Critical evaluation of Winter festivals in UK as a source of developing domestic tourism and its socio-cultural impacts

This study evaluates winter festivals in the UK as a source of developing domestic tourism and its socio-cultural impacts. It explores different attractive winter festivals, their impact on UK tourism, opportunities for travel and tourism industry organizations, and challenges in developing and conducting winter festivals.

Tourism and Hospitality
Major Project CHTM29

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Title .............................................................................................................................................1
1.1 Background............................................................................................................................1
1.2 Research aim .........................................................................................................................3
1.3 Objectives..............................................................................................................................3
1.4 Research questions.................................................................................................................4
1.5 Rationale of the study............................................................................................................4
1.6 Significance............................................................................................................................5
1.7 Scope......................................................................................................................................6
LITERATURE REVIEW................................................................................................................7
Theme 2.1 Overview of tourism development in UK..................................................................7
Theme 2.2 Different attractive winter festivals of the UK..........................................................9
Theme 2.3 Winter festivals have impact on UK tourism...........................................................11
Theme 2.4 Ways in which travel and tourism industry organizations can take opportunities
from different winter festivals of UK........................................................................................13
Theme 2.5 Challenges that occur in developing and conducting winter festivals in the UK....16
RESEARCH METHODOLOGY...................................................................................................18
3.1 Research philosophy............................................................................................................18
3.2 Research design...................................................................................................................19
3.3 Research approach...............................................................................................................20
3.4 Sampling Techniques...........................................................................................................20
3.5 Data Collection....................................................................................................................21
3.6 Data Analysis.......................................................................................................................22
3.7 Research strategy.................................................................................................................23
3.8 Ethical considerations..........................................................................................................24
3.9 Research limitation..............................................................................................................25
DATA ANALYSIS AND DISCUSSION.....................................................................................27
Theme 1 More of the tourist have the group age of youngsters...............................................27
Theme 2 England generally preferred to enjoy winter festivals...............................................28
Theme 3 Tourist are majorly visiting the winter festive every year..........................................29

Theme 4 Greenwich Wintertime Festivals is famous among the tourist...................................31
Theme 5 Couples are maximum level of tourist in winter festivals..........................................33
Theme 6 Entertainment is considered majority motive of attaining the winter festival............34
Theme 7 £80- £140 considered to be major spending by tourist...............................................35
Theme 8 Street performers were the major attraction in winter festivals..................................36
Theme 9 Weeks of events are increased in winter festival........................................................38
Theme 10 Volunteering over weekend will be contribution....................................................40
Theme 11 Travel and tourism industry organizations get benefitted by the organization of
winter festival.............................................................................................................................41
Theme 12 Types of travel and tourism industry organizations that get benefitted the most
because of organization of winter festival.................................................................................42
Theme 13 Travel and tourism industry organizations focus more on their promotions rather
than offering products and services to their customers..............................................................43
Theme 14 Improvements made in winter festivals that are organized every year.....................43
Theme 15 All kinds of required facilities are provided to the tourist or not in winter festivals44
Theme 16 Travel and tourism industry organizations increase their rates or prices at the time
of winter festivals in order to gain profit...................................................................................45
CONCLUSION AND RECOMMENDATIONS..........................................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Recommendations................................................................................................................49
REFERENCES..............................................................................................................................51
APPENDIX....................................................................................................................................53
Questionnaire.............................................................................................................................53

INTRODUCTION
Title
“Critical evaluation of Winter festivals in UK as a source of developing domestic
tourism and its socio-cultural impacts”
1.1 Background
UK winter festivals have everything to offer to local as well as to international tourists
such as: arts, concerts, outdoor cinemas, food festivals. There are some examples of winter
festivals for which people wait for long such as: Winter Wonderland, Stardust LDN, Durham
Christmas winter festival etc. These most awaited events for people make them crazy, and they
enjoy and prefer to become an active participation of these events. These festivals provide
popular tourism destination for the visitors as many tourists specially come in this winter season
for enjoying all these festivals. Winter festivals are organized at local level so, they are
participated by local communities both as visitors as well as organizers (Newbold and Bianchini,
2017). There are several winter festivals who are also known and considered as light festivals
such as Christmas, Truro's festival of lights etc. Most of the teenagers, small enterprises and local
suppliers consider these events as means of promoting their products and services to huge range
of audience through a wide platform as many visitors as well as local communities of people
come there. So, it can be said that winter festivals provide a great support and contribution to
development of domestic tourism and the main source of income.
Winter season and all attractive festivals encourage and inspire people to visit the
destinations so that they can witness ambience, local communities, culture, music, art, food and
all attraction. All these attractions in these festivals reflect the local culture and customs of UK.
The other main aim and belief of conducting all these festivals in winters are celebrating the
longest hours of darkness or the rebirth of the sun because it is believed that it holds a powerful
energy for renewal, re-generation and self-reflection. Thus, it gives a great opportunity to young
people to understand and know their culture by means of immense fun events and for elder
people to cherish their memories which are recreated through these Winter festivals. Winter
festivals which are mostly celebrated at the time of Christmas and organized in different parts of
UK share environment, culture and tourism opportunities by promoting festivals (Dunn and
Kregor, 2017).
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The local tourists as well as outsiders consider winter festivals as an opportunity to live
with rejoice within their culture and generate income. By developing and celebrating these
festivals they do not only attract tourists and provide opportunity top them to enjoy but also
allows local businesses to explore the needs and importance of developing and conducting these
festivals and to make benefits. The local tourism developed and supported by winter festivals
that is the result and significance of development and growth of local economy. In terms of
tourism development these festivals such as: Longleat festival of light, London remixed festival
also support various industries such as travel and accommodation services, restaurants, health
care and other recreational service providers. The main destination and place where most awaited
festival Winter Wonderland is celebrated is Hyde Park which is free to enter and located in the
Heart of the London. The main attraction of this park and festival is it is transformed with
sparkling winter magic. Some other attraction which attract tourists and become the income
source includes: tallest transportable observation wheel, a season ride pass, winter wonderland
comedy club and attractive pre-bookable restaurant that is featured by Cedar and Spruce bar
along with modular kitchen. In addition, it is also stated that thrilling fairground rides and ice
skating in all these festivals are main attraction and called as seasonal fun (Dowd, 2016).
Time limited events such as winter festivals invite visitors or tourists to explore the
opportunity and to visit the destination during event so that quality of their trip can be made
memorable. Especially to the teenagers and youngsters as they provide opportunity to understand
local culture, ambience and customs of the community. As a result of this, huge media coverage,
political, social, cultural and local attention is given to the destination which makes it in lime
light as famous tourism destination. The local travel and tourism industries also consider it as
chance to interact with visitors and influence them to tell about features and importance of their
products for purchasing. Thus, local culture is flattered by international and domestic interest in
their culture. Local culture is preserved and cultivated and tourists are inspired to spend their
money within local community by supporting hotels, restaurants and other business related to
travel and tourism. In the context of London remixed festival, it can be said that this festival
offer fun, madness and creativity by remixed sound and buzzing atmosphere without making a
use of mud, rain or hassle of camping. This festival is all about celebrating the best emerging
musical talent and genres by offering fun, creativity.
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Local services and domestic tourism plays an important role for to expanding and
growing strongly for the nation so, it needs to be taken into account by local organizer and
merchants. Most of the time the tourism is promoted for international visitors only. However, the
promotion and integration of the culture based tourism in winter festivals can inspire domestic
tourists as well. There are several factors which influences the success factor of winter festivals
and also make them a powerful opportunity for the growth of business particularly travel and
tourism industry. Some factors involved: socio-cultural factors (McGee, 2019).
In addition, importance of winter season its is recommended and stated that December is
considered the best time to meet London because it is a popular place to be during the holidays.
It is also stated that for taking competitive advantages, long term business growth as well as
global exposure required that service providers of tourism industries must aim at grabbing the
small scale domestic market. The strong approach and success in these winter festivals will act as
significant promotional tools. Due to this reason winter festivals are promoted and organized at
huge scale so that large extent of domestic as well as other tourists' audience can be invited to
participate. The increased participation of the domestic travellers allows tourism sector to
witness increased profits and growth opportunity.
1.2 Research aim
“To evaluate winter festivals in the UK as a source of development of domestic tourism
and its socio cultural impact”.
1.3 Objectives
The main purpose of research is to achieve following objectives for accomplishing the
main pre-determined aim.
 To identify different most attractive winter festivals of UK which helps in local
development of tourism.
 To evaluate the degree to which winter festivals have impact on UK tourism along with
its importance.
 To identify critical ways in which different business organizations of travel and tourism
industry can take opportunities from different winter festivals of UK.
 To identify some challenges which occur in developing and conducting winter festivals in
the UK.
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1.4 Research questions
The successful completion of this research project can be made by addressing below
shown research questions:
 What are different attractive winter festivals of the UK which help in boosting and
development of domestic tourism.
 What is the degree by which business organizations of travel and tourism can get
affected from winter festivals developed in the UK?
 What are some strategies by which travel and tourism industry's business organizations of
the UK take up opportunities from Winter festivals.
 What are some problems and challenges occur in developing winter festivals of UK.
1.5 Literature review
Literature review helps in building a base of research and also helps in enhancing overall
knowledge and understanding of the researcher for current topic. As per the Lee (2016) people
have identified the cold season as the major level of excuse in order to stay indoors. The
existence of winter festivals in the London helps in mainsheet the level of development off
significant culture and domestic factor. In winters different cultural and social festivals are
organized by the government to improve covey positive message to the people. On the other
hand the Rothery, Scott and Morrell (2017) stated that there are different objectives are
associates with launching a festival in winters as they have various social & cultural values
regarding the development of local people. This can help the organizers to attract more people in
this kind of winter festivals. The basic concept behind this process is to provide opportunities to
the local people to promote their art and culture on regional level. Winters is considered to be
very cols but its is more level of beautiful time of the respective years in order to get out and
have major level of expostulation with mainly famously remember.
1.6 Recommendations
Event organizers of the winter festivals should primarily focus on marketing and
promotion of the festival by analysing the geographical diversification and should use this
information for marketing of the winter festivals. This will help them to increase awareness of
winter festival among domestic tourist which will further help them to increase revenue and
overall profit of the winter festival which is required to be organized.
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1.7 Rationale of the study
Development of domestic tourism is critical and important because it leads and improves
social and economic status of local communities as well as for the overall economic growth of
the nation. Winter festivals have all those factors and elements which can help the local
community of the UK to fulfil this need and improve economy of the country. So, it is the main
and preliminary reason of developing winter festivals and recognizing the contribution of winter
festivals in tourism development and related industries (Gensheimer, 2017). As a result of these
factors importance of winter festival increases. One of the main reason because of which
researcher has focused on choosing this research topic is to explore as well as signify winter
festivals of UK that can help in enhancing, driving or boosting domestic tourism. This study will
also focus on socio cultural factors that can impact development of domestic tourism because of
winter festivals. Various other kinds of studies have also been carried out in this sector that has
majorly focused on winter festivals only from the perspective of society but none of them have
focused on winter festivals from the perspective of development of domestic tourism or it can
also be said that none of the research carried out till now related to winter festivals of UK were
good enough to contribute to development of domestic travel and tourism industry. Winter
festivals is one of the best opportunities to enhance domestic tourism and it has always been
underestimated. This is another reason because of which this research topic has been chosen. So,
in order to fill this gap in this field of research this winter festival in UK topic has been chosen so
that it can help in boosting domestic tourism in UK.
1.8 Significance
In winters different cultural and social festivals are organized by the government to
improve covey positive message to the people. There are different objectives are associates with
launching a festival in winters. One of main purpose of government is to promote local tourism
of specific place. This is important for the economy of country and ideal development of local
remote areas. In a winter festival various point of attraction are their that can help the authorities
to attract people to be a part of these events. These festivals are consists of various social and
cultural values of local people. This can help the organizers to attract more people in this kind of
winter festivals. The basic concept behind this process is to provide opportunities to the local
people to promote their art and culture on regional level. To improve the development condition
of local place this kind of winter festivals are organized by government. It is a kind of hub that is
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consists of different element that can attract people to attend these festivals. This also allows the
authorities to attract people from local areas to contribute in order to develop better chances of
tourism. This is how winter festivals can be used to improve the local tourism on regional level.
Winter festivals are becoming great opportunities for tourism industry that motivate for
increasing profitability in marketplace. this type of domestic festivals importance which inspired
the local people to attracts towards overall traditions. In this way, winter festivals play significant
role in destination development and importance of research to identify the specific roles and
responsibilities in countries. On the other hand, it also beneficial for increasing the number of
tourist attractions and expand the tourist search of different destination places. It is also
beneficial for increasing educational opportunities for foster the feeling of communities, who are
participants within festivals. It is important for helping in conservation of social, natural as well
as traditional environment. sometimes, it contributes for improving sustainable development. it is
the most popular winter festivals for changing the patterns of services and also diversifying the
industry in terms of traditional. In this way, industry will achieve the great success in their local
regions due to increase demand of tourist’s appeal. The importance of increasing the demand of
festivals in globally where small communities seeing more opportunities to obtain tourism
dollars. The primary reason is to organise the festivals for preservation of history and cultural
environment. It also increased ability to expand existing market and bring benefits in terms of
economic development.
1.9 Scope
The winter festivals are great means to promote local tourism as well as to strengthen the
local and national economy. It gives huge employment and growth opportunities to local
communities and a great chance for the tourists to explore the social and cultural aspects of the
tourism destination. The scope of this research project is not only limited to only evaluation of
domestic growth of economy but will also analyse the various social and cultural implications
related to organisation of such festivals. Thus the study can also be used by the policy makes
who aimed to develop suitable strategies and framework for developing any tourism place.
The findings of the study can also be used to analyse and evaluate the economic
contribution of specific tourism events and local destinations. Thus for analysing the
development of specific communities and local regions also this kind of festivals can be used.
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Further the success and failure of the winter festivals is also influenced the social and cultural
factors. Hence the organisers of such festivals can also explore and utilise the research findings
to make such events more successful and impactful. The research work can also be used by other
researchers to support their studies based on local tourism or impact of tourism on local
economy.
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LITERATURE REVIEW
Theme 2.1 Overview of tourism development in UK
According to the view of Medlik, (2016) Travel and tourism is one of the most important
industry of UK which impact’s its economy year by year. From the past few years records, travel
and tourism industry is continuously growing. Not only this, UK’s travel and tourism industry is
considered as world’s 10th largest tourism destination where every year more than 36 million
tourist visit UK. It is also known as one of the major sources of growth in overall GDP of UK.
Number of travellers visiting UK are continuously growing each year. In order to fulfil needs and
requirements for all the tourist visiting UK, government is focusing on bringing continuous
changes within this industry in order to meet their tourist requirements and has also focused
increasing comfortability and affordability. Organizations operating in this industry are
continuously focusing on adopting such chances in order to gain competitive advantage. As
compared to international tourism, domestic tourism has remained one of the biggest
components of tourism and more than 60 percent of tourism economy is generated from
domestic tourism. Medlik, (2016) further explains that one of the best time periods for domestic
tourism is during holiday’s, festivals etc.
As per the view of Raj and Griffin, (2015) World tourism organization has acknowledged
that among all the industries, tourism industry is one of the fastest growing industry which is not
only increasing a countries economy but is also creating jobs. Each year different types of tourist
visit UK for different purpose. Most commonly leisure tourist visits UK for leisure purpose
mostly on breaks or holidays. Other them them business tourist also visit quite often either for
some business event, conferences etc. there are many other types of tourist who visit UK every
year for various other reasons. But out of all of them most of the international tourist who visit
UK visit mostly through packages taken by tour organizers. According to a statistics number of
inbound visitors visited UK in 2018 were approximately 31.9 million and even in this London
was one of the most preferred destination in UK i.e. more than 50 percent tourist prefer to visit
London as their first priority as compared to any other tourist destination. Every year 10 percent
tourist increases who visit London. However, Raj and Griffin, (2015) also explains that number
of international tourists visiting UK decreased by 5 percent in 2017 and there was a fall in
tourism spending in 2017 which further continued in 2018 as well. The main reason behind this
was impact of Brexit and fluctuation in currency. Other than this another reason because of
8

which international tourism was decreasing was that UK government prefer to expand domestic
tourism more as compared to international tourism and because of which they promote domestic
tourism more rather than international tourism (Altinay, Paraskevas and Jang, 2015). Number of
international tourists in 2018 fall to 69 percent from 76 percent in 2017.
Figure 1 Number of visitors visiting UK
From the above graph it is clear that number of visitors visiting UK have decrease in 2018
and minimum number of visitors who visits UK is during third quarter i.e. July, august and
September. According to a research Richards, (2016) says that, despite of fluctuation in
currency, Brexit, promotion of domestic tourism; number of visitors visiting London are
increasing slowly. UK Travel and tourism industry have continued to grow and various
developments in this industry have taken place. Within this hotel organizations are continuously
bringing improvement among themselves due to growing number of tourists. Transportation
facilities has also increased which has made it more convenient for the tourist to visit places in a
more comfortable and efficient manner. UK government is also working on increasing use of
advanced technologies in order to attract new tourist, public places are being continuously
9

renovated or updated so that more and more tourist visit those places. Because of these factors
tourism industry is contributing in increasing overall GDP of UK.
Figure 2 Contribution of UK tourism industry in overall economy of UK.
From the above graph it is clear that tourism industry is contributing in overall GDP of UK
despite of the fact that number of tourists are decreasing and according to the view of Richards,
(2016) it will continue to grow. In 2012 it was 191 billion and in past 6 years it has continued to
grow and in 2018 it has reached till 218 billion.
Theme 2.2 Different attractive winter festivals of the UK.
As per the Lee (2016) people have identified the cold season as the major level of excuse in
order to stay indoors. The existence of winter festivals in the UK helps in mainsheet the level of
development off significant culture and domestic factor. In winters different cultural and social
festivals are organized by the government to improve covey positive message to the people. On
the other hand the Rothery, Scott and Morrell (2017) stated that there are different objectives are
10

associates with launching a festival in winters as they have various social & cultural values
regrading the development of local people. This can help the organizers to attract more people in
this kind of winter festivals. The basic concept behind this process is to provide opportunities to
the local people to promote their art and culture on regional level. Winters is considered to be
very cols but its is more level of beautiful time of the respective years in order to get out and
have major level of expostulation with mainly famously remember. This has the consistency of
varsity level of events such as light joyed ans ice staking which helps in more level off
developing the culture of local propel. This season has been identified as the turkey something
which have consistency of regularity of taste. There are different level of festival such as they
Parker winder wonderlands which is being considered as the best of winters festival. This place
ave the major inconsideration over being more level of iconic and optimization as the perfect
place to enjoy winters. The Mahadevan and Ren, (2019) stated that the kinds have major level of
enjoying as they are halves tasking the multiple level of ice rinks, circuses and the various level
of observation wheels which are the unforgeable part in magical ice kingdom. On the other hand,
the Eshuis, Pel and Coca-Stefaniak, (2019.) added that there is higher level of existence in
enchanted level of enjoyment is the existing level of theme bar. The park has the enchanted
forest which is full of ices and snow sculptures which have the immense level of likening by the
large level of family members in more festive wonder. This is important for the economy of
country and ideal development of local remote areas. In a winter festival various point of
attraction are there that can help the authorities to attract people to be a part of these events. On
the other hand have discussed the Shrewsbury Winter Festival and Victorian festival of
Christmas. The former festival has the walking down of street which is having major level of
smell of mulled wines along with local street which is being mostly like by the visitors to have
the major level of resemblance as per its development of taste and preferences. The author also
added that there is consistency of irresistible artisan who are developing the task and delicious
foods along with perfect level of carol singling which bring some level of festivity which might
help the bringing the level real reindeer. On the other hand Yavuz, (2016) discussed the
Victorian festival of Christmas which is being majorly considered as the themes' festival. This is
festivals which is being celebratedness in travel back time era in more of different and traditional
stall making market which have inclusion of high level of desiccation of kids to the market
which is being dedicated to term that age factor. There is major level of development of varsity
11

of vulture which have performer from the Dickensian street who aren't chasing the capacity's but
also considered major level of developing in the history department. The winter festivals are
great means to promote local tourism as well as to strengthen the local and national economy.
The next is that the Yavuz, (2016) have major level of discussion on the Greenwich Wintertime
Festival and Eden Project Festival of Light and Sound. This is the festivals which have the major
level of development in terms of major level of understanding in terms of various aspects which
is majorly developed the cultural level of values and ethics which is cultural more level of
important in developing various intarsia form existence. The author stated that this effective is
being loved by entire family as there is more level of existence of light, music and colours which
are coming together in order to have consecration of speculator display which can be considered
as the breath-taking view. The small children or kids who have been considered as captive can
see the light have piercing through level of darkness and stunning colons have been catted over
the existed level of surrounding landscape. This festival has majorly a large level of
performances and live music which is considered to be whole family to have the feeling of awe
in existing all evening. The importance of increasing the demand of festivals in globally where
small communities seeing more opportunities to obtain tourism dollars.
On the other hand have the analysing of the impacts of these winter festivals of the
development of country has been considered in both long and short term. The country UK has
been considered as the one which is considering the level of besides position as much it is been
celebrated around the winter development. On the other hand, as per Eshuis, Pel and Coca-
Stefaniak, (2019.) Various other kinds of studies have also been carried out in this sector that has
majorly focused on winter festivals only from the perspective of society but none of them have
focused on winter festivals from the perspective of development of domestic tourism or it can
also be said that none of the research carried out till now related to winter festivals of UK were
good enough to contribute to development of domestic travel and tourism industry
Theme 2.3 Winter festivals have impact on UK tourism
As per the Mahadevan and Ren, (2019) , there is massive level of economic impact on UK along
with high level of tourism and level of promotional benefits which considered to be significant
level of contributors which is majorly impacting the local and national level of economy. The
author is also stated that the high level of identification and level of pride which is all not key
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findings which is being dependent from the research. As per the various level of researchers
there have the key level of identification research which is having level of description along with
major level of consideration od local, visitors and young people and artist which is having major
level of impacts in UK economy. On the other hand () stated that economic level of impact
because of winter festival is having major level of sustainability by level of offering valuable
sights which is creating level of insights by the attendees which are attaining festivals as per the
level of spending per region. This level of winter festivals which is impacting global and
traditional level o contribution which is being significantly have development of local economy.
As per the Lee (2016) winters festival is helping in level of providing a level of energetic and
fun to have the start over the season of winter which is basically been identified as the major
level of attraction in the winter season which is majorly being considered relatively quiet. The
impacts of the winter festive is such as the as incredibly the special event which is having the
working of effective team the people toys actually having high level of compassion in order to
have mitigation of proper level of success which is being continued success and major level of
longevity. According to Mahadevan and Ren, (2019) there has been engagement of more than
50000 tourist very years in the winter festival which is having the economic level of impacts as
multiply the economy major times pf returns. It is important for helping in conservation of
social, natural as well as traditional environment. sometimes, it contributes for improving
sustainable development. it is the most popular winter festivals for changing the patterns of
services and also diversifying the industry in terms of traditional. In this way, industry will
achieve the great success in their local regions due to increase demand of tourist’s appeal. With
next to that the festival have the starring role in development of the profile of various societies in
which they were being organised. As per the Rothery, Scott and Morrell (2017) in the few
researchers it can been analysed that major level of visors makes the cities have the high level of
profile development along with motivation the level of cultural development in more significant
level. More to that the visitors have the positive level of impacts in promoting the identity along
with increasing the level of local pride which is impacting the business of overall development in
more significant way. There is level of conclusion which is been concluded that the level of
winter festival helps in developing the major level of business as from the domestic vision as
rather than the development of international visitors. On the other hand the () contradict that
International visitors exhibit a higher average spend than domestic visitors. With respects to that
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to has been state that’s the there is new level of sustainable development along with providence
of clear level od evidences which is considered to be most attacks aspects of the international
and local visitors which have major level of consideration of the quality, range and the diversity
which is being offered in developing various level of perspective for business development.
Winter festivals have all those factors and elements which can help the local community of the
UK to fulfil this need and improve economy of the country. So, it is the main and preliminary
reason of developing winter festivals and recognizing the contribution of winter festivals in
tourism development. N the other hand it has been analysed by Mahadevan and Ren, (2019)
that there is consistency of irresistible artisan who are developing the task and delicious foods
along with perfect level of carol singling which bring some level of festivity which might help
the bringing the level real reindeer. So, it has been considered as the most popular winter
festivals for changing the patterns of services and also diversifying the industry in terms of
traditional. In this way, industry will achieve the great success in their local regions due to
increase demand of tourist’s appeal. With next to that the festival have the starring role in
development of the profile of various societies in which they were being organised.
Theme 2.4 Ways in which travel and tourism industry organizations can take opportunities from
different winter festivals of UK
According to the view of Armbrecht, Lundberg and Andersson, (2019) there are various
kinds of organizations that comes under travel and tourism industry such as hotels, travelling
agencies, event organizers and many more. There are various kinds of opportunities that travel
and tourism industry gets from different kinds of winter festivals. Different kinds of winter
festivals provide different kinds of opportunities for different kinds of organizations in various
other manner. Many times, these winter festivals help in increasing business of travel and
tourism industry organizations. First of all Armbrecht, Lundberg and Andersson, (2019) says that
these winter festivals work as a source of marketing for some bigger travel and tourism industry
organizations. These festivals not only help them to attract customers but also work as a
promotional event for many organizations where they can promote their brand and increase
awareness among their customers such that people can get to know about them and their
business. There are various kinds of winter festivals in which not only domestic but international
tourist also attend such festivals where opportunities to expand one’s business for travel and
tourism industry organizations increases. This also increases opportunities of organizations
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where they can work on improve their marketing of both products and services in order to attract
more customers. Not only this organizations also focus on enhancing quality of their products
and services so that they can make a good impression on their customers.
As per the view of Suomi, Luonila and Tähtinen, (2020) Travel and tourism organizations
that are benefitted the most from such winter festivals are hospitality organizations specifically
hotels. This is mainly because all the tourist who comes to attend these winter festivals requires
rooms within hotels to stay. There are many Winter festivals such as London Jazz Festival which
is 10 days long festival in which both domestic and international tourist from all around the
world come and attend this festival. Because of such winter festivals business for business for
hotel organizations increases drastically. At the time of winter festivals most of the hotel
organizations focus on providing best quality service and products to their customers. Not only
this, hotels also focus on tie-up with other otherizations so that they can enhance service quality
that they provide to their customers such as they focus on providing cab facilities to their
customers so that they do not face any kind of transportation issue to reach to the festival. These
kind of additional facilities helps them to attract more customers. Suomi, Luonila and Tähtinen,
(2020) also says that, Hotel organization also focus on marketing and promotion of their
products and services so that they can attract more domestic as well as international customers
this also helps them to increase their revenue and profit as well.
As cited by Luonila., Suomi and Lepistö., (2019) explains that, another kind of travel and
tourism organizations that are benefitted from organization of winter festivals are travelling
agencies. Winter festivals are one of the best sources that brings various kinds of opportunities
for travel agencies. There are many kinds of winter festivals that are organized for more then 2
days or many of them are organized simultaneously with other winter festivals. This increases
opportunities for travel agencies as they can focus on attracting more customers and providing
best products or services to their customers so that they do not face any kind of difficulties in
attending those winter festivals. Not only this many top travel agencies starts promoting their
products and services through both online and offline channels way before the winter festival is
organized. This helps them to attract more customers both domestic and international customers
(Luonila., Suomi and Lepistö., 2019). They also focus on providing their services to those
customers as well who will be attending those festivals and would be travelling to attend the
festival from another place. These festivals also work as a promotional event from travel
15

agencies as they also promote their brand, products, services in order to attract more customers
and increase customer awareness for their organizations.
In reference to Gannon, Taheri and Olya, (2019) further explains that, one of the best
opportunities that are created through these winter festivals is for food and beverages
organizations. As whenever these kinds of festivals are organized first and foremost thing which
is required to be organized or is required by all kind of tourist are food and beverages facilities. It
is one of the best opportunities which is provided to all the organizations working in food and
beverages sector. Not only this food and beverages organizations also provides various kinds of
offers or coupons to their customers who attend these winter festivals as these festivals helps
them to attract more customers. These festivals also work as a opportunity for them to improve
their organization image as well because there are various winter festivals that are organized at
large scale and because of which many magazines, new channels covers those festival events
live. Promotional or marketing done by organizations in these events can help them to draw
media attention which can help them to promote their organization as well as improve their
brand image. Not only this Gannon, Taheri and Olya, (2019) explains that with the help of media
travel and tourism industry organizations can understand their customers’ requirements and
desires and based on this they can being changes within their products and services as per the
needs, requirements and desire of their customers.
According to the view of tom Dieck, Jung and Rauschnabel, (2018) Another kind of
organizations that are benefited from winter festivals is event organizations. These kinds of
winter festivals provide various kinds of opportunities to event organizations. In fact, event
organizations play a vital role in success or failure of these winter festivals. If these festivals are
successfully organized then it can help the event organizations to boost their business.
Organization of these festivals also works as a by default promotional event for the organizations
who participated in organizing those festivals. tom Dieck, Jung and Rauschnabel, (2018) further
explains that, there are many kinds of winter festivals that are specifically organized by top event
organizations not only to attract domestic tourist but in order to raise their funds as well. So, it
can be said that these winter festivals provide various kinds of opportunities to these event
organizers to enhance their business and attract more customers. These festivals also provide an
opportunity to event organizations to remain upgraded according to the changing market needs
and requirements, changing trends and many more.
16

Theme 2.5 Challenges that occur in developing and conducting winter festivals in the UK
According to the view of de Valck, Kredell and Loist, (2016) there are various kinds of
problems or challenges that are faced by organizations in developing or conducting winter
festivals. These challenges increase the difficulty of conducting and developing winter festivals.
It is extremely important to identify and focus on these challenges as they can work as a barrier
in development of these festivals. Most of the winter festivals that occur in UK are conducted at
large scale that works as a source of revenue for UK government and it is important for UK
government that these large-scale winter festivals that are organized in UK should be successful
so that domestic tourism can be increased and revenue generated from these festivals can also be
increased. de Valck, Kredell and Loist, (2016) further explains that many times government
themselves the event organizers of the winter festivals to overcome these challenges so that they
do not work as a barrier for them.
As per the view of Kulkarni, Dhanamjaya and Balaji, (2017) one of the biggest challenges
that can occur in developing and organizing these winter festivals is shortage of funds or overall
expenditure of organizing these winter festivals. Organization of major winter events such as
London Jazz Festival can require greater amount then expected. Many times, original cost of
organizing and developing these festivals exceeds their expected cost of organizing due to which
it becomes difficult for event organizers to develop whole event smoothly. Kulkarni,
Dhanamjaya and Balaji, (2017) further explains that, Due to this challenge expected revenue
which is required to be generated from these festivals also decreases. Many times, due to this
budget challenge various winter festivals that are organized at small scale are required to
compromise with the products or services that they provide to their customers. In order to deal
with the limitation of the budget of exceeding expected limit of budget event organizers are
required to focus on raising funds for development of festivals so that products or services that
are offered to the tourist are not compromised.
As cited by Garibaldi, Pozzi, and Viani, (2016) explains that, another kind of challenge
which is faced in developing and organizing these winter festivals is choosing or picking the
correct or right venue. It is extremely important for event organizers to understand the level of
festival which is being organized, number of people who will be attending the festival and
number of days in which the festival will be organized so that correct venue can be chosen. It is
one of the main challenges because many times the chosen venue is either out of the budget or is
17

not available for required number of days. Garibaldi, Pozzi, and Viani, (2016) further explains
that in order to choose the correct venue so that it does not become a barrier in organizing
festival there are various factors that are required to be analysed because of which choice of
correct venue is a challenge for the organizers like whether the place will be able to occupy all
the expected number of people who will be attending the festival or whether the venue will be
sufficient for organization of all the products or services that will be displayed, offered or sold to
the people who will be attending the festival. Due to these factors challenge of choosing current
place increases which can further affect success of the festival.
In reference to Botti, Monda and Vesci, (2018) further explains that, one of the most
important challenge that can become one of the main reasons of success or failure of the festival
is technological challenge. Event organizers need to remain updated with the advancement in
technology which is taking place and them accordingly they should focus on development and
organization of winter festival. It can also increase the ability of event organizers to retain people
who will be attending the event as well as can attract a greater number of customers. Advance
technologies also help in increasing facilities for the tourist as well as can enhance the
development or organizing of festival in a much better and effective manner. Botti, Monda and
Vesci, (2018) also says that, usage of advance technology can help the organizers to remain
update with all the changes or advancements that are happening this in industry and can also
understand what tourist wants or desires who will be attending the festival.
According to the view of Vujnovic and Kruckeberg, (2016) there is one more challenge
which is faced by the event planners in developing and organizing winter festivals which is to
keep a track of festival planning process. It is an important challenge to be focused on because
event planners of the festival need to keep a track of all the progress of organizing an event. Not
only this, Vujnovic and Kruckeberg, (2016) further says that event planners also need to keep a
track of products or services that have been provided to the tourist in previous events so that
there is no scope of laying back and all the facilities are provided to the tourist. It is quite
difficult for the festival organizers to keep a track of overall progress of the festival as there are
many people who are involved in planning and organizing of event because of which difficulty
of festival organizers in increases and challenge in organizing winter festivals.
18

RESEARCH METHODOLOGY
3.1 Research philosophy
Research philosophy can be defined as a way or a belief in which data or information about
a research problem or phenomena can be gathered as well as used (Saunders and et.al., 2015).
Research philosophy plays a vital role in a research paper as it helps the researcher to build a
research strategy so, it can be said that research philosophy helps the researcher in justifying the
overall research strategy used by the researcher. It is majorly of four types: positivism, realism,
pragmatism and interpretivism. Each type of research philosophy has its own implications that
affects the overall research strategy and primary data collection method. Research philosophy
mainly deals with nature, source and development of research knowledge. In research projects,
research philosophy involves the researcher of being aware of their assumptions and beliefs.
Positivism is a kind of research philosophy which says that reality is always stable and can be
explained, described or observed from an objective point of view and does not interfere with the
research problem or phenomena which is being studied by the researcher. In other words, it helps
in demonstrating relationship of research phenomena with its properties. This research
philosophy uses highly structured data type with large samples can be used in both qualitative
and quantitative research.
Interpretivism philosophy says that only subjective intervention or interpretation can be
completely understood (Edson, Henning and Sankaran, 2016). This philosophy uses small
samples analysed in-depth, mainly involves investigation questions and it is used in qualitative
research types. Pragmatism is a kind of research philosophy that supports any kind of actions to
be relevant only if they support actions. In this mixed or multiple types of data collection
methods are used and it can be used in both the type of research types. Last is realism research
philosophy which relies on idea of independence of reality from the human mind. In this any
kind of data collection method chosen should fit within the subject matter. It can be used with
both qualitative and quantitative research types. For this research study positivism research
philosophy is used as it can be used with both the type of research studies and also helps in
measurement of factual knowledge. For this research it is extremely important to develop
relationship between all the research variables that are being used using factual knowledge. So,
because of this, interpretivism research philosophy is one of the most suitable research
philosophy to be used in this research study.
19

3.2 Research design
Research design is a set of strategies that can be chosen or integrated together in a logical
and coherent way in order to address research problem in an appropriate manner. It can also be
defined as a blueprint of a research problem for data analysis, collection and measurement
(Meyers, Gamst and Guarino, 2016). Effective and appropriate research design helps in creation
or development of entire research study. It is extremely important for the researcher to
understand and select appropriate research design as it further helps in selecting other research
methods. There are mainly three main types of research designs: exploratory research design,
explanatory research design and descriptive research design. Exploratory research design is a
kind of research design that helps in exploring all kinds of research questions but do not intend to
find conclusive or final solution to the research problem. This research design is mostly used
when the research problem is not defined in a clear and understanding manner. It can be said that
exploratory research design is mostly used when the researcher wants to understand the research
problem in a better manner.
Explanatory research design is mostly used when researcher wants to create relationship
between various kinds of research variables and their determinants. This type of research design
is mostly used with qualitative research type studies. It is one of the main types of research
problem which focuses on explaining all the aspects of research problem in an appropriate and
detailed manner (Creswell and Creswell, 2017). This type of research design also helps the
researcher to find and understand a research problem which has not been identified or researched
before in-depth. Though this research design does not help in finding conclusion of the
researcher but it does help in understanding the research problem more efficiently. Last is
descriptive type of research design that majorly focuses on summarizing the entire phenomena of
research in order to meet the main designed research objectives. This type of research design
focuses on describing and observing subject behaviour without influencing it in any manner. It
does not focus on answering research questions and the manner in which they occur. For this
research study exploratory research design is used as it is quite appropriate to be used within a
research study. This research design will also help the researcher to understand research
questions and find relationship between main research variables and their determinants in an
effective and efficient manner so this research has been undertaken for this dissertation as one of
the most suitable and appropriate research designs.
20

3.3 Research approach
Research approach is a kind of procedure or plan that consist of broad steps of detailed
methods of assumption of data collection, interpretation and data analysis (Teherani and et.al.,
2015). It helps in understanding nature of the main research problem for reasoning and analysis
of the research data. It is closely related to data collection method which is mostly used in
research study. Selection of appropriate research method is quite important for the researcher as
it helps them to select or identify appropriate data collection method. It also helps the researcher
to understand the research questions and plan what is required to be done in order to answer
those questions in an appropriate manner. There are mainly two types of research approaches
deductive and inductive research approach. Deductive approach is mostly based on an existing
theory. It mainly aims in exploring or checking the validity of a research objectives by
comparing research objectives with existing reviews from scholars or literature from various
kinds of secondary resources. It can be used with both research objectives, questions and
hypothesis for analysis of main research aim of the study. It is also known as reasoning from
particular to general and is based on a simple logic i.e. if the premises are true then the logic or
conclusion behind it will also be true. It generalizes from general to specific and the data
collection method chosen for this is used for evaluation of proposition related to an existing
theory. It helps the researcher in validating the research study by theory verification or
falsification. Based on the research questions, aims or objectives observations are tested and then
thy are either confirmed or rejected.
Inductive approach helps in identifying various kinds of new ideas, concepts, opinions,
models using existing theories. It directly starts with formation of aims or objectives in order to
proceed towards the end of research process and generate a new theory (Singh, 2015). It is
completely different from deductive approach. In this known premises are used in order to
generate untested conclusion and it generalizes from specific to general. Data collection done in
this is mostly done to explore phenomena’s, patterns, theme identification in order to create a
conceptual work. For this study inductive approach has been used which has helped the
researcher in comparing research objectives with the literature review.
3.4 Sampling Techniques
Samples can be defined as a group of people, items or objects that are taken or segregated
from a large population for measurement or to participate within a research study (Etikan, Musa
21

and Alkassim, 2016). These samples are selected in such a manner that they represent the
population in order to generalize the findings from the sample to the whole population. It is one
of the most important things to be considered in a research paper as it is not possible for the
researcher to work on a whole population. Sampling helps in making the size of a research
manageable and also helps in managing the overall cost of the research. Other than this research
samples also helps in increasing the accuracy of the research findings and accelerate the speed of
primary data which is collected for the research study. It mainly helps in reducing ambiguous
and unclear data. There are mainly two types of sampling methods: first is probability and
second is non-probability sampling method. Probability sampling method is chosen when each
and every member of a population has a known chance of participating in a research study. It is
chosen when researcher wants to select the sample from a selected participants group with
similar characteristics. Whereas non-probability sampling researcher selects the sample
randomly from a large group of population with different characteristics. In this all the members
of sample do not have a known chance of participating in a study.
Both the methods are further divided into many types such as: probability sampling is of
four main types i.e. simple random, multi-stage, systematic and cluster sampling method (Guan
and et.al., 2016). Simple random is used when sample from a population are selected in a random
manner. In stratified sample is chosen in such a manner that they represent a specific sub group.
Systematic method focuses on including every nth member of a population in a study. In
multistage method sampling is done at several stages. Non probability sampling is of four main
types: judgement, Quota, Convenience and snowball sampling. In Judgement sampling members
are selected on the basis of judgement of the researcher. In quota sampling samples are selected
on the basis of specific criteria. In convenience sampling participants are selected in a convenient
manner with no requirements. Last is snowball sampling in which members are nominated to add
additional members in the study. For this study non-probability sampling method will be chosen
where 30 event organizers will be selected using convenient sampling.
3.5 Data Collection
Data collection is a process or a method through which information is collected from all
relevant sources in order to find answer of the research problem, evaluate the outcome or test the
hypothesis (Paradis and et.al., 2016). It is extremely important for the researcher to collect
appropriate data in order to maintain the reliability, accuracy and validity of the research
22

outcome. There are mainly two types of data collection methods first is secondary data collection
method and second is primary data collection method. Primary data is a kind of data that has
already been published. Secondary data can be collected either from journals, articles,
newspapers, online portals and from various other sources. It is extremely important for the
researcher to maintain the reliability a validity of the secondary data which is to be used within
the study (Etikan, Musa and Alkassim, 2016). Before using a secondary data there are few
criteria’s that that are required by be checked and fulfilled such as: date of publication, author’s
credentials, discussion quality, source reliability, depth analysis, and the extent till which the
author has contributed in the development of research area. Primary data is a kind of data which
is gathered for the first time directly from the original sources in order to collect information for
the research. Some of the most common primary data collection techniques are: questionnaires,
survey, interviews, case studies, observations and many more.
For this research paper primary data will be collected from various event organizers have
been surveyed (Ostrow and et.al., 2017). Survey consist of various kinds of closed ended
questions. Various event organizers, staff members of organization had participated in this study.
All the respondents of the survey had helped the researcher in collecting reliable and authentic
primary data. For this research paper primary data will be used for analysis. As it has already
been discussed that primary data had been collected from survey but secondary data had been
collected from reviewing various kinds of journals, articles, research papers, newspapers etc.
Primary data is important for appropriate and valid analysis of the research topic.
3.6 Data Analysis
Data analysis is a kind of a procedure that can be used for cleaning, inspecting, modelling,
transforming all kinds of data in order to achieve or discover useful information that can be used
by the researcher in order to reach to a conclusion or support decision making (Chambers, 2017).
Data analysis methods helps in analysing both primary or secondary data in an appropriate
manner. There are mainly two types of data analysis methods first is thematic data analysis and
second is statistical data analysis. Both the methods are mainly used to identify the main finding
from the data in order to reach to a conclusion or answer the research questions or hypothesis.
Thematic data analysis is a qualitative type of analysis method which is mainly used for
analysing interview transcripts, texts etc. researcher closely examines the text or the data in order
to identify common themes, patterns or ideas or topics of meanings that come up in the research
23

repeatedly. This method is mostly used when researcher tries to find out something out of
people’s knowledge, opinion, experience or views. It is mostly used for analysing surveys,
interview transcript, survey responses and many more.
Another type of data analysis is statistical data analysis (Ott and Longnecker, 2015). It is a
type of data analysis in which various kinds of statistical methods are applied. It is mostly used
in quantitative type of research analysis but sometimes it can also be used for qualitative research
analysis. Data used for statistical data analysis is observational data, survey data, descriptive data
and many more. For this research paper all the primary data will be analysed with the help of
thematic data analysis method where themes will be analysed in order to answer research
questions. Survey responses would be obtained using themes such that readers of the project can
get an idea about the research, its type and main aim as well as analysis of the research (Etikan,
Musa and Alkassim, 2016). This will also help the readers of this research paper to get a close
understanding of impact of Winter festival as a source of domestic economy.
3.7 Research strategy
The research strategy has been considered as the important pars in developing the major level of
research methodology which have the formulation of informational with term of actual level of
impersonation of data analysis. The research strategy which is being used in social research is
majorly have consideration with descriptive level of data which have the major sources in
obtaining from both level of primary and secondary sources. The research were which is
qualitative in natures have consideration of primary researcher which have inclusion of more
level of interviews and survey in respective level of respondent. On the other hand the respective
secondary analysis have sources such as journals, articles, books and magazines along with
online sources which is being mainly in qualitative research strategy to have formulation of
research study. The other and in quantitative research , there is mainly existence of mainly level
of dealsing numerable study statistical data, formulas, mathematical expressions and techniques
to conduct the research study. With next to that the close end interviews is helping in obtaining
the data form the respective respondents while havering proper level of analysis the major level
of statistical tools and technologies. The research were which is qualitative in natures have
consideration of primary researcher which have inclusion of more level of interviews and survey
in respective level of respondent. In the development of this particular study, there is proper level
of analysing there have been used on the qualitative research strategy using secondary sources
24

and quantitative research strategy using primary data sources would be undertaken. The findings
will have the closer level of representation of bar graphs and pie charts. All the respondents of
the survey had helped the researcher in collecting reliable and authentic primary data. For this
research paper primary data will be used for analysis. As it has already been discussed that
primary data had been collected from survey but secondary data had been collected from
reviewing various kinds of journals, articles, research papers, newspapers etc. Primary data is
important for appropriate and valid analysis of the research topic. There in development of this
project there will be mixed research strategy would be undertaken.
3.8 Ethical considerations
The researcher have carried the research in more way of ethical and realizable manner
which is being effective being collected thought process of information in order to maintain the
proper level of reliability and validity of research. The data is being collected from the citied
sources which helps the in proper ways of instating that the sources are more considered to be
valid and not have been manipulated. The researcher have being uses all the sources in order to
have proper accomplishment of objectives which have major focus on the adhering all level of
respective rules and regulation which helps in carrying out the research is more specific manners
along with high level efficiency and systematic manner.
The researcher is study in more level of attaining focus in order to have maintenance
high level of objectivity which is carried to be more manner study in ethical and systematics
manner. There are uses of proper level of analysis is done in various research paper in terms
which are associated to development of this research topic in more level of signifiant and
justified ways in completion of report. The study does not have any level of deception and
exaggeration in respective to the research aim and objectives without being subjected to any
level of particular risk which is being carried out in operation of without in having systematic
and efficient ways in terms of natural and development of human resources. There are no uses of
nay offensive practices along with unethical measurements which is been carried out by
researchers in order to have gaining the better level of insights regrading development of
particulars projects viewing all level in order to dignity and developing the relations is respective
manner of research topic. There appropriated level of listing of reference list of all the author
which has been kept into consideration while developing major key prints of research in more
detailed manners which will be considered as more relevant and effective way for developing the
25

project. There is proper level of protection of rights keeping in mind all level of prevention
which can be against the facilitation in more proper of breaching of data. This is considered to be
more useful in order to have knowledge perseverances in carrying effective research in more
ethical and realizable manner. This also help in developing the management of naturals resources
which have clear and major constitution in sustainable development in more level of effective
and ethical way.
3.9 Research limitation
There is existence of various kind of limitation in level of completion of researcher study.
There are various kinds of limitation barriers which is being discussed to be difficult in making
consolidation and analysing the respective data in order to have development of research. There
are lacks of doubt that these barriers or limitation have not impacted the level of finding of
research but also have directly in level of impacting which is being rearrested to reach problem
and result which are considered to be more level of accuracy. This limitation had made the
researcher to have limitation in scope of study in order to have better level of focusing in
progress the respective study. The limitation are rearrested to respective areas-
Formulation of research aim and objectives: the researcher have first the foremost barriers in
proper level of formation of aims and objective for developing the research. The topic which is
considered as aim is being broad which is having the negative impacts in development of more
effective and efficient level of research development. So, this has been turned out more
important for researcher to have development of more specific research topics along with
formulation of objectives so that the focused area of researcher can be increased in more
signifiant level.
Implementation of data collection method: Another area which is hanging over limitation In
having proper level of implementation of data collection method. The researcher has been used
the method of secondary analysis which is considered to be highish level of risk that can have
major impacts in development the researches main aims and objective in more performer way.
However, this limitation has helps in proper level of understanding various methods of data
collection along with respective there pros and cons. The reach have developed a clear sense f
ideas in choosing along appropriate level of data collection method in order to have increase in
level of accuracy of the perspective result.
26

Lack of previous studies in the research area is considered to be another level of limitation
which is effecting the development of research project. In the secondary analysis, there has been
a quite difficult task for reproacher in order to have analysing all level research gaps and
problem. The development of effective literature receive has made the clear level of
understanding of respective aim and objective development of researcher. Literature review also
helped the researcher to understand the topic in a more clear and concise manner which further
resulted in appropriate primary and secondary data collection.
27

DATA ANALYSIS AND DISCUSSION
Theme 1 More of the tourist have the group age of youngsters
What are group would you fall in?
particular frequency %
16-25 6 20
26-40 18 60
41-55 4 13.3333333333
56-70 2 6.6666666667
total 30 100
mean 7.5
median 5
Standard deviation 7.18
28
16-25 26-40 41-55 56-70
0
10
20
30
40
50
60
20
60
13.3333333333333
6.66666666666667
frequency
%

Data interpretation
From the above data it can be interpreted that the maximum tourist who have keen to
spend there vacation in entire festivals are having the belongingness to the age group of 26–40
years. From the above graph it has been analysed that overall mean of options of volunteering
over weekends is 7.5 and median is 5.These are the major amount of tourist which is maxing the
well development of these festivals in winters for the purpose of there enjoyment and fun. The
above data can also established a clear understanding that the following group in more of
teenagers or students who come to enjoy there vacation and new years by level of experience as
per various level of sills and entertainment. The winters festival is helping in level of providing a
level of energetic and fun to have the start over the season of winter which is basically been
identified as the major level of attraction in winter which is majorly being considered relatively
quiet.
Theme 2 England generally preferred to enjoy winter festivals
2.Which location id generally preferred by you to enjoy winter festivals?
particular frequency %
Scotland 8 26.6666666667
England 15 50
Wales 5 16.6666666667
Outside UK 2 6.6666666667
total 30 100
mean 7.5
median 6.5
std 5.56
29

Scotland England Wales Outside UK
0
5
10
15
20
25
30
35
40
45
50
26.67
50
16.67
6.67
frequency
%
Data interpretation
From the above data it can be interpreted that maximum people are enjoying there winter
festivals at England as this is turning it to be major attraction by tourist to enjoy there winter
festive of Christmas and new years festive vibes. From the above graph it has been analysed that
overall mean of options of volunteering over weekends is 7.5 and median is 6.5.December has
been considered as the best time to have visitation in London which is incredibility popular
place that is enjoying the level of during holidays which have the major level of expectancy of
bring crowded with both English and international tourist. So the maximum level of tendency for
the Londoners is to visit the winter festival having the level of enjoying in winters for the
purpose of fun. With next to that the Scotland is considered to be next pace which is having
major level of attraction of the tourist in order to have enjoyment of their winter festivals in more
effective way. England has been attracted as the place as in some of previous years there is more
than 9 fantastic events places are being transistorized in order to have major level of enjoyment
of winter break.
Theme 3 Tourist are majorly visiting the winter festive every year.
3.How many times have you ever visited to enjoy winter festivals?
particular frequency %
30

Just once 5 17.8571428571
More than year 9 32.1428571429
Every year 13 46.4285714286
Never 1 3.5714285714
total 28 100
mean 7
median 7
std 5.16
Just once More than year Every year Never
0
5
10
15
20
25
30
35
40
45
50
17.8571428571429
32.1428571428571
46.4285714285714
3.57142857142857
frequency
%
31

Data interpretation
From the above data it can be concluded that the large amount of tourist have the visited the
winter d festival every year.From the above graph it has been analysed that overall mean of
options of volunteering over weekends is 7 and median is 7. The winter festival in London
makes the visitor as to have turning out to be the craziest thoughts of the mulled wine and
delicious foods which is more amazing than there imagination. This winter festival has majorly a
large level of performances and live music which is considered to be whole family to have the
feeling of awe in existing all evening. The importance of increasing the demand of festivals in
globally where small communities seeing more opportunities to obtain tourism dollars. This is
turning out be major level of experience in Hyde park along with ice staking, observation wheel
and many more of existing shows in developing more of their enjoyment.
Theme 4 Greenwich Wintertime Festivals is famous among the tourist.
which on the festival you have majorly visited?
particular frequency %
Shrewsbury Winter Festival 6 20
Victorian festival of Christmas. 7 23.3333333333
Greenwich Wintertime Festival 15 50
Eden Project Festival of Light & Sound. 2 6.6666666667
total 30 100
mean 7.5
median 6.5
std 5.44
32

0
10
20
30
40
50
20 23.3333333333333
50
6.66666666666667
frequency
%
Data interpretation
From the above data it can be interpreted that Greenwich Wintertime Festival as these
festivals which have the major level of development in terms of major level of understanding in
terms of various aspects which is majorly developed the cultural level of values and ethics which
is cultural more level of important in developing various intarsia form existence.From the above
graph it has been analysed that overall mean of options of volunteering over weekends is 7.5 and
median is 6.5. This is considered to be London more level of contemporary festivals which have
the contribution of world-class street performers which have the major level of consistency of
live music along with development of theatre along ought children show which is being special
curated winter market. The festival has the major level of consideration with more of the best
level of festive food along with drinking London with major level of offering. The Greenwich is
having the snowy have major takeover the Christmas market filled with contemporary craft and
design stalls. With next to that Shrewsbury Winter Festival as these events have the promises to
be specific to have perfect start to the respective festive season along with great level of mixture
of food and drinks sling with crafts ans seasonal cheers development.
33

Theme 5 Couples are maximum level of tourist in winter festivals.
5.Who did you use to visit the winter festival with?
particular frequency %
Individual 7 23.3333333333
As couple 13 43.3333333333
Family group 8 26.6666666667
As businesses 2 6.6666666667
total 30 100
mean 7.5
median 7.5
std 4.05
Individual As couple Family group As businesses
0
5
10
15
20
25
30
35
40
45
23.3333333333333
43.3333333333333
26.6666666666667
6.66666666666667
frequency
%
Data interpretation
34

From the above data it can be concluded that the maximum number of tourist who are
maximalism visiting the winter festival are the couples who have enjoying the events of winter
feat.From the above graph it has been analysed that overall mean of options of volunteering over
weekends is 7.5 and median is 7.5. The London is also considered to be most popular one in
having the maximalism level of popularity id tourist destination the world which is having the
maximalism level of attraction more level of visitors from the different level of countries each
and every year to different perspectives. The couple is majorly level of developing of
consideration of the quality, range and the diversity which is being offered in developing various
level of perspective for business development. Winter festivals have all those factors and
elements which can help the local community of the UK to fulfil this need and improve economy
of the country. This winter festival has majorly a large level of performances and live music
which is considered to be whole family to have the feeling of awe in existing all evening. The
importance of increasing the demand of festivals in globally where small communities seeing
more opportunities to obtain tourism dollars.
Theme 6 Entertainment is considered majority motive of attaining the winter festival
6. What is main purpose for you to visits the winter festival?
particular frequency %
Entertainment 13 43.3333333333
Spend time with family. 8 26.6666666667
Purchases Christmas gifts. 3 10
As traders 6 20
total 30 100
mean 7.5
median 7
std 4.02
35

Entertainment
Spend time with family.
Purchases Christmas gifts.
As traders
0
5
10
15
20
25
30
35
40
45 43.3333333333333
26.6666666666667
10
20 frequency
%
Data interpretation
From the above it cans be interpreted that maximum number of tourist have the participation into
the winter events is having major level of entertainment in there boarding life along with
spending quality of time.From the above graph it has been analysed that overall mean of options
of volunteering over weekends is 7.5 and median is 7. Winter season is being considered as the
season which is having a wide varsity id festivals and holiday as which is being celebrated across
the UK (Mahadevan and Ren 2019). Most of the festivals such as Christmas and new years in
celebrated between December in UK. In winter events morning are considered to be greats for
hearing between families in which winter festivals turned out be landmark along with having
delicious fool as per different level of themes. Most of the people is having the purpose of
entertainment along with major level of pop-up ice rinks, buzzing festive markets, dazzling
Christmas lights and seasonal shows. The tourist are cajolery developing the sensitive spirit by
having the increase level of experiencing towards the winter festivals by having level of
enjoyment carols which is being accompanied by the mulled consistency of wine as mince pies
along with having the watch as Christmas pantomime along with ballets or family show.
Theme 7 £80- £140 considered to be major spending by tourist
7.How much did you pay as the weekend festival including the camping
36

particular frequency %
Less than £80 6 20
£80- £140 14 46.6666666667
£140- £170 4 13.3333333333
£170 and above 6 20
total 30 100
mean 7.5
median 6
std 4.43
Less than £80 £80- £140 £140- £170 £170 and above
0
5
10
15
20
25
30
35
40
45
50
20
46.6666666666667
13.3333333333333
20 frequency
%
Data interpretation
As per the above data it cans be analysed that the there is major level of spending by the tourists
to the winter festival in UK is all about the£80- £140 per person. From the above graph it has
been analysed that overall mean of options of volunteering over weekends is 7.5 and median is
6.The cost of travelogue in considered to be important parts in order to have increase in level of
37

attestation in developing several levels of individuality in development of business in more
perfect level. It is very important for the tourism industry to have the proper analysis of the
average spending of tourist which will helps them to gain proper level of competitive advantage
in gassing the market share. The proper level of planning by tour and travel industry helps in
developing the more roadster microeconomic activities along with generating great level of
employment which plays an impostor role in significant level of developmental. This also helps
in developing the cultural diversity along with more procurement of local curares and cresting la
level of employment and increase in standard of living among the cities where winter festival has
been organized.
Theme 8 Street performers were the major attraction in winter festivals.
8.Which elements in festivals are considered to be best part by your choice?
particular frequency %
Carousel 5 16.6666666667
Street Performers. 13 43.3333333333
Fireworks 6 20
Food And Drink Stalls. 6 20
total 30 100
mean 7.5
median 6
std 3.69
38

Carousel Street Performers. Fireworks Food And Drink Stalls.
0
5
10
15
20
25
30
35
40
45
16.6666666666667
43.3333333333333
20 20 frequency
%
Data interpretation
From the above data it can be interpreted that festival has the major level of attraction all about
the level of street performer which is making amaze to tortious with their ability of developing
the extreme level of balances between there skills and performance.From the above graph it has
been analysed that overall mean of options of volunteering over weekends is 7.5 and median is 6.
Families are walking down the street the walking down of street which is having major level of
smell of mulled wines along with local street which is being mostly like by the visitors to have
the major level of resemblance as per its development of taste and preferences (Yavuz, 2016..).
There is consistency of irresistible artisan who are developing the task and delicious foods along
with perfect level of carol singling which bring some level of festivity which might help the
bringing the level real reindeer. Entire family as there is more level of existence of light, music
and colours which are coming together in order to have consecration of speculator display which
can be considered as the breath-taking view.
Theme 9 Weeks of events are increased in winter festival
particular frequency %
 Volunteering over
weekend
18 60
Offering specifies level of 4 13.3333333333
39

skills
Business sponsorship 2 6.6666666667
Personal financials
contribution
6 20
total 30 100
\
9. When din you feel more happy and existed about winter festivals if
particular frequency %
Weeks of events are increased 16 53.3333333333
Events are reduced to one day 4 13.3333333333
Ceased to Exits 3 10
None of above 7 23.3333333333
total 30 100
mean 7.5
median 5.5
std 5.91
40

Weeks of events are increased
Events are reduced to one day
Ceased to Exits
None of above
0
10
20
30
40
50
60
60
13.3333333333333
6.66666666666667
20
frequency
%
Data interpretation
From the above data it can be interpreted that in the winter evenest have the major lever of
implementation in the having maximum increase in the Winter festivals are organized at local
level so, they are participated by local communities both as visitors as well as organizers Most of
the teenagers, small enterprises and local suppliers consider these events as means of promoting
their products and services to huge range of audience through a wide platform as many visitors
as well as local communities of people come there. From the above graph it has been analysed
that overall mean of options of volunteering over weekends is 7.5 and median is 5.5.The local
tourism developed and supported by winter festivals that is the result and significance of
development and growth of local economy. In terms of tourism development these festivals such
as: Elongate festival of light, London remixed festival also support various industries such as
travel and accommodation services, restaurants, health care and other recreational service
providers.
41

Theme 10 Volunteering over weekend will be contribution
10.What are your interest in offering major supporting in development of winter festival?
particular frequency %
Volunteering over weekend 18 60
Offering specifies level of skills 4 13.3333333333
Business sponsorship 2 6.6666666667
Personal financials contribution 6 20
total 30 100
Mean 7.5
Median 5
Std 7.18
Volunteering over weekend
Offering specifies level of skills
Business sponsorship
Personal financials contribution
0
10
20
30
40
50
60
60
13.3333333333333
6.66666666666667
20
Column B
Column C
Data interpretation
From the above graph it has been analysed that overall mean of options of volunteering
over weekends is 7.5 and median is 5. It has also been concluded that the major contribution of
42

tourist in the winterer festival is all about the Volunteering over weekend by having to gain the
major level of experiences volunteer programs and have a wide range of short-term. There is
consistency of irresistible artisan who are developing the task and delicious foods along with
perfect level of carol singling which bring some level of festivity which might help the bringing
the level real reindeer. This is festivals which is being celebratedness in travel back time era in
more of different and traditional stall making market which have inclusion of high level of
desiccation of kids to the market which is being dedicated to term that age factor. This effective
is being loved by entire family as there is more level of existence of light, music and colours
which are coming together in order to have consecration of speculator display which can be
considered as the breath-taking view.
Theme 11 Travel and tourism industry organizations get benefitted by the organization of winter
festival
Question 11. Do you think that travel and tourism industry organizations get benefitted by the
organization of winter festival?
Options Respondents Frequency
Strongly Agree 15 50%
Agree 8 26.67%
Neutral 3 10%
Disagree 2 6.67%
Strongly Disagree 2 6.67%
Total 30 100%
Mean 6
Median 3
Std 5.6
43

Interpretation: From the above graph it has been analysed that overall mean of options of
benefits provided by winter festivals to overall organizations of travel and tourism industry is 6
and median is 3. From the above interpretation it has also been analysed that out of 30 event
managers 15 of them strongly agrees and says that Travel and tourism industry organizations do
get benefitted from organizations on winter evets, 8 of them agrees to the question, three of their
response was neutral and others either disagreed or strongly disagreed to the question. So, it can
be analysed that organizations in this industry does get benefitted from organizing winter events.
This is mainly because various kinds of tourist attend the winter festivals because of which many
opportunities are developed for organization which helps them to grow their business
Theme 12 Types of travel and tourism industry organizations that get benefitted the most
because of organization of winter festival
Question 12. What kind of travel and tourism industry organizations do you think get benefitted
the most because of organization of winter festival.?
Options Respondents Frequency
Hotel organizations 11 36.67%
Food and beverages
organizations
10 33.33%
Travel Agencies 5 16.67%
Event management
organizations
4 13.33%
Total 30 100%
Mean 7.5
44

Median 7.5
Std 3.5
Interpretation: From the above graph it has been analysed that overall mean of options of types
of organizations of travel and tourism industry that get benefitted by winter festivals is 7.5 and
median is 7.5. From the above interpretation it has also been analysed that out of 30 event
managers 11 of them says that hotel organizations get benefitted the most whereas 10 of them
says that food and beverages organizations are the one who get benefitted the most. But out of
rest of the event managers 5 of them says that Travel Agencies get benefitted and rest of them
says that Event management organizations do get benefitted the most. So, from this data it can be
said that hotel, food and beverages organizations get benefitted the most this is mainly because
all the tourist that comes to attend winter event requires place to stay and food as well as these
things are one of the most basic things that Are required by the tourist.
Theme 13 Travel and tourism industry organizations focus more on their promotions rather than
offering products and services to their customers
Question 13. Do you think that travel and tourism industry organizations focus more on their
promotions rather than offering products and services to their customers?
Options Respondents Frequency
Strongly Agree 11 36.67%
Agree 8 26.67%
Neutral 5 16.67%
Disagree 4 13.33%
Strongly Disagree 2 6.67%
45

Total 30 100%
Mean 6
Median 5
Std 3.5
Interpretation: From the above graph it has been analysed that overall mean above theme is 6
and median is 5. From the above interpretation it has also been analysed that out of 30 event
managers 11 of them strongly agrees to the questions, 8 of them simply agrees to the questions, 5
of their answer was neutral but rest of them either disagreed or strongly disagreed to the
question. From the above data it can be analysed that travel and tourism industry organization
does focus more on their promotion rather than their products or services that they offer to their
customers this is mainly because winter festivals provides them an exposure and an opportunity
to increase brand awareness of their organization.
Theme 14 Improvements made in winter festivals that are organized every year
14. Do you think winter festival organized every year are same or any kind of improvements are
made every year?
Options Respondents Frequency
No improvements are made 8 26.67%
Improvements are made 10 33.33%
Same as last year 8 26.67%
No idea 4 13.33%
Total 30 100%
46

Mean 7.5
Median 8
Std 2.5
Interpretation: From the above graph it has been analysed that overall mean of above theme is
7.5 and median is 8. From the above interpretation it has been analysed that out of 30 event
managers 8 of them says that no improvements are made when winter festivals are organized
every year, 10 of them says that improvements are made whereas 8 of them says that it is
organized in the same way as last year and rest of them have no idea. From the above data it
cannot be said with clarity that whether improvements are made or not but it can be said that
improvements completely depend upon the type of event which is being organized, success of
last event and number of persons attending the event.
Theme 15 All kinds of required facilities are provided to the tourist or not in winter festivals
Question 15. Do you think all kinds of required facilities are provided to the tourist in winter
festivals?
Options Respondents Frequency
Strongly Agree 18 60%
Agree 7 23.33%
Neutral 3 10%
Disagree 1 3.33%
Strongly Disagree 1 3.33%
Total 30 100%
47

Mean 6
Median 3
Std 7.1
Interpretation: From the above graph it has been analysed that overall mean of is 6 and median
is 3. From the above interpretation it has also been analysed that out of 30 event managers 18 of
them strongly agrees to the questions, 7 of them simply agrees to the questions, 3 of their answer
was neutral but rest of them either disagreed or strongly disagreed to the question. From the
above data it can be analysed that it is clear that all kinds of facilities are provided to the tourist
who attend winter festival this is mainly because if all the facilities are not provided to the tourist
then number of people who will be attending the festival will decrease as most of the tourist
needs comfort and convenience while attending any kind of festival
Theme 16 Travel and tourism industry organizations increase their rates or prices at the time of
winter festivals in order to gain profit
Question 16. Do you think that travel and tourism industry organizations increase their rates or
prices at the time of winter festivals in order to gain profit?
Options Respondents Frequency
Strongly Agree 20 66.67%
Agree 5 16.67%
Neutral 2 6.67%
Disagree 2 6.67%
Strongly Disagree 1 3.33%
Total 30 100%
48

Mean 6
Median 2
Std 7.9
Interpretation: . From the above graph it has been analysed that overall mean of above theme is
6 and median is 2. From the above interpretation it has also been analysed that out of 30 event
managers 20 of them strongly agrees to the questions, 5 of them simply agrees to the questions, 2
of their answer was neutral but rest of them either disagreed or strongly disagreed to the
question. From the above data it can be analysed that most of the travel and tourism industry
organizations do increase their products and services rates in order to increase their revenue and
profit as a greater number of tourist comes and visits winter festivals.
49

CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
Winter season are considered attractive festivals encourage and inspire people to visit the
destinations so that they can witness ambience, local communities, culture, music, art, food and
all attraction. UK winter festivals have everything to offer to local as well as to international
tourists such as: arts, concerts, outdoor cinemas, food festivals. There are some examples of
winter festivals for which people wait for long such as: Winter Wonderland, Stardust LDN,
Durham Christmas winter festival etc. In terms of tourism development these festivals such as:
Longleat festival of light, London remixed festival also support various industries such as travel
and accommodation services, restaurants, health care and other recreational service providers.
Time limited events such as winter festivals invite visitors or tourists to explore the opportunity
and to visit the destination during event so that quality of their trip can be made memorable.
Especially to the teenagers and youngsters as they provide opportunity to understand local
culture, ambience and customs of the community (.Kozak. and Kozak eds., 2016). Local services
and domestic tourism plays an important role for to expanding and growing strongly for the
nation so, it needs to be taken into account by local organizer and merchants.
The strong approach and success in these winter festivals will act as significant
promotional tools. Due to this reason winter festivals are promoted and organized at huge scale
so that large extent of domestic as well as other tourists' audience can be invited to participate.
Winters is considered to be very cols but its is more level of beautiful time of the respective
years in order to get out and have major level of expostulation with main;y famously remember.
This has the consistency of varsity level of events such as light joyed ans ice staking which helps
in more level off developing the culture of local propel. This season has been identified as the
turkey something which have consistency of regularity of taste. The festivals which have the
major level of development in terms of major level of understanding in terms of various aspects
which is majorly developed the cultural level of values and ethics which is cultural more level of
important in developing various intarsia form existence. This festival has majorly a large level of
performances and live music which is considered to be whole family to have the feeling of awe
in existing all evening along with high level of high level of identification and level of pride
which is all not key findings which is being dependent from the research. As per the various
level of researchers there have the key level of identification research which is having level of
50

description along with major level of consideration of local, visitors and young people and artist
which is having major level of impacts in UK economy. The impacts of the winter festive is
such as the as incredibly the special event which is having the working of effective team the
people toy actually having high level of compassion in order to have mitigation of proper level of
success which is being continued success and major level of longevity In this way, industry will
achieve the great success in their local regions due to increase demand of tourist’s appeal.
With next to that the festival have the starring role in development of the profile of
various societies in which they were being organized. With respects to that to has been state
that’s the there is new level of sustainable development along with providence of clear level of
evidences which is considered to be most attacks aspects of the international and local visitors
which have major level of consideration of the quality, range and the diversity which is being
offered in developing various level of perspective for business development. Winter festivals
have all those factors and elements which can help the local community of the UK to fulfil this
need and improve economy of the country (Lehman, Wickham and Reiser, 2017). There are
various level of festivals which have been used to in order to have the development of travel and
tourism in more specific ways in order to have gaining the different level of competitive
advantages. Winter festivals work as a source of marketing for some bigger travel and tourism
industry organizations. These festivals not only help them to attract customers but also work as a
promotional event for many organizations where they can promote their brand and increase
awareness among their customers such that people can get to know about them and their
business. There is major level of focus on the hotel organizations focus on providing the best
quality service and products to their customers. This also pays focus on tie-up with other
organization so that they can enhance service quality that they provide to their customers such as
they focus on providing cab facilities to their customers so that they do not face any kind of
transportation issue to reach to the festival. This has increased the ways in developing various
level of opportunities for travel agencies as they can focus on attracting more customers and
providing the best products or services to their customers so that they do not face any kind of
difficulties in attending those winter festivals. The winters and festivals have the sense of
providing various kinds of opportunities to event organizers to enhance their business and attract
more customers.
51

These festivals also provide an opportunity to event organizations to remain upgraded
according to the changing market needs and requirements, changing trends. The event industry
have to face major level of challenges in level of promoting various level of business
technologies along with developing and organizing these winter festivals is shortage of funds or
overall expenditure of organizing these winter festivals. It is extremely important to an event
organizers to have proper level of understandability about level of festival which is being
organized, number of people who will be attending the festival and number of days in which the
festival will be organized so that correct venue can be chosen. There will be major level of
challenges changes or advancements that are happening this in industry and can also understand
what tourist wants or desires who will be attending the festival. For more understanding the there
is major level of impacts which is considered to be difficult for the festival organizers to keep a
track of overall progress of the festival as there are many people who are involved in planning
and organizing of event because of which difficulty of festival organizers in increases and
challenge in organizing winter festivals. In the data analysis there are clears level of indication
regarding organizations in this industry does get benefited from organizing winter events.
This is mainly because various kinds of tourist attend the winter festivals because of
which many opportunities are developed for organization which helps them to grow their
business (Epstein, 2018.). It is better have been engaged that Travel and tourism industry
organizations focus more on their promotions rather than offering products and services to their
customers. Travel and tourism industry organization does focus more on their promotion rather
than their products or services that they offer to their customers this is mainly because winter
festivals provides them an exposure and an opportunity to increase brand awareness of their
organization. There is better level of making in more proper way that all kinds of facilities are
provided to the tourist who attend winter festival this is mainly because if all the facilities are not
provided to the tourist then number of people who will be attending the festival will decrease as
most of the tourist needs comfort and convenience while attending any kind of festival.
5.2 Recommendations
Here are few recommendations that can in increasing domestic tourism for winter festivals,
such as:
52

 Event organizers of the winter festivals should primarily focus on marketing and promotion
of the festival by analysing the geographical diversification and should use this information
for marketing of the winter festivals. This will help them to increase awareness of winter
festival among domestic tourist which will further help them to increase revenue and overall
profit of the winter festival which is required to be organized.
 Event organizers should focus on using advance technologies so that they can easily save,
prioritize as well as update required and necessary information (Peric, Durkin and Wise,
2016). Not only this, this updated technology will also help them to remain updated with
current trends, tourist needs and requirements related to the winter festival. This will also
help them to increase effectivity and efficiency of the organizing process of the winter
festival so that these festivals are organized in a much better manner according to the
customers.
 Other than these various kinds of advanced technologies such as Chatbots should also be
used so that if tourist have any kind of doubts then they can easily clarify it with the help of
chatbots. Other than this, Artificial intelligence technology can also be used which will help
in guiding all the tourist attending the festivals about all the tings available in the festivals,
places of all the events, schedule and everything. These are just few examples of advance
technologies that can help in attracting more number of domestic tourist as well as these
advance technology can also help in increasing interest of tourist in winter festival which is
organized.
53

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APPENDIX
Questionnaire
1. What are group would you fall in ?
 16-25
 26-40
 41-55
 56-70
2.Which location id generally preferred by you to enjoy winter festivals?
 Scotland
 England
 Wales
 Outside UK
3.How many times have you ever visited to enjoy winter festivals?
 Just once
 More than year
 Every year
 Never
4.Which on the festival you have majorly visited?
 Shrewsbury Winter Festival
 Victorian festival of Christmas.
 Greenwich Wintertime Festival
 Eden Project Festival of Light & Sound.
5.Who did you use to visit the winter festival with?
 Individual
 As couple
 Family group
 As businesses
6. What is main purpose for you to visits the winter festival?
 Entertainment
 Spend time with family.
 Purchases Christmas gifts.
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 As traders
7.How much did you pay as the weekend festival including the camping?
 Less than £80
 £80- £140
 £140- £170
 £170 and above
8. Which elements in festivals are considered to be best part by your choice?
 Sunday Santa Dash
 Carousel
 Street Performers.
 Fireworks
 Food And Drink Stalls.
9. When did you feel more happy and existed about winter festivals if
 Weeks of events are increased
 Events are reduced to one day
 Ceased to Exits
10. What are your interest in offering major supporting in development of winter festival?
 Volunteering over weekend
 Offering specifies level of skills
 Business sponsorship
 Personal financials contribution
11. Do you think that travel and tourism industry organizations get benefitted by the organization
of winter festival?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
12. What kind of travel and tourism industry organizations do you think get benefitted the most
because of organization of winter festival.?
 Hotel organizations
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 Food and beverages organizations
 Travel agencies
 Event management organizations
13. Do you think that travel and tourism industry organizations focus more on their promotions
rather than offering products and services to their customers?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
14. Do you think winter festival organized every year are same or any kind of improvements are
made every year?
 No improvement are made
 Improvements are made
 Same as last year
 No idea
15. Do you think all kinds of required facilities are provided to the tourist in winter festivals?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
16. Do you think that travel and tourism industry organizations increase their rates or prices at
the time of winter festivals in order to gain profit?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
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