rate, security concerns, economic concerns and technical values will be
adequate with respect to create the identity in the market. Therefore, these are the factors which
affect the conveyancing level of consumers with respect to make decisions regarding trips. They
analyse location as per their satisfactory level, affordability and services prices which have been
offered by the tour organiser (Tussyadiah and et.al., 2018). These are the factors which creates
identity of a location which will be effective for buyers to get attracted and take the advantages
of the tours. Along with this, if a London is concerned regarding its historical monuments which
will be adequate and effective with reflect to make proper operational increment (Impact of
Tourist Perceptions, 2013). Therefore, the past experiences of a travellers will also be effective
in terms of creating the image of location in the international market. They will communicate the
location among external market which will create unique image that will attract more travellers
as well as increases the revenue of hospitality industries. there have been raise in the operational
goals and motives of the firm with effect to have increment in the operational goals.
As per the study of London’s status as world’s No1 tourist destination ‘beyond any doubt’,
(2019) it can be stated that London has attracted record-breaking numbers of visitors since
hosting Olympic and Paralympic Games in 2012. They came to achieve visitor's positive
experience through London's outstanding cultural offering. A vision has been created by tourist
destination that is London that create a world-class visitor experience is able to build destination
loyalty and will be important in growing London's tourist sector. Through activity in four areas
49

of consumer experience will enhance the destination loyalty stated that includes; Pre-visit
promotion, visitor experience and information, infrastructure and amenities and developing the
infrastructure for business visits and events. The impact has been seen through the secondary
research that the London's eye direct the visitors to location where London has capacity and
showcase London's cultural offer and provide necessary information to visitors to assist them do
more and see more in London (Todd, Leask and Ensor, 2017).
Figure 10: Consumer experience
(Source: Chaniago, 2017)
Loureiro and Cunha, (2017) stated that, the image of location is depending on the
evaluation of the economy in the right manner. The technical growth and better infrastructural
facilities will be attractive and helpful to travellers and on global economy that will be better for
economic growth as the opportunities for small and medium size industries will brings them
appropriate revenue generation (Todd, Leask and Ensor, 2017).
50

On the other side, the impacts of natural attractions, climate, tourist sites, nightlife and
entertainment on generating the effective wealth to economy. It creates a unique image among
the travellers on which they will revisit the location to experience the pleasure again. Stone and
et.al., (2018) determined that, there will be use of effective marketing campaign which will
advertise the location among the society. Thus, attracting travellers by promoting the culture,
historical places, natural attractions will be motivating to them. Along with offering the quality
services will be adequate in bringing them appropriate satisfaction relevant with the location (De
Nisco, Papadopoulos and Elliot, 2017). Therefore, the these are the attributes to the location
which are required to be considered by government in promoting the best consumer experiences.
Theme 7: Impacts of technical advancement in attracting travellers and boosting loyalty
Developing technical advantages such as better internet services, mode of transportation as
well as uses of various technical devices which will be effective in making easier lifestyle
management. United Kingdom have been known for the improved and adequate technical
country which have impacted on the positive shift of goals as well as revenue in economy. It has
been ascertained that, technical increment and improvement will have impacts on the consumer
willingness to visit the location and experience the technology (Ingram, Caruana and McCabe,
2017). In London, the biggest attraction for travellers is London Eye, free Wi-fi zones as well as
best transportation services. Thus, such attractions have impacts on bringing better consumer
experiences. Along with it, the London's official promotional agency developed and
implemented various technical advancement that assist in attracting visitors in London. For
example; social media has transformed the tourism marketing plan of the specific destination that
is London.
51

As per the view of Chaniago, (2017), it is necessary for hospitality business and tourist
destination to have effective technical improvements such as installation of security devices,
entertainment as well as online operations. Thus, improving the operational functions through
online operations will be more attractive and satisfactory to the travellers (Fletcher, 2017). They
will have better image of organisation in their mind. Thus, they will analyse fruitfulness as well
as profitability which will be governing to have adequate operational determination. Consumers
will become able to analyse the services packages, trip days, prices as well we make bookings
for respective dates. Thus, such impacts on productive growth of the hotels industry in as they do
not require to market their services (Folgado-Fernández and et.al., 2017). For example: Hilton
Hotel have developed Hilton Digital Key on they approach the keyless entry to the room. There
have been cards allotted to consumers for their rooms on which they just have to swipe it and get
entered into the room which more conveyancing as they do not have to carry keys. Along with
this, it has recently been replaced with the mobile application on smartphone. Thus, mobile
phone of tourists’ will be the key for their rooms. Hence, it can be said that destination loyalty of
travellers also depends on hospitality services because it is the basic necessity of tourist when
travelling to other regions. Hospitality is essential for managing destination satisfaction revisit
of travellers.
Theme 8: Destination loyalty of London have impacts on raising national economy.
Considering the revenue retained by government through travel and tourism industries on
which it has created a greater advantage to the national economy. There have been raise in the
employment level in UK due to raise of Small-scale industries. Thus, tourist’s attraction will be
helpful to the society with respect to retain the adequate gains and profitability. It enhances the
domestic production which insists in raising the level of GDP. Moreover, it has been believed by
52

the UK government that in 2025 the GDP proportion will be near to 10% as well as there will be
estimated increment in the 3.8 million of jobs. However, the raise in tourism sector as well as
revisits by the travellers will be satisfactory and beneficiary for the government in retaining the
adequate earnings. There will be raised in the revenue which in turn positively impact of
bringing wealth to the society.
It has been identified through London Tourism Guide, (2019) that London is a driver of
the growth of UK and UK's 10 most visited attraction in 2017 were all in London that including;
British Museum, Tate Modern, National Gallery, National History Museum, V&A, Science
Museum, Southbank centre, Somerset House, Tower of London and Royal Museum Greenwich.
The destinations provide high experience satisfaction to the visitors that enhanced revisiting and
increase national economy. For example; destination of London contributes more than 12% to
the nation's GDP, analysed through A TOURISM VISION FOR LONDON, (2019).
Theme 9: Derive importance of destination loyalty for raising revenues of the tourist sites
of London.
Destination loyalty is operationally referring to the level of perception of the potential
tourist of a specific destination as a recommendation place. In the context of London Tourism
Destination an article A Tourism Vision for London, (2019) stated that loyalty is a major driving
force that enhance the visiting percentage. The destination loyalty is depending on various
factors such as popularity, services, experience of consumers. It has been identified through a
secondary report; London is the most popular destination across the world. It has been analysed
through London’s status as world’s No1 tourist destination ‘beyond any doubt’, (2019) that the
destination loyalty of London influences the market success with tourist satisfaction and
London's image. The city proved to be one of the world's biggest tourist magnets with an eclectic
53

mix and diverse of events and exhibition including Henri Matisse. Through an annual report of
London destination report, it has been surveyed that positive experience of tourist visited in
London, word of mouth and suggestions from the previous visit are the main source of creating
destination loyalty (Huang, Afsharifar and Veen, 2016). For example; destination can be
referred to the products or services and visitors can visit them again or recommend others to
visit. The loyalty is directly linked with the behaviour of visitor immediately after completing a
trip.
According to London Tourism Report 2015 – 2016, (2016) destination loyalty encourages
revisit intention because of previous satisfaction of visitors. The destination loyalty is important
in enhancing and generating revenues and profit for different tourist sites in London. In 2017,
London was ranked as the most visited city in the world with over 65 million visits and
consumers spend around US$21.23 billion. Revenue generated through tourism in London
comprise approx. 10% of the gross value-added income in the city.
COMMENT: It has been interpreted that tourism destination impact on customers
experience both negative and positive side. Customer experience is beneficial and significant for
increasing profit margin of tourism in London. It has been analysed from the above LR that
consumer decision making procedure effected due to attractive picture of tourist destinations or
places. Technical advancement impacts on people perspective and attract them and help to
boosting their loyalty.
54

CHAPTER 5: FINDINGS AND DISCUSSION
By considering the above conducted survey over secondary sources on which there have
been various ascertainment of the information of things which affects consumer preferences in
tourism sector. There have been various factors such as social, political, economic, technical and
environmental which makes changes in their perceptions (Jiang, Ramkissoon and Mavondo,
2016). The motivation and loyalty of travellers has been affected by the diversity in the culture
and locations. The impacts of languages, laws, rules and regulation will have positive as well as
negative impacts on their preferences.
Thus, on the basis of such findings there have been discussion on the actual causes which
have affected consumer experiences relevant with the places (Clandinin, Cave and Berendonk,
2017). Therefore, impacts of such factors have been seen in the national growth as well as
currency value of the country (Font, and McCabe, 2017). Moreover, in relation with the literature
review and the data analysis part of the research there have been various findings to the research
issues.
As per considering the data analysis of the research on which it can be said that the
economic factors will have negative or positive impacts on the preferences of the consumers
towards a location. Thus, they analyse the currency value economic stability as well as wealth of
areas will be adequate and helpful in terms of defining the potential growth of nation
(Buonincontri and et.al., 2017). Along with this, impacts of prices charged over services and
commodities will have impacts on the budgets as well as which will be out of the affordability of
travellers. Moreover, there will be requirement of having conveyancing pricing based on each
service (Tussyadiah and et.al., 2018). To retain the higher earnings on which it is not necessary
1

that the business must have higher prices levied on their services while there will be requirement
of having large number of consumers.
As per literature on which it can be said that, there will be impact on consumer behaviour
as they are price sensitive and they buy services which are cheap and provides luxurious
experiences (Loureiro and Cunha, 2017). Thus, the impact on consumer preferences is related
with prices of packages and the image of location in international segmentations. Thus, analysing
the impacts of such factors will be adequate with respect to make strategic planning to attract the
more consumers (Todd, Leask and Ensor, 2017). Thus, developing policies will be appropriate
with respect to setting the taxes which will improve the effectiveness which will be governing
and adequate with making drastic changes in tourism businesses (Stone and et.al., 2018). Along
with this, the higher transportation prices will also affect their spending decisions. Moreover, the
willingness to experience such services will bring positive shift in the revenue of the economy as
well as improves the sales of services (De Nisco, Papadopoulos and Elliot, 2017).
On the other side, as per considering the currency value of the location which will have
impacts on the wealth generation of society. Thus, there are impact of facing inflation in the
various services and commodities which have been used by an individual (Ingram, Caruana and
McCabe, 2017). The rise in prices of petroleum products will have impacts on budgets of
travellers that have visited the location. Along with this, such issues influence their preferences
as they will switch to another destination (Chaniago, 2017). The tourist expenditure is depended
on the economic factors and the plans of government with respect to taxes, fees and various
charges levied on the services.
The raise in technologies is another actor that promotes revisit of travellers to particular
destination or region. Technically sound industries will be attractive to the buyers which will
2

bring positive shift in demand for tourism services (Fletcher, 2017). Thus, on which it is being
required by hospitality industries that they must bring proper technical improvement in the
services such as making online operations of the industry like bookings, advertising, online
payment and transfer of funds which will be adequate and effective to have raise in revenue
generation (Folgado-Fernández and et.al., 2017). Thus, education and learning ability of
consumer will also play main role in terms of conveyancing them the message as well as making
them aware with the offerings of the business (Jiang, Ramkissoon and Mavondo, 2016). Along
with this, the E-map services will be helpful in respect to make them reach to the particular
location. Technically sound nation will be more attractive and satisfactory which will make
consumer destination loyal (Clandinin, Cave and Berendonk, 2017). They will revisit the places
and which will be beneficiary with effects to raise the capital stability in a particular destination.
Similarly, with respect to the hotel industries there will be requirement of raising the
potential gains through implicating the services in the industry. There have been various kind of
desires of consumers relevant with the type of services, rooms, stays etc. they prefers (Font, and
McCabe, 2017). Moreover, implicating the online operations as well as improving the mode of
transacting funds will create a positive increment in operational gains, destination satisfaction
and tourist loyalty. Locality of the operational practices will bring raise to gains and capital
increment in the hospitality businesses (Buonincontri and et.al., 2017). Thus, the implication of
technical gadgets and devices will be helpful to a hotel industry with respect to save time, costs
as well as increasing the profitability of the organisation (Tussyadiah and et.al., 2018). In UK
there have been large number of hotel industries which are highly successful and participating
appropriately in a manner to retain better gains (Loureiro and Cunha, 2017).
3

Tourists will be attracted to the places where the mode of transportation, hospitality,
medical services as well as wealth is appropriate that will be attractive to them with respect to
make raise in the profitability and gains (Stone and et.al., 2018). Thus, satisfactory infrastructure
facilities have positive impacts on creating a favourable identity of destination among the
consumers. Thus, managing the operations at tourist destination in the right manner will have
adequate operational management. The developed economic policies and technologies will have
impacts national development and growth (De Nisco, Papadopoulos and Elliot, 2017). In
accordance with the World Travel and Tourism Council (WTTC), has analysed the
organisational growth such as 1.3% in 2012 on which they have contributed 35.6 billion pounds
to British economy.
Moreover, the convenient mode of transportation such as railways, road ways and
airways will be adequate in respect to bring the raise in number of travellers each year. If the
satisfaction through public transportation in appropriate than there will be higher chances of
having re-visitors at a particular location (Ingram, Caruana and McCabe, 2017). It can be said
that, there is loop between the consumer visits and the development of economic conditions in a
location (Chaniago, 2017). Along with this, improving the medical facilities which will be
adequate with respect to bring the effective medical services among the travellers or society on
which they will feel comfortable in visiting a location.
It is necessary that to improve the number of travellers in UK government has to take
various profitable initiative for developing the policies. Air Passenger Duty has to take initiative
to make improvement in the UK’s VAT rate which have been charges on the accommodation
facilities and restaurants along with the various service taxes (Fletcher, 2017). Thus, the charges
of such duties affect the affordability of consumers which will be inappropriate in terms of
4

satisfying them for re-visit a location twice (Todd, Leask and Ensor, 2017). Easing the taxation
system and bringing the benefits to the travellers will be adequate as per retaining the appropriate
attention for making adequate increment in the profitability and revenue generation (Folgado-
Fernández and et.al., 2017).
There are various other factors which are to be considered by government with respect to
improve the tourism sector. There have to be concerned regarding the infrastructural facilities
such as sewage, telecommunication, electricity, water supply, water banks, airports and various
stations (Jiang, Ramkissoon and Mavondo, 2016). Thus, improvement in such facilities will have
positive impacts on the travellers as per visiting the location. There is various land, transportation
system which will be attentive and adequate with reference to meet visitors’ satisfactory level
(Clandinin, Cave and Berendonk, 2017). Therefore, it can be said that the growth in the tourism
sector will reflect in the growth of regional economy. There are various places in UK such as
London, Wales, Ireland, Manchester, Edinburgh which is consist of attractive natural sites,
heritage and artefacts that will be appealing to travellers in visiting and experiencing them. Thus,
on which government is required to make promotional campaign that
Further, from the study, it is determined that UK is the best combination of heritage places
as well as modern resolution in the locations (Buonincontri and et.al., 2017). Thus, there are
effective services which have been offered by the government among the society with respect to
enhance tourism in economy. There are various monuments, artefacts, heritage locations which
are the main attraction for travellers (Tussyadiah and et.al., 2018). Therefore, the image of nation
is required to be effective among the international market that will bring raise to the number of
travellers each year (De Nisco, Papadopoulos and Elliot, 2017). It also includes, crime rate and
5

social ratings of the location among the international market which will be the most effective
techniques in terms of attracting the tourists for visiting the location.
Therefore, improved image of the tourist location will have impacts on their preferences. A
positive ascertainment of the unlawful and unethical issues which will be resolved by implicating
actions against it will be helpful in bringing better security to the travellers (Folgado-Fernández
and et.al., 2017). Thus, increasing the image of the location will be effective with respect to
enhance the number of consumers.
6

CHAPTER 6: CONCLUSION AND RECOMMENDATION
6.1 Conclusion
From the above research and analysis, it is concluded that impact of tourism and travel on
world economy is been witnessed in most exceptional way. As there are so many tourism
destinations in London which is attracting the tourist from all around the world and making
industry more and more profitable. All the tourist who are visiting destinations are expecting that
they would be experiencing relaxation and rejuvenating their body and mind as well. This most
commonly show that people would like to revisit places like that of London and its beaches or
historic monuments where they could feel happy and relaxed as well. This present research
enabled the reader to successfully evaluate the impact and effectiveness of consumer experience
and destination loyalty within tourist site like that of London. London is having mix and match
of historic monuments, various beaches, parks, natural destinations and modern creativity as
well. It is very much important to note that if there is raise within profits and growth of Tourism
sector of UK then this will be increasing the revenue of sector with leading to having impact
within GDP of nation. This was found out into whole paper that due to increase of customer
inclination towards tourism industry this is having greater impact on GDP of country as well.
This included that till 2025 tourism sector will be contributing about £257 billion pounds in the
national economy which means that rate of GDP will reach to 10%.
There are number of factors which were discussed into the report that influenced the
behaviour of customer in way of leading tourist destinations. It was very much clear that UK is
owing largest tourism industry and is highly visited places from worldwide tourist. There are
many places where tourist is visiting like that of London Eye, Big Ben, Buckingham palace and
many more. So, it is very much important that all tourist who are coming to visit London are
7

enjoying their vacations. This will only be possible at time when tourists are visiting any part and
having satisfaction regarding the services and experience which they are getting. It is required
that there should be specified relationship between the tourist satisfaction and destination loyalty
as well. One of the major points which were identified within the level of satisfaction will be
related with convenience of travellers as this would further be leading to more regular visiting.
So, understanding consumer buying preference and behaviour will be very much required
to be identified by industry so that they are able to fulfil it clearly. If the tourism industry is able
to identify what their customers would need and what their demands are then it would be helpful
for them all to attract new customer and maintain relationship with existing one as well. Level of
customer’s satisfaction is very much required that is playing vital role in achieving the growth
and development within market. Brand value as discussed within the study is the most effective
tool with company which they would be using for enhancing loyalty among all customers and
satisfying them as well.
As per the above finding and discussion it could be concluded that tourist loyalty
indicator or index is very useful tool for indicating the maximum and minimum level of
customer satisfaction. Further, it was also included that good and increased customer experience
is very much important in way of raising profits of tourist site. It is required by company that
they are facilitating all customers very best of their experience and providing them good services
so that they are being regular customers for tour operators. Following of best median in way of
communicating with the new and existing customers is very much required so that companies of
tourism industry could be able to effectively connect with customers.
The basic goal for tourism business will be leading towards successful collaboration with
customers, gaining higher profits and satisfying all consumer so that revenue could be generated.
8

This is only done with help of market research so that firm could be able to analyse what is
requirement of customer and what they actually want. In way of generating more proper and
effective manner market research will help into managing people experience as per travellers
need. In addition to this, it could be analysed that improving destination loyalty is directly related
to raise revenue of tourist site, having positive impact of destination for increasing the business,
profits and revenue of company. Giving good services and providing with better facilities will be
most helpful technique for managing destination satisfaction and revisit of travellers. Innovation
and development of tourist destination is basis for attracting number of repetitive customers into
London about 77% of visitors visiting country in 2015 are the number of repetitive customers.
Apart from this, it is concluded that there are number of factors which influences the
loyalty of destination and customer experience as well. These factors would be including like
that of services offered to customers and way in which their trip could be made memorable as
well. There is very much rise in level of tourist in UK on which there are large number of re-
visitors to locations. The quality of experience will be requiring to be very much effective so
there are many sections of it like that of advocacy, trust, loyalty, entertainment, learning, service
providers, and satisfaction and functional benefits as well. It was further stated that tourism is
also impacting several things like that of protection, creation and maintenance of natural beauty,
environment and tourist destination as well. While on the other hand there are number of factors
which could be unforeseen like that of political unrest, devastating climatic conditions and
terrorism. All of them will be impact tourist destination and its popularity in negative manner.
Rather if the image of destination is very much positive with respect to its security and
safety then tourist will be attracted towards it. As impression is playing very vital role for
enhancing the popularity of that place so it is very much important that public, community and
9

local authorities are playing role for improving safety and security of destination. So, it is very
much important that controlling part is done by authority of tourism development so that it could
be attracting more number of customers on regular bases within London.
6.2 Recommendation
From the above analysis, findings, conclusion and discussion sections there are certain
recommendations which are made so that customers could be satisfied with destination where
they are going. These recommendations are as follows:
Important to know demand and want of customer to satisfy them-
It is very much important that companies of tourism industry are knowing the importance
of satisfaction among customers and towards the loyalty of destination like for the people who
are visiting London during their vacations. The identification demand and want of customer is
the main factor that would lead to growth and development of tourist destination. Without having
any sort of knowledge related to customer and their demand it would be impossible for company
to provide them good services. For this market research is the best tool for management which
will be used by firm for knowing what the trends into market are, what are the current demand of
customers and what could be their future expectation. So, it is firmly recommended that
company is laying most important impact in way of knowing up demands and want of customers
so that they could be able to satisfy it all. This will help tourism industry in managing destination
satisfaction and tourist revisits. This is very much important from the part of people visiting
London due to its various destinations like London Eye or Birmingham palace to know their
demand and wants. After analysing this it would be easy for the companies that they are setting
up their tour packages according to this.
Tools to enhance customer loyalty-
10

There are many types of customer loyalty programs which will be helping into boosting
up customers and their retention. This would be helpful for company to give up customers for
additional value like giving them reward points or VIP rewards program so that they would be
attracted towards company. Personalisation is also another type of tool which firm use in way of
enhancing customer loyalty. With the help of this tool firm would be increasing customer base
retention this could be done only after collecting data about customers so that they could be
given tailor-made experience with brand as well. If travel agents who are arranging for the tour
packages for visitors visiting London must keep in mind the various customer enhancing tools.
This will be helping them to maintain the loyalty of customer who is regularly visiting London
for any of their own purpose.
Market research is priority-
For any company to gather information and then use it into its operation it becomes very
much essential that they are doing or conducting market research on priority bases. This market
and customer research will not only be helpful in driving up growth of company but is most
helpful in knowing the demand of customer. With the use of various market research tactics,
company will be able to know changes and preference of customers so that they could make
action plan for fulfilling them all in stipulated time. The organisations who are conducting
market research can easily be knowing preference of customers visiting London can then set out
their travel or tour packages.
Use a quality framework for development of the team-
By following the steps above, you now know what customers think about the quality of
your service compared to the customer experience principles you have defined. The next step is
to identify the training needs for each individual member of your customer support team which
11

managed destination satisfaction. Many organizations assess the quality of phone and email
communication; however, a quality framework takes this assessment one step further by
scheduling and tracking your team’s development through coaching, eLearning and group
training. It becomes important that company is formulating training and development action plan
for those employees who are in need for training. This would be helping company not only in
increasing profits but also in enhancing customer experience and loyalty towards as well.
12

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