EU Tourism Behavior and Destination Choice Analysis

This assignment involves analyzing tourism behavior and vacation destination choices among travelers within the European Union. It requires a critical review of six academic papers, including 'Traveler Behavior and Values Analysis' (2010) by Transportation Research Board, and 'The Effects of Perceived Relevance of Travel Blogs’ Content' (2014) by Computers in Human Behavior. The task aims to understand the factors influencing tourist destination choices, brand equity dimensions, and the role of nationality in push-pull factors.

Tourist Destination
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1Analyse main tourist destinations and generators of the world in terms of visitor numbers
and income generation............................................................................................................3
1.2 Analyse statistics to determine tourism destination trends and predict future trends... .13
TASK 2..........................................................................................................................................15
2.1 Analyse the cultural, social and physical features of tourist destinations explaining their
appeal to tourists...................................................................................................................15
2.2 Compare features of developing and leading tourist destinations..................................22
TASK 3..........................................................................................................................................24
Covered in PPT.....................................................................................................................24
TASK 4..........................................................................................................................................24
4.1 Analyse issues that affect the popularity of tourist destinations....................................24
4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide
tourist destinations................................................................................................................26
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................28
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INTRODUCTION
Tourism is one of the activity which involves moving of people from one place to another
in order to experience new things. It is also one of the main revenue generator of the economy of
any country. As in this era where economies has opened up and almost every country wants to
build a relationship with another as this will increase the tourism activities. Tourism can give
employment to people, develops infrastructure, generate income and also give investment for any
particular country (Arsal and et. al., 2010). There has been significant rise in the tourism of UK
and this destination has become of the favourite spots for travellers who want to travel the world.
During the recession time it was the tourism sector who helped UK in improving the economic to
some extent and has helped in boosting the domestic tourism segment.
This report will highlights the tourism activities in UK and what are the cultural, social
and physical characteristics which are impacting the growth of the tourist spots. There has been
required of the manager to ensure that they maintain the popularly of the tourist destination
through carrying out various activities. With the knowledge of visitor numbers, statistics and
other data they can aware about the past issues faced by the spots. This report will be based on
the Trip Advisor and Virgin Holidays which has big market share in this segment.
TASK 1
1.1Analyse main tourist destinations and generators of the world in terms of visitor numbers and
income generation.
Tourist destinations are the places which have certain significance in terms of culturally,
historically and etc. These are the destinations which people from different countries and regions
comes to watch it as they wanted to know that particular place. UK and Europe has various
tourist destination which attracts lots of travellers from all over the world. In England Hyde Park
and British Museums are the two places which will be considered in scenario and Eiffel Tower &
Colosseum are two other destination of Europe. Other than this Great Wall of China will be other
world spot (Cho and Sung, 2012).
Elements UK France Italy China USA
Tourist Spots Hyde Park,
British
Eiffel Tower Colosseum Great Wall of
China
Walt Disney
world, Central
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Museum park, statue of
liberty, golden
gate bridge.
Number of
Visitors
Approx. 37
million people
visited UK in
year 2016
49 million
travellers
visited in
2016.
46 million
came to Italy
in 2016 to
experience
new things.
The number of
tourists hiked
up to 122
million to see
the beauty of
China in 2016.
102.5 billions
Spending by
Visitors
The tourists
which came to
the country
spent 11.9
billion pounds.
22 billion
pounds has
spent by the
visitors from
foreign
countries in
France.
35 billion
euros were
spent by the
traveller from
various
nations.
563 billion US
dollars was the
amount which
spent by the
travellers.
International
visitors spend
almost 4
billion in
2016.
Hyde Park: It is one of top tourist places of UK and is the largest of Four Royal Parks. This
park is divided by the Serpentine and the Long Water. This park was established in year 1536
and is spread across 350 acres with more than 4000 trees. There is a large lake, a meadow and
ornamental flower garden. It offers lots of thing to the visitors of all age like swimming, boating,
cycling and skating. There are areas for team games like tennis courts, tracks for horse riding and
playgrounds for children. For visiting a park someone does not need to pay any kind of fees as it
is free. There are various events which are organised here i.e., BBC Promos in the Park, Peter
Pan Cup in Hyde Park, Winter Wonderland in Hyde Park and etc. these gather a lot of audiences
around the world.
British Museum: It is located in London and is a public place opened for people to look at the
history, art and culture. Established in 1753 and in 1759 it opened for the public. It has 13
million objects defining the world in ancient and modern era. It has the largest online database of
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objects in any collection of the museum in the world (An, Lee and Noh, 2010). It was the year
2013 that the museum received record visitors of 6.7 million which is 20% more than the
previous year. Due to “Life and Death in Pompeii and Herculaneum” and “Ice Age Art” are
given the credit to increase the tourist in the museum. British Museum is the tourist spot which
attract maximum number of tourists. Out of 65 million tourist visits in UK 63.7 visited British
Museum.
Eiffel Tower: It is the wrought iron lattice tower on the Camp de Mars in Paris, France.
It can be called as global culture icon of France and is considered as one of the most recognisable
structures in the world. Today it is the most visited monument in the world with 6.91 million
people visited this tower in 2015. This tower is 324 meters tall and it can be said that it is as tall
as 81 storey building. It is the most valuable monument in Europe with valuing 435 billion euros
to the French economy.
Colosseum: It is an oval shaped theatre in the centre of the city of Rome, Italy. It has the
capacity to hold the audience of almost 65000 people and was used for public gathering. In
earlier time it was used for the entertainment purpose like dramas etc. The building was damaged
5
Illustration 1: 2017 inbound tourism forecast.

because of the earthquake and it is the symbol of Imperial Rome (Horng and et. al., 2012). It has
visits of 4 million tourists and is one of the most visited place in the world. They generated 44
million Euro from the Rome Colosseum in 2015.
Walt Disney world in USA: It is an entertainment complex which covers almost 27,258
acres consist of theme parks and restaurants or resorts, water parks, numerous of golf courses
and most of the enjoyable venues or things which helps customers to spend their holidays in a
better way.
It is observed that when analysed who has more generated the revenues through tourism
China tops the list with 563 billion US dollar in year 2016. They are focusing on the
infrastructural and economic development with the help of increasing tourism activities. France
has third rank in the number of tourist visiting the country. There are various sites like London
Eye, Buckingham Palace, London Tower and etc. Government has to put efforts to develop these
sites. Trip Advisor organises cultural, historical and educational tours for the tourists. They can
add more things to increase their revenues.
1.2 Analyse statistics to determine tourism destination trends and predict future trends.
Its not the expectation of holidays has changed but the most important is the geography
of the area. While visiting any place when their will be variations in demand and the supply also.
It is observed that in last 10 years tourism has experienced has seen a growth all over the world
and through introducing new activities which are part of the tourism countries are generating a
large revenue from the companies. London is the one of the most famous and top tourist
destination in UK and with approx. 16.7 million tourists coming to the city to have a world class
experience of the city. After this Edinburgh and Manchester comes next with 14.2 million and
9.11 million tourists respectively (Qu, Kim and Im, 2011). Through various surveys it was
analysed that there are lots of reason why people visits London like there if someone wants to
gain any education there is availability of lots of colleges and universities where there is lots of
foreign students who are studying here. The other reason is the presence of business as if
someone wants to look for any business opportunity he can establish this small or medium
business here as there is favourable condition for the businesses. There is various historical
monument which attracts a large number of people all across the world. The government who is
in the power is putting their efforts to increase the tourism activities as they know that with this
they can generate lots of revenues from it. People are ready to spend anything if they get better
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services at the tourist spots earlier this was not the scenario as they use to comprise in between if
they get low prices. It also opens employment opportunities and created jobs for the people who
are the local community living there the historical or tourist spot.
Olympics and the Paralympics are the two big events which was attracted a lot of tourist
towards UK. Same with the future events in which there are chances that if they organise any
activities they will able to increase the tourist number. In future they are looking to cater more
than 32 million tourists and out of which 18 million are from the overseas (Lee, and Lockshin,
2011). With the increase in the lifestyle the spending power of people has drastically increased
thus they are more spending on the travelling activities and paying high for better comforts. It
has been analysed that in the next year American will alone cover 9.5% tourism market.
In the context of UK, 50% of tourists visits in the UK are having a huge attraction to take
an experience of the culture of the UK, approx 23% of annual travellers comes to see the
architecture and historical buildings of the nation which is pride for British. Live events like
festivals organised in the Ireland, many people comes to feel the pleasure environment in this
and many more attractions are available for which outbound tourists comes, spend their time and
money in the UK.
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Recent trends of UK tourism:
Sources: 2016 snapshot. 2016.
In the year of 2006 around 32 million visitors had came in the UK and spend almost 16
billion pounds. In the year of the 2016, number of visitors increased by 17% and 37.6 million
people have visited the UK. It is not fast growing rate but it can be said that UK is contentiously
growing in the tourism area and beating all the challenges. 22.43 billion pound has spend by the
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Illustration 2: Recent ten years trends in tourism

visitors in the UK in the year of 2016 which is 40% increased in ten years as compare to the data
of the 2006. From past decade there has been a lot of changes in the tourism industry which has
impacted on the future tourism demand. There has been rise in the e-tourism, the democratisation
of travel and the tendency to book and to make up one's trip online rather than to buy a standard
tourist package proposed by a tour operator (Future Trends: Domestic leisure trends for the next
decade, 2017). With increase in the natural disasters as well as the health issues have changed the
perception of holiday and leisure.
Future prediction for the UK: As per the growth of the UK tourism it will be the most
economic supportive industry in the future. Green and natural tourism will be developed higher
in the future but people will be aware before booking for tour about the natural disaster and
hazards. Due to presence of historical, cultural and various other sites there is huge potential in
the tourism sector and its development. It is observed that those companies which are doing their
business activities are emphasising on historical and cultural tourism. They are also giving
providing certain adventurers tours and sight-seeing of the scenery. A table is here which shows
the future prediction of UK tourism as per the recent growth:
FUTURE TRENDS OF UK TOURISM
2014 2015 2016 2025
(Estimation)
Contribution in
Economy
36.00% 35.00% 41.00% 55.00%
Tourist Number 17 million 34 million 37.6 million 50 million (future
prediction)
50 Million tourist are predicted for 2025 because in the recent 10 years the number of
tourist are increased by 17% and 30% growth rate has been assumed for the future trend in the
growth of the inbound tourists. According to the current trends and statistics which are used to
researched, people are highly attracted to the natural and green tourism so most of the people
will come to visit and explore these kind of tourism destinations in the UK. Liverpool,
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Cotswolds, Windsor park, Bristol, Derry are emerging tourists destinations where rush of tourists
can be increased.
TASK 2
2.1 Analyse the cultural, social and physical features of tourist destinations explaining their
appeal to tourists.
Europe is the best destination of tourist worldwide. As we know U.K. Is on 8 places
according to the tourist as favourite tourist destination among the world, and country earns
growth in GDP through its tourism sector and tourism sector makes a stable economy in U.K.
According to the annual review report U.K. Has a strong growth in tourism sector. We can
divide this tourist sector on the basis of three features (Barbieri and Sotomayor, 2013). They are
cultural features, social features, and physical features.
Through the above table it can be seen that every year there has been increasing in the
tourism number. So, the government needs to understand the importance of tourism as it supports
the economy.
Cultural features – The effect of cultural tourism shows the relation between tourism
sand culture and hoe they show their impact and attract tourist to their side. Cultural attraction of
tourist is like old monuments, churches, festivals, museums, and the food or other habits of the
region. There are lots of cultural places in Europe which are the favourite cultural destination
among the tourist, BRITISH MUSEUM is one of them, and attracts the tourist toward this side.
AS a person who belongs to a particular religion would like to see the religious places and other
historical places or the monuments. Like this cultural feature attracts the tourist.
Social features- Tourism gives economic development to a country. Social features also
give impact to tourism. There are various which are somehow related to residents. Social features
are like religious group, regional group. We can say people like to go to the place or the area
where its hustle -bustle. Whether tourist or normal citizen they would like to go the places which
has globally its impact or attract the other tourist (Chen, Liu and Chen, 2010). HYDO park
which is located in London have its impact on tourist rather than other places because it’s the
greatest city park in London and attracts the tourist and have a social impact on tourist because it
has lots of visitors per day and attracts other too. Seasonal employment is provided through the
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tourism sector. Olympics and other game competition which are hosted by United Kingdom and
educational environment of U.K. is attracting the people.
Physical features- Physical features are like location of the place and atmosphere,
climate, sea beaches, plains, epic mountains these all things affect the tourist to decide their
destination. Apart from this environment, sustained development, weather, seasons attracts the
tourist towards the Europe (Barceló and et. al., 2010). People like to move the places where they
think they can see landscapes or other natural resources. Rivers and the other natural resources
attracts the tourist towards their side. Infrastructures, urbanisation are the other things which
considered a place in a tourist destination. Like there are lots of places in U.K. Which has a huge
impact on the mind-set of the people, tourist. EIFFEL TOWER and COLLESSUM ate the places
in Europe which have social, cultural and physical impact as well as attracts the tourist. Tourism
community gives back economical balance to those efforts which are done by the government of
country for promote the tourism.
2.2 Compare features of developing and leading tourist destinations.
There are lots of places world widely which attracts the tourist by their charm.
ENGLAND is a best place to attracts the tourist because of its physical features and historical
monuments. On the basis of their numbers of visitors or the top most destination United
Kingdom has a effect on the mind of tourist (Elliot, Papadopoulos and Kim, 2011). As
destination is a way to lead, attract, and to do all things from the view of the tourist so the
destination can attract the visitors.
Comparison in the two tourist destination India and UK
Factors India (developing) UK (developed)
Revenue
Generation
US$ 220 billion that is 9.6% of the
nation's GDP.
Tourism sector contributes 10% of
UK's GDP and supports 3.8 million
jobs.
No. of Visitors 8.89 million in year 2016 36.115 million in 2015
Popular cities Delhi, Mumbai, Chennai, Kolkata,
Agra, Jaipur and etc.
London, Manchester, Lancashire,
Swansea, Wales and etc.
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Countries with
most visitors
Bangladesh, US, UK, Canada,
Malaysia and Sri Lanka.
France, US, Germany, Spain and
Netherlands.
Tourists sites India has a great civilization in the
past and proofs are still alive which
the main attraction for the outbound
tourists. But lack of care is making of
historical monuments are decreasing
it's impacts on the visitors.
Historical, natural and newly
developed visitors sites are available
in the UK which are more attractive as
per the Indian tourists sites so these
are more impact able to attract tourists
towards its.
Infrastructure It is a developing country and it has a
lack of financial resources to develop
structure for tourists, so tourists are
not getting appropriate facilities.
UK is well developed economy and it
provides full facilities to their
outbound visitors which are needed
for them to take a better feel on their
tour.
Systems Government system is not effective
to accomplish the needs of tourists
which can provide a better quality
facilities and services to visit
different tourists places in the
country. Transportation is the main
cause of lack in the travelling for the
visitors, proper guidelines are not
provided by the government so it is
essential for the government of the
India to work on the tourism because
they are having
Government is highly focused to
provide a better services to their
tourists which will help to them to
create a better impact on them so they
try to provide better and better
facilities to their inbound tourists.
They are having a department for the
tourists which provider helps and
assistance for their visitors. Private
sector is also financially strong to
deliver a better quality services.
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TASK 3
Covered in PPT
TASK 4
4.1 Analyse issues that affect the popularity of tourist destinations.
There are lots of issues which are decreasing the popularity of favourite tourist
destination. If a place is too much hotter or too much colder it makes tourist to skip their idea to
go to that place. If any climate is not suitable to a person he would avoid to go that place.
Crime rate of any place whether its Asian country or European country it decreases the
loyalty points for that place and tourist doesn’t get attract towards that place. If a country have
lower crime rates it will increase the chances to get more tourist and it will also effect the
country 's economy (Molina, Gómez and Martín-Consuegra, 2010).
Global warming: This is a key factor which may impact on the attraction and popularity of the
tourist destination in the UK. Richmond park UK is a biggest park which mainly attract in the
winter season. It covers approx 2500 acres, it has a huge attraction for visitors to take a seen of
wild life in winter season. It is a subject of risk now a day. Global warming has its positive side
as well as negative side which affects the tourism. It has a huge negative impact on the
Richmond park, it decrease the beauty in the winter season which is significant to attract
people. Positive effect is this that because of global warming beach season is increased and
tourist stay on a destination for a long time and its increasing the economy. On the other hand it
has negative effects also because of global warming small island are merging and sea level is
increasing, due to this the tourist who loves beach places as their favourite destination their life
is in danger (Choi, Tkachenko and Sil, 2011). And because of this glacier are melting and its
creating the danger of water flood. Because of Deforestation global warming is harming the
ecosystem globally and due to this there is too heat which keeps away the tourist to their
destination.
Arctic flows and natural disaster: It harms the tourism sector as natural disaster changes the
climate and natural condition of a place and when a place loses its natural beauty they lose their
interest in the sight of tourist and it harms the tourism sector. And due to the global warming
two poles of world north pole or south pole basically known as arctic or antarctica . There
glaciers are melting and the place which was covered with snow is now melted. Natural
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disasters destroy the tourism sector. Destinations like 'The Colosseum' and 'The Eiffel Tower'
these kind of monuments are famous for their architecture and historical values so it is essential
to conserve them. Bus natural disaster like Thunder Storm and earthquake can make a negative
effect on these architectures.
Political instability: These conditions of a country affects or damaged the tourism sector of
that country. New policies and unnecessary demands from the tourist affect the tourism sector
and t6hey lack interest in that specific tourism destination. A country is difference policy and
their different demands or the political changes which makes new policy decrease tourism
sector ' s influence.
Apart from this there are lots of things which decreases the tourist interest in their
tourism sector. Like nationalism, religions, economy of that country, sustainability, and
terrorism. A place which is the top most destination for tourist that place also attracts terrorist to
spread terror because of tourism that place is always full of crowd they easily become prey for
the terrorist as their main motive is to make us fear.
Economy of the tourist destination: Economical situation of a country depicts through their
development and their efforts for the tourism sector (Kayar and Kozak, 2010). As we know
that tourism sector initially helps to grow the GDP of a country and gives base economically to
that country provides employment and seasonal employment to the locals. It have negative
impact as well as that at the time of economic recession its hard for a country to fight from
recession and to do work for the development of tourism sector and this causes locals seasonal
unemployment. Popularity, education, promotion, marketing, language of different region,
differences of trades, different sports, media which works as the pillar for country, and the
social effects, differences between habits, climates and agriculture all these things have
multiplier effect on the tourism sector. They have positive effect as well as their negative side.
These were the all things which affects not only the economy and development of a country but
also affects the tourism sector of that country.
Environment: Climate plays a crucial role in the tourist and different people look for different
climate for their travelling. But mostly visitors like to travel to the places where there is cold or
moderate temperature. For example; India is the country where a lot of visitors comes but the
tourist season in India starts with the beginning of winters and the reason behind this is that the
country is known for its hot climate so travellers normally avoid visiting India in summers.
14

4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide
tourist destinations
For responsible tourism operations it is necessary that stakeholders of tourism to avoid harmful
impact of tourism on economy, society, cultural and social life in that particular local area. To
get maximum benefits of the tourism it will be ensured that harmful impacts of the this is
lowered at the specific tourism spots (Choi and et. al., 2012). There has been growth in this
segment has it is a large creator of the employment for the people whether directly or indirectly.
Organisations which are dealing in this industry is funding the heritage sites to make sure that
they can conserve these sites. The example of this can be seen in Palace of Westminster
(LaMondia, Snell and Bhat, 2010).
There are various organisations who are working for the promotion of the tourism
activities and supporting the local enterprises. Virgin Holidays Limited is focusing on
responsible tourism concept to make people aware about certain key issues prevailing in the
countries. They are right now working for the awareness about the drugs and they try to
implement code of conduct (Chen, Shang and Li, 2014).
They are also guiding the authorities with are taking care of the tourism sites and the
communities who are living there so that they can follow certain things to become responsible
towards causes. Virgin Holidays Limited will ask them to adopt the concept of eco-tourism
where tourists will given a new experiences. At the same time it will also be given information
about harmful effects of drugs. Virgin Holidays limited is a sub company of Virgin Group and
is a UK based organisation. Founded in year 1985 and in the starting days it started selling seats
on Virgin Atlantic routes to New York City and Miami. It has been one of the largest and most
successful tour operators in the UK. The company offers holidays all across the world from
destination to USA, Canada, Caribbean Islands, Africa, Middle East, India, Australia and etc.
CONCLUSION
From the above whole report, it has been analysed that there are various scopes and
opportunities attached with the tourist destinations. At the same time there are lots of factors
which impact the popularity of the tourist destination so all the factors need to identified and
15

according to things various activities should be carried out. It is observed that London is one of
the most popular city in the world due to presence of various heritage sites and museums and etc.
So it is the duty of the authority to encourage more tourist activities in those areas as through it
they can generate lots of revenues.
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