Consumer Experience and Destination Loyalty in tourist site

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)