A Critical Analysis of UK Domestic Tourism Destination Choices

This dissertation presents a critical analysis of the factors influencing British leisure tourists' preferences and choices when selecting domestic tourism destinations within the UK. The research investigates the impact of climate conditions and the availability and quality of accommodation facilities on tourist decisions. The study employs both primary and secondary data collection methods, including questionnaires and literature reviews, to explore the reasons behind the popularity of UK domestic tourism, the rising demand for 'staycations,' and the specific preferences of British tourists. The findings aim to identify key drivers of destination choice and provide recommendations for tourism businesses to enhance their offerings and attract more visitors. The research also acknowledges the limitations of the study and suggests areas for future investigation. The dissertation is structured to provide a comprehensive overview of the research background, literature review, methodology, data analysis, and conclusions.

DISSERTATION
(A critical analysis of how climate and accommodation facilities affect the
preferences and choices of British leisure tourists in choosing domestic
tourism destinations)
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ACKNOWLEDGEMENT
I would like to give my genuine thanks to my mentor who motivated me and guided my
through the dissertation. Due to his support in the overall study I am able to complete this
research more effectively. They raise my confidence level by answering about all my issues
faced by throughout the dissertation. Special thanks to all my family members as without their
support it would not have been a successful research.
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ABSTRACT
Domestic tourism remains to be the biggest component of the tourist spendings within
UK. In 2015, British resident has chosen domestic destination for the overnight trips which was
recorded of 102.7 million in England with totaling to 300 million staying nights away from home
with an average spending of £191 per trip and average spending by British resident per night was
£65 making total expenditure of £19.6 billion by British people within the UK as a domestic
tourism. The different factors such as rising prosperity, falling travel cost, financial crises,
information and technology trends, population and social change has led the significant impact
on choosing tourist destination The presence of technological factors has huge impact on the
decision regarding selection of a particular destination to a significant level In the present thesis
on analyzing climate as well as accommodation facilities in affecting the preference of British
tourist towards UK domestic tourist destinations sample size is 25 respondents. This includes
British tourist. Further the collection is done through primary and secondary information. Along
with this inductive approach and positivism philosophy is being used.
It can be concluded that domestic tourism is suitable in comparison with international
tourism. This is due to the reason that it is cost effective as when the people visit local places less
amount of money is required. Moreover the individual feel secure when they visit the local place
in comparison with international tourism destination. This presents that there is greater
preference of British tourist towards visiting domestic tourism destination. Along with this it is
recommended to the tourism businesses to offer higher quality accommodation facilities so that
visitors can be attracted to a greater extent. Such needs to be improved as it determines the
preferences of the British tourist to a greater extent.
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TABLE OF CONTENTS
CHAPTER- 1 INTRODUCTION ...................................................................................................4
1.1 Research Background............................................................................................................4
1.2 Research Aims and Objectives..............................................................................................4
1.3 Structure of the study.............................................................................................................5
CHAPTER- 2 LITERATURE REVIEW ........................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Factors involved while making selection of tourist destination............................................7
2.3 Number of visit by UK tourist within the UK by area as well as purpose of visit................8
2.4 Reasons why domestic tourist destination of UK are more popular among UK residents....9
2.5 Rising demand for UK domestic tourism in comparison with past ....................................10
2.6 Conclusion...........................................................................................................................11
Chapter- 3 Research Methodology................................................................................................12
3.1 Introduction..........................................................................................................................12
3.2 Mixed methods....................................................................................................................12
3.4 Quantitative research method..............................................................................................12
3.5 Questionnaire design............................................................................................................12
3.6 Sampling..............................................................................................................................13
3.7 Data collection.....................................................................................................................13
3.8 Data analysis .......................................................................................................................14
3.9 Qualitative research method................................................................................................15
3.10 Validity and reliability ......................................................................................................15
3.11 Summary of research methods and data collection...........................................................15
CHAPTER -4 ANALYSIS AND DISCUSSION .........................................................................17
4.1 Introduction..........................................................................................................................17
4.2 Demographic characteristics of respondents ......................................................................17
4.3 Objectives one......................................................................................................................17
4.4 Objectives two.....................................................................................................................24
4.5 Objectives three...................................................................................................................29
4.6 Objectives four.....................................................................................................................31
4.7 Conclusion ..........................................................................................................................33
CHAPTER- 5 Conclusion and Recommendation .........................................................................34
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5.1 Introduction..........................................................................................................................34
5.2 Consequences of research findings......................................................................................34
5.3 Recommendation.................................................................................................................35
5.4 Limitations of the study.......................................................................................................35
CHAPTER- 6 EVALUATION......................................................................................................36
6.1 Project success.....................................................................................................................36
6.2 Skills learnt..........................................................................................................................36
6.3 Difficulties encountered ......................................................................................................36
6.4 Lesson learnt........................................................................................................................36
6.5 Future assignments..............................................................................................................37
REFERENCES..............................................................................................................................38
APPENDIX....................................................................................................................................40
Appendix 1 QUESTIONNAIRE...............................................................................................40
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CHAPTER- 1 INTRODUCTION
1.1 Research Background
The United Kingdom is regarded as the world's biggest destination of tourism with
36.115 million visiting in the year 2015. Domestic tourism remains to be the biggest component
of the tourist spendings within UK. The busiest period for the domestic travel with UK is in case
of bank holidays and summer months with August is the busiest (Taylor and Ortiz, 2009). UK
tourism industry is growing rapidly day by day, holding a significant role in terms of
employment opportunity as well as supporting UK economic with the contribution of £126.9bn
(9.0%) on the UK GDP. In 2015, British resident has chosen domestic destination for the
overnight trips which was recorded of 102.7 million in England with totaling to 300 million
staying nights away from home with an average spending of £191 per trip and average spending
by British resident per night was £65 making total expenditure of £19.6 billion by British people
within the UK as a domestic tourism. It is being assessed that domestic tourism expenditure will
be increased by 2017 with impressive grow with £108billion that’s 25.3% of total tourist
expenditure (Agnew and Palutikof, 2006). The trends towards ‘staycation’ has been beneficial to
the domestic market with financial pressured British consumer are opting more for domestic
holiday then traveling abroad.
Rationale
In the present report the research issue is the reasons become of which the British people
prefer domestic tourism. British people are more likely to go on holidays nowadays whether as a
domestic tourist or as an international tourist in different destination within the UK and abroad
destination. The main purpose of this research is to explore British people preference on
domestic tourism. In this research it will be explored about the more preference that British
people prefer to travel and the factors that influence them to choose their destination and the
different destination that is well famous among the British people for their holidays.
1.2 Research Aims and Objectives
The main aim of this research is: A critical analysis of how climate and accommodation
facilities affect the preferences and choices of British leisure tourists in choosing domestic
tourism destinations.
 To identify the factors involved while choosing tourist destinations.
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 To identify the reasons why domestic tourist destination of UK are more popular among
UK residents.
 To identify the rising demand for UK domestic tourism in comparison with past. To find the number of visit by UK tourist within the UK by area and purpose of the visit
Research questions Why British people prefer domestic tourism?
Analysis and framework
The methods for this research involves primary data that will be structured questionnaire
with the UK resident based on the model question distributed to them and mainly quantitative
questionnaire will be used to get reliable information from the responded. As per the objectives
only first two will be used via primary and secondary data collection method to generalized the
information (Cooper, 2008). Whereas for remaining two objectives secondary data are mainly
focused to get realistic information and to generalized the information, different online resources
via journal, articles, UK tourism survey sites, British tourism site, Office of national statistics
and UK tourism statistics will be used for the research of literature review. The sample sized will
be will be 60 and more local British tourist and resident. The more sample is used the more
specific information can be collected to generalized the research topic.
1.3 Structure of the study
While carrying out the investigation there is greater significance for the researcher to
make analysis of chronological order of the various chapters. There is interconnection among the
all the chapters in the present dissertation. Thus completion of one results in starting the another
one. The structure of present thesis is as below: Chapter-1 Introduction: It is considered as an important chapter of any investigation
wherein the researcher can make determination of the overview of the research topic. The
particular section is comprised research aim as well as objectives based upon which
entire study is being carried out. Chapter- 2 Literature review: It is considered as the next chapter of the thesis that takes
place after developing suitable objective of the investigation. Under this presentation of
past studies is done that are being carried out on same subject. Moreover various
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academic journals, online reference material as well as books are reviewed so as to
accomplish the particular section. Chapter- 3 Research methodology: It is another essential chapter that clearly reflects the
various methodologies that are being employed for collection of information and its
analysis. Based upon suitable selection of data collection and analysis tool the researcher
gains ability to develop findings regarding the same. Chapter- 4: Data analysis: After making selection of primary as well as secondary tool
the entire data gathered through selected respondents is assessed in the particular chapter
of report. It includes assessing the outcomes by the means of developing varied
inferences and themes.
 Chapter-5 Conclusion and Recommendation: It is regarded as the last chapter of the
study that is comprised of various conclusion that has been gained from the findings of
investigation. Along with this there are several recommendations suggested regarding the
phenomenon under subject matter.
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CHAPTER- 2 LITERATURE REVIEW
2.1 Introduction
Following the chapter of introduction another section of dissertation is related with
literature review. The particular chapter reflects the opinions, views of the several scholars in
relation to the subject matter in the study. In this the data has been gathered by the means of
secondary sources that is regarded as the basis for further investigation. Through through the
help of literature review gap in the researches carried out in past can be examined. Further the
section makes determination of the views of the researcher in critical way. Therefore in such
manner the theoretical base relating to the subject matter can be developed with greater
effectiveness. In the present thesis the literature review would involve factors involved while
making selection of tourist destination. In addition to this it is comprised of identification of if
UK tourist prefer domestic tourist destination to international tourist destination or vice versa.
2.2 Factors involved while making selection of tourist destination
The different factors such as rising prosperity, falling travel cost, financial crises,
information and technology trends, population and social change has led the significant impact
on choosing tourist destination (Soliman, 2011). In addition, there are some more other factor
that influence tourist to choose destination such as the shifting of tourism trend, the changes of
tourist’s taste, increasing of tourist’s personal income, existence of public and private
partnership, and selection of destination and tourist motivation, in fact this are the important
factor that influence tourist concept while choosing destination.
It has been assessed that in accordance with the income of the visitor the choice regarding
selection of tourist destination depends as the visitors having adequate income can spent much
on the traveling the place that are expensive. Such has affecting the decision regarding selection
of the destination (Bogari, Crowther and Marr, 2003). Along with the falling cost of travel also
helps the tourist in making decision regarding selection of destination to greater extent. In case
the cost of travel falls the people are more likely to visit the place as this offers them greater
advantage in terms benefit of cost saving. Availability of the facilities such as accommodation,
hotels, food and etc influence the visitor's decisions regarding the selection of particular
destination.
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Another major factor that influence the selection decision relates with technology. In the
present era, technology has huge influence on the people as there is existence of several
individuals who are involved in searching for the holiday booking of their purpose visit and also
looks at the reviews on the destination such as TripAdvisor. Such has greater impact on the small
firms as many can go on liquidity due to the reason that not lot of tourists would go and book
with them. This thereby results in decreasing the value of the firm. The presence of technological
factors has huge impact on the decision regarding selection of a particular destination to a
significant level (Huybers, 2003). The factor such as climate is major in determining tourists all
across the globe who are making selection of the tourist destination. For instance, several British
people escape their own nation and travel to some hotter places for holidays that is Spain,
Tenerife. On the other hand other tourists like rain and cold weather so they prefer to visit
England for different climate change. The selection decision depends on the specific needs of the
tourist.
2.3 Number of visit by UK tourist within the UK by area as well as purpose of visit
In 2015, 43.7 million trips were taken in England with spending of £10.7 billion, 13.9
million visit as a domestic tourist, for business reason generating £3.3 billion and for visiting
friends and relative’s trips was 13% or 40.6 million spending £4.7 billion making the highest
record since 2006. Domestic tourism within the Great Britain is referred to as the residents who
are taking the trips of one or more nights in Great Britian. In the year 2014 the total of 114.2
million trips were being made (Page, Song and Wu, 2011). Apart from the number of outbound
visits by domestic residents as well as inbound visits by foreign residents that has also increased
in the recent years. The number of domestic trip in Great Britian has remained flat and has
decreased since 2011. However it has been gained that there are twice number of domestic trips
in comparison with number of foreign trips that is being taken by residents of UK in the year
2014.
There is presence of several reasons for the domestic trip. This has been presented
through the table as under:
2014 Million %
Holiday 52.9 46%
Friends/ Relatives 42.5 37%
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Business 15.9 14%
Misc 2.9 3%
Total 114.2 -
In the year 2014 46% of the domestic tourism trips were being made as a part of holiday.
Further 37% of the trips were towards visiting friends or relatives. On the other hand 14% of the
trips were being made for the reason that relates with business (Thrane and Farstad, 2011).
The destinations that are being visited for the domestic tourists trips in the year 2014 and
the amount spend by them has been presented through table in the manner stated as under:
2014 Trips Spend
Million % £ billions %
England 92.6 81% 18.7 80%
Scotland 12.5 11% 2.9 12%
Wales 10.0 9% 1.7 7%
Great Britian 114.2 - 23.3 -
England has accounted for 81% of the overnight domestic visits within the Great Britian
in the year 2014 as compared with 11% in Scotland as well as 9% in Wales. The expenditures
made by the domestic overnight tourist in the Great Britian has been totalled as £23.3 billion in
the year 2014 which is 3% down in the year 2013. 80% of the expenditure of domestic tourism
occurs in England.
2.4 Reasons why domestic tourist destination of UK are more popular among UK residents
There is presence of several factors because of which tourist destination of UK are
popular among the UK residents. This is due to the reasons which are enumerated in the manner
stated as under: Health, Safety and security: The UK has become more strict over the past few year
regarding the health, safety as well as security legislation. Thus the UK residents
traveling within UK can expects to be safe instead of traveling to another desired
destination (Ghimire, 2013). The behavior of the people change in case they are in
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different destination. Moreover due to such they are not aware of the surroundings and
tends to be more relaxed which increases the number of crimes. Due to this domestic
tourism is more preferred by UK residents as in such case they have greater knowledge
regarding the culture as well as surroundings. Availability of the products and services: There has been greater enhancement in the
increase of products and services when traveling to UK. This is comprised of
accommodation, visitor attractions, events, guided tours as well as many more. With the
presence of such the resident of UK prefer domestic tourist destination. However the
existence of products and services changes because of seasonal effects such as Christmas
breaks, summer breaks (Moufakkir and Kelly, 2010). Under such situation the services
become much expensive and it is difficult to find the bookings. On the other hand in case
of off-peak season the products and services gets cheaper and there is presence of greater
availability.
 Accessibility: UK is regarded as one of the most accessible countries across the globe .
The tourist can visit UK by means of air, boat or ferry, car through the channel tunnel or
by the means of train with the assistance of English tunnel (Cooper and Wahab, 2005).
This is effective for the domestic tourist as it makes easier for them to get Britian and
other destination within UK. This factor is significant for the people residing in UK and
because such they prefer domestic tourism.
2.5 Rising demand for UK domestic tourism in comparison with past
There is greater rise in the demand for UK domestic tourism in comparison with the past.
As per the latest results it has been gained that there is strong growth in the domestic tourism in
the year 2015 (Thrane and Farstad, 2011). This is breaking records of spendings and the highest
trips since the year 2012. Tourism is regarded one of the fastest growing sectors and they are
committed to assist support to the industry across the whole nation. 103 million overnight trips
have been recorded in England and there has been 11% increase in comparison with the year
2014. The expenses has increased by 8% to 2014 with the total spendings of £19.6 billion. The
number of holidays that are been taken within England in 2015 has increased by 7% from the
previous year to 43.7 million as well as expenses on holidays have also increased. This presents
that there is greater demand of tourism in the market in comparison with the past.
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2.6 Conclusion
After carrying out the literature review chapter it can be concluded that there is presence
of varied factors such as rising prosperity, falling travel cost, financial crises, information and
technology trends, population and social change has led the significant impact on choosing
tourist destination. In addition to this it has been inferred from the past studies that falling cost of
travel also helps the tourist in making decision regarding selection of destination to greater
extent. The factor such as climate is major in determining tourists all across the globe who are
making selection of the tourist destination. For instance, several British people escape their own
nation and travel to some hotter places for holidays that is Spain, Tenerife. It can be concluded
that domestic tourism within the Great Britain can be regarded as the residents who are taking
the trips of one or more nights in Great Britian. There is greater rise in the demand for UK
domestic tourism in comparison with the past.
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CHAPTER- 3 RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is the most important chapter of dissertation which include tools
and procedure for collection as well as analysis of information. It includes research approach,
philosophy, data collection methods and research approach. This chapter provides detail
explanation of all selected methods along with justification of the appropriate one. It proves to be
effective for scholar to select the most suitable method through which data can be collected
effectively in order to reach at the aim of the current investigation. However, all method and
procedures selected for the current dissertation are explained as follows-
3.2 Mixed methods
Mixed method us methodology for carrying out investigation that is comprised of
collecting, analysis as well as integration qualitative as well as quantitative research. Basically
research investigation are of two types of such as qualitative and quantitative and selection of the
same is based upon nature of study. Here, qualitative study is generally applied for in-depth
analysis of collected information through which research reach at valid outcome of the
investigation (Mackey and Gass, 2015). Apart from this, quantitative type of investigation is
applied under study where impact of one variable is to be assessed on another. This reflects that
present study is based upon qualitative investigation through which researcher gather detail
related to factors involved in selecting tourist destination. Furthermore, reason of the tourist
destination selection are also assessed by taking into account rising demand of UK domestic
tourism in comparison to past (Panneerselvam, 2014).
3.4 Quantitative research method
It is comprised of close ended information such as the one that are being found for the
purpose of measuring the attitudes, behaviors as well as performance instruments. The analysis
of such kind of data is comprised of statistically analyzing scores gathered on the instruments or
checklists towards answering research questions or to test hypothesis.
3.5 Questionnaire design
The aim of the present dissertation is to critically analyze how climate and
accommodation facilities affect the preferences and choices of British leisure tourists in choosing
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domestic tourism destinations. For the purpose of attaining aim research instruments is being
applied that is enumerated in the manner as below:
In order to collect data by means of primary sources the instrument which is being used
in the present thesis is referred to as questionnaire. It involves open as well as close ended
questions. Close ended questions can be answered with greater ease and in quick manner by the
respondents. By means such questions the researcher is able to make comparison of responses of
several respondents. Along with this the answers in situation of close ended question can be
coded in an effective manner and is analyzed through application of statistical tools. On the other
hand in case of open ended questions the British tourists are offered to present their views in an
effective manner in relation to the phenomenon under subject. With such research can make
discovery of the findings which are unanticipated. Along with this in open ended questions
respondents can offer detail answers and can qualify the responses.
3.6 Sampling
Sampling can be referred to as the method that is being incorporated in order to study few
selected items. The smaller selection is referred to as sample. In the present thesis the tool of
sampling used is probability (Young, 2004). While conducting the investigation it is not easy for
the researcher to collect the data from whole population. For the sake of resolving this sample
selection is being carried out. This tool of sampling is suitable for the investigation. This is due
to the reason that it offers equal opportunity to British tourist who are visiting UK to a greater
extent. It is being ensured under Probability sampling method that every unit within the
population is offered equal chance in getting chosen as sample for investigation. Another
important aspect within sampling is determining the size of sample. It is referred to as the
number of units that have become the part of research. Such demonstrates the number of
respondents from whom the information is collected in order carry out the research. In the
present thesis on analyzing climate as well as accommodation facilities in affecting the
preference of British tourist towards UK domestic tourist destinations sample size is 25
respondents. This includes British tourist.
3.7 Data collection
Data collection is considered as the most important part of research methodology as it
provide evidence of reaching at the aim of the study. Basically, primary and secondary
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information is collected for serving as the evidence under the study. The main sources of primary
data interview, questionnaire, observation etc. However, suitable technique is applied by
researcher so as to gather appropriate amount of information (Taylor, Bogdan and DeVault,
2015). On the other hand, secondary information are collected with the help of different sources
such as journals, books and online articles. It shows that current study on analyzing climate as
well as accommodation facilities in affecting the preference of British tourist towards UK
domestic tourist destinations is based upon both collection of primary and secondary information
(Silverman, 2016). In this regard, questionnaire method is used for collection of primary data
under which both open and close ended questions are included. On the other hand, different
sources of secondary information such books and journals and other related reports from tour
operators can be incorporated. It proves to be effective develop deep understanding among
research related to current investigation.
3.8 Data analysis
After collection of information from varied sources the next chapter of the thesis is
analyzing and evaluation of the gathered information. Data analysis is considered as the process
which act as an aid in making application of logical and statistical tool in systematic way. This is
being done in order to condense, describe, illustrate and evaluation of the data. With this
researcher can make inspection, transform as well as cleaning of data in order to reach at valid
outcome (Lillis, 2008). For the purpose of analyzing the data there is presence of two methods.
This is comprised of qualitative as well as quantitative method.
In the present thesis on analyzing climate as well as accommodation facilities in affecting
the preference of British tourist towards UK domestic tourist destinations qualitative tool has
been employed for the sake of analyzing the data. This is because it offer better understanding
with respect to the phenomenon under subject matter. Through the assistance of qualitative
analysis the view of the British tourists can be gained in an effective manner. With the
qualitative analysis in depth description is being done. For the present thesis qualitative tool has
been employed through use of thematic tool. The themes would be devised after making
determination of the phenomenon under the investigation.
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3.9 Qualitative research method
It is regarded as the open ended information which is gathered by the researcher through
the means of interviews, focus groups as well as observations. The qualitative data analysis
follows the path related with aggregating it into the categories of the data as well as presentation
of the diversity of the ideas collected by means of data collection. In the present thesis qualitative
method is being employed.
3.10 Validity and reliability
It is significant to make application of tools in order to conduct the thesis with
effectiveness. Due to such reason the concept related with validity as well as reliability has
gained significance in the research procedure. Validity can be referred to as the quality of being
sound in logical and factual way. It is the degree to which the research determines what is needed
to be assessed within the investigation. Internal validity can be referred to as the validity of test.
In contrast to this external validity can be determined as the ability to generalize the outcomes of
the investigation to the target population (Nalzaro, 2012). The present thesis on analyzing
climate as well as accommodation facilities in affecting the preference of British tourist towards
UK domestic tourist destinations ensures maintenance of validity. This is being done through
collection of suitable primary and secondary data collection tools. Such tool acts as an aid in
collection of data from the British tourists. The tool such as questionnaire is being used in
present dissertation. This serves the purpose due to which it is applied.
Another main aspect is reliability. It presents the extent to which consistent as well as
stable results are generated by means of assessment tools. The concept act as an aid in making
determination of whether or not the study will yield similar results in case it is being conducted
again. The present investigation on analyzing climate as well as accommodation facilities in
affecting the preference of British tourist towards UK domestic tourist destination is regarded
reliable as data collected is from authenticated sources.
3.11 Summary of research methods and data collection
Research approach
Research approach is regarded as the way in which the study is being carried out in
forward direction by the investigator. There are two kind of approaches that is comprised of
deductive as well as inductive approach. Deductive approach begin with the statement and the
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investigation is being conducted for the sake of answering it. The aim is towards concluding with
yes or no response questions. On the other hand the procedure of deduction moves from theory
to research question, to collection of data, findings to rejection or confirmation of the question
related with the investigation. The inductive approach makes research move from specific
situation for the purpose formulating broader general ideas and theories
For the present thesis that aims at to analyzing climate as well as accommodation
facilities in affecting the preference of British tourist towards UK domestic tourist destinations
inductive approach has been utilized. This is due to the reason that through such investigator can
make creation of empirical generalization (Qur, 2013). Further it involves search patterns from
the observation that results in development of explanation. Through understanding the views
tourists assessment can be made regarding the preferences of the British tourists.
Research philosophy
It is regarded as overarching term that relates with the knowledge development. It covers
the nature of the information in relation to research. Research philosophy can be defined as the
development of background of the investigation. It is comprised of factors that presents the
manner in which the people view things in different manner, varied beliefs as well as perception
in real terms. There is presence of two kind of research approach that is positivism as well as
interpretivism (Remelts, 2015). The former assist in making generation of hypothesis that can be
tested. Along with this it provides explanation which is being assessed against the knowledge
that is accepted in the globe in which we live. On the other hand Interpretivism philosophy is one
that offers suitable justification for issues of the research. With this research philosophy
investigator can reflect fact and figures which are associated with the problem under
investigation. Interpretivism philosophy can be referred as the approach that focus on the
meaningful nature of the participation of the people in cultural as well as social life.
For the present thesis positivism philosophy is being used. Through this researcher is able
to provide his own views for the purpose of evaluating the social world. Along with this
researcher reflected interest in making collection of general information from the social sample.
Within this theory the researcher is independent from the research. Such act as an aid for the
scholar in making concentration on the facts. Thus because of such reason positivism philosophy
is being employed in present dissertation.
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CHAPTER -4 ANALYSIS AND DISCUSSION
4.1 Introduction
Following the research methodology chapter another section of thesis is analysis of data.
The particular chapter deals with appraisal and evaluating the data which is collected by the
researcher. It is concerned with presenting the data in suitable format and understandable way.
The chapter offers findings which can be utilized for the sake of drawing final outcomes of the
thesis. For the present thesis on critical analysis of how climate and accommodation facilities
affect the preferences and choices of British leisure tourists in choosing domestic tourism
destinations data evaluation is being carried out. For the sake of gathering the data both primary
and secondary sources are have been used. Along with this data gathered is being analyzed
through qualitative method. For the purpose of carrying out qualitative analysis thematic tool is
being employed. In this regard themes have been devised on the basis of information collected
from British tourists.
4.2 Demographic characteristics of respondents
The respondents for the present thesis includes British tourists. It is comprised of people
who lives in UK and prefer domestic tourism. Under this the majority of respondents belongs to
age group of above 35 years. Along with this the number of males includes 20. However the
female number is 15.
4.3 Objectives one
 Identify the factors involved while choosing tourist destinations
H0: There is no significant role of different in selection of tourism destination
H1: There is significant role of different in selection of tourism destination
Theme 1: Domestic tourism is appropriate in comparison with international tourism
Responses Frequency Percentage
Disagree 3 12%
Neutral 5 20%
Agree 17 68%
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Finding and analysis: When the British tourists were asked regarding whether or not they think
domestic tourism is suitable as compared to international tourism 3 respondents disagree with the
view, 5 were neutral which implies that they neither agree nor disagree with the statement. On
the other hand 17 British tourists agrees with the statement that domestic tourism is appropriate
in comparison with international tourism.
By analyzing the responses attained through survey of British tourist it has been gained
that majority of the respondents believed that domestic tourism is appropriate in comparison with
international tourism. This is because of the reason that they believe that it is the cost effective
approach and also they feel secure while domestic tourism in comparison with visiting
international tourism destination. It is being determined that when visiting domestic destination
the issues that are related with language and cultural does not appear. Thus the visitors are able
to explore the entire destination with greater effectiveness.
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Disagree Neutral Agree
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Illustration 1: Domestic tourism is appropriate in comparison with international
tourism

Theme 2: The accommodation services of particular destination influence decision in
relation to selection of destination
Responses Frequency Percentage
Yes 15 60%
No 10 40%
Finding and analysis: On asking the British tourists regarding whether or not accommodation
services of particular destination influence decision in relation to selection of destination 15
respondents replied yes. On the other hand 10 British tourists said no to the view.
Through analysis of the responses attained through survey of British tourist it has been
gained that majority of the respondents believed that accommodation services of particular
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Yes
No
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7
Illustration 2: The accommodation services of particular destination influence decision
in relation to selection of destination

destination influence decision in relation to selection of destination. This is due to the reason that
with the assistance of accommodation facilities the visitors are offered with greater convenience
that can attract that towards the place to a greater extent. There is greater importance of
effectiveness accommodation services in affecting the decision regarding the selection of
destination. With the quality services the visitors to a greater extent are affected and this in turn
increases the revenue of the particular tourist destination.
Theme 3: Decision regarding selection of tourism related products is influenced by the
brand image of particular destination
Responses Frequency Percentage
Disagree 8 32%
Neutral 5 20%
Agree 12 48%
22
Disagree
Neutral
Agree
Illustration 3: Decision regarding selection of tourism related products is influenced by
the brand image of particular destination

Finding and analysis: When the British tourists were asked regarding whether or not Decision
regarding selection of tourism related products is influenced by the brand image of particular
destination 8 respondents disagree with the view, 5 were neutral which implies that they neither
agree nor disagree with the statement. On the other hand 12 British tourists agrees with the
statement that decision regarding selection of tourism related products is influenced by the brand
image of particular destination.
By analyzing the responses attained through survey of British tourist it has been gained
that majority of the respondents believed that Decision regarding selection of tourism related
products is influenced by the brand image of particular destination. This is because in case the
destination is not popular and does not possess sound image then visitors are not attracted
towards the particular destination. This has significant role in making determination of the
number of people who are traveling to the particular destination.
Theme 4: Moderate climate is preferred the most when traveling to different destinations
Responses Frequency Percentage
Warm 7 28%
Cold 3 12%
Moderate 15 60%
23

Finding and analysis: On asking the British tourists regarding the climate mostly preferred when
traveling to the varied destination 7 respondents replied warm, 3 said cold. On the other hand 15
British tourists replied moderate climate is highly preferred when traveling to varied
destinations.
Through analysis of the responses attained through survey of British tourist it has been
gained that majority of the respondents believed that moderate climate is preferred the most
when traveling to different destinations. Such is due to the reason that in case of rainy season and
winters the visitors are not able to explore the different places. Also there is presence of certain
places which gets closed does to heavy rain and winter. Thus this is the important in making
determination of the destination where the visitors can travel.
4.4 Objectives two
 Identify the reasons why domestic tourist destination of UK are more popular among UK
residents.
24
Warm Cold Moderate
0
0.1
0.2
0.3
0.4
0.5
0.6
Illustration 4: Moderate climate is preferred the most when traveling to different
destinations

H0: There is no significant reasons why domestic tourist destination of UK are more popular
among UK residents
H1: There is significant reasons why domestic tourist destination of UK are more popular
among UK residents
Theme 5: Climate is major factor that is mostly preferred
Responses Frequency Percentage
Climate 7 28%
Recession 5 20%
Security 6 24%
Travel destination 3 12%
Destination image 4 16%
25

Finding and analysis: When the British tourists were asked regarding the major factor that is
preferred the most 7 respondents replied climate, 5 said recession. On the other hand 6 British
tourists replied security is the major factors. Further 3 respondents believed that travel
destination is the important factor. On the other hand 4 respondents replied destination image.
By analyzing the responses attained through survey of British tourist it has been gained
that majority of the respondents believed that Climate is major factor that is mostly preferred.
Such is important as it determines the number of times for which the visitors can travel to a
particular destination. This is effective in making determination of the number of visitors who
will travel to the destination. Domestic tourism is highly influenced by such factors as the people
already possess the awareness regarding the climatic condition that are prevailing within the
nation.
Theme 6: Direct relationship exists among accommodation facilities offered and climate of
specific destination
Responses Frequency Percentage
26
Climate
Recession
Security
Travel destination
Destination image
0
0.05
0.1
0.15
0.2
0.25
0.3
Illustration 5: Climate is major factor that is mostly preferred

Disagree 7 28%
Neutral 5 20%
Agree 13 52%
27
Disagree
Neutral
Agree
0 0.1 0.2 0.3 0.4 0.5 0.6
Illustration 6: Direct relationship exists among accommodation facilities offered and
climate of specific destination

Finding and analysis: When the British tourists were asked regarding whether or not they think
that there is direct relationship exists among accommodation facilities offered and climate of
specific destination 7 respondents disagree with the view, 5 were neutral which implies that they
neither agree nor disagree with the statement. On the other hand 13 British tourists agrees with
the statement that domestic tourism is appropriate in comparison with international tourism.
By analyzing the responses attained through survey of British tourist it has been gained
that majority of the respondents believed that there is presence of direct relationship exists
among accommodation facilities offered and climate of specific destination. This is because
accommodation and climatic condition assess the number of people who would visit the
destination. In case of ineffectiveness of both the visitors traveling to the particular destination is
influenced to a greater extent.
Theme 7: Climate is the key constant while making decision regarding selection of tourist
destination
Responses Frequency Percentage
Yes 15 60%
No 10 40%
28

Finding and analysis: On asking the British tourists were asked regarding whether or not climate
is the key constant while making decision regarding selection of tourist destination 15
respondents replied yes to the view. On the other hand 10 British tourists replied no to the
statement that Climate is the key constant while making decision regarding selection of tourist
destination.
Through analysis of the responses attained through survey of British tourist it has been
gained that majority of the respondents believed that climate is the key constant while making
decision regarding selection of tourist destination. This is due to the reason that with climatic
condition prevailing in the nation the people are able to assess the kind of placed that can be
visited at that particular point of time. Thus it is the most preferred factor by the visitors.
4.5 Objectives three
 Identify the rising demand for UK domestic tourism in comparison with past
H0: There is no significant rise in demand for UK domestic tourism in comparison with past
29
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
Illustration 7: Climate is the key constant while making decision regarding selection of
tourist destination

H1: There is significant rise in demand for UK domestic tourism in comparison with past
Theme 8: Demand associated with tourism products and services declines as a result of
ineffectiveness in services
Responses Frequency Percentage
Disagree 6 24%
Neutral 9 36%
Agree 10 40%
Finding and analysis: When the British tourists were asked regarding whether or not Demand
associated with tourism products and services declines as a result of ineffectiveness in services 6
respondents disagree with the view, 9 were neutral which implies that they neither agree nor
30
Disagree Neutral Agree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Illustration 8: Demand associated with tourism products and services declines as a
result of ineffectiveness in services

disagree with the statement. On the other hand 10 British tourists agrees with the statement that
Demand associated with tourism products and services declines as a result of ineffectiveness in
services.
By analyzing the responses attained through survey of British tourist it has been gained
that majority of the respondents believed that demand associated with tourism products and
services declines as a result of ineffectiveness in services. This is because the destination that has
ineffectiveness in delivering services will have lesser demand in comparison with one that is
offering quality services. This is due to the reason that visitors are attracted towards the
destination that provides greater convenience in terms of effectiveness in services.
4.6 Objectives four
 Find the number of visit by UK tourist within the UK by area and purpose of the visit
H0: There is no significant number of visit by UK tourist within the UK by area and purpose of
the visit
H1: There is significant number of visit by UK tourist within the UK by area and purpose of the
visit
Theme 9: More than 2 times traveled to UK
Responses Frequency Percentage
One time 4 16%
Two times 6 24%
More than 2 times 15 60%
31

32
One time
Two times
More than 2 times
Illustration 9: More than 2 times traveled to UK

Finding and analysis: When the British tourists were asked regarding the number of times they
have traveled to UK 4 respondents replied one time, 6 said two times. On the other hand 15
British tourists replied that they have visited UK for more than 2 times.
By carrying out analysis of responses attained through survey of British tourist it has
been gained that majority of the respondents have traveled to UK more than 2 times. This
presents that number of people visiting domestic tourism destination is greater.
4.7 Conclusion
From the section of analysis and discussion it can be concluded that there is presence of
various factors that affects the decision regarding selection of particular tourist destination. It is
assessed that majorly climate as well as accommodation services affects the selection of
destination to a greater extent. This is effective in attainment of the first objectives of the thesis.
In addition to this it has been gained that there is preference of several visitors who prefer
domestic tourism greater in comparison with international tourism. This is as a reason of several
factors that affects their choice. It includes recession, climate, security, accommodation,
destination image etc. It has been inferred from carrying out the particular chapter that there is
existence of several individuals who have visited the destination for more than 2 times. This
implies that they to as significant level prefer domestic tourism as compared to international
tourism. It is being determined that Climate is major factor that is mostly preferred.
33

CHAPTER- 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction
It can be concluded from the findings that climate and accommodation facilities affect the
preferences and choices of British leisure tourists in choosing domestic tourism destinations. As
several objectives has been accomplished after conducting the research with greater
effectiveness. Thus aim of conducting the investigation has been resolved to a significant level.
By the means of primary as well as secondary data greater amount of data has been attained that
demonstrates the role of climate as well as accommodation in influencing the preferences of
British tourists.
5.2 Consequences of research findings
From the analysis of the data it can be concluded that domestic tourism is suitable in
comparison with international tourism. This is due to the reason that it is cost effective as when
the people visit local places less amount of money is required. Moreover the individual feel
secure when they visit the local place in comparison with international tourism destination. This
presents that there is greater preference of British tourist towards visiting domestic tourism
destination. This has been inferred that while visiting the domestic destination the problems
attached with culture and language do not emerge. Therefore the visitors can effectively explore
the whole destination in an effective manner.
From the findings it has been explored that services relating with accommodation of
particular destination affects the decision regarding selection of destination. This is because of
the reason that through the support of accommodation facilities the visitors can be provided with
huge convenience that has ability to attract them towards the tourist destination. Decision with
respect selection of tourism related products is affected by the brand image of specific
destination. This is being inferred that climate is regarded as the most crucial factors that is
preferred by the British tourist. It can be concluded that there is existence of direct relationship
exists among accommodation facilities offered and climate of specific destination. Further
demand associated with tourism products and services declines as a result of ineffectiveness in
services.
34

5.3 Recommendation
Various recommendations are being offered to the tourism businesses in UK for the sake
that they can enhance their facilities that can bring development of tourism sector and can
increase the number of visitors who are visiting the particular destination. This is effective in
increasing the revenue of the entire country to a greater extent. There is greater need towards
bringing improvement so that British tourist can gain higher level of satisfaction.
 It is being recommended to the tourism businesses to offer higher quality accommodation
facilities so that visitors can be attracted to a greater extent. Such needs to be improved as
it determines the preferences of the British tourist to a greater extent.
 Further it is recommended to British tourist to take into account factors such as recession,
destination image etc while making determination of the place that can be visited. As
such this makes sure selection of suitable destination by the visitor who are visiting
domestic tourism destination.
5.4 Limitations of the study
The process related with accomplishment of the thesis is full of challenges. Along with
this several issued have been experienced by the scholar. The major limitation in the present
investigation on preferences and choices of British leisure tourists in choosing domestic tourism
destinations are enumerated in the manner as under: Prolonged procedure: Lengthy procedure is being followed for the purpose of
accomplishing the whole research. The collection of the data by the means of books and
journals is time consuming task. As the present dissertation is required to be completed
within stated time duration therefore there is lack of feasibility for the researcher to cover
all the aspects under the investigation.
 Inadequacy of the secondary information: Secondary information is required in the
present thesis. This is due to the reason that it act as an aid for the researcher in making
development of better understanding with respect to the subject matter under research.
The limitation to such is that data was not be attained by the investigator with greater
ease. This is due to the reason that access on several sites was restricted. Thus there it is
possibility that some information in the research is being missed out.
35

CHAPTER- 6 EVALUATION
6.1 Project success
The present thesis on critical analysis of how climate and accommodation facilities affect
the preferences and choices of British leisure tourists in choosing domestic tourism destinations
has attained greater success. This can said as all the target that were being determined so as to
attain main aim are being accomplished.
6.2 Skills learnt
The present dissertation is being conducted for the sake of enhancing my self learning as
well as knowledge. Various areas of knowledge have been achieved through carrying out thesis.
By the means of carrying out present dissertation I have attained greater amount of management
skills. Through this I was able to attain new skills and bring improvement in my existing one. In
addition to this I have gained knowledge and talent towards organizing my work. My skills
related with time management has also enhanced. This assist me in preparation of schedules so
that I can accomplish the different activities within stated duration of time. Thus this has acted as
an aid in completion of my work with greater effectiveness. Also I have attained knowledge with
respect to greater number of skills that has increased my life style and thinking to a significant
level. My skills related with the communication has also increased to a greater extent.
6.3 Difficulties encountered
There are number of difficulties that have been encountered while carrying out the
present thesis. This is related with obtaining adequate amount of secondary data through online
means. The access to several sites was restricted that has created major issues. In addition to this
it taking prior permission of the respondents for becoming part of the research and offer their
responses was regarded difficult and time consuming as well.
6.4 Lesson learnt
There are several lesson learnt through conducting present thesis. This is associated with
learning skills regarding research. There is greater importance in gaining insight to the manner in
which suitable data can be attained so that research can be carried out with greater effectiveness.
Further permission can be taken so that access to such sites can be gained. Another lesson learnt
is regarding development of suitable questionnaire that can assist in attainment of the objectives
in an effective manner.
36

6.5 Future assignments
The present study on critical analysis of how climate and accommodation facilities affect
the preferences and choices of British leisure tourists in choosing domestic tourism destinations
has certain future assignments. It has been assessed that in future the other factors affecting
preferences can also be determined. Along with the reasons of not visiting international tourist
places can also be assessed for future.
37

REFERENCES
Journals and Books
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demand for domestic and international tourism. Climate Research. 31(1). pp.109-120.
Bogari, N.B., Crowther, G. and Marr, N., 2003. Motivation for domestic tourism: A case study of
the Kingdom of Saudi Arabia. Tourism Analysis. 8(2). pp.137-141.
Cooper, C. and Wahab, S. eds., 2005. Tourism in the Age of Globalisation. Routledge.
Cooper, C., 2008. Tourism: Principles and practice. Pearson education.
Ghimire, K. B., 2013. The native tourist: Mass tourism within developing countries. Routledge.
Huybers, T., 2003. Domestic tourism destination choices--a choice modelling analysis. The
International Journal of Tourism Research. 5(6). pp.445.
Lillis, A., 2008. Qualitative management accounting research: rationale, pitfalls and potential: A
comment on Vaivio 2008. Qualitative Research in Accounting & Management. 5(3). pp.239–
246.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Moufakkir, O. and Kelly, I. Eds., 2010. Tourism, progress, and peace. CABI.
Page, S., Song, H. and Wu, D.C., 2011. Assessing the impacts of the global economic crisis and
swine flu on inbound tourism demand in the United Kingdom. Journal of travel research,
p.0047287511400754.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Silverman, D. ed., 2016. Qualitative research. Sage.
Soliman, D. M., 2011. Exploring the role of film in promoting domestic tourism: A case study of
Al Fayoum, Egypt. Journal of Vacation Marketing. 17(3). pp.225-235.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Taylor, T. and Ortiz, R. A., 2009. Impacts of climate change on domestic tourism in the UK: a
panel data estimation. Tourism Economics. 15(4). pp.803-812.
Thrane, C. and Farstad, E., 2011. Domestic tourism expenditures: The non-linear effects of
length of stay and travel party size. Tourism Management. 32(1). pp.46-52.
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Thrane, C. and Farstad, E., 2011. Domestic tourism expenditures: The non-linear effects of
length of stay and travel party size. Tourism Management. 32(1). pp.46-52.
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Pp.161-178.
Online
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<http://www.slideshare.net/ludymae/chapter-9methods-of-data-collection>. [Accessed on 19th
December 2016].
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<http://www.iium.edu.my/iaw/SHPhDHTMLfiles/Chp_07%20datacollection.htm>.
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2016].
39

APPENDIX
Appendix 1 QUESTIONNAIRE
For tourists visiting UK
(Kindly take few minutes to provide your responses. Your feedback is appreciated)
Demographic information
Name:
Age:
Gender:
Male □
Female □
1. How many times you have traveled to UK?
One time □
Two time □
More than 2 times □
2. From amongst the following what are the factors that are mostly preferred by you?
Climate □
Recession □
Security □
Travel destination □
Destination image □
3. Domestic tourist is suitable in comparison with international tourism?
Disagree □
Neutral □
Agree □
4. Demand related with tourism relating with products and services tends to decline because of
ineffectiveness within services?
Disagree □
Neutral □
Agree □
40

5.The accommodation services of specific destination affects decision with respect to selection
of destination?
Yes □
No □
6. Your decision with respect to selection of tourism relating to products as well as services is
influenced by the brand image of specific destination?
Disagree □
Neutral □
Agree □
7. Do you think there is direct relationship among accommodation facilities offered and climate
of a particular destination?
Disagree □
Neutral □
Agree □
8. What kind of weather do you prefer the most while traveling to varied destinations?
Warm □
Cold □
Moderate □
9. Do you think that climate is the key constant while making decision regarding selection of
tourist destination?
Yes □
No □
10. According to you what are other reasons because of which you prefer domestic tourism?
______________________________________________________________________________
____________________________________________________________________________
41

42