Research: Benefits of Marketing for Tourists & UK Tourism Industry

This research proposal aims to examine the benefits of marketing for tourists and the UK tourism industry, with a specific focus on London. The report includes a literature review exploring the concept of marketing within the UK tourism industry, the marketing strategies employed by London's tourism sector to attract tourists, and the advantages of marketing for both tourists and the industry itself. The research methodology outlines the use of positivism philosophy, a deductive approach, and a combination of survey and systematic literature review strategies for data collection. Primary data will be gathered through questionnaires, while secondary data will be collected through a systematic literature review. Quantitative research methods and probability sampling will be used, with frequency distribution analysis applied for data evaluation. The goal is to provide insights into how marketing enhances tourist experiences and contributes to the growth of the UK tourism sector. Desklib provides access to similar solved assignments and research papers for students.

RESEARCH PROPOSAL
(Benefits of marketing for
tourist as well as UK tourism
industry)

Table of Contents
1. TITLE..........................................................................................................................................3
2. BACKGROUND.........................................................................................................................3
3. LITERATURE REVIEW............................................................................................................3
4. RESEARCH AIM, OBJECTIVES, QUESTIONS AND PROBLEM STATEMENT................5
5. RESEARCH METHODOLOGY.................................................................................................6
6. TIMESCALE...............................................................................................................................8
7. REFERENCES............................................................................................................................8

1. TITLE
To examine the benefits of marketing for tourist as well as UK tourism industry. A study
on London, United Kingdom
2. BACKGROUND
Marketing refers to the process which is generally used for promoting and advertising
products and services of the organisation. In this different types of strategies and techniques are
used so that people can know more about the company's products and services (Dai, Hein and
Zhang, 2019). Thus, tourism marketing refers to marketing strategy that considers particular
marketing techniques and plan for promoting touristic services and products such as transport
services, hotels, destinations etc. Thus, this report is focusing over collecting in-depth insights,
figures and facts about the marketing strategies used by tourism industry. This study also focuses
over showing the impact of tourism marketing in attracting tourists and increasing tourism
business.
3. LITERATURE REVIEW
It is the section that focuses over collecting second-hand information about the research
topic. This uses secondary sources like books, journals, newspapers, publications, articles,
magazines etc. This focuses over addressing the pre-defined questions of the research.
Explain the concept of marketing within UK tourism industry?
According to Yung, Khoo-Lattimore and Potter (2021), tourism marketing refers to a
term which is generally considered by business discipline by which the tourists are attracted to a
certain location which could be city, heritage site, tourist destination spot, a hotel or anything.
The location has the potential to attract tourists who plans to visit new places or sites. Tourism
marketing is related with marketing strategies especially in the tourism field. In today's time,
there are several countries in the world, where tourism plays significant role in the process of
increasing the GDP. Tourism marketing has become one of the essential thing. Many places are
commonly considered as the hotspot for tourists and visitors such as Madame Tussauds, London
Eye etc. Now all these places are considered perfect areas to boost tourism marketing. The areas
which are more likely to be the main spots for grabbing attention of the visitors and tourists are
areas where tourism marketing enhances the most. Thus, tourism marketing is about using

different marketing strategies and techniques for boosting the tourism industry of that particular
place.
As per the view of Cavalcante, Coelho and Bairrada (2021), for making successful
tourism marketing, the most important thing which is needed by the brands is that they must
speak for themselves in such a manner that their messages can be heard in the markets which are
targeted. This manner they can easily generate and grab attention of the customers. Also, the
require to be quite careful in giving services to tourists and clients. It is necessary to attract
customers and provide them great services so tourists can spread great word of mouth. In respect
of tourism marketing, it has become easy to draw targeted customer's attention towards the
website by giving encouraging contents. Hence, strategic branding and planning is the best way
of effective tourism marketing.
What are the marketing strategies used by London tourism industry for attracting tourists and
enhancing tourism?
According to Bassano and et. al., (2019), tourism industry always look for methods to
boost business and increase bottom line, a great marketing method or strategy can assist. There
are several methods that are generally used and applied in tourism marketing so that they can
develop and flourish. Implementing and using relevant tourism marketing strategies is critical for
standing out from the competition and establishing as one of the authorities in the industry.
Applying storytelling on social media posts: Social media is one of the marketing
platforms that have gained a great importance within tourism industry. This industry posts
content on different social media channels through their account so that people can know more
about the place and get attracted to visit that particular place. For capturing attention of the
targeted audience and generating more engagement, tourism industry uses social media for
telling them why that particular place is great for vacation or for any other visit. In simpler
words, through these social media channels, tourism industry easily explain to visitors and
tourists that what all they are going to experience. Tourism industry focuses on creating stories
so that people can be attracted with that particular place or area (Sadq, Othman and Khorsheed,
2019). This makes tourism industry in managing and promoting trips in an entertaining way that
can capture the attention of visitors and tourists.
Using augmented reality for offering memorable experiences: Tourism sector is one of
the sectors that offers an incredible experience and it is necessary to offer such great experience

to gain customer's attention. It is essential for tourism sector to create customer base so that they
can remember for longer time. Thus, considering and adopting new and advance technologies
such as augmented reality in marketing strategy helps tourism sector to create memorable and
innovative experiences for visitors. This also assists in creating great difference in comparison of
other competitors. Mobile augmented reality game is one of the technologies through which this
industry gives 360 degree view to each tourist of place they want to visit. Thus, this gives them
virtual reach to the place before making decision of visiting that particular place.
What are the benefits of marketing for tourists as well as London tourism industry?
According to Alghizzawi, Salloum and Habes (2018), tourism industry uses different
marketing strategies and methods to grab attention of the customers. Some of the significant
advantages of marketing for tourists as well as tourism industry are given below:
Speed: With the assistance of marketing, tourism industry takes use of internet. Internet
assists in reaching tourists in a quick manner. This industry easily runs online campaigns and get
outcomes quickly.
Reach: With the help of marketing, tourism industry promotes all those places and cities
which have not considered by tourists earlier due to its less promotion. This assists in grabbing
attention of the large number of people towards the places that are beautiful but did not catch
attention of the tourists or visitors.
According to Streimikiene and Korneeva (2020), with the assistance of marketing
strategies, tourism industry make tourists familiar with the place they are planning to visit. This
plays great role in attracting and grabbing attention of the potential tourists because they are
engaged with content that are attractive. Hence, tourism industry increases its profit & revenue,
gains attention of customers etc.
4. RESEARCH AIM, OBJECTIVES, QUESTIONS AND PROBLEM
STATEMENT
Research Aim:
To examine the benefits of marketing for tourist as well as UK tourism industry. A study
on London, United Kingdom
Research Objectives:
 To analyse the concept of marketing within UK tourism industry

 To examine the marketing strategies used by London tourism industry for attracting
tourists and enhancing tourism To evaluate the benefits of marketing for tourist as well as London tourism industry
Research Questions:
 Explain the concept of marketing within UK tourism industry?
 What are the marketing strategies used by London tourism industry for attracting tourists
and enhancing tourism?
 What are the benefits of marketing for tourists as well as London tourism industry?
5. RESEARCH METHODOLOGY
It is the chapter which gives in-depth information about the research methods for the
accumulation and evaluation of information. Researcher will be following Saunders research
onion framework because it gives relevant layers to collect and analyse information. All the
methods are explained below with their proper justification that investigator will be following to
meet pre-defined aim and objectives.
Research Philosophy: It is the research method that gives principles and beliefs for the
analysis of information in a systematic and precise way. It has two main forms which are:
positivism and interpretivism philosophy (Beck and et. al., 2019). Researcher will be selecting
positivism philosophy for the evaluation and analysis of numerical piece of information. The
main advantage that will be gained by researcher is that it carries out relevancy and accuracy of
quantitative information. Thus, with the assistance of positivism philosophy researcher will
record high quality numerical piece of information.
Research Approach: The approach is the research method that helps investigator to
analyse and evaluate information through established theory. There are two important forms
which are: inductive and deductive approach (Basias and Pollalis, 2018). Researcher will use
deductive approach because it assists in analysing and evaluating quantitative and numerical
information. The major benefit of deductive approach is that it facilitates investigator to meet
research aim and questions in short time by using established theory.
Research Strategy: It is the research method which facilitates researcher to accumulate
data as per the research topic. There are several kinds of research strategies which include: action
research, grounded theory, survey, interview, case study, systematic literature review and many
more. Investigator will choose two important strategies so that right type of data can be collected

at right time and objectives can be attained (Ryder and et. al., 2020). Researcher will consider
survey as one of the research strategies for collecting raw information directly by approaching
respondents. The other main benefit of survey for researcher is that it assists in collecting
quantitative piece of information. On the other hand, investigator will choose systematic
literature review to collect second-hand information through available different sources. The
main benefit of systematic literature review is that it facilitates in addressing questions of the
research.
Data Collection: It is the research method which helps in collecting right kind of
information to meet pre-defined research aim and objectives. It has two important kinds that are:
primary and secondary data collection method. Researcher will use primary data collection
method for collecting raw information. This method will help researcher to gather new insights
and facts about the selected topic of the investigation (Hochbein and Smeaton, 2018). Under
primary method of data collection, investigator will be using questionnaire to accumulate data by
approaching human respondents. This instrument will assist in accumulating quantitative piece
of information in a systematic way. On the other hand, secondary research method will facilitate
investigator to collect published and used information about the topic of research. This will help
researcher to save their time and focus on attaining objectives by collecting published piece of
information.
Research Choice: It is the research method which facilitates in collecting relevant
information about the selected research topic. This is of two significant forms which are:
qualitative and quantitative research choice. Investigator will select quantitative research choice
so that numerical data can be recorded and evaluated to meet pre-defined research aim,
objectives and questions (Budianto, 2020). The major benefit of quantitative research choice is
that it accommodates in collecting quantitative data so that comparable and measurable outcomes
could be carried out. Another benefit which will be gained by investigator is that it provides
repeatable and reliable piece of information. Thus, it provides information which is concrete and
create statistical relationship.
Sampling: The other research method which will be used by researcher is sampling. It is
the method which assists investigator to include human participants for collecting information
related to the research topic. It is of two forms which are: probability and non-probability
sampling. Investigator will choose probability sampling so that large number of representatives

can be selected and information can be assembled from them (Mertler, 2019). 20 tourists will be
chosen because they can only give relevant information whether get attracted with the marketing
strategies of tourism industry or not.
Data Analysis: Researcher will use frequency distribution analysis for analysing and
evaluating numerical data in a systematic manner. The major benefit of using frequency
distribution analysis is that it assists in evaluating relevancy of quantitative information. This is
the type of analysing and evaluating information which is in quantitative nature.
Time horizon: Time is the element which is important for attaining objectives and aim.
This has two forms which include: cross-sectional and longitudinal time horizon. Investigator
will choose cross-sectional time horizon as it assists in collecting information in real time. Thus,
this assists in collecting apt data to meet objectives and aim (Sileyew, 2019).
6. TIMESCALE
Researcher will be using Gantt chart for scheduling activities and tasks of the
investigation in a systematic manner. Gantt chart has two significant sections: one section
includes each activity and the other section includes time interval.

7. REFERENCES
Alghizzawi, M., Salloum, S.A. and Habes, M., 2018. The role of social media in tourism
marketing in Jordan. International Journal of Information Technology and Language
Studies, 2(3), pp.59-70.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and
Economics Research, 7, pp.91-105.
Bassano and et. al., 2019. Storytelling about places: Tourism marketing in the digital
age. Cities, 87, pp.10-20.
Beck and et. al., 2019. MSWEP V2 global 3-hourly 0.1 precipitation: methodology and
quantitative assessment. Bulletin of the American Meteorological Society, 100(3),
pp.473-500.
Budianto, A., 2020. Legal Research Methodology Reposition in Research on Social
Science. International Journal of Criminology and Sociology, 9, pp.1339-1346.
Cavalcante, W.Q.D.F., Coelho, A. and Bairrada, C.M., 2021. Sustainability and tourism
marketing: A bibliometric analysis of publications between 1997 and 2020 using
vosviewer software. Sustainability, 13(9), p.4987.
Dai, T., Hein, C. and Zhang, T., 2019. Understanding how Amsterdam City tourism marketing
addresses cruise tourists’ motivations regarding culture. Tourism Management
Perspectives, 29, pp.157-165.
Hochbein, C. and Smeaton, K.S., 2018. An Exploratory Analysis of the Prevalence of
Quantitative Research Methodologies in Journal Articles. International Journal of
Education Policy and Leadership, 13(11), p.n11.
Mertler, C.A., 2019. Quantitative methodology in adolescent research. The Encyclopedia of
Child and Adolescent Development, pp.1-14.
Ryder and et. al., 2020. Indigenous research methodology–weaving a research
interface. International Journal of Social Research Methodology, 23(3), pp.255-267.
Sadq, Z.M., Othman, B. and Khorsheed, R.K., 2019. The impact of tourism marketing in
enhancing competitive capabilities. African Journal of Hospitality, Tourism and
Leisure, 8(5), pp.1-11.
Sileyew, K.J., 2019. Research design and methodology. In Cyberspace (pp. 1-12). Rijeka:
IntechOpen.
Streimikiene, D. and Korneeva, E., 2020. Economic impacts of innovations in tourism
marketing. Terra Economicus, 18(3), pp.182-193.
Yung, R., Khoo-Lattimore, C. and Potter, L.E., 2021. Virtual reality and tourism marketing:
conceptualizing a framework on presence, emotion, and intention. Current Issues in
Tourism, 24(11), pp.1505-1525.