Evaluating Consumer Experience and Destination Loyalty in London

This report evaluates the effectiveness of consumer experience and destination loyalty within London's tourism industry. The study begins with an introduction to the significance of the tourism sector in the UK, highlighting its contribution to economic development, job creation, and GDP. It emphasizes the importance of customer experience and satisfaction in driving tourism growth and loyalty. The report outlines the research objectives, questions, and rationale, focusing on assessing the relationship between tourist satisfaction and destination loyalty, analyzing the importance of consumer experience for profit, and identifying factors influencing loyalty. The literature review explores the relationship between tourist satisfaction and destination loyalty, the importance of consumer experience in raising profits, and factors influencing loyalty and customer experience. The methodology section details the research design, approach, strategy, philosophy, data collection methods, and analysis techniques. The report includes data analysis, findings, and discussion, comparing data analysis with the literature review. The final sections provide conclusions and recommendations for improving consumer experience and destination loyalty in London's tourist sites, contributing to the growth and sustainability of the tourism sector.

To evaluate the effectiveness of
consumer experience and
destination loyalty in tourist site

ABSTRACT
Tourism sector is considered as the main source of income and therefore tourism
contribution is a source to economic development. Customer experience is the crucial part of
growth of tourism and travel industry because, travellers are the assets of the country. Tourism
industry of United Kingdom is worth 257 billion pound and has managed 10 % increase in gross
domestic product. Further, it is identified that tourism industry is supporting 3.8 million jobs
which owns 11 % of total population of UK. In 2016, 37.3 million inbound visitors in UK, which
denotes increase of 3 % in comparison to 2015. Further, the total contribution of inbound tourist
is 22.2 billion pounds (UK tourism industry gathers to sell destination Britain to world, 2019).
The significance of study is proven by the tittle which is focused on customer expectation which
is crucial part of managing improvement and sustainability in products and services. The study
helped in evaluating various factors which helps and influences views of travellers over tourist
location. The scope of study was wide because it outlined variety of terms which are interlinked
with one concept which is tourism industry and its contribution and loyalty of travellers to
particular tourist site. The tourist travel to other regions with specific purpose like for spending
leisure time with friends' and family or for holidays, education trip or business outcomes.
However, every travelling purpose is concerned with different need where focus of tourist is on
getting services according to their plan. In the present research, inductive approach has been
used which involve to formulate hypotheses which starts with research questions, aim and
objectives that assists to achieve aim and objectives.

TABLE OF CONTENTS
RESEARCH TOPIC........................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of study ...................................................................................................................1
Aim..............................................................................................................................................3
Research Objectives.....................................................................................................................3
Research Questions......................................................................................................................3
Rationale of study........................................................................................................................3
Significance of study....................................................................................................................4
Scope of study..............................................................................................................................4
Structure of Dissertation..............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Introduction..................................................................................................................................7
Relationship between tourist satisfaction and destination loyalty...............................................7
Importance of consumer experience for raising profit of the tourist site...................................10
Derive importance of destination loyalty for raising revenues of the tourist site......................13
Factors that influence destination loyalty and customer experience.........................................16
.......................................................................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................21
Research design.........................................................................................................................21
Research approach.....................................................................................................................22
Research strategy.......................................................................................................................22
Research philosophy..................................................................................................................23

Methods of data collection: .......................................................................................................23
Data analysis..............................................................................................................................24
Ethical consideration..................................................................................................................25
Reliability and validity...............................................................................................................25
Limitations of the study.............................................................................................................26
CHAPTER 4: DATA ANALYSIS................................................................................................27
CHAPTER 5: FINDINGS AND DISCUSSION.............................................................................1
CHAPTER 6: CONCLUSION AND RECOMMENDATION.......................................................5
6.1 Conclusion.............................................................................................................................5
6.2 Recommendation...................................................................................................................7
REFERENCES................................................................................................................................9

TABLE OF FIGURES
Figure 1 Growth of tourism sector as per managing consumer satisfaction..................................11
Figure 2 UK Tourism growth in 2018...........................................................................................17
Figure 3 Consumer experience issues............................................................................................18
Figure 4: Research onion...............................................................................................................21
Figure 5: consumer experience......................................................................................................27
Figure 6: factors that drive experience of customers towards tourism..........................................28
Figure 7: Tourism services............................................................................................................31
Figure 8: Consumer experience.....................................................................................................33

RESEARCH TITLE
To evaluate the effectiveness of consumer experience and destination loyalty of tourist site
of London.
Aim
“To evaluate the effectiveness of consumer experience and destination loyalty in tourist
site: A case study on London”
Research Objectives
 To assess relationship between tourist satisfaction and destination loyalty
 To analyse reasons behind importance of consumer experience for raising profit of tourist
destination that is London
 To derive importance of destination loyalty for raising revenues of the tourist sites of
London
 To outline factors that influence destination loyalty and customer experience
Research Questions
 Is there any relationship between tourist satisfaction and destination loyalty?
 Explain the importance of consumer experience in increasing profit of the London?
 Why destination loyalty is important for raising revenues of the tourist sites of London?
 What are the factors that influence destination loyalty and customer experience?
CHAPTER 1: INTRODUCTION
Background of study
Travel and tourism industry have created boon in economic development of countries.
The industry emerged is a boom for economic development, job creation, improvement in
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standard of living, etc. It is the most valuable approach of flaunting beauty of domestic countries
to travellers in own unique way (Allameh and et.al., 2015). Customer experience is the crucial
part of growth of tourism and travel industry because, travellers are the assets of the country.
Managing customer experience is essential part for every business where it important for the
organisation to focus providing positive experience and response to visitors. There are various
techniques incorporated by business for determining experience of customer towards services,
like pre and post service feedback. It is follow-up technique which helps the company in
demonstrating individual interest over tourism services.
The present study is based on and attitude of domestic people, accommodation,
hospitality and transport. The study is specifically focused on London which is a popular tourist
destination with iconic tourist attraction like Big Ben which is London Iconic National
timepiece, Tower of London which is a Medieval castle housing the crown, Coca-Cola London
Eye which is riverside observation wheel, etc. London is considered as most popular tourist
destination across the globe with 30 million tourist every year.
Analysis of travel trends helped in determining that consumer behaviour is the most
preferable way of analysing tourist expectation from travelling country or particular tourist site.
Tourist services and travellers experience is based on few common concepts that is technology,
behaviour of tourism, attitude, perception, loyalty, trust and expectation (Jiang Ramkissoon and
Mavondo, 2016). Analysis of tourist behaviour is necessary for determining individual
destination loyalty in particular tourist site. Determination of tourist interest in particular
destination helps the industry in country in deriving potentials of improvement and key strengths
of business which needs to be stable in order to promote growth of travel and tourism industry.
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Meeting expectation of travellers is the best of attaining loyalty of visitor in modern era.
Apart from this, travel and tourism organisation make use of various technological tools for
meeting expectation of travellers (Cantallops and Salvi, 2014). Destination satisfaction play a
crucial role in managing consumer experience and destination loyalty in tourist site. Destination
satisfaction is attained by meeting all needs and requirements of travellers like, hospitality,
transportation, entertainment, etc. Therefore, it can be said that tourist and travel industry of UK
is attaining growth by coordinating trust towards destination which aid in gaining loyalty of
travellers (Jung, Chung and Leue, 2015). Thus, the study will derive significant relationship of
dependent and depicts various of travel trends, economy and loyalty of travellers (Rahman,
2014). The analysis and interlink of different aspect will aid in addressing objectives and
question of research.
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Illustration 1: Trends of tourism industry
(Source: Britain's visitor economy facts, 2016)

Rationale of study
The reason behind choosing this topic is to explore importance of customer experience
which is depicted from individual’s loyalty towards tourist destination. The topic is chosen for
academic purpose and will help in deriving various growth factors of economy like economic
contribution, tourist attraction, need of changes and facts which needs to be considered for
improving travel and tourism services (Leong and et.al., 2015). Further, the research is for
personal interest as it will help in accumulating various facts which needs to abided in order to
improve customer satisfaction in travel business. It will help the intellectual in outlining
improvement and innovation which can be incorporated to boost customer experience.
Apart from this, the purpose of choosing this topic for research is to accumulate wide range
facts with regard to contribution of different tourist sites of London for managing increase in
revenues and contribution in gross domestic product (Su, Hsu and Swanson, 2017).
Significance of study
The significance of study is proven by the tittle which is focused on customer expectation
which is crucial part of managing improvement and sustainability in products and services. The
study will help in evaluating various factors and their influence on views of travellers over
tourist location. It will help in clearing about changing tourism trends and customer expectation
which is necessary part of tourism industry. Moreover, the research is important because it will
help in exploring economic improvement by evaluating tourism contribution to London. The
study will be beneficial for intellectual because the individual will be exploring various factors
which drives growth of industry.
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Scope of study
The scope of study is wide because it is based on variety of terms which are interlinked
with one concept which is tourism industry and its contribution in gaining loyalty of travellers
towards particular tourist site. The keywords of study will be consumer behaviour, technology,
tourist attraction, tourist site, visitors, economic development, revenue, gross domestic products,
etc. (Sirakaya-Turk, Ekinci and Martin, 2015). The study will help in outlining various pros and
cons of the study which are effective and efficient for deriving needs of improvement and with
regard to tourism trends. In addition, it will help in deriving things and situation which impacts
customer expectation towards tourist attractions of London and make traveller loyal towards one
specific tourist site. The study will help in learning about growth of UK economy which is
experienced by tourism industry.
Structure of Dissertation
Chapter 1 Introduction: The chapter is based on gaining insights over chosen research
topic. The chapter is based on different headings from where it is easy to derive criteria of
managing smooth flow of dissertation. Aim and objectives of dissertation helps in outlining
aspects which needs to be addressed in study. Further, rationale and significance assisted in
deriving reasons of choosing particular topic of research.
Chapter 2: Literature review: It is outline of views of different scholar where the focus
of intellectual is on accumulating relevant research information. The literature review is outlined
with the help of themes which are formulated on the basis of research objectives and questions.
The information in this chapter is based on secondary research which will be gathered from
books, journals, online books, article, governmental publication, etc. The accumulation of
information from different areas and source will help in developing understanding over all the
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aspect of research. Thus, it can be said that chapter will assist in comparative analysis where
information will be argued and justified which will promote critical understanding over
effectiveness of consumer experience and destination loyalty in tourist site.
Chapter 3: Research methodology: In this part of chapter the researcher derives use of
research tools which are used in entire study. Justification of research tools helps in gaining
understanding over different research methods and appropriateness of particular research tool. In
this research philosophy, approach and design suggest procedure and flow of study. On the other
hand, use of sampling tool will be justified by outlining appropriateness of chosen sampling tool.
Chapter 4: Data Analysis: In this chapter of dissertation collected information is
analysed to draw findings. It is type of interpretation of collected facts and figures. It is
evaluation stage where researcher will make use of thematic analysis for interpretation of
information. This is the most important chapter which aid in justifying research aim and
objectives. Interpretation is done on basis of comparison of different arguments made by scholar
in their study, the arguments promotes comparison which helps in specifying outcomes of study.
Chapter 5: Findings and Discussion: In this chapter of researcher aim at comparing
data analysis with literature review. This is done in descriptive form where over all findings' and
argument are discussed and justified in relation to aim and objectives of study. The chapter is
completely based on already accumulated facts and findings which are discussed to form
understanding over research questions and aim.
Chapter 6: Conclusion and recommendation: This is the last chapter of dissertation
where focus of scholar is on summarizing outlined facts in entire research. The conclusion is
outlined in descriptive form which enables summary of over analysis, review, findings and
discussion. Thus, it can be said that it is summary of overall findings on the basis of which final
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recommendations are made to suggest improvement in managing effectiveness of consumer
experience and destination loyalty in tourist site.
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