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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