Analysis of Tourist Satisfaction: River Cam, Cambridge

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TOURISM URBAN TOURISM
“The level of satisfaction of tourism River Cam, Cambridge city”
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Table of Contents
Introduction....................................................................................................................................................3
Discussion of relevant literature: including urban tourism and literature that relates to your chosen
topic/research focus.......................................................................................................................................4
Methodology..................................................................................................................................................8
Results or Analysis......................................................................................................................................11
Discussion and Conclusions........................................................................................................................22
Reference list...............................................................................................................................................23
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Introduction
Urban Tourism is a form of tourist activity, which encompasses multiple tourist destinations and
several places of interest. This type of tourism is comparison very complex and old. Here in this
study the level of satisfaction, which will be attained by tourists in the River Camp destination,
will be evaluated in the city of Cambridge. In this study, several aspects will be performed; a
literature review shall be conducted where several scholarly sources will be taken into
consideration in terms of Urban Tourism and how it relates the case of River Camp destination
of Cambridge city. Following which, the types of methodology, which will be used in this study,
will be mentioned and detailed. Following which results and analysis will be performed where
graphical data will be represented through different kinds of software. After that, a discussion
will be conducted where all the findings from the above researched data will be enlisted and
detailed from multiple points of views.
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Discussion of relevant literature: including urban tourism and literature that relates to
your chosen topic/research focus
Tourism is regarded as a modern global phenomenon as well as reflects society’s general
development. In this modern era, travel and tourism has become a trend in current market and the
demand of the travel and tourism is booming day by day (www.historystudies.net, 2018). This
increased demand of travel and truism has such influenced the industry to bring positive changes
within the industry so that they can better enhance their sales revenue through attracting more
numbers of targeted customers. Within the urban tourism destinations often the verity, number
and scale of both primary and secondary attractions are large. Urban tourism is another
important consideration in tourism industry that describes multiple tourist activities in that city is
main destination as well as place of interest (Sharpley, 2018). However, this kind of tourism in
regarded as traditional technique and this technique is complex too.
As per the literatures, there are several instances of urban tourism products such as festivals,
sport areas, events and others created for attracting domestic as well as international tourists.
Many other types of tourism are included through the urban tourism like cultural tourism because
culture is regarded as one of the most significant motives to travel.
Within the cities various types of tourism activities are conducted:
 Leisure
 Sightseeing
 Shopping
 Religion
 Trainings
 Entertainments (Such as club, events)
 Visiting friends and family
 Conference
All these activities that have been detailed above are included in the term named, in-the-city
tourism. Additionally, they could be identified as other types of tourism, instead of urban
tourism.
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There are several countries, cities and towns that have such focused upon urban tourism as they
have all the adequate requirements for urban tourism (Sharpley and Telfer, 2014). River Cam,
Cambridge is one of the popular urban tourist spot that such has several attractive places,
monuments, heritages, rivers, beauty of the nature and others to attract wide range of customers
to them. Main highlights of the Cambridge’s tourist spots are Fitzwilliam Museum, street food at
Food Park, Cambridge University Botanic garden, River Cam for tours and punting and others
those are such beautiful and attractive that they can such attract a huge number of visitors in a
more effective manner. One of the main attractions of River Cam is that people of that location
are likely to use punting to see the original beauty of the location and enjoy the sights. Visitors
also can use boats, instead of punt.
Development of Urban tourism
During the 90s, urban tourism has emerged as distinctive as well as significant field of study.
During earlier days, the scope was limited. Due to globalisation and highly usable digital
technologies, tourism, especially the urban tourism has reached a new level of success. This
urban tourism is becoming the fastest growing sector across the globe. Alternatively, this urban
tourism has become a trend that is being used by an enormous number of visitors throughout the
globe. A complex mix of constraints over development can be observed within the urban areas
(Page, 2014). However, urban tourism is also beneficial and significant in relation to urban
environment, economy, culture and society. Not only that but also urban tourism has several
attractions for the visitors including historical monument, unique street patterns, cinemas,
theatre, concert halls, bars, nightclubs, casinos, dance clubs, fashion show, shopping malls,
parks, ocean, rivers, sport facilities, organized events and others that all are quite attractive and
reliable for the customers or visitors those alternatively increases the customer satisfaction
standard as well (Rasoolimanesh et al., 2017). For an instance, Cambridge is one of the most
popular tourism spots that have the edge, while this comes to beauty, culture and history. This
includes a verity of natural and manmade beauties starting from incredible architecture in the
shape of colleges, churches, chapels as well as courtyards along with large green parks, the River
Cam and wide open spaces those winds through its heart.
Additionally, within an urban community, tourism can bring several significant benefits those are
as follows:
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 Building new work places
 New possibilities of investment
 Assurance of the financial sources to conserve natural areas, handcraft, art, historic areas,
traditions, cultures and others
 Improved infrastructure
 Better travelling facilities
 This urban tourism provides an exciting landscape for exploration, as this urban tourism
brings together place, people and consumptions as well as mixes values, cultures,
experiences and expectations.
This journey of development of urban tourism was started in the year 1980 and this process has
now reached a new level. Urban tourism is famous for its adequate and effective infrastructure,
which is perfect for providing more satisfaction and reliability to a wide range of customers
(Mowforth and Munt, 2015). However, overnight urban trips are effectively shorter in duration
compared to the average domestic holiday, with 82% of the total unit staying for maximum three
nights or less. Urban destination’s visitors look for wide range of activities, with sightseeing
complimented through relaxing as well as social activities. On the other hand, digital technology
and rapid use of internet has changed the way of functioning in urban tourism. Additionally,
people are sharing images and thoughts related to tourism with others over social networking as
well as online review portals that has effectively enhanced the number of enthusiastic tourists.
People are using mobile, internet, computers and other digital technologies for getting attached
with the tourism activities and they are continuously gathering tourism related all details from
the social networking and other internet portals.
This enhanced customer satisfaction standard has influenced more numbers of targeted
customers to visit and enjoy several beautiful locations, quality accommodation and effective
surroundings (Colantonio, 2017). So that visitors feel better relaxation and comfort during their
tour and visitors those are satisfied will return back to urban tourism surely for gathering a new
experience of enjoyment and entertainment simultaneously.
However, there are certain issues are generating due to this urban tourism. A wide range of
visitors arrive in the tourist spot to enjoy the beauty of tourist place. Visitors throw their used
products, plastic bags, water bottles and other accessories here and there across the tourist
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destination that is resulted in environmental pollution. Due to environmental issues, urban
tourism is continuously affecting that is required to be minimized for better functioning and
progress of the urban tourism.
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Methodology
Research Type
There are two types of research methodology through which data can be extracted. One
methodology is qualitative methodology and other is quantitative methodology. Quantitative
methodology is a process in which numerical data is extracted (Silverman, 2016). There are
several methods through this process is conducted, one popular method is by way of survey.
Qualitative methodology is a process where data cannot be numerically extracted (Barnham,
2015). Some methods through which this process is conducted are through by ways of interview.
In this particular quantitative methodology will be performed through the means of survey and a
numerical data will be ascertained about the satisfaction of tourists in Cambridge City. Through
Quantitative methodology, it will be easier to implement graphical and visual representation.
Study population
Sampling is the method used in statistical form of analysis through which predefined figure of
observations that are taken from a big population (Wilson, 2016). Here the method of sampling
will be utilized through which small portion of the population will be selected. When
implementing the sampling method, random sampling will be performed the tourists who will
arrive will not be the same from time to time in their visit to river camp. Here a sample size of 80
tourists will be considered from Cambridge city. Through 80 people a varied scale of opinions
will be able to be obtained. The cons of random sampling are that it is not quick in nature and it
does not take the time for the person who is conducting the random sampling. Another con is that
it can be conducted with just a few people large sample size has to be consider, which may be a
huge disadvantage on many practical levels. The pros of random sampling are that it is easy to
implement and it is not complicated in nature. In random sampling, data can be generalized and
the larger opinion of the crowd can be ascertained. Additionally, for random sampling high
levels of skill are not required, only a friendly communicative nature is required.
Data Collection
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There are two forms data collection methods Primary and Secondary methods. Primary method
is the collection the way through which raw information is collected from the market. In this
method, processes such as surveys, interviews are utilized whereby the information is directly
collected from the source. Secondary method is the collection the way through which existing
data is collected from the market (Walliman, 2017). In this method, sources such journal, books,
and other scholarly sources. Here in this study, primary method will be utilized since survey is
being conducted. The rationale for using primary method is that for the tourism sector mainly
concentres on current data. Secondary method is not being used past and existing data will not
be useful for this study.
Data Analysis
Here statistical tools will be used to create graphical representations, where MS Office Excel will
be used to create pie charts. Pie chart is a circular form of graphical representation and in the
chart divisions are made through slices and each slice represents specific data. Here in case of
river camp of Cambridge City, pie chart will be used so that visually it is easier to represent
information. The data will be collected through surveys and then raw data will be converted
visual representations in MS Office Excel.
Ethical Consideration
There are several ethical factors, which need to be considered in the case of the river camp
survey, which is being conducted. The ethical factors, which are being conducted, have been
enlisted here down below:
Consent – The tourists who are being considered for the survey, their constant must be obtained
for the survey so that questions can be asked them. If their consent is not attained then, it would
be a highly unethical situation and against the will information will be attempted to be attained
which is immoral and illegal and this falls under the sphere of harassment (Boyd, 2015). To
avoid this, tourists must be approached in a well and friendly manner so that they cooperate and
willing to give their opinion and provide the data which is required.
Misinterpretation of information – The information, which is being collected from the survey,
must be obtained in an ethical manner as well. This implies that, the data, which has been
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collected, must not be manipulated on purpose. Manipulation of data produces imperfect
representation of the data, which has been collected (Bhatia et al., 2014). Furthermore wrong
data manipulation lead to the opinions of the tourists being misstated, which will seem like the
tourists are at fault when in actuality will be of the person who is interpreting.
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Results or Analysis
1. Is it your first visit to River Cam?
Options Number of
respondents
Percentage of
respondents
Total number of
respondents
Yes 55 68.75% 80
No 25 31.25% 80
Table 1: Response of the visitors
69
%
31
%
Is it your first visit to River Cam?
Yes
No
Figure 1: Response of the visitors
Analysis: From the above graphs and charts, this can be stated that there were 80 respondents
those had attended the survey program and made their feedbacks. 55 of total respondents were
voted that they are visiting the River Cam for the first time, where rest of the respondents had
already visited the spot before time. Due to attractive tourist spots of River Cam, majority of the
respondents visited the spot.
2. How did you know about River Cam?
Options Number of Percentage of Total number of
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respondents respondents respondents
Friends 16 20% 80
Website 24 30% 80
Family 04 05% 80
News paper 08 10% 80
T.V 12 15% 80
Others 16 20% 80
Table 2: Response of the visitors
Friends Website Family News
paper T.V Others
0
5
10
15
20
25
16
24
4
8
12
16
Figure 2: Response of the visitors
Analysis: Respondents mentioned that they had used a verity of sources such as friends, website,
news paper, family, T.V and others to know about the River cam. Through analysing the above
graph, this is clear that majority of the respondents had come to know about the River Cam from
the website and various internet sources. This is because modern digital technology is being used
by almost everyone and this can help to acquire huge over various subjects. 20% of the total
respondents selected friends as their option for this survey question. Rest of the respondents
voted family, newspaper, T.V and others accordingly. Therefore, this is very clear that website
and internet facility such has played a vital role in making aware the people about the tourist
spot.
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