Report on Tourism in Chester City: Analysis, Issues, and Improvement

This report provides a detailed analysis of tourism in Chester, a popular city in the UK, focusing on its attractions, issues, and areas for improvement. It highlights the city's historical and cultural significance, including its well-preserved medieval architecture and various tourist spots such as the Chester Zoo and the River Dee. The report discusses factors affecting tourism, including geographical location, economic conditions, political stability, and cultural features. It also addresses challenges such as parking facilities, the preservation of historical sites, and the rise of anti-social behavior. The report suggests improvements like better infrastructure, enhanced facilities, and effective management of tourist flows to maintain and enhance Chester's appeal as a leading tourist destination. The report references various sources that support the analysis of the current state of tourism in Chester and provides suggestions for future development.

Running head: TOURISM IN CHESTER
TOURISM IN CHESTER
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1TOURISM IN CHESTER
The city of Chester has become one of the most popular and vibrant city in the UK.
This article discusses some of the tourism issues in the city of Chester. This city is situated in
the north west of England and is described as the diamond of the UK’s crown. The
government of the UK has best preserved this medieval walled city, as it is a grand tourist
attraction and landmark (Cheshirewestandchester.gov.uk, 2018). The recent statistics of
Chester’s tourism reveal that the visitor economy for the city jumped up to around 2.6 million
pounds in 2015. In addition to that, the number of visitors choosing the city increased
markedly to almost fifty million, an increase of 4.4% topping previous stats. This article
analyses the main attributions of the city of Chester, the potential areas for improvement and
the factors that affect the tourists.
Issues of popularity:
The city is driving a dynamic legacy for the future generation and creating a leading
local finance driver by supporting the regional creativity, learning as well as entrepreneurs.
Chester is reassuring inward investment consequently stimulating business advancement. One
of the most important factor that affect the popularity of a tourist spot is its geographical
location. The successive economic, environmental and social growth also have contributed
the Chester city and its surrounding areas to fulfil their aspirations of becoming a must see
destination in the Europe.
The global and domestic economy is unswervingly related to tourism. The economy
of the country has contributed at large for the growth of tourism in the places. In case the
country undergoes economic turbulence and people suffering from the unemployment issue,
the tourism industry of that particular country directly gets affected. On the other hand, if the
country is doing good in the economic sector, the people will have enough money thus can
afford to spend on leisure.

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This part of Europe has seen popularity as the countries in this region is free from the
recent threats of natural disaster. According to the scholars, tourism grows best when the
destination is supported by the conductive climate (Kim,et al.,2014). Despite established
near ocean the ocean current and global warming do not have much effect on the city
and its climate. This part of the region has stable environment free from hash winds,
drought, flash floods or any kind of extreme climatic change. Therefore, people from all
over the world having interacted in history, archaeology and culture gather this place.
The political environment of the city has recorded to have stable nature and no clash
with other governments that usually increase complexities in the tourism sector. The city also
does not have any prior or recent experience of terrorism or any kind of political turbulence
like nationalism and religious fundamentalism. Therefore, Chester has demonstrated stable
political environment, which is one of the most important aspects that regulate the
international tourist flow (Pulido-Fernández, Andrades-Caldito & Sánchez-Rivero, 2015).
Cultural, social and overall features of the tourist destinations also affect the tourist
destination greatly. There are spots that the tourists gather most are the famous walls of
Chester, Chester Zoo, cathedral, military and historic museums, Chester water tower, castle,
city bath and the River Dee. Beside these, the city records a huge number of parks and
gardens that bear the memories of the Roman Empire. The well preservation of the historical
artefacts and sites are the chief reason why thy international tourists swarm in this place. The
city is purely dependant on tourism therefore has to be careful for sustaining responsible
tourism in the region.
Places for improvement:
International guests generally expect easy access to the facilities of a relatively high
standard. They demand particularly accessibility in the places of visit through public

3TOURISM IN CHESTER
transport and parking facilities. The city has congestive and frustrating parking facilities like
other major cities of Europe (Eid & El-Gohary, 2015). The government has applied a scheme
for the residents in order to reduce the traffic in the major tourist sites. Continued efforts by
the government and national agencies have shown positive results in the tourism sector. The
statistics are expected to rise in the coming years, believe Alison Duckowrth, director of
Marketing Cheshire. She further added that the official website of Marketing Cheshire has
witnessed a rise of 11% in bookings for Chester Tourism (Chesterchronicle.co.uk, 2018).
The tourism industry of Chester is purely based on the historical and archaeological
places and monuments. These are the chief attractions and the link to the local economic
development (Radojevic, Stanisic & Stanic, 2015). These archaeological or historic sites are
susceptible to the damage and destruction from a different natural as well as human action. In
case once destroyed, these archaeological sites cannot be restored. Therefore, it is essential
for the government as well as the museum organizations to preserve these heritage sites and
the artefacts carefully.
Places for leisure like clubs, bars and shopping spots need to have more facilities
matching the expectations of international public perceptions. One of the chief issues that
have affected the tourism in Chester is the increase of anti-social behaviour or crime. Despite
the fact that policing in the city has been prioritised due to enhance the security of the place
but crimes which include incidents like graffiti are fast increasing that also affect the
popularity of the region.
International tourists also expect good signage, perfect notice boards, great maps as
well as adequately well-serviced encampments. Hence, the city organizations need to
improve as well as increase the facilities for both the domestic and international visitors
(Bulchand-Gidumal, Melián-González & Lopez-Valcarcel, 2013).

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Managing affecting issues:
In the city, visit management has been employed by various agencies or
organizations. These major tools are responsible for managing these issues in variety of
locations all various scales. Data reveals thatMore than 31 million people visited
Cheshire West and Chester which is an increase of 10 million from 2012. According to
the government, there has been a growth of 11% on sales of tourist products from
August last year to this year, with an occupancy rate of 97.4%. In order to control tourist
flows, the government has focused on analysing the relationship between environment of the
region and the tourist expectations (Dominici & Palumbo, 2013). The strategies focus on the
methods of controlling the quantity of the global visitors by limiting the numbers for
matching capacity as well as spreading this number all through the year, rather than facing
concentrated flow in one time as tourist season (Radojevic, Stanisic & Stanic, 2015). Thus,
by adapting proper resources to cope with the volume of tourists the organizations as well as
the government will be able to operate successfully.

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References:
Bulchand-Gidumal, J., Melián-González, S., & Lopez-Valcarcel, B. G. (2013). A social
media analysis of the contribution of destinations to client satisfaction with
hotels. International Journal of Hospitality Management, 35, 44-47.
Cheshirewestandchester.gov.uk. (2018). Home | Cheshire West and Chester
Council. Cheshirewestandchester.gov.uk. Retrieved 11 January 2018, from
https://cheshirewestandchester.gov.uk/Home.aspx
Chesterchronicle.co.uk. (2018). Chester and Cheshire celebrates record breaking tourism
figures. chesterchronicle. Retrieved 18 January 2018, from
https://www.chesterchronicle.co.uk/news/chester-cheshire-news/chester-cheshire-
celebrates-record-breaking-11952771
Dominici, G., & Palumbo, F. (2013). The drivers of customer satisfaction in the hospitality
industry: applying the Kano model to Sicilian hotels. International Journal of Leisure
and Tourism Marketing, 3(3), 215-236.
Eid, R., & El-Gohary, H. (2015). Muslim tourist perceived value in the hospitality and
tourism industry. Journal of Travel Research, 54(6), 774-787.
Kim, M. J., Lee, C. K., Chung, N., & Kim, W. G. (2014). Factors affecting online tourism
group buying and the moderating role of loyalty. Journal of Travel Research, 53(3),
380-394.
Pulido-Fernández, J. I., Andrades-Caldito, L., & Sánchez-Rivero, M. (2015). Is sustainable
tourism an obstacle to the economic performance of the tourism industry? Evidence
from an international empirical study. Journal of Sustainable Tourism, 23(1), 47-64.

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Radojevic, T., Stanisic, N., & Stanic, N. (2015). Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management, 51, 13-21.
Radojevic, T., Stanisic, N., & Stanic, N. (2015). Solo travellers assign higher ratings than
families: Examining customer satisfaction by demographic group. Tourism
Management Perspectives, 16, 247-258.