Urban Tourism Research and Development Analysis

The assignment covers various aspects of urban tourism research and development, including the impact of urban regeneration models on policy tourism, small island urban tourism from residents' perspectives, agriculture-tourism linkages in KwaZulu-Natal, South Africa, arts festivals and cultural policy, and sports-city zones as tourism resources. It also explores rapid natural disaster risk assessment models for the tourism industry and provides an overview of urban tourism studies, including its development and global economy implications.

Urban Tourism

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research............................................................................................................1
1.2 Background of research.........................................................................................................1
1.3 Introduction of Cambridge....................................................................................................2
1.4 Research aims........................................................................................................................2
1.5 Research objectives...............................................................................................................2
1.6 Research questions................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction...........................................................................................................................4
2.2 Urban tourism........................................................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6
3.1 Type of methodology............................................................................................................7
3.2 Research Design....................................................................................................................7
3.3 Research approach................................................................................................................8
3.4 Data sampling........................................................................................................................8
3.5 Ethical consideration.............................................................................................................8
3.6 Sources of data......................................................................................................................8
CHAPTER 4: DATA ANALYSIS................................................................................................10
4.1 Data analysis.......................................................................................................................10
4.2 Data and relation variables..................................................................................................12
CHAPTER 5: CONCLUSION AND RECOMMEDATION........................................................21
5.1 Conclusion...........................................................................................................................21
5.2 Recommendations...............................................................................................................21
REFERENCES..............................................................................................................................22

TITLE: To find out the possibilities of urban tourism on Cambridge city
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Urban tourism is a best term that describe multiple activities of tourist in which city is
main place and destination of interest (Urban Tourism, 2018). This type of tourism is
comparatively complex and old. Cities where always aim of many trips and journeys although it
becomes more famous phenomenon since 50's. As a part of urban tourism research didn't subsist
before 1980 and till 1990 was very underestimated. Such tourism within cities is powerfully
connected with their technology development and growth as well transportation, railway, roads
etc. In simple word urban tourism is the set of activities and resources of tourist which is located
in cities and towns and served to travellers from elsewhere (Bramham and et. al., 2017). In
simple work urban tourism is a kind of tourism activity which takes better place in an urban area
with its inherent concepts defined by non-agricultural based economy including manufacturing,
administration, trade and services and by state nodal points of transport. These type of
destination and places serve a heterogeneous and broad range of architectural, cultural, social,
natural and technological products and experiences for business and leisure. This report find out
and identify the possibilities or chances of urban tourism of Cambridge city. It is identify as a
attractive place which attract large number of tourist in daily basis. In this research, given
destination is Cambridge city which is more attractive place for the large number of travellers.
1.2 Background of research
Urban tourism is one of the essential and wider concept for a tourist to know what is
signify by urbanization. Analysis and examine the dynamic of cities in developing nations that
have lead to a maximise in their tourism image or profile considering trends review in urban
tourism including tourist demand and product development. It is observe as an important sector
by government to create economic growth and success (Cui and Ryan, 2011). It is also important
for the tourism to maximise in planning of business in urban center on available resources and
redeveloping innovative products as well as rendering a challenge to the usage of urban tourism
concept in sustainable manner. Urban tourism in Cambridge city can serve different kind of
services and products which become aim demanded by large number of person on the tourism
place. Such type of city has to serve products for visitors, can be anything non material and
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material like particular location, specific place considering religious, cultural, entertainment,
museum etc. further, they also offer city service or its development including building, transport,
architecture etc. There are different many instance of urban tourism products such as festivals
and sport area, programs developed to attract nations and international visitors. In Cambridge
city various ways of tourist activities are included; religion, business venues, transport, shopping,
leisure, sightseeing, trainings, involvement in conference, congresses, entertainment in clubs,
events etc. Thus all these are important part for tourism to attract large number visitors and
maximise growth and development in such city (Delaplace and et. al., 2014)).
1.3 Introduction of Cambridge
Cambridge is a country town and university city of Cambridgeshire, England on the river
cam. In the United Kingdom, Cambridge city is more famous and papular which benefited to the
tourism sector to attract large number of visitors easily. In such city, there are different number
of destination for the visitors to visit there. There are different attractive place in these city
including Cambridge University, Fitzwillian Museum, Granta Punting Company, clubs, theatre,
Cambridge city areas, bars, cinemas, parks, music venues, nature reserves and many more. In
2015 to 2016 budget of this place approximately £1.643 billion. Over 4.1 million tourist visited
in Cambridge in year 2008 which was maximised in coming times (Dirksmeier and Helbrecht,
2015).
1.4 Research aims
It is main part of the research is is important for the each and every industry to identify
main motive and purpose of preparing research. Thus it is essential for them to increase their
growth and success at different level. Main aim and motive of research:
“To find out the possibilities of urban tourism on Cambridge city”.
1.5 Research objectives
There are certain objective of research which is important for the tourism to identify its
impacts and effects on tourism. Some research objectives are determined as below:
 To determine the process used by Cambridge in order to gain attention of large crowd
people
 To identify the importance of travellers at urban places.
 To examine the nature of products which are offered to people living in urban places.
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 To determine the marketing features of urban areas
1.6 Research questions
It is identify as a way of statement which is completely based on research objectives. This
are effective in identifying and addressing entire problems of research effectively. Research
questions is importantly interrelated with the research objectives which are developed as per the
predetermined aim of research. The significant research questions are explained as below:
 How to determine the process used by Cambridge in order to gain attention of large
crowd people
 What are the ways to identify the importance of travellers at urban places.
 How to examine the nature of products which are offered to people living in urban places.
 How to determine the marketing features of urban areas
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It is another useful part of the research in which researcher carry out investigation
program appropriately. It is identify as a main component in which investigator collect large
amount of information regarding research topic. These are assist in carry out investigation
effectively and at the same period of time it support in draw accurate conclusion. Under this
researcher gather data regarding the point of view of writers about research topic. In this part of
research investigator follow articles, journals and different kind of books.
According to the Murphy, (2013)Tourist are fevered for growth and progress in tourist
destination. It is essential for the tourism to attract large number of visitors for travel at
Cambridge city happily. Urban tourism is the part of travel and tourism industry to design an
effective plan about to visit different location which are located in such destination. Thus, it
support the business to maximise their development and growth at international as well as
national level also. In the Cambridge city, there are different number of places which are attract
various tourist for visit there. In this Cultural & Theme Tours, Educational sites, Tour &
Sightseeing, Walking tours, Sights & Landmarks, Walking & Biking Tours, Cultural tours,
Historic sites, parks, Museums, architectural building, nature & parks, speciality museums and
many other that attract different visitors to go there and visit happily.
2.2 Urban tourism
Urban Tourism is identify as an effective place and set of tourist activities and resources
which is located in cities or towns and offered to travellers from elsewhere. According to the....
Urban Tourism in Cambridge city attract different number visitors in an effective and efficient
manner. According to the Neirotti, (2012) There are different number of places such as King's
College and King's College Chapel, Queens' College and the Mathematical Bridge, Cambridge
University Botanic Garden, St. Mary the Great Church and the Round Church, Trinity College,
Fitzwilliam Museum, Anglesey Abbey, Gardens and Lode Mill, Museum of Archaeology and
Anthropology, Peterhouse College, Corpus Christi College, St John's College, Museums of
Cambridge, Technology, and Science,National Horse Racing Museum and many other. All these
are essential and important for the tourism to maximise their growth and development within
predetermined period of time.
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One of the main benefit of Cambridge city for the visitors to attract different number of
travellers to visit there in an effective and efficient manner. For example, different education and
universities styles attract various students on regular basis. On the other hand Nunkoo and
Ramkissoon, (2010) Urban tourism is related with different activities and functions which is
happen in the urban places. These are not only connected with leisure as well as related with
business, educational tours, conference, infrastructure, fashion and many other.
Urban tourism supply and demand: Urban tourism is straightly depending on activities and
arriving of visitors in the locations. As per the research approximately 898 millions visitors are
touring internationally. According to the Tsai and Chen, (2011 )this measure will be extending to
1.6 billion of 2020 it means half of the visitors are wondering in order to travel European as well
as its nearby countries including France and England. Large number of tourist that effects on
economy growth and development on regular basis. Further, different opportunities of
employment is also implemented with the urban tourism and country development. According to
the Pillay and Rogerson, (2013) Such type of tourism attracts as well as appeals the visitors as
for the means of transportation, communication, infrastructure and information services they are
having. They require not to put additional resources in handling these for large number of
visitors. In Cambridge city there are cube of universities and club including Lucy Cavendish,
Trinity, St John’s, Magdalene, Queen’s, Newnham, Downing College and many others.
All these attraction are recently placed in the Urban location if the city. These type of
force comprises of anthropological, archaeological and historical components. There are
different number of education places where different number of leaders of the international learn
how to handle and grab the possibilities.
Maslow Hierarchy needs of motivation: This theory is framed by the Maslow, each and every
location is implemented as per the existing resources. As per the point of view of Quinn, (2010)
After a various time period its impregnation for that initiatives are over and they launch to
demand and want more. It is identify as a stage of all site across the globe. For instance: In today,
US is more power in future. The self-actualisation for United States of America can be observed
as participation if United Nations bodies (UNO) to develop the globe with each other and have
peace.
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CHAPTER 3: RESEARCH METHODOLOGY
This can be identify as one of the important and necessary part of the research projects. It is
effective and useful for the entire hospitality industry to implement their business operations and
activities in an accurate way in order to achieving better outcomes and results. This methodology
is more essential and significant for the researcher to maintain effectiveness throughout
investigation. In this main role of the researcher is to apply different tools and approaches which
help them to identify needs and wants of visitors (Frenzel and Koens, 2012). Thus, it is a best
way to analysis the outcomes of a given issue on a particular matter or issue that is also bring up
as research difficulties.
3.1 Type of methodology
In this way, investigator remain responsible in order to find out quality of research as this
support in apply various technique's and approaches effectively for the aim of effective research.
There are mainly two type of methodology which is used by the all researcher including
qualitative and quantitative. Both are important and beneficial for the tourism sector to collect
accurate information or data about tourism destination, products, services, technologies,
customer taste and preference. Quantitative research is beneficial for the investigator to gather
and evaluate the information in numerical figures or terms. On the other hand qualitative
research is also important for the researcher to gathered and find out data in ways of quality.
Thus, both types are beneficial which is obsessed with possibility or chances of urban tourism on
Cambridge city. In this researcher mainly apply qualitative investigation approach which help
them to accomplish better outcomes (Füller and Michel, 2014).
3.2 Research Design
It is identify as a research blueprint which highlights various activities that are needed by
the investigator to carry out this in an effective and efficient manner. This part of research assist
investigator in draw appropriate conclusion regarding the study (Rogerson and Rogerson, 2011)
There are different kind of research design which are applied used by researcher with motive to
attract large number of visitors towards famous or popular destination such as Cambridge city.
Some designs including descriptive, exploratory and experimental, all these are essential and
highly emphasised on specified study on the existing information related to research topic. In
case of exploratory design, investigator evaluate unique figures and facts which assist in evaluate
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investigation and yield valuable data related with research question (George and Booyens, 2014).
Under experimental deign of research, researcher find out mathematical data with the support of
different models as well as theories also. In descriptive deign which is important for the research
and different time they used it to gather necessary information which improve performance of
research activities.
3.3 Research approach
It is important and valuable part of research which support the investigator to carry out all
activities of research in a systematic way. In this role of research is to select best approach while
conducting research programs. Approaches of the research are divided into two parts including
deductive and inductive. Under Deductive method assist investigator in order to implement
innovative models and theories effectively (Smith, 2010). This approach totally based on
assumptions which is concerned with functions and operations of tourism. Under inductive
approach, investigation relies on actual numerical figure as well as observation patterns, these
are formulated in possibility of Urban tourism. Both approaches are beneficial and valuable but
researcher only use inductive methods.
3.4 Data sampling
It is another part of the research which is mainly related with sample size which is
selected by the investigator for carry out investigation. There are two types of sampling
approaches such as probabilistic and non probabilistic which are follow by the researcher with
aim to select sample size (González, 2011). In case of probabilistic approach, sample size is
selected on the random basis in which all sample have equal possibility. In non probabilistic
approach, researcher select research sample as per its convenience. Both are useful but
researcher mainly prefer non probabilistic methods which help them to select sample of research
in an effective and systematic manner.
3.5 Ethical consideration
It is identify as most important and essential component of research. This part of the
research benefited to the investigator to carry out investigation in proper way. In this researcher
faced various issue while conducting investigation in this they faced cost and time problems.
Further, investigator different responsibility in order to maintain personal information of selected
respondents (Spirou, 2011). Entire activities of the research is carry out effectively and
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systematically and investigator can not inquire about personal data from population. Further,
different value related to research activity should be apply by investigator while doing an
effective research.
3.6 Sources of data
It is important and foremost element of research which highlights the approach selected
by investigator for gather the useful and relevant information about research topic. There are
mainly two types of sources such as primary and secondary (Liburd and Edwards, 2010). Both
are provide valuable and accurate information to the researcher about visitors taste, preference,
market trends and many other. In case of primary data, it render a better chance to investigator in
order to gather new and unique information about research topic. Under secondary research data,
researcher gather or take support of existing information. Both are essential for the tour manager
to save their cost and time easily.
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CHAPTER 4: DATA ANALYSIS
4.1 Data analysis
This is identify as n essential and important part of the whole research because it assist
the investigator to gather all relevant data systematically to accomplish better results (Mowforth
and Munt, 2015). There are some themes which are implemented by investigator which is
entirely based on research questions. Sample of 40 respondents which is sized in this research for
collect valuable data about research topic. As per this research prepare a questionnaire which are
determined as below:
Questionnaire
Name:
Gender:
Age:
Occupation:
Email id:
Contact no.:
Q1) Does people like to go urban areas in comparison to rural areas?
 Yes
 No
Q2) How many times you have visit on a urban holiday?
 Once
 Twice
 Three times
 Four times
 Five times
Q3) Which mode of travel is utilise by you to visit urban place?
 Private care
 Hire vehicle
 Tour bus
 Motorbike
 Other
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Q4) Which group do you prefer for visit urban place?
 Tour group
 Family
 Friends
 Spouse
Q5) What is the main aim remain behind your visit to a urban place?
 Recreation
 On holiday
 Business
 Part of tour package
 Other
Q6) What was the mode from which you came to known about urban tourism?
 Word of mouth
 Recommendation
 Brochure
 Tourist information centre
 Other
Q7) Do you have any problem related with information search about accommodation in urban
areas?
 Yes
 No
Q8) What is the main characteristic about tourism in Cambridge city that attract you to visit?
 Various tourist destinations
 Services provided by tour enterprises
Q9) Is there any kind of problem you face while visit urban areas?
 Yes
 No
Q10) Any recommendation related with travel and tourism in urban areas.
4.2 Data and relation variables
Theme 1: People like to go urban areas
10

Q1) Does people like to go urban areas in
comparison to rural areas?
Frequency
Yes 30
No 10
Interpretation: From the above mentioned graph that shown the importance of urban are as
compare to rural place. At today' environment large number of the population are prefer to visit
in Urban place due to its large number of attractive place. In this selected respondents are 40 out
11
Yes No
0
5
10
15
20
25
30
30
10
Frequency

of this 30 respondents are prefer to visit in urban places and rest of the population prefer to travel
rural place.
Theme 2: A visitors on urban holiday
Q2) How many times you have visit on a
urban holiday?
Frequency
Once 15
Twice 10
Three times 5
Four times 5
Five times 5
Interpretation: From the above mentioned graph that shown the choice and preference of visitors
about visiting in Urban place. In this 15 respondents are say it is good place and in the rest
respondents choice are decrease for visiting Urban place as Once, Twice, Three, Four and Five
time. Thus it is important for the tour operator to provide effective and quality service to the
12
Once Twice Three times Four times Five times
0
2
4
6
8
10
12
14
16 15
10
5 5 5
Frequency

visitors. Further they prefer such destination at different times. It is essential for the tourism to
maximise their growth and success at global level.
Theme 3: Way of travelling to urban area
Q3) Which mode of travel is utilise by you to
visit urban place?
Frequency
Private care 10
Hire vehicle 9
Tour bus 5
Motorbike 9
Other 7
Interpretation: This graph determined the visitors choice regarding travelling by transportation
facility. In this 10 out of 40 are prefer private car, 9 are hire vehicles, 5 are choose tour bus, 9 are
motorbike and rest of the population are have another choice. It is important part for the
development and success of tourism at international and global level.
13
Private care Hire vehicle Tour bus Motorbike Other
0
2
4
6
8
10
12
10
9
5
9
7
Frequency

Theme 4: Which group visit urban place
Q4) Which group do you prefer for visit urban
place?
Frequency
Tour group 5
Family 10
Friends 15
Spouse 10
Interpretation: As per this graph that determined about the number of group who are prefer to
visit in Urban place. In this 5 are tour group, 10 are belongs with family, 15 are visit with
friends, 10 are go with spouse and 7 are other out of 40 respondents. Thus it is important and
beneficial for the tourism sector to render better and effective services to the large number of
visitors who are interested to visit in urban are on Cambridge city.
Theme 5: Aim of visit urban place
14
Tour group Family Friends Spouse Other
0
2
4
6
8
10
12
14
16
5
10
15
10
7 Frequency

Q5) What is the main aim remain behind your
visit to a urban place?
Frequency
Recreation 5
On holiday 20
Business 5
Part of tour package 7
Other 3
Interpretation: As per this diagram that determined about the visitors purpose of visiting urban
area in an effective and efficient manner. In this aim of 5 respondents is recreation, 20 on
holiday, 5 for business purpose, 7 are the part of tour package and rest of the person has another
motive. All these are possible with the help of effective research program.
Theme 6: Approach from which you acquire data regarding urban tourism
Q6) What was the mode from which you came Frequency
15
Recreation On holiday Business Part of tour package Other
0
5
10
15
20
25
5
20
5
7
3
Frequency

to known about urban tourism?
Word of mouth 10
Recommendation 7
Brochure 7
Tourist information centre 6
Other 10
Interpretation: As per this graph that determined the requirements of promotional mix and
communication channel regarding collecting accurate information about tourist taste. In this 40
out of 10 are prefer word of mouth, 7 are recommended about it, 7 are select Brochure, 6 are
16
Word of mouth
Recommendation
Brochure
Tourist information centre
Other
0
2
4
6
8
10
12
10
7 7
6
10
Frequency

prefer tourist information centre and rest of the population are select other tools. All these are
beneficial for the tourism to increase their growth at urban and many other place.
Theme 7: Problems in analysis accommodation in urban areas
Q7) Do you have any problem related with
information search about accommodation in
urban areas?
Frequency
Yes 30
No 10
17
Yes No
0
5
10
15
20
25
30
35
30
10
Frequency

Interpretation: This graph shown about the difficulties for analysing issue while visiting in
Cambridge city. In this 30 respondents out of 40 are say yes and rest of the population are not
agree about this.
Theme 8: Characteristic of tourism in Cambridge city
Q8) What is the main characteristic about
tourism in Cambridge city that attract you to
visit?
Frequency
Various tourist destinations 20
Services provided by tour enterprises 20
Interpretation: As per this graph that determined about the characteristic of Urban place. It is
more attractive and famous destination which attract large number of visitors towards tourist
destination and its services. In this 20 are happy with tourist destination and 20 are wondering
with the effective service of tour enterprises.
Theme 9: Problem while travelling and visiting in urban places
Q9) Is there any kind of problem you face Frequency
18
Various tourist destinations Services provided by tour enterprises
0
5
10
15
20
25
20 20
Frequency

while visit urban areas?
Yes 15
No 25
Interpretation: As per this graph that explained abut the issue while travelling in Urban place. In
this 15 respondents are face some issue while travelling and rest of the population out of 40 are
not found ant type of issue while visiting in Cambridge city.
19
Yes No
0
5
10
15
20
25
30
15
25
Frequency

CHAPTER 5: CONCLUSION AND RECOMMEDATION
5.1 Conclusion
From the above mentioned research report, it can be concluded that tourism is one of the
best and attractive part for the tourism to attract large number of visitors. In Cambridge city, it is
the most popular and famous place which attract different tourist effectively. There are different
methods of the research which is used by the researcher with aim to find out needs and wants of
the visitors. Further it support them to analysis market trends, customer wants in a systematic
manner. In this investigator play vital role in order to collect relevant and necessary information
about this. Various approaches such as qualitative, quantitative, primary, secondary and many
other research design. All these methods are valuable and useful for the tourism to increase their
growth and development at international level.
5.2 Recommendations
From the above mentioned report, it can be recommended that Urban tourism is
important part for the hospitality industry to attract various number of visitors in the Cambridge
city. In order to increase sales and revenue tourism sector use digitalisation in their operations
that help them to easily increase visitors base in such sector. As compare to rural area Urban
places attract various number of travellers so it is significant for the tour operator to render
effective and quality service to the visitors. Development and growth in Urban place, they should
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used various online sites that help them to easily convey all information to the customers.
Cambridge city have different destination and places that attract various people so in this role of
manager is to apply digitalisation and innovation in tourism activities. This will maximise the
profitability of the tourism sector as well as contribute in the success and growth of specified
country.
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Online
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