A Comprehensive Analysis: Destination Image of Tower of London

This research report analyzes the destination image of the Tower of London, a major tourist attraction in London. The report begins with an introduction to tourism and destination image, followed by a literature review exploring factors influencing the Tower's image, including its historical significance, cultural appeal, and the impact of technology and climate. The research employs a structured methodology to address key questions such as why people visit the Tower of London, factors influencing its image, the evolution of tourism, and the future of tourism in London. Findings are presented and analyzed, offering insights into how the Tower of London's image affects visitor perceptions and the broader tourism industry. The report concludes with a summary of the key findings and implications for the future of tourism in London.

Research Project

Table of Contents
TITLE: “ANALYSE THE DESTINATION IMAGE OF TOWER OF LONDON”......................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6
CHAPTER 4: ANALYSIS AND FINDINGS.................................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

TITLE: “ANALYSE THE DESTINATION IMAGE OF TOWER OF
LONDON”.
CHAPTER 1: INTRODUCTION
Overview of the Research
Tourism is considered as the most developing sector which has huge impact over the
economic condition of a country or region. Tourism is refers as very vast, vibrant, dynamic or
growth oriented commercial industry which is increasingly developed at higher level. Tourism is
basically understood as the aspect of travel for the purpose of own pleasure and business.
Tourism as an industry is determined as the set of all business actions that serves the needs
tourists while they visit different places by way of tourism, touring or travelling. Tourism has
been around for more than hundred of years, or individuals have been visiting all around the
globe for their own purposes. London is considered as the major tourist attraction and the
probable growth of London is based on the development of tourism industry. London is famous
for its various attractions like London's main theatre and entertainment area, It is fashion hub,
crafts at the Apple Market or the royal opera house and Tower of London which has always been
one of the most tourist populated area due to its historical background. Destination image is
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refers as one of the most popular investigation area in the tourism academic literature.
Destination image defines as the balance among what people expect and what they receive. The
present area of study is basically based on the Covert Garden area and the surroundings likewise
Tower of London and the London Bridge. These are major tourist attractions which create value
in developing the tourism of London.
Background of the Research
Destination image is considered as one of the most essential aspect in tourism by the
reason of its power to invoke certain images into tourists’ minds. The value of destination image
to the destination promoters and local destination marketing businesses are unassailable for the
reason of its power to attract more visitors to the area. Destination image is an effective aspect
which plays a vital role in representing the past experience in regards to a specified area which
also helps an individual in selecting the best place to visit. Covent Garden is in the West End,
London's main theatre and entertainment area. It covers a wide area of London and recognised as
the most attraction for tourists. Destination image of London shows the major attractions which
create value in developing the economical level of London through attracting local as well as
international people. London is also famous for its variety of industries and people visit for their
own and business purposes. UK is providing opportunity to the individual and businesses to
attain growth and success. Higher attraction of international people develops benefit for the firm
in attainment of growth and success.
Rational of the research
The research into consideration is based on the analyse of destination image of tower of
London. This is a wide area of academic research which helps an individual in developing their
personal as well as professional ability. The major purpose for conducting the research is to
providing a brief analysis over the destination image of tower of London. This study explores the
wide knowledge and idea base to the learners who are interested towards the similar area of
study. In this details regarding the significance of destination image has been provided which
helps an individual in proper selection of place for visit. This study also creates value in
analysing the importance of tourism in growth and development of London. Another significant
purpose of this study is determine the various destination images to tourism in London and to
find out how the local people and tour guides respond on these images.
Research Aim
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To analyse destination image of tower of London.
Research Objectives
The potential objectives of this specific research are associated as below:
 To identify and assess why people visit tower of London.
 To analysing the factors that influencing destination image.
 To outline how tourism developed over time. To identify the future of tourism in London.
Research Questions
The significant questions related with chosen area of study are associated as below:
 Why people visit tower of London.
 What are the potential factors that influencing destination image.
 How tourism developed over time.
 What is the future of tourism in London.
CHAPTER 2: LITERATURE REVIEW
Theme 1: To identify and assess why people visit tower london
According to the views of Cornelissen, (2017) the tower of London has been a distinctive
and most attractive tourist spot for people across the world since decades. It has been seen that
the English culture is a dynamic and one of the oldest cultures in the human civilization. Its old
heritage and tourist spots tend to attract million tourists to the city of London in a year. They like
to explore the old London and the new city as well. The parliament, tower bridge and tower of
London are the most visited tourist places in the London and the overall United Kingdom. The
attraction of these places has allowed tourists to travel more often and explore new areas of not
just London but the overall United Kingdom
As per the views of Kumar, (2019) United Kingdom tends to carry a culture which is rich in
history, food, religious aspects and politics as well. These all aspects make the United Kingdom
one of the most unique places in the world. It is because of its culture and tradition and its
dynamic hospitality. It makes people all across the world attracted towards United Kingdom and
its heritage. People often visit places which they've heard of about London and United Kingdom.
These places are tower of London, big ben, the British museum, hyde park etc. People tend to
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visit these places and explore art and craft. Also, these places are the most visited ones because
of their value which has been increased overtime. This makes the tourism of London one of the
largest and most visited one.
According to Reijnders, (2016), activities of tourism are increasing in 21st century. It is because
today technology, transportation and globalisation have made it easy for people to travel from
one place to another and explore new places. It was difficult for people to travel from one place
to another in early 19th century when these options were not available for them. Today, these
aspects have made it easy for them to travel from one place to another and ensure they are
exploring new places etc. It is enhancing the lifestyles of human beings and providing new
means for leisure activities. These changes are providing the people with new dimensions of
growth and making them travel more from one place to another.
As per the views of Kumar, (2019) today travelling has become cheap and convenient for the
people. People today are travelling more often than they used to before. Cheap buses, trains,
flights are allowing them to travel more and find new ways to explore new places. This change
has brought a rapid growth in the activities of tourism and the entire tourism industry itself. It is
because of these means, travelling is becoming cheaper and easier than it ever was. This has
allowed people to spend more time in leisure activities and develop themselves personally as
well.
Theme 2: To analyse the factors influencing destination image
According to Mowforth and Munt, (2015) today tourism has left with no boundations.
People are travelling at new places with an ease by having facilities such as passport, visas,
travel licences etc. This facilities are making people easy to travel and easy to work as well.
Governments across the world are providing people with these services and it is making them
explore new places easily. It is also helping them in opening their minds and enjoying the time
they have with themselves, their families and their friends. Destinations across the world are
making use of these means and they are attracting more and more customers with the help of
activities such as marketing and advertising. Advertising and promotion allows destination image
to flourish by providing the destination to reach more customers. It has also made it possible for
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the destinations to bring new growth and profitability to them. Places such as Iran, Thailand,
Singapore are one of the leading travel destinations in the world. Their image is often expounded
by using these methods of promotions which overall allows them to reach new growth and earn
good profitability as well.
As per the views of, () climate is one of the leading aspects which influences a
destination's image. People visit at those places where climate is favourable and suitable for them
for their activities. Destinations such as Paris, London, and New York as the example of these
destinations. People are visiting these places because of the climate which is not too harsh for
them. These places carry a climate which is safe for the people throughout the year. Hence, the
factor of climate is seen to be influencing the reputation and image of these travel destinations.
Theme 3: To outline how tourism developed overtime
According to Cornelissen, (2017) in earlier time people were not aware of the travel and
tourism practices at mass. They only knew that places exist from the stories heard the ones which
have travel to those places. At those times, only few means of travelling were there. They
includes ships, boats, bullock carts, etc. The invention of vehicles and fuel allowed people to
visit from one place to another easily. Also, it allowed them to work, travel and earn money
faster than ever before. This factor led people to travel more from one place to another and
brought a boom in tourism and tourism activities.
Theme 4: Future of Tourism
As per the views of Mason, (2015) technology is one of the leading factors that fostered the
growth and development of tourism. The arrival of mobile phones, internet, computers etc.
allowed people to explore new places on a screen. It provided them with a desire to travel at
these places and visit them to satisfy their desire to explore. Technology has also made it easy for
the people to search for new places where they can travel and enjoy their free time and this in
general has brought growth to travel and tourism. Technology has also provided a means to the
travel and tourism organisations to promote and advertise their products and services. This has
allowed them to ensure that they are reaching to new people and most importantly growing their
business. It is one of the leading factors that has developed tourism and tourism activities
overtime.
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In the opinion of Mason, (2015) Tourism in London is growing. Travel and tourism industry
is providing the travellers with the advancing technology. There are many type of tourism that is
on boom like grey tourism, black tourism, family tourism and many others which have been
liked by the travellers. It has helped the country in increasing their national income. Also they
provide various other facilities which attract more travellers and even the industry is creating
more employment opportunities. As per the view of Mowforth and Munt, (2015) the forecast by
the researchers presents that they have seen weak flight bookings from Europe. Flight bookings
to the UK made through indirect channels during this period (i.e. bookings made in these weeks,
for arrival in the UK any time) were significantly down year-on-year. Bookings from long haul
markets were broadly in line with those made a year earlier but European bookings were down
sharply, especially for arrival after March 29th. Although weekly flight bookings data can be
noisy, this is a major concern. A decline in confidence in travel post March 29th is a significant
and growing downside risk to this forecast and the outturn from European markets in particular
could be significantly less than this forecast assumes. In the opinion of Cornelissen, ( 2017) it
has also been analysed that travellers in London has been significant low after the
implementation of Brexit. It has shown the down trend. Reason can be because of high rate of
inflation and low consumer spending. The value of pound has also been decreased in recent
years. Researchers has also analysed that the travel and tourism industry in London has gone
down in year 2017-2018. Reason can be because of Europe exist from the Britain i.e. Brexit.
Economy of London has also been weak in recent years. It has led down to closing of many
businesses and specially travel and tourism. Companies have faced huge loss because of the
Brexit. In the opinion of Reijnders, (2016) exchange rate has also been low which has affected
travel and tourism sector adversely. It has also affected company negatively and led their growth
down. Many travel and tourism firms has affected because of the recent laws which has been
passed by UK government. After Brexit the growth rate and gross domestic income of UK has
also been low. Consumer purchasing power has also been reduced. Travellers are also
demanding high technology and an environment which can be safe and secure.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology offers specific technique and procedure to gather and analyse
information collected. It is a procedure which offers critical evaluation of research concepts in
order to outline findings (Whicher, Philbin and Aronson, 2018) Determination of tools and
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techniques is done on the proposal because it helps in developing understanding over entire
format of data collection and analysis. It gives an insight to scholar on what methods are been
used and helps in smooth concducting of research. The discussion of different methodological
tool is given below :-
Research paradigm
A paradigm is a board apporch or perceptie taken towards method of study. Every
reesearch uses specific paradigm that acts as guidelines for conducting study. Generally, there
are two research paradigms that are commonly used from long time. They are qualitative and
quantitative. There are various paradigm available that reflects on how research should be carried
out.
Qualitative – It is gathering of only theoretical knowledge and data about topic. The scholar
analyse opinions and reasons related to subject of study. It is used with interpretivist one because
it states that huamn behavior can not be pre defined and depends on situation and environment
factors.
Quantitative - In this numbers and stats are included as well along with theory. They are
interpreted and analysed to identify relationship or impact (Boyd, 2018). This paradigm is mostly
used with positive one as it is related o hypotheses testing.
Positive paradigm – It is based on understanding knowledge based on natural phenomena and
their relations. The data is interpreted through logical reasons. It is also known as scientific
method of knowledge generation. Positive paradigm is further categorised into realist ontology,
representational epistemology, etc. It depends on researcher willingness that what how study
should be carried to attain aims and objectives.
Interpretivist paradigm – In this knowledge is generated by understanding world from
subjective experience of individuals. Here, basically interview or observation is used as it rely on
developing subjective relationship between subjects.
Here, both qualitative and quantitative paradigm are been used by scholar. The data will
be obtained from books and surveys. This is because it has enabled in analysing behaviours of
people and its impact on image of tower in London.
Data collection – It refers to the process of collecting data from reliable and authentic sources.
This is crucial process because overall research outcomes are based on data collected. Here,
researcher analyse and evaluate different sources to gather data and information related to topic.
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This is done so that research question can be answered and objectives are accomplished.
Basically, there are two common methods of data collection that are primary and secondary
(Kumar, 2019). In primary fresh data is gather by using various tools such as questionnaire,
survey, interview, etc. On other hand in secondary previous data is gathered from old articles,
journals, etc. it depends on scholar willingness that what method and tools is used.
In present study, both primary and secondary methods are used. The primary data has
been gathered from interviews while secondary information is gathered from sources such as
different projects, journals and documentaries.
Research tools – The primary data is gathered through various tools. Each tools is having
different procedure of collecting data. The scholar may use more than one tools to collect data.
The tools are survey, interview and observation. In survey data is obtained through
questionnaire. Many questions are asked to people to take their opinion. In interview several
questions are asked. It helps in getting in depth views of people. Observation involves gathering
data by observing people behaviour or reaction. The researcher have used observation tool to
analyse whether people were satisfied or not after visitng tower of London.
Sampling - Sampling is choosing relevant sample from pre-determined population. It is done
with purpose of choosing viable participants which can help in gathering valid information on
topic. This also saves time as scholar do not have to collect data from large people. Probability
sample and non probability sampling are two types which reflect different way of sorting
potential participants. In both types there are further sub methods as well. Here, researcher has
used cluster sampling method (Bilau, Witt and Lill, 2018). He or she have selected people who
came from different countries. The sample size is 45 participants that have visited tower of
London.
Ethical issues
This is also one of research element where scholar need to follow some ethics in order to
conduct study. The ethics are followed so that research is conducted in ethical manner. It also
supports in securing data and information. In present study there are different ethical
consideration followed. They are as follows :-
Informed consent- In this the researcher have taken consent of all participants to give insight
about the study. The consent is been taken in written so that it is easy for respondents to get
involved in research.
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Deception- Here, scholar have given a brief description of research subject to participants. This
has enabled them to analyse reason of study.
Safety and risk – The scholar has ensured that no participant name or locations is disclosed or
any personal information is shared with person. In this way scholar has been able to maintain
safety and risk of crucial data and information.
CHAPTER 4: ANALYSIS AND FINDINGS
Questionnaire
Name:
Age:
Gender:
1. Have you ever been to London?
 Yes
 No
2. Have you ever been to Tower of London?
 Yes
 No
3. What according to you is the thing which makes toward of London a spot of tourist
attraction?
 Location
 History
4. What according to you is the best of London Tourism?
 History of ancient culture
 Safety and security
 Green tourism
 Diversity of attractions
5. What according to you are the factors influencing tourism?
 Accessibility
 Amenities
 Accommodation
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6. Do you feel London Tourism have been developed with time?
 Yes
 No
7. Do you feel Tower of London is central of attraction for tourist?
 Yes
 No
8. Suggest few changes which you can expect to see in future of Tourism in London?
Theme 1: Yes, Majority of participants have been to London
Have you ever been to London? No of respondents
Yes 35
No 10
0
5
10
15
20
25
30
35
Yes
No
Interpretation – The above questionnaire concluded that most of the people have been to
London, from 45 participants 35 said that they have been to London and 10 said haven’t.
Therefore, it can be concluded that London is a popular destination among most of the
tourists all around the world.
Theme 2: Yes, Majority of participants have been to Tower of London
Have you ever been to Tower of London? No of respondents
Yes 25
No 20
10