Analyzing Factors Impacting Holiday Destination Choice: France Report

This report examines the factors influencing the choice of France as a holiday destination, focusing on economic, cultural, and security aspects. It begins with an introduction highlighting the importance of the travel and tourism industry to France's GDP and employment. A literature review explores factors such as security concerns, export impacts, cultural attractions, business tourism, and international events. The research methodology section details the research philosophy, approach, strategy, and choices, including data collection methods, sampling techniques, and data analysis. The report includes illustrations and tables that present findings related to economic environments, unemployment and inflation rates, cultural influences, and international events' impact on tourism. The conclusion summarizes the key factors driving tourism to France and their implications for business development strategies. The report also acknowledges research limitations and ethical considerations, providing a comprehensive analysis of the factors affecting the choice of France as a holiday destination. References and an appendix are included for further information.

FACTORS AFFECTING THE CHOICE
OF HOLIDAY DESTINATION - CASE
OF FRANCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Importance of study.....................................................................................................................3
Literature review.........................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................1
Research philosophy...................................................................................................................1
Research approach......................................................................................................................1
Research strategy........................................................................................................................1
Research choices.........................................................................................................................2
Data collection............................................................................................................................2
Sampling.....................................................................................................................................3
Data analysis...............................................................................................................................3
Research limitations ...................................................................................................................3
Ethical issues and considerations................................................................................................4
Data analysis....................................................................................................................................4
Limitations of research..................................................................................................................12
Conclusion ....................................................................................................................................13
REFERENCES .............................................................................................................................14
APPENDIX....................................................................................................................................16

ILLUSTRATION INDEX
Illustration 1: Role of inbound tourism to growth of France travel and tourism industry...............5
Illustration 2: People response on Economic environment of the France and world is affecting
growth of the France travel and tourism industry. ..........................................................................6
Illustration 3: Do you think that unemployment rate to great extent affects France travel and
tourism industry. .............................................................................................................................7
Illustration 4: People response on Inflation rate of France affects inbound tourism in the
mentioned nation..............................................................................................................................8
Illustration 5: Do you think that inflation rate of foreign nations affects outbound tourism in the
France...............................................................................................................................................9
Illustration 6: Culture is one of the factor that is playing a major role in growth of the France
travel and tourism industry............................................................................................................10
Illustration 7: Do you think that international events are playing a crucial role in the growth of
travel and tourism industry of France............................................................................................11

INDEX OF TABLES
Table 1: People response on the role of inbound tourism to growth of France travel and tourism
industry............................................................................................................................................4
Table 2: People response on Economic environment of the France and world is affecting growth
of the France travel and tourism industry. ......................................................................................5
Table 3: People response on do you think that unemployment rate to great extent affects France
travel and tourism industry. ............................................................................................................7
Table 4: People response on Inflation rate of France affects inbound tourism in the mentioned
nation................................................................................................................................................8

INTRODUCTION
Travel and tourism industry is a very large in the France and plays a key role in its
growth. It is evident from its GDP in which travel and tourism industry have a 9% share in the
year 2015. This is an industry in the France that is providing employment importunity in the
mentioned nation. Apart from this many other industries also thrive due to growth of the this
industry in the France (Morgan, Pritchard and Pride, 2011). Hospitality and aviation industry are
one of them whose growth and profitability is entirely depends on the travel and tourism
industry. There are many factors that affect choice of the tourism destination in the France. In the
report these factors are evaluated in proper manner. If such factors will be evaluated on the basis
of results companies operating in the industry can form their business development strategies in
legitimate manner and can increase business at the rapid rate. As pert facts every year about 83
million tourists visit France in order to visit various well known tourist places. Mentioned nation
is the one of the world top tourist destination (France the leading tourist destination, 2016). As
per collected data for research, it is find out that in the France majority of tourist comes from
Asia and Europe. In the Asia continent majority of tourists are coming from China and Russia
(Neuman, 2005). In American continent Brazil is top most nations whose people like to visit
France. Hence, it can be said that there are lots of things in the France that is attracting people
from varied nations. It is important for the firms operating in the travel and tourism industry of
France to identify such factors due to which most of the people like to visit France (Odom and
et.al., 2005). Current research is focusing on these factors and on the basis conclusion will be
framed on some of the factors that are playing a decisive role in the growth of travel and tourism
industry of France.
Importance of study
This topic is selected in the research because travel and tourism industry is the backbone
of the France GDP. Without the growth of this industry France cannot grow at a rapid rate.
Outbound tourism also very important for France because through it foreign currency comes in
the nation and demand for France currency increased. Hence, this sector has both economic and
strategic importance for the France in terms of its growth (Mason, 2015). The main factor that
attracts attention towards this topic was that France travel and tourism industry grow even after
recession which comes in 2008. As per the facts in 2008 and 2009, growth rate of the mentioned

industry remain same but in 2010, 2011, 2012 and thereafter growth rate of the industry get
increased. There are many factors that are contributing to the growth of the travel and tourism
industry. It is not known that to what extent these factors are contributing to growth of the travel
and tourism industry in the France. Security is one of the most important factors that are
affecting travel and tourism industry of France. In the research, facts related to people concern
about their safety in France are also collected. This research will help in identification of the
factor that is playing a crucial role in the success of travel and tourism industry of the France.
This industry is providing employment to large number of peoples and employment
opportunities for the young generation to some extent will depend on this industry. Thus, it is
necessary for the government and companies operating in the industry to identify the factors that
create a good marketing appeal for the France travel and tourism industry (Evans, Stonehouse
and Campbell, 2012). The research results will draw attention of the important stakeholders that
are playing an important role in the growth of the travel and tourism industry towards the factors
that are playing a primary role in the growth of the mentioned industry. Thus, it can be said that
this research have a very high importance for the business firms, government authorities and
other researchers.
Literature review
According to Moutinho (2011), security is the main factor that affects the decision of
people to visit any tourist place. In France, after 2015 attack, people were getting scared visiting
the nation because it is assumed that it was far from reach of terrorists but same proved to be
wrong. Hence, in the upcoming years also, such kind of attacks will be the major factor that
tourists will consider while visiting France. As per the views of Tsiotsou and Ratten (2010),
France needs to improve its security measures in order to make sure that no one can enter in its
border in an illegal way. If France will do so then its image will become as a safe nation in the
eyes of people across the globe and again, tourism will get increased.
According to Gartner (2013), every year lots of foreign people visit France in order to
export goods to the business people of the mentioned nation. In order to export goods other
nation people who are officers of ship also visit tourist place in the France. In a single day goods
does not get clearance from port authorities. Some times 2 or 3 days are taken in order to get
Clarence form the relevant authority. During this time gap officers and labors of ship take a room
in the hotel and visit places in the France. Hence, due to increase in export, revenue from this

segment of tourism also gets increase. Huang and et.al., (2013) are also agree with this statement
and state that this is one of the emerging segment of revenue for the travel and tourism industry
of France and government needs to pay due attention on same.
France is one of the most highly visited places by the people and every year average
amount spent on France tourism is around 13.55 billion Euros. In the year 2013, more that 88
million foreign tourists visited the place and this has increased the tourism ratio of France on
higher extent. France has 37 cities and all are included in World heritage list and all the places
enhance the tourism ratio of France. The destination is populous because France has a great deal
to offer tourists, ranging from natural beauty to cultural information. France is also considered as
the global leader in the area of travel and tourism and the destination has dynamic tourism which
rapidly changes the economic stability of the country. Today, Europeans and Asians account for
the growing number of foreign tourists in France. The chief reason for which people visit France
is to see the beauty of destination along with its heritage property. It has been observed that
people visit to different destinations so that they can acquire knowledge regarding diverse
aspects of social and cultural norms.
Business tourism: According to Jones, Singh and Hsiung (2015), people visit different
places for business travels and this thereby increases the degree of tourism. Now, tourism is not
only related to visiting different places for relaxation; however the concept of tourism has been
changed as people also visit diverse destinations due to business meetings and other purposes.
Most of the companies give holiday packages to employees; however most of the employers
provide employees the opportunities to visit varied countries for business meetings and
conferences. There are so many reasons for which employers can send employees to different
destinations. There are so many hotels and resorts at France that gives different services to the
clients; hence all such hotels persuade the clients to visit the place subsequently.
International events: It is apparent that international tourism is getting populous because
such events help the economy to grow and prosper more. This is yet another reason for which
government and ruling bodies of Europe helps different cities whenever they need any kind of
support. As per Leung, Au and Law (2015), France has organized a few international events in
which focus has been made towards cultural and historical aspects; therefore this enhances the
interest of clients in visiting different nations. At the same time, the value of French tourism has
been increasing because of the enchanting museums and palaces.

Culture: As per the view point of Gössling and Buckley (2016), culture is considered as
the most important aspect under tourism because most of the visitors from Asia visit different
places due to cultural and heritage aspects. France is famous in terms of enhancing cultural
values among the visitors; thus people visit the place frequently. As per Dedeke (2016), the place
is also considered as one of the beautiful destinations of Europe and apart from this, hospitality
services given in France are also tremendous as compared to other destinations. France is
positioning itself as a cultural destination with many international events. Several museums are
also opened at France that gives best tourism services to the consumers.
Tourism in Paris: Tourism in Paris is a major source of income and city is also ranked as
the most visited cities especially from international visitors. The Paris region received 32.3
million visitors in 2013; thus the largest numbers of foreign tourists came in order from Britain,
US, Germany, Italy and China. Eiffel tower is acknowledged as the universal symbol of Paris
and France where most of the people prefer to visit frequently. According to Weaver and Jin
(2016), tourism in France has been augmenting because people prefer to see the beauty for varied
reasons. Further, the destination is also considered as attractive due to varied museums and
palaces. According to Middleton and et.al., (2009), French cuisine is also populous because it
includes variety of dishes and people from Europe and China visits the place frequently. Hence,
it can be said that tourism of France is effectual from different dimensions. Les plus Beaux
Villages de France is the most beautiful villages of France and it is also an independent
association which is created in the year 1982 with the main aim of promoting small and
picturesque French villages of quality heritage.
As per views of Evans, Stonehouse and Campbell (2012), inflation rate is one the
important factor that affects outbound tourism in the France. When recession comes in existence
turmoil was observed in the economy. Globally the inflation rate got increase at large scale and
this affects the relevant nation tourism industry. Greece is one of the important examples of
Europe where due to higher inflation and unemployment rate travel and tourism industry badly
affected. It was time when this industry was in good condition in the Greece but was economic
condition that leads to poor performance of the relevant industry. Hence, it can be said that
growth rate of the travel and tourism industry of France to large extent depends on the economic
environment of the nation and other foreign nations. Mason (2015), agree with this statement and
said that stability in the world economy is very important for the France. Even outbound tourism

is low in the France then also mentioned nation travel and tourism industry cannot remain in safe
zone. If there will be down side in the global economy then France travel and tourism industry
will be indirectly and negatively affected by the recession.
According to Pearce (2012), unemployment rate is one of the factors that are affecting
inbound tourism of the France. As per facts unemployment rate in France is 10% which is also
very high. If this rate will be high consistently then demand for tourism will decline and
downside will be observed in the travel and tourism industry of France. Hence, this factor is
negatively affecting the France travel and tourism industry. Nassar, Mostafa and Reisinger
(2015), agree with the statement and he also state that inbound tourism is one of the factor that is
playing a crucial role in the growth of the travel and tourism industry of France. If
unemployment rate will increase then spending power of the people will got reduced. This will
happen because unemployed person is not able to visit any place due to lack of money. On other
hand, another employed person is bearing burden of that unemployed person and due to this
reason its spending power is reduced. Hence, unemployment rate is also one of the factors that
are influencing travel and tourism industry of France.
As per views of Pavesi, Gartner and Denizci‐Guillet (2015), inbound tourism is the
engine of the growth of the France travel and tourism industry. In other words, it can be said that
inbound tourism in comparison to outbound tourism is playing an important role in the growth of
travel and tourism industry of the France. There are three segments of the France travel and
tourism industry namely inbound and outbound tourism and business tourism. Outbound tourism
and business tourism both refers to foreign people but the main difference between both is that in
case of outbound tourism foreign people comes to visit places but in case of business tourism
foreign people comes to attend business meetings. Both kinds of tourism segments are increasing
in the France but still inbound tourism is the major business segment of the France travel and
tourism industry. Thus, it can be said that growth of the travel and tourism industry of France to
large extent is dependent on the inbound tourism relative to other segments of the revenue of the
mentioned industry of France. In conclusion it can be said that inflation rate, unemployment rate
and inbound tourism are the major factor that will determine growth of the travel and tourism
industry of France in upcoming years.

RESEARCH METHODOLOGY
Research philosophy
This is the most crucial and significant part of research methodology. It helps researcher
in analyzing and defining research problems efficiently in order to develop designs accordingly.
As per the Clark, (2002) interpretivism and positivism are the two most common approaches
used for defining research philosophy. The current study will use interpretivism approach to
closely analyze and understand the research problem and topic of the study (What is research
methodology? definition and meaning, 2015). This approach will lead the researcher in analyzing
the critical details about the factors affecting tourists choices for choosing destinations and the
same will be analyzed and interpreted. Positivism approach will not be appropriate for the study
as topic of the study demands an in-depth analysis of social factors developing choices of
consumers which is not applied for the given study.
Research approach
This part of the methodology helps in designing and structuring the research in a defined
and finite method. Inductive and deductive methods are applied for analyzing research approach
for the study (Forzano, 2011). The aim of the present study is to analyze the factors affecting the
choice of holiday destination. In order to attain the given aim inductive approach will be applied
for the study. For the same research questions will be framed and developed to meet the purpose
of the study. Deductive study will not be used for the study as researcher focuses on data
collection from prospective buyers rather than developing hypothesis testing (Ketchen and
Bergh, 2006). This vast data will help in enhancing reliability of the study.
Research strategy
This part of the methodology focuses on analyzing the most effective and appropriate
method to attempt the research in order to attain research questions in a well defined manner.
Goddard and Melville (2004) have defined number of strategies for the same. Experimental,
survey, case study, action research, grounded theory and narrative inquiry, etc. are few examples
for the same. Every method is unique and effective for solving research problems defined by the
researcher (Gomm, 2008). For the present research survey method will be used. This will help in
effectively investigating the consumers and service providers for analyzing factors affecting
choices of tourist destination.
1

Research choices
This part of research methodology is important for analyzing the tools and techniques
which will help in addressing research problems (Lillis, 2008). There is variety of research
choices available to attempt research problems however appropriate method is the one which is
convenient and effective in attaining reliable research results. Research choices available for the
present study were mono method, multiple method and mixed method. For the present study
mono method will be used in order to attain the aim effectively. The quantitative method using
descriptive statistics and graphical interpretation was applied for the study (Kumar and
Phrommathed, 2005). This helps in refining data interpretation and analysis. It was effective
choice for effectively defining and presenting the vast research data.
Data collection
Data collection is one of the most crucial tasks of research methodology. A reliable and
authentic data is significant for attaining effective results for the study. It will be an influential
measure for defining research problem developing prospective results (Samuel, 2005). The two
major ways of data collection used by the researcher are primary and secondary method. Primary
method focuses on attaining a fresh and new data for attaining updated influential research
results. Techniques such as surveys, interview, questionnaire, observation, focus group analysis
are used for the same (Clark, 2002.). The current study has collected primary data through
surveying the consumers. For this purpose a well structured questionnaire was developed and
was circulated through emails and social media. The primary research results helped in analyzing
the favorable and non favorable factors affective choices of tourist destination.
Secondary method is also a significant part of data collection. It helps in analyzing and
identifying the trends of the market. It also helps in attaining the past results and reliable facts
and figures about the research topic and problems associated with the same. For the present study
secondary data has been collected through books journals past data of the industry (McMillan
and Schumacher, 2014). In addition to this news articles and past researches on the topic has also
been referred for constructing the study in a well defined manner. The stated measures helped in
analyzing market trends and changing consumer choices. It also helped in structuring research
report in an effective manner.
2

Sampling
Effectiveness of data collection depends on the choice of sample made by researchers or
scholars. Sample may be defined as a representative section of the study which is selected from
the vast population in order to develop a reflective study for the stated topic (Saunders 2003).
The aim of the present research is to analyze factor affecting the choice of holiday destination. In
order to attain the aim and resolve research problem in an effective manner effective sampling
technique has been used for the study. In order to attain primary data a sample size of 100
consumers has been selected by the researcher. This strategy was used in order to select a small
representative section of the vast population for the study. In order to select the same and ensure
reliability and minimum error for the study, probabilistic sampling method was used by the
researcher (Leppäniemi and et.al., 2010). For this purpose data from different travel agency was
attained in an ethical and appropriate manner and every 3 person in the list was selected as a
prospective consumer. The questionnaire was mailed to them and first 100 completed
questionnaires were then selected in order to conduct the present study.
Data analysis
This part of the methodology helps in analyzing the effective measure to interpret and
analyze the vast data collected for the study. This helps in developing the authenticity and
reliability of the research. It helps in developing understanding and presentation of the research
(Sobh and Perry, 2006). The data analysis can be done using qualitative and quantitative
methods. For the present study, quantitative method has been used for attaining effective and
reliable research results. For the primary data of the research, quantitative method using
descriptive statistics was used and implemented by the researcher. In order to attain the same
SPSS tool was used. This helped in attaining authentic and presentable data for the study.
Research limitations
Carrying out research is challenging task for the researcher. It calls for large obstacles
and limitations for the study. The present study also has some unavoidable challenges which
were inevitable for the analyst. Limitation of time was a crucial and most significant factor for
the same (Martin and Guerin, 2006). In order to complete research in limited time frame,
researcher used a convenient and quick basis for selecting effective tools and techniques for the
research. In addition to this, limited availability of resource was another critical factor for the
same. The restriction of cost and expenses leaded in selecting internet as a medium of primary
3