Analysis of Factors Influencing UK Holiday Destination Choices

This report provides an in-depth analysis of the factors that influence international tourists when selecting the UK as a holiday destination. The study examines the UK's popularity, the role of London as a primary destination, and the impact of tourism on the economy. It highlights effective marketing and branding strategies, including government investments and promotional campaigns, to attract tourists. The research employs an exploratory approach, using both primary data collected through questionnaires from 50 tourists and secondary data from books, journals, and online articles. The analysis reveals key demographics of tourists visiting the UK, emphasizing the importance of education and the increasing population in emerging nations. The report concludes with key findings and recommendations to enhance the UK's appeal as a tourist destination.

Analysis of factors influencing
international tourists for selecting
UK as their holiday destinations
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EXECUTIVE SUMMARY
UK as a destination place is getting popular worldwide and it is supporting in attracting
large number of tourists from outside the nation. The main reason behind carrying out this study
“To analyse the factors influencing international tourists for selecting UK as their holiday
destinations”. Every year large number of tourists are attracted towards UK which is around 16.8
million and their first priority is London rather than other countries. Tourists perceive London as
appropriate destination place which is value for money and can satisfy their need in most efficient
manner. Tourism has supported in development of every sector in London and in turn has acted as
development tool for the economy. Further, the marketing along with branding strategies provides
base in promoting the destination places. In short UK is selling its image to the tourists in positive
manner which is above expectations of the customers and has supported in enhancing overall
demand of the tourism services. Investment of government is maximized by working in partnership
with with range of organizations which involves both private and public companies. On the other
hand, the key highlights of the current marketing campaigns being designed involves different
activities through which places of attraction can be promoted easily.
The present research being carried out is exploratory in nature where main motive is to
explore new ideas and thoughts which are beneficial for the research. Further, inductive approach
has been chosen where specific country UK has been chosen as one of the destination place. Data
has been collected from both primary and secondary so as to conduct research in effective manner.
Primary information has been gathered with the help of well designed questionnaire in order to
assess the factors which influences customers to choose UK as destination place. On the other hand,
for collection of secondary information various books, journals and online articles have been
referred which are associated with the present topic. Apart from this sample size of 50 tourists
arriving London from outside the nation has been considered as by obtaining information from them
it is possible to know overall image of UK as destination place. It can be concluded from the
primary and secondary data analysis that majority of tourists that visit UK belong to age group of
35 to 45 years. There has been increase in foreign tourists to UK as in the past, the nation has
attracted people from all over the world for various purposes. Education is one of the main area that
has resulted into huge increase in foreign population. Increasing population in emerging nations in
addition to level improvement in education at UK are the major forces that people are sending
applications for enrolment in various courses.
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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION ........................................................................................................4
1.1 Background of the study ...........................................................................................................4
1.2 Rationale of the study .............................................................................................................5
1.3 Research aims and objectives .................................................................................................7
1.4 Analysis and framework ...........................................................................................................8
1.5 Potential significance of the study ............................................................................................9
1.6 Structure of the dissertation ......................................................................................................9
CHAPTER 2: LITERATURE REVIEW............................................................................................11
2.1 Introduction..............................................................................................................................11
2.2 Factors considered by tourists while choosing their holiday destinations ..............................12
2.2 Marketing and branding strategies adopted by UK for attracting tourists...............................15
2.4 Reasons behind considering UK as holiday destination by international tourists...................19
CHAPTER 3: RESEARCH METHODOLOGY................................................................................25
3.1 Introduction..............................................................................................................................25
3.2 Research design.......................................................................................................................25
3.3 Research type...........................................................................................................................25
3.4 Research philosophy................................................................................................................26
3.5 Research approach ..................................................................................................................26
3.7 Data collection ........................................................................................................................28
3.8 Data analysis ..........................................................................................................................28
3.9 Reliability and validity ............................................................................................................29
3.10 Ethical consideration .............................................................................................................30
3.11 Research limitations ..............................................................................................................30
CHAPTER 4: DATA ANALYSIS ......................................................................................................31
4.1 Introduction .............................................................................................................................31
4.2 Data analysis: Questionnaire...................................................................................................31
CHAPTER 5: CONCLUSION AND RECOMMENDATION...........................................................44
5.1 Introduction .............................................................................................................................44
5.2 Conclusion ..............................................................................................................................44
5.3 Recommendations....................................................................................................................49
REFERENCES...................................................................................................................................52
APPENDIX .......................................................................................................................................56
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CHAPTER 1: INTRODUCTION
1.1 Background of the study
In the era of modernization people prefer to travel from one to another as it directly provides
them remarkable experience. Further, the rapid growth in travel and tourism sector is supporting
companies to satisfy need of its target market in efficient manner. People living in the society have
started to explore new places and demand for different destination places have increased in short
period of time (Goeldner and Ritchie, 2006). UK as a destination place is becoming popular day by
day and various factors are present that influences tourist to visit UK and in turn this satisfies their
need in every possible manner.
London is considered as one of the world's leading tourism destination and due to this reason
large number of tourists are easily attracted towards this place. Further, demand for every
destination is increasing at faster pace in the market and it is also supporting in development of
economy of London. It has been found that UK has attracted around 15.3 million international
tourists in the year 2011. Apart from this majority of the visitors prefer to spend large amount on
purchasing tourism services offered by travel and tourism companies operating in London. On the
other hand government of the country has also started to take initiative to promote London as
destination place and due to this reason entire country is getting positive response from the tourists
living in other nations. Places of attraction in London involves London Eye which is a giant Ferris
wheel located on the edge of River Thames (Kaynak and Uysal, 2012). Apart from this other places
to visit are Buckingham palace, Tower of London etc. All these places posses power to attract large
number of customers and is beneficial for the economy of country.
Further, it is well known fact that to promote any destination place or any other location
marketing is necessarily required as through this customers can be easily towards different places.
Promotion is done with the help of different media source such as advertisement, social media and
other effective sources which has wide coverage and in turn assist in satisfying need of tourists in
most efficient manner (Laws, 2011). Before selecting any destination place majority of the tourists
consider its unique quality and it is assessed well in advance whether destination place selected are
value for money or not. Apart from this proper maintenance of the destination places attracts them
towards the place as it is expected by every tourist amount spend for seeing it can be utilized in
appropriate manner. On the other hand, taste and overall requirement of every tourist differs from
one another due to which effective marketing strategies are undertaken so that every individual may
know about the place in appropriate manner and can take decision whether to purchase tourism
service or not (Bowen and Clarke, 2009). It is linked with overall development of the nation and
due to this basic reason every tourism organization and other private bodies are working hard to
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promote UK as destination place in front of the people arriving from outside London.
Apart from this effective marketing along with branding strategies have been developed
through which London as a destination place is promoted in front of international tourists who are
arriving from other countries. This directly provides a base in development of the economy and in
turn acts as development tool. Due to rise in level of competition in the tourism sector more efforts
are applied so that destination places can be promoted by highlighting all the key benefits which can
be rendered to the travellers (Andersson and Ekman, 2009). Promotion with the help of tourism
boards and other associations is effective in nature as their main stress is on building positive brand
image of the destination places in front of tourists who are arriving from outside the countries.
Moreover, attractive schemes such as discount and other type of benefits are given to travellers
with the aim to satisfy their need in most efficient manner. In short, it is a source of attraction and
before taking decision in relation with any destination place it is ensured by travellers whether it is
value for money or not. Concept of destination marketing has significantly increased in the present
era so that more development is possible by promoting different places in front of customers.
On the other hand effective sources have been undertaken so as to market destination places
with the help of appropriate media source such as print, electronic etc. More focus on advertisement
is providing favourable results and is supporting in improvement of the economic condition of
United Kingdom. Further, it is well known fact that due to rise in demand for destination places in
country like London tourism industry is benefited and in turn more employment opportunities are
provided to the people living in the country (Carvão, 2010). The tourist board being developed in
London holds the responsibility of promoting and marketing of all the destination places. Further,
time to time it is ensured that all the places are properly maintained and are capable enough to
satisfy need and requirement of target market in most efficient manner. Promotion is basically done
at the time of seasons and on other occasions through which demand for destination place directly
increases and in turn acts as development tool for the entire economy. Country like UK is directly
selling its brand image in front of travellers through different sources which are effective and covers
large part of the market. Further, it is well known fact that need and overall requirement of every
tourist varies from one another and due to this reason larger efforts have to be applied in marketing
of destination place.
1.2 Rationale of the study
UK as a destination place is getting popular worldwide and it is supporting in attracting
large number of tourists from outside the nation. The main reason behind carrying out this study
“To analyse the factors influencing international tourists for selecting UK as their holiday
destinations”. Every year large number of tourists are attracted towards UK which is around 16.8
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million and their first priority is London rather than other countries. Tourists perceive London as
appropriate destination place which is value for money and can satisfy their need in most efficient
manner (Bolan and Williams, 2008). Economy of UK is growing at faster pace and this can be
regarded as one of the major reason due to which customers prefer to choose UK as one of the place
at the time of spending their holiday etc. Moreover, it also depends on the type of marketing and
promotional strategies designed by government of the country to promote places. The value of
tourism to the economy of UK can be known with the help of statistics as it is £126.9bn GDP 9.0%
of UK GDP. Further, London as a place is regarded as eight largest international tourism destination
ranked by the visitors numbers. Overall tourism industry of UK employs around 3.1 million people
and is regarded as one of the fastest growing sector in terms of employment (UK tourism statistics.,
2014). Tourism has supported in development of every sector in London and in turn has acted as
development tool for the economy. Further, the marketing along with branding strategies provides
base in promoting the destination places. In short UK is selling its image to the tourists in positive
manner which is above expectations of the customers and has supported in enhancing overall
demand of the tourism services.
Marketing of tourism places in UK is done in different manner where uniqueness of all the
places are highlighted in front of the customers so that they can easily take appropriate decisions
whether to choose London as tourism place or not. Overseas visitors have spent £21.01 billion in
the UK in 2013. The strong growth noticed in the tourism sector was supported by increasing
number of Chinese visitors arriving UK to visit different places. The rise in level of growth year on
year came from different countries (Hutchinson, 2015). It is leading to rise in inflow of more
foreign currency and is allowing government of UK to undertake different activities for the
development of the economy and is overall acting as development tool. At present travellers are
being able to plan their holidays in effective manner with the help of internet sources and this is also
supporting government of UK to promote different places of attraction so that more customers may
prefer to visit. Media is considered as one of the most effective medium to make people aware
about destination places in London. It is well known fact that media reaches masses and is an
effective tool of promotion. In the present era safety and security is one of the major concern as
before planning holidays travellers ensures that whether the destination place selected is safe to visit
or not such as any unfavourable practice such as terrorist attack is present or not (Hankinson,
2007).
Apart from this before selecting any place purchasing power of visitor plays most crucial
role as it is ensured by every traveller in advance whether the place selected is under budget or not.
Various websites have been developed by government where main stress is on providing accurate
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and up to date information regarding the tourism destination places and in turn travellers can easily
take purchase decision which is fruitful for the economy of London. Government of the country
has taken every possible action of the safety of people living in the society and it can be regarded as
one of the main reason behind growing demand for destination places in London (Hudson and
Ritchie, 2006). Their is no doubt that different destination places are present worldwide and its
selection depends on large number of factors. Further, due to variation in need and requirement of
every tourist demand for every place is influenced. The websites named visit Britain focuses mainly
on building image of the country and enhancing the aspiration of travellers. Further, main stress is
on turning aspirations into bookings. With the help of websites and other sources people visitors are
encouraged to explore the whole of Britain and this directly adds value to UK tourism industry and
the economy of UK. At present different marketing campaigns have been designed which
encourages travellers to visit London through brand building and tactical marketing campaigns
(Iwashita, 2008). Apart from this various agencies are working for the betterment of nation and they
are motivated to explore the nation so that more development within the nation is possible.
Investment of government is maximized by working in partnership with with range of
organizations which involves both private and public companies. On the other hand, the key
highlights of the current marketing campaigns being designed involves different activities through
which places of attraction can be promoted easily (Kerr, 2006). Apart from this the purchasing
power of people living in every country is increasing at faster pace and due to this basic reason they
prefer to spend more funds in purchasing tourism services. Due to rise in demand for services it has
become necessary for every tourism organization to develop services keeping in view overall
expectations of the target market. Visitors from every country such as India, South korea etc prefers
to visit London and it is their first choice. On the other hand higher efforts are applied by ministry
of UK and other agencies to promote destination places and all the key benefits which customers
can obtain are shown with the help of advertisements etc. Different ways of promoting destination
places are present in the market and through this right information is being shared with travellers
with the objective to attract them towards the destination places. Therefore, it is beneficial for the
entire nation and can be regarded as one of the basic reason behind rise in development rate of UK's
economy (Richardson, 2004).
1.3 Research aims and objectives
The main aim behind carrying out this study is “To analyse the factors influencing
international tourists for selecting UK as their holiday destinations”. Further, in order to accomplish
this aim various objectives have been developed which are shown below:
 To identify factors considered by tourists while choosing their holiday destinations
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 To identify marketing and branding strategies adopted by UK for attracting tourists
 To assess reasons behind considering UK as holiday destination by international tourists. To recommend ways through which the country can promote itself within international
tourism industry.
Research questions
Following are the research questions being developed on the basis of objectives of the study
as this provides proper guidelines in accomplishing the aim of the research which is significant for
the research.
 What are the factors considered by tourists while choosing their holiday destinations?
 What are the marketing and branding strategies employed by UK for attracting visitors?
 What are the reasons behind selection of UK as holiday destination by international tourists?
So these are some of the research questions designed which are directly associated with the
objectives of the research.
1.4 Analysis and framework
The present research being carried out is exploratory in nature where main motive is to
explore new ideas and thoughts which are beneficial for the research. Through this design it is
possible to know the factors influencing international tourists for selecting UK as holiday
destination. No doubt large number of factors are present on the basis of which travellers decide
which destination place to choose and they take decision regarding purchase of services
(Sreedharan., 2007). Further, inductive approach has been chosen where specific country UK has
been chosen as one of the destination place. In this type of approach results move from specific to
general and it can be regarded as one of the basic reason behind selection of this approach.
Interpretivism as a philosophy has been undertaken through which it is possible for researcher to
interpret elements of the research and it assist in integrating human interest into the study.
Data has been collected from both primary and secondary so as to conduct research in
effective manner (Kumar, 2002). Primary information has been gathered with the help of well
designed questionnaire in order to assess the factors which influences customers to choose UK as
destination place. On the other hand, for collection of secondary information various books,
journals and online articles have been referred which are associated with the present topic. Apart
from this sample size of 50 tourists arriving London from outside the nation has been considered as
by obtaining information from them it is possible to know overall image of UK as destination place.
Further, technique of purposive sampling has been employed where main focus is on fulfilling main
purpose of the study. Data has been analysed qualitatively where different themes have been formed
and it represents the overall response provided by the travellers from whom information has been
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obtained (Dawson, 2002).
1.5 Potential significance of the study
The entire study being carried out is beneficial for different countries and at academic level
where findings of the research can be used by other countries so as to promote their destination
place and this can definitely support in economic development which is one of the ultimate
objective of every country. Further, through this research government of other countries can take
initiative for development of more effective marketing and branding strategies so that large number
of travellers can be easily attracted towards the destination place. The marketing strategies are
required to be assessed so that different nations can take advantage of it. Moreover, through
research other nations can attract foreign tourists for the development of tourism market and in turn
it can lead to inflow of more foreign currency which can be used in different development activities.
Apart from this this study is also beneficial at academic level where students and other
learners can know about the marketing and branding strategies through which destination places of
any specific country can be promoted easily so that its worldwide presence can be enhanced easily.
Further, they can know about factors which influences travellers to choose destination place.
1.6 Structure of the dissertation
For conducting research in effective manner it is necessary to follow appropriate structure so
that expected findings can be attained through this and in turn it makes study more reliable. Proper
structure of dissertation has been shown below which has been followed in the present study:
Chapter 1 Introduction: It is the first chapter of the dissertation which provides idea in relation
with the topic being selected for conducting research. In the present chapter background and
rationale of the study has been undertaken where description of UK as destination place has been
provided along with overall demand of travellers as destination place. Apart from this aims and
objectives of the study have been shown along with the research questions.
Chapter 2 Literature review: It is the next important chapter of the study in which views given by
various authors on the topic selected for research is undertaken. In the present study various themes
have been formed on the basis of factors influencing international tourists for selecting UK as their
holiday destination. So, this provides base to the entire research and in turn objectives of the study
can be accomplished easily.
Chapter 3 Research methodology: This chapter undertakes various tools and techniques employed
for conducting research. In the present research data has been collected both from primary and
secondary sources, inductive approach has been used, interpretivism as a philosophy has been
employed etc. So, through all these tools study can be made reliable and valid too.
Chapter 4 Data analysis: In this chapter data obtained through primary source is analysed through
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the techniques available. In the present research primary information collected from customers
arriving UK has been analysed by forming themes and it is appropriate for the present research.
Chapter 5 Conclusion and Recommendation: It is the last chapter of the study where findings
derived from primary and secondary study have been shown. In this chapter it is highlighted the
range of factors which influences customers to choose UK as destination place and on the basis of
this recommendations have been provided so that government of country can better promote
London as destination place.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The second chapter is of literature review that consists of detail information related to topic
under investigation. It is the most important part of dissertation as it develops deep understanding
about the research which aids to reach at the aim of the study. The present research in analysing
the factors influencing international tourists for selecting UK as their holiday destinations literature
review has been done in accordance with selected objectives. This in turn helpful to provide
suggestions by which the country can promote itself within international tourism industry. Apart
from this, critical evaluation has also been done for the collected information that leads to derive
valid conclusion from the same. In addition to this, this chapter will highlight main studies that
have been done in the similar field so as to prepare strong base of information.
Tourists attraction in UK
Tourism in UK is the fastest growing sector in term of employment and overall contribution
towards economic development. Here, France, Germany and the USA were three main markets in
context of number of visits in UK. Further, the inbound visitor spend total 54% in London and rest
of inbound visitor spend is from English (33%), Scotland (8%) and remaining inbound visitor spend
is of 2% from Wales. Further, 3.4% of international tourism is related to UK in 2013. Similarly,
London is a key destination for inbound visitors to the UK. In addition to this, average spend per
visit was £636 in 2014. Along with that, number of visits in the same year was 34.377 million.
However, the main purpose of two in five inbound visits in 2014 were from holiday whereas 24%
was for business. Apart from this, 38% inbound visits was from those who visits for friends and
relatives. The following graph is showing information related to journey purpose. It depicts that
tourists prefer holiday packages in order to access good quality of services that are being offered by
tourism industry of UK. Furthermore, July to September is the hectic season for UK tourism
industry due to increasing demand of services.
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(Source: Visit Britain, 2014)
According to the above graph most of the international tourists reached to UK for visiting by
air travelling. It depicts that air travel services of UK are most effective which aid to increase
number of visitors. However, it has direct impact on total time spend by visitors in UK. It is because
visitors who reached by air travel tend to spend more time in comparison to others. Thus, effective
transportation facilitates of UK is the main factors which gain attraction of visitors and force them
to select the appropriate holiday package of UK.
2.2 Factors considered by tourists while choosing their holiday destinations
Their exist large number of factors which are considered by tourists at the time of deciding
destination place. As per view of Bowen and Clarke (2009) one of the most crucial factor is
transportation as this facility is necessarily required and its absence can lead to rejection of place
which has to be selected. Further, it is well known fact that tourist arriving from one country to
another needs proper transportation facility such as rail, road etc. Moreover, country like UK is
developed and proper facilities are present within the country and this directly assist in attracting
large number of customers (Pike, 2012). On the other hand, in areas where transportation facilities
are not present then tourists have to face many challenges and it leads to decline in their satisfaction
level. However Howie (2003) argued that destination itself is one of the factor which is considered
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