Cambridge Tourism Promotion Strategies

This assignment focuses on analyzing strategies to promote tourism in Cambridge. It presents findings from a survey of 16 participants who identified better transportation access as the most crucial factor. The analysis highlights the need to address congestion, security concerns, and improve busways. The assignment also references relevant research papers and online sources to support its arguments.

URBAN TOURISM

Table of Contents
FINDINGS AND DISCUSSION....................................................................................................1
REFERENCES..............................................................................................................................13

FINDINGS AND DISCUSSION
Research topic: Resident Perspective of tourism impact in Cambridge
Research aim: To critically assess the impact of tourist in a historical city through the
perspective of the local community
Demographic factors:
Male Female
18-25 13 15
26-35 11 9
36-45 6 5
46-55 5 8
56-69 4 1
70 and above 3 1
Total 42 39
Findings and discussion: Majority of the surveyed respondents (male -13, female -15)
were under age group of 18-25 years because they travel different attractive tourist destinations
of the Cambridge. In total, there were 42 male and 39 female have been surved to analyze
tourism impact through local resident’s perspective.
Length of residency Male Female
1-3 9 9
1

4-6 9 7
7-9 5 8
9 and above 19 15
42 39
Findings and discussion: According to the derived results, majority of the male (19,
45%) and female (15, 38%) participants of the survey are living in Cambridge since 9 years and
above. However, 18 are living since 1-3 years, 16 from 4-6 year and 13 from 7-9 years. It states
that people who resides in the city from a longer duration will be able to provide correct
information about the social, environmental and economical impact of tourism in the city.
Occupation Number of respondents
Hospitality 33
Non-Hospitality 43
Retired 5
81
2

Findings and discussion: Above chart reflects that out of 81 surveyed people, majority
of the members to 53% (43) are employed in non-hospitality industry i.e. construction, retail,
however, 41% (33) are engaged in the hospitality sector i.e. hotel industry, travel and tourism
industry and others, however, remaining 6% (5) people are retired from the job.
Content-specific information
Theme: 1: In residents opinion, local tourism development in Cambridge helped preserving
local history
Findings and discussion: In carried survey, 41 people agree and 33 people were stongly
3

agree that local tourism contributes towards preservation of local history through cultural
education, employment & other opportunities. It is because, travel & Tourism is the fastest
growing sector of UK which contributes towards economic development. The industry helps to
minimize unemployment rate in Cambridge by providing job opportunities to the resident in
hotels, airlines, tour operations and other. Respondents believed that visiter economy is a key
driver for the Cambridge as around 5.3 million people came every year and contributes
approximately 583 GBP million to the economy. The sector has employed around 17% of the
local employment in city (Cambridge Tourism Report, 2015).
Theme: 2 Majority of the residents agreed that tourism facilities improved quality of life for the
local community in Cambridge
Number of respondents
Strongly agree 15
Agree 39
Neutral 21
Disagree 3
Strongly disagree 3
81
Findings and discussion: According to the findings, out of 81 people, 39 were just agree
and 15 were strongly agree and said that no doubt, tourism brought significant improvement in
the local transportation facilities to tackle congestion issues i.e. rail, public bus and others
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traveling mediums, public parks & make a susbtantial contribtion towards well-being of the
residents. They replied that under the socio-economic changes, local tourism helps citizens in
improving mobility through easier access to better transportation infrastructure with high
security (De Grosbois, 2016). However, 21 gave neutral responses, 3 were disagree & 3 were
strongly disagree as they said that tourism administration authorities did not take any actions in
order to improve transportation & other local facilities i.e. public parks and did not contribute
towards improving life quality of community.
Theme: 3: High proportion of local residents believed that tourism increased their cost of living
Number of respondents
Strongly agree 28
Agree 22
Neutral 14
Disagree 13
Strongly disagree 2
79
Findings and discussion: Out of 79 people answered, 28 were strongly agree & 22 were
agree that no-doubt, local tourism in the city has led to create negative impact on the society due
to inflated house prices. In the perspective of local resident people, local tourism development in
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the Cambrdige cause difficulties for them in finding affordable high quality houses which is a
real threat for the society (Walters and Beirman, 2016).
Theme: 4. Majority of the people were disagree towards the pollution & road congestion issues
as a reason of tourism development
Number of respondents
Strongly agree 11
Agree 26
Neutral 8
Disagree 31
Strongly disagree 5
81
Findings and discussion: Survey reported that 31 respondents were not agree and said
that local tourism development is not the reason for the environmental pollution & road
congestion issues in the city. However, 26 were agree and 11 were strongly agreee and replied
that tourism is definitely a reason behind environmental issues. Evidencing this, in 2014, a
survey to assess Quality of life was conducted which reported that congestion was a big issue
faced by citizens in Cambridge and make the city unpleasent to live due to tourism traffic ( The
Importance of better Cambridge Transport, 2015). It also cause environmental issues i.e.
pollution, excessing wastage and increasing emision. However, in contrast, some of the people
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believed that improve labour market flexibility in the city helped to reduce negative
environmental issues through proper disposal management, waste reduction and adherence with
emission standards (Tan and et.al., 2017).
Theme: 5. People agree that influx of tourists improved Cambridge’s local environment via
economical contribution
Number of respondents
Strongly agree 23
Agree 31
Neutral 20
Disagree 4
Strongly disagree 3
81
Findings and discussion: In the survey, 31 and 23 people were agree & strongly agree
that influx of tourists in the city helps to improve local environment for the community. It is
because, tourism is a source of foreign exchange for the Cambridge and contributes towards
growth of Gross Domestic Product (GDP). With this, local government generate high revenues
and spend it on local environment i.e. transportation, infrastructure, parks and others to improve
the well-being of the community (Armstrong and Matters, 2017).
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Theme: 6. Majority of the respondents agree that urban policies helped in local heritage
sustainability
Number of respondents
Strongly agree 20
Agree 35
Neutral 24
Disagree 2
Strongly disagree 2
83
Findings and discussion: Cambridge’s urban policiy i.e. CC1 “Protecting and enhancing
the character of Cambidge” will be beneficial for the residents as it improve local heritage
sustainability and improve their quality of life as in the survey, 35 people responded it. Reducing
environmental issues through proper waste management, less carbon emission by compliance
with emission standards leads to minimize pollution and protect society from the harmful effects.
Besides this, better infrastructure, transportation facilities, high security will enable community
to live a happier and healthier life (Pappas and Apostolakis, 2016).
Theme: 7. Local citizens agreed that busways, roads, cyclings & railway services definitely
improve the Cambridge as an attractive tourist destination
Number of respondents
8

Strongly agree 29
Agree 37
Neutral 11
Disagree 0
Strongly disagree 1
78
Findings and discussion: 37 members agreed and opined that local transportation
mediums i.e. busways, roads, cyclings & better railway facilities will help to build Cambridge as
an attractive tourist place for the local travellers. Through better transportation facilities,
government will be able to attract higher number of people to come and see Cambridge’s special
attraction & historical & natural places i.e. River Cam, Imperial War Museum, Ely Cathedral,
Bridge of Sight & others and build the place as an attractive travel destination.
Theme: 8. In residents perspective, tourism development will protect Cambridge’s local
heritage
Number of respondents
Strongly agree 16
Agree 43
Neutral 14
Disagree 8
9

Strongly disagree 0
81
Findings and discussion: Survey reported that people are strongly agree, that
development of tourism will assist and protect local heritage i.e. custom, monuments, historical
places and tourist attraction places at Cambridge. Tourism also boosts cultural education and
encourages visitors to learn the local culture.
Theme: 9. Majority of the participants said that tourism will not be a serious threat for
Cambridge in future
Number of respondents
Strongly agree 4
Agree 7
Neutral 26
Disagree 27
Strongly disagree 16
80
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Findings and discussion: As per the findings, majority of the people (27) disagreed
towards threatening impact of tourism for the city in future. People believe that tourism sector
cannot be considered as a serious threat for the local people resides in Cambridge. It is because,
under the scoio-economic impact of travel & tourism sector, the sector contributes towards social
development in many ways i.e. transportation, safety and security, improved living standards,
preservation of local custom and others (Pokharel and et.al., 2016).
Theme: 10: Majority of the surveyed people said that better transportation and busways are
the best ways to improve Cambridge as a tourist destination for residents
Number of respondents
Traffic 6
Bus 10
Better transport 16
Improved information 6
Facilities for Young 6
Cheap housing 4
Punters 8
Parking 7
Pedestrianism 5
Tour guides 3
Jobs in Hospitality 2
11

Cyclist 0
Cleaner streets 3
Better income 2
Beggars 1
Reduce street touts 0
Infrastructure 6
Improve legislations 2
87
Findings and discussion: According to the derived results, 16 people said that better
transportation access will be the best way to promote tourism in Cambridge. In this regards,
overcoming congestion issues, security threats and other needs to be considered by the
Cambridge’s travel administration bodies (Leng and et.al., 2016). Apart from this, 10 people said
that busways needs to be improved for promoting Cambridge as an attractive tourist destination.
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REFERENCES
Books and Journals
Armstrong, R. and Matters, R.T., 2017. Modern slavery: risks for the UK hospitality
industry. Progress in Responsible Tourism. 12(2). p.67.
De Grosbois, D., 2016. Corporate social responsibility reporting in the cruise tourism industry: A
performance evaluation using a new institutional theory based model. Journal of
Sustainable Tourism. 24(2). pp.245-269.
Leng, Y. and et.al., 2016. Analysis of Tourism Dynamics and Special Events through Mobile
Phone Metadata. arXiv preprint arXiv:1610.08342.
Pappas, N. and Apostolakis, A., 2016. Financial Crisis and Tourism Activity: Evidence from the
UK. In Global Dynamics in Travel, Tourism, and Hospitalit. IGI Global. 14(5). pp.190-
207.
Pokharel, R. and et.al.,2016. A Study of Climate Variability and Socioeconomic Impact on
Tourism Industry of Nepal. Sustainability in Environment. 2(1). pp.20-29.
Tan, S.H. and et.al., 2017. The impact of the dimensions of environmental performance on firm
performance in travel and tourism industry. Journal of Environmental Management.
10(3). pp.17-39.
Walters, G. and Beirman, D., 2016. Guest editorial for special issue of Journal of Hospitality and
Tourism Management: crisis response and recovery for the tourism industry. Journal of
Hospitality and Tourism Management. 28(12). pp.1-2.
Online
Cambridge Tourism Report. 2015. [Online]. Available through: < https://www.meet-
cambridge.com/sector/tourism>. [Accessed on 13th June 2017].
The Importance of better Cambridge Transport. 2015. [Online]. Available through:
http://www.cambridgeahead.co.uk/our-projects/transport/transport-project-detail/.
[Accessed on 13th June 2017].
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